Keyword Scoring for Thematic Channel Ad Targeting
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Solution Overview
Problem
Television service providers face challenges in selecting effective advertisements for thematic channels, as existing methods lack precision in targeting specific customer interests based on viewing habits.
Innovation Solution
A system that collects viewing history data from set-top boxes and uses a keyword system to assign keywords to customers based on their viewing habits, calculating scores for these keywords to select relevant advertisements.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If thematic channels are used to target specific customer groups, then advertisement effectiveness should improve, but existing methods lack precision in targeting customer interests based on viewing habits
Solution Approach 1:
The system implements feedback by continuously collecting viewing history data from set-top boxes and using this information to dynamically adjust keyword assignments and advertisement targeting. The viewing habits data feeds back into the keyword system to refine future advertisement selections, creating a closed-loop system that improves precision over time.
Solution Approach 2:
The system performs preliminary action by pre-processing viewing history data to generate keyword profiles for customers before advertisement selection occurs. Keywords are assigned to customers based on their viewing patterns in advance, so that when advertisement selection is needed, the system already has pre-computed keyword associations ready for immediate use.
2Measurement precision
If viewing history data is collected and processed to determine customer interests, then advertisement targeting precision improves, but system complexity increases
Solution Approach 1:
The system segments the complex task of advertisement targeting into distinct functional components: a viewing history collection module that gathers data from set-top boxes, a keyword assignment module that processes viewing patterns, and an advertisement selection module that uses keywords to choose ads. This segmentation allows each component to be optimized independently while working together to achieve precise targeting.
Solution Approach 2:
The keyword system acts as an intermediary layer between viewing history data and advertisement selection. Instead of directly complex algorithms matching viewers to ads, the keyword intermediary simplifies the process by translating viewing patterns into meaningful keywords that then guide advertisement selection, reducing overall system complexity.
3Adaptability or versatility
If keywords are assigned to customers based on viewing habits, then relevant advertisements can be selected, but data processing requirements increase
Solution Approach 1:
The system implements periodic action by updating keyword assignments at regular intervals based on accumulated viewing history data, rather than continuously processing every viewing event in real-time. This periodic processing reduces data processing requirements while still maintaining up-to-date keyword profiles for effective advertisement selection.
Solution Approach 2:
The system applies partial action by focusing data processing efforts on the most significant viewing patterns and channels, rather than analyzing every single viewing event with equal depth. This selective processing approach maintains keyword assignment accuracy while reducing overall data processing requirements.
Data Source
AI summary
A method, performed by a computer device, may include obtaining a viewing history, associated with a customer, from a set-top box associated with the customer, wherein the viewing history relates a particular television channel to a duration time associated with the particular television channel. The method may further include determining a keyword, associated with the customer, based on the obtained viewing history; calculating a keyword score for the keyword based on the obtained viewing history; selecting an advertisement, associated with the keyword, based on the calculated keyword score; and providing the selected advertisement to the set-top box associated with the customer, based on selecting the advertisement.