Content Screening Service for Targeted Ad Delivery
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Solution Overview
Problem
Advertisers face challenges in distinguishing between different web pages on user-generated content sites, making it difficult to deliver targeted ads on objectionable content, which limits their ability to increase advertising on high-traffic sites effectively.
Innovation Solution
A method involving content screening that generates ratings for web pages based on their HTML content, allowing for targeted ad delivery by categorizing pages into objectionable categories and using a content screening service to instruct ad servers to serve ads accordingly, with a system that includes app tier servers, web tier servers, response cache servers, and content categorization service servers to manage and store ratings.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If advertising services display ads on all web pages to increase impression volume, then advertising revenue increases, but advertisers cannot avoid placing ads on objectionable or offensive content
Solution Approach 1:
The patent segments web pages into different content categories using automated classification systems. Each category receives appropriate advertising treatment based on its content type, allowing the system to serve ads on suitable pages while avoiding objectionable content. This segmentation enables selective ad placement across diverse web pages without manual review of each page.
Solution Approach 2:
The patent introduces an intermediary content classification system between the ad server and web pages. This intermediary automatically analyzes page content, assigns category ratings, and guides ad placement decisions. The intermediary resolves the contradiction by filtering which pages receive ads based on content appropriateness while maintaining high overall ad delivery volume.
2Measurement precision
If advertisers manually review each web page to ensure content suitability, then ad placement accuracy improves, but the process becomes too slow to handle high traffic volumes
Solution Approach 1:
The patent replaces the mechanical system of manual human review with an automated electronic content classification system. The system uses computer algorithms to analyze page content, extract keywords, and categorize pages automatically. This substitution maintains high measurement precision in determining content suitability while enabling the system to process millions of pages at speeds impossible for human reviewers.
3Reliability
If advertising services focus on known reputable websites, then ad quality is maintained, but the ability to capitalize on high-traffic user-generated content sites is limited
Solution Approach 1:
The patent implements a dynamic advertising system that adapts to different website types and content categories. Rather than applying a static whitelist approach, the system dynamically adjusts ad placement decisions based on real-time content analysis of each page. This allows the system to maintain quality control on reputable sites while also safely expanding to diverse user-generated content sites by evaluating each page's suitability individually.
Data Source
AI summary
According to one aspect of the present disclosure, a method is provided for advertising on a content-screened web page. The method includes receiving an impression request for a URL for which an advertising impression is desired; screening HTML content of a web page identified by the URL; generating a rating for the URL based on the HTML content of the web page; assigning the rating to the impression request; and serving an advertising impression on the web page based on the rating.