Bytemobile's Unison™ Advertising Module (UAM) enables mobile network operators to serve advertisements in off-portal web pages on feature phones and smartphones. UAM works with Bytemobile's Unison Optimization Services Node (OSN) Monaco™ Edition and with Unison Web Fidelity™ Service (WFS), which provides intelligent content adaptation for open internet browsing on mobile devices. Operators can determine which content-adapted web pages receive advertisements, define where those advertisements are placed and set targeting criteria for each campaign.
Key UAM Features
UAM is part of the latest release of Bytemobile’s Unison Multi-Service Platform. It supports common advertisement specifications, as defined by the Mobile Marketing Association, and provides functionality for the network operator to serve and manage advertising campaigns from within the Unison architecture. Key features include:
- An in-network ad server for insertion of ads in the headers and footers of content-adapted web pages
- Click-through to content-adapted PC websites, obviating the need for advertisers to invest in the development of mobile landing pages or websites
- Optional integration with media sales engines or third-party ad networks that currently serve on-portal advertising
How UAM Works
Integrated with Unison Web Fidelity Service (WFS), UAM sits inline in the core network, where it can serve ads within the header and footer of PC web pages adapted by WFS. When the site is adapted, navigation bars are applied at the top (header) and the bottom (footer) of each web page. As the pages are adapted in real time, a call is made to the ad server to retrieve the most relevant ad campaign and insert the specified ad either above the navigational header or below the footer. Campaigns are preconfigured in UAM based on criteria set by the operator or advertiser.
Service Selection
UAM enables fine-grained control of advertising insertions by the operator on a per-request basis. Currently, UAM can target by MSISDN, APN, advertisement plan ID, SGSN-IP, time (year/month/day/hour/minute), operator ID, device ID, source IP, interface ID, and page URL.
Advertisement Placement
UAM allows two advertisement placements within content-adapted web pages. Advertisements can be placed in the header or the footer of the content-adapted web page and also on either the first sub-page or all sub-pages.
Campaign Management
UAM provides campaign management functionality, enabling operators to run multiple campaigns with different advertisements and display criteria. Campaign attributes include the list of ads, the campaign dates, the weight, enable/disable, and random or round-robin selection type. Operators can configure rules to trigger a particular campaign based on device type, domain or time of day.
Advertisement Selection
When servicing a request for an advertisement, UAM first determines which campaigns meet the criteria for the given request based on the criteria of each configured campaign. If there are multiple eligible campaigns, then UAM can employ a selection mechanism that uses predefined weights for campaigns.
Advertisement Specifications
UAM supports display advertisement specifications as defined by the Mobile Marketing Association (MMA).
Advertisement Tracking
Drawing on OSN web proxy access logs, UAM records the number of times, for a select campaign, that specific advertisements are served to — and also clicked through by — individual subscribers. Log files must be parsed to retrieve these campaign performance metrics.
Integration and Support
UAM is fully integrated within the Unison architecture and works seamlessly with WFS. Each Web Fidelity Module can have a collocated UAM that serves advertisements.
Integration with third-party advertising platforms and networks. UAM can be integrated with third-party advertising platforms or networks to retrieve advertisements for display. Bytemobile’s solutions engineering team is available to plan and execute UAM integration projects.
Integration with open source platforms. UAM supports the entire spectrum of devices (WAP 1.0, WAP 2.0 and smartphones), mobile browsers and operating systems. Thus, it will work on both Google’s Android and Verizon’s open source platforms.
Support for on-portal advertising. Operators can choose to run all of their data traffic through WFS and UAM, thereby including navigational headers, footers and ad spaces on all portal pages.
Support for WAP and other mobile websites. UAM benefits from the WFS “mobile site awareness” feature, which detects a content provider’s redirection of mobile users to a mobile-optimized (WAP) site. In this case, WFS bypasses content adaptation, directing users to the WAP site without serving advertising on that site.
Hardware Requirements
Due to the tight integration of UAM with WFS, the hardware specifications for the two modules are identical.
