Real-Time Contextual and Behavioral Ad Targeting
Ad Placement with Every Web Page
Bytemobile’s Web Fidelity™ Suite Ad Insertion application allows ads to be placed with each and every off-portal web page served through an operator’s network. The ad is placed above the main content of the page and in no way alters the page content itself. This enables wireless network operators to offer both portal and off-portal channels to media buyers and advertisers as a single media buy. It provides the ultimate reach in terms of user base and ad inventory while allowing advertisers to target users that browse off-portal pages.
Flexible Integration with Third-Party Ad Networks and OSN MobileMatch Service
The Ad Insertion application features a flexible plug-in interface for simple integration with any third-party ad system and includes ready-to-go interfaces for the most popular ad networks. The plug-in enables operators to provide ad networks with information that supports the selection and delivery of the most influential and appropriate ads. This includes targeting information relevant to the user, the device, the time of day, the site with which the ad will be placed, and — when deployed in conjunction with Bytemobile’s Optimization and Services Node (OSN) MobileMatch™ application — precise analysis that details the user’s past browsing behavior, including content categories and keywords.
Ad Placement for All Devices and in All Ad Formats
The Ad Insertion application is a holistic solution that serves ads across all mobile devices in industry-standard ad formats — such as PPC text or CPM banner. The application can also be used to serve operators’ house ads, which drive users to the portal.
Contextual Ad Targeting
The Ad Insertion application can provide ad networks with information about a targeted website, such as the site’s URL. When combined with the OSN MobileMatch application and Bytemobile’s URL database, it can provide content categories and keywords associated with the site. As a result, operators can target ads for contextual relevance. For example, users browsing a sports site will receive targeted ads for sportswear rather than jewelry or pet food.
Behavioral Ad Targeting
The OSN MobileMatch application continuously updates keyword-based user profiles, so that the ads served align with up-to-date user behavior. This dramatically increases ad effectiveness and click-through rates, and therefore positively impacts the monetization of mobile content.
Restricted Placement of Ads to Avoid Inappropriate Sites
Flexible bypass rules, deployed at the operator’s discretion, ensure that ads will not be served to inappropriate sites, which are easily removed from the targeted ad inventory.
Ad Insertion as a Differentiating Service
The Ad Insertion application provides flexible rules to govern ad placement, allowing operators to serve ads to a select subset of users. This adds yet another dimension to the range of differentiated data services that the operator may offer. Ad-sponsored internet service, popular in Wi-Fi hotspots and similar venues, can now be delivered to mainstream wireless subscribers. In conjunction with Bytemobile’s OSN WebGate™ Service — a mobile internet gateway that facilitates network traffic control — operators can offer users a day pass or even hourly access to the Internet, completely subsidized by advertising.
