Real-time selection of targeted advertisements by target devices while maintaining data privacy

A non-transitory computer readable medium including instructions that, when executed by at least one processor, cause the at least one processor to perform operations for conducting a real-time selection of a targeted advertisement on a personal computing device, comprising:

• receiving, on the personal computing device, a plurality of sets of advertising competition rules, the plurality of sets of advertising competition rules being associated with a plurality of discrete advertising campaigns;
• identifying an opportunity to display a targeted advertisement to a user of the personal computing device;
• accessing sensitive data associated with the user stored locally on the personal computing device, wherein the sensitive data is not made available outside of the personal computing device without authorization from the user;
• conducting, based on the identified opportunity and using the accessed sensitive data, a real-time selection to identify at least one of the plurality of discrete advertising campaigns, wherein the real-time selection is based on one or more of the plurality of sets of advertising competition rules;
• and
• receiving a targeted advertisement on the personal computing device associated with the selected at least one discrete advertising campaign.