A non-transitory machine-readable storage medium, comprising executable instructions that, when executed by a server system including processors, facilitate performance of operations, comprising:
- receiving, from a client device of a user, an ad request for an ad space of a seller, the ad space of the seller being for presentation in a user interface of an application executing on the client device of the user, wherein the application comprises a web browser application or a software application;
- creating a bid request for bidding on the ad space of the seller;
- sending the bid request to a plurality of bid servers at the server system;
- receiving a plurality of bids from the plurality of bid servers at the server system responsive to the bid request;
- accessing, from a visibility profile database at the server system, a first visibility profile associated with a first bid of the plurality of bids from a first bid server of the plurality of bid servers and a second visibility profile associated with a second bid of the plurality of bids from a second bid server of the plurality of bid servers, wherein the first visibility profile comprises a first flag word corresponding to a first binary number and the second visibility profile comprises a second flag word corresponding to a second binary number, wherein each digit of the first binary number and the second binary number each control visibility or access permission a first type or first piece of data associated with the user;
- accessing an advertising server at the server system to retrieve a first tracking code associated with a first creative of a first buyer corresponding to the first bid and a second tracking code associated with a second creative of a second buyer corresponding to the second bid;
- determining whether the first tracking code collects of data not permitted to be visible to the first buyer according to the first binary number of the first visibility profile associated with the first buyer corresponding to the first bid;
- determining, by the server system, whether the second tracking code collects any item of data not permitted to be visible to the second buyer according to the second binary number of the second visibility profile associated with the second buyer corresponding to the second bid;
- selecting the second bid of the second bid server as a winning bid responsive to determining that the second tracking code associated with the second bid does not collect any item of data not permitted to be visible to the second buyer according to the second binary number, wherein the winning bid corresponds to a second buyer and a second creative;
- accessing a second visibility profile from the visibility profile database of the server system, wherein the second visibility profile comprises a second flag word corresponding to a second binary number, wherein each digit of the second binary number sets visibility or access permission for the second buyer corresponding to the winning bid to a second type or second piece of data associated with the user;
- accessing a plurality of items of data associated with the user of the client device from a server-side user database at the server;
- determining a first data item of the plurality of items of data associated with the user that are permitted to be visible to the second buyer based on a digit of the second binary number corresponding to the first data item;
- and
- providing the first data item of the plurality of items of data associated with the user to the second bid server of the plurality of bid servers at the server system according to the determining that the first data item is permitted to be visible to the second buyer.