Advertising delivery control system
A dynamically regulated advertising delivery control system. A campaign is operated by sending bids to an exchange responsive to receiving bid requests from the exchange, each bid request representing an opportunity to expose a browser to content. Won bid notifications are received from the exchange and exposure notifications are received from exposed browsers. Failed exposures are detected by detecting won bid notification identifiers without corresponding exposure notification identifiers. Responsive to the failed exposures exceeding an upper limit, the campaign is operated in a throttled mode by sending bids to the exchange in response to a fraction of the suitable bid requests received from the exchange and ignoring some suitable bid requests. Responsive to detecting successful exposures in the throttled mode, the operation of the campaign is dynamically regulated by increasing the fraction.
1. A computer-implemented method for operating a campaign by:
identifying a dysfunctional publisher, by a campaign control system, comprising:
receiving, by the campaign control system, bid requests from an exchange, the bid requests representing opportunities to expose browsers to content by a publisher;
returning, by the campaign control system, bid responses to the exchange, the bid responses corresponding to the received bid requests, wherein the time passage between receiving bid requests and returning bid responses is a milliseconds, the bid responses comprising an ad redirect, the ad redirect comprising instructions for each recipient browser to send an exposure notification identifier to the campaign control system;
receiving, by the campaign control system, won bid notifications from the exchange, each won bid notification comprising an identifier;
receiving, by the campaign control system, exposure notification identifiers from exposed browsers, each exposure notification identifier corresponding to a respective won bid notification's identifier;
detecting, by the campaign control system, failed exposures by detecting won bid notification identifiers without corresponding exposure notification identifiers;
determining, by the campaign control system, that the publisher is the dysfunctional publisher by determining that a volume of failed exposures associated with the publisher exceeds a first threshold; and
responsive to identifying the dysfunctional publisher, automatically regulating the campaign, by the campaign control system, comprising:
operating the campaign in a throttled mode by returning bid responses associated with the dysfunctional publisher at a reduced frequency;
determining, by the campaign control system, that the dysfunctional publisher has become a recovered publisher by determining that a volume of failed exposures associated with the dysfunctional publisher falls below a second threshold; and
responsive to determining that the dysfunctional publisher is the recovered publisher, operating the campaign in a recovered mode by returning bid responses associated with the recovered publisher at a frequency greater than the reduced frequency.
2. The method of claim 1 , wherein:
each bid response comprises a non-zero bid price.
3. The method of claim 1 , wherein:
returning bid responses to the exchange comprises returning bid responses to a first fraction of bid requests
operating the campaign in the throttled mode further comprises returning bid responses to a second fraction of bid requests associated with the dysfunctional publisher, wherein the second fraction is a non-zero fraction smaller than the first fraction; and
operating the campaign in the recovered mode further comprises returning bid responses to a third fraction of bid requests associated with the recovered publisher comprises returning bid responses, wherein the third fraction is larger than the second fraction.
4. The method of claim 1 , wherein:
the first threshold comprises a cost of the volume of failed exposures.
5. The method of claim 1 , wherein:
the first threshold comprises a number of failed exposures.
6. The method of claim 1 , wherein:
the first threshold comprises a ratio of a number of failed exposures to a number of successful exposures.
7. The method of claim 1 further comprising:
operating a second campaign; and
responsive to determining that the dysfunctional publisher is the dysfunctional publisher operating the second campaign in a throttled mode by returning bid responses associated with the dysfunctional publisher at a reduced frequency on behalf of the second campaign.
8. The method of claim 1 further comprising:
operating a second campaign, wherein the volume of failed exposures associated with the publisher comprises failed exposures associated with the campaign and failed exposures associated with the second campaign.
9. The method of claim 6 further comprising:
operating a second campaign; and
wherein the number of successful exposures associated with the publisher comprises successful exposures associated with the campaign and successful exposures associated with the second campaign.
10. A system comprising:
a processor;
a non-transitory computer-readable storage medium storing processor-executable computer program instructions, that, when executed cause a computer processor to perform a method for operating a campaign, the method comprising:
identifying a dysfunctional publisher, by a campaign control system, comprising:
receiving, by a campaign control system, bid requests from an exchange, the bid requests representing opportunities to expose browsers to content by a publisher;
returning, by the campaign control system, bid responses to the exchange, the bid responses corresponding to the received bid requests, wherein the time passage between receiving bid requests and returning bid responses is a milliseconds, the bid responses comprising an ad redirect, the ad redirect comprising instructions for each recipient browser to send an exposure notification identifier to the campaign control system;
receiving, by the campaign control system, won bid notifications from the exchange, each won bid notification comprising an identifier;
receiving, by the campaign control system, exposure notification identifiers from exposed browsers, each exposure notification identifier corresponding to a respective won bid notification's identifier;
detecting, by the campaign control system, failed exposures by detecting won bid notification identifiers without corresponding exposure notification identifiers;
determining, by the campaign control system, that the publisher is the dysfunctional publisher by determining that a volume of failed exposures associated with the publisher exceeds a first threshold; and
responsive to identifying the dysfunctional publisher, automatically regulating the campaign, by the campaign control system, comprising:
operating the campaign in a throttled mode by returning bid responses associated with the dysfunctional publisher at a reduced frequency;
determining, by the campaign control system, that the dysfunctional publisher has become a recovered publisher by determining that a volume of failed exposures associated with the dysfunctional publisher falls below a second threshold; and
responsive to determining that the dysfunctional publisher is the recovered publisher, operating the campaign in a recovered mode by returning bid responses associated with the recovered publisher at a frequency greater than the reduced frequency.
11. The system of claim 10 , wherein:
each bid response comprises a non-zero bid price.
12. A non-transitory computer-readable storage medium storing processor-executable computer program instructions, that, when executed cause a computer processor to perform a method for operating a campaign, the method comprising identifying a dysfunctional publisher, by a campaign control system, comprising:
receiving, by a campaign control system, bid requests from an exchange, the bid requests representing opportunities to expose browsers to content by a publisher;
returning, by the campaign control system, bid responses to the exchange, the bid responses corresponding to the received bid requests, wherein the time passage between receiving bid requests and returning bid responses is a milliseconds, the bid responses comprising an ad redirect, the ad redirect comprising instructions for each recipient browser to send an exposure notification identifier to the campaign control system;
receiving, by the campaign control system, won bid notifications from the exchange, each won bid notification comprising an identifier;
receiving, by the campaign control system, exposure notification identifiers from exposed browsers, each exposure notification identifier corresponding to a respective won bid notification's identifier;
detecting, by the campaign control system, failed exposures by detecting won bid notification identifiers without corresponding exposure notification identifiers;
determining, by the campaign control system, that the publisher is the dysfunctional publisher by determining that a volume of failed exposures associated with the publisher exceeds a first threshold; and
responsive to identifying the dysfunctional publisher, automatically regulating the campaign, by the campaign control system, comprising:
operating the campaign in a throttled mode by returning bid responses associated with the dysfunctional publisher at a reduced frequency;
determining, by the campaign control system, that the dysfunctional publisher has become a recovered publisher by determining that a volume of failed exposures associated with the dysfunctional publisher falls below a second threshold; and
responsive to determining that the dysfunctional publisher is the recovered publisher, operating the campaign in a recovered mode by returning bid responses associated with the recovered publisher at a frequency greater than the reduced frequency.
13. The system of claim 10 , wherein:
returning bid responses to the exchange comprises returning bid responses to a first fraction of bid requests;
operating the campaign in the throttled mode further comprises returning bid responses to a second fraction of bid requests associated with the dysfunctional publisher, wherein the second fraction is a non-zero fraction smaller than the first fraction; and
operating the campaign in the recovered mode further comprises returning bid responses to a third fraction of bid requests associated with the dysfunctional publisher comprises returning bid responses, wherein the third fraction is larger than the second fraction.
14. The system of claim 10 , wherein:
the first threshold comprises a cost of the volume of failed exposures.
15. The system of claim 10 , wherein:
the first threshold comprises a number of failed exposures.
16. The system of claim 10 , wherein:
the first threshold comprises a ratio of a number of failed exposures to a number of successful exposures.
17. The system of claim 10 wherein the method further comprises:
operating a second campaign; and
responsive to determining that the dysfunctional publisher is the dysfunctional publisher operating the second campaign in a throttled mode by returning bid responses associated with the dysfunctional publisher at a reduced frequency on behalf of the second campaign.
18. The system of claim 10 wherein the method further comprises:
operating a second campaign, wherein the volume of failed exposures associated with the publisher comprises failed exposures associated with the campaign and failed exposures associated with the second campaign.
19. The system of claim 16 wherein the method further comprises:
operating a second campaign; and
wherein the number of successful exposures associated with the publisher comprises successful exposures associated with the campaign and successful exposures associated with the second campaign.