CORRELATED CONSUMER TELEPHONE NUMBERS AND USER IDENTIFIERS FOR ADVERTISING RETARGETING

摘要

A method and system that performs cross-channel advertisement targeting based on consumer telephone numbers. The system utilizes a targeting database to determine which consumers should be re-engaged on behalf of a business. The targeting database correlates a telephone number associated with a consumer with a masked user identifier associated with the tracking of online behavior of that consumer. The targeting database may include a confidence level representing the likelihood of correspondence between the telephone number and masked user identifier. The targeting database is used by the system to target advertisements to consumers. A telephone number of a consumer is used to identify a masked identifier of the consumer. Advertisements are then targeted to the consumer using the masked identifier. The stored confidence level may be used by the system to control the aggressiveness of re-targeting.

主权项

1. A method in a computing system of targeting a consumer with advertising based on a telephone number associated with the consumer, the method comprising:
maintaining a correlation between user identifiers and telephone numbers, each user identifier associated with a computing device used by a consumer to access a publisher website or application over a data channel, each telephone number associated with a telephone used by a consumer, the correlation including a confidence level for each pair of user identifier and telephone number, the confidence level reflecting a likelihood that the consumer associated with the user identifier is the same consumer as is associated with the telephone number; receiving a telephone number associated with a consumer and a request to send an advertisement to the consumer; using the correlation between user identifiers and telephone numbers to identify a user identifier corresponding to the received telephone number and an associated confidence level; comparing the confidence level to a threshold; and if the confidence level exceeds the threshold, using the user identifier to cause an advertisement to be presented to the consumer via a website or application.