Browser API Conversion Attribution Without Third-Party Cookies
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Solution Overview
Problem
In 'non-cookie' environments, attributing visits to landing pages from content items on web pages is challenging due to the lack of third-party cookies, and existing solutions fail to effectively measure conversions while protecting user privacy.
Innovation Solution
A browser-based API system that allows content items to register with the browser, enabling the comparison of URLs and transmission of response messages to conversion reporting URLs, with policies controlling display time, visibility, and data transmission to enhance user privacy.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If third-party cookies are used to track user visits from content items to landing pages, then conversion attribution accuracy is improved, but user privacy is compromised
Solution Approach 1:
The patent segments the tracking mechanism into first-party and third-party components. The browser stores landing page URLs as first-party data, while content items provide conversion reporting URLs as third-party data. This segmentation allows the system to attribute conversions without requiring traditional third-party cookies, thus maintaining privacy while achieving accurate measurement.
Solution Approach 2:
The patent introduces a browser-based intermediary mechanism that acts as a mediator between content items and landing pages. The browser stores registration data locally and automatically attributes conversions by comparing URLs, eliminating the need for persistent third-party cookies while maintaining accurate conversion tracking through a privacy-preserving intermediary process.
2Measurement precision
If comprehensive data transmission is implemented for conversion tracking, then measurement accuracy is improved, but bandwidth usage increases
Solution Approach 1:
The patent extracts only the essential data elements needed for conversion tracking: landing page URLs, conversion reporting URLs, and campaign IDs. By transmitting only these minimal necessary data points rather than comprehensive user data, the system achieves accurate conversion measurement while significantly reducing bandwidth consumption.
Solution Approach 2:
The patent implements partial action by selectively transmitting data only when conversion events occur, rather than continuously transmitting all user activity data. This approach maintains measurement accuracy for conversions while avoiding excessive bandwidth usage from unnecessary data transmissions.
3Speed
If content items are registered immediately upon display, then conversion attribution speed is improved, but false attribution increases due to non-visible or small content items
Solution Approach 1:
The patent applies preliminary action by requiring content items to meet specific criteria (visibility and size thresholds) before registration is permitted. This preliminary validation ensures that only legitimate, user-visible content items are registered for conversion tracking, preventing false attribution while maintaining efficient processing speed for qualified items.
Solution Approach 2:
The patent changes the registration parameters by introducing visibility and size requirements as additional conditions for content item registration. These parameter changes filter out non-visible or minimal content items (such as tracking pixels), ensuring that only substantive, user-visible content can be attributed to conversions, thereby improving reliability without significantly impacting attribution speed.
Data Source
AI summary
Systems and methods described herein can relate to a web browser-based application programming interface (API) that can control the authorization of data transmissions within a networked environment. The system enables content items displayed in a web page to make a call to the browser to request that the browser register the content item with the browser. The web browser can control the network transmissions to content items approved or authorized by the web browser. The system can reduce the number of transmissions that do not result in content for the client device—saving bandwidth and computational resources for the client device.