Managing Sponsored Content Based on Usage History

A computer-implemented method for targeted delivery of sponsored content item of a first or second sponsor to a plurality of mobile communication facilities whose respective users have a common usage history characteristic statistically modeled as a profile associated with the respective users, wherein the profile is identified as a category, wherein advertising of the sponsored content item relates to the category, the method comprising the steps of:

• (a) presenting a category to the first sponsor and the second sponsor;
• (b) receiving first data from the first sponsor, wherein the first data includes:
• (i) a selection of the category;
• and
• (ii) a sponsored content item for delivery to the users associated with the selected category;
• (c) receiving second data from the second sponsor, wherein the second data includes:
• (i) a selection of the same category as the first sponsor;
• and
• (ii) a sponsored content item for delivery to the users associated with the selected category;
• (d) attributing a priority to the delivery of the sponsored content item of the first sponsor over the delivery of the sponsored content item of the second sponsor to the users associated with the selected category based upon a determination that a yield derived from delivering the first sponsored content to the respective users identified by the selected category is greater than a yield derived from delivering the second sponsored content to the respective users identified by the selected category;
• and
• (e) delivering the sponsored content item of the first sponsor instead of the sponsored content item of the second sponsor to the plurality of mobile communication facilities whose respective users are identified by the selected category.