Apparatus and method for bringing offline data online while protecting consumer privacy

• US 9,665,883 B2
• Filed: 09/05/2014
• Issued: 05/30/2017
• Est. Priority Date: 09/13/2013
• Status: Active Grant

• Current Assignee: LiveRamp, Inc. (LiveRamp Holdings, Inc.)
• Original Assignee: Acxiom Corporation (LiveRamp Holdings, Inc.)
• Inventors: Roullier, Thierry, Robbins, Dana S., Young, Linda, Jones, Scott, Zukerman, Mike
• Primary Examiner(s): Le, Chau
• Assistant Examiner(s): Chaudhry, Muhammad
• Application Number:
  US14/478,650
• Publication Number:
  US 20150081565A1
• Time in Patent Office: 998 Days
• CPC Class Codes: G06F 21/6245 Protecting personal data, e.g. for financial or medical purposes
• CPC Class Codes: G06F 21/6254 by anonymising data, e.g. decorrelating personal data from the owner's identification
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0248 Avoiding fraud
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0615 Anonymizing
• CPC Class Codes: H04L 9/0816 Key establishment, i.e. cryptographic processes or cryptographic protocols whereby a shared secret becomes available to two or more parties, for subsequent use
• CPC Class Codes: H04L 9/0819 Key transport or distribution, i.e. key establishment techniques where one party creates or otherwise obtains a secret value, and securely transfers it to the other(s) network architectures or network communication protocols for key distribution in a packet data network H04L63/062

Abstract

A method and system for bringing together online and offline advertising uses anonymous links that are associated with consumer data. The anonymous links allow processing without personally identifiable information (PII) in a secure environment. Data is matched using the anonymous links, and further using identifiers that are encrypted for use in connection with individual match distribution partners. The method and system allows a marketer to utilize offline data to precisely target advertisements without the use of PII, and to perform analytics concerning the use of the online advertisements to more precisely determine the effectiveness of multichannel marketing efforts.

Claims

1. A computer-implemented method for bringing offline data online, comprising steps of:

a. receiving from a match partner server a partner-encoded link, wherein the partner-encoded link is associated with a consumer using a consumer device and who has provided through the consumer device personally identifiable information (PII) at a match partner site;

b. utilizing the partner-encoded link to determine an anonymous link from which the partner-encoded link was constructed;

c. setting a marketing services provider (MSP) cookie on the consumer device, and correlating the anonymous link with an MSP cookie ID in a cross-reference table;

d. receiving from a distribution partner server a distribution partner cookie ID and the MSP cookie ID for the consumer who is associated with the distribution partner cookie ID;

e. correlating the distribution partner cookie ID with the anonymous link in the cross-reference table;

f. receiving at a landing area in communication with an MSP server an extract file from a client database, wherein the extract file comprises a plurality of records pertaining to a group of consumers, and each record comprises client data and a consumer link associated with one of the group of consumers;

g. calculating the anonymous link for the record associated with one of the group of consumers in the extract file based on the consumer link;

h. removing all PII from each record and moving each record to a secure storage area;

i. encrypting the anonymous link for each record associated with the consumer in the extract file to produce the corresponding partner-encoded link;

j. transmitting the partner-encoded link to the match partner server;

k. after sending the partner-encoded link to the match partner server, receiving back from the match partner server the partner-encoded link along with data associated with the consumer to whom the partner-encoded link pertains;

l. receiving at the MSP server the distribution partner cookie ID from the distribution partner server in response to a consumer visiting a website;

m. synchronizing the distribution partner cookie ID with a partner-encoded link in the cross-reference table;

n. receiving at the MSP server the distribution partner cookie ID in response to a consumer using a consumer device;

o. identifying the anonymous link corresponding to the distribution partner cookie ID in the cross-reference table; and

p. sending anonymized consumer data from the secure storage area back to the distribution partner server in conjunction with the distribution partner cookie ID.

2. The computer-implemented method for bringing offline data online of claim 1, wherein the step of receiving a partner-encoded link from the match partner server occurs in real time.

3. The computer-implemented method for bringing offline data online of claim 2, wherein the step of setting the MSP cookie on the consumer device occurs in real time.

4. The computer-implemented method for bringing offline data online of claim 1, further comprising the steps of:

a. sending to a reach partner server the MSP cookie ID and the distribution partner cookie ID for a particular consumer device;

b. receiving from the match partner server at the MSP server a reach partner cookie ID corresponding to the MSP cookie ID and the distribution partner cookie ID; and

c. updating the cross-reference table with the reach partner cookie ID.

5. The computer-implemented method for bringing offline data online of claim 1, wherein the anonymized consumer data comprises one or more of age, gender, or income data.