Anonymous Identifier Linking for Cross-Device Conversion Tracking
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Solution Overview
Problem
Current content delivery systems struggle to provide personalized and relevant content to users across multiple devices without storing personally identifiable information, limiting their ability to track conversions and optimize ad delivery effectively.
Innovation Solution
The method involves anonymously linking identifiers across different devices using a Diffie-Hellman key exchange protocol or a secret key derived from a unique seed, allowing for the tracking of impressions and interactions without storing PII, and using this linkage to deliver targeted content based on user behavior across devices.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If personally identifiable information is stored to track user conversions across devices, then conversion tracking precision is improved, but user privacy is compromised
Solution Approach 1:
The patent introduces anonymous identifiers as an intermediary between user devices and the content delivery system. These identifiers enable conversion tracking across devices without exposing personally identifiable information. The system uses these anonymous identifiers to link impressions and conversions while maintaining user privacy through the intermediary layer that prevents direct identification.
Solution Approach 2:
The patent extracts personally identifiable information from the tracking system by using only anonymous identifiers. This extraction removes the harmful element (PII) while preserving the useful function (conversion tracking). The system deliberately omits PII collection and storage, focusing solely on anonymous device identification and behavior tracking.
2Object-affected harmful factors
If anonymous identifiers are used to link devices, then user privacy is protected, but the ability to track conversions across devices is limited
Solution Approach 1:
The anonymous identifier system is designed to be universal across multiple devices and platforms. The same anonymous identifier can represent a user across smartphone, tablet, desktop, and other devices. This multi-functionality allows the system to track conversions across diverse devices while maintaining privacy, as the anonymous identifier serves as a device-agnostic link.
Solution Approach 2:
The system creates a copy of user identification that excludes personally identifiable information. Instead of using the original PII-based identification, it generates an anonymous identifier copy that preserves the linking functionality across devices without containing sensitive data. This copying approach maintains tracking capability while eliminating privacy risks.
3Adaptability or versatility
If device identifiers are linked across multiple platforms, then content personalization is improved, but system complexity increases
Solution Approach 1:
The patent segments the identification system into distinct components: device-specific anonymous identifiers, platform-agnostic identifier linkage, and privacy-preserving data structures. This segmentation allows each component to handle its specific function independently, reducing overall system complexity while enabling cross-platform personalization. The segmented approach avoids the need for complex centralized PII management.
Data Source
AI summary
Methods, systems, and apparatus, including computer programs encoded on a computer-readable storage medium, and including a method for conversion tracking. The method comprises anonymously linking plural identifiers, each identifier associated with a user and specific requesting source. Anonymously linking includes linking different identifiers associated with different requesting sources used by the user to access content. Anonymously linking includes linking the different identifiers using an identifier that does not include any personally identifiable information, and storing impression, click and interaction data for the user in association with respective identifiers. The method further comprises determining that an impression of content to the user has occurred on one of the two different requesting sources and that an interaction, associated with the impression, has been recorded on another of the two different requesting sources, and linking the impression and/or click with the interaction, including charging a sponsor associated with the impression and/or click.