AD SERVING AND INTELLIGENT IMPRESSION THROTTLING TECHNIQUES IMPLEMENTED IN ELECTRONIC DATA NETWORKS

摘要

Various aspects are disclosed for enabling an advertising server to improve profitability by selectively and dynamically discriminating between the various ad server resources which are to be allocated towards servicing different incoming impressions. The ad server may be configured or designed to dynamically evaluate the parameters of each incoming impressions in order to assess the likelihood of that incoming impression being successfully filled by demand partners and/or advertising networks. At various times when conditions warrant, the ad server may selectively and dynamically choose to throttle or drop the servicing of selected incoming ad requests/impressions in order to minimize losses which may occur as a result of servicing ad requests/impressions which result in defaults.

主权项

1. A computer implemented method for facilitating servicing of ad requests over an electronic data network, the method comprising causing at least one processor to execute a plurality of instructions for:
receiving, at an ad server, a plurality of ad requests from one or more remote devices, each ad request including an associated set of impression parameters relating to an associated ad impression to be displayed in connection with a display of an associated web page at an associated end user's device; performing, by the ad server, real-time bid (RTB) auctions in connection with at least some selected ones of the ad requests, wherein each RTB auction involves making RTB ad solicitation request calls to a plurality of entities to request bids to fill the associated ad impression, each RTB auction having an associated timeout parameter; in response to the receipt of a first one of the ad requests, identifying, at the ad server, a first impression parameter value relating to a first impression parameter of a first set of impression parameters associated with the first ad request; dynamically determining, using the first impression parameter value, a first historical fill rate value representing an aggregate fill rate of a first set of previously processed impressions each having a respective impression parameter value which matches the first impression parameter value; determining if the first historical fill rate value meets or exceeds a first set of minimum threshold fill rate criteria; when it is determined that the first historical fill rate value does not meet the first set of minimum threshold fill rate criteria, processing the first ad request at the ad server in accordance with a first set of Impression Throttling procedures; and wherein the processing of the first ad request in accordance with a first set of Impression Throttling procedures causes the ad server to dynamically reduce an amount of ad server resources allocated for processing the first ad request by performing at least one action selected from a group consisting of, (a) omitting performance of a RTB auction in connection with the first ad request, and (b) reducing a timeout parameter associated with first RTB ad solicitation request calls associated with a first RTB auction associated with the first ad request to thereby reduce an amount of time spent in waiting for responses to the first RTB ad solicitation request calls to be received at the ad server during servicing of the first ad request.