Modifying bid price for online advertising auction based on user impression frequency

1. A method comprising:

receiving over a network, at a physical server system deployed at a data center, from a client device of a user, a notification of an available ad space in a user interface of an application executing on the client device, wherein the physical server system comprises hardware and software components configured to provide a real-time bidding platform for online advertisements;

initiating, by the physical server system, a real-time auction for the available ad space by identifying one or more line items, each line item representing a respective buyer and comprising a respective bid price resulting in a plurality of respective bid prices, one or more respective campaigns, and one or more respective identifiers of creatives, wherein the client device determines an impression frequency by recording a number of times a creative is displayed to the user over a time interval, wherein the client device provides the impression frequency to the physical server system;

detecting, by the physical server system, the impression frequency from one or more of the identifiers of the creatives of a particular line item;

calculating a plurality of impression frequency modifiers for the time interval, wherein each impression frequency modifier corresponds to a bucket of a group of buckets of possible impression frequencies occurring over the time interval;

determining that the impression frequency falls into a first bucket of the group of buckets;

adjusting, by the physical server system, a particular line item's bid price based on the impression frequency by multiplying the particular line item's bid price by an impression frequency modifier that corresponds to the first bucket;

responsive to adjusting the particular line item's bid price, ranking, by the physical server system, the line items based on the plurality of respective bid prices; and

identifying, by the physical server system, a first identifier of the creative of a top-ranked line item;

identifying, by the physical server system, a device type for the client device;

identifying, by the physical server system, compatible target device types from the top-ranked line item;

determining, by the physical server system, the device type for the client device is one of the compatible target device types according to the top-ranked line item; and

transmitting, by the physical server system, the first identifier of the creative to the client device, wherein the client device obtains the creative from an ad server over a computer network according to the first identifier of the creative, wherein the client device obtains a web page from a web server over the computer network, wherein the web page comprises the available ad space, wherein the client device displays the creative in the available ad space.

2. The method of claim 1 , wherein the detecting the impression frequency comprises receiving, by the physical server system, the impression frequency from the client device.

3. The method of claim 1 , wherein the first identifier of the creative causes the application to retrieve, from a remote server system of the respective buyer, a second identifier of the creative and display the creative corresponding to the second identifier of the creative in the available ad space.

4. The method of claim 3 , wherein the first identifier of the creative comprises JavaScript Object Notation (JSON) code.

5. The method of claim 3 , wherein the first identifier of the creative comprises a Uniform Resource Locator (URL) of the remote server system of the respective buyer.

6. The method of claim 1 , wherein the identifying the first identifier of the creative of the top-ranked line item comprises retrieving the first identifier of the creative from a remote server system of the respective buyer.

7. The method of claim 1 , comprising identifying, for a next top-ranked line item, a second identifier of the creative of the next top-ranked line item and sending the second identifier of the creative of the next top-ranked line item to the client device when the first identifier of the creative is not identified for the top-ranked line item.

8. A system comprising:

a memory to store computer instructions; and

a processor coupled with the memory, wherein the processor, responsive to executing the computer instructions, performs operations, the operations comprising:

receiving over a network from a client device of a user, a notification of an available ad space in a user interface of an application executing on the client device;

initiating a real-time auction for the available ad space by identifying one or more line items, each line item representing a respective buyer and comprising a respective bid price resulting in a plurality of respective bid prices, one or more respective campaigns, and one or more respective identifiers of creatives, wherein the client device determines an impression frequency by recording a number of times a creative is displayed to the user over a time interval, wherein the client device provides impression frequency to the system;

detecting the impression frequency from one or more of identifiers of the creative of a particular line item;

calculating a plurality of impression frequency modifiers for the time interval, wherein each impression frequency modifier corresponds to a bucket of a group of buckets of possible impression frequencies occurring over the time interval;

determining that the impression frequency falls into a first bucket one of the group of buckets;

adjusting a particular line item's bid price based on the impression frequency by multiplying the particular line item's bid price by an impression frequency modifier that corresponds to the first bucket;

responsive to adjusting the particular line item's bid price, ranking, by system, the line items based on the plurality of respective bid prices; and

identifying, a first identifier of the creative of a top-ranked line item;

identifying a device type for the client device;

identifying compatible target device types from the top-ranked line item;

determining the device type for the client device is one of the compatible target device types according to the top-ranked line item; and

transmitting, by the, the first identifier of the creative to the client device, wherein the client device obtains the creative from an ad server over a computer network according to the first identifier of the creative, wherein the client device obtains a web page from a web server over the computer network, wherein the web page comprises the available ad space, wherein the client device displays the creative in the available ad space.

9. The system of claim 8 , wherein the detecting the impression frequency comprises receiving the impression frequency from the client device.

10. The system of claim 8 , wherein the first identifier of the creative causes the application to retrieve, from a remote server system of the respective buyer, a second identifier of the creative and display the creative corresponding to the second identifier of the creative in the available ad space.

11. The system claim 10 , wherein the first identifier of the creative comprises JavaScript Object Notation (JSON) code.

12. The system of claim 10 , wherein the first identifier of the creative comprises a Uniform Resource Locator (URL) of the remote server system of the respective buyer.

13. The system of claim 8 , wherein the identifying the first identifier of the creative of the top-ranked line item, comprises retrieving the first identifier of the creative from a remote server system of the respective buyer.

14. The system of claim 8 , wherein the operations comprise identifying, for a next top-ranked line item, a second identifier of the creative of the next top-ranked line item and sending the second identifier of the creative of the next top-ranked line item to the client device when the first identifier of the creative is not identified for the top-ranked line item.

15. A non-transitory, machine-readable storage medium, comprising executable instructions that, when executed by a processing system including a processor, facilitate performance of operations, comprising:

receiving over a network from a client device of a user, a notification of an available ad space in a user interface of an application executing on the client device;

initiating a real-time auction for the available ad space by identifying one or more line items, each representing a respective buyer and comprising a respective bid price resulting in a plurality of respective bid prices, one or more respective campaigns, and one or more respective identifiers of creatives, wherein the client device determines an impression frequency by recording a number of times a creative is displayed to the user over a time interval, wherein the client device provides impression frequency to the processing system;

detecting the impression frequency from one or more of identifiers of the creative of a particular line item, wherein the impression frequency comprises a number of impressions served to the user over the time interval for the one or more of the identifiers of the creative,

calculating a plurality of impression frequency modifiers for the time interval, wherein each impression frequency modifier corresponds to a bucket of a group of buckets of possible impression frequencies occurring over the time interval;

determining that the impression frequency falls into a first bucket of the group of buckets;

adjusting a particular line item's bid price based on the impression frequency by multiplying the particular line item's bid price by an impression frequency modifier that corresponds to the first bucket;

responsive to adjusting the particular line item's bid price, ranking based on, the plurality of respective bid prices; and

identifying a first identifier of the creative of a top-ranked line item;

identifying a device type for the client device;

identifying compatible target device types from the top-ranked line item;

determining the device type for the client device is one of the compatible target device types according to the top-ranked line item; and

transmitting the first identifier of the creative should be sent to the client device, wherein the client device obtains the creative from an ad server over a computer network according to the first identifier of the creative, wherein the client device obtains a web page from a web server over the computer network, wherein the web page comprises the available ad space, wherein the client device displays the creative in the available ad space.

16. The non-transitory, machine-readable storage medium of claim 15 , the detecting the impression frequency comprises receiving the impression frequency from the client device.

17. The non-transitory, machine-readable storage medium of claim 15 , wherein the first identifier of the creative causes the application to retrieve, from a remote server system of the respective buyer, a second identifier of the creative and display the creative corresponding to the second identifier of the creative in the available ad space.

18. The non-transitory, machine-readable storage medium of claim 17 , wherein the first identifier of the creative comprises JavaScript Object Notation (JSON) code.

19. The non-transitory, machine-readable storage medium of claim 17 , wherein the first identifier of the creative comprises a Uniform Resource Locator (URL) of the remote server system of the respective buyer.

20. The non-transitory, machine-readable storage medium of claim 15 , wherein the identifying of the first identifier of the creative of the top-ranked line item, comprises retrieving the first identifier of the creative from a remote server system of the respective buyer.

21. The non-transitory, machine-readable storage medium of claim 15 , wherein the operations comprise identifying, for a next top-ranked line item, a second identifier of the creative of the next top-ranked line item and sending the second identifier of the creative of the next top-ranked line item to the client device when the first identifier of the creative is not identified for the top-ranked line item.