Method and apparatus for impressing publicly displayed information on mobile devices

The disclosed technology includes system and method for impressing publicly displayed information on mobile devices. The method comprises determining at least a first place and a second place for a mobile device based on locations associated with the mobile device. Each of the first place and the second place being a place where the mobile device is regularly located as indicated by densities of the locations mapped over a geographical region and the corresponding time stamps. The first place and second place are used to determine one or more travel routes routinely taken by a user of the mobile device, and to build an association database, where the mobile device is associated with one or more information documents, each of the one or more information documents including information publicly displayed along the one or more routes.

DESCRIPTION OF RELATED ART

The present application is related to mobile information delivery and more particularly to method and system for impressing publicly displayed information on mobile devices based on at least on their locations.

BACKGROUND

An important aspect of mobile information delivery is geo-fencing, which involves creating a virtual “fence” around a point or place of interests (POI), and delivering specific information to mobile devices determined to be in the fence. Information delivered through geo-fencing typically yield higher hit rate and better return on investment because it is more contextual. Thus, how to define the geo-fences to increase the relevancy of the delivered information has been the subject of intense research and development effort.

Organizations have been displaying information to the public using large signs such as posters, billboards, etc., for a long time. Billboards are panels or structures displaying information or messages, and come in different forms and sizes. Larger sized billboards, such as those shown inFIGS.1A and1Bare usually placed along roads and streets, and on structures such as poles and sides of buildings, to allow people traveling by to catch glimpses of them. Smaller billboards, signs, posts or displays, such as the ones shown inFIG.1C, are usually placed on structures such as walls and bus stands so passersby can see them. Typically showing witty slogans and distinctive visuals, these signs are designed to catch a person's attention and create an impression very quickly. Yet, the impression is usually fleeting unless it is repeated. Often, people pass by these billboards, signs or posts and become interested in their displayed messages but do not retain enough information to follow up on their interests.

DESCRIPTION OF THE EMBODIMENTS

Embodiments of the present application improve upon traditional signage systems by providing the technology to identify mobile devices whose users are likely to have traveled by certain billboards, signs, posts or points of interests and to deliver information relevant to the certain billboards, signs, posts or points of interests to these mobile devices so as to create additional impressions. The information can also provide the users of the mobile devices easy access to the displayed information, or to provide directions and information about the points of interests on the mobile users' regular routes between their key places such as homes and offices.

The present application is related to mobile advertising. Mobile advertising comes from, and is integral to, the development and widespread use of computer technology. Many smartphone software and application developers depend on advertising revenue to fund their efforts. To take advantage of the mobile nature of mobile phones, sophisticated technologies have been developed to estimate mobile device locations based on the signals they send and to deliver precise, relevant, and timely information to the mobile devices based on their estimated locations. Thus, mobile advertising technology is computer technology and has only been performed using computers with specifically designed software components. The techniques presented herein take advantage of big advertising data, especially highly accurate location information of mobile users, and use them to identify mobile user's home/office locations anonymously. Embodiments of the present application also provide methods and apparatus to estimate mobile user travel routes and to provide information displayed along a public road to users of mobile devices who are likely to have been exposed to the information while traveling on the pubic road based on their estimated travel routes. Thus, business owners can understand their customers and provide information to relevant customers more efficiently.

FIG.1Dis a schematic diagram illustrating an overview of an environment101in which some embodiments of the disclosed technology may operate. Environment101can include one or more computer systems120coupled to a packet-based network100. The packet-based network100in certain embodiments includes the Internet110and part or all of a cellular network111coupled to the Internet110via an Internet Gateway. The computers/servers120can be coupled to the Internet110using wired Ethernet and optionally Power over Ethernet (PoE), WiFi, and/or cellular connections via the cellular network111including a plurality of cellular towers111a. The network may also include one or more network attached storage (NAS) systems121, which are computer data storage servers connected to a computer network to provide data access to a heterogeneous group of clients. As shown inFIG.1D, one or more mobile devices130such as smart phones or tablet computers are also coupled to the packet-based network via cellular connections to the cellular network111. When a WiFi hotspot (such as hotspot135) is available, a mobile device130may connect to the Internet110via a WiFi hotspot135using its built-in WiFi connection. Thus, the mobile devices130may interact with other computers/servers coupled to the Internet110.

The computers/servers120can include server computers, client computers, personal computers (PC), tablet PC, set-top boxes (STB), personal digital assistant devices (PDA), web appliances, network routers, switches or bridges, or any computing devices capable of executing instructions that specify actions to be taken by the computing devices. As shown inFIG.1D, some of the computers/servers120are coupled to each other via a local area network (LAN)115, which in turn is coupled to the Internet110. Also, each computer/server120referred herein can include any collection of computing devices that individually or jointly execute instructions to serve as a script file server, as described in further detail below.

FIG.2Ais a diagrammatic representation of one of the computer systems120in the environment101, which can be used to implement the technologies according to certain embodiments. The computer/server120may operate as a standalone device or as a peer computing device in a peer-to-peer (or distributed) network computing environment. As shown inFIG.2, the computer/server120includes one or more processors202(e.g., a central processing unit (CPU), a graphic processing unit (GPU), and/or a digital signal processor (DSP)) and a system or main memory204coupled to each other via a system bus201. The computer/server120may further include static memory206, a network interface device208, a storage unit210, one or more display devices230, one or more input devices234, and a signal generation device (e.g., a speaker)236, with which the processor(s)202can communicate via the system bus201.

In certain embodiments, the display device(s)230include one or more graphics display units (e.g., a plasma display panel (PDP), a liquid crystal display (LCD), a projector, or a cathode ray tube (CRT)). The input device(s)234may include an alphanumeric input device (e.g., a keyboard), a cursor control device (e.g., a mouse, trackball, joystick, motion sensor, or other pointing instrument). The storage unit210includes one or more machine-readable media212which store computer program instructions216(e.g., software), such as computer program instructions that enable anyone or more of the systems, methodologies or functions described herein. The storage unit210may also store data218, such as the data used and/or generated by the systems, methodologies or functions in the disclosed embodiments. The instructions216(e.g., software) may be loaded, completely or partially, within the main memory204or within the processor202(e.g., within a processor's cache memory) during execution thereof by the computer/server120. Thus, the main memory204and the processor202also constitute machine-readable media.

While machine-readable medium212is shown in an exemplary embodiment to be a single medium, the term “machine-readable medium” should be taken to include a single medium or multiple media (e.g., a centralized or distributed database, or associated caches and servers) able to store instructions and data. The term “machine-readable medium” shall also be taken to include any medium that is capable of storing instructions (e.g., instructions216) for execution by the computer/server120and that cause the computing device to perform anyone or more of the methodologies disclosed herein. The term “machine-readable medium” includes, but not be limited to, data repositories in the form of solid-state memories, optical media, and magnetic media. In certain embodiments, the instructions216and/or data218can be stored in the network100and accessed by the computer/server120via its network interface device208, which provides wired and/or wireless connections to a network, such as a local area network115and/or a wide area network (e.g., the Internet110) via some type of network connectors280a. The instructions216(e.g., software) and or data218may be transmitted or received via the network interface device208.

Mobile device130represents millions and millions of mobile devices communicating with the network100. The computers/servers120coupled to the Internet may include one or more publishers that interact with the mobile devices running apps provided by the publishers. The publishers, as they interact with the mobile devices, generate mobile supplies, in the form of information requests transmitted in data packets. Each information request carries request data including characteristics of an associated mobile device, certain information about its user, and raw non-downgraded location data indicating the location thereof. The publishers may post the mobile supplies on webpages for bidding by, for example, advertisers or their agents, or transmit the mobile supplies to an ad agent or ad middleman for fulfillment, or fulfill the supplies themselves. Some mobile devices may also have certain types of background applications (apps) installed and running to provide mobile supplies in the form of, for example, automatic location update signals or location updates, periodically to those contracted to receive the updates.

As more and more mobile supplies (e.g., ad requests, location updates, etc.) are generated and collected by various parties coupled to the network100, the data in the mobile supplies can be processed to produce statistical results about the mobile users and to predict mobile user behaviors, which, when combined with real-time data, can be used by the information providers to serve more relevant information to the mobile users. In certain embodiments, routine travel routes of mobile users are derived in an offline process from location data associated with their respective mobile devices, which are used to associate publicly displayed information with the mobile users or their mobile devices, as discussed further below.

FIG.2Bis a block diagram illustrating components in a computer system200implementing the disclosed technology according to certain embodiments. The computer system200may include one or more computers/servers120coupled to each other via a local network (e.g., network115) and/or wide area network (e.g., network110). As shown inFIG.2B, the components include hardware components250, such as one or more processors252, one or more system memories254, one or more storage units256, and the I/O devices258. The components further include general software applications260, such as one or more basic input/output systems (BIOS)262, one or more operating systems266, and native programs268. The components further include proprietary software components270specifically designed to implement the disclosed technology together with the other components of the computer system200, including some or all of a request processor272, a location service engine273, a key place finder274, a segment definition module275, a route generator276, an association database builder278, a relational database builder277, and an interface engine279.

FIG.2Cis a block diagram illustrating some of the data stores and/or databases280in the one or more storage units256of the computer system200, according to certain embodiments. As shown, the data stores and/or databases280include a location database281storing therein historical data associated with mobile devices130communicating with the network100, map data282including data about public roads in a geographical area, a billboard database283storing therein information about billboards (here the term “billboard” refers to billboard, commercial signs, business identifications, posters, electronic display screens and/or speakers, or any structure or means by which information is displayed visually and/or acoustically and/or otherwise to travelers on public roads, or any information thus displayed), a key places database284storing therein locations of key places generated by the key place finder274, a routes database285storing therein commute routes generated by the route generator276, a segments database285A storing therein definitions of segments of public roads (referred to hereafter as “road segment” or simply “segment”), an association database286storing therein associations of billboards or POIs to mobile devices (or users), a relational database286A storing therein road segments as related to certain billboards and/or POIs, a campaign database287storing therein campaign data, a documents database288storing therein information documents or links to information documents for delivering to mobile devices130based on their locations, and a POI database289storing therein information about a plurality of points of interests, e.g., businesses, public facilities, etc. and spatial indices defining the boundaries thereof. The data stores and/or databases280can be in a same storage unit or in physically separate storage units. In certain embodiments, the map data282also includes data about geographical features such as land parcels, etc. in the geographical area.

FIG.2Dis a block diagram illustrating schematically the inter-relations among the entries in some of the data stores and/or databases280with respect to the association database286. As shown inFIG.2D, each of the databases283284,285,286,288and289include many entries291, and an entry in one database may be related to or point to another entry in another database. For example, each entry in the key places database284includes data related to a key place, and each entry in the routes database285includes data related to a particular commute route from one place to another and may thus be related to or identify two or more places in the key places database284. Each route entry in the routes database285may also be related to one or more billboards in the billboard database283, which are billboards displaying information to travelers along the route.

The entries in the documents database288correspond to respective information documents or respective links to respective information documents stored in another database in the network100. In certain embodiments, an information document can be in the form of, for example, an html/JavaScript file. A link to an information document can be, for example, a universal resource location (URL), which the mobile device or publisher can use to fetch the information document. For ease of description, the term “information document” herein means either the information document itself or a link to the information document. In certain embodiments, the documents database288includes information documents that are related to respective billboards in the billboards database283, and/or information documents related to respective POIs in the POI database289. An information document is related to a billboard if it includes information that's related to at least some of the information displayed on the billboard. For example, if a billboard displays an ad for a shoe brand and includes a picture of a shoe and a slogan such as “Jump, and your life will show up,”, an information document related to this billboard may include a picture of a shoe of the same brand with the same slogan, or it may include a picture of a shoe of a competing brand with a similar slogan such as “Step up the games.” Either way, the information document is related to the billboard because it is designed to take advantage of mobile users' exposure to the billboard. In certain embodiments, an information document can be related to one or more billboards. For example, more than one billboards may be used to display the same or similar information at different locations. Thus, when the information document is delivered to a mobile device and displayed on the mobile device, it may serve as another impression of the information displayed on the billboards or as a reminder of the information displayed on the billboards. Conversely, each entry in the billboards database283may correspond to one or more entries in the documents database288, as more than one information documents may be created for a particular billboard. In certain embodiments, each entry in the billboards database283includes one or more identifications, links or pointers that points to one or more corresponding entries in the documents database.

Each entry in the association database286corresponds to a mobile device (or mobile user thereof) and includes associations of the mobile device with one or more billboards in the billboards database283and/or one or more POIs in the POI database289through the travel routes associated with the mobile user. Alternatively or additionally, the each entry in the association database286associates one or more information documents related to the one or more billboards and/or one or more POIs with the mobile device. Thus, each entry in the relational database286A may point to or identify one or more entries in the documents database288. Alternatively or additionally, each entry in the relational database286A points to one or more routes in the routes database285, each of which relates to or points to one or more entries in the billboard database283and/or one or more entries in the POI database289and/or one or more entries in the documents database288.

FIG.2Eis a block diagram illustrating schematically the inter-relations between the entries in some of the data stores and/or databases with respect to the relational database286A. As shown inFIG.2D, each of the databases283284,285A,286A, and288include many entries291, and an entry in one database may be related to or point to another entry in another database. For example, each entry in the segments database285A includes data related to a particular road segment in a geographical area, and each entry in the routes database284includes data related to a particular commute route from one place to another in the geographic area. In certain embodiments, each commute route includes a sequence of road segments. Thus, each entry in the routes database points to or identifies a set of entries in the segments database285A.

The entries in the documents database288correspond to respective information documents or respective links to respective information documents stored in another database in the network100. In certain embodiments, an information document can be in the form of, for example, an html/JavaScript file. A link to an information document can be, for example, a universal resource location (URL), which the mobile device or publisher can use to fetch the information document. For ease of description, the term “information document” herein means either the information document itself or a link to the information document. In certain embodiments, the documents database288includes information documents that are related to respective billboards in the billboards database283, and/or information documents related to respective POIs in the POI database289. An information document is related to a billboard if it includes information that's related to at least some of the information displayed on the billboard. For example, if a billboard displays an ad for a shoe brand and includes a picture of a shoe and a slogan such as “Jump, and your life will show up,”, an information document related to this billboard may include a picture of a shoe of the same brand with the same slogan, or it may include a picture of a shoe of a competing brand with a similar slogan such as “Step up the games.” Either way, the information document is related to the billboard because it is designed to take advantage of mobile users' exposure to the billboard. In certain embodiments, an information document can be related to one or more billboards. For example, more than one billboards may be used to display the same or similar information at different locations. Thus, when the information document is delivered to a mobile device and displayed on the mobile device, it may serve as another impression of the information displayed on the billboards or as a reminder of the information displayed on the billboards. Conversely, each entry in the billboards database283may correspond to one or more entries in the documents database288, as more than one information documents may be created for a particular billboard. In certain embodiments, each entry in the billboards database283includes one or more identifications, links or pointers that points to one or more corresponding entries in the documents database.

Each entry in the relational database286A associates one or more billboards in the billboards database283and/or one or more POIs in the POI database289with a particular segment by respective probability values. The probability value by which a particular billboard is associated with a particular segment indicates the likelihood of a traveler on the particular segment having come from or is proceeding to another road segment where the information displayed by the particular billboard is discernable. Thus, each entry in the relational database286A points to or identifies a road segment in the segments database285A and also points to or identifies one or more billboards in the billboards database283. Alternatively or additionally, the each entry in the relational database286A associates the one or more billboards and/or POIs to the particular segment by associating one or more information documents related to the one or more billboards and/or POIs with the particular road segment. Thus, each entry in the relational database286A points to or identifies one or more entries in the documents database288. Alternatively or additionally, each entry in the relational database286A points to one or more other segments, which a traveler on a particular segment is likely to have come from or proceed to.

FIG.2Eis a block diagram illustrating schematically the inter-relations between the entries in some of the data stores and/or databases with respect to the relational database286A. As shown inFIG.2D, each of the databases283284,285A,286A, and288include many entries291, and an entry in one database may be related to or point to another entry in another database. For example, each entry in the segments database285A includes data related to a particular road segment in a geographical area, and each entry in the routes database284includes data related to a particular commute route from one place to another in the geographic area. In certain embodiments, each commute route includes a sequence of road segments. Thus, each entry in the routes database points to or identifies a set of entries in the segments database285A.

The entries in the documents database288correspond to respective information documents or respective links to respective information documents stored in another database in the network100. In certain embodiments, an information document can be in the form of, for example, an html/JavaScript file. A link to an information document can be, for example, a universal resource location (URL), which the mobile device or publisher can use to fetch the information document. For ease of description, the term “information document” herein means either the information document itself or a link to the information document. In certain embodiments, the documents database288includes information documents that are related to respective billboards in the billboards database283, and/or information documents related to respective POIs in the POI database289. An information document is related to a billboard if it includes information that's related to at least some of the information displayed on the billboard. For example, if a billboard displays an ad for a shoe brand and includes a picture of a shoe and a slogan such as “Jump, and your life will show up,”, an information document related to this billboard may include a picture of a shoe of the same brand with the same slogan, or it may include a picture of a shoe of a competing brand with a similar slogan such as “Step up the games.” Either way, the information document is related to the billboard because it is designed to take advantage of mobile users' exposure to the billboard. In certain embodiments, an information document can be related to one or more billboards. For example, more than one billboards may be used to display the same or similar information at different locations. Thus, when the information document is delivered to a mobile device and displayed on the mobile device, it may serve as another impression of the information displayed on the billboards or as a reminder of the information displayed on the billboards. Conversely, each entry in the billboards database283may correspond to one or more entries in the documents database288, as more than one information documents may be created for a particular billboard. In certain embodiments, each entry in the billboards database283includes one or more identifications, links or pointers that points to one or more corresponding entries in the documents database.

Each entry in the relational database286A associates one or more billboards in the billboards database283and/or one or more POIs in the POI database289with a particular segment by respective probability values. The probability value by which a particular billboard is associated with a particular segment indicates the likelihood of a traveler on the particular segment having come from or is proceeding to another road segment where the information displayed by the particular billboard is discernable. Thus, each entry in the relational database286A points to or identifies a road segment in the segments database285A and also points to or identifies one or more billboards in the billboards database283. Alternatively or additionally, the each entry in the relational database286A associates the one or more billboards and/or POIs to the particular segment by associating one or more information documents related to the one or more billboards and/or POIs with the particular road segment. Thus, each entry in the relational database286A points to or identifies one or more entries in the documents database288. Alternatively or additionally, each entry in the relational database286A points to one or more other segments, which a traveler on a particular segment is likely to have come from or proceed to.

FIG.3is a flowchart illustrating a method300of one or more components in the computer system200to serve location-based information to mobile devices whose users are likely to travel to or have traveled by a location related to the location-based information, according to certain embodiments. As shown inFIG.3, the method300comprises an off-line process301and a real time process302.

In certain embodiments, the offline process301includes blocks310,330, and350. At block310, the location engine273acquires and verifies location data and other information associated with a large number of mobile devices in a geographical area, e.g., the San Francisco Bay Area, over the course of, for example, 6 months. The location data and other information associated with the mobile devices can be acquired from the information requests or automatic location updates and are stored in the location database281. Each information request or location update is transmitted over the network100in the form of one or more data packets and is referred to sometimes herein as a location signal. Examples of some of the content in the location database281are illustrated inFIGS.4A and4B.FIG.4Ashows at a high level, for each of a plurality of mobile devices identified by its User/Mobile Device ID, the date on which the last location signal was received, the number of location signals received, and the number of days in which the location signals were received. Further details of each location signal may also be stored in the location database, including, for example, a time stamp indicating a time the request is formed or sent, mobile device information such as device ID, device type, a name of the operating system used by the device, etc., mobile user information such as a user ID (UID), age, gender, education level, annual income bracket, etc., location information indicating the location of the mobile device when the request is formed such as latitude/longitude (lat/lng) coordinates, IP address of WiFi hot spot (IP) to which the mobile device is coupled at the time of the request, city, state, zip code (zip), indicating a region in which the mobile device is situated, etc.FIG.4Bshows, for a mobile device with a background app installed and running, a series of location updates provided by the background app, together with their associated time stamps, line distances, and line speeds, etc.

At block330in the process301, the key place finder274discovers a plurality key places for each of a plurality of mobile devices. The key places for a respective mobile device are where the user of this mobile device routinely spends substantial amounts of time and are discovered using the location data associated with the respective mobile device, as discussed further below. The key places are stored in the key places database284. Also at block330, the routes generator276estimates commute routes between the key places. The routes can be traced directly from location updates if the mobile device has a background app running while the user is traveling between the key places. The routes can also be estimated based on the key places and map data, as discussed further below. The estimated routes for the respective mobile device are then stored in the routes database285.

FIG.5is a map overlay diagram showing the key places (marked on the map by red balloons) discovered from location data associated with a particular mobile device, including the home of the mobile user (marked on the map by the green triangle) and a few other places around the San Francisco Bay, where the mobile user frequents.FIG.4also shows estimated commute routes (marked be thick green lines) among these key places, and billboards (marked by purple dots) along these routes. At block350, the association database builder278identifies at least some of the billboards/POIs along estimated routes from the POI database289and/or the billboard database283, and associates these billboards/POIs with the mobile user in the association database286.

FIGS.6A to6Care screenshots of a graphic user interface (GUI) provided by the interface engine279to display the content of the association database according to certain embodiments. In certain embodiments, the GUI can be provided by the computer system200running the interface engine279, or any of the other computer system120coupled to the computer system200via the packet-based network100. Another computer system120can run an application program that interacts with the interface engine279in the computer system200to provide the GUI to display data in the association database286.FIG.7is a flowchart illustrating a process700performed by a first computer system200and a second computer system120to provide the GUI at the second computer system. Process700includes blocks711through716at the first computer system and blocks721through726at the second computer system.

At block721, the GUI is launched at the second computer system and a user input to select a geographical area is received via the GUI and transmitted to the first computer system. In response, a list of mobile users (identified by respective user IDs or uid) with homes in the geographical area is obtained by the interface engine279at block711from the association database286, together with other data, such as a discovered home location (in a latitude/longitude coordinate pair), a number of key places, a number of matched billboards, etc., associated with each of the listed mobile user, from the association database286, and transmitted at block721to the second computer system. In certain embodiments, for privacy reasons, a 9 digit zip code is used in lieu of the lat/lng pair as the user location. At block722, the list of mobile users together with the other information is displayed via the GUI. At block723, a user input to select a mobile user in the list of mobile users is received and transmitted to the first computer system. The user input can be made by, for example, the user of the GUI clicking on any place in the row of data corresponding to the selected mobile user. In response, a list of matched billboards associated with the mobile user and their respective locations are obtained by the interface engine279at block713from the association database286, and transmitted at block714to the second computer system.

At block724, the list of matched billboards associated with the mobile user and their locations location are displayed, as shown inFIG.6B. At block725, a user input to select a billboard in the list of matched billboards is received and transmitted to the first computer system. The user input can be made by, for example, the user of the GUI clicking on any place in the row of data corresponding to the selected billboard. In response, information about the selected billboard is obtained by the interface engine279at block715from the billboard database283and transmitted at block716to the second computer system. At block726, a map set at the location of the selected billboard and information about the selected billboard are displayed, as shown inFIG.6C. The information about the selected billboard can be displayed using, for example, a pop-up window over the map, as shown inFIG.6C. The user can scroll up and down the pop-up window to see all of the data related to the selected billboard from the billboard database283. The interface engine279may also enable showing segments of the public roads on which the selected billboard is viewable by highlighting the road segments using, for example, dotted lines in a contrasting color on the map. The GUI allows the user to change the geographic area in the display by zooming in and out and by moving the map around using the mouse.

As shown inFIG.6A, the association database286includes a number of entries each corresponding with a mobile device (or mobile user), which/who is identified by a mobile device ID or user ID (uid). Associated with each mobile device (user) are the user's home location, a number of other key places (including, for example, an office or work place), and a number of matched billboards (bb). Details about each of the matched billboards (such as those shown inFIG.6c), as well as estimated routes between the user's key places can also be stored in the association database286. As shown inFIG.6B, each billboard/POI is also associated with a number of mobile users with routes passing by the billboard/POI. Thus, the billboards are associated with respective mobile devices who are likely to see or have seen the information displayed on the billboard as they travel on their respective routes. Alternatively or additionally, some POIs are also associated with respective mobile users who are likely to stop by the POIs as they travel on their respective routes. Examples of such POIs include, but are not limited to, restaurants, stores, shops, offices, recreational facilities, etc.

In certain embodiments, the association database286is used by the real-time process302to select an information document for delivering to a mobile device in response to an information request associated with the mobile devices. As shown inFIG.3, the real-time process302includes blocks360,370and380. At block360, the request processor272receives an information request in the form of one or more data packets from the packet-based network100. In certain embodiments, the information request is transmitted by a publisher interacting with a particular mobile device via the packet-based network and includes location data and other information about the particular mobile device, including the UID associated with the mobile device.

At block370, the request processor272searches the association database286to determine whether the mobile device ID or UID of the particular mobile device is in the association database286and has associated therewith one or more billboards/POIs. If the mobile device ID or UID of the particular mobile device is in the association database286and has associated therewith one or more billboards/POIs, or one or more information documents related to the one or more billboards/POIs, process302may proceed to block380, at which the one or more information documents related to the one or more billboards/POIs are ranked based on certain factors such as the meta data about the one or more billboards/POIs, the information displayed, information about the user of the particular mobile device (e.g., age, gender, education level, and related historical/statistical data, etc.), time of day, campaign budgets, etc., and an information document related to one of the one or more billboards/POIs is selected and transmitted to the packet-based network100for delivery to the particular mobile device. In certain embodiments, the information document includes information related to at least some of the information publicly displayed on a selected billboard or information about a selected POI (e.g., name, address, phone number, merchandise/services offered, etc.). In certain embodiments, when more than one billboards/POIs are associated with the particular mobile devices, a billboard/POI is selected based on further information about the particular mobile device and its user, further information of the associated billboards/POI, and/or campaign data in the campaign database287.

In some embodiments, when multiple billboards/POIs are associated with the UID, one of the multiple billboards can be selected based on user behavior deduced from statistical data associated with the particular mobile devices. For example, if the location data collected from the particular mobile device indicate that its user has a history of visiting a point of interest related to a particular one or the multiple billboards/POIs, an information document corresponding to that billboard/POI would be more favored during the selection process.

FIG.8Ais a flow chart illustrating a process800for discovering the home location for a particular mobile device, which can be included in the offline process301shown inFIG.3. As shown inFIG.8, process800includes blocks810,820,830,840, and850. At block810, the location engine273verifies and filters the location signals collected over a time period (e.g., 6 months) to select high-accuracy (lat/lng) locations from the location database282. Each location signal corresponds to a location update or an information request and includes a user ID (UID), and one or more of: a set of location coordinates (e.g., a lat/lng pair). It may further include a name of a city, name of a state, zip code, and an IP address (if the mobile device is communicating with the network100via a WiFi hot spot), etc. In certain embodiments, the location engine disclosed in commonly owned U.S. patent application Ser. No. 14/716,816, entitled “System and Method for Estimating Mobile Device Locations,” filed May 19, 2015, which is incorporated herein by reference in its entirety, can be used to effectively filter out most of the non-accurate location data signals.

As known, the general public spend most of their time at home and at work. Thus, the most common key places are home and office. In certain embodiments, an overall strategy of home detection is to cluster the (lat/lng) points into residence-sized boxes or map them to land parcels, and calculate the center (lat/lng) of the densest cluster. Thus, at block820, the key places finder274aggregates location data signals associated with the particular mobile device with time stamps within a preset time period into proxy clusters or parcel polygons. In certain embodiments, an observation time period (e.g., one month) is divided into time intervals and each time interval (e.g., an hour) is considered as a session and within a session each set of location data (lat/lng) is considered only once. Thus, the possibility of individual high frequency (lat/lng) pair skewing the final (lat/lng) prediction is avoided. For each session, the lat/lng pairs can be clustered into, for example, residence-sized (e.g., ˜50 m square) boxes by downgrading them to 3.5 digit accuracy, as an initial step of selecting a relatively dense proxy cluster of lat/lng pairs.FIG.8Bis a map overlay diagram showing the proxy clusters as squares of land areas in a geographical area (e.g., the San Francisco Bay Area). When location data coverage over land parcels is sufficient, the proxy clusters can be replaced by parcel polygons delineating the boundaries of land parcels, which can be derived using map data282.FIG.8Cillustrates some of the hourly aggregation of location data signals associated with a mobile device. As shown inFIG.8C, location data signals belonging to a lat/lng cluster or a land parcel are aggregated in each hourly session so that the lat/lng cluster or land parcel has a location point of “1” or “0” for each hourly session, with a location point of “1” indicating the presence of one or more location signals in that hourly session and a location point of “0” indicating the absence of any location signal in the lat/lng cluster or a land parcel and in the hourly session.

At block830, the key place finder273selects a number major clusters or land parcels (shown as860inFIG.8B) based on the hourly aggregation of location data over the course of, for example, one month. A major cluster may be selected based on the density of location points for that cluster or land parcel. The density of the location points for each cluster or parcel can be determined by, for example, summing the location points of the hourly sessions over, for example, one month, and a cluster or location parcel having significantly higher density than at least some of its surrounding parcels can be selected as a major cluster or location parcel. In certain embodiments, up to a certain number (e.g., 10) of major clusters or land parcels are selected. For some mobile devices, whose mobile users spend most of their times between work and home, there would be less major clusters or land parcels. Then, as shown inFIG.9, for each major cluster or land parcel900, the raw location data901in the cluster or land parcel collected over the course of, for example, 6 months, are averaged to generate a center of weight (CW)910corresponding to the cluster or land parcel.

AlthoughFIG.8Bshows that the lat/lng cluster boxes are about equal in size, in practice, they can be different in size. For example, smaller sized lat/lng boxes can be used where the location points are denser or where the area is more densely populated, and larger sized lat/lng boxes can be used where the location points are sparse or where the area is less densely populated, so as to save computation time. Also, when multiple adjacent parcels have comparable densities that are significantly higher than surrounding parcels, the multiple adjacent parcels can be combined and the center of weight of the location points in the multiple adjacent parcels are used to define a place for the mobile user.

At block840, the key place finder273applies filters on the location signal corresponding to each of the major clusters or land parcels to remove noise and retain only residential signals. As shown inFIG.10, the filters1000may include, for example, a frequency threshold filter1010, an hourly pattern filter1020, a geo-block filter1030, and an IP filter1040, etc. The frequency threshold filter1010examines the location signals in each of the major clusters or land parcels to determine whether the frequency of visits by the user of the particular mobile device to the major cluster or land parcel is above a preset threshold. For example, a major cluster or land parcel (e.g., cluster/parcel ID #u9xxxxxx inFIG.8C) may be selected because it has a library or school where a lot of location signals are generated each time the user visits but the user only visits the place once or twice a week. Such a place would be filtered out because the user's visits are of low-frequency. The hourly pattern filter1020examines the location signals in each of the major clusters or land parcels to determine whether location signals there are mostly in weekends and evening and/or early morning hours and are thus more likely to be from home (e.g., cluster/parcel ID #a2xxxxxx inFIG.8C).

The geo-block filter1030determines whether the major cluster or land parcel belongs to an area zoned for residential use. In certain embodiments, the geo-block filter1030determines whether the major cluster or land parcel is part of or substantially overlaps with one or more geo-blocks defined using the technology disclosed in commonly owned U.S. patent application Ser. No. 15/344,482, entitled “System and Methods for Performance Driven Dynamic Geo-Fence Based Targeting,” filed Nov. 4, 2016, and whether the one or more geo-blocks are residential geo-blocks.FIG.11Aillustrates exemplary geo-blocks overlaid on a map of an area in the city of Santa Clara, Calif. The geo-blocks are shown as outlined in red boundaries that are mostly aligned with major roads, taking into account the road width so as to exclude mobile signals from travelers on the major roads. Each of the geo-blocks shown can be further partitioned into more granular blocks bordered by smaller roads. Real world entities present in these geo-blocks tend to serve common functional purposes (residential, retail etc.) These blocks also form the foundation for the construction of boundaries that are highly indicative of location dependent attributes such as intention and demographics. By mapping the major clusters or land parcels into geo-blocks, other user relevant information, such as demographics and household income, can be estimated approximately. Thus targeting can become more accurate and efficient.

In certain embodiments, the IP filter1040examines the location signals in each of the major clusters or land parcels to determine whether they are associated with a single WiFi IP address. The IP filter1040further examines how many other mobile devices have associated location data including the same IP address. For example, if the major cluster or land parcel has a library or coffee shop, its IP address would be in the location data associated with a large number (e.g., 1000) mobile devices. Such a cluster or land parcel is unlikely to be a residence and is therefore filtered out. After applying the filters1000to remove location noises and keep only residential signals, the representative lat/lng pair for each of the rest of the major clusters or land parcels is mapped to a 9-digit zip code area with boundary data of the area. For privacy purposes, only the zip code is stored in the key places database284with the identification of the mobile device (or its user).

FIG.11Billustrates exemplary home (lat lng) pairs (shown as red balloons), located in a residential geo-block in Mountain View, Calif. Plotted on an air view of the area, most of the (lat lng) pairs are seen to fall onto the roof and backyards of residence buildings.

FIG.12Aillustrates a flowchart diagram of a process1200for discovering the office location for the user of a particular mobile device. The process1200includes blocks1220,1230,1240, and1250. At block1220, a process similar to that in block820is used for location data aggregation except that, instead of proxy clusters or land parcels, the key place finder maps the location data from location database281into the geo-fences defined for various points of interest (POIs) in the POI database289. The geo-fence for a POI can be, for example, a radius fence around a center of the POI or one or more multi-polygons defining one or more boundaries of the POI, as described in U.S. patent application Ser. No. 14/716,811, entitled “System and Method for Marketing Mobile Advertising Supplies,” filed May 19, 2015, which is incorporated herein by reference in its entirety. As shown inFIG.12B, one or more polygons can be defined in conformity with the geographical configuration and surroundings of a POI, such as a polygon of a first type1212around the building of the store, a polygon of a second type1214around a premise of the POI including, for example, the building and its parking lot, and/or a polygon of a third type1216around a shopping area or business region including the store and other stores. The key place finder274may choose any of the one or more polygons based on the type of associated POI and the sufficiency of location signals.

At block1230, a process similar to that of block830is used to select one or more POIs and associated IP address(es) based on aggregated location signals. At block1240, a frequency filter similar to that of block840is used to filter the aggregated location signals of the selected one or more POIs. After filtering, the remaining POI(s) are stored in the key places database284. Other types of key places, such as schools, libraries, gyms, parks, shopping malls, etc. can also be discovered similarly.

In certain embodiments, once the key places for a mobile user are determined, one or more routes can be estimated between the key places. For example, as shown inFIG.8B, between the mobile user's workplace (shown as “origin”) and the mobile user's home (shown as “destination”), one or more shortest and/or fastest routes can be determined using publicly available map data. This process can be repeated between any two of the mobile user's key places to estimate the routes the mobile user routinely takes. For each route determined, billboards and/or other points of interests (POIs) along the route are identified and associated with the route or the mobile user.

The techniques described above for discovering key places have many applications. For example:It could improve behavioral audiences, such as high household income audiences, as well as other audiences, such as luxury brands buyers etc. (Government demographics data only have household income at the zip code accuracy level, but with home/office locations at the parcel or geo-block level together and history data of store visitation, more accurate household income audiences can be built.)It could improve geo-block targeting and identify similar users within a neighborhood, by further narrowing down targeting to specific households.It could help advertisers reach potential customers if a store is between the user's home and office locations. As discussed above, regular commute routes between home and office can be derived, stores matching the user's interest but the user rarely visits can be identified and display to the user. It can provide good insights for advertisers to understand more about their customers and eventually help them provide better services.It could help detect employees to improve targeting accuracy. Removing employees of a store from the targeting audience of the store can help build better behavioral audiences and measure store visitation metrics more accurately.It could help identify different devices within the same household and improve targeting efficiency. In such cases, both (lat/lng) and IP signals can be used to tie user IDs (uid) together within the same household.It could be used to deliver publicly displayed information to mobile devices. As discussed above, in certain embodiments, two fastest routes between a mobile user's home and office are derived using map data and billboards likely to be seen by travelers on the routes are identified. The mobile user is then associated with the billboards for either real-time targeting or offline targeting.

Additionally or alternatively, for a mobile device130having one or more apps running in the background that cause the mobile device to periodically transmit location updates signals or data packets to the computer system200, either directly or through one or more other computer systems120, routes can be discovered by tracing the location updates, as shown inFIG.13, where the red balloons mark the locations on a map of a geographical area (e.g., New York City), which are detected from the location updates from a mobile device.FIG.14zooms in onFIG.13and shows detected locations of the mobile device as red balloons each associated with a time stamp. Thus, in addition to routes, the speed at which the user of the mobile device is traveling on a certain route or a section of a certain route can also be estimated using the time stamps of every two neighboring locations and the distance between them. The speed can be averaged over the travel route or a section thereof.

In certain embodiments, as shown inFIGS.13and14, based on the periodic location updates from a mobile device over a period of time, the routes the user of the mobile device (mobile user) routinely takes can be determined and used to learn about or predict the mobile user's interests in certain information. For example, if the mobile user routinely takes a certain route or has taken a certain route, the mobile user is likely to have seen information publicly displayed on billboards along the certain route or is likely to have seen or to stop by certain POIs along the certain route. Thus, in certain embodiments, some of the billboards/POIs along the routes of the mobile user are selected and associated with the mobile user in the association database286. In certain embodiments, selection of the billboards/POIs for association with the mobile user takes into account the travel speed at which the mobile user travels along a particular route. For example, if the mobile user is determined to regularly walk along a particular route, smaller sized billboard (e.g., those posted at street level window and bus stands) along the particular route would be noticeable by the mobile user and thus selected to be associated with the mobile user. On the other hand, if the user is determined to be driving at a significant speed along another route, larger billboards along this other route are selected.

According to certain embodiments, location data associated with a large number (e.g., millions) of mobile devices communicating with a packet-based network are acquired by receiving and processing advertisement (ad) requests from mobile publishers or mobile application providers, and/or by receiving location updates from mobile devices with certain background apps installed and running. The acquired location data are stored in a location database. Commute routes regularly taken by the user of a particular mobile device can then be derived using location data associated with the particular mobile device with respect to map data. As a result, a large number (e.g., millions) of commute routes in a geographical area can be generated using the location data associated with a large number (e.g., millions) of such mobile devices. Each of the commute routes includes a sequence of road segments, which are segments of public roads that are separated from each other by entry/exit (E/E) points, which are ways of entering or exiting the public roads. In certain embodiments, a road segment is for one direction of travel. Thus, a section of a public road between two adjacent E/E points can include two road segments, one for each of two opposite directions of travel.

In certain embodiments, data associated with each road segment is stored in a road segments database, which can include, for example, some or all of a name of the public road the road segment is a part of, geographical definition of the road segment, direction of travel on the road segment (e.g, north, south, southwest, etc.), a geographical region (e.g., city, county, and/or state) where the road segment is situated, a number of commute routes that include the road segment, and one or more billboards displaying information discernable by travelers on the road segment.

In certain embodiments, a probability value with which a traveler on a first road segment has come from or is proceeding to a second road segment is determined based at least on a number of commute routes including the first road segment, and a percentage of the number of commute routes that come from or proceed to the second road segment. Such probability values are used to build a relational database, which include associations between a plurality of road segments and a plurality of information documents. Each of the plurality of information documents corresponds to a billboard in the geographical area and includes information displayed by the billboard. A respective road segment in the relational database has one or more associations with one or more information documents, each of the one or more information documents being associated with the respective road segment by a corresponding probability value indicating a degree of likelihood of a traveler on the respective road segment being exposed to information displayed on a billboard corresponding to the each of the one or more information documents. This probability value is above a preset threshold (e.g., 70%).

In certain embodiments, when a new ad request including location data associated with a particular mobile device communicating with the packet-based network is received, and the location data indicates that the particular mobile device is on a particular road segment in the relational database, an information document for delivery to the particular mobile device is selected from the one or more information documents associated with the particular segment in the relational database based on at least on the corresponding probability values.

FIG.15Ais a flow diagram illustrating a process1510of the segment definition module274according to certain embodiments. Process1510includes blocks1512,1514,1516, and1518. At block1512, selected public roads in a geographical area are divided into road segments. The public roads may be selected based on associated amounts of traffic flow and/or their affinity to certain billboards, which are of interest to one or more mobile marketers. For example,FIG.16Ashows a few segments1661,1662,1663,1664,1665,1666, and1667in the northbound direction of a section of the highway US 101 near Menlo Park, Calif., and a few road segments for the entry or exit ramps1681,1682,1683,1684,1685, and1686, which are joined to the highway at E/E points1671,1672,1673,1674,1675, and1676, respectively.

FIG.16Billustrates examples of multiple ways of entering and/or exiting a public road at an E/E point. As shown inFIG.16B, a northbound section of El Camino Real near the intersection with Oregon Expy and Page Mill Rd in Palo Alto, Calif. are divided into two road segments, road segment1611before the intersection and road segment1612after the intersection.FIG.16Balso shows road segments1621,1622, and1623for exiting northbound El Camino Real at the intersection by right turn, left turn and U-turn, respectively.FIG.16Bfurther shows road segments1631,1632, and1633for entering northbound El Camino Real at the intersection by right turn from Oregon Expy, left turn from Page Mill Road, and U-turn from southbound El Camino Real, respectively.

Referring back toFIG.15A, at block1514, geographical definition of each of the road segments is created and stored in the segments database285A. As illustrated inFIG.17, which is a table illustrating examples of some of the content in the segments database285A, according to certain embodiments, each road segment is identified by a segment ID and is defined by the city/state in which the road segment is situated, the name of the public road and direction of travel, of which the road segment is a part, and spatial index outlining the boundary of the road segment, which can be derived using map data. If a road segment is home to one or more billboards, meaning the one or more billboards are placed by or over the road segment and are used to display information to travelers on the road segment, at block1516, the one or more billboards are determined and are associated with the road segment in the segments database285A, as also shown inFIG.17.

In certain embodiments, the road segments are defined taking into account the sizes of the resulting road segments, which can be selected based on the designated maximum speeds of the respective roads and the amount of traffic on the respective roads. The division also takes into account entries and exits along the roads so that a major entry or exit or intersection is between two adjacent road segments and not in the middle of any road segment.

FIG.15Bis a flow diagram illustrating a process1520of the route generator276according to certain embodiments. Process1520includes blocks1522,1524,1526, and1528. At block1522, location data associated with a large number of mobile devices in a geographical area (e.g., the San Francisco Bay Area) communicating with a packet-based network are collected and stored in the location database281.FIG.16Cillustrates some of the mobile device locations (represented by the solid dots) detected using the location data associated with a mobile device over a period of time (e.g., 1 week). After a sufficient amount of location data are collected over a period of time (e.g., one month), a block1524, the location data for each particular mobile device is used to determine routes the user of the mobile device may have taken during the preset time period. In certain embodiments, the location data for each particular mobile device includes detected locations of the mobile device with various time stamps during a preset time period (e.g., in the last 30 days). The routes can be derived from the location data collected from information requests associated with the particular mobile device or location updates provided by the particular mobile device with a background app installed and running to provide automatic location updates periodically. The location data may indicate that the user of the particular mobile device regularly spends substantial time in a few places, and may further show routes taken by the user of the particular mobile device as he or she travels among the few places. If the particular mobile device is used during traveling or has background apps running while the user is traveling along these routes, the routes can be traced, defined and stored as routes for the particular mobile device, as shown inFIG.16C, where each blue dot1600is a location point representing an instance of a detected location for the particular mobile device.

Additionally or alternatively, the routes can be determined by first determining the places where the user of the particular mobile device routinely spends substantial time. This can be done by defining a geographical region in which most of the location points associated with the particular mobile device are located; dividing the geographical region into parcels; and map the plurality of location points into the parcels, as shown inFIG.16D. The density of the location points in each parcel can thus be determined, and a location parcel having significantly higher density than at least some of its surrounding parcels can be selected. The center of weight for the location points in the selected parcel(s) can then be used to define a place for the mobile user. By examining the time stamp of the information requests from which the location points in the selected parcel are extracted, the place can be determined as the “home,” the “workplace,” or simply one of several key places of the mobile user. For example, as shown inFIG.16C, places1601,1602,1603, and1604can be determined as locations where the user of the particular mobile device regularly visits or stays during the preset time period. In the example shown inFIG.16D, at least a first place1605and a second place1606are determined as the mobile user's workplace (shown as “origin”) and the mobile user's home (shown as “destination”).

AlthoughFIG.16Dshows that the parcels are about equal in size, in practice, the parcels can be different in size. For example, smaller sized parcels can be used where the location points are denser or where the area is more densely populated, and larger sized parcels can be used where the location points are sparse or where the area is less densely populated. Also, when multiple adjacent parcels have comparable densities that are significantly higher than surrounding parcels, the multiple adjacent parcels can be combined and the center of weight of the location points in the multiple adjacent parcels are used to define a place for the mobile user. Further details on how to detect mobile user home and office locations based on historical request data can be found in co-pending U.S. Patent Application entitled “Method and Apparatus for Delivering Publicly Displayed Information to Mobile Devices based on Mobile User Travel Routes,” filed on even date herewith, which is incorporated herein by reference in its entirety.

In certain embodiments, with the places for a mobile user determined, one or more routes can be estimated between the places. At block1526, commute routes between the places are determined using the map data. For example, as shown inFIG.16D, between the mobile user's workplace (shown as “origin”) and the mobile user's home (shown as “destination”), one or more shortest routes can be determined using publicly available map data. In certain embodiments, more than one set of commute routes are determined if there are more than one ways of traveling from one of the two places to the other that are almost equally preferable. For example, as shown inFIG.16D, a set of routes1607aand1607bcan be used to travel back and forth between places1605and1606via US 101, and another set of routes1608aand1608bcan be used to travel back and forth between places1605and1606via HW 280. This process can be repeated between any two of the mobile user's key places to estimate the routes the mobile user routinely takes, and for each of a large number of mobile devices. As a result, millions of routes can be generated and stored in the routes database285.

At block1528, each route between an origin and a destination is defined as a sequence of road segments consistent with the segments in the segments database285A. For example, as shown inFIG.16E, each route, e.g., route1680between an origin (e.g., a latitude/longitude pair) and a destination (e.g., another latitude/longitude pair), has a route ID and includes a sequence of road segments, seg 1, seg 2, . . . , seg n, each being identified by its respective segment ID.FIG.16also shows some of the sequence of road segments in a map overlay diagram as road segments1661,1681,1682and1683. As shown inFIG.16E, road segment1661is a section on US 101 North, road segment1681is an exit ramp off US 101 at Marsh Road, road segment1682is a section of March Road from the exit ramp to CA 84 (Bayfront Exwy), and road segment1683is a section of CA 84 East. The routes thus defined are stored in the routes database285. In certain embodiments, the data in the routes database285can be used by the process1510to determine at block1518, for each respective segment, a number of routes including the respective segment, or a number of routes passing through the respective segment, and this number can be associated with the respective segment in the segments database285A, as illustrated inFIG.17.

Using the data in the routes database285and segments database285A, road traffic statistics can be derived, including the percentage of traffic on one road segment proceeding to or coming from another nearby road segment. Thus, in certain embodiments, each particular road segment can be associated with to another nearby road segment by a percentage value corresponding to a percentage of the traffic on the particular road segment proceeding to or coming from the other nearby road segment. This percentage value can be used to as a probability value to indicate a degree of likelihood that a traveler on the particular road segment has come from or is going to travel through the other nearby road segment.

FIG.18is a flow diagram illustrating a process1800of the relational database builder278according to certain embodiments. Process1800includes blocks1810,1820,1830,1840and1850. At block1810, a first road segment of a first public road is selected. The first road segment is a home segment to at least one billboard, i.e., each of the at least one billboard is discernable by travelers on the first road segment.

At block1820, one or more second road segments proximately connected to the first road segment are identified. For example, the one or more second road segments can include a road segment on the same first public road that is either adjacent the first road segment or separated from the first road segment by one or more other segments on the first public road. The one or more second road segments can also include a road segment from a different public road, such as, for example, an entrance or exit ramp to or from the first public road, or a road segment from another public road that intersects with the first public road.

At block1830, a probability value is determined for each of the one or more second road segments. The probability value indicates the likelihood of a traveler on the each of the one or more second road segments is about to travel to or has just come from the first road segment. In certain embodiments, this probability value is determined based on the data in the routes database285.

For example,FIG.19Ashows examples of road segments, AB, CD, and BE, any two of which may or may not be segments of a same public road. Road segment CD is a home segment to at least one billboard and is an example of the first road segment in the above discussion, while segments AB is an example of one of the one or more second road segments in the above discussion. Road segments AB and CD can be adjacent to each other or separated from each other by one or more other road segments. The dashed line BC represents an intersecting point between road segments AB and CD and/or one or more road segments between road segments AB and CD. In certain embodiments, road segments AB, BC, and CD together form a route A-B-C-D, which can be a shortest route or commonly used route between point A and point D. BE represents one or more ways by which a traveler on road segment AB can travel away from route A-B-C-D. BE can include one or more road segments, such as one or more exit ramps, one or more turns into one or more intersecting roads, or simply the next segment down a road from AB.

FIG.19Billustrates the routes through segments AB, CD, and BE according to data in the routes database. As shown inFIG.19B, the routes through segment AB include routes1901, which end up going through segment CD, and routes1902, which end up exiting route A-B-C-D via segment(s) BE.FIG.19Balso shows routes1903that merge into route A-B-C-D via other intersecting segments (not shown). These routes1903are irrelevant to the calculation of the probability of a traveler on AB proceeding to CD. The percentage of routes1901among all of the routes through AB can be determined by identifying the routes including segment AB and determining which ones of those routes also include segment CD. This percentage can also be determined by counting the number of routes including segment AB and the number of routes exiting A-B-C-D between point B and point C. Also, based on the number of routes on road segment AB and the number of routes on road segment(s) BE, the probability of a traveler on AB continuing to the next segment on the route A-B-C-D at point B can be estimated. For example, if segment AB has 1000 routes and the total number of routes through segment(s) BE are 80, it can be estimated that 92% of AB's traffic would continue to the next segment on route A-B-C-D at point B (i.e., 8% of the traffic on AB exits route A-B-C-D via EF).

If there are no other exits from route A-B-C-D, as shown inFIG.20A, then the probability of a traveler on AB proceeding to CD is 92%, meaning that a mobile user on road segment AB would have a 92% probability of being in a position to see the billboard on segment CD. If there are multiple exits on route A-B-C-D, then the probability of a traveler proceeding onto the next segment on route A-B-C-D is estimated at each of the exits, and the probability of a traveler on AB proceeding to CD can be estimated by multiplying the probabilities at the multiple exits. Thus, in the relational database286, segment CD, or the billboard on segment CD, or an information document related to the billboard, is associated with the road segment AB by the estimated probability value. Road segment CD or the billboard or the corresponding information document can also be associated with other nearby road segments (e.g., road segments within a 2-mile radius from the billboard) with the corresponding probability values. Of course, a user on road segment CD would have a 100% probability of being in a position to see the billboard, and a user on road segment BE would have 0% probability of being in a position to see the billboard.

FIG.19Cshows a few other road segments UV, XY, and WX, any two of which may or may not be segments of a same public road. Road segment UV is another example of the first road segment XY, while road segment XY is another example of one of the one or more second road segments in the above discussion. Road segments UV and XY can be adjacent to each other or separated from each other by one or more other road segments. The dashed line VX represents an intersecting point between road segments UV and XY if they are adjacent each other, or one or more road segments between road segments UV and XY if they are not adjacent each other. In certain embodiments, road segments UV, VX, and XY together form a route U-V-X-Y, which can be a shortest route or commonly traveled route between point U and point Y. WX represents one or more ways by which a traveler can enter road segment XY from another route. WX can include one or more road segments, such as one or more entrance ramps, or one or more ways to turn into road segment XY from one or more intersecting roads, or a previous segment up a road from XY.

FIG.19Dillustrates the routes through segments UV, XY, and WX according to data in the routes database. As shown inFIG.19D, the routes through segment XY include routes1904, which came straight from segment UV, and routes1905, which merged into route U-V-X-Y via segment(s) WX.FIG.19Dalso shows routes1906that exit route U-V-X-Y via other intersecting segments (not shown). These routes1903are irrelevant to the calculation of the probability of a traveler on XY having come from segment UV. The percentage (e.g., 93.5%) of the number of routes through segment XY coming from segment UV can be determined by identifying the routes including segment XY and determining which ones of those routes also include segment UV. This percentage can also be determined by counting the number of routes including segment XY and the number of routes entering route U-V-X-Y between point V and point X. Also, based on the number of routes on road segment XY and the number of routes on road segment(s) WX, the probability of a traveler entering road segment XY from an adjacent road segment on route U-V-X-Y can be estimated. For example, if segment XY has 1000 routes and the total number of routes through segment(s) WX are 65, it can be estimated that 93.5% of XY's traffic would have come from the adjacent road segment on route U-V-X-Y (i.e., 6.5% of the traffic on XY came from WX).

If there are no other entrance to route U-V-X-Y, as shown inFIG.20B, then the probability of a traveler on XY having been on UV would be 93.5%, meaning that a mobile user on road segment XY would have a 93.5% probability of having been in a position to see the billboard on segment UV. If there are other entrance(s) on route U-V-X-Y, then the probability of a traveler on a segment on route U-V-X-Y immediately after each entrance to the route having proceeded from the segment on route U-V-X-Y immediately prior to the each entrance is estimated at the each entrance, and the probability of a traveler on XY having been on UV can be estimated by multiplying the probabilities corresponding to these entrances. Thus, in the relational database286, segment UV, or the billboard on segment UV, or an information document related to the billboard, or a POI or an information document related to the POI accessible via segment UV is associated with the road segment XY by the estimated probability value. Road segment UV or the billboard or the POI of the corresponding information document can also be associated with other nearby road segments (e.g., road segments within a 2-mile radius from the billboard) with the corresponding probability values. Of course, a user on road segment UV would have a 100% probability of being in a position to see the billboard, and a user on road segment WX would have 0% probability of being in a position to see the billboard.

For example, as shown inFIG.16A, since all of the traffic on each of road segments1662,1663,1682and1683ends up on road segment1664, and all of the traffic on each of road segments1665and1684comes from road segment1664, the information document corresponding to the billboard1652is associated with each of these road segments with a probability value of 100%. On the other hand, because of the exit ramp1681, only some of the traffic on road segment1661proceeds to road segment1664. Thus, the billboard1652is associated with the road segment1661with a probability value less than 100%. Likewise, because of the entrance ramps1685and1686, only some of the traffic on road segment1667actually comes from road segment1664. Thus, the billboard1652is associated with the road segment1667with a probability value less than 100%.

FIG.20Cillustrates a billboard2001placed by US 101 facing the northbound traffic between University Ave. in Palo Alto and Willow Road in Menlo Park, Calif., being associated with nearby road segments (including its home segment) by respective probability values. The number of road segments associated with a certain billboard in the relational database286A can be adjusted by adjusting a threshold for the probability values. The probability thresholds for different billboards can be different. For example, a billboard at a high traffic road segment can have a probability threshold significantly higher than a billboard at a low traffic road segment. Furthermore, the probability threshold for the same billboard can be different depending on the time of the day, or the information displayed (if the displayed information is readily changeable, as in the case of an electronic display). For example, during higher threshold (e.g., 97%) can be set during commute hours (as shown inFIG.20C), while lower threshold (e.g., 70%) can be set during other times to include more road segments and thus a larger mobile audience (as shown inFIG.20D). The probability thresholds for the billboards can also depend on other factors such as campaign budgets, etc., as specified in the campaign database287.

Thus, in certain embodiments, each road segment near a billboard can be associated with the billboard (or a link to an information document related to the billboard) with a probability value representing the probability of a mobile user on the each road segment seeing or having seen the billboard, and such associations are stored in the relational database286. The probability of a mobile user on a road segment seeing or having seen a billboard on another road segment is determined based on the percentage of the traffic on the road segment proceeding to or having come from the other road segment, and the percentage is determined based on estimated routes taken by a large number of mobile users. The routes are estimated using location data associated with a large number of mobile devices interacting with computer systems in a network.

FIG.21Ais a table illustrating examples of the content in the relational database286A according to certain embodiments. As shown inFIG.21A, the relational database286A stores information of a plurality of segments each having one or more document (Doc) IDs associated therewith by corresponding probability values (P/V). Each Doc ID provided an identification or link to an information document (e.g., advertisement document) corresponding to a billboard associated with the segment. The information document includes information displayed on the corresponding billboard. In certain embodiments, instead of Doc IDs, billboard IDs can be used to link each segment to the documents corresponding to the billboards associated with the segment.

In certain embodiments, a graphic user interface (GUI) is enabled using the Interface engine279to help mobile marketers to access the data in the billboard database283and the relational database286. In certain embodiments, the GUI can be provided by the computer system200running the interface engine279, or any of the other computer system120coupled to the computer system200via the packet-based network100. The computer system120can run an application program that interacts with the interface engine279in the computer system200to provide the GUI.FIG.21Cis a flowchart illustrating a process2130performed by a first computer system200and a second computer system120to provide the GUI at the second computer system. Process2130includes blocks2131through2136at the first computer system and blocks2141through2146at the second computer system.

At block2141, the GUI is launched at the second computer system and a user input to select a geographical area is received via the GUI and transmitted to the first computer system. In response, locations of billboards in the geographical area is obtained by the interface engine279at block2131from the billboards database283, and transmitted at block2132to the second computer system. At block2142, the billboards are displayed via the GUI as hyperlinked markers at respective locations at which the billboards are physically disposed on a map of the geographical area, as shown inFIG.21B. In the example shown inFIG.21B, the billboards are highlighted as blue dots2101of various sizes corresponding to the physical sizes of the billboards. At block2143, a first type of user input to select a billboard is received and transmitted to the first computer system. The first type of user input can be made by, for example, the user of the GUI left-clicking on a blue dot corresponding to the selected billboard with the mouse of the second computer system. In response, the interface engine279obtains at block2133data about the selected billboard from the billboard database283and transmits at block2134the data to the second computer system.

At block2144, the GUI displays the data in, for example, a pop-up window2110over the map, as shown inFIG.21B. The user can scroll up and down the pop-up window to see all of the data related to the selected billboard in the billboard database283. At block2145, a second type of user input to select the billboard is received via the GUI and transmitted to the first computer system. The second type of user input can be made by, for example, the user of the GUI right-clicking on the blue dot corresponding to the billboard with the mouse of the second computer system. In response, the interface engine279obtains at block2135data about the road segments associated with the selected billboard from the relational database286, and transmits the data at block2136to the second computer system. At block2146, the GUI highlights the associated road segments2120using, for example, dotted lines in a contrasting color on the map. The GUI allows the user to change the geographic area in the display by zooming in and out and by moving the map around using the mouse.

FIG.22is a flow diagram illustrating a process2200of the request processor272to serve location-based information to mobile devices on public roads, according to certain embodiments. As shown inFIG.22, the process2200includes blocks2210,2220,2230,2240, and2250. At block2210, one or more data packets including an information request are received via the packet-based network from a publisher interacting with a particular mobile device. The information request includes location data and other information about the particular mobile device.

At block2220, the spatial indices defining the segments in the relational database286A are searched to determine whether the location data indicate that the particular mobile device is on one of the road segments. In response to the location data indicating that the particular mobile device is on a particular road segment, at block2230, one or more information documents associated with the particular road segment are identified. In certain embodiments, the information documents are related to respective ones of the billboards associated with the particular road segments and/or respective POIs accessible via the particular road segments. The information documents may also include meta data about the corresponding billboards, such as sizes, locations, and facing directions, etc. of the billboards. The identified information documents are ranked, at block2240based at least on the corresponding probability values in the relational database286. Other factors, such as the meta data about the corresponding billboards, the information displayed, information about the user of the particular mobile device (e.g., age, gender, education level, and related historical/statistical data, etc.), time of day, campaign budgets, etc. At block2250, one of the one or more information documents is selected based on the ranking, and one or more data packets including the selected information document or a link thereto are formed and transmitted via the packet-based network. The one or more data packets may also include identification of the information request and/or the particular mobile device to facilitate delivery of the selected information document to the particular mobile devices.