The present disclosure is directed to methods for identifying a user by a demand side platform (DSP) across advertiser exchanges. The method includes establishing, by a DSP, a cookie mapping for a user. The cookie mapping includes a mapping of user identifiers for the user from advertisement exchanges to a user identifier assigned by the DSP for the user. The DSP stores to the cookie mapping a first mapping to the user identifier of the DSP, comprising a first user id received by a bidder from a first exchange and a first exchange id for the first exchange. A bidder inserts a pixel into a bid for an impression opportunity to a second exchange. The pixel includes a key to the cookie mapping and a second user id for the user and a second exchange id. The second user id is received by the bidder from a second exchange.

Improved mobile content presentation capabilities are disclosed for mobile communications facilities, such as cell phones. Information relating to the user characteristics associated with a mobile communication facility and other capabilities are employed to improve the presentation and relevance of mobile content to appropriate or desirable mobile communication facilities.

Methods, systems, and apparatuses to match content providers and interested content users are described. Input indicating an accessing of a network location by a user is received along with the user's identifier. The identifier is obfuscated and transmitted to a content provider configured to provide content to the user at the network location. A re-direct identifier is transmitted to the user instructing the user to directly contact the content provider. When the user contacts the content provider, the user transmits a provider-specific identifier by which the content provider identifies the user and the obfuscated user identifier. The content provider updates a database of obfuscated user identifiers and provider-specific user identifiers based on the received identifiers. Thus, the content provider is enabled to identify interested users based on obfuscated and provider-specific user identifiers.

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for speech recognition are disclosed. In one aspect, a method includes receiving a candidate adword from an advertiser. The method further includes generating a score for the candidate adword based on a likelihood of a speech recognizer generating, based on an utterance of the candidate adword, a transcription that includes a word that is associated with an expected pronunciation of the candidate adword. The method further includes classifying, based at least on the score, the candidate adword as an appropriate adword for use in a bidding process for advertisements that are selected based on a transcription of a speech query or as not an appropriate adword for use in the bidding process for advertisements that are selected based on the transcription of the speech query.

Guiding purchasing via smartphone by, determining, via smartphone input of a user, the smartphone user's intent to purchase a given product. At least one sequence of tasks to purchase each of a plurality of products is determined. The determined intent to purchase the given product is associated with a determined sequence of tasks to purchase one of the products in the plurality of products. The smartphone user's current state in the associated sequence of tasks is determined. The smartphone user is notified, via the smartphone, of the next uncompleted task from the associated sequence of tasks based on the smartphone user's current state in the associated sequence of tasks.

In various example embodiments, a system and method for providing dynamic bidding notifications and price guidance for buyers are presented. The system receives a selection of a present item listing and accesses historical auction data for a set of historical item listings. The system generates a dynamic bidding model for bidding on the present item and generates one or more bidding notifications based on the dynamic bidding model. The system then causes presentation of the one or more bidding notifications on a client device.

Disclosed is a computer implemented method of creating an audience list based on user behavior data. The method may include receiving, by a processor, filtering criteria for identifying the audience list. Further, the method may include filtering, by the processor, set of users based on the filtering criteria, wherein each user in the set of users is associated with user behavior data. Additionally, the method may include identifying, by the processor, a plurality of users from the set of users based on the filtering, wherein the plurality of users constitutes the audience list.

The present invention provides protocol enhancements and variations to the current state of RTB that provide additional buying methods to address the challenges associated with RTB, such as resource intensiveness for both exchanges and bidders and lack of a truly automated way of guaranteeing the win rates necessary to fulfill guaranteed campaigns with predictable risk. These methods include a) open bids that are automatically entered in future auctions in case of loss, b) buy orders for time-limited, small quantities of impressions specified either with a live auction bid response or via a separate interface, and c) guaranteed buy orders that allow impressions to be secured without a live auction in return for a premium above fair market value.

Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for providing content. A linking is provided of identifiers for users or devices known to a content delivery service. Each identifier is associated with the user or device in a specific context. The linking includes first and second identifiers. A request for content is received that includes either the first or second identifier. Bidders in an exchange are identified that have expressed an interest in bidding on a content delivery opportunity associated with the user or the device. For each bidder, a relative value is determined for a respective bidder for the opportunity to present content to the user or device in association with each identifier known to the bidder. For each bidder, a real-time bid request is generated in the exchange that includes the highest value identifier for submission to a respective bidder.

Systems and methods for building a device graph for cooperative device identification are disclosed. Various information is received at a computing system over a communications network, include information defining a relationship between (i) a unique identifier associated with a first device of a user and (ii) a unique identifier associated with the user, and information defining a relationship between (i) a unique identifier associated with a second device of the user and (ii) the unique identifier associated with the user. The unique identifiers associated with the devices are each mapped to the platform-wide identifier based at least in part on the unique user identifier. A device graph comprising a plurality of device nodes is constructed, with related device nodes connected by one or more edges. Nodes representing the devices are linked based on a relationship identified between them using the platform-wide identifier.