Dynamic Ad Selection via Multi-Query Segmentation

Resolve Bottlenecks,
Find Innovative SolutionsGenerate Solutions

Solution Overview

Problem

Search engine results pages often display advertisements that are not relevant to users, leading to user dissatisfaction, reduced opportunities for advertisers, and decreased revenue for search engine providers.

Innovation Solution

An advertisement selector engine targets candidate advertisements to initial and additional queries derived from user submissions, with an auction engine dynamically analyzing distribution information to select relevant subsets for display, improving ad relevance and user interaction.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Productivity

If advertisements are displayed on search engine results pages, then revenue for search engine providers and opportunities for advertisers increase, but user satisfaction decreases when ads are not relevant

Engineering Contradiction:

Improverevenue generationVSAvoiduser dissatisfaction

Core Design Contradiction:

ProductivityVSObject-affected harmful factors

Solution Approach 1:

The system dynamically changes the parameters of advertisement selection by deriving multiple additional queries from the initial query and selecting ads that match any of these queries. This transforms the static ad selection process into a dynamic multi-parameter matching system, increasing ad relevance without reducing ad volume

Inventive Principle:

Principle #35Parameter changes

Solution Approach 2:

The system segments the advertisement selection process into multiple independent query-based selections. Instead of selecting ads based on a single initial query, it creates several query segments (additional queries) and selects ads for each segment independently, then combines them into a unified ad display

Inventive Principle:

Principle #1Segmentation

2Quantity of substance

If multiple advertisements are displayed to increase revenue, then ad distribution opportunities increase, but ad relevance to users may decrease

Engineering Contradiction:

Improvenumber of advertisementsVSAvoidad relevance

Core Design Contradiction:

Quantity of substanceVSManufacturing precision

Solution Approach 1:

The system makes advertisement selection universal by creating a multi-query matching system where ads can satisfy multiple different queries. The additional queries serve multiple functions: expanding ad opportunities, maintaining relevance, and enabling flexible ad selection across different ad positions and types

Inventive Principle:

Principle #6Universality (Multi-functionality)

3Device complexity

If ad selection is based solely on initial query, then selection process is simple, but ad relevance and user interaction opportunities are limited

Engineering Contradiction:

Improveselection process complexityVSAvoidad relevance

Core Design Contradiction:

Device complexityVSAdaptability or versatility

Solution Approach 1:

The system performs preliminary action by automatically deriving additional queries from the initial query before ad selection occurs. This pre-processing step creates a richer query set that guides subsequent ad selection, improving relevance without requiring complex real-time analysis during the ad selection itself

Inventive Principle:

Principle #10Preliminary action

Data Source

PatentUS11176575B2Dynamic content aggregation

Publication Date: 2021.11.16 GOOGLE LLC

AI summary

Information regarding display of selected content items in assigned slots is provided. The information is based on a selected template that includes areas for groups of slots for related content items, such as content items that are targeted to a common targeting object. Candidate content items, identified based on targeting or other distribution information, are assigned to selected slots to determine at least part of the information regarding display of the selected content items.