U.S. patent application number 17/526459 was filed with the patent office on 2022-03-10 for systems and methods for communicating with devices with a customized adaptive user experience.
The applicant listed for this patent is VUNGLE, INC.. Invention is credited to Ben Bear, Daniel Kang.
Application Number | 20220076295 17/526459 |
Document ID | / |
Family ID | 80469884 |
Filed Date | 2022-03-10 |
United States Patent
Application |
20220076295 |
Kind Code |
A1 |
Kang; Daniel ; et
al. |
March 10, 2022 |
SYSTEMS AND METHODS FOR COMMUNICATING WITH DEVICES WITH A
CUSTOMIZED ADAPTIVE USER EXPERIENCE
Abstract
Methods and systems are described for providing communications
to devices with a customized adaptive user experience. In one
embodiment, a system includes a storage medium to store one or more
software programs and a format and targeting builder unit to create
and edit customizable ad formats and create target user segments.
The system includes processing logic that is configured to execute
instructions of at least one software program of the format and
targeting builder module to receive biometric data from devices of
users and provide the options of custom scripting for creating and
editing ad formats and targeting user segments with different
categories.
Inventors: |
Kang; Daniel; (San
Francisco, CA) ; Bear; Ben; (San Francisco,
CA) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
VUNGLE, INC. |
San Francisco |
CA |
US |
|
|
Family ID: |
80469884 |
Appl. No.: |
17/526459 |
Filed: |
November 15, 2021 |
Related U.S. Patent Documents
|
|
|
|
|
|
Application
Number |
Filing Date |
Patent Number |
|
|
15087620 |
Mar 31, 2016 |
11205193 |
|
|
17526459 |
|
|
|
|
14677944 |
Apr 2, 2015 |
10699309 |
|
|
15087620 |
|
|
|
|
62089192 |
Dec 8, 2014 |
|
|
|
Current U.S.
Class: |
1/1 |
Current CPC
Class: |
G06Q 20/123 20130101;
G06Q 20/40145 20130101; G06Q 30/0226 20130101; G06Q 30/0255
20130101; G06Q 30/0269 20130101; G06Q 30/0267 20130101 |
International
Class: |
G06Q 30/02 20060101
G06Q030/02; G06Q 20/12 20060101 G06Q020/12; G06Q 20/40 20060101
G06Q020/40 |
Claims
1. A system for communicating with wireless devices, comprising: a
machine-accessible non-transitory medium to store one or more
software programs; and processing logic including a hardware
processor that is coupled to the machine-accessible n on-transitory
medium, the hardware processor is configured to execute
instructions of at least one software program to receive biometric
data including physiological characteristics of users and
behavioral characteristics that relate to a pattern of behavior of
users of the wireless devices, to adaptively customize a user
experience including an ad format for an in-app video ad within a
software application on a wireless device based on the received
biometric data and user ad format engagement history, and to
determine a level of user engagement for the in-app video ad using
the received biometric data including one or more of a type of
touch input on the wireless device, tone of voice, change in heart
rate, facial gestures, and emotional condition that indicate a
user's positive or negative response to viewing the in-app video ad
on the wireless device.
2. The system of claim 1, wherein the hardware processor is further
configured to execute instructions of at least one software program
to target different user segments with different customized ad
campaigns for in-app video ads to be displayed on the wireless
devices of the targeted user segments with a first category having
different levels of purchases for users with respect to one or more
software applications including mobile software applications or web
based software applications, a second category having different
levels of loyalty for the users with respect to the one or more
software applications, and a third category having different levels
of engagement for the users with respect to the one or more
software applications with the engagement being determined with the
biometric data including pressure, speed, direction, and frequency
of touch input of users on the wireless devices while interacting
with the one or more software applications.
3. The system of claim 2, wherein the different levels of purchases
for the first category include non-payers, payers, and highest
payers, wherein the different levels of loyalty for the second
category include new users, loyal users, and at risk users, wherein
the physiological characteristics of users that are used for
determining different levels of engagement include at least two of
fingerprints, palm veins, face recognition, DNA, palm print, hand
geometry, iris recognition, retina, and scent while behavioral
characteristics that relate to a pattern of behavior of users that
are used for determining different levels of engagement include
typing rhythm, gait, tone of voice, location of touch input,
pressure of touch input, speed of touch input, direction of touch
input, and frequency of touch input.
4. The system of claim 1, wherein the processing logic is
configured to execute instructions of at least one software program
to provide the following options: target user segments with a
fourth category having different levels of skill for the users with
respect to the one or more software applications, wherein the
different levels of engagement for the third category include high,
medium, and low engagement users, wherein the different levels of
skill for the fourth category include advanced, intermediate, and
beginner users, wherein a first user segment has a first level of
purchases for the first category including non-payers and a first
level of skill for the fourth category including beginner users,
wherein a different second user segment has a different second
level of purchases for the first category including payers and a
different second level of skill for the fourth category including
advanced users.
5. The system of claim 1, wherein the processing logic is
configured to execute instructions of at least one software program
to provide custom scripting for creating and editing ad formats
including frame type, colors, images, and volume options including
mute, unmute, and partial volume for in-app video ads to be
displayed on wireless devices of targeted user segments based on
volume settings and screen size of displays of wireless
devices.
6. The system of claim 5, wherein the processing logic is
configured to execute instructions of at least one software program
to provide the following options: support for frames for an ad,
video size options including full screen and partial screen, video
length options, and opt-in or autoplay ad options.
7. The system of claim 1, wherein the processing logic is
configured to execute instructions of at least one software program
to provide the following options: skippable or forced ad options,
muted, unmuted, or partial volume options, portrait or landscape
options for the user interface (UI); and demand source options
including at least two of hosted 1st party ad content, third party
ad content, direct sold ads, ad exchange, programmatic brand ads,
and programmatic performance ads.
8. The system of claim 1, wherein the processing logic is
configured to execute instructions of at least one software program
to provide the following options: monetization options including
video ad option, in-app purchase option, and no monetization
mechanism determined by the system, wherein for the video ad option
and in-app purchase option the system determines for a specific
user which option will have a higher conversion rate for the video
ad or in-app purchase and then selects this option.
9. A machine-accessible non-transitory medium containing executable
computer program instructions which when executed by a data
processing system cause said system to perform a method, the method
comprising: receiving data including biometric data including
physiological characteristics of users and behavioral
characteristics that relate to a pattern of behavior of users of
wireless devices; to adaptively customize a user experience
including an ad format for an in-app video ad within a software
application on a wireless device based on the received biometric
data and user ad format engagement history, and to determine a
level of user engagement for the in-app video ad using the received
biometric data including one or more of a type of touch input on
the wireless device, tone of voice, change in heart rate, facial
gestures, and emotional condition that indicate a user's positive
or negative response to viewing the in-app video ad on the wireless
device.
10. The machine-accessible non-transitory medium of claim 9,
wherein the different levels of purchases for the first category
include non-payers, payers, and highest payers, wherein the
different levels of loyalty for the second category include new
users, loyal users, and at risk users, wherein the physiological
characteristics of users that are used for determining different
levels of engagement include at least two of fingerprints, palm
veins, face recognition, DNA, palm print, hand geometry, iris
recognition, retina, and scent while behavioral characteristics
that relate to a pattern of behavior of users that are used for
determining different levels of engagement include typing rhythm,
gait, tone of voice, location of touch input, pressure of touch
input, speed of touch input, direction of touch input, and
frequency of touch input.
11. The machine-accessible non-transitory medium of claim 9,
wherein creating target user segments includes a fourth category
having different levels of skill for the users with respect to the
one or more software applications, wherein the different levels of
engagement for the third category include high, medium, and low
engagement users, wherein the different levels of skill for the
fourth category include advanced, intermediate, and beginner
users.
12. The machine-accessible non-transitory medium of claim 9,
wherein the method further includes: providing support for frames
for an ad, video size options including full screen and partial
screen, video length options, and opt-in or autoplay ad
options.
13. The machine-accessible non-transitory medium of claim 9,
wherein the method further includes: providing skippable or forced
ad options, muted, unmuted, or partial volume options, portrait or
landscape options for the user interface (UI).
14. The machine-accessible non-transitory medium of claim 9,
wherein the method further includes: providing demand source
options including hosted 1st party ad content, third party ad
content, direct sold ads, ad exchange, programmatic brand ads, and
programmatic performance ads.
15. The machine-accessible non-transitory medium of claim 9,
wherein the method further includes: providing monetization options
including video ad option, in-app purchase option, and no
monetization mechanism determined by the system, wherein for the
video ad option and in-app purchase option the system determines
for a specific user which option will have a higher conversion rate
for the video ad or in-app purchase and then selects this
option.
16. The machine-accessible non-transitory medium of claim 9,
wherein the method further includes: providing custom scripting for
creating and editing ad formats including frame type, colors,
images, and volume options including mute, unmute, and partial
volume for in-app video ads to be displayed on wireless devices of
targeted user segments based on volume settings and screen size of
displays of wireless devices.
17. The machine-accessible non-transitory medium of claim 16,
wherein the different levels of purchases for the first category
include non-payers, payers, and highest payers, wherein the
different levels of loyalty for the second category include new
users, loyal users, and at risk users, wherein the different levels
of engagement for the third category include high, medium, and low
engagement users, wherein the different levels of skill for the
fourth category include advanced, intermediate, and beginner
users.
18. The machine-accessible non-transitory medium of claim 16,
wherein the method further includes: providing, with a format and
targeting builder unit, support for frames for an ad, video size
options including full screen and partial screen, video length
options, and opt-in or autoplay ad options; providing, with the
format and targeting builder unit, skippable or forced ad options,
muted, unmuted, or partial volume options, portrait or landscape
options for the user interface (UI); and providing, with the format
and targeting builder unit, demand source options including hosted
1st party ad content, third party ad content, direct sold ads, ad
exchange, programmatic brand ads, and programmatic performance
ads.
19. A wireless device, comprising: a machine-accessible
non-transitory medium to store one or more software programs
including mobile software programs; at least one input device or
the graphical user interface (UI) to receive biometric data
including physiological characteristics of a user and behavioral
characteristics that relate to a pattern of behavior of the user;
and processing logic including a hardware processor that is coupled
to the machine-accessible non-transitory medium, the hardware
processor is configured to execute instructions of at least one
software program to: initiate a software application and associated
advertising services software on the wireless device; generate,
with the wireless device, an ad request in response to the
initiation of the software application and associated advertising
services software, wherein the advertising services software
obtains biometric data, publisher settings, an application id to
identify the selected software application, placement information
for timing placement of at least one video ad in-app, device
characteristics including volume settings and screen size of the
graphical UI and user characteristics that are included in the ad
request; send the ad request to an ad system; and receive a
customized adaptive ad based on the ad request and the biometric
data, wherein the biometric data includes a pressure and a
frequency of touch input of the user on the graphical user
interface of the wireless device and one or more of tone of voice,
change in heart rate, facial gestures, and emotional condition that
indicate a user's positive or negative response to viewing the at
least one video ad on the wireless device while interacting with
the software application.
20. The wireless device of claim 19, wherein the device
characteristics and user characteristics are used to create a user
segment for the user of the device, wherein the user segment is
categorized in terms of a level of purchases for the user with
respect to one or more software applications, a level of loyalty
for the user with respect to the one or more applications, a level
of engagement for the user with respect to the one more software
applications with the level of engagement being determined with the
biometric data including the pressure, the speed, and the frequency
of touch input of the user while interacting with the software
application.
21. The wireless device of claim 20, wherein the processing logic
is further configured to execute instructions of at least one
software program to display the customized adaptive ad on the
graphical UI of the wireless device, wherein the biometric data is
used to adaptively customize a user experience including an ad
format for the at least one video ad in-app within the software
application on the wireless device, and to determine a level of
user engagement for the at least one video ad in-app using the
received biometric data.
Description
RELATED APPLICATIONS
[0001] This application is a continuation of U.S. Non-Provisional
Continuation-in-Part application Ser. No. 15/087,620, filed on Mar.
31, 2016, which claims the priority benefit of U.S. Non-Provisional
application Ser. No. 14/677,944, filed on Apr. 2, 2015, which
claims the priority benefit of U.S. Provisional Application No.
62/089,192, filed on Dec. 8, 2014, the entire contents of which are
hereby incorporated by reference.
[0002] This application is related to Non-Provisional application
Ser. No. 14/677,943, filed Apr. 2, 2015, entitled: SYSTEMS AND
METHODS FOR PROVIDING ADVERTISING SERVICES TO DEVICES WITH A
CUSTOMIZED ADAPTIVE USER EXPERIENCE and is also related to
Non-Provisional application Ser. No. 14/677,945, filed Apr. 2,
2015, entitled: SYSTEMS AND METHODS FOR PROVIDING ADVERTISING
SERVICES TO DEVICES WITH A CUSTOMIZED ADAPTIVE USER EXPERIENCE
BASED ON ADAPTIVE ALGORITHMS.
FIELD OF THE INVENTION
[0003] Embodiments of the invention are generally related to
systems and methods for communicating with devices with a
customized adaptive user experience.
BACKGROUND
[0004] Mobile devices are used for numerous types of communications
(e.g., phone calls, text messages, email messages, videos, etc.)
between users and also between users and businesses. Users may not
desire some of these communications.
SUMMARY
[0005] Methods and systems are described for enhancing
communications with devices and software applications with a
customized adaptive user experience. In one embodiment, a system
for communicating with devices (e.g., mobile devices, tablet
devices) includes a storage medium to store one or more software
programs, a format and targeting builder unit to create and edit
customizable ad formats and create target user segments, and
processing logic that is configured to execute instructions of at
least one software program of the format and targeting builder
module to receive biometric data from mobile devices of users and
to provide the following options: custom scripting for creating and
editing ad formats; target user segments with a first category
having levels of purchases for users with respect to one or more
software applications including mobile software applications or web
based software applications a second category having levels of
loyalty for the users with respect to the one or more software
applications; a third category having levels of engagement for the
users with respect to the one more software applications with the
engagement being determined at least partially with the biometric
data; and a fourth category having levels of skill for the users
with respect to the one or more software applications.
[0006] 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
[0007] 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.
[0008] FIG. 1 shows an embodiment of a block diagram of a system
100 for communicating with devices with a customized adaptive user
experience in accordance with one embodiment.
[0009] FIG. 2 illustrates a flow diagram of operations for
providing communications to devices with a customized adaptive user
experience in accordance with one embodiment.
[0010] FIG. 3 illustrates flow diagrams of operations for a method
of providing communications to devices with a customized adaptive
user experience in accordance with one embodiment.
[0011] FIG. 4 illustrates a flow diagram of operations for a method
of providing communications to devices with a customized adaptive
user experience in accordance with one embodiment.
[0012] FIG. 5 illustrates a flow diagram of operations for a method
of providing communications with a customized adaptive user
experience including an adaptive decision unit in accordance with
one embodiment.
[0013] FIG. 6 illustrates a flow diagram of operations for a method
of providing communications with a customized adaptive user
experience in accordance with one embodiment.
[0014] FIG. 7 illustrates a flow diagram of operations for a method
of providing advertising services including ads or ad campaigns
with a customized adaptive user experience including an ad format
and targeting builder in accordance with one embodiment.
[0015] FIG. 8A illustrates an exemplary user interface for
providing communications in accordance with one embodiment.
[0016] FIG. 8B illustrates an exemplary user interface of a video
ad within an initiated first software application in accordance
with one embodiment.
[0017] FIG. 8C illustrates an exemplary user interface for
promoting different products or services with different video ads
in accordance with one embodiment.
[0018] FIG. 8D illustrates an exemplary user interface (UI) that
includes at least one of a description and an image of a product or
service (e.g., app description) for a second software application
in accordance with one embodiment.
[0019] FIG. 8E illustrates an exemplary user interface for
promoting different products or services in accordance with one
embodiment.
[0020] FIG. 9 illustrates a diagrammatic representation of a
machine in the exemplary form of a device 900 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 one embodiment.
[0021] FIG. 10 is a block diagram of a wireless device 1000 in
accordance with one embodiment.
DETAILED DESCRIPTION
[0022] Methods and systems are described for providing
communications to devices with a customized adaptive user
experience. In one embodiment, a system includes a storage medium
to store one or more software programs and a format and targeting
builder unit to create and edit customizable ad formats and create
target user segments. The system includes processing logic that is
configured to execute instructions of at least one software program
of the format and targeting builder module to receive biometric
data from devices of users and provide the options of custom
scripting for creating and editing ad formats and targeting user
segments with different categories.
[0023] 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 an actual or predictive ad exchange request. The
auction system captures demand for providing advertising services
in real time or near real time prior to the actual or the predicted
ad play event on the device.
[0024] 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 software applications, mobile applications, news
content, gaming applications, sports news, etc. The publishers are
interested in generating revenue through selling ad space to be on
displayed in video ads to their users.
[0025] 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'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 advertiser 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.
[0026] 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.
[0027] FIG. 1 shows an embodiment of a block diagram of a system
100 for providing communications to devices with a customized
adaptive user experience in accordance with one embodiment. The
system 100 includes an advertising engine 130, processing logic
132, device profiles 134, storage medium 136, an ad store 150, an
ad builder format tool 192, 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, satellite device, satellite TV, automobile, airplane,
etc.). 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. The publishers 182 publish content along with selling ad
space to advertisers. Attributers 186 may install software (e.g.,
software development kits of publishers) on client devices and
track user interactions with publisher applications and
advertisements. The attributers can then share this user data with
the system 100 and the appropriate publishers and advertisers. The
system 100, devices 102, 104, 106, advertisers 184, publishers 182,
attributers 186, and an ad exchange 195 with third party exchange
participants communicate via a network 180 (e.g., Internet, wide
area network, WiMax, satellite, 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 5 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. 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, OS type, network connection for user's device,
whether user's device is mobile device, tablet device, web based
device, volume, screen size and orientation, language setting,
etc.), and user characteristics (e.g., age, gender, ethnicity,
location, etc.), etc.
[0028] The ad format and targeting builder unit 208 may communicate
with the UI configurator or be a separate unit. The ad format and
targeting builder unit 208 allows a publisher or developer to
create a new custom ad format while targeting the ad for one or
more user segments, perform testing of different ad formats or
timing placements, and launch in app (e.g., in mobile app, in
mobile web browser, in web app, in non-web browser application)
without leaving a UI (e.g., dashboard) provided by the system 201.
The ad format and targeting builder unit 208 provides improved
computer functionality of the ad server 203 because a custom ad
format is combined with targeting features for different user
segments. Any changes or edits for any aspect of the ad services
are performed on the ad system. The advertising services software
can be integrated with a software application of the publisher or
developer and updated with any type of customized adaptive user
experience without the user needing to update the software
application of the publisher or developer.
[0029] In one example, an ad format builder tool 192 (e.g., for use
in inserting video ads in mobile app, for use in inserting video
ads in web based app) allows a publisher or developer to create a
new custom ad format while targeting the ad for one or more user
segments, perform testing of different ad formats or timing
placements, and launch in app without leaving a UI (e.g.,
dashboard) provided by the system 100. The ad format builder tool
192 provides improved computer functionality including a custom ad
format that can be combined with targeting features for different
user segments. Any changes or edits for any aspect of the ad format
builder tool 192 are performed without needing to update
advertising services software on a user's device. The advertising
services software can be integrated with a software application of
the publisher or developer and updated with any type of customized
adaptive user experience without the user needing to update the
software application of the publisher or developer.
[0030] The ad format builder tool 192 may include the following
options to developers and publishers (e.g., developers and
publishers of mobile applications): custom scripting for fully
custom look and feel; support for frames for an ad; video size
options (e.g., full screen, partial screen, etc.); video length
options (e.g., 15 seconds, 30 seconds, long form, all of these
options, etc.); opt-in or autoplay ad options; skippable or forced
ad options; muted, unmuted, or partial volume options; portrait or
landscape options for the UI of a device. The ad format builder
tool 192 may be integrated with the system 100, integrated with
advertisers 184 or publishers 182 or located anywhere having
communications with network 180.
[0031] 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 for an initiated software
application 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 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.sup.rd
party participants.
[0032] FIG. 2 illustrates a flow diagram of operations for
providing communications with a customized adaptive user experience
in accordance with one embodiment. 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.
[0033] 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, a mobile application, a mobile web browser
application, a web based application, non-web browser application,
etc.). For example, a user may select one of the software
applications installed on the device. 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
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, 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 203 of system 201 receives a configuration call
from the device 230 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 at least
one configuration file to the device 230 in response to the
configuration call. The at least one 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 that is cached on the device 230 during 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 obtains and delivers at least one
better ad in a timely manner (e.g., in time for a predicted ad play
event, within a time period set by the at least one configuration
file) then the at least one better ad will play during the
predicted ad play event. The at least one better ad is expected or
predicted to have a higher conversion rate or higher likelihood of
obtaining a user interaction or engagement than the at least one
cached ad. 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.
[0034] 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 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).
[0035] 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 (e.g., video ads) to devices using the configuration
file without causing the user to perform any update to the version
of the advertising services software.
[0036] At operation 254, prior to a predicted ad play event or an
actual ad play event, the processing logic of the ad server
optionally receives an ad request with a configurable option (e.g.,
options 1-8) of the at least one 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.). The ad request may be a
predictive ad request if it occurs prior to a predicted ad play
event. Alternatively, the ad server generates an 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 occurring in the near future even though no ad
request is received from the device.
[0037] The ad request includes different types of information
including publisher settings (e.g., a publisher of the selected
software application), an application id to identify the selected
software application, placement information for timing placement of
an ad in-app, user characteristics, device characteristics (e.g.,
device id, OS type, network connection for user's device, whether
user's device is mobile device or tablet device, volume, screen
size and orientation, language setting, etc.), geographical data,
location data, motion data (e.g., motion data from an accelerometer
or gyroscope), language, time, application settings, demographic
data for the user of the device, session data (e.g., how long a
user has been using the selected application), and cache
information. The ad server processes the ad request to determine an
ad format and timing placement (e.g., an optimal ad format in terms
of likelihood of converting, an optimal timing placement in terms
of likelihood of converting) of at least one ad or interstitial ad
played in-app based on the information contained in the predictive
ad request. The ad server determines an ad format and timing
placement that is most likely to convert, cause user interaction or
engagement, or generate revenue for a publisher or a developer.
[0038] A user interface (UI) configurator 205 provides a custom
scripting framework for publishers or developers to create and edit
fully customizable ad formats. The UI configurator can create web
pages using hypertext markup language (html) and cascade style
sheets (CSS). The custom scripting framework provides improved
computer functionality of the ad server 203 because publishers have
unlimited flexibility over the look and feel of their ad
integration in order to increase user interaction and engagement
with the customized ad. For example, a publisher can add a frame
around a video ad if desired or the publisher can add an opt in
interstitial after a certain level of a software application. An
opt in interstitial provides the user the option of viewing an
advertisement. A reward interstitial provides rewards or currency
for a software application (e.g., gaming application, news
application, social media application, etc.) in exchange for the
user deciding to view the advertisement. There is no need to update
an application on a client device because the format changes are
handled with the ad server 203. The UI configurator may include a
software development kit (SDK) or software tools. The SDK or
software tools may be loaded on the device.
[0039] The UI configurator 205 communicates with or includes an
event framework 207 for tracking events. Publishers and developers
typically do not know how or when to track events. The event
framework tracks different kinds of events including default
events, which may include tutorial completion, in-app purchase,
positive achievement, negative achievement, etc. for an initiated
software application on the user's device. In this manner, the
publishers and developers have a better understanding of user's
interests and engagement with the ads displayed to the user based
on the improved computer functionality of the event framework of
the ad server 203. Publishers and developers earn additional
revenue when events are tracked.
[0040] The dynamic rewards module 206 allows users to sample in-app
purchase items and currency in exchange for watching ads (e.g.,
video ads). The dynamic rewards unit 206 changes the reward offered
to each user in a dynamic manner to maximize both ad and in-app
purchase revenue.
[0041] The ad format and targeting builder unit 208 may communicate
with the UI configurator or be a separate unit. The ad format and
targeting builder unit 208 allows a publisher or developer to
create a new custom ad format while targeting the ad for one or
more user segments, perform testing of different ad formats or
timing placements, and launch in app without leaving a UI (e.g.,
dashboard) provided by the system 201. The ad format and targeting
builder unit 208 provides improved computer functionality of the ad
server 203 because a custom ad format is combined with targeting
features for different user segments. Any changes or edits for any
aspect of the ad services are performed on the ad system. The
advertising services software can be integrated with a software
application of the publisher or developer and updated with any type
of customized adaptive user experience without the user needing to
update the software application of the publisher or developer.
[0042] In one example, a publisher or advertiser can login into a
photo editing tool on a device of the publisher or advertiser for
editing images. The images may be used for creating a customized ad
campaign. The ad format and targeting builder unit 208 if
associated with the publisher or advertiser can provide options for
creating a customized user experience during the ad campaign. The
ad format and targeting builder unit 208 allows a user to customize
any aspect of an ad campaign including a start card (e.g., first
user interface view for an ad) and an end card (e.g., last user
interface view for the ad).
[0043] The ad format and targeting builder provides the following
options to developers and publishers (e.g., developers and
publishers of mobile applications, non-web browser applications,
web based applications): custom scripting for fully custom look and
feel; support for frames for an ad; video size options (e.g., full
screen, partial screen, etc.); video length options (e.g., 15
seconds, 30 seconds, long form, all of these options, etc.); opt-in
or autoplay ad options; skippable or forced ad options; muted,
unmuted, or partial volume options; portrait or landscape options
for the UI of a device, target user segments (e.g., non-payers,
payers, highest payers; new users, loyal users, at risk users;
high, medium, and low engagement users; advanced, intermediate, and
beginner users); demand source options (e.g., hosted 1st party ad
content, third party ad content, direct sold ads (e.g., direct sold
ads between ad system and advertisers), ad exchange, programmatic
brand ads, programmatic performance ads); and monetization options
(e.g., video ad, in-app purchase), determined by the system 201,
for best monetization mechanism for a specific user based on most
likely conversion rate for video ad and in-app purchase.
Alternatively, no monetization mechanism may be determined or used
by the system 201.
[0044] The testing platform 209 allows publishers or developers to
perform multiple concurrent tests on different ad formats and
placements to determine which test has the best results in terms of
revenue, conversions, positive reviews, etc. For example, changing
the messaging on an opt-in ad interstitial can lead to increased
revenue for a publisher. A publisher may increase pay wall
conversion by targeting high engagement users with a pay wall. A TV
app may increase positive reviews by prompting users after a
positive event versus at app open or initiation.
[0045] An adaptive decision unit 211 includes adaptive decision
algorithms that take into account numerous different variables
(e.g., user ad engagement history, user app engagement history,
user in-app purchase engagement history, user ad format engagement
history, user ad placement engagement history, publishing
application, location, volume settings of a user's device, screen
size of the user's device, etc.) when making an ad decision for
obtaining a highly relevant ad or content served in an optimal
engaging manner. The adaptive decision unit 211 improves computer
targeting functionality and user conversion functionality of the ad
server 203 based on considering the numerous different variables
for making an improved ad selection decision.
[0046] Attributers 280 may have software (e.g., a SDK of the
publisher of the application) installed on the user'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'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 system 201,
publishers, and advertisers.
[0047] An 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. 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 system 201,
publishers, and advertisers.
[0048] In one example, data 278 (e.g., biometric data) of a user
can be obtained from a user's device. Biometrics can be used for
authentication, identification, access control for devices, and
adaptively selecting a customized user experience for a user of a
device. Biometric identifiers include physiological characteristics
(e.g., fingerprints, palm veins, face recognition, DNA, palm print,
hand geometry, iris recognition, retina, scent, etc.) and
behavioral characteristics that relate to a pattern of behavior of
a person (e.g., typing rhythm, gait, voice, etc.) Any type of
biometric identifier can be used for customizing a user experience.
A touch input (e.g., finger(s), thumb, stylus, etc.) of a user
having a touch screen device may be interpreted to determine a
level of user engagement with a software application or an ad
experience within the software application. For example, location
within a touch screen, pressure of touch input, speed of touch
input, direction of touch input, and frequency of touch input can
be used for customizing the user ad experience. Proximity sensors
can also be used to determine a user's engagement with a software
application or ad. A change in proximity between the user and the
user's device (e.g., closer proximity) may indicate a higher
engagement level during an ad experience.
[0049] In another example, data 278 (e.g., financial data of user)
is provided to the device in order to perform a transaction (e.g,
purchase product or service) in-app or with a payment service. The
financial data is encrypted and transmitted to the system 200 or
another system if appropriate for performing the transaction. In
one example, a user purchases a first item while using the device
and the system then provides an advertisement for a second item
that is related to the first item or likely to be desired for users
that purchase the first item.
[0050] Device characteristics (e.g., type of network connection,
lock or unlocked device) can influence a selection of an ad. For
example, an ad selection can be customized for an unlocked device
based on preferences for a user of the unlocked device. An ad
selection for a locked device may need to be less customized due to
not knowing who is currently using the locked device.
[0051] The ad server also processes the ad request (or predictive
ad request) and accesses at least one of the ad store 210 and the
exchange 299 for options 2-8 of the at least one configuration file
to obtain at least one ad or ad campaign that is likely or most
likely to convert. The ad server may determine which option of
options 1-8 will be processed or enabled for processing the ad
request (or predictive 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 send an ad request to the ad
store or the auction system sooner rather than later. In one
embodiment, the ad request (or predictive 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.
[0052] In one example, bandwidth for the connection between the
device and the ad server or between the device and the ad system
determines availability of at least some of these options (e.g.,
options 1-8). A low bandwidth connection (e.g., cellular
connection, 3G connection) may cause options 2-4, streaming options
5-8, or options 2-8 to be disabled in order to avoid sending or
attempting to send an ad payload with at least one video ad or
video ad campaign across the low bandwidth connection. In this
manner, the ad system improves utilization of available bandwidth
for this connection and does not lead to user frustration in having
the low bandwidth connection slow operations and performance of the
user's device. In another example, a moderate or high bandwidth
connection (e.g., WiFi connection, 4G LTE connection, 5.sup.th
generation mobile networks or 5th generation wireless systems (5G)
connection) may cause options 1-8 to be enabled in order to allow
the option of additional ad inventory with more engaging ads and
higher conversion rates for sending an ad payload with at least one
video ad or video ad campaign across the moderate or high bandwidth
connection. In this manner, the ad system improves utilization of
available bandwidth for this moderate or high connection with
sufficient bandwidth for performing options 2-8.
[0053] 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 an ad call or request (or 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.
[0054] At operation 262, the ad server receives an ad response from
the ad store 210 in response to the ad call or request (or
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 (or
predictive ad request) to the third party database at operation 295
and receives an ad response (or predictive 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 at least one configurable file.
[0055] The ad server upon processing an ad request (or a predictive
ad request) may access the exchange 299 given certain options
(e.g., options 3, 4, 7, and 8) of the at least one configuration
file. In this case, the ad server sends an exchange request (or 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 or actual ad play event on the device. Alternatively, the
auction system is integrated with the ad system 201. The auction
engine 291 processes the ad 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 an ad exchange request (or a predictive ad
exchange request to each participant of the auction). The ad
exchange request (or 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 an ad
exchange response (or a predictive ad exchange response) at
operation 276. The auction engine processes the ad exchange
responses (or predictive ad exchange responses) (bids) and
determines which participant(s) if any will serve a better ad for
playing on the device for an actual ad play event (or a predicted
ad play event). The responses and ads from the participants can be
saved in the database 293. At operation 272, an ad response (or 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 280, 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 or have a
higher likelihood of obtaining a user interaction than the 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 actual ad play event or a predicted ad play event that has been
predicted to occur.
[0056] 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.
[0057] 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, customized, and adaptive
ads (i.e., higher converting ads) may be available in comparison to
the cached ad of the conventional ad network.
[0058] FIG. 3 illustrates a flow diagram of operations for a method
of providing communications to devices with a customized adaptive
user experience in accordance with one embodiment. 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 300.
[0059] In one embodiment, a device initiates a software
application. For example, a user may select one of the software
applications (e.g., mobile software application, non-web browser
mobile software application, web browser software application, web
based software application, etc.). The advertising services
software (e.g., SDK) is also initiated upon the initiation of the
software application. The advertising services software may be
associated with or embedded with the software application. The
advertising services software may include or be associated with
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 actual ad play event or a predicted ad play
event at a future time for displaying or playing an ad on the
display of the device. At operation 304, an ad system (e.g., ad
server of the ad system) receives a configuration call from the
device upon the initiation of the advertising services software and
associated software application. At operation 306, the ad system
(e.g., ad server of the ad system) sends a response that includes
at least one configuration file to the device in response to the
configuration call. The at least one configuration file includes
different options (e.g., options 1-8 as described in conjunction
with the description of FIG. 2) for obtaining an ad to play for the
ad play event that is predicted to occur in the future.
[0060] At operation 308, prior to an ad play event (or predicted ad
play event), the processing logic of the ad system (e.g.,
processing logic of the ad server) generates an ad request (or
predicted ad request) based on an anticipated ad play event
occurring in the near future (e.g., 1 hr, 15 minutes, 60 seconds,
10 seconds, etc.) or the ad server optionally receives an ad
request from the device prior to an ad play event. Receiving the at
least one configuration call from the device indicates that the
user has initiated a software application and an anticipated ad
play event will likely occur in the near future even if no
predicted ad request is received from the device.
[0061] At operation 310, the ad system (e.g., ad server of the ad
system) processes the ad request (or predicted ad request) in order
to determine an ad format and timing placement (e.g., an optimal ad
format in terms of likelihood of converting, an optimal timing
placement in terms of likelihood of converting) of at least one ad
or interstitial ad played in-app based on the information contained
in the ad request or predicted ad request.
[0062] At operation 312, the ad server, determines an ad placement
referenced by the placement information in the ad request (or
predicted ad request) based on application settings. At operation
314, the ad server checks for a match between ad placement under
placement settings stored on the system or ad server with the ad
placement referenced by the placement information in the ad request
(or predicted ad request). At operation 316, if a match is
determined, then the ad server determines placement assets (e.g.,
id matching, ad format, placement timing, ad content) that
correspond to the placement information of the ad request (or
predicted ad request). The ad server determines an ad format and
timing placement that is most likely to convert, generate revenue
for a publisher or developer, or cause user interaction or
engagement. At operation 318, if a match is not determined, then
the system or ad server determines generic or default application
settings for the selected application and applies these application
settings to obtain an ad format and timing placement for at least
one ad to be displayed within the selected application.
[0063] FIG. 4 illustrates a flow diagram of operations for a method
of providing communications with a customized adaptive user
experience in accordance with one embodiment. 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 device performs the
operations of method 400.
[0064] In one embodiment, a device initiates a software application
at operation 402. 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 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 sends a configuration call to an ad
server of an ad system upon the initiation of the advertising
services software. At operation 406, the device receives a response
that includes at least one configuration file from the ad system in
response to the configuration call. The at least one configuration
file includes different options (e.g., options 1-8 as described in
conjunction with the description of FIG. 2) for obtaining at least
one ad to play for an actual ad play event or a predicted ad play
event that is predicted to occur in the future.
[0065] At operation 408, the device (or ad system) determines which
option (e.g., 1-8) of the at least one configuration file will be
processed or enabled for processing an ad request or a predictive
ad request. At operation 410, prior to the actual ad event or
predicted ad play event, the device sends an ad request (or a
predictive ad request) with a configurable determined option (e.g.,
options 1-8, any available options) of the configuration file to
the ad system (e.g., ad server of the ad system). The ad system
(e.g., ad server of the ad system) processes the ad request (or
predictive ad request) in order to determine an ad format and
timing placement (e.g., an optimal ad format in terms of likelihood
of converting, an optimal timing placement in terms of likelihood
of converting) of at least one ad or interstitial ad played in-app
based on the information contained in the predictive ad request or
ad request.
[0066] At operation 412, the ad server, determines an ad placement
referenced by the placement information in the ad request (or
predictive ad request) based on application settings. At operation
414, the ad system (e.g., ad server of the ad system) checks for a
match between ad placement under placement settings stored on the
system or ad server with the ad placement referenced by the
placement information in the ad request (or predictive ad request).
At operation 416, if a match is determined, then the ad server
determines placement assets (e.g., id matching, ad format,
placement timing, ad content) that correspond to the placement
information of the ad request or predictive ad request. The ad
system (e.g., ad server of the ad system) includes an improved
computer functionality that determines an ad format and timing
placement that is most likely to convert, causes user interaction
or user engagement, or generates revenue for a publisher or
developer. At operation 418, if a match is not determined, then the
system or ad server determines generic or default application
settings for the selected application and applies these application
settings to obtain an ad format and timing placement for at least
one ad to be displayed within the selected application.
[0067] FIG. 5 illustrates a flow diagram of operations for a method
of providing communications with a customized adaptive user
experience including an adaptive decision unit in accordance with
one embodiment. 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,
an ad system or ad server of the system performs the operations of
method 500.
[0068] In one embodiment, a device initiates a software application
(e.g., mobile software application, non-web browser mobile software
application, web browser software application, web based software
application, etc.). 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 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 504, the ad system receives a configuration call from the
device upon the initiation of the advertising services software. At
operation 506, the ad system sends a response that includes at
least one configuration file to the device in response to the
configuration call. The at least one configuration file includes
different options (e.g., options 1-8 as described in conjunction
with the description of FIG. 2) for obtaining at least one ad to
play for an actual ad play event or a predicted ad play event that
is predicted to occur in the future.
[0069] At operation 508, the ad system (or device) determines which
option (e.g., 1-8) of the response (e.g., at least one
configuration file) will be processed or enabled for processing an
ad request or a predictive ad request. At operation 510, prior to
the actual ad event or predicted ad play event, the ad system
receives an ad request (or a predictive ad request) with a
configurable determined option (e.g., options 1-8, any available
options) of the at least one configuration file from the device. At
operation 512, the ad system (e.g., ad server of the ad system)
processes the predictive ad request (or ad request) for determining
an ad format and timing placement (e.g., an optimal ad format in
terms of likelihood of converting, an optimal timing placement in
terms of likelihood of converting) of at least one ad or
interstitial ad played in-app based at least partially or primarily
on the information contained in the predictive ad request or the ad
request. The ad request includes different types of information
including publisher settings (e.g., a publisher of the selected
software application), an application id to identify the selected
software application, placement information for timing placement of
an ad in-app, user characteristics (e.g., user data, biometric
data), device characteristics (e.g., device id, OS type, network
connection for user's device, whether user's device is mobile
device or tablet device, volume, screen size and orientation,
language setting, etc.), geographical data, location data, motion
data (e.g., motion data from an accelerometer or gyroscope),
language, time, application settings, demographic data for the user
of the device, session data (e.g., how long a user has been using
the selected application for one or more sessions), and cache
information (e.g., ads cached on device).
[0070] The ad format and targeting builder (e.g., ad format and
targeting builder 208) allows a publisher or software developer to
create a new custom ad format while targeting the ad for one or
more user segments, perform testing of different ad formats or
timing placements, and launch in app without leaving a UI (e.g.,
dashboard) provided by the system (e.g., system 201) or device. At
operation 514, the system determines whether to select an opt-in ad
interstitial or not based on information from the ad request, ad
user data (e.g., other apps viewed or installed by the user,
clicks, user profile, biometric data of the user, etc.) of the
system, and third party user data if available. For example, an
attributer may have a software component (e.g., SDK) of the
publisher of the application installed on the user's device in
order to obtain third party user data. This user data may include
tracking of a user's interaction and engagement with the software
application, biometric data, 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. For example, does a user reach a
level in an appropriate amount of time or is the user taking too
long to reach a level within an application. An opt-in interstitial
provides a user the option of viewing the ad interstitial and may
provide a reward in exchange for viewing the ad. An interstitial
with no opt-in is forced onto the display of the user. The user has
to view this interstitial.
[0071] At operation 516, for an opt-in interstitial, an adaptive
decision unit (e.g., adaptive decision unit 211) utilizes at least
one adaptive decision algorithm for taking into account numerous
different variables (e.g., user ad engagement history, user app
engagement history, user in-app purchase engagement history, user
ad format engagement history, biometric data, user ad placement
engagement history, publishing application, location, volume
settings, screen size, user demographic information, anonymous user
information (e.g., clothes, vehicles, income), etc.) when making an
ad decision (e.g., ad selection decision, ad placement decision)
for obtaining a highly relevant ad or content served in an optimal
engaging manner at an appropriate time for a user. The ad decision
may include an appropriate placement of the opt-in ad interstitial
in terms of an ad placement that is most likely to result in a
conversion or cause user interaction with the opt-in ad
interstitial.
[0072] In one embodiment, the adaptive decision unit utilizes at
least two of user app engagement, user ad engagement history,
biometric data, and device information for making an ad decision
and determining an optimal ad to be served in an engaging manner.
In one example, the adaptive decision unit utilizes user app
engagement, user ad engagement history, and device information. In
another example, the adaptive decision unit utilizes user app
engagement and user ad engagement history. In another example, the
adaptive decision unit utilizes user app engagement and device
information. In another example, the adaptive decision unit
utilizes user ad engagement history and device information.
[0073] In one embodiment, the user app engagement may include a
user's average session time, frequency, and history for using an
application, the user in-app purchase engagement history, tutorial
completion of an installed app, positive achievements in app,
negative achievements in app, level of achievement in app, and any
other parameter indicating a user's engagement with an application.
The user app engagement may include whether a user is a new user or
an existing user for the application and a level or degree of
virality or influence for the user. For example, does the user
share applications with friends or do friends install an
application after the user has installed the application. The user
ad engagement history indicates a user's engagement with an ad. For
example, this parameter may indicate a profile for a user including
whether a user has clicked on car ads in the past or not. The
profile may include biometric data (e.g., touch input, tone of
voice, change in heart rate, facial gestures, emotional condition,
etc.) that indicate a user's positive or negative response and
feedback to an ad displayed on the user's device. The user ad
engagement history can indicate whether an ad demo for an
application has been viewed by the user and then converted into an
installed application or not. The user ad engagement history
parameter also tracks device attributes for when the user clicked
on an ad and creatives (e.g., ad colors, voice over or not for ad,
end cards, etc.) for the ad. The user ad engagement history
parameter indicates ad engagement for when the user replays the
video ad, clicks on a call to action, ad session length, and
historical ad engagement. The user ad engagement history parameter
also indicates how a user responds to brand ad campaigns,
performance ad campaigns, and types of ad categories (e.g., action
games, strategy games, news content, sports games, sports content,
etc.).
[0074] At operation 518, publisher settings of the selected
application are applied for determining an ad format of the opt-in
interstitial. The publisher settings determine a frame type,
colors, icons, events, rewards, and images for selecting the ad
format. The publisher settings can take into account the variables
considered by the at least one adaptive decision algorithm for
determining the ad format. At operation 520, advertiser settings
are applied for determining or selecting an optimal ad. The
advertiser settings may apply filters (e.g., rules), an optimizer,
and a selector for a video ad, a start card (e.g., first user
interface view for an ad), and an end card (e.g., last user
interface view for the ad). Ad campaigns may also be selected at
this time.
[0075] If no opt-in ad interstitial is selected at operation 514,
then the method proceeds from operation 514 to operation 520 with
an interstitial with no opt-in option or another ad type for the
user is applied. At operation 520, advertiser settings are applied
for determining the relevant optimal ad. For an interstitial with
opt-in option, the optimal format is determined at operation 518.
The selected ad is sent to the device for display on the device
during an ad play event (or predicted ad play event) or obtained
from the ad cache store of the device.
[0076] In a specific embodiment, different types of users playing a
gaming application receive the same opt-in interstitial for a
certain level within the gaming application. Embodiments of the
present invention provide a dynamic user experience in which users
A, B, and C each receive a completely different ad experience based
on at least one parameter including past ad interaction, app
engagement level, in-app purchase history, and emotional state for
users A, B, and C. User A receives a first video ad with live
action, full end card, a first reward and a first message content,
User B receives a second video ad with a second reward and a second
message content, and user C receives a third video ad with no
reward.
[0077] The different ad experiences are customized for each user to
increase their interaction and engagement with the ad. The user
experience is enhanced based on the user receiving ads targeted and
customized for their interests. Developers, publishers, or
advertisers can maximize revenue by serving desirable ads that
users enjoy interacting and engaging with in-app for an initiated
software application (e.g., initiated mobile software
application).
[0078] In another embodiment, a newspaper publisher originally was
providing a pay wall for all users of the newspaper application
after a fifth piece of content was viewed by the user. Embodiments
of the present invention provide a dynamic user experience in which
user A receives a completely different ad experience than user B of
the newspaper application based on past ad interaction, app
engagement level, in-app purchase history, and emotional state for
users A and B. For example, pay wall conversions and user enjoyment
can be increased by targeting high engagement users (e.g., user A
being a higher engagement user receives the pay wall while user B
being a low engagement user does not receive the pay wall).
[0079] FIG. 6 illustrates a flow diagram of operations for a method
of providing communications with a customized adaptive user
experience in accordance with one embodiment. The advertising
operational flow of an ad system may be executed by a device,
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
performs some or all operations of method 600.
[0080] In one embodiment, at operation 602, a device initiates a
software application (e.g., mobile software application, non-web
browser mobile software application, web browser software
application, web based software application, etc.). For example, a
user may select one of the software applications (e.g., selects a
mobile application from a mobile 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 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 604, the device sends a configuration call to an ad
system upon the initiation of the advertising services software. At
operation 606, the device receives a response that includes at
least one configuration file from the ad system in response to the
configuration call. The at least one configuration file includes
different options (e.g., options 1-8 as described in conjunction
with the description of FIG. 2) for obtaining at least one ad to
play for an actual ad play event or a predicted ad play event that
is predicted to occur in the future.
[0081] At operation 608, the device (or ad system) determines which
option (e.g., 1-8) of the response (e.g., at least one
configuration file) will be processed or enabled for processing an
ad request or a predictive ad request. At operation 610, prior to
the actual ad event or predicted ad play event, the device sends an
ad request (or a predictive ad request) with a configurable
determined option (e.g., options 1-8, any available options) of the
at least one configuration file to the ad system. At operation 612,
the device (or ad system) processes the predictive ad request (or
ad request) for determining an ad format and timing placement
(e.g., an optimal ad format in terms of likelihood of converting,
an optimal timing placement in terms of likelihood of converting)
of at least one ad or interstitial ad played in-app based at least
partially or primarily on the information contained in the
predictive ad request or the ad request. The ad request includes
different types of information including publisher settings (e.g.,
a publisher of the selected software application), an application
id to identify the selected software application, placement
information for timing placement of an ad in-app, user
characteristics (e.g., biometric data), device characteristics
(e.g., device id, OS type, network connection for user's device,
whether user's device is mobile device or tablet device, volume,
screen size and orientation, language setting, etc.), geographical
data, location data, motion data (e.g., motion data from an
accelerometer or gyroscope), language, time, application settings,
demographic data for the user of the device, session data (e.g.,
how long a user has been using the selected application for one or
more sessions), and cache information (e.g., ads cached on
device).
[0082] The ad format and targeting builder (e.g., ad format and
targeting builder 208) includes improved computer functionality to
allow a publisher or software developer to create a new custom ad
format while targeting the ad for one or more user segments,
perform testing of different ad formats or timing placements, and
launch in app without leaving a UI (e.g., dashboard) provided by
the system (e.g., system 201) or device. At operation 514, the
device (or system) determines whether to select an opt-in ad
interstitial or not based on information from the ad request, ad
user data (e.g., other apps viewed or installed by the user,
clicks, user profile, etc.) of the system, and third party user
data if available. For example, an attributer may have a SDK of the
publisher of the application installed on the user's device in
order to obtain third party user data. This user data may include
tracking of a user's interaction and engagement with the software
application, biometric data, 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. For example, does a user reach a
level in an appropriate amount of time or is the user taking too
long to reach a level within an application. An opt-in interstitial
provides a user the option of viewing the ad interstitial and may
provide a reward in exchange for viewing the ad. An interstitial
with no opt-in is forced onto the display of the user. The user has
to view this interstitial.
[0083] For an opt-in interstitial, an adaptive decision unit (e.g.,
adaptive decision unit 211) utilizes at least one adaptive decision
algorithm for taking into account numerous different variables
(e.g., user ad engagement history, user app engagement history,
user in-app purchase engagement history, user ad format engagement
history, user ad placement engagement history, biometric data,
publishing application, location, volume settings, screen size,
user demographic information, anonymous user information (e.g.,
clothes, vehicles, income), etc.) when making an ad decision (e.g.,
ad selection decision, ad placement decision) for obtaining a
highly relevant ad or content served in an optimal engaging manner
at an appropriate time for a user. The ad decision may include an
appropriate placement of the opt-in ad interstitial in terms of an
ad placement that is most likely to result in a conversion or cause
user interaction with the opt-in ad interstitial.
[0084] In one embodiment, the adaptive decision unit utilizes user
app engagement, user ad engagement history, biometric data, and
device information. At operation 618, publisher settings of the
selected application are applied for determining an ad format of
the opt-in interstitial. The publisher settings determine a frame
type, colors, icons, events, rewards, and images for selecting the
ad format. The publisher settings can take into account the
variables considered by the at least one adaptive decision
algorithm for determining the ad format. At operation 620,
advertiser settings are applied for determining an optimal ad. The
advertiser settings may apply filters (e.g., rules), an optimizer,
and a selector for a video ad, a start card (e.g., first user
interface view for an ad), and an end card (e.g., last user
interface view for the ad). Ad campaigns may also be selected at
this time.
[0085] If no opt-in ad interstitial is selected at operation 614,
then the method proceeds from operation 614 to operation 620 with
an interstitial with no opt-in option or another ad type for the
user being applied. At operation 620, advertiser settings are
applied for determining the relevant optimal ad. For an
interstitial with opt-in option, the optimal format is determined
at operation 618. At operation 622, the device receives the
selected ad for display on the device during an ad play event (or
predicted ad play event) or the selected ad is obtained from the ad
cache store of the device.
[0086] FIG. 7 illustrates a flow diagram of operations for a method
of providing communications with a customized adaptive user
experience including an ad format and targeting builder in
accordance with one embodiment. 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, an ad system performs the operations of method 600.
[0087] In one embodiment, at operation 702, a format and targeting
builder unit of the ad system includes an improved computer
functionality for creating a customized ad format using custom
scripting for ad campaigns. Placement information, variables
considered by the at least one adaptive decision algorithm, and
publisher settings of publishers may also be used for creating the
customized ad format. At operation 704, the format and targeting
builder unit of the ad system allows a user to edit ad formats. At
operation 706, the format and targeting builder unit can be used to
create target user segments based on ad format history of the users
with a first category having levels of purchases for users with
respect to one or more software applications including mobile
software applications or web based software applications, a second
category having levels of loyalty for the users with respect to the
one or more applications, a third category having levels of
engagement for the users with respect to the one more software
applications, and a fourth category having levels of skill for the
users with respect to the one or more software applications.
[0088] In one embodiment, the levels of purchases for the first
category include non-payers, payers, and highest payers and the
levels of loyalty for the second category include new users, loyal
users, and at risk users. The levels of engagement for the third
category include high, medium, and low engagement users. The levels
of skill for the fourth category include advanced, intermediate,
and beginner users.
[0089] Different user segments are created based on the different
levels for each category. For example, a first user segment may
include highest payers, loyal users, high engagement users, and
intermediate or advanced levels of skill for the users. A second
user segment may include non-payers, new users or at risk users,
low engagement users, and beginner users. A third user segment may
include payers, loyal or at risk users, medium engagement users,
and intermediate users.
[0090] Different types of ad campaigns can be designed in a
customized manner with improved functionality of the format and
targeting builder unit depending on which user segment is being
targeted.
[0091] The method further includes providing, with the format and
targeting builder unit, support for frames for an ad, video size
options including full screen and partial screen, video length
options, and opt-in or autoplay ad options at operation 708.
[0092] The method further includes providing, with the format and
targeting builder unit, skippable or forced ad options, muted,
unmuted, or partial volume options, and portrait or landscape
options for the user interface (UI) at operation 710. The method
further includes providing, with the ad system, demand source
options including hosted 1st party ad content, third party ad
content, direct sold ads, ad exchange, programmatic brand ads, and
programmatic performance ads at operation 712. The method further
includes, at operation 714, providing, with the format and
targeting builder unit, monetization options including video ad
option, in-app purchase option, and no monetization mechanism
determined by the system. For the video ad option and in-app
purchase option, the system determines for a specific user which
option will have a higher conversion rate for the video ad or
in-app purchase and then selects the appropriate option having the
higher conversion rate. The method further includes providing, with
a dynamic rewards module, in-app purchase items and currency to
users in exchange for watching ads at operation 716. The dynamic
rewards module changes the reward offered to each user in a dynamic
manner to maximize both ad and in-app purchase revenue. The reward
may include different types of virtual currency or virtual goods
(e.g., armor) and different amounts of virtual currency. Unlocking
content (e.g., news content, music content), a raffle for movie
tickets, and physical goods are other examples of rewards.
[0093] In some embodiments, the operations of the methods disclosed
herein can be altered, modified, combined, or deleted. For example,
the operations 512-518 can occur sequentially as illustrated in
FIG. 5 or simultaneously in parallel (or approximately
simultaneously) for the operations of method 500. For another
example, the operations 602-614 can occur sequentially as
illustrated in FIG. 6 or simultaneously in parallel (or
approximately simultaneously) for the operations of method 600.
Alternatively, the order of operation may be different than
illustrated in FIG. 7. For example, the operation 706 may occur
prior to operation 704. In another example, the operations 708-716
are provided at the same time or nearly the same time. 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 to client devices, may
also be used.
[0094] FIG. 8A illustrates an exemplary user interface for
providing advertising services in accordance with one embodiment. A
device 800 includes a display 810 to display the user interface 802
of a first software application (e.g., mobile software application,
non-web browser mobile software application, web browser software
application, web based software application, etc.) which occurs
after a user has initiated the first software application and has
reached a temporary or natural stopping point (e.g., end of time
limit for use of the first software application, a player or
character of the user has died or has no energy within the first
software application, etc.). The user interface 802 includes
adaptive options that can be customized for a particular software
application, for a particular level within a software gaming
application, and for a particular user. The adaptive options 810,
820, 822, and 830 are customized to cause user interaction,
engagement, and maximize revenue generated for the developer,
advertiser, or publisher. In another example, only a subset of
these adaptive options 810, 820, 822, and 830 are provided on the
user interface 802. A selection of an adaptive option 810 allows a
user to buy a virtual good, virtual currency, a physical item, or
take an action (e.g., send a text message, send a message on a
social media site, etc.). The user may then be allowed to continue
using features of the first software application based on buying a
virtual good, virtual currency, a physical item, or taking an
action. A selection of an adaptive option 820 allows a user to
watch an advertisement (e.g., video ad) in exchange for allowing
the user to continue use of the first software application.
[0095] FIG. 8B illustrates an exemplary user interface of a video
ad within an initiated first software application in accordance
with one embodiment. The device 800 includes the display 810 for
displaying a user interface (UI) 806 having a video ad 840 within
the initiated first software application (e.g., mobile application,
non-web browser application, web browser software application, web
based software application, etc.) of the device 800. The video ad
is advertising a product or service (e.g., advertising features of
a second software application).
[0096] After the video ad 840 plays partially or completely
depending on a setting (e.g., placement settings, application
settings, publisher settings, adaptive decision algorithm, etc.),
the display 810 of the device 800 displays a user interface (UI)
886 as illustrated in FIG. 8D in accordance with one embodiment
that includes at least one of a description and an image of the
product or service (e.g., app description) for the second software
application. The user interface 886 includes a download option 884
for downloading the second software application. The UI 886 may
also include other information related to the second software
application including an icon region 880 for displaying an icon of
the second software application and a ratings region 882 for
displaying a ratings level (e.g., star level) and a number of user
reviews for the ratings level. In this manner, a user can more
easily be targeted for the video ad 840 of the second software
application and also obtain the second software application. The
user can download the second software application or return to the
first software application by dismissing the user interface 886 or
by selecting an option 888.
[0097] A selection of an adaptive option 822 of UI 802 of FIG. 8A
allows a user to select at least one advertisement (e.g., video ad)
from a list as illustrated in FIG. 8C or a presentation of video
ads in exchange for allowing the user to continue use of the first
software application.
[0098] FIG. 8C illustrates an exemplary user interface for
promoting different products or services with different video ads
in accordance with one embodiment. The display 810 of the device
800 displays a user interface (UI) 808 that includes a plurality of
video ads or a plurality of images of the product or service (e.g.,
app image) and associated video ads for the images. The UI 808 is
generated in response to the selection of the adaptive option 822.
In one example, the user interface 808 includes an image 850 and a
video ad 852 for promoting a product or service (e.g., second
software application). The user interface 808 includes an image 854
and a video ad 856 for promoting a product or service (e.g., third
software application). The user interface 808 also includes an
image 858 and a video ad 860 for promoting a product or service
(e.g., third software application). Additionally images and video
ads may also be included on the user interface 808 or may be viewed
by scrolling the user interface. In another example, an app icon
and associated video ad is displayed on the user interface for a
plurality of products or services. Upon a user selection, at least
one of the video ads plays partially or completely and depending on
a setting (e.g., placement settings, application settings,
publisher settings, adaptive decision, algorithm, etc.), the
display 810 of the device 800 displays a user interface (e.g., UI
886, UI 890) that includes a description or image of the product or
service that is being promoted by a selected video ad.
[0099] FIG. 8E illustrates an exemplary user interface for
promoting different products or services in accordance with one
embodiment. After a video ad (e.g., the video ad 852, 856, or 860)
within a first software application (e.g., mobile application,
non-web browser application) plays partially or completely, the
display 810 of the device 800 displays the user interface (UI) 890
that includes an image 891 of the product or service (e.g., app
image) of the selected video ad in a background of the UI 890. In
the foreground, the user interface 890 includes a video ad 892 if
the user wants to replay a previously selected video ad (e.g.,
video ad 852, 856, or 860) and a download option 893 for
downloading the product or service (e.g., software application)
associated with the selected video ad from within the first
software application.
[0100] The user interface (UI) 890 may optionally include an image
895 of a product or service (e.g., app image) of a non-selected
video ad (e.g., video ad 852, 856, 860) in a background of the UI
890. In the foreground, the user interface 890 may optionally
include a video ad 896 associated with the image 895 if the user
wants to play the previously non-selected video ad 896 (e.g., video
ad 852, 856, or 860) and a download option 897 for downloading the
product or service (e.g., software application) associated with the
video ad 896 from within the first software application.
[0101] A selection of an adaptive option 830 from FIG. 8A allows a
user to skip or bypass the advertising services of the user
interface 800 and return to using the first software
application.
[0102] FIG. 9 illustrates a diagrammatic representation of a
machine in the exemplary form of a computer system or device 900
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.
[0103] The exemplary device 900 includes a processing device
(processor) 902, a main memory 904 (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 906 (e.g., flash memory, static random access memory (SRAM),
etc.), and a data storage device 918, which communicate with each
other via a bus 930.
[0104] Processor 902 represents one or more general-purpose
processing devices such as one or more microprocessors, central
processing units, or the like. More particularly, the processor 902
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 processor 902 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 processor 902 is configured to execute the processing logic 926
for performing the operations and steps discussed herein.
[0105] The device 900 may further include a network interface
device 908 that may include RF circuitry for sending and receiving
RF cellular signals, a wireless transceiver for WiFi, a USB
component, a NFC component, or any other communications component
for sending and receiving communications. The device 900 also may
include an input/output device 910 (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 912
(e.g., a keyboard), an optional cursor control device 914 (e.g., a
mouse), and a signal generation device 916 (e.g., a speaker).
[0106] The data storage device 918 may include a machine-accessible
non-transitory medium 931 on which is stored one or more sets of
instructions (e.g., software 922) embodying any one or more of the
methodologies or functions described herein. The software 922 may
include an operating system 923, advertising services software 924
(e.g., SDK 924), communications module 926, and applications 928
(e.g., publisher applications). The software 922 may also reside,
completely or at least partially, within the main memory 904 (e.g.,
software 923) and/or within the processor 902 during execution
thereof by the device 900, the main memory 904 and the processor
902 also constituting machine-accessible storage media. The
software 922 or 923 may further be transmitted or received over a
network 920 via the network interface device 908.
[0107] The machine-accessible non-transitory medium 931 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 900, such as static memory 906.
[0108] FIG. 10 is a block diagram of a wireless device 1000 in
accordance with one embodiment. The wireless device 1000 may be any
type of wireless device (e.g., cellular phone, mobile device,
wireless phone, tablet, etc.) for sending and receiving wireless
communications. The wireless device includes a processing system
1010 that includes a controller 1020 and processing unit(s) 1014
which include processing logic. The processing system 1010
communicates with an Input/Output (I/O) unit 1030, radio frequency
(RF) circuitry 1070, audio circuitry 1060, an optics device 1060
for capturing one or more images or video, a motion device (e.g.,
an accelerometer, gyroscope, etc.) for determining motion data
(e.g., in three dimensions) for the wireless device 1000, power
management system 1040, and machine-accessible non-transitory
medium 1050. These components are coupled by one or more
communication links or signal lines.
[0109] RF circuitry 1070 is used to send and receive information
over a wireless link or network to one or more other devices. Audio
circuitry 1060 is coupled to audio speaker 1062 and microphone 1064
and includes known circuitry for processing voice signals.
[0110] One or more processing units 1014 communicate with one or
more machine-accessible non-transitory mediums 1050 (e.g.,
computer-readable medium) via controller 1020. Medium 1050 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
1014. Medium 1050 can include a memory hierarchy, including but not
limited to cache, main memory and secondary memory. The medium 1050
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 1052, advertising services
software 1056 (e.g., SDK 1056), communications module 1054, and
applications 1058 (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 1050 or within the processing units 1014 during
execution thereof by the device 1000. The components shown in FIG.
10 may be implemented in hardware, software, firmware or any
combination thereof, including one or more signal processing and/or
application specific integrated circuits.
[0111] Communication module 1054 enables communication with other
devices. The I/O unit 1030 communicates with different types of
input/output (I/O) devices 1034 (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) and a
biometric unit 1036 that includes sensors for obtaining biometric
data (e.g., touch input, fingerprint, tone of voice, change in
heart rate, facial gestures, facial characteristics, emotional
condition, etc.) of the user.
[0112] 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 1050 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.
[0113] In one embodiment, a system (e.g., system 100, system 201)
includes a storage medium (e.g., storage medium 136, storage medium
204) to store one or more software programs, data 213 (e.g., user
data, biometric data, financial data , encrypted data, etc), and a
format and targeting builder unit (format/targeting builder 208) to
create and edit customizable ad formats and create target user
segments. The system includes processing logic (e.g., processing
logic 132, processing logic 202) that is configured to execute
instructions of at least one software program of the format and
targeting builder unit to provide the following options of custom
scripting for creating and editing ad formats and targeting user
segments with different categories. A first category includes
levels of purchases for users with respect to one or more software
applications including mobile software applications or web based
software applications, a second category includes levels of loyalty
for the users with respect to the one or more applications, a third
category includes levels of engagement for the users with respect
to the one more software applications, a fourth category includes
levels of skill for the users with respect to the one or more
software applications).
[0114] In one example, the levels of purchases for the first
category include non-payers, payers, and highest payers and the
levels of loyalty for the second category include new users, loyal
users, and at risk users. The levels of engagement for the third
category can include high, medium, and low engagement users while
the levels of skill for the fourth category include advanced,
intermediate, and beginner users.
[0115] In one embodiment, the system includes a dynamic rewards
module to allow users to sample in-app purchase items and currency
in exchange for watching ads. The dynamic rewards unit changes the
reward offered to each user in a dynamic manner to maximize both ad
and in-app purchase revenue.
[0116] In one embodiment, the processing logic is configured to
execute instructions of at least one software program of the format
and targeting builder unit (e.g., module) to provide the following
options including support for frames for an ad, video size options
including full screen and partial screen, video length options, and
opt-in or autoplay ad options. The processing logic may also be
configured to execute instructions of at least one software program
of the format and targeting builder module to provide the following
options including skippable or forced ad options, muted, unmuted,
or partial volume options, portrait or landscape options for the
user interface (UI).
[0117] The processing logic may also be configured to execute
instructions of at least one software program of the format and
targeting builder module to provide demand source options including
at least two of hosted 1st party ad content, third party ad
content, direct sold ads, ad exchange, programmatic brand ads, and
programmatic performance ads. The processing logic is configured to
execute instructions of at least one software program of the format
and targeting builder module to provide monetization options
including video ad option, in-app purchase option, and no
monetization mechanism determined by the system. For the video ad
option and in-app purchase option, the system determines for a
specific user which option will have a higher conversion rate for
the video ad or in-app purchase and then selects this option.
[0118] In one embodiment, a machine-accessible non-transitory
medium (e.g., storage medium 136, storage medium 204) contains
executable computer program instructions which when executed by a
data processing system cause said system to perform a method. The
method includes providing custom scripting for creating and editing
ad formats and creating target user segments with a first category
having levels of purchases for users with respect to one or more
software applications including mobile software applications or web
based software applications, a second category having levels of
loyalty for the users with respect to the one or more applications,
a third category having levels of engagement for the users with
respect to the one more software applications, and a fourth
category having levels of skill for the users with respect to the
one or more software applications.
[0119] The levels of purchases for the first category include
non-payers, payers, and highest payers while the levels of loyalty
for the second category include new users, loyal users, and at risk
users. The levels of engagement for the third category include
high, medium, and low engagement users while the levels of skill
for the fourth category include advanced, intermediate, and
beginner users.
[0120] In one embodiment, the method further includes providing
support for frames for an ad, video size options including full
screen and partial screen, video length options, and opt-in or
autoplay ad options. In one example, the method further includes
providing skippable or forced ad options, muted, unmuted, or
partial volume options, portrait or landscape options for the user
interface (UI). In another example, the method further includes
providing demand source options including hosted 1st party ad
content, third party ad content, direct sold ads, ad exchange,
programmatic brand ads, and programmatic performance ads.
[0121] In one embodiment, the method further includes providing
monetization options including video ad option, in-app purchase
option, and no monetization mechanism determined by the system. For
the video ad option and in-app purchase option, the system
determines for a specific user which option will have a higher
conversion rate for the video ad or in-app purchase and then
selects this option.
[0122] In one embodiment, the method further includes providing,
with a dynamic rewards module, in-app purchase items and currency
to users in exchange for watching ads. In one example, the dynamic
rewards module changes the reward offered to each user in a dynamic
manner to maximize both ad and in-app purchase revenue.
[0123] In one embodiment, a method of providing advertising
services includes providing, with a format and targeting builder
unit, custom scripting for creating and editing ad formats and
creating, with the format and targeting builder unit, target user
segments with a first category having levels of purchases for users
with respect to one or more software applications including mobile
software applications or web based software applications, a second
category having levels of loyalty for the users with respect to the
one or more applications, a third category having levels of
engagement for the users with respect to the one more software
applications, and a fourth category having levels of skill for the
users with respect to the one or more software applications.
[0124] In one example, the levels of purchases for the first
category include non-payers, payers, and highest payers. The levels
of loyalty for the second category include new users, loyal users,
and at risk users. The levels of engagement for the third category
include high, medium, and low engagement users. The levels of skill
for the fourth category include advanced, intermediate, and
beginner users.
[0125] In one example, the method further includes providing, with
the format and targeting builder unit, support for frames for an
ad, video size options including full screen and partial screen,
video length options, and opt-in or autoplay ad options.
[0126] In another example, the method further includes providing,
with the format and targeting builder unit, skippable or forced ad
options, muted, unmuted, or partial volume options, portrait or
landscape options for the user interface (UI).
[0127] In another example, the method further includes providing,
with a format and targeting builder unit, demand source options
including hosted 1st party ad content, third party ad content,
direct sold ads, ad exchange, programmatic brand ads, and
programmatic performance ads.
[0128] In another example, the method further includes providing,
with a format and targeting builder unit, monetization options
including video ad option, in-app purchase option, and no
monetization mechanism determined by the system. For the video ad
option and in-app purchase option, the system determines for a
specific user which option will have a higher conversion rate for
the video ad or in-app purchase and then selects this option.
[0129] In another example, the method further includes providing,
with a dynamic rewards module, in-app purchase items and currency
to users in exchange for watching ads, wherein the dynamic rewards
module changes the reward offered to each user in a dynamic manner
to maximize both ad and in-app purchase revenue.
[0130] In one embodiment, a device (e.g., device 230, device 900,
device 1000) includes a storage medium (e.g., storage medium 931,
storage medium 1050) to store one or more software programs, a user
interface (UI) to display adaptive customizable ads on the device,
and processing logic (e.g., processing logic 940, processing logic
of processing unit(s) 1014) coupled to the storage medium. The
processing logic is configured to execute instructions of at least
one software program to initiate a software application and
associated advertising services software (e.g., ad services
software 240, ad services software 924, ad software 1056) on the
device, to generate, with the device, an ad request in response to
the initiation of the software application and associated
advertising services software.
[0131] In one example, the advertising services software obtains
publisher settings, an application id to identify the selected
software application, placement information for timing placement of
an ad in-app, device characteristics, and user characteristics that
are included in the ad request.
[0132] In one example, the processing logic is further configured
to send the ad request to an ad system and receive a customized
adaptive ad based on the ad request.
[0133] In another example, the device characteristics and user
characteristics are used to create a user segment for the user of
the device. The user segment is categorized in terms of a level of
purchases for the user with respect to one or more software
applications, a level of loyalty for the user with respect to the
one or more applications, a level of engagement for the user with
respect to the one more software applications, and a level of skill
for the user with respect to the one or more software
applications.
[0134] In one example, the processing logic is further configured
to display the customized adaptive ad on a display of the device.
The customized adaptive ad allows the user to sample in-app
purchase items and currency in exchange for watching the customized
adaptive ad.
[0135] 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.
* * * * *