Systems, methods and programmed products for electronic bidding on and electronic tracking, delivery and performance of digital advertisements on non-personal digital devices

A computer system comprising:

• one or more processors;
• and
• non-transitory computer-readable memory operatively connected to the one or more processors and having stored thereon machine-readable instructions that, when executed by the one or more processors, cause the one or more processors to perform a method comprising:
• (A) receiving, at the computer system, from a non-personal digital device, an indication that an ad slot will be available for display of a digital advertisement on the non-personal digital device at a first period of time;
• (B) calling, by the computer system, N digital ad buying systems, where N is equal to one or more, the step of calling comprising:
• (i) estimating, by the computer system, a projected number of advertising impressions related to the digital advertisement displayed by the non-personal digital device during the first period of time;
• (ii) generating an impression estimate X based on at least the projected number of advertising impressions;
• (iii) generating, by the computer system, Y bid requests for each of the N digital ad buying systems, where Y is equal to the number of different messages required to express advertising formats supported by both the non-personal digital device and the N digital ad buying systems;
• and
• (iv) sending, by the computer system, to each of the N digital ad buying systems, the Y bid requests, with each of the Y bid requests comprising the impression estimate X;
• and
• (C) receiving, by the computer system, from each of the N digital ad buying systems, Y bid responses to the Y bid requests, wherein the Y bid responses include Z bids, where Z is equal to one or more, each of the Z bids comprising:
• (i) pricing information associated with a price that a respective digital ad buying system of the N digital buying systems is willing to pay per impression;
• (ii) digital advertisement creative information, wherein the digital advertisement creative information includes at least one of a digital advertisement creative or an identifier associated with a previously registered digital advertisement creative, where the digital advertisement creative is to be displayed in the case where the bid response is a winning bid response;
• (iii) metadata associated with the digital advertisement creative information;
• and
• (iv) digital ad buying impression data configured for registering up to X impressions in the respective digital ad buying system;
• (D) selecting, by the computer system, from at least some of the bid responses received from the N digital ad buying systems, a winning bid included in a winning bid response associated with a winning digital ad buying system of the N digital buying systems associated with a winning advertiser;
• (E) notifying, by the computer system, the winning digital ad buying system of the winning bid included in the winning bid response, the step of notifying comprising:
• (i) obtaining, by the computer system, from the winning bid response, X sets of digital ad buying impression data provided by the winning digital ad buying system associated with the winning advertiser, the X sets of digital ad buying impression data configured to generate one or more won impression notifications after receipt of an initial win notification;
• (ii) generating, by the computer system, X won impression notifications based on at least the obtained X sets of digital ad buying impression data;
• (iii) generating, by the computer system, X unique placeholder advertising identifiers;
• (iv) appending, by the computer system, the X unique placeholder advertising identifiers to the X won impression notifications;
• and
• (v) sending, from the computer system to the winning digital ad buying system, the X won impression notifications with the appended unique placeholder advertising identifiers;
• (F) accessing, by the computer system, the digital advertising creative associated with the winning bid;
• (G) formatting, by the computer system, the winning digital advertising creative for display on the non-personal digital device, the step of formatting comprising:
• (i) modifying, by the computer system, the winning digital advertising creative to optimize size and location associated with the display of the winning digital advertising creative on the non-personal digital device;
• (ii) extracting, by the computer system, from the winning digital advertising creative, one or more ad tags for capturing information related to delivery of the winning digital advertising creative;
• and
• (iii) extracting, by the computer system, from the winning digital advertising creative, one or more click trackers provided for recording interactions and recording events initiated on one or more personal electronic devices associated with one or more consumers exposed to the winning digital advertising creative;
• and
• (H) translating, by the computer system, plays of the formatted digital advertising creative on the non-personal digital device into one or more impressions associated with actual device-specific advertising identifiers, the step of translating comprising:
• (i) collecting, by the computer system, observation data comprising data associated with one or more observed personal electronic devices, the observation data comprising:
• 1) one or more actual device-specific advertising identifiers comprised of at least one of:
• mobile advertising IDs, browser cookies, account user names, e-mail addresses or hashed e-mail tokens;
• 2) location data;
• and
• 3) an observation timestamp indicating a time an observation occurred;
• (ii) determining, by the computer system, based on the observation data, one or more impressions corresponding to the one or more observed personal electronic devices that were within a predetermined viewable geometry around the non-personal digital device during the first time period;
• and
• (iii) substituting, by the computer system, the one or more placeholder advertising identifiers with the one or more collected actual device-specific advertising identifiers associated with the one or more impressions.