Performance-Based Ad Tracking via Unique Phone Numbers
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Solution Overview
Problem
Current performance-based advertising models, such as paid inclusion and paid placement, require advertisers to have a web presence, which excludes those without a web page or ineffective web pages, limiting their ability to participate in these advertising programs.
Innovation Solution
A system that allows advertisers to participate in pay-per-call advertising without a web presence by using a unique telephone number embedded in advertisements, enabling tracking and charging based on generated communication leads, and utilizing Voice Over Internet Protocol (VoIP) technology for communication, allowing non-web based interactions.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If traditional performance-based advertising models (paid inclusion, paid placement) are used, then advertisers can participate in advertising programs, but advertisers must have a web presence which excludes those without web pages
Solution Approach 1:
The patent introduces a telephone number as an intermediary element that mediates between advertisers without web presence and the advertising system. The telephone number serves as a trackable reference that replaces the traditional web page requirement, allowing advertisers to participate in performance-based advertising through telephonic communication channels instead of requiring web infrastructure
Solution Approach 2:
The patent substitutes the web-based tracking mechanism with a telephonic tracking mechanism. Instead of requiring web pages with tracking codes or pixels, the system uses telephone numbers as the tracking reference, replacing the electronic/web-based system with a telecommunication-based system that is accessible to all advertisers regardless of web presence
2Measurement precision
If unique telephone numbers are embedded in advertisements for tracking, then communication leads can be tracked and charged, but the system complexity increases to manage multiple tracking mechanisms
Solution Approach 1:
The patent segments the advertising tracking system into distinct communication channels (voice, SMS, MMS, email) with specific tracking mechanisms for each. This segmentation allows the system to handle different communication types independently, reducing overall complexity by managing each channel separately rather than creating a single complex universal tracking system
Solution Approach 2:
The patent implements dynamic selection of tracking mechanisms based on the communication type and advertiser preferences. The system can adaptively choose appropriate tracking methods (voice recognition, SMS keywords, MMS analysis, email tracking) depending on the specific communication channel being used, making the system flexible and manageable rather than static and complex
3Adaptability or versatility
If multiple communication channels are supported for advertising interactions, then advertiser accessibility improves, but the system complexity to manage diverse communication protocols increases
Solution Approach 1:
The patent creates a universal advertising platform that handles multiple communication channels (voice, SMS, MMS, email) through a common architecture. The system provides multi-functional capabilities to process different communication types using standardized procedures, allowing the platform to serve diverse communication needs without requiring separate specialized systems for each channel
Solution Approach 2:
The patent introduces communication gateways as intermediary components that translate and normalize different communication protocols into a unified internal format. These gateways act as mediators between the diverse communication channels and the core advertising system, simplifying protocol management by handling conversions and standardizations at the gateway level rather than requiring complex multi-protocol support throughout the entire system
Data Source
AI summary
Methods and apparatuses to select tracking mechanisms for the performance determination of advertisements. One embodiment includes: selecting one reference type from a plurality of reference types; and determining a reference of the selected type, the reference to be embedded in an advertisement to count communication leads generated from the advertisement. In one embodiment, the advertisement is to be charged according to a performance measure based on communication leads generated from the advertisement. For example, a price for the advertisement can be specified by a party for which the advertisement is to be presented. For example, the advertisement can be charged in response to a voice communication responding to the advertisement. In one embodiment, the plurality of reference types correspond to different mechanisms to track communication leads generated from the advertisement.