Persistent User Identification via Hashed Device Identifiers
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Solution Overview
Problem
Content providers and advertisers face challenges in identifying and maintaining relationships with users due to limitations in current technologies, such as the lack of persistence in cookie-based methods and the inability to tailor media effectively to individual user preferences.
Innovation Solution
A system that associates a user profile with each network access device, using IP addresses and other identifiers to determine directed media components based on user preferences, access point information, and location-centric data, allowing for personalized content delivery without relying on cookies.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If cookies are used to identify users, then user identification is achieved, but persistence is lost as users can delete cookies manually or through anti-spyware programs
Solution Approach 1:
The patent introduces an intermediary mechanism (device identifier combined with hash function) between the user and the content provider. Instead of directly using cookies that users can delete, the system uses a device identifier that is hashed and stored on the server. This intermediary approach maintains user identification persistence while respecting user privacy control, as the hashed identifier cannot be reverse-engineered to reveal personal information.
Solution Approach 2:
The patent creates a copy of the user's device identifier through hashing. The original device identifier remains on the user's device, while a hashed version is stored on the content provider's server. This copying mechanism allows persistent identification without requiring users to actively manage or protect cookies, resolving the contradiction between reliability and ease of operation.
2Loss of information
If personal accounts with registration are required, then user information is collected, but the content provider cannot effectively tailor media to individual users
Solution Approach 1:
The patent applies local quality by using different identification approaches for different purposes. The device identifier and hash are used for persistent identification and media tailoring, while optional registration information can be collected separately for additional personalization. This allows the system to effectively tailor media to individual users based on device-level persistence without requiring full personal account registration.
Solution Approach 2:
The patent performs preliminary action by establishing device identification and creating the hashed identifier before any content interaction occurs. This preliminary setup enables immediate media tailoring based on device-level preferences without requiring users to complete registration forms, thus improving both information collection efficiency and media adaptability.
3Quantity of substance
If aggregated statistical demographics are used for advertising, then basic user categorization is achieved, but individual user preferences and individuality are not accounted for
Solution Approach 1:
The patent segments the user identification system into multiple levels: device identifier level (individual device), user account level (registered users), and preference level (individualized settings). This segmentation allows the system to move beyond aggregated statistical demographics by maintaining individual device identifiers that can be associated with specific user preferences, thereby improving measurement precision while still utilizing available data volume.
Data Source
AI summary
A system for determining directed media for a user is provided. The exemplary system comprises a media selection optimizer which is configured to determine a directed media component based on a user profile associated, via a device identifier, with a network access device. The media selection optimizer may also utilize access point information, historic information, and access point location-centric information in its determination of the directed media component. The directed media component may then be forward to a media server which provides the corresponding directed media to the user. The directed media may comprise advertisement, coupons, video, music, or any other media which is customizable to the user.