Jumptap Receives New Patent Related To Mobile Search

Jumptap was recently issued a patent related to its mobile search technology, coming only nine days after it received its first patent related to displaying mobile ads “in association with” a mobile device.  The company has over 70 pending patent applications and by the looks of things are getting them approved rather quickly. In its …   Read More

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Jumptap was recently issued a patent related to its mobile search technology, coming only nine days after it received its first patent related to displaying mobile ads “in association with” a mobile device.  The company has over 70 pending patent applications and by the looks of things are getting them approved rather quickly.

In its own words, Jumptap’s new patent relates to “a computer-implemented method for presenting user characteristic influenced search results via a display of a mobile communication facility.”  The best I can interpret this, it means Jumptap has created its own proprietary method for taking user behavior and other characteristics, and using that data to influence search results- likely influencing the mobile ads that are served as well.

While this may not sound like a ground-breaking technology, Jumptap likely has something else up its sleeves.  Hidden under the tech-jargon that was used to explain how the technology works, the company goes on to explain that when a user inputs a search term, the technology then uses user characteristics derived from the carrier itself and uses the corresponding data to arrange the search results as necessary.

The data derived from the carrier that influences the search results include:

  • Two or more demographics associated with the user, wherein the demographics are obtained from the billing system of the carrier.
  • Shopping habits of the user as recorded through use of the mobile communication facility, wherein the shopping habits include views of or purchases of goods or services.
  • Duration of on-line interactions by the user from using the mobile communication facility.
  • Usage patterns of the mobile communication facility including past mobile communication facility transactions comprising click-throughs.
  • Previous search queries entered by the user via the mobile communication facility.
Basically, Jumptap has created its own iteration of behavioral targeting in relation to mobile search.  Instead of using that behavioral data to serve mobile ads (which I’m sure it will also do), the data is used to serve relevant search results.  How it will all go down is yet to be seen, but it should be interesting to see how they implement their newly patented technology.
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