| 摘要 |
An end-to-end mobile advertising system characterizes user behavior with regard to a mobile communication device in order to select micro-targeted advertisements. In particular, "keyword" usage in mobile applications can serve as a basis or augment a user behavioral profile. The types of keywords monitored address the particular user interface limitations and uses of a mobile communication device, such as dialed telephone messages, applets, or triglets downloaded, RSS feeds selected, and search terms or navigation links used in a wireless WAP. 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 ("time") 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. |
