Requesting offline profile data for online use in a privacy-sensitive manner

(Benefits of claims for related applications) This application claims the benefit of US Provisional Application No. 61 / 144,969 filed on January 15, 2009 in the name of Roy Scheddy. The provisional application is incorporated herein by reference as fully described herein.

When an online server computer (eg, a server hosting an online site) is accessed by a networked computer or a user with an online user interface device, the accessed server stores (or) cookies on the user computer. (Raise to be saved), then activate the online server for the user computer to recognize during subsequent access to the online server.

Cookies only contain the IP address, time and date (IP / T / D) corresponding to user access, additional or alternative cookie identification information, or more detailed information related to access to the user on the online server. Includes. Instead of (or in addition) containing such additional information about the cookie itself, this information is by an online server in connection with the cookie (either by IP / T / D or by the cookie identity contained in the cookie). It will be saved. Upon subsequent access to the online server through the user computer, the server reads the cookie to make the computer with the previously accessed server (put another cookie or do not modify or modify the existing cookie). Can be recognized. The placement of the cookie and the recognition that follows the cookie are generally performed automatically under the control of the program code on the online server.

Instead of storing its own cookie on the user computer, or in addition to it, the accessed server can change the accessing user computer to another online server (so-called redirect server). This redirect server can store cookies on the user computer or certify previously stored cookies, which allows the redirect server to certify the user computer based on subsequent redirects. To do.

This redirect can include information about accessing the user on the redirect server. The redirect server can also redirect the user computer to another redirect server.

The term "redirect server" can refer to any one such sequence of redirect servers. Generally, the user is not directly aware of the redirect or cookie storage, and controls the programming code of the redirected or accessed server, respectively, and is generally executed automatically.

One example is the so-called "web beacon", which is a 1x1 pixel, web bug, single-pixel GIF, pixel tag, smart tag, action tag, clear GIF, tracer, 1x1 GIF, or cookie anchor. Well known in the industry as. Such web beacons are often performed as a single-pixel image and can be stored unnoticed on a web page or email, and the user computer is redirected to a redirect server to read the image and redirected. The server can receive cookie identification information from the access side or store it in its own cookie on the user's computer.

In some examples, the user computer can be directed to the redirect server according to the orientation of the program code on the user computer (so-called adware).

In one example, a redirect server can send a user computer according to its own cookie identity when redirecting to another redirect server. It is known as "cookie matching" and allows a redirect server to associate its own cookie identity with another redirect server in the process. During a subsequent encounter between the user computer and the redirect server, the redirecting server does not need to redirect to the user computer with respect to the redirect server.

Instead, the redirecting server can transmit the newly collected information about the user computer directly to the redirect server according to the redirect cookie identification information. The redirect server matches its own cookie identity that matches the previous cookie to the cookie identity of the redirecting server, so that the redirect server matches the newly collected information transmitted to its own cookie identity. Can be related to.

That information is used to target online advertising or is delivered to other servers. The matched cookie identity transmitted from the redirecting server to the redirecting server is transmitted based on previous user criteria. That is, a file containing such information (for example, a log file) is transmitted to a large number of users. Matching cookies can reduce the number of redirects by the user computer or the redirecting server.

Using its own cookie on the user computer, the redirect server can also recognize the user computer during subsequent encounters between the user computer and the redirect server.

Servers accessed directly by the user, or some servers to which the user computer is redirected, are then associated with cookies (also contained in them) to form a profile associated with the user computer used in various ways. Information) can be used. Based on this profile, the accessed or redirected server may allow the user to select or serve online advertisements through the user computer, or another online server may select or serve such advertisements. .. Either scenario will be included by the phrase of the "select or deliver" advertisement.

Online advertising will be selected and served immediately during the user's current online period. Alternatively, when the cookie stored on the user's computer is recognized by the accessed or redirected server, it will be selected and delivered later during the subsequent online period. Instead of serving (or in addition) advertising, the accessed or redirected server can collect user data from other online servers and deliver or distribute user data to other online users. You can collect data. The selection or delivery of online advertisements, or the collection or delivery of collected user data, is generally performed automatically under the control of the program code of the associated server.

Although the online advertisements selected to serve users are comprehensive, it is generally preferable to target the online advertisements to a certain user (or at least to the user computer). Targeting online advertising based on online behavior can be done in a number of ways. A directly accessed online server can select and deliver online advertisements to user computers based on online user activity. This activity is monitored by the server during the online period. For example, a server for an online travel site can serve online advertisements for hotels or rental cars in a particular area during the period when a user searches for a ticket for a flight to that area.

This directly accessed online server may (or instead) serve targeted online advertisements to this server during the previous online period and during the current online period based on user activity. For example, a user may purchase a particular movie from a music and video online seller through the seller's online server during the previous online period. When a user accesses a music / video seller server, during the subsequent online period, that server will have the corresponding movie sound associated with the purchase (by a common actor, subject, purchase by another customer, and others). Can serve online advertisements for tracks or other movies.

Targeted online advertising is also (instead of) selected or served by a redirect server (using redirects given by the accessed server or another server). In the above two examples, it is executed by the redirect server that selects or delivers the targeted online advertisement during the user online period when redirecting the accessed online server.

However, a typical redirect server can receive redirects from many online servers, and this redirect server is associated with the same user computer (through authorization or update of the redirect server's cookies in each subsequent redirect). You can see the online activity on many online sites supplied by the corresponding server.

Therefore, the redirect server is based on the user online activity on the other accessed online server during the online period on one accessed online server (during the same online period or a previous online period). You can select or serve online ads to your users.

Alternatively, the redirect server can collect, consolidate, and deliver online data, and also feed the data to another server that selects or serves online advertisements. There can be a series of intermediate servers that collect, consolidate, and distribute online user data.

Various forms of online operators operate redirect servers to facilitate the targeting and delivery of online advertisements. Examples of such online advertising operators include, but are limited to, online advertising space sellers, online advertising space purchasers, online data integraters, online data distributors, or operators operating as a combination thereof. It's not something. Such an operator can operate not only the server directly accessed by the user but also the redirect server in the same manner.

Traditional methods for targeting online advertising based on online behavior are performed without the use of personally identifiable information. Tracking online activity and targeting online advertising based on that activity is without knowledge of the identity of the computer user accessing the online server (or the subscribers used by the online access device to access the online server). It can be completed using only cookies or statistical IP addresses, or adware (without knowledge of the identity of the server). A commonly accessed online server must access personally identifiable information while interacting with a server-controlled online site if that information is not provided by the user. And the operator of the accessed online site is generally not allowed to provide information to a third party without the explicit consent of the user (ie, without the user's choice).

An online access provider (ie, an internet service provider, a / k / a ISP) can track and record all online activity and can associate tracking information with subscriber identification. However, current public and industrial policies generally prohibit such tracking of online activities by multiple ISPs, and also associate the activity with a particular user or subscriber, or without choice. Distributing such information to three parties is prohibited. In favor of avoiding tracking of such information, which allows the leakage or disclosure of personally identifiable information, even in legal, confidential policies and commercial practices to avoid controversy. is there.

Online advertising based on the user's "offline" activity and characteristics (ie, activities that are not performed using access over a computer network, or characteristics that are not necessarily identifiable by the online site), as well as online activities that occur from the user's computer. It would be beneficial to target.

Such offline characteristics and activities include residence, home, or car owner, employment status, occupational description, marriage or family structure, income level, offline of purchased product (phone order, email order, or In-store), including, but not limited to, credit records, membership, politics or religion, or other demographic or behavioral information of the subscriber. This type of data is referred to herein as "offline data" resulting from user online activity as opposed to "online data".

Large amounts of offline data, for example, for the majority of consumers in the United States, Experian, Trans- Accumulated by credit bureaus such as Union and Equifax. Retailers also collect and maintain an offline database of their customers and their purchase history. The organization collects and maintains a database of members, supporters, or donors. All such collectors or owners of offline data are referred to herein as "offline data providers."

Offline data is commonly used to target print, email, and telephone advertisements (ie, offline advertisements) to customers. Due to this nature, such offline data contains personally identifiable information and a common intended use is to target offline advertising, which is to a particular individual's email address or phone number. Because it has to be directed. Examples of personally identifiable information include name, birthday, address, phone number, email address, financial account number, government-issued identification information (eg, social security system number, or driver's license number), vehicle registration. , Or body numbers, facial images, fingerprints, retinal scans, other biometric information, signatures, or other handwriting samples, or other information associated with a particular individual, but is not limited thereto.

The current online distribution of personally identifiable information is limited to the so-called opt-in method, in which users accessing online sites distribute their personally identifiable information to other businesses. In order to do so, you must give explicit permission to the site. Binding of PII with previously collected online tracking or behavioral data is generally limited to the user's opt-in method. The weakness of such opt-in schemes is their limited scale (ie, limited range or market penetration), and many users refuse to opt-in (users are theirs). This is because we do not want the identification information to be delivered.)

In contrast, the targeting of online advertising that uses only information or data that is not personally identifiable can be targeted without prior permission, and that user information allows the user to permit the online site to use this information. It can be used to target online advertising if not explicitly rejected. Such an opt-out scheme will be more commercially valuable and a higher percentage of users (compared to those who opt in positively) will not opt out. Therefore, it is possible to use information that is not personally identifiable. The ability to opt out will be explicitly made available by accessed or redirected servers, as done by most online site operators and online advertising companies through the creativity of any industry. By deleting or disabling cookies on your computer, you can effectively prevent or at least limit the targeting of advertisements based on the data collected by the online operators that store cookies.

0030One way to enable targeting of online advertising based on offline data, without the unacceptable or undesired association of online activities with personally identifiable information (ie, in an opt-out sequence), is an ISP. It is run with one or more servers under the control of. Here, (a) one or more servers receive electronic transmission of IP address, time and date from the request server. (b) One or more servers automatically determine the received IP address assigned to the received time and date for the ISP's subscribers. (c) This ISP automatically transmits electronic communications to be delivered to the offline data request server generated by the offline data provider. The delivered offline data pertains to the subscriber who has decided to be assigned the received IP address at the time and date of receipt.

0031In the preferred method, the subscriber's confidentiality is maintained at several stages. In step (a), the electronic transmission received by the ISP server is used to or request a redirect server to access the requesting online server (eg, the server of the online site accessed by the subscriber). Includes only the identity of the redirected subscriber's computer or access device. Such identification includes at least IP / T / D for access or redirection. Further, further identification information such as cookie identification information can be included. Transmission to the ISP server can include transmission from the request server, or can include redirection of the subscriber's computer to the ISP server. Information about the history of subscribers to online activities does not need to be transmitted to the ISP server or offline data provider.

0032In step (b), the ISP server automatically searches the server's own log file to determine for its subscribers a particular IP address assigned at a particular time and date. This ISP does not require further exploration to determine how online activities were performed using its IP address (and what is done without opt-in by subscribers is by industry and public policy. Currently prohibited.). Preparing for the transmission of offline data in Part (c) by the ISP involves transmitting the name of the subscriber (and the subscriber's address, phone number, or other confirmation information) to the offline data provider. However, it does not include the transmission of information about the history of online activity to the offline data provider via the online access provided by the ISP to the subscriber.

0033Offline data providers can transmit offline data related to the subscriber (determined by the ISP to be assigned to the received IP address), as permitted by current law and policy. Preferably, the offline data transmitted to the requesting online server does not contain personally identifiable information. This offline data is electrically transmitted to the requesting server (ie, without being transmitted by the ISP), or electrically to the ISP server, which sequentially electrically transmits the offline data to the requesting server. .. Personally identifiable information is removed (or not included from the beginning) by the offline data provider or removed (if retransmitted) by the ISP server. This transmitted offline data (escaped from personally identifiable information) is either by the IP / T / D included in the transmission in step (a) or the corresponding identification information (as described below). Identifies for the requesting online server.

0034Therefore, the requesting online server provides access to some of the subscriber's offline data so that the subscriber can get a better target for online advertising. This subscriber nevertheless remains anonymous (ie, not personally identifiable) on the requesting online site.

0035The goal of this method is to transfer offline data related to a computer user to a particular computer used to access an online site without leaking the computer user's secrets (eg, online scanning search history, etc.). To combine (without linking the user's personal identification information) to the user history of the activity. The server hosting the accessed online site identifies one computer and its online activity, but (of course, the user must provide the online site with sufficient identification information in an opt-in manner). Does not identify.

0036Offline data providers provide offline data related to personally identified users, but do not contain information about the user history of online activities. The ISP accesses the user's IP address in the given time and in the user's personal identification, and uses only that information without leaking the user's confidential or personally identifiable information by the requesting server. , The user's offline data (parts that cannot be personally identified) can be transmitted so as to be linked to the user history of online activities.

0037Neither of those operators owns the user's personal identification information, the user's online access or computer identification information, the user history of online activity, and the user's offline data. If the ISP does not opt in for the user and seeks to collect detailed information related to the online activity of the user currently prohibited by industry and public policy, the ISP will use that information (user history of the online activity). It is correct to have access to all of (including).

0038After receiving the IP / T / D, the ISP has a number of ways that it can be done from the offline data provider to the server requesting the transmission of offline data. First, the ISP can receive offline data from an offline data provider (before or in response to receiving an IP / T / D) and a server requesting that offline data (subscriber). (Without personal identification) to the requesting server. This offline data provider does not need to provide online identification information or IP address for the subscriber. Offline data received by an ISP from an online data provider generally includes personally identifiable information (eg, the name of the subscriber). And, in fact, the ISP already has personally identifiable information.

0039However, generally personally identifiable information is not transmitted to the requesting online server (unless the subscriber is authorized to supply this information to the requesting server). Transmission of offline data to the requesting server can occur automatically in response to receiving IP / T / D or subsequent transmission of offline data from the offline data provider. Subsequent transmission of offline data from the offline data provider (ie, after the ISP receives the IP / T / D) occurs in response to transmission from the ISP to the offline data provider that personally identifies the subscriber. obtain. This transmission can further include a request for offline data, or this offline data is transmitted by the offline data provider according to the reconstruction between the ISP and the offline data provider (eg, the Flying data provider. Upon receiving the subscriber's name transmitted by the ISP, the offline data is transmitted to the ISP without any special request for the data contained in this transmission).

0040Second, the offline data is transmitted by the offline data provider to the requesting server without being transmitted by the ISP. This transmission by the offline data provider occurs automatically in response to the transmission from the ISP to the offline data provider that personally identifies the subscriber. This transmission then includes or is associated with instructions for transmitting offline data to the requesting server. This directive can include a rebuild between the ISP and the offline data provider (for example, when the offline data provider receives the name of the contractor transmitted by the ISP, the data contained in this transmission. Transmit offline data to the requesting server without any special request for.). This transmission can further include the identifying information of the requesting server so that the offline data provider can transmit the offline data to the correct one of the many requesting servers.

0041This offline data relates to the same subscriber, but requests it without revealing personally identifiable information to the requesting server or revealing online activity to the offline data provider. It should be recognizable by both the server and the offline data provider. One or more identifying information related to offline data is used to achieve mutual certification. In one example, online identification information in addition to IP / T / D (eg, cookie identification information) can be collected by the requesting server and transmitted to the ISP along the IP / T / D. it can. This additional identity is transmitted from the ISP to the offline data provider (without IP / T / D) and this identity includes or includes the transmission of offline data from the offline data provider to the requesting server. It is related.

0042In another example, identification information that does not contain personally identifiable information (ie, offline data identification information) is transmitted by the ISP to the requesting server. This identifying information is generated by the ISP and transmitted to the offline data provider, or generated by the offline data provider and received from the offline data provider. The offline data identity can include or relate to the transmission of offline data from the offline data provider to the requesting server.

0043Another example of the transmission of offline data from an offline data provider to a requesting server includes IP / T / D supplied to the offline data provider and therefore requires a subscriber opt-in. One such example is that the IP / T / D transmitted by the requesting server can be transmitted to the offline data provider and the IP / T / D is offline from the offline data provider to the requesting server. It can include or relate to the transmission of data. In another example like this, the ISP requests offline data, and the requesting server redirects to the subscriber's computer to the offline data provider's server to the offline data that is not personally identifiable. Give access to. Such a redirect provides the subscriber's IP address to the offline data provider.

0044Acquisition of offline data about the subscriber can be performed by the ISP in response to a request (eg, IP / T / D) received from the online server or from the redirect server. Alternatively, the ISP can obtain offline data about its subscribers ahead of time from the offline data provider. The ISP can store a database of such offline data, and in response to requests from online or redirect servers, it will part of that database (without personally identifying the subscriber). ) Can be transmitted. Offline data is updated periodically or intermittently with subsequent acquisitions from the offline data provider.

0045The requesting server can use the offline data in various ways. The server can use that data to target online advertising to the subscriber's current online session or to the corresponding subscriber during a future online session. In addition, this server can deliver offline data (without personally identifiable information) to other online servers, generally via a redirect to the subscriber's computer. Other online servers can use offline data to target online advertising. In addition, the requesting server or other online server is U.S. Patent Application No. 11 / 736,544 filed April 17, 2007, U.S. Patent Application No. 11 filed December 31, 2007. Offline data can be used to target TV ads that follow the teachings of US Pat. No. 4,968,117, filed October 23, 2008, US Pat. No. 12,257,386. These documents are included herein for reference as if they were explained here.

0046The methods described above can include a suitable or desirable flow of advertising revenue. Some examples include, but are not limited to, the following: (i) Payment by the operator controlling the requesting server to the ISP or offline data provider on behalf of the offline data. (ii) Instead of delivering offline data, receipts from businesses that have income from other online advertising businesses, (iii) ISP payments or ISP payments to offline data providers instead of offline data (iv) Instead of identifying the subscriber to the ISP to the offline data provider or delivering the offline data to the online advertiser, payment by the offline data provider to the ISP,

0047In some environments, avoiding or denying access to the user's offline data retransmitted by the ISP may be desirable for the ISP. If that is desirable, the encoding or encryption plan requires an online site and offline data provider to transmit a portion of the online that is not personally identifiable to the requesting online site via the ISP. Can be developed and used by. This ISP does not give the key to decode or decipher that part of the online data. The data must then be accessed so that it can be relayed by the ISP. The preferred encoding or encryption protocol is used.

0048The individual steps in this method, independent of others, are performed as follows. (i) It can be done for individual online access users as to who offline data is desirable (eg, by redirecting each user's computer). (ii) A predetermined number of users who want offline data to a large number of online access users once accessed, or (eg, to transmit log files for every 50 users or every 1000 users). Can be executed for a large number of online access users who redirect to the accumulated online site. Or (iii) Once a predetermined period of time (for example, transmitting a long file every 2 hours or every 24 hours) elapses, it can be executed for a large number of online access users who desire offline data.

0049Some of the various transmissions of requirements or data can be achieved independently of others in a suitable way, such as computer networks or telephones (wired or wireless), storable media (eg magnetic or). It includes, but is not limited to, some suitable delivery methods via digital transmission (wired or wireless) via optical discs, magnetic tape, semiconductor media), or printed hardcopy. It is desirable to use automatic electronic data transmission controlled by a properly programmed computer, server, or other machine. For example, ISP loggering of IP address assignment is done using one or more computers or servers programmed for that purpose.

0050The IP address used in the disclosed method can be static or dynamic (eg, dynamic host shape protocol a / k / a DHCP). This IP address can be associated with a particular computer or other online user interface, or with a modem, router, or other online access device. As a result, many online user interface devices can share a common IP address when accessing an online site. This IP address can be a 32-bit IP address assigned according to the IPv4 protocol, a 128-bit IP address assigned according to the IPv6 protocol, or any other preferred address assigned under future evolving protocols.

0051Online user interface devices include several user interface devices used to access remote networks such as the Internet, such as mobile phones or mobile transmitters and receivers, personal digital assistants (PDAs), or computers with desktops. Includes, but is not limited to, (desktops, workstations, notebooks, laptops, or anything else). The use of "user computer" or "subscriber computer" is intended to indicate a networked computer or other suitable online user interface device.

0052Online access devices can include several devices used to connect online user interface devices to remote networks such as the Internet, such as modems, wired or wireless routers, wireless access points, wired. Network adapters (eg Ethernet adapters), wireless network adapters (eg IEEE802.11, Wi-Fi, WiMax, ED-VO, EDGE, HSPA, CDMA, GSM, or others) or fiber optic based network adapters (eg For example, network interface unit, or optical network terminal), but is not limited thereto. Different forms of online access devices can be combined or integrated into a single unit (eg, a modem that acts as a router for a LAN). Online access devices and online access devices can be combined or integrated into a single unit (eg, an Ethernet adapter, wireless adapter, or computer with a built-in modem).

0053The receiving contractor is usually a user who establishes online access through a device having an ISP in return for the contract fee periodically. This ISP has personally identifiable information for its subscribers, which is generally at least the name, billing address, and (unless access is to be transferred). Includes service addresses for online access, as well as phone numbers, email addresses, and bank or credit card information. The offline data transmitted by the offline data provider includes at least data related to the subscriber. However, because many people live in a common home and work in a common business organization, offline data providers are concerned with non-subscribers and requesting online server offline data (personally identified). Includes transmission to (not possible). For example, offline data can include information about the number or age of children in the home, or information about a spouse or parents in the home. In another example, offline data can include information about the business or its employees if the receiving contractor is the business operator or the owner of the company.

0054The systems and methods disclosed herein are general purpose or dedicated computers, or servers, or other programmable hardware devices programmed by software, or hardware or equipment "programmed" by electrical wiring. , Or a combination of these. A computer program or other software, when used, is temporary or permanent by being programmed with microcode, object-oriented code, or a combination of multiple software modules based on or distributed on web technology. Storage or replaceable media, RAM, ROM, CD-ROM, CD-R, CD-R / W, DVD-ROM, DVD ± R, DVD ± R / W, hard drive, thumb drive, flash It can be implemented in memory, optical media, magnetic media, semiconductor media, or any storage that will be developed in the future.

0055Equivalents of the disclosed exemplary embodiments and methods are within the scope of the disclosure and / or claims of the present specification. The disclosed exemplary embodiments and methods, and equivalents thereof, may be modified without departing from the disclosure or claims of the present specification.

0056In the disclosure and claims herein, the term "or" is used in an inclusive sense. For example, "dog or cat" means "dog, cat, or both." For example, "dog, cat, or mouse" means "dog, cat, mouse, any two, or all three." Exceptions are (i) when explicitly stated, or (ii) in a particular context, two or more of the options are mutually exclusive, and "or (or)" are mutually exclusive. This is the case when only combinations including non-options are included. Examples of case (i) include "either ... or", "only one of ...", or similar phrases. In the disclosure or claims herein, the terms "comprising," "including," "having," and terms derived from these terms are used in a non-limiting sense. It has the same meaning as when "at least" is added before these terms.