Ad Orchestration Server Dynamic Delivery
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Solution Overview
Problem
Current online advertising systems lack the ability for advertisers to dynamically adjust ad delivery based on user-specific information and the flow of marketing messages across different channels, leading to irrelevant ads being served to users who may have already received similar messages or taken actions that make the ad less relevant.
Innovation Solution
An ad server system that integrates with other marketing systems to retrieve user data from CRM, ERP, and analytics systems, using tracking tokens to map user identifiers and determine whether conditions such as message receipt and user behavior have been met, allowing for the selective and sequenced delivery of display ads based on past interactions and scheduled communications.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If advertisers use traditional ad serving methods based on scheduled time windows and user characteristics, then ads can be delivered to target audiences, but ads may become irrelevant when user behavior changes (e.g., user already bought the product)
Solution Approach 1:
The system implements feedback loops where user actions (purchases, email opens, clicks) are continuously monitored and fed back to the ad serving engine. This feedback mechanism allows the system to detect when user behavior changes and automatically adjust or pause ad delivery, ensuring ads remain relevant. For example, when a user purchases a product, the system receives this feedback and stops serving ads for that same product to that user.
Solution Approach 2:
The ad delivery system transitions from static scheduled time windows to dynamic, behavior-triggered delivery. Ad serving decisions are no longer based solely on pre-defined time schedules but adapt in real-time based on user actions across multiple channels. The system dynamically adjusts delivery timing and targeting based on observed user behavior, making the ad campaign flexible and responsive to changing user needs.
2Adaptability or versatility
If advertisers use storyboarding to serve multiple ads in sequence, then ad narrative consistency can be maintained, but the system cannot coordinate with other marketing channels (email, SMS, mobile) to avoid message inconsistency
Solution Approach 1:
The system merges previously siloed marketing systems into a unified ad delivery platform. By integrating data from CRM databases, email servers, mobile SMS servers, and web ad servers, the system creates a centralized view of user interactions across all channels. This unified approach allows coordinated messaging where email, SMS, and display ads work together harmoniously rather than creating conflicting messages to the same user.
Solution Approach 2:
The ad serving system evolves into a multi-functional platform that not only serves display ads but also coordinates with email marketing, SMS marketing, and mobile advertising. The system performs multiple functions: tracking user behavior across channels, managing storyboarding sequences, coordinating message timing, and preventing message conflicts. This universal platform handles diverse marketing activities through a single integrated system.
3Productivity
If ads are served based on pre-defined user characteristics and time schedules, then ad delivery is simple and automated, but advertisers cannot respond to real-time user actions that make ads irrelevant
Solution Approach 1:
The system performs preliminary actions by pre-defining triggering events and corresponding ad delivery rules before campaigns launch. Advertisers configure in advance what user actions should trigger ad delivery or pausing (e.g., if user opens email, then serve display ad; if user purchases, then pause ads). This preliminary configuration enables automated real-time responses without requiring complex runtime decision-making, maintaining efficiency while improving adaptability.
Data Source
AI summary
An ad orchestration server selects and sequences the delivery of ads based on multiple offline and online conditions. The ad orchestration server takes into account messages a user might have seen from the advertiser online which the ad server knows about through its tracking cookie, as well as other data about the user that is obtained using offline and other online methods.