Real-Time Ad Exposure Attribution for Cross-Channel Purchase Tracking
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Solution Overview
Problem
Consumer Packaged Goods (CPG) brands face inefficiencies in tracking advertising media effectiveness due to the complexity of correlating consumer media exposure events across different channels and times, leading to a significant loss of consumers, and current tools fail to provide scalable and efficient attribution.
Innovation Solution
A system that tracks sponsored digital media advertisement exposures via a retail media network using client devices and servers, integrating software development kits to capture media exposure events in real-time and correlate them with point-of-sale transactions, ensuring privacy and security through user consent and encryption.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If sophisticated advertising tracking tools are used to track consumer media exposure events across multiple channels, then measurement precision is improved, but device complexity increases due to heterogeneous mosaic of consumer-product interaction events
Solution Approach 1:
The system segments the complex tracking problem into separate components: a publisher SDK for capturing media exposure events, a centralized server for processing and correlating events across channels, and a register structure for storing user-product-ad relationships. This segmentation allows each component to handle specific aspects of tracking independently, reducing overall system complexity while maintaining precision.
Solution Approach 2:
The patent introduces a centralized server as an intermediary between publishers and advertisers, which processes and correlates heterogeneous media exposure events from multiple channels. This intermediary layer abstracts the complexity of multi-channel event correlation from the advertisers, providing simplified access to attributed conversion data while handling the complex correlation logic centrally.
2Productivity
If real-time tracking of media exposure events is implemented, then productivity is improved through faster attribution, but loss of time occurs in correlating events across different channels and times
Solution Approach 1:
The system performs preliminary actions by capturing media exposure events in real-time at the moment they occur, immediately creating and updating registers with user-product-ad relationships. This preliminary capture ensures that when purchases occur later, the attribution data is already ready and correlated, eliminating time loss in the correlation process while maintaining real-time productivity.
Solution Approach 2:
The register structure maintains continuous updating of user-product-ad relationships as media exposure events occur in real-time. This continuous action ensures that the system always has current attribution data ready, eliminating gaps or delays in correlation when purchases happen, thus maintaining both real-time productivity and accurate attribution.
3Measurement precision
If comprehensive tracking of consumer interactions is implemented, then measurement precision is improved, but loss of information occurs due to failure to track advertising media effectiveness
Solution Approach 1:
The system implements feedback by continuously updating the register with new media exposure events and purchase data, creating a closed-loop attribution system. This feedback mechanism ensures that all consumer interactions are captured and correlated, preventing information loss while maintaining high measurement precision through continuous data accumulation and processing.
Data Source
AI summary
A method to track and a consumer-product interaction is provided. The method includes accessing a website viewed remotely, via a client device, by a user, identifying a sponsored advertisement payload on the website, the sponsored advertisement pay load associated with a featured product, determining that the user has interacted with the sponsored advertisement pay load, creating, in a server, a register associating the sponsored advertisement payload, the featured product, and the user, identifying a transaction by the user associated with the featured product, and updating an attribute of the sponsored advertisement pay load based on the transaction. A system including a memory storing instructions and a processor to execute the instructions and cause the system to perform the above method are also provided.