Secure Identifier Matching in Encrypted Data Clean Rooms
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Solution Overview
Problem
Current digital advertising methods face challenges in securely and efficiently sharing data between different entities due to privacy concerns, making it difficult to create target groups for advertising or marketing efforts without exposing sensitive customer information.
Innovation Solution
An encryption-based data clean room approach is implemented, allowing direct matching of user identifiers across different data sets using shared functions and encrypted data objects, ensuring that underlying data remains secure and private to each entity.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If companies share customer data directly to perform overlap analysis and create target groups, then data analysis capability is improved, but data security and privacy protection deteriorate
Solution Approach 1:
The patent introduces a trusted third-party platform that acts as an intermediary to perform overlap analysis between companies' customer data sets. This mediator enables data analysis capabilities while maintaining data security by never exposing the actual customer data to the companies, thus resolving the contradiction between productivity and reliability
Solution Approach 2:
The patent uses cryptographic hashing to create copies of customer identifiers that preserve the ability to perform matching and analysis while being irreversibly anonymized. These hash copies enable overlap analysis without exposing the original sensitive data, thereby maintaining both analytical capability and data security
2Adaptability or versatility
If companies use third-party cookies to track customer browsing history, then advertising targeting capability is improved, but user privacy protection deteriorates
Solution Approach 1:
The patent replaces third-party cookies with cryptographic hash copies of customer identifiers that can be used for advertising targeting without exposing personal information. These hash-based copies enable the same advertising functionality while eliminating privacy harms associated with tracking actual user data
3Reliability
If companies encrypt their data before sharing to maintain security, then data security is improved, but data matching efficiency deteriorates
Solution Approach 1:
The patent applies cryptographic hashing as a preliminary transformation to customer identifiers before sharing. This pre-processing step creates fixed-length hash values that are both secure and highly efficient for matching operations, thus maintaining data security while preserving matching efficiency
Solution Approach 2:
The patent transforms customer identifiers from their original format to cryptographic hash format, changing the parameter representation while preserving the ability to perform exact matching. This parameter transformation enables secure data sharing without sacrificing matching efficiency, as hash comparison remains computationally efficient
Data Source
AI summary
Embodiments of the present disclosure may provide a data clean room allowing encryption based data analysis across multiple accounts, including different provider database user accounts that provide user data and a network service and a requesting user that generates one or more clean room requests. The data clean room may also restrict which data may be used in the analysis and may restrict the output.