Network Node Ad Targeting via Community Segmentation
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Solution Overview
Problem
Blanket advertising in online social networks is not cost-efficient as it does not target members' specific interests, and relying solely on profile content for advertising reduces the specificity of ads due to additional information present.
Innovation Solution
A system identifies communities within an online social network based on common interests and ranks members to determine influencers, allowing targeted advertising to be displayed only on the profiles of influencers or all members within those communities.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If blanket advertising is used across the network, then advertising coverage is maximized, but cost-efficiency deteriorates due to lack of relevance to members' interests
Solution Approach 1:
The patent segments the online social network into distinct communities based on common interests of members. Instead of applying blanket advertising across the entire network, the system divides the network into smaller community groups and targets advertisements to specific communities that are most relevant to the advertised products or services, thereby improving cost-efficiency while maintaining effective coverage.
Solution Approach 2:
The patent applies local quality by making advertising relevance specific to each community's interests rather than using a uniform approach. The system analyzes the common interests of members within each community and selects advertisements that are locally relevant to that specific community, ensuring that advertising content matches the local characteristics and preferences of each group.
2Ease of manufacture
If advertising targets are based solely on profile content, then advertising implementation is simplified, but advertisement specificity deteriorates due to additional information distorting the signal
Solution Approach 1:
The patent extracts the essential signal of common interests from the noisy profile content data. Instead of relying solely on raw profile information which contains distracting personal details, the system processes member interactions and profile data to identify and extract the underlying common interests that define each community, thereby achieving precise targeting while simplifying the advertising decision-making process.
Solution Approach 2:
The patent introduces an intermediary layer of community analysis between raw profile content and advertising selection. The system uses member interactions and community formation as an intermediary mechanism to translate individual profile data into meaningful community-level interest profiles, which then serve as the basis for targeted advertising, thereby improving specificity without requiring direct analysis of individual profile details.
3Reliability
If member interactions and profile content are analyzed to identify communities, then advertisement relevance is improved, but system complexity increases
Solution Approach 1:
The patent merges multiple data sources including member interactions, profile content, and community structures into a unified community identification framework. By combining these elements to form integrated community profiles, the system achieves high advertisement relevance through comprehensive analysis while reducing the complexity of individual data processing through consolidation.
Solution Approach 2:
The patent enables the system to automatically self-organize communities based on member interactions and shared interests without requiring manual configuration. The community identification and advertising targeting process operates autonomously by analyzing existing member behaviors and connections, thereby improving relevance while minimizing the complexity of system management and configuration.
Data Source
AI summary
A computer-implemented method for displaying advertisements to members of a network comprises identifying one or more communities of members, identifying one or more influencers in the one or more communities, and placing one or more advertisements at the profiles of one or more members in the identified one or more communities.