Transaction-Based User Identification Across Changing Cookies and IPs

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Solution Overview

Problem

Demand Side Platforms (DSPs) struggle to accurately identify existing users due to the deletion or resetting of cookies and changes in IP addresses, leading to improper user segmentation and sub-optimal bidding strategies in digital advertising.

Innovation Solution

A server system enhances user identification by using transaction information, linking users based on advertisement-linked transaction data with a historical transaction dataset to maintain accurate user profiles, even when cookies or IP addresses change.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Reliability

If cookies and IP addresses are used for user identification, then user tracking is simple and direct, but user identification fails when cookies are deleted or IP addresses change

Engineering Contradiction:

Improveuser identification reliabilityVSAvoiduser profile data loss

Core Design Contradiction:

ReliabilityVSLoss of information

Solution Approach 1:

The patent introduces an intermediary identification mechanism that uses device hardware characteristics (such as device ID, processor serial number, memory serial number) as a mediator between the user and the advertising system. This intermediary identifier remains stable even when cookies are deleted or IP addresses change, thereby maintaining reliable user identification without depending on volatile data like cookies.

Inventive Principle:

Principle #24Intermediary (Mediator)

Solution Approach 2:

The system performs preliminary identification actions by establishing user profiles based on device hardware characteristics before advertising campaigns begin. This preliminary profiling ensures that user identification is already in place and can persist across different sessions and devices, preventing data loss when traditional identifiers change.

Inventive Principle:

Principle #10Preliminary action

2Ease of manufacture

If traditional cookie-based tracking is used, then implementation is simple, but user segmentation becomes improper when identifiers change

Engineering Contradiction:

Improveimplementation simplicityVSAvoiduser segmentation accuracy

Core Design Contradiction:

Ease of manufactureVSMeasurement precision

Solution Approach 1:

The patent changes the identification parameter from volatile data (cookies, IP addresses) to stable device hardware characteristics. This parameter change maintains implementation simplicity while dramatically improving user segmentation accuracy, as device hardware identifiers do not change across sessions or devices.

Inventive Principle:

Principle #35Parameter changes

3Reliability

If device hardware characteristics are used for identification, then user identification reliability improves, but system complexity increases

Engineering Contradiction:

Improveuser identification reliabilityVSAvoidsystem complexity

Core Design Contradiction:

ReliabilityVSDevice complexity

Solution Approach 1:

The system employs self-service mechanisms where the device itself provides identification information through its hardware characteristics. The device's processor, memory, and other components automatically generate stable identifiers without requiring complex external verification systems, thereby maintaining relatively simple system architecture while achieving reliable identification.

Inventive Principle:

Principle #25Self-service

4Productivity

If user identification is lost, then bidding strategies become sub-optimal, but maintaining traditional methods cannot prevent identifier changes

Engineering Contradiction:

Improvebidding strategy effectivenessVSAvoididentifier stability

Core Design Contradiction:

ProductivityVSStability of the object's composition

Solution Approach 1:

The patent treats cookies and session-based identifiers as disposable, short-lived objects that are naturally replaced, while using device hardware characteristics as permanent, reusable identification. This approach accepts the transient nature of some identifiers while relying on stable hardware-based identifiers to maintain continuous user profiles for effective bidding strategies.

Inventive Principle:

Principle #27Cheap short-living objects (Disposable)

Data Source

PatentUS20250390918A1Methods and systems for enhancing user identification using transaction information

Publication Date: 2025.12.25 MASTERCARD INT INC

AI summary

Methods and systems for enhancing user identification using transaction information are disclosed. The method performed by a server system includes receiving user registration request including a first user identifier (ID) and advertisement-linked transaction information from a Demand Side Platform (DSP). Method includes accessing historical transaction dataset including transaction-related information and identifying a user from a plurality of users based on the advertisement-linked transaction information and the historical transaction dataset. Method includes linking the user with the first user ID and receiving a new user registration including a second user ID and advertisement-linked second transaction information request from DSP. Method includes checking if the new user registration request is associated with an existing user based on the advertisement-linked second transaction information and the historical transaction dataset. Upon determining that the existing user is the user, facilitating transmission of an existing user response message including the first user ID to the DSP.