Multiple User Account Identifiers for Targeted Advertising

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Solution Overview

Problem

Social media platforms face challenges in providing relevant advertising to users with multiple accounts, as it becomes difficult to distinguish between unique users and manage their accounts effectively for targeted advertising, leading to inefficient advertising efforts and increased processing and bandwidth costs.

Innovation Solution

Assigning multiple identifiers to user accounts allows for the creation of custom audiences based on user consent, enabling targeted advertising across multiple accounts while maintaining privacy and simplifying compliance with data policies, by merging and separating account activities and data for efficient advertising delivery.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Measurement precision

If users are assigned multiple account identifiers, then advertising targeting accuracy is improved, but system complexity increases

Engineering Contradiction:

Improveadvertising targeting accuracyVSAvoidsystem complexity

Core Design Contradiction:

Measurement precisionVSDevice complexity

Solution Approach 1:

The system segments user identification into multiple account identifiers (first account identifier and second account identifier) that can be independently managed and assigned to different user accounts. This segmentation allows the system to track and target users across multiple accounts without treating them as a single complex entity, thereby improving targeting accuracy while managing complexity through modular identification.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The system introduces an intermediary mapping mechanism that connects user identities across multiple account identifiers. This intermediary layer (user identity mapping system) mediates between the multiple identifiers and the advertising targeting system, allowing accurate user identification without requiring the advertising system to directly manage the complexity of multiple account identifiers.

Inventive Principle:

Principle #24Intermediary (Mediator)

2Measurement precision

If multiple account identifiers are used for directed advertising, then user matching accuracy is improved, but processing costs increase

Engineering Contradiction:

Improveuser matching accuracyVSAvoidprocessing costs

Core Design Contradiction:

Measurement precisionVSLoss of energy

Solution Approach 1:

The system performs preliminary actions by pre-establishing user identity mappings and maintaining a mapping between first account identifiers and second account identifiers before advertising campaigns are launched. This preliminary setup allows the system to quickly resolve user identities during advertising delivery without performing complex real-time matching, thereby reducing processing costs while maintaining high user matching accuracy.

Inventive Principle:

Principle #10Preliminary action

3Productivity

If account data is merged for advertising purposes, then advertising effectiveness is improved, but user privacy protection deteriorates

Engineering Contradiction:

Improveadvertising effectivenessVSAvoiduser privacy risk

Core Design Contradiction:

ProductivityVSObject-affected harmful factors

Solution Approach 1:

The system extracts and separates sensitive user data from the advertising targeting process. By using account identifiers as proxies rather than directly processing personal user data, the system removes harmful privacy risks from the advertising effectiveness mechanism. The first account identifier and second account identifier serve as extracted representations that enable advertising without exposing underlying user privacy information.

Inventive Principle:

Principle #2Taking out (Extraction)

4Reliability

If multiple account identifiers are managed separately, then user account security is improved, but advertising targeting efficiency deteriorates

Engineering Contradiction:

Improveuser account securityVSAvoidadvertising targeting efficiency

Core Design Contradiction:

ReliabilityVSProductivity

Solution Approach 1:

The system merges the management of multiple account identifiers through a unified user identity mapping framework. By combining the first account identifier and second account identifier under a single user identity model, the system maintains separate account security boundaries while enabling efficient cross-account advertising targeting. This merging approach allows advertising campaigns to target users across multiple accounts without compromising individual account security.

Inventive Principle:

Principle #5Merging (Combining)

Data Source

PatentUS11676175B1Multiple identifiers for user accounts

Publication Date: 2023.06.13 META PLATFORMS INC

AI summary

Methods, systems, and storage media for assigning multiple identifiers to user accounts are disclosed. Exemplary implementations may: receive an indication of an event; associate the event with a user; associate the user with at least a first account identifier of a plurality of accounts of the user; associate the user with at least a second account identifier of the plurality of accounts of the user, the second account identifier different than the first account identifier; add at least one of the first account identifier or the second account identifier to a custom audience relating to the event; target the custom audience through directed advertising; and deliver advertisements to the custom audience.