Network Edge Ad Interception and Replacement
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Existing digital advertising technologies often fail to provide targeted and user-friendly advertising due to reliance on tracking cookies and lack of control over ad content at the network edge, leading to inefficient bandwidth usage and user dissatisfaction.
Innovation Solution
A system that intercepts and modifies advertising content at the network edge, using processing circuitry to determine and replace ads with tailored alternatives based on technical properties and user affinity criteria, allowing for targeted and relevant ad delivery.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If tracking cookies are used to build user profiles for targeted advertising, then advertising targeting accuracy is improved, but user privacy is compromised and users often opt out
Solution Approach 1:
The patent introduces a network edge intermediary (proxy server) that sits between the user and the advertising network. This intermediary intercepts ad requests and responses, enabling targeted advertising based on user profiles stored locally at the edge without requiring users to install tracking cookies on their devices. The intermediary acts as a mediator that provides targeting capability while respecting user privacy by eliminating the need for client-side cookie tracking.
2Loss of energy
If ads are removed or blocked to reduce bandwidth usage, then network costs are reduced, but advertising revenue is lost
Solution Approach 1:
The patent applies local quality by serving different ad content to different users based on their profiles and preferences, stored locally at the network edge. Instead of uniformly blocking all ads or serving the same ads to everyone, the system tailors ad content locally to each user's interests, maximizing advertising effectiveness while controlling bandwidth usage through intelligent selection and replacement of ads.
Solution Approach 2:
The system changes the parameters of ad delivery by modifying ad content at the network edge based on user profiles, device characteristics, and context. The patent transforms ads dynamically by selecting different ad creatives, adjusting ad formats, and modifying ad parameters in real-time to optimize both bandwidth efficiency and advertising performance.
3Ease of operation
If ads are replaced with tailored content, then user experience is improved, but system complexity increases
Solution Approach 1:
The network edge proxy server performs self-service by automatically intercepting ad requests, matching users against stored profiles, and replacing ads without requiring manual configuration or user intervention. The system autonomously manages the entire ad replacement process using locally stored user data and predefined replacement rules, simplifying operation while managing complexity through automation.
Data Source
AI summary
A method for replacing advertising content may include intercepting, at an edge of a network providing communication between an end user device and one or more servers capable of responding to requests from the end user device, a request from the end user device and transmitted via the network, determining whether a response to the request will include advertizing content based on a destination of the request, intercepting the response based on the determination, modifying the response to extract the advertizing content to replace the advertizing content with replacement content in a modified response, and enabling the modified response to be provided to the end user device. The replacement content may be selected based on a comparison of technical properties of the advertizing content with technical properties of the replacement content, and a correlation of affinity criteria associated with the replacement content to a user associated with the end user device.