Contextual Advertising Delivery for Mobile Devices
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Solution Overview
Problem
Conventional contextual advertising techniques on the Internet are resource-intensive, time-consuming, and limited in providing contextually relevant advertisements, especially on mobile devices with varying capabilities and features, making it difficult to implement effective advertising across different mobile platforms.
Innovation Solution
The system employs real-time web page context analysis and dynamic content insertion using the Kontera Server System, which determines mobile device capabilities and implements either scripting or non-scripting techniques to deliver contextual advertising, adapting to the device's features by analyzing web page content and inserting relevant ads or links within the existing text or as tool-tip layers.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If conventional contextual advertising techniques are used, then advertising can be delivered to web users, but the process is resource-intensive and time-consuming
Solution Approach 1:
The system performs preliminary actions by pre-analyzing web page content and pre-generating contextual advertising content before the user requests the page. The advertising server stores analyzed content and associated ads, so when a mobile device requests a page, the system can quickly retrieve and deliver pre-prepared contextual ads rather than analyzing everything in real-time, thus improving efficiency while reducing resource consumption.
Solution Approach 2:
The patent extracts only the essential elements needed for contextual advertising - specifically extracting keywords and contextual information from web pages, and selectively extracting and delivering only relevant ads to mobile devices. This extraction approach reduces the overall resource consumption by processing only necessary data rather than entire web pages.
2Loss of time
If conventional advertising techniques are used, then advertising promotions can be displayed, but the process is time-intensive requiring substantial investments in personnel, software, hardware, and time
Solution Approach 1:
The patent introduces an advertising server as an intermediary between content providers and mobile devices. This server automatically analyzes web page content, generates contextual ads, and delivers them to users. By using this intermediary, the system eliminates the need for manual advertising implementation at content provider sites, reducing both time investment and system complexity while maintaining automated contextual advertising delivery.
Solution Approach 2:
The system implements self-service by enabling the advertising server to automatically analyze web page content, identify relevant keywords, generate contextual advertising content, and deliver ads without requiring manual intervention from content providers or qualified personnel. This automation reduces both time investment and the need for specialized staff.
3Adaptability or versatility
If contextual advertising is delivered to mobile devices, then relevant ads can be shown, but mobile devices have varying capabilities making implementation difficult
Solution Approach 1:
The patent implements a universal advertising delivery system where the advertising server can deliver contextual ads to multiple types of mobile devices with varying capabilities. The server analyzes device characteristics and delivers appropriately formatted ads that work across different platforms, making the system adaptable to diverse devices without requiring device-specific implementations.
Solution Approach 2:
The system applies local quality by tailoring the delivery method and format of contextual ads based on the specific capabilities of each mobile device. The advertising server detects device characteristics and adjusts the ad content, format, and delivery mechanism to match the local requirements of each device type, ensuring effective advertising delivery across platform diversity.
Data Source
AI summary
Various techniques are disclosed for delivering contextual advertising information to end users of a data network via a mobile device. At least one operation may be initiated to determine the features, capabilities and/or services supported at an identified mobile device. A first contextual advertising delivery technique may be implemented in response to a determination that a first type of functionality is supported at the identified mobile device. A second contextual advertising delivery technique may be implemented in response to a determination that the first type of functionality is not supported at the identified mobile device.