Provisioning of content items in mobile communications networks

摘要

The invention relates to a targeting technique for controlling the provisioning of content items, for example advertisements, to users in a mobile communications network (100). A method embodiment of the technique is performed in a provisioning server (114) in the mobile communications network and comprises the steps of receiving an indication of a content item which has been selected by a first user via a first mobile terminal (126); retrieving, from a user-related database, contact information associated with the first user, wherein the contact information indicates at least one second user (128); determining a location of a second mobile terminal of the second user; and selectively initiating, if an intended presentation area for the selected content item covers the location of the second mobile terminal, a presentation of the selected content item to the second mobile terminal (128).

主权项

1. A method for controlling a provisioning of content items to users in a mobile communications network, the method being performed by a provisioning server in the mobile communications network and comprising:
receiving an indication of a selected content item which has been selected by a first user via a first mobile terminal; retrieving, from a user-related database, contact information associated with the first user, wherein the contact information comprises contact information for at least one second user; determining a location of a second mobile terminal of the second user; selectively initiating, if an intended presentation area for the selected content item covers the location of the second mobile terminal, a presentation of the selected content item to the second mobile terminal; determining a social network click-through rate (SNA CTR) of the selected content item based on the at least one second user indicated by the contact information of the first user, wherein determining the social network click-through rate is performed by the provisioning server, and wherein the social network click-through rate (SNA CTR) of the selected content item is determined based on a number of second users (SNAO) which have been presented with the selected content item and a number of second users (SNAC) which have clicked on the selected content item; and determining a ranking of the content item in relation to other content items based on the social network click-through rate (SNA CTR) of the selected content item, wherein determining the ranking is performed by the provisioning server, wherein the intended presentation area for the selected content item is selected from one of multiple overlapping areas with different geographical extensions, wherein the overlapping areas comprise at least a micro area and a macro area, and the micro area has a smaller geographical extension than the macro area, and wherein content items intended for presentation in the micro area are cached in a local content repository in a network portion of the mobile communications network associated with the micro area and content items intended for presentation in the macro area are cached in a central repository of the mobile communications network.