Abstract: Disclosed embodiments relate to performing an advertisement campaign filtering process while protecting the privacy of both an advertiser and a user of a personal computing device. Techniques include maintaining a plurality of sets of advertising competition rules, the plurality of sets of advertising competition rules being associated with a plurality of discrete advertising campaigns; for a set of advertising competition rules from the plurality of sets of advertising competition rules: identifying advertisement targeting criteria associated with the set of advertising competition rules, differentiating, from within the advertisement targeting criteria, between advertisement-sensitive targeting criteria and advertiser-insensitive criteria, and transforming the advertisement-sensitive sensitive targeting criteria; and transmitting, to the personal computing device, at least a portion of the transformed advertisement-sensitive targeting criteria.

Abstract: Method, apparatus and product for content-based demographic estimation of users of mobile devices and usage thereof. One method comprising: obtaining a list of applications that are installed on a mobile device; and estimating, based on the list of applications, one or more demographic parameter of a user of the mobile device. Another method, that is performed by a mobile device, comprising: obtaining a list of applications that are installed on said mobile device, wherein based on the list of applications, one or more demographic parameters of a user of said mobile device are determined; and performing a user engagement based on the estimated one or more demographic parameters.