Mobile Advertisement Platform

1

• Mobile Advertisement Platform
• Architecture
• and
• Implementation

Debmalya De Sr. Vice President and CTO ACL
Wireless Ltd.
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Platform Expectations

• Personalized Advertisement
• Efficient Interactions
• Single Window Management
• Real time Decision Making
• Scalable System

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Advertising Platform Architecture
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Ad Channels and Media Adaptors
Ad Platform-
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Realtime Dynamic Ad Serving
You have 1 missed call 012123456 at 325
1/12/2007
5
2
4
3
1
MSC
SMSC
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Realtime Dynamic Ad Serving
You have 1 missed call 012123456 at 325
1/12/2007
6
2
3
1
4
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MSC
SMSC
You have 1 missed call 012123456 at 325
1/12/2007 Get a FREE Mobile Game download now!
Type FREE GAME send to 51213.
You have 1 missed call 012123456 at 325
1/12/2007
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How it works?
Initial Ad Unit (SMS w/ Reply info)
Pull-Ad
MCN adaptor
D-Audit-1
Send Initial Pull-Ad
Pull-Request
Sigma Ad Platform

• Return Ack
• Charge CPM

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How it works?
Initial Ad Unit (SMS w/ Reply info)
Response Ad Unit (Offer Detail in SMS w/ Reply
Info)
Reply Action
Pull-Ad
Send Response Ad
MCN adaptor
SMSG
SMSG
D-Audit-1
A-Audit-1
D-Audit-2
Send Initial Pull-Ad
Send Response Ad
Pull-Request
Sigma Ad Platform

• Return Ack
• Charge CPM

• Return Ack
• Charge CPR

• Return Ack
• Send Response Ad

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How it works?
Response Ad Unit (Offer Detail in SMS w/ Reply
Info)
Initial Ad Unit (SMS w/ Reply info)
Acquisition Ad Unit (Registration detail in SMS)
Reply Action
Reply Action
Pull-Ad
Send Response Ad
Send Response Ad
MCN adaptor
SMSG
SMSG
SMSG
SMSG
D-Audit-1
A-Audit-1
D-Audit-2
A-Audit-2
D-Audit-Final
Send Initial Pull-Ad
Send Response Ad
Send Response Ad
Pull-Request
Sigma Ad Platform

• Return Ack
• Charge CPM

• Return Ack
• Charge CPR

• Send Ack
• Charge CPA

• Return Ack
• Send Response Ad

• Return Ack
• Send Acquisition Ad

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Physical Architecture

• Near Zero latency, very fast processing
• Huge volume of data sharing and storage
• Reliable and Scalable system

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Software Architecture
Data Staging
Data Modeling
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Data Modeling
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Infrastructure

• Server / Storage

• Networking

• HP c7000 Blades chassis
• Modular, Compact
• Energy efficient
• BL460c servers
• EVA 4400 Storage
• High density Controllers 96 disks
• Fiber Channel drives
• High availability with hot plug drives

• F5 LTM
• CISCO L3 Switches
• Juniper FW
• TelcoBridge high density E1 interface modules
• NMS voice boards
• 40 million subs base
• 140 servers
• 40 TB of data storage
• 200 E1s
• 1000 SMS/sec

10U
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Example of Mobile Ad over SMS
From 102311
From 102312
From 102313
You have 1 missed call from 034615234 _at_ 1301 20
Oct ------ UA Cinema Sweet Tuesday Movie
Tickets . REPLY 1 for detail.
Today, You can get an exclusive offer of 20
off for Movie in UA Time Square . To get more
discount, please REPLY 1 for UA Movie Club
registration.
As a UA Movie Club member, you can get additional
10 off on max 2 tickets on Tuesday. To Register,
please go to www.ua-cimema.com/uaclub/register.h
tml


Reply 1 to 102311
Reply 1 to 102312
Initial Ad
Response Ad
Acquisition Ad
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Example of Mobile Ad over SMS
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WAP Banner Ad

• WAP Banner home page
• WAP Banner Browsing page
• WAP Banner Download page

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• Audio Ad

• Putting audio promotion ad in voice portal is
  common
• The Ad platform provides targeted ad in realtime
  to the voice portal

welcome
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Thank You
Debmalya De Sr. Vice President and CTO ACL
Wireless Ltd.