Managing Sponsored Content for Delivery to Mobile Communication Facilities

Abstract

A system for targeted delivery of advertising of a first or second sponsor to a plurality of cellular phones of a first or second type by way of a real-time competitive bid auction process includes (a) presenting to a first and second sponsor data corresponding to a model of the first type and the second type of cellular phone; (b) receiving from each sponsor advertising corresponding to the rendering capability associated with each model of cellular phone; (c) attributing a priority to the delivery of the advertising based upon a resultant yield determination; and (d) transmitting the appropriate advertising to the types of cellular phones having the corresponding rendering capabilities of the advertising.

What is claimed is: 
     
         1 . A system for targeted distribution of advertising of a first or second sponsor to a plurality of cellular phones of a first or second type by establishing a competitive real time bid auction process, the system comprising one or more computers having computer readable mediums having stored thereon instructions which, when executed by one or more processors of the one or more computers, causes the system to perform the steps of:
 (a) presenting data corresponding to the first type and the second type of cellular phone each to the first sponsor and the second sponsor, wherein a rendering capability of the first type of cellular phone is different from a rendering capability of the second type of cellular phone, wherein the rendering capability comprises a model of the respective first type and second type of cellular phone;   (b) receiving a first advertising content and a second advertising content each from the first sponsor and the second sponsor, wherein the first advertising content requires the rendering capability of the first type of cellular phone to be rendered thereon and wherein the second advertising content requires the rendering capability of the second type of cellular phone to be rendered thereon, wherein the first advertising content is incompatible with the second type of cellular phone and the second advertising content is incompatible with the first type of cellular phone;   (c) receiving in real time a bid from the first sponsor, wherein the bid includes:
 (1) a selection by the first sponsor of the first type of cellular phone; and 
 (2) a financial consideration offered for delivery of the advertising of the first sponsor to the plurality of cellular phones of the first type, wherein the amount is visible to the second sponsor; 
   (d) receiving in real time a bid from the second sponsor, wherein the bid includes:
 (1) a selection by the second sponsor of the first type of cellular phone; and 
 (2) a financial consideration offered for delivery of the advertising of the second sponsor to the plurality of cellular phones of the first type, wherein the amount is visible to the first sponsor; 
   (e) attributing in real time a higher ordering priority to the advertising of the first sponsor than the advertising of the second sponsor based upon a determination that a yield associated with the advertising of the first sponsor is greater than a yield associated with the advertising of the second sponsor; and   (f) transmitting in real time the first advertising content of the first sponsor and the first advertising content of the second sponsor to each of the cellular phones of the first type, wherein the respective first advertising contents are displayed on each of the cellular phones of the first type based on the ordering priority.   
     
     
         2 . A non-transitory computer-readable medium having stored thereon instructions which, when executed by one or more processors of one or more computers, causes the one or more processors to target distribution of advertising of a first or second sponsor to a plurality of cellular phones of a first or second type by establishing a competitive real time bid auction process by performing the steps of:
 (a) presenting data corresponding to the first type and the second type of cellular phone each to the first sponsor and the second sponsor, wherein a rendering capability of the first type of cellular phone is different from a rendering capability of the second type of cellular phone, wherein the rendering capability comprises a model of the respective first type and second type of cellular phone;   (b) receiving a first advertising content and a second advertising content each from the first sponsor and the second sponsor, wherein the first advertising content requires the rendering capability of the first type of cellular phone to be rendered thereon and wherein the second advertising content requires the rendering capability of the second type of cellular phone to be rendered thereon, wherein the first advertising content is incompatible with the second type of cellular phone and the second advertising content is incompatible with the first type of cellular phone;   (c) receiving in real time a bid from the first sponsor, wherein the bid includes:
 (1) a selection by the first sponsor of the first type of cellular phone; and 
 (2) a financial consideration offered for delivery of the advertising of the first sponsor to the plurality of cellular phones of the first type, wherein the amount is visible to the second sponsor; 
   (d) receiving in real time a bid from the second sponsor, wherein the bid includes:
 (1) a selection by the second sponsor of the first type of cellular phone; and 
 (2) a financial consideration offered for delivery of the advertising of the second sponsor to the plurality of cellular phones of the first type, wherein the amount is visible to the first sponsor; 
   (e) attributing in real time a higher ordering priority to the advertising of the first sponsor than the advertising of the second sponsor based upon a determination that a yield associated with the advertising of the first sponsor is greater than a yield associated with the advertising of the second sponsor; and   (f) transmitting in real time the first advertising content of the first sponsor and the first advertising content of the second sponsor to each of the cellular phones of the first type, wherein the respective first advertising contents are displayed on each of the cellular phones of the first type based on the ordering priority.