Smart Sign Dynamic Content Auctions for Targeted Advertising
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Solution Overview
Problem
Traditional electronic display signs in public places often display static content targeted at a general audience, failing to provide dynamic and user-specific information to individuals based on their proximity and device characteristics.
Innovation Solution
A smart sign system that performs real-time auctions for third-party content based on device-specific information from mobile communication devices in proximity, selecting and displaying user-specific content by comparing received information with bids from content providers, allowing for targeted advertising and personalized content delivery.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If traditional electronic display signs display static content targeted at a general audience, then the system complexity is low and ease of operation is high, but the adaptability to different users and the effectiveness of advertising are poor
Solution Approach 1:
The patent implements dynamic content delivery by transitioning from static displays to real-time auction-based content selection. The system continuously monitors device-specific information from nearby mobile devices, performs real-time auctions among content providers, and dynamically updates displayed content based on current user presence and bidding results, making the display adaptable to different users without requiring complex manual reconfiguration
Solution Approach 2:
The system employs automated real-time auctions where content providers submit bids based on device-specific information criteria, and the system automatically selects winning content without human intervention. This self-service mechanism enables the display to adapt to different users autonomously through algorithmic decision-making rather than manual content management
Solution Approach 3:
The patent changes the operational parameters of the display system by introducing real-time variables such as device-specific information detection results, auction bid amounts, and user presence status. These parameter changes enable dynamic content selection based on current conditions rather than fixed pre-programmed content, improving adaptability while managing complexity through parameter-based control
2Productivity
If real-time auctions are performed based on device-specific information from mobile devices, then the adaptability and user engagement are improved, but the processing time and computational requirements increase
Solution Approach 1:
Content providers pre-submit their bids and device-information requirements before actual user interaction occurs. The system stores these predetermined bids and their associated criteria in advance, so when a mobile device enters the proximity of the smart sign, the system can quickly match device-specific information against pre-stored bids and execute the auction process efficiently without requiring extensive real-time computation
Solution Approach 2:
The system optimizes processing by focusing computational resources on local matching operations. Instead of performing comprehensive global auctions for all content providers, the system identifies and processes only those bids that match the specific device-information characteristics of the detected mobile device, reducing the scope and time of auction processing while maintaining advertising effectiveness
3Measurement precision
If device-specific information is collected and processed in real-time, then the targeting precision of advertisements is improved, but the amount of data processing and system complexity increase
Solution Approach 1:
The system extracts and processes only the specific device-information parameters that are relevant for content targeting, such as device type, operating system, and predefined user characteristics. By selectively extracting only the necessary data elements rather than processing all possible device information, the system achieves precise targeting while minimizing data processing complexity and computational overhead
Data Source
AI summary
Embodiments are directed towards a smart sign that provides dynamic content auctions based on device-specific information obtained from mobile devices in proximity of the smart sign. Device-information requirements and content are received from content providers. The device-information requirements include target device-specific information and a price that the content provider is willing to pay to have its content displayed when the target device-specific information is received from a mobile device. Device-specific information is received from each mobile device in the proximity of the smart sign. The auction for the smart sign is performed by comparing the device-specific information to the device-information requirements for the content providers. Third-party content, e.g., advertisement, is selected for the content provider that paid a highest amount of money for the device-information requirements that match the device-specific information. User-specific content is generated and displayed on the smart sign based on the selected third-party content.