Location Retargeting via Aggregated Geographical Identifiers
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Solution Overview
Problem
Existing online retargeting systems face challenges in delivering targeted advertising to mobile devices due to privacy concerns and legal issues associated with unique device identification methods, as mobile devices do not support third-party cookies and location-based targeting raises privacy concerns.
Innovation Solution
A system that uses a mobile device query initiated by a user to determine geographical identifiers, stores aggregated customer data in an indexed database, selects nearby advertisers, and recommends advertisements based on effectiveness ratings, transmitting targeted ads to customers without identifying the user, using latitude and longitude data for location-based targeting.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Object-affected harmful factors
If web browser cookies are used to identify consumers for retargeting, then consumer privacy control is improved, but mobile device identification capability deteriorates
Solution Approach 1:
The patent introduces an intermediary identifier system that bridges the gap between privacy protection and identification needs. Instead of using cookies directly on mobile devices, the system uses an intermediary identifier (such as a device graph identifier or advertising identifier) that can be securely stored and transmitted on mobile devices without requiring third-party cookie support. This intermediary acts as a mediator that enables retargeting functionality while respecting mobile device privacy constraints.
Solution Approach 2:
The patent replaces the browser-cookie-based identification mechanism with a mobile device-native identification mechanism. Instead of relying on the mechanical system of web browser cookies that don't work on mobile devices, the system substitutes a new mechanism using mobile device identifiers, device graphs, or other mobile-appropriate identification methods that are built into the mobile operating system and can function without third-party cookie support.
2Productivity
If unique mobile device identification techniques are used, then advertisement targeting capability is improved, but consumer privacy concerns worsen
Solution Approach 1:
The patent segments the identification system into multiple layers: device-level identifiers for basic targeting, graph-based identifiers for relationship mapping, and aggregated analytics for insights. This segmentation allows the system to achieve effective advertisement targeting through multi-layered identification while maintaining privacy by not exposing any single identifier type and by aggregating data at appropriate levels to prevent individual tracking.
Solution Approach 2:
The patent changes the parameters of identification from persistent, unique device identifiers to dynamic, context-based identifiers that are tied to specific graphs or relationships. Instead of using fixed parameters like device IDs that permanently track users, the system uses parameters that change based on graph relationships, context, and aggregation levels, thereby improving targeting capability while reducing privacy concerns through parameter transformation.
3Productivity
If location-based advertising is implemented, then advertisement relevance is improved, but user privacy protection deteriorates
Solution Approach 1:
The patent applies local quality by providing different levels of location precision for different advertising contexts and user preferences. Instead of using precise GPS coordinates for all location-based advertising, the system uses aggregated geographic areas, census tracts, or generalized location zones depending on the specific advertising campaign and user settings. This allows advertisement relevance to be maintained through location-based targeting while protecting user privacy by using less precise location data where appropriate.
Solution Approach 2:
The patent implements partial location-based targeting by using aggregated geographic data rather than precise individual location tracking. The system collects location data at an excessive level of aggregation (e.g., city-level or region-level rather than street-level) which provides sufficient information for relevant advertising while inherently protecting user privacy through the excessive aggregation that prevents precise individual tracking.
Data Source
AI summary
A system for retargeting customers is based on a mobile device query initiated by a user, and includes a query module configured to receive a query with geographical information from the mobile device and determine geographical identifiers of the mobile device. An indexed database stores an aggregated plurality of customers having a geographical identifier proximate to the determined geographical area, and a processor selects an advertiser located proximate to the determined geographical area. A performance feedback module is configured to assign an effectiveness rating to one or more advertisements provided by the selected advertiser based on marketing attributes of the aggregated plurality of customers. An advertisement recommendation module then recommends one or more advertisements provided by the selected advertiser based on the assigned effectiveness rating, and the aggregated plurality of customers are retargeted by transmitting the recommended advertisements to one or more customers of the aggregated plurality of customers.