US 2017/0262902 A1 - Method And Apparatus For Advertizing Content Management - The Lens

Method And Apparatus For Advertizing Content Management

Published: Sep 14, 2017
Earliest Priority: Mar 11 2016
Family: 1
Cited Works: 0
Cited by: 0
Cites: 5
Additional Info: Full text

Abstract

A method for replacing advertising content may include intercepting, at an edge of a network providing communication between an end user device and one or more servers capable of responding to requests from the end user device, a request from the end user device and transmitted via the network, determining whether a response to the request will include advertizing content based on a destination of the request, intercepting the response based on the determination, modifying the response to extract the advertizing content to replace the advertizing content with replacement content in a modified response, and enabling the modified response to be provided to the end user device. The replacement content may be selected based on a comparison of technical properties of the advertizing content with technical properties of the replacement content, and a correlation of affinity criteria associated with the replacement content to a user associated with the end user device.

Claims

An apparatus provided at an edge of a network providing communication between an end user device and one or more servers capable of responding to requests from the end user device, the apparatus comprising processing circuitry configured to, when executed:
intercept a request from the end user device and transmitted via the network;

determine whether a response to the request will include advertizing content based on a destination of the request;

intercept the response based on the determination;

modify the response to extract the advertizing content to replace the advertizing content with replacement content in a modified response; and

enable the modified response to be provided to the end user device,

wherein the replacement content is selected based on:
a comparison of technical properties of the advertizing content with technical properties of the replacement content, and

a correlation of affinity criteria associated with the replacement content to a user associated with the end user device.
The apparatus of claim 1, wherein the comparison of the technical properties of the advertizing content with the technical properties of the replacement content comprises determining a match between the technical properties of the advertizing content with the technical properties of the replacement content.
The apparatus of claim 2, wherein the technical properties of the advertizing content comprise properties indicative of size and shape of the advertizing content.
The apparatus of claim 2, wherein the technical properties of the advertizing content comprise properties indicative of a format and type of the advertizing content.
The apparatus of claim 1, wherein the affinity criteria comprises a classification of the replacement content by type, genre or price.
The apparatus of claim 5, wherein the correlation of the affinity criteria to the user comprises selecting the replacement content based on comparing the type, genre or price of potential replacement content to profile information associated with the user.
The apparatus of claim 1, wherein the replacement content is stored in a repository associated with a proxy server at the edge of the network.
The apparatus of claim 1, wherein the replacement content is auctioned content stored in a repository associated with a proxy server at the edge of the network.
The apparatus of claim 1, wherein determining whether the response to the request will include advertizing content comprises determining whether the destination of the request is an advertizing content server.
The apparatus of claim 1, wherein intercepting the request is performed in response to a prior election of the user to enable content replacement at the end user device.
A method executable via operation of configured processing circuitry, the method comprising:
intercepting, at an edge of a network providing communication between an end user device and one or more servers capable of responding to requests from the end user device, a request from the end user device and transmitted via the network;

determining whether a response to the request will include advertizing content based on a destination of the request;

intercepting the response based on the determination;

modifying the response to extract the advertizing content to replace the advertizing content with replacement content in a modified response; and

enabling the modified response to be provided to the end user device,

wherein the replacement content is selected based on:
a comparison of technical properties of the advertizing content with technical properties of the replacement content, and

a correlation of affinity criteria associated with the replacement content to a user associated with the end user device.
The method of claim 11, wherein the comparison of the technical properties of the advertizing content with the technical properties of the replacement content comprises determining a match between the technical properties of the advertizing content with the technical properties of the replacement content.
The method of claim 12, wherein the technical properties of the advertizing content comprise properties indicative of size and shape of the advertizing content.
The method of claim 12, wherein the technical properties of the advertizing content comprise properties indicative of a format and type of the advertizing content.
The method of claim 11, wherein the affinity criteria comprises a classification of the replacement content by type, genre or price.
The method of claim 15, wherein the correlation of the affinity criteria to the user comprises selecting the replacement content based on comparing the type, genre or price of potential replacement content to profile information associated with the user.
The method of claim 11, wherein the replacement content is stored in a repository associated with a proxy server at the edge of the network.
The method of claim 11, wherein the replacement content is auctioned content stored in a repository associated with a proxy server at the edge of the network.
The method of claim 11, wherein determining whether the response to the request will include advertizing content comprises determining whether the destination of the request is an advertizing content server.
The method of claim 11, wherein intercepting the request is performed in response to a prior election of the user to enable content replacement at the end user device.