`

`US 9,286,625 B2
`Page 2
`
`Int. Cl.
`H04W4/18
`H04L 29/08
`
`(51)
`
`(56)
`
`(2009.01)
`(2006.01)
`
`References Cited
`
`U.S. PATENT DOCUMENTS
`
`6,867,733 B2
`7,009,556 B2
`7,080,402 B2
`7,089,264 Bl
`7,096,117 Bl
`7,103,368 B2
`7,124,370 B2
`7,200,673 Bl
`7,207,802 B2
`7,219,303 B2
`7,814,106 B2
`2003/0064705 Al
`2003/0198346 Al
`2004/0214550 Al
`2004/0220906 Al
`2004/0253965 Al
`2006/0064346 Al
`2007/0185768 Al
`2008/0004952 Al
`2008/0098420 Al
`2008/0154728 Al
`2008/0162032 Al
`2008/0163073 Al
`2008/0215524 Al
`2008/0262897 Al
`2008/0307498 Al
`2008/0313039 Al
`
`3/2005 Sandhu et al.
`3/2006 Stewart
`7/2006 Bates et al.
`8/2006 Guido et al.
`8/2006 Gale et al.
`9/2006 Teshima
`10/2006 Fish
`4/2007 Augart
`4/2007 Wilson
`5/2007 Fish
`10/2010 Guido et al.
`4/2003 Desiderio
`10/2003 Meifu et al.
`10/2004 Jenkins
`11/2004 Gargi et al.
`12/2004 Sato et al.
`3/2006 Steenstra et al.
`8/2007 Vengroff et al.
`1/2008 Koli
`4/2008 Khivesara et al.
`6/2008 Thomas
`7/2008 Wuersch et al.
`7/2008 Becker et al.
`9/2008 Fuchs et al.
`10/2008 Howarter et al.
`12/2008 Johnson et al.
`12/2008 Altberge et al.
`
`2009/0024476 Al
`2009/0063424 Al
`2010/0312646 Al
`
`1/2009 Baar et al.
`3/2009 Iwamura et al.
`12/2010 Gupta et al.
`
`OTHER PUBLICATIONS
`
`AdMob, Inc., "Help for Advertisers-Target the Specific User You
`Want to Reach", http://www.adnnob.com/home/help/helpfiles/Ad­
`vertisers/Target, May 19, 2009.
`AdMob, Inc., "iPhone for Advertisers", http://www.admob.com/
`home/help/helpfiles/Advertisers/iPhone Ad, May 19, 2009.
`Google, Inc., "What are the different options for targeting ads to
`mobile phones and devices?", https://adwords.google.corn/support/
`bin/answeF107265&hl~en.sub.-US, May 18, 2009.
`Google, Inc., "How does customized targeting work?", http://
`adwords.google.corn/support/bin/answer.py?answeFl 16, May 18,
`2009.
`Google, Inc., "How are ads ranked?", http://adwords.google.com/
`support/bin/answer.py?hl~en&answeF611 l, May 18, 2009.
`Google, Inc., "How do ads cycle through the search page results?",
`http://adwords. goo gle .corn/ support/bin/ answer. py?hl ~en&an -
`sweF87402, May 18, 2009.
`Google, Inc., "How do I create a mobile ad?", http://adwords.google.
`corn/support/bin/answeF29488&cbid, May 18, 2009.
`Google, Inc., "Lesson 3c: Language & Location Targeting", http://
`www.google.com/ adwords/learningcenter/text/print-1915 8.htrnl,
`May 19, 2009.
`Google, Inc., "What is position preference?", http://adwords.google.
`corn/support/bin/answer.py?hl~en&answeF31788, May 19, 2009.
`Google, Inc., "What are mobile ads?", http://adwords.google.com/
`support/bin/answer.py?answeF29492&cbid, May 18, 2009.
`Google, Inc., "Why can't I see my ad?", http://adwords.google.com/
`support/bin/answer.py?hl~en&answeF6105, May 18, 2009.
`Wayback Machine, "!phone App Advertisement", http://www.blog.
`yieldbuild.corn/2008/08/21/iphone-app-advertising/, Aug. 24, 2008.
`
`Exhibit 1011
`Page 02 of 18
`
`

`

`.cetTe|ber=1BUI934‘i3aosuadg
`QJ!La.
`aaa\imMween\uP|
`
`
`
`—Begawe'>oeNguosu0ds=~NN\
`
`~
`
`US 9,286,625 B2
`
`NN8.0@Sys0suadsS
`
`|
`
`os|“Old
`
`U.S. Patent
`
`g_
`
`ES
`
`&c
`
`om
`
`dadnpeasq
`
`gOL
`
`>gS
`
`B
`QO
`
`=3
`
`s5o
`
`Exhibit 1011
`
`Page 03 of 18
`
`Exhibit 1011
`Page 03 of 18
`
`
`
`
`
`

`

`U.S. Patent
`
`Mar.15, 2016
`
`Sheet 2 of 7
`
`US 9,286,625 B2
`
`200.
`
`Sponsors
`
`Second
`
`aan
`_f
`246
`,os A |
`Z
`if
`/ Registered | Li
`|
`
`-
`| Application /
`
`/
`Reserved Area
`ooo)
`
` coed Interest | /
`(Object of, /
`
`‘
`oe
`
`\ 208
`
`2887
`
`OF
`| First Sponsor's Reserved |
`Area
`
`FIG. 2
`
`Exhibit 1011
`
`Page 04 of 18
`
`Exhibit 1011
`Page 04 of 18
`
`

`

`U.S. Patent
`
`Mar. 15, 2016
`
`Sheet 3 of 7
`
`US 9,286,625 B2
`
` apmney
`
`epnybuc’}
`
`Exhibit 1011
`
`Page 05 of 18
`
`Exhibit 1011
`Page 05 of 18
`
`
`

`

`U.S. Patent
`
`Mar.15, 2016
`
`Sheet 4 of 7
`
`US 9,286,625 B2
`
`400
`
`: Receive Spansor Registration
`403
`
`:
`
`Establish Perimeters
`
`
`
`| Receive Sponsor's request for
`| 407
`selected arsa
`
`|
`
`L -“Selected area occupiedMNYes|
`a
`a
`SS
`by another?
`~~
`“
`
`we
`
`ive
`
`Reserve Geographic Area
`44 Selected by Sponsor—a
`
`Notify Sponsor of Availability
`
`|
`| Receive Content fram Sponsor
`i 445
`
`
`Store Content and Sponsor
`atzformation
`foJ—".Nn
`
`:
`
`End
`Seeaa
`
`|
`
`FIG. 4
`
`Exhibit 1011
`
`Page 06 of 18
`
`Exhibit 1011
`Page 06 of 18
`
`

`

`U.S. Patent
`
`Mar.15, 2016
`
`Sheet 5 of 7
`
`US 9,286,625 B2
`
`ee
`
`Siari
`\ SotOeUf
`
`cnnFo
`
`Ragister Anolication
`
`503
`
`!
`
`prococenerrreneccrnseccerscccrrescrreesBcc
`
`500
`
`ae
`
`’
`
`Receive request for Content from:
`| Device executing Application
`| S05
`
`
`
`4
`
`v
`
`‘,
`
`SN
`
`~ AN
`
`N
`
`a
`
`!
`
`<
`
`: NN
`a “
`~ ‘
`/ Atisastone >.
`‘
`4
`~~
`4 s
`g B J ONO
`_ 4s Target Location
`ina Sponsor's reserved > RORSOFS
`FPESENC ON
`—
`Area?
`No os. within predetermined ~
`Ss
`a
`NM
`radius?
`Ss .
`” .
`
`N
`
`~ SOT
`
`; “
`
`a
`
`BIS UY
`
`/
`|
`Provide Content to Application for!
`544
`Display on Device
`oe
`LE '
`|
`
`ZAS
`
`Ua
`.
`a
`Se
`No
`~Done iincreasing? oocreceeenncceenennncet
`Sit£ “
`pooceeeeeeeeneetetemnncnnne2 Yes
`
`soeceeeceeeeeeeeeceeeentesFoy
`
` FIG. 5
`
`Exhibit 1011
`
`Page 07 of 18
`
`Exhibit 1011
`Page 07 of 18
`
`

`

`U.S. Patent
`
`Mar.15, 2016
`
`Sheet 6 of 7
`
`US 9,286,625 B2
`
`(Start
`BOF-
`
`600
`
`j
`
`ns
`
`| Register Application
`os
`a
`| Application sends |
`
`|
`on Platform and
`i Content Request
`|_yoo’ Ws Key in Platform ~~.No
`| provide Application
`:
`toPlatiormusing =~
`database?
`en
`Ke
`Ke
`S
`603 eo EE
`BSYessy
`og
`:
`| Session isinitiated |
`|
`| Application sends
`bem teasesn
`eating
`|
`. noon between Application —
`:
`Parget Location
`|
`et
`and Platform
`
`SE eo
`es,A
`
`“
`
`Platform records
`Request identifier in
`Platform Database
`613 —
`oeFo.
`
`Platiorm delivers
`|
`| Content and Request
`| identifier to Requasting |
`
`
`QA¥OSi
`| Userof Application
`|
`interacts with
`Content
`
`_i...
`| Application sends More
`ms
`a
`|
`Information Request to
`<7”(8 the Request Identifier.No
`Platform using ifs
`._in Plaiform database?
`~~
`Request identifier
`i
`a
`| praviously assigned by —
`“. 624
`a
`wo
`i619
`Platform
`Yes |
`cette
`|
`poWo.
`| Platform delivers More
`Platiorm updates
`‘information io Application:
`aren
`:
`:
`Io Request Identifier
`|
`regarding Advertiser fo |
`| Record as Camelete |
`‘facililaie More Interaction
`Piets
`
`
`
`
`
`
`UX
`
`°
`
`mo
`
`we
`
`
`
`FIG. &
`
`Exhibit 1011
`
`Page 08 of 18
`
`{
`
`. 627
`
`End
`
`.
`
`Exhibit 1011
`Page 08 of 18
`
`

`

`U.S. Patent
`
`Mar. 15, 2016
`
`Sheet 7 of 7
`
`US 9,286,625 B2
`
`£°O3ld
`
`Exhibit 1011
`
`Page 09 of 18
`
`Exhibit 1011
`Page 09 of 18
`
`

`

`US 9,286,625 B2
`
`1
`EXCLUSIVE DELIVERY OF CONTENT
`WITHIN GEOGRAPHIC AREAS
`
`CROSS REFERENCE TO RELATED
`APPLICATIONS
`
`This continuation patent application claims priority from
`co-pending United States Non-provisional patent application
`having Ser. No. 13/856,392, filed 3 Apr. 2013, entitled
`"EXCLUSIVE DELIVERY OF CONTENT WITHIN GEO­
`GRAPHIC AREAS", which claims priority from co-pending
`United States Non-provisional patent application having Ser.
`No. 12/434,094, filed 1 May 2009, entitled "EXCLUSIVE
`DELIVERY OF CONTENT WITHIN GEOGRAPHIC
`AREAS", now U.S. Pat. No. 8,433,296 issued on 30 Apr.
`2013, both having a common applicant herewith and being
`incorporated herein in their entirety by reference.
`
`FIELD
`
`This disclosure relates generally to delivery ofcontent, and
`more particularly to delivery of content within reserved geo­
`graphic areas.
`
`BACKGROUND
`
`Advertisements can be delivered to various devices,
`including mobile devices, within communications range of
`areas transmitters or other information providers. For
`example, advertisements can be delivered to cellular phones
`within range ofa particular cellular phone provider's network
`area. Furthermore, advertisements can be delivered using
`digital billboards, or via the Internet, based on user interac­
`tions and preferences.
`When delivering advertisements and other content to some
`mobile devices, currently available technologies can broad­
`cast the content to all devices equipped to receive them. In
`some cases, advertisements are broadcast to any mobile
`device within a city, or a similar area. When delivering non­
`broadcast content, for example via the Internet, it is common
`to deliver the content in response to a request, received from
`the receiving device. In some cases, push technology can be
`used to deliver content to multiple users concurrently.
`In each of these cases, a mobile device can usually receive
`content from multiple different content providers. Current
`technologies are, therefore, less than perfect.
`
`SUMMARY
`
`Various embodiments disclosed herein include registering
`an application program for use with a content delivery plat­
`form, establishing multiple perimeters defining respective
`geographic areas, and maintaining records associating spon­
`sors with particular geographic areas. The content delivery
`platform can receive a request from a registered application
`program for content to be displayed on a mobile device, and
`the request can be used to determine a target location. In some
`embodiments, a sponsor is selected based on a relationship
`between the target location and one or more reserved geo­
`graphic areas. Content is then provided to the application
`program.
`In some embodiments, the content delivery platform can
`record a request identifier associated with a received request,
`and provide the request identifier to the mobile device to
`assist in tracking future actions relating to the request for
`content. The content delivery platform can also receive infor­
`mation related to user interaction with the provided content,
`
`2
`including the request identifier, and provide additional con­
`tent in response to the received information.
`Content can be delivered to a mobile device running a
`registered application if a target location is at least partially
`within a predetermined radial distance ofa geographical area
`associated with a sponsor; if the mobile device is not located
`within the predetermined radial distance, the radial distance
`can be increased. In some embodiments, content is delivered
`if the target location, e.g. the location ofthe mobile device or
`another location of interest, is located entirely within a geo­
`graphic area exclusively reserved by a particular sponsor. In
`some embodiments, the content delivery platform can select
`from among several sponsors in deciding which content to
`deliver to a mobile device.
`In at least one embodiment, the content delivery system
`reserves exclusive interests in geographic areas for particular
`sponsors based on the sponsors' requests, and store a record
`of that interest. In some embodiments, the content delivery
`system receives, from a sponsor, content to be delivered to
`mobile devices based on a target location being positioned
`within particular geographic areas. The content delivery sys­
`tem can also reserve an interest in geographic areas that
`remain unreserved by other sponsors. Furthermore, some
`embodiments include time based restrictions.
`Various embodiments can be implemented as a system that
`includes memory, a communications interface, and a proces­
`sor that cooperate to store and execute a program of instruc­
`tions
`implementing various methods and
`techniques
`described herein. Furthermore, some embodiments can be
`implemented as a computer readable medium tangibly
`embodying a program of instructions.
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`FIG. 1 is an abstract representation of exclusive content
`delivery to particular reserved areas according to various
`embodiments of the present disclosure;
`FIG. 2 is a diagram illustrating a target location other than
`the location ofthe mobile device executing a registered appli­
`cation, according to embodiments of the present disclosure;
`FIG. 3 is a graph representing expanded search areas to
`determine which content is delivered according to various
`embodiments of the present disclosure;
`FIG. 4 is a flowchart illustrating a method of reserving a
`geographic area according to embodiments of the present
`disclosure;
`FIG. 5 is a flowchart illustrating registration of an applica-
`tion for content delivery according to embodiments of the
`present disclosure;
`FIG. 6 is a flowchart illustrating delivery of content to
`particular applications in a reserved area according to
`embodiments of the present disclosure;
`FIG. 7 is a diagram illustrating a processing system accord­
`ing to embodiments of the present disclosure.
`
`DETAILED DESCRIPTION
`
`Various embodiments ofthe present disclosure provide for
`delivering content, such as advertising, to registered applica­
`tions being run on any of various mobile electronic devices
`configured to be readily moved, carried, or otherwise trans­
`ported between different various geographic areas defined by
`perimeters. Sponsors can reserve an exclusive interest, or in
`some embodiments a semi-exclusive interest, in a geographic
`area, so that other sponsors' advertisements are excluded
`
`5
`
`10
`
`15
`
`20
`
`25
`
`30
`
`35
`
`40
`
`45
`
`50
`
`55
`
`60
`
`65
`
`Exhibit 1011
`Page 10 of 18
`
`

`

`US 9,286,625 B2
`
`3
`from being broadcast or otherwise provided to a registered
`program being executed on a mobile device located within a
`reserved geographic area.
`Referring first to FIG. 1, system 100, is illustrated. System
`100 can provide for exclusive delivery of advertising or other
`content to registered applications running on mobile devices
`located within a particular proximity to a reserved geographic
`area. System 100, as illustrated, includes content delivery
`platform 112, which is in communication with developer
`platform 108, and systems or individuals operating under
`control of sponsor A 121, sponsor C 123, and sponsor B 125.
`Content delivery platform 112 receives a request from devel­
`oper platform 108 to register a program or other application
`for use on mobile devices. Content delivery platform 112 can
`use the registered application program to provide selected
`content to mobile devices.
`In some embodiments, a registered application program is
`provided to mobile devices by developer platform 108, con­
`tent delivery platform 112, one of sponsor A 121, sponsor C
`123, or sponsor B 125, or by another desired delivery mecha­
`nism. In some embodiments, registering the application pro­
`gram with content delivery platform 112 allows developer
`108 to receive revenue from sponsor A 121, sponsorC 123, or
`sponsor B 125 for content displayed on a mobile device
`located within, or in proximity to, a geographical area
`reserved by one or more of the sponsors.
`Sponsor A 121, sponsor C 123, or sponsor B 125 can
`reserve an exclusive interest in a particular geographic area by
`sending a request to content delivery platform 112. In some
`embodiments, the request can be for exclusive delivery of
`content to mobile devices rumiing any registered application
`within given geographic areas, or for content to be delivered
`to particular registered applications based on a target loca­
`tion. The request can also include time limitations, limitations
`based on the length oftime a mobile device remains within a
`given geographic area, or other desired limitations. Further­
`more, the reserved interest can be either completely exclu­
`sive, or semi-exclusive.
`System 100 can include a network, for example Internet
`131, through which content delivery platform 112, can com­
`municate to other networked devices; and communication
`towers 144, which can include AM or FM broadcast towers,
`mobile telephone stations, or other suitable communication
`infrastructure, including satellites (not illustrated) that might
`be useful in providing content based on a target location.
`Content delivery platform 112 can use this communication
`infrastructure to communicate with various computing
`devices, including portable computer 179, which may include
`laptop computers, desktop computers, palmtop computers,
`tablet computers, digital video recorders (DVRs ), television
`set-top boxes, or any of various general or dedicated purpose
`computers that can be carried or transported; wireless device
`177, which can include personal digital assistants (PD As),
`cellular telephones, personal communication system (PCS)
`devices, music players, video players, gaming consoles, or
`portable televisions; or any of various devices that may be
`included in, or carried by, motor vehicles 171, 173, or 175,
`including navigation systems, satellite radios, or the like. It
`should be noted that the term "mobile device" can include all
`computing devices as listed above that can communicate with
`content delivery platform 112, that the above listing of
`devices is not exhaustive, and that a device that qualifies as
`one type of device may also be considered to be of another
`type. For example, a mobile phone may also be a general
`purpose computing device, a radio, a television, and a navi­
`gation system.
`
`5
`
`10
`
`15
`
`20
`
`25
`
`30
`
`35
`
`40
`
`45
`
`50
`
`55
`
`60
`
`65
`
`4
`Still referring to FIG. 1, consider first motor vehicle 171,
`which is located within sponsor A's reserved geographic area
`143. A driver offirst motor vehicle 171 can receive advertise­
`ments or other content from Sponsor A via a registered appli­
`cation running on a radio, a PDA, a cellular telephone, a
`laptop, or a global positioning navigation device (none of
`which are specifically illustrated). In this example, because
`first motor vehicle 171 is located within sponsor A's reserved
`geographic area 143, content delivery platform 121 provides
`content exclusively related to sponsor A 121; advertisements
`or other content from sponsor C 123 and sponsor B 125 can be
`excluded.
`Portable computer 179 can be connected to Internet 131 via
`a hardwired network connection, a Wi-Fi connection or other
`suitable communication connection. In some embodiments,
`if portable computer 179 is rumiing a registered program
`application, the user of portable computer 179 will receive
`content related exclusively to sponsor A as long as he is within
`sponsor A's reserved geographic area 143. In some embodi­
`ments, the driver of first motor vehicle 171 and the user of
`laptop 179 will still be able to receive advertisements from
`other sponsors through devices not rumiing a program that
`has been registered on content delivery platform 112, or
`through non-registered programs running on the same device.
`In some embodiments, the location of mobile devices, or
`another target location, can be determined using various suit­
`able methods. For example, a mobile device rumiing a regis­
`tered application can provide location information to content
`delivery platform 112 in the form of latitude or longitude
`coordinates, raw or processed GPS data, or other location
`information received and recorded by either the device itself
`or another device. In some embodiments, a target location,
`e.g. the location of a mobile device, can be determined based
`on signals received from cellular transmission towers, satel­
`lites, or methods such as triangulation or dead reckoning, or
`by IP address. Content delivery platform 112 can receive the
`location ofmobile devices from a third source, for example a
`location provider, a cellular telephone network provider, or a
`third party tracking source, rather than from the mobile
`device itself. Thus, the location of a mobile device can be
`received from the mobile device, determined by content
`delivery platform 112, received from a third-party source, or
`determined based on a combination ofthese or other methods.
`Sponsor A's reserved geographic area 143 illustrates an
`embodiment in which a perimeter can be defined by streets,
`county boundaries, city boundaries, landmarks, or other fea­
`tures commonly found on maps. In contrast, sponsor B's
`reserved geographic area 145 can be an ellipse, circle, oval, or
`other geometric shape that can be determined, at least in part,
`based on a radius.
`In this example, both second motor vehicle 173 and wire­
`less device 177 are located within sponsor B's reserved geo­
`graphic area 145. The driver of second motor vehicle 173 and
`the user of wireless device 177 can receive advertisements or
`other content via towers 144. For example, if the driver of
`second motor vehicle 173 is operating a navigation device
`executing an application program registered by developer
`108, advertisements and other content received on the navi­
`gation device can be determined based on the location within
`sponsor B's reserved geographic area 145. Likewise, the user
`of wireless device 177 will receive advertisements related to
`sponsor B from within a registered application. In some
`embodiments, content delivery platform 112 can prevent con­
`tent from sponsor A 121 and sponsor C 123 from being
`delivered to a mobile device carried by second motor vehicle
`
`Exhibit 1011
`Page 11 of 18
`
`

`

`US 9,286,625 B2
`
`5
`173 and wireless device 177, because both motor vehicle 173
`and wireless device 177 are located in sponsor B's reserved
`geographic area 145.
`Turning next to sponsor A and sponsor C's reserved geo­
`graphic area 147, note that the perimeter is a square, rectangle
`or similarly shaped. In some embodiments, the perimeter may
`be defined entirely by longitude and latitude lines and/or
`coordinates that constitute an area. In other embodiments,
`sponsor A and sponsor C's reserved geographic area 147 can
`be partially bounded by a longitude or latitude line, a road,
`river, railway, county, state, parish, city, locality, or other
`desired boundary. In some embodiments, the perimeter of a
`sponsor A and sponsor C's reserved geographic area 147 can
`be defined by a combination of longitude or latitude lines,
`with one or more remaining boundaries defined based on
`radius or diameter.
`Because third motor vehicle 175 is within sponsor A and
`sponsor C's reserved geographic area 147, a mobile device
`carried by third motor vehicle 175 can receive advertising
`content from either or both sponsor A and sponsor C. In some
`embodiments, the interest in sponsor A and sponsor C's
`reserved geographic area 147 can be equally divided between
`sponsor A 121 and sponsor C 123, while in other embodi­
`ments one of sponsor A 121 and sponsor C 123 can have an
`interest superior to that of the other. In some embodiments,
`content delivery platform 112 can deliver advertisements or
`other content related to Sponsor A at selected times, while
`content related to Sponsor C is delivered at other times. Addi­
`tionally, content related to sponsor A may be delivered via a
`first registered application, while content related to sponsor C
`can be delivered via a second registered application. Thus,
`sponsors can advertise or provide other content to members of
`particular demographics based on a type of application a
`particular demographic is more likely to use.
`Referring next to FIG. 2, a target location other than a
`mobile device in a system 200 is illustrated according to
`embodiments ofthe present disclosure. As shown in FIG. 2, a
`user ofregistered application 231 is located within the perim­
`eter defining first sponsor's reserved area 207. Object of
`interest 233 is located in second sponsor's reserved area 205.
`In some embodiments, object of interest 233 can be any type
`of object of interest to the user of registered application 231.
`For example, object of interest 233 could be a friend of the
`user of registered application 231, and this friend may be
`employing a mobile phone, a laptop, a kiosk computer, a
`PDA, or any other device capable of sending location infor­
`mation 216 directly or indirectly to registered application
`231. In some embodiments, target location information 216
`can be any type of information that can be used to determine
`the location of the object of interest 233. In at least one
`embodiment, target location information 216 may be a geo­
`coded twitter message. In another example, object of interest
`233 could be an end destination on a map, and the location
`information 216 of this end destination can be sent to regis­
`tered application 231.
`In response to receiving the target location information 216
`from object of interest 233, registered application 231 can
`send a request 213 to content delivery platform 212. The
`request can include, but is not limited to, information indicat­
`ing the location ofobject ofinterest 233, a request for content,
`information indicating the location of registered application
`231, information indicating the identity of the registered
`application 231, and a previously received request identifier.
`Content delivery platform 212 can receive and process
`request 213 to identify the location ofregistered application
`231 and the location of object of interest 233. In some
`embodiments, both locations need not be identified. Further-
`
`5
`
`10
`
`15
`
`20
`
`25
`
`30
`
`35
`
`40
`
`45
`
`50
`
`55
`
`60
`
`65
`
`6
`more, in some embodiments the specific location need not be
`identified, as long as a determination that object of interest
`233 is located within a given proximity of second sponsor's
`reserved area 205, or that registered application 231 is located
`within first sponsor's reserved area 207.
`Content delivery platform 212 can provide registered
`application information 217 to second sponsor 225 to allow
`second sponsor 225 to deliver second sponsor's content 214
`to registered application 231. The registered application
`information 217 can be an application identifier, a request
`identifier, a target location, a communications address, or
`other information that can be utilized by second sponsor 225.
`In some embodiments, application information 217 need not
`be provided to second sponsor 225, but instead can be pro-
`cessed internally by content delivery platform 212, and a
`determination can be made for second sponsor's content 214
`to be delivered directly to application 231 from content deliv­
`ery platform 212, or a third party (not illustrated).
`Note that in the illustrated embodiment, despite the fact
`that registered application 231 is located within first spon­
`sor's reserved area 207, the information delivered to regis­
`tered application 231 can be content related exclusively to
`second sponsor's reserved area 205, in which object of inter­
`est 233 is located. This is because, in the illustrated embodi-
`ment, the target location is the location of object of interest
`233, rather than the location of a mobile device executing
`registered application 231.
`In some embodiments, information from the first sponsor
`can also be delivered to registered application 231, because
`the locations ofthe device running registered application 231
`and object ofinterest 233 are both considered target locations.
`Furthermore, in some embodiments content need not be
`delivered directly from second sponsor 225, but instead can
`be provided by content delivery platform 212, or a third party
`(not illustrated).
`Referring next to FIG. 3, a graph showing various geo­
`graphic areas with reference to longitude and latitude is illus­
`trated according to some embodiments of the present disclo­
`sure. The geographic areas in FIG. 3 are for illustration only
`and carry no particular significance with respect to their geo­
`metric shapes. Graph 300 includes a triangular area 320,
`reserved for sponsor A; pentagonal area 371, reserved for
`sponsor G; and octagonal area 330, also reserved for sponsor
`G. In the illustrated example, sponsor G has two physical
`addresses: Gl 327, which lies within sponsor G's reserved
`octagonal area 330, and G2 328 which, lies within sponsor
`A's reserved triangular area 320. Furthermore, in the illus­
`trated embodiment, sponsor A does not have a physical loca­
`tion within sponsor A's reserved triangular area 320. These
`examples help illustrate that there is not necessarily a corre­
`lation between a sponsor's physical address and a reserved
`geographic area, although in some embodiments there may be
`such a correlation.
`As illustrated by FIG. 3, a single target location F 333 is
`located within sponsor G's reserved octagonal area 330, and
`target location F 333 can be a mobile device running a regis­
`tered application, or target location F 333 can represent a
`target location other than the location of a mobile device, as
`illustrated in FIG. 2. In some embodiments, the mobile device
`with target location F 333 receives advertising exclusively
`from advertiser G.
`As further illustrated by FIG. 3, there are four target loca­
`tions: target location A 321, target location B 323, target
`location C 325, and target location G 392 within advertiser
`A's reserved triangular area 320. Note also, however, that
`target location G 392 also lies within one of sponsor G's
`reserved geographic areas, pentagonal area 371. Consider the
`
`Exhibit 1011
`Page 12 of 18
`
`

`

`US 9,286,625 B2
`
`7
`following example in which target location A 321 and target
`location B 323 each are mobile devices executing a first
`application registered with a content delivery platform, such
`as content delivery platform 112, of FIG. 1. Further assume,
`for purposes of this example, that target location C 325 is a
`mobile device executing a second, different application,
`which is also registered with the content delivery platform.
`Because both the first and second applications are registered
`with the content delivery platform, each of the three devices,
`with target location A 321 target location B 323 and target
`location C 325 can receive advertisements or other content
`from within their respective applications. In this example, the
`content delivered to all three devices can be related exclu­
`sively to sponsor A, regardless of which registered applica­
`tion is being executed, because sponsor A has the only
`reserved interest in the portions of triangular area 320 occu­
`pied by mobile devices having target locations A 321 B 323
`andC 325.
`In some embodiments, target location G 392 can be a
`mobile device running two or more registered applications,
`and can receive content related to sponsor A, because the
`mobile device lies within triangular area 320. But, target
`location G 392 also lies within pentagonal area 371, and the
`mobile device can therefore receive content associated with
`sponsor G. In some embodiments, content related to sponsor
`A can be delivered via one of the registered applications,
`while another registered application receives and displays
`content related to sponsor G. In other embodiments, one of
`sponsor A or sponsor G can have a superior interest to the
`other, and a preference can be given to that sponsor's content
`for delivery. For example, sponsor G may have a superior
`interest in pentagonal area 371, which also forms part of
`triangular area 320. In such a case, if content related to spon­
`sor G is available for delivery to the application on the mobile
`device with target location G 392, that content will be deliv­
`ered in preference to content related to sponsor A. However,
`if there is no high priority content related to sponsor G to be
`delivered, content related to sponsor A may be provided in its
`stead. Various other priority and time sharing mechanisms
`and methods can be implemented according to the teachings
`set forth herein. Note that in some embodiments, multiple
`registered applications are not required to implement priority
`and time sharing mechanisms.
`In some instances, a mobile device can have target loca-
`tions, such as target location D 324 or target location E 356,
`located outside of areas reserved by sponsors. In such a case,
`a check can be made to determine if either target location D
`340 or target location E 356 are located within a given prox­
`imity ofa sponsor-reserved area such as triangular area 320 or
`octagonal area 330. So, for example, a check can be made to
`determine whether any reserved areas lie within a given
`radius oftarget location D 340, defining a search area 341, or
`within a given radius of target location E 356, defining a
`search area 351. In some embodiments, ifno sponsor reserved
`area intersects an area within an initially small radius, further
`checks can be performed by incrementally increasing the
`radius. So, for example, after a first check finds no advertiser
`reserved areas within search areas 341 or 351, the search areas
`can be increased to encompass areas 343 and 353, respec-
`tively.
`In the illustrated example, there is no reserved area inter­
`secting search area 353, but sponsor H 357 has a physical
`address within area 353. In some embodiments, once it is
`determined that a registered sponsor has a physical address
`location within a search radius, but there are no sponsor
`reserved geographic areas in proximity to or encompassing a
`
`5
`
`10
`
`15
`
`20
`
`25
`
`30
`
`35
`
`40
`
`45
`
`50
`
`55
`
`60
`
`65
`
`8
`target location, an advertisement or other content can be
`delivered to a mobile device, such as the device with target
`location 356.
`Another situation arises when there are no sponsor