Retargeting Suppression Engine for Ad Optimization
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Solution Overview
Problem
Cookie-based advertisement retargeting is ineffective when products have already been purchased, leading to unnecessary advertising and resource wastage.
Innovation Solution
A system and method that utilize a retargeting suppression engine to receive digital and merchant identifiers associated with a purchase transaction, determine if a cookie exists for advertisement retargeting, and send suppression information to prevent further retargeting advertisements.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If advertisement retargeting is continuously displayed to all users, then advertising coverage is maximized, but advertising effectiveness decreases when products are already purchased
Solution Approach 1:
The system performs preliminary actions by detecting purchase transactions before retargeting advertisements are displayed. When a purchase is detected, the system proactively suppresses further retargeting ads for that user, preventing wasted advertising resources before they can be consumed. This resolves the contradiction by ensuring ads are only shown to users who haven't already purchased, maintaining advertising effectiveness while avoiding resource wastage.
2Measurement precision
If retargeting cookies are used to track user behavior, then advertising targeting precision is improved, but privacy concerns increase
Solution Approach 1:
The system extracts and utilizes only the essential purchase transaction information (digital identifier and merchant identifier) needed for retargeting suppression, while leaving the detailed tracking mechanisms in place. By focusing solely on detecting whether a purchase occurred rather than tracking all user behaviors, the system maintains advertising targeting precision for purchase conversion while minimizing privacy intrusions by limiting data collection to transaction-specific information.
3Reliability
If suppression information is sent for every purchased item, then retargeting accuracy is improved, but system complexity increases
Solution Approach 1:
The system implements self-service by automatically generating and sending suppression information without requiring manual intervention or complex decision-making processes. The purchase detection mechanism automatically triggers suppression actions, and the system self-manages the coordination between transaction detection and ad suppression. This maintains high retargeting accuracy while minimizing system complexity through automated, rule-based operations that don't require complex algorithms or human oversight.
Data Source
AI summary
Methods, systems, and computer readable media for suppressing cookie based advertisement retargeting are disclosed. One method includes receiving a digital identifier and a merchant identifier associated with a purchase transaction. The method further includes determining, using the digital identifier and the merchant identifier, whether a cookie exists for advertisement retargeting related to the digital identifier and the merchant identifier. The method also includes in response to determining that the cookie exists for advertisement retargeting related to the digital identifier and the merchant identifier, sending suppression information for suppressing advertisement retargeting associated with the cookie.