Spend-Based Ad Targeting via Anonymized Cookie Mediation
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Solution Overview
Problem
Transaction account companies face limitations in providing relevant marketing and promotional offers due to a lack of data on customers' web-browsing activities, and they struggle to measure the effectiveness of their advertisements while maintaining customer privacy.
Innovation Solution
A system that associates first party cookie IDs with third party cookie IDs to collect anonymous web-browsing data, allowing for the creation of models that target advertisements based on purchasing and browsing behavior, while ensuring customer anonymity and enabling measurement of advertisement effectiveness.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If transaction account companies collect and use customer web-browsing data for targeted advertising, then advertising relevance and customer engagement improve, but customer privacy is compromised
Solution Approach 1:
The patent introduces a third-party system as an intermediary that receives anonymized browsing data, processes it to create look-alike models, and returns results without exposing raw customer information. This mediator enables targeted advertising while preserving customer privacy through controlled data sharing and anonymization techniques.
Solution Approach 2:
The system creates look-alike models that are copies or representations of customer segments based on browsing behavior patterns. These models capture the essential characteristics needed for targeted advertising without requiring access to or storage of actual customer personal information, thus enabling relevance while protecting privacy.
2Loss of information
If transaction account companies access third-party web-browsing data, then customer profile completeness improves, but system complexity increases
Solution Approach 1:
The third-party system serves as a mediator that handles the complex task of data integration, matching, and model creation. By outsourcing these complex processing functions to a specialized intermediary, the transaction account company can access enhanced customer profiles without directly managing the complexity of integrating multiple data sources and formats.
Solution Approach 2:
The patent extracts and separates the complex data processing functions into a distinct third-party system. This extraction removes the burden of managing complex data integration, matching, and anonymization processes from the transaction account company's internal systems, allowing them to focus on their core business while still achieving complete customer profiles.
3Measurement precision
If transaction account companies use first-party cookie IDs for tracking, then measurement accuracy improves, but customer anonymity is reduced
Solution Approach 1:
The system creates anonymized copies of customer identification data by removing or masking the first-party cookie IDs while preserving the ability to track and measure advertising effectiveness. These anonymized identifiers enable measurement without exposing actual customer identities, balancing precision with anonymity.
Solution Approach 2:
The third-party system acts as an intermediary that receives anonymized identifiers, performs the matching and measurement operations, and returns results without the transaction account company ever seeing or storing actual customer identification information. This intermediary process maintains measurement capability while enforcing anonymity.
Data Source
AI summary
The present disclosure includes a system, method, and article of manufacture for spend based targeting and measurement. The method may comprise transmitting to a third party system a model and/or a measurement file associating a first party cookie ID with a model, and receiving, from the third party system, an updated model (and/or measurement) file associating a third party cookie ID with web-browsing data. The third party cookie ID may anonymously and uniquely correspond to the first party cookie ID, and the first party cookie ID may be stripped from the updated model (and/or measurement) file to de-identify a customer associated with the first party cookie ID. Moreover, the web-browsing data may be received by the third party system from a second party system.