Patent Publication Number: US-10776829-B2

Title: Systems and methods for dynamic ad selection of multiple ads or ad campaigns on devices

Description:
CROSS REFERENCE TO RELATED APPLICATIONS 
     The present patent application is a continuation application of U.S. application Ser. No. 14/677,962, filed Apr. 2, 2015, entitled, Systems and Methods for Dynamic Ad Selection of Multiple Ads or Ad Campaigns on Devices. 
    
    
     FIELD OF THE INVENTION 
     Embodiments of the invention are generally related to systems, devices, and methods for dynamic ad selection. 
     BACKGROUND 
     Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. Advertisements (ads) can be presented to the intended user in the form of banner ads, text boxes, and video ads. However, these ads may be difficult to distribute to a targeted user in a timely manner and the user may not be responsive and interested in the ads. 
     SUMMARY 
     Methods, devices, and systems are described for providing advertising services with dynamic ad selection for display on devices. In one embodiment, a device includes a storage medium to store software programs including advertising services software and software applications, a cache memory, which is integrated or separate from the storage medium, to store video ads. A display device of the device displays software applications and video ads within the software applications. Processing logic is coupled to the storage medium, cache memory, and the display device. The processing logic is configured to execute instructions of at least one of the software programs to receive user input for initiating a software application on the device, determine attributes for the device including software applications currently operating in the storage medium and placement information for the initiated software application, and dynamically select one of the video ads based on the attributes including software applications currently operating in the storage medium and placement information for the initiated software application. 
     In another embodiment, a device includes a storage medium to store software programs including advertising services software and software applications, a cache memory, which is integrated or separate from the storage medium, to store video ads. A display device of the device displays software applications and video ads within the software applications. Processing logic is coupled to the storage medium, cache memory, and the display device. The processing logic is configured to execute instructions of at least one of the software programs to receive user input for initiating a software application on the device, determine attributes for the device including software applications currently operating in the storage medium and placement information for the initiated software application, dynamically rank the video ads based on the attributes including software applications currently operating in the storage medium and placement information for the initiated software application, and display the video ads on the display device in accordance with the ranking within the initiated software application during an ad play event of the initiated software application. A user can then select one of the video ads for display on the display device. 
     Other embodiments are also described. Other features of embodiments of the present invention will be apparent from the accompanying drawings and from the detailed description which follows. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
       The embodiments of the invention are illustrated by way of example and not by way of limitation in the figures of the accompanying drawings in which like references indicate similar elements. It should be noted that references to “an” or “one” embodiment of the invention in this disclosure are not necessarily to the same embodiment, and they mean at least one. 
         FIG. 1  shows an embodiment of a block diagram of a system  100  for providing advertising services with dynamic ad selection for delivering ads to devices via a network in accordance with one embodiment. 
         FIG. 2  illustrates a flow diagram of operations for providing advertising services with dynamic ad selection in accordance with certain embodiments. 
         FIG. 3  illustrates a flow diagram of operations for a method of dynamic ad selection in accordance with one embodiment. 
         FIG. 4  illustrates a flow diagram of operations for a method of dynamic ad selection in accordance with one embodiment. 
         FIGS. 5 a -5 d    illustrate a sequence of exemplary user interface for displaying cached video ads in-app within a software application in accordance with one embodiment. 
         FIG. 6  illustrates a diagrammatic representation of a machine in the exemplary form of a device  600  within which a set of instructions, for causing the machine to perform any one or more of the methodologies discussed herein, may be executed in accordance with certain embodiments. 
         FIG. 7  is a block diagram of a wireless device  700  in accordance with one embodiment. 
     
    
    
     DETAILED DESCRIPTION 
     Methods, devices, and systems are described for providing advertising services with dynamic ad selection for display on devices. In one embodiment, a device includes a storage medium to store software programs including advertising services software and software applications, a cache memory, which is integrated or separate from the storage medium, to store video ads. A display device of the device displays software applications and video ads within the software applications. Processing logic is coupled to the storage medium, cache memory, and the display device. The processing logic is configured to execute instructions of at least one of the software programs to receive user input for initiating a software application on the device, determine attributes for the device including software applications currently operating in the storage medium and placement information for the initiated software application, and dynamically select one of the video ads based on the attributes including software applications currently operating in the storage medium and placement information for the initiated software application. The processing logic of the device includes improved computer functionality for dynamically selecting a video ad in real time that is predicted to be at least one of more engaging for a user, cause more interaction with the user, and more likely to convert the video ad into an action, transaction, installation, or purchase based on the attributes or characteristics of the device or user. 
     An auction system provides a mechanism for third party participants to bid on providing advertising services including in-application (in-app) advertising services to the device in response to a predictive ad exchange request. The auction system captures demand for providing advertising services in real time or near real time prior to a predicted ad play event on the device. 
     In mobile video advertising, high performing campaigns are needed for advertisers, publishers, and users of the publishers. Advertisers include organizations that pay for advertising services including ads on a publisher network of applications and games. Publishers provide content for users. Publishers can include developers of mobile applications and games. The publishers are interested in generating revenue through displaying video ads to their users. 
     Performance can be defined in terms of click-through rates (CTR), conversion rates, and video completion rates. The process in which a user selects an ad is referred to as a click-through, which is intended to encompass any user selection. The ratio of a number of click-throughs to a number of times an ad is displayed is referred to as the CTR of the ad. A conversion occurs when a user performs a transaction related to a previously viewed ad. For example, a conversion may occur when a user views a video ad and installs an application being promoted in the video ad. A conversion may occur when a user views a video ad and installs an application being promoted in the video ad within a certain time period. A conversion may occur when a user is shown an ad and decides to make a purchase on the advertiser&#39;s web site within a certain time period. The ratio of the number of conversions to the number of times an ad is displayed is referred to as the conversion rate. A video completion rate is a ratio of a number of video ads that are displayed to completion to a number of video ads initiated on a device. Advertisers may also pay for their ads through an advertising system in which the advertisers bid on ad placement on a cost-per-click (CPC), cost-per-mille (CPM), cost-per-completed-view (CPCV), cost-per-action (CPA), and/or cost-per-install (CPI) basis. A mille represents a thousand impressions on user&#39;s devices. In one example, CPA is defined by an advertiser. CPA is an advertising pricing model in which the advertiser pays for each specified action (e.g., impression, click, form submit, opt-in, sale, etc.). The advertiser determines the desired action. For in-app purchases, actions may include software application installs, purchases, finishing a tutorial, and completing a certain percentage of a software application. 
     In this section several embodiments of this invention are explained with reference to the appended drawings. Whenever the shapes, relative positions and other aspects of the parts described in the embodiments are not clearly defined, the scope of the invention is not limited only to the parts shown, which are meant merely for the purpose of illustration. 
       FIG. 1  shows an embodiment of a block diagram of an ad system  100  for providing advertising services including dynamic ad selection to a device via a network in accordance with one embodiment. The ad system  100  includes an advertising engine  130 , processing logic  132 , device profiles  134 , storage medium  136 , and an auction system  190 . The auction system  190  may be integrated with the ad system or separate from the ad system. The system  100  provides advertising services for advertisers  184  to devices  102 ,  104 , and  106  (e.g., source device, client device, mobile phone, tablet device, lap top, computer, connected or hybrid television (TV), IPTV, Internet TV, Web TV, smart TV, etc.) via a network  180 . A device profile for a device is based on one or more parameters including location (e.g., GPS coordinates, IP address, cellular triangulation, etc.) of the device, a social profile for a user of the device, and categories or types of applications installed on the device. Each device includes a respective advertising services software  103 ,  105 ,  107  (e.g., a software development kit (SDK)) that includes a set of software development tools for advertising services including in-app advertising services (e.g., advertising services delivered within mobile applications, advertising services delivered within non-web browser applications). The publishers  182  publish content along with ads. The system  100 , devices  102 ,  104 ,  106 , advertisers  184 , publishers, and an ad exchange  195  with third party exchange participants communicate via a network  180  (e.g., Internet, wide area network, WiMax, satellite, cellular, IP network, etc.). The third party exchange participants can bid in real time or approximately in real time (e.g., 1 hour prior to an ad being played on a device, 15 minutes prior to an ad being played on a device, 1 minute prior to an ad being played on a device, 15 seconds prior to an ad being played on a device, less than 1 second prior to an ad being played on a device) using the auction system  190  to provide advertising services (e.g., an in-app video ad that includes a preview (e.g., video trailer) of an application, in-app ad campaigns for brand and performance advertisers) for the devices. In-app ad campaigns are ad campaigns (e.g., video ads) served to devices in-app (e.g., within mobile applications on a mobile device, within non-web browser software applications on a device, etc). The processing logic  132  may include a filtering functionality for filtering potential available ad campaigns, an optimizer functionality for determining an optimal ad campaign, and a selector (picker) functionality for selecting an optimal campaign. The filtering functionality may filter ad campaigns based on availability, device characteristics (e.g., device profiles  134 , device id, device age, OS type, network connection for user&#39;s device, whether user&#39;s device is mobile device or tablet device, volume, screen size and orientation, language setting, etc.), and user characteristics (e.g., age, gender, ethnicity, location, etc.). etc. 
     In one embodiment, the system  100  includes a storage medium  136  to store one or more software programs. Processing logic (e.g.,  132 ) is configured to execute instructions of at least one software program to receive an advertising request from a device upon the device having an ad play event in-app within an initiated software application (e.g., any type of software application, non-web browser software applications) and associated advertising services software (e.g., software development kit (SDK)) on the device. The processing logic is further configured to send a configuration file to the device in response to the configuration call. The configuration file includes different options for obtaining at least one advertisement (ad) to play on the device in-app during an ad play event. The options include playing at least one ad cached on the device, obtaining at least one ad from an ad store of the ad system  100 , and obtaining at least one ad from an advertising exchange that includes 3 rd  party participants. 
       FIG. 2  illustrates a flow diagram of operations for providing advertising services with dynamic ad selection in accordance with certain embodiments. The advertising operational flow of an ad system may be executed by an apparatus or system, which includes processing circuitry or processing logic. The processing logic may include hardware (circuitry, dedicated logic, etc.), software (such as is run on a general purpose computer system or a dedicated machine or a device), or a combination of both. In one embodiment, a system performs the operations of method  200 . In one example, the vertical dashed lines  264  and  265  represent a separation of the components of the system  201  (e.g., ad server  203 , auction system  290 , ad store  210 ) and components external to the system  201  (e.g., device  230 , attributers  280 , exchange  299 , third party databases  297 ). The components of the system  201  communicate with the components external to the system via a network (e.g., network  180 ). 
     A device  230  (e.g., source device, client device, mobile phone, tablet device, lap top, computer, connected or hybrid television (TV), IPTV, Internet TV, Web TV, smart TV, etc) initiates a software application (e.g., at least one of software applications  231 - 234 ). For example, a user may select one of the software applications. The advertising services software  240  is also initiated upon the initiation of one of the software applications. The advertising services software  240  may be associated with or embedded with the software applications. The advertising services software  240  may include or be associated with processing logic  242  (e.g., communication logic for communications such as an ad request), an ad cache store  244  for storing one or more ads or ad campaigns (e.g., video ads  245   a ,  245   b ,  245   c ,  245   d ,  245   e , etc.), ad streaming functionality  246  for receiving, optionally storing, and playing streamed ads, and device functionality  248  for determining device and connection capabilities (e.g., type of connection (e.g., 4G LTE, 3G, WiFi, WiMax, etc.), bandwidth of connection, location of device, type of device, display characteristics (e.g., pixel density, color depth), etc.). The initiated software application or advertising services software may have an ad play event for displaying or playing an ad on the display of the device. At operation  250 , processing logic  202  of an ad server  204  of system  201  receives a configuration call from the device  230  via a network upon the initiation of the software application and associated advertising services software  240 . At operation  252 , the processing logic  202  sends a response that includes the configuration file to the device  230  via the network in response to the configuration call. The configuration file includes different options for obtaining an ad to play for the ad play event. In one embodiment, a first option includes playing at least one ad (e.g., video ads  245   a ,  245   b ,  245   c ,  245   d ,  245   e , etc.) that is cached on the device  230  during the ad play event or prior to the ad play event. A second option includes planning to play at least one ad that is cached on the device  230  but asking for at least one better ad from the system  201 . If the system  201  provides at least one better ad (i.e., more likely to convert) in a timely manner (e.g., in time for a predicted ad play event, within a time period set by the configuration file) then the better ad will play during the predicted ad play event. Otherwise, the cached ad is played. A third option includes planning to play at least one ad that is cached on the device  230  but asking for at least one better ad from the exchange  299 . If the exchange  299  including third party databases  296  provides at least one better ad in a timely manner then the better ad will play during the ad play event. Otherwise, the cached ad is played. A fourth option includes planning to play at least one ad that is cached on the device  230  but asking for at least one better ad from the system  201  or the exchange  299 . If the system  201  or the exchange  299  provide at least one better ad in a timely manner then the better ad will play during the ad play event. Otherwise, the cached ad is played. 
     A fifth option includes streaming at least one ad to be played during the predicted ad play event to the device  230 . A sixth option includes planning to play at least one ad that is streamed to the device  230  but asking for at least one better ad from the system  201 . If the system  201  provides the at least one better ad in a timely manner (e.g., in time for the ad play event, within a time period set by the configuration file) then the better ad will play during the ad play event. Otherwise, the planned streamed ad is played. A seventh option includes planning to play at least one ad that is streamed to the device  230  via a network but asking for at least one better ad from the exchange  299 . If the exchange  299  provides a better ad in a timely manner then the better ad will play during the ad play event. Otherwise, the planned streamed ad is played. An eighth option includes planning to play at least one ad that is streamed to the device  230  but asking for at least one better ad from the system  201  or the exchange  299 . If the system  201  or the exchange  299  provide a better ad in a timely manner then the better ad will play during the predicted ad play event. Otherwise, the planned streamed ad is played. In others embodiments, the configuration file includes a subset of the options 1-8, additional options for obtaining at least one ad or ad campaign, or different options (e.g., options that include potential caching and streaming operations). 
     The configuration file can be altered by the system  201  or the device  230  without affected the advertising services software  240 . In particular, the configuration file can be altered without affecting a version of the advertising services software  240  such that a user does not need to update a version of the advertising services software even if the configuration file changes. The system  201  is designed to deliver the most relevant and highest converting ads to devices via the network using the configuration file. 
     At operation  254 , prior to a predicted ad play event, the processing logic of the ad server optionally receives a predictive ad request with a configurable option (e.g., options 1-8) of the configuration file based on an anticipated ad play event occurring in the near future (e.g., 1 hr, 15 minutes, 60 seconds, 10 seconds, etc.). Alternatively, the ad server generates a predictive ad request based on receiving the configuration call, which indicates that the user has initiated a software application and an anticipated ad play event will likely occur in the near future even though no predictive ad request is received from the device. The predictive ad request may also include different types of information including a publisher of the selected software application, placement information for placement of an ad in-app, user characteristics, and device characteristics. The ad server processes the predictive ad request and accesses at least one of the ad store  210  and the exchange  299  for options 2-8 of the configuration file. The ad server may determine which option of options 1-8 will be processed or enabled for processing the ad request based on one or more configurable parameters. Alternatively, the device or user may determine which option of options 1-8 will be processed or enabled based on these parameters. 
     In one embodiment, the configurable parameters include the bandwidth for the connection between the device and the ad server, bandwidth for a connection between the ad system and one or more participants of the exchange, latency for a participant of the exchange, device characteristics, user characteristics, a service level agreement of the publisher (e.g., latency), a cache window, and business rules including location, time of day, availability of new ad campaigns, and availability of higher converting campaigns (e.g., performance data), historical data, and recent data (e.g., latency for an auction with the exchange). For example, if a low bandwidth is detected between the ad server and the device or between the ad system and auction participants, then the ad server may sent an ad request to the ad store or the auction system sooner rather than later. In one embodiment, the ad request is sent to the ad store or the auction system immediately or a short time after the low bandwidth is detected. A third party participant within the exchange or outside of the exchange may provide the ad system with timing parameters. For example, a third party participant may indicate to only request an ad if an ad is about to be served to a device (e.g., within 2 seconds, within 15 seconds) or if an ad will likely be served to a device in the next hour or so. 
     Attributers  280  may have software (e.g., a SDK of the publisher of the application) installed on the user&#39;s device in order to obtain third party user data (e.g., user data  281  from the device  230 ). This user data may include tracking of a user&#39;s interaction and engagement with the software application, a length of time that the application is installed, an amount of purchases from the application, and buying patterns in terms of which products or services are purchased and when these products or services are purchased. The user data may also include monitoring target goals for how the user engages with the application. The user data (e.g., user data  282 ) can be shared with the system  201 , publishers, and advertisers via a network. 
     For option 1, the device plays at least one ad from cache. For options that access the ad store  210 , at operation  260 , the processing logic  202  sends a predictive ad call or request to the ad store  210  of the system  201 . The ad store includes an ad database  212  having ad campaigns and ads. The ad database  212  may be a first party ad database, i.e., a database of system  201 . The ad store may optionally provide access to third party ad databases  297  via tag functionality  214 . The tag functionality  214  generates or stores an ad serving tag for accessing one or more third party ad databases  297 . The ad campaigns and ads are capable of being streamed to ad streaming  246  of the device or saved in an ad cache store  240  of the device. 
     At operation  262 , the ad server receives an ad response from the ad store  210  in response to the predictive ad call or request. The ad response includes a payload with one or more potential ads or ads campaigns for being streamed to the device  230  or optionally an ad serving tag for accessing one or more third party ad databases  297 . If the ad server receives an ad serving tag, then the ad server sends an ad request to the third party database at operation  295  and receives an ad response at operation  296  from the third party database  297 . The ad response from the ad store or the third party databases  297  includes one or more ads or ad campaigns for being sent or streamed to the device  230 . The processing logic  202  decides whether to stream at least one ad or ad campaign to the device  230  based on the determined or selected option of the configurable file. 
     The ad server upon processing a predictive ad request may access the exchange  299  given certain options (e.g., options 3, 4, 7, and 8) of the configuration file. In this case, the ad server sends a predictive exchange request  270  to the auction system  290  having an auction engine  291  and database  293  prior to a predicted ad play event on the device. Alternatively, the auction system is integrated with the ad system  201 . The auction engine  291  processes the predictive exchange request  270  and generates an auction based on different business rules including at least one of a price (e.g., a floor or lowest price for the ad or ad campaign), inventory allocation, and participants who can participate in the auction. The auction determines which participant can provide a better ad for the device in a timely manner. At operation  274 , the auction system  290  sends a predictive ad exchange request to each participant of the auction. The predictive ad exchange request includes configurable parameters including at least one of ad length, bit rate for playing the ad, ad categories, age ratings, a limit for a number of redirects to minimize latency, and the floor price. The configurable parameters are designed to enhance a user experience (e.g., by minimizing latency) and provide safety for the user based on the age rating. One or more participants then respond with a predictive ad exchange response at operation  276 . The auction engine processes the predictive ad exchange responses (bids) and determines which participant(s) if any will serve a better ad for playing on the device for a predicted ad play event. The responses and ads from the participants can be saved in the database  293 . At operation  272 , a predictive ad response is sent from the auction engine to the ad server. The ad server then processes the ad from a winning or selected participant as determined by the auction system. In this case, the ad server unpacks the payload of the ad and converts a format of the ad (if necessary) into a standard format (e.g., xml standard, digital video ad serving template (VAST)) for ads served by the ad server. The ad server can compare a better ad from the winning or selected participant from the exchange or possibly any of the bids from the exchange with a cached ad on the device and a better ad obtained with an ad response from the ad store. At operation  284 , the ad server can then select at least one better ad from the ad store, a participant with a winning or selected bid from the exchange, a cached ad on the device, or optionally a third party database  297  that has not participated in the exchange. A better ad is anticipated to be more likely to convert than a cached ad on the device. The at least one better ad if selected is then cached on the device or streamed to the device and played during the ad play event that has been predicted to occur. 
     In one embodiment, the exchange is a private exchange that includes a limited number of private participants. The private exchange may be accessed in combination with accessing ads from the ad store and optionally with accessing ads from third party databases via ad serving tags. In another embodiment, the exchange is a public exchange that includes a limited number of public participants or an unlimited number of participants that meet the requirements of the configurable parameters. The public exchange may be accessed in combination with accessing ads from the ad store and optionally with accessing ads from third party databases via ad serving tags. 
     In a conventional ad network, a user initiates a software application on a mobile device and then the mobile device sends an ad request to the ad network. The ad network responds with an ad response. The mobile device then caches the ad contained with the ad response and plays the ad from cache during an ad play event. However, better, fresher, more relevant ads (i.e., higher converting ads) may be available in comparison to the cached ad of the conventional ad network. 
     A targeting platform  206  includes different parameters for targeting users in ad campaigns and may include one or more performance based algorithms that utilized these different parameters for creating a performance based ad campaign. Alternatively, the performance based algorithms may be included in the ad engine  130  and obtain data from the targeting platform for creating a performance based ad campaign. The parameters include device characteristics (e.g., device id for uniquely identifying a device, device age, OS type, network connection for user&#39;s device, whether user&#39;s device is mobile device or tablet device, volume, screen size and orientation, language setting, etc.) and user characteristics (e.g., user spend, conversion rate, engagement rate, app type, in-app purchase (IAP) activity, etc.) from any source including the system  100 , attributers  186 , advertisers  184 , and publishers  182 . The conversion rate may be used to divide users into different groups based on the predicted conversion rate for each user. A category conversion rate can indicate how likely a conversion occurs for a user with a particular app category (e.g., sports games, war games, quest games, newspaper apps, restaurant apps, entertainment apps, fashion apps, brand apps, etc.). An engagement rate is used to target users having a high ad or strong engagement during ad play events. The engagement rate indicates how engaged a user is with an ad in terms of cognitive (e.g., awareness, interest), physical (e.g., user-initiated transaction), and emotional factors. In one example, engagement with an ad video is measured in terms of play rate, playthrough rate, completion rates, video viewing time, and share rates. In another example, rich media engagement is measured in terms of display times, expansions, expansion times, interaction time and rate, form responses, game play, and share rates. In another example for mobile devices, engagement includes click to call, retail location, interaction rates, click to download, click to play, and share rates. An app type may target users having competitor apps installed or users that have a particular “X” app installed. The competitor apps are competitors of publishers or developers that want to advertise to users of the competitor apps. The TAP activity targets users with TAP activity as indicated by user data from the system&#39;s  100  data pipeline. 
     In one example, closing a video ad at an earliest opportunity can be interpreted as a negative emotion in regards to the video ad. A user&#39;s interaction with hardware (e.g., display device, motion device, gyroscope, accelerometer, smart watch, heart rate monitor, blood pressure sensor, etc.) may also be used to infer an emotional state of the user. For example, a user can interact with an interactive end card of an ad campaign by touching numerous touch points on a display device of a device to indicate an emotional state. A user can move the device in a certain shape or pattern that can be detected by a motion device. 
     In one embodiment, a system (e.g., system  201 ) includes an ad store (e.g., ad store  210  to store advertisements (ads) and an ad server (e.g., ad server  203 ) coupled to the ad store. The ad server includes a storage medium to store one or more software programs and processing logic that is configured to execute instructions of at least one software program to generate with the system, prior to a predicted ad play event on a device (e.g., device  230 ), a predictive ad request for obtaining at least one advertisement (ad) from at least one of the ad store and an advertising exchange (e.g., ad exchange  299 ) prior to the predicted ad play event. The processing logic is further configured to execute instructions to process the predictive ad request and determine whether the ad store of the system to be accessed for at least one ad to be cached on the device prior to an actual ad play event and whether the ad exchange to be accessed for at least one ad to be cached on the device prior to the actual ad play event. The processing logic is further configured to execute instructions to determine, just prior to the actual ad play event, a bandwidth for a connection between the device and the system. 
     The processing logic is further configured to execute instructions of at least one software program to determine if any ad source (e.g., ad store  210 , exchange  299 , third party databases  297 ) includes at least one ad that is more likely to convert than the ads cached on the device based on the bandwidth for the connection between the device  230  and the system  201  for streaming the at least one ad from any ad source to the device in time for the actual ad play event. The processing logic is further configured to execute instructions of at least one software program to select at least one ad that is most likely to convert from any ad source or the cached ads on the device prior to the actual ad play event. 
     In one embodiment, the processing logic  202  or processing logic  242  is configured to execute instructions of at least one software program to select at least one ad that is most likely to convert from the cached ads on the device prior to the actual ad play event. In one example, sufficient bandwidth is not available for streaming an ad or ad campaign from any ad source to the device in time for the ad play event. In another example, a publisher setting requires that an ad is selected from the ad cache store  244 . 
     In one embodiment, the processing logic (e.g.,  202 ,  242 ) is configured to execute instructions of at least one software program to receive user input for initiating a software application (e.g.,  231 ,  232 ,  233 ,  234 ) on the device, to determine attributes for the device including software applications (e.g.,  231 ,  232 ,  233 ,  234 ) currently operating in a storage medium of the device and placement information for the initiated software application (e.g.,  231 ,  232 ,  233 ,  234 ), and to dynamically select one of the video ads (e.g., video ads  245   a ,  245   b ,  245   c ,  245   d ,  245   e , etc.) based on the attributes including software applications currently operating in the storage medium and placement information for the initiated software application. The processing logic  242  is further configured to execute instructions of the at least one software program to display the selected video ad (e.g., an optimal video ad most likely to cause user engagement, user interaction, and user conversion) in-app within the initiated software application (e.g., mobile software application, non-web browser software application) on a display device of the device during an ad play event of the initiated software application. 
       FIG. 3  illustrates a flow diagram of operations for a method of dynamic ad selection of video ads for a device in accordance with one embodiment. The advertising operational flow for dynamic ad selection may be executed by an apparatus or system, which includes processing circuitry or processing logic. The processing logic may include hardware (circuitry, dedicated logic, etc.), software (such as is run on a general purpose computer system or a dedicated machine or a device), or a combination of both. In one embodiment, a device (or ad system) performs the operations of method  300 . 
     In one embodiment, a device initiates a software application at operation  302 . For example, a user may select one of the software applications. The advertising services software (e.g., SDK) is also initiated upon the initiation of the software application. The SDK may be associated with or embedded with the software application. The advertising services software may include or be associated with processing logic  242 , an ad cache store  244 , ad streaming functionality  246 , and device functionality  248  of device  230 . The initiated software application may have an ad play event for displaying or playing an ad (e.g., video ad) on the display of the device. 
     At operation  304 , the device (e.g., processing logic of the device) determines attributes or characteristics for the device. The attributes or characteristics include software applications currently operating in a storage medium of the device, placement information for the initiated software application, contextual information for the initiated software application (e.g., genre, age ratings, reviews, downloads, related applications, version, file size, compatible with certain types of devices, developer website, developer applications, etc.), advertisements recently viewed on the device, orientation of a display device of the device (e.g., portrait orientation, landscape orientation), temporal data (e.g., time of day), and location information for the device. The contextual information can be obtained from an application service or market place service. At operation  305 , the device optionally determines configurable parameters including the bandwidth for the connection between the device and an ad system, bandwidth for a connection between the ad system and one or more participants of an exchange, latency for a participant of the exchange, device characteristics, user characteristics, a service level agreement of the publisher (e.g., latency), a cache window, and business rules including location, time of day, availability of new ad campaigns, and availability of higher converting campaigns (e.g., performance data), historical data, and recent data (e.g., latency for an auction with the exchange). At operation  306 , the device determines whether to obtain an ad or ad campaign via the ad system or from the device based on the configurable parameters. The ad system communicates with the device via a network (e.g., network  180 ). 
     For example, if a low bandwidth is detected between the ad system and the device or between the ad system and auction participants, then the device may determine an ad selection from the ads stored on the device rather than sending a communication (e.g., configuration call, predictive ad request) to the ad system. In another example, a publisher setting (e.g., a service level agreement) may provide instructions to use the ad cache store for selection of an ad regardless of the bandwidth for the network connection with the ad system. In another example, sufficient bandwidth is available for communicating with the ad system. However, the device may automatically select an ad dynamically from the ad cache store if the cached ads are predicted to be engaging ads with a high predicted conversion rate. In this example, operations  305  and  306  do not occur for this method  300 . 
     The software applications currently operating in active, suspended, or sleep mode in the storage medium include software applications in the foreground (i.e., visible to the user, at least one active process, active interaction with the user), background (i.e., not visible to the user, at least one potential active process) in a suspended or sleep mode, and closed applications in a sleep mode. The applications in the suspended or sleep modes may be periodically refreshed for certain updates or processes. Applications with no operations (e.g., apps forced to close with no operations, apps shut down with no operations upon resetting or powering down the device) are not included as an application operating in the storage medium. 
     The ad cache store  244 , which may be integrated with the storage medium or separate from the storage medium, includes different cached video ads stored on the device prior to an ad play event of the initiated software application. Each cached video ad includes metadata (e.g., genre, age ratings, reviews, downloads, related applications, version, file size, compatible with certain types of devices, developer website, developer applications, etc. for a software application associated with the video ad). In one example, the genre and rating for a software application is obtained with a market place query to an app service or market place service. In another example, a cached video ad is not associated with an app and no market place query occurs. If the device determines an ad selection from the ads in the ad cache store without communicating with the ad system (no configuration call) either at operation  306  or automatically without operations  305  and  306 , then at operation  308 , the device (e.g., processing logic of the device) compares the metadata of each video ad in the cache memory with the attributes or characteristics in order to determine levels of similarities, levels of differences, similar or different applications, etc. for predicting which of the cached ads is most likely to be desired by the user in terms of user interaction, engagement, and possibly converting if the video ad requests a user action. 
     At operation  310 , the device (e.g., processing logic of the device) dynamically and automatically selects one of the video ads based on the comparison of the metadata of the cached video ads with at least one of the attributes. In one example, the metadata is compared to at least some of the attributes including software applications currently operating in the storage medium and placement information for the initiated software application. For example, the device can generate scores or rankings for the cached video ads based on the comparison and dynamically select a video ad with a highest score or ranking. In one example, a user has initiated a first type of application while other types of applications are operating in the storage medium. A video ad that is cached and more relevant compared to other cached ads for at least one of the other types of applications may have a higher score or ranking. In another example, a cached video ad is removed from the storage medium or given a lower ranking if the cached video ad is associated with an application that is already installed on the user&#39;s device. 
     The placement information for the initiated software application includes a timing for when a video ad is displayed within the initiated software application. For example, for a gaming application a video ad can be displayed when the gaming application opens, closes, in between levels of the gaming applications, when a character of the user dies within the gaming application, when a user or character of the user wants to buy an item, or when the user unlocks an achievement or reward with the gaming application. 
     The device assigns a positive placement for a positive user experience (e.g., application opened, user unlocks achievement or reward, frequent use of an application, user increases a volume setting of the device) while using the initiated software application and assigns a negative placement for a negative user experience (e.g., user dies within the software application, infrequent use of an application, user decreases a volume setting of the device) while using the initiated software application. Certain ads (e.g., brand ads with no requested action) that do not request any user action may be appropriate for the positive placement while other ads (e.g., CPI, CPA, brand ads with requested action) that do request user action may be appropriate for the negative placement. A user having a negative experience may be more likely to switch to a different application, game, product, or service. Any type of change for any attribute including a positive placement or a negative placement will cause a ranking of the cached video ads to be updated at operation  312  and potentially a different video ad to be dynamically selected for display during an ad play event. For example, a first cached video ad appropriate for a positive placement may have been dynamically selected while a user is having a positive experience in-app with the initiated software application. If the user then has a negative experience, then a second cached video ad appropriate for a negative placement may be dynamically selected instead of the first cache video ad and displayed for an in-app ad play event. 
     At operation  314 , the processing logic is further configured to execute instructions of the at least one of the software programs to display the selected video ad (e.g., top ranked video ad from an initial ranking, top ranked video ad from a subsequent ranking) in-app within the initiated software application on the display device during an ad play event of the initiated software application. The processing logic of the device includes improved computer functionality for dynamically selecting an in-app (e.g., within mobile applications, within non-web browser applications) video ad in real time that is predicted to be at least one of more engaging for a user, cause more interaction with the user, and more likely to convert the video ad into an action, transaction, installation, or purchase based on the attributes or characteristics of the device or user. 
     If the device determines an ad selection by communicating with the ad system (e.g., configuration call) at operation  308 , then the ad system (or device) selects an ad from the ad store  210 , a third party database  297 , an exchange  299 , or the ad cache store  244  based on the options 1-8 at operation  316 . In other words, the operations of  FIG. 2  occur for obtaining a relevant highly engaged ad or ad campaign. 
       FIG. 4  illustrates a flow diagram of operations for a method of dynamic ad selection of video ads for a device in accordance with one embodiment. The advertising operational flow for dynamic ad selection may be executed by an apparatus or system, which includes processing circuitry or processing logic. The processing logic may include hardware (circuitry, dedicated logic, etc.), software (such as is run on a general purpose computer system or a dedicated machine or a device), or a combination of both. In one embodiment, a device (or ad system) performs the operations of method  400 . In one embodiment, a device initiates a software application at operation  402 . For example, a user may select one of the software applications on the device. The advertising services software (e.g., SDK) is also initiated upon the initiation of the software application. The SDK may be associated with or embedded with the software application. The advertising services software may include or be associated with processing logic  242 , an ad cache store  244 , ad streaming functionality  246 , and device functionality  248  of device  230 . The initiated software application may have an ad play event for displaying or playing an ad on the display of the device. 
     At operation  404 , the device (e.g., processing logic of the device) determines attributes or characteristics for the device. The attributes or characteristics include software applications currently operating in a storage medium of the device, placement information for the initiated software application, contextual information for the initiated software application, advertisements recently viewed on the device, orientation of a display device of the device (e.g., portrait orientation, landscape orientation), temporal data (e.g., time of day), and location information for the device. At operation  405 , the device optionally determines configurable parameters including the bandwidth for the connection between the device and an ad system, bandwidth for a connection between the ad system and one or more participants of the exchange, latency for a participant of the exchange, device characteristics, user characteristics, a service level agreement of the publisher (e.g., latency), a cache window, and business rules including location, time of day, availability of new ad campaigns, and availability of higher converting campaigns (e.g., performance data), historical data, and recent data (e.g., latency for an auction with the exchange). At operation  406 , the device determines whether to obtain an ad or ad campaign via the ad system or from the device based on the configurable parameters. The ad system communicates with the device via a network (e.g., network  180 ). 
     For example, if a low bandwidth is detected between the ad system and the device or between the ad system and auction participants, then the device may determine an ad selection from the ads stored on the device rather than sending a communication (e.g., configuration call, predictive ad request) to the ad system. In another example, a publisher setting (e.g., a service level agreement) may provide instructions to use the ad cache store for selection of an ad regardless of the bandwidth for the network connection with the ad system. In another example, sufficient bandwidth is available for communicating with the ad system. However, the device may automatically select an ad dynamically from the ad cache store if the cached ads are predicted to be engaging ads with a high predicted conversion rate. In this example, operations  405  and  406  do not occur for this method  400 . 
     The software applications currently operating in active, suspended, or sleep mode in the storage medium include software applications in the foreground (i.e., visible to the user, at least one active process, active interaction with the user), background (i.e., not visible to the user, at least one potential active process) in a suspended or sleep mode, and closed applications in a sleep mode. The applications in the suspended or sleep mode may be periodically refreshed for certain updates or processes. Applications that have been shut down with no operations are not included as an application operating in the storage medium. 
     The ad cache store  244 , which may be integrated with the storage medium or separate from the storage medium, includes cached video ads stored on the device prior to an ad play event of the initiated software application. Each cached video ad includes metadata (e.g., a genre and a rating for a software application associated with the video ad). If the device determines an ad selection from the ads in the ad cache store without communicating with the ad system (no configuration call) either at operation  406  or automatically without operations  405  and  406 , then at operation  408 , the device (e.g., processing logic of the device) compares the metadata of each video ad in the cache memory with the attributes in order to determine similarities or differences for predicting which of the cached ads is most likely to be desired by the user in terms of user interaction, engagement, and possibly converting if the video ad requests a user action. 
     At operation  410 , the device (e.g., processing logic of the device) dynamically and automatically ranks the video ads based on the comparison of the metadata of the cached video ads with at least one of the attributes. In one example, the metadata is compared to attributes including software applications currently operating in the storage medium and placement information for the initiated software application. For example, the device can rank the cached video ads and display the video ads in order of the ranking. 
     The placement information for the initiated software application includes a timing for when a video ad is displayed within the initiated software application. For example, for a gaming application a video ad can be displayed when the gaming application opens, closes, in between levels of the gaming applications, when a character of the user dies within the gaming application, when a user or character of the user want to buy an item, or when the user unlocks an achievement or reward with the gaming application. The device assigns a positive placement for a positive user experience (e.g., application opened, user unlocks achievement or reward, frequent use of an application, user increases a volume setting of the device) while using the initiated software application and assigns a negative placement for a negative user experience (e.g., user dies within the software application, infrequent use of an application, user decreases a volume setting of the device) while using the initiated software application. Any type of change in an attribute including a positive placement or a negative placement will cause a ranking of the cached video ads to be updated at operation  412  and a different order of the video ads can be displayed to the user. 
     For example, a first cached video ad appropriate for a positive placement may have been dynamically selected while a user is having a positive experience with the initiated software application. If the user then has a negative experience, then a second cached video ad appropriate for a negative placement may be dynamically selected instead of the first cache video ad and displayed for an ad play event. 
     At operation  414 , the processing logic is further configured to execute instructions of the at least one of the software programs to display a ranked order of the cached video ads or a ranked order of a subset of the cached video ads based on the attributes and comparison with metadata of the cached video ads in-app within the initiated software application on the display device during an ad play event of the initiated software application. In one example, all video ads are ranked and displayed in order on the display device with a highest ranked ad being near an upper edge of the display device if in portrait orientation or near a left edge of the display device if in landscape orientation. In another example, a first subset (e.g., 3) of the video ads have similar higher scores for a ranking while a second subset (e.g., 2) of the video ads have lower scores for the ranking. In this case, the device only displays the first subset of the video ads to the user. 
     At operation  416 , the display device receives a user input for scrolling through the displayed video ads and the display device responds by scrolling the video ads in a direction of the user input for scrolling. At operation  418 , the display device receives a user input for selecting one of the displayed video ads. At operation  420 , the selected video ad is displayed on the display device. The processing logic of the device includes improved computer functionality for dynamically selecting a video ad in real time that is predicted to be at least one of more engaging for a user, cause more interaction with the user, and more likely to convert the video ad into an action, transaction, installation, or purchase based on the attributes or characteristics of the device or user. Alternatively, the user is provided all of the cached ads or a subset of the cached in order for the user to personally select a desirable, engaging, interactive video ad in accordance with preferences of the user. 
     If the device determines an ad selection by communicating with the ad system (e.g., configuration call) at operation  408 , then the ad system (or device) selects an ad from the ad store  210 , a third party database  297 , an exchange  299 , or the ad cache store  244  based on the options 1-8 at operation  422 . In other words, the operations of  FIG. 2  occur for obtaining a relevant highly engaged ad or ad campaign. 
     In some embodiments, the operations of the methods disclosed herein can be altered, modified, combined, or deleted. For example, the operations  305  and  306  can occur early or later in the flow of operations of method  300  or not at all. In a similar manner, the operations  405  and  406  can occur early or later in the flow of operations of method  400  or not at all. The methods in embodiments of the present invention may be performed with an apparatus or data processing system as described herein. The apparatus or data processing system may be a conventional, general-purpose computer system or special purpose computers, which are designed or programmed to perform a limited number of advertising targeting and serving functions in-app to client devices, may also be used. 
       FIGS. 5 a -5 d    illustrate a sequence of exemplary user interfaces for displaying video ads in-app within a software application in accordance with one embodiment. A device  510  (e.g., client device, tablet device, mobile device, etc.) includes a display device  520  for displaying a user interface  502  for application  530  as illustrated in  FIG. 5 a   . The application  530  may be a gaming application with different levels and achievement tiers. In one example, an ad campaign is displayed during an ad play event (e.g., beginning of an application, end of application, when a user dies while playing the application, in between a first level and a second level, etc). 
       FIG. 5 b    illustrates a first user interface  504  (e.g., start card) for an ad campaign that is displayed during the ad play event (e.g., a user dies in the gaming application). This user interface  506  includes an ad choice message  530  (e.g., select an ad to continue, select an ad for virtual currency, select an ad for a reward, etc.) and selectable cached video ads on the device  510  including an app 2 video ad with play option  532 , an app 3 video ad, an app 4 video ad, a brand ad  540 , and a brand ad  550 . 
     The app and brand ads can be ordered based on a ranking of the video ads as determined by the device as discussed in the methods  300  and  400 . All of the cached ads, a subset of the cached ads, or a single cached ad can be displayed. After a user selects one of the video ads (e.g., app 2) then the user interface  506  as illustrated in  FIG. 5 c    is displayed on the device. The user interface  506  includes a video ad  560  for advertising the features and capabilities of the app 2. After the video ad  560  plays, then a user interface  508  is generated and displayed as illustrated in  FIG. 5 d   . The user interface  508  includes a download option  570  for downloading the app 2 onto the device  510  if selected by the user. Additional information (e.g., age rating, developer name, in-app purchases, game rating in terms of a number of stars per reviews of other players, etc.) for app 2 is displayed near a certain region (e.g., lower region) of the user interface  508 . 
       FIG. 6  illustrates a diagrammatic representation of a machine in the exemplary form of a computer system or device  600  within which a set of instructions, for causing the machine to perform any one or more of the methodologies discussed herein, may be executed. In alternative embodiments, the machine may be connected (e.g., networked) to other machines in a LAN, an intranet, an extranet, or the Internet. The machine may operate in the capacity of a server or a client machine in a client-server network environment, or as a peer machine in a peer-to-peer (or distributed) network environment. The machine may be a personal computer (PC), a tablet PC, a set-top box (STB), a Personal Digital Assistant (PDA), a cellular telephone, a mobile device, a web appliance, a server, a network router, switch or bridge, or any machine capable of executing a set of instructions (sequential or otherwise) that specify actions to be taken by that machine. Further, while only a single machine is illustrated, the term “machine” shall also be taken to include any collection of machines that individually or jointly execute a set (or multiple sets) of instructions to perform any one or more of the methodologies discussed herein. 
     The exemplary device  600  (e.g., system  100 , system  201 , device  230 ) includes a processing system  602 , a main memory  604  (e.g., read-only memory (ROM), flash memory, dynamic random access memory (DRAM) such as synchronous DRAM (SDRAM) or Rambus DRAM (RDRAM), etc.), a static memory  606  (e.g., flash memory, static random access memory (SRAM), etc.), and a data storage device  618 , which communicate with each other via a bus  630 . 
     Processing system  602  represents one or more general-purpose processing devices such as a microprocessor, central processing unit, or the like. More particularly, the processing system  602  may be a complex instruction set computing (CISC) microprocessor, reduced instruction set computing (RISC) microprocessor, very long instruction word (VLIW) microprocessor, or a processor implementing other instruction sets or processors implementing a combination of instruction sets. The processing system  602  may also be one or more special-purpose processing devices such as an application specific integrated circuit (ASIC), a field programmable gate array (FPGA), a digital signal processor (DSP), network processor, or the like. The processing system  602  is configured to execute the processing logic  640  for performing the operations and steps discussed herein. 
     The device  600  may further include a network interface device  608 . The device  600  also may include an input/output device  610  or display (e.g., a liquid crystal display (LCD), a plasma display, a cathode ray tube (CRT), or touch screen for receiving user input and displaying output), an optional alphanumeric input device  612  (e.g., a keyboard), an optional cursor control device  614  (e.g., a mouse), and a signal generation device  616  (e.g., a speaker). 
     The data storage device  618  may include a machine-accessible non-transitory medium  631  on which is stored one or more sets of instructions (e.g., software  622 ) embodying any one or more of the methodologies or functions described herein. The software  622  may include an operating system  623 , advertising services software  624  (e.g., SDK  624 ), communications module  626 , and applications  628  (e.g., publisher applications). The software  622  may also reside, completely or at least partially, within the main memory  604  (e.g., software  623 ) and/or within the processing system  602  during execution thereof by the device  600 , the main memory  604  and the processing system  602  also constituting machine-accessible storage media. The software  622  or  623  may further be transmitted or received over a network  620  via the network interface device  608 . 
     The machine-accessible non-transitory medium  631  may also be used to store data structure sets that define user identifying states and user preferences that define user profiles. Data structure sets and user profiles may also be stored in other sections of device  600 , such as static memory  606 . 
     In one embodiment, a machine-accessible non-transitory medium contains executable computer program instructions which when executed by a data processing system cause the system to perform any of the methods discussed herein. 
       FIG. 7  is a block diagram of a wireless device  700  in accordance with one embodiment. The wireless device  700  (e.g., device  230 ) may be any type of wireless device (e.g., cellular phone, wireless phone, tablet, etc.) for sending and receiving wireless communications. The wireless device includes a processing system  710  that includes a controller  720  and processing units  714 . The processing system  710  communicates with an Input/Output (I/O) unit  730 , radio frequency (RF) circuitry  770 , audio circuitry  760 , an optics device  760  for capturing one or more images or video, a motion device  744  (e.g., an accelerometer, gyroscope) for determining motion data (e.g., in three dimensions, 6 axis, etc.) for the wireless device  700 , power management system  740 , and machine-accessible non-transitory medium  750 . These components are coupled by one or more communication links or signal lines. 
     RF circuitry  770  is used to send and receive information over a wireless link or network to one or more other devices. Audio circuitry  760  is coupled to audio speaker  762  and microphone  764  and includes known circuitry for processing voice signals. 
     One or more processing units  714  communicate with one or more machine-accessible non-transitory mediums  750  (e.g., computer-readable medium) via controller  720 . Medium  750  can be any device or medium (e.g., storage device, storage medium) that can store code and/or data for use by one or more processing units  714 . Medium  750  can include a memory hierarchy, including but not limited to cache, main memory and secondary memory. The medium  750  stores one or more sets of instructions (or software) embodying any one or more of the methodologies or functions described herein. The software may include an operating system  752 , advertising services software  756  (e.g., SDK  756 ), communications module  754 , and applications  758  (e.g., publisher applications, developer applications, a web browser, html5 applications, etc.). The software may also reside, completely or at least partially, within the medium  750  or within the processing units  714  during execution thereof by the device  700 . The components shown in  FIG. 7  may be implemented in hardware, software, firmware or any combination thereof, including one or more signal processing and/or application specific integrated circuits. 
     Communication module  754  enables communication with other devices. The I/O unit  730  communicates with different types of input/output (I/O) devices  734  (e.g., a display, a liquid crystal display (LCD), a plasma display, a cathode ray tube (CRT), touch display device, or touch screen for receiving user input and displaying output, an optional alphanumeric input device). 
     In one embodiment, a machine-accessible non-transitory medium contains executable computer program instructions which when executed by a data processing system cause the system to perform any of the methods discussed herein. While the machine-accessible non-transitory medium  750  is shown in an exemplary embodiment to be a single medium, the term “machine-accessible non-transitory medium” should be taken to include a single medium or multiple media (e.g., a centralized or distributed database, and/or associated caches and servers) that store the one or more sets of instructions. The term “machine-accessible non-transitory medium” shall also be taken to include any medium that is capable of storing, encoding or carrying a set of instructions for execution by the machine and that cause the machine to perform any one or more of the methodologies of the present invention. The term “machine-accessible non-transitory medium” shall accordingly be taken to include, but not be limited to, solid-state memories, optical and magnetic media, and carrier wave signals. 
     In one embodiment, a device includes a storage medium to store software programs including advertising services software and software applications, a cache memory, which is integrated or separate from the storage medium, to store video ads. A display device of the device displays software applications and video ads within the software applications. Processing logic is coupled to the storage medium, cache memory, and the display device. The processing logic is configured to execute instructions of at least one of the software programs to receive user input for initiating a software application on the device, determine attributes for the device (e.g., software applications currently operating in the storage medium, placement information for the initiated software application, contextual information for the initiated software application, advertisements recently viewed on the device, orientation of a display device of the device (e.g., portrait orientation, landscape orientation), temporal data (e.g., time of day), and location information for the device) and dynamically select one of the video ads based on the attributes including software applications currently operating in the storage medium and placement information for the initiated software application. The processing logic of the device includes improved computer functionality for dynamically selecting a video ad in real time that is predicted to be at least one of more engaging for a user, cause more interaction with the user, and more likely to convert the video ad into an action, transaction, installation, or purchase based on the attributes or characteristics of the device or user. 
     In one embodiment, the processing logic is further configured to execute instructions of the at least one of the software programs to display the selected video ad within the initiated software application on the display device during an ad play event of the initiated software application. 
     In one example, the attributes further include contextual information for the initiated software application, advertisements recently viewed on the device, orientation of the display device, temporal data, and location information for the device. 
     In one embodiment, the video ads stored in cache memory each include metadata. The metadata for each video ad that is associated with an application includes a genre and a rating for a software application associated with the video ad. 
     In one embodiment, the processing logic is further configured to execute instructions of the at least one of the software programs to compare the metadata of each video ad in the cache memory with the attributes to select the video ad to display on the display device during the ad play event. The placement information for the initiated software application includes positive placement for a positive user experience while using the initiated software application and negative placement for a negative user experience while using the initiated software application. 
     In one example, the software applications currently operating in the storage medium are each operating in an active mode, suspended mode, or a sleep mode. 
     In one embodiment, a machine-accessible non-transitory medium containing executable computer program instructions which when executed by a device cause said device to perform a method for dynamic ad selection of video ads stored on the device. The method includes initiating based on user input a software application on the device, determining attributes for the device (e.g., software applications currently operating in the storage medium, placement information for the initiated software application, contextual information for the initiated software application, advertisements recently viewed on the device, orientation of a display device of the device (e.g., portrait orientation, landscape orientation), temporal data (e.g., time of day), and location information for the device), and dynamically selecting one of the video ads based on the attributes including software applications currently operating in the storage medium and placement information for the initiated software application. 
     In one embodiment, the processing logic is further configured to execute instructions of the at least one of the software programs to display the selected video ad within the initiated software application on the display device during an ad play event of the initiated software application. 
     In one example, the attributes further include contextual information for the initiated software application, advertisements recently viewed on the device, orientation of the display device, temporal data, and location information for the device. 
     In one embodiment, the video ads stored on the device each include metadata. The metadata for each video ad that is associated with an application includes a genre and a rating for a software application associated with the video ad. 
     In one embodiment, the method further includes comparing the metadata of each video ad in the cache memory with the attributes to select the video ad (e.g., an optimal video ad in terms of predicted user engagement, user interaction, and conversion) to display on the display device during the ad play event. 
     In one example, the placement information for the initiated software application includes positive placement for a positive user experience while using the initiated software application and negative placement for a negative user experience while using the initiated software application. 
     In one embodiment, the software applications currently operating in the storage medium are each operating in an active mode, a suspended mode, or a sleep mode. 
     In one embodiment, a computer implemented method for dynamic ad selection of video ads stored on a device includes initiating based on user input a software application on the device, determining attributes for the device (e.g., software applications currently operating in the storage medium, placement information for the initiated software application, contextual information for the initiated software application, advertisements recently viewed on the device, orientation of a display device of the device (e.g., portrait orientation, landscape orientation), temporal data (e.g., time of day), and location information for the device), and dynamically selecting one of the video ads based on the attributes including software applications currently operating in the storage medium and placement information for the initiated software application. 
     In one embodiment, the processing logic is further configured to execute instructions of the at least one of the software programs to display the selected video ad in-app within the initiated software application on the display device during an ad play event of the initiated software application. 
     In one example, the attributes further include contextual information for the initiated software application, advertisements recently viewed on the device, orientation of the display device, temporal data, and location information for the device. 
     In one embodiment, the video ads stored on the device each include metadata. The metadata for each video ad that is associated with an application includes a genre and a rating for a software application associated with the video ad. 
     In one embodiment, the method further includes comparing the metadata of each video ad in the cache memory with the attributes to select the video ad to display on the display device during the ad play event. 
     A device for dynamic ad selection includes a storage medium to store software programs including advertising services software and software applications, cache memory to store video ads, a display device to display software applications and video ads within the software applications, and processing logic coupled to the storage medium, cache memory, and the display device. The processing logic is configured to execute instructions of at least one of the software programs to receive user input for initiating a software application on the device, determine attributes for the device including software applications currently operating in the storage medium and placement information for the initiated software application, dynamically rank the video ads based on the attributes including software applications currently operating in the storage medium and placement information for the initiated software application, and display the video ads on the display device in accordance with the ranking within the initiated software application during an ad play event of the initiated software application. 
     In one embodiment, the processing logic is further configured to execute instructions of the at least one of the software programs to receive a user input for scrolling through the displayed video ads, respond by scrolling the video ads in a direction of the user input for scrolling, receive a user input for selecting one of the displayed in-app video ads, and display the selected in-app video ad on the display device. 
     In the foregoing specification, the invention has been described with reference to specific exemplary embodiments thereof. It will be evident that various modifications may be made thereto without departing from the broader spirit and scope of the invention as set forth in the following claims. The specification and drawings are, accordingly, to be regarded in an illustrative sense rather than a restrictive sense.