I lllll llllllll II llllll lllll lllll lllll lllll lllll lllll lllll 111111111111111111111111111111111
`US 20100082397Al
`
`c19) United States
`c12) Patent Application Publication
`BLEGEN
`
`c10) Pub. No.: US 2010/0082397 Al
`Apr. 1, 2010
`(43) Pub. Date:
`
`(54) PREDICTIVE GEO-TEMPORAL
`ADVERTISEMENT TARGETING
`
`(75)
`
`Inventor:
`
`DARRELL BLEGEN, Redmond,
`WA (US)
`
`Correspondence Address:
`SHOOK, HARDY & BACON L.L.P.
`(MICROSOFT CORPORATION)
`INTELLECTUAL PROPERTY DEPARTMENT,
`2555 GRAND BOULEVARD
`KANSAS CITY, MO 64108-2613 (US)
`
`(73) Assignee:
`
`MICROSOFT CORPORATION,
`Redmond, MO (US)
`
`(21) Appl. No.:
`
`12/239,464
`
`(22) Filed:
`
`Sep.26,2008
`
`Publication Classification
`
`(51)
`
`Int. Cl.
`G06Q 30100
`GOJC 21100
`(52) U.S. Cl.
`(57)
`
`(2006.01)
`(2006.01)
`705/10; 701/217; 705/14.58
`ABSTRACT
`
`A method, system, and medium are provided for targeting
`advertisements to users of mobile devices based on geo(cid:173)
`temporal models. Time-stamped location information is col(cid:173)
`lected for a mobile device and a dynamic geo-temporal model
`is constructed and updated when new data is collected accord(cid:173)
`ing to a sample design.Using the geo-temporal model, device
`location and instances of user interaction with the device can
`be predicted, and advertisements can be provided based on
`the predicted location. Advertisements can be cached on the
`mobile device for later presentation, and the sample design
`can be updated to improve efficiency and accuracy in the
`modeling system.
`
`500
`"-...
`
`REFERENCE DYNAMICALLY UPDATEABLE
`SAMPLE DESIGN ASSOCIATED WITH A
`MOBILE DEVICE
`
`DETECT INSTANCES OF USER
`INTERACTION WITH DEVICE
`
`DETERMINE DEVICE LOCATION DURING
`EACH INSTANCE OF INTERACTION
`
`•
`•
`•
`
`RECORD TIME-STAMPED DATA
`INDICATING DEVICE LOCATION FOR
`EACH INSTANCE OF INTERACTION
`
`•
`
`UPDATE GEO-TEMPORAL MODEL OF
`DEVICE LOCATION WITH RESPECT TO
`TIME OF USER INTERACTION
`
`I
`
`~510
`
`~512
`
`~514
`
`~516
`
`~518
`
`SPECIFY A FIRST PERIOD OF TIME
`
`PREDICT DEVICE LOCATION FOR A
`SPECIFIED FIRST PERIOD OF TIME
`
`PREDICT USER INTERACTION WITH
`DEVICE DURING SPECIFIED FIRST
`PERIOD OF TIME
`
`t
`•
`•
`•
`
`SELECT AN ADVERTISEMENT BASED ON
`PREDICTIONS
`
`PROVIDE THE SELECTED
`ADVERTISEMENT TO DEVICE
`
`DETERMINE THAT SAMPLE DESIGN
`SHOULD BE UPDATED
`
`+
`•
`t
`
`520
`
`522
`
`524
`
`526
`
`528
`
`530
`
`UPDATE THE SAMPLE DESIGN
`
`532
`
`APPLE EXHIBIT 1004
`Page 1 of 20
`
`

`

`0 ....
`
`N
`
`0
`
`.... 0 =
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`~ 'e -....
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`
`~ .....
`
`(')
`
`~ .....
`
`(')
`
`122
`
`120
`
`1 18
`
`FIG. 1.
`
`POWER SUPPLY
`
`1/0 COMPONENTS
`
`1/0 PORT(S)
`
`\__
`
`110
`
`100J
`
`COMPONENT(S)
`PRESENTATION
`
`PROCESSOR(S)
`
`MEMORY
`
`116
`
`114
`
`112
`
`APPLE EXHIBIT 1004
`Page 2 of 20
`
`

`

`0 ....
`
`N
`
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`
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`
`~ .....
`
`(')
`
`FIG. 2.
`
`216
`
`216
`
`CONTENT PROVIDER
`
`222
`
`AD SERVER
`
`SERVER
`
`TARGETING
`
`GEO-TEMPORAL
`
`..,.._____ 2 4 1
`
`234
`
`AD SOURCE
`
`I/'---227
`
`228
`
`NETWORK
`
`AD
`
`210
`
`APPLE EXHIBIT 1004
`Page 3 of 20
`
`

`

`'-STORE _
`
`0 ....
`
`N
`
`0
`
`MODEL
`
`TEMPORAL
`
`GEO-
`
`r344
`
`-...
`
`-
`
`-
`
`'-
`
`COMPONENT
`
`UPDATING
`
`r348
`
`I
`
`I
`
`'"'-326
`
`MODULE
`
`INTERACTION
`
`\:330
`
`CACHE MODULE
`
`I
`
`I
`
`\..332
`
`.... 0 =
`.... 0 = ""O = O" -....
`~ 'e -....
`('D = .....
`~ .....
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`
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`
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`ENGINE
`
`MODELING
`
`DATA
`
`ENGINE
`DESIGN
`SAMPLE
`
`r342
`MODELING COMPONENT
`
`r338
`
`r336
`
`I
`
`~
`
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`DESIGN
`SAMPLE
`
`~
`
`~
`
`r340
`
`....._
`
`.._
`....
`
`'-328
`
`I LOCATION MODULE I
`
`COMPONENT
`
`SAMPLING
`
`I
`
`334 STORE
`DATA
`
`(
`
`....._
`
`MOBILE PREDICTIVE TARGETING ENGINE
`
`~
`
`-
`
`-
`
`317
`,....J
`
`r---------------------------------------------------------,
`
`I '"'-310
`
`\:315
`
`CACHE
`
`MOBILE DEVICE
`
`------~------'
`
`I
`I
`I
`I
`I
`
`SOURCE
`
`DATA
`
`LOCATION
`
`r316
`
`I
`
`SOURCE
`
`DATA
`
`INTERACTION
`
`r314
`
`SOURCE
`
`THIRD PARTY
`
`I
`I
`I
`I
`I
`I
`I
`I
`I
`I
`
`r _______ ,_ _____
`
`,.-312
`
`'----.
`300
`
`I--
`I
`I
`I L--------------------------------------
`I
`I
`I
`I
`I
`I
`I
`I
`I
`-...,.-324
`1 1
`r--------------------------------------, I
`------------------,
`I
`
`FIG. 3.
`
`COMPONENT
`~ PREDICTION
`
`r346
`
`318
`
`\
`
`I
`
`AD NETWORK
`
`COMPONENT
`AD SELECTION
`
`-
`
`STORE
`
`.....
`
`COMPONENT
`AD SERVING
`
`,_____
`
`AD
`
`,___
`
`r322
`
`,.
`
`r320
`
`APPLE EXHIBIT 1004
`Page 4 of 20
`
`

`

`422
`
`Patent Application Publication
`
`Apr. 1, 2010 Sheet 4 0f 7
`
`US 2010/0082397 Al
`
`NNV
`
`FIG. 4 •
`
`412
`
`FIG.4.
`
`~
`
`400
`
`APPLE EXHIBIT 1004
`Page 5 of 20
`
`

`

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`
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`
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`
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`
`528
`
`--..
`
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`
`--..
`
`522
`
`--..
`
`520
`
`r-
`
`UPDATE THE SAMPLE DESIGN
`
`SHOULD BE UPDATED
`
`DETERMINE THAT SAMPLE DESIGN
`
`+
`•
`
`ADVERTISEMENT TO DEVICE
`
`PROVIDE THE SELECTED
`
`+
`
`526
`
`SELECT AN ADVERTISEMENT BASED ON --..
`
`PREDICTIONS
`
`PERIOD OF TIME
`
`DEVICE DURING SPECIFIED FIRST
`PREDICT USER INTERACTION WITH
`
`SPECIFIED FIRST PERIOD OF TIME
`PREDICT DEVICE LOCATION FOR A
`
`SPECIFY A FIRST PERIOD OF TIME
`
`+
`
`+
`•
`•
`
`FIG. 5.
`
`r-513
`
`TIME OF USER INTERACTION
`
`DEVICE LOCATION WITH RESPECT TO
`UPDATE GEO-TEMPORAL MODEL OF
`
`r-516
`
`EACH INSTANCE OF INTERACTION
`INDICATING DEVICE LOCATION FOR
`
`RECORD TIME-STAMPED DATA
`
`r-514
`
`EACH INSTANCE OF INTERACTION
`
`DETERMINE DEVICE LOCATION DURING
`
`•
`
`t---512
`
`INTERACTION WITH DEVICE
`
`DETECT INSTANCES OF USER
`
`MOBILE DEVICE
`
`---510
`
`SAMPLE DESIGN ASSOCIATED WITH A
`
`REFERENCE DYNAMICALLY UPDATEABLE
`
`'---.
`500
`
`APPLE EXHIBIT 1004
`Page 6 of 20
`
`

`

`0 ....
`
`N
`
`0
`
`.... 0 =
`.... 0 = ""O = O" -....
`~ 'e -....
`('D = .....
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`
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`
`(')
`
`~ .....
`
`(')
`
`FIG. 6.
`
`THE THRESHOLDS
`
`620 --
`
`-
`
`WHICH CONFIDENCE LEVELS EXCEED
`
`THE FIRST TIME PERIOD BASED ON
`
`CONTENT FOR PRESENTATION DURING
`
`.
`
`-.
`
`PROVIDE SELECTED ADVERTISING
`
`THRESHOLD
`
`--618
`
`EXCEEDS A SECOND PREDETERMINED
`SECOND SET OF CONFIDENCE LEVELS
`
`DETERMINE WHETHER ANY OF THE
`
`THRESHOLD
`
`EXCEEDS A FIRST PREDETERMINED
`FIRST SET OF CONFIDENCE LEVELS
`DETERMINE WHETHER ANY OF THE
`
`614 --
`
`r-616
`
`PERIOD
`
`CORRESPONDING TO THE FIRST TIME
`
`INTERACTION WITH THE DEVICE
`
`WITH PREDICTIONS OF USER
`
`CONFIDENCE LEVELS ASSOCIATED
`
`DETERMINE A SECOND SET OF
`
`,,
`
`FIRST TIME PERIOD
`
`LOCATION CORRESPONDING TO THE
`
`WITH PREDICTIONS OF DEVICE
`
`612 --
`
`CONFIDENCE LEVELS ASSOCIATED
`
`DETERMINE A FIRST SET OF
`
`SPECIFY A FIRST TIME PERIOD
`
`610 --
`
`'--..
`600
`
`APPLE EXHIBIT 1004
`Page 7 of 20
`
`

`

`0 ....
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`>
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`
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`
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`
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`0 .....
`-....J
`.....
`=- ('D
`
`1J1
`
`('D
`
`0
`
`N
`
`FIG. 7.
`
`720
`
`ADVERTISING CONTENT AND SCRIPT TO I---
`
`PROVIDE SELECTED SUBSET OF
`
`DEVICE
`
`,.
`
`718
`
`I---
`
`SELECTED PERIOD OF TIME
`
`THE SUBSET DURING THE FIRST
`
`THAT FACILITATES PRESENTATION OF
`GENERATE AN EXECUTABLE SCRIPT
`
`.
`
`CACHE AVAILABILITY OF DEVICE
`
`716 _.... ADVERTISING CONTENT BASED ON THE
`
`SELECT A SUBSET OF THE SET OF
`
`1
`
`DEVICE
`
`DETERMINE CACHE AVAILABILITY OF
`
`1
`
`_....
`
`714
`
`SECOND SPECIFIED PERIOD OF TIME
`
`DETECT DEVICE AVAILABILITY DURING A
`
`_....
`
`712
`
`1r
`
`A SPECIFIED FIRST PERIOD OF TIME
`
`LOCATION AND USER INTERACTION FOR
`710 _.... CONTENT BASED ON PREDICTED DEVICE
`
`SELECT A SET OF ADVERTISING
`
`"-.
`700
`
`APPLE EXHIBIT 1004
`Page 8 of 20
`
`

`

`US 2010/0082397 Al
`
`Apr. 1, 2010
`
`1
`
`PREDICTIVE GEO-TEMPORAL
`ADVERTISEMENT TARGETING
`
`BACKGROUND
`
`[0001] Mobile communications devices and mobile media
`devices are quickly becoming popular among consumers
`worldwide. As the popularity of mobile devices increases, do
`does the potential for targeting advertising content to users
`based on information that can be learned about a user's
`mobile device. For instance, information about the location of
`a mobile device can often be obtained and advertising content
`that is contextually relevant to that location can be targeted to
`a user of the mobile device.
`
`SUMMARY
`
`[0002] Embodiments of the invention are defined by the
`claims below, not this summary. A high-level overview of
`embodiments of the invention are provided here for that rea(cid:173)
`son, to provide an overview of the disclosure.
`[0003]
`In a first illustrative aspect, a set of computer-use(cid:173)
`able instructions provides a method of targeting advertising
`content to a user of a mobile device based on predicted device
`location. In an embodiment, the method includes collecting
`time-stamped device location data associated with the mobile
`device. The data can be collected according to a dynamically
`updateable sample design. An embodiment of the method
`includes updating a dynamic geo-temporal model that repre(cid:173)
`sents geo-temporal data associated with the device.Using the
`geo-temporal model, a device location can be predicted for a
`specified time period and advertisements can be selected
`based on the predicted location. Selected advertisements are
`provided to the mobile device, and can be configured to be
`presented to the user during the specified time period. In
`further embodiments of the present invention, the sample
`design and geo-temporal model can by dynamically updated
`to result in more accurate modeling and predicting, while
`minimizing processing burdens and network bandwidth
`usage.
`[0004]
`In a second aspect, a set of computer-useable
`instructions provides a method of targeting advertising con(cid:173)
`tent to a user of a mobile device based on predicted device
`location and predicted user interaction with the device during
`a specified time period. Using a geo-temporal model,
`instances of user interaction can be predicted for a specified
`time period. The location of the mobile device can also be
`predicted for the specified time period. Based on the predic(cid:173)
`tion, advertisements can be selected and provided to the
`mobile device. In embodiments of the present invention,
`advertisements can be cached on the mobile device for future
`presentation to a user.
`[0005] Further embodiments of the present invention
`include providing a script or other executable software mod(cid:173)
`ule to the mobile device for rendering the advertisement dur(cid:173)
`ing a specified time. Other embodiments include updating the
`sample scheme periodically and updating the geo-temporal
`model periodically. Still further embodiments of the present
`invention include maintaining collected time-stamped device
`location data for a certain amount of time, then discarding old
`data to make room for new data. Decisions to discard data can
`
`be based upon efficiency and accuracy associated with the
`sample design and geo-temporal modeling aspects of the
`present invention.
`
`BRIEF DESCRIPTION OF THE SEVERAL
`VIEWS OF THE DRAWINGS
`
`[0006]
`Illustrative embodiments of the present invention
`are described in detail below with reference to the attached
`drawing figures, which are incorporated by reference herein
`and wherein:
`[0007] FIG. 1 is a block diagram showing an exemplary
`computing device in accordance with an embodiment of the
`present invention;
`[0008] FIG. 2 is a block diagram showing an exemplary
`network environment suitable for implementing an embodi(cid:173)
`ment of the present invention;
`[0009] FIG. 3 is a block diagram showing an exemplary
`computing system suitable for implementing an embodiment
`of the present invention;
`[0010] FIG. 4 is a schematic diagram showing an exem(cid:173)
`plary advertisement targeting process in accordance with an
`embodiment of the present invention;
`[0011] FIG. 5 is flow diagram showing an illustrative
`method of targeting advertisement to a user of a mobile com(cid:173)
`munications device in accordance with an embodiment of the
`present invention;
`[0012] FIG. 6 is another flow diagram showing an illustra(cid:173)
`tive method of targeting advertisement to a user of a mobile
`communications device in accordance with an embodiment
`of the present invention; and
`[0013] FIG. 7 is another flow diagram showing an illustra(cid:173)
`tive method of targeting advertisement to a user of a mobile
`communications device in accordance with an embodiment
`of the present invention.
`
`DETAILED DESCRIPTION
`
`[0014] Embodiments of the present invention provide sys(cid:173)
`tems and methods for targeting advertisements to users of
`mobile communications devices or mobile media devices
`based on predicted device locations for specified time peri(cid:173)
`ods. When targeting advertising content to users of mobile
`devices, understanding where a customer spends most of their
`time or where the customer is likely to be at a particular time
`can enable more relevant targeting of advertising content, and
`thus a higher probability of realizing value from the advertis(cid:173)
`ing. Accordingly, embodiments of the present invention pro(cid:173)
`vide for predicting locations of a user at particular times and
`targeting advertising content to the user based on the pre(cid:173)
`dicted locations. Information about the locations of a mobile
`device at different times and on different days is collected
`over some period of time. The number of times that device
`location information is connected, and the time periods dur(cid:173)
`ing which it is collected, can be specified by a dynamically
`updateable sample design. The sample design, which can be
`modified to enhance the usefulness of collected information,
`can be referenced to determine exactly when information
`should be collected. As device location information is col(cid:173)
`lected, the information can be analyzed to create a mathemati(cid:173)
`cal model of device location information at different times
`that can be used to predict locations of the mobile device
`during specified time periods. That mathematical model is
`referred to herein as a "geo-temporal model," which reflects
`
`APPLE EXHIBIT 1004
`Page 9 of 20
`
`

`

`US 2010/0082397 Al
`
`Apr. 1, 2010
`
`2
`
`the fact that the model includes information about device
`location ("geo") at particular times ("temporal").
`[0015] Embodiments of the present invention include the
`collection of other types of data as well such as, for example,
`information about when a user interacts with a mobile device,
`how long a user spends interacting with a mobile device,
`whether there is any available storage space on the mobile
`device, and the like. This and other information can be incor(cid:173)
`porated into the mathematical model to improve the predic(cid:173)
`tive capability of the model, as well as to provide additional
`context for consideration when selecting advertising content
`to provide to a user. As information is collected over time, the
`mathematical model may be dynamically updated to main(cid:173)
`tain, and perhaps increase, the accuracy of the model. Addi(cid:173)
`tionally, embodiments of the invention include mechanisms
`for dynamically updating the sample design. As information
`is collected over time, the sample design can be evaluated to
`determine ifit, based on the collected information and robust(cid:173)
`ness of the geo-temporal model, can be improved to provide
`a more useful sample of information. By enabling dynamic
`updating of sample designs for collecting geo-temporal data
`as well as dynamic updating of geo-temporal models used for
`generating predictions, embodiments of the present invention
`facilitate the efficient and accurate targeting of advertise(cid:173)
`ments to users of mobile communications devices.
`[0016] Throughout the description of the present invention,
`several acronyms and shorthand notations are used to aid the
`understanding of certain concepts pertaining to the associated
`system and services. These acronyms and shorthand nota(cid:173)
`tions are intended to help provide an easy methodology of
`communicating the ideas expressed herein and are not meant
`to limit the scope of the present invention.
`[0017] The invention may be described in the general con(cid:173)
`text of computer code or machine-useable instructions,
`including computer-executable instructions such as program
`modules, being executed by a computer or other machine,
`such as a personal data assistant or other handheld device.
`Generally, program modules including routines, programs,
`objects, components, data structures, etc., refer to code that
`perform particular tasks or implement particular abstract data
`types. The invention may be practiced in a variety of system
`configurations, including hand-held devices, consumer elec(cid:173)
`tronics, general-purpose computers, more specialty comput(cid:173)
`ing devices, and the like. The invention may also be practiced
`in distributed computing environments where tasks are per(cid:173)
`formed by remote-processing devices that are linked through
`a communications network.
`[0018] Computer-readable media include both volatile and
`nonvolatile media, removable and nonremovable media, and
`contemplates media readable by a database, a switch, and
`various other network devices. By way of example, and not
`limitation, computer-readable media comprise media imple(cid:173)
`mented in any method or technology for storing information.
`Examples of stored information include computer-useable
`instructions, data structures, program modules, and other data
`representations. Media examples include, but are not limited
`to information-delivery media, RAM, ROM, EEPROM, flash
`memory or other memory technology, CD-ROM, digital ver(cid:173)
`satile discs (DVD), holographic media or other optical disc
`storage, magnetic cassettes, magnetic tape, magnetic disk
`storage, and other magnetic storage devices. These technolo(cid:173)
`gies can store data momentarily, temporarily, or permanently.
`[0019] An exemplary operating environment in which vari(cid:173)
`ous aspects of the present invention may be implemented is
`
`described below in order to provide a general context for
`various aspects of the present invention. Referring initially to
`FIG. 1 in particular, an exemplary operating environment for
`implementing embodiments of the present invention is shown
`and designated generally as computing device 100. Comput(cid:173)
`ing device 100 is but one example of a suitable computing
`environment and is not intended to suggest any limitation as
`to the scope of use or functionality of the invention. Neither
`should the computing device 100 be interpreted as having any
`dependency or requirement relating to any one or combina(cid:173)
`tion of components illustrated.
`[0020] Computing device 100 includes a bus 110 that
`directly or indirectly couples the following devices: memory
`112, one or more processors 114, one or more presentation
`components 116, input/output ports 118, input/output com(cid:173)
`ponents 120, and an illustrative power supply 122. Bus 110
`represents what may be one or more busses (such as an
`address bus, data bus, or combination thereof). Although the
`various blocks of FIG. 1 are shown with lines for the sake of
`clarity, in reality, delineating various components is not so
`clear, and metaphorically, the lines would more accurately be
`gray and fuzzy. For example, one may consider a presentation
`component such as a display device to be an I/O component.
`Also, processors have memory. We recognize that such is the
`nature of the art, and reiterate that the diagram of FIG. 1 is
`merely illustrative of an exemplary computing device that can
`be used in connection with one or more embodiments of the
`present invention. Distinction is not made between such cat(cid:173)
`egories as "workstation," "server," "laptop," "hand-held
`device," etc., as all are contemplated within the scope of FIG.
`1 and reference to "computing device."
`[0021] Memory 112 includes computer-storage media in
`the form of volatile and/or nonvolatile memory. The memory
`may be removable, nonremovable, or a combination thereof.
`Exemplary hardware devices include solid-state memory,
`hard drives, optical-disc drives, etc. Computing device 100
`includes one or more processors that read data from various
`entities such as memory 112 or I/O components 120. Presen(cid:173)
`tation component(s) 116 present data indications to a user or
`other device. Exemplary presentation components include a
`display device, speaker, printing component, etc.
`[0022]
`I/O ports 118 allow computing device 100 to be
`logically coupled to other devices including I/O components
`120, some of which may be built in. Illustrative components
`include a microphone, joystick, game pad, satellite dish,
`scanner, printer, wireless device, keyboard, pen, voice input
`device, touch input device, touch-screen device, interactive
`display device, or a mouse.
`[0023] Turning to FIG. 2, an exemplary network environ(cid:173)
`ment 200 for implementing embodiments of the present
`invention is shown. Network environment 200 includes an
`advertising (ad) network 210, a content provider 212, and a
`mobile network 214, one or more of which can facilitate
`targeting of advertisements to a number of mobile devices
`216. Mobile devices 216 communicate with ad network 210
`and content provider 212 via mobile network 214, LAN 220,
`and/or network 222. Networks 210, 214, 220, and 222 can
`include any kind of suitable network such as, for example, a
`local area network (LAN), a wide area network (WAN), the
`Internet, a cellular network, a peer-to-peer network, or a
`combination of networks. Network environment 200 is
`merely an example of one suitable network environment and
`is not intended to suggest any limitation as to the scope of use
`or functionality of the present invention. Neither should net-
`
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`work environment 200 be interpreted as having any depen(cid:173)
`dency or requirement related to any single component or
`combination of components illustrated therein.
`[0024] Mobile device 216 can be any kind of mobile device
`capable of presenting content to a user, and can include, for
`example, mobile devices that communicate regularly with
`mobile network 214 or some other network 220, 210, or 222
`as well as devices that communicate periodically with a net(cid:173)
`work 210, 214, 220, or222. In an embodiment, mobile device
`216 can be a computing device such as, for example, com(cid:173)
`puting device 100 described above with reference to FIG. 1.
`According to embodiments of the present invention, mobile
`device 216 can include any number of types of mobile devices
`such as, for example, a cellular phone, a personal digital
`assistant (PDA), smartphone, laptop computer, handheld
`computing device, and the like. Additionally, in embodi(cid:173)
`ments, mobile device 216 includes a cache for storing infor(cid:173)
`mation or other content.
`[0025]
`In an embodiment, mobile device 216 is a media
`content presentation device that can communicate with net(cid:173)
`work 210, 214, 220, and/or 222 and/or content provider 212
`such as to download media content. Exemplary media content
`presentation devices include, but are not limited to, ZUNE
`music devices, available from Microsoft Corporation of Red(cid:173)
`mond, Wash., portable video games and game systems, and
`the like. In another embodiment, mobile device 216 can be a
`removeable memory device such as, for example, a remov(cid:173)
`able memory unit for an XBOX, available from Microsoft
`Corporation of Redmond, Wash.
`[0026] Content provider 212 can include a server or other
`computing device that can communicate content to other
`devices such as, for example, mobile device 216. In other
`embodiments, content provider 212 includes a network. Con(cid:173)
`tent can include, for example, documents, files, search results,
`applications, music, videos, scripts, streaming multimedia
`and the like. In an embodiment, content provider 212 can
`provide content to a mobile device 216 by way of mobile
`network 214, network 222, or directly. In some embodiments,
`content provider 212 can be part of ad network 210, mobile
`network 214, or LAN 220. In other embodiments, content
`provider 212 is independent of other elements illustrated in
`FIG. 2 and described above.
`[0027] Computing device 218 can be any kind of comput(cid:173)
`ing device that is capable of communicating with a network
`210, 214, 220, or 222 and/or content provider 212, according
`to various embodiments of the present invention. In one
`embodiment, for example, computing device 218 is a com(cid:173)
`puting device like computing device 100, illustrated in FIG. 1.
`Computing device 218 can be, for example, a personal com(cid:173)
`puter (PC), a laptop computer, a notebook computer, a tablet
`computer, a PDA, a smartphone, a terminal and the like.
`[0028]
`In one embodiment, for example, computing device
`218 is a PC that a user has at home or at work. The user can
`connect mobile device 216 to computing device 218 such that
`they can communicate with each other. Computing device
`218 can include software, hardware, firmware, and the like
`that can be used for communicating with mobile device 216.
`For example, in one embodiment, mobile device 216 is a
`portable media player such as, for example, a ZUNE device or
`an MP3 player. The user can connect mobile device 216 to
`computing device 218 and use an application to upload media
`content such as music, videos, and the like, from computing
`device 218 to mobile device 216. Computing device 218 can,
`in some embodiments, utilize an application programming
`
`interface (API) or an application to communicate with mobile
`device 216 and update files, folders, play lists, and the like that
`reside on mo bile device 216. In other embodiments, comput(cid:173)
`ing device 218 can facilitate communication between mobile
`device 216 and network 210, 214, 220, or 222 or content
`provider 212. In that way, mobile device 216 can retrieve
`content, updates, media content, and advertisements from a
`content provider 212, or other entity associated with a net(cid:173)
`work 210, 214, 220, or 222.
`[0029]
`In another embodiment, computing device 218 is a
`video game system such as, for example, an XBOX, available
`from Microsoft Corporation of Redmond, Wash. Mobile
`device 216 can be a memory device that stores user profiles,
`game data, media content, or other content and that a user can
`connect to any one of a number of computing devices 218
`such as other video game systems, computers, media players,
`and the like. In a further embodiment, computing device 218
`can be a kiosk, a public network access terminal, a media
`management system such as may be available on a TV in a
`hotel room, or other device that can communicate with
`mobile device 216. According to embodiments of the present
`invention, computing device 218 can communicate with one
`or more of the other elements illustrated in FIG. 2. For
`example, in an embodiment computing device 218 can com(cid:173)
`municate with ad network 210 and/or content provider 212,
`either directly or indirectly through a LAN 220. In another
`embodiment, computing device 218 can communicate with
`ad network 210, content provider 212, mobile devices 216
`(via mobile network 214), or other network nodes not illus(cid:173)
`trated.
`[0030] According to an embodiment of the invention, data
`can be obtained from mobile device 216 that provides infor(cid:173)
`mation about the current location of mobile device 216. It
`should be appreciated by those of ordinary skill in the art that
`location information about a mobile device 216 can be
`obtained in a number of different ways. For example, a com(cid:173)
`ponent of mobile network 214 (e.g., a location server, a pres(cid:173)
`ence server, a router, etc.) can determine a location associated
`with a mobile device 216 that communicates through mobile
`network 214. In some embodiments, location information is
`retrieved via GPS technology. In other embodiments, trian(cid:173)
`gulation techniques using multiple cell towers can be used to
`determine device location information. In further embodi(cid:173)
`ments, satellite locating techniques can be utilized to deter(cid:173)
`mine location information associated with mobile device 216.
`Mobile network 214 can provide device location information
`to entities outside of mobile network 214 such as, for
`example, ad network 210, network 222, LAN 220, computing
`device 218, content provider 212, or mobile devices 216.
`[0031]
`In an embodiment, mobile device 216 includes tech(cid:173)
`nology for determining its location or ascertaining informa(cid:173)
`tion associated with its location. Mobile device 216 can then
`communicate that information to another entity, or another
`entity can retrieve that data from mobile device 216. In a
`further embodiment, when a mobile device 216 communi(cid:173)
`cates with another device, mobile device 216 is associated
`with identifying information such as addressing information,
`presence information, and the like. For example, in one
`embodiment mobile device 216 can become associated with
`an internet protocol (IP) address, a MAC address, a network
`port, or any number of other types of addressing or locating
`information. IP addresses, MAC addresses, and others can be
`analyzed to ascertain information about the location of
`mobile device 216. In some embodiments, mobile device 216
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`can utilize an address associated with a computing device
`218, an ISP, a LAN 220, and the like. Communications can be
`monitored to detect, record, and analyze addressing informa(cid:173)
`tion, presence information, and other types of information
`relevant to location information of mobile device 216.
`[0032] With continued reference to FIG. 2, adnetwork210
`includes ad source 224, ad server 226 and geo-temporal ad
`server 228. In an embodiment of the present invention, ad
`network 210 includes components, servers, modules, or other
`technology that facilitates the delivery and/or presentation of
`advertisements to various destinations such as, for example,
`mobile devices 216, computing device 218 and content pro(cid:173)
`vider 212. Ad network 210 is merely an example of one
`suitable advertising network environment and is not intended
`to suggest any limitation as to the scope of use or functionality
`of the present invention. Neither should ad network 210 be
`interpreted as having any dependency or requirement related
`to any single component or combination of components illus(cid:173)
`trated therein.
`[0033] Ad source 224, ad server 226, and geo-temporal
`targeting server 228 can be implemented on any number of
`types of computing devices. In one embodiment, for example,
`ad source 224, ad server 226, and geo-temporal targeting
`server 228 can be implemented on a computing device such as
`computing device 100 illustrated in FIG. 1. In an embodi(cid:173)
`ment, ad source 224, ad server 226, and geo-temporal target(cid:173)
`ing server 228 are each implemented on a separate machine.
`In other embodiments, ad source 224, ad server 226, and
`geo-temporal targeting server 228 are implemented on a
`single machine or a distributed processing system using sev(cid:173)
`eral interconnected machines. In a further embodiment, com(cid:173)
`binations of the components 224, 226, and 228 can be imple(cid:173)
`mented on any number of machines and according to any
`number of various combinations.
`[0034] The components of ad network 210 are also scal(cid:173)
`able. That is, in embodiments of the present invention, there
`can be varying numbers of components. For instance, in one
`embodiment, ad network 210 includes one of each of ad
`source 224, ad server 226, and geo-temporal targeting server
`228. In another embodiment, ad network 210 can include only
`one or two of the components 224, 226 and 228. In a further
`embodiment, ad source 224, ad server 226, and/or geo-tem(cid:173)
`poral targeting server 228 can be maintained outside of ad
`network 210. Any number of configurations that provide geo(cid:173)
`temporal targeting capabilities as described below can be
`suitable for implementing embodiments of the present inven(cid:173)
`tion.
`[0035] Ad source 224 provides advertisements for presen(cid:173)
`tation to users of mobile devices 216. In an embodiment, ad
`source 224 is a content server that has associated storage 225
`for storing advertisements, and can also include links to
`advertisements, information about adve