Mobile Ad Validation via Derived Behavioral Data
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Solution Overview
Problem
Current methods lack effective validation techniques for measuring the effectiveness of mobile advertisements, particularly in geospatially-targeted campaigns, as users often directly visit advertised locations without clear indicators of ad response.
Innovation Solution
A 'mobile walk-thru' system that monitors the geospatial location of mobile devices after advertising, inferring user reactions by tracking visits to advertised or competing locations, and interacting with users through prompts to gather additional information.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If geospatial tracking is implemented to monitor user movement after ad exposure, then advertising effectiveness validation is improved, but system complexity and user privacy concerns increase
Solution Approach 1:
The patent introduces an intermediary validation system that uses derived information from multiple sources (call logs, text messages, emails, browsing history) rather than directly tracking user location. This intermediary approach validates advertising effectiveness by inferring user actions from available data without requiring complex geospatial tracking infrastructure, thus improving measurement precision while avoiding excessive system complexity.
2Measurement precision
If direct location monitoring is used to determine ad effectiveness, then measurement accuracy is improved, but user privacy and acceptance deteriorate
Solution Approach 1:
The patent extracts and removes the direct location monitoring component from the validation system. Instead of extracting precise geospatial data, the system uses derived information from conventional mobile device functions (call logs, messages, browsing) that users already generate. This extraction approach maintains measurement capability while eliminating the privacy-intrusive location tracking element.
Solution Approach 2:
The patent converts potentially harmful location tracking into a beneficial validation approach by using the already-collected derived information that users generate through normal device usage. What would be harmful (monitoring user behavior) is transformed into a benefit by utilizing information users have already voluntarily provided through their normal communication and browsing activities.
3Measurement precision
If comprehensive user action tracking is implemented, then advertising validation accuracy is improved, but data processing requirements and costs increase
Solution Approach 1:
The patent applies partial action by selecting and analyzing only the most relevant derived information categories (call logs, text messages, emails, browsing history) rather than processing all possible user data. This partial approach provides sufficient validation accuracy without the excessive data processing requirements of comprehensive tracking, focusing on the key indicators that correlate with advertising effectiveness.
Data Source
AI summary
A system and method of validating an advertisement presented to an advertisement recipient via a mobile communication device includes presenting an advertisement for a product or service to a recipient via a mobile communication device, monitoring the geospatial location of the mobile communication device relative to some predetermined criteria, and inferring information about the reaction of the advertisement recipient to the advertisement on the basis of the monitored geospatial location information.