Systems and methods for private local sponsored content

• US 10,504,154 B1
• Filed: 09/20/2016
• Issued: 12/10/2019
• Est. Priority Date: 09/20/2016
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google LLC (Alphabet Inc.)
• Inventors: Bonawitz, Keith, Ramage, Daniel, Petrou, David
• Primary Examiner(s): Parsons, Theodore C
• Application Number:
  US15/270,165
• Time in Patent Office: 1,176 Days
• CPC Class Codes: G06N 20/00 Machine learning
• CPC Class Codes: G06N 5/025 Extracting rules from data
• CPC Class Codes: G06N 7/01 Probabilistic graphical models, e.g. probabilistic networks
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: H04L 2209/805 Lightweight hardware, e.g. radio-frequency identification [RFID] or sensor
• CPC Class Codes: H04L 63/0428 wherein the data content is protected, e.g. by encrypting or encapsulating the payload
• CPC Class Codes: H04L 9/008 involving homomorphic encryption

Abstract

Systems and methods are shown for providing private local sponsored content selection and improving intelligence models through distribution among mobile devices. This allows greater data gathering capabilities through the use of the sensors of the mobile devices as well as data stored on data storage components of the mobile devices to create predicted models while offering better opportunities to preserve privacy. Locally stored profiles comprising machine intelligence models may also be used to determine the relevance of the data gathered and in improving an aggregated model for identifying the relevance of data and the selection of sponsored content items. Distributed optimization is used in conjunction with privacy techniques to create the improved machine intelligence models. Publishers may also benefit from the improved privacy by protecting the statistics of type or volume of sponsored content items shown with publisher content.

Claims

1. A system comprising:

one or more processors of a device;

a display electrically connected to the one or more processors;

a network interface electrically connected to the one or more processors; and

a computer storage device electrically connected to the one or more processors and storing instructions that, when executed by the one or more processors, cause the one or more processors to perform operations comprising;

receiving, via the network interface, a machine intelligence model comprising rules and a first parameter and a second parameter;

storing, by the computer storage device, the machine intelligence model comprising rules and the first parameter and the second parameter to create a stored machine intelligence model;

receiving, via the network interface, an updated value for the first parameter of the machine intelligence model;

updating the stored machine intelligence model based on the updated value for the first parameter;

receiving, via the network interface, one or more parameters for a differentially private mechanism;

retrieving a first local data from the computer storage device;

adjusting a value of the second parameter of the stored machine intelligence model based on the first local data to create an adjusted value of the second parameter;

transmitting data associated with the adjusted value of the second parameter by applying the one or more parameters for the differentially private mechanism to the adjusted value of the second parameter via the network interface;

applying the stored machine intelligence model to second local data retrieved from the computer storage device to determine whether the second local data is relevant in selecting sponsored content items;

transmitting a request via the network interface, based on a relevance of the second local data, for a homomorphically encrypted sponsored content item, the request comprising a vector of encrypted entries;

receiving, via the network interface, the homomorphically encrypted sponsored content item;

decrypting the received homomorphically encrypted sponsored content item; and

presenting the decrypted received homomorphically encrypted sponsored content item on the display.

2. The system of claim 1, further comprising:

a sensor operably connected to the device; and

further instructions that cause the one or more processors to perform operations comprising;

receiving a sensor data from the sensor, the second local data comprising the received sensor data.

3. The system of claim 1, further comprising instructions that cause the one or more processors to perform operations comprising:

retrieving data from the computer storage device comprising demographic data from a user profile; and

transmitting, via the network interface, an identification of the retrieved demographic data and data indicating an impression or conversion of the decrypted received homomorphically encrypted sponsored content item on the display by applying the one or more parameters for the differentially private mechanism to the demographic data and data indicating an impression or conversion.

4. The system of claim 1, wherein determining the second local data is relevant in selecting sponsored content items comprises comparing features extracted from the second local data to features from a plurality of possible sponsored content items.

5. A system comprising:

one or more processors of a device;

a display electrically connected to the one or more processors;

a network interface electrically connected to the one or more processors; and

a computer storage device electrically connected to the one or more processors and storing instructions that, when executed by the one or more processors, cause the one or more processors to perform operations comprising;

receiving, via the network interface, a machine intelligence model comprising rules and a first parameter and a second parameter;

storing, by the computer storage device, the machine intelligence model comprising rules and the first parameter and the second parameter to create a stored machine intelligence model;

receiving, via the network interface, an updated value for the first parameter of the machine intelligence model;

updating the stored machine intelligence model based on the updated value for the first parameter;

retrieving a first local data from the computer storage device;

adjusting a value of the second parameter of the stored machine intelligence model based on the first local data to create an adjusted value of the second parameter;

encrypting the adjusted value of the second parameter of the stored machine intelligence model with a public key to create an encrypted, adjusted value of the second parameter;

transmitting, via the network interface, a data comprising the encrypted, adjusted value of the second parameter;

receiving, via the network interface, a data associated with the transmitted encrypted, adjusted value of the second parameter;

decrypting, using a private key corresponding to the public key, the data associated with the transmitted encrypted, adjusted value of the second parameter to create decrypted data associated with the transmitted encrypted, adjusted value of the second parameter;

transmitting, via the network interface, the decrypted data associated with the transmitted encrypted, adjusted value of the second parameter;

applying the stored machine intelligence model to second local data retrieved from the computer storage device to determine whether the second local data is relevant in selecting sponsored content items;

transmitting a request via the network interface, based on a relevance of the second local data, for a homomorphically encrypted sponsored content item, the request comprising a vector of encrypted entries;

receiving, via the network interface, the homomorphically encrypted sponsored content item;

decrypting the received homomorphically encrypted sponsored content item; and

presenting the decrypted received homomorphically encrypted sponsored content item on the display.

6. The system of claim 5, further comprising:

a sensor operably connected to the device; and

further instructions that cause the one or more processors to perform operations comprising;

receiving a sensor data from the sensor, the second local data comprising the received sensor data.

7. The system of claim 5, further comprising instructions that cause the one or more processors to perform operations comprising:

retrieving data from the computer storage device comprising demographic data from a user profile to create retrieved data;

encrypting the retrieved data and data indicating an impression or conversion of the decrypted received homomorphically encrypted sponsored content item presented on the display using a second public key to create encrypted, retrieved data; and

transmitting, via the network interface, the encrypted, retrieved data.

8. The system of claim 5, further comprising instructions that cause the one or more processors to perform operations comprising:

retrieving a data from the computer storage device comprising demographic data from a user profile;

encrypting the data from the computer storage device comprising demographic data from the user profile and data indicating an impression or conversion of the decrypted received homomorphically encrypted sponsored content item presented on the display using the public key to create encrypted, retrieved data;

transmitting, via the network interface, the encrypted, retrieved data.

9. The system of claim 5, further comprising instructions that cause the one or more processors to perform operations comprising:

receiving, via the network interface, a data associated with a plurality of sponsored content items; and

generating the request for the homomorphically encrypted sponsored content item comprising a vector of encrypted entries corresponding to the data associated with the plurality of sponsored content items with an entry corresponding to the homomorphically encrypted sponsored content item an encryption of one and remaining encrypted entries of the vector of encrypted entries an encryption of zero.

10. The system of claim 9, further comprising instructions that cause the one or more processors to perform operations comprising:

retrieving data from the computer storage device comprising demographic data from a user profile;

encrypting the data from the computer storage device comprising demographic data from the user profile and data indicating an impression or conversion of the decrypted received homomorphically encrypted sponsored content item presented on the display using a second public key to create encrypted, retrieved data;

transmitting, via the network interface, the encrypted, retrieved data.

11. The system of claim 9, wherein determining the second local data is relevant in selecting sponsored content items comprises comparing features extracted from the second local data to features from a plurality of possible sponsored content items.

12. A method comprising:

receiving, by a computing device, a machine intelligence model comprising rules and a first parameter and a second parameter;

storing, on the computing device, the machine intelligence model to create a stored machine intelligence model;

receiving, by the computing device, an updated value for the first parameter of the machine intelligence model;

updating the machine intelligence model stored on the computing device based on the updated value for the first parameter;

receiving, by the computing device, one or more parameters for a differentially private mechanism;

retrieving, by the computing device, a first local data;

adjusting a value of the second parameter of the stored machine intelligence model based on the first local data to create an adjusted value of the second parameter;

transmitting, by the computing device, a data associated with the adjusted value of the second parameter by applying the one or more parameters for the differentially private mechanism to the adjusted value of the second parameter;

applying the stored machine intelligence model to second local data retrieved from the computer storage device to determine whether the second local data is relevant in selecting sponsored content items;

transmitting a request, by the computing device, based on a relevance of the second local data, for a homomorphically encrypted sponsored content item, the request comprising a vector of encrypted entries;

receiving, by the computing device, the homomorphically encrypted sponsored content item;

decrypting the received homomorphically encrypted sponsored content item; and

presenting, by the computing device, the decrypted received homomorphically sponsored content item on a display.

13. The method of claim 12, further comprising receiving a sensor data from a sensor of the computing device, the second local data comprising the received sensor data.

14. The method of claim 12, further comprising retrieving a data from a data storage device of the computing device, the second local data comprising the data from the data storage device of the computing device.

15. The method of claim 14, further comprising:

retrieving a data from a data storage of the computing device comprising demographic data from a user profile; and

transmitting, by the computing device, an identification of the retrieved demographic data from the user profile and data indicating an impression or conversion of the decrypted received homomorphically encrypted sponsored content item on the display by applying the one or more parameters for the differentially private mechanism to the demographic data and data indicating an impression or conversion.

16. The method of claim 12, further comprising:

retrieving data from a data storage of the computing device comprising demographic data from a user profile; and

transmitting, by the computing device, an identification of the retrieved demographic data from the user profile and data indicating an impression or conversion of the decrypted received homomorphically encrypted sponsored content item on the display by applying the one or more parameters for the differentially private mechanism to the demographic data and data indicating an impression or conversion.

17. The method of claim 12, wherein determining the second local data is relevant in selecting sponsored content items comprises comparing features extracted from the second local data to features from a plurality of possible sponsored content items.