Disclosed embodiments relate to performing an advertisement campaign filtering process while protecting the privacy of both an advertiser and a user of a personal computing device. Techniques include maintaining a plurality of sets of advertising competition rules, the plurality of sets of advertising competition rules being associated with a plurality of discrete advertising campaigns; for a set of advertising competition rules from the plurality of sets of advertising competition rules: identifying advertisement targeting criteria associated with the set of advertising competition rules, differentiating, from within the advertisement targeting criteria, between advertisement-sensitive targeting criteria and advertiser-insensitive criteria, and transforming the advertisement-sensitive sensitive targeting criteria; and transmitting, to the personal computing device, at least a portion of the transformed advertisement-sensitive targeting criteria.