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Mobile Advertisement Platform Architecture and Implementation

Mobile Advertisement Platform Architecture and Implementation. Debmalya De Sr. Vice President and CTO ACL Wireless Ltd. Platform Expectations. Personalized Advertisement Efficient Interactions Single Window Management Real time Decision Making Scalable System.

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Mobile Advertisement Platform Architecture and Implementation

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  1. Mobile Advertisement Platform Architecture and Implementation Debmalya De Sr. Vice President and CTO ACL Wireless Ltd.

  2. Platform Expectations • Personalized Advertisement • Efficient Interactions • Single Window Management • Real time Decision Making • Scalable System

  3. Advertising Platform Architecture

  4. Ad Channels and Media Adaptors MCA / VMSSMS Channel MCA/VMS SMS Ad Adaptor Welcome SMS Channel W-SMS Top-up SMS Channel IN USSD Ad Adaptor Prepaid notification USSD Channel IN Ad Platform- RBT Audio Ad Adaptor RBT Channel Voice Portal Voice Portal Channel WAP Ad Adaptor MMS Push WAP Portal MMS Push Channel WAP Portal Channel MMS Ad Adaptor App Idle screen Channel Mobile Rich Ad Adaptor IM Banner Channel App RBV RBV Channel Video Ad Adaptor Video call Channel 3G VGW Mobile TV Channel Video GW

  5. Realtime Dynamic Ad Serving You have 1 missed call 012123456 at 3:25 1/12/2007 5 2 MCA System 4 3 1 MSC SMSC

  6. Realtime Dynamic Ad Serving You have 1 missed call 012123456 at 3:25 1/12/2007 6 2 MCA System 3 1 4 5 MSC SMSC You have 1 missed call 012123456 at 3:25 1/12/2007 Get a FREE Mobile Game download now! Type FREE GAME & send to 51213. Ad Platform You have 1 missed call 012123456 at 3:25 1/12/2007

  7. 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

  8. 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

  9. 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

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

  11. Software Architecture Data Partitioning Data Staging Data Modeling

  12. Data Modeling

  13. Infrastructure Server / Storage Networking 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 • 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 10U

  14. Example of Mobile Ad over SMS From : 102311 From : 102312 From : 102313 You have 1 missed callfrom 034615234 @ 13:01 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.html Reply “1” to 102311 Reply “1” to 102312 Initial Ad Response Ad Acquisition Ad

  15. Example of Mobile Ad over SMS From : 102311 From : 102312 From : 102313 You have 1 missed callfrom 034615234 @ 13:01 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.html Reply “1” to 102311 Reply “1” to 102312 Initial Ad Response Ad Acquisition Ad From : 102311 From : 102312 Extra 10% off today You have 1 missed callfrom 034615234 @ 13:01 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 goto : mobile.ua-cinema.hk/promotion.jsp JOIN UA Movie Club Reply “1” to 102311 Click Mobile : 0123456789 Name : Age : Email : Terms & condition : wap.uacimema.hk/offer/terms Response Ad Acquisition Ad Initial Ad

  16. WAP Banner Ad • WAP Banner – home page • WAP Banner – Browsing page • WAP Banner – Download page

  17. Putting audio promotion ad in voice portal is common • The Ad platform provides targeted ad in realtime to the voice portal Repeat Audio Ad Initial Ad welcome Promote Ad go back Main menu < DTMF action> Call to normal Voice portal

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

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