WO2008094578A1

WO2008094578A1 - Systems and methods of information/network processing, including tag-based insertion and related features

Info

Publication number: WO2008094578A1
Application number: PCT/US2008/001199
Authority: WO
Inventors: Jasminder Singh BANGA; Nitin Shah; Amul Patel; Miten Sampat
Original assignee: Feeva Technology, Inc.
Priority date: 2007-01-29
Filing date: 2008-01-29
Publication date: 2008-08-07
Also published as: EP2115618A1

Abstract

Systems, methods, and articles of manufacture- consistent with the invention are directed to information/network processing including tag-based insertion and features consistent therewith. In one exemplary embodiment, there is provided a method of extracting non-personal/device information during MAC/network layer processing, processing an anonymous UID generated based on the non- personal/device information, and inserting the anonymous UID in the HTTP header or other extensible locations within the web-bound request.

Description

SYSTEMS AND METHODS OF INFORMATION/NETWORK PROCESSING INCLUDING TAG-BASED INSERTION AND RELATED FEATURES by Jasminder Banga, Nitin Shah, Amul Patel, Miten Sampat

BACKGROUND ** > «*• " M τijl So &*β <T=λ . 2* , a «o ϊ, _ww*V

1. Field ³

The present invention relates to information processing associated with tag- related network traffic functionality, and, more particularly, to systems and method including features associated with tagging, metrics and/or applications consistent therewith.

2. Description of Related Information

Web and other network-related processing typically include processing requests (e.g., web-bound requests, etc.), such as those associated with a browsing session. Existing systems and methods of processing sometimes include components that obtain valuable information about devices or users of devices that initiated the requests. However, such components generally employ, or at least obtain/process, personally identifiable information (PII) regarding a specific user associated with the request and rely on cookies as a foundation of that information. As such, they are often unable to maintain levels of user privacy compliant with law, public interest and public opinion while accomplishing intended information processing objectives.

Further, Internet users are becoming increasingly unreceptive to traditional advertising techniques such as banners or pop-up windows, often based on cookie- enabled functionality. Thus, advertisers are resorting to more content-rich advertising, where advertising is done more suggestively through content-placement at strategic points in the presentation. Content-rich advertising is effective but demands greater data bandwidth thus leaving less time for content deliverers to process user-profile related information and make real-time targeting decisions. Moreover, with increasing concerns about privacy and data security a large number of users routinely delete cookies and other tracking information stored on their computers making such targeting decisions difficult, if not impossible. As a result, content servers have resorted to a fixed pool of content that is served up to website- users round robin with little or no effort directed at targeting.

It should also be noted that, with the rapid upsurge and continued growth in mobile computing, user-profile related information stored with limited marker technologies such as cookies can quickly become irrelevant or hopelessly inaccurate. For example, the content displayed, played, or streamed on a website (e.g., audio, video, etc..) may be drastically different from the statistically consumed content that is distributed and consumed in an offline manner in that geographic area, including the language of the content as well as the genre of content (i.e., music, etc.).

Other existing systems may include components (hardware, software, firmware, or combinations hereof) that primarily process data in the most readily manipulated contexts, such as in the application layer. Such systems may then enable entities, such as a service providers, to append identifiers (e.g., cookies, etcc.) via application layer processing to learn information about a person accessing the web and their browsing history/habits. A drawback of these systems, however, is that their identifiers may be recycled or deleted by any interested party, antivirus software, user flushing of cookies, privacy software, and thus are incapable of global, persistent existence throughout all phases of network processing and information delivery.

In sum, there is a need for systems and methods that adequately implement tag-related information processing including aspects such as particular tagging features (i.e., insertion, etc.) that enable use of non-PII information, maintaining user privacy throughout all phases of information processing and/or network usage and content delivery. SUMMARY

Systems, methods, and articles of manufacture consistent with the invention are directed to information/network processing including tag-based insertion and features consistent therewith. In one exemplary embodiment, there is provided a method of extracting non-personal/device information during MAC/network layer processing, processing an anonymous UID generated based on the non- personal/device information, and inserting the anonymous UID in the HTTP header or other extensible locations within the web-bound request.

It is to be understood that both the foregoing general description and the following detailed description are exemplary and explanatory only and are not restrictive of the invention, as described. Further features and/or variations may be provided in addition to those set forth herein. For example, the present invention may be directed to various combinations and sub-combinations of several further features disclosed below in the detailed description.

BRIEF DESCRIPTION OF THE DRAWINGS

The accompanying drawings, which constitute a part of this specification, illustrate various embodiments and aspects of the present invention and, together with the description, explain the principles of the invention. In the drawings:

FIG. 1 is a diagram of an exemplary system consistent with certain aspects related to the innovations herein.

FIG. 2 is a diagram of an exemplary system illustrating features consistent with certain aspects related to the innovations herein.

FIG. 3 is a diagram of an exemplary system illustrating features consistent with certain aspects related to the innovations herein.

FIGs. 4A and 4B are diagrams of exemplary systems illustrating features consistent with certain aspects related to the innovations herein.

FIGs. 5A and 5B are diagrams of exemplary tagging functionality and features consistent with certain aspects related to the innovations herein. DESCRIPTION OF EXEMPLARY EMBODIMENTS

Reference will now be made in detail to embodiments of the invention, examples of which are illustrated in the accompanying drawings. The implementations set forth in the following description do not represent all implementations consistent with the claimed invention. Instead, they are merely some examples consistent with certain aspects related to the invention. Wherever possible, the same reference numbers will be used throughout the drawings to refer to the same or like parts.

Many systems and environments are used in connection with networks, network operation, and associated information processing. These systems and environments can be implemented with a variety of components, including various permutations of the hardware, software, and firmware disclosed below. Exemplary system architecture for the embodiments of systems and methods of network operation and information processing disclosed throughout this specification is set forth as follows.

FIG. 1 illustrates a block diagram of an exemplary system consistent with one or more implementations innovations herein. While the description of FIG. 1 is directed to the following exemplary hardware and software elements, the components of the system can be implemented through any suitable unitary or distributed combination of hardware, software and/or firmware. Referring to FIG. 1 , the illustrated system may include an access device 121 (e.g., one or more of access devices 121A-121 D), one or more Routing/Connectivity Device ("RCD") components 125 (e.g., Access Points 125A, routers or other access/routing/connectivity devices 125B, carrier/ISP-related components, etc.), a tag-related processing ("TRP") component 160, as well as possibly other unitary, connected, interconnected or distributed processing entities or components such as other routers or additional providers 165 such as network management components, content servers 130, ad components 140, service/business components 150, and other third party entities/components 155, typically connected via a network 170 such as the World Wide Web. Data processing between the RCDs, the access devices 121 and their users, and the other components, over the network 170, is used to implement various aspects of information, unique identifier (UID), tag insertion and tag-related processing disclosed herein. When a network user / internet-connected-device begins, restarts or continues a browsing session to obtain internet based content, several network connectivity-granting devices within the network may be utilized to initiate, continue or facilitate operation.

In some embodiments, according to the present invention, multiple routers and/or servers may be used and physically and geographically distributed across network 170. Network 170 could be a LAN, WAN or the Internet. Further, a request associated with the network may be associated with a user of an access device in that the request may either be an explicit instruction of the user or it may simply be the result of the user's innate access device functionality. In some embodiments, the RCD 125 could be consistent with existing access systems such as remote wireless access points/servers from generic providers. In some embodiments, the present information processing system may also be used or implemented with wired technology. Embodiments of the present system may also include signal amplifiers, external antennas, signal splitters, and other standard equipment as components.

In some embodiments, the servers and related systems shown in FIG. 1 may be standard off-the-shelf components, routers and/or server class computing components. For example, a router of the present invention may be implemented with, e.g., a Cisco 6500 or 7600 Router, or comparable routers from other manufacturers, and the web server can be a MS IIS server. Additionally, any other programs or code capable of accessing and/or providing information in the database may also be used. In further embodiments, the system, servers, and/or system elements may use languages such as SQL, XML, SOAP, ASP, and HTTP, etc., to enable data transmission and processing, although any suitable programming language or tool could also be used. Systems and methods of the present invention can be implemented on a variety of networks, including wireless networks such as WiFi, WiMAX₁ and any mobile Ethernet network. Systems and methods can also be implemented on wired and other networks, such as Cable, DSL and Fiber-based broadband networks, or any combinations of wired and wireless networks (e.g. combined Cable+WiFi). Certain embodiments of the present invention, as set forth herein, pertain to wireless/WiFi systems (not limited to varieties of WiFi 802.11b/a/g/n mobile Ethernet standards) and associated methods of information processing.

Turning to functionality consistent with the exemplary system of Fig. 1 , a request, such as from a user of a device 121 associated with a browsing session on a network may be transmitted from devices 121 , optionally through an access point 125A, to an RCD component 125B, which may be a first RCD component that communicates with another router or network management component, or to a series of distributed RCD processing components. Subsequent communication between/associated with this RCD component 125B and other routing or network management components sets the stage for operations of generating GUIDs as well as inserting GUIDs/tags into web-bound requests, as set forth herein. For example, exemplary methods of inserting a tag/UID/GUID into a web-bound request may comprise, in the context of processing a web-bound request associated with a browsing session, extracting non-personal/device information during MAC/network layer processing, creating an anonymous UID based on the non-personal/device information, and inserting the UID in the HTTP header or other extensible locations within the web-bound request. Further, implementation of a globally persistent UID is enabled as a function of the extraction of non-personal/device data during MAC/network layer processing.

While tag insertion typically occurs via the RCD components 125, subsequent tag processing is helpful to comprehend advantages of the innovations herein. FIG. 2 illustrates a diagram of an exemplary system consistent with certain aspects related to the innovations herein. While the description of FIG. 2 is directed to the following exemplary hardware and software elements, the components of the system can be implemented through any suitable unitary or distributed combination of hardware, software and/or firmware. FIG. 2 illustrates features of one exemplary tagging-enabled network implementation. According to this exemplary system, a request is initiated from a user device 121 to access content available on the network. While the request is traveling through the network 170 to the target content provider, a tag is inserted into the network packet carrying the request by RCD and/or UID Enabling Components 125. The network packet carrying the request and the tag are received at the destination tag consumers 304. Exemplary tag consumers include but are not restricted to content publishers 130, ad-networks 140 or other entities 308 that act as consumers, in a sense, of the tags. These tag consumers extract the tag from the network packet and send a tag decryption/analysis request 312 and, optionally, the tag to a Tag-Related Processing ("TRP") component 160. In one exemplary implementation, the TRP Component 160 may consist of an analytic component 324 and a tag processing component 322. The functionality of the tag processing component 322 includes though is not limited to receiving, deciphering and fulfilling the requests received from tag consumers in real and/or non-real time. Supporting data and analysis for the tag processing component 322 may be provided by the analytic component 324. According to some aspects of the innovations herein, the analytic component 324 may interacts with and receives information from third party data providers 320, network carriers 328, the RCD and UID Enabling Components 125, or other network-related entities. The analysis performed on this data is used eventually to fulfill the request received by 160 and subsequently an appropriate reply 316 is sent to the tag consumer.

The routing/network management component(s) 125 may include or benefit from identification processing associated with one or more of authentication, authorization, and provisioning of access to the content-seeking network connected device. In some exemplary implementations, such identification processing may utilize triggers/messages, which may contain information relevant to the anonymous & persistent identification/re-identification of the content seeking device, to create novel and persistent-anonymous-globally unique identifiers (persistent/anonymous GUID's). Elements of these triggers/messages, obtained by the Identification element, may contain information prevalent at Layers 2 & 3 of the OSI (Open Systems Interconnection) Stack of network processing.

Certain implementations may collect and provide pertinent information about a user by virtue of collecting information about the access device associated with the user. Thus, the information is anonymous in the sense that it is not a profile of an individual per se, but rather information associated with a computing device they use. This information can be related to the device, the temporary or permanent software on the device, and/or any user-input data which is resident on the device. Any or all these data may be captured and retained, and indexed with an identifier, unique identifier (UID) such as MAC so the information from a repeat user can be verified and enhanced each time the same device accesses the network. While acquired information could be, for example, the full range of unrestricted information typically sought by commercial entities, aspects of the present innovations enable specific non-PII implementations consistent with prohibitions dictating that end user name, race, phone numbers, addresses, and other personally identifiable information are not collected/disclosed in adherence to restrictions or local laws, such as those directed to privacy, and user trust.

An exemplary identification element or component (i.e., hardware, software, etc.) that implements such identification processing may further process the triggers/messages received from the authentication elements, and GUIDs to provide them as inputs for classification processing. Exemplary classification processing of the User / User device based on the said inputs, and other generic anonymous data related to the geographic/demographic/psychographic footprint of the network operators subscriber base. In some implementations, components of the inputs to such classification processing are data prevalent only at the Network Layer & MAC Layer of the OSI stack, they may be uniquely persistent relative to other identification methods used for selection/optimization and presentation of internet based content. The Classification element further processes these data to create the persistent & anonymous GUIDs. These GUIDs may be numeric, alphabetical, special characters, and/or a combination of basic types of identifiers. The length and number of characters maybe be variable.

FIG. 3 is a diagram of an exemplary system illustrating features consistent with certain aspects related to the innovations herein. FIG. 3 illustrates features of another exemplary tagging-enabled network implementation with carrier/ISP/network operator relations. According to this exemplary system, a request is initiated from a user device 121 to access content available on the network. While the request is traveling to/across the network 170 to, e.g., a destination/content provider 310, a tag is inserted into the network packet carrying the request via a tag appending component 330, which may be unitary or distributed and may include an RCD 125 with associated carrier/ISP/network operator component or functionality 320. The network packet carrying the request and the tag are then transmitted to the destination 310.

Turning to some exemplary components/processes of the tag insertion, implied learning(s)/lessons and the GUID accumulated via classification processing may be utilized by a tagging/markup element within the tag appending component 330 that may use these data for its own data manipulation requirements. For example, a exemplary tagging/markup element may take data from classification processing for use as parameters to be inserted into to web-bound content/services seeking requests initiated by the user/user device. The insertion may be conducted on different types of protocols such as HTTP, TCP, SIP, VOIP, etc depending on the nature of the application environment. Further, the insertion may also be conducted at different (even multiple) layers of the OSI stack implementation. In one example, tag insertion may be implemented within network routers within, under the direction of, or operating in association with the tag appending component 330. Such implementation may occur via use SAMI (Service Application Module of IP) platform functionality, though is not limited thereto. A tag-related/SAMI card, for example, occupying a slot in a Cisco 7600 Series carrier-class edge routers is readily configurable to achieve innovations herein. Here, then, the router may intercept HTTP traffic, build tag for insertion (though this may be accomplished elsewhere), and insert the tag at a location, such as within the HTTP header, in other extensible/markup locations, etc. As such, this network based processing of these data and insertion processes makes the identification & classification of the user/user-device anonymous and persistent - when compared to cookies implemented at Layer 7/Application Layer, as used by existing web-serving technologies.

In this example, the destination extracts the tag from the network packet. Such Web-based destinations, service providers and other 3^rd parties receive the traffic at standard interfaces used for serving web content, for example an Apache web-server. At this stage, the web-servers at the destinations may extract the tag/UID from the incoming traffic using known processes. If the UID is appended in the HTTP Headers, for example, the extraction process is similar to determining the operating system, screen size and other information which is part of the HTTP Header set. Depending on the encryption regime, recipients (here, 310 or 140) use the specified decryption methods to get information associated with the tag, extract the tag/UID and necessary information relevant to their use, and make requests. Exemplary requests, here, may then be sent 340 to ad components/providers 140, which may then send a tag decryption/analysis request 350 including tag data such as, optionally, the tag itself, to a TRP component 160. TRP component then responds to valid providers with the information (i.e., non-PII, device, user-related etc.) set forth herein enabling appropriate ad delivery. Ad component/provider may also involve shared data processing functionality and/or revenue involvement with a carrier/ISP/network operator 320 at the point of ad processing/delivery to structure or enhance accountability, effectiveness of targeting and other metrics. According to some aspects of the innovations herein, the TRP component 160 may also interact with and receive information from third party data providers, as described above.

Commensurate with the consistent elements and systems set forth above, FIGs. 4A and 4B represent exemplary flows of value (data and monetization) as pertains to aspects of the innovations disclosed herein. As seen in Fig 4A, for example, some or all of the systems 160/165/320 may be involved in appending valuable targeting data to web-bound requests. The web-bound requests as per methods described herein are appended with relevant information (metadata) as shown per the flow of traffic in 4A. Furthermore, the web bound requests may hence be transmitted (destined) for any webserver on the world-wide-web, and may be intercepted by interested parties - as described above. Analogously, Fig 4B traces an exemplary flow of monetary value associated with the methods of information processing and delivery herein. Providers of valuable data, and other intelligence are compensated by an outgoing channel such as 480. The quantum, and shares of revenue among the various entities described among the partner may be variable and maybe agreed upon on a one is to one contract basis.

FIGs. 5A and 5B are diagrams of exemplary tagging functionality and features consistent with certain aspects related to the innovations herein. FIG. 5A illustrates an exemplary tag insertion into a HTTP header. As shown in FIG. 5A₁ a traditional HTTP header 510 contains only basic HTTP data and traditional markup information. Consistent with certain innovations herein, however, a tag, such as an encrypted tag may be inserted at a location 530 in the HTTP header to provide an GUI that is persistent throughout all phases of network operation and content delivery. Insertion, here, may be performed consistent with the environmental and layer conditions described above, with one exemplary insertion point shown here for purposes of illustration not limitation. FIG. 5B illustrates how the same advantages of an exemplary database record 560 that might be used or obtained by, or otherwise associated with a carrier/ISP/network operator 550 may be implemented via anonymous metadata 580 contained in, associated with or accessed by the present tagging features, in connection with the processing features and functionality of the TRP 570 aspects set forth above, exemplified by tagging 590 inserted within the HTTP header disclosed herein.

In such exemplary implementations, a tag may include an alphanumeric text string that is encoded within a specific section of a data packet within the request command sent from or built up based on the user device/access for transmission over the network. The tag may be encoded within a header portion of the command, such as the HTTP header, and can be of any format that is capable of encoding device/user identifying information and other parameters relevant to the device/user, and/or representations thereof, such that tags provide unique differentiation from other devices/users. The tag may encode relevant user information, such as location, gender, device type, and any other similar information, which may be non- PII information, though is not limited thereto. The tags can be encrypted via any appropriate encryption techniques. Separate encoding and decoding components may be provided in the user and content provider computing devices and/or the routing or other RCD devices associated with these computing devices. Alternatively, common or unitary encoding and decoding components may be provided in a central server or RCD device that is coupled to both the user and content provider computing devices. Further, various levels of encryption of the tag may be employed, though encryption is not technically necessary with certain HTTP header insertion locations. Tag encryption may also be accomplished based on a key (e.g., single private key, etc.) that will be provided for/to the components or entities performing decryption. In one example, TRP component 160 may generate a private key and be the only decryptor of the tag when sent by requestors. A rolling keys encryption scheme may also be implemented, e.g., by the delivery of multiple private keys (up to 21 , or more) for the configuration. In some implementations, the keys may rotate based on a TRP component 160 defined rotation sequence.

The technology set forth herein has particular applicability to the operation of carrier/ISP network operations, WiFi networks, and especially companies involved with or associated with such technology. In such regard, the systems and methods of the present invention provide numerous advantages in the areas of network management and operation, data collection and aggregation, real-time provision of user demographics, location and other information, and reporting of carrier network/network/ISP. WiFi network usage (summaries, aggregates, even real-time). These embodiments have specific applicability to service providers, portals, and internet ad intermediaries. For example, these WiFi embodiments provide unique advantages to service providers like VoIP (voice over IP) internet telephony companies, such as authentication/authorization of the telephones on log-in, logging of the calls for statistics and billing, network management (e.g., bandwidth, ports, etc.), and security management (e.g., firewall, eliminating unwanted third parties, etc.). These WiFi embodiments also provide significant advantages to portals, such as real-time user demographics and location that allow for immediate, directed advertising. These WiFi embodiments also provide significant advantages to internet ad intermediaries, such as information management applicable to all of the many layers of service providers involved in having an ad (e.g., banner) displayed on a web page.

Consistent with the innovations set forth herein, a method of inserting a network-related unique identifier (UID) to a web-bound request is disclosed. In one exemplary implementation, the method includes in the context of processing a web- bound request associated with a browsing session, extracting non-personal/device information during MAC/network layer processing, processing an anonymous UID generated based on the non-personal/device information, and inserting the anonymous UID in the HTTP header or other extensible locations within the web- bound request. Further, as a function of the manner and place of insertion, global persistence of the UID is enabled as a function of extraction/utilization of non- personal/device data during MAC/network layer processing. Additional exemplary features of the innovations herein may include:

Implementations may also be directed to systems or methods related to the above methods, wherein non-personal/device information includes the device's hardware address, and further comprising storing the anonymous GUID in a central depository. Such systems or methods related to the above can also include a central depository that further comprises an interface for updating the non- personal/device information, or wherein the central depository further comprises a customer authentication element. Alternatively, the anonymous GUID can be stored in a distributed depository, and such a distributed depository can further comprise an interface for updating the non-personal/device information. The distributed depository can further comprise a customer authentication element. The non-personal/device data can include geographic data, demographic data, psychographic data, and/or behavioral attributes. In one implementation, the profile/identification information can be stored in a central or distributed depository, or received via an interface distinct from the central or distributed depository.

In one embodiment, the functional components described herein may be implemented as functionality programmed within one or more units of a router, or similar connectivity device that functions to interconnect one or more processing units in a network system.

In the present description, the terms component, module, and functional unit, may refer to any type of logical or functional process or blocks that may be implemented in a variety of ways. For example, the functions of various blocks can be combined with one another into any other number of modules. Each module can be implemented as a software program stored on a tangible memory (e.g., random access memory, read only memory, CD-ROM memory, hard disk drive) to be read by a central processing unit to implement the functions of the present invention. Or, the modules can comprise programming instructions transmitted to a general purpose computer or to graphics processing hardware via a transmission carrier wave. Also, the modules can be implemented as hardware logic circuitry implementing the functions encompassed by the present invention.

As disclosed herein, embodiments and features of the invention may be implemented through computer-hardware, software and/or firmware. For example, the systems and methods disclosed herein may be embodied in various forms including, for example, a data processor, such as a computer that also includes a database, digital electronic circuitry, firmware, software, or in combinations of them. Further, while some of the disclosed implementations describe components such as software, systems and methods consistent with the present invention may be implemented with any combination of hardware, software and/or firmware. Moreover, the above-noted features and other aspects and principles of the present invention may be implemented in various environments. Such environments and related applications may be specially constructed for performing the various processes and operations according to the invention or they may include a general- purpose computer or computing platform selectively activated or reconfigured by code to provide the necessary functionality. The processes disclosed herein are not inherently related to any particular computer, network, architecture, environment, or other apparatus, and may be implemented by a suitable combination of hardware, software, and/or firmware. For example, various general-purpose machines may be used with programs written in accordance with teachings of the invention, or it may be more convenient to construct a specialized apparatus or system to perform the required methods and techniques.

Aspects of the method and system described herein may be implemented as functionality programmed into any of a variety of circuitry, including programmable logic devices ("PLDs"), such as field programmable gate arrays ("FPGAs"), programmable array logic ("PAL") devices, electrically programmable logic and memory devices and standard cell-based devices, as well as application specific integrated circuits. Some other possibilities for implementing aspects include: memory devices, microcontrollers with memory (such as EEPROM), embedded microprocessors, firmware, software, etc. Furthermore, aspects may be embodied in microprocessors having software-based circuit emulation, discrete logic (sequential and combinatorial), custom devices, fuzzy (neural) logic, quantum devices, and hybrids of any of the above device types. The underlying device technologies may be provided in a variety of component types, e.g., metal-oxide semiconductor field- effect transistor ("MOSFET") technologies like complementary metal-oxide semiconductor ("CMOS"), bipolar technologies like emitter-coupled logic ("ECL"), polymer technologies (e.g., silicon-conjugated polymer and metal-conjugated polymer-metal structures), mixed analog and digital, and so on.

It should also be noted that the various functions disclosed herein may be described using any number of combinations of hardware, firmware, and/or as data and/or instructions embodied in various machine-readable or computer-readable media, in terms of their behavioral, register transfer, logic component, and/or other characteristics. Computer-readable media in which such formatted data and/or instructions may be embodied include, but are not limited to, non-volatile storage media in various forms (e.g., optical, magnetic or semiconductor storage media) and carrier waves that may be used to transfer such formatted data and/or instructions through wireless, optical, or wired signaling media or any combination thereof. Examples of transfers of such formatted data and/or instructions by carrier waves include, but are not limited to, transfers (uploads, downloads, e-mail, etc.) over the Internet and/or other computer networks via one or more data transfer protocols (e.g., HTTP, FTP, SMTP, and so on).

Unless the context clearly requires otherwise, throughout the description and the claims, the words "comprise," "comprising," and the like are to be construed in an inclusive sense as opposed to an exclusive or exhaustive sense; that is to say, in a sense of "including, but not limited to." Words using the singular or plural number also include the plural or singular number respectively. Additionally, the words "herein," "hereunder," "above," "below," and words of similar import refer to this application as a whole and not to any particular portions of this application. When the word "or" is used in reference to a list of two or more items, that word covers all of the following interpretations of the word: any of the items in the list, all of the items in the list and any combination of the items in the list.

Other embodiments of the invention will be apparent to those skilled in the art from consideration of the specification and practice of the invention disclosed herein. It is intended that the specification and examples be considered as exemplary only, with a true scope and spirit of the invention being indicated by the disclosure above in combination with the following paragraphs describing the scope of one or more embodiments of the following invention.

Claims

We claim:

1. A method of inserting a network-related unique identifier (UID) to a web-bound request, the method comprising: in the context of processing a web-bound request associated with a browsing session, extracting non-personal/device information during MAC/network layer processing; processing an anonymous UID generated based on the non-personal/device information; and inserting the anonymous UID in the HTTP header or other extensible locations within the web-bound request; wherein global persistence of the UID is enabled as a function of extraction/utilization of non-personal/device data during MAC/network layer processing.

2. The method of claim 1 , wherein non-personal/device information includes the device's hardware address.

3. The method of claim 1 , further comprising storing the anonymous GUID in a central depository.

4. The method of claim 1 , wherein the central depository further comprises an interface for updating the non-personal/device information.

5. The method of claim 1 , wherein the central depository further comprises an interface for updating the non-personal/device information.

6. The method of claim 1 , wherein a central depository further comprises an interface for updating the non-personal/device information.

7. The method of claim 1 , wherein the central depository further comprises a customer authentication element.

8. The method of claim 1 , further comprising storing the anonymous GUID in a distributed depository.

9. The method of claim 1 , further comprising storing the anonymous GUID in a distributed depository.

10. The method of claim 9, wherein the distributed depository further comprises an interface for updating the non-personal/device information.

11. The method of claim 9, wherein the distributed depository further comprises a customer authentication element.

12. The method of claim 1 , wherein the non-personal/device data includes geographic data.

13. The method of claim 1 , wherein non-personal/device data includes demographic data.

14. The method of claim 1 , wherein non-personal/device data includes psychographic data.

15. The method of claim 1 , wherein non-personal/device data includes behavioral attributes.

16. The method of claim 1 , wherein the profile/identification information is stored in a central depository.

17. The method of claim 1 , wherein the profile/identification information is received via an interface distinct from the central depository.

18. The method of claim 1 , wherein the profile/identification information is stored in a distributed depository.

19. The method of claim 1 , wherein the profile/identification information is received via an interface distinct from the distributed depository.