Web Ad Blocking via Intermediary Script and Rule Matching
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Solution Overview
Problem
Publishers face difficulties in tracking and blocking undesirable advertisements on their websites due to various advertising channels and pathways, making it challenging to prevent unwanted ads from being displayed.
Innovation Solution
An advertisement discovery and blocking system that uses cloud-based storage, internet proxy servers, data analysis, and script generation to identify and block advertisers violating predefined rules by gathering and processing advertisement data, generating a blocked advertiser list, and updating it periodically.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If publishers manually track advertisements through various advertising channels, then they can identify some undesirable advertisements, but the complexity and difficulty of tracking increases significantly due to multiple advertising pathways
Solution Approach 1:
The patent introduces an advertisement tracking script as an intermediary component that is embedded in publisher websites. This script automatically captures advertisement data including advertiser identifiers, advertising channels, and placement information. The script acts as a mediator between the complex advertising ecosystem and the publisher's blocking system, simplifying the tracking process while maintaining comprehensive data collection across multiple advertising pathways.
2Reliability
If publishers block advertisements through multiple advertising channels, then they can prevent more undesirable ads, but the difficulty of managing and coordinating blocking across channels increases
Solution Approach 1:
The patent merges blocking operations across multiple advertising channels into a unified process. The system collects advertisement data from various channels (ad networks, exchanges, DSPs, direct purchases) and processes them through a single blocking mechanism that uses advertiser identifiers and blocklists. This consolidation allows publishers to manage blocking operations centrally while maintaining effectiveness across all advertising pathways.
Solution Approach 2:
The patent implements a feedback mechanism where the system continuously monitors advertisement placements, identifies violations of publisher policies, and updates blocklists accordingly. The system provides feedback to advertising channels about blocked advertisers, preventing future placements. This closed-loop feedback system automates the blocking management process, reducing manual coordination requirements while improving blocking reliability.
3Productivity
If publishers use automated systems to detect and block advertisements, then the efficiency of ad blocking improves, but the initial setup and system complexity increases
Solution Approach 1:
The patent implements preliminary action by pre-processing advertisement data as it is collected from various channels. The tracking script captures and structures advertisement information including advertiser identifiers, channel information, and placement details before the actual blocking decision is needed. This preliminary data preparation reduces the complexity of real-time blocking operations and improves overall system efficiency.
Data Source
AI summary
Systems and methods are provided that discover undesired advertisements on publisher web pages and automatically block advertisers or advertising channels associated with the placement of those advertisements from placing advertisements on the publisher web pages. An advertisement discovery and blocking system may discover advertisements on a particular publisher web page and placement pathways associated with those discovered advertisements. The system may then compare the discovered advertisements and placement pathways with a set of rules in an advertiser rule list. The system may detect advertisement violations based on the comparison of the set of rules in the advertiser rule list with the discovered advertisements and placement pathways. The system may add advertisers and advertising channels associated with the detected advertisement violations to a list of blocked advertisers. The list of blocked advertisers may be provided to the publishers and the advertising channels.