Rocket Fuel has announced that it has issued its first two patents, both of which enable adtech outfits to overcome restrictions of using third party cookies by using technology that more directly integrates with advertisers and publishers.
These patents allow advertising technology providers, in partnership with publishers and advertisers, to identify and analyze consumer behavior in order to help brands and advertisers reach and engage with their audiences more effectively.
This includes US patent no. 9,641,631 – dubbed “Method of Storing a Web User ID in First-Party Cookies” – which gives adtech providers a way to address third party cookie restrictions that exist within many types of web browsers.
This means that with agreement from a publishing partner, adtech providers can access hard-to-reach consumer data and browsing activity by storing user data in a publisher’s first-party cookies, after briefly redirecting the browser to the adtech provider’s server. Once a publisher stores the consumer data, they can be redirected back to the provider with no noticeable impact on the consumer’s browsing experience, according to Rocket Fuel.
Additionally, US patent No. 9,691,080 – dubbed “First-Party Cookie Attribution” – enables an adtech provider to benefit from the first party cookies of an advertiser, but with a focus on gaining enhanced attribution data.
This means that an advertiser stores adtech partner-specific data in their first party cookie during each user visit to their website, and then later shares this information with said provider to better help them measure attribution.
With this technology, providers can track a user’s first visit to a publisher’s website through to conversion regardless of how many browsing sessions occur in the interim.
In a release announcing the patents, Rocket Fuel chief executive Randy Wootton said the issues addressed by the two patents were some of the most challenging technology challenges facing marketers at present.
Mark Torrance, Rocket Fuel, chief technology office, added: “With more and more adblocking methods popping up within the industry, adtech providers find it more challenging to connect directly with consumers on publisher sites.
“It’s because of this that we wanted to find a way for publishers and technology providers to work more effectively with current cookie technology so that both advertisers and consumers can benefit from more strategic and tailored ad placement.”
The announcement comes as Rocket Fuel is under a proposed purchase by Sizmek for the sum of $145m, with the final outcome of the proposed deal scheduled to be resolved later in August 2017.