Ad Content Display Probability Model for Webpage Performance
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Solution Overview
Problem
Displaying ad content on webpages can negatively impact performance metrics such as dropout and conversion rates, as links in ads direct traffic away from the original website, potentially reducing the webpage's ability to fulfill its objectives, necessitating a balanced approach to determine when ad display is beneficial or harmful.
Innovation Solution
A system and method that use machine learning to generate a probability model based on user visit data, predicting outcomes for performance metrics, and deciding whether to display ad content or an ad-free version of a webpage based on these predictions, optimizing ad placement and format to align with performance objectives.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If ad content is displayed on a webpage, then revenue is generated through remuneration, but dropout rate increases and conversion rate decreases
Solution Approach 1:
The system dynamically adjusts ad content display decisions based on real-time probability predictions. A probability model evaluates whether displaying ad content will satisfy performance objectives, allowing the system to adapt its behavior (display or not display ads) based on predicted outcomes for each specific webpage and user context, rather than following a static rule
Solution Approach 2:
The system uses feedback from the probability model predictions to guide ad display decisions. By continuously evaluating the predicted impact on performance metrics and adjusting display decisions accordingly, the system creates a closed-loop control mechanism that balances revenue generation with performance objective maintenance
2Quantity of substance
If ad content with links to different websites is displayed, then remuneration is received, but visitors leave the original website increasing dropout rate
Solution Approach 1:
The system converts the potentially harmful effect of ad links (traffic loss) into a beneficial decision-making process. By using probability models to predict when ad display will or won't cause harmful traffic loss, the system selectively displays ads only in situations where the harm is minimized or avoided, thus converting the harmful potential into a controlled, beneficial outcome
3Quantity of substance
If ad content is displayed to generate revenue, then conversion rate may decrease, but overall website performance needs to be maintained
Solution Approach 1:
The system changes the parameter of ad display decision-making from a binary choice to a probability-based evaluation. By assessing the predicted impact on conversion rate and other performance metrics through probability modeling, the system adjusts its display parameters dynamically, choosing to display ads only when the predicted negative impact on conversion rate is acceptable given the revenue benefit
Data Source
AI summary
Systems and methods including one or more processing modules and one or more non-transitory storage modules storing computing instructions configured to run on the one or more processing modules and perform acts of collecting training attribute values for a set of attributes; generating a probability model using the training attribute values, the probability model providing predicted outcomes for at least one attribute in the set of attributes; identifying, using the probability model, a first predicted outcome corresponding to a subsequent combination of attribute values collected by a collection module, wherein the predicted outcomes can comprise the first predicted outcome; coordinating a first display of an ad content version of a subsequent webpage when the first predicted outcome satisfies an objective of the subsequent webpage, wherein the first display can comprise: (a) an ad at a first location on the subsequent webpage and a webpage content in a first format at a second location on the subsequent webpage; or (b) the ad at a third location on the subsequent webpage and the webpage content in a second format at a fourth location on the subsequent webpage; and coordinating a second display of an ad-free version of the subsequent webpage when the first predicted outcome does not satisfy the objective of the subsequent webpage. Other embodiments are disclosed herein.