Auction modules in private online advertising systems

摘要

An auction module and one or more private bidding modules operate within a client system to select information items for presentation to users. Upon receiving content with space or opportunities for presenting information items to users, the auction module initiates an auction between the private bidding modules. Each private bidding module may use a user profile, information item attributes, and content attributes to select one or more previously stored information items for possible presentation to the user. The private bidding modules submit bids to the auction module for the selected information items. The auction module determines a winning bid and may provide the corresponding information item for presentation within the content. Users' privacy is protected because the auction module and private bidding modules operate autonomously in the client system in conducting auctions, selecting information items for possible presentation, and submitting bids, so that outside entities never access private user information.