Structured Content View Server for Ad Targeting
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Solution Overview
Problem
Webpages with limited textual content, such as those on online social networks, pose challenges for targeted ad targeting due to insufficient relevant information, leading to less relevant ads being displayed.
Innovation Solution
The implementation of Structured Content View (SCV) servers, which convert and enhance the content of webpages by providing a structured version with annotations and additional references, allowing for better ad targeting by content ad providers.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If ad targeting is performed using only the textual content of the original webpage, then the system complexity remains low, but the ad relevance deteriorates when the webpage has limited textual content
Solution Approach 1:
The patent introduces an intermediary structured content view server that mediates between the original webpage content source and the ad targeting system. This server converts original webpage content into structured content views with enhanced metadata, annotations, and extracted entities, allowing the ad targeting system to access enriched content information without directly processing the original limited textual content, thereby improving ad relevance while maintaining system modularity
Solution Approach 2:
The system performs preliminary action by pre-processing webpage content into structured content views before ad targeting occurs. The structured content view server proactively extracts entities, generates annotations, and organizes content metadata in advance, so that when ad requests are made, the targeting system immediately has access to enriched content information without performing complex extraction operations in real-time
2Loss of information
If the system uses structured content views with annotations and additional references, then ad targeting information extraction is improved, but the content processing complexity increases
Solution Approach 1:
The patent applies segmentation by dividing the content processing function into distinct modular components: the structured content view server that performs content enrichment, the converter that transforms identifiers between content sources, and the ad targeting system that uses the enriched content. This segmentation allows each component to handle specific tasks independently, managing complexity through functional decomposition while achieving comprehensive information extraction
Solution Approach 2:
The system creates a copied and enhanced version of the original webpage content in the form of structured content views. Instead of directly processing the original limited textual content, the system generates a parallel structured representation that includes extracted entities, annotations, and metadata, allowing ad targeting to operate on this enriched copy without modifying or losing the original content source
3Adaptability or versatility
If identifier conversion is implemented between first content source and second content source, then access to structured content is enabled, but the system requires additional conversion mechanisms
Solution Approach 1:
The converter component is designed with universality to handle multiple content sources and various identifier formats. It provides a unified conversion mechanism that can translate identifiers from the first content source to the second content source and vice versa, enabling the system to access structured content views from different sources through a single versatile component rather than requiring source-specific processing logic
Data Source
AI summary
A method is provided. The method includes receiving a request for one or more ads, the request including a first identifier for a first content source, wherein a first set of content is available from the first content source, responsive to the request, determining whether a second set of content is available from a second content source, wherein the second set of content is a structured content version of the first set of content, converting the first identifier for the first content source to a second identifier for the second content source if the second set of content is available from the second content source, receiving the second set of content from the second content source using the second identifier, and selecting the one or more ads using at least some content from the second set of content from the second content source.