Measuring inline ad performance for third-party ad serving

1. A computer-implemented method for measuring inline ad performance for third-party ad serving, the method comprising:

receiving, from a publisher, a call for an original third-party internet ad;

in response to receiving the call for an advertisement, requesting an original third-party internet ad from a third party-advertiser;

in response to requesting an original third-party internet ad, receiving from the third-party advertiser, in memory of a computer, an original third-party internet ad embodied as ad code, the original third-party internet ad being hosted within a server in a third-party network;

recoding, in a computer, the ad code to produce a script call containing the ad code;

serving, by a computer, the script call to a publisher computer for compositing;

measuring, in a computer, one or more response latencies associated with rendering the ad code; and

replacing the ad code with a backfill ad when at least one of the one or more response latencies exceeds an allotted timeout time.

2. The method of claim 1 , wherein the ad code comprises at least one of, HTML language, JavaScript language, and a markup language.

3. The method of claim 1 , wherein the recoding comprises recoding the ad code t by transforming the ad code into a JavaScript literal.

4. The method of claim 1 , wherein the recoding comprises recoding the ad code by transforming the ad code into an IFRAME tag.

5. The method of claim 1 , wherein the recoding comprises inserting document.write( ) call to emit the ad code onto a rendered page.

6. The method of claim 1 , wherein the script call executes a document.write( ) call.

7. The method of claim 1 , further comprising storing, in a computer, a second response latency measurement, the second response latency measurement taken in response to a second latency of a second server.

8. The method of claim 7 , wherein the second response latency is included in a latency waterfall table.

9. The method of claim 7 , wherein the second response latency measurement is taken in response to a recursive call.

10. The method of claim 1 , further comprising aggregating, in a computer, a plurality of the response latency measurements.

11. A non-transitory computer readable medium comprising a set of instructions which, when executed by a computer, cause the computer to perform measurements of inline ad performance for third-party ad serving, said instructions for:

receiving, from a publisher, a call for an advertisement;

in response to receiving the call for an advertisement, requesting an original third-party internet ad from a third party-advertiser;

in response to requesting the original third-party internet ad, receiving from the third-party advertiser, in memory of a computer, the original third-party internet ad embodied as ad code, the original third-party internet ad being hosted within a server in a third-party network;

recoding, in a computer, the ad code to produce a script call containing the ad code;

serving, by a computer, the script call to a publisher computer for compositing;

measuring, in a computer, one or more response latencies associated with rendering the ad code; and

replacing the ad code with a backfill ad when at least one of the one or more response latencies exceeds an allotted timeout time.

12. The computer readable medium of claim 11 , wherein the ad code comprises at least one of, HTML language, JavaScript language, and a markup language.

13. The computer readable medium of claim 11 , wherein the recoding comprises recoding the ad code segment by transforming the ad code into a JavaScript literal.

14. The computer readable medium of claim 11 , wherein the recoding comprises recoding the ad code by transforming the ad code into an IFRAME tag.

15. The computer readable medium of claim 11 , wherein the script call executes a document.write( ) call.

16. The computer readable medium of claim 11 , further comprising instructions for storing, in a computer, a second response latency measurement, the second response latency measurement taken in response to a second latency of a second server.

17. The computer readable medium of claim 16 , wherein the second response latency measurement is taken in response to a recursive call.

18. An advertising server network for measuring inline ad performance for third-party ad serving, comprising:

a processor configured to receive, from a publisher, a call for an original third-party internet ad;

a processor configured to, in response to receiving the call for an original third-party internet ad, request an original third-party internet ad embodied as ad code from a third party-advertiser;

a processor configured to receive, in response to the request for an original third-party internet ad, in memory, an original third-party internet ad from a third-party, the third-party internet ad being hosted by a server in a third-party network;

a processor configured to recode the ad code to produce a script call containing the ad code;

a processor configured to serve the script call to a publisher computer for compositing;

a processor configured to measure one or more response latencies associated with rendering the ad code; and

a processor configured to replace the ad code with a backfill ad when at least one of the one or more response latencies exceeds an allotted timeout time.

19. The computer readable medium of claim 17 , further comprising instructions for aggregating, in a computer, the one or more response latencies and the second response latency measurement.

20. The computer readable medium of claim 17 , wherein the second response latency measurement exceeds a second timeout time.

21. The computer readable medium of claim 19 , further comprising instructions for rendering a backfill ad in response to the second response latency measurement.

22. The advertising server network of claim 18 , wherein the ad code comprises at least one of, HTML language, JavaScript language, a markup language.

23. The advertising server network of claim 18 , wherein the recoding comprises recoding the ad code by transforming the ad code into a JavaScript literal.

24. The advertising server network of claim 18 , wherein the recoding comprises recoding the ad code by transforming the ad code into an IFRAME tag.

25. The advertising server network of claim 18 , wherein the recoding comprises inserting a document.write( ) call to emit the ad code onto a rendered page.

26. The advertising server network of claim 18 , wherein the script code executes a document.write( ) call.

27. The advertising server network of claim 18 , further comprising a module processor to store a second response latency measurement.

28. The advertising server network of claim 27 , wherein the second response latency measurement and the one or more response latencies of the server in the third-party network are included in a latency waterfall table.

29. The advertising server network of claim 27 , wherein the second response latency measurement is taken in response to a recursive call.

30. The advertising server network of claim 18 , further comprising a processor to aggregate a plurality of response latency measurements.

31. The advertising server network of claim 18 , wherein measuring a response latency comprises measuring a timeout time.