Reliability metrics for real-time auctions

1. A method, comprising:

receiving, with a first electronic device and via a network, a first request comprising identification information, wherein the identification information is indicative of: i) a user device accessing webpage content, ii) an access time of the user device accessing the webpage content, iii) an identity of a publisher of the webpage content, iv) an identification of the webpage content, and v) a location identifier indicative of a geographic location of the user device at the access time of the user device accessing the webpage content;

determining whether the identification information matches an identifier of a plurality of identifiers stored in a memory associated with the first electronic device;

generating reliability data based on the identification information and the identifier of the plurality of identifiers, the reliability data comprising a real-time reliability metric, wherein the real-time reliability metric is indicative of a validity of the identification information;

generating second request data based on the reliability data, wherein the second request data comprises the reliability data and the first request; and

providing the second request data to a second electronic device different from the first electronic device via the network, wherein the real-time reliability metric is accessible by at least one bidder during a real-time auction associated with the webpage content.

2. The method of claim 1 , wherein the first electronic device is configured to:

associate the identifier of the plurality of identifiers with the user device accessing the webpage content; and

provide network access to the user device based on the identifier of the plurality of identifiers.

3. The method of claim 1 , wherein the first electronic device comprises at least one server computer of a service provider providing internet access to the user device.

4. The method of claim 1 , wherein the identification information comprises an identification code associated with the user device, and wherein the identification code is provided to a third electronic device of the publisher of the webpage content while the webpage content is accessed on the user device.

5. The method of claim 1 , further including receiving the first request for the real-time reliability metric associated with the publisher of the webpage content from the second electronic device, wherein the first request includes the identification information, and the real-time reliability metric is generated based at least partly on the first request.

6. The method of claim 1 , wherein generating the reliability data further comprises determining a cumulative score, indicative of the validity, based on a plurality of previous determinations as to whether additional identification information matched respective identifiers of the plurality of identifiers stored in the memory.

7. The method of claim 1 , wherein generating the reliability data further comprises determining a cumulative score, indicative of the validity, based on a plurality of previous determinations as to whether at least one location identifier of a plurality of location identifiers received by the first electronic device are within a location envelope unique to the user device, wherein the at least one location identifier of the plurality of location identifiers is indicative of a geographic location of the user device at a time that the user device accesses the webpage content.

8. The method of claim 1 , wherein generating the reliability data further comprises:

comparing the location identifier to a location envelope, unique to the user device, of a plurality of location envelopes stored in the memory, the location envelope defining a travel radius of the user device;

associating a first value with the publisher if the location identifier is within the location envelope;

associating a second value with the publisher less than the first value if the location identifier is outside of the location envelope; and

generating a cumulative score based on the first value or the second value.

9. The method of claim 1 , wherein generating the reliability data further comprises:

associating a first value with the publisher if the identification information matches the identifier of the plurality of identifiers;

associating a second value with the publisher less than the first value if the identification information does not match the identifier of the plurality of identifiers; and

generating a cumulative score based on the first value or the second value.

10. A method, comprising:

receiving, with a first electronic device and via a network, first request comprising identification information, wherein the identification information comprises at least one of an identification code that is unique to a user device accessing webpage content, or a location identifier indicative of a geographic location of the user device at an access time of the user device accessing the webpage content;

determining whether the identification information matches an identifier of a plurality of identifiers stored in a memory associated with the first electronic device of a service provider;

generating reliability data based on the identification information and the identifier of the plurality of identifiers, the reliability data comprising a real-time reliability metric, wherein the real-time reliability metric comprises a cumulative score indicative of a validity of the identification information;

generating second request data based on the reliability data, wherein the second request data comprises the reliability data and the first request; and

providing the second request data to a second electronic device of an exchange via the network, wherein the real-time reliability metric is accessible by at least one bidder during a real-time auction hosted by the exchange.

11. The method of claim 10 , further including:

associating, via the first electronic device, the identifier of the plurality of identifiers with the user device accessing the webpage content; and

providing network access to the user device.

12. The method of claim 10 , wherein receiving the identification information includes:

receiving a first electronic file from the second electronic device of the exchange via the network, the first electronic file comprising a request for the real-time reliability metric and identifying a publisher; and

extracting the at least one of the identification code or the location identifier from the first electronic file.

13. The method of claim 12 , wherein generating the reliability data comprises:

generating a second electronic file including the real-time reliability metric; and

transferring the second electronic file to the second electronic device of the exchange, via the network, in response to the request.

14. The method of claim 10 , wherein generating the reliability data further comprises:

comparing the location identifier to a location envelope, unique to the user device, of a plurality of location envelopes stored in the memory, the location envelope defining a travel radius of the user device;

associating a first value with a publisher if the location identifier is within the location envelope;

associating a second value with the publisher less than the first value if the location identifier is outside of the location envelope; and

generating the cumulative score based on the first value or the second value.

15. The method of claim 10 , wherein generating the reliability data further comprises associating a first value with a publisher if the identification code matches the identifier of the plurality of identifiers;

associating a second value with the publisher less than the first value if the identification code does not match the identifier of the plurality of identifiers; and

generating the cumulative score based on the first value or the second value.

16. A first electronic device, comprising:

a processor; and

memory operably connected to the processor and storing instructions that, when executed by the processor, cause the processor to perform operations including:

receiving a first request comprising identification information via a network, wherein the identification information comprises at least one of an identification code that is unique to a user device accessing webpage content, or a location identifier indicative of a geographic location of the user device at an access time of the user device accessing the webpage content;

determining whether the identification information matches an identifier of a plurality of identifiers stored in the memory;

generating a real-time reliability metric based on the identification information and the identifier of the plurality of identifiers, wherein the real-time reliability metric is indicative of a validity of the identification information;

generating second request data based on reliability data, wherein the second request data comprises the reliability data and the first request; and

providing the second request data to a second electronic device different from the first electronic device via the network, wherein the real-time reliability metric is accessible by at least one bidder during a real-time auction associated with the webpage content.

17. The first electronic device of claim 16 , wherein the real-time reliability metric comprises a combined score indicative of a validity of the identification code and a validity of the location identifier.

18. The first electronic device of claim 16 , wherein generating the real-time reliability metric-comprises:

comparing the location identifier to a location envelope, unique to the user device, of a plurality of location envelopes stored in the memory, the location envelope defining a travel radius of the user device;

associating a first value with a publisher if the location identifier is within the location envelope;

associating a second value with the publisher less than the first value if the location identifier is outside of the location envelope; and

generating a cumulative score based on the first value or the second value.

19. The first electronic device of claim 16 , wherein the operations further include:

associating a first value with a publisher if the identification code matches the identifier of the plurality of identifiers;

associating a second value with the publisher less than the first value if the identification code does not match the identifier of the plurality of identifiers; and

generating a cumulative score based on the first value or the second value.

20. The first electronic device of claim 16 , wherein generating the reliability data further comprises associating a first value with a publisher if the identification code matches the identifier of the plurality of identifiers;

associating a second value with the publisher less than the first value if the identification code does not match the identifier of the plurality of identifiers; and

generating a cumulative score based on the first value or the second value.