Personalized Ad Delivery via Anonymized Financial Data Matching
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Solution Overview
Problem
Current Internet advertising technologies, such as behavioral targeting, are limited in their ability to accurately target consumers based on their spending habits and purchasing trends, as they primarily rely on website tracking and do not account for purchases made outside of the advertiser's own platforms, leading to ineffective ad delivery.
Innovation Solution
A system and method that utilizes anonymized customer data from financial institutions to create key lifestyle indicators, matching these indicators with unique customer identification codes, and delivering personalized advertisements by combining bank transaction data with credit bureau data, ensuring targeted content delivery without revealing personal identifiable information.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If behavioral targeting based on website tracking is used, then advertising delivery can be automated and scaled, but the accuracy of targeting consumers based on spending habits and purchasing trends deteriorates
Solution Approach 1:
The patent introduces financial institutions as intermediaries that bridge the gap between automated advertising delivery and accurate spending habit tracking. These institutions already possess comprehensive purchasing data from consumers and can share anonymized spending patterns with advertisers, enabling both automation and precision without requiring advertisers to build their own tracking infrastructure.
Solution Approach 2:
The system merges website tracking data with financial institution spending data to create a comprehensive consumer profile. This combination allows the system to maintain automated delivery capabilities while significantly improving targeting accuracy by incorporating actual purchasing behavior and spending habits that website tracking alone cannot capture.
2Loss of information
If website tracking is used for behavioral profiling, then advertising can be delivered based on online behavior, but purchases made outside of the advertiser's own platforms cannot be tracked
Solution Approach 1:
Financial institutions serve as intermediaries that already collect comprehensive purchasing data across multiple platforms and retailers. By partnering with these institutions, advertisers gain access to complete purchasing information without needing to implement complex cross-platform tracking infrastructure themselves.
Solution Approach 2:
The system leverages the universal data collection capability of financial institutions, which already track spending across diverse platforms and retailers as part of their core business. This multi-functional data source provides comprehensive purchasing information that would be extremely complex for individual advertisers to replicate.
3Reliability
If anonymized customer data from financial institutions is utilized, then personalized advertisements can be delivered without revealing personal identifiable information, but data integration and processing complexity increases
Solution Approach 1:
The patent positions the advertising platform as an intermediary that handles the complex task of data integration and anonymization. Financial institutions provide anonymized data, the platform processes and matches it with advertising campaigns, and delivers personalized ads without ever exposing personal identifiable information to either the financial institutions or the advertisers.
Solution Approach 2:
The system creates anonymized copies of consumer spending profiles that retain the essential purchasing pattern information needed for targeted advertising while removing all personally identifiable elements. These anonymized profiles can be freely processed and matched with advertising campaigns without privacy concerns.
Data Source
AI summary
A method of providing a personalized advertisement campaign purpose includes: receiving from a financial institution anonymized customer data associated with a plurality of customers of the financial institution and a prospective unique customer identification code associated with the plurality of customers of the financial institution; creating key lifestyle indicators, which describe customer attributes, from the anonymized customer data; receiving from the financial institution an authenticated unique customer identification code that is matched to authenticated data from at least one prospective customer of the plurality of customers of the financial institution; matching the prospective unique customer identification code to the authenticated unique customer identification code; matching the authenticated unique customer identification code to at least one key lifestyle indicators of the plurality of customers; and delivering a financial application form associated with the matched key lifestyle indicators to the at least one prospective customer with the matched unique customer identification code.