Dynamic Identifier Rotation for User Anonymity
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Solution Overview
Problem
In online commerce, users face concerns about privacy and anonymity as unique identifier values associated with their devices can lead to the accumulation of personal data, potentially revealing their identity, especially when interacting with multiple entities in a network-based ecosystem.
Innovation Solution
A system and method that allow users to dynamically change their identifier values on demand or on a scheduled basis, using a user interface to request new identifiers, which are unique and distinct from the device's original identifier, thereby preventing accumulation of personal data and enhancing anonymity by making it difficult for content providers to track individual users.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If a unique identifier value is associated with a client device for content delivery and tracking, then content providers can deliver targeted content and track user behavior, but user privacy and anonymity are compromised as personal data accumulates and can be used to identify the user
Solution Approach 1:
The patent applies the Dynamics principle by making the identifier value changeable rather than static. The system allows the identifier to be dynamically updated through user actions (manual changes, clearing data, installing applications) or automated triggers (time-based expiration, usage thresholds). This dynamic characteristic enables the system to balance content delivery effectiveness with privacy protection, as the identifier remains consistent enough for tracking during a session but changes over time to prevent long-term identification.
Solution Approach 2:
The patent implements Parameter changes by modifying the identifier value itself as a parameter. When triggered by user actions or system conditions, the identifier parameter is changed to a new value, effectively resetting the tracking state. This allows the system to maintain functional tracking capabilities when needed while periodically eliminating accumulated personal data associations, thus resolving the contradiction between tracking utility and privacy protection.
2Adaptability or versatility
If personal data is collected and associated with an identifier value for targeted advertising, then invitational content providers can target users more effectively, but the amount of personal data grows to a point where a third party could piece together user identity
Solution Approach 1:
The patent applies Periodic action by implementing time-based and usage-based triggers that periodically reset the identifier value. The system can automatically change the identifier after a certain time period or after a threshold number of transactions, preventing the accumulation of extensive personal data associations. This periodic reset mechanism maintains targeting capability within safe limits while preventing the formation of a complete user profile that could compromise anonymity.
Solution Approach 2:
The patent uses the Copying principle by creating new identifier values that serve as replacements for the original identifier. When the identifier is changed, a new copy is generated and used for subsequent tracking, while the old identifier and its associated data chain are effectively discarded. This allows the system to maintain tracking functionality through the new identifier copy while breaking the link to previously accumulated personal data.
3Reliability
If an identifier value is used consistently across multiple entities in a network-based ecosystem, then user behavior can be tracked across platforms, but the user's anonymity is compromised as data is widely spread through the system
Solution Approach 1:
The patent applies the Segmentation principle by dividing the tracking function into segmented, isolated instances. Each identifier value serves a specific segment or session of interaction, rather than providing continuous cross-platform identification. When the identifier changes, it creates a new segment that is functionally independent from previous segments, allowing tracking within each segment while preventing aggregation across segments that would compromise anonymity.
Data Source
AI summary
Systems and method for allowing an identifier value associated with a computing device, and that is delivered to content providers when requesting content, to be altered from that of the unique identifier value associated with the computing device. A computing device will include user interface elements that allow a user to request a new identifier on-demand. In some cases, the user can also configure the computing device to obtain a new identifier value in response to other actions at the computing device or automatically when some type of usage criteria is met. The identifier value is configured to be substantially unique and to be different than a unique identifier associated with the computing device to provide anonymity for the user.