Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for receiving, from a client device, a first notification of an ad space from a seller, identifying ad conditions corresponding to an ad space inventory to which the ad space belongs comprising a first condition that identifies an allowed creative media type for the ad space inventory, sending a second notification requesting a bid on the ad space to bidders, each bidder representing a respective buyer, receiving bids from the bidders, each bid corresponding to a respective bid price, buyer, and a creative, determining that a first bid of the bids corresponds to a first creative having a media type different from the allowed creative media type, and identifying a preexisting arrangement between the buyer corresponding to the first bid and the seller and, based thereon, allowing the first creative to be served to the ad space.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for receiving, from a client device, a first notification of an ad space from a seller, identifying ad conditions corresponding to an ad space inventory to which the ad space belongs comprising a first condition that identifies an allowed creative media type for the ad space inventory, sending a second notification requesting a bid on the ad space to bidders, each bidder representing a respective buyer, receiving bids from the bidders, each bid corresponding to a respective bid price, buyer, and a creative, determining that a first bid of the bids corresponds to a first creative having a media type different from the allowed creative media type, and identifying a preexisting arrangement between the buyer corresponding to the first bid and the seller and, based thereon, allowing the first creative to be served to the ad space.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for receiving, from a client device of a user, an ad request for an ad space of a seller, the ad space being for presentation in a user interface of an application executing on the client device, creating a bid request for bidding on the ad space, sending the bid request to one or more bidders, the bidders representing one or more buyers, receiving one or more bids from one or more of the bidders, each bid corresponding to a respective buyer and a creative, selecting, from the received bids, a winning bid corresponding to a particular buyer and a particular creative, and identifying a visibility profile for the particular buyer and, based thereon, providing data associated with the user to the particular buyer.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for receiving, from a client device of a user, an ad request for an ad space of a seller, the ad space being for presentation in a user interface of an application executing on the client device, creating a bid request for bidding on the ad space, sending the bid request to one or more bidders, the bidders representing one or more buyers, receiving one or more bids from one or more of the bidders, each bid corresponding to a respective buyer and a creative, selecting, from the received bids, a winning bid corresponding to a particular buyer and a particular creative, and identifying a visibility profile for the particular buyer and, based thereon, providing data associated with the user to the particular buyer.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for receiving, from a client device, a first notification of an ad space from a seller, identifying ad conditions corresponding to an ad space inventory to which the ad space belongs comprising a first condition that identifies an allowed creative media type for the ad space inventory, sending a second notification requesting a bid on the ad space to bidders, each bidder representing a respective buyer, receiving bids from the bidders, each bid corresponding to a respective bid price, buyer, and a creative, determining that a first bid of the bids corresponds to a first creative having a media type different from the allowed creative media type, and identifying a preexisting arrangement between the buyer corresponding to the first bid and the seller and, based thereon, allowing the first creative to be served to the ad space.