Centralized DNT Registry for Targeted Content Opt-Out
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Solution Overview
Problem
Users face challenges in managing and opting out of targeted content tracking, as existing mechanisms require individual opt-outs from multiple websites, are cumbersome, and may be negated by system maintenance, raising privacy concerns.
Innovation Solution
A central Do Not Target (DNT) Registry system and DNT cookie allow users to opt-out of receiving targeted content by storing a DNT domain cookie on their device, which is recognized by content providers to prevent delivery of targeted content, with optional DNT override for selected content.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If users opt-out of targeted content tracking at each individual website, then their privacy preference is respected at that site, but the process becomes cumbersome and requires repeated actions across multiple sites
Solution Approach 1:
The patent combines multiple individual opt-out actions into a single centralized opt-out mechanism. Users register once at a central registry service, which then manages their opt-out status across multiple content provider websites. This merging of分散ed opt-out actions into a unified system eliminates the need for users to repeatedly opt-out at each site, directly addressing the technical contradiction by improving ease of operation while reducing time loss.
Solution Approach 2:
The patent introduces a central registry service as an intermediary between users and content provider websites. This intermediary maintains user opt-out preferences and communicates them to participating websites through domain cookies. The registry service acts as a mediator that handles the complexity of multi-site opt-out management, allowing users to opt-out once while having their preferences enforced across multiple sites, thereby resolving the contradiction between ease of operation and time required.
2Object-affected harmful factors
If users block domain cookies to prevent tracking, then their privacy is protected, but legitimate functions like shopping carts and online bill paying that depend on domain cookies are disrupted
Solution Approach 1:
The patent applies local quality by allowing different treatments for different types of domain cookies. Instead of a blanket block of all domain cookies, the system selectively blocks only those domain cookies from content providers that deliver targeted content to users who have opted out. Legitimate domain cookies from sites like shopping carts and bill paying services are permitted to function normally. This differentiated approach protects privacy from tracking while preserving essential functional operations.
Solution Approach 2:
The patent segments domain cookies into different functional categories: tracking cookies from content providers and functional cookies from service sites. By segmenting the cookie blocking mechanism, the system can selectively prevent tracking cookies while allowing functional cookies to operate. This segmentation resolves the contradiction by targeting only the harmful tracking function while preserving legitimate operational functions that depend on domain cookies.
3Adaptability or versatility
If a central DNT Registry is implemented to manage opt-outs, then users can centrally control targeted content delivery, but the system complexity increases with registry infrastructure and cookie management
Solution Approach 1:
The patent makes the central registry service universal by enabling it to manage opt-out preferences for multiple content provider websites simultaneously. The registry infrastructure serves multiple functions: registering users, issuing domain cookies, and communicating with various content providers. This multi-functionality justifies the system complexity by providing centralized preference management across the entire web ecosystem, allowing users to control targeted content delivery from any participating site through a single registry interaction.
Data Source
AI summary
A system and method for managing the delivery of targeted content. When a user desires to opt-out of receiving targeted content, the user registers with a do-not-target (DNT) registry and is issued a DNT cookie. The DNT cookie is a domain cookie that is stored on a user network access device. A provider of targeted content may look for the DNT cookie stored on the user's network access device. When the DNT cookie is not found, then the provider may deliver targeted content to the user. When the DNT cookie is found, then the provider may not deliver targeted content to the user. A Web site may offer the user an “override” cookie that allows that Web site to provide targeted content, or selected targeted content, even when the user has a DNT cookie. Alternatively, a DNT header can be added to a Web page request that indicates that the user does not want to receive targeted content. The DNT header may be overridden by an override cookie.