Network proxy bidding system

Abstract

Methods, systems and computer program products for submitting a network proxy bid and replacing the network proxy bid with an actual bid associated with advertisement placement are described. In some implementations, instead of submitting a static bid, an advertiser can submit a network proxy bid to an advertising exchange. A network proxy bid can indicate to the advertising exchange that the advertiser wishes to receive a call back from the advertising exchange when an impression matching targeting criteria specified by the advertiser becomes available. The advertiser then can calculate and submit an actual static bid to replace the network proxy bid in response to the call back.

1 . (canceled) 
     
     
         2 . A computer-implemented method comprising:
 storing, in a cache of a content exchange including one or more computing devices, exclusion criteria of a plurality of content networks;   identifying, by the content exchange, the plurality of content networks for an impression associated with a particular category, wherein each of the plurality of content networks have registered to receive a call back from the content exchange when impressions associated with the particular category are received;   determining, by the content exchange, not to make a call back to a particular content network among the plurality of content networks based on an overlap between the exclusion criteria of the particular content network and a set of data about the impression;   excluding, by the content exchange, the particular content network from a subset of the plurality of content networks that are eligible to receive a call back based on the determination not to make a call back to the respective content network; and   sending, by the content exchange, call backs to the subset of the plurality of content networks.   
     
     
         3 . The computer-implemented method of  claim 2 , wherein storing exclusion criteria incudes storing the exclusion criteria in the cache with historical bid data including values of past actual static bids, targeting criteria associated with the past actual static bids, and whether or not the past actual static bids submitted were chosen as winning bids. 
     
     
         4 . The computer-implemented method of  claim 3 , further comprising:
 at a later time, determining that the particular content network has submitted winning actual static bids for impressions for which the particular content network received call backs; and   increasing a frequency of call backs to the particular content network for impressions associated with the particular category based on the determination that the particular content network has submitted the winning actual bids.   
     
     
         5 . The computer-implemented method of  claim 4 , further comprising, sending, by the content exchange, a call back to one or more content networks that historically submit non-competitive bids at scheduled intervals for impressions in the particular category. 
     
     
         6 . The computer-implemented method of  claim 5 , further comprising determining, for each content network among the plurality of content networks, a maximum bid based on program code associated with a proxy bid for the content network. 
     
     
         7 . The computer-implemented method of  claim 6 , wherein determining not to make a call back to the particular content network is further based on the determined maximum bid for the particular content network. 
     
     
         8 . The computer-implemented method of  claim 6 , wherein determining the maximum bid comprises determining the maximum bid based on executing the program code on one or more criteria characterizing the impression. 
     
     
         9 . A system, comprising:
 one or more processors; and   a computer-readable medium operatively coupled to the one or more processors and including instructions that cause the one or more processors to perform operations comprising:
 storing exclusion criteria of a plurality of content networks; 
 identifying the plurality of content networks for an impression associated with a particular category, wherein each of the plurality of content networks have registered to receive a call back from the content exchange when impressions associated with the particular category are received; 
 determining not to make a call back to a particular content network among the plurality of content networks based on an overlap between the exclusion criteria of the particular content network and a set of data about the impression; 
 excluding the particular content network from a subset of the plurality of content networks that are eligible to receive a call back based on the determination not to make a call back to the respective content network; and 
 sending call backs to the subset of the plurality of content networks. 
   
     
     
         10 . The system of  claim 9 , wherein storing exclusion criteria incudes storing the exclusion criteria in the cache with historical bid data including values of past actual static bids, targeting criteria associated with the past actual static bids, and whether or not the past actual static bids submitted were chosen as winning bids. 
     
     
         11 . The system of  claim 10 , wherein the instructions cause the one or more processors to perform operations further comprising:
 at a later time, determining that the particular content network has submitted winning actual static bids for impressions for which the particular content network received call backs; and   increasing a frequency of call backs to the particular content network for impressions associated with the particular category based on the determination that the particular content network has submitted the winning actual bids.   
     
     
         12 . The system of  claim 11 , wherein the instructions cause the one or more processors to perform operations further comprising, sending a call back to one or more content networks that historically submit non-competitive bids at scheduled intervals for impressions in the particular category. 
     
     
         13 . The system of  claim 12 , wherein the instructions cause the one or more processors to perform operations further comprising determining, for each content network among the plurality of content networks, a maximum bid based on program code associated with a proxy bid for the content network. 
     
     
         14 . The system of  claim 13 , wherein determining not to make a call back to the particular content network is further based on the determined maximum bid for the particular content network. 
     
     
         15 . The system of  claim 13 , wherein determining the maximum bid comprises determining the maximum bid based on executing the program code on one or more criteria characterizing the impression. 
     
     
         16 . A non-transitory computer readable medium storing instructions that, when executed by one or more processors, cause the one or more processors to perform operations comprising:
 storing exclusion criteria of a plurality of content networks;   identifying the plurality of content networks for an impression associated with a particular category, wherein each of the plurality of content networks have registered to receive a call back from the content exchange when impressions associated with the particular category are received;   determining not to make a call back to a particular content network among the plurality of content networks based on an overlap between the exclusion criteria of the particular content network and a set of data about the impression;   excluding the particular content network from a subset of the plurality of content networks that are eligible to receive a call back based on the determination not to make a call back to the respective content network; and   sending call backs to the subset of the plurality of content networks.   
     
     
         17 . The non-transitory computer readable medium of  claim 16 , wherein storing exclusion criteria incudes storing the exclusion criteria in the cache with historical bid data including values of past actual static bids, targeting criteria associated with the past actual static bids, and whether or not the past actual static bids submitted were chosen as winning bids. 
     
     
         18 . The non-transitory computer readable medium of  claim 17 , wherein the instructions cause the one or more processors to perform operations further comprising:
 at a later time, determining that the particular content network has submitted winning actual static bids for impressions for which the particular content network received call backs; and   increasing a frequency of call backs to the particular content network for impressions associated with the particular category based on the determination that the particular content network has submitted the winning actual bids.   
     
     
         19 . The non-transitory computer readable medium of  claim 18 , wherein the instructions cause the one or more processors to perform operations further comprising, sending a call back to one or more content networks that historically submit non-competitive bids at scheduled intervals for impressions in the particular category. 
     
     
         20 . The non-transitory computer readable medium of  claim 19 , wherein the instructions cause the one or more processors to perform operations further comprising determining, for each content network among the plurality of content networks, a maximum bid based on program code associated with a proxy bid for the content network. 
     
     
         21 . The non-transitory computer readable medium of  claim 20 , wherein determining not to make a call back to the particular content network is further based on the determined maximum bid for the particular content network.