Blockchain Ad Exchange User Data Control

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Solution Overview

Problem

Conventional electronic ad exchanges compromise user privacy and security by intensively mining user data for targeted advertising, lacking transparency and trust among users, advertisers, and publishers due to proprietary solutions.

Innovation Solution

A blockchain-driven system that enables user control over profiling data through a private blockchain for secure storage and anonymous data matching, combined with a public blockchain for transparent and immutable transaction recording, allowing users to grant or revoke access to their data and ensuring transparent advertising transactions.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Measurement precision

If conventional electronic ad exchanges intensively mine user data for targeted advertising, then user targeting precision is improved, but user privacy and security deteriorate

Engineering Contradiction:

Improveuser targeting precisionVSAvoiduser privacy and security

Core Design Contradiction:

Measurement precisionVSObject-affected harmful factors

Solution Approach 1:

The patent segments the ad exchange system into multiple independent blockchain nodes distributed across users, advertisers, and publishers. Each node operates autonomously with defined permissions, eliminating the centralized data mining model while maintaining targeting capabilities through decentralized consensus and smart contracts.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The patent introduces blockchain technology as an intermediary layer between users and advertisers. This intermediary enables anonymous profiling data matching through cryptographic protocols, allowing targeted advertising without exposing raw user data, thus preserving privacy while maintaining targeting precision.

Inventive Principle:

Principle #24Intermediary (Mediator)

2Ease of operation

If conventional electronic ad exchanges use proprietary solutions, then system control is improved, but transparency and trust deteriorate

Engineering Contradiction:

Improvesystem controlVSAvoidtransparency

Core Design Contradiction:

Ease of operationVSLoss of information

Solution Approach 1:

The patent creates a universal blockchain protocol that serves multiple functions: transaction recording, data matching, consensus validation, and transparent auditing. This multi-functional public blockchain infrastructure replaces proprietary single-purpose systems, providing both control and transparency simultaneously through its decentralized nature.

Inventive Principle:

Principle #6Universality (Multi-functionality)

Solution Approach 2:

The patent implements continuous feedback mechanisms through public blockchain transparency. All transactions, data matches, and system operations are recorded on an immutable public ledger, allowing real-time verification by any stakeholder. This feedback loop builds trust by making system operations visible and accountable without sacrificing control.

Inventive Principle:

Principle #23Feedback

3Loss of information

If a public blockchain is used for transparent transaction recording, then transparency is improved, but system complexity increases

Engineering Contradiction:

ImprovetransparencyVSAvoidsystem complexity

Core Design Contradiction:

Loss of informationVSDevice complexity

Solution Approach 1:

The patent segments the blockchain system into distinct functional layers: public blockchain for transparency, private blockchain for sensitive data storage, and smart contract layer for automated matching. This segmentation allows each layer to be optimized independently, managing overall system complexity while maintaining transparency where needed.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The patent extracts only the essential transparency requirements to the public blockchain, while keeping sensitive operations and data matching in the private blockchain layer. This extraction approach provides necessary transparency without exposing unnecessary complexity or sensitive information to the public domain.

Inventive Principle:

Principle #2Taking out (Extraction)

Data Source

PatentUS11748784B2User control of anonymized profiling data using public and private blockchains in an electronic ad marketplace

Publication Date: 2023.09.05 CONCORD TECHNOLOGIES LP

AI summary

The disclosure relates to securing and enabling user control of profiling data, blockchain-driven matching of users and advertiser-identified anonymous profiling data records of interest, and smart contracts encoded by blockchain for executing transactions. The system may include an anonymized database of profiling data, which is unlinked to any user. The system may implement a private blockchain to store user-defined settings that provide user control over whether and how the profiling data may be used. If a grant to use the data is received, a link is stored that allows the system to identify a user associated with the anonymous profiling data records. If the grant is revoked, the link may be removed. The system may also implement public blockchain technology to record a public information relating to grants, online marketing transactions, making them verifiable, immutable, and transparent for various stakeholders including advertisers, publishers, and users.