Ad Server Integrating Multi-Source Data for Personalized Banner Ads
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Solution Overview
Problem
Combining data from multiple sources to create personalized banner ads is challenging due to the difficulty in effectively integrating information from various parties, leading to a lack of tailored advertisements for consumers.
Innovation Solution
A system that transmits a tracking pixel to consumer devices, combines tracking data with transaction account data, and matches it with third-party and second-party data using an ad server, creating a unique cookie to select and deliver personalized banner ads.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If data from multiple sources is combined to create personalized advertisements, then the personalization and targeting accuracy is improved, but the system complexity and difficulty of integrating information increases
Solution Approach 1:
The patent employs an ad server as an intermediary component that receives and integrates data from multiple sources including tracking pixels, transaction account data, third-party data sources, and web servers. The ad server matches this diverse data in a unique cookie and selects personalized banner ads, thereby managing the complexity of data integration while enabling personalized advertising.
2Measurement precision
If tracking data is collected and combined with multiple data sources, then the accuracy of targeted advertisements is improved, but the amount of data processing and resources required increases
Solution Approach 1:
The system performs preliminary actions by collecting and storing tracking data, transaction account data, third-party data, and second-party data in advance before the advertisement selection process. The ad server matches this pre-collected data in a unique cookie, which streamlines the subsequent ad selection and reduces real-time processing requirements.
3Reliability
If personalized banner ads are delivered to consumers, then the relevance and effectiveness of advertisements is improved, but the need for multiple data sources and integration mechanisms increases system complexity
Solution Approach 1:
The ad server performs multiple functions within a single system component: it receives tracking data from tracking pixels, integrates transaction account data, incorporates third-party data from external sources, receives second-party data from web servers, matches all this data in a unique cookie, and selects personalized banner ads. This multi-functionality reduces the need for separate specialized components.
Data Source
AI summary
A transaction account provider may obtain transaction information from consumer transactions and information from a consumer browsing a transaction account provider website, collectively first-party data. A web server may obtain second-party data from a consumer's use of a merchant website. Additional third-party data may be purchased from a third-party data source. An ad server may use the first-party data, the second-party data, and the third-party data to select a relevant personalized banner ad to be displayed to the consumer.