A non-transitory machine-readable storage medium, comprising executable instructions that, responsive to being executed by a processing system operating as an online advertising platform, facilitate performance of operations, comprising:
- receiving, by a transaction management computing subsystem of an online advertising platform, a call for an advertisement to be served to an impression consumer, the call including a single platform-specific ad tag, the platform-specific ad tag including information about multiple ad spaces on a web page to reduce latency in communicating with the transaction management computing subsystem;
- determining, by the processing system, that the web page is part of a pre-existing media buy of an impression buyer, wherein the determining is based on information of the platform-specific ad tag;
- generating, by the transaction management computing subsystem, a bid request for the impression buyer, wherein the bid request comprises information characterizing the impression consumer;
- communicating, by the transaction management computing subsystem, the bid request to a hosted bidder subsystem associated with the impression buyer, wherein the hosted bidder subsystem is one of a plurality of hosted bidder subsystems that are maintained by the online advertising platform, wherein respective hosted bidder subsystems of the plurality of hosted bidder subsystems are co-located in a single data center with the transaction management computing subsystem of the online advertising platform, wherein within the single data center the transaction management computing subsystem and the plurality of hosted bidder subsystems are communicatively coupled via a platform impression bus to reduce latency between the transaction management computing subsystem and the plurality of hosted bidder subsystems, wherein bid requests and bid responses are communicated via the platform impression bus in fractions of a single second and without any redirects in order to reduce a number of dropped impressions, and wherein each respective hosted bidder subsystem of the plurality of hosted bidder subsystems is utilized by respective impression buyer members of a group of impression buyer members that are distinct entities;
- determining, by the hosted bidder subsystem associated with the impression buyer, that the value of the impression consumer does not exceed a threshold;
- performing by the hosted bidder subsystem associated with the impression buyer, a first auction to determine a winning bid to serve the advertisement, wherein the first auction is performed among the impression buyer and other advertisers associated with the impression buyer after the determining the value of the impression consumer does not exceed the a reserve price set by the impression buyer;
- receiving, by the transaction management computing subsystem, an auction notification from the hosted bidder subsystem associated with the impression consumer, wherein the auction notification comprises information about a reserve advertising creative to be served and the reserve price, and wherein the auction notification is generated by the hosted bidder subsystem if a winning bid of the first auction does not exceed the reserve price;
- providing, by the transaction management computing subsystem, a secondary bid request, wherein the secondary bid request comprises information characterizing the impression consumer to other hosted bidder subsystems of the plurality of hosted bidder, wherein the secondary bid request is communicated to a group of hosted bidder subsystems of the plurality of hosted bidder subsystems of the online advertising platform;
- receiving, by the transaction management computing subsystem, respective bid responses from the group of hosted bidder subsystems, wherein providing the secondary bid request to a hosted bidder subsystem of the group of hosted bidder subsystems includes forwarding an object to the hosted bidder subsystem, wherein the object comprises user data characterizing the impression consumer, wherein the respective bid responses include a bid response from the hosted bidder subsystem of the group of hosted bidder subsystems, wherein the bid response from the hosted bidder subsystem of the group of hosted bidder subsystems comprises a call to a predefined function that operates on a global variable containing the user data characterizing the impression consumer;
- and
- performing, by the transaction management computing subsystem, a second auction among the group of impression buyer members to identify an advertising creative to serve, wherein a first bid response of a plurality of bid responses includes the reserve price received from a impression buyer via the auction notification, wherein a second bid response of the plurality of bid responses includes a bid price received from a second impression buyer to provide a second advertisement creative, wherein the second impression buyer is part of the group of impression buyer members, and wherein the second auction is based on a comparison of the reserve price of the impression buyer to the bid price received the second impression buyer.