Abstract: A computer-implemented method includes generating, using a transaction management computing subsystem of an advertising platform, a set of primary bid requests responsive to receipt of an advertising call. Each primary bid request includes information sufficient to characterize an impression consumer and information sufficient to characterize each of one or more impressions identified in the advertising call. The method also includes sending the set of primary bid requests from the transaction management computing subsystem to a first set of decisioning computing subsystems of the advertising platform. Each decisioning computing subsystem of the first set being operable to generate a bid response based on the information included in a primary bid request.

Abstract: A computer-implemented method includes generating, using a transaction management computing subsystem of an advertising platform, a set of primary bid requests responsive to receipt of an advertising call. Each primary bid request includes information sufficient to characterize an impression consumer and information sufficient to characterize each of one or more impressions identified in the advertising call. The method also includes sending the set of primary bid requests from the transaction management computing subsystem to a first set of decisioning computing subsystems of the advertising platform. Each decisioning computing subsystem of the first set being operable to generate a bid response based on the information included in a primary bid request.

Abstract: A computer-implemented method includes generating, using a transaction management computing subsystem of an advertising platform, a set of primary bid requests responsive to receipt of an advertising call. Each primary bid request includes information sufficient to characterize an impression consumer and information sufficient to characterize each of one or more impressions identified in the advertising call. The method also includes sending the set of primary bid requests from the transaction management computing subsystem to a first set of decisioning computing subsystems of the advertising platform. Each decisioning computing subsystem of the first set being operable to generate a bid response based on the information included in a primary bid request.

Abstract: A computer-implemented method includes receiving, at a transaction management computing subsystem of an advertising platform, a call for an advertisement creative to be served to an impression consumer; generating, using the transaction management computing subsystem, a set of bid requests, at least two bid requests of the set including respective subsets of user data store information associated with the impression consumer; and sending, by the transaction management computing subsystem, the set of bid requests to a set of bidding computing subsystems, each bidding computing subsystems being operable to generate a bid response based on the information included in its bid request.

Abstract: A system for providing an online advertising platform includes a first non-transitory machine-readable medium storing instructions executable by one or more data processors to group impression inventory units based at least in part on performance characteristics of the impression inventory units.

Abstract: A method and system for maintaining and delivering secure online content includes facilitating registration of secure content with an online content placement auction system, auditing the registered content to ensure security requirements for the registered content are met, and holding an auction among bidders for placement of content in a secure online content space. The process of holding an auction for the content space includes receiving a call for secure content to be served in the content space, transmitting a bid request to bidders in response to the call, receiving bid replies having bid amounts and proposed content to be securely served in the content space, and determining a qualifying subset of the received bid replies having proposed content approved as secure.

Abstract: A computer-implemented method includes receiving, at a transaction management computing subsystem of an advertising platform, a call for an advertisement creative to be served to an impression consumer; generating, using the transaction management computing subsystem, a set of bid requests, at least two bid requests of the set including respective subsets of user data store information associated with the impression consumer; and sending, by the transaction management computing subsystem, the set of bid requests to a set of bidding computing subsystems, each bidding computing subsystems being operable to generate a bid response based on the information included in its bid request.

Abstract: A computer-implemented method includes generating, using a transaction management computing subsystem of an advertising platform, a set of primary bid requests responsive to receipt of an advertising call. Each primary bid request includes information sufficient to characterize an impression consumer and information sufficient to characterize each of one or more impressions identified in the advertising call. The method also includes sending the set of primary bid requests from the transaction management computing subsystem to a first set of decisioning computing subsystems of the advertising platform. Each decisioning computing subsystem of the first set being operable to generate a bid response based on the information included in a primary bid request.

Abstract: A system for providing an online advertising platform includes a first non-transitory machine-readable medium storing instructions executable by one or more data processors to group impression inventory units based at least in part on performance characteristics of the impression inventory units.

Abstract: A computer-implemented method includes generating, using a transaction management computing subsystem of an advertising platform, a set of primary bid requests responsive to receipt of an advertising call. Each primary bid request includes information sufficient to characterize an impression consumer and information sufficient to characterize each of one or more impressions identified in the advertising call. The method also includes sending the set of primary bid requests from the transaction management computing subsystem to a first set of decisioning computing subsystems of the advertising platform. Each decisioning computing subsystem of the first set being operable to generate a bid response based on the information included in a primary bid request.

Abstract: A system for providing an online advertising platform includes a first non-transitory machine-readable medium storing instructions executable by one or more data processors to group impression inventory units based at least in part on performance characteristics of the impression inventory units.

Abstract: A method holding an auction for impressions in an online advertising platform includes defining auction tiers, with each tier having associated attributes. The tier attributes include a tier priority, an eligible bidder list, and a minimum bid threshold. Bids for the impressions are received from impression buyers, each bid being associated with an impression bidder and a bid value. For each received bid, the highest priority tier for which the tier attributes are satisfied by the bid attributes is determined, and that tier is associated with the bid. After assigning each bid to a tier, the highest priority tier with at least one bid is selected as the active auction tier. The winner of the auction is then determined based on the bids associated with the active tier.

Abstract: A computer-implemented method includes receiving, at a transaction management computing subsystem of an advertising platform, a call for an advertisement creative to be served to an impression consumer; generating, using the transaction management computing subsystem, a set of bid requests, at least two bid requests of the set including respective subsets of user data store information associated with the impression consumer; and sending, by the transaction management computing subsystem, the set of bid requests to a set of bidding computing subsystems, each bidding computing subsystems being operable to generate a bid response based on the information included in its bid request.

Abstract: A method and system for maintaining and delivering secure online content includes facilitating registration of secure content with an online content placement auction system, auditing the registered content to ensure security requirements for the registered content are met, and holding an auction among bidders for placement of content in a secure online content space. The process of holding an auction for the content space includes receiving a call for secure content to be served in the content space, transmitting a bid request to bidders in response to the call, receiving bid replies having bid amounts and proposed content to be securely served in the content space, and determining a qualifying subset of the received bid replies having proposed content approved as secure.

Abstract: A method holding an auction for impressions in an online advertising platform includes defining auction tiers, with each tier having associated attributes. The tier attributes include a tier priority, an eligible bidder list, and a minimum bid threshold. Bids for the impressions are received from impression buyers, each bid being associated with an impression bidder and a bid value. For each received bid, the highest priority tier for which the tier attributes are satisfied by the bid attributes is determined, and that tier is associated with the bid. After assigning each bid to a tier, the highest priority tier with at least one bid is selected as the active auction tier. The winner of the auction is then determined based on the bids associated with the active tier.

Abstract: A system for providing an online advertising platform includes a first non-transitory machine-readable medium storing instructions executable by one or more data processors to group impression inventory units based at least in part on performance characteristics of the impression inventory units.

Abstract: Systems, methods, and apparatuses, including computer program products for receiving, at a transaction management computing subsystem of an advertising platform, a set of original bid responses from a set of decisioning computing subsystems of the advertising platform, each original bid response including an original bid price, generating, by the transaction management computing subsystem, a set of adjusted bid responses according to a yield management criterion, each adjusted bid response including an adjusted bid price; and selecting a winning bid response from among the set of bid responses based on the adjusted bid prices.

Abstract: A system for providing an online advertising platform includes a first non-transitory machine-readable medium storing information defining an inventory taxonomy that includes a set of platform inventory quality attributes, a set of platform inventory content categories, and a set of non-platform-to-platform mappings. The system further includes a second non-transitory machine-readable medium storing identifiers of classified inventory, each identifier being associated with a unit of inventory that is classified according to the inventory taxonomy. The system also includes a third non-transitory machine-readable medium storing instructions executable by one or more data processors to provide a user interface through which an inventory buyer on the platform defines a set of inventory buying opportunities at least in part by specifying targeting criteria using the inventory taxonomy; and store information characterizing the set of inventory buying opportunities in association with the buyer.

Abstract: A system that provides an advertising platform includes a creative auditing computing subsystem including a processor that is coupled to computer readable media having computer readable instructions recorded thereon, wherein the processor is operable to execute the computer readable instructions to enable impression seller members to review and approve creatives to be served on impression inventory associated with respective impression seller members.

Abstract: A computer-implemented method includes receiving, at a transaction management computing subsystem of an advertising platform, a call for an advertisement creative to be served to an impression consumer; generating, using the transaction management computing subsystem, a set of bid requests, at least two bid requests of the set including respective subsets of user data store information associated with the impression consumer; and sending, by the transaction management computing subsystem, the set of bid requests to a set of bidding computing subsystems, each bidding computing subsystems being operable to generate a bid response based on the information included in its bid request.