Identity-Protected Data Distribution Network for Privacy
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Solution Overview
Problem
Existing online advertising techniques infringe on user privacy by collecting and linking personal data across multiple devices and platforms, making it difficult for users to opt out effectively.
Innovation Solution
Implementing a system where publishers act as proxies between user browsers and third-party providers, using a unique browser identifier to replace linked data, and managing communications to protect user identity.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If third-party providers collect and link personal data across multiple devices and platforms for targeted advertising, then advertising effectiveness is improved, but user privacy is compromised
Solution Approach 1:
The patent introduces a data exchange as an intermediary between publishers and third-party providers. This data exchange receives data from publishers, anonymizes it by removing device identifiers, and provides aggregated audience information to third-party providers without exposing individual user identities. This mediator enables targeted advertising while protecting user privacy.
Solution Approach 2:
The patent extracts and removes device identifiers from user data before sharing it with third-party providers. By taking out the personally identifiable information (device identifiers) from the data set, the system enables advertising targeting based on audience characteristics while eliminating the ability to trace data back to specific users.
2Object-affected harmful factors
If users opt out of data collection by clearing cookies and device identifiers, then user privacy is protected, but advertising targeting capability is reduced
Solution Approach 1:
The patent performs preliminary anonymization of data at the publisher side before it leaves the publisher's control. By removing device identifiers in advance (preliminary action), the data can be shared with third-party providers for targeting purposes without containing personally identifiable information, thus maintaining both privacy and targeting capability.
3Measurement precision
If comprehensive user data is collected for targeted advertising, then advertising precision is improved, but data collection complexity increases
Solution Approach 1:
The patent segments the data collection and processing functions between publishers and the data exchange. Publishers collect and anonymize data locally, then submit aggregated information to the data exchange. This segmentation reduces the complexity for individual publishers while maintaining comprehensive data for precise advertising targeting through the centralized data exchange.
Data Source
AI summary
Systems and methods are disclosed for protecting consumer privacy in an online advertising environment. A request may be received from a browser for a webpage along with a unique browser identifier. The browser may be provided a first portion of the webpage that is locally available. The unique browser identifier may be provided to at least one advertising entity, wherein the advertising entity determines an advertisement based, at least in part, on the unique browser identifier. The advertisement may be received from the advertising entity, and provided to the browser as a second portion of the webpage.