Identity Broker for Partner Pixel Reduction in Ad Tech
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Solution Overview
Problem
Conventional ad buying mechanisms face inefficiencies due to multiple partner pixel firing, leading to increased page load time, bandwidth consumption, and reduced security, as well as the need for multiple user identifiers across different systems, which complicates user identification and advertisement targeting.
Innovation Solution
A mechanism involving an identity broker that generates and manages a unique identifier for users, reducing the number of pixels fired and allowing for efficient user identification and advertisement targeting by sending a unique identifier request message to the identity broker when a user is on an advertiser or publisher webpage, and using this identifier to determine which DSPs are interested in displaying ads based on predefined conditions.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If multiple partner pixels are fired to inform publishers about DSP interest in user identifiers, then user identification coverage is improved, but page load time increases
Solution Approach 1:
The patent extracts the identifier matching function from the browser environment and moves it to the server side. Instead of firing multiple partner pixels in the browser that each independently check for identifier matches, the system sends a single request with the user's identifier to the DSP server, which then determines which publisher identifiers match. This eliminates the need for multiple parallel pixel firings in the browser, significantly reducing page load time while maintaining comprehensive identifier matching coverage.
Solution Approach 2:
The DSP server acts as an intermediary between the publisher's Ad tag and the multiple publisher identifier systems. Rather than the browser directly interacting with multiple publisher pixels, the DSP server receives the identifier from the browser, performs matching against stored publisher identifiers, and returns the relevant matched identifiers. This intermediary approach consolidates multiple identification operations into a single server-side process, reducing the time burden on the user's browser.
2Measurement precision
If multiple partner pixels are fired for cookie matching across different publishers, then identifier matching accuracy is improved, but bandwidth consumption increases
Solution Approach 1:
The patent extracts the bandwidth-intensive pixel firing operations from the client side and consolidates them on the server side. Instead of the browser downloading and executing multiple partner pixel scripts from different publishers, the system transmits a single identifier to the DSP server, which then performs the matching logic. This extraction eliminates redundant data transmission and reduces overall bandwidth consumption while preserving the accuracy of identifier matching through server-side comparison against stored publisher identifiers.
Solution Approach 2:
The patent merges multiple separate identifier matching operations into a single unified server-side process. Instead of independently firing pixels for each publisher and performing separate matching operations, the system combines all identifier matching logic into one centralized DSP server operation. This consolidation reduces the total volume of data transmitted over the network while maintaining comprehensive matching coverage across all publisher identifiers.
3Adaptability or versatility
If multiple partner pixels are fired to enable cross-publisher user identification, then user tracking capability is improved, but system security is reduced
Solution Approach 1:
The patent extracts the security-vulnerable pixel firing mechanism from the browser environment and relocates it to the server side. By removing partner pixels from the client-facing HTML that users directly interact with, the system eliminates a significant security attack surface. The identifier matching function now operates exclusively on the secure DSP server, where the user's identifier is transmitted once and processed in a controlled environment, reducing exposure to potential security threats while maintaining comprehensive user tracking capability.
Solution Approach 2:
The DSP server serves as a secure intermediary that handles all identifier matching operations. Instead of allowing multiple publisher pixels to directly access and process user identifiers in the browser environment (which creates security vulnerabilities), the system routes all identifier handling through the trusted DSP server. This intermediary architecture isolates the security-sensitive operations from the user's browser environment, reducing the risk of security breaches while preserving the ability to track users across publishers.
4Adaptability or versatility
If different identifiers are created for the same user across multiple DSPs and publishers, then system compatibility is improved, but device complexity increases
Solution Approach 1:
The patent implements a universal identifier approach where a single user identifier from the browser is used across all DSPs and publishers. Instead of creating and managing separate identifiers for each system (Pub1_X, Pub2_X, DSP1_X, DSP2_X), the system uses one universal identifier that the DSP server can match against stored mappings for all publishers and DSPs. This universal approach eliminates the need for complex mapping tables in both client and server memory, reducing device complexity while maintaining full system compatibility through the server-side matching logic.
Data Source
AI summary
The embodiments herein provide a computer implemented method for partner pixelling for user identification. The method includes sending a unique identifier request message to an identity broker when a user is on an advertiser webpage. The method includes receiving a unique identifier of the user from the identifier entity broker; and sending a rule file to a publisher server, wherein the rule file comprises the unique identifier of the user for which at least one DSP is interested in displaying an advertisement. Further, when the user visits the publisher website, the publisher server uses the unique identifier, revived from the identity broker, to identify the user and the list of DSPs that are interested in displaying advisement to the user.