IP Port Identity Service for Low-Latency Ad Targeting

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Solution Overview

Problem

Current targeted mobile advertising methods, relying on third-party cookies and device identifiers, face challenges such as declining cookie acceptance, privacy concerns, and high latency with techniques like X-mobile directory numbers, which hinder effective user identification and real-time bidding support.

Innovation Solution

An IP address and port-based identity service is implemented, utilizing an identity synchronizer, storage, and authenticator/authorizer to provide a persistent and secure user identifier based on IP address and port information, supporting both HTTP and HTTPS traffic without the need for additional round trips, thus reducing latency and enhancing privacy.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Adaptability or versatility

If third-party cookies are used for user identification, then targeted advertising capability is improved, but browser acceptance and privacy protection deteriorate

Engineering Contradiction:

Improvetargeted advertising capabilityVSAvoidprivacy concerns and browser rejection

Core Design Contradiction:

Adaptability or versatilityVSObject-affected harmful factors

Solution Approach 1:

The patent introduces a network element (identity synchronizer/authenticator) as an intermediary between the user device and advertising systems. This intermediary uses IP address and port information to identify users without requiring third-party cookies, thus maintaining targeted advertising capability while avoiding browser rejection and privacy concerns associated with traditional cookie-based methods

Inventive Principle:

Principle #24Intermediary (Mediator)

2Reliability

If device identifiers are used for tracking, then user identification reliability is improved, but tracking system flexibility deteriorates due to identifier resetting

Engineering Contradiction:

Improveuser identification reliabilityVSAvoidtracking system flexibility

Core Design Contradiction:

ReliabilityVSAdaptability or versatility

Solution Approach 1:

The patent changes the identification parameters from device-specific identifiers (which can be reset) to network-layer parameters (IP address and port) that are dynamically assigned and harder to reset. This maintains reliable user identification while improving tracking system flexibility since IP addresses are naturally reassigned without user intervention

Inventive Principle:

Principle #35Parameter changes

3Measurement precision

If X-mobile directory number technique is used, then user identification accuracy is improved, but system latency increases due to additional round trips

Engineering Contradiction:

Improveuser identification accuracyVSAvoidsystem latency

Core Design Contradiction:

Measurement precisionVSLoss of time

Solution Approach 1:

The patent performs user identification using IP address and port information that is already available at the network element during connection establishment. This eliminates the need for additional round trips to retrieve user identifiers, thereby maintaining accurate user identification while reducing system latency compared to techniques like X-mobile directory number

Inventive Principle:

Principle #10Preliminary action

Data Source

PatentUS10609739B2Internet protocol address and port-based identity service

Publication Date: 2020.03.31 VERIZON PATENT & LICENSING INC

AI summary

A method, a system, and a non-transitory storage medium provide an IP address and port-based identity service in which an anchor node of a wireless network stores identity information pertaining to a user of a mobile device in a centralized database. An authenticated and authorized web server may query the centralized database using the IP address or the IP address and port of an end device connected to the web server. The web server may obtain identity information pertaining to the user, such as a mobile telephone number.