Targeted Content Delivery via External User Profile Matching
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Solution Overview
Problem
Current methods for delivering targeted content in service provider networks face challenges, such as delivering irrelevant content due to reliance on tracking cookies, which can be disabled by users, leading to poor customer experience and ineffective advertising campaigns.
Innovation Solution
A system and method that facilitate targeted content delivery without requiring data to be placed on user devices, using a non-transitory computer-readable storage medium with instructions to identify candidate users based on user attributes from a user profile database, ensuring content relevance without compromising user privacy and using only available network data.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If tracking cookies are used to target content, then content delivery can be implemented, but user privacy is compromised and users can disable cookies leading to irrelevant content delivery
Solution Approach 1:
The patent introduces an intermediary entity (the service provider network) that mediates between advertisers and user devices. Instead of advertisers directly placing cookies on user devices, the service provider network receives advertising content from advertisers, matches it with user profiles stored in their own databases, and delivers targeted content through their network infrastructure. This intermediary approach enables effective content targeting while preserving user privacy by never exposing personal data to third-party advertisers.
2Productivity
If data is placed on user devices for targeting, then targeted content delivery is enabled, but device storage is consumed and user control is reduced
Solution Approach 1:
The patent employs copying by creating and maintaining user profile data copies within the service provider network's database system. Instead of requiring original user data to reside on individual devices, the network creates replicated profile copies that contain the necessary attributes for content targeting. These copied profiles are stored and managed centrally, enabling targeted content delivery without consuming device storage space or requiring users to maintain local copies of their personal data.
3Ease of operation
If cookies are disabled by users, then user control over data is improved, but content targeting becomes impossible
Solution Approach 1:
The patent inverts the traditional approach by not relying on data collection from user devices (cookies), but rather on data provision to the service provider network. Instead of the system extracting information from users, users voluntarily provide profile data to the service provider, which then uses this data for targeting. This inversion allows users to maintain control over their data (no cookies to enable/disable) while still enabling effective content targeting through the service provider's matching system.
Data Source
AI summary
A method is described of facilitating targeted content delivery in a network comprising a service provider network (SPN) and a user profile data database external to the SPN. The method comprises: receiving, from a demand side platform, segment definition data comprising a list of user attributes and corresponding user attribute values associated with a targeted content delivery process; and communicating, to a server, the segment definition data, wherein the server has access to the database, to identify one or more candidate users to be targeted based on matching the user attribute values with user attribute values in the database. The method also comprises receiving, from the server, a list of identifiers, wherein each identifier is usable to identify one or more candidate users to be targeted; and communicating the list of identifiers to an entity in the SPN which is responsible for facilitating the delivery of targeted content.