On device attribution

Abstract

The technology is generally directed to enabling on-device attribution using network identifier-derived transient identifiers. The network identifiers may be, for example, internet protocol addresses associated with a user device. The attribution may be determined based on a user engagement with digital content and subsequent installation of an application associated with the digital content. For example, transient identifiers, such as hashes, may be generated in response to user engagement and the application installation. At least some of the hashes may be encrypted, or keyed. The hashes are transient identifiers that remove any personalized information associated with the user such that the user remains anonymous while an attribution can still be determined. The hashes generated in response to the user engagement and application installation may be compared to determine a match. A match may be considered an attribution after being validated.

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