Mobile advertising platform Adelphic announced Tuesday it has been issued a patent for its user identification on smartphones, tablets and PCs, as well as other network-connected devices.
The patent, which is applicable to advertising targeting and data integration, protects the intellectual capital of the method, system and programs for uniquely identifying a network entity, which holds three distinct definitions: a user with one or more network-connected devices, such as a mobile phone, tablets, IPTV or PC; a group of users or devices; or a device with multiple applications, including a Web browser and apps.
“Identifying users across devices and media is the foundation of data-driven audience engagement,” said Changfeng Wang, CTO and co-founder of Adelphic, in a release. “The advertising industry needs to go beyond cookies toward a mechanism that works well with existing technology and user privacy guidelines. Our technology is a step in this direction.”
The patent opens up opportunities for the company to deepen its insights into consumer behavior across multiple devices while still upholding users’ privacy. Adelphic's enhanced user identification ushers in new capabilities within mobile and cross-device advertising targeting and re-targeting, attribution, efficiency and audience building across multiple gadgets.
