Cross-Device Ad Targeting via IP Association
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Solution Overview
Problem
Current systems for targeting television advertisements based on online behavior require personally identifiable information (PII) to link television viewers with their online activities, which is undesirable due to consumer privacy concerns.
Innovation Solution
The method involves electronically associating IP addresses of online access devices with IP addresses of television set-top boxes for multiple users, using user profile information derived from online activity for behavioral targeting or demographic selection, and directing targeted television advertisements to the associated set-top boxes without using PII.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If personally identifiable information (PII) is used to link television viewers with online activities, then advertisement targeting accuracy is improved, but user privacy is compromised
Solution Approach 1:
The patent introduces an intermediary system that uses IP addresses as a mediator between online activity tracking and television advertisement delivery. Instead of directly using PII to link users across devices, the system associates online behavior data with TV ads through IP address matching, thereby achieving targeted advertising while avoiding direct use of personally identifiable information
Solution Approach 2:
The patent extracts and removes PII from the advertising targeting process. By separating identifiable personal information from the targeting mechanism and relying solely on IP addresses and behavioral data, the system maintains advertising effectiveness while eliminating privacy-intrusive elements
2Productivity
If IP addresses are electronically associated to enable cross-device targeting, then advertisement delivery effectiveness is improved, but system complexity increases
Solution Approach 1:
The patent applies IP addresses as a universal identifier that serves multiple functions: identifying online devices, associating with set-top boxes, and enabling cross-device tracking. This multi-functional use of a simple identifier reduces the need for multiple separate tracking systems and minimizes overall system complexity
Solution Approach 2:
The system creates an electronic copy or association between online IP addresses and set-top box IP addresses. This copying mechanism allows the same identifier to be used across different devices and platforms, simplifying the association process while maintaining effective advertisement delivery
Data Source
AI summary
In a method for delivering targeted television advertisements based on online behavior, IP addresses indicating online access devices and IP addresses indicating television set-top boxes are electronically associated for a multitude of users. Using user profile information derived from online activity from one of the online access IP addresses, a television advertisement is selected, such as by using behavioral targeting or demographic information, and automatically directed to the set-top box indicated by the set-top IP address associated with that online access IP address. Preferably neither the user profile information nor the electronic association of online access and set-top box IP addresses includes personally identifiable information.