SlideShare a Scribd company logo
Maintain privacy
           AND
deliver most relevant ads:
100% doable, and best for
 people and advertisers

         © Yuvee, Inc.  All rights reserved.   1
Summary

• Privacy + Relevant Advertising
    Users dynamically choose the ads they want … by
           y        y                   y         y
     – Entering keywords/tags
     – Selecting ad categories

    Ads are delivered to user according to the user’s selections

• This is a “user controlled ad delivery engine”
  This is a  user‐controlled ad delivery engine


                        © Yuvee, Inc.  All rights reserved.    2
Most Relevant Ads
                   Most Relevant Ads

• The user sees ONLY ads relevant to a topic 
  specified by the user
• Consequently
    ads are relevant to exactly what the user is looking for 
    ads are relevant to exactly what the user is looking for
    at that exact time
    and change instantly when the user s interest changes
    and change instantly when the user’s interest changes




                     © Yuvee, Inc.  All rights reserved.    3
Profile and Behavioral‐based
                      Ad Delivery is LESS relevant
                      Ad D li     i LESS l       t

• Profile and Behavioral‐based ads use INDIRECT data to 
  algorithmically predict the user’s probable interests
• Ads are generated based on
  • tracking the user’s PAST behavior
     – search patterns (eg, user has searched for used cars for 2 months)
     – emails (eg, user has been discussing cars in emails)
       emails (eg, user has been discussing cars in emails)
     – Social (eg, user has been discussing cars on Facebook, what is the user’s 
       demographic?)

  • additional indirect factors, such as
    additional indirect factors, such as
     – location‐based tracking (is the user on a shopping street, near a coffee shop, …?)
     – device‐type tracking (is the user on mobile?)
     – app tracking (what app is the user using)
       app tracking (what app is the user using)


                                 © Yuvee, Inc.  All rights reserved.                        4
Example of 
                  Indirect Data Ad Delivery
                    di           d li
• Take a user who has shown substantial interest across various 
  tracked parameters in used cars
      k d                  d
• Profile‐based ad delivery engines will display to the user ads 
  related to used cars
  related to used cars
  – until the tracked parameters in the user’s profile suggest a new interest that over‐
    rides the algorithm’s results giving priority to used car ads

• These algorithms can of course track multiple interests but
  These algorithms can, of course, track multiple interests, but, 
  in the end, they all use indirect data to attempt to PREDICT a 
  user’s interests
• Thi
  This requires heavy collection and profiling of user data and 
           i h          ll i       d    fili    f      d      d
  behaviors across as many parameters as possible, even in real 
  time


                                 © Yuvee, Inc.  All rights reserved.                       5
Contrast with:
        a User‐controlled Ad Delivery Engine
                     ll d d li           i
• User‐controlled ad delivery engines will
  User controlled ad delivery engines will
    display to the user used car ads IF the user has specified 
    that he/she is interested in used car ads
           /
    the minute the user specifies a different interest (or 
    interests) … at whatever level of granularity … the used car 
             )                        g         y
    ads disappear and the new ads get displayed
    in other words, the ads are relevent up‐to‐the‐minute 
                  ,                       p
    based on DIRECT input from the user 

• No profiling or tracking of any kind is required
     p       g           g      y           q

                       © Yuvee, Inc.  All rights reserved.        6
Privacy + Most Relevant Ads
      Privacy + Most Relevant Ads

• Result
    User controlled ad delivery engines
    User‐controlled ad delivery engines
    – give the user the most relevant ads, AND
    – fully protect the user’s privacy




                  © Yuvee, Inc.  All rights reserved.   7
Another example:  Google
                    Another example: Google
• Google’s sponsored links on its search results pages, when delivered based exclusively
  on parsing a user’s search query, are a variation on user‐specified ad delivery
                   ’       h                                     f         l
       the displayed ads are based purely on direct input from the user that specifies the user’s 
       immediate interest
       the search query constitutes the user s express statement of his/her immediate interest
       the search query constitutes the user’s express statement of his/her immediate interest
•   However, this is not a true user‐controlled ad engine because the search query may 
    or may not coincide with the user’s ad content interests
       in other words, the user’s primary objective in entering the search query is to generate a list of 
                       ,          p     y j                   g            q y         g
       organic results
       the user may or may not have any interest in ads related to the search query
•   Note that Google is increasingly using user profile and behavioral data (gathered by 
    tracking information from a user across a user’s Web usage and other sources) to 
        ki i f       i f                           ’ W b           d h             )
    determine the ad content that is delivered to a user




                                       © Yuvee, Inc.  All rights reserved.                                   8
Example:  WebHub
                              Example: WebHub
• We are rolling out a cloud app at www.webhub.mobi that will incorporate a true 
  user‐controlled ad delivery engine, with no tracking, profiling or collection of user 
              ll d d d li        i     ih         ki       fili        ll i      f
  data of any kind
•   Users will be able to easily, quickly, dynamically, directly specify interest(s) for 
              y                        (
    which they would like to see ads (across all their devices) )
        the displayed ads are based purely on direct input from the user that specifies the user’s 
        immediate interest(s)
        a user‐specified field(s) in a cloud database store users’ express statement(s) of his/her 
        immediate interest by way of tags/keywords/phrases (and potentially non‐text format 
        immediate interest by way of tags/keywords/phrases (and potentially non‐text format
        information)
        multiple different, simultaneous interests can be stored by the user with ads displayed in 
        context
        ads are displayed in association with non‐ad links, and in a display format that works regardless 
        of screen size, thereby providing in essence a “group‐result‐oriented” search engine combined 
        with the most relevant “sponsored link”‐equivalent ads




                                       © Yuvee, Inc.  All rights reserved.                              9
More Details
                    More Details


The text document and its slides (that are attached 
after the slide 13) contain a more detailed 
“implementation‐level” discussion of how a user‐
controlled (or user selected) ad delivery platform 
controlled (or user‐selected) ad delivery platform
works




                    © Yuvee, Inc.  All rights reserved.   10
More White Papers
                               More White Papers
•   Will Apps Replace the Web? (or, Why WebHub?)
•   What is WebHub?
    What is WebHub?
•   Search re‐invented for mobile, or what is a Connection Engine?
•   Smartphone Icons – A System for Improving Organization and Access
•   What is the PiQ music app?
•   The Importance of Patent Protected Differentiators to Mobile Device Manufacturers
    The Importance of Patent‐Protected Differentiators to Mobile Device Manufacturers
•   Topics in innovation in mobile technology by Yuvee
•   NeoKeys – How it works and why it is critical to touchscreen devices
•   What is the NeoKeys Mixed Media Keypad?
•              g                         (        g                  g)
    The Challenge of Touchscreen Clutter (or Making Mobile Screens Big)
•   The Non‐Subscriber Revenue Imperative – ROI on Telecoms CapEx
•   Richness+Simplicity:  The Holy Grail of Mobile UI
•   Yuvee ‐ Mobile User Experience Conference – UX Designers’ Den Slides
•   Monetizing the Keypad Real Estate on Mobile Devices
•   The Changing Face of User Input on Mobile Devices
•   Compound versus Elemental Devices – New Mobile Device Market Strategies
•   The Incredible Shrinking Search Results Page
•   Dynamic Keypads: Terminology




                                                © Yuvee, Inc.  All rights reserved.     11
Where to Read the White Papers
                                    p



• www.pinterest.com/webhub

• www.yuvee.com

• www.slideshare.net/timhigg/




                  © Yuvee, Inc.  All rights reserved.   12
About Yuvee
                     About Yuvee
• Yuvee Inc
  Yuvee, Inc.

   – owns a global patent portfolio in mobile and cross device UI
   – runs www.webhub.mobi
        ns         ebh b mobi
   – innovates in mobile and converged device design and user
     experiences - making the next generation mobile and converged
     lifestyle effortless and immersive for the Web and apps

• Contact

   – Tim Higginson at m 847.962.1623




                         © Yuvee, Inc.  All rights reserved.         13
Text Document

                                                                                   attached to

                                                              White Paper/Slide Deck titled

                                       “Maintain privacy and deliver most relevant ads:
                                     100% doable, and best for people and advertisers”
                                                                         Ad           Ad          Ad
                                                                         Key #    by Yuvee, Inc
                                                                                    Key #  Key # 
                                                                         1            2           3




Patents issued and pending – see lists at www.yuvee.com.
Yuvee, PiQ and NeoKeys are trademarks of Yuvee, Inc. WebHub is a registered trademark of Yuvee, Inc.
Other trademarks are the property of their respective owners. No relationship or endorsement is intended or implied.

                                                                                                                       1
White Paper

                                   (attached to cover slide deck)




           USER-CONTROLLED, PRIVACY-
                                    PROTECTED
         KEYPAD ADVERTISING SYSTEM


                                      by Yuvee, Inc.
                                    www.yuvee.com




For a list of Yuvee patents, visit www.yuvee.com.
For other Yuvee white papers, visit www.pinterest.com/webhub.
                                                                    1
© Yuvee, Inc. All rights reserved. (www.yuvee.com)
INDEX


1.      Text of White Paper …………………………………………… Pages 3-22


2.      Slides illustrating points in Text of White Paper …………….. Attachment 1


3.      List of Additional White Papers ……………………………… Attachment 2


4.      Description of Yuvee, Inc. …………………………………… Attachment 3




                                                                                 2
© Yuvee, Inc. All rights reserved. (www.yuvee.com)
1.      SUMMARY


        This white paper describes a device-based, keypad system for providing user-
controlled advertising selection and display, whereby a user dynamically pulls
advertisements into a set of advertisement placement areas associated with a set of
advertising keys on the keypad based on a combination of (1) dynamic user-controlled
advertising content preferences for the keypad, and (2) user-selected states of non-advertising
keys. The keypad can be implemented using either mechanical keys or on a touchscreen (or
as a hybrid of both).


2.      BACKGROUND


        To date, the dominant systems for delivery of advertising to users of computing
devices show ads interspersed in the content on websites and/or in applications, based on
analysis of and correlation among (a) content on the website/application; (b) user information
collected from numerous sources, including the user’s general web usage tracked by various
means, including software cookies and related tracking software, the user’s usage history and
patterns when logged into sites, data acquired from third parties, such as credit card
companies, data collected from the user’s devices, such as location information, camera
information and app information, user’s search queries and shopping and buying histories
and patterns; and (c) advertiser specifications for the advertiser’s ad placement. These ad
delivery systems attempt to match the content and/or user information to information in a
database of advertisements, and then deliver advertisements which are displayed on the
website or in an application for viewing of and interaction with the ad by the user, based on
algorithms that attempt to do an optimal match between the user and the advertisement.
        These systems therefore collect as much data about the advertisement as possible, as
much information about the content on websites or applications as possible, and as much
information about the user as possible, both historically and on a real-time basis. These
systems utilize algorithms and sophisticated database search software to correlate the data on
as fast and relevant a time frame as possible in order to serve the most relevant ads to the
                                                                                                3
© Yuvee, Inc. All rights reserved. (www.yuvee.com)
user before the user moves on from the position where the ads are to be delivered to catch the
user’s attention.
        The data collected and stored about the user frequently includes highly personal data
collected across a span of time about the user’s web surfing history, product interest history,
device locations, device usage history, current device information (location, camera view,
orientation, app usage, etc.)
        The advertiser must rely on the system(s) offered by the ad delivery companies to
deliver ads appropriate to the advertiser’s preferences (as indicated by the advertiser to the ad
delivery company) combined with the user data to place the ads in visually optimal places.
        This poses many problems. Two important such problems include (1) there is an
rapidly growing incentive to collect ever-more personal information about users, including
their web-surfing habits, their app usage habits, details of their past and current usage of their
devices (e.g., smartphone location), etc.; (2) the entirety of these systems essentially is based
on using as much past and current data as possible to predict the current state of mind of a
user in order to deliver the most relevant ads. In other words, the privacy of even the
minutest details of people’s lives gets tracked, store, analyzed and reported, and, even in the
face of that, the advertisements may not reflect what the user really is interested in at the time
the ads are delivered because the delivery is based on a predictive model that includes the
user’s past behavior to predict current and future interest, so the data inevitably lags the
user’s actual, real-time and future preferences, and, in any event, none of it can actually read
the mind of the user.


3.      SUMMARY USER-CONTROLLED, PRIVACY-PROTECTED KEYPAD
ADVERTISING SYSTEM


        The aforementioned shortcomings of current advertising delivery systems to provide
relevant ads via the Internet and wireless networks to websites and applications viewed and
used on devices is addressed by a device-based, keypad system that lets user’s identify,
control and change their ad preferences on a dynamic basis across a wide range of contexts.
This delivers more relevant ads to the user, gives the user immediate control over the
advertising presented to the user. It also avoids the requirements to track and compile
                                                                                                  4
© Yuvee, Inc. All rights reserved. (www.yuvee.com)
personal data, analyze personal data, maintain extensive databases of personal data about vast
numbers of the population, develop search and database analysis software and algorithms and
associated problems, such as the risk to the user of third parties misusing the personal data,
exposing the personal data inadvertently, having the personal data hacked, and managing the
personal data of users covered by different national, multi-national and international privacy
rules and regulations.
        The device-based, keypad user interface incorporates a set of advertising keys
separate and distinct from the other keys in the keypad user interface. These advertising keys
are dynamically-defined by combining (1) a set of user-defined preferences for
advertisements stored in a data structure with (2) the current states of two sets of tiered,
controlling non-advertising keys. The two sets of tiered, non-advertising keys have dual
roles of (a) determining the values of a third set of non-advertising, and (b) determining the
index values for a set of advertising keys. The selection of the states of the keypad by the
user defines a current state of values of the advertising keys according to (1) the top tier of
keys defining a first index value into a relational database that determines the state of the
other non-advertising keys of keypad user interface at any one time, and (2) the second tier of
keys defining a second index value. Further, the data structure stores the user’s preference
for ad category delivery according to these two-tiered sets of keys, as such preferences have
been entered by the user into the system as enabled by the keypad user interface.
        Because the user creates his/her own identity for the keypad user interface system,
which requires no personally identifiable information, the user’s preferences submitted to the
system by the user are not tied to the user’s personal identity (unless the user elects to enter
personally identifiable information), and the system delivers ads relevant to the user’s
entered preferences with no need for storing, collecting, analyzing or searching the user’s
personal information of any kind, and no degradation of relevance of ad in the absence of
personally identifiable information, but, instead, an increase in relevance of delivered ads
across a spectrum of the user’s interests, regardless of how those interests change from
moment-to-moment. This system does not rely on predicting the state of mind of the user to
delivery ad content, but, instead, reacts instantly to the actual state of the keypad as
determined by the user to select ads to deliver to the user.

                                                                                                   5
© Yuvee, Inc. All rights reserved. (www.yuvee.com)
The keypad user interface also includes a first set of programmable displays
associated with, but separate from, the key sets, as well as programmable displays associated
with the ad keys.
        A keypad data structure is also included in the device or is associated with the user in
a database accessed by the device where the keypad is incorporated. The keypad data
structure, by way of example a table in a database, includes a set of entries corresponding to
the two sets of tiered keys, as well as the user’s ad preferences at each level of the keypad
structure: (1) default ad preferences independent of the two tiers of keys for ad delivery
when the user has not set preferences specific to any of the keys in the two tiers or the user
sets preferences that govern the keys in the two tiers, (2) ad preferences for one or more of
the top tier of keys, for use when a user has not set preferences at any key in the second tier
that is indexed via this first tier, and (3) ad preferences for one or more of the keys in the
second tier.
        Each ad key entry in the data structure (e.g., table) includes a pointer array (defined
by the preferences set by the user in the preceding paragraph) that indexes into a local or
remote data structure (e.g., table) of advertisements which have been tagged (or otherwise
organized or identified) according to information matching to the preferences selectable by
the user to set the values for the preferences identified in the preceding paragraph as well as
with information provided by the advertiser containing the advertiser’s preferences and/or
directions for how, where and when its advertisements may or should be delivered (e.g.,
positively or negatively, by time of day, by device category, by descriptive content, by user
demographic, by location).
        An accounting function associates delivery of an ad to an ad key pursuant to the
foregoing system, as well as to a user action involving the ad key, such as a key press or
finger gesture.
        The user is provided a key-based means for changing his/her ad preferences
immediately and directly at any of the foregoing levels on a dynamic basis.
        In a further, specific implementation of the keypad, the keypad includes an
“advertiser” state whereby a press of the ad keys themselves triggers a set of menus and input
options delivering the ability for advertisers to bid on a specific ad key wherein the
advertiser’s ad information for that ad key (as determined by the keypad state according to
                                                                                                  6
© Yuvee, Inc. All rights reserved. (www.yuvee.com)
the advertiser’s selection of the non-advertising keys, working precisely as the selection of
non-advertising keys by an end-user works to determine a set of ad keys as described above)
is entered by the advertiser, including, for instance, the ad placement price bid made by the
advertiser (such as a price per click on the ad) and upon confirmation by the advertiser, that
ad key information is logged into the master ad key database. The information entered by the
advertiser includes, in addition to the pricing information described in the foregoing sentence,
other information relevant to the ad, such as the ad content, link(s) associated with the ad, the
advertiser’s (or ad agency’s) business and contact and billing information, tags associated
with the ad (that the system uses to match relevant ads to user-determined ad preferences), ad
limitations set by the advertiser (such as geographic limitations, device type limitations,
operating system, date and/or time limitations for the ad, ad budget limitations (such as an
overall ad budget for the ad, daily ad budget for the ad)) and links to the advertiser’s master
account, master settings and other ad campaigns, such as is maintained within the master ad
key database.
        Thus, in addition to providing an arrangement for automatically delivering relevant
ads to current instances of the keypad by means of combining the user’s ad preference
indicators with the user’s selection of the two tiers of keypad-state determination keys, the
disclosed system and methods provide a mechanism for charging content sponsors (e.g., an
ad sponsor company, or an agency representing such a company) on a monthly (or other time
period) or click-through basis. The charge may be performed and received by the company
managing the keypad system, or one or more third parties participating in delivering remotely
managed parts of the keypad system, such as a company with an existing on-line ad
inventory, delivery and accounting system, or the device manufacturer of a device
incorporating the user-controlled ad keypad system, or a company providing
telecommunications services to the device, thereby enabling that company to receive revenue
independent of the charging the subscriber fees for voice or data services and, also
potentially allowing subsidization of the device cost through revenue received from content
sponsors over the duration of use of the device by a subscriber.


4.      DESCRIPTION IN RELATION TO DRAWINGS IN ATTACHMENT 1

                                                                                                  7
© Yuvee, Inc. All rights reserved. (www.yuvee.com)
This section references a set of slides in Attachment 1. The slides depict a user-
controlled ad keypad user interface system for user-controlled ad delivery to a set of keys on
the keypad dedicated to ads.
        The diagrams and images generally show a keypad user interface comprising a set of
hybrid display/physical and/or touchscreen displayed keys dedicated to implementing a
keypad system that simultaneously (1) encompasses an almost unlimited set of states stored
in database structures for entering commands to control applications together with a tiered
allocation of roles to sets of keys such that the user can quickly and easily access any specific
set of commands from within the data structures and display and utilize the commands on
one of the sets of keys of the keypad, and (2) display ads on a set of dedicated ad keys based
on the selected state of the other sets of keys combined with parameters for the ads which
parameters are dynamically set by the user at any time during use of the keypad user
interface system.


        SLIDE 1 illustratively depicts a user-controlled ad key keypad user interface 10 with
a set of user-controlled pull advertising elements 18. The keypad user interface is
implemented, for instance, either as part of a mechanical key keypad, a touchscreen display-
based keypad user interface or a hybrid mechanical key/display keypad in a device. The
keypad user interface comprises four sets of, hierarchically inter-related, user controlled keys
with dynamic values with current states determined by the user as follows: (1) a scrollable
column 11 of keys (hereinafter, “Hub Keys” and/or “a first set of keypad state determination
keys”) each of which indexes into a database structure (e.g. a table) to populate the values of
(2) a scrollable column 14 set of keys (hereinafter, “Category Keys” and/or “a second set of
keypad state determination keys”) each of which indexes into a database structure (e.g., a
table) to populate the values associated with (3) each key in a three-column by three-row
array set of keys 17 (hereinafter, “Link Keys” and/or “keypad external action directive keys”)
and (4) the values associated with each key in a one-row, three-key array of keys 18
(hereinafter, “Ad Keys” and/or “advertising keys”).
        Each Link key has an associated information key (hereinafter, an “Information Key”),
as indicated by the keys marked with an “i” in SLIDE 1 that are interspersed in the three-row

                                                                                                 8
© Yuvee, Inc. All rights reserved. (www.yuvee.com)
by three-column Link Key array. For instance, an Information Key 19 is associated with the
middle Link Key in the top row of Link Keys.
        The scrolling of the columns of Hub Keys and Category keys is controlled via scroll-
up and scroll-down arrows, respectively located above and below each column. A scroll-
down button 15 is depicted for the Category Keys, and a scroll-down button 12 is depicted
for the Hub Keys.
        The number of visible keys in each column and row can be changed depending on the
needs of a specific implementation of this keypad system, provided, however, that the
underlying indexing for determining associated values of keys remains determined according
to: (1) a Hub Key selection determines a set of Category Keys and a Category Key selection
from among that set of Category Keys determines a set of values of Link Keys and
Information Keys, (2) the values of each of the active sets of keys are displayed, (3) the Hub
and Category Keys have a scrolling control key(s) that provide the user with the means to
access additional values for those key arrays, and (4) the values of the keys, and the current
keypad state values as displayed, are stored in a data structure(s).
        The relative locations of the sets of keys can also be changed depending on the needs
of the specific implementation context for the keypad. For instance, the Hub and Category
Keys could be located and arranged as horizontally scrolling rows located above and below
the Link Key array. Similarly, the Ad Keys could be located at a different place with respect
to the Hub, Category and Link Key arrays. Furthermore, the Ad Key array 18 could
comprise more or fewer than three keys.
        Additionally, the Hub and Category columns, in a touchscreen implementation, can
be implemented such that the keypad implements a key (or other means, such as a finger
swipe towards the nearest outside edge of the keypad in relation to the column) for each
column with the functionality that a press of the key (or an activation of the gesture control)
brings the applicable column of keys into the keypad user interface viewing area, and,
alternatively, takes the applicable column off the user interface viewing area.
        In SLIDE 1, the active Hub Key 13 has its display label value presented in the screen
associated with that key, each key comprising a combination of a key and an associated
display area. In the currently scrolled state of the Hub Key column, the display label values
that are shown in SLIDE 1 are: Search Hub, News Hub, Travel Hub and Shop Hub. In this
                                                                                                  9
© Yuvee, Inc. All rights reserved. (www.yuvee.com)
instance, the Hub Key that is active (i.e., the last one selected by the user) is the Hub Key
with the label “Travel Hub.” The scroll state, and the content (e.g., text, still images, video
or animated images) for the displays associated with the keys, are stored in a data structure
(e.g., a table) for Hub Keys. Further, the display label values for the Category Keys
associated with the “Travel Hub” key are presented in the displays associated with each
Category Key. In this instance, the text display labels for the current scroll state of the
Category Key column are: Air Lines, Hotels, Car Rental and Travel Portals 1. In this
instance, the Category Key that is active (i.e., the last one selected by the user, or the first one
auto-selected by the system when the Hub Key is seletcted) is the Category Key with the
label “Air Lines.”
        The action associated with a user activation of a Hub Key is to activate the Hub Key’s
associated Category Keys, as stored and indexed in the applicable data structure, as well as to
auto-activate the top Category Key in the Hub Key’s set of Category Keys. The action
associated with a user activation (or a system auto-activation) of a Category Key is to
activate both (1) the active Hub/Category combination of key’s associated Link Keys, and (2)
to activate the Hub/Category combination of key’s associated Ad Keys. In the foregoing
sentences, the term “activate” means to associate a set of values and parameters index as
described from the applicable data structures with the respective keys on the keypad user
interface, including to display the applicable display values for the relevant keys on the
displays of those keys on the keypad user interface.
        In the instance depicted in SLIDE 1, according to the selection of the “Travel” Hub
Key and its associated “Air Lines” Category Key, and indexing in the data structure (e.g.,
table) for the keypad user interface, the values of a set of Link Keys are determined, and the
text display labels are shown in the three-column by three-row Link Key array.
        As described more fully below, the current values of the set of Ad Keys 18 are
procured by indexing into a master (i.e., non-user specific) Ad Key data structure in
accordance with the combination of (1) the user’s settings as stored in a the user’s specific
profile in the user data structure (e.g., table) containing the user’s profile and related
information, and (2) the user’s selection of (i.e., activation) of a Hub Key and a Category
Key from the user’s Hub Key and Category data structure (e.g., table(s)). The system
indexes into the Ad Key data structure (e.g. tables) to procure and display the media (e.g.,
                                                                                                  10
© Yuvee, Inc. All rights reserved. (www.yuvee.com)
still or animated images, or video) values of the Ad Keys in the areas for each button/Ad Key
display area in the Ad Key array 18. Further, the actions the system takes depending on the
user interaction with an Ad Key (e.g., a key press, a fingertip swipe gesture, a multi-finger
gesture, such as a pinch-to-zoom) are similarly stored in the Ad Key data structure (e.g.,
table), and indexed as described above, and the action is executed by the system upon the
detection of a user interaction event with an Ad Key. Such an action includes, but is not
limited to, the opening of a new tab in a Internet/Web browser to a link defined in the Ad
Key’s associated data fields, or the opening of a pop-up box on a display in which pop-up
box various media is displayed according to the information in the Ad Key’s data fields (such
as a video, the option to purchase a product, the option of downloading or using a discount
coupon, the presentation of information about a product or service, etc), or the playing of a
musical tune.
        If the user’s profile indicates that the user has selected from among a set of master Ad
Key settings that determine that the Ad Keys display content irrespective of the Hub and
Link Keys selected by the user, then the Ad Key content is determined solely by the master
settings which determine indexes into the master (non-user specific) data structure for the Ad
Keys. These master Ad Key settings are, in one standard implementation, the default settings
for the Ad Key values that govern until the user has changed them. Further, in this standard
implementation, the default settings are (1) a set of values for a currently viewed set of Ad
Keys are determined any time a Hub and/or Category Key is activated, and (2) the specific
values for the Ad Keys are determined by a random indexing into the master Ad Key data
structure (e.g., table).
        The master Ad Key data structure holds no data that personally identifies a user and is
not dependent in its operation in any way on personally identifiable information of a user,
whether for assigning or changing current value(s) to one or more Ad Keys by indexing into
the Ad Key database structure(s), or during use of the Ad Keys.
        In an alternative, certain Hub and Category Keys’ respective data values are assigned
by indexing into a master (non-user specific) data structure depending on whether certain
flags are set in the user’s data structures indicating which Hub and Category Keys to index
into which data structure. Further, each data structure may reside locally to the device or
remotely from the device, and some or all of the active data sets associated with the then-
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currently displayed and active Hub, Category, Link and Ad Keys may be cached or stored
locally in database structures (e.g., tables) separate from the complete database structures.


        SLIDE 2 illustratively depicts a user-controlled keypad user interface with pull
advertising placement system wherein a Hub Key 20 with a text label “Travel Hub” has been
selected by a user, and the keypad system has activated that Hub Key’s Category Keys
thereby associating a set of Category Keys with values indexed from a key value database
structure(s) (e.g., tables) and displaying text label values for a set of top four Category Keys
in a Category Key column, in accordance with a current scroll value of the Category Key
column. The user has activated a third-from-top Category Key, with a text label “Car Rental”
display value. A set of Link Keys 23 with values indexed from the Link Key data structure
(e.g., table) according to the activated Hub Key and Category Key are displayed in the Link
Key array 23. A set of Ad Key 22 with values indexed as described in the description of
SLIDE 1 above, are displayed in an Ad Key array 22.
        In this SLIDE 2, the Ad Keys 22 are displaying advertisements for Florida vacations,
and there are three Ad Keys. In alternative embodiments, there can be more or fewer than
three Ad Keys. For instance, there could be one large rectangular Ad Key that fills the entire
area allocated to Ad Keys 22. In each Ad Key, the advertisement comprises a still image, an
animated image, a video, text or other graphical or non-graphical advertisement with
additional information related to the content of the Ad Key, all of which information is stored
in the master Ad Key database, and indexed and presented to the user as described above in
the description for SLIDE 1. The additional information stored in relation to each
advertisement in the master Ad Key database includes such information as advertisement
category identifiers/tags and related meta-tag information, URL links and/or other actions to
be taken by the system upon a user interaction event with an Ad Key (such events include,
but are not limited to, opening a browser at a specific URL, sending the user a discount
coupon by email, SMS or otherwise, requesting a Ad Key customer sales representative to
call or otherwise contact the user (which request may include a discount identifier which is
supplied to the customer sales representative for use when contacting the user), sending the
user other materials (such as a free song or a movie trailer) by SMS (with embedded URL

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link), email, regular mail, or as otherwise indicated as the user’s contact preference in the
user’s profile for Ad Key responses.
        Note that in this instance, there is a correlation between the values of the activated
Hub and Category Keys and the indexed and displayed Ad Key content. This does not need
to be the case. When the user stores his/her preferences for Ad Key content as described in
the description for SLIDE 1 above, the user may indicate an Ad content category for all
Hubs, for all Categories within a Hub and/or for each Hub/Category combination. For the
most granular user Ad Key content control, the system can store user preferences for
individual Ad Keys.
        For example, if a user selects in his/her Ad Key preferences at any time that all Hubs
Keys are to display advertisements in the category of running shoes, then all Ad Keys for any
Hub/Category Key combination will display running shoe ads (to the extent ads tagged as
running shoe ads are present in the master Ad Key database, and, if none are present, the
system displays random ads pulled from the Ad Key database).
        Whenever the user changes his/her ad category preference (whether for all Ad Keys,
or for Ad Keys associated with specific Hubs Keys or specific Hub/Category key
combinations), the ads relevant to that change are indexed to the new ad category preference
of the user. In the running shoe ad preference example, the user can change that preference
globally across the entire keypad user interface for all Ad Keys by selecting a new ad
category for all Hub Keys, or the user can change that preference or any specific Hub and/or
Category Keys. In this running shoe example, if the user were to activate a Hub that is
assigned to Entertainment, and the user were to change his/her ad category preference just for
that Hub to “movie tickets,” then the system will deliver “movie ticket”-tagged ads (from the
master Ad Key database) to the Entertainment Hub when the user is in that Hub, and the
system will deliver “running shoe”-tagged ads to all the Ad Keys in all the other Hubs
whenever any of those other Hubs are activated (in use, i.e. the values relevant to the current
state of the keypad user interface as indexed as described above are presently displayed on
and associated with the Hub/Category/Link keys on the keypad) by the user.
        In this way, the user controls and selects the advertisements on the Ad Keys that the
system displays as the user uses the keypad system, and the user has both macro and micro

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© Yuvee, Inc. All rights reserved. (www.yuvee.com)
control over the advertisements that are displayed anywhere in the system, and the user can
make changes any time during use of the system, and the changes take immediate effect.
        For instance, if a user is walking down a street, and had been shopping for shoes (and,
hence, had set the entire system for “shoe ads” across all Hub Keys) and had bought the
shoes, and the user is now looking for lunch and then a movie, the user can set any or all
Hubs to lunch discounts (including, for instance, geographic location as an Ad Key master or
sub-category preference), and one or more Hubs or Categories to a movie ticket
advertisement category. The advertisement content geographic location parameter/filter
preference of the user is stored by the keypad user interface system by giving the user the
option of setting (and changing on-the-go) his/her geographic preference for ads at a master
level (that controls all advertisement categories that will be indexed for the user from the Ad
Key master database), and by giving the user the option of setting (and changing on-the-go)
his/her geographic preference for ads by category. For instance, the user may set no master
geographic ad filter, or may set the master geographic ad filter locally to the city (or places)
where the user frequents, and, for any specific Ad Category selection, the user is given the
choice of indicating a specific geographic (or other relevant filter/preference) to that category.
For instance, if a user lives in New York, but takes vacations to Florida, the user could set the
ad category preferences for the Travel Hub Key to filter for (1) all travel ads (or, specifically,
for instance, air line, hotel or car or resort ads), and (2) a geographic preference for Florida,
while at the same time the user sets the ad category preferences for the Shop Hub Key’s Shoe
Category Key to (1) women’s dress shoes, and (2) a geographic preference for New York
City.
        The granularity of the user’s ad category preference selections is variable, and relates
to the scope and detail within the master Ad Key category database.
        When the user has not established specific preferences for any or all of the Hub Keys
or Category Keys, or has intentionally set some of them at the system ad category random
setting, then the system will deliver random ads pulled from the master Ad Key data structure
(e.g, table) for those contexts where the setting is at random, and this will include delivering
any number of Ad Keys in any specific Ad Key area from one to the maximum allowed by
the system, and in whatever sizes up to the maximum allowed by any specific Ad key area.

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© Yuvee, Inc. All rights reserved. (www.yuvee.com)
The system can enable the option for each user, in his/her master ad delivery
preference settings, to indicate a preferred number of Ad Keys per Category Key, from one
to the maximum number allowed by the system. The system will attempt to deliver ads sized
according to the foregoing constraints from the master Ad Key data structure, but will
delivery ads regardless if no ads meet the key number/size constraints indicated by the user.


        SLIDE 3 illustratively depicts a user-controlled pull advertising placement keypad
user interface system wherein a Hub Key 30 with a text label “Travel Hub” has been selected
by the user, and the system has activated that Hub Key’s Category Keys thereby associating a
set of Category Keys with values indexed from a key value database structure(s) (e.g., tables)
and has displayed text label values for the top four Category Keys in a Category Key column,
in accordance with a current scroll value of the Category Key column. The user has
activated the second-from-top Category Key 31, with the text label “Hotels” display value.
A set of Link Key values indexed from the Link Key data structure (e.g., table) according to
the activated Hub Key and Category Key are displayed in a Link Key array 33. A set of Ad
Key values indexed as described in the descriptions above, are displayed in an Ad Key array
32.
        In this SLIDE 3, the Ad Keys 32 are displaying advertisements for hotel discounts,
and there are three Ad Keys. The discussion for the Figs above describe how this system
works to provide these or other Ad Key content in this or other contexts, according to the
user’s stored preference selections and the user’s currently activated state of the keypad’s
Hub and Category Keys.


        SLIDE 4 illustratively depicts a user-controlled pull advertising placement keypad
user interface system wherein a Hub Key 40 with a text label “Shop Hub” has been selected
by the user from among a currently displayed set of active values of a Hub Key column’s
current scroll state, and the system has activated that Hub Key’s Category Keys thereby
associating a set of Category Keys with values indexed from the key value database
structure(s) (e.g., tables) and displaying text label values for the top four Category Keys in
the Category Key column, in accordance with a current scroll value of the Category Key
column. The user has activated a second-from-top Category Key 41, with a text label
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© Yuvee, Inc. All rights reserved. (www.yuvee.com)
“Hotels” display value. A set of Link Key values indexed from the Link Key data structure
(e.g., table) according to the activated Hub Key and Category Key are displayed in a Link
Key array 43. A set of Ad Key values indexed as described in the descriptions above, are
displayed in an Ad Key array 42.
        In this SLIDE 4, the Ad Keys 42 are displaying advertisements for “Europe Trip” ad
category, and there are three Ad Keys. The discussion for the Figs above describe how this
system works to provide these or other Ad Key content in this or other contexts, according to
the user’s preference selections and controls.


        SLIDE 5 illustratively depicts a user-controlled pull advertising placement keypad
user interface system wherein a Hub Key 50 with a text label “Shop Hub” has been selected
by the user, and the system has activated that Hub Key’s Category Keys thereby associating
the Category Keys with values indexed from the key value database structure(s) (e.g., tables)
and displaying text label values for the top four Category Keys in a Category Key column, in
accordance with a current scroll value of the Category Key column. The user has activated a
second-from-top Category Key 51, with a text label “Clothes 1” display value. A set of Link
Key values indexed from the Link Key data structure (e.g., table) according to the activated
Hub Key and Category Key are displayed in a Link Key array 53. A set of Ad Key values
indexed as described in the descriptions above, are displayed in an Ad Key array 52.
        In this SLIDE 5, the Ad Keys 52 are displaying advertisements for “Coupon Ad” ad
category, and there are three Ad Keys. The discussion for the Figs above describe how this
system works to provide these or other Ad Key content in this or other contexts, according to
the user’s preference selections and controls.


        SLIDE 6 illustratively depicts a user-controlled pull advertising placement keypad
user interface system wherein a Hub Key 60 with a text label “Shop Hub” has been selected
by the user, and the system has activated that Hub Key’s Category Keys thereby associating a
set of Category Keys with values indexed from a key value database structure(s) (e.g., tables)
and displaying text label values for a set of top four Category Keys in the Category Key
column, in accordance with a current scroll state value of the Category Key column. The
user has activated a second-from-top Category Key 61, with a text label “Shoes” display
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© Yuvee, Inc. All rights reserved. (www.yuvee.com)
value. A set of Link Key values indexed from the Link Key data structure (e.g., table)
according to the activated Hub Key and Category Key are displayed in a Link Key array 63.
A set of Ad Key values indexed as described in the descriptions above, are displayed in an
Ad Key array 62.
        In this SLIDE 6, the Ad Keys 62 are displaying advertisements for “Coupon Ad” ad
category, and there are three Ad Keys. The discussion for the Figs above describe how this
system works to provide these or other Ad Key content in this or other contexts, according to
the user’s preference selections and controls.


        SLIDE 7 illustratively depicts a user-controlled keypad pull advertising placement
system wherein a Hub Key 70 with a text label “Sports Hub” has been selected by a user, and
the system has activated that Hub Key’s Category Keys thereby associating a set of Category
Keys with values indexed from a key value database structure(s) (e.g., tables) and displaying
text label values for a top four set of Category Keys in a Category Key column, in
accordance with a current scroll value of the Category Key column. The user has activated a
second-from-top Category Key 71, with a text label “General Sports” display value. A set of
Link Key values indexed from the Link Key data structure (e.g., table) according to the
activated Hub Key and Category Key are displayed in a Link Key array 73. A set of Ad Key
values indexed as described in the descriptions above, are displayed in an Ad Key array 52.
        In this SLIDE 2, the Ad Keys 72 are displaying advertisements for “Event Tix Ad” ad
category, and there are three Ad Keys. The discussion for the Figs above describe how this
system works to provide these or other Ad Key content in this or other contexts, according to
the user’s preference selections and controls.


        SLIDE 8 illustratively depicts an exemplary environment wherein a keypad user
interface 81 described above, with a set of user-controlled pull advertising elements 82, is
implemented as a software application delivered via a web browser application 80, and
wherein the keypad user interface 81 is implemented as a combination of keypad graphical
user interface that also acts as the front end access management system for a series of
relational database structures stored in servers remote from the device with the monitor on
which the keypad user interface is displayed for use, in which database structures, a master
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© Yuvee, Inc. All rights reserved. (www.yuvee.com)
Ad key database structure, a user profile database structures (including Ad Key preferences)
and user Hub, Category and Link Key database structures reside.


        SLIDE 9 illustratively depicts a view of an exemplary environment wherein a keypad
user interface 90 described above, with a set of user-controlled pull advertising elements 91,
is implemented wherein an “edit mode” key 92 operates as a toggle for the user to change
the state of the keypad user interface from standard operating mode to an edit mode wherein
a user interaction event with a Hub, Category, Link or Ad Keys triggers a series of menus
that prompt and enable the user to edit parameters related to that Key, including, the ad
category and filter/parameter preferences of the user applicable to that Key (and its related
set of other keys, as related per the operation of the keypad user interface as described above).
        This SLIDE 9 further depicts a key 93 labeled “menu” which, upon a user interaction
event with this key, opens a menu of user profile options, which options include ones for
controlling the Ad Key filters/parameters as described in relation to SLIDE 1 above.
        The “menu” and “edit” keys, and the mode of operation of these keys are,
alternatively, implemented by other means and in other locations. For instance, the “edit
mode” can be implemented as part of the items that are presented to the user when the “menu”
key is selected, or, alternatively, a long press (defined, for instance, as a finger press or
mouse click or horizontal (or other finger swipe) or a double finger tap) on a Hub, Category,
Link or Ad key could trigger the edit menu for that key. Alternatively, one or both of these
keys can be implemented as hot keys and/or keys with dual functions wherein the “menu” or
“edit mode” function is activated by simultaneously pressing (or pressing and holding)
another key, such as a shift, control, alt or other key.


        SLIDE 10 illustratively depicts a user profile menu 101 that opens when the user
selects a “menu” key 100 (which menu key is also described in relation to SLIDE 9 above)
on a user-controlled keypad interface system. Items within the menu include a “manage ads”
option (not shown here), that, when selected by the user, trigger a series of nested (or other)
menus based on choices made by the user from among previous (other) menu items which let
the user control/manage his/her Ad Key filters/parameters as described in relation to SLIDE
1 above.
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© Yuvee, Inc. All rights reserved. (www.yuvee.com)
SLIDE 11 illustratively depicts an edit mode key 110 (which edit mode key is also
described in relation to the Figs. above) that toggles the state of the user-controlled keypad
user interface system between its standard operating mode and its edit mode. When the
keypad user interface is in “edit mode” and a user thereafter selects a Hub, Category, Link or
Ad Key, an edit menu 111 opens to enable the user to edit the fields related to that key in the
user’s data structures (e.g., tables) related to that key. The items within the menu include an
“edit” option, that, when selected by the user, trigger a series of nested (or other) menus
based on choices made by the user from among previous (or other) menu items which let the
user control/manage his/her Ad Key filters/parameters for the specific key as described in
relation to SLIDE 1 above.
        In the Slides herein, menus appear directly over the keypad user interface, which is an
optimal implementation used, for instance, in the context of devices with small, touchscreen
where the entire keypad user interface and its management tools appear entirely within the
parameters of the touchscreen dimensions. In other device contexts, these menus can appear
on displays separate from the keypad user interface, on areas of a display separate from the
keypad user interface, and/or on some or all of the keypad user interface’s displays elements.


        SLIDE 12 illustratively depicts an information key 120 (as more fully described in
relation to SLIDE 1 above) for which a user, through selection of the Information Key, has
triggered an activation event that has resulted in an “Information” box appearing that
provides certain information about the current state of the combined display/key unit of
which the Information Key is a part, which information is indexed by the keypad user
interface system from the fields related to that key in the user’s data structures for his/her
Hub, Category and Link Keys. The information in the Information Key’s box 121 can be
text (as shown here), images (still, animated or video), ads (or a combination thereof) or
other media or information, as stored in the relevant data structure for that Information Key.
The information stored and displayed for that Information Key’s box 11 can be directly
edited and changed or replaced by the user, provided that any advertising content associated
or displayed in the Information Key box 121 is determined by the user’s Ad Key and other
settings as editable as described in the descriptions preceding the description of this SLIDE
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12. In other words, ad preferences/settings governing ads displayed in Information Keys is
controlled by essentially the same two means as described above for Ad Keys: a individual
ad key edit mode and the user’s master ad preference settings.


        SLIDE 13 illustratively depicts a handheld computing and communications device
(130) with a keypad user interface system comprising a hybrid mechanical key with
integrated display component construction with Ad Keys 131. Alternatively, this keypad
implementation is solely a touchscreen on the keypad portion of the device, and the
bifurcated, dual display/key single unit keys are depicted via a graphical user interface on the
touchscreen.


        SLIDE 14 illustratively depicts an implementation of a computing and
communications device (140) with a user-controlled keypad user interface system comprising
a hybrid mechanical key with integrated display component construction with Ad Keys 141
wherein the Ad Keys are bifurcated in the same manner as the Link Keys with a mechanical
key component and a display component. Alternatively, this keypad implementation is a
touchscreen component for the keypad portion of the device.


        SLIDE 15 illustratively depicts an implementation of a stand-alone keypad device
(150) with a user-controlled keypad user interface system comprising a hybrid mechanical
key with integrated display component construction with Ad Keys 151 wherein the Ad Keys
are bifurcated in the same manner as the Link Keys with a mechanical key component and a
display component. Alternatively, this keypad implementation incorporates a single
touchscreen component on the surface of the device (with or without mechanical keys above
and below the Hub, Category, Link and Ad Key arrays, and with or without a physical
membrane overlay for providing tactile feedback to the fingertips for locations and
activations of the keys (combined, or not, with haptic feedback).


        SLIDE 16 illustratively depicts an implementation of a remote control device (160)
for wirelessly controlling directly or through intermediary devices (such as a router, server,
tablet, DVR, cable TV box or other device) a TV or a computing device or monitor, with a
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© Yuvee, Inc. All rights reserved. (www.yuvee.com)
user-controlled keypad user interface system comprising a hybrid mechanical key with
integrated display component construction with Ad Keys 161 wherein the Ad Keys are
bifurcated in the same manner as the Link Keys with a mechanical key component and a
display component. Alternatively, this keypad implementation incorporates a single
touchscreen component on the surface of the device (with or without mechanical keys above
and below the Hub, Category, Link and Ad Key arrays, and with or without a physical
membrane overlay for providing tactile feedback to the fingertips for locations and
activations of the keys (combined, or not, with haptic feedback).


        SLIDE 17 illustratively depicts an implementation of a touchscreen smartphone
device (170) for with a user-controlled keypad user interface system with Ad Keys 161.


        SLIDE 18a illustratively depicts an exemplary flow chart summarizing a first set of
steps by which a user activates a user-controlled keypad user interface system as described
above, and activates (or not) a “menu” key depicted and described in certain of the Figs.
above. In Step 18a-1, the user turns on the device in which the keypad user interface system
is implemented. In step 18a-2, the user activates that keypad user interface system. At this
time, the keypad user interface system indexes into its related data structures (e.g., tables), as
described above, to establish its initial mode, including the initial values for the Hub,
Category, Link and Ad Keys, and displays the associated labels in association with the
respective keys. If, at any time during operation of the keypad user interface, the user
activates the “menu” key (step 18a-3), the next steps in the flowchart are depicted in SLIDE
18 below.


        SLIDE 18b is an exemplary flowchart summarizing a set of steps for the context
when a user has activated a “menu” key as described in SLIDE 18a above. Pursuant to the
activation of the “menu” key, a menu of options for accessing/changing/setting/viewing the
user’s personal, master settings for a user-controlled keypad user interface system appear
(step 18b-1) including a menu item for accessing/changing/setting/viewing the user’s master
Ad Key preferences. These preferences include, for instance, the various settings controlling
the Ad Keys in the user controlled keypad user interface that are described in relation to the
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slides described above. At such time as a user selects this menu item (step 18b-2), the next
flow chart steps are depicted in SLIDE 18 below.


        SLIDE 18c describes the menu options and associated actions when a user opens the menu
of personal ad settings as described in the description for SLIDE 18b.


        SLIDE 18d is an exemplary flow chart summarizing a set of steps for the context when a
user elects to access/change/set/view the user’s settings, including ad paramaters/filters, for
individual Hub and/or Category Keys.


        SLIDE 18e describes the menu options and associated actions when a user opens the menu
of personal ad settings for individual Hub and/or Category Keys as described in the description for
SLIDE 18d.


        The data structures referenced in this white paper comprise a set of relational
database structures (e.g. interlinked tables) with a set of fields associated with each data
structure, which include a user-specific profile data structure, a user-specific series of data
structures for holding the values associated with the operation of each of the user’s Hub,
Category, Link and Ad Keys, a master system user data structure and a master system
advertisement inventory data structure.




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© Yuvee, Inc. All rights reserved. (www.yuvee.com)
Attachment 1 to Text Document

                                                                                             for

                                                              White Paper/Slide Deck titled

                                       “Maintain privacy and deliver most relevant ads:
                                     100% doable, and best for people and advertisers”
                                                                         Ad           Ad          Ad
                                                                         Key #    by Yuvee, Inc
                                                                                    Key #  Key # 
                                                                         1            2           3




Patents issued and pending – see lists at www.yuvee.com.
Yuvee, PiQ and NeoKeys are trademarks of Yuvee, Inc. WebHub is a registered trademark of Yuvee, Inc.
Other trademarks are the property of their respective owners. No relationship or endorsement is intended or implied.

                                                                                                                       1
Slide 1



          10                                                   12
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         15
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               17

                         18
                                   Ad       Ad       Ad
                                   Key # 
                                   1
                                            Key # 
                                            2
                                                     Key # 
                                                     3
                                                                   11
                    14




Slide for User‐controlled ad content white paper
© Yuvee, Inc. All Rights Reserved.  
                                                                         1
Slide 2



                                                                 23




                                                                      20

                   21
                                    Florida  Florida  Florida 
                                    Vacation Vacation Vacation
                                    Ad # 1   Ad # 2   Ad # 1
              22




Slide for User‐controlled ad content white paper
© Yuvee, Inc. All Rights Reserved.  
                                                                           2
Slide 3



                                                                   33


            31
                                                                    30



                 32

                                  Hotel      Hotel      Hotel
                                  Discount   Discount   Discount
                                  Ad # 1     Ad # 2     Ad # 3




Slide for User‐controlled ad content white paper
© Yuvee, Inc. All Rights Reserved.  
                                                                         3
Slide 4



                                                           43
                41



                                                           40


                                    Europe Europe Europe
                  42                Trip   Trip   Trip
                                    Ad # 1 Ad # 2 Ad # 3




Slide for User‐controlled ad content white paper
© Yuvee, Inc. All Rights Reserved.  
                                                                4
Slide 5



                                                                53


                 51



                                                                     50
                      52
                                     Coupon   Coupon   Coupon
                                     Ad # 1   Ad # 2   Ad # 3




Slide for User‐controlled ad content white paper
© Yuvee, Inc. All Rights Reserved.  
                                                                          5
Slide 6



                                                        63

            61




                 62                                     60

                                Shoe    Shoe    Shoe
                                Ad #    Ad #    Ad # 
                                1       2       3




Slide for User‐controlled ad content white paper
© Yuvee, Inc. All Rights Reserved.  
                                                             6
Slide 7



                                                                 73



                    71

                                                                 70

                    72
                                     Event     Event    Event 
                                     Tix       Tix      Tix
                                     Ad # 1    Ad # 2   Ad # 3




Slide for User‐controlled ad content white paper
© Yuvee, Inc. All Rights Reserved.  
                                                                      7
Slide 8




     80


          81




                    82



Slide for User‐controlled ad content white paper
© Yuvee, Inc. All Rights Reserved.  
                                                    8
Slide 9

         90
                                                    91




           92                                       93




Slide for User‐controlled ad content white paper
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                                                         9
Slide 10



                101




                                                    100




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                                                          10
Slide 11




              111




                110




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                                                    11
Slide 12



               121




                 120




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                                                    12
Slide 13




           130




              131




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© Yuvee, Inc. All Rights Reserved.  
                                                    13
Slide 14




                                   141

    140




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© Yuvee, Inc. All Rights Reserved.  
                                                    14
Slide 15



   150




       151




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                                                    15
Slide 16




              160




                 161




Slide for User‐controlled ad content white paper
© Yuvee, Inc. All Rights Reserved.  
                                                    16
Slide 17

                                                                      170




                                                                171




                                     #
                                     #
                                     tphones#2017#
                                    bile#
                                        4/12#

                                           1@ “spaces+ o
                                            @ spaces for+
                                             3
                                             3+
                                           ideas”+ each+
                                                  for+
                                     d)#   combination+ of+
                                           Hub+ and+Category+
                                                            +



Slide for User‐controlled ad content white paper
© Yuvee, Inc. All Rights Reserved.  
                                                                            17
Slide 18a
                                                                           18a‐1
                                                                           18a 1
                   Users gets into the device with the pull 
                   advertising content system enabled on it

                                                                                18a‐2
                  User activates system with that incorporates 
                  the advertising content system
                                g          y



    Go to first
    G t fi t                     User activates 
                                 User activates                   Go to first
                                                                  Go to first
                        yes     personal settings       no        step
    step
    in Fig 18b                       menu                         in Fig 18d

                                                     18a‐3



Slide for User‐controlled ad content white paper
© Yuvee, Inc. All Rights Reserved.  
                                                                                        18
Slide 18b


                  User’s personal settings menu appears on screen, 
                  including a button for “Set Ad Preferences”



                                                                      18b‐1




                                 User selects                  User performs other
                                                               User performs other
    Go to first
    G t fi t           yes         “Set Ad           no
    step                                                       personal settings tasks
                                 Preferences”                  and/or
    in Fig 18c
                                                               exists personal settings
                                                               menu
                                                18b‐2

Slide for User‐controlled ad content white paper
© Yuvee, Inc. All Rights Reserved.  
                                                                                          19
Slide 18c

  System shows a menu of personal ad settings, including:
       ‐ Change to default ads
            ‐   If user selects this option, then user gets prompted to choose an ad category from among a list of ad categories that, when the user 
                selects and confirms a choice of ad category, will populate ads from this category on all ad keys in the system.  The list of ad
                categories is maintained and pulled from an advertising key database (e.g., table).

       ‐ Set ads by Hub key
            ‐   If the user selects this option, then the user is given a list of hub keys, and when the user selects a Hub key, then the user gets 
                prompted to choose an ad category from among a list of ad categories that, when the user selects and confirms a choice of ad 
                category, will populate ads from this ad category in all ad keys in the selected Hub.  The list of ad categories is maintained and pulled 
                from a master advertising key database (e.g., table), and the list of hub keys is maintained and pulled from the user’s personal system 
                database that maintains the hub key list.  The user’s ad preference settings are p[dated and maintained in a database (e.g., table) 
                personal to that user.

       ‐ Set ads by Hub/category Key
                  y         g y y
            ‐   If the user selects this option, then the user is given a list of hub keys, and when the user selects a Hub key, the user is then shown a 
                list of category keys that related to that Hub key, and when the user selects on of the category keys, then the user gets prompted to 
                choose an ad category from among a list of ad categories that, when the user selects and confirms a choice of ad category, will 
                populate ads from this ad category in all ad keys in the selected Hub/category key combination. The list of ad categories is 
                maintained and pulled from a master advertising key database (e.g., table), and the list of hub and category keys is maintained and 
                pulled from the user s personal system database that maintains the hub key list.  The user s ad preference settings are updated 
                pulled from the user’s personal system database that maintains the hub key list The user’s ad preference settings are updated
                maintained in a database (e.g., table) personal to that user.




Slide for User‐controlled ad content white paper
© Yuvee, Inc. All Rights Reserved.  
                                                                                                                                                       20
Slide 18d


                User begins/continues using the system 
                by selecting hub and category keys




                              User activates 
                   yes       edit mode setting      no




                Go to first
                Step in Fig 18e



Slide for User‐controlled ad content white paper
© Yuvee, Inc. All Rights Reserved.  
                                                          21
Slide 18e

  System changes into “edit” mode, and then
       ‐ The user selects a Hub key from those currently displayed
            ‐   The system shows the user a “edit key” menu, including the option to “set ads” for this hub key.  If the user selects that option in th
                menu, then the user gets prompted to choose an ad category from among a list of ad categories that, when the user selects and
                confirms a choice of ad category, will populate ads from this ad category in all ad keys in the selected Hub.  The list of ad categories is 
                maintained and pulled from a maser advertising key database (e.g., table).  The user’s ad preference settings are updated and 
                maintained in a database (e.g., table) personal to that user.

       ‐ The user selects a Category Key from those currently displayed
            ‐   The system shows the user a “edit key” menu, including the option to “set ads” for this category key.  If the user selects that option in 
                the menu,  then the user gets prompted to choose an ad category from among a list of ad categories that, when the user selects and 
                confirms a choice of ad category, will populate ads from this ad category in all ad keys in the selected category key combination. The 
                list of ad categories is maintained and pulled from a master advertising key database (e.g., table)..  The user’s ad preference settings 
                are updated and maintained in a database (e.g., table) personal to that user.


       ‐ The user selects a Link Key from those currently displayed
            ‐   The system shows the user a “edit key” menu, including the option to “set ads” for this link key.  If the user selects that option in the 
                menu,  then the user gets prompted to choose an ad category from among a list of ad categories that, when the user selects and 
                confirms a choice of ad category, will populate ads into the “information key” box from this ad category. The list of ad categories is 
                maintained and pulled from a master advertising key database (e.g., table)..  The user s ad preference settings are updated and 
                maintained and pulled from a master advertising key database (e g table) The user’s ad preference settings are updated and
                maintained in a database (e.g., table) personal to that user.




Slide for User‐controlled ad content white paper
© Yuvee, Inc. All Rights Reserved.  
                                                                                                                                                       22

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Privacy and the Most Relevant Ads - 8.18.12

  • 1. Maintain privacy AND deliver most relevant ads: 100% doable, and best for people and advertisers © Yuvee, Inc.  All rights reserved. 1
  • 2. Summary • Privacy + Relevant Advertising Users dynamically choose the ads they want … by y y y y – Entering keywords/tags – Selecting ad categories Ads are delivered to user according to the user’s selections • This is a “user controlled ad delivery engine” This is a  user‐controlled ad delivery engine © Yuvee, Inc.  All rights reserved. 2
  • 3. Most Relevant Ads Most Relevant Ads • The user sees ONLY ads relevant to a topic  specified by the user • Consequently ads are relevant to exactly what the user is looking for  ads are relevant to exactly what the user is looking for at that exact time and change instantly when the user s interest changes and change instantly when the user’s interest changes © Yuvee, Inc.  All rights reserved. 3
  • 4. Profile and Behavioral‐based Ad Delivery is LESS relevant Ad D li i LESS l t • Profile and Behavioral‐based ads use INDIRECT data to  algorithmically predict the user’s probable interests • Ads are generated based on • tracking the user’s PAST behavior – search patterns (eg, user has searched for used cars for 2 months) – emails (eg, user has been discussing cars in emails) emails (eg, user has been discussing cars in emails) – Social (eg, user has been discussing cars on Facebook, what is the user’s  demographic?) • additional indirect factors, such as additional indirect factors, such as – location‐based tracking (is the user on a shopping street, near a coffee shop, …?) – device‐type tracking (is the user on mobile?) – app tracking (what app is the user using) app tracking (what app is the user using) © Yuvee, Inc.  All rights reserved. 4
  • 5. Example of  Indirect Data Ad Delivery di d li • Take a user who has shown substantial interest across various  tracked parameters in used cars k d d • Profile‐based ad delivery engines will display to the user ads  related to used cars related to used cars – until the tracked parameters in the user’s profile suggest a new interest that over‐ rides the algorithm’s results giving priority to used car ads • These algorithms can of course track multiple interests but These algorithms can, of course, track multiple interests, but,  in the end, they all use indirect data to attempt to PREDICT a  user’s interests • Thi This requires heavy collection and profiling of user data and  i h ll i d fili f d d behaviors across as many parameters as possible, even in real  time © Yuvee, Inc.  All rights reserved. 5
  • 6. Contrast with: a User‐controlled Ad Delivery Engine ll d d li i • User‐controlled ad delivery engines will User controlled ad delivery engines will display to the user used car ads IF the user has specified  that he/she is interested in used car ads / the minute the user specifies a different interest (or  interests) … at whatever level of granularity … the used car  ) g y ads disappear and the new ads get displayed in other words, the ads are relevent up‐to‐the‐minute  , p based on DIRECT input from the user  • No profiling or tracking of any kind is required p g g y q © Yuvee, Inc.  All rights reserved. 6
  • 7. Privacy + Most Relevant Ads Privacy + Most Relevant Ads • Result User controlled ad delivery engines User‐controlled ad delivery engines – give the user the most relevant ads, AND – fully protect the user’s privacy © Yuvee, Inc.  All rights reserved. 7
  • 8. Another example:  Google Another example: Google • Google’s sponsored links on its search results pages, when delivered based exclusively on parsing a user’s search query, are a variation on user‐specified ad delivery ’ h f l the displayed ads are based purely on direct input from the user that specifies the user’s  immediate interest the search query constitutes the user s express statement of his/her immediate interest the search query constitutes the user’s express statement of his/her immediate interest • However, this is not a true user‐controlled ad engine because the search query may  or may not coincide with the user’s ad content interests in other words, the user’s primary objective in entering the search query is to generate a list of  , p y j g q y g organic results the user may or may not have any interest in ads related to the search query • Note that Google is increasingly using user profile and behavioral data (gathered by  tracking information from a user across a user’s Web usage and other sources) to  ki i f i f ’ W b d h ) determine the ad content that is delivered to a user © Yuvee, Inc.  All rights reserved. 8
  • 9. Example:  WebHub Example: WebHub • We are rolling out a cloud app at www.webhub.mobi that will incorporate a true  user‐controlled ad delivery engine, with no tracking, profiling or collection of user  ll d d d li i ih ki fili ll i f data of any kind • Users will be able to easily, quickly, dynamically, directly specify interest(s) for  y ( which they would like to see ads (across all their devices) ) the displayed ads are based purely on direct input from the user that specifies the user’s  immediate interest(s) a user‐specified field(s) in a cloud database store users’ express statement(s) of his/her  immediate interest by way of tags/keywords/phrases (and potentially non‐text format  immediate interest by way of tags/keywords/phrases (and potentially non‐text format information) multiple different, simultaneous interests can be stored by the user with ads displayed in  context ads are displayed in association with non‐ad links, and in a display format that works regardless  of screen size, thereby providing in essence a “group‐result‐oriented” search engine combined  with the most relevant “sponsored link”‐equivalent ads © Yuvee, Inc.  All rights reserved. 9
  • 10. More Details More Details The text document and its slides (that are attached  after the slide 13) contain a more detailed  “implementation‐level” discussion of how a user‐ controlled (or user selected) ad delivery platform  controlled (or user‐selected) ad delivery platform works © Yuvee, Inc.  All rights reserved. 10
  • 11. More White Papers More White Papers • Will Apps Replace the Web? (or, Why WebHub?) • What is WebHub? What is WebHub? • Search re‐invented for mobile, or what is a Connection Engine? • Smartphone Icons – A System for Improving Organization and Access • What is the PiQ music app? • The Importance of Patent Protected Differentiators to Mobile Device Manufacturers The Importance of Patent‐Protected Differentiators to Mobile Device Manufacturers • Topics in innovation in mobile technology by Yuvee • NeoKeys – How it works and why it is critical to touchscreen devices • What is the NeoKeys Mixed Media Keypad? • g ( g g) The Challenge of Touchscreen Clutter (or Making Mobile Screens Big) • The Non‐Subscriber Revenue Imperative – ROI on Telecoms CapEx • Richness+Simplicity:  The Holy Grail of Mobile UI • Yuvee ‐ Mobile User Experience Conference – UX Designers’ Den Slides • Monetizing the Keypad Real Estate on Mobile Devices • The Changing Face of User Input on Mobile Devices • Compound versus Elemental Devices – New Mobile Device Market Strategies • The Incredible Shrinking Search Results Page • Dynamic Keypads: Terminology © Yuvee, Inc.  All rights reserved. 11
  • 12. Where to Read the White Papers p • www.pinterest.com/webhub • www.yuvee.com • www.slideshare.net/timhigg/ © Yuvee, Inc.  All rights reserved. 12
  • 13. About Yuvee About Yuvee • Yuvee Inc Yuvee, Inc. – owns a global patent portfolio in mobile and cross device UI – runs www.webhub.mobi ns ebh b mobi – innovates in mobile and converged device design and user experiences - making the next generation mobile and converged lifestyle effortless and immersive for the Web and apps • Contact – Tim Higginson at m 847.962.1623 © Yuvee, Inc.  All rights reserved. 13
  • 14. Text Document attached to White Paper/Slide Deck titled “Maintain privacy and deliver most relevant ads: 100% doable, and best for people and advertisers” Ad Ad Ad Key #  by Yuvee, Inc Key #  Key #  1 2 3 Patents issued and pending – see lists at www.yuvee.com. Yuvee, PiQ and NeoKeys are trademarks of Yuvee, Inc. WebHub is a registered trademark of Yuvee, Inc. Other trademarks are the property of their respective owners. No relationship or endorsement is intended or implied. 1
  • 15. White Paper (attached to cover slide deck) USER-CONTROLLED, PRIVACY- PROTECTED KEYPAD ADVERTISING SYSTEM by Yuvee, Inc. www.yuvee.com For a list of Yuvee patents, visit www.yuvee.com. For other Yuvee white papers, visit www.pinterest.com/webhub. 1 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 16. INDEX 1. Text of White Paper …………………………………………… Pages 3-22 2. Slides illustrating points in Text of White Paper …………….. Attachment 1 3. List of Additional White Papers ……………………………… Attachment 2 4. Description of Yuvee, Inc. …………………………………… Attachment 3 2 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 17. 1. SUMMARY This white paper describes a device-based, keypad system for providing user- controlled advertising selection and display, whereby a user dynamically pulls advertisements into a set of advertisement placement areas associated with a set of advertising keys on the keypad based on a combination of (1) dynamic user-controlled advertising content preferences for the keypad, and (2) user-selected states of non-advertising keys. The keypad can be implemented using either mechanical keys or on a touchscreen (or as a hybrid of both). 2. BACKGROUND To date, the dominant systems for delivery of advertising to users of computing devices show ads interspersed in the content on websites and/or in applications, based on analysis of and correlation among (a) content on the website/application; (b) user information collected from numerous sources, including the user’s general web usage tracked by various means, including software cookies and related tracking software, the user’s usage history and patterns when logged into sites, data acquired from third parties, such as credit card companies, data collected from the user’s devices, such as location information, camera information and app information, user’s search queries and shopping and buying histories and patterns; and (c) advertiser specifications for the advertiser’s ad placement. These ad delivery systems attempt to match the content and/or user information to information in a database of advertisements, and then deliver advertisements which are displayed on the website or in an application for viewing of and interaction with the ad by the user, based on algorithms that attempt to do an optimal match between the user and the advertisement. These systems therefore collect as much data about the advertisement as possible, as much information about the content on websites or applications as possible, and as much information about the user as possible, both historically and on a real-time basis. These systems utilize algorithms and sophisticated database search software to correlate the data on as fast and relevant a time frame as possible in order to serve the most relevant ads to the 3 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 18. user before the user moves on from the position where the ads are to be delivered to catch the user’s attention. The data collected and stored about the user frequently includes highly personal data collected across a span of time about the user’s web surfing history, product interest history, device locations, device usage history, current device information (location, camera view, orientation, app usage, etc.) The advertiser must rely on the system(s) offered by the ad delivery companies to deliver ads appropriate to the advertiser’s preferences (as indicated by the advertiser to the ad delivery company) combined with the user data to place the ads in visually optimal places. This poses many problems. Two important such problems include (1) there is an rapidly growing incentive to collect ever-more personal information about users, including their web-surfing habits, their app usage habits, details of their past and current usage of their devices (e.g., smartphone location), etc.; (2) the entirety of these systems essentially is based on using as much past and current data as possible to predict the current state of mind of a user in order to deliver the most relevant ads. In other words, the privacy of even the minutest details of people’s lives gets tracked, store, analyzed and reported, and, even in the face of that, the advertisements may not reflect what the user really is interested in at the time the ads are delivered because the delivery is based on a predictive model that includes the user’s past behavior to predict current and future interest, so the data inevitably lags the user’s actual, real-time and future preferences, and, in any event, none of it can actually read the mind of the user. 3. SUMMARY USER-CONTROLLED, PRIVACY-PROTECTED KEYPAD ADVERTISING SYSTEM The aforementioned shortcomings of current advertising delivery systems to provide relevant ads via the Internet and wireless networks to websites and applications viewed and used on devices is addressed by a device-based, keypad system that lets user’s identify, control and change their ad preferences on a dynamic basis across a wide range of contexts. This delivers more relevant ads to the user, gives the user immediate control over the advertising presented to the user. It also avoids the requirements to track and compile 4 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 19. personal data, analyze personal data, maintain extensive databases of personal data about vast numbers of the population, develop search and database analysis software and algorithms and associated problems, such as the risk to the user of third parties misusing the personal data, exposing the personal data inadvertently, having the personal data hacked, and managing the personal data of users covered by different national, multi-national and international privacy rules and regulations. The device-based, keypad user interface incorporates a set of advertising keys separate and distinct from the other keys in the keypad user interface. These advertising keys are dynamically-defined by combining (1) a set of user-defined preferences for advertisements stored in a data structure with (2) the current states of two sets of tiered, controlling non-advertising keys. The two sets of tiered, non-advertising keys have dual roles of (a) determining the values of a third set of non-advertising, and (b) determining the index values for a set of advertising keys. The selection of the states of the keypad by the user defines a current state of values of the advertising keys according to (1) the top tier of keys defining a first index value into a relational database that determines the state of the other non-advertising keys of keypad user interface at any one time, and (2) the second tier of keys defining a second index value. Further, the data structure stores the user’s preference for ad category delivery according to these two-tiered sets of keys, as such preferences have been entered by the user into the system as enabled by the keypad user interface. Because the user creates his/her own identity for the keypad user interface system, which requires no personally identifiable information, the user’s preferences submitted to the system by the user are not tied to the user’s personal identity (unless the user elects to enter personally identifiable information), and the system delivers ads relevant to the user’s entered preferences with no need for storing, collecting, analyzing or searching the user’s personal information of any kind, and no degradation of relevance of ad in the absence of personally identifiable information, but, instead, an increase in relevance of delivered ads across a spectrum of the user’s interests, regardless of how those interests change from moment-to-moment. This system does not rely on predicting the state of mind of the user to delivery ad content, but, instead, reacts instantly to the actual state of the keypad as determined by the user to select ads to deliver to the user. 5 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 20. The keypad user interface also includes a first set of programmable displays associated with, but separate from, the key sets, as well as programmable displays associated with the ad keys. A keypad data structure is also included in the device or is associated with the user in a database accessed by the device where the keypad is incorporated. The keypad data structure, by way of example a table in a database, includes a set of entries corresponding to the two sets of tiered keys, as well as the user’s ad preferences at each level of the keypad structure: (1) default ad preferences independent of the two tiers of keys for ad delivery when the user has not set preferences specific to any of the keys in the two tiers or the user sets preferences that govern the keys in the two tiers, (2) ad preferences for one or more of the top tier of keys, for use when a user has not set preferences at any key in the second tier that is indexed via this first tier, and (3) ad preferences for one or more of the keys in the second tier. Each ad key entry in the data structure (e.g., table) includes a pointer array (defined by the preferences set by the user in the preceding paragraph) that indexes into a local or remote data structure (e.g., table) of advertisements which have been tagged (or otherwise organized or identified) according to information matching to the preferences selectable by the user to set the values for the preferences identified in the preceding paragraph as well as with information provided by the advertiser containing the advertiser’s preferences and/or directions for how, where and when its advertisements may or should be delivered (e.g., positively or negatively, by time of day, by device category, by descriptive content, by user demographic, by location). An accounting function associates delivery of an ad to an ad key pursuant to the foregoing system, as well as to a user action involving the ad key, such as a key press or finger gesture. The user is provided a key-based means for changing his/her ad preferences immediately and directly at any of the foregoing levels on a dynamic basis. In a further, specific implementation of the keypad, the keypad includes an “advertiser” state whereby a press of the ad keys themselves triggers a set of menus and input options delivering the ability for advertisers to bid on a specific ad key wherein the advertiser’s ad information for that ad key (as determined by the keypad state according to 6 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 21. the advertiser’s selection of the non-advertising keys, working precisely as the selection of non-advertising keys by an end-user works to determine a set of ad keys as described above) is entered by the advertiser, including, for instance, the ad placement price bid made by the advertiser (such as a price per click on the ad) and upon confirmation by the advertiser, that ad key information is logged into the master ad key database. The information entered by the advertiser includes, in addition to the pricing information described in the foregoing sentence, other information relevant to the ad, such as the ad content, link(s) associated with the ad, the advertiser’s (or ad agency’s) business and contact and billing information, tags associated with the ad (that the system uses to match relevant ads to user-determined ad preferences), ad limitations set by the advertiser (such as geographic limitations, device type limitations, operating system, date and/or time limitations for the ad, ad budget limitations (such as an overall ad budget for the ad, daily ad budget for the ad)) and links to the advertiser’s master account, master settings and other ad campaigns, such as is maintained within the master ad key database. Thus, in addition to providing an arrangement for automatically delivering relevant ads to current instances of the keypad by means of combining the user’s ad preference indicators with the user’s selection of the two tiers of keypad-state determination keys, the disclosed system and methods provide a mechanism for charging content sponsors (e.g., an ad sponsor company, or an agency representing such a company) on a monthly (or other time period) or click-through basis. The charge may be performed and received by the company managing the keypad system, or one or more third parties participating in delivering remotely managed parts of the keypad system, such as a company with an existing on-line ad inventory, delivery and accounting system, or the device manufacturer of a device incorporating the user-controlled ad keypad system, or a company providing telecommunications services to the device, thereby enabling that company to receive revenue independent of the charging the subscriber fees for voice or data services and, also potentially allowing subsidization of the device cost through revenue received from content sponsors over the duration of use of the device by a subscriber. 4. DESCRIPTION IN RELATION TO DRAWINGS IN ATTACHMENT 1 7 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 22. This section references a set of slides in Attachment 1. The slides depict a user- controlled ad keypad user interface system for user-controlled ad delivery to a set of keys on the keypad dedicated to ads. The diagrams and images generally show a keypad user interface comprising a set of hybrid display/physical and/or touchscreen displayed keys dedicated to implementing a keypad system that simultaneously (1) encompasses an almost unlimited set of states stored in database structures for entering commands to control applications together with a tiered allocation of roles to sets of keys such that the user can quickly and easily access any specific set of commands from within the data structures and display and utilize the commands on one of the sets of keys of the keypad, and (2) display ads on a set of dedicated ad keys based on the selected state of the other sets of keys combined with parameters for the ads which parameters are dynamically set by the user at any time during use of the keypad user interface system. SLIDE 1 illustratively depicts a user-controlled ad key keypad user interface 10 with a set of user-controlled pull advertising elements 18. The keypad user interface is implemented, for instance, either as part of a mechanical key keypad, a touchscreen display- based keypad user interface or a hybrid mechanical key/display keypad in a device. The keypad user interface comprises four sets of, hierarchically inter-related, user controlled keys with dynamic values with current states determined by the user as follows: (1) a scrollable column 11 of keys (hereinafter, “Hub Keys” and/or “a first set of keypad state determination keys”) each of which indexes into a database structure (e.g. a table) to populate the values of (2) a scrollable column 14 set of keys (hereinafter, “Category Keys” and/or “a second set of keypad state determination keys”) each of which indexes into a database structure (e.g., a table) to populate the values associated with (3) each key in a three-column by three-row array set of keys 17 (hereinafter, “Link Keys” and/or “keypad external action directive keys”) and (4) the values associated with each key in a one-row, three-key array of keys 18 (hereinafter, “Ad Keys” and/or “advertising keys”). Each Link key has an associated information key (hereinafter, an “Information Key”), as indicated by the keys marked with an “i” in SLIDE 1 that are interspersed in the three-row 8 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 23. by three-column Link Key array. For instance, an Information Key 19 is associated with the middle Link Key in the top row of Link Keys. The scrolling of the columns of Hub Keys and Category keys is controlled via scroll- up and scroll-down arrows, respectively located above and below each column. A scroll- down button 15 is depicted for the Category Keys, and a scroll-down button 12 is depicted for the Hub Keys. The number of visible keys in each column and row can be changed depending on the needs of a specific implementation of this keypad system, provided, however, that the underlying indexing for determining associated values of keys remains determined according to: (1) a Hub Key selection determines a set of Category Keys and a Category Key selection from among that set of Category Keys determines a set of values of Link Keys and Information Keys, (2) the values of each of the active sets of keys are displayed, (3) the Hub and Category Keys have a scrolling control key(s) that provide the user with the means to access additional values for those key arrays, and (4) the values of the keys, and the current keypad state values as displayed, are stored in a data structure(s). The relative locations of the sets of keys can also be changed depending on the needs of the specific implementation context for the keypad. For instance, the Hub and Category Keys could be located and arranged as horizontally scrolling rows located above and below the Link Key array. Similarly, the Ad Keys could be located at a different place with respect to the Hub, Category and Link Key arrays. Furthermore, the Ad Key array 18 could comprise more or fewer than three keys. Additionally, the Hub and Category columns, in a touchscreen implementation, can be implemented such that the keypad implements a key (or other means, such as a finger swipe towards the nearest outside edge of the keypad in relation to the column) for each column with the functionality that a press of the key (or an activation of the gesture control) brings the applicable column of keys into the keypad user interface viewing area, and, alternatively, takes the applicable column off the user interface viewing area. In SLIDE 1, the active Hub Key 13 has its display label value presented in the screen associated with that key, each key comprising a combination of a key and an associated display area. In the currently scrolled state of the Hub Key column, the display label values that are shown in SLIDE 1 are: Search Hub, News Hub, Travel Hub and Shop Hub. In this 9 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 24. instance, the Hub Key that is active (i.e., the last one selected by the user) is the Hub Key with the label “Travel Hub.” The scroll state, and the content (e.g., text, still images, video or animated images) for the displays associated with the keys, are stored in a data structure (e.g., a table) for Hub Keys. Further, the display label values for the Category Keys associated with the “Travel Hub” key are presented in the displays associated with each Category Key. In this instance, the text display labels for the current scroll state of the Category Key column are: Air Lines, Hotels, Car Rental and Travel Portals 1. In this instance, the Category Key that is active (i.e., the last one selected by the user, or the first one auto-selected by the system when the Hub Key is seletcted) is the Category Key with the label “Air Lines.” The action associated with a user activation of a Hub Key is to activate the Hub Key’s associated Category Keys, as stored and indexed in the applicable data structure, as well as to auto-activate the top Category Key in the Hub Key’s set of Category Keys. The action associated with a user activation (or a system auto-activation) of a Category Key is to activate both (1) the active Hub/Category combination of key’s associated Link Keys, and (2) to activate the Hub/Category combination of key’s associated Ad Keys. In the foregoing sentences, the term “activate” means to associate a set of values and parameters index as described from the applicable data structures with the respective keys on the keypad user interface, including to display the applicable display values for the relevant keys on the displays of those keys on the keypad user interface. In the instance depicted in SLIDE 1, according to the selection of the “Travel” Hub Key and its associated “Air Lines” Category Key, and indexing in the data structure (e.g., table) for the keypad user interface, the values of a set of Link Keys are determined, and the text display labels are shown in the three-column by three-row Link Key array. As described more fully below, the current values of the set of Ad Keys 18 are procured by indexing into a master (i.e., non-user specific) Ad Key data structure in accordance with the combination of (1) the user’s settings as stored in a the user’s specific profile in the user data structure (e.g., table) containing the user’s profile and related information, and (2) the user’s selection of (i.e., activation) of a Hub Key and a Category Key from the user’s Hub Key and Category data structure (e.g., table(s)). The system indexes into the Ad Key data structure (e.g. tables) to procure and display the media (e.g., 10 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 25. still or animated images, or video) values of the Ad Keys in the areas for each button/Ad Key display area in the Ad Key array 18. Further, the actions the system takes depending on the user interaction with an Ad Key (e.g., a key press, a fingertip swipe gesture, a multi-finger gesture, such as a pinch-to-zoom) are similarly stored in the Ad Key data structure (e.g., table), and indexed as described above, and the action is executed by the system upon the detection of a user interaction event with an Ad Key. Such an action includes, but is not limited to, the opening of a new tab in a Internet/Web browser to a link defined in the Ad Key’s associated data fields, or the opening of a pop-up box on a display in which pop-up box various media is displayed according to the information in the Ad Key’s data fields (such as a video, the option to purchase a product, the option of downloading or using a discount coupon, the presentation of information about a product or service, etc), or the playing of a musical tune. If the user’s profile indicates that the user has selected from among a set of master Ad Key settings that determine that the Ad Keys display content irrespective of the Hub and Link Keys selected by the user, then the Ad Key content is determined solely by the master settings which determine indexes into the master (non-user specific) data structure for the Ad Keys. These master Ad Key settings are, in one standard implementation, the default settings for the Ad Key values that govern until the user has changed them. Further, in this standard implementation, the default settings are (1) a set of values for a currently viewed set of Ad Keys are determined any time a Hub and/or Category Key is activated, and (2) the specific values for the Ad Keys are determined by a random indexing into the master Ad Key data structure (e.g., table). The master Ad Key data structure holds no data that personally identifies a user and is not dependent in its operation in any way on personally identifiable information of a user, whether for assigning or changing current value(s) to one or more Ad Keys by indexing into the Ad Key database structure(s), or during use of the Ad Keys. In an alternative, certain Hub and Category Keys’ respective data values are assigned by indexing into a master (non-user specific) data structure depending on whether certain flags are set in the user’s data structures indicating which Hub and Category Keys to index into which data structure. Further, each data structure may reside locally to the device or remotely from the device, and some or all of the active data sets associated with the then- 11 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 26. currently displayed and active Hub, Category, Link and Ad Keys may be cached or stored locally in database structures (e.g., tables) separate from the complete database structures. SLIDE 2 illustratively depicts a user-controlled keypad user interface with pull advertising placement system wherein a Hub Key 20 with a text label “Travel Hub” has been selected by a user, and the keypad system has activated that Hub Key’s Category Keys thereby associating a set of Category Keys with values indexed from a key value database structure(s) (e.g., tables) and displaying text label values for a set of top four Category Keys in a Category Key column, in accordance with a current scroll value of the Category Key column. The user has activated a third-from-top Category Key, with a text label “Car Rental” display value. A set of Link Keys 23 with values indexed from the Link Key data structure (e.g., table) according to the activated Hub Key and Category Key are displayed in the Link Key array 23. A set of Ad Key 22 with values indexed as described in the description of SLIDE 1 above, are displayed in an Ad Key array 22. In this SLIDE 2, the Ad Keys 22 are displaying advertisements for Florida vacations, and there are three Ad Keys. In alternative embodiments, there can be more or fewer than three Ad Keys. For instance, there could be one large rectangular Ad Key that fills the entire area allocated to Ad Keys 22. In each Ad Key, the advertisement comprises a still image, an animated image, a video, text or other graphical or non-graphical advertisement with additional information related to the content of the Ad Key, all of which information is stored in the master Ad Key database, and indexed and presented to the user as described above in the description for SLIDE 1. The additional information stored in relation to each advertisement in the master Ad Key database includes such information as advertisement category identifiers/tags and related meta-tag information, URL links and/or other actions to be taken by the system upon a user interaction event with an Ad Key (such events include, but are not limited to, opening a browser at a specific URL, sending the user a discount coupon by email, SMS or otherwise, requesting a Ad Key customer sales representative to call or otherwise contact the user (which request may include a discount identifier which is supplied to the customer sales representative for use when contacting the user), sending the user other materials (such as a free song or a movie trailer) by SMS (with embedded URL 12 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 27. link), email, regular mail, or as otherwise indicated as the user’s contact preference in the user’s profile for Ad Key responses. Note that in this instance, there is a correlation between the values of the activated Hub and Category Keys and the indexed and displayed Ad Key content. This does not need to be the case. When the user stores his/her preferences for Ad Key content as described in the description for SLIDE 1 above, the user may indicate an Ad content category for all Hubs, for all Categories within a Hub and/or for each Hub/Category combination. For the most granular user Ad Key content control, the system can store user preferences for individual Ad Keys. For example, if a user selects in his/her Ad Key preferences at any time that all Hubs Keys are to display advertisements in the category of running shoes, then all Ad Keys for any Hub/Category Key combination will display running shoe ads (to the extent ads tagged as running shoe ads are present in the master Ad Key database, and, if none are present, the system displays random ads pulled from the Ad Key database). Whenever the user changes his/her ad category preference (whether for all Ad Keys, or for Ad Keys associated with specific Hubs Keys or specific Hub/Category key combinations), the ads relevant to that change are indexed to the new ad category preference of the user. In the running shoe ad preference example, the user can change that preference globally across the entire keypad user interface for all Ad Keys by selecting a new ad category for all Hub Keys, or the user can change that preference or any specific Hub and/or Category Keys. In this running shoe example, if the user were to activate a Hub that is assigned to Entertainment, and the user were to change his/her ad category preference just for that Hub to “movie tickets,” then the system will deliver “movie ticket”-tagged ads (from the master Ad Key database) to the Entertainment Hub when the user is in that Hub, and the system will deliver “running shoe”-tagged ads to all the Ad Keys in all the other Hubs whenever any of those other Hubs are activated (in use, i.e. the values relevant to the current state of the keypad user interface as indexed as described above are presently displayed on and associated with the Hub/Category/Link keys on the keypad) by the user. In this way, the user controls and selects the advertisements on the Ad Keys that the system displays as the user uses the keypad system, and the user has both macro and micro 13 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 28. control over the advertisements that are displayed anywhere in the system, and the user can make changes any time during use of the system, and the changes take immediate effect. For instance, if a user is walking down a street, and had been shopping for shoes (and, hence, had set the entire system for “shoe ads” across all Hub Keys) and had bought the shoes, and the user is now looking for lunch and then a movie, the user can set any or all Hubs to lunch discounts (including, for instance, geographic location as an Ad Key master or sub-category preference), and one or more Hubs or Categories to a movie ticket advertisement category. The advertisement content geographic location parameter/filter preference of the user is stored by the keypad user interface system by giving the user the option of setting (and changing on-the-go) his/her geographic preference for ads at a master level (that controls all advertisement categories that will be indexed for the user from the Ad Key master database), and by giving the user the option of setting (and changing on-the-go) his/her geographic preference for ads by category. For instance, the user may set no master geographic ad filter, or may set the master geographic ad filter locally to the city (or places) where the user frequents, and, for any specific Ad Category selection, the user is given the choice of indicating a specific geographic (or other relevant filter/preference) to that category. For instance, if a user lives in New York, but takes vacations to Florida, the user could set the ad category preferences for the Travel Hub Key to filter for (1) all travel ads (or, specifically, for instance, air line, hotel or car or resort ads), and (2) a geographic preference for Florida, while at the same time the user sets the ad category preferences for the Shop Hub Key’s Shoe Category Key to (1) women’s dress shoes, and (2) a geographic preference for New York City. The granularity of the user’s ad category preference selections is variable, and relates to the scope and detail within the master Ad Key category database. When the user has not established specific preferences for any or all of the Hub Keys or Category Keys, or has intentionally set some of them at the system ad category random setting, then the system will deliver random ads pulled from the master Ad Key data structure (e.g, table) for those contexts where the setting is at random, and this will include delivering any number of Ad Keys in any specific Ad Key area from one to the maximum allowed by the system, and in whatever sizes up to the maximum allowed by any specific Ad key area. 14 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 29. The system can enable the option for each user, in his/her master ad delivery preference settings, to indicate a preferred number of Ad Keys per Category Key, from one to the maximum number allowed by the system. The system will attempt to deliver ads sized according to the foregoing constraints from the master Ad Key data structure, but will delivery ads regardless if no ads meet the key number/size constraints indicated by the user. SLIDE 3 illustratively depicts a user-controlled pull advertising placement keypad user interface system wherein a Hub Key 30 with a text label “Travel Hub” has been selected by the user, and the system has activated that Hub Key’s Category Keys thereby associating a set of Category Keys with values indexed from a key value database structure(s) (e.g., tables) and has displayed text label values for the top four Category Keys in a Category Key column, in accordance with a current scroll value of the Category Key column. The user has activated the second-from-top Category Key 31, with the text label “Hotels” display value. A set of Link Key values indexed from the Link Key data structure (e.g., table) according to the activated Hub Key and Category Key are displayed in a Link Key array 33. A set of Ad Key values indexed as described in the descriptions above, are displayed in an Ad Key array 32. In this SLIDE 3, the Ad Keys 32 are displaying advertisements for hotel discounts, and there are three Ad Keys. The discussion for the Figs above describe how this system works to provide these or other Ad Key content in this or other contexts, according to the user’s stored preference selections and the user’s currently activated state of the keypad’s Hub and Category Keys. SLIDE 4 illustratively depicts a user-controlled pull advertising placement keypad user interface system wherein a Hub Key 40 with a text label “Shop Hub” has been selected by the user from among a currently displayed set of active values of a Hub Key column’s current scroll state, and the system has activated that Hub Key’s Category Keys thereby associating a set of Category Keys with values indexed from the key value database structure(s) (e.g., tables) and displaying text label values for the top four Category Keys in the Category Key column, in accordance with a current scroll value of the Category Key column. The user has activated a second-from-top Category Key 41, with a text label 15 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 30. “Hotels” display value. A set of Link Key values indexed from the Link Key data structure (e.g., table) according to the activated Hub Key and Category Key are displayed in a Link Key array 43. A set of Ad Key values indexed as described in the descriptions above, are displayed in an Ad Key array 42. In this SLIDE 4, the Ad Keys 42 are displaying advertisements for “Europe Trip” ad category, and there are three Ad Keys. The discussion for the Figs above describe how this system works to provide these or other Ad Key content in this or other contexts, according to the user’s preference selections and controls. SLIDE 5 illustratively depicts a user-controlled pull advertising placement keypad user interface system wherein a Hub Key 50 with a text label “Shop Hub” has been selected by the user, and the system has activated that Hub Key’s Category Keys thereby associating the Category Keys with values indexed from the key value database structure(s) (e.g., tables) and displaying text label values for the top four Category Keys in a Category Key column, in accordance with a current scroll value of the Category Key column. The user has activated a second-from-top Category Key 51, with a text label “Clothes 1” display value. A set of Link Key values indexed from the Link Key data structure (e.g., table) according to the activated Hub Key and Category Key are displayed in a Link Key array 53. A set of Ad Key values indexed as described in the descriptions above, are displayed in an Ad Key array 52. In this SLIDE 5, the Ad Keys 52 are displaying advertisements for “Coupon Ad” ad category, and there are three Ad Keys. The discussion for the Figs above describe how this system works to provide these or other Ad Key content in this or other contexts, according to the user’s preference selections and controls. SLIDE 6 illustratively depicts a user-controlled pull advertising placement keypad user interface system wherein a Hub Key 60 with a text label “Shop Hub” has been selected by the user, and the system has activated that Hub Key’s Category Keys thereby associating a set of Category Keys with values indexed from a key value database structure(s) (e.g., tables) and displaying text label values for a set of top four Category Keys in the Category Key column, in accordance with a current scroll state value of the Category Key column. The user has activated a second-from-top Category Key 61, with a text label “Shoes” display 16 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 31. value. A set of Link Key values indexed from the Link Key data structure (e.g., table) according to the activated Hub Key and Category Key are displayed in a Link Key array 63. A set of Ad Key values indexed as described in the descriptions above, are displayed in an Ad Key array 62. In this SLIDE 6, the Ad Keys 62 are displaying advertisements for “Coupon Ad” ad category, and there are three Ad Keys. The discussion for the Figs above describe how this system works to provide these or other Ad Key content in this or other contexts, according to the user’s preference selections and controls. SLIDE 7 illustratively depicts a user-controlled keypad pull advertising placement system wherein a Hub Key 70 with a text label “Sports Hub” has been selected by a user, and the system has activated that Hub Key’s Category Keys thereby associating a set of Category Keys with values indexed from a key value database structure(s) (e.g., tables) and displaying text label values for a top four set of Category Keys in a Category Key column, in accordance with a current scroll value of the Category Key column. The user has activated a second-from-top Category Key 71, with a text label “General Sports” display value. A set of Link Key values indexed from the Link Key data structure (e.g., table) according to the activated Hub Key and Category Key are displayed in a Link Key array 73. A set of Ad Key values indexed as described in the descriptions above, are displayed in an Ad Key array 52. In this SLIDE 2, the Ad Keys 72 are displaying advertisements for “Event Tix Ad” ad category, and there are three Ad Keys. The discussion for the Figs above describe how this system works to provide these or other Ad Key content in this or other contexts, according to the user’s preference selections and controls. SLIDE 8 illustratively depicts an exemplary environment wherein a keypad user interface 81 described above, with a set of user-controlled pull advertising elements 82, is implemented as a software application delivered via a web browser application 80, and wherein the keypad user interface 81 is implemented as a combination of keypad graphical user interface that also acts as the front end access management system for a series of relational database structures stored in servers remote from the device with the monitor on which the keypad user interface is displayed for use, in which database structures, a master 17 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 32. Ad key database structure, a user profile database structures (including Ad Key preferences) and user Hub, Category and Link Key database structures reside. SLIDE 9 illustratively depicts a view of an exemplary environment wherein a keypad user interface 90 described above, with a set of user-controlled pull advertising elements 91, is implemented wherein an “edit mode” key 92 operates as a toggle for the user to change the state of the keypad user interface from standard operating mode to an edit mode wherein a user interaction event with a Hub, Category, Link or Ad Keys triggers a series of menus that prompt and enable the user to edit parameters related to that Key, including, the ad category and filter/parameter preferences of the user applicable to that Key (and its related set of other keys, as related per the operation of the keypad user interface as described above). This SLIDE 9 further depicts a key 93 labeled “menu” which, upon a user interaction event with this key, opens a menu of user profile options, which options include ones for controlling the Ad Key filters/parameters as described in relation to SLIDE 1 above. The “menu” and “edit” keys, and the mode of operation of these keys are, alternatively, implemented by other means and in other locations. For instance, the “edit mode” can be implemented as part of the items that are presented to the user when the “menu” key is selected, or, alternatively, a long press (defined, for instance, as a finger press or mouse click or horizontal (or other finger swipe) or a double finger tap) on a Hub, Category, Link or Ad key could trigger the edit menu for that key. Alternatively, one or both of these keys can be implemented as hot keys and/or keys with dual functions wherein the “menu” or “edit mode” function is activated by simultaneously pressing (or pressing and holding) another key, such as a shift, control, alt or other key. SLIDE 10 illustratively depicts a user profile menu 101 that opens when the user selects a “menu” key 100 (which menu key is also described in relation to SLIDE 9 above) on a user-controlled keypad interface system. Items within the menu include a “manage ads” option (not shown here), that, when selected by the user, trigger a series of nested (or other) menus based on choices made by the user from among previous (other) menu items which let the user control/manage his/her Ad Key filters/parameters as described in relation to SLIDE 1 above. 18 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 33. SLIDE 11 illustratively depicts an edit mode key 110 (which edit mode key is also described in relation to the Figs. above) that toggles the state of the user-controlled keypad user interface system between its standard operating mode and its edit mode. When the keypad user interface is in “edit mode” and a user thereafter selects a Hub, Category, Link or Ad Key, an edit menu 111 opens to enable the user to edit the fields related to that key in the user’s data structures (e.g., tables) related to that key. The items within the menu include an “edit” option, that, when selected by the user, trigger a series of nested (or other) menus based on choices made by the user from among previous (or other) menu items which let the user control/manage his/her Ad Key filters/parameters for the specific key as described in relation to SLIDE 1 above. In the Slides herein, menus appear directly over the keypad user interface, which is an optimal implementation used, for instance, in the context of devices with small, touchscreen where the entire keypad user interface and its management tools appear entirely within the parameters of the touchscreen dimensions. In other device contexts, these menus can appear on displays separate from the keypad user interface, on areas of a display separate from the keypad user interface, and/or on some or all of the keypad user interface’s displays elements. SLIDE 12 illustratively depicts an information key 120 (as more fully described in relation to SLIDE 1 above) for which a user, through selection of the Information Key, has triggered an activation event that has resulted in an “Information” box appearing that provides certain information about the current state of the combined display/key unit of which the Information Key is a part, which information is indexed by the keypad user interface system from the fields related to that key in the user’s data structures for his/her Hub, Category and Link Keys. The information in the Information Key’s box 121 can be text (as shown here), images (still, animated or video), ads (or a combination thereof) or other media or information, as stored in the relevant data structure for that Information Key. The information stored and displayed for that Information Key’s box 11 can be directly edited and changed or replaced by the user, provided that any advertising content associated or displayed in the Information Key box 121 is determined by the user’s Ad Key and other settings as editable as described in the descriptions preceding the description of this SLIDE 19 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 34. 12. In other words, ad preferences/settings governing ads displayed in Information Keys is controlled by essentially the same two means as described above for Ad Keys: a individual ad key edit mode and the user’s master ad preference settings. SLIDE 13 illustratively depicts a handheld computing and communications device (130) with a keypad user interface system comprising a hybrid mechanical key with integrated display component construction with Ad Keys 131. Alternatively, this keypad implementation is solely a touchscreen on the keypad portion of the device, and the bifurcated, dual display/key single unit keys are depicted via a graphical user interface on the touchscreen. SLIDE 14 illustratively depicts an implementation of a computing and communications device (140) with a user-controlled keypad user interface system comprising a hybrid mechanical key with integrated display component construction with Ad Keys 141 wherein the Ad Keys are bifurcated in the same manner as the Link Keys with a mechanical key component and a display component. Alternatively, this keypad implementation is a touchscreen component for the keypad portion of the device. SLIDE 15 illustratively depicts an implementation of a stand-alone keypad device (150) with a user-controlled keypad user interface system comprising a hybrid mechanical key with integrated display component construction with Ad Keys 151 wherein the Ad Keys are bifurcated in the same manner as the Link Keys with a mechanical key component and a display component. Alternatively, this keypad implementation incorporates a single touchscreen component on the surface of the device (with or without mechanical keys above and below the Hub, Category, Link and Ad Key arrays, and with or without a physical membrane overlay for providing tactile feedback to the fingertips for locations and activations of the keys (combined, or not, with haptic feedback). SLIDE 16 illustratively depicts an implementation of a remote control device (160) for wirelessly controlling directly or through intermediary devices (such as a router, server, tablet, DVR, cable TV box or other device) a TV or a computing device or monitor, with a 20 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 35. user-controlled keypad user interface system comprising a hybrid mechanical key with integrated display component construction with Ad Keys 161 wherein the Ad Keys are bifurcated in the same manner as the Link Keys with a mechanical key component and a display component. Alternatively, this keypad implementation incorporates a single touchscreen component on the surface of the device (with or without mechanical keys above and below the Hub, Category, Link and Ad Key arrays, and with or without a physical membrane overlay for providing tactile feedback to the fingertips for locations and activations of the keys (combined, or not, with haptic feedback). SLIDE 17 illustratively depicts an implementation of a touchscreen smartphone device (170) for with a user-controlled keypad user interface system with Ad Keys 161. SLIDE 18a illustratively depicts an exemplary flow chart summarizing a first set of steps by which a user activates a user-controlled keypad user interface system as described above, and activates (or not) a “menu” key depicted and described in certain of the Figs. above. In Step 18a-1, the user turns on the device in which the keypad user interface system is implemented. In step 18a-2, the user activates that keypad user interface system. At this time, the keypad user interface system indexes into its related data structures (e.g., tables), as described above, to establish its initial mode, including the initial values for the Hub, Category, Link and Ad Keys, and displays the associated labels in association with the respective keys. If, at any time during operation of the keypad user interface, the user activates the “menu” key (step 18a-3), the next steps in the flowchart are depicted in SLIDE 18 below. SLIDE 18b is an exemplary flowchart summarizing a set of steps for the context when a user has activated a “menu” key as described in SLIDE 18a above. Pursuant to the activation of the “menu” key, a menu of options for accessing/changing/setting/viewing the user’s personal, master settings for a user-controlled keypad user interface system appear (step 18b-1) including a menu item for accessing/changing/setting/viewing the user’s master Ad Key preferences. These preferences include, for instance, the various settings controlling the Ad Keys in the user controlled keypad user interface that are described in relation to the 21 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 36. slides described above. At such time as a user selects this menu item (step 18b-2), the next flow chart steps are depicted in SLIDE 18 below. SLIDE 18c describes the menu options and associated actions when a user opens the menu of personal ad settings as described in the description for SLIDE 18b. SLIDE 18d is an exemplary flow chart summarizing a set of steps for the context when a user elects to access/change/set/view the user’s settings, including ad paramaters/filters, for individual Hub and/or Category Keys. SLIDE 18e describes the menu options and associated actions when a user opens the menu of personal ad settings for individual Hub and/or Category Keys as described in the description for SLIDE 18d. The data structures referenced in this white paper comprise a set of relational database structures (e.g. interlinked tables) with a set of fields associated with each data structure, which include a user-specific profile data structure, a user-specific series of data structures for holding the values associated with the operation of each of the user’s Hub, Category, Link and Ad Keys, a master system user data structure and a master system advertisement inventory data structure. 22 © Yuvee, Inc. All rights reserved. (www.yuvee.com)
  • 37. Attachment 1 to Text Document for White Paper/Slide Deck titled “Maintain privacy and deliver most relevant ads: 100% doable, and best for people and advertisers” Ad Ad Ad Key #  by Yuvee, Inc Key #  Key #  1 2 3 Patents issued and pending – see lists at www.yuvee.com. Yuvee, PiQ and NeoKeys are trademarks of Yuvee, Inc. WebHub is a registered trademark of Yuvee, Inc. Other trademarks are the property of their respective owners. No relationship or endorsement is intended or implied. 1
  • 38. Slide 1 10 12 19 15 16 13 17 18 Ad Ad Ad Key #  1 Key #  2 Key #  3 11 14 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   1
  • 39. Slide 2 23 20 21 Florida  Florida  Florida  Vacation Vacation Vacation Ad # 1 Ad # 2 Ad # 1 22 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   2
  • 40. Slide 3 33 31 30 32 Hotel Hotel Hotel Discount Discount Discount Ad # 1 Ad # 2 Ad # 3 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   3
  • 41. Slide 4 43 41 40 Europe Europe Europe 42 Trip Trip Trip Ad # 1 Ad # 2 Ad # 3 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   4
  • 42. Slide 5 53 51 50 52 Coupon Coupon Coupon Ad # 1 Ad # 2 Ad # 3 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   5
  • 43. Slide 6 63 61 62 60 Shoe Shoe Shoe Ad #  Ad #  Ad #  1 2 3 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   6
  • 44. Slide 7 73 71 70 72 Event  Event  Event  Tix Tix Tix Ad # 1 Ad # 2 Ad # 3 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   7
  • 45. Slide 8 80 81 82 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   8
  • 46. Slide 9 90 91 92 93 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   9
  • 47. Slide 10 101 100 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   10
  • 48. Slide 11 111 110 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   11
  • 49. Slide 12 121 120 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   12
  • 50. Slide 13 130 131 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   13
  • 51. Slide 14 141 140 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   14
  • 52. Slide 15 150 151 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   15
  • 53. Slide 16 160 161 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   16
  • 54. Slide 17 170 171 # # tphones#2017# bile# 4/12# 1@ “spaces+ o @ spaces for+ 3 3+ ideas”+ each+ for+ d)# combination+ of+ Hub+ and+Category+ + Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   17
  • 55. Slide 18a 18a‐1 18a 1 Users gets into the device with the pull  advertising content system enabled on it 18a‐2 User activates system with that incorporates  the advertising content system g y Go to first G t fi t User activates  User activates Go to first Go to first yes personal settings  no step step in Fig 18b menu in Fig 18d 18a‐3 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   18
  • 56. Slide 18b User’s personal settings menu appears on screen,  including a button for “Set Ad Preferences” 18b‐1 User selects User performs other User performs other Go to first G t fi t yes “Set Ad  no step personal settings tasks Preferences” and/or in Fig 18c exists personal settings menu 18b‐2 Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   19
  • 57. Slide 18c System shows a menu of personal ad settings, including: ‐ Change to default ads ‐ If user selects this option, then user gets prompted to choose an ad category from among a list of ad categories that, when the user  selects and confirms a choice of ad category, will populate ads from this category on all ad keys in the system.  The list of ad categories is maintained and pulled from an advertising key database (e.g., table). ‐ Set ads by Hub key ‐ If the user selects this option, then the user is given a list of hub keys, and when the user selects a Hub key, then the user gets  prompted to choose an ad category from among a list of ad categories that, when the user selects and confirms a choice of ad  category, will populate ads from this ad category in all ad keys in the selected Hub.  The list of ad categories is maintained and pulled  from a master advertising key database (e.g., table), and the list of hub keys is maintained and pulled from the user’s personal system  database that maintains the hub key list.  The user’s ad preference settings are p[dated and maintained in a database (e.g., table)  personal to that user. ‐ Set ads by Hub/category Key y g y y ‐ If the user selects this option, then the user is given a list of hub keys, and when the user selects a Hub key, the user is then shown a  list of category keys that related to that Hub key, and when the user selects on of the category keys, then the user gets prompted to  choose an ad category from among a list of ad categories that, when the user selects and confirms a choice of ad category, will  populate ads from this ad category in all ad keys in the selected Hub/category key combination. The list of ad categories is  maintained and pulled from a master advertising key database (e.g., table), and the list of hub and category keys is maintained and  pulled from the user s personal system database that maintains the hub key list.  The user s ad preference settings are updated  pulled from the user’s personal system database that maintains the hub key list The user’s ad preference settings are updated maintained in a database (e.g., table) personal to that user. Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   20
  • 58. Slide 18d User begins/continues using the system  by selecting hub and category keys User activates  yes edit mode setting no Go to first Step in Fig 18e Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   21
  • 59. Slide 18e System changes into “edit” mode, and then ‐ The user selects a Hub key from those currently displayed ‐ The system shows the user a “edit key” menu, including the option to “set ads” for this hub key.  If the user selects that option in th menu, then the user gets prompted to choose an ad category from among a list of ad categories that, when the user selects and confirms a choice of ad category, will populate ads from this ad category in all ad keys in the selected Hub.  The list of ad categories is  maintained and pulled from a maser advertising key database (e.g., table).  The user’s ad preference settings are updated and  maintained in a database (e.g., table) personal to that user. ‐ The user selects a Category Key from those currently displayed ‐ The system shows the user a “edit key” menu, including the option to “set ads” for this category key.  If the user selects that option in  the menu,  then the user gets prompted to choose an ad category from among a list of ad categories that, when the user selects and  confirms a choice of ad category, will populate ads from this ad category in all ad keys in the selected category key combination. The  list of ad categories is maintained and pulled from a master advertising key database (e.g., table)..  The user’s ad preference settings  are updated and maintained in a database (e.g., table) personal to that user. ‐ The user selects a Link Key from those currently displayed ‐ The system shows the user a “edit key” menu, including the option to “set ads” for this link key.  If the user selects that option in the  menu,  then the user gets prompted to choose an ad category from among a list of ad categories that, when the user selects and  confirms a choice of ad category, will populate ads into the “information key” box from this ad category. The list of ad categories is  maintained and pulled from a master advertising key database (e.g., table)..  The user s ad preference settings are updated and  maintained and pulled from a master advertising key database (e g table) The user’s ad preference settings are updated and maintained in a database (e.g., table) personal to that user. Slide for User‐controlled ad content white paper © Yuvee, Inc. All Rights Reserved.   22