Bridge and Post, Inc.

Miten Sampat

Nitin J Shah

Jasminder Singh Banga

Amul Patel

Embodiments within describe a system and method of tagging network traffic with relevant user information for facilitating the delivery of directed media. In an embodiment, a user identifier is generated from user information. Network traffic from the user and bound for a destination site is tagged within a network routing device. The tagged traffic is tagged with a request identifier that has the user identifier encrypted in an alphanumeric string. The tagged network traffic is transmitted to the destination site. A request is received from the destination site to decode the tagged network traffic, retrieve stored user information, and transmit the stored user information to the destination site.

Method and apparatus for tagging network traffic using extensible fields in message headers

Embodiments of a system and method of tagging network traffic with relevant user demographic and location information for facilitating the delivery of directed media are described. A tag processing module within a router device coupling a client computer to a destination site served by a server computer intercepts a request from a client computer to a server computer over a network. The tag processing module determines a unique device identifier corresponding to the client computer, generates a local user identifier for the client computer by performing a one-way hashing operation on the unique device identifier, derives demographic and location information for a user of the client computer, generates a request identifier associated with the intercepted request by encrypting the local user identifier, demographic information and geographic location information in an alphanumeric string, and embeds the alphanumeric string in an extensible field of a packet within the request to generate a tagged request identifier.

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San Francisco, CA, United States of America

Miten Sampat