Dynamic Ad Serving in Online Games via User Activity Monitoring
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Solution Overview
Problem
Serving relevant advertisements to users in online games is challenging due to the difficulty in determining user engagement and activity levels, which affects the effectiveness of advertisements in maintaining and increasing user activity within the game.
Innovation Solution
An online gaming system dynamically serves advertisements based on user parameters such as spending habits, interaction with game tasks, progress, interest, and communications, using a system comprising a game module, user monitor module, potential offer module, and offer determination module to select and deliver personalized incentive offers to users.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If advertisements are served to users in online games, then user engagement and activity may be maintained or increased, but the difficulty in determining user engagement and activity levels reduces advertisement effectiveness
Solution Approach 1:
The system implements feedback by continuously monitoring user activity parameters (login frequency, play duration, spending behavior, task completion) and using this information to dynamically adjust advertisement content and delivery timing. The advertisement serving system receives feedback from user actions and modifies subsequent ad selections to optimize engagement while accounting for the difficulty in directly measuring user engagement states.
2Adaptability or versatility
If personalized advertisement selection is implemented based on user parameters, then advertisement relevance and user engagement improve, but system complexity increases
Solution Approach 1:
The system segments users into different profiles based on monitored activity parameters such as spending behavior, play duration, and task completion patterns. By dividing the user base into segments with similar characteristics, the system can apply simplified selection rules to each segment rather than attempting complex individualized analysis, thereby maintaining high advertisement relevance while reducing overall system complexity.
Solution Approach 2:
The system performs preliminary actions by pre-processing and categorizing user activity data into standardized profiles before advertisement selection. User parameters are monitored and stored in advance, and advertisement templates are pre-configured for different user segments. This preliminary organization of data and content reduces the computational complexity required during real-time advertisement delivery while maintaining personalized relevance.
Data Source
AI summary
An online gaming system providing dynamic delivery of advertisements to users of an online game. The system may dynamically select advertisement for delivery based on one or more user parameters which characterize the user's activity with the online game. The system may comprise one or more processors configured to execute computer program modules. The system may include a game module configured to execute an instance of an online game and to implement the instance of the online game to facilitate participation of users in the online game. The system may include a user monitor module configured to monitor user activity parameters. The system may include a potential offer module configured to manage multiple incentive offers which are available for delivery to the users of the online game. The system may include an offer determination module configured to select incentive offers to be delivered to the users of the online game from the multiple incentive offers based on the monitored activity parameters of the users.