Conducting auctions in private online advertising

专利名称：Conducting auctions in private online

advertising systems

发明人：Francis, Paul,Reznichenko, Alexey申请号：EP12186264.3申请日：20120927公开号：EP2575100A1公开日：20130403

专利附图：

摘要：An auction module and one or more private bidding modules operate within aclient system to select information items for presentation to users. Upon receivingcontent with space or opportunities for presenting information items to users, the

auction module initiates an auction between the private bidding modules. Each privatebidding module may use a user profile, information item attributes, and contentattributes to select one or more previously stored information items for possiblepresentation to the user. The private bidding modules submit bids to the auction modulefor the selected information items. The auction module determines a winning bid andmay provide the corresponding information item for presentation within the content.Users' privacy is protected because the auction module and private bidding modulesoperate autonomously in the client system in conducting auctions, selecting informationitems for possible presentation, and submitting bids, so that outside entities never accessprivate user information.

申请人：Max-Planck-Gesellschaft zur Förderung der Wissenschaften e.V.

地址：Hofgartenstrasse 8 80539 München DE

国籍：DE

代理机构：Bach, Alexander

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