Device-Level Opt-Out for Targeted Ads via Network Mapping

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Solution Overview

Problem

Current systems for opting out of targeted digital advertisements require cookie-based solutions that are limited to specific browsers and applications, lacking a device-level opt-out mechanism and lasting only for the lifetime of the cookies.

Innovation Solution

A system and method utilizing a mobile network operator's operations support system server to receive inputs from subscribers, including account numbers and stable network-level identifiers, to send messages to mobile devices and analytics platforms, allowing users to opt-out of targeted ads across all applications and browsers, without relying on cookies, using stable identifiers like IMEI or MAC addresses.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Adaptability or versatility

If cookie-based opt-out mechanisms are used, then users can opt-out of targeted advertising in specific browsers, but the opt-out is limited to browser-specific scope and lasts only for the lifetime of the cookies

Engineering Contradiction:

Improveopt-out coverage scopeVSAvoidopt-out duration

Core Design Contradiction:

Adaptability or versatilityVSDuration of action of moving object

Solution Approach 1:

The patent segments the opt-out mechanism into two distinct components: (1) a device-level opt-out setting stored in the mobile device that provides persistent coverage across all applications and browsers, and (2) a mapping system that correlates device identifiers with application-level identifiers to enable comprehensive opt-out enforcement. This segmentation resolves the contradiction by separating the storage mechanism (device-level) from the enforcement mechanism (application-level via mapping), thereby achieving both broad scope and long duration.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The patent introduces a mapping system as an intermediary component that bridges the gap between device-level identifiers (IMEI, MAC address) and application-level identifiers (cookies, device IDs). This intermediary enables the opt-out preference set at the device level to be effectively communicated to and enforced by multiple applications and browsers, thereby extending the opt-out coverage scope without compromising duration.

Inventive Principle:

Principle #24Intermediary (Mediator)

2Adaptability or versatility

If device-level identifiers are used for opt-out, then comprehensive device-level coverage is achieved, but the system complexity increases due to the need for mapping between device and application identifiers

Engineering Contradiction:

Improvedevice-level coverageVSAvoidmapping system complexity

Core Design Contradiction:

Adaptability or versatilityVSDevice complexity

Solution Approach 1:

The patent extracts the complex mapping and correlation logic from the mobile device itself and relocates it to the application level and advertising platform level. The device simply stores the opt-out preference and its identifier, while the mapping operations are performed by applications and platforms that already have the capability to correlate identifiers. This extraction reduces device complexity while maintaining comprehensive device-level coverage.

Inventive Principle:

Principle #2Taking out (Extraction)

Solution Approach 2:

The patent implements a self-service mechanism where applications and advertising platforms automatically perform the correlation and mapping of device identifiers with their own application-level identifiers without requiring complex device-side processing. The device merely provides its identifier and opt-out status, and the ecosystem participants handle the rest through their existing infrastructure, thereby minimizing added complexity.

Inventive Principle:

Principle #25Self-service

3Duration of action of moving object

If network-level identifiers are used for opt-out, then persistent identification across devices is achieved, but privacy concerns increase due to the ability to track users across multiple applications

Engineering Contradiction:

Improveidentifier persistenceVSAvoidprivacy intrusion

Core Design Contradiction:

Duration of action of moving objectVSObject-affected harmful factors

Solution Approach 1:

The patent inverts the traditional approach by using device-level identifiers (which are inherently tied to the user's own device) rather than network-level identifiers for the opt-out mechanism. This inversion ensures that the persistent identifier remains with the user and cannot be used to track them across different devices or networks, thereby reducing privacy intrusion while maintaining identifier persistence for the opt-out functionality.

Inventive Principle:

Principle #13The other way round (Inversion)

Data Source

PatentUS11720924B2Systems and methods for cookieless opt-out of device specific targeting

Publication Date: 2023.08.08 CINARRA SYST

AI summary

Systems and methods for allowing a subscriber to opt-out of targeted digital advertisements are provided. In one implementation, a mobile network operator operations support system server receives an input from a subscriber, the input comprising an account number and a stable network-level identifier. The server then causes a message to be sent to the mobile device along with a URL based on the input from the subscriber. The server receives a beacon that is generated when the subscriber visits the website, and sends a message to a mobile analytics platform server indicating a preference on whether the subscriber wants to receive targeted digital advertisements.