Asynchronous Ad Selection Reducing Latency and Data Leakage
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Solution Overview
Problem
Online advertising systems face latency issues due to the time-consuming process of real-time bidding for targeted advertisements, which delays the rendering and delivery of user-requested content, and there is a risk of data leakage from cookie syncing and user ID syncing across multiple entities.
Innovation Solution
Implementing an asynchronous advertisement selection and insertion process outside the user access point system, using a content delivery network (CDN) or supply-side platform (SSP) to conduct real-time bidding and user identity services, which reduces latency and prevents data leakage by using a universal user ID and delivering advertisements as native content rather than JavaScript.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If real-time bidding is conducted within the user access point system to deliver targeted advertisements, then advertisement targeting accuracy is improved, but latency in rendering user-requested content increases
Solution Approach 1:
The patent extracts the advertisement selection process from the user access point system and relocates it to a supply-side platform. This separation allows the user access point to render content without waiting for ad selection, while the SSP handles targeted advertising independently, thus resolving the latency issue while maintaining targeting accuracy.
Solution Approach 2:
The system performs preliminary actions by pre-fetching advertisement data and conducting selection processes in parallel with content delivery. The supply-side platform prepares ad selections in advance and delivers them asynchronously, allowing content to be rendered first while advertisements are simultaneously prepared and inserted without blocking the rendering process.
2Adaptability or versatility
If multiple entities conduct cookie syncing and user ID syncing to improve targeted advertising, then advertisement personalization is improved, but data leakage risk increases
Solution Approach 1:
The supply-side platform acts as an intermediary that centralizes the user ID syncing process. Instead of multiple entities directly syncing cookies and user IDs with each other (creating multiple data exposure points), all syncing operations are routed through the SSP, which manages the process securely and reduces the attack surface for data leakage while maintaining personalization capabilities.
3Reliability
If advertisement selection is conducted synchronously within the user access point system, then advertisement relevance is improved, but system complexity and processing load increase
Solution Approach 1:
The patent extracts the complex advertisement selection and bidding processes from the user access point system and relocates them to a specialized supply-side platform. This separation reduces the complexity and processing load on the user access point while maintaining advertisement relevance, as the SSP is specifically designed to handle these complex operations efficiently.
Data Source
AI summary
The disclosure herein relates to systems, methods, and devices for decreasing latency and/or preventing data leakage that may arise from advertisement insertion. In some embodiments, the systems, methods, and devices described herein provide for asynchronous advertisement selection and/or insertion separate from user-requested content retrieval and/or delivery, wherein the advertisement selection can be performed in parallel with and/or at a separate location from the user-requested content retrieval and/or delivery, thereby decreasing latency in rendering user-requested content. Further, in certain embodiments, the systems, methods, and devices described herein can prevent data leakage by preventing and/or circumventing the need to use cookie syncing among different DSPs, SSPs, or the like. Moreover, in some embodiments, the systems, methods, and devices described herein are configured to deliver advertisements as a native content, thereby further decreasing latency and/or preventing data leakage.