A computer-implemented method for generating a proposed bid includes receiving an input generated by a first content provider as part of a bidding process where content providers bid for opportunities to provide content for publication. The input indicates (i) a resource for publishing first content from the first content provider and (ii) a campaign characteristic associated with the first content. The method includes determining a proposed bid for the first content provider based on the input and on historical data from the bidding process associated with the resource. The method includes presenting the proposed bid to the first content provider.

A system for providing advertisements with search results in response to a search query comprises a front end and an advertisement server. The front end is configured: to receive a search query; to send a first search request to a search server and sending a first advertisement request to an advertisement server, wherein the first search request includes the search query or information based on the search query, and wherein the first advertisement request includes the search query or information based on the search query and an indication that an advertisement response is not to be provided; to receive search results from the search server; and to send at least some of the search results to the advertisement server in a second advertisement request, wherein the second advertisement request includes an indication that an advertisement response is to be provided. The advertisement server is configured: in response to receiving the first advertisement request, to search for advertisements related to the search query to produce plural advertisement results each with an associated score; in response to receiving the second advertisement request, to modify the score of at least one of the plural advertisement results; to rank the plural advertisement results according to their scores; to select one or more of the highest ranked plural advertisement results; and to send an advertisement response to the front end, the advertisement response including the selected one or more highest ranked plural advertisement results. The front end is configured to provide the search results with the selected one or more highest ranked plural advertisement results.

Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium for delivering content. A method includes: identifying an application that is installed on a user device; accepting a bid from a sponsor associated with the application for presenting customized content on the user device after installation of the application on the user device; identifying an opportunity to present content on the user device including receiving a request for content that identifies the user device; conducting an auction including evaluating the accepted bid along with other bids; determining that the accepted bid is the winning bid in the auction and providing, in response to the determining, a shell for the customized content; enabling the shell to be populated with data stored on the user device to produce the customized content; and providing the customized content for presentation on the user device in response to the identified opportunity.

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for presenting content items. In one aspect, a method includes identifying an opportunity to present a content item at a device and in a manner that precludes a user from accessing content of one or more applications executing on the device.

Data relating to a status of each of the one or more applications are identified. A level of urgency for a user to access content of the one or more applications is determined based on the data. A response to the opportunity to present a content item is selected based on the level of urgency for the user to access content of the one or more applications. The response is selected from a first response that causes presentation of the content item and a second response that precludes presentation of the content item.

The present disclosure provides a mobile advertising platform in which mobile user locations and other information are translated into indications of mobile user intent to approach certain businesses, and advertisers can fill mobile advertising requests or choose to price their bids for mobile supplies based on such indications. In certain embodiments, pre-defined places associated with business/brand names are created, and mobile advertising requests are processed to determine if the associated with mobile devices have triggered any of these pre-defined places. If a mobile advertising request is determined to have triggered one or more of the pre-defined places, it is annotated with the triggered place(s), and advertisements are selected based on the triggered places and other factors. The annotated requests with the triggered places can also be commodities in a location market place, which are auctioned to the mobile advertisers, who can place their bids on the triggered places.

The present disclosure describes a system that attempts to reconcile diverse goals and re-cast the goals into something that is quantifiable and optimizable. One way to reconcile diverse goals is by converting these constraintswith the huge problems of feasibilityinto errors that can be minimized. This disclosure also presents solutions for rate constraints which previously have not been dealt with. The resulting system enables advertisers to dynamically adjust their campaign based on the needs of the moment. Such a system can have advantages in terms of controllability, smoothness, as well as avoiding hard stop conditions that plague the constraint-based approach. In order to achieve this result, solutions are presented for problems of pacing, viewability prediction, and most particularly, error minimization.

Systems and methods are disclosed for optimizing an online advertising campaign both before the campaign begins, and dynamically during the campaign. Optimizations are performed comparatively between a plurality of MPs (Media Properties) based on their relative cost-per-engagement. Comparisons are performed by first stack ranking MP inventory including any of sites, feeds, and verticals, based on cost per engagement. Once ranked, scores are assigned to the targeted inventory and a mean score is determined. Then, the inventory is rated as high, normal, or low impact based on their scores compared with the mean and a standard deviation for all scores. Higher impact sites with scores at least a standard deviation above the mean are initially favored, and the MP targeting strategy is dynamically adjusted during the campaign based on periodically re-evaluating the MP rankings, frequencies of engagement, and campaign progress relative to fulfillment in an allotted run time.

Systems, methods, and computer-readable media are disclosed for optimization of online advertising bid requests and floor pricing. In one embodiment, a method may include receiving a first ad impression request for an ad slot on a publisher website or mobile application from an ad exchange server, extracting first publisher website information from the publisher website, and associating the first publisher website information with the first ad impression request. The method may include comparing the referral website URL to a set of one or more historical ad impression requests, identifying second publisher website information associated with a second ad impression request, the second publisher website information comprising ad slot dimension information, and associating the second publisher website information with the first ad impression request. The method may include generating a bid request associated with the first ad impression request, and sending the bid request to one or more ad servers.

Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium for delivering content. A method includes: identifying an application that is installed on a user device; accepting a bid from a sponsor associated with the application for presenting customized content on the user device after installation of the application on the user device; identifying an opportunity to present content on the user device including receiving a request for content that identifies the user device; conducting an auction including evaluating the accepted bid along with other bids; determining that the accepted bid is the winning bid in the auction and providing, in response to the determining, a shell for the customized content; enabling the shell to be populated with data stored on the user device to produce the customized content; and providing the customized content for presentation on the user device in response to the identified opportunity.

Systems and methods are provided for analyzing images or video using computer vision. Data comprising real time or near real time information or historical information is retrieved that is associated with a sporting event at a physical location. A time segment is identified of a display device at the physical location for acquisition. The display device is configurable to present visual sponsorship data during the time segment for an assigned sponsor. It is determined that one or more rules are satisfied by the data. An indication is transmitted that the first rule is satisfied to a computing device of a sponsor. A bid or valuation is generated based at least on the first rule being satisfied. A request to acquire the time segment is received from the computing device of the sponsor, and the display device at the physical location is caused to present visual sponsorship data for the sponsor during the time segment.