On-Device Identity Resolution SDK Using Bloom Filters for Privacy
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Solution Overview
Problem
Existing targeted messaging systems require personal information (PI) to be sent from user devices to remote servers, which is hindered by operating system restrictions, threatening the economic viability of free services and apps and compromising user privacy.
Innovation Solution
An SDK that uses Bloom filters to perform targeted message processing locally on client devices, utilizing encrypted user data to create efficient data structures for matching without sending PI to remote devices, enabling real-time view-through and click-through measurement.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If user profiles and interests are collected from multiple sources to improve personalization, then advertising personalization is improved, but user privacy protection deteriorates
Solution Approach 1:
The patent introduces an on-device identity resolution component as an intermediary that processes and anonymizes user data locally before transmission. This mediator layer enables personalized advertising by resolving device identities while protecting user privacy through on-device processing, thus resolving the contradiction between personalization and privacy protection
Solution Approach 2:
The patent implements different data processing qualities at different locations: sensitive identity resolution occurs locally on the user device with high privacy protection, while advertising personalization occurs remotely with access to resolved but anonymized data. This local quality differentiation allows both personalization and privacy protection to coexist
2Adaptability or versatility
If device identifiers are collected and transmitted to servers for identity resolution, then advertising personalization is improved, but data security deteriorates
Solution Approach 1:
The patent extracts the identity resolution function from centralized servers and places it on user devices. This extraction removes sensitive device identifiers from the server environment, reducing data security risks while maintaining the capability for advertising personalization through on-device identity resolution
Solution Approach 2:
The on-device identity resolution component acts as an intermediary that processes device identifiers locally before any transmission. This intermediary approach maintains data security by minimizing server exposure to raw identifiers while still enabling personalized advertising through resolved identity data
3Productivity
If multiple data sources are integrated for comprehensive user profiling, then advertising effectiveness is improved, but system complexity increases
Solution Approach 1:
The patent segments the identity resolution system into distinct on-device and server-side components with clearly defined interfaces. This segmentation manages system complexity by distributing processing functions while maintaining advertising effectiveness through comprehensive but distributed data integration from multiple sources
Data Source
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AI summary
A software development kit for providing targeted messages from a remote device to a client device through an app installed on the client device operates without any personal information leaving the client device. One or more Bloom filters are created and are mapped to specific app bundle identifiers. Matched identifiers are resolved against the set of Bloom filters to targeted messages based on user identifiers. Because the processing is performed locally on the client device, no personal information leaves the client device. Real-time measurement is performed by firing conversion events to an integrated mobile network, providing analysis of the effectiveness of the targeted messaging without providing any personal information to any remote device.