Patent ID: 8935177
Filing Date: 2015-01-13
Classification: G06Q

Abstract:
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.