Programmatic Ad Targeting via Temporary Identification on Non-Personal Devices

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Solution Overview

Problem

Current programmatic targeted digital advertising is limited to specific devices owned by individuals or broad audiences, making it impossible to deliver targeted advertisements to specific users accessing non-personal devices without relying on their unique personal devices.

Innovation Solution

A system and method that uses personal identification devices, such as gaming players' club cards or smartphone apps, to identify and serve personalized digital advertisements to non-personal devices like electronic gaming machines, by creating a system data cookie and integrating with programmatic advertising exchanges for real-time bidding and ad delivery.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Measurement precision

If programmatic targeted digital advertising is delivered to specific personal devices owned by users, then user targeting precision is improved, but device accessibility and versatility are limited

Engineering Contradiction:

Improveuser targeting precisionVSAvoiddevice accessibility

Core Design Contradiction:

Measurement precisionVSAdaptability or versatility

Solution Approach 1:

The system segments the identification function into two parts: the personal identification device (stored by user) and the temporary identification generated at the non-personal device. This allows targeting precision to be maintained through the personal device while enabling versatility through the temporary identification at the non-personal device.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The system introduces an intermediary temporary identification mechanism that bridges the personal identification device and the non-personal device. This intermediary allows the system to deliver targeted ads to non-personal devices without requiring the user's personal device, thus resolving the contradiction between targeting precision and device accessibility.

Inventive Principle:

Principle #24Intermediary (Mediator)

2Adaptability or versatility

If advertisements are served on non-personal devices to broad audiences, then device accessibility is improved, but user targeting precision deteriorates

Engineering Contradiction:

Improvedevice accessibilityVSAvoiduser targeting precision

Core Design Contradiction:

Adaptability or versatilityVSMeasurement precision

Solution Approach 1:

The system performs preliminary action by having users store their personal identification devices beforehand. This pre-stored identification data is then used to generate temporary identifications at non-personal devices, enabling targeted advertising delivery without requiring the user's personal device to be present at the advertising location.

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The system creates a temporary copy of the user's identification data at the non-personal device. This copy allows the system to deliver targeted ads to the non-personal device while maintaining the security and privacy of the user's actual personal identification device, thus achieving both accessibility and targeting precision.

Inventive Principle:

Principle #26Copying

3Productivity

If personal identification data is collected from users, then advertising targeting capability is improved, but user privacy and security concerns increase

Engineering Contradiction:

Improveadvertising targeting capabilityVSAvoiduser privacy and security concerns

Core Design Contradiction:

ProductivityVSObject-affected harmful factors

Solution Approach 1:

The system extracts only the necessary identification elements from the user's personal identification device to create a temporary identification at the non-personal device. This extraction process allows advertising targeting capability to be maintained while minimizing the collection and storage of sensitive personal data, thus reducing privacy and security concerns.

Inventive Principle:

Principle #2Taking out (Extraction)

Solution Approach 2:

The temporary identification data generated at the non-personal device is discarded after use, while the user's actual personal identification data remains secure and unrecoverable from the non-personal device. This approach enables advertising targeting capability while ensuring user privacy and security by preventing unauthorized access to personal data.

Inventive Principle:

Principle #34Discarding and recovering

Data Source

PatentUS11615442B2Systems and methods for programmatic targeted digital advertising

Publication Date: 2023.03.28 SCREENVERSE INC

AI summary

The present disclosure is directed to systems and methods for programmatic digital advertisements that are personalized and uniquely targeted to individually-identified consumers via non-personal, but individually accessed devices. The consumer accessing a non-personal device is identified and data cookie pertaining to the user is created and sent to third-party programmatic advertising exchanges for the use in real time bidding, private marketplace deals, or programmatic guaranteed sales. This allows for personalized digital advertisements to be delivered to a specific user accessing a non-personal device.