Contextual Content Item Selection for Online Retailers
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Solution Overview
Problem
Consumers face difficulties in identifying relevant products among numerous options on online retailers, and providers struggle to effectively present product information in appropriate contexts.
Innovation Solution
A Content Item Selection (CIS) service dynamically selects and presents content items, such as advertisements, to users based on user analysis and control, using a computer-implemented system that provides restricted access functionality to authorized users for managing content item selection on online retailer websites.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If online retailers provide large numbers of items for sale, then product variety and selection are improved, but consumer difficulty in identifying relevant products increases
Solution Approach 1:
The patent segments the large catalog of products into manageable groups based on user behavior patterns. By dividing products into those associated with viewed items, purchased items, and complementary items, the system makes it easier for consumers to navigate and identify relevant products without being overwhelmed by the full catalog.
Solution Approach 2:
The patent introduces an intermediary system (the online retailer's recommendation and display system) that mediates between the large product catalog and the consumer. This intermediary automatically selects and presents relevant content items based on user history, effectively filtering the vast product variety into personalized, manageable selections without requiring the consumer to manually search through all options.
2Loss of information
If providers present more product information to consumers, then information availability is improved, but effectiveness of presentation in appropriate contexts deteriorates
Solution Approach 1:
The patent applies local quality by tailoring the presentation of product information to specific user contexts and locations in the browsing experience. Instead of uniformly presenting all available information, the system selectively displays content items based on what is locally relevant to each user's current activity, such as showing complementary products on product detail pages or personalized recommendations on home pages.
Solution Approach 2:
The patent implements dynamic information presentation that adapts to changing user contexts. The system continuously updates which content items are displayed based on real-time user behavior, browsing history, and purchase patterns. This dynamic approach ensures that the most relevant information is presented at the appropriate moment in the user's journey, rather than statically displaying all available information.
3Productivity
If automated content item selection is implemented, then selection efficiency is improved, but user control and analysis capability deteriorates
Solution Approach 1:
The patent incorporates feedback mechanisms that allow users to interact with and influence the automated content selection process. Users can provide feedback on displayed content items, adjust their preferences, and the system uses this feedback to refine future content selections. This feedback loop maintains user control while preserving the efficiency benefits of automated selection.
Solution Approach 2:
The patent enables users to self-configure their content preferences and control parameters. Through user profiles and preference settings, consumers can independently adjust what types of content items they wish to see, effectively controlling the automated selection process according to their own needs without requiring manual intervention in each selection decision.
Data Source
AI summary
Techniques are described related to selecting content items, such as by enabling user analysis and control of product-related content items selected for display to users. The content items may include advertisements or other promotional materials, and the selecting of the content items may be performed as part of determining particular promotional materials to display or otherwise present to particular users in particular situations. User analysis and control of selected content items that are displayed on a target electronic site may be enabled by providing, as part of the target electronic site, additional selection-related functionality whose availability is restricted to one or more authorized users—for example, such additional restricted access information and user-selectable controls may be provided on a version of a Web page of an online retailer to enable the retailer to analyze and influence future content items selected for display on the online retailer's Web page(s).