# US 11,308,525 B2 · Systems and methods for augmenting real-time electronic bidding data with auxiliary electronic data > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 11,308,525 B2 - Document ID: US11308525B2 - Status: Granted - Kind: B2 - Application number: 16/578,801 - Filed: 2019-09-23 - Published: 2020-01-16 - Granted: 2022-04-19 - Earliest claimed: 2015-12-15 - Assignees: Yahoo Ad Tech LLC - Applicants: Verizon Media Inc. - Inventors: Seth Mitchell Demsey; Matthew M. Patton - Web page: https://patentgrep.com/patent/US11308525B2 ## CPC - G06Q 30/0275: {Auctions} - G06Q 30/0277: {Online advertisement} - G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR ## Abstract Systems, methods, and computer-readable media are disclosed for augmenting real-time bidding data with proprietary data. One method includes: receiving, at a server over an electronic communications network from a real-time impression bidder, a bid request or a request to augment a bid request with proprietary data; accessing, by the server from an internal database, proprietary data of a data augmenting service based on a user identifier of the bid request; determining, by the server, proprietary data to include in an augmented bid request based on at least one of the received bid request and the user identifier; formatting, by the server, the augmented bid request into a standardized, augmented bid request; and transmitting, by the server over the electronic communications network, the standardized, augmented bid request to the real-time impression bidder. ## Claims ### Claim 1 A computer-implemented method for augmenting real-time bidding data with proprietary data, the method including: receiving, at a server of a data augmenting service, a request from a real-time bidding exchange to augment a bid request with proprietary data, the bid request including a user identifier, the server of the data augmenting service being in electronic communication between the real-time bidding exchange and one or more real-time impression bidders over an electronic communications network; comparing, by the server, the user identifier against one or more user identifiers stored in a database of the data augmenting service; based on matching the user identifier with one or more user identifiers stored in the database, determining, by the server, proprietary data to include in an augmented bid request, the proprietary data including user-specific data associated with the user identifier; generating, by the server, the augmented bid request based on the bid request and the user identifier, the augmented bid request including the proprietary data, the augmented bid request including at least one of demographic information, segment information, and user-specific information; formatting, by the server, the augmented bid request into a standardized, augmented bid request; and transmitting, by the server over the electronic communications network, the standardized, augmented bid request to the one or more real-time impression bidders. ### Claim 2 (depends on 1) The method of claim 1, further comprising: receiving, at the server of the data augmenting service, a second request from the real-time bidding exchange to augment a second bid request with proprietary data, the second bid request including a second user identifier; comparing, by the server, the second user identifier against the one or more user identifiers stored in the database of the data augmenting service; based on matching the second user identifier with the one or more user identifiers stored in the database, determining, by the server, proprietary data to include in a second augmented bid request, the proprietary data including user-specific data associated with the second user identifier; formatting, by the server, the second augmented bid request into a second standardized, augmented bid request; and transmitting, by the server over the electronic communications network, the second standardized, augmented bid request to the real-time bidding exchange. ### Claim 3 (depends on 2) The method of claim 2, wherein the steps of receiving, accessing, determining, formatting, and transmitting occur concurrently. ### Claim 4 (depends on 2) The method of claim 2, wherein the steps of receiving, accessing, determining, formatting, and transmitting occur consecutively. ### Claim 5 (depends on 2) The method of claim 2, wherein the second standardized, augmented bid request is used to adjust the bid request by the real-time bidding exchange. ### Claim 6 (depends on 1) The method of claim 1, further comprising: decrypting, by the server, the bid request for proprietary data; and encrypting, by the server, the standardized, augmented bid request. ### Claim 7 (depends on 1) The method of claim 1, wherein the standardized, augmented bid request is used to determine whether to respond to the bid request by the real-time impression bidder. ### Claim 8 A system for augmenting real-time bidding data with proprietary data, the system including: at least one data storage device storing instructions for augmenting real-time bidding data with proprietary data; and at least one processor configured to execute the instructions to perform a method for augmenting real-time bidding data with proprietary data, the method including: receiving, at a server of a data augmenting service, a request from a real-time bidding exchange to augment a bid request with proprietary data, the bid request including a user identifier, the server of the data augmenting service being in electronic communication between the real-time bidding exchange and one or more real-time impression bidders over an electronic communications network; comparing, by the server, the user identifier against one or more user identifiers stored in a database of the data augmenting service; based on matching the user identifier with one or more user identifiers stored in the database, determining, by the server, proprietary data to include in an augmented bid request, the proprietary data including user-specific data associated with the user identifier; generating, by the server, the augmented bid request based on the bid request and the user identifier, the augmented bid request including the proprietary data, the augmented bid request including at least one of demographic information, segment information, and user-specific information; formatting, by the server, the augmented bid request into a standardized, augmented bid request; and transmitting, by the server over the electronic communications network, the standardized, augmented bid request to the one or more real-time impression bidders. ### Claim 9 (depends on 8) The system of claim 8, wherein the processor is further configured to execute the instructions to perform the method further including: receiving, at the server of the data augmenting service, a second request from the real-time bidding exchange to augment a second bid request with proprietary data, the second bid request including a second user identifier; comparing, by the server, the second user identifier against the one or more user identifiers stored in the database of the data augmenting service; based on matching the second user identifier with the one or more user identifiers stored in the database, determining, by the server, proprietary data to include in a second augmented bid request, the proprietary data including user-specific data associated with the second user identifier; formatting, by the server, the second augmented bid request into a second standardized, augmented bid request; and transmitting, by the server over the electronic communications network, the second standardized, augmented bid request to the real-time bidding exchange. ### Claim 10 (depends on 9) The system of claim 9, wherein the steps of receiving, accessing, determining, formatting, and transmitting occur concurrently. ### Claim 11 (depends on 9) The system of claim 9, wherein the steps of receiving, accessing, determining, formatting, and transmitting occur consecutively. ### Claim 12 (depends on 8) The system of claim 8, wherein the standardized, augmented bid request is used to determine whether to respond to the bid request by the real-time impression bidder. ### Claim 13 (depends on 8) The system of claim 8, wherein the processor is further configured to execute the instructions to perform the method further including: decrypting the bid request for proprietary data; and encrypting the standardized, augmented bid request. ### Claim 14 (depends on 9) The system of claim 9, wherein the second standardized, augmented bid request is used to adjust the bid request by the real-time bidding exchange. ### Claim 15 A non-transitory computer-readable medium storing instructions that, when executed by a computer, cause the computer to perform a method for augmenting real-time bidding data with proprietary data, the method including: receiving, at a server of a data augmenting service, a request from a real-time bidding exchange to augment a bid request with proprietary data, the bid request including a user identifier, the server of the data augmenting service being in electronic communication between the real-time bidding exchange and one or more real-time impression bidders over an electronic communications network; comparing, by the server, the user identifier against one or more user identifiers stored in a database of the data augmenting service; based on matching the user identifier with one or more user identifiers stored in the database, determining, by the server, proprietary data to include in an augmented bid request, the proprietary data including user-specific data associated with the user identifier; generating, by the server, the augmented bid request based on the bid request and the user identifier, the augmented bid request including the proprietary data, the augmented bid request including at least one of demographic information, segment information, and user-specific information; formatting, by the server, the augmented bid request into a standardized, augmented bid request; and transmitting, by the server over the electronic communications network, the standardized, augmented bid request to the one or more real-time impression bidders. ### Claim 16 (depends on 15) The computer-readable medium of claim 15, further comprising: receiving, at the server of the data augmenting service, a second request from the real-time bidding exchange to augment a second bid request with proprietary data, the second bid request including a second user identifier; comparing, by the server, the second user identifier against the one or more user identifiers stored in the database of the data augmenting service; based on matching the second user identifier with the one or more user identifiers stored in the database, determining, by the server, proprietary data to include in a second augmented bid request, the proprietary data including user-specific data associated with the second user identifier; formatting, by the server, the second augmented bid request into a second standardized, augmented bid request; and transmitting, by the server over the electronic communications network, the second standardized, augmented bid request to the real-time bidding exchange. ### Claim 17 (depends on 16) The computer-readable medium of claim 16, wherein the steps of receiving, accessing, determining, formatting, and transmitting occur concurrently. ### Claim 18 (depends on 16) The computer-readable medium of claim 16, wherein the steps of receiving, accessing, determining, formatting, and transmitting occur consecutively. ### Claim 19 (depends on 16) The computer-readable medium of claim 16, wherein the second standardized, augmented bid request is used to adjust the bid request by the real-time bidding exchange. ### Claim 20 (depends on 15) The computer-readable medium of claim 15, wherein the standardized, augmented bid request is used to determine whether to respond to the bid request by the real-time impression bidder.