Connected TV OOH Ad Negotiation Using Proximate Device Metadata
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Solution Overview
Problem
Existing out-of-home (OOH) advertising systems for connected TVs lack the ability to deliver contextually relevant advertisements due to limited metadata associated with the devices, resulting in low-value bids and unused advertising inventory.
Innovation Solution
A system that utilizes mobile advertising identifiers (MAIDs) from user devices in proximity to connected TV OOH streaming devices to negotiate and display advertisements, incorporating user location and profile data to enhance targeting and bidding precision.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If traditional OOH advertising systems are used with limited device metadata, then device complexity is reduced and ease of operation is maintained, but advertising relevance and bid value deteriorate
Solution Approach 1:
The patent combines multiple data sources (user device metadata, location information, proximity data) into a unified advertising negotiation system. This merging of information sources enriches the metadata available for ad targeting without requiring separate complex systems for each data type.
Solution Approach 2:
The content streaming service acts as an intermediary between user devices and OOH advertising screens. It receives metadata from user devices, processes advertising negotiations, and delivers targeted ads to screens, simplifying the overall system architecture while enabling sophisticated targeting.
2Loss of information
If user device metadata is utilized for ad negotiation, then advertising relevance is improved, but information security and user privacy may deteriorate
Solution Approach 1:
The system extracts only the necessary metadata elements needed for advertising targeting (device type, location, proximity) while leaving out sensitive personal information. This selective extraction maintains advertising effectiveness while minimizing privacy risks.
3Productivity
If real-time ad negotiation based on user proximity is implemented, then advertising effectiveness is improved, but processing time and system complexity increase
Solution Approach 1:
The system performs preliminary actions by continuously collecting and storing user device metadata and location information before advertising negotiations are needed. This pre-processing enables faster real-time ad delivery when user proximity is detected.
Data Source
AI summary
Systems and methods are disclosed for implementing connected TV (CTV) out-of-home (OOH) contextualized advertising. In certain embodiments, a method may comprise implementing a system to negotiate OOH advertising based on a proximate user device, including receiving, at a content streaming service, an identifier of a user device and location information indicating a location of the user device, the user device including a portable computing device. The method may further comprise negotiating, via the content streaming service, an advertisement to display at an OOH advertising screen proximate to the location of the user device based on the identifier, and displaying the advertisement at the OOH advertising screen.