MEdiaMAth has filed a patent for using a content delivery network (CDN) to enhance security, efficiency, and speed in digital advertising. The CDN can be utilized to create electronic tokens for user identity protection between various platforms involved in the advertising ecosystem. GlobalData’s report on MEdiaMAth gives a 360-degree view of the company including its patenting strategy. Buy the report here.
According to GlobalData’s company profile on MEdiaMAth, targeted marketing platforms was a key innovation area identified from patents. MEdiaMAth's grant share as of June 2023 was 1%. Grant share is based on the ratio of number of grants to total number of patents.
Using a content delivery network for digital advertising ecosystem
A recently filed patent (Publication Number: US20230162238A1) describes a computing system for a content delivery network that aims to prevent user-based data leakage and cookie-mapping while enabling identity escrow. The system includes a computer-readable storage medium with program instructions and one or more processors to execute these instructions.
The system initiates the delivery of content to a user's computing system in response to a content request. It stores a first deterministic identifier associated with the user and user-specific preference information based on this identifier. The system receives a second deterministic identifier from a publisher, which does not have access to the first identifier or user-specific preference information. It then determines if the second identifier is associated with the user. If there is a match, the system retrieves the stored user-specific preference information and generates an encrypted token that does not contain personally identifiable information.
The system also determines the level of permission for demand-side platforms to possess a subset of personally identifiable information for the user. If at least one demand-side platform has permission, the system retrieves the subset of information, encrypts it, and adds it to the encrypted token. The encrypted token is then transmitted to the publisher for real-time bidding alongside a bid request to a demand-side platform. Importantly, the encrypted subset of personally identifiable information is inaccessible to any demand-side platform that does not possess or have authorization to possess the information. Finally, the system delivers the content and an ad impression to the user's computing system.
The patent also mentions that the real-time bidding process can occur either outside or within the header of the user's browser. Additionally, the user-specific preference information can include market segment membership information or purchasing preferences associated with the user. The first deterministic identifier is typically an email address for the user, and the second deterministic identifier received from the publisher is associated with an impression opportunity offered by the publisher.
In summary, this patent describes a computing system that enables identity escrow and prevents user-based data leakage and cookie-mapping in a content delivery network. By encrypting and controlling access to personally identifiable information, the system aims to protect user privacy while still allowing for targeted advertising and content delivery.