Abstract: Provided is a display control mechanism for improving functionality of a handheld mobile device including an operating system (OS). The display control mechanism includes a content delivery system (CDS) configured to create an advertising (ad) message, the add message being represented by templates formatted into a plurality of portions. A first template portion includes instructions directing how to render the ad message to interact with the mobile device based upon capabilities of the device, a second template portion includes instructions directing what to render as content of the ad message based upon the device capabilities, and a third template portion includes data for use in rendering the ad message. A content message layer manipulates the OS and the device capabilities, and includes one or more application programming interfaces (APIs) configured to receive, store, and render messages sent by CDS.

Abstract: This disclosure relates to the use of a content message layer or a mobile device edge technology to render and measure interactive impression messages to a mobile device during a specified time and place and with discretionary control. Furthermore, the disclosure describes a new mobile message delivery and measurement channel that joins the message sender and recipient in a closed-loop progressive conversation and where messages can be rolled over in time.