Edge Advertisement Management System for Privacy-Preserving Ad Targeting
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Solution Overview
Problem
Current online advertising techniques compromise user privacy and provide fragmented views of user behavior, making it difficult for advertisers to target audiences effectively across multiple domains and channels, while also presenting challenges in selecting suitable ad networks and fee structures.
Innovation Solution
The implementation of an Edge Advertisement Management System (EAMS) that deploys at the network edge, removing domain-specific cookies, generating standardized 'last mile' cookies to maintain user privacy while providing a comprehensive view of customer interests and actions across domains, and enabling more accurate targeting and revenue models.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If domain-specific cookies are used to track user behavior across multiple ad networks, then a comprehensive view of user behavior can be obtained, but user privacy is compromised
Solution Approach 1:
The patent introduces an Edge Advertisement Management System (EAMS) as an intermediary between users and ad networks. The EAMS collects and correlates user behavior data across multiple ad networks domain-specific cookies, then provides aggregated analytics to advertisers without exposing individual user identities. This mediator approach enables comprehensive behavior tracking while preserving user privacy through data aggregation and anonymization.
2Productivity
If multiple ad networks deploy separate tracking systems, then each network can collect domain-specific data, but the overall advertising effectiveness is reduced due to fragmented user behavior views
Solution Approach 1:
The patent merges data from multiple ad networks' domain-specific cookies into a unified user behavior profile through the EAMS. By combining tracking data across different domains and networks while maintaining a consistent user identifier, the system creates a comprehensive view of user behavior that improves advertising effectiveness and enables accurate click-action correlations across the entire ad network ecosystem.
3Measurement precision
If CPA-based online advertising is implemented with cross-domain tracking, then accurate correlation of customer clicks with actions can be achieved, but the infrastructure complexity increases significantly
Solution Approach 1:
The patent implements a universal tracking infrastructure through the EAMS that serves multiple ad networks simultaneously. The system provides multi-functional capabilities including cross-domain cookie management, user behavior correlation, click-action tracking, and analytics aggregation. This universal platform enables accurate CPA measurement across multiple networks without requiring each network to build separate complex tracking systems, thereby reducing overall infrastructure complexity while maintaining high measurement precision.
Data Source
AI summary
In general, techniques are disclosed to facilitate communicating within computer networks. For example, a layer three (L3) router including a service card and an interface card may be configured to perform the techniques. The interface card receives a query from a network that sources communications in accordance with a plurality of models. The query may specify a customer device and one of the sourced communications, and request that the service card select one of the models for the specified sourced communication and the specified customer device. The service card further stores data defining a profile for the one of the customer devices. The service card may also, in response to the query, analyze the profile data for the specified customer device to determine the selected one of the models for the specified sourced communication with respect to the specified customer device.