Cross-Device Identifier Graph for Ad Targeting
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Solution Overview
Problem
Existing tracking techniques, such as cookies and pixels, fail to effectively track user activities across multiple browsers and devices, preventing advertisers from targeting and personalizing advertisements to users consistently across different computing devices and applications.
Innovation Solution
A system and method that utilize device identifiers, such as cookie IDs, HTTP header information, and device-specific identifiers, to create a device graph, which connects and weights device identifiers based on network usage and login information, enabling targeted advertising and attribution across devices.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If cookies and pixels are used to track user interaction with websites, then user interaction tracking on single devices is improved, but tracking across multiple devices and browsers is lost
Solution Approach 1:
The patent implements a unified tracking system that works across multiple devices, browsers, and applications by creating a cross-device identifier that consolidates multiple device identifiers (cookies, pixels, device IDs) into a single tracking mechanism. This universal identifier enables consistent user identification regardless of which device or browser is used, resolving the limitation of traditional single-device tracking.
Solution Approach 2:
The system merges multiple device identifiers (cookies from different browsers, pixels, device-specific IDs) into a unified cross-device identifier. By combining these previously separate tracking mechanisms into a single consolidated identifier, the system achieves both precise tracking and cross-device versatility simultaneously.
2Measurement precision
If device-specific identifiers are used for tracking, then tracking precision on individual devices is improved, but ability to link activities across different devices deteriorates
Solution Approach 1:
The patent introduces a server-based intermediary system that receives device identifiers from multiple devices and performs matching algorithms to link them to a common user profile. This intermediary acts as a mediator between device-specific identifiers, enabling cross-device tracking without sacrificing the precision of individual device identification by maintaining the original identifiers while adding the linkage capability.
3Productivity
If traditional cookie-based tracking is implemented, then website interaction tracking is effective, but tracking across different applications and browsers fails
Solution Approach 1:
The system creates a universal tracking identifier that functions across websites, mobile applications, and different browsers. This multi-functional identifier replaces the browser-specific cookie mechanism with a platform-agnostic solution that maintains advertising targeting effectiveness while extending capability to all digital platforms where users interact with content.
4Reliability
If multiple separate tracking systems are used for different devices, then device-specific tracking is maintained, but system complexity increases
Solution Approach 1:
The patent consolidates multiple separate tracking systems into a unified architecture where device-specific identifiers are merged into a single cross-device identifier through server-based matching. This merging reduces system complexity by eliminating the need for separate tracking infrastructures while maintaining the reliability of device-specific tracking through the preservation of original identifiers in the unified system.
Data Source
AI summary
Device identifiers for devices, such as computing devices, software, and applications, etc., are analyzed to determine whether the device identifiers are associated with each other (e.g., are connected to each other) and how strongly the device identifiers are associated with each other. A stronger connection between two device identifiers may indicate that the device identifiers are connected to the same user, same computing device, or same household. Connections between device identifiers are identified and/or weighted if the device identifiers are associated with the same network or if the device identifiers use the same login information to access content. The identifiers and their connections may form a device graph. Content is targeted to the clients based on the device graph. The device graph may also be used to perform targeting and orchestration of advertising, attribution reporting, analytics, and content optimization across devices in the device graph.