Extending audience reach in messaging campaigns using probabilistic ID linking

US11645676B2 · kind B2 · utility

Assignee

• Oracle International Corporation · US

Inventors

• David Abraham Wiener · Redwood City, US
• James Kong Hsu · Redwood City, US
• Stephen John Papa · San Jose, US
• Sherene Wael Hilal · Bellevue, US
• Kendra Mariko Chen · San Jose, US
• Vernon W. Hui · Bellevue, US
• Ben Hekster · Mountain View, US
• John Patrick Connelly · Grayslake, US

Key dates

• Filing date: Jan 16, 2020
• Grant date: May 9, 2023
• Expiry date: Mar 5, 2040

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0255
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

A server receives incoming data records comprising an ID value and respective user attributes corresponding to a user activity that originates at a user device. Characteristics of the activity and/or characteristics of the user device are considered in order to assign a probabilistic confidence value, which is in turn used to generate links from an incoming data record to other previously-received data records, and in so doing, generates a probabilistic link between one set of user attributes from the incoming data record and another set of user attributes from previously-received data records. A messaging campaign specification that describes target user attributes is used to identify a matching set of target audience member records. The determination of a match or not is based on the probabilistic confidence value and a threshold can be varied to extend audience reach. The identified set of target audience member records are transmitted over a network.