`

`Patent Application Publication
`
`Nov. 4, 2010 Sheet 1 of 7
`
`US 2010/0279665 Al
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`Exhibit 1005
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`Page 02 of 17
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`Exhibit 1005
`Page 02 of 17
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`Patent Application Publication
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`Nov. 4, 2010 Sheet 3 of 7
`
`US 2010/0279665 Al
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`Exhibit 1005
`
`Page 04 of 17
`
`Exhibit 1005
`Page 04 of 17
`
`

`

`Patent Application Publication
`
`Nov. 4, 2010 Sheet 4 of 7
`
`US 2010/0279665 Al
`
`400
`
`Start
`
`401
`
`Receive Sponsor Registration
`403
`
`Establish Perimeters
`
`Receive Sponsor's request for
`selected area
`
`407
`
`Selected area occupied
`by another?
`
`Yes
`
`409
`
`No
`
`Reserve Geographic Area
`411 Selected by Sponsor
`
`Notify Sponsor of Availability
`413
`
`Receive Content from Sponsor
`415
`
`Store Content and Sponsor
`Information
`
`417
`
`FIG. 4
`
`419End
`
`Exhibit 1005
`Page 05 of 17
`
`

`

`

`

`

`

`

`

`US 2010/0279665 Al
`
`Nov. 4, 2010
`
`1
`
`EXCLUSIVE DELIVERY OF CONTENT
`WITHIN GEOGRAPHIC AREAS
`
`FIELD
`
`[0001] This disclosure relates generally to delivery of con(cid:173)
`tent, and more particularly to delivery of content within
`reserved geographic areas.
`
`BACKGROUND
`
`[0002] 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 of a particular cellular phone provider's network
`area. Furthermore, advertisements can be delivered using
`digital billboards, or via the Internet, based on user interac(cid:173)
`tions and preferences.
`[0003] When delivering advertisements and other content
`to some mobile devices, currently available technologies can
`broadcast 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(cid:173)
`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.
`[0004]
`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
`
`[0005] Various embodiments disclosed herein include reg(cid:173)
`istering an application program for use with a content deliv(cid:173)
`ery platform, establishing multiple perimeters defining
`respective geographic areas, and maintaining records associ(cid:173)
`ating sponsors 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 geographic areas. Content is then provided to the
`application program.
`[0006]
`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 information related to user interaction with the pro(cid:173)
`vided content, including the request identifier, and provide
`additional content in response to the received information.
`[0007] 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 of a 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 of the mobile device or
`another location of interest, is located entirely within a geo(cid:173)
`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.
`
`[0008]
`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 deliv(cid:173)
`ered to mobile devices based on a target location being posi(cid:173)
`tioned within particular geographic areas. The content deliv(cid:173)
`ery system can also reserve an interest in geographic areas
`that remain unreserved by other sponsors. Furthermore, some
`embodiments include time based restrictions.
`[0009] Various embodiments can be implemented as a sys(cid:173)
`tem that includes memory, a communications interface, and a
`processor that cooperate to store and execute a program of
`instructions 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
`
`[0010] FIG. 1 is an abstract representation of exclusive
`content delivery to particular reserved areas according to
`various embodiments of the present disclosure;
`[0011] FIG. 2 is a diagram illustrating a target location
`other than the location of the mobile device executing a reg(cid:173)
`istered application, according to embodiments of the present
`disclosure;
`[0012] FIG. 3 is a graph representing expanded search areas
`to determine which content is delivered according to various
`embodiments of the present disclosure;
`[0013] FIG. 4 is a flowchart illustrating a method of reserv(cid:173)
`ing a geographic area according to embodiments of the
`present disclosure;
`[0014] FIG. 5 is a flowchart illustrating registration of an
`application for content delivery according to embodiments of
`the present disclosure;
`[0015] FIG. 6 is a flowchart illustrating delivery of content
`to particular applications in a reserved area according to
`embodiments of the present disclosure;
`[0016] FIG. 7 is a diagram illustrating a processing system
`according to embodiments of the present disclosure.
`
`DETAILED DESCRIPTION
`
`[0017] Various embodiments of the present disclosure pro(cid:173)
`vide for delivering content, such as advertising, to registered
`applications being run on any of various mobile electronic
`devices configured to be readily moved, carried, or otherwise
`transported 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 from being broadcast or otherwise provided to a
`registered program being executed on a mobile device located
`within a reserved geographic area.
`[0018] 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 devel(cid:173)
`oper 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
`developer platform 108 to register a program or other appli-
`
`Exhibit 1005
`Page 09 of 17
`
`

`

`US 2010/0279665 Al
`
`Nov. 4, 2010
`
`2
`
`cation for use on mobile devices. Content delivery platform
`112 can use the registered application program to provide
`selected content to mobile devices.
`[0019]
`In some embodiments, a registered application pro(cid:173)
`gram is provided to mobile devices by developer platform
`108, content delivery platform 112, one of sponsor A 121,
`sponsor C 123, or sponsor B 125, or by another desired
`delivery mechanism. In some embodiments, registering the
`application program with content delivery platform 112
`allows developer 108 to receive revenue from sponsor A 121,
`sponsor C 123, or sponsor B 125 for content displayed on a
`mo bile device located within, or in proximity to, a geographi(cid:173)
`cal area reserved by one or more of the sponsors.
`[0020] 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 running any registered application
`within given geographic areas, or for content to be delivered
`to particular registered applications based on a target loca(cid:173)
`tion. The request can also include time limitations, limitations
`based on the length of time a mobile device remains within a
`given geographic area, or other desired limitations. Further(cid:173)
`more, the reserved interest can be either completely exclu(cid:173)
`sive, or semi-exclusive.
`[0021] System 100 can include a network, for example
`Internet 131, through which content delivery platform 112,
`can communicate to other networked devices; and communi(cid:173)
`cation towers 144, which can include AM or FM broadcast
`towers, mobile telephone stations, or other suitable commu(cid:173)
`nication infrastructure, including satellites (not illustrated)
`that might be useful in providing content based on a target
`location. Content delivery platform 112 can use this commu(cid:173)
`nication infrastructure to communicate with various comput(cid:173)
`ing devices, including portable computer 179, which may
`include laptop computers, desktop computers, palmtop com(cid:173)
`puters, tablet computers, digital video recorders (DVRs ),
`television set-top boxes, or any of various general or dedi(cid:173)
`cated purpose computers that can be carried or transported;
`wireless device 177, which can include personal digital assis(cid:173)
`tants (PDAs ), 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 com(cid:173)
`municate 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
`navigation system.
`[0022] Still referring to FIG. 1, consider first motor vehicle
`171, which is located within sponsor A's reserved geographic
`area 143. A driver of first motor vehicle 171 can receive
`advertisements or other content from Sponsor A via a regis(cid:173)
`tered application running on a radio, a PDA, a cellular tele(cid:173)
`phone, 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; adver(cid:173)
`tisements or other content from sponsor C 123 and sponsor B
`125 can be excluded.
`[0023] 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 running a regis(cid:173)
`tered 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 embodiments, the driver of first motor vehicle 171 and
`the user of laptop 179 will still be able to receive advertise(cid:173)
`ments from other sponsors through devices not running a
`program that has been registered on content delivery platform
`112, or through non-registered programs running on the same
`device.
`[0024]
`In some embodiments, the location of mobile
`devices, or another target location, can be determined using
`various suitable methods. For example, a mobile device run(cid:173)
`ning a registered application can provide location informa(cid:173)
`tion to content delivery platform 112 in the form oflatitude 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 deter(cid:173)
`mined based on signals received from cellular transmission
`towers, satellites, or methods such as triangulation or dead
`reckoning, or by IP address. Content delivery platform 112
`can receive the location of mo bile 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 of these or other methods.
`[0025] 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 features 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.
`[0026]
`In this example, both second motor vehicle 173 and
`wireless device 177 are located within sponsor B's reserved
`geographic area 145. The driver of second motor vehicle 173
`and the user of wireless device 177 can receive advertise(cid:173)
`ments 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 devel(cid:173)
`oper 108, advertisements and other content received on the
`navigation 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 pre(cid:173)
`vent content from sponsor A 121 and sponsor C 123 from
`being delivered to a mobile device carried by second motor
`vehicle 173 and wireless device 177, because both motor
`vehicle 173 and wireless device 177 are located in sponsor
`B's reserved geographic area 145.
`[0027] Turning next to sponsor A and sponsor C's reserved
`geographic 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
`
`Exhibit 1005
`Page 10 of 17
`
`

`

`US 2010/0279665 Al
`
`Nov. 4, 2010
`
`3
`
`lines and/or coordinates that constitute an area. In other
`embodiments, sponsor A and sponsor C's reserved geo(cid:173)
`graphic 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.
`[0028] 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 adver(cid:173)
`tising 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(cid:173)
`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(cid:173)
`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.
`[0029] Referring next to FIG. 2, a target location other than
`a mobile device in a system 200 is illustrated according to
`embodiments of the present disclosure. As shown in FIG. 2, a
`user of registered application 231 is located within the perim(cid:173)
`eter defining first sponsor's reserved area 207. Object ofinter(cid:173)
`est 233 is located in second sponsor's reserved area 205. In
`some embodiments, object of interest 233 can be any type of
`object ofinterest to the user ofregistered application 231. For
`example, object ofinterest 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 information 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 geocoded 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 registered application
`231.
`[0030]
`In response to receiving the target location informa(cid:173)
`tion 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
`indicating the location of object of interest 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.
`[0031] Content delivery platform 212 can receive and pro(cid:173)
`cess request 213 to identify the location ofregistered appli(cid:173)
`cation 231 and the location of object of interest 233. In some
`embodiments, both locations need not be identified. Further(cid:173)
`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.
`[0032] Content delivery platform 212 can provide regis(cid:173)
`tered 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(cid:173)
`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(cid:173)
`ery platform 212, or a third party (not illustrated).
`[0033] Note that in the illustrated embodiment, despite the
`fact that registered application 231 is located within first
`sponsor's reserved area 207, the information delivered to
`registered application 231 can be content related exclusively
`to second sponsor's reserved area 205, in which object of
`interest 233 is located. This is because, in the illustrated
`embodiment, the target location is the location of object of
`interest 233, rather than the location of a mobile device
`executing registered application 231.
`[0034]
`In some embodiments, information from the first
`sponsor can also be delivered to registered application 231,
`because the locations of the device running registered appli(cid:173)
`cation 231 and object of interest 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).
`[0035] Referring next to FIG. 3, a graph showing various
`geographic areas with reference to longitude and latitude is
`illustrated according to some embodiments of the present
`disclosure. The geographic areas in FIG. 3 are for illustration
`only and carry no particular significance with respect to their
`geometric 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 illustrated
`embodiment, sponsor A does not have a physical location
`within sponsor A's reserved triangular area 320. These
`examples help illustrate that there is not necessarily a corre(cid:173)
`lation between a sponsor's physical address and a reserved
`geographic area, although in some embodiments there may be
`such a correlation.
`[0036] 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 registered 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.
`[0037] As further illustrated by FIG. 3, there are four target
`locations: 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 follow-
`
`Exhibit 1005
`Page 11 of 17
`
`

`

`US 2010/0279665 Al
`
`Nov. 4, 2010
`
`4
`
`ing 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 pur(cid:173)
`poses 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 con(cid:173)
`tent 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 exclusively to sponsor A,
`regardless of which registered application is being executed,
`because sponsor A has the only reserved interest in the por(cid:173)
`tions of triangular area 320 occupied by mobile devices hav(cid:173)
`ing target locations A 321 B 323 and C 325.
`[0038]
`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(cid:173)
`sor G is available for delivery to the application on the mobile
`device with target location G 392, that content will be deliv(cid:173)
`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.
`[0039]
`In some instances, a mobile device can have target
`locations, 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 loca(cid:173)
`tion D 340 or target location E 356 are located within a given
`proximity of a 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 of target 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, if no 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, respectively.
`[0040]
`In the illustrated example, there is no reserved area
`intersecting 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
`target location, an advertisement or other content can be
`delivered to a mobile device, such as the device with target
`location 356.
`[0041] Another situation arises when there are no sponsor
`reserved geographic areas intersecting a search area, but there
`are multiple sponsor physical locations within a given radius.
`Consider area 343, which contains sponsor E's location 349,
`and sponsor F's location 347. Because neither sponsor E nor
`sponsor F has established a reserved area that intersects with
`search area 343, a random choice can be made between these
`two sponsors to determine which sponsor's content to provide
`to the registered application on the device with target location
`D 340. In other embodiments, preference may be given to one
`of sponsor E's location 349 and sponsor F's location 347
`based on each physical locations' proximity to target location
`D 340, based on a travel time between the device with target
`location D 340 and the sponsors' locations, or based on some
`other desired parameter. In further embodiments, if no spon(cid:173)
`sor's reserved geographic area intersects any portion of area
`343, no content is sent to mobile device D with target location
`340, despite the fact that location sponsor E's location 359,
`and sponsor F's location 347 are both within the perimeter
`defining search area 343.
`[0042]
`In some embodiments, the search radius can con(cid:173)
`tinue to be expanded until a search area 345 intersects with a
`sponsor reserved geographic area. In the illustrated embodi(cid:173)
`ment, search area 345 intersects sponsor A's reserved trian(cid:173)
`gular area 320. Note that sponsor G2's physical location 328
`is also located within search area 345. In some embodiments,
`content from either sponsor A or sponsor G can be selected
`using any of various processes, because target location D 340
`is not located entirely within triangular area 320. In some
`embodiments, however, because the expanded search area
`345 encompasses even a portion of sponsor A's reserved
`triangular area 320, content related to sponsor G will be
`excluded, and content related to sponsor A will be exclusively
`provided to mobile device with target location D 340. In some
`embodiments, because target location D 340 is not located
`within sponsor A's reserved triangular area 320, content
`related to sponsor A will be excluded, and content related to
`sponsor G will be exclusively provided to mo bile device with
`target location D 340.
`[0043] Additional techniques accounting for the proximity
`of exclusively reserved advertising areas and sponsor's physi(cid:173)
`cal locations with respect to mobile device locations can be
`implemented according to the teaching set forth herein. For
`example, in some embodiments, sponsors may obtain an
`interest in all otherwise unreserved geographic areas. For
`example, a content delivery system can deliver content from
`a "default" sponsor, if it is determined that no other content is
`to be delivered to a mobile device.
`[0044] Referring next to FIG. 4, a method 400 for allowing
`sponsors to reserve particular geographic areas will be dis(cid:173)
`cussed according to embodiments of the present disclosure.
`Method 400 begins, as illustrated by block 401. As illustrated
`by block 403, a content delivery platform, for example con(cid:173)
`tent delivery platform 112 as illustrated in FIG. 1, can receive
`a request for sponsor registration, which can also include
`receiving physical address location from the sponsor. As
`illustrated by block 405, the sponsor can establish perimeters
`defining geographic areas of exclusive or semi-exclusive con(cid:173)
`trol. These geographic areas are areas the sponsor wishes to
`
`Exhibit 1005
`Page 12 of 17
`
`

`

`US 2010/0279665 Al
`
`Nov. 4, 2010
`
`5
`
`reserve for delivery of his own advertisements or other con(cid:173)
`tent controlled by the sponsor.
`[0045] The perimeters established can be based on map
`features, such as streets, rivers, landmarks, or any of the other
`various map features. The perimeters can also be defined by
`latitude and longitude, or various geometric constructs hav(cid:173)
`ing a given relative position to either a point location, a map
`location, a physical address, or otherwise. Some embodi(cid:173)
`ments allow for establishing perimeters defining areas based
`on a combination of the various types of constructs. So, for
`example, latitude, longitude and map features may be used to
`establish the reserved area, or a combination of coordinates
`and geometric constructs can be used in conjunction with
`other suitable boundary identifiers to establish an area that
`may be reserved specifically for content related to a particular
`advertiser or sponsor.
`[0046]
`In some embodiments, the perimeters may be gen(cid:173)
`erated interactively, using sponsor established perimeter defi(cid:173)
`nitions, or other unique sponsor requests. Some embodiments
`employ pre-defined areas, or allow selection of areas based on
`predetermined factors, and present sponsors a choice from
`among previously established options.
`[0047] As illustrated by block 407, a sponsor's request for
`a selected area is received. As illustrated by block 409, a
`check is made to determine if the selected area, or a portion of
`the selected area, has