Header Bidding Control Wrapper for Latency and Ad Quality
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Solution Overview
Problem
Existing advertising systems face challenges in maximizing competition for ad impressions while maintaining low latency, and are inadequate in identifying and preventing objectionable content from multiple advertisers, leading to reduced revenue and poor user experience.
Innovation Solution
Implementing a specialized control wrapper in the header to manage multiple wrappers, allowing simultaneous bid collection from groups of advertisers, and incorporating a reporting mechanism to identify and block inappropriate content.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If multiple advertisers are allowed to bid on ad impressions simultaneously, then competition and revenue are improved, but latency increases and user experience deteriorates
Solution Approach 1:
The patent segments the advertising system into multiple independent wrappers, each handling bids from specific advertisers. This segmentation allows parallel processing of bid collections without increasing overall latency, as each wrapper operates independently and simultaneously.
Solution Approach 2:
The patent introduces a new dimensional approach by organizing advertisers into multiple wrappers that operate in parallel dimensions rather than sequentially. The control wrapper coordinates these parallel operations, enabling simultaneous bid collection from multiple advertiser groups without adding time delays.
2Productivity
If advertising space is controlled by a single source, then objectionable content is easier to monitor, but competition is limited and revenue is reduced
Solution Approach 1:
The patent segments the advertising control into multiple wrappers, each responsible for specific advertisers. The control wrapper coordinates these segments and maintains the ability to identify and block objectionable content from any advertiser group, preserving monitoring capability while enabling competition.
Solution Approach 2:
The control wrapper acts as an intermediary between multiple advertiser wrappers and the ad serving system. It receives bid information from multiple sources, determines the winning bid, and maintains the ability to block objectionable content, thus mediating between competition and content control requirements.
3Reliability
If a waterfall method is used to manage ad impressions, then control is maintained, but latency increases due to sequential processing
Solution Approach 1:
The patent segments the sequential waterfall processing into multiple parallel wrappers that simultaneously collect bids from different advertisers. The control wrapper coordinates these parallel operations and determines the final winning bid, maintaining control while eliminating sequential delays.
Solution Approach 2:
The patent transforms the sequential waterfall approach into a parallel multi-dimensional structure where multiple wrappers operate simultaneously. The control wrapper synthesizes results from all dimensions to determine the winning bid, changing the processing dimension from sequential to parallel.
Data Source
AI summary
Header bidding systems and methods increase a number of advertisers that can place bids for an advertising impression while maintaining low latency in loading of the webpage, while still permitting control for reporting and review of inappropriate advertising content. Even though advertising content may be received from a plurality of disparate advertising sources, information identifying the source of each advertisement is maintained such that when an advertisement is reported as inappropriate, information regarding the advertisement and the source of the advertisement is gathered and delivered to a review system, such that when advertisements are in fact deemed inappropriate, the correct advertiser can be notified and future display of the inappropriate advertisement blocked.