Multi-Criteria Bid Segmentation for Ad Targeting
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Solution Overview
Problem
Current advertising systems limit advertisers' ability to target different user groups effectively, as they can only associate a single bid with an advertisement, failing to account for varying user preferences across multiple criteria such as age and geographic location.
Innovation Solution
An advertising system that allows multiple targeting criteria bids to be associated with an advertisement, enabling advertisers to target specific user groups based on various criteria, with costs calculated as the sum of satisfied bids, providing greater control over audience composition and budget allocation.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If a single bid is associated with an advertisement, then the advertisement can be delivered to users, but the advertiser cannot target different user groups differently
Solution Approach 1:
The patent segments the single bid into multiple targeting criteria bids, each associated with specific user characteristics (age, gender, location, interests). This allows the advertisement to be delivered to different user groups with different bid amounts, enabling precise targeting while maintaining a structured bid system.
Solution Approach 2:
The patent adds a new dimension to the bid structure by introducing multiple targeting criteria bids instead of a single scalar bid value. This dimensional expansion allows advertisers to specify different bids along different targeting dimensions (age range, geographic location, interests), transforming the bid from a single value to a multi-dimensional structure.
2Adaptability or versatility
If multiple separate ad campaigns are created to target different user groups, then different bid amounts can be assigned, but the system complexity increases
Solution Approach 1:
The patent merges multiple separate ad campaigns into a single advertisement with multiple targeting criteria bids. Instead of managing separate campaigns for different user groups, the system combines them into one unified ad structure where each targeting criteria bid specifies the bid amount for a particular user segment, simplifying campaign management while maintaining targeting precision.
Solution Approach 2:
The patent makes the advertisement universal by enabling it to serve multiple user groups simultaneously through different targeting criteria bids. A single advertisement can be delivered to users matching any of the specified targeting criteria, with the system automatically selecting the appropriate bid amount based on which criteria the user satisfies, eliminating the need for separate campaigns.
3Adaptability or versatility
If a single bid is used for all users, then the bid structure is simple, but the advertiser cannot control audience composition
Solution Approach 1:
The patent applies local quality by allowing different bid amounts for different user segments within the same advertisement. Instead of a uniform bid applied to all users, each targeting criteria bid specifies a local bid amount tailored to specific user characteristics (e.g., higher bids for users in certain age ranges or locations), enabling precise audience control while maintaining configuration structure.
Data Source
AI summary
An advertising system may enable an advertiser to associate multiple targeting criteria bids with an advertisement. The targeting criteria bids include a bid amount and a targeting criteria defining a group of users who may be delivered the advertisement. The cost for the advertisement is the sum of the bid amounts associated with the targeting criteria that match the user profile of the viewing user.