Naver Obtains Patent for Blockchain-Based User Data Integration Management

Naver has obtained a U.S. patent for technology that connects and integrates user data scattered across different online services using blockchain. This technology is designed to link the same user with a single identification key, which can be utilized for advertising analysis and data transactions. According to the U.S. patent information site Justia, Naver's application for the "Method and System for Processing Personal Data on Blockchain" was registered as a U.S. patent on September 8. This technology addresses the issue of the same user being recognized by different IDs when using multiple online services, making it difficult to consolidate activity records. By utilizing a blockchain-based personal identification key, it can confirm that the same user is present across different services, even if they use separate IDs. The personal identification key includes a public key associated with a blockchain wallet address. This technology is applied in online advertising, allowing for accurate aggregation when the same user encounters the same advertisement across different services. Additionally, it includes a data transaction and reward structure, enabling advertisers to purchase user data with tokens that are commonly used in the blockchain network and provide rewards. LG Electronics is also developing data transaction technology using blockchain, but the two companies' technologies differ in their application targets and purposes. It has not been confirmed whether Naver's patented technology has been applied to actual services.

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