Real-Time Ad Selection via Keyword Extraction and Viewer Profiles
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Solution Overview
Problem
Advertisers face difficulty in capturing and holding viewer attention due to fragmented audiences, necessitating creative and contextually relevant advertisements beyond traditional linear formats.
Innovation Solution
A system and method that combine information about current programming, viewer profiles, and real-time data to select and display advertisements, using a multimedia client that integrates content analysis, user profiles, and current events to determine appropriate ad placement, incorporating keywords from program content and viewer behavior.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If traditional linear advertisement formats are used, then device complexity is low, but advertisement effectiveness and viewer engagement deteriorate due to fragmented audiences
Solution Approach 1:
The system performs preliminary analysis of program content to extract keywords and topics before the advertising break occurs. Viewer profiles are pre-loaded and prepared for rapid matching. This advance preparation enables the complex advertisement selection process to complete within the limited time window of the advertising break, resolving the contradiction between comprehensive analysis and time constraints.
Solution Approach 2:
The patent introduces an intermediary advertisement selection system that acts as a bridge between program content analysis and advertisement delivery. This intermediary component processes keywords from the program, matches them against viewer profiles, and selects appropriate advertisements from a pool of candidates. This intermediary layer manages the system complexity by centralizing the decision-making logic and enabling modular architecture.
2Adaptability or versatility
If real-time advertisement selection based on content analysis is implemented, then advertisement relevance improves, but processing time and system complexity increase
Solution Approach 1:
The advertisement selection process is segmented into distinct independent stages: program content analysis to extract keywords, viewer profile retrieval and processing, keyword-profile matching, and advertisement selection. Each stage can be processed in parallel or pipelined, reducing overall processing time. The segmentation allows the system to handle complexity through modular, time-efficient operations.
Solution Approach 2:
Keywords are extracted from program content in advance during the preceding program segment. Viewer profiles are pre-loaded into memory before the advertising break. This preliminary processing ensures that when the advertising break occurs, the system already has the necessary data prepared, enabling rapid advertisement selection and delivery without time loss.
3Measurement precision
If comprehensive viewer profile analysis and content analysis are performed, then advertisement targeting precision improves, but information processing requirements and system complexity increase
Solution Approach 1:
The system extracts only the essential and relevant features from comprehensive viewer profiles and program content. Instead of processing all available data, it identifies and extracts key attributes such as viewer demographics, preferences, and behavioral patterns that are most relevant to advertisement matching. Similarly, only salient keywords from program content are extracted. This selective extraction reduces data processing complexity while maintaining high targeting precision.
Solution Approach 2:
The system applies different processing depths to different parts of the data. For viewer profiles, it focuses on locally relevant attributes based on the specific program context. For program content, it extracts keywords from specific segments that are most relevant to upcoming advertisements. This localized quality approach processes only the necessary portions of data with appropriate detail, reducing overall complexity while preserving precision where needed.
Data Source
AI summary
A multimedia client receives, over a subscription multimedia network, television content for presentation to a viewer, where the television content includes an advertising break and identifies a keyword associated with the television content. The multimedia client sends, over the subscription multimedia network, the keyword to an advertisement server and receives from the advertisement server, an advertisement corresponding to the keyword. The multimedia client then provides, for display to the viewer, the advertisement within the advertising break.