This document describes real-time bidding protocol where cookies or IDs are not provided by an advertising system manager to the advertisers. Rather, the advertising system manager provides demographic information and vertical information directly to the advertising systems. The advertising systems can then use this data to place bids in the real-time bidding auction.
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Lewis, Justin and Tadashi Davies, Scott, "Attribute-based and Vertical-based Real-Time Bidding", Technical Disclosure Commons, (October 02, 2017)