Cross-channel User Identity Unification for Content Delivery
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Solution Overview
Problem
Existing systems face challenges in attributing user interactions across different communication devices and channels, leading to inefficient targeted content delivery, as users are often associated with different identities, resulting in unwanted content being sent and potential financial losses for service providers due to misattributed user behavior.
Innovation Solution
A system that unifies user identities across multiple communication channels by tracking interaction histories and updating content segment memberships, using an identity unifying application to associate channel-specific identities with a primary identity, and a content segmentation application to reevaluate and update content segment assignments, ensuring accurate content distribution based on user behavior.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If users are tracked across multiple communication channels using separate identities, then content delivery can be performed for each channel independently, but users receive unwanted content and service providers suffer financial losses due to misattributed user behavior
Solution Approach 1:
The patent merges multiple channel-specific identities into a unified user identity by tracking common cookies across different communication channels (mobile web, desktop web, gaming systems). This consolidation allows the system to recognize that the same user interacts through multiple channels, enabling accurate content delivery while preventing duplicate or unwanted content presentation.
Solution Approach 2:
The system implements feedback mechanisms by continuously monitoring user interactions across channels and updating content segment memberships based on aggregated behavior data. This feedback loop ensures that content delivery decisions are based on comprehensive user profiles, improving both the accuracy of identity attribution and the relevance of delivered content.
2Measurement precision
If the system unifies user identities across multiple communication channels by tracking and analyzing interaction histories, then accurate targeted content delivery is achieved, but system complexity increases due to identity management and cross-channel tracking requirements
Solution Approach 1:
The patent introduces an identity unification system as an intermediary layer between content delivery platforms and users across multiple channels. This mediator tracks common cookies, unifies channel-specific identities into primary identities, and manages content segment memberships centrally, thereby simplifying the overall system architecture while improving identity recognition accuracy.
Solution Approach 2:
The unified identity system serves multiple functions simultaneously: it tracks user behavior across different communication channels, consolidates identities, determines content segment memberships, and enables accurate targeted content delivery. This multi-functionality reduces the need for separate systems for each task, managing complexity through consolidation.
3Measurement precision
If content segment memberships are reevaluated and updated in real-time based on unified user identities, then targeted content delivery is improved, but processing time and computational resources increase
Solution Approach 1:
The system performs preliminary actions by pre-establishing unified user identities and determining content segment memberships before actual content delivery requests. By consolidating identity information and pre-calculating content segment associations, the system reduces processing time during real-time content delivery while maintaining high targeting accuracy.
Data Source
AI summary
A method of managing content distribution. The method comprises associating a primary identity to a first communication channel identity and to a second communication channel identity by an identity unifying application executing on a computer system, tracking a first plurality of events associated to the first communication channel identity by a content segmentation application executing on a computer system, tracking a second plurality of events associated to the second communication channel identity by the content segmentation application, analyzing the first plurality of events and the second plurality of events by the content segmentation application, based on analyzing the events and based on a first content segment associated with the primary identity, associating the primary identity to a second content segment by the content segmentation application.