(19) United States
`(12) Patent Application Publication
`Levkovitz et al.
`
`(10) Pub. No.: US 2007/0088801 A1
`(43) Pub. Date:
`Apr. 19, 2007
`
`US 20070O888O1A1
`
`(54) DEVICE, SYSTEM AND METHOD OF
`DELIVERING TARGETED
`ADVERTISEMENTS USING WIRELESS
`APPLICATION PROTOCOL
`
`Continuation-in-part of application No. 1 1/337,553,
`filed on Jan. 24, 2006.
`
`Publication Classification
`
`(76) Inventors: Zohar Levkovitz, Tel-Aviv (IL); Yoad
`Gonen, Tel-Aviv (IL)
`Correspondence Address:
`PEARL COHEN ZEDEK LATZER, LLP
`15OO BROADWAY 12TH FLOOR
`NEW YORK, NY 10036 (US)
`(21) Appl. No.:
`11/417,143
`(22) Filed:
`May 4, 2006
`Related U.S. Application Data
`(63) Continuation-in-part of application No. 1 1/250,476,
`filed on Oct. 17, 2005.
`Continuation-in-part of application No. 1 1/332.387,
`filed on Jan. 17, 2006.
`
`(51) Int. Cl.
`(2006.01)
`G06F 5/16
`(52) U.S. Cl. .............................................................. T09/217
`
`ABSTRACT
`(57)
`Devices, systems and methods of presentation of delivering
`targeted advertisements using Wireless Application Proto
`col. For example, a wireless communication device
`includes: a server to receive a request transmitted by a
`wireless communication device using Wireless Application
`Protocol (WAP) to access a WAP-page of a WAP-site, the
`server to select an advertisement based on a property
`selected from a group consisting of a property of said
`wireless communication device, and a property associated
`with a user of said wireless communication device, and the
`server to serve the advertisement to said wireless commu
`nication device using WAP in response to said request.
`
`
`
`
`
`
`
`
`
`
`
`RECIPIENT DEVICE
`
`702
`
`MESSAGE
`CLENT
`
`712
`
`732
`
`MESSAGE
`CLIENT
`
`
`
`AD
`SERVER
`
`720
`
`
`
`
`
`SERVERGATEWAY
`
`700
`
`MODIFIER
`
`750
`
`710
`
`Playrix Ex. 1008, Page 1 of 49
`
`

`

`Patent Application Publication Apr. 19, 2007 Sheet 1 of 12
`
`US 2007/0088801 A1
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
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`
`MANAGEMENT SERVER
`TRAFFIC MANAGER
`
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`DATALOADER
`UPDATER
`
`111
`121
`112
`
`CONTROL SERVER
`SYNCHRONIZER
`BALANCER
`ADSELECTOR 'I DAIACOLLECTOR
`PRIORITIZER r".
`FORMATTER N16
`DATAMANAGER v 7
`MEMORY UNIT
`118
`
`ADFILTER
`
`114
`
`DATA TRANSFEROR
`
`
`
`126
`
`
`
`140
`
`150
`
`161
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`
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`162
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`NETWORKHANDLER
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`159
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`85
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`165
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`158
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`186
`
`192
`193
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`100
`
`F.G. 1
`
`Playrix Ex. 1008, Page 2 of 49
`
`

`

`Patent Application Publication Apr. 19, 2007 Sheet 2 of 12
`
`US 2007/0088801 A1
`
`NSTALL CONTENT CLENT ON WIRELESS COMMUNICATION DEVICE
`
`TRANSMITACONTENTREQUEST BY THE WIRELESS DEVICE
`
`RECEIVE THE CONTENT REQUEST BY COMMUNICATOR
`
`RE-FORMAT THE CONTENT REQUEST
`
`210
`
`215
`
`220
`
`225
`
`SELECT CONTENTTEM(S) MATCHING THE CONTENT REQUEST
`
`230
`
`RE-FORMAT THE SELECTED CONTENTITEM(S)
`
`TRANSMIT THE SELECTED CONTENTITEMS)
`
`LOCALLY STORE THE RECEIVED CONTENT ITEM (S)
`
`SELECTIVELY PRESENTACONTENTITEM
`
`TRANSMITAN ACTIVITY REPORT
`
`
`
`
`
`
`
`PERFORM FINANCIAL TRANSACTION BASED ON ACTIVITY REPORT
`
`FIG 2
`
`235
`
`240
`
`245
`
`250
`
`255
`
`260
`
`Playrix Ex. 1008, Page 3 of 49
`
`

`

`Patent Application Publication Apr. 19, 2007 Sheet 3 of 12
`
`US 2007/0088801 A1
`
`313
`
`SENDER
`DEVICE
`
`
`
`AD
`SERVER
`
`322
`;
`MMSC -------
`323
`
`',
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`
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`
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`RECIPIENT
`
`FIG. 3
`
`413
`
`Playrix Ex. 1008, Page 4 of 49
`
`

`

`Patent Application Publication Apr. 19, 2007 Sheet 4 of 12
`
`US 2007/00888O1 A1
`
`SENDER
`DEVICE
`
`522
`
`500
`
`51
`
`601
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`SENDER
`DEVICE
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`FIRST NETWORK
`SECOND NETWORK
`
`613
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`RECIPIENT
`DEVICE
`
`Playrix Ex. 1008, Page 5 of 49
`
`

`

`Patent Application Publication Apr. 19, 2007 Sheet 5 of 12
`
`US 2007/00888O1 A1
`
`RECIPIENT DEVICE
`
`702
`
`CACHE
`
`MESSAGE
`CLIENT
`
`712
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`732
`
`MODFER
`
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`750A's.
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`AD
`SERVER
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`720
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`700
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`750
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`
`
`
`
`
`
`Playrix Ex. 1008, Page 6 of 49
`
`

`

`Patent Application Publication Apr. 19, 2007 Sheet 6 of 12
`
`US 2007/00888O1 A1
`
`901
`
`SENDER
`DEVICE
`
`
`
`FIRST NETWORK
`SECOND NETWORK
`
`
`
`AD
`SERVER
`
`913
`
`900
`
`RECIPIENT
`DEVICE
`
`902
`
`FG 9
`
`Playrix Ex. 1008, Page 7 of 49
`
`

`

`Patent Application Publication Apr. 19, 2007 Sheet 7 of 12
`
`US 2007/0088801 A1
`
`17
`1
`
`172
`173
`174
`
`176
`
`177
`
`179
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`182
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`183
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`184
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`186
`187
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`1070
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`WRELESS COMMDEVICE
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`LOCAL REPOSITORY
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`SELECTOR
`COMM HANDLER
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`CONTENT CLIENT
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`APPLECATION
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`CONTENTITEMS MANAGER
`1097
`
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`SERVER COMMUNICAOR
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`1099
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`CONTENTTEMS BROWSER
`
`REPORTER
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`PRESENTATION SERVICE
`
`CACHE MANAGER
`
`PROCESSOR
`
`OUTPUT UNIT
`INPUT UNIT
`MEMORY UNIT
`
`TRANSMITTER
`
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`
`1096
`H scrers
`
`F.G. 10
`
`
`
`Playrix Ex. 1008, Page 8 of 49
`
`

`

`Patent Application Publication Apr. 19, 2007 Sheet 8 of 12
`
`US 2007/00888O1 A1
`
`INESE?]d S
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`Playrix Ex. 1008, Page 9 of 49
`
`

`

`Patent Application Publication Apr. 19, 2007 Sheet 9 of 12
`
`US 2007/0088801 A1
`
`o o o
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`Playrix Ex. 1008, Page 10 of 49
`
`

`

`Patent Application Publication Apr. 19, 2007 Sheet 10 of 12
`
`US 2007/00888O1 A1
`
`„SNO||dO,
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`Playrix Ex. 1008, Page 11 of 49
`
`

`

`Patent Application Publication Apr. 19, 2007 Sheet 11 of 12
`
`US 2007/0088801 A1
`
`
`
`ASTANDARD MESSAGE
`(SMS, MMS, IM, EMAIL)
`INCLUDES
`ANADVERTISEMENT
`
`AN INCOMINGADVERTISEMENT
`SINDEPENDENT FROM
`A STANDARD MESSAGE
`
`1432
`
`
`
`1434
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`A SANDARD CLIEN
`PRESENTS THE
`ADVERTSEMENT
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`1422
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`1424
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`ADEDICATED CONTEN-CLIENT
`PRESENTS THE
`ADVERTSEMENT
`
`DELIVERYLAYER
`
`PRESENTATION LAYER
`
`1410
`
`1420
`
`F.G. 14
`
`Playrix Ex. 1008, Page 12 of 49
`
`

`

`Patent Application Publication Apr. 19, 2007 Sheet 12 of 12
`
`US 2007/00888O1 A1
`
`WRELESS
`COMM
`DEVICE 152
`
`
`
`
`
`
`
`GATEWAY
`
`WAP-SITE
`
`CONTENT
`SERVER
`
`1503
`
`1515
`
`FIG. 15
`
`Playrix Ex. 1008, Page 13 of 49
`
`

`

`US 2007/0O888O1 A1
`
`Apr. 19, 2007
`
`DEVICE, SYSTEM AND METHOD OF
`DELIVERING TARGETED ADVERTISEMENTS
`USING WIRELESS APPLICATION PROTOCOL
`
`PRIORAPPLICATIONS DATA
`0001. This application is a continuation-in-part of, and
`claims priority and benefit from: (1) U.S. patent application
`Ser. No. 1 1/250,476, entitled “Device, System and Method
`of Wireless Content Delivery”, filed on Oct. 17, 2005, which
`is hereby incorporated by reference in its entirety; (2) U.S.
`patent application Ser. No. 1 1/332.387, entitled “Device,
`System and Method of Wireless Delivery of Targeted Adver
`tisements', filed on Jan. 17, 2006, which is hereby incor
`porated by reference in its entirety; and (3) U.S. patent
`application Ser. No. 11/337,553, entitled “Device, System
`and Method of Presentation of Advertisements on a Wireless
`Device', filed on Jan. 24, 2006, which is hereby incorpo
`rated by reference in its entirety
`
`BACKGROUND OF THE INVENTION
`0002. In the field of wireless communications, a wireless
`communication system may allow a wireless communica
`tion device to download and use games and applications, to
`transmit and receive a Short Message Service (SMS) item or
`a Multimedia Messaging Service (MMS) item, or the like.
`0003. Unfortunately, such operations, in which content is
`downloaded to or uploaded from the wireless device, may
`consume system resources and bandwidth resources, and
`may require a user to pay a fee to cover the cost of using
`Such resources.
`
`SUMMARY OF THE INVENTION
`0004 Some embodiments of the invention include
`devices, systems and methods of wireless content delivery.
`0005 Some embodiments may provide, for example,
`contextual and/or non-contextual placement of content, e.g.,
`advertisements or banners, within an application executed
`by a cellular phone, a mobile phone, or other wireless
`communication device.
`0006.
`In some embodiments, previously-prepared appli
`cations, e.g., utilities or games for mobile phones, may be
`configured or adapted to include or embed a content client,
`e.g., using a Software Development Kit (SDK) or a Close
`Class. The content client may periodically connect to a
`content server or ad server and request content. The ad
`server may selectively serve content items to the content
`client, based on parameters related to the mobile phone, e.g.,
`manufacturer identifier, model identifier, available memory,
`presentation capabilities, or the like, and/or based on param
`eters related to a user of the mobile phone, e.g., age, age
`group, gender, marital status, profession, occupation, geo
`graphical location, proximity to geographical places, or the
`like.
`0007. In some embodiments, the ad server or other opera
`tively associated servers may perform ad targeting, for
`example, to target or tailor an appropriate content item based
`on Such parameters. In one embodiment, the ad server or
`other operatively associated servers may perform ad target
`ing based on Customer Relationship Management (CRM)
`data about the user, based on various information or personal
`information collected or otherwise obtained about a user,
`
`based on information that the user provided (e.g., using a
`form, a web-site, an opt-in service, or the like), based on a
`usage analysis of the mobile phone by the user, based on a
`contextual analysis of messages sent and/or received by the
`mobile phone, or the like.
`0008. In some embodiments, the mobile phones may
`periodically report to the ad server, or to other operatively
`associated servers, information related to past presentation
`of content items by the mobile phone and/or information
`regarding other actions or operations performed by the user,
`e.g., since the last reporting and/or since the last request for
`content items.
`0009. In some embodiments, for example, a system may
`include a server to receive an application-initiated content
`request from a wireless communication device, and to
`selectively serve to the wireless communication device a
`content item based on data included in the application
`initiated content request, wherein the application-initiated
`content request may include data identifying at least a
`manufacturer of the wireless communication device and a
`model of the wireless communication device.
`0010. In some embodiments, for example, the applica
`tion-initiated content request may include a data item
`selected, e.g., taking into account the capabilities of the
`device, from a group consisting of a data item representing
`an available memory of the wireless communication device,
`a data item representing an audio capability of the wireless
`communication device, a data item representing a video
`capability of the wireless communication device, a data item
`representing a screen size of the wireless communication
`device, a data item representing a content item type that the
`wireless communication device is able to present, and a data
`item representing a location of the wireless communication
`device.
`0011. In some embodiments, for example, the server may
`selectively serve the content item based on a personal data
`item representing a property of a user of said wireless
`communication device. In some embodiments, for example,
`the personal data item may be selected from a group
`consisting of a data item representing an age of the user, a
`data item representing an age group of the user, a data item
`representing a gender of the user, a data item representing an
`occupation of the user, a data item representing a profession
`of the user, and a data item representing usage pattern
`associated with the user.
`0012. In some embodiments, for example, the server may
`include a memory unit to store a plurality of content items
`from which the content item is selected.
`0013 In some embodiments, for example, the memory
`unit may include a volatile memory or a non-volatile
`memory.
`0014. In some embodiments, for example, the server is to
`periodically copy the content of the volatile memory into a
`non-volatile memory.
`0015. In some embodiments, for example, the plurality of
`content items may include at least a first version of the
`content item adapted for presentation using a first type of
`wireless communication device, and a second version of the
`content item adapted for presentation using a second type of
`wireless communication device.
`
`Playrix Ex. 1008, Page 14 of 49
`
`

`

`US 2007/0O888O1 A1
`
`Apr. 19, 2007
`
`In some embodiments, for example, the server is
`0016.
`operatively associated with a communicator able to receive
`a plurality of Substantially concurrent content requests and
`to store the plurality of content requests in a queue.
`0017. In some embodiments, for example, the system
`may include a first listener port to detect a first incoming
`content request, and a second listener port to Substantially
`simultaneously detect a second, Substantially concurrent,
`incoming content request.
`0018. In some embodiments, for example, the system
`may include a first reader port to read the first incoming
`content request, and a second reader port to Substantially
`simultaneously read the second, Substantially concurrent,
`incoming content request.
`0019. In some embodiments, for example, the server is
`able to execute substantially simultaneously a first thread to
`process the first incoming content request and a second
`thread to process the second incoming content request.
`0020. In some embodiments, for example, the system
`may include a first writer port to transmit a first content item
`in response to the first incoming content request, and a
`second writer port to Substantially simultaneously transmit a
`second content item in response to the second incoming
`content request.
`0021. In some embodiments, for example, the wireless
`communication device may include: a receiver to receive the
`content item; and a selector to selectively present the content
`item if a pre-defined condition is met.
`0022. In some embodiments, for example, the server is to
`serve the content item if a number of previously-served
`content items is Smaller than a pre-defined quota.
`0023. In some embodiments, for example, the server may
`include: a plurality of serving platforms; and a balancer to
`distribute a quota of servings of the content item among the
`plurality of serving platforms.
`0024. In some embodiments, for example, the server may
`include a content adapter to receive a first version of the
`content item and to generate a second, different, version of
`the content item.
`0025. In some embodiments for example, a method may
`include receiving an application-initiated content request
`from a wireless communication device; and selectively
`serving to the wireless communication device a content item
`based on data included in the application-initiated content
`request, wherein the application-initiated content request
`may include data identifying at least a manufacturer of the
`wireless communication device and a model of the wireless
`communication device.
`0026.
`In some embodiments, for example, the applica
`tion-initiated content request may include a data item
`selected from a group consisting of a data item representing
`an available memory of the wireless communication device,
`a data item representing an audio capability of the wireless
`communication device, a data item representing a video
`capability of the wireless communication device, a data item
`representing a screen size of the wireless communication
`device, a data item representing a content item type that the
`wireless communication device is able to present, and a data
`item representing a location of the wireless communication
`device.
`
`0027. In some embodiments, for example, the method
`may include selectively serving the content item based on a
`personal data item representing a property of a user of said
`wireless communication device. In some embodiments, for
`example, the data item is selected from a group consisting
`of a data item representing an age of the user, a data item
`representing an age group of the user, a data item represent
`ing a gender of the user, a data item representing an
`occupation of the user, a data item representing a profession
`of the user, and a data item representing usage pattern
`associated with the user.
`0028. In some embodiments, for example, the method
`may further include storing in a memory unit a plurality of
`content items; and selecting the content item from the
`plurality of content items.
`0029. In some embodiments, for example, storing in a
`memory unit may include storing in a volatile memory, and
`the method may further include periodically copying the
`content of the Volatile memory into a non-volatile memory.
`0030. In some embodiments, for example, the plurality of
`content items may include at least a first version of the
`content item adapted for presentation using a first type of
`wireless communication device, and a second version of the
`content item adapted for presentation using a second type of
`wireless communication device.
`0031. In some embodiments, for example, the method
`may further include receiving a plurality of Substantially
`concurrent content requests; and storing the plurality of
`content requests in a queue.
`0032. In some embodiments, for example, the method
`may include Substantially simultaneously detecting a first
`incoming content request and a second, Substantially con
`current, incoming content request.
`0033. In some embodiments, for example, the method
`may include Substantially simultaneously reading the first
`incoming content request and the second, Substantially con
`current, incoming content request.
`0034. In some embodiments, for example, the method
`may include Substantially simultaneously executing a first
`thread to process the first incoming content request and a
`second thread to process the second incoming content
`request.
`0035) In some embodiments, for example, the method
`may include Substantially simultaneously transmitting a first
`content item in response to the first incoming content request
`and a second content item in response to the second incom
`ing content request.
`0036). Some embodiments may include, for example, a
`machine-readable medium having stored thereon a set of
`instructions that, if executed by a machine, result in: receiv
`ing an application-initiated content request from a wireless
`communication device; and selectively serving to the wire
`less communication device a content item based on data
`included in the application-initiated content request, wherein
`the application-initiated content request may include data
`identifying at least a manufacturer of the wireless commu
`nication device and a model of the wireless communication
`device.
`0037. In some embodiments, for example, a wireless
`communication device may include a transmitter to transmit
`
`Playrix Ex. 1008, Page 15 of 49
`
`

`

`US 2007/0O888O1 A1
`
`Apr. 19, 2007
`
`an application-initiated content request; and a receiver to
`receive a content item selected by a server based on data
`included in the application-initiated content request, wherein
`the application-initiated content request may include data
`identifying at least a manufacturer of the wireless commu
`nication device and a model of the wireless communication
`device.
`0038. In some embodiments, for example, system may
`include a modifier to receive a message transmitted by a first
`wireless communication device and intended for reception
`by a second wireless communication device, and to selec
`tively add an advertisement to the message prior to its
`presentation on the second wireless communication device.
`0039. In some embodiments, for example, the message
`may include a message selected from a group consisting of
`a Short Message Service (SMS) message, a Multimedia
`Messaging Service (MMS) message, an Instant Messaging
`(IM) message, and an Electronic Mail (Email) message.
`0040. In some embodiments, for example, the modifier is
`to select the advertisement based on a contextual analysis of
`the message.
`0041. In some embodiments, for example, the contextual
`analysis may include an analysis utilizing a taxonomy tree of
`classified topics.
`0042. In some embodiments, for example, the contextual
`analysis is to determine to maintain the message unmodified.
`0043. In some embodiments, for example, the modifier is
`to select the advertisement based on a contextual analysis of
`one or more messages communicated prior to said message.
`0044) In some embodiments, for example, the modifier is
`to select the advertisement based on a manufacturer of the
`second wireless communication device and a model of the
`second wireless communication device.
`0045. In some embodiments, for example, the modifier is
`to select the advertisement based on a location of the second
`wireless communication device.
`0046.
`In some embodiments, for example, the modifier is
`to select the advertisement based on a personal data item
`representing a property of a user of the second wireless
`communication device.
`0047. In some embodiments, for example, the personal
`data item is selected from a group consisting of a data item
`representing an age of said user, a data item representing an
`age group of said user, a data item representing a gender of
`said user, a data item representing an occupation of said user,
`a data item representing a profession of said user, and a data
`item representing usage pattern associated with said user.
`0.048. In some embodiments, for example, the system
`may include a proxy server to intercept the message trans
`mitted by the first wireless communication device, and to
`route the message to a gateway incorporating said modifier.
`0049. In some embodiments, for example, the modifier is
`included in said first wireless communication device, and
`the modifier is to selectively add the advertisement prior to
`transmission of the message to the second wireless commu
`nication device.
`0050. In some embodiments, for example, the modifier is
`included in said second wireless communication device.
`
`0051. In some embodiments, for example, the modifier is
`included in a message client application of said second
`wireless communication device.
`0052. In some embodiments, for example, the modifier is
`to obtain the advertisement from a local cache operatively
`coupled to the modifier.
`0053. In some embodiments, for example, the modifier is
`included in a device selected from a group consisting of the
`first wireless communication device, and the second wire
`less communication device; and the modifier is to obtain the
`advertisement from a local cache of said device while said
`device is offline.
`0054. In some embodiments, for example, the modifier is
`to obtain the advertisement through an online connection
`with an advertisement server.
`0055. In some embodiments, for example, a method may
`include: receiving a message transmitted by a first wireless
`communication device and intended for reception by a
`second wireless communication device; and selectively add
`ing an advertisement to the message prior to its presentation
`on the second wireless communication device.
`0056.
`In some embodiments, for example, the method
`may include receiving a message selected from a group
`consisting of: a Short Message Service (SMS) message, a
`Multimedia Messaging Service (MMS) message, an Instant
`Messaging (IM) message, and an Electronic Mail (Email)
`message.
`0057. In some embodiments, for example, the method
`may include selecting the advertisement based on a contex
`tual analysis of the message.
`0058. In some embodiments, for example, the method
`may include, based on a contextual analysis of the message,
`determining to maintain the message unmodified.
`0059. In some embodiments, for example, the method
`may include intercepting the message transmitted by the first
`wireless communication device.
`0060. In some embodiments, for example, a wireless
`communication device may include: a receiver to receive a
`message transmitted by another wireless communication
`device and intended for reception by said wireless commu
`nication device; and a modifier to selectively add an adver
`tisement to the message prior to its presentation on said
`wireless communication device.
`0061. In some embodiments, for example, the wireless
`communication device may include a receiver to receive a
`message selected from a group consisting of a Short Mes
`sage Service (SMS) message, a Multimedia Messaging
`Service (MMS) message, an Instant Messaging (IM) mes
`sage, and an Electronic Mail (Email) message.
`0062. In some embodiments, for example, the modifier is
`to select the advertisement based on a contextual analysis of
`the message; to select the advertisement based on a contex
`tual analysis of at least one message communicated prior to
`said message; and/or to select the advertisement from a local
`cache when said wireless communication device is offline.
`0063. In some embodiments, for example, a wireless
`communication device may include a display unit to display
`one or more user-selectable operations selectively associated
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`with an advertisement embedded within an incoming mes
`sage. In some embodiments, for example, message may be
`selected from a group consisting of a Short Message
`Service (SMS) message, a Multimedia Messaging Service
`(MMS) message, an Instant Messaging (IM) message, and
`an Electronic Mail (Email) message.
`0064. In some embodiments, for example, the wireless
`communication device may include a content client running
`on the wireless communication device to present the one or
`more user-selectable operation; and/or a content client to
`present the one or more user-selectable operations in a
`context of an application running on the wireless commu
`nication device
`0065. In some embodiments, for example, the wireless
`communication device may include a content item reposi
`tory to locally store the advertisement in response to a
`command to save the advertisement; a content item reposi
`tory to locally store the advertisement separately from the
`incoming message in response to a command to save the
`advertisement; a content items browser running on the
`wireless communication device to selectively present a
`previously-saved advertisement embedded within a previ
`ously-received incoming message.
`0066.
`In some embodiments, for example, the wireless
`communication device may include a soft-key or other user
`interface to select an operation from the one or more
`user-selectable operations selectively associated with the
`advertisement embedded within the incoming message.
`0067. In some embodiments, for example, the user-se
`lectable operations may include: placing a call to a destina
`tion related to the advertisement; locally storing a coupon
`included in the advertisement for Subsequent presentation;
`or the like.
`0068. In some embodiments, for example, the wireless
`communication device may include a content items manager
`to delete a local previously-stored advertisement based on an
`expiration time selectively associated with the local previ
`ously-stored advertisement.
`0069. In some embodiments, for example, a wireless
`communication device may include a wireless communica
`tion device to receive an advertisement selected in response
`to an application-initiated content request, to present the
`advertisement in a context of an application running on the
`wireless communication device, and to present one or more
`user-selectable operations selectively associated with the
`advertisement. The application may be, for example, a
`gaming application, a utility application, or the like.
`0070. In some embodiments, for example, a method may
`include presenting on a wireless communication device one
`or more user-selectable operations selectively associated
`with an advertisement embedded within an incoming mes
`sage selected from a group consisting of a Short Message
`Service (SMS) message, a Multimedia Messaging Service
`(MMS) message, an Instant Messaging (IM) message, and
`an Electronic Mail (Email) message.
`0071. In some embodiments, for example, the method
`may include storing the advertisement locally in the wireless
`communication device in response to a command to save the
`advertisement.
`
`0072. In some embodiments, for example, the method
`may include storing the advertisement separately from the
`incoming message and locally in the wireless communica
`tion device in response to a command to save the advertise
`ment.
`0073. In some embodiments, for example, the method
`may include selectively presenting on the wireless commu
`nication device a previously-saved advertisement embedded
`within a previously-received incoming message.
`0074. In some embodiments, for example, the method
`may include configuring a soft-key of the wireless commu
`nication device to select an operation from the one or more
`user-selectable operations selectively associated with the
`advertisement embedded within the incoming message.
`0075. In some embodiments, for example, the method
`may include deleting from a local repository of the wireless
`communication device a previously-stored advertisement
`based on an expiration time associated with the previously
`stored advertisement.
`0076.
`In some embodiments, for example, a system may
`include: a server to receive a request transmitted by a
`wireless communication device using Wireless Application
`Protocol (WAP) to access a WAP-page of a WAP-site, the
`server to select an advertisement based on a property
`selected from a group consisting of a property of said
`wireless communication device, and a property associated
`with a user of said wireless communication device, and the
`server to serve the advertisement to said wireless commu
`nication device using WAP in response to said request.
`0077. In some embodiments, for example, said advertise
`ment is included in said WAP-page, and said server is to
`serve said WAP-page to said wireless communication device
`in response to said request.
`0078. In some embodiments, for example, said server is
`to serve said advertisement to said wireless communication
`device separately from serving said WAP-page to said
`wireless communication device.
`0079. In some embodiments, for example, said server is
`to serve said advertisement to said wireless communication
`device prior to serving said WAP-page to said wireless
`communication device.
`0080. In some embodiments, for example, said advertise
`ment may include a code that when executed by said
`wireless communication device causes said wireless com
`munication device: to present said advertisement for a
`pre-defined time period; and to redirect said wireless com
`munication device to said WAP-page after said pre-defined
`time period elapses.
`0081. In some embodiments, for example, said advertise
`ment may include a hyperlink that when selected by an input
`unit of said wireless communication device causes said
`wireless communication device to redirect said wireless
`communication device to said WAP-page.
`0082 In some embodiments, for example, said advertise
`ment may include a code that when executed by said
`wireless communication device causes said wireless com
`munication device: to present said advertisement for a
`pre-defined time period; to present a hyperlink on said
`wireless communication device; and to redirect said wireless
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`communication device to said WAP-page upon the earlier
`of when said pre-defined time period elapses, or when said
`hyperlink is selected by an input unit of said wireless
`communication device.
`0083. In some embodiments, for example, said property
`of said wireless communication device may include a pre
`sentation capability of said wireless communication device.
`0084. In some embodiments, for example, said property
`associated with said user may include a property selected
`from a group consisting of an age of said user, a gender of
`said user, a profession of said user, an occupation of said
`user, a family status of said user, a location of said user, an
`operation previously performed by said user using said
`wireless communicati