Context Database for Multi-Screen Ad Targeting
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Solution Overview
Problem
Current advertising methods on multiple devices like television, PCs, and mobile devices are ineffective as they fail to adequately target end users due to the difficulty in establishing direct linkages between applications to share context information, leading to non-user-specific and inefficient ad delivery.
Innovation Solution
A method that utilizes an end user context database (ECD) to store and share end user information across multiple screens, allowing applications to publish events and access context information for enhanced targeting, including advertising, without requiring direct app-to-app integrations, facilitating a loosely coupled mechanism for context sharing.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If direct linkages between applications are established for context sharing, then application functionality and user targeting are improved, but system complexity and integration difficulty increase
Solution Approach 1:
The patent introduces an intermediary system (event database/context sharing platform) that mediates between applications. Instead of applications directly linking to each other, they all interact through this central intermediary that collects, stores, and distributes context information. This resolves the contradiction by maintaining versatile context sharing while reducing direct integration complexity between applications.
Solution Approach 2:
The patent segments the context sharing function into separate modular components: event generation at application level, event storage in database level, and event consumption at advertising level. This segmentation allows each component to be developed and optimized independently, reducing overall system complexity while maintaining full functionality.
2Measurement precision
If applications collect and share end user information across multiple screens, then advertising targeting effectiveness is improved, but data privacy concerns and user trust issues arise
Solution Approach 1:
The patent implements self-service mechanisms where applications automatically generate and publish their own events to the database without requiring explicit user authorization for each data share. The system serves itself by automatically collecting, storing, and making data available to authorized applications, reducing manual intervention and potential privacy breaches while maintaining precise targeting.
Solution Approach 2:
The patent incorporates feedback mechanisms where applications can query and receive context information from the database based on predefined criteria. This feedback loop allows the system to dynamically adjust data collection and sharing based on user behavior patterns and context, improving targeting precision while maintaining privacy through intelligent filtering.
3Adaptability or versatility
If advertising is placed immediately with application data collection, then advertising relevance is improved, but flexibility to place ads at optimal times and locations is reduced
Solution Approach 1:
The patent implements preliminary action by collecting and storing application context data in the event database before advertising decisions are made. Applications publish their events to the database in advance, and the advertising system later queries this pre-collected data to make informed advertising decisions at optimal times and locations, rather than being constrained to immediate ad placement.
Solution Approach 2:
The patent creates a dynamic advertising system that can flexibly query and retrieve context information from the database based on real-time conditions. The system dynamically adjusts ad placement strategies based on user context, time, location, and other variables, allowing optimal ad delivery timing while maintaining high relevance through the pre-collected data.
Data Source
AI summary
The present invention is directed to sharing access to end user information in a multi-screen environment for the purpose of enhancing application functionality and end user experience including advertising functionality and experience. The invention includes storing end user information obtained from a first screen environment in an end user context database (ECD), and accessing the end user information in the ECD for use in a second screen environment. The multi-screen environments include a television, a network access device, such as a personal computer configured to provide access to the Internet, a telephone and other mobile and home devices such as PDAs. The first screen environment is different from the second screen environment. Use of an application associated with any of the first and second screen environments by an end user generates an event with end user information, and includes publishing the event to the ECD and forwarding or making the event information usable by, or accessible to, other applications serving the end user, including advertising applications. The invention further controls access to the ECD by other applications serving the end user, including advertising applications. The end user information includes information about the end user's context, desires or preferences.