Advertising platform transaction management

A transaction management computing subsystem, comprising:

• a processor;
• and
• a memory that stores executable instructions that, when executed by the processor, facilitate performance of operations, the operations comprising:
• generating, according to restriction information, a plurality of bid requests, wherein the restriction information is obtained from an ad tag associated with a request included in a message received from a server, wherein the plurality of bid requests include at least a portion of data associated with a user that is retrieved from a user data store, wherein the data is retrieved from the user data store according to a user identification (ID), wherein the user ID is included in a header, wherein the header is obtained from information associated with the request that is included in the message received from the server, and wherein the message corresponds to an ad call, wherein the plurality of bid requests further characterize one or more ad spaces of a software application associated with the request that is included in the message received from the server, wherein a first bid request of the plurality of bid requests comprises first characterizing information of the user, wherein a second bid request of the plurality of bid requests comprises second characterizing information of the user, and wherein the first characterizing information is different from the second characterizing information;
• selecting at least a first decisioning subsystem and a second decisioning subsystem, wherein the first decisioning subsystem and the second decisioning subsystem are selected from among a plurality of decisioning subsystems managed by a plurality of buyers, and wherein the first decisioning subsystem and the second decisioning subsystem are selected according to the restriction information;
• submitting the first bid request to the first decisioning subsystem and the second bid request to the second decisioning subsystem;
• receiving a return bid message generated by a respective processor of one or more of the first decisioning subsystem and the second decisioning subsystem resulting in at least one return bid message;
• and
• submitting, according to the at least one return bid message, a winning bid to the server, wherein the winning bid includes ad data enabling presentation of one or more advertisements in the one or more ad spaces.

A non-transitory machine-readable medium comprising executable instructions that, when executed by a transaction management computing subsystem including a processor, facilitate performance of operations, the operations comprising:

• generating, according to ad tag information obtained from an ad tag that is associated with a software application, a plurality of bid requests, wherein the plurality of bid requests include at least a portion of data associated with a user that is retrieved according to a user identification (ID), wherein the user ID is included in a header that is obtained from request information associated with a request, wherein the request information is included in an ad call, wherein the ad call is received from the software application, wherein the plurality of bid requests further characterize one or more ad spaces associated with the request, wherein a first bid request of the plurality of bid requests comprises first characterizing information of the user, wherein the first characterizing information includes first information that had been provided by a first buyer of a plurality of buyers, wherein a second bid request of the plurality of bid requests comprises second characterizing information of the user, wherein the second characterizing information includes second information that had been provided by a second buyer of the plurality of buyers, and wherein the first characterizing information is different from the second characterizing information;
• submitting the first bid request to a selected first decisioning subsystem, of a plurality of decisioning subsystems, that is managed by the first buyer;
• submitting the second bid request to a selected second decisioning subsystem, of the plurality of decisioning subsystems, that is managed by the second buyer;
• receiving a return bid message generated by a respective processor of one or more of the first decisioning subsystem and the second decisioning subsystem resulting in at least one return bid message;
• and
• submitting, according to the at least one return bid message, a winning bid to the software application, wherein the winning bid includes ad data that enables the software application to obtain one or more advertisements for presentation in the one or more ad spaces.