Patent ID: 8626728

Claim:
In a mobile data network, a method for sharing user profiles with content servers so they may select content responsive to a user profile, the method comprising: providing a store of user profiles, each profile associating profile information with at least one of a source IP address and a phone number for a mobile device associated with a user, the profile information being indicative of at least the user and substantially all application-level activity continuously captured from the user's usage of the mobile data network; detecting on the mobile data network a user request for a transaction with a content provider; inspecting the user request to retrieve at least one of a source IP address and a phone number corresponding to a mobile device issuing the transaction request; using the retrieved source IP address or phone number to retrieve a corresponding profile from the store; correlating the corresponding profile to the transaction in order to mask user identity information from the content provider, the user identity information including at least the source IP address and the phone number for the mobile device; in response to a profile request, applying predetermined opt-out rules to determine at least a subset of the retrieved profile that may be provided in response to the request; and in response to the profile request, providing the at least a subset of the retrieved profile to the content provider with masked user identity information according to the predetermined opt-out rules, wherein the phone number is masked from the subset of the retrieved profile that is provided to the content provider.