Systems and Methods for Using Server Side Cookies by a Demand Side Platform
First Claim
1. A method for identifying a user by a demand side platform across a plurality of different advertiser exchanges, the method comprising:
- (a) establishing, by a demand side platform executing on one or more server, a cookie mapping for a user, the cookie mapping comprising a mapping of user identifiers for the user from one or more advertisement exchanges to a user identifier assigned by the demand side platform for the user;
(b) storing, by the demand side platform to the cookie mapping, a first mapping to the user identifier of the demand side platform, the first mapping comprising a first user id received by a bidder from a first advertisement exchange of a plurality of advertisement exchanges and a first exchange id for the first advertisement exchange; and
(c) inserting, by the bidder, into a bid for an impression opportunity to a second advertisement exchange a pixel, the pixel comprising a key to the cookie mapping and a second user id for the user and a second exchange id, the second user id received by the bidder from a second advertisement exchange of the plurality of advertisement exchanges.
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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.
158 Citations
20 Claims
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1. A method for identifying a user by a demand side platform across a plurality of different advertiser exchanges, the method comprising:
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(a) establishing, by a demand side platform executing on one or more server, a cookie mapping for a user, the cookie mapping comprising a mapping of user identifiers for the user from one or more advertisement exchanges to a user identifier assigned by the demand side platform for the user; (b) storing, by the demand side platform to the cookie mapping, a first mapping to the user identifier of the demand side platform, the first mapping comprising a first user id received by a bidder from a first advertisement exchange of a plurality of advertisement exchanges and a first exchange id for the first advertisement exchange; and (c) inserting, by the bidder, into a bid for an impression opportunity to a second advertisement exchange a pixel, the pixel comprising a key to the cookie mapping and a second user id for the user and a second exchange id, the second user id received by the bidder from a second advertisement exchange of the plurality of advertisement exchanges. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
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11. A method for identifying user data for a user from a plurality of different advertiser exchanges, the method comprising:
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(a) establishing, by a demand side platform executing on one or more server, a cookie for a user, the cookie mapping user identifiers for the user from one or more advertisement exchanges to a user identifier assigned by the demand side platform for the user; (b) receiving, by a bidder of the demand side platform, a biddable request from a first advertisement exchange of a plurality of advertisement exchanges, the biddable request comprising a first user identifier of the user for the first advertisement exchange; (c) identifying, by the bidder, the user identifier of the demand side platform for the user from the mapping of the cookie of the first user identifier to the user identifier; and (d) querying, by the bidder using the user identifier from the cookie, a user database for data of the user collected from one or more of the plurality of advertisement exchanges. - View Dependent Claims (12, 13, 14, 15, 16, 17, 18, 19, 20)
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Specification