Distributed Demographic Servers for Ad Relevance

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Solution Overview

Problem

Existing advertising systems do not select electronic advertisements based on user or device preferences, resulting in irrelevant advertisements being displayed to users.

Innovation Solution

A data communication system that includes a user device, a network access server, and distributed demographic servers, where user data is encrypted and inserted into requests, allowing demographic servers to select relevant advertisements based on user information, ensuring personalized advertising.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Device complexity

If random advertisements are provided by an advertisement provider, then the system complexity is reduced, but the advertisement relevance to user preferences deteriorates

Engineering Contradiction:

Improvesystem complexityVSAvoidadvertisement relevance

Core Design Contradiction:

Device complexityVSLoss of information

Solution Approach 1:

The system segments the advertising process into multiple components: user preference collection, demographic information processing, advertisement selection, and delivery. This segmentation allows each component to specialize in one function, improving overall system efficiency and advertisement relevance without proportionally increasing complexity.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The patent introduces intermediary components including a server that collects user preferences and stores demographic information, and a selection mechanism that matches advertisements to users based on this data. These intermediaries bridge the gap between simple advertisement delivery and personalized recommendation, improving relevance while distributing system complexity across multiple manageable components.

Inventive Principle:

Principle #24Intermediary (Mediator)

2Loss of information

If user data is collected and processed for personalized advertising, then advertisement relevance is improved, but the information security risk increases

Engineering Contradiction:

Improveadvertisement relevanceVSAvoidinformation security risk

Core Design Contradiction:

Loss of informationVSObject-affected harmful factors

Solution Approach 1:

The system performs preliminary actions by collecting and storing user preference data and demographic information in advance, before actual advertisement delivery. This allows the system to process data securely in a controlled environment and only use aggregated, processed information for advertisement selection, reducing the risk of exposing raw user data.

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The patent uses demographic information as a copy or representation of user characteristics rather than directly using sensitive personal data. This allows the system to personalize advertisements based on demographic profiles (age, location, interests) without handling or exposing sensitive personal information, thereby maintaining advertisement relevance while reducing security risks.

Inventive Principle:

Principle #26Copying

Data Source

PatentUS8589974B2Electronic advertising using distributed demographics

Publication Date: 2013.11.19 CISCO TECHNOLOGY INC

AI summary

In one embodiment, at least one portion of a request for an electronic advertisement is received. The request includes an indicator indicative of one of a plurality of demographic servers. The at least one portion is analyzed. The at least one portion includes data of a user. Demographic information is identified as a function of the user data. A request for a selection of the electronic advertisement as a function of the demographic information is transmitted.