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Method and System for Retargeting Protection in Real Time Bidding (RTB)

IP.com Disclosure Number: IPCOM000213597D
Publication Date: 2011-Dec-22
Document File: 1 page(s) / 27K

Publishing Venue

The IP.com Prior Art Database

Related People

Arpit Gupta: INVENTOR

Abstract

A method and system for retargeting protection in Real Time Bidding (RTB) is disclosed.

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Method and System for Retargeting Protection in Real Time Bidding (RTB)

Abstract

A method and system for retargeting protection in Real Time Bidding (RTB) is disclosed. 

Description

Real time bidding or RTB has become an important offering in the display advertising exchange world.  Both publishers and advertisers are benefitting from a free exchange and ability to come in dynamically and make a bid without having prior contracts.  This ecosystem brings in its disadvantages as well.  The information leakage is a problem faced by the publishers.  This leakage adversely affects their ability to gain better yield.  The lost data is used for retargeting and benefitting other publishers with lower bids and both the publishers with non-premium inventory win at the cost of non-premium advertisers.  The data loss occurs when the advertisers bid but lose the bid (on purpose), however in the bidding process they end up getting all the vital targeting information from the publishers.  This could be later retargeted in a short time on another site with similar audiences and help the advertisers to win at a lower bid price at a low-end publisher.  In such situations, the publisher is at loss especially if they are premium publishers.  Therefore, there is a need for data protection and retargeting safeguards. 

The method and system disclosed herein involves having a two-tier information structure for all advertisers/publishers.  The first tier is visible for all auctions in th...