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

• US 10,636,060 B2
• Filed: 04/16/2019
• Issued: 04/28/2020
• 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:
  US16/386,003
• Publication Number:
  US 20190340655A1
• Time in Patent Office: 378 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 verifying a user across a plurality of advertisement exchanges and determining a bid for an impression opportunity an advertisement exchange of the plurality of advertisement exchanges, the method comprising:

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

receiving, by the demand side platform, a first biddable request to bid for a first impression opportunity on a first advertisement exchange, wherein the first biddable request comprises a first user identifier used by the first advertisement exchange to identify the user;

mapping, by the demand side platform, the first user identifier to the demand side platform user identifier, wherein the mapping of the first user identifier to the demand side platform user identifier is stored in the cookie mapping;

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

receiving, by the demand side platform, a second biddable request to bid for a second impression opportunity on a second advertisement exchange, wherein the second biddable request comprises a second user identifier used by the second advertisement exchange to identify the user;

inserting, by the demand side platform, into a second bid for the second impression opportunity, the second user identifier 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;

mapping, by the demand side platform, the second user identifier to the demand side platform user identifier, wherein the mapping the second user identifier 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 identifier to the demand side platform user identifier was performed, wherein the timestamp is stored in the cookie mapping;

correlating, by the demand side platform, the first user identifier to the second user identifier by mapping between the first user identifier and the demand side platform user identifier and mapping between the demand side platform user identifier and the second user identifier;

receiving, by the demand side platform, a third biddable request to bid for a third impression opportunity on the first advertisement exchange, wherein the third biddable request comprises the first user identifier;

verifying, by the demand side platform, that the mapping of the second user identifier 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 identifier to the demand side platform user identifier was created;

generating an updated mapping of the second user identifier against the demand side platform user identifier if the mapping of the second user identifier is determined to be expired;

querying, by the demand side platform, user information associated with the verified or updated mapping of the second user identifier 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 in response to the queried user information associated with the verified or updated mapping of the second user identifier, wherein the third bid is determined based at least in part on the queried user information and 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,

wherein the demand side platform comprises a computer processor and an electronic storage medium.

2. 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 identifier to the demand side platform user identifier was created.

3. The computer-implemented method of claim 1, further comprising assigning, by the demand side platform, a first exchange identifier for identifying the first advertisement exchange.

4. The computer-implemented method of claim 1, further comprising assigning, by the demand side platform, a second exchange identifier for identifying the second advertisement exchange.

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

11. The computer-implemented method of claim 1, wherein the second bid is placed in response to the second biddable request from the second advertisement exchange.

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

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

14. The computer-implemented method of claim 13, further comprising decoding, by the pixel server, the second user identifier from a string parameter of a query of the call from the pixel.

15. The computer-implemented method of claim 1, further comprising assigning, by the demand side platform, a demand side platform user identifier for the user.

6. A system for verifying a user across a plurality of advertisement exchanges and determining a bid for an impression opportunity on an advertisement exchange of the plurality of advertisement exchanges, 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 used by one or more advertisement exchanges to a user identifier assigned by the demand side platform for the user;

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

map the first user identifier to the demand side platform user identifier, wherein the mapping of the first user identifier to the demand side platform user identifier is stored in the cookie mapping;

place a first bid for the first impression opportunity;

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

insert into a second bid for the second impression opportunity the second user identifier 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;

map the second user identifier to the demand side platform user identifier, wherein the mapping the second user identifier 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 identifier to the demand side platform user identifier was performed, wherein the timestamp is stored in the cookie mapping;

correlate the first user identifier to the second user identifier by mapping between the first user identifier and the demand side platform user identifier and mapping between the demand side platform user identifier and the second user identifier;

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

verify that the mapping of the second user identifier 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 identifier to the demand side platform user identifier was created;

generate an updated mapping of the second user identifier against the demand side platform user identifier if the mapping of the second user identifier is determined to be expired;

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

determine a third bid for the third impression opportunity in response to the queried user information associated with the verified or updated mapping of the second user identifier, wherein the third bid is determined based at least in part on the queried user information and 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.

7. The system of claim 6, wherein the demand side platform is further configured to generate a timestamp indicating when the mapping of the first user identifier to the demand side platform user identifier was created.

8. The system of claim 6, wherein the demand side platform is further configured to assign a first exchange identifier for identifying the first advertisement exchange.

9. The system of claim 6, wherein the demand side platform is further configured to assign a second exchange identifier for identifying the second advertisement exchange.

10. The system of claim 6, wherein the queried user information is stored on a user database of the demand side platform.

16. The system of claim 6, wherein the second bid is placed in response to the second biddable request from the second advertisement exchange.

17. The system of claim 6, wherein the user information comprises one or more of age, gender, geographical data, categories of interest, actions, or purchases of the user.

18. The system of claim 6, wherein the demand side platform is further configured to receive a call from the pixel.

19. The system of claim 18, wherein the demand side platform is further configured to decode the second user identifier from a string parameter of a query of the call from the pixel.

20. The system of claim 6, wherein the demand side platform is further configured to assign a demand side platform user identifier for the user.