U.S. patent application number 15/084378 was filed with the patent office on 2017-07-06 for computer implemented method for partner pixelling for user identification.
The applicant listed for this patent is Vizury Interactive Solutions Private Limited. Invention is credited to Mansoor Alicherry.
Application Number | 20170193559 15/084378 |
Document ID | / |
Family ID | 59235724 |
Filed Date | 2017-07-06 |
United States Patent
Application |
20170193559 |
Kind Code |
A1 |
Alicherry; Mansoor |
July 6, 2017 |
COMPUTER IMPLEMENTED METHOD FOR PARTNER PIXELLING FOR USER
IDENTIFICATION
Abstract
The embodiments herein provide a computer implemented method for
partner pixelling for user identification. The method includes
sending a unique identifier request message to an identity broker
when a user is on an advertiser webpage. The method includes
receiving a unique identifier of the user from the identifier
entity broker; and sending a rule file to a publisher server,
wherein the rule file comprises the unique identifier of the user
for which at least one DSP is interested in displaying an
advertisement. Further, when the user visits the publisher website,
the publisher server uses the unique identifier, revived from the
identity broker, to identify the user and the list of DSPs that are
interested in displaying advisement to the user.
Inventors: |
Alicherry; Mansoor;
(Bangalore, IN) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
Vizury Interactive Solutions Private Limited |
Bangalore |
|
IN |
|
|
Family ID: |
59235724 |
Appl. No.: |
15/084378 |
Filed: |
March 29, 2016 |
Current U.S.
Class: |
1/1 |
Current CPC
Class: |
G06Q 30/0271 20130101;
G06Q 30/0273 20130101; H04L 67/10 20130101; H04L 67/02
20130101 |
International
Class: |
G06Q 30/02 20060101
G06Q030/02; H04L 29/08 20060101 H04L029/08 |
Foreign Application Data
Date |
Code |
Application Number |
Dec 30, 2015 |
IN |
7090/CHE/2015 |
Claims
1. A computer implemented method for partner pixelling for user
identification, the method comprising: sending, by a Demand Side
Platform (DSP) server, a unique identifier request message to an
identity broker when a user is on an advertiser webpage; receiving,
by said DSP server, a unique identifier of said user from said
identity broker; and sending, by said DSP server, a rule file to a
publisher server, wherein said rule file comprises said unique
identifier of said user for which at least one DSP is interested in
displaying an advertisement.
2. The computer implemented method of claim 1, wherein said DSP
server calls an identifier entity broker service to send said
unique identifier request message to said identity broker.
3. The computer implemented method of claim 1, wherein said rule
file defines a plurality of conditions based on which a DSP buys an
advertising inventory to display said advertisement to said
user.
4. The computer implemented method of claim 1, wherein said
plurality of conditions are defined based on at least one of a DSP
bid value, number of impressions, publisher website information,
time of the day, a day of a year, type of inventory, a variable
defined by an exchange, a variable defined by said at least one
DSP, and a user behaviors on said advertiser webpage.
5. The computer implemented method of claim 1, wherein said unique
identifier is a random value generated by said identity broker, a
fingerprint of a browser, a fingerprint of a user electronic
device, and a cross identifier.
6. A computer implemented method for partner pixelling for user
identification, the method comprising: sending, by a publisher
server, a unique identifier request message to an identity broker
when a user is on a publisher webpage; receiving, by said publisher
server, a unique identifier of said user from said identity broker;
and identifying, by said publisher server, at least one Demand Side
Platform (DSP) interested to display an advertisement to said user
based on said unique identifier.
7. The computer implemented method of claim 6, wherein identifying
said at least one DSP interested to display said advertisement to
said user based on said unique identifier comprises: receiving, by
said publisher server, a rule file from a DSP server, wherein said
rule file comprises unique identifier of a user for which at least
one DSP is interested in displaying said advertisement;
determining, by said publisher server, a match between said unique
identifier received from said identity broker; and said unique
identifier in said rule file; and identifying, by said publisher
server, said at least one DSP interested to display said
advertisement to said user in response to determining said
match.
8. The computer implemented method of claim 6, wherein said rule
file defines a plurality of conditions based on which a DSP buys an
advertising inventory to display said advertisement to said
user.
9. The computer implemented method of claim 8, wherein said
plurality of conditions are defined based on at least one of a DSP
bid value, number of impressions, publisher website information,
time of the day, a day of a year, type of inventory, a variable
defined by an exchange, a variable defined by said at least one
DSP, and a user behaviors on said advertiser webpage.
10. The computer implemented method of claim 6, wherein said unique
identifier is a random value generated by said identity broker, a
fingerprint of a browser, a fingerprint of a user electronic
device, and a cross identifier.
11. A computer implemented method for partner pixelling for user
identification, the method comprising: receiving, by an identity
broker, a unique identifier request message for a user from one of
a Demand Side Platform (DSP) server and a publisher server; and
sending, by said identity broker, said unique identifier for said
user to one of said DSP server and said publisher server, wherein
said unique identifier for said user is generated based on at least
one parameter.
12. The computer implemented method of claim 11, wherein sending
said unique identifier for said user to one of said DSP server and
said publisher server comprises: determining whether said unique
identifier is available in a database based on at least one
parameter; generating said unique identifier for said user based on
at least one said parameter when said unique identifier is
unavailable in said database; and sending said unique identifier
for said user to one of said DSP server and said publisher
server.
13. The computer implemented method of claim 11, wherein sending
said unique identifier for said user to one of said DSP server and
said publisher server comprises: determining whether said unique
identifier is available in said database based on at least one
parameter; and sending said unique identifier for said user to one
of said DSP server and said publisher server when said unique
identifier is unavailable in said database.
14. The computer implemented method of claim 11, wherein said
unique identifier is a random value generated by said identity
broker, a fingerprint of a browser, a fingerprint of a user
electronic device, and a cross identifier.
15. A Demand Side Platform (DSP) server for partner pixelling for
user identification, the DSP configured to: send a unique
identifier request message to an identity broker when a user is on
an advertiser webpage; receive a unique identifier of said user
from said identifier entity broker; and send a rule file to a
publisher server, wherein said rule file comprises said unique
identifier of said user for which at least one DSP is interested in
displaying an advertisement.
16. The DSP of claim 15, wherein said DSP server calls an
identifier entity broker service to send said unique identifier
request message to said identity broker.
17. The DSP of claim 15, wherein said rule file defines a plurality
of conditions based on which a DSP buys an advertising inventory to
display said advertisement to said user.
18. The DSP of claim 15, wherein said plurality of conditions are
defined based on at least one of a DSP bid value, number of
impressions, publisher website information, time of the day, a day
of a year, type of inventory, a variable defined by an exchange, a
variable defined by said at least one DSP, and a user behaviors on
said advertiser webpage.
19. The DSP of claim 15, wherein said unique identifier is a random
value generated by said identity broker, a fingerprint of a
browser, a fingerprint of a user electronic device, and a cross
identifier.
20. A publisher server for partner pixelling for user
identification, the publisher server configured to: send a unique
identifier request message to an identity broker when a user is on
a publisher webpage; receive a unique identifier of said user from
said identity broker; and identify at least one Demand Side
Platform (DSP) interested to display an advertisement to said user
based on said unique identifier.
21. The publisher server of claim 20, wherein said publisher server
configured to identify at least one Demand Side Platform (DSP)
interested to display an advertisement to said user based on said
unique identifier by: receiving a rule file from a DSP server,
wherein said rule file comprises unique identifier of a user for
which at least one DSP is interested in displaying said
advertisement; determining a match between said unique identifier
received from said identity broker; and said unique identifier in
said rule file; and identifying said at least one DSP interested to
display said advertisement to said user in response to determining
said match.
22. The publisher server of claim 20, wherein said rule file
defines a plurality of conditions based on which a DSP buys an
advertising inventory to display said advertisement to said
user.
23. The publisher server of claim 22, wherein said plurality of
conditions are defined based on at least one of a DSP bid value,
number of impressions, publisher website information, time of the
day, a day of a year, type of inventory, a variable defined by an
exchange, a variable defined by said at least one DSP, and a user
behaviors on said advertiser webpage.
24. The publisher server of claim 20, wherein said unique
identifier is a random value generated by said identity broker, a
fingerprint of a browser, a fingerprint of a user electronic
device, and a cross identifier.
25. An identity broker for partner pixelling for user
identification, the identity broker configured to: receive a unique
identifier request message for a user from one of a Demand Side
Platform (DSP) server and a publisher server; and send said unique
identifier for said user to one of said DSP server and said
publisher server, wherein said unique identifier for said user is
generated based on at least one parameter.
26. The identity broker of claim 25, wherein said identity broker
configured to send said unique identifier for said user to one of
said DSP server and said publisher server by: determining whether
said unique identifier is available in a database based on at least
one parameter; generating said unique identifier for said user
based on at least one said parameter when said unique identifier is
unavailable in said database; and sending said unique identifier
for said user to one of said DSP server and said publisher
server.
27. The identity broker of claim 25, wherein said identity broker
configured to send said unique identifier for said user to one of
said DSP server and said publisher server by: determining whether
said unique identifier is available in said database based on at
least one parameter; and sending said unique identifier for said
user to one of said DSP server and said publisher server when said
unique identifier is unavailable in said database.
28. The identity broker of claim 25, wherein said unique identifier
is a random value generated by said identity broker, a fingerprint
of a browser, a fingerprint of a user electronic device, and a
cross identifier.
Description
TECHNICAL FIELD
[0001] The embodiments herein generally relate to ad buying. More
particularly relates to a mechanism for efficient publisher
pixelling for buying an advertisement. The present application is
based on, and claims priority from an Indian Application Number
7090/CHE/2015 filed on 30th December 2015, the disclosure of which
is hereby incorporated by reference.
BACKGROUND
[0002] Electronic exchanges, including online auctions, have
proliferated along with the Internet. These electronic exchanges
aim to provide a high degree of trading efficiency by bringing
together a large number of buyers and sellers. Such centralized
exchanges are focused on directly matching the bids or offers of
buyers and sellers, and do not recognize or account for
pre-existing relationships or agreements with other exchanges or
between parties to the transaction, such as between (i) buyers and
sellers, (ii) intermediaries (e.g., brokers, which may be a buyer
or seller), or (iii) buyers or sellers and intermediaries.
[0003] In conventional mechanisms as shown in FIG. 1a, when a user,
using a personal computing device such as a desktop computer,
laptop, tablet, or cell phone navigates to or "visits" the
advertiser's webpage, In such an instance, an advertisement (Ad)
tag request message may be generated and can be transmitted,
directly or indirectly, by the browser to the Demand Side Platform
(DSP). The DSPs in turn fires partner pixels for different
publishers. Typically, DSP fires partner pixels of large number of
publishers/exchanges when the user visits the advertiser page. The
partner pixels are fired to inform the publishers that the DSP is
interested in users and matching identifiers (IDs) of the DSP and
the publisher (i.e., cookie matching) for the user for bidding.
[0004] In conventional mechanisms as shown in FIG. 1b, the user,
using the browser transmits the advertisement (Ad) tag request
message to the publisher (or exchange). After receiving the Ad tag
request message, the publisher or exchange transmits an Ad tag
response message that fires DSP tags to the browser. The publisher
transmits the Ad tag response message to the browser to redirect to
the DSP server. The browser transmits the Ad request message to the
DSP server. After receiving the Ad request message, the DSP server
transmits the Ad response message to the browser. The above
described method is the simplified view of displaying the Ad to the
user by making use of a publisher specific identifier.
[0005] Further, a single user "X" will be known by different
identifiers to different systems. For example, consider a scenario
where the advertiser (adv.), 2 DSPs (i.e., DSP-1 and DSP-2), and 4
publishers (i.e., Pub-1, Pub-2, Pub-3, and Pub-4) are available in
the current system. The user will be known to the entities
described above by different names such as adv_X, DSP-1_X, DSP-2_X,
Pub-1_X, Pub-2_X, Pub-3_X, and Pub-4_X. The DSPs need to store a
mapping table including the user identifiers and the corresponding
publisher's user identifiers. Instead of sending same identifier to
all the DSPs, the publisher creates different identifiers for the
same user to share with different DSPs. The mapping table stored in
the DSP-1 is as shown below in Table-1:
TABLE-US-00001 TABLE 1 DSP Publisher-1 Publisher-2 Publisher-3
Publisher-4 identifier identifier identifier identifier identifier
DSP- F1(Pub1_X) F2(Pub2_X) F3(Pub3_X) F4(Pub4_X) 1_X
[0006] Further, the publishers need to store the mapping table of
the user identifier to each of the DSP identifiers. The mapping
table stored in the publisher-1 is as shown below in Table-2:
TABLE-US-00002 TABLE 2 Publisher identifier DSP-1 identifier DSP-2
identifier Pub1_X DSP-1_X DSP-2_X
[0007] The above information is presented as background information
only to help the reader to understand the present invention.
Applicants have made no determination and make no assertion as to
whether any of the above might be applicable as Prior Art with
regard to the present application.
SUMMARY
[0008] The principal object of the embodiments herein is to provide
a mechanism for efficient publisher pixelling for buying an
advertisement.
[0009] Another object of the embodiments herein is to provide a
mechanism for sending a unique identifier request message to an
identity broker when a user is on an advertiser webpage.
[0010] Another object of the embodiments herein is to provide a
mechanism for receiving a unique identifier of the user from the
identity broker.
[0011] Another object of the embodiments herein is to provide a
mechanism for sending a rule file to a publisher server. The rule
file includes the unique identifier of the user for which at least
one DSP is interested in displaying an advertisement.
[0012] Yet another object of the embodiments herein is to provide a
mechanism for sending the unique identifier request message to the
identity broker when the user is on a publisher webpage.
[0013] Yet another object of the embodiments herein is to provide a
mechanism for receiving the unique identifier of the user from the
identity broker.
[0014] Yet another object of the embodiments herein is to provide a
mechanism for identifying at least one Demand Side Platform (DSP)
interested to display an advertisement to the user based on the
unique identifier.
[0015] Yet another object of the embodiments herein is to provide a
mechanism for receiving the unique identifier request message for
the user from the DSP server or a publisher server.
[0016] Yet another object of the embodiments herein is to provide a
mechanism for sending the unique identifier for the user to the DSP
server or the publisher server, where the unique identifier for the
user is generated based on at least one parameter.
[0017] Accordingly the embodiments herein provide a computer
implemented method for partner pixelling for user identification.
The method includes sending, by a Demand Side Platform (DSP)
server, a unique identifier request message to an identity broker
when a user is on an advertiser webpage. Further, the method
includes receiving, by the DSP server, a unique identifier of the
user from the identity broker. Further, the method includes
sending, by the DSP server, a rule file to a publisher server,
where the rule file includes the unique identifier of the user for
which at least one DSP is interested in displaying an
advertisement.
[0018] Accordingly the embodiments herein provide a computer
implemented method for partner pixelling for user identification.
The method includes sending, by a publisher server, a unique
identifier request message to an identity broker when a user is on
a publisher webpage. Further, the method includes receiving, by the
publisher server, a unique identifier of the user from the identity
broker. Further, the method includes identifying, by the publisher
server, at least one Demand Side Platform (DSP) interested to
display an advertisement to the user based on the unique
identifier.
[0019] Accordingly the embodiments herein provide a computer
implemented method for partner pixelling for user identification.
The method includes receiving, by an identity broker, a unique
identifier request message for a user from a Demand Side Platform
(DSP) server or a publisher server. Further, the method includes
sending, by the identity broker, the unique identifier for the user
to the DSP server or the publisher server, where the unique
identifier for the user is generated based on at least one
parameter.
[0020] Accordingly the embodiments herein provide a Demand Side
Platform (DSP) server for partner pixelling for user
identification. The DSP is configured to send a unique identifier
request message to an identity broker when a user is on an
advertiser webpage. Further, the DSP is configured to receive a
unique identifier of the user from the identifier entity broker.
Further, the DSP is configured send a rule file to a publisher
server, where the rule file includes the unique identifier of the
user for which at least one DSP is interested in displaying an
advertisement.
[0021] Accordingly the embodiments herein provide a publisher
server for partner pixelling for user identification. The publisher
server is configured to send a unique identifier request message to
an identity broker when a user is on a publisher webpage. Further,
the publisher server is configured to receive a unique identifier
of the user from the identity broker. Further, the publisher server
is configured to identify at least one Demand Side Platform (DSP)
interested to display an advertisement to the user based on the
unique identifier.
[0022] Accordingly the embodiments herein provide an identity
broker for partner pixelling for user identification. The identity
broker is configured to receive a unique identifier request message
for a user from a Demand Side Platform (DSP) server or a publisher
server. Further, the identity broker is configured to send the
unique identifier for the user to the DSP server or the publisher
server, where the unique identifier for the user is generated based
on at least one parameter.
[0023] These and other aspects of the embodiments herein will be
better appreciated and understood when considered in conjunction
with the following description and the accompanying drawings. It
should be understood, however, that the following descriptions,
while indicating preferred embodiments and numerous specific
details thereof, are given by way of illustration and not of
limitation. Many changes and modifications may be made within the
scope of the embodiments herein without departing from the spirit
thereof, and the embodiments herein include all such
modifications.
BRIEF DESCRIPTION OF FIGURES
[0024] This invention is illustrated in the accompanying drawings,
throughout which like reference letters indicate corresponding
parts in the various figures. The embodiments herein will be better
understood from the following description with reference to the
drawings, in which:
[0025] FIGS. 1a and 1b illustrate a method for facilitating partner
pixelling, according to prior art;
[0026] FIG. 2 illustrates a system for facilitating partner
pixelling for user identification using a Demand Side Platform
(DSP) server, according to an embodiment as disclosed herein;
[0027] FIG. 3 illustrates a system for facilitating partner
pixelling for user identification using a publisher server,
according to an embodiment as disclosed herein;
[0028] FIG. 4 is a flow diagram illustrating a method for partner
pixelling for user identification using a Demand Side Platform
(DSP) server, according to an embodiment as disclosed herein;
[0029] FIG. 5 is a flow diagram illustrating a method for partner
pixelling for user identification using a publisher server,
according to an embodiment as disclosed herein;
[0030] FIG. 6 is a flow diagram illustrating a method for partner
pixelling for user identification using an identity broker,
according to an embodiment as disclosed herein; and
[0031] FIG. 7 illustrates a computing environment implementing the
method for facilitating partner pixelling for user identification,
according to an embodiment as disclosed herein.
DETAILED DESCRIPTION OF INVENTION
[0032] The embodiments herein and the various features and
advantageous details thereof are explained more fully with
reference to the non-limiting embodiments that are illustrated in
the accompanying drawings and detailed in the following
description. Descriptions of well-known components and processing
techniques are omitted so as to not unnecessarily obscure the
embodiments herein. Also, the various embodiments described herein
are not necessarily mutually exclusive, as some embodiments can be
combined with one or more other embodiments to form new
embodiments. The term "or" as used herein, refers to a
non-exclusive or, unless otherwise indicated. The examples used
herein are intended merely to facilitate understanding of ways in
which the embodiments herein can be practiced and to further enable
those skilled in the art to practice the embodiments herein.
Accordingly, the examples should not be construed as limiting the
scope of the embodiments herein.
[0033] Prior to describing the present invention in detail, it is
useful to provide definitions for key terms and concepts used
herein. Unless defined otherwise, all technical and scientific
terms used herein have the same meaning as commonly understood by
one of ordinary skill in the art to which this invention
belongs.
[0034] Exchange: Exchange provides a platform for buying and
selling advertising impressions by consolidating and managing
impression opportunities across a plurality of publishers.
[0035] Demand Side Platforms (DSPs): It enables buyers to connect
directly to multiple sources of inventory supply and provide
benefits such as workflow simplification, integrated reporting,
schematic buying optimization, and the ability to make
impression-level bids (RTB).
[0036] Identity Broker: The task of identity broker is to provide a
unique identifier to the browser or user whenever the identity
broker is invoked from the context of the browser. The identity
broker is expected to be neutral party which the publishers and
DSPs trust in the service they provide. On a practical
implementation side, it could be one of the large publishers with
large reach, if they are willing to provide such neutral
service.
[0037] The embodiments herein disclose a computer implemented
method for partner pixelling for user identification. The method
includes sending a unique identifier request message to an identity
broker when a user is on an advertiser webpage. Further, the method
includes receiving a unique identifier of the user from the
identifier entity broker. Further, the method includes sending a
rule file to a publisher server, where the rule file includes the
unique identifier of the user for which at least one Demand Side
Platform (DSP) is interested in displaying an advertisement.
[0038] In an embodiment, a DSP server calls an identifier entity
broker service to send the unique identifier request message to the
identity broker.
[0039] In an embodiment, the rule file defines a plurality of
conditions based on which a DSP buys an advertising inventory to
display advertisement to the user.
[0040] In an embodiment, the plurality of conditions are defined
based on a DSP bid value, number of impressions, publisher website
information, time of the day, a day of a year, type of inventory, a
variable defined by an exchange, a variable defined by the at least
one DSP, user behaviors on the advertiser webpage, or combination
of same.
[0041] In an embodiment, the unique identifier is a random value
generated by the identity broker, a fingerprint of a browser, a
fingerprint of a user electronic device, and a cross
identifier.
[0042] Another embodiment herein discloses a computer implemented
method for partner pixelling for user identification. The method
includes sending the unique identifier request message to the
identity broker when the user is on the publisher webpage. Further,
the method includes receiving the unique identifier of the user
from the identity broker. Further, the method includes identifying
the DSP(s) interested to display the advertisement to the user
based on the unique identifier.
[0043] In an embodiment, identifying the DSP interested to display
the advertisement to the user based on the unique identifier
includes receiving the rule file from the DSP server, where the
rule file includes unique identifier of the user for which the DSP
is interested in displaying the advertisement. Further, the method
includes determining a match between the unique identifier received
from the identity broker; and the unique identifier in the rule
file. Further, the method includes identifying the DSP interested
to display the advertisement to the user in response to determining
the match.
[0044] Another embodiment herein discloses a computer implemented
method for partner pixelling for user identification. The method
includes receiving the unique identifier request message for the
user from the DSP server or the publisher server. Further, the
method includes sending the unique identifier for the user to the
DSP server or the publisher server, where the unique identifier for
the user is generated based on at least one parameter.
[0045] In an embodiment, sending the unique identifier for the user
to the DSP server or the publisher server includes determining
whether the unique identifier is available in a database based on
at least one parameter. Further, the method includes generating the
unique identifier for the user based on the parameter when the
unique identifier is unavailable in the database. Further, the
method includes sending the unique identifier for the user to the
DSP server or the publisher server.
[0046] In an embodiment, sending the unique identifier for the user
to the DSP server or the publisher server includes determining
whether the unique identifier is available in the database based on
the parameter. Further, the method includes sending the unique
identifier for the user to the DSP server or the publisher server
when the unique identifier is unavailable in the database.
[0047] In an embodiment, the DSP server has the list of
publishers/exchanges where the DSP server buys the inventory.
Further, the DSP server and publishers/exchanges has a contract
with the identity broker to access the services.
[0048] In the conventional systems and methods, due to multiple
partner pixel firing, page load time and bandwidth consumption is
increased. Also, the security of the advertiser page is reduced and
forces the browser to visit sites/publisher URLs which the user
does not intend to visit. The publishers can install cookies on the
end users electronic devices.
[0049] Unlike conventional systems and methods, the proposed method
provides a mechanism to generate a unique identifier of the user by
the identity broker. In the proposed method, only one (or few in
case of multiple identity brokers) identity broker pixel is fired.
After generating the unique identifier, the identity broker
transmits the unique identifier to the DSP server. Once the DSP
server receives the unique identifier of the users that it is
interested, the DSP server notifies the publisher server about the
interest in an offline server to server procedure.
[0050] Referring now to the drawings, and more particularly to
FIGS. 2 through 7, where similar reference characters denote
corresponding features consistently throughout the figures, there
are shown preferred embodiments.
[0051] FIGS. 1a and 1b illustrate a method for facilitating partner
pixelling, according to prior art as described in background.
[0052] FIG. 2 illustrates a system 200 for facilitating partner
pixelling for user identification using a Demand Side Platform
(DSP) server, according to an embodiment as disclosed herein. The
bidding system 200 includes a browser 200.sub.1, an advertiser
200.sub.2, a DSP server(s) 200.sub.3, and an identity broker
200.sub.4. In an embodiment, there can be one or more identity
brokers that give user identity service to the DSP server
200.sub.3. As shown in the FIG. 2, interactions between the browser
200.sub.1, the advertiser 200.sub.2, the DSP server 200.sub.3, and
the identity broker 200.sub.4 are described below:
[0053] Step 202: When a user, using the browser 200.sub.1 in a
personal computing device (not shown) such as a desktop computer,
laptop, tablet, or cell phone transmits a page request message to
the advertiser 200.sub.2 when the user intends to visit a webpage
of the advertiser 200.sub.2. In an embodiment, the advertiser
200.sub.2 inserts DSP tags in the web page.
[0054] Step 204: After receiving the page request message, the
advertiser 200.sub.2 transmits a page response message that fires
DSP tags to the browser 200.sub.1. In an embodiment, the advertiser
200.sub.2 transmits the page response message to the browser
200.sub.1 to redirect to the DSP server 200.sub.3. For example, the
advertiser 200.sub.2 may return a Hyper Text Transfer Protocol
(HTTP) redirect command when transmitting the page response
message; the redirect command may identify a uniform resource
locator (URL) associated with the DSP server 200.sub.3.
[0055] Step 206: After receiving the redirect command, the browser
200.sub.1 redirects to the DSP server 200.sub.3 and transmits tag
request message and user behavior information. In an embodiment,
when the user navigates to the webpage of the advertiser 200.sub.2,
information pertaining to the user may be transmitted to the DSP
server 200.sub.3. For example, information collected by the user's
web browser ("cookies") may be transmitted to the DSP server
200.sub.3. Such information may include the user's web browsing
history, the frequency with which the user visits particular
webpage or type of web pages, or the user's online purchase
history. In another embodiment, the user's computing device may
transmit information indicative of user's geographic location,
Internet Protocol (IP) address, or other information.
[0056] Step 208: After receiving the tag request message and user
behavior information, the DSP server 200.sub.3 transmits a tag
response message with pixel of the identity broker 200.sub.4 to the
browser 200.sub.1 to redirect to the identity broker 200.sub.4. In
an embodiment, the tag response message is a unique identifier
request message which is sent to the identity broker 200.sub.4 when
the user is on the webpage of the advertiser 200.sub.2.
[0057] Step 210: After receiving the redirect command, the browser
200.sub.1 redirects to the identity broker 200.sub.4 and transmit
the unique identifier request message when the user is on the
webpage of the advertiser 200.sub.2. In an embodiment, the DSP
server 200.sub.3 calls an identifier entity broker service to send
the unique identifier request message to the identity broker
200.sub.4.
[0058] Step 212: After receiving the unique identifier request
message, the identity broker 200.sub.4 transmits a unique
identifier of the user to the browser 200.sub.1 to redirect to the
DSP server 200.sub.3. In an embodiment, the unique identifier is a
random value generated by the identity broker 200.sub.4. In another
embodiment, the unique identifier is generated by a cookie based
implementation process. In another embodiment, the unique
identifier is a fingerprint of the browser 200.sub.1. In another
embodiment, the unique identifier is a fingerprint of the user. In
another embodiment, the unique identifier is a cross
identifier.
[0059] In an embodiment, in the cookie based implementation, the
identity broker 200.sub.4 inserts a browser cookie with the unique
identifier of the user from its domain on user's system. Whenever
the identity broker 200.sub.4 receives the unique identifier
request message, the identity broker 200.sub.4 reads the cookie and
transmits back the unique identifier. If the cookie is not
available, then the identity broker 200.sub.4 creates a new unique
identifier, inserts the cookie, and returns the unique identifier
to the requestor. Further, the unique identifier generated by the
identity broker 200.sub.4 can be a random string or can be based on
properties of the user or the browser 200.sub.1. In case of the
random string, the unique identifier is lost and the new unique
identifier needs to be created whenever the user deletes the
cookie. For electronic devices such as mobile phones, the identity
broker 200.sub.4 may return a hash of device identifier or a unique
advertising identifier if it has access to the same.
[0060] In another embodiment, the task of the identity broker
200.sub.4 is to provide the unique identifier of the user. The
identity broker 200.sub.4 generates the unique identifier as the
random string, based on the properties of the user, or based on the
properties of the browser 200.sub.1. One of the approaches to
generate the unique identifier is to obtain the fingerprint of the
browser 200.sub.1. The publisher server (not shown) and the DSP
server 200.sub.3 agree upon the unique fingerprinting scheme.
Further, when the service of the identity broker 200.sub.4 is
required, the DSP server 200.sub.3 or the publisher server executes
the fingerprinting scheme in the browser 200.sub.1 to obtain the
unique identifier of the user. Unlike the cookie based
implementation, with the fingerprint of the browser 200.sub.1, the
device, or the user's electronic device can be used for creating
the unique identifier which is less prone to users deleting the
cookies.
[0061] In an embodiment, the DSP server 200.sub.3 stores the unique
identifier of the user in its cookie on the browser 200.sub.1 thus,
avoiding sending request messages to the identity broker 200.sub.4
in case of user visiting multiple web pages. Unlike the
conventional systems and methods, the DSP server 200.sub.3 does not
fire individual partner pixels thus, reducing the page load time
and the bandwidth consumption. Also, by using the proposed method,
the security of the advertiser web page is improved.
[0062] Step 214: After receiving the redirect command, the browser
200.sub.1 redirects an identity notification response message
including the unique identifier of the user to the DSP server
200.sub.3. The DSP server 200.sub.3 creates a rule file, where the
rule file including the unique identifier of the user for which at
least one DSP is interested in displaying an advertisement (Ad).
Further, the DSP server 200.sub.3 transmits the created rule book
to the publisher server.
[0063] In an embodiment, the rule file defines a plurality of
conditions based on which the DSP buys an advertising inventory to
display the advertisement to the user. The plurality of conditions
are defined based on a DSP bid value, number of impressions,
publisher website information, time of the day, a day of a year,
type of inventory, a variable defined by an exchange, a variable
defined by the DSP, user behaviors on the advertiser webpage, or
combination of same.
[0064] In an embodiment, once the DSP server 200.sub.3 receives the
unique identifier of the user which the DSP server 200.sub.3 is
interested, the DSP server 200.sub.3 notifies the publisher server
about the interest in an offline server-to-server procedure. In an
embodiment, the DSP server 200.sub.3 transmits the unique
identifiers of multiple users to the publisher server for which the
DSP server 200.sub.3 is interested in displaying the Ad. Along with
the unique identifiers, the DSP server 200.sub.3 can transmit the
CPM (per thousand impressions) it is willing to pay, number of
impressions the DSP server 200.sub.3 need to display for the user.
The server-to-server protocol may occur simultaneously (i.e., in
real time) when the user visits the advertiser webpage or on a
periodic manner. Similarly, the DSP server 200.sub.3 can transmit
the unique identifier of the user to the publishers when the DSP
server 200.sub.3 is no longer interested in displaying the Ad to
the user (i.e., un-pixelling).
[0065] Step 216: After receiving the identity notification response
message, the DSP server 200.sub.3 transmits an identity
notification response "OK" message to the browser 200.sub.1.
[0066] Unlike the conventional systems and methods, in the proposed
method, only one (or few if there are multiple identity brokers)
identity broker pixel is fired instead of firing large number of
partner pixels as described in the conventional methods.
Furthermore, steps 210 to 216 are redundant if the identity broker
200.sub.4 was invoked before. Because of a cookie deletion, and
since these IDs are "soft", the DSP server 200.sub.3 may select to
invoke the identity broker 200.sub.4 once every few days.
[0067] FIG. 3 illustrates another system 300 for facilitating
partner pixelling for user identification using the publisher
server, according to an embodiment as disclosed herein. In an
embodiment, the system 300 includes the browser 200.sub.1, the
publisher server 300.sub.1, the identity broker 200.sub.4, and the
DSP server 200.sub.3. In an embodiment, whenever the user visits
the publisher web site, the publisher server 300.sub.1 uses the
unique identifier to identity the user and the list of DSPs that
are interested in displaying the Ad to the user. When the user
visits the publisher web page, one of the following conditions
occur i.e., (i) the publisher server 300.sub.1 not having the
unique identifier of the user or (ii) the publisher server
300.sub.1 having the unique identifier of the user. As shown in the
FIG. 3, in case of the publisher server 300.sub.1 not having the
unique identifier of the user, the interactions between the browser
200.sub.1, the publisher server 300.sub.1, the identity broker
200.sub.4, and the DSP server 200.sub.3 are described below:
[0068] Step 302: whenever, the user, using the browser 200.sub.1
transmits an Ad tag request message to the publisher server
300.sub.1 when the user intends to visit the web page of the
publisher.
[0069] Step 304: After receiving the Ad tag request message, the
publisher server 300.sub.1 transmits a response message that fires
the pixel of the identity broker 200.sub.4, to receive the unique
identifier, to the browser 200.sub.1 to redirect to the identity
broker 200.sub.4. In an embodiment, the response message is the
unique identifier request message.
[0070] Step 306: After receiving the redirect command, the browser
200.sub.1 transmits the unique identifier request message to the
identity broker 200.sub.4 when the user is on the publisher web
page.
[0071] Step 308: After receiving the unique identifier request
message, the identity broker 200.sub.4 determines whether the
unique identifier is available in a database based on at least one
parameter. Further, the identity broker 200.sub.4 generates the
unique identifier for the user based on the parameter when the
unique identifier is unavailable in the database. After generating
the unique identifier, the identity broker 200.sub.4 transmits the
unique identifier for the user to the browser 200.sub.1 to redirect
to the publisher server 300.sub.1.
[0072] Step 310: After receiving the redirect command, the browser
200.sub.1 redirects the unique identifier to the publisher server
300.sub.1. Also, the publisher server 300.sub.1 receives the rule
file from the DSP server 200.sub.3, where the rule file includes
the unique identifier of the user for which at least one DSP is
interested in displaying the advertisement. The publisher server
300.sub.1 determines a match between the unique identifier received
from the identity broker 200.sub.4 and the unique identifier in the
rule file. Further, the publisher server 300.sub.1 selects the
optimal DSP among the DSPs. In an embodiment, the optimal DSP is
selected through RTB bidding. In another embodiment, the optimal
DSP is selected using a suitable scheme. Further, the publisher
server 300.sub.1 calls an Ad tag of the selected DSP to serve the
advertisement.
[0073] Step 312: The publisher server 300.sub.1 transmits the Ad
tag response message to the browser 200.sub.1 to redirect to the
DSP server 200.sub.3.
[0074] Step 314: After receiving the redirect command, the browser
200.sub.1 transmits an Ad request message to the DSP server
200.sub.3.
[0075] Step 316: The DSP server 200.sub.3 transmits the Ad response
message to the browser 200.sub.1 to redirect to the publisher
server 300.sub.1 to display the Ad to the user.
[0076] In another scenario, where the publisher server 300.sub.1
publisher server 300.sub.1 having the unique identifier of the
user, Steps 304 to 310 as described above are eliminated.
[0077] FIG. 4 is a flow diagram illustrating a method 400 for
partner pixelling for user identification using the DSP server
200.sub.3, according to an embodiment as disclosed herein. At step
402, the method 400 includes sending the unique identifier request
message to the identity broker 200.sub.4 when the user is on the
advertiser webpage. The method 400 allows the DSP server 200.sub.3
to send the unique identifier request message to the identity
broker 200.sub.4 when the user is on the advertiser webpage. In an
embodiment, the DSP server 200.sub.3 invokes the identifier entity
broker service to send the unique identifier request message to the
identity broker 200.sub.4.
[0078] At step 404, the method 400 includes receiving the unique
identifier of the user from the identity broker 200.sub.4. The
method 400 allows the DSP server 200.sub.3 to receive the unique
identifier of the user from the identity broker 200.sub.4. In an
embodiment, the unique identifier is the random value generated by
the identity broker 200.sub.4, the fingerprint of the browser
200.sub.1, the fingerprint of the user electronic device, and the
cross identifier.
[0079] At step 406, the method 400 includes sending the rule file
to the publisher server 300.sub.1, where the rule file includes the
unique identifier of the user for which at least one of the DSP is
interested in displaying the Ad. The method 400 allows the DSP
server 200.sub.3 to send the rule file to the publisher server
300.sub.1, where the rule file includes the unique identifier of
the user for which at least one of the DSP is interested in
displaying the Ad. In an embodiment, the rule file defines the
plurality of conditions based on which the DSP buys the advertising
inventory to display the advertisement to the user. The plurality
of conditions are defined based on the DSP bid value, number of
impressions, publisher website information, time of the day, the
day of the year, type of inventory, the variable defined by the
exchange, the variable defined by the DSP, the user behaviors on
the advertiser webpage, or combination of same.
[0080] Unlike the conventional systems, in the proposed method DSP
server doesn't have to keep track of the identifiers separately for
each entity. For example, consider a scenario where the advertiser
(adv), 2 DSP servers (i.e., DSP-1 and DSP-2), and 4 publisher
servers (i.e., Pub-1, Pub-2, Pub-3, and Pub-4) are available in the
proposed system, where the unique identifier of the user "X" be
"Unique_X". The mapping table in the DSP-1 is as shown below in
Table-3:
TABLE-US-00003 TABLE 3 DSP identifier Unique identifier DSP-1_X
Unique_X
[0081] The mapping table in the Pub-1 is as shown below in Table-4.
Thus, eliminating the need to store different identifiers for the
same user across the DSPs and the publishers.
TABLE-US-00004 TABLE 4 Publisher identifier Unique identifier
Pub-1_X Unique_X
[0082] The various actions, acts, blocks, steps, or the like in the
method 400 may be performed in the order presented, in a different
order or simultaneously. Further, in some embodiments, some of the
actions, acts, blocks, steps, or the like may be omitted, added,
modified, skipped, or the like without departing from the scope of
the invention.
[0083] FIG. 5 is a flow diagram illustrating a method 500 for
partner pixelling for user identification using the publisher
server 300.sub.1, according to an embodiment as disclosed herein.
At step 502, the method 500 includes sending the unique identifier
request message to the identity broker 200.sub.4 when the user is
on the publisher webpage. The method 500 allows the publisher
server 300.sub.1 to send the unique identifier request message to
the identity broker 200.sub.4 when the user is on the publisher
webpage. In an embodiment, the unique identifier is the random
value generated by the identity broker, the fingerprint of the
browser 200.sub.1, the fingerprint of the user electronic device,
and the cross identifier.
[0084] At step 504, the method 500 includes receiving the unique
identifier of the user from the identity broker 200.sub.4. The
method 500 allows the publisher server 300.sub.1 to receive the
unique identifier of the user from the identity broker 200.sub.4.
At step 506, the method 500 includes receiving the rule file from
the DSP server 200.sub.3, where the rule file includes the unique
identifier of the user for which the DSP is interested in
displaying the Ad. The method 500 allows the publisher server
300.sub.1 to receive the rule file from the DSP server 200.sub.3,
where the rule file includes the unique identifier of the user for
which the DSP is interested in displaying the Ad. In an embodiment,
the rule file defines the plurality of conditions based on which
the DSP buys the advertising inventory to display the Ad to the
user. The plurality of conditions are defined based on the DSP bid
value, number of impressions, publisher website information, time
of the day, the day of the year, type of inventory, the variable
defined by the exchange, the variable defined by the DSP, the user
behaviors on the advertiser webpage, or combination of same.
[0085] At step 508, the method 500 includes determining the match
between the unique identifier received from the identity broker
200.sub.4; and the unique identifier in the rule file. The method
500 allows the publisher server 300.sub.1 to determine the match
between the unique identifier received from the identity broker
200.sub.4; and the unique identifier in the rule file. At step 510,
the method 500 includes identifying the DSP interested to display
the Ad to the user in response to determining the match. The method
500 allows the publisher server 300.sub.1 to identify the DSP
interested to display the Ad to the user in response to determining
the match.
[0086] The various actions, acts, blocks, steps, or the like in the
method 500 may be performed in the order presented, in a different
order or simultaneously. Further, in some embodiments, some of the
actions, acts, blocks, steps, or the like may be omitted, added,
modified, skipped, or the like without departing from the scope of
the invention.
[0087] FIG. 6 is a flow diagram illustrating a method 600 for
partner pixelling for user identification using the identity broker
200.sub.4, according to an embodiment as disclosed herein. At step
602, the method 600 includes receiving the unique identifier
request message for the user from the DSP server 200.sub.3 or the
publisher server 300.sub.1. The method 600 allows identity broker
200.sub.4 to receive the unique identifier request message for the
user from one of the DSP server 200.sub.3 or the publisher server
300.sub.1.
[0088] At step 604, the method 600 includes determining whether the
unique identifier is available in the database based the parameter.
The method 600 allows the identity broker 200.sub.4 to determine
whether the unique identifier is available in the database based on
the parameter. At step 606, the method 600 includes generating the
unique identifier for the user based on the parameter when the
unique identifier is unavailable in the database. The method 600
allows the identity broker 200.sub.4 to generate the unique
identifier for the user based the parameter when the unique
identifier is unavailable in the database.
[0089] At step 608, the method 600 includes sending the unique
identifier for the user to the DSP server 200.sub.3 or the
publisher server 300.sub.1 when the unique identifier is
unavailable in the database. The method 600 allows the identity
broker 200.sub.4 to send the unique identifier for the user to the
DSP server 200.sub.3 or the publisher server 300.sub.1 when the
unique identifier is unavailable in the database.
[0090] In an embodiment, the identity broker 200.sub.4 can provide
unique identifier across devices or browsers. In this case, the
identity broker 200.sub.4 identifies the user as the same across
different browsers in the same device or across different devices.
The identity broker 200.sub.4 can use external schemes or services
to perform identification or matching between the browsers. Once
the identity broker 200.sub.4 identifies the browsers or devices
are of same user, then identity broker 200.sub.4 assigns the same
unique identifier to the browsers or devices. Further, the
publisher server 300.sub.1 and the DSP server 200.sub.3 can use the
service to personalize the Ads across the devices and browsers.
[0091] The various actions, acts, blocks, steps, or the like in the
method 600 may be performed in the order presented, in a different
order or simultaneously. Further, in some embodiments, some of the
actions, acts, blocks, steps, or the like may be omitted, added,
modified, skipped, or the like without departing from the scope of
the invention.
[0092] FIG. 7 illustrates a computing environment implementing the
method for facilitating partner pixelling for user identification,
according to an embodiment as disclosed herein. As depicted in the
figure, the computing environment 702 comprises at least one
processing unit 708 that is equipped with a control unit 704 and an
Arithmetic Logic Unit (ALU) 706, a memory 710, a storage unit 712,
plurality of networking devices 716 and a plurality Input output
(I/O) devices 714. The processing unit 708 is responsible for
processing the instructions of the techniques. The processing unit
708 receives commands from the control unit 704 in order to perform
its processing. Further, any logical and arithmetic operations
involved in the execution of the instructions are computed with the
help of the ALU 706.
[0093] The overall computing environment 702 can be composed of
multiple homogeneous or heterogeneous cores, multiple CPUs of
different kinds, special media and other accelerators. The
processing unit 708 is responsible for processing the instructions
of the technique. Further, the plurality of processing units 708
may be located on a single chip or over multiple chips.
[0094] The technique comprising of instructions and codes required
for the implementation are stored in either the memory unit 710 or
the storage 712 or both. At the time of execution, the instructions
may be fetched from the corresponding memory 710 or storage 712,
and executed by the processing unit 708.
[0095] In case of any hardware implementations various networking
devices 716 or external I/O devices 714 may be connected to the
computing environment to support the implementation through the
networking unit and the I/O device unit.
[0096] The embodiments disclosed herein can be implemented through
at least one software program running on at least one hardware
device and performing network management functions to control the
elements. The elements shown in the FIGS. 2 through 7 include
blocks which can be at least one of a hardware device, or a
combination of hardware device and software module.
[0097] The foregoing description of the specific embodiments will
so fully reveal the general nature of the embodiments herein that
others can, by applying current knowledge, readily modify and/or
adapt for various applications such specific embodiments without
departing from the generic concept, and, therefore, such
adaptations and modifications should and are intended to be
comprehended within the meaning and range of equivalents of the
disclosed embodiments. It is to be understood that the phraseology
or terminology employed herein is for the purpose of description
and not of limitation. Therefore, while the embodiments herein have
been described in terms of preferred embodiments, those skilled in
the art will recognize that the embodiments herein can be practiced
with modification within the spirit and scope of the embodiments as
described herein.
* * * * *