WO2019043666A1

WO2019043666A1 - A system and method for administrating communication over a mobile communication network

Info

Publication number: WO2019043666A1
Application number: PCT/IB2018/056728
Authority: WO
Inventors: Roeland Frans VAN NIEUWKERK; Louw van Schoor HAGER
Original assignee: Booysen, Barend, Johannes; HOFFMANN, Carel,
Priority date: 2017-09-04
Filing date: 2018-09-04
Publication date: 2019-03-07

Abstract

The invention discloses a system and method for administrating communication over a mobile communications network. A network function within the mobile communications network triggers a module to provide a message event to a request and response system (A8) which communicates same to a server (A9). The server (A9), in response to receiving the message event, operatively selects a pre-configured communication and returns the pre-configured communication to the request and response system (A8) which in turn creates, replaces, appends or inserts the communication content for display on a user's mobile device (A1, A2). The pre-configured communication is preferably an advertisement configured from a set of campaigns based on specific rules.

Description

A SYSTEM AND METHOD FOR ADMINISTRATING COMMUNICATION OVER A MOBILE COMMUNICATION NETWORK

FIELD OF THE INVENTION

This invention relates to a system and method for administrating communication over a mobile communication network, more particularly but not exclusively, to a system and method for administrating communication to a mobile device from programmatic advertising technology platforms through a mobile communication network.

BACKGROUND TO THE INVENTION

This invention relates to the methodologies and systems associated with digital communications, such as advertisements, sent to a mobile device within the context of a mobile network operator's (MNO) mobile communication network.

MNOs typically generate digital messages which can either be initiated by a mobile device user or by event triggers within the MNO's network. Some examples of these types of event triggers are please-call-me messages, balance check notifications, end-of-call notifications, voicemail notifications, audio ringback tones, multimedia messages and video messages. Currently many MNOs, by way of an advertising server, allow advertisers to insert/append advertisements to these messages which then gets sent to a user/subscriber's mobile device. These advertising servers allow advertisers to create advertising campaigns that target various user/subscriber groups on the MNO's network by way of the user/subscriber's Mobile Station International Subscriber Directory Number (MSISDN) and various targeting parameters such as gender, location, income level, average revenue per user (ARPU) etc. With the progressive evolution of web-based advertising technology, advertisers and publishers have aggressively adopted programmatic advertising technology (also known as just programmatic or programmatic advertising) that attempts to maximise revenue for publishers and return on investment (ROI) for advertisers by leveraging Real Time Bidding (RTB) and user/subscriber targeting.

Due to the fast adoption of programmatic advertising by advertisers, current MNOs face challenges where advertisers are buying less of an MNO's advertising inventory. This is primarily due to the lack of programmatic integration support on the MNOs' part as advertisers wish to use programmatic advertising to drive better ROI on their advertising budgets.

A current disadvantage with programmatic advertising technology providers is that they only support web-based or mobile application-based publishers and do not cater for other types of digital publishers such as MNOs. Further to this is the disadvantage that an MNOs' advertisements are not displayed within a mobile web browser context and thus are not compatible with web-based advertising technology standards. MNOs can therefore not make their advertising inventory available to advertisers to buy via programmatic advertising technology platforms.

Yet further disadvantages of known mobile network advertising systems include the following:

- Current mobile network advertising systems do not provide the capability to integrate with programmatic advertising technology platforms in order to deliver mobile advertisements to mobile devices on an MNO's mobile communication network. - Current mobile network systems do not optimise the fill rate of the MNO's mobile advertising inventory.

- Current mobile network systems cannot maximise the Cost per Mille (CPM) rate based on actual supply and demand because they do not have RTB and programmatic advertising technology capabilities.

- Owing to the lack of programmatic advertising technology integration, the MNO cannot guarantee fill capacity or maximum CPM of mobile advertisements to mobile phones on a mobile communication network. It is therefore impossible for the MNO to maximise profits without first unlocking the additional revenue the system provides.

- Current mobile network systems cannot leverage third party Data Management Platforms (DMPs) to enable more accurate user/subscriber targeting on programmatic advertising technology platforms.

OBJECT OF THE INVENTION

It is accordingly an object of the current invention to provide a system and method for administrating communication over a mobile communication network with which the abovementioned disadvantages could at least partially be alleviated or overcome; or which may provide a useful alternative to the known systems and methods.

SUMMARY OF THE INVENTION

According to a first aspect of the invention, there is provided a system for administrating communication over a mobile communications network, comprising:

- a mobile device of a user/subscriber operable over a mobile communications network; - a message event module, operatively providing a message event which is triggered by a network function within the mobile communications network;

- a request and response system configured to receive the message event and communicate same to a server; and

wherein the server, in response to receiving the message event, operatively selects a pre-configured communication and returns the pre-configured communication to the request and response system which in turn creates, replaces, appends or inserts the communication content for display on the mobile device. The invention further provides for the pre-configured communication to be an advertisement configured from a set of campaigns based on specific rules.

The invention further provides for the request and response system to include any one or more of the following including a Multimedia Message Service Centre (MMSC), Short Message Service Centre (SMSC), an Unstructured Supplementary Service Data (USSD) Gateway, a Wireless Application Protocol (WAP) Gateway and a Ringback Tone (RBT) Tone Player.

The invention yet further provides for the server to be configured to integrate with any one of the following including external Supply Side Platforms (SSPs), Advertising Exchanges, Demand Side Platforms (DSPs) and Data Management Platforms (DMPs). Said integration is accomplished via a Real Time Bidding (RTB) strategy, usually over TCP/IP using the Open Real Time Bidding Protocol to operatively allow the server to send multiple ad- and/or bid- requests to any number of SSPs, ad Exchanges and DSPs, either sequentially and/or concurrently in order to maximise yield. The invention may yet further provide for the server to further comprise a Server Module, an Identifier (ID) Management Module and an ID Storage Module; and wherein an Ad Serving Module receives the message event in the form of a communication request from the request and response system as well as the MSISDN of the user/subscriber, which MSISDN is operatively sent to the ID Management Module to anonymise the MSISDN along with a new hash to be stored in the ID Storage Module. The ID Management Module is further configured to send the new hash to various programmatic platforms such as the DMPs, SSPs, Advertising Exchanges and DSPs. The invention further provides for the Server Module to be configured to operatively query the ID Management Module for the user/subscriber's hash and a list of unique identifiers and domains related to the MSISDN of the user/subscriber. The ID Management Module is further configured to return a list of the request unique identifiers and domains such that the Server Module can or may use this list of unique identifiers and domains and add them as relevant HTTP cookies to the communication request it sends to the various programmatic platforms such that the various programmatic platforms can identify a given user/subscriber for targeting and retargeting purposes.

The Ad Serving Module is further configured to send requests via HTTP/S and using cookies as well as sending bid requests directly using the Open Real Time Bidding standard.

In accordance with a second aspect of the invention there is provided a method of administrating communication over a mobile communication network and utilises the abovementioned components as described and as herein described and exemplified with reference to the description of a preferred embodiment of the invention and accompanying drawings. According to the second aspect of the invention, there is provided a method for administrating communication over a mobile communications network, comprising the steps of:

- providing a mobile device of a user operable over a mobile communications network;

- providing a message event, through a message event module, which is triggered by a network function within the mobile communications network;

- receiving the message event and communicate same to a server through a request and response system; and

- selecting, in response to receiving the message event, a pre-configured communication and returning the pre-configured communication to the request and response system; and

- creating, replacing, appending or inserting the pre-configured communication content for display on the mobile device.

The invention further provides for the pre-configured communication to be an advertisement configured from a set of campaigns based on specific rules. The invention further provides for the request and response system to include any one or more of the following including a Multimedia Message Service Centre (MMSC), Short Message Service Centre (SMSC), an Unstructured Supplementary Service Data (USSD) Gateway, a Wireless Application Protocol (WAP) Gateway and a Ringback Tone (RBT) Tone Player.

The invention yet further provides for the step of selecting, in response to receiving the message event, a pre-configured communication and returning the pre-configured communication to the request and response system to include the step of configuring the server to integrate with any one of the following including external Supply Side Platforms (SSPs), Advertising Exchanges, Demand Side Platforms (DSPs) and Data Management Platforms (DMPs). Said integration is accomplished via a Real Time Bidding (RTB) strategy, usually over TCP/IP using the Open Real Time Bidding Protocol to operatively allow the server to send multiple ad- and/or bid- requests to any number of SSPs, ad Exchanges and DSPs, either sequentially and/or concurrently in order to maximise yield.

The invention may yet further provide for the server to further comprise a Server Module, an Identifier (ID) Management Module and an ID Storage Module; and wherein an Ad Serving Module receives the message event in the form of a communication request from the request and response system as well as the MSISDN of the user/subscriber, which MSISDN is operatively sent to the ID Management Module to anonymise the MSISDN along with a new hash to be stored in the ID Storage Module. The ID Management Module is further configured to send the new hash to various programmatic platforms such as the DMPs, SSPs, Advertising Exchanges and DSPs.

The invention further provides for the Server Module to be configured to operatively query the ID Management Module for the user/subscriber's hash and a list of unique identifiers and domains related to the MSISDN of the user/subscriber. The ID Management Module is further configured to return a list of the request unique identifiers and domains such that the Server Module can or may use this list of unique identifiers and domains and add them as relevant HTTP cookies to the communication request it sends to the various programmatic platforms such that the various programmatic platforms can identify a given user/subscriber for targeting and retargeting purposes. The Ad Serving Module is further configured to send requests via HTTP/S and using cookies as well as sending bid requests directly using the Open Real Time Bidding standard. BRIEF DESCRIPTION OF THE ACCOMPANYING DIAGRAMS

The invention is now described by way of a non-limiting example with reference to the accompanying drawings wherein:

figure 1 : is a schematic layout of the system, in accordance to the invention and its general operation; and

figure 2: a simplified sequence diagram of the operation of the system of figure 1 ; and

figure 3: is a schematic layout of the identification subsystem, in accordance to the invention and its general operation.

DESCRIPTION OF A PREFERRED EMBODIMENT OF THE INVENTION

A system and method of administrating communication over a mobile communication network is generally depicted in figure 1 . It will be understood that the term communication in this specification may include any communication including, but not limited to, an advertising communication.

General System Description

The system, in accordance with the invention, is typically operated by a mobile network operator/service provider (MNO) to allow mobile advertisements to be included in messages sent to a user/subscriber on their mobile device. These messages that are sent to a user/subscriber can be triggered by various events ('message events') in the mobile communication network. Typical triggerable events include but are not limited to:

- Bulk SMS messages.

- USSD application messages.

- Please Call Me messages sent via SMS.

- Please Call Me messages sent via USSD.

- USSD push messages.

- WAP push pages.

- End-of-call messages.

- Balance check messages.

- Top-up notification messages.

- Voicemail notification messages.

- Missed call notification messages.

- Voice calls.

- Video calls.

When a message event, provided by a message event module (not shown), gets triggered by a network function within the MNO's mobile network, the type of message and trigger is analysed before an appropriate response is generated on an appropriate system (channel). The request and response system can be the MMSC (Multimedia Message Service Centre) A4, SMSC (Short Message Service Centre) A5, the USSD (Unstructured Supplementary Service Data) Gateway A6, the WAP (Wireless Application Protocol) Gateway A7 or the Ringback Tone (RBT), Tone Player A8. All of the response systems are configured to communicate with a server, in this embodiment an Advertising Server A9, over a network (typically TCP/IP and HTTP/S) prior to returning a response. The Advertising Server A9, is responsible for the selection of a pre-configured communication, in this embodiment a pre-configured advertisement from a set of campaigns based on specific rules. After the advertisement has been selected, the server returns the advertisement's content as an ad response to the relevant requesting system (A4, A5, A6, A7 or A8). The relevant system will then create, replace, append or insert the supplied advertisement into the original message and send it to the user/subscriber's device (A1 or A2) via the mobile communication network.

Typically, the Advertising Server A9 contains various pre-configured ad campaigns from which it can select an advertisement. In accordance with this invention, the Advertising Server A9 will be modified to integrate with various external Supply Side Platforms (SSPs) A11 , Advertising Exchanges A12, Demand Side Platforms (DSPs) A13 and Data Management Platforms (DMPs) A10. Integration is accomplished via a Real Time Bidding (RTB) strategy, usually over TCP/IP and HTTP/S using the Open Real Time Bidding standard. The invention's configuration allows the Advertising Server A9 to send multiple ad- and/or bid- requests to any number of SSPs A11 , Ad Exchanges A12 and DSPs A13, either sequentially and/or concurrently in order to maximise yield for the MNO.

For example: when a user/subscriber initiates a Please-Call-Me (PCM) message, the Mobile Phone A1 sends a request to the PCM service, operating within the mobile communication network, that will generate a message and send it to Mobile Phone A2 via the SMSC A5 and Mobile Telephone Network A3. The SMSC A5 will then intercept the message as illustrated in figure 2. B1 and request an advertisement B2 from the Advertising Server A9. Upon the ad request, the Advertising Server A9 will initiate multiple queries either sequentially and/or concurrently, namely:

- B3 an ad request to the SSPs A11

- B7 an ad request to the Advertising Exchanges A12

- B9 an ad request to the DSPs A13. The SSPs A11 will in turn initiate ad requests to other Ad Exchanges A12 according to B4 where these Ad Exchanges A12 will send bid requests to their respective DSPs A13 according to B5. Upon receiving bid responses, the Ad Exchanges A12 hold an auction and select the highest bid, this winning bid is returned to the SSPs A11. Some SSPs A11 could also send ad requests directly to certain DSPs A13 according to B6, where each DSP A13 will return an ad response. Upon receiving successful ad responses from the Advertising Exchanges A12 and DSPs A13 the SSPs A11 will return an ad response to the Advertising Server A9. If any Advertising Exchange A12 receives a direct ad request from the Advertising Server A9 according to B7, the Advertising Exchange A12 will send bid requests, B8, to various DSPs A13. Upon receiving bid responses the Ad Exchanges A12 will hold an auction and select the highest bid, this winning bid is returned to the Advertising Server A9. In certain configurations, the Advertising Server A9 could also send ad requests directly to various DSPs A13 according to B9.

Once the Advertising Server A9 has received an ad response for each ad request sent to the various SSPs A11 , Ad Exchanges A12 and DSPs A13, it will select an ad response based on a set of optimization algorithms and rules that will maximise the effective revenue for that ad impression. This set of algorithms are executed on the Advertising Server A9. Once an ad is selected the ad response is returned to the SMSC according to B5, where the ad's content gets inserted or appended to the message that is sent to Phone A2.

Advantageously, by enabling the Advertising Server A9 to request ads from programmatic advertising technology platforms such as SSPs A11 , Ad Exchanges A12 and DSPs A13 via RTB allows the MNO to maximise the effective price per ad impression based on the demand for that impression from the various SSPs A11 , Advertising Exchanges A12 and DSPs A13. Currently, ad servers within MNOs only have access to statically configured ad campaigns and are thus limited to the prices and number of ad campaigns that can fill an ad impression. Integrating with programmatic SSPs A11 , Ad Exchanges A12 and DSPs A13 also allow an MNO to reach more ad campaigns and allows advertisers to create campaigns via their preferred DSPs rather than working directly with the MNO's ad sales teams.

Identifier Management System Description

As illustrated in figure 3, the Advertising Server A9 is typically made up of an Advertising Server Module C1 an Identifier (ID) Management Module C3 and an ID Storage Module C2. The Advertising Server Module is responsible for receiving ad requests from the MMSC A4, SMSC A5, the USSD Gateway A6, the WAP Gateway A7, and/or RBT Tone Player A8 as depicted in figure 1 . The Advertising Module is also responsible for sending ad requests (typically over TCP/IP and HTTP/S) to the various programmatic platforms and selecting the ad that maximises MNO revenue. With every ad request the Ad Serving Module C1 receives, it also receives the MSISDN of the user/subscriber for which the ad impression is intended. This MSISDN then gets passed to the ID Management Module C3.

Upon receiving an MSISDN, the ID Management Module C3 will anonymise the MSISDN utilising a hashing algorithm and the MSISDN will be stored alongside its hash in the ID Storage C2. The ID Management Module C3 will then distribute the new hash to the various programmatic platforms namely the DMPs A10, SSPs A11 , Advertising Exchanges A12 and DSPs A13. Each programmatic platform will return a unique identifier for the given hash to the ID Management Module C3. The ID Management Module will store each programmatic platform's unique identifier along with the appropriate hash, relevant user/subscriber MSISDN and each platform's domain. Once the ID Management Module C3 has distributed the hash and retrieved unique identifiers from the various programmatic platforms, the ID Storage will contain a complete ID mapping between each user/subscriber's MSISDN, new hash, the relevant unique identifiers from each programmatic platform and the domain of each programmatic platform. Similarly, the DMPs A10, SSPs A11 , Advertising Exchanges A12 and DSPs A13 all store the user/subscriber's new hash.

Upon receiving an ad request the Advertising Server Module C1 will query the ID Management Module C3 for the user/subscriber's hash and a list of unique identifiers and domains related to the user/subscriber's MSISDN. The ID Management Module C3 will return a list of the requested unique identifiers and domains if available. The Advertising Server Module C1 will then use this list of unique identifiers and domains and add them as relevant HTTP cookies to the ad request it sends to the various programmatic platforms. By doing this the various programmatic platforms can identify a given user/subscriber for targeting and retargeting purposes.

The Ad Serving Module C1 is not only limited to sending ad requests via HTTP and using cookies but can also send bid requests directly using the Open Real Time Bidding standard.

The Advertising Server Module C1 in conjunction with the ID Management Module C2 effectively emulates a web browser or mobile application context for each ad request made by either the MMSC A4, SMSC A5, the USSD Gateway A6, the WAP Gateway A7, or RBT Tone Player A8. This mechanism will allow the Ad Serving Module C1 to effectively supply the required user/subscriber identifiers and data for optimal targeting by the programmatic platforms. It is accordingly asserted that the disadvantages associated with known systems and methods for administrating the communication over a mobile communications network are at least partially alleviated with the system and method according to the invention. The invention provides systems and methodologies by which to integrate current MNO advertising inventory with programmatic advertising technology platforms and providers. This allows an MNO to fulfil the need of advertisers to use programmatic advertising to drive better ROI, while attempting to maximise the effective Cost per Mille (CPM) for the MNOs' advertising inventory, as well as their fill rate and in so doing, increase the MNOs' revenue.

Additionally, advertising quality is increased by allowing advertisers to optimise their ROI by using programmatic advertising and targeting within the bidding process. The invention further provides the systems and methodologies by which a user/subscriber can be identified by programmatic advertising technology platforms. This is achieved by way of anonymising a user/subscriber's MSISDN and sharing this unique identifier with programmatic advertising technology platforms in either a real time manner (as part of the bidding process), an asynchronous manner or through offline data sharing mechanisms. The primary purpose of the invention is to increase an MNO's revenue and accordingly the advertiser's ROI by maximising the effectiveness of advertisements sent to users/subscribers. It does so by achieving multiple objectives. Listed, the objectives are:

- Maximise the available advertising inventory in order to increase the fill rate, through the integration with programmatic advertising technology platforms.

- Maximise the CPM by implementing RTB strategies for mobile advertisements to mobile devices on the MNO's mobile communication network. Bidding strategies are incorporated in both the programmatic platforms and internally. - Only respond with appropriate advertisements on triggered events, where triggers are generated when the user interacts with the mobile communication network from their mobile device or from triggers that are generated within the mobile network. Triggers include but are not limited to:

- Bulk SMS messages.

- USSD application messages.

- Please Call Me messages sent via SMS.

- Please Call Me messages sent via USSD.

- USSD push messages.

- WAP push pages.

- End-of-call messages.

- Balance check messages.

- Top-up notification messages.

- Voicemail notification messages.

- Missed call notification messages.

- Post call notification messages.

- Multimedia (MMS) based messages.

- Audio Ringback tones.

- Increase the effectiveness of the MNO's advertisements to mobile devices on the mobile communication network by primarily interacting with the user/subscriber when the user is either actively waiting for a system response, or a system response is expected based on past actions.

- Increase the quality of an MNO's advertising inventory by enabling programmatic advertising technology platforms to target a user/subscriber based on anonymised profile data and targeting segments. The distinguishing factors between current systems and the invention is specifically related to the way advertisements are triggered in the invention and once triggered how they are sourced. They can either be sourced internally or through external programmatic advertising technology platforms all the while attempting to maximise MNO revenue and an advertiser's ROI. Accordingly, the distinguishing factors between current technologies and the invention are as follows:

- Integration with programmatic advertising technology platforms in order to:

- Maximise the fill rate by having access to additional advertisers.

- Maximise the CPM by retrieving the highest value advertisements from the programmatic advertising technology platforms through a RTB strategy.

- Guaranteeing a higher value advertisement channel based on:

- User/subscriber initiated channels. In most cases the user/subscriber is either actively waiting for a response or a system response is expected based on the user's activities.

- Only linking advertisement responses to triggerable activities on the mobile network. Triggers for the invention include, but are not limited to:

- Bulk SMS messages.

- USSD application messages.

- Please Call Me messages sent via SMS.

- Please Call Me messages sent via USSD.

- USSD push messages.

- WAP push pages.

- End-of-call messages.

- Balance check messages.

- Top-up notification messages.

- Voicemail notification messages. - Missed call notification messages.

- Voice calls.

- Video calls.

- Maximising the mobile network operator's revenue:

- By maximising CPM through RTB with the programmatic advertising technology platforms and internal advertisement campaigns.

- By maximising advertisement availability.

- By maximising the advertisement value through effective user/subscriber targeting by way of a user/subscriber's anonymised MSISDN, profile data and targeting segments.

The system and methodologies to deliver mobile advertisements to a mobile device from programmatic advertising technology platforms through a mobile communication network boasts the following advantages over current technologies and existing alternative implementations:

- The system provides the capability to integrate mobile advertisements sent to mobile devices on a mobile network into programmatic advertising technology platforms.

- The system maximizes advertising inventory fill rate for mobile advertisements to mobile devices by unlocking additional advertising demand through programmatic advertising technology platform integration.

- The system allows advertisers to maximise their ROI on the MNO's mobile advertising inventory.

- The additional inventory and integration with the programmatic exchange allows the system to maximise the effective CPM of mobile advertisements to mobile devices on mobile communication networks through RTB. RTB is a core function of both the programmatic advertising technology platforms and the advertising server.

- The system allows a user/subscriber to be targeted by the programmatic advertising technology platforms by way of their anonymised MSISDN, profile data and targeting segments.

- By enabling programmatic advertising technology integration and user/subscriber targeting the quality and value of an MNO's advertising inventory will be increased.

The aforementioned disadvantages are accordingly addressed by the system in the following ways:

- A mobile device advertising channel is incorporated that only serves mobile advertisements when triggered to do so. Typically, the ad is injected as part of the message the user/subscriber requires, but it can also be independent. Triggers include but are not limited to the following events:

- USSD application messages.

- Please Call Me messages sent via SMS.

- Please Call Me messages sent via USSD.

- End-of-call messages.

- Balance check messages.

- Voicemail notification messages.

- Missed call notification messages.

- Voice calls.

- Video calls.

- Any additional user action prompting a system response. - In order to maximize the fill rate for an MNO's advertising inventory, the system links the MNO's advertising servers to programmatic advertising technology platforms where advertisements are bought and sold on a RTB basis.

- In order to maximise the effective CPM of the text advertising inventory, RTB is provided internally in the system as well as through the programmatic advertising technology platforms. A winning bid is presented by the programmatic platforms and compared to local ad campaigns whereby the most profitable one will be selected by the system based on a set of optimization algorithms and rules.

- Additionally, the system also supports traditional advertisement campaigns, with the noticeable difference being that the source of the advertisement can either be internal or from a programmatic advertising technology platform.

It will be appreciated that in terms of the invention, variations in details are possible without departing from the scope thereof.

The description above is presented in the cause of providing what is believed to be the most useful and readily understandable description of the principles and conceptual aspects of the invention. In this regard, no attempt is made to show structural details of the invention in more detail than is necessary for a fundamental understanding of the invention. The words used here should be interpreted as words of description rather than words of limitation.

Claims

1 . A system for administrating communication over a mobile communications network, comprising:

- a mobile device of a user, operable over a mobile communications network;

- a message event module, operatively providing a message event which is triggered by a network function within the mobile communications network;

wherein the server, in response to receiving the message event, operatively selects a pre-configured communication and returns the pre-configured communication to the request and response system which in turn creates, replaces, appends or inserts the communication content for display on the mobile device.

2. A system for administrating communication over a mobile communications network as claimed in claim 1 , wherein the pre-configured communication is an advertisement configured from a set of campaigns based on specific rules. 3. A system for administrating communication over a mobile communications network as claimed in claim 1 or 2, wherein the request and response system includes any one or more of the following including a Multimedia Message Service Centre (MMSC), Short Message Service Centre (SMSC), an Unstructured Supplementary Service Data (USSD) Gateway, a Wireless Application Protocol (WAP) Gateway and a Ringback Tone (RBT) Tone Player.

4. A system for administrating communication over a mobile communications network as claimed in any one of claims 1 to 3, wherein the server is configured to integrate with any one of the following including external Supply Side Platforms (SSPs), Advertising Exchanges, Demand Side Platforms (DSPs) and Data Management Platforms (DMPs).

5. A system for administrating communication over a mobile communications network as claimed in claim 4, wherein said integration is accomplished via a Real Time Bidding (RTB) strategy, preferably over TCP/IP using the Open Real Time Bidding Protocol to operatively allow the server to send multiple ad- and/or bid- requests to any number of SSPs, ad Exchanges and DSPs, either sequentially and/or concurrently in order to maximise yield.

6. A system for administrating communication over a mobile communications network as claimed in any one of the preceding claims, wherein the server further comprises a Server Module, an Identifier (ID) Management Module and an ID Storage Module; and wherein an Ad Serving Module is configured to receive the message event in the form of a communication request from the request and response system as well as the MSISDN of the user, which MSISDN is operatively sent to the ID Management Module to anonymise the MSISDN along with a new hash to be stored in the ID Storage Module.

7. A system for administrating communication over a mobile communications network as claimed in claim 6, wherein the ID Management Module is further configured to send the new hash to various programmatic platforms such as the DMPs, SSPs,

Advertising Exchanges and DSPs.

8. A system for administrating communication over a mobile communications network as claimed in claim 6 or 7, wherein the Server Module is configured to operatively query the ID Management Module for the user's hash and a list of unique identifiers and domains related to the MSISDN of the user.

9. A system for administrating communication over a mobile communications network as claimed in any one of claims 6 to 8, wherein the ID Management Module is configured to return a list of the request unique identifiers and domains such that the Server Module can use this list of unique identifiers and domains and add them as relevant HTTP cookies to the communication request it sends to the various programmatic platforms such that the various programmatic platforms can identify a given user for targeting and retargeting purposes.

10. A system for administrating communication over a mobile communications network as claimed in any one of claims 6 to 9, wherein the Ad Serving Module is configured to send requests via HTTP/S and using cookies as well as sending bid requests directly using the Open Real Time Bidding standard.

1 1 . A method for administrating communication over a mobile communications network, comprising the steps of:

- receiving the message event and communicate same to a server through a request and response system; and - selecting, in response to receiving the message event, a pre-configured communication and returning the pre-configured communication to the request and response system; and

A method for administrating communication over a mobile communications network as claimed in claim 1 1 , wherein the pre-configured communication is an advertisement configured from a set of campaigns based on specific rules.

A method for administrating communication over a mobile communications network as claimed in claim 1 1 or 12, wherein the request and response system includes any one or more of the following including a Multimedia Message Service Centre (MMSC), Short Message Service Centre (SMSC), an Unstructured Supplementary Service Data (USSD) Gateway, a Wireless Application Protocol (WAP) Gateway and a Ringback Tone (RBT) Tone Player.

A method for administrating communication over a mobile communications network as claimed in any one of claims 1 1 to 13, wherein the step of selecting, in response to receiving the message event, a pre-configured communication and returning the pre-configured communication to the request and response system includes the step of configuring the server to integrate with any one of the following including external Supply Side Platforms (SSPs), Advertising Exchanges, Demand Side Platforms (DSPs) and Data Management Platforms (DMPs).

A method for administrating communication over a mobile communications network as claimed in claim 14, wherein said integration is accomplished via a Real Time Bidding (RTB) strategy, preferably over TCP/IP using the Open Real Time Bidding Protocol to operatively allow the server to send multiple ad- and/or bid- requests to any number of SSPs, ad Exchanges and DSPs, either sequentially and/or concurrently in order to maximise yield.

16. A method for administrating communication over a mobile communications network as claimed in any one of claims 1 1 to 15, wherein the server further comprises a Server Module, an Identifier (ID) Management Module and an ID Storage Module; and wherein an Ad Serving Module receives the message event in the form of a communication request from the request and response system as well as the MSISDN of the user, which MSISDN is operatively sent to the ID Management Module to anonymise the MSISDN along with a new hash to be stored in the ID Storage Module. 17. A method for administrating communication over a mobile communications network as claimed in claim 16, wherein the ID Management Module is further configured to send the new hash to various programmatic platforms such as the DMPs, SSPs, Advertising Exchanges and DSPs. 18. A method for administrating communication over a mobile communications network as claimed in claim 16 or 17, wherein the Server Module is configured to operatively query the ID Management Module for the user's hash and a list of unique identifiers and domains related to the MSISDN of the user. 19. A method for administrating communication over a mobile communications network as claimed in claim 18, wherein the ID Management Module is further configured to return a list of the request unique identifiers and domains such that the Server Module can use this list of unique identifiers and domains and add them as relevant HTTP cookies to the communication request it sends to the various programmatic platforms such that the various programmatic platforms can identify a given user for targeting and retargeting purposes.

20. A method for administrating communication over a mobile communications network as claimed in any one of claims 16 to 19, wherein the Ad Serving Module is further configured to send requests via HTTP/S and using cookies as well as sending bid requests directly using the Open Real Time Bidding standard.

21 . A system for administrating communication over a mobile communications network as claimed in claim 1 , substantially as herein described and exemplified and/or described with reference to the accompanying figures. 22. A method for administrating communication over a mobile communications network as claimed in claim 1 1 , substantially as herein described and exemplified and/or described with reference to the accompanying figures.