Dynamic Ad Content via Blockchain Bidding Coordination
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Solution Overview
Problem
Current real-time bidding systems in digital advertising face challenges in coordinating suppliers effectively, leading to inefficient ad delivery and limited user engagement, as they often rely on static ad placements and single-bid winner compensation models, failing to fully leverage user interactions and context.
Innovation Solution
A dynamic content creation system that integrates data management platforms (DMPs), demand-side platforms (DSPs), and supply-side platforms (SSPs) using blockchain technology to facilitate real-time bidding, allowing multiple suppliers to collaborate, adjust ad content based on user interactions, and extend ad duration based on consumer behavior, enabling more relevant and dynamic ad delivery.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If real-time bidding systems use static ad placements and single-bid winner compensation models, then the system complexity is reduced, but ad delivery efficiency and user engagement are limited
Solution Approach 1:
The patent implements dynamic ad placements where advertisements are adjusted in real-time based on user interactions and context. The system transitions from static to dynamic ad delivery by continuously monitoring user behavior and modifying ad content, placement, and duration accordingly. This enables the system to adapt to changing user preferences and maximize engagement while maintaining efficient automated bidding processes.
Solution Approach 2:
The system incorporates feedback mechanisms that monitor user interactions with advertisements and use this information to optimize future bidding and placement decisions. By analyzing user behavior data and incorporating it into real-time bidding algorithms, the system improves ad delivery efficiency through continuous learning and optimization, resolving the contradiction between complexity and productivity.
2Adaptability or versatility
If multiple suppliers collaborate on dynamic content creation, then ad relevance and user engagement are improved, but coordination difficulty increases
Solution Approach 1:
The patent introduces a centralized bidding and coordination system that acts as an intermediary between multiple suppliers and the ad exchange. This intermediary manages the complexity of coordinating multiple suppliers by providing a unified interface for bid evaluation, content selection, and collaboration management. The system automatically handles coordination tasks and presents simplified ad delivery to users, maintaining high adaptability while reducing coordination burden.
3Productivity
If ad duration is extended based on consumer behavior, then user engagement is improved, but time consumption increases
Solution Approach 1:
The system uses feedback from user interactions to dynamically adjust ad duration. By monitoring user behavior patterns and engagement levels, the system extends ad display time only when users show interest or interaction, while maintaining shorter durations for unengaged users. This feedback-driven approach optimizes the balance between engagement and time consumption, ensuring that time extension occurs only when it adds value.
Data Source
AI summary
An approach for creating dynamic content. The approach receives advertiser data associated with activities of one or more advertisers and receives publisher data associated with activities of one or more publishers. The approach manages the one or more DSPs activities associated with the received advertiser data and publisher data. Furthermore, the approach manages the one or more SSPs activities associated with the received advertiser data, publisher data and the one or more DSPs activities and selects one or more advertisement for one or more website. Finally, the approach manages the one or more consumer behaviors associated with the selected one or more advertisement.