Recyclable Contact Information Linking for Ad Attribution
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Solution Overview
Problem
Current content presentation systems lack efficient methods to link advertisement impressions with subsequent user interactions, such as phone calls, and provide detailed call reporting, while also protecting against malicious attacks.
Innovation Solution
A computer-implemented method that dynamically assigns and links recyclable contact information, like telephone numbers, to user interactions, using a script executed on a client device, which requests and stores recyclable contact information from a service, enabling detailed attribution and reducing the need for multiple forwarding numbers.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If traditional fixed contact information is provided with each resource, then content sponsors can be contacted reliably, but the system requires a large number of forwarding numbers and cannot provide detailed attribution to specific ad impressions
Solution Approach 1:
The system changes the parameter of contact information from static (fixed) to dynamic (recyclable), allowing the same forwarding number to be reused across multiple ad impressions and campaigns. This parameter change enables the system to serve more impressions with fewer total forwarding numbers while maintaining reliability through proper attribution tracking.
Solution Approach 2:
The system recovers and reuses forwarding numbers after their initial purpose is fulfilled. Instead of assigning a unique permanent number to each ad impression, the system allows numbers to be discarded from active use and recovered for future assignments, reducing the total quantity needed while maintaining contact reliability.
2Measurement precision
If unique forwarding numbers are assigned to each ad impression, then detailed call reporting can be achieved, but the system complexity and number of required numbers increases significantly
Solution Approach 1:
The system introduces tokens as intermediary elements that link forwarding numbers to specific ad impressions. Instead of requiring a unique number per impression, the token acts as a mediator that connects the reusable forwarding number to the original ad impression context, enabling precise call reporting without increasing the number of forwarding numbers or significantly increasing system complexity.
Solution Approach 2:
The system segments the attribution function from the contact information function. The forwarding number handles contact reliability, while separate tokens handle the attribution to specific ad impressions. This segmentation allows detailed measurement precision without requiring unique numbers for each impression, reducing overall system complexity.
3Quantity of substance
If recyclable contact information is implemented, then the number of forwarding numbers is reduced, but the system must implement complex token management and verification mechanisms
Solution Approach 1:
The token serves multiple functions simultaneously: it identifies the ad impression, links to the forwarding number, enables attribution tracking, and provides verification. This multi-functionality reduces the need for separate complex mechanisms for each function, making the overall token management system more efficient despite the added complexity of recyclable contact information.
4Object-affected harmful factors
If tokens are used for secure verification, then malicious attacks are protected against, but the system requires additional verification steps and processing
Solution Approach 1:
The token is generated and attached to the ad impression in advance, before any potential malicious interaction occurs. This preliminary action establishes the verification mechanism upfront, allowing for quick verification later without adding significant processing time during critical operations. The attribution and verification data are prepared beforehand, reducing real-time verification overhead.
Data Source
AI summary
Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for providing content. An initial request for a resource is received. A determination is made when fixed or recyclable contact information should be provided with the resource, wherein the contact information is associated with a content sponsor that sponsored the resource. When recyclable contact information should be provided, first recyclable contact information for the content sponsor and time-out information are identified. The first recyclable contact information and the time-out information are combined in an identifier. The identifier is stored on the requesting device and the resource is provided including the first recyclable contact information responsive to the initial request.