Browser Script Real-Time Ad Auction Bidding
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Solution Overview
Problem
Web-based advertising systems lack an efficient mechanism for advertisers to dynamically bid on ad impressions in real-time, leading to suboptimal ad placement and revenue generation for both web sites and advertisers.
Innovation Solution
A method and system where a browser script polls servers to solicit bids for ad placement on a per-impression basis, evaluating bids based on context information and selecting the best ad to present, which can include adjusting bids using factors like past user interactions and ad relevance, ensuring optimal ad placement and revenue generation.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If traditional ad placement systems are used, then ad presentation is simple and fast, but ad value optimization and revenue generation are suboptimal
Solution Approach 1:
The patent implements dynamic bid adjustment by allowing advertisers to set bidding strategies that automatically modify bid amounts based on real-time factors such as user context, device type, and historical performance. The system dynamically optimizes ad values through continuous bid evaluations rather than using static pre-negotiated rates, enabling adaptive revenue maximization while maintaining system manageability through structured bidding frameworks.
2Productivity
If real-time bidding is implemented, then ad value is optimized, but processing time and computational resources increase
Solution Approach 1:
The patent implements preliminary action by pre-negotiating and storing bid parameters, bidding strategies, and evaluation criteria before the actual ad auction occurs. Advertisers pre-configure their bidding rules, target audiences, and budget constraints, which are then rapidly evaluated during the real-time auction without requiring complex computations at bid placement time. This pre-processing significantly reduces the computational burden and time required during actual ad serving while maintaining optimization capabilities.
3Measurement precision
If per-impression bidding is used, then ad placement precision is improved, but system complexity and implementation difficulty increase
Solution Approach 1:
The patent applies segmentation by dividing the ad serving process into distinct modular components: bid request generation, bid evaluation, winner selection, and ad delivery. Each component handles a specific aspect of the per-impression bidding process independently, allowing for targeted optimization and easier maintenance. The system segments bidder information, context data, and evaluation criteria into separate data structures that can be processed efficiently, reducing overall implementation complexity while maintaining high placement precision.
Data Source
AI summary
In one aspect, there is provided a method for polling, by a script at a browser, one or more servers by sending messages to the one or more servers. The one or more messages may solicit one or more bids for presenting an ad at the browser. The one or more messages may also enable access to information at the browser. The information may be relevant to the one or more servers making the one or more bids. The script may receive one or more responses from the one or more servers. The one or more responses include the one or more bids. The script may also evaluate the one or more bids, and select one of the bids based on the evaluation.