Cross-Browser Advertising ID Synchronization
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Solution Overview
Problem
Existing online advertising technologies struggle to leverage browsing history, behavioral, and contextual information across multiple devices and browsers, limiting the effectiveness of targeted and behavioral advertising.
Innovation Solution
The system and method involve creating a unique identifier for a user across devices, using modern browser features like synchronized storage, and replicating this identifier across all connected browsers, allowing for the synchronization of demographic and browsing history information.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If traditional third party cookies are used for advertising tracking, then advertising targeting capability is improved, but device and browser compatibility is worsened
Solution Approach 1:
The patent introduces a cross-device identifier as an intermediary that mediates between different devices and browsers. This identifier is stored locally on each device and enables consistent user identification across multiple devices without relying on traditional cookies that are blocked by many browsers. The intermediary identifier bridges the gap between devices while maintaining user privacy and browser compatibility.
Solution Approach 2:
The patent creates a copy of the user identifier that is stored locally on each device's browser. This local copy enables the identifier to be accessed and transmitted independently on each device without requiring centralized cookie storage or third-party access. The copied identifier maintains consistency across devices while adapting to each device's browser environment.
2Measurement precision
If user data is collected across multiple devices, then user profiling accuracy is improved, but data synchronization complexity is worsened
Solution Approach 1:
The patent segments the user identification system into device-specific local storage components. Each device maintains its own local copy of the identifier in its browser storage, eliminating the need for complex centralized synchronization mechanisms. The segmentation allows independent operation on each device while maintaining overall system consistency through the shared identifier structure.
3Productivity
If browser-specific advertising identifiers are used, then advertising effectiveness on individual browsers is improved, but cross-browser tracking is worsened
Solution Approach 1:
The patent creates a universal identifier system that functions across multiple browsers and devices. The cross-device identifier is designed to be browser-agnostic, allowing the same identification mechanism to work in Chrome, Firefox, Safari, and other browsers. This multi-functionality enables consistent advertising tracking regardless of which browser or device the user employs.
Data Source
AI summary
Systems and methods are for identifying online advertisements to display to a user based on historical user data collected across the user's use of a plurality of Internet devices. One method includes receiving, over a network, a request for an advertisement to display at a first device of the user, the request including a unique identifier stored on the user's first device; accessing, in a database, a demographic or browsing history information generated from the user's use of a second device, the demographic or browsing history information being stored in the database in relation to the unique identifier; and identifying, based on the demographic or browsing history information, an advertisement to display at the user's first device. The demographic or browsing history information is synchronized based on the unique identifier being stored on the user's first device and the user's second device.