Network Traffic Analysis for Targeted Digital Signage

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Solution Overview

Problem

Current advertising architectures face challenges in efficiently managing and delivering targeted advertising content in communication environments, often resulting in universally broadcast ads that are not relevant to specific groups or locations, leading to inefficiencies and ineffective purchasing influences.

Innovation Solution

A communication system that analyzes network traffic to identify user location and search keywords, using this information to render targeted advertisements on digital signage proximate to the user, leveraging access switches and traffic analyzers to match IP addresses and HTTP requests with relevant advertising content from search engines.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Quantity of substance

If advertising content is universally broadcast to entire groups of people, then the coverage and reach of advertisements is improved, but the relevance and effectiveness of advertisements to specific users deteriorates

Engineering Contradiction:

Improveadvertising coverageVSAvoidadvertising relevance

Core Design Contradiction:

Quantity of substanceVSManufacturing precision

Solution Approach 1:

The patent segments the universally broadcast advertising audience into specific user groups based on network traffic analysis, device characteristics, and behavioral patterns. By dividing the broad audience into targeted segments, the system maintains comprehensive coverage while improving relevance for each segment through customized advertising content delivery.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The patent applies local quality by delivering different advertising content to different user segments based on their specific characteristics and behaviors. Instead of uniform advertising, the system tailors advertising quality and content to match local user preferences, devices, and contexts, thereby improving overall advertising effectiveness.

Inventive Principle:

Principle #3Local quality

2Manufacturing precision

If advertising technologies increase in sophistication to enable targeted delivery, then the relevance and effectiveness of advertisements is improved, but the complexity of advertising architectures deteriorates

Engineering Contradiction:

Improveadvertising targeting accuracyVSAvoidadvertising system complexity

Core Design Contradiction:

Manufacturing precisionVSDevice complexity

Solution Approach 1:

The patent makes network infrastructure components (routers, switches, access points) perform multiple functions by adding advertising delivery capabilities to existing devices. These universal network elements handle both traditional network functions and advertising content delivery, reducing the need for separate specialized advertising infrastructure and thereby managing complexity.

Inventive Principle:

Principle #6Universality (Multi-functionality)

Solution Approach 2:

The patent enables the advertising system to automatically analyze network traffic, identify user characteristics, and select appropriate advertising content without extensive manual configuration. The system self-adjusts and optimizes advertising delivery based on real-time network data, reducing operational complexity while maintaining high targeting accuracy.

Inventive Principle:

Principle #25Self-service

3Measurement precision

If network traffic is analyzed to identify user characteristics, then the targeting accuracy of advertisements is improved, but the processing time and computational resources required deteriorates

Engineering Contradiction:

Improveuser identification accuracyVSAvoidadvertising delivery time

Core Design Contradiction:

Measurement precisionVSLoss of time

Solution Approach 1:

The patent performs preliminary actions by pre-analyzing network traffic patterns and pre-segmenting users into target groups before advertising campaigns are launched. User characteristics and preferences are identified in advance, allowing the system to quickly retrieve and deliver appropriate advertising content without real-time analysis delays.

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The patent replaces complex real-time computational analysis with more efficient data retrieval and matching mechanisms. By substituting heavy computational processing with pre-computed user profiles and rule-based matching systems, the patent reduces processing time while maintaining accurate user identification and advertising targeting.

Inventive Principle:

Principle #28Mechanics substitution (Replace mechanical system)

Data Source

PatentUS9135352B2System and method for providing targeted advertising through traffic analysis in a network environment

Publication Date: 2015.09.15 CISCO TECHNOLOGY INC

AI summary

An example method includes receiving packets associated with network traffic and identifying location information associated with an end user related to the network traffic. The method also includes extracting keywords from the network traffic, the keywords and the location information are used as a basis for rendering an advertisement on digital signage that is physically proximate to a current location of the end user. In other embodiments, the network traffic can be matched against access control lists, which are configured with Internet protocol (IP) addresses relating to search engines. Additionally, the network traffic can be classified based on fields in the packets, wherein the fields include a source Internet protocol (IP) address, a destination IP address, and a transmission control protocol (TCP) port. In more particular embodiments, the network traffic is hypertext transfer protocol (HTTP) requests originating from a handheld device operated by the end user.