Reverse Frequency Cap for Ad Delivery Optimization
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Existing methods for controlling advertisement viewing frequency on the internet fail to effectively ensure that a target number of users see an advertisement the desired number of times, while minimizing exposure for those who see it fewer times than intended.
Innovation Solution
A method that evaluates the probability of customer return and the value of that return to determine when to show an advertisement, focusing on displaying it to users who have already seen it at least once after a determined turning point, ensuring optimal frequency and reach by targeting users based on their tendency to revisit websites.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If traditional frequency capping is applied to limit advertisement exposures, then some users are protected from over-exposure, but many users fail to reach the target frequency and remain uninterested
Solution Approach 1:
The patent inverts the traditional frequency capping approach by using reverse frequency capping. Instead of limiting exposures from the start, the system identifies users who have NOT yet reached the target frequency and prioritizes showing them advertisements. This inversion transforms the problem from preventing over-exposure to ensuring minimum exposure, thereby increasing the number of users who reach the desired frequency while maintaining control over overall advertisement distribution.
Solution Approach 2:
The system implements feedback mechanisms by continuously tracking user advertisement exposure history and using this data to dynamically adjust future advertisement delivery. The system monitors which users have viewed advertisements and how many times, then uses this feedback information to make intelligent decisions about subsequent advertisement placements, ensuring that users who need more exposures receive them while avoiding redundant exposures to users who have already reached the target frequency.
2Productivity
If advertisements are shown frequently to ensure user interest, then user engagement increases, but users become inundated and experience advertisement fatigue
Solution Approach 1:
The patent applies local quality by treating different user groups differently based on their exposure history and characteristics. Instead of applying a uniform frequency limit to all users, the system tailors advertisement delivery to each user's specific needs and behavior patterns. Users who have not reached the target frequency receive prioritized exposure, while users who have reached or exceeded the target frequency receive limited or no additional exposures, thereby optimizing engagement for each user segment without causing widespread fatigue.
Solution Approach 2:
The system dynamically changes the advertisement exposure parameter based on user behavior and campaign objectives. Rather than using a fixed frequency cap, the system adjusts the effective frequency parameter for each user individually, allowing flexible optimization of engagement levels while preventing fatigue. This parameter change approach enables the system to adapt to varying user responses and campaign requirements in real-time.
Data Source
AI summary
Systems and methods relate to frequency of advertisement viewing on the Internet, and more specifically to controlling advertisement viewings by a person during an advertising cycle. A probability of return for a customer is evaluated and an advertisement is shown to the customer based on a function of at least the probability of return and a value for the return. Once the customer has seen the advertisement a target number of times, the customer is no longer shown the advertisement.