comScore, Inc.
Protecting user privacy during collection of demographics census data

Abstract:

Providing analysis of exposure of users to content without the use of personally identifiable information (PII) is described. Initially, first user activity data is obtained from a server associated with a collection service. The first user activity data comprises a first unique identifier (ID) deterministically created based on an Internet protocol (IP) address of a first entity using a first one-way function. Next, second user activity data is obtained from a service provider. The second user activity data comprises a second unique ID deterministically created based on PII of a second entity using a second one-way function. It is determined whether the first unique ID is the same as the second unique ID, and responsive to that determination, the first and second user activity data are continuously aggregated such that a trend is determined in real-time and analysis of the aggregated user activity data is performed and reported in compliance with mandated legal or policy privacy provisions.