Intermediary Device Header Insertion for Targeted Content Delivery
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Solution Overview
Problem
Advertisers on the Internet face challenges in targeting consumers effectively due to the lack of location information, and existing user device-based location mechanisms consume significant power and processing resources, making them inefficient for continuous location tracking.
Innovation Solution
An intermediary device, such as a Gateway GPRS Support Node (GGSN), inserts user interest categories or location information into message headers transmitted from client devices to servers, allowing for targeted content delivery without the need for continuous location updates on user devices.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If user device-based location mechanisms (GPS) are used to provide location information to servers, then location accuracy is improved, but power consumption and processing requirements increase
Solution Approach 1:
The patent introduces an intermediary device (network element such as GGSN or PCRF) that acts as a mediator between the user device and the server. This intermediary obtains location information from the user device through network signaling (e.g., IP address allocation, PDP context activation) and forwards it to the server in message headers, eliminating the need for the user device to continuously run GPS or other power-intensive location mechanisms.
2Loss of information
If user device-based location mechanisms are used for continuous location tracking, then location information availability is improved, but device processing resources are overwhelmed
Solution Approach 1:
The network intermediary captures location information during routine network operations (IP address assignment, packet gateway communication) and maintains this information centrally. When the user device sends requests to servers, the intermediary automatically attaches the location data to message headers without requiring the user device to perform continuous location calculations or maintain active location tracking processes.
3Adaptability or versatility
If advertisers use user activity data from search engines to determine consumer interests, then advertising targeting capability is improved, but location context is lost making advertisements less relevant
Solution Approach 1:
The patent combines multiple data dimensions by merging user activity data (search queries, browsing history) with location information in a unified advertising targeting approach. The network intermediary attaches both the user's interest categories (derived from monitored activities) and current location data to message headers, enabling servers to deliver advertisements that are simultaneously relevant to both user interests and geographic context.
Data Source
AI summary
An intermediary device configured to insert at least one of user interest categories or a client device location in the header portion of a message received from a client device is described herein. The insertion enables a server receiving the message from the intermediary device to target content to the client device based on the at least one of the user interest categories or the client device location.