Xandr Inc.

Yahoo! Inc.

Appnexus Inc.

Microsoft Technology Licensing, LLC

Michiel Nolet

Charles Brian O'Kelley

Andrew S Dilling

Frederick Bou-Hsuen Lu

David M Himrod

Boris Mouzykantskii

Frederick B Lu

Frederick Bou-Hsuon Lu

Michael Teplitsky

A computer-implemented method includes generating, using a transaction management computing subsystem of an advertising platform, a set of primary bid requests responsive to receipt of an advertising call. Each primary bid request includes information sufficient to characterize an impression consumer and information sufficient to characterize each of one or more impressions identified in the advertising call. The method also includes sending the set of primary bid requests from the transaction management computing subsystem to a first set of decisioning computing subsystems of the advertising platform. Each decisioning computing subsystem of the first set being operable to generate a bid response based on the information included in a primary bid request. The method further includes selecting, using the transaction management computing subsystem, a first bid response from among the bid responses generated by the first set of decisioning computing subsystems; and taking, by the transaction management computing subsystem, an action on the first bid response.

Advertising platform transaction management

A computer-implemented method includes receiving, at a transaction management computing subsystem of an advertising platform, a call for an advertisement creative to be served to an impression consumer; generating, using the transaction management computing subsystem, a set of bid requests, at least two bid requests of the set including respective subsets of user data store information associated with the impression consumer; and sending, by the transaction management computing subsystem, the set of bid requests to a set of bidding computing subsystems, each bidding computing subsystems being operable to generate a bid response based on the information included in its bid request.

Advertising platform user data store management

A system for providing an online advertising platform includes a first non-transitory machine-readable medium storing instructions executable by one or more data processors to group impression inventory units based at least in part on performance characteristics of the impression inventory units.

Advertising venues and optimization

A method for testing a candidate creative by inspecting a technical attribute of the candidate creative; determining that the candidate creative is a fixed creative; classifying the candidate creative according to a content attribute thereof; and queuing the candidate creative for re-inspection of the technical attribute.

Creative audit system

There are methods and apparatus, including computer program products, for providing a probability tree of nodes in which each node is associated with a tries value and a success value, and at least one node is associated with a computed probability value representative of a predicted response rate for an advertisement creative; and computing a first probability value for a first node of the probability tree based on its associated tries value and success value, and a computed probability value associated with a parent node to the first node. In one exemplary embodiment, the first probability is computed according to the following equation: 

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Michiel Nolet