User Profiling and The Use of RTB Mechanism Would Allow to Create Efficient Advertisement.

One of the patent authors, Ekaterina Britvina, mentioned that the main idea behind the patented technology is to use service waiting time to provide the users with audio and video advertisement which makes the ads less annoying. User profiling and the use of RTB (Real Time Bidding) mechanism would allow to create efficient targeted advertisement. 

Another distinctive feature of the technology consists in moving the advertising space from content provider to communication service provider who enables access to the content provider's facilities. The Chief Technology Officer of Mera Labs, Vladimir Krylov, considers this to be an opportunity for mobile operators and Internet service providers to gain a new source of income, which would stimulate the development of these categories of services. 

Besides, it is the communication service providers who have an extensive knowledge of their subscribers' profiles, including their spending capabilities, location and areas of interests, which allows to create highly efficient targeted ads for an ad exchange. This opportunity should interest both the advertisers and the service providers, including mobile operators and Internet service providers.

MeraLabs is a privately owned Russian R&D company that develops high-tech venture projects. The company's innovative projects belong to the areas of data storage and search, network architectures and telecommunications technologies.