# US 8,788,327 B2 · Local ad serving

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- Number: US 8,788,327 B2
- Document ID: US8788327B2
- Status: Granted
- Kind: B2
- Application number: 13/009,790
- Filed: 2011-01-19
- Published: 2012-07-19
- Granted: 2014-07-22
- Earliest claimed: 2011-01-19
- Assignees: Google Inc.
- Applicants: Subhadip Sarkar; Deepak Chandra; Jonathan Wall
- Inventors: Subhadip Sarkar; Deepak Chandra; Jonathan Wall
- Web page: https://patentgrep.com/patent/US8788327B2

## CPC

- G06Q 30/0251: Targeted advertisements
- G06Q 30/0261: {based on user location}
- G06Q 30/0269: {based on user profile or attribute}
- G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR

## Abstract

In general, this specification relates to content presentation. The subject matter of this specification can be embodied in, among other things, methods that include the actions of receiving a group of content items at a user device, the content items configured for presentation to a user in association with other content, each content item of the group of content items including metadata associated with the content item; identifying a request from an application of the user device to present a content item in association with particular content; selecting, using one or more processors, a content item from the group of content items using the metadata for the content items along with local targeting information; and presenting the selected content item.

## Claims

### Claim 1

A method comprising:
receiving a group of content items at a user device, the content items configured for presentation to a user in association with other content, each content item of the group of content items including metadata associated with the content item, wherein the received group of content items are stored in a local repository on the user device;
identifying a request from an application of the user device to present a content item in association with particular application content, wherein the request includes information associated with the application content for use in identifying a content item responsive to the request;
selecting, using one or more processors, a content item from the group of previously received content items in the local repository using the metadata for the content items, the information associated with the application content, and local targeting information, wherein the local targeting information is maintained on the user device;
presenting the selected content item along with the particular application content; and
notifying a remote server when the selected content item is presented to the user.

### Claim 2 (depends on 1)

The method of claim 1, where the content item is an advertisement.

### Claim 3 (depends on 1)

The method of claim 1, further comprising:
periodically requesting a new group of content items from a remote server.

### Claim 4 (depends on 3)

The method of claim 3, where a request for a group of content items includes user device information.

### Claim 5 (depends on 3)

The method of claim 3, where a frequency of the periodic requesting varies according to network speed.

### Claim 6 (depends on 3)

The method of claim 3, where a frequency of the periodic requesting varies according to utilization of the previously received group of content items.

### Claim 7 (depends on 3)

The method of claim 3, where a frequency of the periodic requesting occurs in response to a change in client device location.

### Claim 8 (depends on 1)

The method of claim 1, where the metadata associated with a content item includes one or more categories to which the content item is assigned.

### Claim 9 (depends on 1)

The method of claim 1, where the metadata associated with a content item includes content item targeting information.

### Claim 10 (depends on 1)

The method of claim 1, where the metadata associated with a content item includes restrictions for presenting the content item.

### Claim 11 (depends on 1)

The method of claim 1, where the metadata associated with a content item includes historical performance information for the content item.

### Claim 12 (depends on 1)

The method of claim 1, further comprising:
notifying a remote server of user interactions with a presented content item.

### Claim 13 (depends on 1)

The method of claim 1, further comprising using an ad serving application on the client device to select the content item.

### Claim 14 (depends on 1)

The method of claim 1, where selecting the content item includes comparing, on the client device, one or more keywords associated with one or more content items of the group of content items with one or more keywords of the request.

### Claim 15 (depends on 1)

The method of claim 1, where selecting the content item includes comparing, on the client device, one or more keywords associated with one or more content items of the group of content items with a location of the client device.

### Claim 16 (depends on 1)

The method of claim 1, where the local targeting information includes a location of the client device.

### Claim 17 (depends on 1)

The method of claim 1, where the local targeting information includes ad targeting information maintained only on the client device.

### Claim 18

A method comprising:
receiving a request from a mobile device for a group of content items, the group of content items for selective presentation by the mobile device to a user in association with other content, the request including information associated with the user or mobile device;
selecting, using one or more processors, a group of content items using the request information;
sending the group of content items to the mobile device, the content items including targeting information associated with each respective content item, and
receiving a notification indicating that a content item of the group of content items has been selected for presentation on the mobile device.

### Claim 19 (depends on 18)

The method of claim 18, further comprising:
logging the presentation of the content item.

### Claim 20 (depends on 18)

The method of claim 18, where selecting the group of content items further includes using user profile data.

### Claim 21 (depends on 18)

The method of claim 18, where selecting the group of content items is performed without receiving local targeting information maintained on the mobile device.

### Claim 22

A system comprising:
one or more computing devices operable to perform operations comprising:
receiving a group of content items at a user device, the content items configured for presentation to a user in association with other content, each content item of the group of content items including metadata associated with the content item, wherein the received group of content items are stored in a local repository on the user device;
identifying a request from an application of the user device to present a content item in association with particular application content, wherein the request includes information associated with the application content for use in identifying a content item responsive to the request;
selecting a content item from the group of previously received content items in the local repository using the metadata for the content items, the information associated with the application content, and local targeting information, wherein the local targeting information is maintained on the user device;
presenting the selected content item along with the particular application content; and
notifying a remote server when the selected content item is presented to the user.

### Claim 23 (depends on 22)

The system of claim 22, where the content item is an advertisement.

### Claim 24 (depends on 23)

The system of claim 23, further operable to perform operations comprising:
periodically requesting a new group of content items from a remote server.

### Claim 25 (depends on 23)

The system of claim 23, where a request for a group of content items includes user device information.

### Claim 26 (depends on 23)

The system of claim 23, where a frequency of the periodic requesting varies according to network speed.

### Claim 27 (depends on 23)

The system of claim 23, where a frequency of the periodic requesting varies according to utilization of the previously received group of content items.

### Claim 28 (depends on 23)

The system of claim 23, where a frequency of the periodic requesting occurs in response to a change in client device location.

### Claim 29 (depends on 22)

The system of claim 22, where the metadata associated with a content item includes one or more categories to which the content item is assigned.

### Claim 30 (depends on 22)

The system of claim 22, where the metadata associated with a content item includes content item targeting information.

### Claim 31 (depends on 22)

The system of claim 22, where the metadata associated with a content item includes restrictions for presenting the content item.

### Claim 32 (depends on 22)

The system of claim 22, where the metadata associated with a content item includes historical performance information for the content item.

### Claim 33 (depends on 22)

The system of claim 22, further operable to perform operations comprising:
notifying a remote server of user interactions with a presented content item.

### Claim 34 (depends on 22)

The system of claim 22, further comprising using an ad serving application on the client device to select the content item.

### Claim 35 (depends on 22)

The system of claim 22, where selecting the content item includes comparing, on the client device, one or more keywords associated with one or more content items of the group of content items with one or more keywords of the request.

### Claim 36 (depends on 22)

The system of claim 22, where selecting the content item includes comparing, on the client device, one or more keywords associated with one or more content items of the group of content items with a location of the client device.

### Claim 37 (depends on 22)

The system of claim 22, where the local targeting information includes a location of the client device.

### Claim 38 (depends on 22)

The system of claim 22, where the local targeting information includes ad targeting information maintained only on the client device.

### Claim 39

A system comprising:
one or more computing devices operable to perform operations comprising:
receiving a request from a mobile device for a group of content items, the group of content items for selective presentation by the mobile device to a user in association with other content, the request including information associated with the user or mobile device;
selecting a group of content items using the request information;
sending the group of content items to the mobile device, the content items including targeting information associated with each respective content item; and
receiving a notification indicating that a content item of the group of content items has been selected for presentation on the mobile device.

### Claim 40 (depends on 39)

The system of claim 39, further operable to perform operations comprising:
receiving a notification indicating that a content item of the group of content items has been selected for presentation; and
logging the presentation of the content item.

### Claim 41 (depends on 39)

The system of claim 39, where selecting the group of content items further includes using user profile data.

### Claim 42 (depends on 39)

The system of claim 39, where selecting the group of content items is performed without receiving local targeting information maintained on the mobile device.

### Claim 43

A computer storage medium encoded with a computer program, the program comprising instructions that when executed by data processing apparatus cause the data processing apparatus to perform operations comprising:
receiving a group of content items at a user device, the content items configured for presentation to a user in association with other content, each content item of the group of content items including metadata associated with the content item, wherein the received group of content items are stored in a local repository on the user device;
identifying a request from an application of the user device to present a content item in association with particular application content, wherein the request includes information associated with the application content for use in identifying a content item responsive to the request;
selecting a content item from the group of previously received content items in the local repository using the metadata for the content items, the information associated with the application content, and local targeting information, wherein the local targeting information is maintained on the user device;
presenting the selected content item along with the particular application content; and
notifying a remote server when the selected content item is presented to the user.

### Claim 44

A computer storage medium encoded with a computer program, the program comprising instructions that when executed by data processing apparatus cause the data processing apparatus to perform operations comprising:
receiving a request from a mobile device for a group of content items, the group of content items for selective presentation by the mobile device to a user in association with other content, the request including information associated with the user or mobile device;
selecting a group of content items using the request information;
sending the group of content items to the mobile device, the content items including targeting information associated with each respective content item, and
receiving a notification indicating that a content item of the group of content items has been selected for presentation on the mobile device.