IDENTIFYING USERS FOR ADVERTISING OPPORTUNITIES BASED ON PAIRED IDENTIFIERS

摘要

The online system enables auction for advertisement display opportunities by identifying the users associated with the display opportunity. The online system stores a mapping between a user identifier and a plurality of partner identifiers used by the advertiser to identify the browser. The partner identifier is used to identify the user identifier corresponding to the partner identifier received and received from the ad exchange. Using the identified user identifier, the online system identifies an alternative partner identifier associated with the user identifier and sends an alternative user identifier to the advertiser for use in selection and bidding of the ad. The online system returns the advertiser's bid with the partner identifier received from the ad exchange in the ad exchange. Converting the partner identifier to another enables the online system to target the advertiser to a particular user while protecting the identity of the user.