A computerized method and system operable to build a device identifier similarity model with online event signals and determine similar network device identifiers. A processing circuit receives a first set of network device identifiers. The processing circuit represents each network device identifier of the first set by feature data associated with each network device identifier's network activity, where the feature data is associated with the content clicked-on or converted-on. The processing circuit applies abstractions on the feature data to form concepts. The processing circuit derives at least one hierarchy of feature data based on the keywords and concepts of the feature data. The processing circuit expands the feature data based on the derived at least one hierarchy of feature data and generates the device identifier similarity model based on the expanded feature data. The processing circuit is also capable of determining long-term and short-term history events.

Device identifier similarity models derived from online event signals

The present solution is directed to methods and systems for maintaining anonymity of segment data from a third party provider while performing segment targeting via a demand side platform (DSP). The DSP receives one or more segment identifiers for segment data from a data supplier. The DSP may provide a pixel for segmented targeting of an impression opportunity for an advertisement exchange. The DSP may receive from the data supplier, a tracking agent to associate data collected via the demand side platform with the segment identifier. A bidder of the DSP provides a placement of an advertisement matched to an impression opportunity, the placement including the tracking agent and the pixel. The DSP may receive segment data from the data supplier based on execution of the tracking agent, the segment data corresponding to the segment identifier for the placement.

Systems and Methods for Integration and Anomymization of Supplier Data

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.

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

The present disclosure is directed to methods and systems for determining competitive market values for an ad impression on an advertiser exchange. An engine executing on a device may receive a candidate set of inputs associated with ad impressions. The engine may determine competitive market values for an ad impression on an advertiser exchange. The engine may determine candidate clearing prices based on the candidate set of inputs and history of clearing prices on the advertiser exchange. The engine may generate, based on the candidate clearing prices, a competitive market value prediction for the ad impression on the advertiser exchange. The competitive market value prediction may comprise a distribution function of predicted clearing prices on the advertiser exchange. The engine may generate, based on the competitive market value prediction, a fair market value bid for the ad impression in the context of a specific ad campaign.

Systems and methods for determining competitive market values of an ad impression

A universal tracking agent system and method are described. The system utilizes a single, universal tag on merchant web pages in a commerce system. The tag collects data for marketing tracking and analysis from a local computer (e.g., a cookie or session variable set on a user computer browser) when the web pages are accessed. The system to receive the data, along with tracking code to collect the data, is determined when the program code accesses a back end database containing records of the marketing providers to which the merchant site subscribes. Only those systems requiring data for a particular user access event receive a report, and each receives a report based on its own requirements. Any changes to providers may be made in the database rather than the web page, providing a very efficient method of changing providers or code without waiting for release schedules or requiring developer resources.

Universal Tracking Agent System and Method

Embodiments of the invention are directed to managing an exchange of user profile data through an auction that controls distribution to one or more top bidders. Visiting users of a data seller's website are tagged based on the visiting user's interactions with the data seller's website. The data seller or a network provider may tag the visiting users. The data sellers submit user data and user profile identifiers to an exchange service. Data buyers submit corresponding categories of user data for a campaign, and submit bids for profile data or user data of each user. A bid is generally specified for a specific user, where the bid may be per user, per category. The exchange service associates user data provided by a data seller with categories of data requested by a data buyer, and ranks bids. The highest bidder may receive access to user data for a predefined period.

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