Method and system for anonymous measurement of online advertisement using offline sales
Anonymous measurement of online advertising using offline sales is disclosed. The measurement uses anonymized online ad exposure data and anonymized offline sales, or conversion data, to measure effectiveness of online advertisement. The anonymized exposure and conversion data are matched using tokens from each data set; each token corresponds to a user and is generated from personally identifiable information of the user that is anonymized to preserve the user's privacy. The anonymized exposure and conversion data is aggregated using the tokens to map records in the data sets for a given user. Users' ad exposure and sales history is used, anonymously, to gauge ad effectiveness of a corresponding ad campaign. The effectiveness measure, or measures, can further be used to configure another ad campaign.
1. A method comprising:
maintaining, by at least one computing device, a user data store for each of a plurality of users, each user data store storing personally identifiable information about a corresponding user, the corresponding user's personally identifiable information, the user's personally identifiable information is non-anonymous information identifying the user that is associated with a unique identifier that uniquely identifies the user in ad tracking data;
collecting, by the at least one computing device, the ad tracking data for each advertisement served to the plurality of users in connection with an online advertisement campaign;
generating, by the at least one computing device, ad exposure data using the ad tracking data, the exposure data including at least a portion of the personally identifiable information for each user of the plurality;
causing, by the at least one computing device, a unique first token to be generated as a first anonymous identifier using a first identifier associated with the personally identifiable information included in the exposure data for each user of the plurality, each unique first token being a first level of abstraction of the corresponding user's personally identifiable information included in the exposure data and uniquely identifying the corresponding user;
causing, by the at least one computing device, a unique second token to be generated as a second anonymous identifier using a second identifier associated with the personally identifiable information included in the exposure data for each user of the plurality, each unique second token being a second level of abstraction of the corresponding user's personally identifiable information included in the exposure data and uniquely identifying the corresponding user; and
causing, by the at least one computing device, each user's personally identifiable information in the exposure data to be replaced with the user's corresponding unique second token, the unique second token used to identify the corresponding user's exposure to the online ad campaign and to identify sales transactions of the corresponding user in offline sales transaction data in measuring effectiveness of the online advertisement campaign using the exposure and offline sales transaction data.
2. The method of claim 1 , causing a unique first token to be generated further comprising:
making a request, by the at least one computing device to a trusted third party, to generate the unique first token using the first identifier associated with the personally identifiable information included in the exposure data for each user of the plurality.
3. The method of claim 1 , causing a unique second token to be generated further comprising:
making a request, by the at least one computing device to a trusted third party, to generate the unique second token using the second identifier associated with the personally identifiable information included in the exposure data for each user of the plurality.
4. The method of claim 1 , wherein the second identifier is the unique first token.
5. The method of claim 1 , wherein a first trusted third party is used to generate the unique first token and a second trusted third party different from the first trusted third party is used to generate the unique second token.
6. The method of claim 1 , further comprising:
causing, by the at least one computing device, creation of a mapping between each user's unique first and second tokens.
7. The method of claim 1 , further comprising:
causing, by the at least one computing device, creation of a mapping between each user's personally identifiable information, and the user's unique first and second tokens.
8. A system comprising:
at least one processor and memory, the memory storing instructions that when executed by the at least one processor cause the at least one processor to:
maintain a user data store for each of a plurality of users, each user data store storing personally identifiable information about a corresponding user, the corresponding user's personally identifiable information, the user's personally identifiable information is non-anonymous information identifying the user that is associated with a unique identifier that uniquely identifies the user in ad tracking data;
collect the ad tracking data for each advertisement served to the plurality of users in connection with an online advertisement campaign;
generate ad exposure data using the ad tracking data, the exposure data including at least a portion of the personally identifiable information for each user of the plurality;
cause a unique first token to be generated as an anonymous identifier using a first identifier associated with the personally identifiable information included in the exposure data for each user of the plurality, each unique first token being a first level of abstraction of the corresponding user's personally identifiable information included in the exposure data and uniquely identifying the corresponding user;
cause a unique second token to be generated as an anonymous identifier using a second identifier associated with the personally identifiable information included in the exposure data for each user of the plurality, each unique second token being a second level of abstraction of the corresponding user's personally identifiable information included in the exposure data and uniquely identifying the corresponding user; and
cause each user's personally identifiable information in the exposure data to be replaced with the user's corresponding unique second token, the unique second token used to identify the corresponding user's exposure to the online ad campaign and to identify sales transactions of the corresponding user in offline sales transaction data in measuring effectiveness of the online advertisement campaign using the exposure and offline sales transaction data.
9. The system of claim 8 , the instructions to cause a unique first token to be generated further comprising instructions to:
make a request, to a trusted third party, to generate the unique first token using the first identifier associated with the personally identifiable information included in the exposure data for each user of the plurality.
10. The system of claim 8 , the instructions to cause a unique second token to be generated further comprising instructions to:
make a request, to a trusted third party, to generate the unique second token using the second identifier associated with the personally identifiable information included in the exposure data for each user of the plurality.
11. The system of claim 8 , wherein the second identifier is the unique first token.
12. The system of claim 8 , wherein a first trusted third party is used to generate the unique first token and a second trusted third party different from the first trusted third party is used to generate the unique second token.
13. The system of claim 8 , the instructions further comprising instructions to:
cause creation of a mapping between each user's personally identifiable information, and the user's unique first and second tokens.
14. A non-transitory computer readable storage medium for tangibly storing thereon computer readable instructions that when executed cause at least one processor to:
maintain a user data store for each of a plurality of users, each user data store storing personally identifiable information about a corresponding user, the corresponding user's personally identifiable information, the user's personally identifiable information is non-anonymous information identifying the user that is associated with a unique identifier that uniquely identifies the user in ad tracking data;
collect the ad tracking data for each advertisement served to the plurality of users in connection with an online advertisement campaign;
generate ad exposure data using the ad tracking data, the exposure data including at least a portion of the personally identifiable information for each user of the plurality;
cause a unique first token to be generated as an anonymous identifier using a first identifier associated with the personally identifiable information included in the exposure data for each user of the plurality, each unique first token being a first level of abstraction of the corresponding user's personally identifiable information included in the exposure data and uniquely identifying the corresponding user;
cause a unique second token to be generated as an anonymous identifier using a second identifier associated with the personally identifiable information included in the exposure data for each user of the plurality, each unique second token being a second level of abstraction of the corresponding user's personally identifiable information included in the exposure data and uniquely identifying the corresponding user; and
cause each user's personally identifiable information in the exposure data to be replaced with the user's corresponding unique second token, the unique second token used to identify the corresponding user's exposure to the online ad campaign and to identify sales transactions of the corresponding user in offline sales transaction data in measuring effectiveness of the online advertisement campaign using the exposure and offline sales transaction data.
15. The medium of claim 14 , the instructions to cause a unique first token to be generated further comprising instructions to:
make a request, to a trusted third party, to generate the unique first token using the first identifier associated with the personally identifiable information included in the exposure data for each user of the plurality.
16. The medium of claim 14 , the instructions to cause a unique second token to be generated further comprising instructions to:
make a request, to a trusted third party, to generate the unique second token using the second identifier associated with the personally identifiable information included in the exposure data for each user of the plurality.
17. The medium of claim 14 , wherein the second identifier is the unique first token.
18. The medium of claim 14 , wherein a first trusted third party is used to generate the unique first token and a second trusted third party different from the first trusted third party is used to generate the unique second token.
19. The medium of claim 14 , the instructions further comprising instructions to:
cause creation of a mapping between each user's personally identifiable information, and the user's unique first and second tokens.