Systems and methods for opting-out of targeted advertising in an online advertising environment

• US 10,460,349 B2
• Filed: 02/11/2015
• Issued: 10/29/2019
• Est. Priority Date: 02/11/2015
• Status: Active Grant

• Current Assignee: Yahoo AD Tech LLC
• Original Assignee: Oath Inc. (Verizon Communications Inc.)
• Inventors: Wilson, Jeffrey Todd
• Primary Examiner(s): Sigmond, Bennett M
• Assistant Examiner(s): Anderson, Scott C
• Application Number:
  US14/619,753
• Publication Number:
  US 20160232570A1
• Time in Patent Office: 1,721 Days
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: H04L 67/02 based on web technology, e.g. hypertext transfer protocol [HTTP]
• CPC Class Codes: H04L 67/10 in which an application is distributed across nodes in the network software deployment G06F8/60; multiprogramming arrangements G06F9/46
• CPC Class Codes: H04L 67/52 specially adapted for the location of the user terminal
• CPC Class Codes: H04L 69/22 Parsing or analysis of headers

Abstract

Systems and methods are disclosed for opting-out of targeted advertising in online advertising environments. One method includes receiving an opt-out verification request, the opt-out verification including an IP address of a user device and HTTP header fields of an HTTP request of the user device; determining a geographic area of the user device based on the IP address of the user device; accessing an opt-out database having entries of user devices that opted-out of receiving targeted advertising based on at least one HTTP header field of the HTTP request; determining whether the user device has opted-out of receiving targeted advertising based on the determined geographic area of the user device, the HTTP header fields of the HTTP quest, and the entries of user devices of the opt-out database; and transmitting a verification acknowledgement when the user device is determined to have opted-out of receiving targeted advertising.

Claims

1. A computer-implemented method for opting-out of targeted advertising in online advertising environments, comprising:

receiving, at a server, an opt-out request, wherein the opt-out request includes an IP address of a user device associated with a user, a plurality of HTTP header fields of an HTTP request of the user device, and an opt-out value, wherein the opt-out value is generated based on a user-agent value, a geographic area, and a timestamp, wherein the timestamp indicates a time and date the opt-out value was generated, wherein the opt-out request further includes a user-agent value of a web browser associated with the user device;

hashing, by the server, the user-agent value of the web browser associated with the user device;

determining, by the server, a geographic area of the user device based on the IP address of the user device;

accessing, by the server, an opt-out database having entries of user devices that opted-out of receiving targeted advertising based on at least one HTTP header field of the HTTP request;

determining, by the server, whether the user device has opted-out of receiving targeted advertising based on the determined geographic area of the user device, the plurality of HTTP header fields of the HTTP request, and the entries of user devices of the opt-out database;

encrypting, by an encryption system, the opt-out value using asymmetric key pairs;

generating, by the server, an opt-out response, wherein the opt-out response includes the encrypted opt-out value and an opt-out request honored flag;

transmitting, by the server, the opt-out response to the user device; and

based on the transmitted opt-out response, deleting, at the user device, cookies associated with selected ad networks, and deleting unique identifiers contained in the cookies.

2. The method of claim 1, wherein accessing the opt-out database is based on at least one of the opt-out value and the encrypted opt-out value.

3. The method of claim 1, further comprising:

decrypting, by the server, the encrypted opt-out value,

wherein accessing the an opt-out database is based on the decrypted opt-out value.

4. The method of claim 1, wherein determining whether the user device has opted-out of receiving targeted advertising includes:

comparing, by the server, the determined geographic area to a stored geographic area of an entry of the an opt-out database associated with at least one of the opt-out value and the encrypted opt-out value; and

comparing, by the server, the hashed user-agent value to a stored user-agent value of the entry of the opt-out database associated with at least one of the opt-out value and the encrypted opt-out value.

5. The method of claim 1, further comprising:

transmitting, by the server, a verification failure message when the user device is not determined to have opted-out of receiving targeted advertising.

6. The method of claim 1, further comprising:

storing, by the server in the an opt-out database, a timestamp of the verification request in an entry of the user device that opted-out of receiving targeted advertising based on the at least one HTTP header field of the HTTP request.

7. A system for opting-out of targeted advertising in online advertising environments, the system including:

a data storage device that stores instructions for opting-out of targeted advertising in online advertising environments; and

a processor configured to execute the instructions to perform a method including;

receiving, at a server, an opt-out request, wherein the opt-out request includes an IP address of a user device associated with a user, a plurality of HTTP header fields of an HTTP request of the user device, and an opt-out value, wherein the opt-out value is generated based on a user-agent value, a geographic area, and a timestamp, wherein the timestamp indicates a time and date the opt-out value was generated, wherein the opt-out request further includes a user-agent value of a web browser associated with the user device;

hashing, by the server, the user-agent value of the web browser associated with the user device;

determining, by the server, a geographic area of the user device based on the IP address of the user device;

accessing, by the server, an opt-out database having entries of user devices that opted-out of receiving targeted advertising based on at least one HTTP header field of the HTTP request;

determining, by the server, whether the user device has opted-out of receiving targeted advertising based on the determined geographic area of the user device, the plurality of HTTP header fields of the HTTP request, and the entries of user devices of the opt-out database;

encrypting, by an encryption system, the opt-out value using asymmetric key pairs;

generating, by the server, an opt-out response, wherein the opt-out response includes the encrypted opt-out value and an opt-out request honored flag;

transmitting, by the server, the opt-out response to the user device; and

based on the transmitted opt-out response, deleting, at the user device, cookies associated with selected ad networks, and deleting unique identifiers contained in the cookies.

8. The system of claim 7, wherein accessing the opt-out database is based on at least one of the opt-out value and the encrypted opt-out value.

9. The system of claim 7, wherein the processor is further configured to execute the instructions to perform the method including:

decrypting the encrypted opt-out value,

wherein accessing the an opt-out database is based on the decrypted opt-out value.

10. The system of claim 7, wherein determining whether the user device has opted-out of receiving targeted advertising includes:

comparing, by the server, the determined geographic area to a stored geographic area of an entry of the an opt-out database associated with at least one of the opt-out value and the encrypted opt-out value; and

comparing, by the server, the hashed user-agent value to a stored user-agent value of the entry of the opt-out database associated with at least one of the opt-out value and the encrypted opt-out value.

11. The system of claim 7, wherein the processor is further configured to execute the instructions to perform the method including:

transmitting a verification failure message when the user device is not determined to have opted-out of receiving targeted advertising.

12. The system of claim 7, wherein the processor is further configured to execute the instructions to perform the method including:

storing, by the server in the an opt-out database, a timestamp of the verification request in an entry of the user device that opted-out of receiving targeted advertising based on the at least one HTTP header field of the HTTP request.

13. A non-transitory computer-readable medium storing instructions that, when executed by a computer, cause the computer to perform a method for opting-out of targeted advertising in online advertising environments, the method including:

receiving, at a server, an opt-out request, wherein the opt-out request includes an IP address of a user device associated with a user, a plurality of HTTP header fields of an HTTP request of the user device, and an opt-out value, wherein the opt-out value is generated based on a user-agent value, a geographic area, and a timestamp, wherein the timestamp indicates a time and date the opt-out value was generated, wherein the opt-out request further includes a user-agent value of a web browser associated with the user device;

hashing, by the server, the user-agent value of the web browser associated with the user device;

determining, by the server, a geographic area of the user device based on the IP address of the user device;

accessing, by the server, an opt-out database having entries of user devices that opted-out of receiving targeted advertising based on at least one HTTP header field of the HTTP request;

determining, by the server, whether the user device has opted-out of receiving targeted advertising based on the determined geographic area of the user device, the plurality of HTTP header fields of the HTTP request, and the entries of user devices of the opt-out database;

encrypting, by an encryption system, the opt-out value using asymmetric key pairs;

generating, by the server, an opt-out response, wherein the opt-out response includes the encrypted opt-out value and an opt-out request honored flag;

transmitting, by the server, the opt-out response to the user device; and

based on the transmitted opt-out response, deleting, at the user device, cookies associated with selected ad networks, and deleting unique identifiers contained in the cookies.

14. The computer-readable medium of claim 13, wherein accessing the opt-out database is based on at least one of the opt-out value and the encrypted opt-out value.

15. The computer-readable medium of claim 13, further comprising:

decrypting the encrypted opt-out value,

wherein accessing the an opt-out database is based on the decrypted opt-out value.

16. The computer-readable medium of claim 13, wherein determining whether the user device has opted-out of receiving targeted advertising includes:

comparing the determined geographic area to a stored geographic area of an entry of the opt-out database associated with at least one of the opt-out value and the encrypted opt-out value; and

comparing the hashed user-agent value to a stored user-agent value of the entry of the opt-out database associated with at least one of the opt-out value and the encrypted opt-out value.

17. The computer-readable medium of claim 13, further comprising:

transmitting a verification failure message when the user device is not determined to have opted-out of receiving targeted advertising.