DNS Cache User Identification for Accurate Cross-Site Audience Measurement
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Existing methods for monitoring digital media viewership, such as server logs and third-party cookies, are susceptible to over-counting and under-counting, and face challenges due to privacy concerns and browser restrictions, making it difficult to accurately measure unique audiences across multiple devices and platforms.
Innovation Solution
Utilizing the Domain Name System (DNS) cache to generate a compound user ID through DNS resolution requests, which is stored as a first-party cookie, allowing cross-site tracking without relying on third-party cookies, and combining this with traditional browser cookies to identify users consistently across sites.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If server logs are used to monitor user access to digital media, then audience measurement can be performed, but over-counting and under-counting errors occur due to tampering and caching issues
Solution Approach 1:
The patent introduces a DNS cache as an intermediary component between the media server and the client device. The DNS cache stores domain name to IP address mappings, and by monitoring DNS resolution requests and responses, the system can track media access without relying on vulnerable server logs or third-party cookies. This intermediary approach allows accurate counting of unique users while preventing tampering and caching-related errors.
2Adaptability or versatility
If third-party cookies are used for cross-site tracking, then audience tracking across multiple platforms is enabled, but privacy concerns and browser restrictions limit effectiveness
Solution Approach 1:
The patent creates a copy of the user identification mechanism by using DNS cache entries instead of traditional cookies. Instead of relying on third-party cookies that are blocked by browsers, the system copies user identification information into the DNS cache, which is a standard system component that is not subject to browser privacy restrictions. This allows cross-site tracking to continue effectively while avoiding privacy-related blocks.
3Measurement precision
If repeated DNS resolutions are performed for tracking, then user identification can be maintained, but system efficiency decreases due to excessive DNS requests
Solution Approach 1:
The patent performs DNS resolution in advance and stores the results in the DNS cache before they would be needed for tracking purposes. By pre-resolving domain names and caching the IP address mappings, the system eliminates the need for repeated DNS queries during the actual tracking process. This preliminary action maintains user identification accuracy while significantly improving system efficiency by reducing network overhead.
Data Source
AI summary
An example system includes: at least one memory; programmable circuitry; and instructions to cause the programmable circuitry to: cache a first ordered list of internet protocol (IP) addresses in a domain name system (DNS) cache; cache a second ordered list of IP addresses in the DNS cache; access a first server identifier from a first server associated with the first ordered set of IP addresses; access a second server identifier from a second server associated with the second ordered list of IP addresses; hash the first and second server identifiers to generate a user identifier; and store the user identifier as a cookie.