Mobile identifier validation for permissioned cross-APP tracking and targeting

Abstract

A system and method for detecting whether a MAID is valid and permissible for cross-app tracking and targeting (i.e., that it can be used to target messages) or invalid and impermissible for cross-app tracking and targeting (i.e., that it cannot be used to target messages) uses observations and analysis of MAIDs that have been proven useful in determining validity. Specifically, data attributes associated with MAIDs such as user agent, IP address type, cross-app activity, frequency of in-app auth events, recency of operating system, VPN, and whether a MAID was observed with a CTV ID (i.e., an Identifier for Advertising or IFA) are used as indications of validity. When these variables are used together to select MAIDs, then can then be used to match against bid stream data and other sources for validation in conjunction with an identity graph matching proprietary identifiers to MAIDs.

Description

Attorney Docket No. RAMP-00312-WOMOBILE IDENTIFIER VALIDATION FOR PERMISSIONED CROSS-APPTRACKING AND TARGETINGCROSS-REFERENCE TO RELATED APPLICATIONS

[0001] This application claims the benefit of U.S. provisional patent application no. 63 / 712,814, filed on October 28, 2024. Such application is incorporated herein by reference in its entirety.BACKGROUN D OF TH E INVENTION

[0002] Personally Identifiable Information (PH) refers to data that can be used to identify, contact, or locate a specific individual or user. This includes direct identifiers like names, addresses, and social security numbers, as well as indirect identifiers that can be combined with other information to identify a person.

[0003] A "touchpoint" may be any interaction or point of contact where an individual provides or generates data that can be used to identify that person across different systems or platforms. This could include online activities, transactions, customer service interactions, or any other instance where PH is collected or associated with a user profile.

[0004] Identity resolution is the process of combining multiple identifiers and data points across various touchpoints to create a unified, accurate profile of an individual user. It involves linking these disparate pieces of information from different sources to form a cohesive view of a person's identity across digital and offline interactions.

[0005] The data used for identity resolution may be stored in a data structure known as an identity graph. An identity graph is a database that connects various data to a single user profile, enabling organizations to track and understand user behavior across different platforms and devices.Attorney Docket No. RAMP-00312-WO

[0006] Identity graphs are often differentiated as being first-party, second-party, or third-party graphs. A first-party identity graph is one that is created and owned by a single organization using data collected directly from the users with which it interacts. A second-party identity graph is the first-party graph of a different organization; data may be shared from second-party identity graphs through a partnership between two or more organizations sharing their first- party data. Third-party identity graphs contain data compiled by data aggregators using data from multiple sources, generally without direct relationships with the users. The owners of these third-party identity graphs may provide services to the owners of first-party graphs, whereby the first-party graphs are improved in various ways using data from the provider's more comprehensive third-party graph.

[0007] Activation refers to the process of integrating offline customer data into online digital marketing platforms. This allows those wishes to send messages to connect their first-party customer information, such as customer relationship management (CRM) data, loyalty program details, or offline purchase histories, with online identifiers like cookies or email addresses. The activation process typically involves working with a third-party provider who securely matches and anonymizes the offline data with online profiles. This creates a bridge between physical and digital customer interactions, enabling more personalized and targeted messaging campaigns across various digital channels. Successful activation enhances audience segmentation, improves cross-channel marketing efforts, and allows for more accurate measurement of marketing impact by connecting online ad exposures with offline behaviors.

[0008] A mobile advertising identifier, also known as a Mobile Ad ID (MAID), is a unique, anonymous identifier assigned to a mobile device by its operating system. This alphanumeric string serves as a key tool for tracking user behavior and delivering personalized messages without relying on personal information like names or phone numbers. On Apple mobileAttorney Docket No. RAMP-00312-WO operating system iOS devices, for example, the MAID is called the Identifier for Advertisers (IDFA), while on the Android operating system, it is called the Google Advertising ID (GAID). (The GAID was formerly called the Android Advertising ID (AAID), and this term is still in common usage.) MAIDs allow those wishes to send targeted messages to build user profiles based on app usage, browsing habits, and other interactions, enabling them to target messaging more effectively. Unlike cookies used in web browsers, MAIDs are specific to mobile devices and can track user activity across multiple apps. However, to address privacy concerns, both Apple and Google have implemented features that allow users to reset their MAIDs or opt out of message personalization altogether.

[0009] In addition to the mobile identifiers described above, both the Apple iOS and Android systems also use identifiers that are not valid and permissible for cross-app targeting and targeting. On iOS, this MAID is called the IDFV (Identifier for Vendor), and on Android it is called the Appset ID. The IDFV is a unique identifier assigned to all apps from a single developer on a single iOS device. It persists across app reinstalls, but may change if all apps from a vendor on that device are removed and reinstalled or if the consumer turns off and on privacy settings (e.g., enable and then disable cross-app tracking). It is not affected by a user's IDFA opt-out choice, and is used primarily for analytics within a vendor's app ecosystem. The Android Appset ID is a semi-permanent identifier that groups apps installed by the same user. It is designed to provide a level of user identification without using a GAID. Unlike the GAID but like the Apple IDFV, the Appset ID cannot be reset or opted out by the user.

[0010] MAIDs such as IDFA and GAID are valid and permissible for cross-app tracking and targeting by third parties, but IDFV and Appset ID are not. The problem for third parties wishing to utilize IDFA and GAID for targeting messaging, however, is that there is no way of distinguishing the MAIDS that are valid and permissible for cross-app tracking and targetingAttorney Docket No. RAMP-00312-WO from those that are not simply by an examination of the MAID itself. In each case, the MAIDs consist of 36 characters (32 if hyphens are removed), and have no obvious indicators within them to denote whether they are valid and permissible for cross-app tracking and targeting or not. Without the ability to distinguish between them, attempts to use MAIDS for cross-app tracking and targeting result in lower match rates due to the inclusion of MAIDS that are not valid for targeting. This leads to lower performance for third-party messaging and thus a lower return on a messaging campaign, as well as a great deal of waste of computing resources in the transmission and attempted use of invalid MAIDs for targeting.SUMMARY OF THE INVENTION

[0011] The invention is directed to a system and method for detecting whether a MAID is valid and permissible for cross-app tracking and targeting (i.e., that it can be used to target messages) or invalid and impermissible for cross-app tracking and targeting (i.e., that it cannot be used to target messages). In certain embodiments of the invention, the system and method for identifying valid from invalid MAIDs involves the use of observations and analysis of MAIDs that have been proven useful in determining validity. Specifically, data attributes associated with MAIDs such as user agent, IP address type (e.g., IPv4 or IPv6), cross-app activity, frequency of auth events, recency of operating system, VPN, and whether a MAID was observed with a CTV ID (i.e., an Identifier for Advertising or IFA) are used as indications of validity. These indicators of validity, on their own, do not determine validity conclusively. However, when these variables are used together to select MAIDs and then match to bid stream data and other sources for validation, the variables are instrumental in determining high-validity and low-validity MAIDs.

[0012] These and other features, objects and advantages of the present invention will become better understood from a consideration of the following detailed description of the preferred embodiments and appended claims in conjunction with the drawings as described following:Attorney Docket No. RAMP-00312-WOBRIEF DESCRIPTION OF DRAWINGS

[0013] Fig. 1 is a diagram showing an overall architecture according to an embodiment of the present invention.

[0014] Fig. 2 is a schematic for a computing component of a computing cluster for implementing an embodiment of the present invention.DETAILED DESCRIPTION OF THE INVENTION

[0015] Before the present invention is described in further detail, it should be understood that the invention is not limited to the particular embodiments described, and that the terms used in describing the particular embodiments are for the purpose of describing those particular embodiments only, and are not intended to be limiting, since the scope of the present invention will be limited only by the claims.

[0016] With reference now to Fig. 1, an embodiment of the invention may be described. At step 10, the MAID is received by the system from a mobile linkage supplier. The MAID may be matched with a hashed email address (HEM). The MAID is then matched against criteria received from bidstream 12. Bidstream 12 provides data from a publisher or app about a messaging unit, like publisher and uniform resource locator (URL), device type, Internet protocol (IP) address, and format. It might also include other information, including location or audience data demographic data. A MAID with a feature matched to bidstream 12 provides a MAID with high validity.

[0017] The MAID received at step 10 is examined in conjunction with a number of potentially relevant data attributes flowing from bidstream 12. These include, among other data, observed user agent 16, observed cross-app activity 18, observed Internet Protocol (IP) address 20, observed newest operating system (OS) 22, observed Identifier for Advertising (IFA) with MAID on connected TV / Over-the-Top Devices (CTV / OTT) 24, frequency of auth events 17, and VPNAttorney Docket No. RAMP-00312-WO19. From this analysis, a conclusion is drawn concerning whether the MAID is valid or invalid for targeting. In certain embodiments, this may involve the calculation of an overall score and the comparison of the score to a threshold. Alternatively, it may simply be a simple "yes" or "no" conclusion at each test, as shown in Fig. 1. If the MAID is determined to be invalid for targeting, then processing ends at step 26.

[0018] If the MAID is found to be valid for targeting at step 42, then the associated hashed email address (HEM) is converted to an identifier that may be used by the system provider within its own identity graph for identification of consumers at step 30. In one case, the identifier may be a RampID® identifier as provided by LiveRamp, Inc. of San Francisco, California. In certain embodiments, the identifier may be encoded in a specific way for particular partners, as a means of ensuring that the provider's partners cannot share links between themselves and thereby surreptitiously defeat privacy protections put in place by the provider. The link between the MAID and the provider identifiers may then be loaded into an identity graph 34 at step 32.

[0019] In order to use this system for targeted messaging, at step 36 a client of the system provider may send a data file for activation. Activation is the process of using the system provider to send customer data to digital marketing applications and media platforms. Using identity graph 34, the MAIDs found valid for targeting may be retrieved for activation at step 38. At step 40, the MAID-to-identifier correspondence is used in order to push the corresponding valid MAID to a media partner destination for purposes of completing the targeted messaging with the publisher as part of a messaging campaign.

[0020] Because the identity graph 34 in this case has been enhanced with information concerning the validity of MAIDs that are stored in the graph, a number of improvements are seen in the campaign. The amount of data egress to destinations is lowered since only validAttorney Docket No. RAMP-00312-WOMAIDs and the associated data need to be sent. Likewise, the number of invalid logs from destinations is lowered. This all results in a greater match rate for destinations, greater reach for the provider's clients in their messaging campaign, and ultimately a greater return on spending for the client.

[0021] In addition, the embodiment of the invention as just described leads to a dramatic decrease in the number of MAIDs required to build and disseminate audiences, and for client activation, which reduces the compute costs to build and disseminate audiences in real-world applications because of scale reduction (e.g., from billions of MAIDs to hundreds of millions). There are also improvements to scale reduction in client mapping files which leads to decreases in data storage costs.

[0022] The methods described herein may in various embodiments be implemented by any combination of hardware and software. For example, in one embodiment, the methods may be implemented by a computer system (e.g., a computer system as in Fig. 2) or a collection of computer systems, each of which includes one or more hardware processors executing program instructions stored on a computer-readable physical storage medium coupled to the hardware processors, within the provider environment 10 and the customer environment 14. The program instructions may implement the functionality described herein (e.g., the functionality of various hardware servers and other components that implement the network-based cloud and non-cloud computing resources described herein). The various methods as illustrated in the figures and described herein represent example implementations. The order of any method may be changed, and various elements may be added, modified, or omitted.

[0023] Fig. 2 is a block diagram illustrating an example computer hardware system, according to various embodiments. Computer system 140 may implement a hardware portion of a cloud computing system as forming parts of the various implementations of the present invention.Attorney Docket No. RAMP-00312-WOComputer system 140 may be any of various types of hardware devices, including, but not limited to, a commodity server, personal computer system, desktop computer, laptop or notebook computer, mainframe computer system, handheld computer, workstation, network computer, a consumer device, application server, physical storage device, telephone, mobile telephone, or in general any type of computing node, compute node, compute device, and / or hardware computing device.

[0024] Computer system 140 includes one or more hardware processors 140a, 141b... Mln (any of which may include multiple processing cores, which may be single or multi-threaded) coupled to a physical system memory 142 via an input / output (I / O) interface 144. Computer system 140 further may include a network interface 146 coupled to I / O interface 144. In various embodiments, computer system 140 may be a single processor system including one hardware processor 141a, or a multiprocessor system including multiple hardware processors 141a, 141b...141n as illustrated in Fig. 2.

[0025] Processors 141a, etc. may be any suitable processors capable of executing computing instructions. For example, in various embodiments, processors 141a, etc. may be general- purpose or embedded processors implementing any of a variety of instruction set architectures. In multiprocessor systems, each of processors 141a, etc. may commonly, but not necessarily, implement the same instruction set. The computer system 140 also includes one or more hardware network communication devices (e.g., network interface 146) for communicating with other systems and / or components over a communications network, such as a local area network, wide area network, or the Internet. For example, a client application executing on system 140 may use network interface 146 to communicate with a server application executing on a single hardware server or on a cluster of hardware servers that implement one or more of the components of the systems described herein in a cloud computing environment asAttorney Docket No. RAMP-00312-WO implemented in various sub-systems. In another example, an instance of a server application executing on computer system 140 may use network interface 146 to communicate with other instances of an application that may be implemented on other computer systems.

[0026] In the illustrated embodiment, computer system 140 also includes one or more physical persistent storage devices 148 and / or one or more I / O devices 150. In various embodiments, persistent storage devices 148 may correspond to disk drives, tape drives, solid-state memory or drives, other mass storage devices, or any other persistent storage devices. Computer system 140 (or a distributed application or operating system operating thereon) may store instructions and / or data in persistent storage devices 148, as desired, and may retrieve the stored instructions and / or data as needed. For example, in some embodiments, computer system 140 may implement one or more nodes of a control plane or control system, and persistent storage 148 may include the solid-state drives (SSDs) attached to that server node. Multiple computer systems 140 may share the same persistent storage devices 148 or may share a pool of persistent storage devices, with the devices in the pool representing the same or different storage technologies, including such technologies as described above.

[0027] Computer system 140 includes one or more physical system memories 142 that may store code / instructions 143 and data 145 accessible by processor(s) 141a, etc. The system memories 142 may include multiple levels of memory and memory caches in a system designed to swap information in memories based on access speed, for example. The interleaving and swapping may extend to persistent storage devices 148 in a virtual memory implementation, where memory space is mapped onto the persistent storage devices 148. The technologies used to implement the system memories 142 may include, by way of example, static randomaccess memory (RAM), dynamic RAM, read-only memory (ROM), non-volatile memory, solid- state memory, or flash-type memory.Attorney Docket No. RAMP-00312-WO

[0028] As with persistent storage devices 148, multiple computer systems 140 may share the same system memory systems 142 or may share a pool of system memories 142. System memory or memory systems 142 may contain program instructions 143 that are executable by processor(s) 141a, etc. to implement the routines described herein.

[0029] In various embodiments, program instructions 143 may be encoded in binary, Assembly language, any interpreted language such as Java, compiled languages such as C / C++, or in any combination thereof; the particular languages given here are only examples. In some embodiments, program instructions 143 may implement multiple separate clients, server nodes, and / or other components.

[0030] In some implementations, program instructions 143 may include instructions executable to implement an operating system (not shown), which may be any of various operating systems, such as UNIX, LINUX, Solaris™, MacOS™, or Microsoft Windows™. Any or all of program instructions 143 may be provided as a computer program product, or software, that may include a non-transitory computer-readable storage medium having stored thereon instructions, which may be used to program a computer system (or other electronic devices) to perform a process according to various implementations. A non-transitory computer-readable storage medium may include any mechanism for storing information in a form (e.g., software or processing application) readable by a machine (e.g., a physical computer).

[0031] Generally speaking, a non-transitory computer-accessible medium may include computer-readable storage media or memory media such as magnetic or optical media, e.g., disk or DVD / CD-ROM, coupled to or in communication with computer system 140 via I / O interface 144. A non-transitory computer-readable storage medium may also include any volatile or non-volatile media such as RAM or ROM that may be included in some embodiments of computer system 140 as system memory 142 or another type of memory. In otherAttorney Docket No. RAMP-00312-WO implementations, program instructions may be communicated using optical, acoustical or other form of propagated signals (e.g., carrier waves, infrared signals, digital signals, etc.) conveyed via a communication medium such as a network and / or a wired or wireless link, such as may be implemented via network interface 606. Network interface 146 may be used to interface with other devices 142, which may include other computer systems or any type of external electronic device.

[0032] In some embodiments, system memory 142 may include data store 145, as described herein. In general, system memory 142 and persistent storage 148 may be accessible on other devices 142 through a network and may store data blocks, replicas of data blocks, metadata associated with data blocks, and / or their state, database configuration information, and / or any other information usable in implementing the routines described herein.

[0033] In one embodiment, I / O interface 144 may coordinate I / O traffic between processors141a, etc., system memory 142, and any peripheral devices in the system, including through network interface 146 or other peripheral interfaces. In some embodiments, I / O interface 144 may perform any necessary protocol, timing or other data transformations to convert data signals from one component (e.g., system memory 142) into a format suitable for use by another component (e.g., processors 141a, etc.).

[0034] In some embodiments, I / O interface 144 may include support for devices attached through various types of peripheral buses, such as a variant of the Peripheral Component Interconnect (PCI) bus standard or the Universal Serial Bus (USB) standard, as examples. Also, in some embodiments, some or all of the functionality of I / O interface 144, such as an interface to system memory 142, may be incorporated directly into processor(s) 141a, etc.

[0035] Network interface 146 may allow data to be exchanged between computer system 140 and other devices attached to a network, such as other computer systems (which mayAttorney Docket No. RAMP-00312-WO implement one or more storage system server nodes, primary nodes, read-only node nodes, and / or clients of the database systems described herein), for example. In addition, I / O interface 144 may allow communication between computer system 140 and various I / O devices 150 and / or remote storage 148. Input / output devices 150 may, in some embodiments, include one or more display terminals, keyboards, keypads, touchpads, scanning devices, voice or optical recognition devices, or any other devices suitable for entering or retrieving data by one or more computer systems 140. These may connect directly to a particular computer system 140 or generally connect to multiple computer systems 140 in a cloud computing environment, grid computing environment, or other system involving multiple computer systems 140.

[0036] Multiple input / output devices 150 may be present in communication with computer system 140 or may be distributed on various nodes of a distributed system that includes computer system 140. In some embodiments, similar input / output devices may be separate from computer system 140 and may interact with one or more nodes of a distributed system that includes computer system 140 through a wired or wireless connection, such as over network interface 146. Network interface 146 may commonly support one or more wireless networking protocols (e.g., Wi-Fi / I EEE 802.11, or another wireless networking standard).

[0037] Network interface 146 may support communication via any suitable wired or wireless general data networks, such as other types of Ethernet networks, for example. Additionally, network interface 146 may support communication via telecommunications / telephony networks such as analog voice networks or digital fiber communications networks, via storage area networks such as Fibre Channel SANs, or via any other suitable type of network and / or protocol. In various embodiments, computer system 140 may include more, fewer, or different components than those illustrated in Fig. 2 (e.g., displays, video cards, audio cards, peripheral devices, or an Ethernet interface).Attorney Docket No. RAMP-00312-WO

[0038] Any of the distributed system embodiments described herein, or any of their components, may be implemented as one or more network-based services in the cloud computing environment. For example, a read-write node and / or read-only nodes within the database tier of a hardware database system may present database services and / or other types of physical data storage services that employ the distributed storage systems described herein to clients as network-based services.

[0039] In some embodiments, a network-based service may be implemented by a software and / or hardware system designed to support interoperable machine-to-machine interaction over a network. A web service may have an interface described in a machine-processable format. Other systems may interact with the network-based service in a manner prescribed by the description of the network-based service's interface. For example, the network-based service may define various operations that other systems may invoke, and may define a particular application programming interface (API) to which other systems may be expected to conform when requesting the various operations.

[0040] In various embodiments, a network-based service may be requested or invoked through the use of a message that includes parameters and / or data associated with the network-based services request. Such a message may be formatted according to a particular markup language such as Extensible Markup Language (XML), and / or may be encapsulated using a protocol. To perform a network-based services request, a network-based services client may assemble a message including the request and convey the message to an addressable endpoint (e.g., a Uniform Resource Locator (URL)) corresponding to the web service, using an Internet-based application layer transfer protocol such as Hypertext Transfer Protocol (HTTP).Attorney Docket No. RAMP-00312-WO

[0041] Unless otherwise stated, all technical and scientific terms used herein have the same meaning as commonly understood by one of ordinary skill in the art to which this invention belongs.

[0042] Although any methods and materials similar or equivalent to those described herein can also be used in the practice or testing of the present invention, a limited number of the exemplary methods and materials are described herein. It will be apparent to those skilled in the art that many more modifications are possible without departing from the inventive concepts herein.

[0043] All terms used herein should be interpreted in the broadest possible manner consistent with the context.

[0044] When a grouping is used herein, all individual members of the group and all combinations and sub-combinations possible of the group are intended to be individually included.

[0045] When a range is stated herein, the range is intended to include all sub-ranges within the range, as well as all individual points within the range.

[0046] When "about," "approximately," or like terms are used herein, they are intended to include amounts, measurements, or the like that do not depart significantly from the expressly stated amount, measurement, or the like, such that the stated purpose of the apparatus or process is not lost.

[0047] All references cited herein are hereby incorporated by reference to the extent that there is no inconsistency with the disclosure of this specification.

[0048] The present invention has been described with reference to certain preferred and alternative embodiments that are intended to be exemplary only and not limiting to the full scope of the present invention, as set forth in the appended claims.

Claims

Attorney Docket No. RAMP-00312-WOClaims1. A system for validating mobile advertising identifiers (MAIDs), comprising: a processor; a memory storing instructions that, when executed by the processor, cause the system to: receive a MAID; analyze the MAID in conjunction with a plurality of data attributes; determine whether the MAID is valid for cross-app tracking and targeting based on the analysis; if the MAID is determined to be valid for cross-app tracking and targeting, associate the MAID with an identifier in an identity graph; and use the identity graph to push the MAID to a media partner destination for targeted messaging.

2. The system of claim 1, wherein the plurality of data attributes include at least one of: observed user agent, observed cross-app activity, frequency of in-app auth events, observed Internet Protocol (IP) address, observed newest operating system, VPN, and observed Identifier for Advertising (IFA).

3. The system of claim 1, wherein determining whether the MAID is valid for targeting comprises calculating an overall score and comparing the score to a threshold.

4. The system of claim 1, wherein the instructions further cause the system to convert an associated email to the associated identifier used in the identity graph.Attorney Docket No. RAMP-00312-WO5. The system of claim 4, wherein the identifier is encoded in a separate and specific way for each particular partner to prevent sharing and resulting loss of privacy.

6. The system of claim 1, wherein the instructions further cause the system to receive a data file from a client for activation, wherein the data file comprises the MAID.

7. The system of claim 1, wherein using the identity graph to push the MAID to a media partner destination results in improved match rates and greater reach for messaging campaigns.

8. A method for validating mobile advertising identifiers (MAIDs), comprising: receiving a MAID; analyzing the MAID in conjunction with a plurality of data attributes; determining whether the MAID is valid for cross-app tracking and targeting based on the analysis; if the MAID is determined to be valid, associating the MAID with an identifier in an identity graph; and using the identity graph to push the MAID to a media partner destination for targeted messaging.

9. The method of claim 8, wherein the plurality of data attributes include at least one of: observed user agent, observed cross-app activity, frequency of in-app auth events, observed Internet Protocol (IP) address, observed newest operating system, VPN, and observed Identifier for Advertising (IFA).

10. The method of claim 8, wherein determining whether the MAID is valid for targeting comprises calculating an overall score and comparing the score to a threshold.Attorney Docket No. RAMP-00312-WO11. The method of claim 8, further comprising converting an associated email to the identifier used in the identity graph.

12. The method of claim 11, wherein the identifier is encoded in a partner-specific way for each partner to ensure privacy protections.

13. The method of claim 8, further comprising receiving a data file from a client for activation.

14. The method of claim 8, wherein using the identity graph to push the MAID to a media partner destination results in improved match rates and greater reach for messaging campaigns.

15. A non-transitory computer-readable storage medium storing instructions that, when executed by a processor, cause the processor to perform a method for validating mobile advertising identifiers (MAIDs), the method comprising: receiving a MAID; analyzing the MAID in conjunction with a plurality of data attributes; determining whether the MAID is valid and permissible for cross-app tracking and targeting based on the analysis; if the MAID is determined to be valid, associating the MAID with an identifier in an identity graph; and using the identity graph to push the MAID to a media partner destination for targeted messaging.

16. The non-transitory computer-readable storage medium of claim 15, wherein the plurality of data attributes include at least one of: observed user agent, observed cross-app activity, frequency of in-app auth events, observed Internet Protocol (IP) address, observed newest operating system, VPN, and observed Identifier for Advertising (IFA).Attorney Docket No. RAMP-00312-WO17. The non-transitory computer-readable storage medium of claim 15, wherein determining whether the MAID is valid and permissible for cross-app tracking and targeting comprises calculating an overall score and comparing the score to a threshold.

18. The non-transitory computer-readable storage medium of claim 15, wherein the method further comprises converting an associated email to the identifier used in the identity graph.

19. The non-transitory computer-readable storage medium of claim 18, wherein the identifier is encoded in a specific way for particular partners to ensure privacy protections.

20. The non-transitory computer-readable storage medium of claim 15, wherein using the identity graph to push the MAID to a media partner destination results in improved match rates and greater reach for messaging campaigns.

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