| 主权项 |
1. A computer-implemented method for automated control of bidding on online impressions in an automated real-time online auction system during the loading or rendering of network-based digital content, comprising:
for each of a plurality of campaigns for purchasing online impressions:
receiving, at a control system, at least one campaign target associated with the respective campaign;communicating campaign parameters associated with the respective campaign from the control system to a plurality of geographically distributed bidding servers associated with a plurality of geographically distributed real-time bidding exchanges, via a communications network;wherein each bidding server operates as a stateless device unaware of operational details, enablement, and disablement of each other bidding server; for each of the geographically distributed, stateless bidding servers, automatically controlling, by the control system, an enabled/disabled status of each of the plurality of campaigns in that bidding server by:
communicating, by the control system, to at least one of the bidding servers a respective list of enabled campaigns for that bidding server;each of the at least one bidding servers receiving the respective list of enabled campaigns for that bidding server, and in response, engaging in real-time bidding for each campaign listed in the respective list of enabled campaigns;wherein each bidding server engaging in real-time bidding for each campaign enabled in that bidding server comprises:
receiving at the respective bidding server from an associated real-time bidding exchange via a network a series of bid requests, each bid request identifying an opportunity to deliver an online impression in digital content being loaded or rendered by an internet-connected device;for each received bid request, determining by the respective bidding server, in real-time during the loading or rendering of the respective digital content, whether to submit a bid response based at least on campaign parameters associated with the respective campaign;performing, by the control system, a campaign performance-based analysis comprising:
for each of at least two of the campaigns:
automatically receiving, at the control system via the communications network, campaign performance data for the respective campaign;automatically comparing, by the control system, the campaign performance data to the campaign target associated with the respective campaign;based on the comparison, determining whether to change the enabled/disabled status for the respective campaign in one or more of the bidding servers;based on the campaign performance-based analysis, communicating, by the control system, to at least one of the bidding servers, a revised list of enabled campaigns for that bidding server;each of the at least one bidding servers receiving the revised list of enabled campaigns for that bidding server, and in response, each respective bidding server automatically enabling one or more currently disabled campaigns or disabling one or more currently enabled campaigns, wherein automatically disabling a currently enabled campaign comprises the respective bidding server terminating real-time bidding for the currently enabled campaign. |
