Virtual User Profile for Precise Ad Targeting
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Solution Overview
Problem
Conventional methods for defining user segments for targeted advertising are complex and difficult for non-technical users to use, limiting their ability to effectively identify and reach individuals interested in specific subjects.
Innovation Solution
A facility that identifies users interested in a subject by selecting relevant actions, creating a 'virtual user', and applying cohort-matching techniques to rank users based on their behavior, allowing for easier and more effective segmentation.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If conventional query-based segment definition is used, then precise user selection is achieved, but system complexity and difficulty of use increase significantly
Solution Approach 1:
The patent creates a 'virtual user' profile that copies and aggregates characteristics from multiple actual users who share similar behaviors and attributes. This virtual profile serves as a template that automatically defines user segments without requiring manual query construction, thereby maintaining precise user selection while eliminating the complexity of manual segment definition.
Solution Approach 2:
The system enables automatic segment population by having the system itself perform the segmentation task. Instead of requiring users to manually construct queries and populate segments, the system automatically identifies users matching the virtual user profile criteria, thus resolving the contradiction between precision and complexity.
2Manufacturing precision
If manual query construction is required, then precise segment control is achieved, but ease of operation deteriorates
Solution Approach 1:
The system performs preliminary actions by pre-defining virtual user profiles that encapsulate segment characteristics. These pre-configured profiles serve as ready-to-use templates that automatically define user segments when activated, eliminating the need for manual query construction while maintaining precise segment control.
Solution Approach 2:
The virtual user profile acts as an intermediary between the user's advertising objectives and the actual user segment. Instead of requiring direct manual query construction, the virtual profile mediates the process by automatically translating high-level criteria into precise user selections, thereby improving ease of operation without sacrificing precision.
3Measurement precision
If sophisticated user interfaces are provided, then accurate segment creation is enabled, but accessibility to non-technical users is reduced
Solution Approach 1:
By copying characteristics from multiple actual users to create virtual user profiles, the system captures complex segmentation logic in reusable templates. Non-technical users can leverage these pre-configured virtual profiles without needing to understand the underlying complexity, thus maintaining accurate segment creation while expanding accessibility to a broader user base.
Data Source
AI summary
A facility for identifying users that have an interest in a selected subject is described. For each of a number of actual users, the facility establishes a user behavior record describing the behavior of the actual user. The facility also establishes a user behavior record describing behavior of a virtual user. The behavior described by the user behavior record for the virtual user is made up of actions each tending to indicate an interest in the selected subject. The facility identifies a proper subset of the actual users whose user behavior records are most similar to the user behavior record of the virtual user as interested in the selected subject.