Automated selection of bidders for online advertisements using collaborative bidding rules
Approaches for collaborative advertising bidding comprise receiving, from an ad exchange, a bid request for an advertisement space for a viewing user. The approaches further comprise retrieving logged data associated with the viewing user, the logged data corresponding to the viewing user's online exposure to web content including at least one of commercial webpages, online representations of services or products having purchase information, and advertisements. A first advertiser and a second advertiser who have entered into an advertising collaborating relationship to respond to bid requests are identified. A determination is made as to whether a portion of the retrieved logged data for the viewing user is associated with the first advertiser or with the second advertiser. Additionally, based on the determining, one of the first advertiser and the second advertiser is selected to submit a bid for the advertisement space in response to the bid request.
1. A processor-implemented method performed by an ad broker server, the processor-implemented method comprising:
receiving, by the ad broker server, from a first advertiser, collaboration rules specifying how the ad broker server determines which of the first advertiser and a second advertiser should submit a bid for an advertisement space;
receiving, by the ad broker server, from an ad exchange, a bid request for a first advertisement space for a viewing user on a web page viewed by the viewing user;
retrieving, by the ad broker server, logged data for the viewing user;
determining, by the ad broker server, that the logged data was obtained at least in part from the first advertiser;
determining, by the ad broker server, using the logged data, that the viewing user satisfies targeting criteria of the first advertiser and of the second advertiser;
determining, by the ad broker server, that the first advertiser and the second advertiser have entered into an advertising collaborative relationship;
identifying, by the ad broker server, the collaboration rules of the first advertiser for the advertising collaborative relationship;
evaluating, by the ad broker server, the collaboration rules using the logged data; and
based on the evaluating, selecting, by the ad broker server, either: the first advertiser to submit a bid for the advertisement space to the exclusion of the second advertiser, or the second advertiser to submit a bid for the advertisement space to the exclusion of the first advertiser.
2. The method of claim 1 , wherein:
the logged data corresponds to the viewing user's online exposure to web content including at least one of commercial webpages, online representations of services or products having purchase information, and online advertisements.
3. The method of claim 1 , further comprising:
receiving, via monitoring scripts made available to one or more entities associated with a respective advertiser, logged data for a plurality of users and owned by the respective advertiser, the logged data including statistics for the users' online activities in conjunction with the respective advertiser.
4. The method of claim 1 , wherein retrieving logged data for the viewing user comprises:
receiving from the ad exchange a user identifier corresponding to the viewing user;
accessing a previously stored mapping between user identifiers used by the ad exchange and identifiers known to one or more collaborating advertisers, the mapping stored via prior synchronization with the ad exchange; and
identifying the viewing user based on a match between the user identifier obtained from the ad exchange and a user identifier in the previously stored mapping.
5. The method of claim 1 , wherein determining that a first advertiser and a second advertiser have entered into an advertising collaborating relationship to respond to bid requests comprises analyzing the bid request to determine whether the bid request has attributes that match ad targeting criteria for both the first and second advertisers.
6. The method of claim 1 , further comprising computing an appropriate bid from the selected advertiser for the advertisement space in response to the bid request by analyzing the retrieved logged data for the viewing user to determine attributes of the bid based on the viewing user's historical ad engagement and exposure statistics contained in the retrieved logged data.
7. The method of claim 1 , wherein:
the collaboration rules include a set of predefined conditions that are evaluated in response to the bid request based on properties of the logged data for the viewing user, to identify which if any of the first and second advertisers would be selected to submit a bid in response to the bid request.
8. The method of claim 1 , wherein two or more advertisers share a collaborative relationship based on the two or more advertisers having performed at least one of:
sharing logged data, submitting bid requests for similar ad spaces or ad campaigns, and advertising related products.
9. The method of claim 1 , further comprising:
determining that a portion of the retrieved logged data used to identify the viewing user's historical ad engagement and exposure statistics for the viewing user was associated with the first advertiser but not the second advertiser; and
in response, selecting the first advertiser preferentially over the second advertiser for responding to the bid request.
10. The method of claim 1 , wherein:
evaluating the collaboration rules comprises:
determining that a portion of the retrieved logged data for the viewing user was associated with the first advertiser but not the second advertiser; and
establishing that the received bid request satisfies conditions for forfeiture by the first advertiser; and
the selecting comprises:
selecting the second advertiser to submit a bid for the advertisement space to the exclusion of the first advertiser.
11. The method of claim 1 , wherein the bid request is an invitation for an advertiser to submit a bid for participation in an advertisement auction for the advertisement space for the viewing user.
12. The method of claim 1 , further comprising:
sending, to the ad exchange, a bid for the advertisement space, wherein sending the bid is responsive to the selection.
13. An ad broker server comprising a processor and a non-transitory computer-readable storage medium storing instructions executable by the processor, the instructions comprising:
instructions for, receiving, by the ad broker server, from a first advertiser, collaboration rules specifying how the server determines which of the first advertiser and a second advertiser should submit a bid for an advertisement space;
instructions for, receiving, by the ad broker server, from an ad exchange, a bid request for a first advertisement space for a viewing user on a web page viewed by the viewing user, comprising an ad exchange user identifier;
instructions for, by the ad broker server, synchronizing cookies with the ad exchange to match the ad exchange user identifier to an ad broker user identifier;
instructions for, retrieving, by the ad broker server, logged data for the viewing user based on the matched ad broker user identifier;
instructions for, determining, by the ad broker server, that the logged data was obtained at least in part from the first advertiser;
instructions for, determining, by the ad broker server, using the logged data, that the viewing user satisfies targeting criteria of the first advertiser and of a second advertiser;
instructions for, determining, by the ad broker server, that the first advertiser and the second advertiser have entered into an advertising collaborative relationship;
instructions for, identifying, by the ad broker server, the collaboration rules of the first advertiser for the advertising collaborative relationship;
instructions for, evaluating, by the ad broker server, the collaboration rules using the logged data, the collaboration rules not taking into account advertisement spaces on the web page other than the first advertisement space; and
instructions for, by the ad broker server, based on the evaluating, selecting either: the first advertiser to submit a bid for the advertisement space to the exclusion of the second advertiser, or the second advertiser to submit a bid for the advertisement space to the exclusion of the first advertiser.
14. The non-transitory computer-readable storage medium of claim 13 , wherein:
the logged data corresponds to the viewing user's online exposure to web content including at least one of commercial webpages, online representations of services or products having purchase information, and online advertisements.
15. The non-transitory computer-readable storage medium of claim 13 , the instructions further comprising instructions for receiving via monitoring scripts made available to one or more entities associated with a respective advertiser, logged data for a plurality of users and owned by the respective advertiser, the logged data including statistics for the users' online activities in conjunction with the respective advertiser.
16. The non-transitory computer-readable storage medium of claim 13 , wherein retrieving logged data for the viewing user comprises:
receiving from the ad exchange a user identifier corresponding to the viewing user;
accessing a previously stored mapping between user identifiers used by the ad exchange and identifiers known to one or more collaborating advertisers, the mapping stored via prior synchronization with the ad exchange; and
identifying the viewing user based on a match between the user identifier obtained from the ad exchange and a user identifier in the previously stored mapping.
17. The non-transitory computer-readable storage medium of claim 13 , wherein determining that a first advertiser and a second advertiser have entered into an advertising collaborating relationship to respond to bid requests comprises analyzing the bid request to determine whether the bid request has attributes that match ad targeting criteria for both the first and second advertisers.
18. A processor-implemented method performed at an ad broker server, comprising:
receiving, by the ad broker server, from a first advertiser, collaboration rules specifying how the ad broker server determines which of the first advertiser and a second advertiser should submit a bid for an advertisement space;
receiving, by the ad broker server, from an ad exchange, a bid request for an advertisement space for a viewing user on a web page viewed by the viewing user;
retrieving, by the ad broker server, logged data associated with the viewing user;
determining, by the ad broker server, that the first advertiser and the second advertiser have entered into an advertising collaborative relationship to respond to bid requests;
determining, by the ad broker server, whether a portion of the retrieved logged data for the viewing user is associated with the first advertiser or with the second advertiser; and
based on determining whether the portion of the retrieved logged data for the viewing user is associated with the first advertiser or with the second advertiser and on the collaboration rules, the collaboration rules not taking into account advertisement spaces on the web page other than the first advertisement space, selecting, by the ad broker server, as an advertiser to submit a bid for the advertisement space in response to the bid request, one of the first advertiser and the second advertiser, to the exclusion of the other.
19. The method of claim 18 , wherein identifying the first advertiser and the second advertiser collaborating to respond to the bid request comprises analyzing the logged data for the viewing user to determine whether the bid request has attributes that match ad targeting criteria for both the first and the second advertisers.
20. The method of claim 18 , wherein:
the logged data corresponds to the viewing user's online exposure to web content including at least one of commercial webpages, online representations of services or products having purchase information, and online advertisements.