Console Game Activation Postbacks for CTV Ad Exposure Tracking
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Solution Overview
Problem
There is a need in the industry for linking video-game activation on consoles to connected television (CTV) and over-the-top (OTT) advertisement delivery, as existing systems lack transparency and effective methods to track and direct relevant advertising in this environment.
Innovation Solution
A system is configured to set up a 'postback' call when a video game is activated via a console, using a platform that executes CTV media based on multiple targeting criteria, measuring ad exposure, collecting IP addresses, and mapping devices tethered to that IP to create an 'exposure file, with signals generated for defined events such as game activation, downloads, and in-game purchases.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If video-game activation on consoles is tracked to link to CTV/OTT advertisement delivery, then advertising relevance and transparency are improved, but system complexity and measurement difficulty increase
Solution Approach 1:
The patent introduces a demand-side platform as an intermediary system that mediates between game console activations and CTV/OTT advertisement delivery. This platform receives signals from game activations, processes targeting criteria, and delivers appropriate advertisements, thereby reducing information loss while managing system complexity through centralized coordination
Solution Approach 2:
The system implements feedback mechanisms where postback calls are established to confirm game activations to the demand-side platform. This feedback loop enables the system to track and measure advertising exposure and effectiveness, improving transparency through continuous information flow between activation events and ad delivery outcomes
2Productivity
If multiple targeting criteria are used to execute CTV media based on game activation, then advertising effectiveness is improved, but measurement precision requirements increase
Solution Approach 1:
The patent segments the advertising system into distinct functional modules: game activation detection, signal transmission to demand-side platform, targeting criteria evaluation, ad selection, and delivery tracking. Each segment handles specific measurement requirements, allowing multiple targeting criteria to be processed effectively while managing measurement precision through specialized sub-systems
Data Source
AI summary
A system and methods are disclosed for linking video-game activation on gaming consoles to connected television (“CTV”) or over-the-top (“OTT”) advertisement delivery. This system and method are implemented in a tracking and linking platform that is configured to trigger a “postback” call or signal when a gaming application is activated via a console to solicit advertising. In some embodiments, a “postback” call or signal trigger when different events occur, for example, observing different levels of achievement attained by gamers, in-game purchases or the like.