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 a first ad server, a first ad request from a remote device, the first ad request including information relating to a first ad impression to be displayed in connection with a display of a first web page at an end user's device, the first web page being associated with a first publisher, the first ad request further including information relating to a first set of impression parameters associated with the first ad impression; identifying, at the first ad server, a first impression parameter value relating to a first impression parameter of the first set of impression parameters; 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; if 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 impression at the first ad server in accordance with a first set of Impression Throttling procedures; and wherein the processing of the first ad impression in accordance with a first set of Impression Throttling procedures causes the first ad server to dynamically reduce an amount of ad server resources allocated for processing the first ad impression.