The claimed subject matter provides a system and/or a method for using longer term site performance data to better estimate optimal click and impression value for a specific source of online advertising inventory, and to use these estimates to optimally adjust bids for specific audience segments.

An online system identifies an impression opportunity for a target user of the online system. The online system accesses predictors for a third party system, each predictor determining a prediction value indicating a likelihood of users to provide a specified benefit to the third party system after a specified timeframe from the performance of a specified type of action by the users at the online system, each predictor trained using a training feature set extracted from an impressions log including metadata for past impression opportunities made to users. The online system determines a combined bid value for the third party system based on prediction values determined by the predictors trained for the third party system. In response to determining that the combined bid value for the third party system is a winning bid value, the online system presents a sponsored content from the third party system to the user.

A method for comparing decision options automatically determines factors for a set of decision options. Each of the factors defines a respective attribute of the set of decision options. The method provides the factors to a graphical user interface. The method receives a user preference value for at least one factor. The method then normalizes an attribute value of each factor. The method calculates a user preference score for each decision option as a function of the user preference value and the normalized attribute value for each factor. The method ranks the set of decision options based on the calculated user preference score for the subject decision option relative to each other decision option of the set of decision options. The method provides a ranked list of the set of decision options to the graphical user interface in response to ranking the set of decision options.

Aspects of the subject disclosure may include, for example, receiving information defining an attribute of interest for the impression, wherein the attribute of interest comprises a plurality of categories of values, and receiving information defining a respective probability for each respective value of the plurality of categories of values for the impression. Further, information about current values of the plurality of categories for the attribute of interest may be received and a pacing value may be determined based on the respective probability for each respective value of the plurality of categories of values, along with the information about current values the plurality of categories for the attribute of interest. A respective bid value of a bid may be adjusted using the pacing value and the adjusted bid value may be used in an auction to fill the impression. This permits automatic detection and correction of an inadvertent skew introduced when serving ads and other content. Other embodiments are disclosed.

The present disclosure is directed to methods and systems for determining competitive market values for an ad impression on an advertiser exchange. An engine executing on a device may receive a candidate set of inputs associated with ad impressions. The engine may determine competitive market values for an ad impression on an advertiser exchange. The engine may determine candidate clearing prices based on the candidate set of inputs and history of clearing prices on the advertiser exchange. The engine may generate, based on the candidate clearing prices, a competitive market value prediction for the ad impression on the advertiser exchange. The competitive market value prediction may comprise a distribution function of predicted clearing prices on the advertiser exchange. The engine may generate, based on the competitive market value prediction, a fair market value bid for the ad impression in the context of a specific ad campaign.

An information providing device acquires a keyword specified from a page on which an advertisement display area used for displaying an advertisement is arranged, selects advertisements corresponding to the keyword from a storing means storing information of each of a plurality of advertisements as display target candidates, and specifies a display target advertisement to be displayed in the advertisement display area of the page from among the display target candidates. Then, the information providing device, in a case where the display target candidate that is not specified among the display target candidates of a same advertiser as that of the specified display target advertisement satisfies a predetermined condition, determines the display target candidate and the display target advertisement as display target advertisements to be displayed in the advertisement display area.

According to some embodiments, a method performed by an end user electronic device comprises: triggering a digital content display opportunity; generating an opportunity identifier that uniquely identifies the digital content display opportunity within a digital content display opportunity bidding system; obtaining demographic information associated with a user of the end user electronic device; and transmitting the opportunity identifier and the demographic information to a network node in the digital content display opportunity bidding system.

Systems and methods are disclosed for executing an online auction of diverse online advertisements. One method includes receiving inventory information for serving ads on a publisher web page, the inventory information including at least a first ad configuration different from a second ad configuration, each of the first and second ad configurations defining one or both of an ad size and an ad attribute; receiving or generating a plurality of ad bids to serve ads in the first ad configuration and to serve ads in the second ad configuration; and awarding impressions to one or both of the bids to serve ads in the first ad configuration and the second ad configuration, in a proportion based at least in part on a revenue amount associated with the bids to serve ads in the first ad configuration and bids to serve ads in the second ad configuration.

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.

A content delivery platform may deliver program content segments and advertising content segments to multiple user devices. The content delivery platform may deliver a program content segment to a primary user device of a user for presentation on the primary user device. The content delivery platform may retrieve an advertising content segment from an advertising content store for presentation. The advertising content segment is provided by an advertiser that is sponsoring the presentation of the program content segment on the primary user device. The content delivery platform may send the advertising content segment to a secondary user device of the user for presentation at the secondary user device.