Cross-Platform Ad Conversion Tracking via Device Identifier Mapping
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Solution Overview
Problem
Current advertising systems face challenges in tracking conversions across mobile applications and browsers, as they do not share cookie spaces, making it difficult to associate conversions with earlier ad interactions.
Innovation Solution
The system generates a content item cookie that maps the cookie identifier to a device identifier, allowing conversion tracking by using the device identifier to log conversion events, and includes features like probabilistic determination for opening the mobile browser after a specified number of ad clicks.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If separate cookie spaces are used for mobile applications and browsers, then privacy and security are improved, but conversion tracking capability deteriorates
Solution Approach 1:
The patent introduces device identifiers as an intermediary mechanism that bridges the gap between separate cookie spaces. Instead of directly sharing cookies between mobile apps and browsers, the system uses device identifiers to indirectly associate user actions across different environments, enabling conversion tracking while preserving the isolation benefits of separate cookie spaces.
Solution Approach 2:
The patent moves the tracking mechanism from the cookie dimension to the device identifier dimension. By storing device identifiers in both mobile applications and browsers, and using these identifiers to associate conversions with ad impressions, the system creates a new tracking dimension that operates independently of the traditional cookie-based approach.
2Measurement precision
If device identifiers are used for cross-platform tracking, then conversion tracking accuracy is improved, but system complexity increases
Solution Approach 1:
The patent makes device identifiers serve multiple functions: they act as unique identifiers for tracking, as keys for storing and retrieving data, and as the foundation for the entire cross-platform tracking system. This universal use of device identifiers simplifies the overall system architecture despite the added tracking capability.
Solution Approach 2:
The patent implements preliminary actions by storing device identifiers in both mobile applications and browsers during initial setup and ad impression events. This pre-storing of identifiers enables seamless conversion tracking later without requiring complex real-time synchronization or additional infrastructure.
3Ease of operation
If browser is opened after multiple ad clicks, then user experience is improved, but ad click-through rate may decrease
Solution Approach 1:
The patent implements a dynamic approach where the behavior of opening the browser is not fixed but adapts based on the number of ad clicks. The system dynamically determines whether to open the browser after a specified number of ad clicks within a time period, allowing flexibility in balancing user experience and advertising effectiveness.
Solution Approach 2:
The patent introduces a time period dimension to the ad click handling mechanism. By evaluating whether to open the browser based on clicks within a specific time window, the system creates a periodic evaluation cycle that balances immediate user needs with advertising goals, rather than using a static rule.
Data Source
AI summary
In general, this specification relates to content presentation. In general, one aspect of the subject matter described in this specification can be embodied in methods that include the actions of presenting an ad within a mobile application interface of a mobile device; receiving a user selection of the ad; determining that a browser session is to be initiated in response to the user selection of the ad; generating a request URL, using one or more processors, where the request URL includes a device identifier for the mobile device; and submitting the URL request using the browser including: determining whether an ad cookie associated with the ad exists on the browser, and if the cookie associated with the ad exists, sending an ad cookie identifier along with the request. Other embodiments of this aspect include corresponding systems, apparatus, and computer program products.