Mobile Ad Targeting via Cross-Platform Behavioral Data Aggregation
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Solution Overview
Problem
The low volume of mobile user behavioral data makes it difficult for advertisers to efficiently target advertisements to mobile users, limiting the effectiveness of mobile marketing strategies.
Innovation Solution
A system that parses a unique mobile identifier to link a mobile user to a server-side session identifier, collecting behavioral data from interactions across multiple platforms, including mobile and web, to aggregate user behavior and serve targeted advertisements.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If advertisers use mobile user behavioral data for targeting advertisements, then advertisement targeting effectiveness is improved, but the low volume of mobile behavioral data limits the ability to efficiently target ads
Solution Approach 1:
The patent combines mobile behavioral data with desktop behavioral data by linking mobile identifiers (IMSI, MEID, ESN) with desktop cookies through a common user profile. This merging of data sources from multiple platforms (mobile and desktop) creates a comprehensive behavioral dataset that overcomes the limitation of low-volume mobile-only data, enabling effective advertisement targeting despite insufficient mobile data volume
2Quantity of substance
If the system collects behavioral data from multiple platforms to supplement mobile data, then the quantity of behavioral data is improved, but the complexity of linking mobile identifiers across platforms increases
Solution Approach 1:
The patent introduces an intermediary mapping system that acts as a bridge between mobile identifiers (IMSI, MEID, ESN) and desktop cookies. This intermediary layer maintains correspondence relationships without requiring direct complex interactions between mobile and desktop systems, simplifying the overall architecture while enabling multi-platform data collection and linking
Data Source
AI summary
A system is described for targeting data to users on mobile devices. The system may include a processor, a memory and an interface. The memory may be operatively connected to the processor and the interface and may store a request, a mobile identifier, a session identifier, a user behavior dataset and a data. The interface may be operatively connected to the memory and the processor and may communicate with the mobile device. The processor may be operatively connected to the interface and the memory and may receive a request from a user on a mobile device via the interface. The processor may extract a mobile identifier from the request and map the mobile identifier to a session identifier. The processor may use the session identifier to collect a user behavior dataset and may communicate data to the user based on the user behavior dataset via the interface.