Systems and methods for using server side cookies by a demand side platform

A system for verifying a user across a plurality of advertisement exchanges and determining a bid for an impression opportunity on an advertisement exchange of the plurality of advertisement exchanges, the system comprising:

• one or more computer readable storage devices configured to store a plurality of computer executable instructions;
• and
• one or more hardware computer processors in communication with the one or more computer readable storage devices and configured to execute the plurality of computer executable instructions in order to operate a demand side platform, wherein the demand side platform is configured to:
• establish a cookie mapping for a user, the cookie mapping comprising a mapping of one or more user identifiers for the user used by one or more advertisement exchanges of the plurality of advertisement exchanges to a demand side platform user identifier used by the demand side platform for the user;
• receive a first biddable request to bid for a first impression opportunity on a first advertisement exchange of the plurality of advertisement exchanges,
• wherein the first biddable request comprises a first user identifier used by the first advertisement exchange to identify the user;
• insert into a first bid for the first impression opportunity a pixel comprising a key to the cookie mapping, and place the first bid for the first impression opportunity;
• map the first user identifier to the demand side platform user identifier, wherein the mapping the first user identifier to the demand side platform user identifier is caused by the pixel being triggered, wherein the pixel is triggered from serving an impression responsive to the first bid;
• generate a timestamp indicating when the mapping of the first user identifier to the demand side platform user identifier was performed, wherein the timestamp is stored in the cookie mapping;
• receive a second biddable request to bid for a second impression opportunity on a second advertisement exchange of the plurality of advertisement exchanges, wherein the second biddable request comprises a second user identifier used by the second advertisement exchange to identify the user;
• map the second user identifier to the common user identifier and associate the second user identifier to the first identifier via the common user identifier;
• verify that the mapping of the first user identifier is not expired in accordance to a predetermined policy by checking the timestamp indicating when the mapping of the first user identifier to the demand side platform user identifier was created;
• generate an updated mapping of the first user identifier against the demand side platform user identifier if the mapping of the first user identifier is determined to be expired;
• query user information associated with the verified or updated mapping of the first user identifier;
• and
• determine a second bid for the second impression opportunity in response to the queried user information associated with the verified or updated mapping of the first user identifier, wherein the second bid is determined based at least in part on the queried user information and on a time at which the queried user information is received.