Universal Tag System for Consumer Data Collection and Targeted Advertising
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Solution Overview
Problem
In digital advertising, existing systems face challenges in effectively collecting and analyzing consumer data on websites to optimize online advertising, as users have decreasing patience for advertisements, leading to suboptimal ad engagement and return on investment for advertisers.
Innovation Solution
A universal tag system with two main subsystems: a configuration system for defining data collection and applying taxonomy and transformation rules, and a runtime system that collects data client-side, categorizes users, and updates user profiles for targeted advertising.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If a universal tag system is implemented to collect consumer data, then data collection efficiency is improved, but system complexity increases
Solution Approach 1:
The patent combines multiple data collection functions into a single universal tag system that can collect various types of consumer interaction data (clicks, views, conversions) across different web pages and devices through one integrated tag, eliminating the need for multiple separate tracking implementations
Solution Approach 2:
The universal tag is designed to perform multiple functions: collecting user interaction data, identifying devices, tracking conversions, and enabling cross-device recognition, all through a single tag implementation that adapts to different data collection needs
2Measurement precision
If real-time data transformation and categorization are applied, then advertising targeting accuracy is improved, but processing time increases
Solution Approach 1:
The system pre-defines taxonomy categories and transformation rules in advance, so that when consumer data is collected, the categorization and transformation processes can immediately apply pre-established criteria without requiring complex real-time decision-making
Solution Approach 2:
The universal tag system automatically performs data transformation and categorization without requiring manual intervention, using self-contained logic and rules that enable the system to process and classify data autonomously in real-time
Data Source
AI summary
A system for creating and using a universal tag to gather consumer data from a web site for the purposes of targeted advertising is provided. The universal tag system has two main subsystems. The first subsystem is a configuration system that is used to define the consumer data to be collected from the website and to define taxonomy and transformation rules to be applied to the collected consumer data. The second subsystem is a runtime system that runs a universal tag client-side script, which is triggered when a consumer lands on a webpage of the website, for collecting the defined consumer data. The runtime system then applies the transformation rules to the collected data and updates a user profile corresponding to the consumer with the transformed data. As well, the runtime system applies the taxonomy rules to the collected data and categorizes the consumer for the purposes of subsequent targeted advertising.