Deterministic UHID Generation for Privacy-Preserving Ad Targeting

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Solution Overview

Problem

Service providers, such as multichannel video programming distributors (MVPDs), face challenges in securely engaging with demand-side platforms (DSPs) and maintaining the privacy and security of subscriber data, particularly in the face of increasing malicious attempts to breach privacy data.

Innovation Solution

The implementation of an anonymous matching system (AMS) that uses deterministic de-identified unique household identifiers (UHIDs) to enable targeting of content to households without exposing personally identifiable information (PII). This system interacts with content providers, advertisers, and MVPDs to deliver content while maintaining data privacy.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Adaptability or versatility

If service providers use traditional subscriber identification methods to enable targeted content delivery, then content targeting capability is improved, but subscriber data privacy security deteriorates

Engineering Contradiction:

Improvecontent targeting capabilityVSAvoidsubscriber data privacy security

Core Design Contradiction:

Adaptability or versatilityVSReliability

Solution Approach 1:

The patent introduces deterministic unique household identifiers (UHIDs) as an intermediary element that enables content targeting without exposing actual subscriber personal information. The UHID acts as a mediator between the content delivery system and subscriber identity, allowing targeted content distribution while maintaining a security buffer that prevents direct access to sensitive subscriber data.

Inventive Principle:

Principle #24Intermediary (Mediator)

Solution Approach 2:

The patent creates a deterministic copy of subscriber identification through UHIDs that replicate the functionality of traditional subscriber identifiers for content targeting purposes. This copy enables the same targeting capabilities as traditional methods but without containing actual personally identifiable information, thus maintaining security while preserving functionality.

Inventive Principle:

Principle #26Copying

2Productivity

If service providers share subscriber data with demand-side platforms for advertisement targeting, then advertisement campaign effectiveness is improved, but risk of data breach and privacy violation increases

Engineering Contradiction:

Improveadvertisement campaign effectivenessVSAvoiddata breach risk

Core Design Contradiction:

ProductivityVSObject-affected harmful factors

Solution Approach 1:

The deterministic UHID serves as an intermediary that enables data sharing between service providers and demand-side platforms without exposing actual subscriber personal information. This intermediary mechanism allows advertisement campaigns to be effectively targeted while reducing the harmful factor of data breach risk by eliminating sensitive personal data from the sharing process.

Inventive Principle:

Principle #24Intermediary (Mediator)

Solution Approach 2:

The patent extracts the essential functional element (deterministic identification capability) from subscriber data while leaving behind the sensitive personal information. This extraction allows platforms to receive sufficient data for effective advertisement targeting without receiving actual personally identifiable information, thereby reducing data breach risk while maintaining campaign effectiveness.

Inventive Principle:

Principle #2Taking out (Extraction)

3Reliability

If service providers implement strict data privacy protection measures, then subscriber data security is improved, but ability to engage with auxiliary services and DSPs deteriorates

Engineering Contradiction:

Improvesubscriber data securityVSAvoidengagement with auxiliary services

Core Design Contradiction:

ReliabilityVSAdaptability or versatility

Solution Approach 1:

The patent creates a deterministic copy (UHID) that preserves the essential identification functionality needed for engaging with auxiliary services and DSPs while containing no actual personally identifiable information. This copy maintains data security through strict protection measures while preserving the adaptability and versatility needed for service engagement.

Inventive Principle:

Principle #26Copying

Solution Approach 2:

The patent transforms the identification parameter from actual subscriber personal information to a deterministic UHID. This parameter change maintains the functional capability to engage with auxiliary services and DSPs while fundamentally improving subscriber data security by removing sensitive personal data from the engagement process.

Inventive Principle:

Principle #35Parameter changes

Data Source

PatentUS12219192B1Generating deterministic de-identified unique household identifiers (UHIDs)

Publication Date: 2025.02.04 CSC HLDG LLC

AI summary

In an anonymous matching system, a demand-side service platform (DSP) may select segments to populate a target audience. A data warehouse platform and a multichannel video programming distributor (MVPD) platform ingest address lists, eliminate personally identifiable information (PII) from the address lists, and process the de-identified addresses to generate deterministic unique anonymous household identifiers (UHIDs). Households may be selected, for example, at the DSP's direction, to form a query request without exposing the PII. In response to the query request, the MVPD platform determines a matching UHID and includes a matching household attribute, such as an IP address or the like, in a query response without exposing the PII.