ONLINE AD METRICS AND BILLING REPORTING

1 . A method comprising:

accessing, in real time, an event cost value associated with an event of consumption of an online ad displayed on behalf of an advertiser associated with an account identifier;

accessing, in real time, a remaining budget value associated with the account identifier;

determining, in real time, that the event cost value exceeds the remaining budget value;

generating, in real time, an adjusted event cost value to correspond to the remaining budget value based on the determining that the event cost value exceeds the remaining budget value; and

generating, in real time, a real-time billing report including the adjusted event cost value.

2 . The method of claim 1 , wherein the accessing of the remaining budget value includes:

accessing a first remaining budget value pertaining to a first budget-control level associated with the account identifier, and

accessing a second remaining budget value pertaining to a second budget-control level associated with the account identifier, the second budget-control level comprising one or more other budget-control levels including the first budget-control level;

wherein the determining that the event cost value exceeds the remaining budget value includes:

determining that the event cost value does not exceed the first remaining budget value pertaining to the first budget-control level, and

determining that the event cost value exceeds the second remaining budget value pertaining to the second budget-control level; and

wherein the generating, in real time, of the adjusted event cost value to correspond to the remaining budget value includes assigning the second remaining budget value to the adjusted event cost value.

3 . The method of claim 1 , wherein the accessing of the remaining budget value includes:

accessing a first remaining budget value pertaining to a first budget-control level associated with the account identifier, and

accessing a second remaining budget value pertaining to a second budget-control level associated with the account identifier, the second budget-control level comprising one or more other budget-control levels including the first budget-control level;

wherein the determining that the event cost value exceeds the remaining budget value includes determining that the event cost value exceeds the first remaining budget value pertaining to the first budget-control level; and

wherein the generating, in real time, of the adjusted event cost value to correspond to the remaining budget value includes assigning the first remaining budget value to the adjusted event cost value; the method further comprising:

determining that the adjusted event cost value exceeds the second remaining budget value pertaining to the second budget-control level; and

assigning the second remaining budget value to the adjusted event cost value.

4 . The method of claim 1 , wherein the accessing of the remaining budget value includes:

accessing a remaining campaign budget value pertaining to a campaign associated with the account identifier, and

accessing a remaining account budget value pertaining to an account associated with the account identifier, the account being associated with one or more campaigns including the campaign;

wherein the determining that the event cost value exceeds the remaining budget value includes:

determining that the event cost value does not exceed the remaining campaign budget value pertaining to the campaign, and

determining that the event cost value exceeds the remaining account budget value pertaining to the account; and

wherein the generating, in real time, of the adjusted event cost value to correspond to the remaining budget value includes assigning the remaining account budget value to the adjusted event cost value.

5 . The method of claim 1 , further comprising:

determining, in real time, that an offline event cost value associated with the event is available and is different from the adjusted event cost value, wherein

the generating, in real time, of the real-time billing report includes substituting the offline event cost value for the adjusted event cost value in the real-time billing report.

6 . The method of claim 1 , further comprising:

accessing one or more billing rules associated with the account identifier; and

generating an offline event cost value based on the event cost value and the one or more billing rules.

7 . The method of claim 6 , wherein the event is a first event, the adjusted event cost value is a first adjusted event cost value associated with the first event, and the offline event cost value is a first offline event cost value associated with the first event; the method further comprising:

determining, in real time, that a second adjusted event cost value associated with a second event is not available; and

accessing a second offline event cost value associated with the second event,

wherein the real-time billing report further includes the second offline event cost value.

8 . The method of claim 1 , wherein a sum of the remaining budget value and a spent budget value associated with the account identifier corresponds to an account budget value associated with the account identifier.

9 . The method of claim 1 , wherein a sum of the remaining budget value and a spent budget value associated with the account identifier corresponds to a campaign budget value associated with the account identifier.

10 . The method of claim 1 , wherein the generating, in real time, of the adjusted event cost value to correspond to the remaining budget value includes:

determining that the event cost value exceeds the remaining budget value; and

assigning the remaining budget value to the adjusted event cost value.

11 . The method of claim 1 , further comprising:

computing an over-delivery amount representing an over-delivery of the online ad; and

generating an ad over-delivery report including the over-delivery amount.

12 . The method of claim 11 , wherein the computing of the over-delivery amount is based on one or more events including the event.

13 . A system comprising:

a machine-readable medium for storing instructions that, when executed by one or more hardware processors of a machine, cause the machine to perform operations comprising:

accessing, in real time, an event cost value associated with an event of consumption of an online ad displayed on behalf of an advertiser associated with an account identifier;

accessing, in real time, a remaining budget value associated with the account identifier;

determining, in real time, that the event cost value exceeds the remaining budget value;

generating, in real time, an adjusted event cost value to correspond to the remaining budget value based on the determining that the event cost value exceeds the remaining budget value; and

generating, in real time, a real-time billing report including the adjusted event cost value.

14 . The system of claim 13 , wherein the accessing of the remaining budget value includes:

accessing a first remaining budget value pertaining to a first budget-control level associated with the account identifier, and

accessing a second remaining budget value pertaining to a second budget-control level associated with the account identifier, the second budget-control level comprising one or more other budget-control levels including the first budget-control level;

wherein the determining that the event cost value exceeds the remaining budget value includes:

determining that the event cost value does not exceed the first remaining budget value pertaining to the first budget-control level, and

determining that the event cost value exceeds the second remaining budget value pertaining to the second budget-control level; and

wherein the generating, in real time, of the adjusted event cost value to correspond to the remaining budget value includes assigning the second remaining budget value to the adjusted event cost value.

15 . The system of claim 13 , wherein the accessing of the remaining budget value includes:

accessing a first remaining budget value pertaining to a first budget-control level associated with the account identifier, and

accessing a second remaining budget value pertaining to a second budget-control level associated with the account identifier, the second budget-control level comprising one or more other budget-control levels including the first budget-control level;

wherein the determining that the event cost value exceeds the remaining budget value includes determining that the event cost value exceeds the first remaining budget value pertaining to the first budget-control level; and

wherein the generating, in real time, of the adjusted event cost value to correspond to the remaining budget value includes assigning the first remaining budget value to the adjusted event cost value, and

wherein the operations further comprise:

determining that the adjusted event cost value exceeds the second remaining budget value pertaining to the second budget-control level; and

assigning the second remaining budget value to the adjusted event cost value.

16 . The system of claim 13 , wherein the accessing of the remaining budget value includes:

accessing a remaining campaign budget value pertaining to a campaign associated with the account identifier, and

accessing a remaining account budget value pertaining to an account associated with the account identifier, the account being associated with one or more campaigns including the campaign;

wherein the determining that the event cost value exceeds the remaining budget value includes:

determining that the event cost value does not exceed the remaining campaign budget value pertaining to the campaign, and

determining that the event cost value exceeds the remaining account budget value pertaining to the account; and

wherein the generating, in real time, of the adjusted event cost value to correspond to the remaining budget value includes assigning the remaining account budget value to the adjusted event cost value.

17 . The system of claim 13 , wherein the operations further comprise:

determining, in real time, that an offline event cost value associated with the event is available and is different from the adjusted event cost value, wherein

the generating, in real time, of the real-time billing report includes substituting the offline event cost value for the adjusted event cost value in the real-time billing report.

18 . The system of claim 13 , wherein the operations further comprise:

accessing one or more billing rules associated with the account identifier; and

generating an offline event cost value based on the event cost value and the one or more billing rules.

19 . The system of claim 18 , wherein the event is a first event, the adjusted event cost value is a first adjusted event cost value associated with the first event, and the offline event cost value is a first offline event cost value associated with the first event, and wherein the operations further comprise:

determining, in real time, that a second adjusted event cost value associated with a second event is not available; and

accessing a second offline event cost value associated with the second event,

wherein the real-time billing report further includes the second offline event cost value.

20 . A non-transitory machine-readable storage medium comprising instructions that, when executed by one or more processors of a machine, cause the machine to perform operations comprising:

accessing, in real time, an event cost value associated with an event of consumption of an online ad displayed on behalf of an advertiser associated with an account identifier;

accessing, in real time, a remaining budget value associated with the account identifier;

determining, in real time, that the event cost value exceeds the remaining budget value;

generating, in real time, an adjusted event cost value to correspond to the remaining budget value based on the determining that the event cost value exceeds the remaining budget value; and

generating, in real time, a real-time billing report including the adjusted event cost value.