Selective Search Advertising via Financial Credential Verification
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Solution Overview
Problem
Current search engine advertising systems are inefficient as they do not account for users' financial credentials, leading to advertisers paying for ads that may not reach potential buyers, resulting in a suboptimal cost/benefit ratio.
Innovation Solution
A system where search engines provide selective search results based on users' financial credential information, using digital certificates that contain a score indicating purchasing capacity, allowing advertisers to target likely buyers by comparing this information with their criteria.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If search engines display advertisements based on payment amount alone, then advertisers can pay for prominent placement, but the advertising efficiency decreases because ads are shown to users unable to purchase
Solution Approach 1:
The system performs preliminary verification of user financial credentials before displaying advertisements. Users must submit financial credential information (such as credit card verification) in advance, and the system stores this information for future ad matching. This preliminary action ensures that when ads are displayed, the system can immediately verify user eligibility without wasting advertising spend on ineligible users.
Solution Approach 2:
The system implements a feedback mechanism where user financial credential information is continuously verified against advertiser criteria. The search engine receives feedback from users about their financial capabilities and uses this feedback to dynamically adjust which advertisements are displayed. This closed-loop feedback system ensures advertising spend is directed only to users who meet the financial requirements of advertisers.
2Quantity of substance
If search engines show all advertisements to all users, then maximum ad exposure is achieved, but cost/benefit ratio deteriorates due to mismatched targeting
Solution Approach 1:
The system applies local quality by tailoring advertisement display to individual user characteristics. Instead of uniform ad distribution, the system evaluates each user's financial credentials locally and matches them with appropriate advertisements. Users with different financial profiles receive different sets of advertisements, ensuring that each user sees ads relevant to their purchasing capability while maintaining overall high ad exposure quantity.
Solution Approach 2:
The system segments the user base into different groups based on financial credential verification results. Users are divided into segments such as high-income, medium-income, and low-income groups, with each segment receiving advertisements tailored to their financial capability. This segmentation allows the system to maintain high overall ad exposure while achieving precise targeting within each segment.
3Adaptability or versatility
If search engines implement financial credential verification, then advertising targeting improves, but system complexity increases
Solution Approach 1:
The system introduces an intermediary component that handles financial credential verification separately from the main search and ad display functions. This intermediary module receives user financial information, verifies it against advertiser criteria, and returns verification results to the ad display system. By using this intermediary, the system achieves sophisticated ad targeting capability while isolating the complexity of financial verification into a separate, manageable component.
Data Source
AI summary
A system and method of selective advertising where an advertiser can decide whether or not to advertise to a certain user based on credential information submitted by that user. The user provides his or her credential information to a search engine and enters a search query. In response, the search engine evaluates the user's credential information and compares that information to criteria provided by advertisers that participate with that search engine. The search engine determine which advertisers have indicated a willingness to advertise to a user with the submitted credentials and selectively provides matching search results.