Abstract:
The present invention provides a system and method for optimized delivery of inventoried content to mobile networks. According to one embodiment, a remote inventoried content server is installed in the geographic locale of a publisher of content for users of mobile communications devices on a mobile network. The remote inventoried content server is remote from the residence of an inventoried content delivery service. The remote inventoried content server maintains and updates its inventoried content through periodic communication with the inventoried content delivery service, so that the remote inventoried content server can supply its local publishers with fresh inventoried content in the short times required but as yet unachievable for display through a mobile network. The remote inventoried content server may also incorporate some of the logic of the inventoried content delivery service, further increasing the efficiency of delivering inventoried content to a mobile network.

Description:
BACKGROUND OF THE INVENTION 
       [0001]    1. Field of the Invention 
         [0002]    This invention relates to mobile networks, and particularly to the movement of inventoried context through a mobile network. 
         [0003]    2. Description of Related Art 
         [0004]    One type of mobile network is a network connecting pocket-sized communication devices, such as hand-held cellular or mobile telephones, PDAs, or other devices that fit easily in a user&#39;s pocket. 
         [0005]    “Inventoried content” is information the delivery of which is accounted for, such as electronic advertisements delivered to a user of a mobile device. Charges for such an advertisement may be based, for example, on the number of times the ad is displayed on or sent to one or more devices, and/or on the number of user interactions with the ad display, such as a click on a displayed ad by a user. Thus, an accounting system may monitor ad displays, transmissions, clicks on ad displays, etc. 
         [0006]    Services that deliver inventoried content to users of devices in a mobile network currently face many limitations arising from the nature of the mobile network and of the devices used with the mobile network. For example, communication over a mobile network is typically wireless, depending on signals sent from a source to a user device through one or more relay towers. Thus, such communication is slow compared to communication occurring between computers over the internet, for example. Pageloads are very slow over a mobile network, while they are so fast over the internet that they are no longer considered a bottleneck in that technology. Also, the screens of devices used with a mobile network, such as mobile telephones, are very small compared with laptop or desktop personal computer screens, so that very little information can be displayed usefully on the screen of the mobile device. Accordingly, activities like search-driven internet web browsing, which is efficient on laptop computers, are cumbersome at best for a user of a mobile phone on a mobile network. 
         [0007]    One common approach to delivering inventoried content over a mobile network is for a publisher of content for mobile devices to request inventoried content from an inventoried content delivery service, such as a company that sells advertisements. For example, if a publisher of displays for mobile devices, such as ESPN Mobile Web, wants an ad to appear when its site on a mobile network is loaded on a mobile device, it may include in the code for its display a request for an ad from an inventoried content delivery service. If the user of the mobile phone who opens the ESPN Mobile Web display is in Russia and the inventoried content delivery service is in Canada, there may be an unacceptably long latency period while the publication request originating in Russia reaches Canada, and the inventoried content sent from Canada reaches the user in Russia. Exemplary latency periods currently experienced are 280 milliseconds each way from Russia to California, USA, and 220 milliseconds each way between California and Turkey. Also, the local cache may be overloaded as delays interfere with the flow of information between the user and the inventoried content delivery service over the mobile network. 
         [0008]    Thus, currently available protocols for providing inventoried content are still too slow for use on mobile networks, especially when users of devices on a mobile network are geographically distant from inventoried content delivery services. There is not an efficient way to deliver inventoried content to mobile devices on mobile networks, reducing the latency periods and cache overloads described above. 
       SUMMARY OF THE INVENTION 
       [0009]    The present invention provides a system and method for optimized delivery of inventoried content to mobile networks. According to one embodiment, a remote inventoried content server is installed in the geographic locale of a publisher of content for users of mobile communications devices on a mobile network. The remote inventoried content server is in a remote location from that of an inventoried content delivery service. The remote inventoried content server maintains and updates its inventoried content through periodic communication with the inventoried content delivery service, so that the remote inventoried content server can supply its local publishers with fresh inventoried content in a short time required for display through the mobile network. The remote inventoried content server may also incorporate some of the logic of the inventoried content delivery service, further optimizing the efficiency of delivering inventoried content to a mobile network. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         [0010]      FIG. 1  is a block diagram showing an environment for efficiency-optimizing delivery of inventoried content to mobile networks in which the present invention may be used. 
           [0011]      FIG. 2  is a block diagram of an exemplary architecture for optimizing delivery of inventoried content to mobile networks according to the present invention. 
       
    
    
     DETAILED DESCRIPTION OF THE INVENTION 
       [0012]    The present invention provides a system and method for more efficient delivery of inventoried content to mobile networks than is available in the prior art. An inventoried content delivery service exports some of its logic and inventoried content to one or more remote inventoried content servers, rather than having all of its logic and inventoried content reside only on servers local to its place of business, updating the content periodically (and optionally over land lines) if desired. Thus, when a user of a mobile device on a mobile network attempts to load a display calling for inventoried content, the request need not be routed to the inventoried content delivery service, which may be distant, but can be addressed by a remote inventoried content server that is remote from the service but local to the user of the mobile network. 
         [0013]    For example, when a user of a mobile phone opens a display by the publisher ESPN Mobile Web in Russia, the request for inventoried content embedded in the code for the display need travel only to a remote inventoried content server in France, for instance, even though the inventoried content delivery service is in Canada. Thus, the latency period for the inventoried content to reach the user is shorter than it would be if the request had to travel to, and the response from, Canada. The latency period will be shorter still if a remote inventoried content server is available in Moscow. The remote inventoried content server may be remote from the inventoried content delivery service, but local to users anywhere in the world. 
         [0014]      FIG. 1  is a block diagram showing an environment for efficiency-optimizing delivery of inventoried content to mobile networks in which the present invention may be used. This environment comprises one or more inventoried content providers  102 , an inventoried content delivery service  104 , one or more publishers  106 , and one or more users  108 . Inventoried content providers  102 , such as providers  102 A,  102 B, and  102 N, communicate with an inventoried content delivery service  104 . The inventoried content providers  102 A- 102 N may be any kind of inventoried content providers, such as a company providing advertisements and/or installments of an electronic periodical. Any kinds of inventoried content providers  102  fall within the scope of various embodiments. 
         [0015]    The inventoried content delivery service  104  may similarly be any business or entity that delivers inventoried content, such as advertisements. For example, the inventoried content delivery service  104  may provide a service that allows one or more inventoried content providers  102  to design and identify advertisements for display to users  108  of devices on a mobile network. In some embodiments, the inventoried content delivery service  104  accepts inventoried content from one or more inventoried content providers  102 , tracks statistics related to the display of the inventoried content to one or more users  108 , and reports data to and/or bills an inventoried content provider  102  according to the statistical information gathered. In other embodiments, the inventoried content delivery service  104  may bill the inventoried content provider  102  according to competing bids placed by the inventoried content providers  102 . 
         [0016]    The inventoried content delivery service  104  also communicates with one or more publishers  106 . A publisher  106  comprises any business or entity that publishes displays on a mobile device of a user  108  of a mobile network. For example, ESPN Mobile Web is a publisher  106  that prepares code for and sends displays to users  108 . As described above, the publisher&#39;s code for the display may include code that requests inventoried content, such as an ad, from the inventoried content delivery service  104 . In an exemplary embodiment, the inventoried content delivery service  104  monitors the number of times an ad is incorporated into the display provided by a publisher  106  to a user  108  (called an “impression”), and reports statistics on the impressions to the publisher  106  and or to the inventoried content provider  102 . The inventoried content delivery service  104  may also calculate revenue due from the inventoried content provider  102  to the publisher  106  based on the statistics. 
         [0017]    A company like Starbucks, Inc., may become an inventoried content provider  102  by providing an ad to an inventoried content delivery service  104 . A publisher  106 , such as ESPN Mobile Web, may include in the code for its display a request for inventoried content to be provided by the inventoried content delivery service  104 . A user  108  of a mobile phone may access an ESPN Mobile Web display of sports information, such as the score of a recent game. If the inventoried content sent from inventoried content delivery service  104  to the publisher  106  includes the ad designed by Starbuck&#39;s, then a Starbuck&#39;s ad also appears on the display that reports the score to the user  108  on his mobile phone. Any interactions of the user  108  with the ad through his mobile phone may optionally be tracked by the inventoried content delivery service  104 . Users  108 A- 108 N may use any mobile communication device, such as a cellular telephone, or a personal digital assistant. 
         [0018]      FIG. 2  is a block diagram of an exemplary architecture for optimizing delivery of inventoried content to mobile networks according to the present invention.  FIG. 2  shows an exemplary inventoried content provider  102 A, an inventoried content delivery service  104 , and a publisher  106 . The inventoried content provider  102 A comprises a web server  202  that may provide inventoried content to an inventoried content delivery service  104  according to some provider code  204 . An example of an inventoried content provider  102 A is an entity that produces an advertisement, such as Starbuck&#39;s in the example above. 
         [0019]    The inventoried content delivery service  104  comprises an inventoried content server  206 , an inventoried content database  208 , and an application programming interface  210 . The inventoried content server  206  may communicate with one or more inventoried content providers  102  and receive inventoried content from them. Received inventoried content may be stored in an inventoried content database  208 . When the inventoried content delivery service  104  provides inventoried content to a publisher  106 , it may do so by communicating with the publisher via an application programming interface  210 . 
         [0020]    The publisher  106  comprises a remote inventoried content server  212 , which may include an inventoried content cache  214  and an inventoried content server agent  216 . The remote inventoried content server  212  resides in the collocation area of the publisher  106 , which may be remote from the inventoried content delivery service  104 . The remote inventoried content server  212  may stand alone (not shown), or may reside with another provider of content for a mobile network, such as a publisher  106 . 
         [0021]    The remote inventoried content server  212  may, for example, comprise a Java application that runs on Linux, Unix, Windows, or any language that the publisher  106  is running; Installation of the remote inventoried content server  212  may entail installation of software onto the hardware of the publisher  106 , or the installation of dedicated hardware into or near the publisher&#39;s other hardware. Configuration may be simple, involving as little as providing the remote inventoried content server  212  with the publisher ID. The remote inventoried content server  212  may periodically ping the inventoried content delivery service  104 , even as often as every few seconds, requesting more or fresh inventoried content. These requests may be tailored to the needs of the publisher and user according to the operation of the inventoried content server agent  216 , or the inventoried content delivery service  104  may determine which inventoried content to use to update the inventoried content cache  214 . 
         [0022]    The remote inventoried content server  212  keeps an inventory of fresh inventoried content in a cache  214 , which may be updated periodically through communication with the inventoried content delivery service  104 , so that fresh inventoried content is always available when requested by a user  108  and/or a publisher  106 . Thus, the cache  214  may be used to maintain a full advertisement inventory, for example, so that the publisher does not have idle requests for advertisements awaiting inventoried content. 
         [0023]    The presence of the inventoried content cache  214  relieves the publisher  106  of the necessity of caching. This development is advantageous because caching by the publisher  106  demands overhead from the publisher  106 , and may result in inappropriately reduced revenues to inventoried content providers  102  and/or publishers  106 . For example, if an ad is loaded into the cache of the publisher  106  once, but shown to users  108  seventeen times, a calculation of advertising fees on the basis an impression of an ad that is tracked as a delivery to the publisher  106 , will not capture the other sixteen impressions that were actually displayed to the users  108 . 
         [0024]    The inventoried content server agent  216  includes some of the logic and code that normally resides with the inventoried content delivery service, such as instructions for logging impressions of inventoried content displayed to users  108  and reporting statistical data to the inventoried content delivery service  104 , and algorithms for calculating the optimal inventoried content to produce in response to a user or publisher request over a mobile network. In addition to the operation of the inventoried content server agent  216 , the publisher  106  may determine which inventoried content to provide to the users  108 , for example, by preventing advertisements that compete with a favored advertisement from being displayed to the users  108  on displays provided by the publisher  106 . By including the inventoried content server agent  216  in the remote inventoried content server  212 , the inventoried content delivery service  104  effectively pushes its logic closer to the locale of the publisher  106 . 
         [0025]    The location of the remote inventoried content server  212  near the publisher  106 , and the frequent updating of information in the inventoried content cache  214 , increase the efficiency of providing inventoried content to a mobile network by reducing the problematic latency and local cache overload discussed above. Efficiency may further increased by enabling the optimization algorithms of the remote inventoried content server  212  to work locally to choose the best inventoried content to provide to the publisher  106  and/or to the user  108 . 
         [0026]    For example, when a request for an advertisement encoded in a the display provided by a publisher  106  to a user  108 A is processed by the remote inventoried content server  212 , the remote inventoried content server  212  may not only immediately provide a fresh advertisement, but may also optionally run code that calculates which of the advertisements in its cache  214  would bring in the most revenue to the publisher, and respond to the request by supplying that “best” ad. Without the remote inventoried content server  212 , not only would the request have to travel, for example, from the user  108  in Russia to the inventoried content delivery service  104  in Canada and the ad return over that long distance, but the calculation for which ad to send would have to be performed in Canada as well. By incorporating the logic of the inventoried content delivery service  104  in the inventoried content server agent  216 , the remote inventoried content server  212  may further increase the efficiency of providing inventoried content to a mobile network. 
         [0027]    The remote inventoried content server  212  may deliver inventoried content to the users  108  via an application programming interface  218  on a web server  220  of the publisher  106 . The publisher  106  may also deliver its own inventoried content or inventoried content from additional sources other than the inventoried content delivery service  104  to the users  108  through the application programming interface  218  and the web server  220 . In other words, the publisher may combine the inventoried content provided via the remote inventoried content server  212  with any other content. The inventoried content server agent  216  optionally may include inventoried content from the publisher  106  and additional sources other than the inventoried content delivery service  104  in its optimization calculations. Any kinds of application programming interfaces and servers in the exemplary architecture fall within the scope of various embodiments. 
         [0028]    While various embodiments have been described above, it should be understood that they have been presented by way of example only, and not limitation. Thus, the breadth and scope of a preferred embodiment should not be limited by any of the above-described exemplary embodiments.