Online Ad Certificates for Click-Through Trust
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Solution Overview
Problem
Online advertisements lack information about the advertiser, advertised goods or services, and destination websites, leading to uncertainty for viewers, which can negatively impact click-through rates due to the absence of trustworthiness and reliability indicators.
Innovation Solution
Incorporating additional information, such as certificates and graphics, next to or within advertisements to provide viewers with trustworthiness and reliability data, including malware checks, ratings, and reviews, which can be dynamically updated and verified using digital signatures to ensure authenticity.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If additional information such as certificates and graphics is incorporated next to or within advertisements, then viewer confidence and trustworthiness are improved, but device complexity and advertisement structure become more complex
Solution Approach 1:
The advertisement system is segmented into distinct components: the original advertisement, the certificate/graphics element, and the digital signature verification layer. This segmentation allows each component to serve its specific function independently while working together to enhance viewer confidence without overwhelming complexity in any single element.
Solution Approach 2:
A digital signature verification mechanism acts as an intermediary between the advertisement and the viewer. This intermediary provides trusted verification of the certificate's authenticity without requiring the viewer to directly analyze complex cryptographic details, thus simplifying the user experience while maintaining security.
2Reliability
If digital signatures are used to verify authenticity of certificates, then reliability of information is improved, but manufacturing precision and implementation complexity increase
Solution Approach 1:
The digital signature system is designed to be self-verifying through standard cryptographic protocols. The verification process automatically confirms authenticity without requiring manual intervention or complex implementation logic, allowing the system to serve itself in validating information integrity.
Solution Approach 2:
The system changes the state of information from unverified to verified by applying digital signatures. This parameter change in information status is achieved through standard cryptographic operations that can be implemented with existing technology, avoiding the need for overly complex implementation while ensuring reliability.
3Adaptability or versatility
If certificates and graphics are dynamically updated, then adaptability and freshness of information are improved, but loss of time and processing requirements increase
Solution Approach 1:
Certificates and their digital signatures are prepared and validated in advance before being displayed to viewers. This preliminary action ensures that when the advertisement is viewed, the verification is already complete or can be quickly performed, reducing any time loss during the actual viewing process while maintaining information freshness.
Solution Approach 2:
The system allows certificates and associated graphics to be dynamically updated and re-verified as needed. This dynamic capability enables the advertisement to reflect current and accurate information while using efficient verification mechanisms that minimize processing time during updates.
Data Source
AI summary
Embodiments are directed towards improving a user's experience and confidence in advertisements shown within web pages or other online media, in part, by providing additional information for a given advertisement to be displayed along with the given advertisement to encourage, or discourage, a user to click on or interact with the advertisement. Such information to be displayed about a given advertisement may include, without limitation, information about the advertisement, such as its security status (e.g. it has been found to be free from malware), information about the advertiser, including if the advertiser is determined to be trusted based on some criteria, customer satisfaction information, information about the goods and/or services being advertised, including, for example, if how they compare to a competitor, and information about the destination Web page or Web site that the advertisement leads to when a user clicks it.