Dynamic Device IDs from Generalized Inferences for Privacy-Safe Targeting

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Solution Overview

Problem

Existing methods to anonymize data collected from computing devices are ineffective, allowing consumers to infer user identities and create specific, personal profiles, posing privacy and consent concerns.

Innovation Solution

Generating general inferences from personal data that disassociate from user identity, coding them into a dynamic identifier (ID), and maintaining this ID on the device for use in advertising, while preventing transmission.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Productivity

If personal data is collected and anonymized from computing devices, then advertising targeting capability is improved, but user privacy protection deteriorates because consumers can infer user identities and create specific personal profiles

Engineering Contradiction:

Improveadvertising targeting capabilityVSAvoiduser privacy exposure

Core Design Contradiction:

ProductivityVSObject-affected harmful factors

Solution Approach 1:

The patent extracts only the necessary identifying characteristics from personal data to create advertising identifiers, separating these from the full personal data set. This allows advertising targeting to function while leaving the remaining personal data protected and non-identifiable, thus resolving the contradiction between advertising capability and privacy protection

Inventive Principle:

Principle #2Taking out (Extraction)

Solution Approach 2:

The patent introduces an intermediary processing layer that transforms personal data into advertising identifiers through controlled inference. This intermediary process allows advertising targeting to occur on the identifier level while preventing direct access to or inference of actual personal identities, thereby protecting user privacy while maintaining advertising effectiveness

Inventive Principle:

Principle #24Intermediary (Mediator)

2Measurement precision

If detailed personal data is collected for accurate user profiling, then advertising precision is improved, but data security requirements increase due to fraud and theft risks

Engineering Contradiction:

Improveuser profiling accuracyVSAvoidfraud and theft risk

Core Design Contradiction:

Measurement precisionVSObject-generated harmful factors

Solution Approach 1:

The patent changes the parameters of data representation by transforming detailed personal data into aggregated advertising identifiers. This parameter transformation maintains sufficient precision for advertising profiling while reducing the sensitivity and risk associated with storing and processing detailed personal information, thereby lowering fraud and theft risks

Inventive Principle:

Principle #35Parameter changes

Data Source

PatentUS12387006B2Generating a dynamic ID of a device for personalized application development and engagement

Publication Date: 2025.08.12 QUALCOMM INC

AI summary

Methods that may be performed by a processor of a computing device. Embodiments may include generating general inferences from personal data from the computing device in a manner that disassociates the general inferences from a user identity related to the personal data, coding the general inferences into a dynamic identifier (ID) configured to disassociate the dynamic ID from the user identity related to the personal data, and maintaining the dynamic ID at the computing device for use of the Dynamic ID at the computing device. Embodiments may include making the dynamic ID available for use at the computing device by an advertising software and/or an application developed by an independent software vendor configured to select advertisements at the computing device based on at least one of the general inferences of the dynamic ID.