Apparatus and method to bring offline data online while protecting consumer privacy
A method and system for bringing together online and offline advertising uses anonymous links that are associated with consumer data. The anonymous links allow processing without personally identifiable information (PII) in a secure environment. Data is matched using the anonymous links, and further using identifiers that are encrypted for use in connection with individual match distribution partners. The method and system allows a marketer to utilize offline data to precisely target advertisements without the use of PII, and to perform analytics concerning the use of the online advertisements to more precisely determine the effectiveness of multichannel marketing efforts.
1. A method for analyzing the effectiveness of online advertising directed to a consumer associated with a device, the method comprising the steps of:
a. receiving from a client a client record at an MSP server, the client record comprising personally identifiable information (PII), at least one client data segment, and a consumer link associated with the consumer;
b. calculating an anonymous link for the consumer using the consumer link, and storing the anonymous link and client data segment in a secure storage area that excludes any PII;
c. receiving from a distribution partner a partner cookie ID for the consumer and at least one data element concerning an earlier setting of an online advertisement to that consumer; and
d. using a cross-reference table comprising a correlation between the anonymous link for the consumer and the partner cookie ID, creating a matching between the anonymous link for the consumer and the at least one data element concerning an earlier setting of an online advertisement to that consumer.
2. The method of claim 1 , wherein the consumer link comprises a partner-encoded link that is encrypted independently for the client whereby the partner-encoded link associated with a particular consumer will be different for any other client.
3. The method of claim 1 , wherein the client data segment comprises one or more of age, gender, or income data.
4. The method of claim 1 , wherein the step of calculating an anonymous link comprises the step of applying a first hash function to the consumer link, wherein the hash function is a one-way function such that the anonymous link is not derivable from the consumer link.
5. The method of claim 4 , wherein the first hash function receives as input a first secure salt from a secure salts store in communication with the MSP server and utilizes the first secure salt in creating the anonymous link.
6. The method of claim 5 , wherein an output of the first hash function is an intermediate value, and further comprising the step of applying a second hash function at the MSP server to the intermediate value to create the anonymous link, wherein the second hash function is a one-way function such that the anonymous link is not derivable from the consumer link or the intermediate value.
7. The method of claim 6 , wherein the second hash function receives as input a second secure salt from the secure salts store in communication with the MSP server and utilizes the second secure salt in creating the anonymous link.
8. The method of claim 7 , wherein the output of the second hash function is a final hashed value, and wherein the method further comprising the step of concatenating a regional code to the final hashed value to produce the anonymous link.
9. The method of claim 8 , wherein the anonymous link comprises an anonymous consumer link and an anonymous address link concatenated to the anonymous consumer link.
10. The method of claim 9 , wherein the anonymous link further comprises a special byte to identify the type of anonymous link.
11. The method of claim 10 , wherein the step of calculating an anonymous link for the consumer using the consumer link further comprising the steps of:
a. at the MSP server, parsing the partner-encoded link into a partner ID and base data;
b. utilizing the partner ID to select one of a plurality of partner-specific encryption keys from a partner-specific encryption key database in communication with the MSP server; and
c. utilizing the selected partner-specific encryption key, decrypting the base data to produce the anonymous link from the partner-encoded link.
12. The method of claim 11 , further comprising the step of parsing the partner-encoded link to recover an initialization vector, and utilizing the initialization vector along with the selected partner-specific encryption key to decrypt the base data and produce the anonymous link.
13. The method of claim 12 , wherein the step of parsing the partner-encoded link further comprises the step of parsing the partner-encoded link to recover a special byte, and utilizing the special byte to identify a type for the anonymous link.