Transaction Management Subsystem Latency Reduction
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Solution Overview
Problem
The online advertising market faces challenges due to fragmentation among companies, services, and technology providers, leading to difficulties in integration and slow processing times caused by HTTP redirects, which adversely affect the user experience and advertising effectiveness.
Innovation Solution
A computer-implemented method and system for generating and managing bid requests and responses within an advertising platform, utilizing a transaction management computing subsystem to characterize impression consumers and advertisement spaces, and selecting bid responses based on estimated winning bid prices, while co-locating decisioning and transaction management computing subsystems to reduce latency and improve processing speed.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If HTTP redirects are used for integration between advertising systems, then compatibility between disparate systems is improved, but processing speed deteriorates
Solution Approach 1:
The patent extracts the redirect mechanism from the integration process and replaces it with a direct API communication model. The transaction management subsystem directly calls decisioning subsystems without HTTP redirects, eliminating the bounce-back effect while maintaining system compatibility through standardized APIs.
Solution Approach 2:
The patent introduces a standardized API interface as an intermediary layer between disparate advertising systems. This API layer provides a common communication protocol that enables integration between different systems without requiring HTTP redirects, thus maintaining compatibility while improving speed.
2Measurement precision
If multiple decisioning subsystems are queried for bid responses, then bidding accuracy is improved, but processing time increases
Solution Approach 1:
The patent implements preliminary actions by pre-fetching bid responses from multiple decisioning subsystems before the actual auction occurs. The transaction management subsystem queries available bid responses in advance, caches them, and makes them readily available during the auction process, thus maintaining accuracy without adding processing time.
Solution Approach 2:
The patent introduces dynamic query optimization where the transaction management subsystem adaptively determines which decisioning subsystems to query based on real-time conditions. The system dynamically adjusts the number and selection of subsystems queried, balancing bidding accuracy with processing time constraints through conditional logic and priority-based selection.
3Reliability
If user-specific advertising is implemented, then advertising effectiveness is improved, but system complexity increases
Solution Approach 1:
The patent implements a universal transaction management subsystem that handles multiple functions within a single component. This subsystem manages bid requests, queries multiple decisioning subsystems, caches responses, and coordinates auctions, thereby reducing overall system complexity while enabling sophisticated user-specific advertising through centralized control.
Solution Approach 2:
The patent uses parameter changes to simplify system architecture by transforming complex user-specific advertising requirements into manageable parameters. The system accepts user characteristics as input parameters, processes them through standardized functions, and generates targeted advertising outputs, thus reducing complexity through parameterized processing.
Data Source
AI summary
A computer-implemented method includes generating, using a transaction management computing subsystem of an advertising platform, a set of primary bid requests responsive to receipt of an advertising call. Each primary bid request includes information sufficient to characterize an impression consumer and information sufficient to characterize each of one or more impressions identified in the advertising call. The method also includes sending the set of primary bid requests from the transaction management computing subsystem to a first set of decisioning computing subsystems of the advertising platform. Each decisioning computing subsystem of the first set being operable to generate a bid response based on the information included in a primary bid request. The method further includes selecting, using the transaction management computing subsystem, a first bid response from among the bid responses generated by the first set of decisioning computing subsystems; and taking, by the transaction management computing subsystem, an action on the first bid response.