introducing ad360

Jeremy Copp Dr Richard M MarshallCEO Founder and [email protected] [email protected]+44 7876 567742 +44 7785 394458

Dr Richard M MarshallFounder and [email protected]+44 7785 394458

Introducing Ad360

mailto:[email protected]



Contents

• Background• Ad360 Architecture• Advertiser Portal• Application Integration• Banners• WIP• WIF• SMS• MMS• USSD• Plugins

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Background

• Customers are reluctant to pay for content

• Need some form of monetisation

• But mobile is fragmented:– Many channels needed

– Multiple forms of creative needed

• Applying ThinkPhone concepts and objectives– Simplify mobile advert delivery

– Remember it’s a phone, not computer or web terminal

– Develop best-for-mobile ad units

• Very strong and easy contextualisation

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Fundamental principles

• Device diversity handled at source• Balance the conflicting needs of:

– Consumers– Advertisers– Publishers– Developers

• Ensure an open and flexible architecture– Support plug ins– Allow the addition of new ad units– Integrate readily with existing and new infrastructure– Session oriented

• Measurability

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Key features

• Built specially for mobile – not recycled web tech

• Supports both volume and auction ad sales

• Supports click to call, click to SMS

• Advertising creative is automatically optimised

• Supports many different formats of advert

• New ad units and formats easily added

• Easy contextualisation methods via keywords

• Supports OSGI plugins

• Flexible reporting and logging

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Unified mobile advertising

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Ad Units and Campaigns

• Campaigns, Groups, Adverts, Flights• Ad units:

– Interstitial (Mobile internet, apps, MMS)– Banner (Mobile internet, apps)– Text Link (Mobile internet)– Text (SMS)

• Sequence groups– Supports ordered delivery of adverts by session– “Telling a story”

• Ad Priorities– 5 priorities: premium, ROS, RON, house…

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Contextualisation: Channels

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Ad

ve

rtis

er

Pu

bli

sh

er

Sport

Musi

c

Genera

lAuto

Priva

tePriva

te

Ad360

…

Sport

Musi

c

Genera

lAuto

Priva

tePriva

te

…

All

All

Channels used to ensurethat relevant adverts areprovided with minimum impact on publisher content.

Private channels ensure thatadverts can go to exclusivepublishers on shared servers.

Contextualisation: keywords

• Keywords are used to connect ads to content

• Fully hierarchical model– Campaign, group, advert

– Allows refinement: food, restaurant, hamburger

• Advanced weighting algorithm balances:– Keyword match

– CPM

– Historic click through performance

• Plugins can extend personalisation

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Contextualisation: Location

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Ads can be associated with alocation and a radius.

Other adverts in your campaignare shown to indicate coverage.

Location set by search orGPS co-ordinates.

Some Examples

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Architecture: Ad360 for apps

DeviceKnowledge

ThinkPhone Framework

Secure Communications

Anim

ation

Sm

art

Form

Jazz

Effect

s

Wid

e &

Deep

Ric

h C

onte

nt

Devic

e Q

uirks

Advert

isin

g

Exce

ptions

SportsBettingApps

GamingApps

ContentApps

NewVerticals

Clie

nt

Applic

ation

Mobile

Solu

tion

Serv

er



Advert

isin

g

Inte

gra

tion

Exce

ptions

Loggin

g

Auth

entica

tion

Devic

e Q

uirks

Plug-ins

Contextualizer

Device Optimizer

Image Manager

Ad Designer

Analytics

Campaign Manager

Ad360Ad

Server

Patent-pending, end-to-end mobileadvertising solution, including WAP,SMS and MMS.

CommonClient

Platform

CommonServer

Platform

Ad360 MobileAdvertising Server

ThinkPhone DesignConfidential

Architecture: Ad360 for apps

DeviceKnowledge



Anim

ation

Sm

art

Form

Jazz

Effect

s

Wid

e &

Deep

Ric

h C

onte

nt

Devic

e Q

uirks

Advert

isin

g

Exce

ptions

SportsBettingApps

GamingApps

ContentApps

NewVerticals

Clie

nt

Applic

ation

Mobile

Solu

tion

Serv

er



Advert

isin

g

Inte

gra

tion

Exce

ptions

Loggin

g

Auth

entica

tion

Devic

e Q

uirks

Plug-ins

Contextualizer

Device Optimizer

Image Manager

Ad Designer

Analytics

Campaign Manager

Ad360Ad

Server


ThinkPhone DesignConfidential

Architecture: Ad360 for Internet

DeviceKnowledge

OSGI Framework

Ad

vert

isin

g

Bac

ken

dIn

tegr

atio

n

Imag

e C

ach

e

Bo

t Id

enti

fier

Traf

fic

Sta

tist

ics

Dev

ice

Det

ecti

on

Contextualizer

Device Optimizer

Image Manager

Ad Designer

Analytics

Campaign Manager

Ad360Ad

Server


XHTML/WAP Renderer

Dat

a C

on

nec

tio

n

Imag

e O

pti

mis

er

Cu

sto

m P

lugi

ns.

SOAP, XML, RSS,database feeds

Information anduser data feeds

Ad360 MobileAdvertising Server

Plug-ins

ThinkPhoneDirect

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Architecture: Ad360 for Internet

DeviceKnowledge

OSGI Framework

Ad

vert

isin

g

Bac

ken

dIn

tegr

atio

n

Imag

e C

ach

e

Bo

t Id

enti

fier

Traf

fic

Sta

tist

ics

Dev

ice

Det

ecti

on

Contextualizer

Device Optimizer

Image Manager

Ad Designer

Analytics

Campaign Manager

Ad360Ad

Server


XHTML/WAP Renderer

Dat

a C

on

nec

tio

n

Imag

e O

pti

mis

er

Cu

sto

m P

lugi

ns.

SOAP, XML, RSS,database feeds

Information anduser data feeds

Plug-ins

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Architecture: Ad2Txt

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SMSAggregator

Ad2TxtResponseHandler

SMS

MobileInternet

Ad360Server

AdvertiserMobileSite

Ad Request

Click Logging

Message:Arsenal 1 Liverpool1 at 25 mins. Ad: Best odds areat Betfairwww.txt.ly/5Ta7A

SportsInfo

Service

Unobtrusive delivery

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Download nextpage of content

Ad360’s patent-pending OverWAP technology:

Display

CommsDownload next adwhile user reading

Download next adwhile user reading

Normally deadwait time

Normally deadwait time

Download nextpage of content

Sample Reports

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Ad Portal

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LiveDemo

http://rapid-mobile.com/resources/screenshots/ad360/Ad360Portal02.jpg








Application integration

• Advert transmitted with data during load time

• Client-side API:– Manages advert creative

– Manages display of graphics

– Manages calls to action and logging

• Server-side API:– Manages integration with ad server

– Manages sessions

• Keywords used to select adverts

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Application Integration

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DeviceKnowledge


Secure CommunicationsAdvert

isin

g

Clie

nt

Applic

ation

Mobile

Solu

tion

Serv

er



Advert

isin

gPlug-ins

Contextualizer

Device Optimizer

Image Manager

Ad Designer

Analytics

Campaign Manager

Ad360Ad

Server


Mobile internet banner delivery

1. Banners requested by content server

2. Banner ref injected into content as WAP/XHTML

3. Image requested by browser

4. Creative optimised by server

5. Image delivered to browser for display

6. Impression logged

• Calls to action implemented via links

• Calls to action logged

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Ad360 WIP

• WAP Interstitial Proxy

• Allows injection of full-screen interstitials in any mobile internet site

• Not content modification required

• Proxy sits in serving path

• Tags can control context and frequency of ads

• Ideal for monetising existing content sites

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ExistingContentServers


WIP Deployment

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WIP


Ad360

Ad360 WIF

• WAP Interstitial Filter

• Supports J2EE-based large-scale site serving

• Injection of full-screen interstitials in mobile sites

• Direct connection with content server

• Compared to WIP:– Improved performance

– Extra control

– Requires code changes in server installation

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WIF Deployment

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Ad360 ContentServer

WIF

Ad2Txt: in-SMS advertising

• SMS ad is text with optional compressed URL

• Each URL is unique to each user for full tracking

• Ad360 manages adverts and logging

• SMS service provides all other features

• Integrates with aggregator orpublisher

• Full contextualisation plus

• Selection by maximum length

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Ad360

MessageGeneration

SMSAggregator

MMS Injector

• MMS ad uses full-screen format

• Ad360 MMS Injector injects pre- or post-roll

• Creative optimised for recipient handset

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Ad360MMS

Injector

MMSCNetwork

Operator infrastructure mode

Ad360

MessageGeneration

MMSAggregator

MMSInjector

Service message mode,for example ticketing

USSD Integration

• Uses text ads or text links according to need

• USSD system HTTP requests ads with keywords

• Ad360 manages text and impression counting

• USSD service provides all other features

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Ad360

USSDController

NetworkIntegration

Summary

• Objective: provide mobile monetisation, simply

• Mechanisms:– Support all mobile channels

– Automatic creative adaptation

– Integrate with all major systems

• Comprehensive, robust solution– Commercially proven

– Scales with mobile service

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Rapid Mobile Media Ltd93 George StreetEdinburgh EH2 3ES

www.rapid-mobile.com

+44 131 243 2502

[email protected]

Rapid Mobile Media Ltd93 George StreetEdinburgh EH2 3ES

www.rapid-mobile.com

+44 131 243 2502

[email protected]

introducing ad360

Technology