Retargeting Ad Clustering via Spatial Movement Data
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Solution Overview
Problem
Existing retargeting advertisement services struggle to select an appropriate target user group for improving purchase conversion rates, as they rely on fragmentary information and do not effectively utilize the history of advertisements encountered by users during their movements.
Innovation Solution
A retargeting advertisement service method that collects advertisement ID information and additional movement-related data from user terminals, performs clustering to identify meaningful user groups, and utilizes this information in real-time bidding (RTB) to provide optimal retargeting advertisements.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If fragmentary information (search keywords, TV ads, website ads) is used to select target user groups, then the selection process is simple, but the purchase conversion rate is low due to insufficient user behavior understanding
Solution Approach 1:
The patent transitions from traditional 2D advertising (websites, TV screens) to 3D spatial advertising by utilizing digital signage in physical environments. This adds a spatial dimension to ad delivery, enabling tracking of user movement patterns and physical location data alongside traditional online behavior, thereby enriching user profile information without significantly complicating the targeting process
Solution Approach 2:
The system performs preliminary clustering of user terminals based on advertisement access history and movement information before the actual RTB process. By pre-identifying user groups with similar advertising encounter patterns and movement behaviors, the system prepares targeted ad delivery in advance, improving conversion rates while maintaining operational efficiency during real-time bidding
2Ease of manufacture
If traditional media (TV, website, search engine) advertisement history is utilized, then the data collection is straightforward, but the understanding of user movement and advertising exposure is incomplete
Solution Approach 1:
The patent implements a universal advertising tracking system that works across multiple media types and environments. The digital signage system with transmitted advertisement IDs can track users both in physical spaces (stores, transit stations) and integrates with online advertising platforms, creating a multi-functional tracking infrastructure that collects comprehensive user behavior data without requiring separate systems for different media types
Solution Approach 2:
The patent introduces user terminals (smartphones, tablets) as intermediary devices that bridge physical and digital advertising environments. These terminals receive transmitted advertisement IDs from digital signage, track user movement patterns, and relay this information to the RTB system, serving as mediators that capture and transmit otherwise unavailable movement and exposure data
3Reliability
If digital signage with transmitted advertisement IDs is deployed to track user movement, then comprehensive user behavior data is obtained, but the system complexity increases
Solution Approach 1:
The digital signage system operates autonomously by transmitting advertisement IDs that are automatically captured by user terminals without requiring manual intervention. The system self-manages ad delivery, user identification, and data collection processes, reducing operational complexity despite the enhanced tracking capabilities provided by digital signage deployment
4Measurement precision
If clustering is performed on all user terminals with advertisement access history, then meaningful user groups are identified, but the processing time and computational resources increase
Solution Approach 1:
The patent applies clustering selectively rather than universally to all user terminals. By focusing clustering operations on terminals that have accessed specific advertisements and meet certain criteria (such as movement pattern significance or ad exposure relevance), the system achieves meaningful user group segmentation without the computational overhead of processing every terminal, thus balancing precision with processing time constraints in RTB
Data Source
AI summary
A retargeting advertisement service method according to an embodiment of the present invention includes collecting, by an advertisement targeting server, advertisement ID information and identification information from each of a plurality of terminals that have acquired an advertisement ID transmitted by a digital advertising medium, performing, by a bidding participation device, clustering using the information collected by the advertisement targeting server and transmitting information regarding a user group of a size exceeding a threshold, generated as a result of the clustering, to a bidding generation device, determining, by the bidding generation device, whether to generate real-time bidding (RTB) for a retargeting advertisement for the transmitted user group, based on the information regarding the transmitted user group, and performing, by the bidding participation device, the RTB when an advertisement media generation event occurs on a first terminal belonging to the user group.