Programmatic QAM Content Insertion for Single-Impression Bidding
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Solution Overview
Problem
Bidders face technical challenges in participating in auctions for multiple impression opportunities due to the complexity of dealing with varying numbers of impressions and multipliers, especially in QAM and multicast content delivery, leading to reluctance and inefficiencies in bidding processes.
Innovation Solution
A method and apparatus that allow bidders to participate in auctions for single impression opportunities, simplifying the bidding process by delivering content to multiple devices through QAM or multicast techniques without the need to consider multipliers, using a supply side platform to track and determine winners across multiple bids.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If bidders participate in auctions for multiple impression opportunities, then the number of impressions delivered increases, but the complexity of tracking and managing bids increases
Solution Approach 1:
The patent segments the multiple impression opportunities into individual auction units, where each impression opportunity is auctioned separately rather than as a bundled package. This allows bidders to participate in multiple independent auctions while maintaining simple single-impression bidding logic, resolving the contradiction between delivering multiple impressions and maintaining bidding process simplicity.
2Productivity
If content is delivered to multiple devices using QAM or multicast, then delivery efficiency improves, but the complexity of coordinating delivery across devices increases
Solution Approach 1:
The patent introduces an intermediary system that receives the winning bid information and coordinates the content delivery to multiple devices through QAM or multicast techniques. This intermediary layer handles the complexity of multi-device delivery coordination, allowing the bidding system to remain simple while achieving efficient multi-device content delivery.
Data Source
AI summary
A single piece of content, e.g., a creative, is delivered to multiple devices through a QAM or multicast communications technique, with each receiving device corresponding to an impression opportunity in some cases. Bidders are provided the opportunity to bid on an individual single impression opportunity basis even when the impression corresponds to a multicast or QAM content delivery method and thus multiple impressions. Because impression opportunity offers and bids are for single impressions the bidder systems need not deal with the technical complexities of multipliers when receiving, considering and placing bids. DSPs are normally used to place bids on single Internet delivered impressions can bid on impression opportunities corresponding to QAM or multicast delivered program content with the system being used to determine the winner of bids handling the complexity of tracking of multiple individual bid wins and eventually determining the winner of an N opportunity deal.