Content security for real-time bidding

• US 8,554,683 B2
• Filed: 01/07/2011
• Issued: 10/08/2013
• Est. Priority Date: 12/19/2006
• Status: Active Grant

• Current Assignee: Magnite, Inc.
• Original Assignee: Fox Audience Network Incorporated
• Inventors: Knapp, Jason J. A., Blanco, Fabrzio
• Primary Examiner(s): Augustin, Evens J
• Application Number:
  US12/986,985
• Publication Number:
  US 20110173126A1
• Time in Patent Office: 1,005 Days
• Field of Search: 705/14.4, 705/14.7
• US Class Current: 705/51
• CPC Class Codes: G06Q 20/3829 involving key management
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: H04L 2209/466 Electronic auction
• CPC Class Codes: H04L 2209/56 Financial cryptography, e.g. electronic payment or e-cash
• CPC Class Codes: H04L 9/30 Public key, i.e. encryption algorithm being computationally infeasible to invert or user's encryption keys not requiring secrecy

Abstract

A real-time-bidding process that includes security mechanisms that limits access to various aspects of the bidding process including communications between bidders, the user browser, and the auctioneer, and the content of bids received and utilized by the user browser.

Claims

1. A method for conducting a secure real-time auction for online display advertising in a computer system, comprising:

an auctioneer establishing one or more different private keys, each different private key being used to communicate with a different bidder;

the auctioneer receiving a request for an ad impression from a user browser;

the auctioneer determining a reserve bid for the ad impression;

the auctioneer determining one or more bidders to bid for the ad impression;

the auctioneer determining a scale factor for the ad impression, the scale factor including a mechanism to obfuscate actual bid values before and during a real-time bidding process;

the auctioneer sending a bidding package to the user browser, the bidding package including;

an unencrypted scaled version of the reserve bid, the scaled version including the reserve bid that has been scaled based on the scale factor;

a reserve uniform resource locator (URL) of an advertisement associated with the reserve bid;

for each of the one or more bidders, a unique URL that identifies an encryption version and an encryption string that combines the scale factor and a current timestamp;

based on the bidding package, the user browser;

transmitting requests for bid responses to the one or more bidders;

receiving a bid response from each of the one or more bidders, wherein each bid response comprises;

a scaled bid for the bidder;

signature embodying the scaled bid and the timestamp; and

a creative URL to which the ad impression should be redirected if the bidder wins;

determining which of the one or more bidders wins the bid for the ad impression by comparing each of the one or more scaled bids and the scaled version of the reserve bid;

redirecting the user browser to the creative URL for the winning bidder or to the reserve URL if no bidder wins; and

the auctioneer receiving a pixel call from the user browser with details regarding the winning bid.

2. The method of claim 1, wherein the scale factor comprises an integer that is shared by all bidders for the ad impression.

3. A system for conducting a secure real-time auction for online display advertising in a computer system comprising:

an auctioneer computer having a memory; and

a real-time bidding (RTB) application executing on the auctioneer computer, the RTB application being configured to;

establish one or more different private keys, each different private key being used to communicate with a different bidder;

receive a request for an ad impression from a user browser;

determine a reserve bid for the ad impression;

determine one or more bidders to bid for the ad impression;

determine a scale factor for the ad impression, the scale factor including a mechanism to obfuscate actual bid values before and during a real-time bidding process;

wherein, based on the bidding package, the user browser is configured to;

transmit requests for bid responses to the one or more bidders;

receive a bid response from each of the one or more bidders,

each bid response including;

a scaled bid for the bidder; and

a signature embodying the scaled bid and the timestamp.

4. The system of claim 3, wherein the scale factor comprises an integer that is shared by all bidders for the ad impression.

5. The system of claim 3, wherein the real-time bidding application is further configured to send a bidding package to the user browser, wherein the bidding package comprises:

an unencrypted scaled version of the reserve bid, wherein the scaled version comprises the reserve bid that has been scaled based on the scale factor;

a reserve uniform resource locator (URL) of an advertisement associated with the reserve bid; and

for each of the one or more bidders, a unique URL that identifies an encryption version and an encryption string that combines the sale factor and a current timestamp.

6. The system of claim 5, wherein the sale factor comprises an integer that is shared by all bidders for the ad impression.

7. The system of claim 3, each bid further comprising a creative URL to which the ad impression should be redirected if the bidder wins.

8. The system of claim 7, wherein the sale factor comprises an integer that is shared by all bidders for the ad impression.

9. The system of claim 3, wherein the user browser is further configured to determine which of the one or more bidders wins the bid for the ad impression by comparing each of the one or more scaled bids and the scaled version of the reserve bid;

and to redirect the user browser to the creative URL for the winning bidder or to the reserve URL if no bidder wins.

10. The system of claim 9, wherein the scale factor comprises an integer that is shared by all bidders for the ad impression.

11. The system of claim 3, wherein the RTB application on the auctioneer computer is further configured to receive a pixel call from the user browser with details regarding the winning bid.

12. The system of claim 11, wherein the scale factor comprises an integer that is shared by all bidders for the ad impression.

13. A non-transitory computer readable storage medium encoded with computer program instructions which when accessed by a computer cause the computer to load the program instructions to a memory therein, creating a special purpose data structure causing the computer to operator as an, auctioneer specially programmed computer, executing a method of conducting a secure real-time auction for online display advertising, comprising:

the auctioneer specially programmed computer establishing one or more different private keys, each different private key being used to communicate with a different bidder;

the auctioneer specially programmed computer receiving a request for an ad impression from a user browser;

the auctioneer specially programmed computer determining a reserve bid for the ad impression;

the auctioneer specially programmed computer determining one or more bidders to bid for ad impression;

the auctioneer specially programmed computer determining a scale factor for the ad impression, the scale factor including a mechanism to obfuscate actual bid values before and during a real-time bidding process;

based on the bidding package, the user browser being configured to;

transmit requests for bid responses to the one or more bidders;

receive a bid response from each of the one or more bidders,

each bid response including;

a scaled bid for the bidder; and

a signature embodying the scaled bid and the timestamp.

14. The non-transitory computer readable storage medium of claim 13, wherein the scale factor comprises an integer that is shared by all bidders for the ad impression.

15. The non-transitory computer readable storage medium of claim 13, further configured to send a bidding package to the user browser, the bidding package including:

an unencrypted scaled version of the bid, the scaled version including the reserve bid that has been scaled based on the scale factor;

a reserve uniform resource locator (URL) of an advertisement associated with the reserve bid; and

for each of the one or more bidders, a unique URL that identifies an encryption version and an encryption string that combines the scale factor and a current timestamp.

16. The non-transitory computer readable storage medium of claim 15, wherein the scale factor comprises an integer that is shared by all bidders for the ad impression.

17. The non-transitory computer readable storage medium of claim 13, each bid further comprising a creative URL to which the ad impression should be redirected if the bidder wins.

18. The non-transitory computer readable storage medium of claim 17, wherein the scale factor comprises an integer that is shared by all bidders for the ad impression.

19. The non-transitory computer readable storage medium of claim 13, wherein the user browser is further configured to determine which of the one or more bidders wins the bid for the ad impression by comparing each of the one or more scaled bids and the scaled version of the reserve bid;

and to redirect the user browser to the creative URL for the winning bidder or to the reserve URL if no bidder wins.

20. The non-transitory computer readable storage medium of claim 19, wherein the scale factor comprises an integer that is shared by all bidders for the ad impression.

21. The non-transitory computer readable storage medium of claim 13, wherein the auctioneer programmed computer is further configured to receive a pixel call from the user browser with details regarding the winning bid.

22. The non-transitory computer readable storage medium of claim 21, wherein the scale factor comprises an integer that is shared by all bidders for the ad impression.