Advertising platform user data store management

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.