Patent ID: 11907973
Assignee: MICROSOFT TECHNOLOGY LICENSING, LLC
Field: IT methods for management (Electrical engineering)
Classification: CPC G | IPC G

Claim 16:
17. A non-transitory machine-readable medium comprising executable instructions that, when executed by a transaction management computing subsystem including a processor, facilitate performance of operations, the operations comprising:
generating, according to ad tag information obtained from an ad tag that is associated with a software application, a plurality of bid requests, wherein the plurality of bid requests include at least a portion of data associated with a user that is retrieved according to a user identification (ID), wherein the user ID is included in a header that is obtained from request information associated with a request, wherein the request information is included in an ad call, wherein the ad call is received from the software application, wherein the plurality of bid requests further characterize one or more ad spaces associated with the request, wherein a first bid request of the plurality of bid requests comprises first characterizing information of the user, wherein the first characterizing information includes first information that had been provided by a first buyer of a plurality of buyers, wherein a second bid request of the plurality of bid requests comprises second characterizing information of the user, wherein the second characterizing information includes second information that had been provided by a second buyer of the plurality of buyers, and wherein the first characterizing information is different from the second characterizing information;
submitting the first bid request to a selected first decisioning subsystem, of a plurality of decisioning subsystems, that is managed by the first buyer;
submitting the second bid request to a selected second decisioning subsystem, of the plurality of decisioning subsystems, that is managed by the second buyer;
receiving a return bid message generated by a respective processor of one or more of the first decisioning subsystem and the second decisioning subsystem resulting in at least one return bid message; and
submitting, according to the at least one return bid message, a winning bid to the software application, wherein the winning bid includes ad data that enables the software application to obtain one or more advertisements for presentation in the one or more ad spaces.