Browser-Login Mapping for Target Advertising Inventory Expansion
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Solution Overview
Problem
Search portal sites face challenges in collecting user profile information due to low login rates, making it difficult to provide tailored advertisements effectively, as they can only display ads associated with user queries and not when users are not actively searching.
Innovation Solution
A method and system that maps browser cookie information and login cookie information to generate browser-login mapping information, allowing for the identification of user profiles even when users are not logged in, thereby enabling the display of tailored advertisements.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If search portal sites use target advertising method to identify user inclination and provide tailored advertisement data, then advertising effectiveness is improved, but user profile information collection becomes difficult due to low login rate
Solution Approach 1:
The patent introduces a cookie-based identification system as an intermediary mechanism. Instead of directly relying on user login status, the system uses browser cookies to track and identify users anonymously. This intermediary approach allows the collection of user behavior information and provision of tailored advertisements without requiring users to be logged in, thus resolving the contradiction between advertising effectiveness and information collection difficulty
Solution Approach 2:
The patent creates a virtual user profile copy through cookie identification. Rather than requiring access to actual user account information, the system generates a surrogate user profile based on browser cookie data and viewing behavior. This copied profile information is sufficient for target advertising purposes, enabling effective advertisement delivery without compromising user privacy or requiring login authentication
2Quantity of substance
If search portal sites display various types of advertisement data through rolling, then advertisement coverage is improved, but user engagement decreases as users discard the scheme
Solution Approach 1:
The patent applies local quality by customizing advertisement content according to specific user characteristics identified through cookie tracking. Instead of displaying uniform rolled advertisements to all users, the system tailors advertisement selection to match individual user preferences, browsing history, and behavior patterns. This localized approach to advertisement delivery maintains high coverage while significantly improving user engagement by presenting relevant content to each user
3Measurement precision
If search portal sites display advertisement data associated with user query only, then advertisement relevance is improved, but advertising opportunity is lost when user does not enter query
Solution Approach 1:
The patent implements preliminary action by pre-analyzing user browsing behavior, page viewing patterns, and interaction history through cookie tracking before users submit queries. The system proactively builds user profiles and prepares personalized advertisement selections in advance. This allows the system to display relevant advertisements even when users are merely browsing without entering queries, thus maintaining high advertisement relevance while capturing additional advertising opportunities that would otherwise be lost
Data Source
AI summary
A target advertising system includes a user profile database configured to store browser-login mapping information associated with mapping of browser cookie information and login cookie information, an advertisement server configured to identify an access by a web browser and to transfer browser cookie information of the web browser to a user behavior server, and the user behavior server configured to receive the browser cookie information from the advertisement server, to identify, from the user profile database, user profile information of the browser-login mapping information corresponding to the browser cookie information, and to transfer the identified user profile information to the advertisement server.