Sponsored Mail Auction Engine for Targeted Ad Delivery
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Solution Overview
Problem
Current social networking services lack effective methods for targeted and efficient delivery of sponsored messages to specific user profiles based on desired attributes, often resulting in unsuitable message recipients and inefficient advertising strategies.
Innovation Solution
The Sponsored Mail Auction Engine (SMA Engine) allows third-party sender accounts to place bids for sending messages to users with matching profile attributes, ensuring that messages are delivered to the highest bidder's target account, thereby optimizing ad delivery and user engagement.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Speed
If sponsored messages are sent to users based on simple profile matching, then message delivery speed is improved, but message relevance and user engagement deteriorate
Solution Approach 1:
The system pre-calculates and stores compatibility scores between senders and potential recipients based on profile attributes before actual message delivery. When a sponsorship bid is placed, the system quickly retrieves pre-computed compatibility data rather than performing real-time analysis, thus achieving fast delivery while maintaining high relevance through预先 prepared matching criteria.
Solution Approach 2:
The patent replaces complex real-time profile analysis with a bid auction mechanism. Instead of mechanically comparing all sender-recipient pairs in real-time, the system uses sponsored bids as a substitute mechanism to determine message delivery, where the highest bidder wins the right to send messages to matched users. This substitution maintains relevance through bid-based selection while achieving speed through streamlined auction processing.
2Quantity of substance
If sponsored messages are sent to all matching users, then advertising reach is improved, but message fatigue and user annoyance increase
Solution Approach 1:
The system implements frequency capping that limits the number of sponsored messages a single recipient can receive within a specified time period. Instead of sending messages to all matching users without restriction (excessive action), the system applies partial action by selectively delivering messages only within acceptable frequency thresholds, thus maintaining advertising reach while preventing message fatigue.
Solution Approach 2:
The system monitors and tracks message delivery patterns and user responses to sponsored messages. When a user has recently received sponsored messages or shows signs of engagement fatigue, the system adjusts future message delivery by reducing frequency or pausing delivery to that user. This feedback mechanism ensures advertising reach is optimized while preventing harmful message fatigue.
3Reliability
If an auction system is implemented for sponsored messages, then advertising effectiveness is improved, but system complexity increases
Solution Approach 1:
The patent implements a multi-functional auction engine that handles multiple advertising strategies within a single unified system. The same auction mechanism supports both sponsored message delivery and sponsored connection requests, and can accommodate different bidding strategies (e.g., highest bid wins, second-price auction). This universality achieves high advertising effectiveness through flexible bid-based selection while avoiding the complexity of implementing separate systems for different ad types.
Solution Approach 2:
The system uses parameter-based configuration to manage auction complexity. By defining auction rules, bid evaluation criteria, and delivery parameters as configurable parameters rather than hard-coded logic, the system can adapt to different advertising scenarios without requiring complex custom implementations. This parameterization approach maintains advertising effectiveness through flexible control while reducing system complexity through standardized configurations.
Data Source
AI summary
A system, a machine-readable storage medium storing instructions, and a computer-implemented method are described herein to detect access of a predefined resource by a target account. Responsive to the detected access of the predefined resource, a sender account is determined for a persistent message to be received by the target account. The persistent message is sent from the sender account to the target account.