Targeted Ad Delivery via Location-Based User Profiling
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Solution Overview
Problem
Traditional methods for delivering advertisements, such as outdoor advertisements, are not effective as they lack targeting capabilities and do not utilize user and merchant location data to personalize ad delivery.
Innovation Solution
A method and apparatus that obtain location information of users and offline merchants to determine target user groups around advertisement delivery devices, using this data to deliver targeted advertisements based on profile and scene information, ensuring that ads are displayed to the most relevant audience.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If traditional methods are used to deliver advertisements (placing pre-designed hardcopies or displaying pre-stored digital content), then the advertisement delivery process is simple, but the advertisement delivery effectiveness is poor due to lack of targeting capabilities
Solution Approach 1:
The system performs preliminary actions by obtaining location information of users and offline merchants in advance, determining target user groups before advertisement delivery, and pre-processing profile data and scene information to enable effective targeting when advertisements are delivered
Solution Approach 2:
The server acts as an intermediary that collects location information, determines target user groups, analyzes profile data, and matches advertisements with appropriate delivery devices. This intermediary coordinates between advertisers, users, and delivery devices to achieve effective targeted advertisement delivery
2Reliability
If location information and user data are collected and analyzed to determine target user groups, then advertisement delivery effectiveness is improved, but the system complexity increases
Solution Approach 1:
The system segments the overall advertisement delivery process into distinct modules: obtaining location information, determining target user groups, analyzing profile data, analyzing scene information, and matching advertisements. This segmentation is implemented through separate functional units that can operate independently and process data in a structured manner
Solution Approach 2:
The server serves as a central intermediary that handles complex data processing tasks, including collecting location information from multiple sources, analyzing user profile data, determining target user groups, and matching advertisements with delivery devices. This centralizes complexity in a dedicated component rather than distributing it across the entire system
3Adaptability or versatility
If pre-designed hardcopies or pre-stored digital content are used for advertisements, then the advertisement delivery process is straightforward, but the ability to personalize ad delivery based on user characteristics is lost
Solution Approach 1:
The system implements dynamics by making advertisement content and delivery timing adaptable based on real-time location information and user characteristics. Instead of static pre-designed advertisements, the system dynamically selects and delivers advertisements that match the current context, target user group, and scene information
Solution Approach 2:
The system changes parameters such as advertisement content, delivery location, and timing based on user profile data and scene information. By adjusting these parameters according to determined target user groups and analyzed characteristics, the system achieves personalized advertisement delivery while maintaining operational simplicity through automated parameter selection
Data Source
AI summary
Embodiments of the specification provide a method and apparatus for delivering advertisements. The method for delivering advertisements comprises: obtaining location information of a plurality of users and/or one or more offline merchants; determining a target group of target users around an advertisement delivery device according to the location information of a plurality of users and/or one or more offline merchants; determining profile data of the target group around the advertisement delivery device; and delivering an advertisement to the advertisement delivery device based on the profile data of the target group around the advertisement delivery device.