Systems and Methods for MAC Address Tracking for a Mobile Device

Abstract

Embodiments that include a first module configured to install and work residently within at least a device-to-web bridge to collect the Media Access Control (MAC) address data and secondary identifier information associated with a given mobile computing device are disclosed. An example attempts to use the device-to-web bridge and to pass that information to a second module to call out and send that information over a wide area network to the mobile advertisement targeting system on a central management server site, which stores that information on a MAC address identification (ID) basis in a database. The MAC addresses may be coupled with their secondary identifier and stored within the database. The second module can call and communicate with a mobile advertisement targeting system configured to utilize MAC address data in combination with a secondary identifier for each mobile computing device tracked by the mobile advertisement targeting system.

What is claimed is: 
     
         1 . An apparatus, comprising:
 a processor;   one or more non-transitory computer-readable media storing processor-executable code;   a first module configured to automatically collect media access control (MAC) address data and automatically generate a device fingerprint associated with each of a plurality of mobile computing devices attempting to use a device-to-web bridge;   a second module in communication with the first module and configured to transmit the respective MAC address data and device fingerprint for each of the plurality of mobile computing devices to a mobile advertisement targeting system configured to utilize the MAC address data and the device fingerprint for each mobile computing device to track each respective mobile computing device;   wherein the first module is further configured to automatically gather intent and demographic data after a respective mobile computing device has connected to a device-to-web bridge, using one or more of: the device-to-web bridge, a native mobile application operating on the respective mobile computing device, and a web content publisher application operating on the respective mobile computing device, wherein the intent data includes habit data of a user of the respective mobile computing device, and the demographic data includes demographics of the user of the respective mobile computing device; and   an application programming interface configured to establish communications with one or more mobile advertisement exchanges, where advertisement impressions that are targeted to the intent and demographic data collected regarding the user of the respective mobile device are sent to the mobile advertisement exchanges, which incorporate this information into their bidding systems.   
     
     
         2 . The apparatus of  claim 1  wherein the device fingerprint is automatically generated from one or more attributes of the respective mobile computing device. 
     
     
         3 . The apparatus of  claim 2  wherein the device fingerprint is automatically generated from one or more attributes consisting of: a highly persistent cookie, an HTTP request header, operating system details, browser details, browser settings, screen resolutions, color bit depth, browser plugins, browser extensions, fonts, IP addresses, or temporal and contextual proximity. 
     
     
         4 . The apparatus of  claim 1 , further comprising:
 a MAC address engine in communication with the second module and configured to track and store the MAC address information and the device fingerprint of each of the plurality of mobile computing devices, wherein the stored information is organized and indexed by the MAC address of the respective mobile computing device;   wherein the first module is further configured to:
 tie the intent and demographic data back to the respective mobile computing device's MAC address and device fingerprint; 
 store the gathered intent and demographic data in a database; and 
 sell advertisement impressions targeted based on the stored intent and demographic data collected regarding the user of the mobile computing device stored in the database; 
   and a third module configured to embed in and work with a native mobile application to collect MAC address information and device fingerprint and to redirect the MAC address and device fingerprint to the mobile advertisement targeting system.   
     
     
         5 . The apparatus of  claim 1 , wherein the first module is further configured to install and work with both a mobile browser and a mobile native application, and to target mobile web surfing behavior inside of the native application environment and mobile native application usage behavior on the mobile web, and to store a device-specific ID within a cookie exposing the MAC address to an internet layer of a communication protocol. 
     
     
         6 . The apparatus of  claim 1 , wherein the plurality of MAC addresses and device fingerprints are stored within a database by storing a subset of octets making up a given MAC address, and hashing the subset of octets using a slow hashing algorithm combined with a salt to add a secret numeric sequence to the MAC address. 
     
     
         7 . The apparatus of  claim 1 , wherein the device-to-web bridge is a captive WiFi portal that the user of the mobile computing device must log into in order to access a WiFi network, and wherein the captive web portal collects the MAC address and an HTTP mobile cookie on a terms and conditions page of the captive WiFi portal. 
     
     
         8 . A method comprising:
 automatically collecting, by a computer system, media access control (MAC) address data and a device fingerprint associated with each of a plurality of mobile computing devices attempting to use a device-to-web bridge;   transmitting the respective MAC address data and device fingerprint for each of the plurality of mobile computing devices to a mobile advertisement targeting system configured to utilize the MAC address data and the device fingerprint for each mobile computing device to track each respective mobile computing device;   automatically gathering intent and demographic data using one or more of: one or more device-to-web bridges, one or more native mobile applications on a mobile computing device, and one or more web publishers of content on a mobile computing device, wherein the intent data includes habit data of a user of a respective mobile computing device, and the demographic data includes demographics of the user of the respective mobile computing device; and   establishing communications, by the computer system via an application programming interface, with one or more mobile advertisement exchanges, where advertisement impressions that are targeted to the intent and demographic data collected regarding the user of the mobile device are sent to the mobile advertisement exchanges, which incorporate this information into their bidding systems.   
     
     
         9 . The apparatus of  claim 8  wherein the device fingerprint is automatically generated from one or more attributes of the respective mobile computing device. 
     
     
         10 . The apparatus of  claim 8  wherein the device fingerprint is automatically generated from one or more attributes consisting of: a highly persistent cookie, an HTTP request header, operating system details, browser details, browser settings, screen resolutions, color bit depth, browser plugins, browser extensions, fonts, IP addresses, or temporal and contextual proximity. 
     
     
         11 . The method of  claim 8 , further comprising:
 storing the MAC addresses and device fingerprint in a database, wherein the stored information is organized and indexed by the MAC address of the mobile computing device;   tying the intent and demographic data back to the respective mobile device's MAC address and device fingerprint;   storing the gathered intent and demographic data in the database;   selling advertisement impressions targeted based on the stored intent and demographic data collected regarding the user of the mobile computing device stored in the database; and   collecting MAC address information and device fingerprint and redirecting the MAC address information and device fingerprint to the mobile advertisement targeting system.   
     
     
         12 . The method of  claim 8 , further comprising:
 collecting the MAC address of the mobile device, passing the MAC address using an HTTP redirect, normalizing the MAC and generating a device fingerprint;   updating the MAC address and the device fingerprint in a database when the MAC or fingerprint are new;   setting a cookie based on that MAC address and device fingerprint; and   wherein, when a user using a mobile device visits a marketing site the visit is associated with a unique identifier and when the user's mobile device has a MAC address or device fingerprint in the database a bid is generated based on a subsequent mobile web or in- application use.   
     
     
         13 . The method of  claim 8 , further comprising:
 storing the plurality of MAC addresses and device fingerprints within a database by storing a subset of octets making up a given MAC address; and   hashing the subset of octets using a slow hashing algorithm combined with a salt to add a secret numeric sequence to the MAC address.   
     
     
         14 . The method of  claim 8 , wherein the device-to-web bridge is a captive WiFi portal that the user of the mobile computing device must log into in order to access a WiFi network, and the captive web portal collects the MAC address and sets a HTTP mobile cookie on a terms and conditions page of the captive WiFi portal. 
     
     
         15 . An apparatus, comprising:
 a processor;   one or more non-transitory computer-readable media storing processor-executable code;   a first module configured to automatically collect media access control (MAC) address data and secondary identifier information associated with each of a plurality of mobile computing devices attempting to use a device-to-web bridge;   wherein the said automatic collection occurs prior to usage of the device-to-web bridge, when the respective mobile computing device is attempting to connect to use a device-to web bridge;   wherein the said automatic collection occurs during at least the first time that the respective mobile computing device attempts to use the device-to-web bridge and prior to the connection;   a second module in communication with the first module and configured to transmit the respective MAC address data and secondary identifier information for each of the plurality of mobile computing devices to a mobile advertisement targeting system configured to utilize the MAC address data and the secondary identifier for each mobile computing device to track each respective mobile computing device;   wherein the first module is further configured to automatically gather intent and demographic data after a respective mobile computing device has connected to a device-to-web bridge, using one or more of: the device-to-web bridge, a native mobile application operating on the respective mobile computing device, and a web content publisher application operating on a the respective mobile computing device, wherein the intent data includes habit data of a user of the respective mobile computing device, and the demographic data includes demographics of the user of the respective mobile computing device; and   an application programming interface configured to establish communications with one or more mobile advertisement exchanges, where advertisement impressions that are targeted to the intent and demographic data collected regarding the user of the respective mobile device are sent to the mobile advertisement exchanges, which incorporate this information into their bidding systems.   
     
     
         16 . The apparatus of  claim 15 , further comprising:
 a MAC address engine in communication with the second module and configured to track and store the MAC address information and the secondary identifier information of each of the plurality of mobile computing devices, wherein the stored information is organized and indexed by the MAC address of the respective mobile computing device;   wherein the first module is further configured to:   tie the intent and demographic data back to the respective mobile computing device's MAC address and secondary identifier information;   store the gathered intent and demographic data in a database; and   sell advertisement impressions targeted based on the stored intent and demographic data collected regarding the user of the mobile computing device stored in the database;   a third module configured to embed in and work with a native mobile application to collect MAC address information and secondary identifier information and to redirect the MAC address and secondary identifier information to the mobile advertisement targeting system.   
     
     
         17 . The apparatus of  claim 15 , wherein the first module is further configured to install and work with both a mobile browser and a mobile native application, and to target mobile web surfing behavior inside of the native application environment and mobile native application usage behavior on the mobile web, and to store a device-specific ID within a cookie exposing the MAC address to an internet layer of a communication protocol. 
     
     
         18 . The apparatus of  claim 15 , wherein the plurality of MAC addresses and device fingerprints are stored within a database by storing a subset of octets making up a given MAC address, and hashing the subset of octets using a slow hashing algorithm combined with a salt to add a secret numeric sequence to the MAC address. 
     
     
         19 . The apparatus of  claim 15 , wherein the device-to-web bridge is a captive WiFi portal that the user of the mobile computing device must log into in order to access a WiFi network, and wherein the captive web portal collects the MAC address and an HTTP mobile cookie on a terms and conditions page of the captive WiFi portal. 
     
     
         20 . A method comprising:
 automatically collecting, by a computer system, media access control (MAC) address data and a secondary identifier information associated with each of a plurality of mobile computing devices attempting to use a device-to-web bridge;   wherein the said automatic collection step occurs prior to usage of the device-to-web bridge, when the respective mobile computing device is attempting to connect to use a device-to web bridge;   wherein the said automatic collection step occurs during at least the first time that the respective mobile computing device attempts to use the device-to-web bridge and prior to the connection;   transmitting the respective MAC address data and secondary identifier information for each of the plurality of mobile computing devices to a mobile advertisement targeting system configured to utilize the MAC address data and the secondary identifier information for each mobile computing device to track each respective mobile computing device;   automatically gathering intent and demographic data using one or more of: one or more device-to-web bridges, one or more native mobile applications on a mobile computing device, and one or more web publishers of content on a mobile computing device, wherein the intent data includes habit data of a user of a respective mobile computing device, and the demographic data includes demographics of the user of the respective mobile computing device; and   establishing communications, by the computer system via an application programming interface, with one or more mobile advertisement exchanges, where advertisement impressions that are targeted to the intent and demographic data collected regarding the user of the mobile device are sent to the mobile advertisement exchanges, which incorporate this information into their bidding systems.   
     
     
         21 . The method of  claim 20 , further comprising:
 storing the MAC addresses and secondary identifier information in a database, wherein the stored information is organized and indexed by the MAC address of the mobile computing device;   tying the intent and demographic data back to the respective mobile device's MAC address and device fingerprint;   storing the gathered intent and demographic data in the database; and   selling advertisement impressions targeted based on the stored intent and demographic data collected regarding the user of the mobile computing device stored in the database; and   collecting MAC address information and secondary identifier information that includes mobile cookies and redirecting the MAC address information and secondary identifier information to the mobile advertisement targeting system.   
     
     
         22 . The method of  claim 20 , further comprising:
 collecting the MAC address of the mobile device, passing the MAC address using an HTTP redirect, normalizing the MAC and obtaining secondary identifier information;   updating the MAC address and the secondary identifier information in a database when the MAC or secondary identifier information are new;   setting a cookie based on that MAC address and secondary identifier information; and   wherein, when a user using a mobile device visits a marketing site the visit is associated with a unique identifier and when the user's mobile device has a MAC address or secondary identifier information in the database a bid is generated based on a subsequent mobile web or in-application use.   
     
     
         23 . The method of  claim 20 , further comprising:
 storing the plurality of MAC addresses and secondary identifier information within a database by storing a subset of octets making up a given MAC address; and   hashing the subset of octets using a slow hashing algorithm combined with a salt to add a secret numeric sequence to the MAC address.   
     
     
         24 . The method of  claim 20 , wherein the device-to-web bridge is a captive WiFi portal that the user of the mobile computing device must log into in order to access a WiFi network, and the captive web portal collects the MAC address and sets a HTTP mobile cookie on a terms and conditions page of the captive WiFi portal.List  3  style