Methods and Systems for Providing Mobile Advertising Using Data Networks Based On Intelligence Data Associated with Internet-Connectable Devices
Computer systems and methods for providing mobile advertising using data networks based on intelligence data associated with Internet-connectable devices are provided. In some embodiments, the computer systems and methods may comprise determining an audience category associated with a user of an Internet-connectable device based on location and/or network events associated with the Internet-connectable device. In these embodiments, an audience value for the user of the Internet-connectable device may be determined based on at least the audience category associated with the user of the Internet-connectable device, wherein the audience value represents an audience segment comprising a subgroup of Internet-connectable device users defined based on at least one criterion. At least one advertisement may then be served to the Internet-connectable device, wherein the at least one advertisement is determined based on the audience value.
1 . A computer system for providing mobile advertising using data networks based on intelligence data associated with Internet-connectable devices, the computer system comprising:
a processor; and
a memory coupled to the processor, the memory storing instructions to cause the processor to perform operations comprising:
receiving from an Internet-connectable device at least one location event captured by the Internet-connectable device;
determining a location of the Internet-connectable device based on the at least one location event;
determining an audience category associated with a user of the Internet-connectable device based on the location of the Internet-connectable device;
determining an audience value for the user of the Internet-connectable device based on at least the audience category associated with the user of the Internet-connectable device, wherein the audience value represents an audience segment comprising a subgroup of Internet-connectable device users defined based on at least one criterion; and
transmitting an advertisement to the Internet-connectable device, wherein the advertisement is determined based on the audience value.
2 . The computer system of claim 1 , wherein the at least one location event comprises a geographic location of the Internet-connectable device captured at a given moment in time.
3 . The computer system of claim 1 , wherein the location of the Internet-connectable device comprises information associated with a place of interest.
4 . The computer system of claim 3 , wherein the information is derived using reverse geocoding.
5 . The computer system of claim 1 , wherein determining a location of the Internet-connectable device comprises grouping the at least one location event.
6 . The computer system of claim 1 , wherein the at least one location event comprises filtered location event data.
7 . The computer system of claim 1 , wherein the audience category is included in an audience category taxonomy.
8 . The computer system of claim 1 , wherein determining the audience category is based on an audience category rule associated with the audience category.
9 . The computer system of claim 1 , wherein determining the audience value for the user of the Internet-connectable device based on the audience category associated with the user of the Internet-connectable device depends on a reference value associated with the user of the Internet-connectable device and associated with the audience value.
10 . The computer system of claim 9 , wherein the reference value has a respective confidence value.
11 . The computer system of claim 10 , wherein the confidence value is based on training data.
12 . The computer system of claim 10 , wherein the audience value depreciates over time.
13 . The computer system of claim 9 , wherein the reference value is derived based on audience category-based parameters, interaction-based parameters, or related audience value-based parameters.
14 . The computer system of claim 13 , wherein related audience value-based parameters comprise data associated with other audience values that are related to the audience value.
15 . The computer system of claim 13 , wherein the reference value depends on the number of occurrences of the audience category.
16 . The computer system of claim 13 , wherein the audience category-based parameters, interaction-based parameters, or related audience value-based parameters have respective weights.
17 . The computer system of claim 9 , wherein the reference value is derived based on demographics of the user.
18 . The computer system of claim 9 , wherein the reference value is compared to other reference values associated with other Internet-connectable device users and associated with the audience value.
19 . The computer system of claim 1 , wherein determining an audience value for the user of the Internet-connectable device is also based on a network event associated with the Internet-connectable device.
20 . A computer system for providing mobile advertising using data networks based on intelligence data associated with Internet-connectable devices, the computer system comprising:
a processor; and
a memory coupled to the processor, the memory storing instructions to cause the processor to perform operations comprising:
capturing at least two network events associated with an Internet-connectable device;
grouping the at least two network events based on at least one attribute associated with the at least two network events.
determining an audience category associated with a user of the Internet-connectable device based on the grouping;
determining an audience value for the user of the Internet-connectable device based on at least the audience category associated with the user of the Internet-connectable device, wherein the audience value represents an audience segment comprising a subgroup of Internet-connectable device users defined based on at least one criterion; and
transmitting an advertisement to the Internet-connectable device, wherein the advertisement is determined based on the audience value.
21 . The computer system of claim 20 , wherein the at least two network events comprise advertisement impression data, advertisement interaction data, or advertisement conversion data.
22 . A method for providing mobile advertising using data networks based on intelligence data associated with Internet-connectable devices, the method comprising:
receiving from an Internet-connectable device at least one location event captured by the Internet-connectable device;
determining a location of the Internet-connectable device based on the least one location event;
determining an audience category associated with a user of the Internet-connectable device based on the location of the Internet-connectable device;
determining an audience value for the user of the Internet-connectable device based on at least the audience category associated with the user of the Internet-connectable device, wherein the audience value represents an audience segment comprising a subgroup of Internet-connectable device users defined based on at least one criterion; and
transmitting an advertisement to the Internet-connectable device, wherein the advertisement is determined based on the audience value.
23 . The method of claim 22 , wherein determining the audience value for the user of the Internet-connectable device based on the audience category associated with the user of the Internet-connectable device depends on a reference value associated with the user of the Internet-connectable device and associated with the audience value.
24 . The method of claim 23 , wherein the audience value has a respective confidence value.
25 . The method of claim 23 , wherein the reference value is derived based on audience category-based parameters, interaction-based parameters, or related audience value-based parameters.
26 . The method of claim 25 , wherein related audience value-based parameters comprise data associated with other audience values that are related to the audience value.
27 . The method of claim 25 , wherein the audience category-based parameters, interaction-based parameters, or related audience value-based parameters have respective weights.
28 . The method of claim 23 , wherein the reference value is compared to other reference values associated with other Internet-connectable device users and associated with the audience value.
29 . The method of claim 22 , wherein determining an audience value for the user of the Internet-connectable device is also based on a network event associated with the Internet-connectable device.
30 . The method of claim 23 , wherein the reference value is derived based on demographics of the user.