Dynamic Ad Placement System for Real-Time Optimization

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Solution Overview

Problem

Current online advertising systems require significant effort from advertisers to manage ad accounts and optimize keyword and phrase management, with static contact information and pre-arranged ad placements, limiting opportunistic ad placement based on real-time advertiser availability and activity levels.

Innovation Solution

A system and method for serving electronic advertisements over a data packet network that selects and places ads based on real-time information, such as live contact availability and wait times, using software to embed dynamic contact hyperlinks, allowing for opportunistic ad placement when conditions are favorable.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Adaptability or versatility

If advertisements are pre-arranged and booked ahead of time with static contact information, then ad placement management is simplified, but ad placement cannot adapt to real-time advertiser availability and activity levels

Engineering Contradiction:

ImproveAdaptability to real-time conditionsVSAvoidSystem complexity for dynamic ad management

Core Design Contradiction:

Adaptability or versatilityVSDevice complexity

Solution Approach 1:

The patent implements dynamic ad placement by allowing advertisement parameters (contact information, availability status, activity levels) to change in real-time based on current conditions. The system transitions from static pre-arranged ads to dynamic ads that automatically update their content and placement based on real-time data from multiple sources, enabling adaptability without requiring complex manual management.

Inventive Principle:

Principle #15Dynamics

Solution Approach 2:

The system incorporates feedback mechanisms by continuously monitoring advertiser availability, activity levels, and performance metrics, then using this feedback to automatically adjust ad placement decisions. The system receives feedback from various data sources and uses it to dynamically modify which ads are placed, where they are placed, and what contact information is displayed, resolving the contradiction between adaptability and system complexity.

Inventive Principle:

Principle #23Feedback

2Productivity

If advertisers manually manage ad accounts and optimize keywords, then ad placement can be controlled, but significant time and effort are required

Engineering Contradiction:

ImproveAd placement efficiencyVSAvoidTime spent on ad management

Core Design Contradiction:

ProductivityVSLoss of time

Solution Approach 1:

The patent implements self-service automation where the system automatically performs ad placement optimization without requiring manual advertiser intervention. The system autonomously monitors performance metrics, adjusts keyword targeting, selects optimal placement locations, and updates contact information based on real-time conditions, dramatically improving productivity while eliminating the time investors would otherwise spend on manual management.

Inventive Principle:

Principle #25Self-service

Solution Approach 2:

The system performs preliminary actions by pre-configuring multiple data sources, contact information repositories, and decision-making algorithms in advance. This preparation enables the system to automatically execute ad placement decisions in real-time without requiring manual optimization efforts, resolving the contradiction between productivity and time investment.

Inventive Principle:

Principle #10Preliminary action

3Loss of information

If contact information in advertisements is static, then ad management is simpler, but the information is not current at the time of ad placement

Engineering Contradiction:

ImproveCurrency of contact informationVSAvoidComplexity of real-time information management

Core Design Contradiction:

Loss of informationVSDevice complexity

Solution Approach 1:

The patent implements a universal contact information management system that consolidates multiple data sources (databases, web services, internal systems) into a single unified repository. This multi-functional system automatically retrieves, validates, and updates contact information from various sources, ensuring currency while managing complexity through centralized architecture rather than multiple separate systems.

Inventive Principle:

Principle #6Universality (Multi-functionality)

Solution Approach 2:

The system maintains continuous operation by constantly monitoring and updating contact information in real-time rather than relying on static data. The continuous refresh of information from multiple sources ensures that the most current contact details are always available for ad placement, resolving the contradiction between information currency and system complexity through sustained automated operation.

Inventive Principle:

Principle #20Continuity of useful action

Data Source

PatentUS9892425B2System for managing dynamic placement of advertisements in electronic information pages

Publication Date: 2018.02.13 ALCATEL LUCENT SA

AI summary

A system for serving electronic advertisements over a data packet network has a node connected to the data packet network, data storage accessible to the node for holding advertisements for service and associated data, and a software instance running on the node for selecting and causing placement of advertisements including selected associated data. The system is characterized in that the advertisements are selected and served base on some real time information accessible to the software instance and wherein the associated data may be individually or collectively embedded into or deployed with the advertisements based at least in part on evaluation of the information accessed.