Advertising platform user data store management

1. A computer-implemented method comprising:

providing an online advertising platform comprising a transaction management server in a data center, wherein the data center includes a local network over which co-located subsystems in the data center communicate;

co-locating with the transaction management server in the data center a plurality of bidder subsystems each associated with respective impression buyers to reduce latency and redirects in performing by the online advertising platform an auction to serve an impression to an impression consumer;

receiving, at the transaction management server, over the local network, from a first bidding computing subsystem, a first set of non-abstracted user data associated with an impression consumer;

receiving, at the transaction management server, over the local network, from a different second bidding computing subsystem, a second set of non-abstracted user data associated with the impression consumer, the second set of non-abstracted user data comprising user data different from the first set of non-abstracted user data, wherein the first and second sets of non-abstracted user data specifically identify the impression consumer;

receiving a call for an advertisement to be served to the impression consumer;

in response to the call, generating a set of bid requests, each bid request including respective information describing the impression consumer, wherein generating the set of bid requests comprises:

creating a first bid request to be sent to the first bidding computing subsystem;

determining that the first bidding computing subsystem previously provided to the online advertising platform the first set of non-abstracted user data and, in response thereto, adding the first set of non-abstracted user data to the information describing the impression consumer of the first bid request;

determining that the first bidding computing subsystem did not previously provide to the online advertising platform particular items of information in the second set of non-abstracted user data that are not in the first set of non-abstracted user data and, in response thereto, creating, according to predefined data sharing restrictions, respective abstracted versions of the particular items of information, wherein each non-abstracted user data comprises a specific value for a group of items describing the impression consumer, and wherein each abstracted version comprises a range of values for a portion of the group of items describing the impression consumer; and

adding the abstracted versions to the information describing the impression consumer of the first bid request;

sending, by the transaction management server, over the local network, the set of bid requests the bidding computing subsystems, including sending the first bid request to the first bidding computing subsystem; and

generating, by each bidding computing subsystem, a bid that includes a bid price that is programmatically determined from the information describing the impression consumer of the bid request sent to the bidding computing subsystem.

2. The method of claim 1 , further comprising:

receiving a particular set of user data from a server-side user data store.

3. The method of claim 1 , further comprising:

receiving a particular set of user data from a client-side user data store associated with the impression consumer.

4. The method of claim 3 , wherein the client-side user data store includes a cookie space of a web browser.

5. The method of claim 1 , wherein each of the bid requests further includes impression inventory information associated with the call for the advertisement.

6. The method of claim 5 , wherein the impression inventory information includes data uniquely identifying one or more of the following: an impression seller member, an impression inventory identifier, an impression inventory categorization identifier, a universal impression inventory identifier, and a universal resource locator.

7. The method of claim 5 , wherein the impression inventory information includes data characterizing one or more of the following: an impression, an impression seller member, an impression inventory source, and an impression inventory category.

8. The method of claim 1 , further comprising:

generating a data retrieval request including information sufficient to uniquely identify impression inventory associated with the call for the advertisement;

sending the data retrieval request to an impression inventory management subsystem operable to manage impression inventory information across one or more impression inventory sources; and

generating the set of bid requests based at least in part on impression inventory information responsive to the data retrieval request.

9. The method of claim 8 , wherein the information sufficient to uniquely identify impression inventory comprises one or more alphanumeric strings of characters, at least one of which is representative of an advertising tag.

10. The method of claim 1 , wherein generating the set of bid requests includes:

generating a particular bid request that includes a JavaScript Object Notation (JSON) object previously stored in a client-side user data store by a particular bidding computing subsystem of the set.

11. The method of claim 10 , further comprising:

sending the particular bid request to the particular bidding computing subsystem;

receiving a bid response that includes a call to a predefined JavaScript function stored in association with the particular bidding computing subsystem;

executing the predefined JavaScript function; and

causing results of the executing to be stored in the client-side user data store.

12. The method of claim 1 further comprising:

receiving a notification that an advertisement creative has been served to the impression consumer; and

updating information associated with the impression consumer to reflect the notification.

13. The method of claim 12 wherein the updating information associated with the impression consumer comprises incrementing an impression frequency counter by a predefined value.

14. The method of claim 1 wherein the information associated with the impression consumer includes information characterizing the impression consumer.

15. The method of claim 14 wherein the information characterizing the impression consumer includes at least one of demographic information, psychographic information, and behavioral data about the impression consumer.

16. The method of claim 14 wherein the information characterizing the impression consumer includes at least one of a browsing history and a purchasing history of the impression consumer.

17. The method of claim 1 , further comprising:

generating a data retrieval request including information sufficient to uniquely identify the information associated with the impression consumer; and

sending the data retrieval request to a user data store management component.

18. The method of claim 17 wherein the information sufficient to uniquely identify the information associated with the impression consumer comprises an alphanumeric string of characters representative of an identifier of the impression consumer.

19. A system comprising:

one or more computers programmed to perform operations comprising:

providing an online advertising platform comprising a transaction management server in a data center, wherein the data center includes a local network over which co-located subsystems in the data center communicate;

co-locating with the transaction management server in the data center a plurality of bidder subsystems each associated with respective impression buyers to reduce latency and redirects in performing by the online advertising platform an auction to serve an impression to an impression consumer;

receiving, at the transaction management server, over the local network, from a first bidding computing subsystem, a first set of non-abstracted user data associated with an impression consumer;

receiving, at the transaction management server, over the local network, from a different second bidding computing subsystem, a second set of non-abstracted user data associated with the impression consumer, the second set of non-abstracted user data comprising user data different from the first set of non-abstracted user data, wherein the first and second sets of non-abstracted user data specifically identify the impression consumer;

receiving a call for an advertisement to be served to the impression consumer;

in response to the call, generating a set of bid requests, each bid request including respective information describing the impression consumer, wherein generating the set of bid requests comprises:

creating a first bid request to be sent to the first bidding computing subsystem;

determining that the first bidding computing subsystem previously provided to the online advertising platform the first set of non-abstracted user data and, in response thereto, adding the first set of non-abstracted user data to the information describing the impression consumer of the first bid request;

determining that the first bidding computing subsystem did not previously provide to the online advertising platform particular items of information in the second set of non-abstracted user data that are not in the first set of non-abstracted user data and, in response thereto, creating, according to predefined data sharing restrictions, respective abstracted versions of the particular items of information, wherein each non-abstracted user data comprises a specific value for a group of items describing the impression consumer, and wherein each abstracted version comprises a range of values for a portion of the group of items describing the impression consumer; and

adding the abstracted versions to the information describing the impression consumer of the first bid request;

sending, by the transaction management server, over the local network, the set of bid requests to the bidding computing subsystems, including sending the first bid request to the first bidding computing subsystem; and

generating, by each bidding computing subsystem, a bid that includes a bid price that is programmatically determined from the information describing the impression consumer of the bid request sent to the bidding computing subsystem.

20. The system of claim 19 wherein the operations further comprise: receiving a particular set of user data from a server-side user data store.

21. The system of claim 19 wherein the operations further comprise: receiving a particular set of user data from a client-side user data store associated with the impression consumer.

22. The system of claim 21 wherein the client-side user data store includes a cookie space of a web browser.

23. The system of claim 19 wherein each of the bid requests further includes impression inventory information associated with the call for the advertisement.

24. The system of claim 23 wherein the impression inventory information includes data uniquely identifying one or more of the following: an impression seller member, an impression inventory identifier, an impression inventory categorization identifier, a universal impression inventory identifier, and a universal resource locator.

25. The system of claim 23 wherein the impression inventory information includes data characterizing one or more of the following: an impression, an impression seller member, an impression inventory source, and an impression inventory category.

26. The system of claim 19 wherein the operations further comprise: generating a data retrieval request including information sufficient to uniquely identify

impression inventory associated with the call for the advertisement;

sending the data retrieval request to an impression inventory management subsystem operable to manage impression inventory information across one or more impression inventory sources; and

generating the set of bid requests based at least in part on impression inventory information responsive to the data retrieval request.

27. The system of claim 26 , wherein the information sufficient to uniquely identify impression inventory comprises one or more alphanumeric strings of characters, at least one of which is representative of an advertising tag.

28. The system of claim 19 , wherein generating the set of bid requests includes:

generating a particular bid request that includes a JavaScript Object Notation (JSON) object previously stored in a client-side user data store by a particular bidding computing subsystem of the set.

29. The system of claim 28 , wherein the operations further comprise: sending the particular bid request to the particular bidding computing system;

receiving a bid response that includes a call to a predefined JavaScript function stored in association with the particular bidding computing subsystem;

executing the predefined JavaScript function; and

causing results of the executing to be stored in the client-side user data store.

30. The system of claim 19 wherein the operations further comprise: receiving a notification that an advertisement creative has been served to the impression consumer; and

updating information associated with the impression consumer to reflect the notification.

31. The system of claim 30 wherein the updating information associated with the impression consumer comprises incrementing an impression frequency counter by a predefined value.

32. The system of claim 19 wherein the information associated with the impression consumer includes information characterizing the impression consumer.

33. The system of claim 32 wherein the information characterizing the impression consumer includes at least one of demographic information, psychographic information, and behavioral data about the impression consumer.

34. The system of claim 32 wherein the information characterizing the impression consumer includes at least one of a browsing history and a purchasing history of the impression consumer.

35. The system of claim 19 wherein the operations further comprise:

generating a data retrieval request including information sufficient to uniquely identify the information associated with the impression consumer; and

sending the data retrieval request to a user data store management component.

36. The system of claim 35 wherein the information sufficient to uniquely identify the information associated with the impression consumer comprises an alphanumeric string of characters representative of an identifier of the impression consumer.