Systems and methods for using server side cookies by a demand side platform

• US 10,332,156 B2
• Filed: 09/14/2015
• Issued: 06/25/2019
• Est. Priority Date: 03/31/2010
• Status: Active Grant

• Current Assignee: Mediamath Acquisition Corporation
• Original Assignee: Mediamath LLC
• Inventors: Buchalter, Yehuda Ari, Mason, Paul M., Zawadzki, Joseph M., Cozzolino, Roland G., Craig, Leo T.
• Primary Examiner(s): Li, Sun M
• Assistant Examiner(s): Nguyen, Thuy N
• Application Number:
  US14/853,712
• Publication Number:
  US 20160071168A1
• Time in Patent Office: 1,380 Days
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

The present disclosure is directed to methods for identifying a user by a demand side platform (DSP) across advertiser exchanges. The method includes establishing, by a DSP, a cookie mapping for a user. The cookie mapping includes a mapping of user identifiers for the user from advertisement exchanges to a user identifier assigned by the DSP for the user. The DSP stores to the cookie mapping a first mapping to the user identifier of the DSP, comprising a first user id received by a bidder from a first exchange and a first exchange id for the first exchange. A bidder inserts a pixel into a bid for an impression opportunity to a second exchange. The pixel includes a key to the cookie mapping and a second user id for the user and a second exchange id. The second user id is received by the bidder from a second exchange.

Claims

1. A computer-implemented method for identifying a user by a demand side platform across a plurality of different advertisement exchanges and determining a bidding strategy, the method comprising:

establishing, by a demand side platform executing on one or more servers, a cookie mapping for a user, the cookie mapping comprising a mapping of one or more user identifiers for the user from one or more advertisement exchanges to a user identifier assigned by the demand side platform for the user;

receiving, by a bidder engine of the demand side platform, a first biddable request to bid for a first impression opportunity on a first advertisement exchange of the plurality of advertisement exchanges, wherein the first biddable request comprises a first user id used by the first advertisement exchange to identify the user;

placing, by the demand side platform, a first bid for the first impression opportunity on the first advertisement exchange;

assigning, by the demand side platform, a demand side platform user identifier for the user and mapping the first user id to the demand side platform user identifier, wherein the mapping of the first user id to the demand side platform user identifier is stored in the cookie mapping;

receiving, by a bidder engine of the demand side platform, a second biddable request to bid for a second impression opportunity on a second advertisement exchange of the plurality of advertisement exchanges, wherein the second biddable request comprises a second user id used by the second advertisement exchange to identify the user;

inserting, by the bidder engine of the demand side platform, into a second bid for the second impression opportunity to the second advertisement exchange the second user id received from the second advertisement exchange and a pixel, comprising a key to the cookie mapping, and placing the second bid for the second impression opportunity on the second advertisement exchange;

mapping, by the demand side platform, the second user id to the demand side platform user identifier, wherein the mapping the second user id to the demand side platform user identifier is caused by the pixel being triggered, wherein the pixel is triggered from an impression responsive to the second bid served by the second advertisement exchange;

generating, by the demand side platform, a timestamp indicating when the mapping of the second user id to the demand side platform user identifier was created, wherein the timestamp is stored in the cookie mapping;

correlating by the bidder engine of the demand side platform, the first user id of the first advertisement exchange to the second user id of the second advertisement exchange by mapping between the first user id and the demand side platform user identifier and mapping between the demand side platform user identifier and the second user id;

receiving, by the bidder engine of the demand side platform, a third biddable request to bid for a third impression opportunity on the first advertisement exchange of the plurality of advertisement exchanges, wherein the third biddable request comprises the first user id;

verifying, by the demand side platform, that the mapping of the second user id of the second advertisement exchange is not expired in accordance to a policy of the demand side platform, by checking the timestamp indicating when the mapping of the second user id to the demand side platform user identifier was created;

generating an updated mapping of the second user id used by the second advertisement exchange to identify the user against the demand side platform user identifier if the mapping of the second user id is found to be expired;

querying, by the demand side platform, user information associated with the verified or updated mapping of the second user id of the second advertisement exchange from a user database or a third-party provider; and

determining, by the bidder engine of the demand side platform, a third bid for the third impression opportunity on the first advertisement exchange in response to the identified user information associated with the verified or updated mapping of the second user id of the second advertisement exchange, wherein the third bid is determined based at least in part on the queried user information and based at least in part on a time at which the queried user information is received by the bidder engine from the user database or the third-party provider, wherein the queried user information comprises certain user attributes that are applicable for bidding on the third impression opportunity on the first advertisement exchange, and

wherein the one or more servers comprises a computer processor and an electronic storage medium.

2. The computer-implemented method of claim 1, wherein the second bid is placed in response to the second biddable request received by the bidder engine of the demand side platform from the second advertisement exchange.

3. The computer-implemented method of claim 1, further comprising generating, by the demand side platform, a timestamp indicating when the mapping of the first user id to the demand side platform user identifier was created, wherein the timestamp is stored in the cookie mapping.

4. The computer-implemented method of claim 1, further comprising assigning, by the demand side platform, a first exchange id for identifying the first advertisement exchange, wherein the first exchange id is stored in the cookie mapping.

5. The computer-implemented method of claim 1, further comprising assigning, by the demand side platform, a second exchange id for identifying the second advertisement exchange, wherein the second exchange id is stored in the cookie mapping.

6. The computer-implemented method of claim 1, wherein the user information is stored on a user database of the demand side platform.

7. The computer-implemented method of claim 1, further comprising generating, by the demand side platform, a timestamp indicating when the mapping of the second user id to the demand side platform user identifier was created, wherein the timestamp is stored in the cookie mapping.

8. The computer-implemented method of claim 1, wherein the user information comprises one or more of age, gender, geographical data, categories of interest, actions, and purchases of the user.

9. The computer-implemented method of claim 1, further comprising receiving, by a pixel server of the demand side platform, a call from the pixel.

10. The computer-implemented method of claim 9, further comprising decoding, by the pixel server, the second user id from a string parameter of a query of the call from the pixel.

11. A system for identifying a user by a demand side platform across a plurality of different advertisement exchanges and determining a bidding strategy, the system comprising:

one or more computer readable storage devices configured to store a plurality of computer executable instructions; and

one or more hardware computer processors in communication with the one or more computer readable storage devices and configured to execute the plurality of computer executable instructions in order to provide a demand side platform, wherein the demand side platform is configured to;

establish a cookie mapping for a user, the cookie mapping comprising a mapping of one or more user identifiers for the user from one or more advertisement exchanges to a user identifier assigned by the demand side platform for the user;

receive, from a first advertisement exchange of the plurality of advertisement exchanges, a first biddable request to bid for a first impression opportunity, wherein the first biddable request comprises a first user id used by the first advertisement exchange to identify the user;

place a first bid for the first impression opportunity on the first advertisement exchange;

assign a demand side platform user identifier for the user and map the first user id to the demand side platform user identifier, wherein the mapping of the first user id to the demand side platform user identifier is stored in the cookie mapping;

receive a second biddable request to bid for a second impression opportunity on a second advertisement exchange of the plurality of advertisement exchanges, wherein the second biddable request comprises a second user id used by the second advertisement exchange to identify the user;

insert into a second bid for the second impression opportunity to the second advertisement exchange the second user id received from the second advertisement exchange and a pixel, comprising a key to the cookie mapping, and place the second bid for the second impression opportunity on the second advertisement exchange;

map the second user id to the demand side platform user identifier, wherein the mapping the second user id to the demand side platform user identifier is caused by the pixel being triggered, wherein the pixel is triggered from an impression responsive to the second bid served by the second advertisement exchange;

generate a timestamp indicating when the mapping of the second user id to the demand side platform user identifier was created, wherein the timestamp is stored in the cookie mapping;

correlate the first user id of the first advertisement exchange to the second user id of the second advertisement exchange by mapping between the first user id and the demand side platform user identifier and mapping between the demand side platform user identifier and the second user id;

receive a third biddable request to bid for a third impression opportunity on the first advertisement exchange of the plurality of advertisement exchanges, wherein the third biddable request comprises the first user id;

verify that the mapping of the second user id of the second advertisement exchange is not expired in accordance to a policy of the demand side platform, by checking the timestamp indicating when the mapping of the second user id to the demand side platform user identifier was created;

generate, by the demand side platform, an updated mapping of the second user id used by the second advertisement exchange to identify the user against the demand side platform user identifier if the mapping of the second user id is found to be expired;

query user information associated with the verified or updated mapping of the second user id of the second advertisement exchange from a user database or a third-party provider; and

determine a third bid for the third impression opportunity on the first advertisement exchange in response to the identified user information associated with the verified or updated mapping of the second user id of the second advertisement exchange, wherein the third bid is determined based at least in part on the queried user information and based at least in part on a time at which the queried user information is received by the bidder engine from the user database or the third-party provider, and wherein the queried user information comprises certain user attributes that are applicable for bidding on the first advertisement exchange.

12. The system of claim 11, wherein the second bid is placed in response to the second biddable request received by the demand side platform from the second advertisement exchange.

13. The system of claim 11, wherein the demand side platform is further configured to generate a timestamp indicating when the mapping of the first user id to the demand side platform user identifier was created, wherein the timestamp is stored in the cookie mapping.

14. The system of claim 11, wherein the demand side platform is further configured to assign a first exchange id for identifying the first advertisement exchange, wherein the first exchange id is stored in the cookie mapping.

15. The system of claim 11, wherein the demand side platform is further configured to assign a second exchange id for identifying the second advertisement exchange, wherein the second exchange id is stored in the cookie mapping.

16. The system of claim 11, wherein the user information is stored on a user database of the demand side platform.

17. The system of claim 11, wherein the demand side platform is further configured to generate a timestamp indicating when the mapping of the second user id to the demand side platform user identifier was created, wherein the timestamp is stored in the cookie mapping.

18. The system of claim 11, wherein the user information comprises one or more of age, gender, geographical data, categories of interest, actions, and purchases of the user.

19. The system of claim 11, wherein the demand side platform is further configured to receive a call from the pixel.

20. The system of claim 19, wherein the demand side platform is further configured to decode the second user id from a string parameter of a query of the call from the pixel.