Dynamic Content Selection System for Ad Delivery Latency

Solution Overview

Problem

The existing process of matching advertisers with available ad space inventory through multiple networks is inefficient, leading to a slow process of selecting and delivering advertisements due to a daisy chain of interactions, which can delay content delivery to consumers.

Innovation Solution

A system that receives a request for a content item, selects an eligible primary content item from a primary datastore, establishes a query with a threshold price, and compares it to the effective payout of a secondary content item from a secondary datastore, delivering the selected item based on the comparison, thereby optimizing the selection and delivery of advertisements to fill remnant inventory quickly and efficiently.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Adaptability or versatility

If a daisy chain of interactions is used to match advertisers with available ad space inventory through multiple networks, then comprehensive content selection is achieved, but the content delivery process becomes slow and delayed

Engineering Contradiction:

Improvecomprehensive content selectionVSAvoidcontent delivery speed

Core Design Contradiction:

Adaptability or versatilityVSSpeed

Solution Approach 1:

The system performs preliminary actions by pre-establishing the daisy chain of interactions between multiple ad networks and content sources before a content request is made. When a request arrives, the matching process can immediately proceed through the pre-configured chain, reducing delivery latency while maintaining comprehensive selection capabilities across multiple networks.

Inventive Principle:

Principle #10Preliminary action

2Adaptability or versatility

If a daisy chain of interactions is used to match advertisers with available ad space inventory, then multiple content sources are utilized, but the matching process takes excessive time

Engineering Contradiction:

Improvemultiple content sources utilizationVSAvoidmatching process time

Core Design Contradiction:

Adaptability or versatilityVSLoss of time

Solution Approach 1:

The system performs preliminary actions by pre-establishing the daisy chain of interactions between multiple ad networks and content sources before a content request is made. When a request arrives, the matching process can immediately proceed through the pre-configured chain, reducing delivery latency while maintaining comprehensive selection capabilities across multiple networks.

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The system implements a timeout mechanism that allows the matching process to skip through the daisy chain quickly, rushing through less promising intermediaries and focusing on the most likely matches. This enables the system to utilize multiple content sources while preventing excessive matching time by abandoning unproductive search paths.

Inventive Principle:

Principle #21Skipping (Rushing through)

3Measurement precision

If sequential passing of available space through multiple networks is performed, then thorough inventory matching is achieved, but the process efficiency decreases

Engineering Contradiction:

Improveinventory matching accuracyVSAvoidprocess efficiency

Core Design Contradiction:

Measurement precisionVSProductivity

Solution Approach 1:

The system performs preliminary actions by pre-establishing the daisy chain of interactions between multiple ad networks and content sources before a content request is made. When a request arrives, the matching process can immediately proceed through the pre-configured chain, reducing delivery latency while maintaining comprehensive selection capabilities across multiple networks.

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The system implements a timeout mechanism that allows the matching process to skip through the daisy chain quickly, rushing through less promising intermediaries and focusing on the most likely matches. This enables the system to utilize multiple content sources while preventing excessive matching time by abandoning unproductive search paths.

Inventive Principle:

Principle #21Skipping (Rushing through)

Data Source

PatentUS8306857B2Dynamic content selection and delivery

Publication Date: 2012.11.06 GOOGLE LLC

AI summary

A system for selecting and delivering content items includes a primary system and a secondary system. Each system includes a server and a datastore of content items that is accessible by the server. The primary system receives a request for a content item, selects an appropriate content item from the primary datastore, and sends a query containing information regarding the selected content item to the secondary system. The secondary system receives the query, searches the secondary datastore, and determines whether to deliver the content item contained in the query, another content item, a default content item, or a pass-back to the requester.