Auction Apparatus for Dynamic Advertisement Replacement in Video Content
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Solution Overview
Problem
Existing moving image distribution services face challenges in displaying advertisements desired by advertisers, as current techniques do not effectively manage the display of advertisements over time, leading to outdated ads being shown, and fail to prioritize advertiser preferences.
Innovation Solution
An auction apparatus and method that allows content creators to plan and auction off advertising spaces within moving images, enabling advertisers to bid on the right to display and replace advertisements, ensuring that desired ads are shown and funds are raised for content creation.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If advertisements are incorporated into moving image content during creation, then content creators can ensure funds beforehand through program auctions, but advertisers cannot display updated advertisements as their desired ads may become outdated over time
Solution Approach 1:
The patent separates the advertisement display function from the content creation process by introducing a replacement right mechanism. Advertisements are segmented into two phases: initial incorporation during content creation (ensuring fund assurance) and potential replacement afterward (enabling adaptation). This allows the system to maintain both reliability of fund collection and adaptability of advertisement content.
Solution Approach 2:
The patent introduces dynamic replaceability of advertisements through auction mechanisms. Advertisements transition from static (fixed at content creation) to dynamic (replaceable based on subsequent auctions). The replacement right allows advertisers to update ads while content remains distributed, resolving the contradiction between ensuring funds upfront and maintaining advertisement freshness.
2Ease of manufacture
If advertisements are fixed in moving image content at creation time, then content distribution is simplified, but advertisers lose the ability to display current and desired advertisements
Solution Approach 1:
The patent applies preliminary action by incorporating advertisements during content creation, ensuring content can be distributed immediately with ads already in place. This maintains ease of manufacture and distribution simplicity while laying the groundwork for future replacements that preserve advertisement relevance.
Solution Approach 2:
The patent introduces a feedback mechanism through auction-based replacement rights. Advertisers can bid to replace ads based on their current marketing needs, and the system processes these replacement requests. This feedback loop ensures advertisements remain relevant while maintaining the initial simplicity of content distribution.
3Reliability
If program auctions are used to ensure funds beforehand, then content creators receive guaranteed investment, but the system cannot accommodate advertisers who want to display updated advertisements
Solution Approach 1:
The patent makes the advertisement system dynamic by allowing replacements through subsequent auctions after the initial program auction. The advertisement state transitions from fixed (ensuring investment guarantee) to flexible (allowing updates). This dynamic approach maintains investment reliability while improving advertisement management flexibility.
Solution Approach 2:
The patent changes the parameter of advertisement replaceability from false (fixed at creation) to true (replaceable via auction). This parameter change enables the system to maintain investment guarantees from program auctions while accommodating advertiser needs for updated advertisements through controlled replacement mechanisms.
Data Source
AI summary
An auction apparatus according to the application includes a plan receiving unit and an auction providing unit. The plan receiving unit receives plan information indicating a plan of content from a content creator who creates the content. The auction providing unit presents the plan information received by the plan receiving unit and provides an auction service in which bid targets are a right to display an advertisement in an advertising space that is set to the content and a right to replace the advertisement displayed in the advertising space.