Ad Server Bidding Segmentation for Search Result Placement
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Solution Overview
Problem
Current advertisement systems on search result pages lack flexibility in display options for advertisers, as they cannot easily adjust ad placement periods, positions, or bid amounts to suit specific marketing strategies, leading to unsold ad frames and missed opportunities.
Innovation Solution
An advertisement server device and method that allows advertisers to bid on specific ad frames with customizable display periods, positions, and bid amounts, enabling continuous display at desired rankings and times, with real-time bid status visualization and easy bidding operations.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If advertisers bid for advertisement frames using traditional auction systems, then advertisement display is achieved, but advertisers cannot control display periods, positions, or bid amounts flexibly to meet specific marketing strategies
Solution Approach 1:
The advertisement frame is divided into multiple bid periods (first bid period, second bid period, etc.), allowing advertisers to bid separately for different time segments. This enables flexible control over display periods while maintaining a relatively simple bidding interface, resolving the contradiction between adaptability and complexity.
Solution Approach 2:
The system allows dynamic adjustment of bid amounts and display periods based on real-time conditions. Advertisers can modify their bids during different bid periods, and the system dynamically determines display arrangements based on bid amounts and periods, providing flexibility without requiring an overly complex system architecture.
2Reliability
If advertisers want to display advertisements continuously at the same ranking or position, then marketing effectiveness is improved, but the ranking changes in relation to bid amounts of other advertisers making continuous display difficult
Solution Approach 1:
The system performs preliminary actions by establishing bid periods and pre-determining display arrangements before actual bidding occurs. Advertisers can plan their bidding strategies in advance for specific periods, and the system pre-establishes the framework for maintaining rankings, making continuous display more reliable while preserving bid control flexibility.
Solution Approach 2:
The system ensures continuity of useful action by maintaining advertisement displays across multiple bid periods. Advertisers can bid in successive periods to maintain continuous presence at desired rankings, and the system preserves the useful action of advertisement display while allowing flexible bid adjustments through the multi-period structure.
3Productivity
If many advertisers want to display advertisements at a specific ranking or position, then competition increases, but it becomes impossible to bid without exceeding the highest bid amount and advertisements may remain unsold
Solution Approach 1:
The bidding process is segmented into multiple periods, allowing advertisers to bid in stages rather than all at once. This reduces the pressure to immediately exceed the highest bid amount, making the operation simpler while increasing ad frame utilization through progressive bidding across periods.
Solution Approach 2:
The system employs periodic action by conducting bids in successive bid periods rather than a single simultaneous auction. Advertisers can participate in each period with reasonable bid amounts, and the system periodically determines winners, thereby improving productivity through better bid distribution while maintaining ease of operation.
4Duration of action of stationary object
If the current advertisement ends after a predetermined period, then the advertisement placement time limit is satisfied, but the ad frame remains unsold until the next advertiser appears
Solution Approach 1:
The system maintains continuity of useful action by keeping the ad frame available for bidding across multiple periods. When the current advertisement ends, the frame immediately becomes available for the next bid period, eliminating idle time. This improves productivity by ensuring continuous utilization while maintaining simple bidding operations through the periodic structure.
Data Source
AI summary
An advertisement server device 1 includes: a bid advertisement frame display means 34 for generating a bid information registration page 500 for causing an advertiser terminal device 3-k to display one or more advertisement frames each of which corresponds to a search word and has a specified display position on a search result page 800, together with a bid status of each of the advertisement frames; a bid amount acceptance means 35 for accepting a bid amount for each advertisement placement period, for a designated advertisement frame; and a successful bid determination means 37 for, at a time of accepting a search word transmitted from a user terminal device 2-k, determining that the advertisement frame is successfully bid with a highest bid amount included in bid information whose advertisement placement period contains the time, from among bid information stored for the advertisement frame. This makes it possible to provide an advertisement server device that can easily display an advertisement in a manner better suited to the advertiser's needs, when displaying an advertisement within a page for displaying search results based on an entered search word or the like.