Generating mobile device-specific identifiers across native mobile applications and mobile browsers

1. A system for opting out of ad retargeting in a browser application of a mobile device, the system comprising a browser application of a mobile device that renders a webpage, the webpage comprising first instructions, executed by the browser application, to:

retrieve a stable identifier of the mobile device;

determine, based upon the retrieved stable identifier, whether sharing of a device identifier is disabled in the mobile device, including calling a service endpoint to check a mapping between the stable identifier and a timestamp; and

identify the mobile device to an ad server or a real-time bidding (RTB) platform based on the retrieved stable identifier, as part of a bid request associated with at least one ad impression, when sharing of the device identifier is not disabled in the mobile device, including:

generating, by the browser application or a native application installed on the mobile device, the bid request associated with the at least one ad impression and transmitting the bid request to the ad server or the RTB platform,

processing, by the ad server or the RTB platform, the bid request and sending the bid request to at least one remote computing device, and

extracting, by the at least one remote computing device, the stable identifier from the bid request and updating the mapping between the stable identifier and the timestamp with the current time.

2. The system of claim 1 , wherein the stable identifier and the device identifier are the same.

3. The system of claim 1 , wherein the stable identifier is an iOS™ IDFA.

4. The system of claim 1 , wherein the stable identifier is an Android™ AAID.

5. The system of claim 1 , wherein retrieving a stable identifier of the mobile device comprises retrieving the stable identifier from a locally-stored value.

6. The system of claim 1 , wherein when sharing of the device identifier is disabled in the mobile device, retrieving a stable identifier of a mobile device returns a null value for the stable identifier of the mobile device.

7. The system of claim 1 , wherein when sharing of the device identifier is disabled in the mobile device, the mobile device clears a locally-stored value that includes the stable identifier of the mobile device.

8. The system of claim 7 , wherein the locally-stored value is in one or more of: a first-party cookie, a third-party cookie, a partitioned third-party cookie, a browser cache, a partitioned browser cache, or local storage.

9. The system of claim 1 , wherein retrieving a stable identifier of the mobile device comprises retrieving the stable identifier using at least one call to a service endpoint coupled to the mobile device via a communications network.

10. The system of claim 9 , wherein retrieving a stable identifier of the mobile device using at least one call to a service endpoint comprises:

generating, by the service endpoint, a transient identifier for the mobile device;

determining, by the service endpoint, the stable identifier of the mobile device by using a mapping between the transient identifier and the stable identifier;

determining, by the service endpoint, whether sharing of the device identifier is disabled in the mobile device by using the mapping between the stable identifier and the timestamp; and

if sharing of the device identifier in the mobile device is disabled, returning a null value for the stable identifier from the at least one call to a service endpoint.

11. The system of claim 10 , wherein sharing of the device identifier is determined to be disabled in the mobile device when the timestamp, in the second mapping between the stable identifier and a timestamp, is older than a defined time period.

12. The system of claim 11 , wherein the defined time period is 24 hours, 48 hours, or 72 hours.

13. The system of claim 11 , wherein the browser application or the native application installed on the mobile device:

generates a request to the service endpoint, the request comprising the stable identifier of the mobile device;

wherein the service endpoint extracts the stable identifier from the request; and

and updates the second mapping between the stable identifier and the timestamp with the current time.

14. A computerized method of opting out of ad retargeting in a browser application of a mobile device, the method comprising:

rendering, by a browser application of a mobile device, a webpage, the webpage comprising first instructions; and

executing, by the browser application, the first instructions to:

retrieve a stable identifier of the mobile device,

determine, based upon the retrieved stable identifier, whether sharing of a device identifier is disabled in the mobile device, including calling a service endpoint to check a mapping between the stable identifier and a timestamp, and

identify the mobile device to an ad server or a real-time bidding (RTB) platform based on the retrieved stable identifier, as part of a bid request associated with at least one ad impression, when sharing of the device identifier is not disabled in the mobile device, including:

generating, by the browser application or a native application installed on the mobile device, the bid request associated with the at least one ad impression and transmitting the bid request to the ad server or the RTB platform,

processing, by the ad server or the RTB platform, the bid request and sending the bid request to at least one remote computing device, and

extracting, by the at least one remote computing device, the stable identifier from the bid request and updating the mapping between the stable identifier and the timestamp with the current time.

15. The method of claim 14 , wherein the stable identifier and the device identifier are the same.

16. The method of claim 14 , wherein the stable identifier is an iOS™ IDFA.

17. The method of claim 14 , wherein the stable identifier is an Android™ AAID.

18. The method of claim 14 , wherein retrieving a stable identifier of the mobile device comprises retrieving the stable identifier from a locally-stored value.

19. The method of claim 18 , wherein when sharing of the device identifier is disabled in the mobile device, the mobile device clears the locally-stored value that includes the stable identifier of the mobile device.

20. The method of claim 18 , wherein the locally-stored value is in one or more of: a first-party cookie, a third-party cookie, a partitioned third-party cookie, a browser cache, a partitioned browser cache, or local storage.

21. The method of claim 14 , wherein when sharing of the device identifier is disabled in the mobile device, retrieving a stable identifier of a mobile device returns a null value for the stable identifier of the mobile device.

22. The method of claim 14 , wherein retrieving a stable identifier of the mobile device comprises retrieving the stable identifier using at least one call to a service endpoint coupled to the mobile device via a communications network.

23. The method of claim 22 , wherein retrieving a stable identifier of the mobile device using at least one call to a service endpoint comprises:

generating, by the service endpoint, a transient identifier for the mobile device;

determining, by the service endpoint, the stable identifier of the mobile device by using a first mapping between the transient identifier and the stable identifier;

determining, by the service endpoint, whether sharing of the device identifier is disabled in the mobile device by using the mapping between the stable identifier and the timestamp; and

if sharing of the device identifier in the mobile device is disabled, returning a null value for the stable identifier from the at least one call to a service endpoint.

24. The method of claim 14 , wherein sharing of the device identifier is determined to be disabled in the mobile device when the timestamp, in the mapping between the stable identifier and a timestamp, is older than a defined time period.

25. The method of claim 24 , wherein the defined time period is 24 hours, 48 hours, or 72 hours.

26. The method of claim 14 , wherein the browser application or the native application installed on the mobile device:

generates a request to the service endpoint remote computing device, the request comprising the stable identifier of the mobile device;

wherein the service endpoint extracts the stable identifier from the request

and updates the mapping between the stable identifier and the timestamp with the current time.