Mobile Ad Campaign Optimization via Device Identifier Association
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Solution Overview
Problem
The challenge in the mobile advertising landscape is the lack of efficient tools for managing and optimizing advertising campaigns across various mobile devices, given the diversity of technologies and media types, as well as the absence of robust infrastructure to support advertising in this domain compared to traditional platforms like the internet or television.
Innovation Solution
A system comprising a graphic user interface, data store, campaign delivery engine, and optimization engine that allows for real-time evaluation and optimization of advertising campaigns on mobile devices by associating campaign events with subscriber data, using a unique identifier, and adjusting the campaign based on performance analysis to target desired segments.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Area of stationary object
If advertising campaigns are launched across diverse mobile devices without robust infrastructure, then advertising reach is expanded, but campaign management and optimization capability deteriorates
Solution Approach 1:
The patent introduces a mobile device identifier association mechanism as an intermediary between diverse mobile devices and the advertising management system. By capturing and associating unique device identifiers with campaign events and subscriber data, the system enables centralized tracking and optimization across heterogeneous devices without requiring complex device-specific infrastructure, thus expanding reach while maintaining management capability
Solution Approach 2:
The system segments campaign data by associating events with unique mobile device identifiers and subscriber profiles. This segmentation allows the advertising management system to process and optimize campaigns for diverse device types individually while maintaining overall campaign coherence, resolving the contradiction between broad reach and manageable complexity
2Productivity
If real-time campaign optimization is implemented by associating events with subscriber data, then campaign effectiveness is improved, but system complexity increases
Solution Approach 1:
The patent implements preliminary action by pre-establishing the association between mobile device identifiers, campaign events, and subscriber data through capture mechanisms at the point of interaction. This pre-association structure enables real-time optimization queries to be executed efficiently without requiring complex runtime data correlation, thus improving effectiveness while controlling system complexity
Solution Approach 2:
The system implements feedback mechanisms where campaign performance data is continuously collected, associated with subscriber profiles through device identifiers, and used to dynamically optimize campaign delivery. This closed-loop feedback enables real-time optimization without requiring overly complex systems because the feedback flow follows a straightforward path from event capture to data association to optimization decision
Data Source
AI summary
Generally, an illustrative system for optimizing an advertising campaign on a mobile device includes a graphic user interface for accessing by at least one of a carrier and an advertiser, a data store, a campaign delivery engine for delivering advertisements into content provider spots and recording events into the data store, and an optimization engine. The optimization engine can support the graphic user interface and analyze one or more campaign events each linked with corresponding subscriber demographic data obtained from the data store for adjusting the advertising campaign during its run. The illustrative system can also support one or more methods disclosed herein.