Kindsight Intent Targeting Technology

Putting privacy first, our ISP partners must obtain the user’s consent before activating the Kindsight service. This means we assume the user to be “opted out” until they opt-in to the Kindsight Identity Theft Protection service.

If the user opts-in to the no-cost option for the Kindsight service, then in addition to analyzing the user’s Internet traffic for online threats, the ISP will use the Kindsight Intent Targeting Technology to continually score the online activity related to the household Internet protocol (IP) address. Scoring is the process of analyzing, but not storing, web sites visited and searches conducted to assign a numeric value to various interest categories.

Our technology uses an innovative, privacy-centric approach to infer interests. Instead of using cookies to track an individual, our technology creates “characters”. A “character” is a summary of scores in various interest categories based upon online activities. An individual’s online activity will most likely generate several characters and individuals with similar browsing patterns will typically be inferred to the same character within the household.

When our technology estimates a match between browsing patterns and a previously created character, then the online activity is scored and these scores are added to that “character”. If no match is found, then a new “character” is created. Then when a “character” visits the ISP’s or partner web sites, the ads the character sees at these sites will be more relevant.

In the future, browsing patterns may match a totally different character or cause a new character to be created. At no point is the subscriber’s online activity stored against a character nor can any character be attributed to any actual person, computer, or browser.  At no point are these characters given to or shared with our partner web sites, publishers or advertisers.

In order to be fully transparent, users may also view their inferred interest categories at a certain point in time by visiting the interests page on the Kindsight service portal for their ISP from a computer in their home network.

Let’s look at an example as shown above:

1. The Kindsight Ad Network purchases remnant inventory on a wide-spectrum of sites where users are likely to visit.
2. With informed, opt-in consent, Kindsight Intent Analytics scores, but does not store, the online activity (searches or visits to web sites) and creates a character with scores for various interest categories.
3. Using dynamic targeting algorithms and machine learning, the Kindsight system infers user intent at that point in time from these scores and characters.
4. The next time an opted-in user visits a web site with inventory, the Kindsight Ad Network will deliver a more relevant ad while the user is in the active purchase or consideration process.

While other online companies offer no-cost services monetized through relevant advertising, Kindsight services are built around privacy practices that surpass those implemented by today’s leading online application providers.