Qualcomm Incorporated

Robert Lewis

Giridhar Dhati Mandyam

Chandrakant Mehta

Chand Mehta

Martin C Dickens

Implementations relate to systems and methods for generating a user profile based on periodic location fixes. A cellular telephone or other mobile device captures location information via GPS or other capability. A location history can be generated from accumulated location fixes. The location history is then analyzed to detect the user's travel and dwell patterns. That information can be combined with business classification (e.g., SIC, etc.) or Point of Interest (POI) databases to identify a user's likely home, work, or other locations based on dwell-times, time of day, and other parameters. The user's age and gender can potentially be inferred based on types of locations visited, such as school locations. The user profile can be correlated with market segmentation databases to generate a marketing rating, such as a Nielsen or Claritas rating. Advertising, media, or other content can then be tailored to the user's individual location and demographic profiles.

Methods and apparatus for generating user profile based on periodic location fixes

An end-to-end mobile advertising system characterizes user behavior (e.g., location, interaction with advertisements on a mobile communication device, etc.) in order to select micro-targeted advertisements. A marketplace platform handles the formatting required for presentation suitable for mobile communication devices in accordance with negotiated tags for a desired audience ('reach'), for a suitable number of presentations ('frequency') and for an effective duration (&#x201c;time&#x201d;) within a particular scheduled window. Effectiveness is gauged even in the instance of impression advertisements by monitoring user location and/or interaction with the communication device to see a change in behavior (e.g., whether goes to a location of a competitor or advertiser, calls the advertiser, clips the advertisement, etc.). This effectiveness is further tracked across applications and/or platforms to capture reach, frequency, and duration of a particular advertising campaign for a user. The marketplace platform secures user identification for privacy reasons from advertising entities that provide the advertisements.

Platform for mobile advertising and persistent microtargeting of promotions

On a mobile communication device there are many more possible workflows that could be followed given the available functions of that device. These may include, but are not limited to, 'click to call', 'click to locate', &#x201c;click to SMS&#x201d;, &#x201c;click to send a picture&#x201d;, &#x201c;click to handle later&#x201d;, and can be constrained only by the available and accessible functionality of the user's device. A list of actions to be made available associated with an advertisement are provided along with an iconic visual representation of those actions for the user to identify what the resultant workflow will be if they activate the action. The list can be presented as selectable actions within the advertisement, on a sub menu activated by a dedicated device key or assigned softkey, or directly activated by using dedicated device keys or assigned soft keys, or other user-to-device interaction methods.

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San Diego, CA, United States of America

Robert Lewis