Electronic Apparatus Using Exposure Time for Privacy-Aware Ad Personalization

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Solution Overview

Problem

Existing electronic devices struggle to provide personalized advertisements without infringing on user privacy by storing viewing history, necessitating a method to identify user interest in advertisements without relying on stored history data.

Innovation Solution

An electronic apparatus with a communication device and processor that obtains advertisement exposure time and focus duration, using this information to retrieve relevant advertisements from a server, and update content based on user interaction, ensuring personalized advertising without storing user history.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Adaptability or versatility

If user viewing history is stored to enable personalized advertisements, then advertisement personalization is improved, but user privacy protection deteriorates

Engineering Contradiction:

Improveadvertisement personalizationVSAvoiduser privacy infringement

Core Design Contradiction:

Adaptability or versatilityVSObject-affected harmful factors

Solution Approach 1:

The patent extracts only the essential information needed for advertisement personalization (exposure time and focus duration) while leaving out detailed viewing history. This allows the system to deliver personalized ads without storing comprehensive user behavior data, thus resolving the contradiction between personalization and privacy protection.

Inventive Principle:

Principle #2Taking out (Extraction)

Solution Approach 2:

The patent introduces an intermediary mechanism where the electronic apparatus communicates with a server to obtain advertisement information based on minimal user engagement metrics. The server acts as a mediator that processes ad delivery without requiring the local device to store detailed user history, enabling personalization while maintaining privacy.

Inventive Principle:

Principle #24Intermediary (Mediator)

2Measurement precision

If detailed user engagement data is collected to improve ad targeting precision, then advertisement relevance is improved, but data storage requirements increase

Engineering Contradiction:

Improveuser interest identification accuracyVSAvoidstored data volume

Core Design Contradiction:

Measurement precisionVSQuantity of substance

Solution Approach 1:

The patent extracts only the critical metrics needed for accurate user interest identification (exposure time and focus duration) while discarding unnecessary detailed viewing history. This extraction approach achieves precise ad targeting without the burden of storing large volumes of user data.

Inventive Principle:

Principle #2Taking out (Extraction)

Solution Approach 2:

Instead of storing detailed user history and then analyzing it, the patent inverts the approach by directly measuring and utilizing only the essential engagement metrics (exposure time and focus duration) that are most predictive of user interest, thereby achieving accurate targeting with minimal data storage.

Inventive Principle:

Principle #13The other way round (Inversion)

Data Source

PatentUS20250278760A1Electronic apparatus and method for controlling thereof

Publication Date: 2025.09.04 SAMSUNG ELECTRONICS CO LTD

AI summary

An electronic apparatus including a communication device configured to communicate with an external apparatus; memory; and at least one processor is configured to control the communication device to obtain a first advertisement content, control the communication device to provide information on exposure time of the obtained first advertisement content and identification information corresponding to the obtained first advertisement content to a server, and based on receiving advertisement information related to the obtained first advertisement content, control the communication device to obtain a second advertisement content based on the received advertisement information.