Patent ID: 8156128

Claim:
A computer-implemented method for presenting an advertisement in association with a web page displayed on a mobile communication facility, the method comprising the steps of: determining a respective first relevancy score and a second relevancy score based upon a statistical association between at least a first advertisement and one or more keywords and between a second advertisement and the one or more keywords, wherein the first advertisement corresponds to a first and second advertising content item and wherein the second advertisement corresponds to a first and second advertising content item, wherein each first advertising content item requires the rendering capability of a first type of cellular phone to be rendered thereon and wherein each second advertising content item requires the rendering capability of a second type of cellular phone to be rendered thereon, wherein each first advertising content item is incompatible with the second type of cellular phone and each second advertising content item is incompatible with the first type of cellular phone; receiving a web page request from a cellular phone of the first type, wherein the web page request is received over a cellular telephony infrastructure provided by a carrier, wherein the user is paying for use of the cellular phone with the carrier; receiving contextual information from the web page corresponding to the web page request, wherein the contextual information includes at least the one or more keywords; adding the at least one or more keywords to a user behavioral profile, wherein the user behavioral profile includes a behavioral datum relating to a user's prior behaviors made on the cellular phone of the first type; and transmitting the first advertising content item of the first advertisement to the cellular phone of the first type for display thereon based upon a determination that the first relevancy score is greater than the second relevancy score.