Audience Segmentation Using Pseudonymous Hashed Identifiers
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Solution Overview
Problem
Conventional audience planning and targeted advertising methods are inefficient and costly due to oversimplification based on single characteristics, leading to ineffective marketing and privacy concerns, and they lack compatibility with client-defined segmentations, causing data inefficiencies and security issues.
Innovation Solution
A computer-implemented system that processes consumer data to generate a target audience pool using unique pseudonymous identifiers, which are derived from personal identifiable information, allowing for efficient and secure audience segmentation without exposing personal data, and enables matching with publisher-provided data based on priority to enhance marketing efficiency and security.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If conventional segmentation techniques are used to divide consumers into discrete categories, then marketing efficiency is improved, but accuracy of targeting deteriorates because consumers with same characteristics receive same advertisements regardless of individual needs
Solution Approach 1:
The patent applies segmentation by dividing the consumer population into multiple hierarchical segments. First, consumers are segmented into broad categories (e.g., demographic groups), then further segmented into sub-categories based on additional characteristics (e.g., behavioral patterns, preferences). This multi-level segmentation allows the system to balance efficiency (by grouping similar consumers) with accuracy (by considering multiple distinguishing factors), resolving the contradiction between marketing efficiency and targeting precision.
2Measurement precision
If personal identifiable information is used to identify and target consumers, then targeting accuracy is improved, but data security and privacy protection deteriorate due to risks of data leaks and unauthorized access
Solution Approach 1:
The patent introduces hashed identifiers as an intermediary between personal identifiable information and advertising delivery. Instead of directly using PII (names, email addresses, phone numbers) for matching and targeting, the system converts PII into hashed identifiers through a one-way hashing function. These hashed identifiers enable accurate consumer identification and targeting while preventing unauthorized access to original personal data, thus resolving the contradiction between targeting accuracy and data security.
3Reliability
If conventional advertisement platforms compare entire consumer data sets with publisher data, then audience matching is performed, but system efficiency deteriorates due to redundant processing of already published audiences
Solution Approach 1:
The patent applies preliminary action by pre-processing consumer data sets before comparison with publisher data. The system identifies and removes consumers who have already been matched and published in previous advertising campaigns, creating a filtered set of remaining consumers. This preliminary filtering action prevents redundant processing of already-published audiences, improving system efficiency while maintaining complete and reliable audience matching for new campaigns.
Data Source
AI summary
Systems and methods for targeted advertising to specific consumers are disclosed. A system may include a memory storing instructions; and at least one processor configured to execute the instructions to: receive, over a network, consumer data from a client device; identify a plurality of client-provided consumers from the consumer data; obtain a plurality of unique consumer identifiers corresponding to the plurality of client-provided consumers; and identify at least one first overlapping unique consumer identifier by matching at least one of the plurality of client-provided consumers with at least one publisher-provided consumer provided by a first publisher device of a plurality of publisher devices, the first publisher device having a highest priority among the plurality of publisher devices.