Advertisement CTR Correction via Attention Degree Index
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Solution Overview
Problem
Conventional methods for measuring the click-through rate (CTR) of advertisement information are inaccurate due to the varying attention degrees caused by different posting positions within a page layout, leading to incorrect ranking and potential disadvantages for advertisement performance.
Innovation Solution
A correction device and method that acquires the arrangement position and click rate of advertisement information within a page layout, along with an attention degree index, to adjust the CTR based on the attention degree of the specific position, thereby correcting for biases in the page layout's effect on click rates.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If advertisement information is ranked and distributed based on conventional CTR measurement, then the distribution system operates simply, but the CTR measurement accuracy deteriorates due to position bias
Solution Approach 1:
The patent introduces an attention degree index as an intermediary factor to mediate between the advertisement's inherent quality and the observed CTR. This index serves as a mediator that accounts for position effects, allowing the system to separate the true advertisement quality from position-induced biases in CTR measurement.
Solution Approach 2:
The patent changes the parameter used for advertisement ranking from raw CTR to corrected CTR that incorporates attention degree index. By transforming the CTR parameter through mathematical correction based on position-aware attention degrees, the system achieves more accurate measurement while maintaining the overall ranking framework.
2Adaptability or versatility
If advertisement information is posted at different positions in page layout, then the coverage of display positions is improved, but the CTR measurement accuracy deteriorates due to varying attention degrees
Solution Approach 1:
The patent applies local quality by assigning different attention degree indices to different positions within the page layout. Each position has its own characteristic attention degree that reflects the local user behavior pattern, allowing the system to account for position-specific effects while maintaining overall system versatility.
3Reliability
If the posting position effect is not corrected, then the system operation is simple, but the advertisement ranking fairness deteriorates
Solution Approach 1:
The patent implements feedback by using the attention degree index to correct CTR measurements. The correction process feeds back position information into the ranking system, creating a closed-loop mechanism that continuously adjusts rankings based on position-aware metrics, thereby improving fairness while maintaining operational feasibility.
Data Source
AI summary
A correction device includes a first acquisition unit configured to acquire an arrangement position of advertisement information within a predetermined page layout when the advertisement information arranged in the predetermined page layout is displayed on a display screen of a terminal and a click rate at the arrangement position. The correction device includes a second acquisition unit configured to acquire a specific position in the predetermined page layout displayed on the display screen and an attention degree index indicating a degree of attention of the specific position as compared to another position. The correction device includes a correction unit configured to correct a click rate of the advertisement information based on the attention degree index of the specific position corresponding to the arrangement position of the advertisement information.