Proxy Server Ad Detection and Modal Delivery
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Solution Overview
Problem
Publishers face significant revenue loss due to ad-blocking technologies, which prevent the display of advertisements on user devices, necessitating a method to effectively and efficiently bypass these blockers to monetize their content.
Innovation Solution
A system and method utilizing a proxy server with an ad-detection element to detect ad-blockers, generate a modal with configured ad units, and display them to users, allowing publishers to circumvent ad-blockers and provide a native advertising experience.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If ad-blockers are used to prevent intrusive advertising, then user experience is improved, but publisher revenue is significantly reduced
Solution Approach 1:
The patent introduces a proxy server as an intermediary between the user's ad-blocker and the publisher's ad delivery system. The proxy server intercepts ad requests, detects ad-blocker presence, and conditionally serves ads through alternative methods (such as unblocked domains or different protocols), allowing ads to reach users even when ad-blockers are active, thus preserving publisher revenue while respecting user preferences
Solution Approach 2:
The system dynamically changes delivery parameters based on ad-blocker detection. When an ad-blocker is detected, the proxy server modifies ad delivery parameters by routing requests through alternative domains, using different protocols, or changing timing characteristics, allowing ads to bypass blocking mechanisms and maintain revenue streams
2Loss of energy
If traditional banner ads are displayed, then publisher revenue is generated, but click-through rates have dramatically decreased from 44% to 0.06%
Solution Approach 1:
The patent implements dynamic ad delivery that adapts to user behavior and context. Rather than static banner ads, the system uses proxy-based delivery that can dynamically select from multiple ad formats, delivery timing, and targetting strategies based on real-time user engagement signals, improving click-through rates by making ad delivery adaptive rather than fixed
Solution Approach 2:
The system employs periodic ad delivery strategies where ads are served at strategically determined intervals rather than continuously. The proxy server can space out ad requests, use rotational scheduling across multiple ad creatives, and implement timing-based delivery that increases visibility without being intrusive, thereby improving engagement and click-through rates
3Ease of operation
If ad-blockers target embedded content and HTML5 autoplay, then intrusive advertising is reduced, but nearly all advertising may be blocked
Solution Approach 1:
The patent segments the ad delivery system into multiple independent pathways and domains. Instead of relying on a single ad delivery mechanism that can be blocked, the proxy server distributes ad requests across multiple segments (different domains, protocols, and timing), ensuring that if one segment is blocked by the ad-blocker, other segments can still deliver ads, thereby maintaining revenue while reducing intrusiveness
Data Source
AI summary
A system and method to circumvent advertisement blockers using a proxy server is disclosed. The method describes loading, in response to a request from a user device browser to a website, an ad-detection element from a proxy server to the publisher server; detecting, utilizing the loaded ad-detection element from the proxy server, whether the web site is running the advertisement blocker; if an advertisement blocker is detected, receiving a modal request at the proxy server from the publishing server; outputting, from the proxy server, a modal parameter request to an ad management server for modal configuration parameters; returning, based on the modal parameter request, an ad unit response from the ad management server having the configuration parameters; generating a modal using the proxy server; sending the modal to the user device browser for consumption by the user; and modifying an interface parameter in the user device browser to o display the modal with the ad unit contained therein. A system to circumvent advertisement blockers is also described herein.