US 11,727,440 B2
Systems, methods, and devices for decreasing latency and/or preventing data leakage due to advertisement insertion
Wilfried A. Schobeiri, Chicago, IL (US); and Michael K. Lamb, Brooklyn, NY (US)
Assigned to MEDIAMATH, INC., New York, NY (US)
Filed by MediaMath, Inc., New York, NY (US)
Filed on Jul. 2, 2020, as Appl. No. 16/920,295.
Application 16/920,295 is a continuation of application No. 16/425,502, filed on May 29, 2019, granted, now 10,740,795.
Application 16/425,502 is a continuation of application No. 15/981,401, filed on May 16, 2018, granted, now 10,354,276, issued on Jul. 16, 2019.
Claims priority of provisional application 62/507,436, filed on May 17, 2017.
Prior Publication US 2021/0125223 A1, Apr. 29, 2021
Int. Cl. G06Q 30/00 (2023.01); G06Q 30/0251 (2023.01); G06Q 30/0273 (2023.01); G06F 21/62 (2013.01)
CPC G06Q 30/0257 (2013.01) [G06F 21/6263 (2013.01); G06Q 30/0275 (2013.01)] 20 Claims
OG exemplary drawing
 
1. A system for reducing latency in rendering user-requested content on a user access point system, the system comprising:
one or more computer readable storage devices configured to store a plurality of computer executable instructions; and
one or more hardware computer processors in communication with the one or more computer readable storage devices and configured to execute the plurality of computer executable instructions in order to cause the system to:
receive a request from a user access point system to transmit user-requested content to the user access point system;
initiate transmission of the user-requested content to the user access point system, wherein the user-requested content comprises one or more placeholders for one or more user-targeted advertisements, thereby allowing the user access point system to render the user-requested content without the one or more user-targeted advertisements, wherein each of the one or more placeholders comprises one or more of an expandable block or a white space;
initiate an advertisement selection process for determining the one or more user-targeted advertisements for placement in the user-requested content, wherein the advertisement selection process is processed asynchronously and in parallel to the transmission of the user-requested content, wherein the advertisement selection process is performed wholly at a location that is separate from the user access point system or the content origin system, wherein advertisers do not have access to the user access point system, thereby decreasing latency in rendering user-requested content, wherein initiating the advertisement selection process comprises:
retrieving or generating a common user identifier for a user of the user access point system;
generating a request to conduct the advertisement selection process;
embedding the common user identifier into the request to conduct the advertisement selection process; and
transmitting the request to conduct the advertisement selection process to a supply-side platform for conducting the advertisement selection process, wherein the supply-side platform is configured to:
translate the common user identifier to one or more other user identifiers, wherein the translation of the common user identifier to the one or more other user identifiers is performed by querying a data structure comprising the common user identifier and the one or more other user identifiers; and
utilize the translated one or more other user identifiers to perform the advertisement selection process;
receive, from the supply-side platform, a selection of the determined one or more user-targeted advertisements for placement in the user-requested content; and
transmit, to the user access point system, the determined one or more user-targeted advertisement, wherein transmission of the determined one or more user-targeted advertisements causes placement of the determined one or more user-targeted advertisements in the one or more placeholders of the user-requested content subsequent to transmission of the user-requested content, thereby reducing latency in rendering the user-requested content on the user access point system,
wherein the system is separate from the user access point system.