Ad Placement via Attention Degree Indices
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Solution Overview
Problem
Conventional advertisement distribution systems fail to accurately rank and position advertisements based on their attention degree within a page layout, leading to situations where high-ranked advertisements are inadvertently placed at low-attention positions, affecting their click-through rates.
Innovation Solution
An information distribution apparatus and method that acquires and ranks arrangement positions on a display screen based on attention degree indices, adjusting the ranking of advertisements to optimize their placement according to the attention degree of each position, ensuring higher-ranked advertisements are placed at high-attention areas.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If advertisement information is ranked and distributed based on predetermined ranking processes (e.g., CTR), then the ranking accuracy is improved, but the attention degree of the posting position is not considered causing high-ranked ads to be placed at low-attention positions
Solution Approach 1:
The system changes the parameter basis for distribution by introducing attention degree indices (based on eye-tracking data, heat maps, or positional analysis) as a new dimension alongside traditional ranking metrics. The distribution determination unit combines both ranking results and attention degree indices to select optimal posting positions, ensuring high-ranked advertisements are placed in high-attention areas rather than relying solely on predetermined ranking processes.
Solution Approach 2:
The invention adds a new dimension (attention degree) to the traditional one-dimensional ranking system. By evaluating both the ranking result and the attention degree index independently, then integrating them for final distribution decisions, the system transforms a single-criteria allocation problem into a multi-criteria optimization problem, preventing high-ranked ads from being misplaced in low-visibility positions.
2Adaptability or versatility
If advertisement information is posted in series of Web content covering multiple screens, then the content coverage is improved, but the attention degree reversal phenomenon occurs where low-ranked ads at favorable positions outperform high-ranked ads at unfavorable positions
Solution Approach 1:
The system applies local quality evaluation by determining attention degree indices for specific posting positions within each view of multi-screen Web content. Instead of treating all positions uniformly, the system evaluates each position's attention characteristics (e.g., proximity to fold line, position within view, visual prominence) and matches advertisements to positions with compatible attention profiles, ensuring consistent performance across different content coverage scenarios.
Solution Approach 2:
The system performs preliminary analysis of attention degree indices for all potential posting positions before final advertisement distribution. By pre-evaluating the attention characteristics of each position in multi-view content and storing these indices, the system can quickly match high-ranked advertisements to high-attention positions during distribution, preventing the reversal phenomenon before it occurs.
3Adaptability or versatility
If the posting position of high-ranked advertisement information is near the bottom of the first view, then the layout flexibility is improved, but the click-through rate decreases due to low attention degree
Solution Approach 1:
The system incorporates feedback loops where attention degree indices are continuously measured from user behavior data (eye-tracking, click patterns, scroll behavior) and used to adjust future advertisement distribution decisions. When high-ranked advertisements are placed in positions with measured low attention degrees, the system learns from this feedback and adjusts subsequent placements to avoid similar low-performing positions, thereby improving click-through rates while maintaining layout flexibility.
Data Source
AI summary
An advertisement distribution device includes: an arrangement position acquisition unit configured to acquire an arrangement position on a display screen of a terminal to display advertisement information; an attention degree index extracting unit configured to extract an attention degree index of the arrangement position based on acquisition of a specific position on the display screen and an attention degree index of the specific position; an arrangement position ranking unit configured to rank a plurality of arrangement positions based on a plurality of attention degree indices extracted by the attention degree index extracting unit; a distribution information ranking unit configured to rank a plurality of pieces of advertisement information based on a predetermined ranking process; and a distribution unit configured to distribute the plurality of pieces of advertisement information based on the ranks of the plurality of pieces of advertisement information and the ranks of the plurality of arrangement positions.