(12) United States Patent
`Elliott et al.
`
`(10) Patent No.:
`(45) Date of Patent:
`
`US 8,738,431 B2
`May 27, 2014
`
`USOO8738431B2
`
`(54) MOBILE ADVERTISING SYNDICATION
`
`(56)
`
`(75) Inventors: John W. Elliott, San Diego, CA (US);
`James D. Coyer, Encinitas, CA (US);
`Mark A. Maggenti, Del Mar, CA (US)
`
`(73) Assignee: QUALCOMM Incorporated, San
`Diego, CA (US)
`
`(*) Notice:
`
`Subject to any disclaimer, the term of this
`patent is extended or adjusted under 35
`U.S.C. 154(b) by 396 days.
`
`(21) Appl. No.: 12/274,611
`
`(22) Filed:
`
`Nov. 20, 2008
`
`(65)
`
`Prior Publication Data
`US 2010/O125491 A1
`May 20, 2010
`
`(2012.01)
`(2006.01)
`
`(51) Int. Cl.
`G06O 30/00
`G06O 90/00
`(52) U.S. Cl.
`CPC ...................................... G06O 90/00 (2013.01)
`USPC ......................................................... 705/14.1
`(58) Field of Classification Search
`CPC ...................................................... G06Q 90/00
`USPC ......................................................... 705/14.1
`See application file for complete search history.
`
`References Cited
`U.S. PATENT DOCUMENTS
`
`2/2003 Calvert
`6,526,275 B1
`1/2003 Himmel et al.
`2003, OOO3929 A1
`6/2005 Barnes, Jr.
`2005. O136949 A1
`9, 2006 Othmer
`2006/021711.0 A1
`2/2008 Padin .............................. TO5/14
`2008/0033805 A1
`2009,0259.529 A1* 10, 2009 Chiu et al. ...................... TO5/14
`
`FOREIGN PATENT DOCUMENTS
`
`7/2005
`2005OO74459 A
`KR
`20070107588 A 11, 2007
`KR
`2008OO66676. A
`T 2008
`KR
`20080O80448 A
`9, 2008
`KR
`* cited by examiner
`Primary Examiner — Daniel Lastra
`(74) Attorney, Agent, or Firm — The Marbury Law Group,
`PLLC
`ABSTRACT
`(57)
`Apparatus and methods for distributing advertising content to
`a mobile device. An application is executed on a mobile
`device containing an advertising opportunity. Advertising
`content is requested from an advertisement syndication inter
`face. A filtering constraint applicable to the advertising con
`tent request is identified and used to select and advertisement
`from a local advertising cache. The selected advertisement is
`rendered in a composite with rendering of content of the
`application.
`
`92 Claims, 7 Drawing Sheets
`
`100
`
`Ad Team 140
`
`
`
`- 110
`
`Multicast Server
`Console 150
`
`
`
`Multicast
`Delivery 102
`
`
`
`Billing Service fa"
`
`Application
`Developer
`142
`
`Mobile Advertising
`Central Controller
`120
`Ad Ingest 130
`Campaign
`Management 132
`Delivery
`Scheduling 134
`AdTracking?
`Analytics 136
`
`
`
`
`
`
`
`Memory 146
`Client Ad Syndication AP 162
`AdTracking 194Use Log 196
`Ad Cache 178
`Ads 182 tags 184
`User Profile 190Targeting 186
`O
`Ad Clip Cast 180 Settings 188
`Application Usage Tracking 192
`OS 160 Mobile Application 144
`CommMod 111 111 Processor 156
`
`
`
`Page 1 of 19
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`U.S. Patent
`U.S. Patent
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`May 27, 2014
`May 27
`, 2014
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`Sheet 1 of 7
`Sheet 1 of 7
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`US 8,738,431 B2
`US 8,738,431 B2
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`U.S. Patent
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`May 27, 2014
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`Sheet 2 of 7
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`US 8,738,431 B2
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`
`
`Mobile Communication Device 200
`
`Advertising Banner
`SSS3OS
`clearlback
`Left 228
`Menu 230
`224 O Select 226 O
`(
`)
`DTMF Keypad 222
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`U.S. Patent
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`May 27, 2014
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`US 8,738,431 B2
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`008_/
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`079
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`US 8,738,431 B2
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`U.S. Patent
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`May 27
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`, 2014
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`Sheet 5 of 7
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`US 8,738,431 B2
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`U.S. Patent
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`May 27, 2014
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`Sheet 6 of 7
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`US 8,738,431 B2
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`
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`
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`
`
`
`
`
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`
`
`
`
`Appropriate Ad?
`
`Yes
`
`Store in Ad Cache 620
`
`Ad Requested by
`App'n?622
`
`Yes
`
`Filter Based on Application, User & Campaign Constraints 624
`
`Target AdBy Optimizing Revenue Potential per Profile 626
`
`Track Ad Rendering by Mobile Device Browser/GUIAppl. 628
`
`"-gos
`
`pink Available?63D Yes
`
`Report Ad Usage & Statistics on Portions of Apps Used 632
`FIG. 6
`
`Page 7 of 19
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`

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`U.S. Patent
`
`May 27, 2014
`
`Sheet 7 Of 7
`
`US 8,738,431 B2
`
`GetAd ()
`Argument
`media type 702
`
`location 706
`demographic 708
`time 710
`duration 712
`rendering caps 714
`urgency 716
`Callback 718
`FIG. 7
`
`
`
`WriteLOgEvent ()
`
`700
`
`Description
`{Graphic, rich media, video, text-type of ad requested
`imensional size of ad needed
`Current geographic location of mobile device
`desired demographic profile characteristic of subscriber
`ime
`Ad duration
`device rendering capabilities/preference (e.g., frame rate, Color, depth)
`in how many seconds does the application need the ad
`unction to call when the ad is ready
`
`800
`
`
`
`
`
`
`
`Description
`Application Identifier of the calling application
`App_id 802
`Name/value pair x 804. A secure field understood by the logging application for user privacy
`FIG. 8
`
`
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`Page 8 of 19
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`

`

`1.
`MOBILE ADVERTISING SYNDICATION
`
`BACKGROUND
`
`Consumers worldwide have evinced a desire for continu
`ous ubiquitous access to information, communication links,
`and entertainment content. This desire has led to the intro
`duction of mobile devices (e.g., cell phones, personal media
`devices (PMDS), portable gaming systems, etc. . . . ) with
`increased communication throughput and processing capa
`bilities capable of handling complex data rich interactions
`with between users and providers. As more people use their
`mobile devices for data rich applications such as web surfing
`and viewing mobile television, the providers of such services
`naturally seek methods to derive profit from these activities.
`One obvious method is to charge for the various services.
`However, users of such services will only pay a limited
`amount, which may or may not adequately compensate the
`providers of the services. Compounding the problem, a vari
`ety of parties are typically involved in the providing of Such
`services. For example, there is the provider of the communi
`cation path (e.g. the cellular network operator), the content
`aggregators (e.g. the networks and web site operators), and
`the content providers. As a result, providers are looking to
`advertising to generate a revenue stream.
`This is not unexpected as traditional main stream media
`outlets Such as newspaper, television and radio have long
`relied upon advertisements to generate revenue streams.
`Advertising on mobile devices is estimated by one analyst to
`become a worldwide S25B market by 2011 as mobile devices
`proliferate around the world. However, much like the Inter
`net, advertising on mobile devices present challenges when
`compared to traditional broadcast media. For example, when
`“pushing advertisements, especially large format "rich'
`advertisements, consideration must be given to the limited
`throughput associated with wireless networks and the limited
`power available to mobile devices.
`
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`SUMMARY
`
`The following presents a simplified Summary to provide a
`basic understanding of some aspects of the disclosed aspects.
`This Summary is not an extensive overview and is intended to
`neither identify key or critical elements nor delineate the
`Scope of such aspects. Its purpose is to present some concepts
`of the described features in a simplified form as a prelude to
`the more detailed description that is presented later.
`In accordance with one or more aspects and corresponding
`disclosure thereof, various aspects are described in connec
`tion with an advertising syndication method and apparatus
`that leverages the reach of a multicast network, thereby pro
`viding cost efficiencies in delivery of advertising content. In
`Some aspects, the value of Scheduling, delivering, targeting
`and measuring advertising presentations (impressions) is
`aggregated in a common service, making advertising deploy
`ment more convenient for mobile device vendors, mobile
`application developers and providers, advertising content
`providers, and wireless communication operators or carriers.
`In one aspect, a method utilizes syndicated advertising
`content on a mobile device. An application on a mobile device
`containing an advertising opportunity. An advertisement Syn
`dication interface is called upon to request advertising con
`tent. A filtering constraint applicable to the advertising con
`tent request is determined. An advertisement is selected in
`accordance with the filtering constraint from a local advertis
`ing cache. The selected advertisement is rendered composited
`with rendering of content of the application.
`
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`US 8,738,431 B2
`
`2
`In another aspect, at least one processor utilizing syndi
`cated advertising content on a mobile device. A first module
`executes an application on a mobile device containing an
`advertising opportunity. A second module calls upon an
`advertisement syndication interface to request advertising
`content. A third module determines a filtering constraint
`applicable to the advertising content request. A fourth module
`selects an advertisement in accordance with the filtering con
`straint from a local advertising cache. A fifth module renders
`the selected advertisement composited with rendering of con
`tent of the application.
`In an additional aspect, a computer program product for
`utilizing syndicated advertising content on a mobile device by
`having a computer-readable storage medium that provides
`codes. A first set of instructions causes a computer to execute
`an application on a mobile device containing an advertising
`opportunity. A second set of instructions causes the computer
`to call upon an advertisement syndication interface to request
`advertising content. A third set of instructions causes the
`computer to determine a filtering constraint applicable to the
`advertising content request. A fourth set of instructions
`causes the computer to select an advertisement in accordance
`with the filtering constraint from a local advertising cache. A
`fifth set of instructions causes the computer to render the
`selected advertisement composited with rendering of content
`of the application.
`In another additional aspect, an apparatus utilizes syndi
`cated advertising content on a mobile device. Means are
`provided for executing an application on a mobile device
`containing an advertising opportunity. Means are provided
`for calling upon an advertisement syndication interface to
`request advertising content. Means are provided for deter
`mining a filtering constraint applicable to the advertising
`content request. Means are provided for selecting an adver
`tisement in accordance with the filtering constraint from a
`local advertising cache. Means are provided for rendering the
`selected advertisement composited with rendering of content
`of the application.
`In a further aspect, an apparatus utilizes syndicated adver
`tising content on a mobile device. An application executes on
`a mobile computing platform of a mobile device and requests
`request advertising content for an advertising opportunity. A
`client advertising interface executed on the mobile computing
`platform responds to the request for advertising content by
`determining a filtering constraint applicable to the advertising
`content request and selecting an advertisement in accordance
`with the filtering constraint from a local cache. A user inter
`face rendering the selected advertisement composited with
`rendering of content of the application.
`In one aspect, a method wirelessly syndicates advertising
`content to a mobile device. Advertising content is tagged with
`a filtering constraint. The advertising content tagged with the
`filtering constraint is wirelessly multicast to a client advertis
`ing interface executed respectively on a plurality of mobile
`devices for being locally cached and selectively played in
`conformance to the tagged filtering constraint in conjunction
`with an advertising opportunity defined in a mobile applica
`tion. A usage report is received from the plurality of mobile
`devices pertaining to advertising usage with the mobile appli
`cation.
`In yet another aspect, at least one processor wirelessly
`syndicates advertising content to mobile device. A first mod
`ule tags advertising content with a filtering constraint. A
`second module wirelessly multicasts the advertising content
`tagged with the filtering constraint to a client advertising
`interface executed respectively on a plurality of mobile
`devices for being locally cached and selectively played in
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`US 8,738,431 B2
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`3
`conformance to the tagged filtering constraint in conjunction
`with an advertising opportunity defined in a mobile applica
`tion. A third module receives a usage report from the plurality
`of mobile devices pertaining to advertising usage with the
`mobile application.
`In yet an additional aspect, a computer program product
`wirelessly syndicates advertising content to mobile device
`has a computer-readable storage medium containing codes. A
`first set of instructions causes a computer to tag advertising
`content with a filtering constraint. A second set of instructions
`causes the computer to wirelessly multicast the advertising
`content tagged with the filtering constraint to a client adver
`tising interface executed respectively on a plurality of mobile
`devices for being locally cached and selectively played in
`conformance to the tagged filtering constraint in conjunction
`with an advertising opportunity defined in a mobile applica
`tion. A third set of instructions causes the computer to receive
`a usage report from the plurality of mobile devices pertaining
`to advertising usage with the mobile application.
`In yet another additional aspect, an apparatus wirelessly
`syndicates advertising content to mobile device. Means are
`provided for tagging advertising content with a filtering con
`straint. Means are provided for wirelessly multicasting the
`advertising content tagged with the filtering constraint to a
`client advertising interface executed respectively on a plural
`ity of mobile devices for being locally cached and selectively
`played in conformance to the tagged filtering constraint in
`conjunction with an advertising opportunity defined in a
`mobile application. Means are provided for receiving a usage
`report from the plurality of mobile devices pertaining to
`advertising usage with the mobile application.
`In yet a further aspect, an apparatus wirelessly syndicates
`advertising content to mobile device. An advertising service
`component tags advertising content with a filtering con
`straint. A multicast broadcast transmitter wirelessly multi
`casts the advertising content tagged with the filtering con
`straint to a client advertising interface executed respectively
`on a plurality of mobile devices for being locally cached and
`selectively played in conformance to the tagged filtering con
`straint in conjunction with an advertising opportunity defined
`in a mobile application. A network receiver receives a usage
`report from the plurality of mobile devices pertaining to usage
`with the mobile application.
`To the accomplishment of the foregoing and related ends,
`one or more aspects comprise the features hereinafter fully
`described and particularly pointed out in the claims. The
`following description and the annexed drawings set forth in
`detail certain illustrative aspects and are indicative of but a
`few of the various ways in which the principles of the aspects
`may be employed. Other advantages and novel features will
`become apparent from the following detailed description
`when considered in conjunction with the drawings and the
`disclosed aspects are intended to include all such aspects and
`their equivalents.
`
`4
`FIG. 4 is a timing diagram of mobile advertising syndica
`tion;
`FIG. 5 is a block diagram of advertising content;
`FIG. 6 is a flow chart of a method of client advertising
`syndication;
`FIG. 7 is a diagram of a get advertising data structure; and
`FIG. 8 is a diagram of a write log event data structure.
`
`DETAILED DESCRIPTION
`
`In a personalized, measurable way, large format rich adver
`tising content is delivered over a wireless network to a popu
`lation of mobile devices. Limited data throughput is accom
`modated by utilizing a multicasting broadcast radio network,
`avoiding the increased communications necessary to unicast
`to individual mobile devices. Power constraints of the mobile
`devices are respected by allowing the devices to deliver files
`over broadcast ("clip cast’) advertising content when needed,
`and in particular to select content that satisfies certain filtering
`constraints, such as imposed by the Subscriber, the advertiser,
`or a mobile application that executes on the mobile device that
`provides an advertising opportunity. In particular, a client ad
`syndication interface monitors application and advertising
`usage, facilitates the download and selection for rendering of
`advertising content, and reports the usage to a remote network
`for billing purposes and ad campaign effectiveness metrics.
`This interface can make advertisements and applications less
`computing platform and application dependent as well as
`facilitating ad targeting and an enhanced user experience. The
`client ad syndication interface syndicates advertisements,
`that is the advertisements are made available for any applica
`tion or component on a mobile device. This is to be contrasted
`with each application managing and delivering its own ad
`inventory, rendering the appropriate targeted ad, and logging
`and transmitting usage information back to a database.
`In an illustrative aspect, advertising syndication pertains to
`a system that takes a store of advertisements that are offered
`selectively to one or more devices, and more particularly
`offered selectively to programs and advertising slots executed
`on the devices. In an exemplary aspect, extending a paradigm
`of syndication long known in print media (e.g., newspapers,
`periodicals, etc.), mobile advertising syndication can provide
`an association that offers materials to one or more segments
`of a mobile device population.
`It should be appreciated that delivery of large format rich
`advertising content is an illustrative use and that aspects dis
`closed herein can be advantageously used in delivering
`Smaller scale content and non-advertising content.
`Various aspects are now described with reference to the
`drawings. In the following description, for purposes of expla
`nation, numerous specific details are set forth to provide a
`thorough understanding of one or more aspects. It may be
`evident, however, that the various aspects may be practiced
`without these specific details. In other instances, well-known
`structures and devices are shown in block diagram form to
`facilitate describing these aspects.
`Turning to the Drawings, in FIG. 1, a mobile advertising
`syndication framework 100 leverages the efficiencies of a
`multicast broadcast network 102 in delivery of large format
`“rich' advertising content over a multicast over-the-air (OTA)
`“downlink' channel 104 from a radio access node (RAN) 106
`or a unidirectional broadcaster 107 to a population of mobile
`devices 108 of a communication system 110. The mobile
`devices 108 in one aspect can have a communication module
`111 that responds individually via circuit switched (CS) or
`packet switched (PS) “uplink' channel 112 to the RAN 106
`(e.g., 2G/3G/4G cellular telephone). Alternatively or in addi
`
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`BRIEF DESCRIPTION OF THE DRAWINGS
`
`The features, nature, and advantages of the present disclo
`sure will become more apparent from the detailed description
`set forth below when taken in conjunction with the drawings
`in which like reference characters identify correspondingly
`throughout and wherein:
`FIG. 1 is a block diagram of a mobile advertising syndica
`tion framework;
`FIG. 2 is a diagram of a mobile device;
`FIG.3 a sequence of diagrams illustrating a graphical user
`interface for a mobile device;
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`tion, the mobile devices 108 can have a communication mod
`ule 111 that responds via wireless access point (AP) 114 over
`an 802.11 uplink channel 116. Alternatively or in addition, the
`mobile devices 108 can have a persistent or intermittent wired
`network access as depicted at 117. In another aspect, a com
`munication module 111 can be a dual mode device capable of
`both types of uplink communication. These responses can
`provide data as to the effectiveness of an advertising cam
`paign over a network 118 to a mobile advertising central
`controller 120. For example, portions of the network 118 can
`comprise a public or private Internet, public telephone
`switched network (PSTN).
`For convenience and clarity, unicast as used herein refers to
`sending information packets to a single destination. While
`Such transmissions may be picked up by multiple receivers,
`only the addressed receiver digests the data. Physically, mes
`sages are directed only over those links in a network required
`to achieve delivery, thereby limiting the number of devices on
`the network that actually receive the messages to a minimum.
`Unicast allows a single user to personalize receiving data on
`the fly. Web browsing to a particular streamed media clip is an
`example of unicasting.
`Multicast as used herein refers to transmitting information
`packets addressed to a range of receivers. Multicast is typi
`cally implemented on an otherwise unicast-based network
`using network addressing methods for the delivery of infor
`mation to a group of destinations simultaneously. Multicast
`methods strive for efficiency through delivering the messages
`over each link of the network only once, creating copies only
`when the links to the multiple destinations split, typically at
`network switches and routers. Multicast is often used for
`streaming media and Internet television applications where
`the media is streamed to all requesting users in the same time
`frame. An example is a group selecting to receive streaming
`Video of a live performance or sports contest.
`Broadcast as used herein refers to transmitting informa
`tion, which in Some but not all instances can be packetized, to
`all units capable of receiving the transmission without dis
`tinction. Over-the-air television and radio are particular
`examples of broadcast networks. For example, everybody
`tuned to channel 8 receives the same signal at the same time
`with the transmission time chosen by the broadcaster rather
`than the user. Broadcast networks are usually physically sepa
`rate from unicast based networks as, generally, one-to-many
`transmissions of data are not efficient on a unicast based
`network. Broadcast networks are also generally thought of as
`being one-way communication paths.
`To provide more of a user-directed unicast or multicast
`content receiving experience without the corresponding net
`work resource scalability constraints, services such as the
`50
`MediaFLOTM system provided by QUALCOMM CORPO
`RATIONR), San Diego, Calif., provide a one-to-many content
`or media broadcast capability. It is to be noted that most
`digital video broadcasting networks, like MediaFLO and
`DVH-H, use digital rights management systems to prevent
`the decoding of the received data absent Subscriptions. In
`Some ways this mimics functionality of multicast systems in
`that only those users electing (e.g. paying) to receive the
`content can view the content. In some aspects, these services
`are focused on delivering live performance broadcasts of
`general appeal that users manually select to view.
`Thus, illustrative examples of multicast broadcast net
`works 102 include MediaFLOTM media distribution system,
`available from QUALCOMM Incorporated of San Diego,
`Calif., Digital Video Broadcast-Handheld (DVB-H) and
`Broadcast and Multicast Services (BCMCS). In one aspect,
`the broadcast network 102 can further perform unicast com
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`munications such as WiMax, cellular telephone, etc. Network
`102 may be any private or public wireless communications
`network operating according to any known standard, includ
`ing Code Division Multiple Access (CDMA), cdmaOne,
`cdma2000, Universal Mobile Telecommunication System
`(UMTS), Wideband CDMA, Global System for Mobile
`Communications (GSM), and TIA/EIA-136.
`The population of mobile devices 108 is depicted as vari
`ous types of user equipment or access terminals (e.g., con
`verged handheld computer 122, Smart phone 124, portable
`media player (not shown), wireless-capable handheld game
`console (not shown), personal digital assistant 126, and a
`laptop 128, etc.).
`The mobile advertising central controller 120 coordinates
`advertisement (ad) definition, ingestion, delivery, serving and
`reporting to achieve end-to-end ad syndication, depicted as
`being performed by an ad ingest module 130, campaign man
`agement module 132, delivery scheduling module 134, and
`an ad tracking/analytics module 136. Advertising content
`originates as creative files and advertising objectives of an
`advertiser 138, which can be an ad agency. An ad team 140
`knowledgeable about the population of mobile devices 108
`can convert the creative files and advertising objectives into
`advertising content suitable for distribution. To advance the
`penetration and effectiveness of ad syndication, application
`developers or providers 142 can become involved in creating
`advertising opportunities in their deployed applications,
`depicted as an application 144 stored in memory 146 of the
`mobile device 122. Defining such opportunities can be in
`return for usage data on the performance of their application
`144 or for remuneration for participation in the ad syndica
`tion, depicted as being credited by a billing service 148. The
`ad team 140 provides the ad content to a multicast service
`console 150 that can schedule the ad content on the multicast
`broadcast network 102 for distribution.
`The mobile device 122 advantageously has a computing
`platform 152 manages constraints on power and storage as
`well as intermittent download communication. In particular, a
`client ad syndication system 154 executes on the computing
`platform 152 to implement mobile ad syndication autono
`mously, with intermittent communications, and in a targeted
`fashion. The computer platform 152 comprises a processor
`156 and the memory 146 communicating over a data bus 157.
`Processor 156 controls the operation of the mobile device 122
`according to an operating system (O/S) 160, applications or
`programs or modules stored in memory 146. The control
`functions may be implemented, for example, in a single
`microprocessor, or in multiple microprocessors. Suitable
`microprocessors may include general purpose and special
`purpose microprocessors, state machines, as well as digital
`signal processors. Further, for example, processor 156 may be
`an application-specific integrated circuit (ASIC), or other
`chipset, logic circuit, or other data processing device. Proces
`sor 156 or other data processing device such as ASIC can
`execute an application programming interface (API) layer
`that interfaces with any resident applications, and/or pro
`grams and/or modules, such as client ad syndication API 162,
`stored in memory 146.
`Memory 146 represents all of the memory associated with
`mobile device 122, and may include both random access
`memory (RAM) and read-only memory (ROM), erasable
`ROM (EPROM), electronically erasable ROM (EEPROM),
`flash cards, or any memory common to computer platforms.
`Further, memory 146 may include one or more flash memory
`cells, or may be any secondary or tertiary storage device. Such
`as magnetic media, optical media, tape, or soft or hard disk.
`For example, computer program instructions and data utilized
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`in the operation of mobile device 122 may be stored in non
`volatile memory, such as EPROM, EEPROM, and/or flash
`memory. Additionally, memory 146 may be implemented as
`discrete devices, stacked devices, or may be integrated with
`processor 156. Memory 146 can also include areas parti
`tioned into and designated for use as temporary memory
`buffers, or for use by the client ad syndication system 154
`In the exemplary aspect, an integral graphical user inter
`face (GUI) 164 with input device, depicted as touch screen
`stylus 166, and an output device, depicted as display 168,
`allows the user to interact with application rendering 170 that
`presents an opportunity for an integral advertisement presen
`tation (reservation) 172. For example, an input device 166 can
`comprise a mechanism Such as a key, keypad and/or key
`board, a mouse, a touch-screen display, a microphone, etc. In
`certain aspects, an output device 168 may include or comprise
`an audio speaker, display, a haptic feedback mechanism, etc.
`The mobile device 122 can advantageously sense or
`receive geographic location information from a location mod
`ule 174, depicted as being responsive to global positioning
`system (GPS) satellites 176. It should be noted, however, that
`location module 174 may alternately, or in addition, be
`responsive to a terrestrial-based wireless communication net
`work, e.g. a CDMA network, where all or some portion of the
`position determination may be based on communications
`with base stations, and/or where location determination cal
`culations are performed in whole or in part by network serv
`ers. Alternatively or in addition, the location module 174 can
`comprise an inertial platform that detects changes in location.
`The client ad syndication system 154 can advantageously
`comprise a number of features, components, modules or
`options such as managing an ad cache 178. An ad clip cast
`module 180 can selectively store advertising content (ad) 182
`received over the multicast downlink channel 104 to the ad
`cache 178. These ads 182 can be received with a tag 184 that
`categorizes thead, provides technical characteristics useful in
`successfully rendering the ad 182, provides subscriber profile
`(target) data, or provides campaign metrics such as duration,
`frequency, and dates to constrain use (impressions). In one
`aspect, the multicast contains Sufficient instructions for the
`mobile device 122 to determine what ads 182 should be stored
`and when to be played.
`Alternatively or in addition, the client ad syndication sys
`tem 154 is capable of making such determinations. For
`example, a targeting module 186 can apply a filtering con
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`straint for those ads that should be stored and used by refer
`encing a filtering constraint provided by user settings 188.
`Such settings could be made into the GUI 164 or made via an
`external interface Such as a web portal (not shown) and com
`municated to the mobile device 122. Such settings could
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`include a preference for certain kinds of advertisements (e.g.,
`sportswear, Brand X, movie releases, etc.). Such settings
`could include a preference for advertisements that provide a
`credit to the subscriber or to a charity for agreeing to receive
`and present the advertisement. Such settings could include a
`block to certain categories of advertisements, such as block
`ing objectionable material (e.g., alcohol products, tobacco
`products, sexually suggestive products, etc.).
`Alternatively or in addition, the targeting module 186 can
`determine filtering