Real-time, computer-generated modifications to an online advertising program

1. A method comprising,

at a computer associated with an ad placement provider:

receiving a plurality of data streams containing real-time data concerning online advertisements in an online advertising program for an advertiser;

applying a first continuous query to the plurality of data streams;

generating a first ongoing response to the first continuous query;

applying a second continuous query to the first ongoing response;

generating a second response to the second continuous query;

sending information associated with the first ongoing response and/or the second response to a computer associated with the advertiser in real time;

in response to sending the information, receiving computer-generated instructions from a remote computer to change the online advertising program; and

implementing the computer-generated change in the online advertising program in real time.

2. A method comprising,

at a computer associated with an ad placement provider,

receiving a plurality of data streams containing real-time data concerning online advertisements in an online advertising program for an advertiser;

applying a first continuous query to the plurality of data streams;

generating a first ongoing response to the first continuous query;

applying a second continuous query to the first ongoing response;

generating a second response to the second continuous query; and

in response to an event associated with generating the first or second response, implementing a computer-generated change in the advertising program in real time.

3. The method of claim 2 , wherein the second response is an alert.

4. The method of claim 2 , wherein the computer-generated change modifies a advertisement placement bid for the advertiser.

5. The method of claim 4 , wherein the advertisement placement bid relates to a particular advertisement or to a group of advertisements.

6. The method of claim 2 , wherein the computer-generated change modifies an advertising spending budget for the advertiser.

7. The method of claim 2 , wherein the computer-generated change modifies one or more ads being displayed for a particular advertiser.

8. The method of claim 2 , wherein the computer-generated change stops displaying an ad for the advertiser.

9. The method of claim 2 , including receiving a set of computer-implemented rules for the online advertising program for an advertiser.

10. The method of claim 9 , including using the received set of rules to change the advertising program in real time.

11. A computer system comprising at least one computer associated with an ad placement provider, wherein the computer system is configured to:

receive a plurality of data streams containing real-time data concerning online advertisements in an online advertising program for an advertiser;

apply a first continuous query to the plurality of data streams;

generate a first ongoing response to the first continuous query;

apply a second continuous query to the first ongoing response;

generate a second response to the second continuous query; and

in response to an event associated with generating the first or second response, implement a computer-generated change in the advertising program in real time.

12. A machine readable medium having stored thereon data representing sequences of instructions, which when executed by a computer system associated with an ad placement provider, cause the computer system to:

receive a plurality of data streams containing real-time data concerning online advertisements in an online advertising program for an advertiser;

apply a first continuous query to the plurality of data streams;

generate a first ongoing response to the first continuous query;

apply a second continuous query to the first ongoing response;

generate a second response to the second continuous query; and

in response to an event associated with generating the first or second response, implement a computer-generated change in the advertising program in real time.

13. A system, comprising:

means for receiving a plurality of data streams containing real-time data concerning online advertisements in an online advertising program for an advertiser;

means for applying a first continuous query to the plurality of data streams;

means for generating a first ongoing response to the first continuous query;

means for applying a second continuous query to the first ongoing response;

means for generating a second response to the second continuous query; and

in response to an event associated with generating the first or second response, means for implementing a computer-generated change in the advertising program in real time.

14. A method comprising,

at a computer associated with an advertiser,

receiving information associated with a first response, a second response, or both the first response and the second response,

wherein the first response is generated at a remote computer by applying a first continuous query to a plurality of data streams containing information about online advertisements in an online advertising program for the advertiser and

wherein the second response is generated at the remote computer by applying a second continuous query to the first response; and

sending computer-generated instructions to change the online advertising program for the advertiser in real time.

15. A system comprising:

a computer associated with an advertiser, wherein the computer is configured to

receive information associated with a first and/or second response,

wherein the first response is generated at a remote computer by applying a first continuous query to a plurality of data streams containing information about online advertisements in an online advertising program for the advertiser and

wherein the second response is generated at the remote computer by applying a second continuous query to the first response; and

send computer-generated instructions to change the online advertising program for the advertiser in real time.

16. A machine readable medium having stored thereon data representing sequences of instructions, which when executed by a computer associated with an advertiser, cause the computer to:

receive information associated with a first response and/or a second response,

wherein the first response is generated at a remote computer by applying a first continuous query to a plurality of data streams containing information about online advertisements in an online advertising program for the advertiser and

wherein the second response is generated at the remote computer by applying a second continuous query to the first response; and

send computer-generated instructions to change the online advertising program for the advertiser.

17. A system, comprising:

a computer associated with an advertiser, wherein the computer includes means for receiving information associated with a first response and/or a second response,

wherein the first response is generated at a remote computer by applying a first continuous query to a plurality of data streams containing information about online advertisements in an online advertising program for the advertiser and

wherein the second response is generated at the remote computer by applying a second continuous query to the first response; and

means for sending computer-generated instructions to change the online advertising program for the advertiser.