Call control for providing targeted content

An apparatus for providing targeted content to a user, the apparatus comprising one or more processors and memory including program code, the memory and the program code configured to, with the one or more processors, cause the apparatus to at least:

• determine whether a phone number for a digital call to a user device is one of a plurality of target phone numbers;
• responsive to determining that the phone number is one of the plurality of target phone numbers:
• (a) identifying one or more content control rules associated with the phone number;
• and
• (b) allowing the digital call to be established and enabling initiation of a call companion interface on the user device in accordance with the one or more content control rules, wherein one or more actions associated with one or more content control rules comprises providing the targeted content via the call companion interface available;
• process one or more features of the digital call using a machine learning model to generate a prediction of a length of an idle instance;
• responsive to the prediction of the length of the idle instance satisfying a configurable idle threshold, provide the targeted content for display via the call companion interface;
• identify an end of the idle instance experienced by the user of the user device during on the digital call;
• and
• responsive to identifying the end of the idle instance, stop providing the targeted content for display via the call companion interface.

A non-transitory computer storage medium comprising instructions for providing targeted content to a user, the instructions being configured to cause one or more processors to at least perform operations configured to:

• determine whether a phone number for a digital call to a user device is one of a plurality of target phone numbers;
• responsive to determining that the phone number is one of the plurality of target phone numbers:
• (a) identifying one or more content control rules associated with the phone number;
• and
• (b) allowing the digital call to be established and enabling initiation of a call companion interface on the user device in accordance with the one or more content control rules, wherein one or more actions associated with one or more content control rules comprises providing the targeted content via the call companion interface available;
• process one or more features of the digital call using a machine learning model to generate a prediction of a length of an idle instance;
• responsive to the prediction of the length of the idle instance satisfying a configurable idle threshold, provide the targeted content for display via the call companion interface;
• identify an end of the idle instance experienced by the user of the user device during on the digital call;
• and
• responsive to identifying the end of the idle instance, stop providing the targeted content for display via the call companion interface.