Ad Targeting via Intermediary Data Blending
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Current methods for targeted online advertising face challenges in effectively blending advertiser data with ad network data due to complex ETL processes, data sharing complexities, and legal issues related to privacy, which hinder the delivery of finely targeted ads.
Innovation Solution
A system and method that combines advertiser data with ad network data in real-time by using a bridge, such as a JavaScript API, to select appropriate ads without sharing proprietary consumer data, allowing advertisers to influence ad targeting decisions based on their own consumer profiles, thereby avoiding data transfer and legal complications.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If advertiser data is combined with ad network data to achieve fine-grained ad targeting, then ad targeting precision is improved, but data sharing complexity and legal issues increase
Solution Approach 1:
The patent introduces an intermediary computing entity that receives data from both the advertiser and the ad network, performs the combination and matching operations, and returns results without requiring direct data sharing between the advertiser and ad network. This mediator architecture enables fine-grained targeting while avoiding the complexity and legal issues of direct data exchange.
Solution Approach 2:
The patent segments the data combination process into separate functional components: the advertiser provides campaign criteria, the ad network provides user data, and the intermediary performs the matching. This segmentation allows each entity to maintain data control while achieving combined insights, reducing data sharing complexity.
2Loss of information
If complex ETL processes are used to blend advertiser and ad network data, then data integration completeness is improved, but processing time and system complexity increase
Solution Approach 1:
The patent performs data preparation and formatting in advance within the intermediary system, establishing standardized data structures before actual matching occurs. This preliminary action reduces the complexity and time of real-time processing while maintaining complete data integration.
Solution Approach 2:
The intermediary computing entity centralizes the ETL process, performing extracting, transforming, and loading operations in one location rather than requiring complex bidirectional data exchanges. This approach maintains data integration completeness while significantly reducing processing time and system complexity.
3Measurement precision
If advertiser data is shared with ad networks for targeted advertising, then ad relevance is improved, but privacy and legal risks increase
Solution Approach 1:
The intermediary computing entity acts as a privacy-protecting mediator that processes and combines data without requiring direct sharing between the advertiser and ad network. This architecture maintains ad relevance through accurate matching while minimizing privacy and legal risks by preventing sensitive data from leaving its source environment.
Solution Approach 2:
The patent extracts only the necessary matching criteria and results from the data combination process, rather than sharing complete datasets. This extraction approach enables relevant advertising while removing unnecessary personal information from the exchange, reducing privacy and legal exposure.
Data Source
AI summary
A method and a system are provided for blending advertiser data with ad network data in order to serve finely targeted ads. In one example, the system receives campaign information from one or more advertisers. The campaign information includes at least one of a budget, criteria, and a creative. The system receives a notification from a user device about an available ad spot on a webpage for display at a browser running on the user device. The system receives data from an advertiser. The data from the advertiser pertains to managing an ad to be sent to the user device to fill the ad spot on the webpage. Then, the system combines the data from the advertiser with data from an ad network to obtain combined data. The ad network is configured for managing at least part of an ad campaign. The advertiser is also configured for managing at least part of the ad campaign.