Patent ID: 8635106

Claim:
A method for targeting data to users on mobile devices, comprising: determining a mobile identifier from a first request of a user on a mobile device, wherein the mobile identifier uniquely identifies requests received from the user on the mobile device; mapping the mobile identifier to a session identifier, upon determining the mobile identifier from the first request; collecting a mobile user behavior dataset describing mobile behavior of the user operating the mobile device wherein at least a portion of the behavior of the user is identified by extracting the mobile identifier from each subsequent request received from the mobile device of the user and identifying the session identifier mapped thereto; storing data of the mobile user behavior dataset in a mobile behavior data store; collecting a user behavior dataset describing a behavior of the user on a plurality of platforms other than the mobile device; storing data of the user behavior dataset in a web behavior data store; identifying a user identifier of the user of the mobile device; subsequently, merging the data of the mobile user behavior dataset and the data of the user behavior dataset to form a merged user behavior dataset; storing the merged user behavior data set in a merged user behavior store; and using the user identifier of the user of the mobile device, serving data to the user on the mobile device and on at least one other of the plurality of platforms based on the merged user behavior dataset; if the user identifier of the user of the mobile device cannot be identified, serving data to the user on the mobile device based only on the mobile user dataset describing the mobile behavior of the user operating the mobile device.