Cross-Device Ad Attribution for Non-Personal Digital Displays
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Solution Overview
Problem
Current digital ad buying systems fail to enable electronic bidding and attribution for digital advertising on non-personal devices due to the inability to track individual impressions and associate subsequent consumer actions on personal devices, lacking device-specific identifiers and attribution capabilities.
Innovation Solution
A system that tracks individual impressions on non-personal digital devices by associating them with personal electronic devices via device-specific identifiers, enabling electronic bidding and subsequent attribution of consumer actions through integrated measurement platforms.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If digital advertising is delivered on non-personal digital devices in public settings, then advertising reach and exposure opportunities increase, but the ability to track individual impressions and perform attribution is lost
Solution Approach 1:
The patent introduces personal electronic devices as intermediary carriers that bridge non-personal display devices and ad buying systems. These personal devices capture advertising identifiers and location data, serving as mediators that enable indirect tracking of impressions on non-personal devices without requiring direct identification of the non-personal device itself.
Solution Approach 2:
The system performs preliminary actions by capturing advertising identifiers and location data from personal electronic devices before the actual advertising delivery occurs. This advance data collection enables subsequent attribution by establishing a baseline of device presence and characteristics prior to impression delivery.
2Productivity
If digital advertising on non-personal devices targets multiple individuals simultaneously, then advertising efficiency increases, but the complexity of associating subsequent consumer actions with specific advertisements increases
Solution Approach 1:
The patent segments the attribution process into distinct components: capturing advertising identifiers from personal devices, recording location data, timestamping impressions, and separately tracking subsequent consumer actions. This segmentation allows the system to handle multiple simultaneous viewers by treating each personal device's data independently, reducing overall system complexity.
Solution Approach 2:
The system creates copies of advertising identifiers and impression data from personal electronic devices rather than attempting to directly track the non-personal display device. These copied data elements serve as proxies that enable attribution without requiring complex direct tracking infrastructure.
3Measurement precision
If device-specific advertising identifiers are used for tracking, then attribution capability improves, but privacy concerns and technical compatibility issues arise
Solution Approach 1:
The patent employs advertising identifiers that serve multiple functions: they uniquely identify personal electronic devices for tracking purposes, enable cross-device attribution, and work across different operating systems and device types. This multi-functionality allows the same identifier system to handle various attribution scenarios without requiring device-specific adaptations.
Solution Approach 2:
The system changes the parameter of identification from device-based (tracking the non-personal display device) to user-based (tracking personal electronic devices carried by viewers). This parameter change enables attribution while adapting to the mobile-first environment where users carry their own devices with built-in advertising identifiers.
Data Source
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AI summary
Systems and mehtods that provide electronic bidding on digital advertising placed on non-personal digital divices in public or semi-public sittings and enable subsequent consumer actions taken on other media channels and devices to be attributed to such advertising in digital ad buying systems.