Adaptive Ad Exposure Control Using Frequency and Lift Measurements
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Solution Overview
Problem
Existing online advertising campaigns face challenges in measuring the effectiveness due to high frequency and short exposure times of advertisements, leading to underexposure or overexposure of audiences, which affects return on investment (ROI) calculations.
Innovation Solution
A method and system for inhibiting media content transmission based on frequency and exposure measurements, using a hardware processor to determine optimal exposure frequency and time, segment viewers into groups for content delivery, and adjust delivery strategies accordingly.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If high frequency advertisement delivery is used, then the quantity of advertisements delivered increases, but the exposure time per advertisement decreases leading to underexposure
Solution Approach 1:
The system dynamically adjusts the frequency and timing of advertisement delivery based on real-time measurements of consumer exposure. By making the delivery schedule adaptive rather than static, the system can increase quantity delivered while ensuring each advertisement receives adequate exposure time, resolving the contradiction between high volume delivery and sufficient exposure duration.
Solution Approach 2:
The patent implements a feedback mechanism that measures actual consumer exposure to advertisements and uses this information to adjust future delivery decisions. This closed-loop control allows the system to monitor whether advertisements are being adequately exposed and modify delivery frequency accordingly, preventing both underexposure and wasteful overdelivery.
2Quantity of substance
If multiple advertising channels are used, then the quantity of advertisement impressions increases, but the measurement precision of conversion attribution decreases
Solution Approach 1:
The patent segments the advertising delivery process by creating distinct measurement protocols for different advertising channels. By dividing the overall measurement task into channel-specific segments, the system can track conversions more precisely across multiple channels without losing attribution accuracy, even as the total quantity of impressions increases.
Solution Approach 2:
The system introduces an intermediary measurement layer that sits between multiple advertising channels and the conversion tracking system. This intermediary component standardizes and harmonizes data from various channels, enabling precise conversion attribution across the entire multi-channel ecosystem while maintaining the ability to deliver high volumes of impressions.
3Productivity
If advertisement delivery is increased to reach more consumers, then the productivity of advertising campaign increases, but the loss of resources due to overexposure increases
Solution Approach 1:
The system uses feedback from exposure measurements to control the advertisement delivery process. By continuously monitoring whether consumers have been adequately exposed to advertisements, the system can stop delivery once the optimal exposure threshold is reached, preventing resource wastage from overexposure while maintaining high productivity through efficient target acquisition.
Solution Approach 2:
The patent changes the parameter of delivery frequency based on measured exposure levels. When exposure measurements indicate that optimal exposure has been achieved, the system adjusts the delivery parameter to reduce frequency, thereby preventing resource wastage. This dynamic parameter adjustment allows the system to maintain high productivity during the acquisition phase while avoiding losses during the saturation phase.
Data Source
AI summary
Mechanisms for inhibiting the transmission of media content based on frequency and exposure measurements are provided. In some embodiments, the method comprises: receiving consumption information of a plurality of content items associated with a plurality of viewers; determining, from the consumption information, exposure frequency for each viewer of the plurality of viewers, exposure time of a set of content items provided to each viewer of the plurality of viewers, and lift for each viewer of the plurality of viewers, wherein the lift corresponds to a difference of an expected number of treated conversions and an expected number of untreated conversions over a sum of the expected number of treated conversions and the expected number of untreated conversions; determining an optimal exposure frequency and an optimal exposure time based on the exposure frequency, the exposure time, and the lift; generating (i) a first user segment in which a plurality of additional content items should be provided to a viewer of the plurality of viewers, (ii) a second user segment in which at least one additional content item should be provided to the viewer of the plurality of viewers, and (iii) a third user segment in which no additional content items should be provided to the viewer of the plurality of viewers; receiving a request for a content item from a user device; determining whether the user device should be assigned with the first user segment, the second user segment, or the third user segment; in response to determining that the user device should be assigned to the first user segment, transmitting the plurality of additional content items until determining that the user device should be assigned to the second user segment based on updated exposure frequency information and updated exposure time information; continuing to transmit the at least one additional content item to the user device while the user device is positioned within the second user segment until determining that the user device should be assigned to the third user segment based on the updated exposure frequency information and the updated exposure time information; and inhibiting the presentation of any additional content items on the user device in response to the user device being positioned within the third user segment.