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 servers, a cookie mapping for a user, the cookie mapping comprising a mapping of user identifiers for the user from a plurality of advertisement exchanges to a user identifier assigned by the demand side platform for the user, each of the plurality of advertising exchanges comprising a system for facilitating buying and selling of impression opportunities involving bids;
(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 of the demand side platform from a first advertisement exchange and a first exchange id for the first advertisement exchange, the storing of the first mapping for adding the first advertisement exchange to the plurality of advertisement exchanges from which data about the user is mapped across the plurality of advertisement exchanges by the demand side platform; 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, a second user id for the user and a second exchange id of a second advertisement exchange, the second user id received by the bidder from the second advertisement exchange of the plurality of advertisement exchanges, the inserted pixel, via triggering from an impression served by the second advertisement exchange, to add a mapping of the second user id and the second exchange id to the user identifier of the demand side platform in the cookie mapping, the impression served responsive to the bid; and
(d) adding, by the demand side platform responsive to the triggering of the inserted pixel from the impression, the mapping of the second user id and the second exchange id to the user identifier of the demand side platform in the cookie mapping.
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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.
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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 servers, a cookie mapping for a user, the cookie mapping comprising a mapping of user identifiers for the user from a plurality of advertisement exchanges to a user identifier assigned by the demand side platform for the user, each of the plurality of advertising exchanges comprising a system for facilitating buying and selling of impression opportunities involving bids; (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 of the demand side platform from a first advertisement exchange and a first exchange id for the first advertisement exchange, the storing of the first mapping for adding the first advertisement exchange to the plurality of advertisement exchanges from which data about the user is mapped across the plurality of advertisement exchanges by the demand side platform; 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, a second user id for the user and a second exchange id of a second advertisement exchange, the second user id received by the bidder from the second advertisement exchange of the plurality of advertisement exchanges, the inserted pixel, via triggering from an impression served by the second advertisement exchange, to add a mapping of the second user id and the second exchange id to the user identifier of the demand side platform in the cookie mapping, the impression served responsive to the bid; and (d) adding, by the demand side platform responsive to the triggering of the inserted pixel from the impression, the mapping of the second user id and the second exchange id to the user identifier of the demand side platform in the cookie mapping. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
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11. A system for identifying a user by a demand side platform across a plurality of different advertiser exchanges, the system comprising:
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circuitry configured to implement a demand side platform that includes a bidder executing on the demand side platform, the demand side platform configured to; establish a cookie mapping for a user, the cookie mapping comprising a mapping of user identifiers for the user from a plurality of advertisement exchanges to a user identifier assigned by the demand side platform for the user, each of the plurality of advertising exchanges comprising a system for facilitating buying and selling of impression opportunities involving bids; and store, 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 the bidder of the demand side platform from a first advertisement exchange and a first exchange id for the first advertisement exchange, the storing of the first mapping for adding the first advertisement exchange to the plurality of advertisement exchanges from which data about the user is mapped across the plurality of advertisement exchanges by the demand side platform; and the bidder configured to; insert into a bid for an impression opportunity to a second advertisement exchange a pixel, the pixel comprising a key to the cookie mapping, a second user id for the user and a second exchange id of a second advertisement exchange, the second user id received by the bidder from the second advertisement exchange of the plurality of advertisement exchanges, the inserted pixel, via triggering from an impression served by the second advertisement exchange, to add a mapping of the second user id and the second exchange id to the user identifier of the demand side platform in the cookie mapping, the impression served responsive to the bid; and wherein the demand side platform is further configured to add, responsive to the triggering of the inserted pixel from the impression, the mapping of the second user id and the second exchange id to the user identifier of the demand side platform in the cookie mapping. - View Dependent Claims (12, 13, 14, 15, 16, 17, 18, 19, 20)
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Specification