Behavioral Targeting System for Cross-Domain Ad Profitability
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Solution Overview
Problem
The inefficiency in targeting and delivering advertisements to users based on their behavioral profiles across different media properties, as existing methods struggle to accurately find and recognize users on other sites, and often fail to cover the cost of ad space with revenue generated from targeted ads.
Innovation Solution
An automatic system that calculates the expected profit from delivering ads based on user profiles and tags users with a readable tag on media properties where a positive profit is anticipated, allowing for targeted ad placement and revenue optimization.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If cookies are placed on user computers to track visitors across sites, then user recognition and targeted ad delivery are improved, but domain restrictions prevent servers from reading cookies placed by other domains
Solution Approach 1:
The patent uses an intermediary server that operates under a specific domain to place cookies that can be read by ad servers. The intermediary acts as a mediator between the advertiser's domain and the ad serving domain, allowing cookie placement and reading across domain boundaries through a trusted third-party server.
Solution Approach 2:
The ad server is designed to perform multiple functions: it serves as both the domain that places cookies and the domain that reads cookies. This multi-functionality allows the same server to both write and read cookies under its domain, eliminating the restriction that normally prevents cross-domain cookie access.
2Productivity
If ads are delivered to tracked visitors on other sites, then targeted advertising effectiveness is improved, but revenue may not cover ad space costs
Solution Approach 1:
The system performs preliminary actions by placing cookies on users' computers during their initial visits to advertiser sites. This advance preparation enables the ad server to later identify and target these users with relevant advertisements, ensuring that advertising spend is directed toward users who have already shown interest in related products or services.
Data Source
AI summary
An automatic system facilitates selection of media properties on which to display an advertisement, responsive to a profile collected on a first media property, where a behavioral-targeting company calculates expected profit for an ad correlated with the profile and arranges for the visitor to be tagged with a tag readable by the selected media property. The profit can be calculated by deducting, from the revenues that are expected to be generated from an ad delivered based on the collected profile, at least the price of ad space at a media property where the BT company might like to deliver ads to the profiled visitor. When the calculated profit is positive (i.e., not a loss), the BT company arranges for the visitor to be tagged with a tag readable by the selected media property through which the BT company expects to profit.