Targeted Content Delivery via Attitude-Based Website Selection
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Solution Overview
Problem
Advertisers and content providers face challenges in delivering targeted content to specific audience members with particular attitudes while minimizing exposure to opposing attitudes, as existing methods lack effectiveness in selecting optimal websites for targeted content delivery.
Innovation Solution
A method involving a central database that receives survey responses, website visitation information, and demographic data to determine attitude values and Quality Visitation Index (QVI) for websites, allowing for targeted content delivery to websites likely visited by intended audience members while minimizing exposure to opposing groups.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If traditional content delivery methods are used, then content can be displayed on websites, but the content cannot be effectively targeted to audience members with specific attitudes
Solution Approach 1:
The system performs preliminary actions by collecting survey responses, website visitation information, and demographic data before content delivery. Attitude values are determined in advance for each audience member, and Quality Visitation Index values are calculated for websites based on their likelihood of being visited by target audience members. This preliminary classification enables precise content targeting without adding complexity to the actual content delivery process.
Solution Approach 2:
The system introduces intermediary elements including a central database that stores audience member information and website characteristics, and algorithmic processors that determine attitude values and QVI scores. These intermediaries act as mediators between content providers and websites, matching content to the appropriate audience-website combinations based on predetermined criteria, thereby achieving precise targeting without direct complex interactions between all parties.
2Productivity
If content is delivered to maximize reach to target audience, then content delivery effectiveness improves, but exposure to opposing attitudes increases
Solution Approach 1:
The system applies local quality by determining the Quality Visitation Index for each individual website based on its specific characteristics and the attitude values of its visitor demographic. Rather than applying a uniform targeting approach across all websites, the system evaluates and selects websites locally based on their QVI scores, ensuring content is delivered to websites with high concentrations of target audience members while minimizing exposure to opposing attitudes.
Solution Approach 2:
The system incorporates feedback mechanisms by using survey responses and website visitation data to continuously refine attitude values and QVI calculations. The central database accumulates information about which websites are visited by audience members with specific attitudes, and this feedback is used to update targeting parameters, improving the precision of content delivery while reducing exposure to opposing attitudes over time.
3Quantity of substance
If website selection is based on general traffic metrics, then content reach is maximized, but targeting precision to specific attitude groups is lost
Solution Approach 1:
The system changes the parameters used for website selection from general traffic metrics to attitude-based parameters. Instead of selecting websites based solely on overall visitor volume, the system calculates Quality Visitation Index values that incorporate the proportion of visitors with specific attitude values. This parameter transformation enables simultaneous optimization of both content reach (through high-traffic websites) and attitude targeting precision (through attitude-weighted selection criteria).
Data Source
AI summary
A method of selecting a website for delivery of targeted content to an audience member computer based on attitude values associated with audience members who participate in a computer implemented survey is disclosed. The survey response information, as well as website visitation information, and demographic information associated with the audience members may be collected and stored in a central database. An attitude value may be determined from the survey response information and/or the other information for the audience members. The attitude value may indicate the audience member's view about an issue, topic, product, service or the like. The attitude value in conjunction with other website visitation information may be used to select a website for delivery of the targeted content to the audience members.