Ad Impression Targeting via Anonymized Customer Data
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Merchants lack access to purchasing information of transaction account customers, limiting their ability to provide relevant marketing and promotional offers, and there is a need for a system to measure the effectiveness of ad impressions while preserving customer privacy.
Innovation Solution
A system that transmits customer records to a service provider, installs cookies on web clients, and facilitates targeted ad impressions based on purchasing activities, allowing merchants to bid on ad impressions and measure campaign success while maintaining customer anonymity.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If merchants access detailed purchasing information of transaction account customers, then marketing relevance and campaign effectiveness improve, but customer privacy and data security deteriorate
Solution Approach 1:
The patent introduces a service provider system as an intermediary between transaction account companies and merchants. This intermediary receives anonymized customer data from transaction account companies, processes it to identify target customers, and provides targeted advertising capabilities to merchants without exposing raw personal information. The service provider acts as a trusted mediator that enables marketing effectiveness while preserving customer privacy through controlled data access and anonymization techniques.
2Loss of information
If the system collects and processes detailed customer data for targeted advertising, then ad impression relevance improves, but system complexity and data processing requirements increase
Solution Approach 1:
The patent segments the complex data processing system into distinct functional modules: transaction account companies that collect and anonymize data, service providers that process and match data, and merchants that execute targeted campaigns. Each entity handles specific processing tasks independently, reducing overall system complexity. The segmentation allows each component to optimize its data handling without burdening the entire system with all processing requirements.
3Productivity
If merchants bid on ad impressions without expenditure tracking, then campaign deployment speed increases, but measurement precision and ROI analysis deteriorate
Solution Approach 1:
The patent implements a feedback mechanism where the service provider system tracks expenditure data associated with targeted customers and compares it against control groups. This feedback loop provides merchants with precise measurement of campaign effectiveness, including metrics on spending influence and return on investment. The feedback enables data-driven optimization of future campaigns while maintaining rapid deployment through automated tracking and reporting systems.
Data Source
AI summary
The present disclosure includes a system, method, and article of manufacture for targeting ad impressions. A list of customer records may be transmitted to a service provider system that identifies a matched customer and installs a cookie on a web client associated with the matched customer. The system may further receive a campaign request from a merchant and transmit the campaign request to the service provider system which may add a flag to the cookie based on the campaign request as well as instruct a media buyer system to bid on an ad impression for the matched customer based on the flag. The system may further receive an expenditure associated with the matched customer who received the ad impression and compare the expenditure to an expenditure associated with a customer who did not receive targeted ad impression but fits parameters associated with the campaign request.