Network Gateway Context-Based Ad Delivery Modes
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Solution Overview
Problem
Current 5G communication systems face challenges in monetizing multimedia broadcast/multicast services (MBMS) due to inefficiencies in delivering content, particularly in effectively targeting and delivering advertisements to users, despite increases in coverage, spectral efficiency, and capacity.
Innovation Solution
The system gathers user-specific information to generate user contexts, which are then used to selectively broadcast, multicast, or unicast targeted advertising content based on user context, allowing for personalized and location-based advertising, thereby enhancing revenue generation opportunities for network operators.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of energy
If traditional broadcast/multicast methods are used to deliver advertising content, then coverage and spectral efficiency are improved, but the ability to target specific users and generate revenue is worsened
Solution Approach 1:
The patent segments advertising content delivery into three distinct modes: broadcast for general audiences, multicast for specific user groups based on context, and unicast for individual targeted users. This segmentation allows the system to maintain spectral efficiency through broadcast/multicast while enabling revenue generation through context-based targeted advertising to appropriate user segments.
Solution Approach 2:
The system dynamically selects between broadcast, multicast, and unicast delivery modes based on real-time user context information. The delivery mechanism is not static but adapts to changing user conditions, allowing the system to optimize both spectral efficiency and revenue generation by choosing the appropriate delivery mode for each advertising instance.
2Adaptability or versatility
If user-specific information is gathered and processed to generate user contexts, then targeted advertising capability is improved, but system complexity is worsened
Solution Approach 1:
The patent implements a universal user context generation mechanism that serves multiple functions: it enables targeted advertising selection, determines appropriate delivery modes (broadcast/multicast/unicast), and provides a foundation for future service enhancements. This multi-functional approach consolidates complexity into a single reusable framework rather than creating separate systems for each function.
Solution Approach 2:
The system introduces a user context server as an intermediary component that handles the complex tasks of gathering user-specific information, generating user contexts, and storing context data. This intermediary absorbs the complexity of data processing and management, allowing the core broadcasting system to remain relatively simple while still achieving sophisticated targeted advertising capabilities.
3Ease of operation
If advertising content is selectively delivered based on user context, then user engagement is improved, but information processing requirements are worsened
Solution Approach 1:
The patent extracts only the essential user context information needed for advertising delivery decisions, rather than processing all available user data. The system identifies and extracts key contextual parameters relevant to advertising targeting, reducing information processing requirements while maintaining effective user engagement through relevant ad delivery.
Data Source
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AI summary
A network gateway provides first content in a first service flow associated with a user equipment. The network gateway also accesses a user context for the user equipment. The user context is generated based on user-specific information included in packets received from the user equipment. The network gateway transmits the second content to the user equipment in a second service flow via a transmission mode that is selected from one of a broadcast mode, a multicast mode, or unicast mode. The broadcast mode, multicast mode, or unicast mode is selected based on a user context for the user equipment. The user equipment receives the first content in the first service flow and the second content in the second service flow that is selectively broadcast, multicast, or unicast based on the user context. The user equipment combines the first content and the second content for display.