NFC Intermediary for Cross-Device Content Conversion Tracking
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Solution Overview
Problem
Online content delivery systems face challenges in accurately measuring the effectiveness of third-party content items in engaging users to take further actions beyond viewing, such as determining if a user visited a store or purchased a product associated with the content.
Innovation Solution
A method and system for detecting and correlating realization actions with displayed online content, involving logging information about the rendering of third-party content items on client devices, detecting interactions with NFC terminals, and updating associated parameters to track conversions and user interactions.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If online content delivery systems track user actions to measure content effectiveness, then measurement precision is improved, but device complexity increases due to multiple client devices and NFC terminals
Solution Approach 1:
The patent uses NFC terminals as intermediaries between the online content delivery system and user actions. The NFC terminal detects realization actions (such as in-store purchases) and relays this information back to the system, enabling precise tracking without requiring complex integration with every possible user device or action point.
Solution Approach 2:
The system implements feedback loops where realization actions detected by NFC terminals are correlated with previously displayed third-party content items. This feedback mechanism allows the system to continuously improve measurement precision by learning from actual user conversions and adjusting content delivery accordingly.
2Reliability
If the system correlates realization actions with content rendering across different client devices, then reliability of measurement is improved, but difficulty of detecting and measuring increases
Solution Approach 1:
The NFC terminal serves as a reliable intermediary that objectively detects realization actions such as in-store purchases. This intermediary approach improves reliability by removing subjectivity and ensuring consistent detection across different user scenarios, while the terminal handles the complexity of device identification and action verification.
Solution Approach 2:
The system performs preliminary actions by logging information about third-party content item rendering on client devices before the realization action occurs. This pre-established log enables reliable correlation when the NFC terminal subsequently detects the realization action, making the detection process simpler and more reliable.
3Measurement precision
If the system provides detailed logging and tracking infrastructure, then measurement precision is improved, but loss of information increases due to the complexity of correlating actions across multiple devices
Solution Approach 1:
The NFC terminal acts as an information-preserving intermediary that captures and transmits realization action data back to the content delivery system. This intermediary ensures that critical correlation information (linking the realization action to the specific third-party content item) is maintained throughout the tracking process, preventing information loss despite the complexity of multi-device correlations.
Data Source
AI summary
Systems and methods of the present disclosure allow associating rendered third-party content to respective conversions. A data processing system can provide a third-party content item for rendering on a first client computing device and store information indicative of such rendering. The data processing system can detect a realization action associated with a second client computing device and correlating the realization action with the rendering of the third-party content item based on the stored information indicative of the rendering. The data processing system can then update a realization action parameter associated with the third-party content item in response to correlating the realization action with the rendering of the third-party content item.