Systems and methods for providing targeted advertising and content delivery to mobile devices

Abstract

Systems and methods are described for providing targeted content delivery, including advertising, to mobile devices. A content organization and distribution system may be configured to receive content from a plurality of publishers and provide targeted content to a plurality of users having mobile devices, where the mobile devices are connected to the content organization and distribution system through a plurality of carriers. The provided content may be based on one or more user customization criteria.

What is claimed is: 
     
         1 . A non-transitory processor readable medium storing code representing instructions configured to be executed by a processor, the code comprising code to cause a processor to:
 provide an interface accessible to a plurality of content providers including a local content provider and a national content provider;   receive, via the interface, a local content item from the local content provider and an indication of a geographic target scope for the local content item, the local content item having a data format agnostic to a capability of a user device;   receive, via the interface, a national content item and an indication of a geographic target scope for the national content item, the geographic target scope for the national content item including at least a portion of the geographic target scope for the local content item;   receive a first request for content including an indication of a capability of a first user device associated with the first request for content and an indication of a location of the first user device, the location of the first user device within the geographic target scope for the local content item and within the geographic target scope for the national content item;   select the local content item and not the national content item in response to the first request for content based, at least in part, on the first user device being within the geographic target scope for the local content item and the local content item having priority over the national content item for requests from user devices within both the geographic target scope for the local content item and within the geographic target scope for the national content item;   format the local content item for the capability of the first user device such that the local content provider does not customize a data format of the local content item for a plurality of potential user device capabilities;   send the local content item to the first user device;   receive a second request for content and an indication of a location of a second user device associated with the second request for content, the location of the second user device being within the geographic target scope for the national content item and outside the geographic target scope of the local content item;   select the national content item and not the local content item in response to the second request for content based, at least in part, on the second user device being within the geographic target scope for the national content item and outside the geographic target scope of the local content item; and   send the national content item to the second user device.   
     
     
         2 . The non-transitory processor readable medium of  claim 1 , the code to cause the processor to format the local content item includes code to cause the processor to access a template associated with the first user device, a look-and-feel of the local content item formatted according to the template. 
     
     
         3 . The non-transitory processor readable medium of  claim 1 , wherein:
 the code to cause the processor to receive the local content item includes code to cause the processor to receive an indication of a plurality of content targeting attributes in addition to the geographic target scope for the local content;   the code to cause the processor to receive the first request for content includes code to cause the processor to receive an indication of a plurality of user attributes associated with at least one of the first user device or a user of the first user device in addition to the location of the first user device; and   the code to cause the processor to select the local content item includes code to cause the processor to select the local content item in response to the plurality of user attributes satisfying a filter based on the plurality of content targeting attributes.   
     
     
         4 . The non-transitory processor readable medium of  claim 1 , wherein:
 the code to cause the processor to receive the national content item includes code to cause the processor to receive an indication of a plurality of content targeting attributes in addition to the geographic target scope for the national content;   the code to cause the processor to receive the second request for content includes code to cause the processor to further receive an indication of an interest of a user of the second user device; and   the code to cause the processor to select the national content item includes code to cause the processor to select the national content item in response to the interest of the second user matching at least one of the content targeting attributes.   
     
     
         5 . The non-transitory processor readable medium of  claim 1 , the code further comprising code to cause the processor to:
 receive an indication of an application executed by a processor of the first user device, the local content item to be displayed via the application; and   format the local content item based on the indication of the application.   
     
     
         6 . The non-transitory processor readable medium of  claim 1 , the code further comprising code to cause the processor to:
 receive an indication of an application executed by a processor of the second user device, the national content item to be displayed via the application; and   format the national content item based, at least in part, on the indication of the application.   
     
     
         7 . A system, comprising:
 a processor configured to
 provide an interface to a plurality of content providers, 
 receive, via the interface, a plurality of content items from the plurality of content providers, each content item from the plurality of content items for delivery to a user device from a plurality of user devices, the interface configured to receive content items in a data format agnostic to capabilities of any user device from the plurality of user devices such that content can be received from a content provider from the plurality of content providers that is not customized for a particular capability of any user device from the plurality of user devices, a first content item from the plurality of content items including a first geographic target scope, a second content item from the plurality of content items including a second geographic target scope, 
 store content items received from the plurality of content providers in a database, 
 receive a plurality of requests for content items from the plurality of user devices, a request for a content item from the plurality of requests for content items including an indication of a location of a user device from the plurality of user devices and an indication of a capability of the user device, the location of the user device being within the first geographic target scope and within the second geographic target scope, 
 select the first content item and not the second content item for presentation by the user device based, at least in part on the user device being within the first geographic target scope and an area associated with the first geographic target scope being smaller than an area associated with the second geographic target scope, 
 format the first content item based, at least in part, on the capability of the user device, and 
 deliver the first content item to the user device after the first content item has been formatted. 
   
     
     
         8 . The system of  claim 7 , wherein the processor is configured to format the first content item based, at least in part, on at least one of a user preference or an interface of an application executed by the user device. 
     
     
         9 . The system of  claim 7 , wherein the processor is configured to select the first content item based, at least in part, on at least one of demographic information for a user of the user device, an interest of the user of the user device, or a time at which the request for the content item is received. 
     
     
         10 . The system of  claim 7 , wherein the first content item is a local content item and the second content item is at least one of a national content item or a remnant content item. 
     
     
         11 . The system of  claim 7 , wherein the processor is configured to receive content indirectly from a content provider via a third party content provider. 
     
     
         12 . The system of  claim 7 , wherein the processor is configured to:
 determine a portal associated with the request for the content item, and   select the first content item based, at least in part, on the first content provider being associated with the portal.   
     
     
         13 . The system of  claim 7 , wherein the processor is configured to:
 identify an application associated with the request for the content item, and   select the first content item based, at least in part, on the first content provider being associated with the application.   
     
     
         14 . The system of  claim 7 , wherein the processor is configured to deliver the first content item to the user device via a third party. 
     
     
         15 . The system of  claim 14 , wherein the third party is configured to distribute the first content item via an application of the third party. 
     
     
         16 . The system of  claim 7 , wherein:
 a third content item from the plurality of content items is from a third party content provider,   the request for the content item is a first request for a content item for delivery to a first user device, and   the plurality of requests for content items includes a second request for a content item for delivery to a second user device, the processor further configured to:   select the third content item and not the first content item or the second content item for delivery to the second user device based, at least in part, on no local content provider matching a criteria associated with the second request for the content item being identified for delivery to the second user device.   
     
     
         17 . The system of  claim 7 , wherein:
 the first content item is received from a local content provider;   the second content item is received from a national content provider;   a third content item from the plurality of content items is received from a third party content provider,   the request for the content item is a first request for a content item for delivery to a first user device, and   the plurality of requests for content items includes a second request for a content item for delivery to a second user device, the processor further configured to:   select the third content item based, at least in part, on no content items from local content providers and no content items from the national content provider matching a criteria associated with the second request for the content item being identified for delivery to the second user device.   
     
     
         18 . The system of  claim 7 , wherein:
 the first content item is received from a local content provider;   the second content item is received from a national content provider;   a third content item from the plurality of content items is received from a third party content provider,   a fourth content item from the plurality of content items is from a remnant content provider,   the request for the content item is a first request for a content item for delivery to a first user device, and   the plurality of requests for content items includes a second request for a content item for delivery to a second user device, the processor further configured to:   select the fourth content item based, at least in part, on no content items from local content providers and no content items from third party content providers matching a criteria associated with the second request for the content item being identified for delivery to the second user device.   
     
     
         19 . A non-transitory processor readable medium storing code representing instructions configured to be executed by a processor, the code comprising code to cause a processor to:
 provide an interface accessible to a plurality of content providers;   receive, via the interface, a plurality of content items from a plurality of content providers, a first content item from the plurality of content items received from a first content provider, the first content item having a data format agnostic to a capability of a user device;   receive, via the interface, a plurality of campaign parameters associated with the first content item, a campaign parameter from the plurality of campaign parameters being a geographic target scope;   receive a first request for content including an indication of a capability of a first user device that is to present the content and an indication of a location of the first user device, the location of the first user device within the geographic target scope;   select the first content item from the plurality of content items in response to the first request for content based, at least in part, on the first user device being within the geographic target scope for the first content item;   format the first content item for the capability of the first user device such that the first content provider does not customize a data format of the first content item for a plurality of potential user device capabilities;   send the first content item to the first user device;   receive a second request for content and an indication of a location of a second user device that is to present the content, the location of the second user device within the geographic target scope of the first content item;   select a second content item from the plurality of content items and not the first content item based, at least in part, on a mismatch between at least one campaign parameter associated with the first content item and the second request for content; and   send the second content item to the second user device.   
     
     
         20 . The non-transitory processor readable medium of  claim 19 , wherein the second content item has a geographic target scope different from the geographic target scope of the first content item. 
     
     
         21 . The non-transitory processor readable medium of  claim 19 , wherein the second content item has a geographic target scope larger than the geographic target scope of the first content item. 
     
     
         22 . The non-transitory processor readable medium of  claim 19 , wherein the plurality of campaign parameters include at least one of a campaign duration or a campaign budget. 
     
     
         23 . The non-transitory processor readable medium of  claim 19 , wherein the mismatch between the at least one campaign parameter associated with the first content item and the second request for content is a mismatch between a budget of the first content item and a value of the second request for content. 
     
     
         24 . The non-transitory processor readable medium of  claim 19 , wherein the mismatch between the at least one campaign parameter associated with the first content item and the second request for content is a mismatch between a burn rate of the first content item and a time since the first content item was sent to the first user device. 
     
     
         25 . The non-transitory processor readable medium of  claim 19 , wherein:
 the first request for content is a query; and   the mismatch between the at least one campaign parameter associated with the first content item and the second request for content is a mismatch between a flight model for the first content item and the query.   
     
     
         26 . The non-transitory processor readable medium of  claim 19 , wherein a third content item from the plurality of content items is received from a third party content provider that acts as a reseller. 
     
     
         27 . The non-transitory processor readable medium of  claim 19 , wherein a third content item from the plurality of content items is received from a third party content provider that acts as a reseller, the code further comprising code to cause the processor to:
 send the third content item to a third user device.   
     
     
         28 . The non-transitory processor readable medium of  claim 19 , the code further comprising code configured to cause the processor to:
 receive a plurality of campaign parameters associated with the second content item including at least one of a contextual targeting parameter or a behavioral targeting parameter,   the second request for content including at least one of (1) context information associated with the second request for content or (2) behavioral information associated with a user of the second user device,   the second content item selected based, at least in part on at least one of (1) the contextual targeting parameter matching the context information or (2) the behavioral targeting parameter matching the behavioral information.