Attributing Mobile App Installs via VPN Traffic Analysis
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Solution Overview
Problem
Third-party entities lack the ability to compute independent analytics on mobile application installations due to a lack of visibility into impressions and conversions, preventing them from determining if an installation is attributed to an advertisement.
Innovation Solution
A network access application, such as a VPN, inspects network traffic to track ad impressions and applies an attribution model by querying the operating system for new application installations, linking them to potential ad impressions within a threshold time.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If a third-party entity wants to compute independent analytics on mobile application installations, then they need visibility into impressions and conversions, but they are excluded from the advertisement process and cannot access this information
Solution Approach 1:
The patent introduces a network access application as an intermediary component that sits between the advertisement ecosystem and third-party analytics entities. This intermediary captures impression and conversion data through network traffic monitoring, then makes this information available to third-party entities without requiring them to be directly involved in the advertisement process. The intermediary resolves the contradiction by providing information access while maintaining the independence of the advertisement process.
2Reliability
If the publisher application and ad server handle attribution, then they have direct access to impression and conversion data, but third-party entities cannot determine whether an installation is attributed to an advertisement
Solution Approach 1:
The patent extracts the critical function of attribution tracking from the publisher application and ad server ecosystem. By deploying a network access application that independently monitors network traffic for impression and conversion events, the system extracts attribution capability from the traditional advertisement process. This allows third-party entities to determine installation attribution without relying on the publisher application or ad server, resolving the contradiction between reliable data access and ease of operation for third parties.
3Adaptability or versatility
If a network access application monitors network traffic to detect impressions, then third-party entities can compute independent analytics, but they require additional infrastructure and processing capability
Solution Approach 1:
The patent implements a network access application with multi-functionality that serves both as a VPN/client device component and as an attribution tracking system. By making the network access application universal - capable of both providing network access and monitoring attribution events - the patent avoids adding separate dedicated tracking infrastructure. This resolves the contradiction by enabling third-party analytics capability while using existing network access infrastructure rather than requiring additional specialized systems.
Data Source
AI summary
A system determines attribution of an application install on a mobile device that includes a virtual private network (VPN) application. An application executing on a mobile device may display a third party application advertisement. The VPN application detects a click on the third party application advertisements by monitoring the network requests and records a display time of the advertisement. Further, it detects the download and installation of the third party application by monitoring the network requests and comparing it against a rule from the rules dictionary, and records the installation time of the third party application. If the installation time is within a predetermined threshold time of the display time of the third party application advertisement, an attribution count is updated and is reported to an analytics engine.