MESSAGE TARGETING PLATFORM

Abstract

There is provided a method of operating a message targeting platform (440), the method comprising: identifying (610) a message for distribution; identifying (620) at least one target user category relating to the message; sending (630) a request for details of targeted users (190) matching the at least one target user category to at least one wireless communications network operator (100, 101, 102); receiving (640) details of at least one targeted user (190); instructing (650) the message to be sent to the at least one targeted user (190) using the received details.

Description

TECHNICAL FIELD

The present application relates to a message targeting platform, a method of operating a message targeting platform, a wireless communications network, a method of operating a wireless communications network, a targeting interface, a method of operating a wireless communications system, and a computer-readable medium.

BACKGROUND

A new type of platform is emerging in the telecommunications industry that allows advertisers, their representative advertising/media agencies, publishers and mobile operators to collaborate in order to harness mobile networks to deliver targeted messages to interested users. These platforms have been developed with extensive feature sets. The present application is related to mechanisms for optimized delivery of targeted content to users using messaging services such as SMS or MMS. One example of such targeted messaging is referred to as targeted push advertising.

Push advertising via SMS & MMS technologies is the most common mode of digital advertising in the mobile space today. Push advertising may be categorized as comprising two distinct branches:

• • Targeted Advertising: The user receives advertising messages based on mechanisms that match the users profile information (e.g. age/address/gender) against advertising campaign specifications in order to find “best fit” users for campaign messages.
  • Untargeted Advertising: The advertising message is distributed to a random or segment rotated selection of users without any regard to any known user details.

Targeted advertising allows for the directing of well matched push advertising messages to users. Targeted advertising requires access to the following information:

• • User Profile: Data specifying the user (e.g. age/city/gender) as well as flagging the users consent to receive push advertising.
  • Campaign Specifications: Data that specifies what kinds of users an advertiser wishes to reach (e.g. age<25,city=newyork, gender=fem)
  • Matching Mechanisms: Logic that finds best fit users for any given campaign by “matching” campaign specifications against user profile attributes using simple or sophisticated algorithms.
  • User Network Identity: The means of addressing the user, i.e. their mobile number, their email address etc. which enables the system to send the message to the targeted user.

When targeted messaging platforms are deployed in operator infrastructure, the operator typically has access to all of the necessary information, and the network infrastructure, required to deliver the targeted push message to the appropriate users.

A simple operator based targeted message distribution system is shown in FIG. 1. Network operator 100 operates a wireless communications network used by a plurality of users. A message creator 170 sends message content and targeted user specifications to the network operator 100. The network operator 100 comprises a user database 110 which is kept updated from both dynamic attribute sources 120 and static attribute sources 130. The user database 110 stores dynamic user consent, user profile, and user network identity. The message content and targeted user specifications are received by a message targeting platform 140 in the network operator 100. The message targeting platform 140 consults user database 110 and identifies targeted users that meet the targeted user specifications. The user network identities of the targeted users are retrieved from user database 110 by the message targeting platform 140 and sent to a mobile messaging service 150 within the network operator 100. The mobile messaging service 150 sends the message content in a message from the network operator 100 to the targeted users 190.

An emerging trend is that message targeting platforms are deployed and operated by specialist non-operator entities that are based outside the operator infrastructure. These platforms interconnect with operator infrastructure in order to handle the message targeting. An advantage of such a system is that one message targeting platform can interface with a plurality of networks. A message targeting platform located outside the network operator environment currently needs to have access to user profile, user consent, and user network identity information in order to perform targeted message distribution. One commonly practiced solution entails that the user database, or a part thereof, is periodically synchronized with a synchronized user database associated with the message targeting platform. The message targeting platform can then use the synchronized user database information to deliver targeted messages.

A system incorporating a third party message targeting service 200 is illustrated in FIG. 2. The network operator 100 comprises a user database 110 which is kept updated from both dynamic attribute sources 120 and static attribute sources 130. The user database 110 stores dynamic user consent, user profile, and user network identity. A message targeting service 200 comprises a message targeting platform 240 and a synchronized user database 210. Synchronized user database 210 is periodically updated with any changes made to the user database 110 by sync modules 107 and 207 in the network operator 100 and message targeting service 200 respectively.

A message creator 170 sends message content and targeted user specifications to the message targeting service 200. The message content and targeted user specifications are received by a message targeting platform 240 in the message targeting service 200. The message targeting platform 240 consults synchronized user database 210 and identifies targeted users that meet the targeted user specifications. The user network identities of the targeted users are retrieved from database 210 by the message targeting platform 240. The message targeting platform 240 can send the message content to targeted users 190 either via a mobile messaging service 150 within the network operator 100 or via a separate message aggregator 300.

There are a number of problems with using such a synchronized database arrangement:

• • As a replication based approach; the solution will suffer from some classical synchronization maladies such as “information lag” or “inconsistency windows”.
  • New attributes cannot be introduced quickly by the network operator 100 because of the time taken for changes made on the operator user database 100 to filter down to the synchronized user database 210.

Accordingly, the present application provides an improved message targeting platform.

SUMMARY

There is provided a method of operating a message targeting platform, the method comprising: identifying a message for distribution; and identifying at least one target user category relating to the message. The method further comprises sending a request for details of targeted users matching the at least one target user category to at least one wireless communications network operator. The method further comprises receiving details of at least one targeted user; and instructing the message to be sent to the at least one targeted user using the received details.

There is also provided a method of operating a wireless communications network, the method comprising: receiving a request for details of targeted users matching an at least one target user category. The method further comprises querying a local user database for user attributes to find targeted users matching the at least one target user category. The method further comprises generating a list of details of targeted users; and creating a response to the received request, the response including the generated list.

There is also provided a method of operating a wireless communications system, the wireless communications system comprising a message targeting platform and at least one wireless communications network operator, the method comprising identifying a message for distribution, and identifying at least one target user category relating to the message. The method further comprises sending a request for details of targeted users matching the at least one target user category to at least one wireless communications network operator. The method further comprises receiving details of at least one targeted user, and instructing the message to be sent to the at least one targeted user using the received details.

There is also provided a message targeting platform arranged to identify a message for distribution, and to identify at least one target user category relating to the message. The message targeting platform is further arranged to send a request for details of targeted users matching the at least one target user category to at least one wireless communications network operator. The message targeting platform is further arranged to receive details of at least one targeted user, and to instruct the message to be sent to the at least one targeted user using the received details.

There is also provided a targeting interface in a wireless communications network, the targeting interface arranged to receive a request for details of targeted users matching an at least one target user category. The targeting interface is further arranged to query a local user database for user attributes to find targeted users matching the at least one target user category. The targeting interface is further arranged to generate a list of details of targeted users, and to create a response to the received request, the response including the generated list.

There is also provided a computer-readable medium, carrying instructions, which, when executed by computer logic, causes said computer logic to carry out any of the methods defined herein.

The systems and methods disclosed herein provide an improved message targeting arrangement which overcomes the synchronization problems outlined further above.

BRIEF DESCRIPTION OF THE DRAWINGS

A message targeting platform will now be described, by way of example only, with reference to the accompanying drawings, in which:

FIG. 1 shows a network operator based targeted message distribution system;

FIG. 2 shows a system incorporating a third party message targeting service;

FIG. 3 shows an improved message targeting system as disclosed herein;

FIG. 4 shows an interaction sequence according to the method disclosed herein;

FIG. 5 shows a method of operating a message targeting platform; and

FIG. 6 shows a method of operating a targeting interface.

DETAILED DESCRIPTION

The present application provides an improved message targeting platform. The method and apparatus disclosed herein enables message targeting platforms and network operators to collaboratively target messages to appropriate users.

FIG. 3 shows an improved message targeting system as disclosed herein. A message creator 170 sends message content and targeted user specifications to a message targeting service 400. The message content and targeted user specifications are received by a message targeting platform 440 in the message targeting service 400. The message targeting platform 440 sends a request for details of users matching the targeted user specifications to at least one of a plurality of wireless communications network operators: Network Operator A 100, Network Operator B 101, Network Operator C 102.

Network operator A 100 comprises a targeting interface 160, which receives the request from the message targeting platform 440. Network operator A 100 further comprises a user database 110, dynamic attribute sources 120, static attribute sources 130 and a mobile messaging service 150; these operate as described above in connection with FIG. 1. In FIG. 3, the message targeting platform 440 is shown sending a request to network operator A 100, network operator B 101, and network operator C 102. Only the details of network operator A 100 are shown in FIG. 3, elements corresponding to those in network operator A 100 are also present in both network operator B 101 and network operator C 102.

The targeting interface 160 in network operator A 100 receives the request for details of users matching the targeted user specifications, and consults user database 110 to identify targeted users 190 that meet the targeted user specifications. The targeting interface 160 may operate using a set of web-service interactions that enables the message targeting platform 440 to retrieve information from the user database 110. The message targeting platform 440 uses the retrieved information to deliver the message content to targeted users 190.

As mentioned with reference to FIG. 2, targeted messages may be sent either via a mobile messaging service 150 within the network operator 100 or via a separate message aggregator 300. If messages are to be sent by a messaging service 150 within the network operator 100, then only the user network identities of the targeted users are retrieved from database 110 by the message targeting platform 440. Only a user network identity is needed by the message targeting platform 440 because the mobile messaging service 150 will be able to retrieve the targeted user contact details from the network database in order to deliver the targeted messages.

The operation of the system of FIG. 3 will now be described with reference to a worked example.

• • A fashion retail chain engages the services of an advertising agency to run mobile device advertising campaigns for it. The agency registers with the message targeting service 400, which can operate with network operators 100, 101, 102 in the same geographical region of operation as the fashion retail chain.
  • The advertising agency logs on to the message targeting service 400 and creates a push advertising campaign, providing the targeted user categories to specify the user types it wishes to address, in this case age<30, city=Stockholm, gender=female. The advertiser also supplies multimedia messaging service (MMS) content containing a 2D barcode discount voucher redeemable on a Saturday at the fashion retail chain's stores. The agency specifies the campaign should run on the Friday afternoon immediately preceding the Saturday for which the voucher is valid.
  • The message targeting service 400 executes the campaign on the Friday afternoon according to schedule. The message targeting platform 440 does not have user profiles itself but instead sends a request to the targeting interface 160 in each of its 3 connected network operators A 100, B 101, C 102.
  • Each targeting interface 160 exposes a web-service from the respective operator network, this enables any Message Targeting Platform to supply: a transaction id, the desired number of users, the targeted user categories and further qualifiers towards the Network Operator.
  • The network operator's web-service handler code, within the respective Operators Targeting Interface 160 resolves to operator side matching logic which searches the operators opted-in subscriber database in an appropriate manner, to find users matching the target users categories using the network operator's own algorithms. A list of targeted users is assembled, the details for which are then returned to the message targeting platform 440.
  • The network operator's matching algorithm can include simple matching, usage of dynamic attributes such as location & presence, random selection or any combination that the network operator has tuned to deliver the best targeting performance.
  • The mobile advertising platform uses the returned list of targeted user details to send the message content in messages to the targeted users 190 using either the network operator's mobile messaging service 150 or using a message aggregator 300

Accordingly, the distributed process disclosed herein allows a message targeting service and a network operator collaborate in the targeting of messages. This allows distribution of computational processes and data for greater efficiency. This process can be used, to great advantage, replacing synchronization based methods as, for example, shown in FIG. 2. For example, the described process enables a message targeting service to direct targeted messages to users without having access to the user's profile data. This means that the disclosed system and method provides a solution that protects the interests of the user and the operator while satisfying an advertiser's need for advanced and efficient message targeting.

The system and method disclosed herein allows for the distribution of computing load between the message targeting service and the operator's network.

This system allows the network operator's to extend their targeting capabilities and to adapt their targeting algorithms in whatever fashion they want and to do this in a way that is invisible to the message targeting service. Thus, the network operator may innovate independently of the advertising platform owner.

The network operator receives the targeted user categories from the message targeting service and thus the network operator is afforded visibility of the targeting specifications used, which in turn allows the operator to analyze targeting parameters and optimize their targeting mechanisms.

Further, the described system and method allows each network operator to flexibly and privately manage the details of its own user database and to manage it's users' preferences such as advertising opt-in as well as incentive programs without relying on a message targeting service for these aims.

FIG. 4 shows an interaction sequence according to the method disclosed herein.

At 501 a user acknowledges their willingness to participate in push mobile advertising by confirming this to their network operator 100, an action referred to as “opt-in”. The network operator updates the user's attributes by flagging the user as “opted-in” in the user database 110. At 502 a message creator 170 registers with the message targeting service 400. At 503 a network operator 100 registers with the message targeting service 400. As part of the registration process the network operator 100 provides the public URL for their targeting interface 160; this identifies the web-service that will be later called by the message targeting platform 440 in order to find targeted users.

At 504 a message creator 170 creates a new push message mobile advertising campaign, including message content, a schedule and targeting specification. The message creator 170 submits the message campaign to the message targeting service 400.

At 505 the message targeting service 400 executes the messaging campaign as scheduled. A message targeting service push engine fetches the message campaign information, and fetches the URLs of the network operators' targeting interfaces. The message targeting service push engine sends a request to each of the targeting interfaces and invokes the web-service at each network operator (100, 101, 102). The request comprises: a transaction id for this invocation, and the targeted user categories for the messaging campaign.

At 506 the network operator 100 processes the request from the message targeting platform by initiating its own matching algorithm which, while proprietary to the operator, includes the following generic steps:

• • a. Process the targeted user categories received from the message targeting platform 440's invocation of the Targeting Interface.
  • b. Query local user database(s) 110 for static & dynamic user attributes to find opted-in users matching the target categories;
  • c. Assemble a list of user details (contact details or network identities) to be returned in a response to the message targeting platform 440; and
  • d. Create a response including the transaction id, targeted user counts, and targeted user details (such as user identity).

At 507 the network operator 100 sends a response including the transaction ID, targeted user counts, and targeted user details (which include the user network identity or network operator 100 alias for the user) to the message targeting service 400.

At 508 the message targeting service 400 processes the message content to generate a message for sending to each identified targeted user 190, and sends the message to the identified targeted users 190

A method of operating the message targeting platform 440 is shown in FIG. 5. The message targeting platform 440 receives 610 a message for distribution, and it receives 620 at least one target user category associated with the message, and defining a group of at least one targeted users 190. The message targeting platform 440 sends 630 a request for details of targeted users 190 matching the at least one target user category to at least one network operator. In reply, the message targeting platform 440 receives 640 details of at least one targeted user 190, and uses these details to instruct 650 the message to be sent to the at least one targeted user 190.

A targeting interface 160 is based in each network operator 100, 101, 102 that is registered with the message targeting service 400. The targeting interface 160 provides a web service which is accessible by the message targeting service 400. The web service is a standard interoperable SOAP based web service having at least one operation: “GetUsers(input)”. Annexes A, B and C give exemplary specifications for “GetUsers Call (command payload)”, “GetUsers Call (response payload)”, and “CampaignTargetSpecification” respectively. It should be noted that these specifications are by way of example only and may be modified to suit particular implementations.

A method of operation of the targeting interface 160 is shown in FIG. 6. The targeting interface 160 is in a wireless communications network 100 together with a user database 110. The targeting interface 160 receives 710, from a message targeting platform 440 external to the wireless communications network 100, a request for details of targeted users 190 matching with at least one target user category. The targeting interface 160 queries 720 the user database 110 for user attributes to find targeted users 190 matching the specified target user category. The targeting interface 160 generates 730 a list of details of targeted users 190, and then creates 740 a response to the received request, the response including the generated list.

There are a number of additional problems with using a synchronized database arrangement as illustrated in FIG. 2 that are not discussed above but included here by way of further information:

• • The Network Operator 100 is often reluctant to have user data synchronized to an external party's system (such as Message Targeting Service 200), as the operator considers this data to be a unique & commercially valuable information asset.
  • The operator may be subject to regulatory or contractual obligations governing/limiting ability to synchronize user data to third parties.
  • Synchronization approaches are typically limited to static or low-volatility attributes, whereas dynamic “contextual” user attributes are considered to have considerable value in targeting advertising.
  • The operator does not have the freedom to innovate own targeting algorithms that might improve their competitiveness in the advertising market or improve their subscribers' advertising value perception (as targeting is only carried out in the Message Targeting Platform)
  • The operator has a web of dependency with the third party advertising platform that limits the pace at which the operator can introduce new attributes.

It will be apparent to the skilled person that the exact order and content of the actions carried out in the method described herein may be altered according to the requirements of a particular set of execution parameters. Accordingly, the order in which actions are described and/or claimed is not to be construed as a strict limitation on the order in which actions are to be performed.

This document refers to target user categories of various types. It should be noted that in the context of this document these categories may comprise specific demographic groups or demographic classes defining, merely by way of example, a user's: age; sex; address; subscription package; income; social network characteristics; spoken languages; number of children; marital status; biometric data; health data; insurance history; travel history; interests; hobbies; profession; web browsing history; phone call patterns; messaging pattern; number of contacts; education; sports habits; terminal/device information; location; or transportation method. This list of examples is not exclusive.

Annex A
GetUsers Call (command payload)
Parameter	Data type	Note(s)
transactionID	string	This client generated, ad platform wide
		unique, handle will be passed back to the
		caller in the getConsumers response in order
		to allow request/response correlation
networkIdVariant	enum	This parameter indicates what type of
	{	network id the caller would like to have
	teluri,	returned.
	inetmail,	In addition to standardized network
	SIPuri	identities, a brokerAlias may be supported
	[Tag]brokerAlias	for each of the ad platform supported
	}	brokers e.g. ‘EriIpxbrokerAlias’,
		‘Air2WebbrokerAlias’, etc.
		The default is teluri.
bucketSize	integer	This parameter indicates how many consumers
		the caller would ideally like to have
		returned. Servers will typically return <=
		bucketSize consumers on each invocation
		The default is 50
returnAttributes	boolean	This parameter indicates if the client would
		like to have the consumer attributes
		returned along with the network identities.
		Typically, the server will not want to
		return the attributes, however in special
		partnerships this may be acceptable/
		desirable. Server code is free to ignore
		this parameter if so desired.
		The default is FALSE.
latencyHint	enum	This parameter expresses a clients needs on
	{	latency budgets, the server may use the hint
	low,	to decide what level of targeting to execute
	mid,	as well as how many consumers to return in
	high	order to fulfill the expressed latency hint
	}	depending on its own local conditions.
		‘low’ indicates please respond in <100 ms
		‘mid’ indicates please respond in <500 ms
		‘high’ indicates please respond in <1000 ms
		The default is “high”
matchingHint	enum	This parameter indicates the clients
	{	requirements on the qualification of
	exact,	matching consumers
	any,	‘exact’ requires all parameters match
	fuzzy	‘any’ requires a match on any one parameter
	}	‘fuzzy’ [to be clarified in a later version]
		The default is “exact”
campaignTargets	CampaignTargetSpec	This parameter provides the campaign targets
		that are to be matched against (see
		CampaignTargetSpec data type below)

Annex B
GetUsers Call (response payload)
Parameter	Data type	Note(s)
transactionID	String	See definition in “GetUsers Call
		(command payload)”
netIdVariant	enum	See definition in “GetUsers Call
	{	(command payload)”
	teluri,
	inetmail,
	SIPuri
	[Tag]brokerAlias
	}
consumerBucket	netIdVariant[M]	A list of consumers identified by
		the indicated netIdVariant,
		example is a ‘list of
		msisdn’
		Optionally if returnAttributes is
		TRUE then consumer profile
		attributes may be returned by
		the server

Annex C
CampaignTargetSpecification
Campaign Targeting Parameter	Data type	Note(s)
consGenderTarget	enum	The targeted gender of the
	{	consumer
	female,	default = unknown
	male,
	unknown
	}
consInAgeGroupTarget	enum	The targeted age group of
	{	the consumer
	child(<10)	default = unknown
	pre-teen(10-12)
	teenager(13-19)
	young-adult(20-22)
	adult(22-38)
	middle-age(38-65)
	senior-citizen(>65)
	unknown
	}
consHasIncomeLevelTarget	enum	The targeted Income level of
	{	the consumer
	//to-be-done	default = unknown
	unknown
	}
consIsNationalOfTarget	String	The targeted nationality of
		the consumer, encoding in
		accordance with ISO-N
		default = unknown
consHasPrimaryLanguageTarget	string	The targeted primary
		language of the consumer,
		encoding in accordance with
		ISO-N
		default = unknown
consHasPrimaryChannelTarget	enum	The preferred push channel
	{	by which the consumer wishes
	SMS,	to receive push advertising,
	MMS,	If any.
	mobile-email,	Default = SMS
	msn-im-id,
	yahoo-im-id,
	google-im-id,
	jabber-im-id,
	facebook-id
	unknown
	}
consInterestedInTarget	string interests[N]	The list of Interest areas
		targeted by this campaign
		default = all
consResidentInCountryTarget	string countries[N]	The list of countries
		targeted by the campaign
		default = unknown
consResidentInZipCodeTarget	string zipCodes[N]	The list of zip codes
		targeted by the campaign
		default = unknown
consResidentInCityTarget	string city[N]	The list of cities targeted
		by the campaign
		default = unknown
consOwnsDeviceBrandTarget	String	The device brand targeted by
		the campaign
		default = unknown
consOwnsDeviceModelTarget	String	The device model targeted by
		the campaign
		default = unknown
consInLocationZoneTarget	locationZone[N]	The locations targeted by
		the campaign.
		Each location is represented
		by an long/lat and radius(m)
consHasNetworkTarget	enum	The consumer connected
	{	network type targeted by the
	mnb_gsmgprsedge,	campaign
	mbb_wcdma,	default = any
	mbb_hspa,
	mbb_wlan,
	any
	{
consHasPresenceTarget	enum	The consumer presence state
	{	targeted by the campaign
	online	default = any
	offline
	any
	}
consHasServiceListTarget	String Services[N]	The consumer service list
	srv-packetswitch	targeted by the campaign
	srv-portalsubscription	default = unknown
	srv-mms
	srv-tv
	srv-music
	srv-rbt
	srv-voicemail
	srv-[anyuniquetag]
	unknown
consAccountTypeTarget	enum	The mobile subscriber
	{	targeted by the campaign
	prepaid,	default = any
	postpaid,
	any
	{
Extensibility
cons[ANYTAG]Target		Extension to any targeting
		specification and type
		beyond

Claims

1. A method of operating a message targeting platform, the method comprising: identifying a message for distribution;identifying at least one target user category relating to the message;sending a request for details of targeted users matching the at least one target user category to at least one wireless communications network operator;receiving details of at least one targeted user;instructing the message to be sent to the at least one targeted user using the received details.

2. The method of claim 1, wherein the request is sent to a plurality of wireless communications network operators.

3. A method of operating a wireless communications network, the method comprising: receiving a request for details of targeted users matching an at least one target user category;querying a local user database for user attributes to find targeted users matching the at least one target user category;generating a list of details of targeted users; andcreating a response to the received request, the response including the generated list.

4. The method of claim 3, further comprising: receiving an instruction to send the message to the targeted users; andsending the message to the targeted users.

5. A method of operating a wireless communications system, the wireless communications system comprising a message targeting platform and at least one wireless communications network operator, the method comprising: identifying a message for distribution;identifying at least one target user category relating to the message;sending a request for details of targeted users matching the at least one target user category to at least one wireless communications network operator;receiving details of at least one targeted user;instructing the message to be sent to the at least one targeted user using the received details.

6. The method of claim 5, wherein the request is sent to a plurality of wireless communications network operators.

7. The method of claim 1, wherein the details of the targeted user comprise at least one of: targeted user details; andtargeted user network identities.

8. A message targeting platform arranged to: identify a message for distribution;identify at least one target user category relating to the message;send a request for details of targeted users matching the at least one target user category to at least one wireless communications network operator;receive details of at least one targeted user;instruct the message to be sent to the at least one targeted user using the received details.

9. The message distribution platform of claim 8, wherein the request is sent to a plurality of wireless communications network operators.

10. A targeting interface in a wireless communications network, the targeting interface arranged to: receive a request for details of targeted users matching an at least one target user category;query a local user database for user attributes to find targeted users matching the at least one target user category;generate a list of details of targeted users; andcreate a response to the received request, the response including the generated list.

11. The targeting interface of claim 10, further arranged to: receive an instruction to send the message to the targeted users; andsend the message to the targeted users.

12. A computer-readable medium, carrying instructions, which, when executed by computer logic, causes said computer logic to carry out any of the methods defined by claim 1.