Cross-Device ID Assignment via Intermediary Matching System
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Solution Overview
Problem
Identifying devices, browsers, and applications used by a user across multiple platforms is challenging due to unique identifiers on each device, browser, and application, making it difficult for ad systems, merchants, and publishers to determine which devices belong to the same user and access associated activity data.
Innovation Solution
A method is introduced where a computing entity matching system assigns a cross-device ID based on activity data from multiple sources, including third-party data, and distributes this ID through a server, allowing browsers and applications to set cookies with a distributed cross-device ID, enabling cross-device identification while respecting user opt-out preferences.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If each device, browser, and application uses its own unique identifier, then device identification is straightforward, but cross-device user identification becomes difficult
Solution Approach 1:
The patent introduces a computing entity matching system as an intermediary that collects activity data from multiple sources, matches computing entities belonging to the same user, and generates cross-device IDs. This mediator resolves the contradiction by enabling cross-device user identification without requiring direct access to all device identifiers or activity data sources.
Solution Approach 2:
The cross-device ID serves as a universal identifier that works across multiple devices, browsers, and applications. Instead of requiring separate identification mechanisms for each platform, the system creates a single identifier that can associate activity data across diverse computing environments, enabling merchants and publishers to track user behavior universally.
2Loss of information
If a centralized system collects all activity data for cross-device matching, then user identification improves, but system complexity and data privacy concerns increase
Solution Approach 1:
The patent segments the data collection and processing functions across multiple independent entities. Third parties collect activity data on their own platforms, the computing entity matching system processes this distributed data for matching, and cross-device IDs are generated and distributed back to various platforms. This segmentation reduces the complexity burden on any single system while maintaining effective cross-device identification.
Solution Approach 2:
The computing entity matching system acts as an intermediary that receives activity data from multiple third parties, performs the matching computation, and distributes results without requiring any single entity to maintain complete control over all data. This mediator approach simplifies the overall system architecture while enabling comprehensive cross-device user identification.
3Productivity
If cross-device IDs are distributed to all domains, then user tracking capability improves, but user privacy control mechanisms become more complex
Solution Approach 1:
The patent implements self-service privacy controls where users can directly indicate their opt-out preferences through the computing entity matching system. The system automatically processes these user preferences and ensures that opt-out requests are respected across all domains that receive cross-device IDs. This self-service approach simplifies privacy management by eliminating the need for complex consent management platforms while maintaining user control.
Data Source
AI summary
Described are methods, systems, and apparatus, including computer program products for provision of cross-device identifiers. A cross-device ID is assigned by a computing entity matching system on a first domain to a browser and to one or more computing entities. A request for a webpage is sent by the browser to a server on a second domain. The webpage, including cross-device ID retrieval instructions, is received by the browser. The cross-device ID retrieval instructions are executed to send a request to the computing entity matching system including a matching system ID. The cross-device ID is determined based on the matching system ID. Cross-device ID storage instructions, including a distributed cross-device ID, are sent by the computing entity matching system. The cross-device ID storage instructions are executed by the browser. A request for a webpage, including the distributed cross-device ID, is sent by the browser to the server.