(19) United States
`(12) Patent Application Publication (10) Pub. N0.: US 2012/0226554 A1
`Schmidt et a].
`(43) Pub. Date:
`Sep. 6, 2012
`
`US 20120226554A1
`
`(54) SYSTEM AND METHOD FOR PROVIDING
`DATA TO A PORTABLE COMMUNICATIONS
`DEVICE BASED ON REAL-TIME
`SUBSCRIBER BEHAVIOR
`
`(76) Inventors:
`
`Jeffrey C Schmidt, Orlando, FL
`(US); Hrishikesh Gossain,
`HeathroW, FL (US)
`
`(21) APP1- NOJ
`
`13/037,595
`
`(22) Filed:
`
`Mar‘ 1’ 2011
`_
`_
`Cl _?
`P bl,
`“ lcatlon
`assl canon
`
`(51) Int. Cl.
`G06Q 30/00
`G06F 17/30
`G06Q 99/00
`
`(200601)
`(200601)
`(200601)
`
`(52) US. Cl. . 705/14.58; 705/1.1; 707/769; 707/E17.014
`
`(57)
`
`ABSTRACT
`
`Timely and relevant advertisements and/or data that are tai
`lored to a subscriber based on real-time behavior information
`compared to historical behavior information derived from
`location histories of the subscriber and other subscribers,
`subscriber-de?ned preferences, etc. are served to the sub
`scriber. Location history and real-time behavior information
`are compiled using location information derived from a vari
`ety of methods including GPS, associations between the sub
`scriber’s mobile communication device and network access
`points, and other location services.
`
`22 W %
`
`Location References
`
`1 2
`
`Advertiser /
`DUE
`DUE EU
`on n@ no
`
`Advertisement
`/ Server
`14
`
`10 / Subscriber
`
`APPLE EXHIBIT 1006
`Page 1 of 15
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`

`

`Patent Application Publication
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`Sep. 6, 2012 Sheet 1 0f 6
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`APPLE EXHIBIT 1006
`Page 2 of 15
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`APPLE EXHIBIT 1006
`Page 3 of 15
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`Patent Application Publication
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`APPLE EXHIBIT 1006
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`APPLE EXHIBIT 1006
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`Patent Application Publication
`
`Sep. 6, 2012 Sheet 5 0f 6
`
`US 2012/0226554 A1
`
`100
`
`Receive Subscriber Information —/
`
`Create and Store Subscriber _/104
`Time - Location Profile
`
`i
`i
`
`106
`Parse Subscriber Time - Location
`Profile to Create Subscriber —/
`Behavior Profile
`
`i
`
`108
`Map Subscriber Behavior Profile
`to Subscriber Places of Interest —/
`(POI)
`
`i
`
`Create a Directed Graph to Predict _/110
`Subscriber Future POI
`
`FIG. 5
`
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`Patent Application Publication
`
`Sep. 6, 2012 Sheet 6 0f 6
`
`US 2012/0226554 A1
`
`120
`
`K
`
`Ad Server Receives Location _/ 122
`Information of Subscriber
`
`Ad Server Accesses Behavior _/124
`Profiles of Subscriber
`
`l
`l
`
`126
`Ad Server Compares Location
`Information with Behavioral —/
`Profiles
`
`l
`
`128
`Ad Server Selects an
`Advertisement from the Ad —/
`Database
`
`l
`
`130
`Ad Server Sends Advertisement
`to Mobile Communication —/
`Device for Rendering
`FIG. 6
`
`APPLE EXHIBIT 1006
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`US 2012/0226554 A1
`
`Sep. 6, 2012
`
`SYSTEM AND METHOD FOR PROVIDING
`DATA TO A PORTABLE COMMUNICATIONS
`DEVICE BASED ON REAL-TIME
`SUBSCRIBER BEHAVIOR
`
`TECHNICAL FIELD OF THE INVENTION
`
`[0001] The present invention relates generally to data serv
`ing and, more particularly, providing data that is tailored to a
`subscriber based on real-time behavior information com
`pared to behavioral pro?les derived from historical behavior
`and location information.
`
`BACKGROUND
`
`[0002] Advertising using traditional media, such as televi
`sion, radio, neWspapers and magaZines, is Well knoWn.
`Advertisers have used these types of media to reach a large
`audience With their advertisements. To reach a more respon
`sive audience, advertisers have turned to targeted advertising.
`[0003] Targeted advertising is a type of advertising
`Whereby advertisements are rendered to consumers based on
`various traits of the consumers such as demographics and
`purchase history. TWo principal forms of targeted advertising
`are behavioral targeting and contextual advertising.
`[0004] Behavioral targeting alloWs Website oWners or
`advertisement netWorks to display content more relevant to
`the interests of an individual consumer vieWing a Webpage by
`using information collected on the consumer’s Web-broWsing
`behavior, such as the pages the consumer has visited or the
`searches the consumer has made, to select Which advertise
`ments to display to that consumer. Most platforms identify
`consumers by assigning a unique identi?cation cookie to each
`and every visitor to the site, thereby alloWing the consumer to
`be tracked throughout their Web journey.
`[0005] Behavioral targeting systems utiliZe at least one of
`tWo decision-making methods to determine What advertise
`ments to display. In one method, a self-learning onsite behav
`ioral targeting system monitors visitor response to site con
`tent and learns What is most likely to generate a desired
`conversion event. A conversion event occurs When a con
`sumer takes the marketer’s intended action. If the consumer
`has visited a merchant’s Website, the conversion action might
`be making an online purchase, submitting a form to request
`additional information, and the like. In the second method,
`the behavioral targeting system uses a rules-based approach,
`alloWing administrators to set the content and advertisements
`shoWn to those users With particular traits.
`[0006] Contextual advertising is a form of targeted adver
`tising for advertisements appearing on Websites or other
`media, such as content displayed in mobile broWsers. The
`advertisements themselves are selected and served to the
`display media by automated systems based on the content
`displayed to the consumer. A typical contextual advertising
`system scans the text of a Website for keyWords and outputs
`advertisements to the Webpage based on What a consumer is
`vieWing. The advertisements are typically displayed on the
`Webpage or as pop-up ads. For example, if a consumer is
`vieWing a Website pertaining to literature and that Website
`uses contextual advertising, the consumer may see advertise
`ments for literature-related companies, such as used book
`sellers, colleges offering literature degrees, and the like. Con
`textual advertising is also used by search engines to display
`advertisements on their search results pages based on the
`keyWords in the consumer’s query. Contextual advertising is
`
`also utiliZed in television commercials to target advertise
`ments based on the demographics of the expected audience.
`
`SUMMARY
`
`[0007] Because consumers are saturated With advertise
`ments for goods and services, the timing and context of adver
`tising is critical. The present invention utiliZes the technology
`available in mobile communication devices (eg smart
`phones) including location services (eg GPS and WiFi AP
`proximity), accelerometers, Wireless connectivity, and map
`ping tools to derive historical behavior information regarding
`a subscriber to effectuate highly targeted messaging. The
`system may also involve an advertisement server that is
`capable of storingiin a central databaseiand processing
`historical behavior information about subscribers, correlating
`(predicting) relationships betWeen subscribers and commer
`cial entities and delivering timely offers for goods or services.
`In other embodiments, a data server may be used to deliver
`data to a subscriber in a timely manner. For instance, traf?c
`information may be delivered to a user if a prediction is made
`that the user is leaving home for Work or vice-versa.
`[0008] Consumers are creatures of habit; they repeatedly
`travel to the same locales, using the same routes, at predict
`able times of the day. If a consumer has visited a speci?c
`merchant one or more times recently, there is high probability
`that the consumer Will return, or can be persuaded to return
`via a timely advertisement, to that merchant. Alternatively,
`that consumer may be persuaded to sWitch to a competing, yet
`comparable, merchant via a timely advertisement. A speci?c
`example of a timely advertisement Would be the delivery of an
`e-coupon for a lunch special at a nearby restaurantidirectly
`to a consumer’s smart phone as the user exits a Workplace at
`noon.
`[0009] The advertisement server accomplishes this timely
`advertising by correlating historical behavior With a subscrib
`er’s real-time behavior, to predict future behavior. By using a
`centraliZed database, smart phone capabilities, and a Wireless
`communications medium, an advertisement server can cata
`log a subscriber’s preferences, travel patterns, associations
`made With merchants, and buying patterns and infer historical
`behavior information. Historical behavior information may
`consist of places visited recently, places visited frequently,
`date of visit, and the duration of a visit. Real-time behavior
`(e.g., mode of locomotion, direction, speed, location, time,
`type of route, etc.) is acquired through the facilities in a smart
`phone and submitted to the advertisement server in real -time,
`via a Wireless netWork. Predicted behavior is then correlated
`With a list of offers posted to the database by advertisers. The
`advertisement server uses the Wireless netWork to deliver a
`relevant and timely advertisement to the subscriber’s mobile
`communication device.
`[0010] According to one aspect of the present disclosure, a
`method of serving a relevant and timely advertisement to a
`subscriber via a portable electronic device of the subscriber
`includes receiving real-time location information regarding
`the electronic device; accessing a behavioral pro?le of the
`subscriber; comparing the real-time location information
`With the behavioral pro?le to predict real-time behavior infor
`mation; selecting data based on the predicted real -time behav
`ior information; and transmitting the data to the electronic
`device of the subscriber for rendering.
`
`APPLE EXHIBIT 1006
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`

`

`US 2012/0226554 A1
`
`Sep. 6, 2012
`
`[0011] According to one embodiment of this method, the
`location information includes information regarding associa
`tions betWeen the mobile communication device and one or
`more netWork access points.
`[0012] According to one embodiment of this method, the
`data is an advertisement.
`[0013] According to one embodiment of this method, the
`predicted real-time behavior information predicts that the
`subscriber Will travel past a point-of-sale location associated
`With the advertisement.
`[0014] According to one embodiment of this method, the
`predicted real-time behavior information predicts that the
`subscriber Will purchase a ?rst product or service similar to a
`second product or service referenced in the advertisement.
`[0015] According to one embodiment of this method the
`data is a discount coupon.
`[0016] According to one aspect of the present disclosure, a
`method of creating a behavioral pro?le of a subscriber
`includes receiving real-time location information regarding
`the subscriber; storing accumulated location information as a
`location history for the subscriber; determining behavioral
`patterns exhibited by the subscriber based on location history;
`and creating a behavioral pro?le associated With the sub
`scriber based on the behavioral patterns exhibited by the
`subscriber.
`[0017] According to one embodiment, this method further
`includes receiving historical behavior information; Wherein
`determining behavioral patterns exhibited by the subscriber is
`further based on the historical behavior information.
`[0018] According to one embodiment of this method, the
`location information includes information regarding associa
`tions betWeen the mobile communication device and one or
`more netWork access points.
`[0019] According to one embodiment of this method, the
`behavioral patterns include arrival or departure from a loca
`tion.
`[0020] According to one embodiment of this method, the
`behavioral patterns include purchase of a good or service.
`[0021] According to one aspect of the present disclosure, an
`advertisement server includes a processor and a database; the
`processor con?gured to perform the steps of: receiving real
`time location information regarding an electronic device;
`accessing a behavioral pro?le of a subscriber associated With
`the electronic device; comparing the real-time location infor
`mation With the behavioral pro?le to predict real-time behav
`ior information; selecting data based on the predicted real
`time behavior information; and transmitting the data to the
`electronic device of the subscriber for rendering.
`[0022] These and further features Will be apparent With
`reference to the folloWing description and attached draWings.
`In the description and draWings, particular embodiments of
`the invention have been disclosed in detail as being indicative
`of some of the Ways in Which the principles of the invention
`may be employed, but it is understood that the invention is not
`limited correspondingly in scope. Rather, the invention
`includes all changes, modi?cations and equivalents coming
`Within the scope of the claims appended hereto.
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`[0023] FIG. 1 is a diagram illustrating an exemplary envi
`ronment Within Which the disclosed techniques may be
`implemented.
`[0024] FIG. 2 is a diagram illustrating an exemplary mobile
`communication device.
`
`[0025] FIG. 3 is a diagram functionally illustrating an
`exemplary advertisement server.
`[0026] FIG. 4 is a How diagram ofan exemplary method of
`producing behavior pro?les.
`[0027] FIG. 5 is a How diagram ofan exemplary method of
`producing behavior pro?les.
`[0028] FIG. 6 is a How diagram ofan exemplary method of
`providing timely and relevant advertisements.
`
`DETAILED DESCRIPTION OF EMBODIMENTS
`
`[0029] Embodiments Will noW be described With reference
`to the draWings, Wherein like reference numerals are used to
`refer to like elements throughout. It Will be understood that
`the ?gures are not necessarily to scale. Features that are
`described and/or illustrated With respect to one embodiment
`may be used in the same Way or in a similar Way in one or
`more other embodiments and/or in combination With or
`instead of the features of the other embodiments.
`[0030] In the present document, embodiments are
`described primarily in the context of a portable Wireless radio
`communications device, such as a mobile telephone. For pur
`poses of description, the device Will be referred to as a mobile
`communication device. It Will be appreciated, hoWever, that
`the exemplary context of a mobile telephone is not the only
`operational environment in Which aspects of the disclosed
`systems and methods may be used. The disclosed systems and
`methods may be applied to various types of portable elec
`tronic devices, so long as the device has Wireless radio com
`munications capability. Therefore, the techniques described
`in this document may be applied to any type of appropriate
`electronic device, examples of Which include a mobile tele
`phone, a media player, a gaming device, a computer, a per
`sonal digital assistant (PDA), an electronic book reader, etc.
`[0031] The advertisements and/or data stored, selected,
`rendered, displayed, output, or otherWise used by or With
`various embodiments of the present invention may be any
`type of advertisement and/or data including, for example,
`political advertisements, commercial advertisements, cou
`pons, government Warnings, behavioral suggestions, mood
`altering displays, traf?c reports, Weather reports, neWs, and so
`on. The folloWing description is made in the exemplary con
`text of advertisements and advertising, but may apply equally
`to other contexts, such as information delivery.
`[0032] Referring initially to FIG. 1, shoWn is an exemplary
`environment 10 Within Which the invention may be imple
`mented. The environment includes one or more advertisers
`12, an advertisement server 14, a subscriber 16 With a mobile
`communication device 18, a netWork 20, and location refer
`ences 22.
`[0033] The advertisers 12 may be one or more parties that
`directly sell the goods or services being advertised (e.g., a
`retailer, a restaurant, etc.) or an agent authorized to act on the
`advertiser’s 12 behalf. One of ordinary skill in the art Will
`appreciate that the advertisement desired to be displayed by
`an advertiser 12 may exist in a variety of forms including
`embedded Webpage advertisements, video advertisements,
`audio advertisements, audio/visual advertisements, e-cou
`pons, e-mail messages, text messages, instant messages, or
`any other type of sensory message capable of being rendered
`by the mobile communication device 18.
`[0034] The advertisement server 14 may interface With the
`one or more advertisers 12 and netWorks 20. The advertise
`ment server 14 may perform a variety of functions, as
`explained in more detail beloW in reference to FIG. 3.
`
`APPLE EXHIBIT 1006
`Page 9 of 15
`
`

`

`US 2012/0226554 A1
`
`Sep. 6, 2012
`
`[0035] The subscriber 16 may be, for example, an indi
`vidual Who has downloaded and installed an application or
`other software to run on the mobile communication device 18
`that makes use of or embodies at least aspects of the present
`invention. The subscriber 16 is the individual to Whom the
`advertisements served by the advertisement server 14 are
`directed.
`[0036] The mobile communication device 18 may interface
`With one or more netWorks 18 and/or location references 22
`using various communication means. The mobile communi
`cation device 18 may perform a variety of functions, as
`explained in more detail beloW in reference to FIG. 2.
`[0037] The netWork 20 may be, for example, one or more
`servers and other communication devices making up the
`World Wide Web and other data and communications net
`Works accessible to advertisers 12, advertisement server 14,
`and mobile communication device 18. Alternatively, netWork
`20 may be, for example, a WiFi netWork (e.g., a netWork
`operating in accordance With IEEE 802.11), a WiMAX net
`Work (e.g., a netWork operating in accordance With IEEE
`802.16), a global system for mobile communications (GSM)
`network, an enhanced data rates for global system for mobile
`communications (GSM) evolution (EDGE) netWork, a Wide
`band code division multiple access (WCDMA) netWork, inte
`grated services digital broadcasting (ISDB) netWork, high
`speed packet access (HSPA) netWork, etc. The netWork 20
`may be compatible With 3G and/or 4G protocols. The net
`Work 20 may be accessed, for example, by a netWork access
`point such as a cell toWer 32 or a Wireless access point 34. As
`described more fully beloW, various devices and entities may
`use the netWork 20 to create, consume, transfer and otherWise
`interact With information on and through the netWork 20.
`[0038] Location references 22 may be in direct or indirect
`communication With the mobile communication device 18
`and/ or the advertisement server 14. Location references may
`be used by the mobile communication device 18 or the adver
`tisement server 14 to determine a relative or absolute location
`of the mobile communication device 18. Location references
`22 may be, for example, the Global Positioning System (GPS)
`satellite constellation, one or more cellular phone toWers,
`Wireless access points, or any other Wireless receiver or trans
`mitter capable of being used to determine location. Exem
`plary methods for determining the location of the mobile
`communication device 18 are explained in more detail beloW
`in reference to FIG. 2.
`[0039] Referring noW to FIG. 2, shoWn is a diagram illus
`trating a mobile communication device 18 With Which at least
`portions of the invention may be implemented. The mobile
`communication device 18 may be used to access the netWork
`20 through a netWork access point. Such access may be in the
`form of telephone calls through a cell toWer 32 using a cel
`lular radio 33 or accessing the Internet or other data services
`through a cell toWer 32 using the cellular radio 33 or through
`a Wireless access point 34 using a WiFi radio 35. The mobile
`communication device 18 may also communicate directly or
`indirectly With the advertisement server 14, the advertiser 12,
`and/ or the location references 22 by periodically transmitting
`information to and/ or receiving information from such enti
`ties.
`[0040] Overall functionality of the mobile communication
`device 18 may be controlled by a processor 36. The processor
`36 may execute code stored in a memory 38 in order to carry
`out the operations of the mobile communication device 18.
`For instance, the processor 36 may be used to render an
`
`advertisement on the display 40. The memory 38 may be, for
`example, one or more of a buffer, a ?ash memory, a hard drive,
`a removable media, a volatile memory, a non-volatile
`memory, a random access memory (RAM), or other suitable
`device. In a typical arrangement, the memory 38 may include
`a non-volatile memory for long term data storage and a vola
`tile memory that functions as system memory for the proces
`sor 3 6. The memory 38 may exchange data With the processor
`36 over a data bus (not shoWn). Accompanying control lines
`and an address bus betWeen the memory 38 and the processor
`36 also may be present.
`[0041] One or more displays 40 (e.g., an LCD screen, or the
`like) and one or more speakers 41 may act as principal output
`devices Where advertisements are rendered on mobile com
`munication device 18. The display 40 may also act as an input
`device 42 if it is a touch screen or similar device. The mobile
`communication device 18 may also include, in addition to or
`instead of a touch screen, one or more input devices 42 such
`as a keypad, joystick, navigation input, or the like. The mobile
`communication device 18 may also be equipped With one or
`more sensors, such as an accelerometer 44, Which may collect
`real-time information that may be used by the advertisement
`server 14 to derive real-time behavior information as
`described in more detail beloW in reference to FIG. 6. The
`mobile communication device 18 may include other devices
`such as a microphone (not shoWn) to alloW the user to carry
`out voice conversations or a camera (not shoWn) for taking
`digital pictures and/or movies. Image and/or video ?les cor
`responding to the pictures and/ or movies may be stored in the
`memory 38.
`[0042] An important aspect of the present invention
`requires some level of knoWledge of the location of the sub
`scriber 16. The mobile communication device 18 may pro
`vide a convenient means of locating and tracking the sub
`scriber 16. For example, the mobile communication device 18
`may include location services 46 to determine its location.
`The mobile communications device 18 may include, for
`example, a GPS receiver 48 adapted to receive signals from
`the constellation of GPS satellites 50. Location service 46
`may use this information to derive the present location of the
`mobile communication device 18, Which may be presumed to
`be the location of the subscriber 16 as Well. Assisted-GPS
`(AGPS) also may be used to off-load some of the location
`determination functions to an assistance server.
`[0043] Location information may be deduced from any
`type of associations betWeen the mobile communication
`device 18, and location references (such as cell toWers 32
`and/or Wireless access points 34) that can be collected. The
`Word “association” in this context refers to received signal
`strength, existence and length of connections, disconnection
`times, data transfer amounts, and the like as described herein.
`[0044] Assorted electromagnetic or ultrasonic spectrum
`technologies may be used in various methodologies to pro
`vide the real-time locating in accordance With aspects of the
`present invention. The technologies utiliZed by these meth
`odologies may include, for example:
`[0045] Infrared (IR)
`[0046] Active Radio Frequency Identi?cation (Active
`RFID)
`[0047] Active Radio Frequency Identi?cation-Infrared
`Hybrid (Active RFID-IR)
`Optical Locating
`[0048]
`LoW-frequency Signpost Identi?cation
`[0049]
`
`APPLE EXHIBIT 1006
`Page 10 of 15
`
`

`

`US 2012/0226554 A1
`
`Sep. 6, 2012
`
`[0050] Semi-Active Radio Frequency Identi?cation
`(semi-active RFID)
`[0051] Radio Beacons
`[0052] Ultrasound Identi?cation (US-ID)
`[0053] Ultrasonic Ranging (US-RTLS)
`[0054] UltraWide Band (UWB)
`[0055] Wide-over-NarroW Band
`[0056] Wireless Local Area Network (WLAN, WiFi)
`[0057] Bluetooth
`[0058] ZigBee®
`[0059] Clustering technologies for increasing the accu
`racy of other systems
`[0060] Bivalent Systems
`[0061] The folloWing methodologies may be used in accor
`dance With aspects of the present invention for location sens
`ing using, for example, any one or combination of the various
`technologies mentioned above:
`[0062] Angle of Arrival (AoA): determines the direction
`of propagation of a Wave incident on an antenna array.
`By measuring the Time Difference of Arrival (described
`beloW) at individual elements of the array the AoA may
`be determined With the mobile communication device
`18 located at the intersection of tWo or more propagation
`paths.
`[0063] Time of Arrival (ToA): determines the distance to
`a knoWn reference by knoWing the speed of a signal and
`the time the signal took to be received. This knowledge
`produces a holloW sphere of possible locations for each
`location reference.
`[0064] Trilateration/Multilateration (or hyperbolic posi
`tioning): locates the mobile communication device 18
`by accurately computing the time difference of arrival
`(TDOA)ior the difference in arrival timeiof a signal
`emitted from the mobile communication device 18 to
`three or more receivers. Alternatively the mobile com
`munication device 18 may be located by measuring the
`TDOA of a signal transmitted from three or more syn
`chroniZed transmitters. TWo common variations of this
`principle Which may be used in accordance With the
`present invention are Uplink Time Difference of Arrival
`(U-TDOA) and Enhanced Observed Time Difference
`(E-OTD). Used by GPS, for example.
`[0065] Reverse Triangulation: a radio gives a server the
`ID’s of toWers that it sees and corresponding RSSIs
`(signal strengths), and the server determines the location
`of the radio.
`[0066] Received Channel PoWer Indicator (RCPI): is a
`measure of the received RF poWer in a selected channel
`of an 802.11 device.
`[0067] Received Signal Strength Indication (RSSI):
`more general than RCPI, RSSI is a measurement of the
`poWer present in a received radio signal.
`[0068] Near-?eld electromagnetic ranging (NFER):
`measures the phase difference betWeen the electrical and
`magnetic components of an electromagnetic Wavei
`Which starts at 90 degrees out of phase near an antenna,
`and drops to Zero far from the antennaiin order to
`deduce distance from a transmitter.
`[0069] Location Signatures (or Fingerprinting): stored
`patterns (such as multipath propagations), Which mobile
`phone signals are knoWn to exhibit at different locations
`in each cell, are used to distinctly identify an area Within
`a cell.
`
`[0070] WiFi-based positioning systems, for example, take
`advantage of the rapid groWth of Wireless access points in
`urban areas. A public or private database of knoWn access
`points may be utiliZed, and the position of the mobile com
`munication device 18 may be inferred from the access points
`34 accessible to the mobile communication device 18. If the
`database also contains surveyed maps of signal strength, ?n
`gerprinting may also be utiliZed to more precisely locate the
`mobile communication device 18.
`[0071] In addition, hybrid positioning systems may be used
`to ?nd the location of a mobile communication device 18
`using several different positioning methods. GPS may be one
`major component of such systems, combined With, for
`example, cell toWer 32 signals, Wireless access point 34 sig
`nals, or Bluetooth sensors and other local positioning sys
`tems. These local positioning systems are speci?cally
`designed to overcome the limitations of GPS, Which may be
`accurate in open areas, but may be of more limited use indoors
`or betWeen tall buildings (the urban canyon effect). By com
`parison, cell toWer 32 signals are not as hindered by buildings
`or bad Weather, but may provide less precise positioning.
`WiFi signals may give very exact positioning, but only in
`urban areas With high WiFi density.
`[0072] An example of a hybrid system Which may be used
`in accordance With aspects of the present invention isAssisted
`GPS (A-GPS) Which uses the netWork 20 to more quickly
`locate and better utiliZe the GPS satellites 50, especially in
`poor signal conditions. The netWork 20 may supply, for
`example, orbital data for the GPS satellites 50 to the mobile
`communication device 18, enabling the mobile communica
`tion device 18 to lock on to the satellites 50 more rapidly in
`some cases. The netWork 20 can provide the precise time.
`Accurate, surveyed coordinates for the cell toWers 32 com
`bined With their oWn received signals may provide better
`knoWledge of local atmospheric conditions affecting the GPS
`signal, enabling more precise calculation of position. Further,
`the calculation of position may be made by the advertisement
`server 14 or other netWork 20 resource using information
`from the mobile communication device 18 utiliZing a better
`satellite signal and plentiful computation poWer.
`[0073] Any means knoWn to one skilled in the art may be
`used to locate the subscriber 16, and the examples contained
`herein are exemplary only, and are not meant to be limiting.
`[0074] The location and other functional aspects of the
`device 18 may be embodied in executable code (e.g., a pro
`gram) that is stored on a non-transitory computer readable
`medium (e.g., the memory 38) that, When executed, carries
`out the described functionality.
`[0075] Referring noW to FIG. 3, shoWn is a diagram func
`tionally illustrating an advertisement server 14 in accordance
`With aspects of the present invention. The advertisement
`server 14 may include, for example, a microprocessor, data
`storage component, memory module, and communications
`device (eg a modem) (all not shoWn). The advertisement
`server 14 may be, for instance, a general purpose computer or
`server. Functionally, the advertisement server 14 includes an
`advertisement entry and characterization component 60, one
`or more databases 62, a toolkit component 64, a billing com
`ponent 66, an advertisement serving component 68, an adver
`tisement selection component 70, a behavioral comparator
`72, a behavioral pro?ler 74, a location information interface
`76, and a behavioral information interface 78. The compo
`nents of the advertising server 14 Will be explained beloW.
`Furthermore, although FIG. 3 shoWs a particular arrangement
`
`APPLE EXHIBIT 1006
`Page 11 of 15
`
`

`

`US 2012/0226554 A1
`
`Sep. 6, 2012
`
`of components constituting the advertisement server 14, one
`of ordinary skill in the art Will recognize that not all compo
`nents need be arranged as shoWn, not all components are
`required, and that other components may be added to, or
`replace, those shoWn.
`[0076] The functional aspects of the advertisement server
`14 may be embodied in executable code (e. g., a program) that
`is stored on a non-transitory computer readable medium (e.g.,
`a memory) that, When executed, carries out the described
`functionality.
`[0077] The advertisement entry and characterization com
`ponent 60 is a component by Which an advertiser 12 enters
`information required for an advertising campaign and man
`ages the campaign. An advertisement campaign contains one
`or more advertisements that are related in some manner. For
`example, a retailer may have an advertisement campaign for
`clothes or tools, Which could contain a series of advertise
`ments related to that topic. Other things that may be provided
`by a