Ad Serving System for Retailer Product Information Matching
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Solution Overview
Problem
The lack of standardized consumer feedback measurement systems for online advertising makes it difficult for advertisers to determine the effectiveness of personalized ad campaigns, and the absence of communication protocols between retailers and manufacturers leads to inefficient product promotions, resulting in high overhead costs and diversion of user traffic.
Innovation Solution
A system and method that allows retailers and manufacturers to supply product information to an ad serving system, enabling the identification and presentation of matching products on content pages with links to product pages, thereby facilitating targeted advertising and product promotions while maintaining control over brand presentations.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If manufacturers are given autonomy to control brand products on retailer web sites, then advertising effectiveness is improved, but user traffic is diverted to third party web sites
Solution Approach 1:
The patent introduces an intermediary system (ad serving system with standardized communication protocols) that mediates between manufacturers and retailers. This intermediary enables manufacturers to promote products effectively while retailers maintain control over their website and user traffic, resolving the conflict between advertising effectiveness and traffic retention.
Solution Approach 2:
The patent segments the advertising function from the retail platform by allowing manufacturers to submit product information through standardized protocols while retailers independently manage their websites. This segmentation enables both parties to optimize their objectives without direct conflict, with retailers maintaining traffic control and manufacturers achieving effective promotion.
2Ease of operation
If retailers independently develop category presentations and product information, then control over brand products is maintained, but overhead costs increase
Solution Approach 1:
The patent creates a universal standardized communication protocol that enables retailers to receive product information from multiple manufacturers through a single interface. This multi-functional system allows retailers to maintain control over their platforms while reducing the overhead of independently developing and updating product information for each manufacturer.
Solution Approach 2:
The standardized protocol enables manufacturers to self-service by automatically providing their product information to retailers through the established communication standard, eliminating the need for retailers to manually create and update product listings for each manufacturer, thereby reducing overhead costs.
3Measurement precision
If product information is updated every time a new product is released, then product listings remain current, but overhead costs increase
Solution Approach 1:
The standardized communication protocol enables manufacturers to preliminarily submit their product information to retailers in advance. This allows retailers to have accurate and up-to-date product listings without the overhead of manual updates, as the standardized system automatically reflects new product releases from manufacturers.
4Productivity
If standardized communication protocols are implemented between retailers and manufacturers, then product promotions become efficient, but system complexity increases
Solution Approach 1:
The patent standardizes communication by establishing uniform parameters and data formats for product information exchange between retailers and manufacturers. This standardization simplifies the overall system by providing clear, consistent rules for communication, making the protocol easier to implement and maintain despite the increased level of standardization.
Data Source
AI summary
System, methods and computer program products for identifying a featured product based on product information submitted by retailers and manufacturers are described. In some implementations, a retailer and a manufacturer can supply product information to an ad serving system. Based on the product information supplied by the retailer and the manufacturer, a product matching the product can be identified. The matching product can then be presented on a content of the retailer that links to a product page of the matching product.