Embodiments are directed at controlling an online advertising campaign to minimize the effective cost per event or impression. Such embodiments include receiving a desired pacing indicator and a maximum cost indicator. The desired pacing indicator indicates a desired pacing that a user would like to achieve in the campaign. The maximum cost indicator indicates a maximum cost per event or impression the user would like to stay below in the campaign. Embodiments further include monitoring bid transactions of an advertising market of the campaign. Based on monitored bid transactions, an observed pacing measurement and/or an observed cost measurement is determined. Price and allocation control signals are determined based on the desired pacing indicator, the maximum cost indicator, the observed pacing measurement, and the observed cost measurement. The control signals are utilized to adjust a bid price and/or a bid allocation for the campaign.

A digital ad-buying platform uses counterfactual-based incrementality measurement by implementing randomization and/or a correction for auction win bias to avoid the need to identify counterfactual winner types in the control group. This approach can estimate impact at the individual consumer level. Confidence levels can be determined using Gibbs sampling in the context of causal analysis in the presence of non-compliance.

Provided is a system that includes a memory for storing instructions and a circuitry for executing instructions for management and delivery of OTT services over different content-streaming systems. The circuitry determines a media item in media content of a distribution network. An interactive item is overlaid over the media item in the media content of the distribution network. A personalized list is further generated based on a selection of the interactive item overlaid over the media item in the media content of the distribution network The circuitry further selects a user-selectable option in the generated personalized list with the media content on a client application engine for a defined time duration and determines a measure of an intent score of the user.

A method for attribution determination in a system including a plurality of vehicles having exteriors configured to convey messaging to occupants of other vehicles. Communication signals including information relating to time-stamped locations of the vehicles are received. Time-stamped location data including a plurality of the time-stamped locations is provided to a mobile location data aggregator. Anonymized identifiers associated with mobile device users within exposure zones associated with the time-stamped locations are received from the mobile location data aggregator. A control set of anonymized identifiers associated with users within a geo-fenced area but not within the exposure zones is also received. A record of conversion events is compiled. The conversion events include a first set of conversion events performed by the exposed audience and a second set of conversion events performed by the control audience. An attribution metric is determined based upon the first and second sets of conversion events.

An online system that identifies allocations of both organic and promoted content on a given page. The allocations of page content are compared against one another and configured to prioritize for overall utility based on objective factors that quantify a page “look and feel” as measured by machine learning models. The page allocations are operated on an automatic and continuous basis for each user viewing the page. In some embodiments, the page content allocations are based on individual viewing users stored characteristics.

A mediator system, which serves as a conduit between a customer and merchants, includes customer profile data. The mediator system analyzes the customer profile data, and assigns an indication to a customer represented by the customer profile data. The mediator system then provides the indication to the merchants, and then receives bids from the merchants. The bids are for establishing a connection between the merchants and the customer. The mediator system provides to a portion of the merchants, based on the bids, a connection to the customer.

An improved architecture including system and methods for online advertising placement that provide possibly defaulting advertisement tags the opportunity to serve an advertisement ahead of a lower value tag that is guaranteed to fill, resulting in higher CPMs (i.e., Cost Per Mille) for web publishers. The system and methods are configured to deterministically render an advertisement impression from a list of possibly defaulting advertisements in a JavaScript-enabled web browser. The knowledge of the complete outcome of such an “ad chain” at render-time significantly reduces complexity and latency in the supporting ad server. The system and method centers around a novel JavaScript approach to detect when an advertisement has been loaded but not defaulted. Additionally, the system and methods integrate the network and RTB demand channels by looking at all demand sources simultaneously and selecting the buyer from within the user's browser, and address predictive pricing to further enhance the online advertising placement process.

Methods, systems, and apparatus, including computer programs encoded on computer storage media, for providing data and analysis for advertising on networked devices. One of the methods includes creating a vector of identifiers representing an ad opportunity. The method includes linking data attributes that describe the ad opportunity to the identifiers. The method includes expressing the data attributes following predefined scheme of hierarchy. The method includes linking a taxonomy describing data attributes. The method includes obtaining outcome measurements of ad events associated with the ad opportunity. The method also includes associating user interaction events with the ad with at least one of the identifiers or data attributes associated with the identifier.

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for selecting content items for presentation along with publisher resources. In one aspect, a method includes receiving a request for a content item for presentation at a user device with a publisher resource; receiving, from a content item provider a first selection value for each of a plurality of content items provided by the content item provider; determining, for each of the content items and using accessed distribution parameters, a second selection value distinct from the first selection value; and determining, for each of the content items and independent of a bid corresponding to the content item, a combined selection value based on the first selection value for the content item and the second selection value for the content item.

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for receiving, from a client device, a first notification of an ad space from a seller, identifying ad conditions corresponding to an ad space inventory to which the ad space belongs comprising a first condition that identifies an allowed creative media type for the ad space inventory, sending a second notification requesting a bid on the ad space to bidders, each bidder representing a respective buyer, receiving bids from the bidders, each bid corresponding to a respective bid price, buyer, and a creative, determining that a first bid of the bids corresponds to a first creative having a media type different from the allowed creative media type, and identifying a preexisting arrangement between the buyer corresponding to the first bid and the seller and, based thereon, allowing the first creative to be served to the ad space.