Mobile Content Cross-Inventory Yield Optimization

Abstract

A method for selecting among a plurality of advertising content from a first and second mobile content inventory for presentation of the advertising content on a mobile communication facility includes (a) receiving at a server a request for an advertisement associated with a user-action initiated at the mobile communication facility operated by a user; (b) searching the first and second mobile content inventory for a first and second advertisement, respectively, that corresponds to the request for an advertisement; (c) determining that the first advertisement is more relevant for presentation to the mobile communication facility than the second advertisement, wherein the determination is based at least on a respective yield optimization of the first and second advertisements; (d) determining that the yield associated with the first advertisement is greater than the yield associated with the second advertisement; (e) and transmitting the first advertisement instead of the second advertisement.

1 . A computer-implemented method for selecting among a plurality of advertising content from a first and second mobile content inventory for presentation of the advertising content on a mobile communication facility, the method comprising the steps of:
 receiving at a server a request for an advertisement associated with a user-action initiated at the mobile communication facility operated by a user, wherein the user-action is a search query, a request for a webpage, a request for an audio file, a request for a video file, an SMS, or an action inside a client application operating on the mobile communication facility;   searching the first and second mobile content inventory for a first and second advertisement, respectively, that corresponds to the request for an advertisement;   determining that the first advertisement is more relevant for presentation to the mobile communication facility than the second advertisement, wherein the determination is based at least on a yield optimization, wherein the first and second advertisements each have a yield associated therewith that represents an expected revenue associated with the respective advertisement, wherein the expected revenue is expressed as one of:
 (a) a cost-per-thousand impression (CPM) of the respective advertisement on a plurality of mobile communication devices; 
 (b) a cost-per-click (CPC) of the respective advertisement on the plurality of mobile communication devices along with a historical or expected clickthrough rate; and 
 (c) a cost-per-action (CPA) along with a historical or expected action conversion rate; 
   determining that the yield associated with the first advertisement is greater than the yield associated with the second advertisement; and   transmitting the first advertisement instead of the second advertisement to the mobile communication facility for display thereon.   
     
     
         2 . The method of  claim 1 , wherein the one or more mobile content inventories comprises at least one preferred partner inventory. 
     
     
         3 . The method of  claim 1 , wherein the one or more mobile content inventories comprise at least one third-party controlled inventory. 
     
     
         4 . The method of  claim 1 , wherein the one or more mobile content inventories includes a remote database. 
     
     
         5 . The method of  claim 1 , wherein the mobile communication facility is a phone. 
     
     
         6 . The method of  claim 1 , wherein the action associated with the CPA is one of:
 a purchase of an item or service advertised in the respective advertisement; and   a submission of contact information of the user.   
     
     
         7 . The method of  claim 1 , wherein the historical clickthrough rate and expected clickthrough rate are a probability of occurrence. 
     
     
         8 . The method of  claim 1 , wherein the expected revenue is received by a carrier, wherein the user is paying the carrier for use of the mobile communication facility.