Edge CDN Tokenization for Digital Advertising Latency
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Solution Overview
Problem
Digital advertising ecosystems face challenges in improving security, efficiency, and reducing publisher load times, particularly in real-time bidding processes, due to issues like personally-identifying user data matching difficulties and data leakage risks.
Innovation Solution
Implementing a content delivery network (CDN) capable of edge computing to manage user identities, generate encrypted tokens, and handle real-time bidding processes, thereby preventing data leakage and enhancing security and efficiency.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If real-time bidding processes are implemented in digital advertising ecosystems, then advertising efficiency and targeting precision are improved, but publisher load times increase and system complexity increases
Solution Approach 1:
The patent segments the real-time bidding process by introducing a CDN intermediary that handles specific functions (token generation, data synchronization, identity protection) separately from the main bidding workflow. This allows the bidding process to proceed efficiently while the CDN manages background tasks asynchronously, reducing publisher load times.
Solution Approach 2:
The CDN acts as an intermediary between publishers, advertisers, and data management systems. It generates encrypted tokens, synchronizes data, and protects user identities without requiring direct involvement from publishers in complex bidding operations, thereby reducing their computational burden and load times.
2Measurement precision
If user identity data is collected and matched across platforms, then advertising targeting precision is improved, but security risks and data leakage concerns increase
Solution Approach 1:
The patent creates encrypted token copies of user identity data that can be safely exchanged across platforms without exposing actual personal information. These tokens preserve targeting precision while eliminating data leakage risks, as they are cryptographic representations rather than actual user data.
Solution Approach 2:
The system transforms user identity data from its original form into encrypted tokens with different parameters. This parameter change maintains the functional utility for advertising targeting while removing the security vulnerabilities associated with handling raw personal identifiable information.
3Reliability
If content delivery networks are integrated into digital advertising ecosystems, then security and efficiency are improved, but device and system complexity increase
Solution Approach 1:
The patent makes the CDN multi-functional by having it perform not only traditional content delivery but also token generation, data synchronization, identity protection, and bidding facilitation. This consolidates multiple functions into a single system component, reducing overall system complexity despite the advanced capabilities provided.
Data Source
AI summary
Disclosed herein are systems and techniques for using a content delivery network to perform various functions within a digital advertising ecosystem, in ways that yield technological benefits such as improved security, efficiency, and speed (for example, reduction in publisher load times). As one specific example, a content delivery network can be used for the creation of electronic tokens for user identity protection between demand side platforms, supply side platforms, content creators (for example, advertisers), and publishers.