Universal visitor identification system

Patent metadata

Field	Value
Publication number	US-10831852-B2
Application number	US-201916403272-A
Country	US
Kind code	B2
Filing date	May 3, 2019
Priority date	Nov 5, 2013
Publication date	Nov 10, 2020
Grant date	Nov 10, 2020

Abstract

A tag management system can include features to assist in developing a cross-vendor profile for individual visitors to content pages of a content site. The visitors to the content site can obtain universal identifiers usable by the content site to identify the visitors. The universal identifiers can be included in the content pages by the visitor end user systems so that browser tags that may not have native access to the universal identifier can access the universal identifiers. The universal identifiers may then be provided to tag vendor systems with associated visitor data, thereby enabling the tag vendor systems to provide processed or raw data that can be compared by individual universal identifiers. Using this processed data, the content site can prepare the cross-vendor profile of individual visitors and realize insights that may be unavailable using conventional systems and methods.

First claim

What is claimed is:

1. A system for facilitating collection and identification of user data associated with user interactions with a content page, the system comprising:
a memory device configured to store a first tag; and
one or more hardware processors configured to:
generate the first tag for a content page of a content site, the first tag comprising first instructions that, when executed by a user system, cause the user system to:
determine an identifier usable to identify the user system separately from other user systems that load the content page, the first tag having native access to the identifier, and
add the identifier to the content page so that the identifier is accessible from the content page by a second tag which does not have native access to the identifier,
wherein the second tag comprises second instructions that, when executed by the user system, cause the user system to gather data indicative of user interactions with the content site and transmit the data indicative of the user interactions via a computer network,
wherein the content page comprises page elements that are caused to be rendered for display on a screen of the user system when the content page is loaded; and

transmit the first tag to the user system so that the user system executes the first tag, determines the identifier, and adds the identifier to the content page.

2. The system of claim 1 , further comprising a communication interface configured communicate via the computer network, the one or more hardware processors being configured to use the communication interface to transmit the first tag to the user system via the computer network.

3. The system of claim 1 , wherein the one or more hardware processors is configured to transmit the first tag to the user system responsive to a request for the first tag from the user system.

4. The system of claim 1 , wherein the one or more hardware processors is configured to:
receive a first data set from a first processing system and a second data set from a second processing system different from the first processing system, a first subset of the first data set being associated with the identifier and a second subset of the second data set being associated with the identifier; and
associate the first subset of the first data and the second subset of the second data according to the identifier.

5. The system of claim 4 , wherein the one or more hardware processors is configured to add the first subset of the first data and the second subset of the second data to a profile associated with the identifier.

6. The system of claim 1 , wherein the identifier is usable to identify the user system separately from the other user systems that load one or more content pages of another content site different from the content site.

7. The system of claim 1 , wherein the one or more hardware processors is configured to organize, according to the identifier and other identifiers for the other user systems, different data sets received from different processing systems.

8. The system of claim 1 , wherein the one or more hardware processors is configured to:
associate different metrics from different processing systems according to the identifier; and
output for presentation together the different metrics associated with the identifier.

9. The system of claim 1 , wherein the one or more hardware processors is configured to transmit the first tag to another user system different from the user system so that the another user system executes the first tag, determines another identifier different from the identifier that is usable to identify the another user system, and adds the another identifier to one or more content pages of the content site.

10. The system of claim 1 , wherein the first instructions, when executed by the user system, cause the user system to determine the identifier without using personally identifiable information.

11. The system of claim 1 , wherein the first instructions, when executed by the user system, cause the user system to determine the identifier by looking up the identifier in a data file associated with the content site.

12. The system of claim 1 , wherein the memory device and the one or more hardware processors are part of a server.

13. The system of claim 1 , wherein the data indicative of the user interactions comprises data indicative of selection of one of the page elements by a user.

14. A method for facilitating collection and identification of user data associated with user interactions with a content page, the method comprising:
generating, by one or more hardware processors, a first tag for a content page of a content site, the first tag comprising first instructions that, when executed by a user system, cause the user system to:
determine an identifier usable to identify the user system separately from other user systems that load the content page, the first tag having native access to the identifier, and
add the identifier to the content page so that the identifier is accessible from the content page by a second tag which does not have native access to the identifier,
wherein the second tag comprises second instructions that, when executed by the user system, cause the user system to gather data indicative of user interactions with the content site and transmit the data indicative of the user interactions via a computer network,
wherein the content page comprises page elements that are caused to be rendered for display on a screen of the user system when the content page is loaded;

storing, by a memory device, the first tag; and
transmitting, by the one or more hardware processors, the first tag to the user system so that the user system executes the first tag, determines the identifier, and adds the identifier to the content page.

15. The method of claim 14 , further comprising receiving a request for the first tag from the user system via the computer network, wherein said transmitting comprises transmitting the first tag to the user system via the computer network in response receiving the request.

16. The method of claim 14 , further comprising:
receiving a first data set from a first processing system and a second data set from a second processing system different from the first processing system, a first subset of the first data set being associated with the identifier and a second subset of the second data set being associated with the identifier; and
associating, by the one or more hardware processors, the first subset of the first data and the second subset of the second data according to the identifier.

17. The method of claim 14 , further comprising transmitting the first tag to another user system different from the user system so that the another user system executes the first tag, determines another identifier different from the identifier that is usable to identify the another user system, and adds the another identifier to one or more content pages of the content site.

18. Non-transitory physical computer storage comprising computer-executable instructions stored thereon that, when executed by one or more processors, are configured to implement a process comprising:
generating a first tag for a content page of a content site, the first tag comprising first instructions that, when executed by a user system, cause the user system to:
determine an identifier usable to identify the user system separately from other user systems that load the content page, the first tag having native access to the identifier, and
add the identifier to the content page so that the ide

Assignees

• Tealium Inc

Inventors

• Anderson Michael

Classifications

• H04L67/53

  using third party service providers · CPC title

• H04L67/535

  Tracking the activity of the user (network monitoring arrangements H04L43/00; recording of computer activity G06F11/34) · CPC title

• H04L67/02

  based on web technology, e.g. hypertext transfer protocol [HTTP] · CPC title

• H04L69/329

  in the application layer [OSI layer 7] · CPC title

• G06F16/957 Primary

  Browsing optimisation, e.g. caching or content distillation · CPC title