Optimizing transmission of digital components

1. A system comprising:

a digital component database that stores distribution parameters that trigger transmission of a given digital component from a first source;

a digital component server that transmits the given digital component to client devices;

a digital component distribution system, including one or more servers, that is in communication with the digital component database and the digital component server, and performs operations including:

determining that the given digital component is eligible to be presented with a particular document from a second different source, including determining that a component request specifies a given criterion that contributes to triggering transmission of the given digital component;

determining, for the given digital component, a baseline eligibility value used to evaluate eligibility of the given digital component relative to the eligibility of other digital components;

identifying, for the given digital component, a scaling factor that scales the baseline eligibility value when the given criterion is specified in the component request;

determining a minimum eligibility value required to maintain the eligibility of the given digital component based on a next highest eligibility value of one of the other digital components;

determining, based on the next highest eligibility value, a baseline transmission value required to be submitted by the first source for presentation of the given digital component with the particular document when the minimum eligibility value is less than or equal to the baseline eligibility value;

determining a normalized transmission value based on the minimum eligibility value required to maintain the eligibility of the given digital component, wherein the normalized transmission value is increased relative to the baseline transmission value based on the minimum eligibility value exceeding the baseline eligibility value; and

triggering transmission, by the digital component server, of the given digital component to the client device presenting the particular document based on the normalized transmission value.

2. The system of claim 1 , wherein determining a normalized transmission value comprises:

determining how much of the scaling factor is required to be applied to the baseline eligibility value to achieve a scaled eligibility value that meets the minimum eligibility value;

determining a normalization factor based on how much of the scaling factor is required to achieve the scaled eligibility value that meets the minimum eligibility value; and

adjusting the baseline transmission value based on the normalization factor.

3. The system of claim 2 , wherein determining how much of the scaling factor is required to be applied to the baseline eligibility value to achieve a scaled eligibility value that meets the minimum eligibility value comprises determining a magnitude by which the baseline eligibility value must be scaled to equal the minimum eligibility value, wherein the determined magnitude specifies how much of the scaling factor is required.

4. The system of claim 2 , wherein determining the normalized transmission value comprises scaling the baseline transmission value by the determined normalization factor.

5. The system of claim 4 , wherein scaling the baseline transmission value by the determined normalization factor comprises determining a product of the determined normalization factor and a ratio of the minimum eligibility value relative to a predicted distribution outcome of the given digital component.

6. The system of claim 1 , wherein the digital component distribution system performs operations further comprising:

determining that the baseline eligibility value meets or exceeds the minimum eligibility value; and

setting a normalization factor to one based on the determination that the baseline eligibility value meets or exceeds the minimum eligibility value, wherein

determining the normalized transmission value comprises determining a product of the normalization factor and the baseline transmission value.

7. The system of claim 1 , wherein determining the baseline transmission value comprises determining a ratio of the minimum eligibility value relative to a predicted distribution outcome of the given digital component.

8. The system of claim 1 , wherein the digital component distribution system performs operations further comprising:

determining a normalized eligibility value for the given digital component including:

determining the normalized scaling factor based on an exponential function of the scaling factor and a normalization intensity factor that controls how much normalization is applied to the scaling factor; and

determining a product of the normalized scaling factor and the baseline eligibility value; and

determining that the given digital component is in a set of highest ranked digital components based on a comparison of the normalized eligibility factor to other eligibility factors for other digital components, wherein the set of highest ranked digital components include those digital components that will be presented with the particular document.

9. A method, comprising:

determining, by one or more servers, that a given digital component from a first source is eligible to be presented with a particular document from a second different source, including determining that a component request specifies a given criterion that contributes to triggering transmission of the given digital component;

determining, for the given digital component by one or more servers, a baseline eligibility value used to evaluate eligibility of the given digital component relative to the eligibility of other digital components;

identifying, for the given digital component, a scaling factor that scales the baseline eligibility value when the given criterion is specified in the component request;

determining, by one or more servers, a minimum eligibility value required to maintain the eligibility of the given digital component based on a next highest eligibility value of one of the other digital components;

determining, based on the next highest eligibility value by one or more servers, a baseline transmission value required to be submitted by the first source for presentation of the given digital component with the particular document when the minimum eligibility value is less than or equal to the baseline eligibility value;

determining, by one or more servers, a normalized transmission value based on the minimum eligibility value required to maintain the eligibility of the given digital component, wherein the normalized transmission value is increased relative to the baseline transmission value based on the minimum eligibility value exceeding the baseline eligibility value; and

triggering, by one or more servers, transmission of the given digital component to a client device presenting the particular document based on the normalized transmission value.

10. The method of claim 9 , wherein determining a normalized transmission value comprises:

determining how much of the scaling factor is required to be applied to the baseline eligibility value to achieve a scaled eligibility value that meets the minimum eligibility value;

determining a normalization factor based on how much of the scaling factor is required to achieve the scaled eligibility value that meets the minimum eligibility value; and

adjusting the baseline transmission value based on the normalization factor.

11. The method of claim 10 , wherein determining how much of the scaling factor is required to be applied to the baseline eligibility value to achieve a scaled eligibility value that meets the minimum eligibility value comprises determining a magnitude by which the baseline eligibility value must be scaled to equal the minimum eligibility value, wherein the determined magnitude specifies how much of the scaling factor is required.

12. The method of claim 10 , wherein determining the normalized transmission value comprises scaling the baseline transmission value by the determined normalization factor.

13. The method of claim 12 , wherein scaling the baseline transmission value by the determined normalization factor comprises determining a product of the determined normalization factor and a ratio of the minimum eligibility value relative to a predicted distribution outcome of the given digital component.

14. The method of claim 9 , further comprising:

determining that the baseline eligibility value meets or exceeds the minimum eligibility value; and

setting a normalization factor to one based on the determination that the baseline eligibility value meets or exceeds the minimum eligibility value, wherein

determining the normalized transmission value comprises determining a product of the normalization factor and the baseline transmission value.

15. The method of claim 9 , wherein determining the baseline transmission value comprises determining a ratio of the minimum eligibility value relative to a predicted distribution outcome of the given digital component.

16. The method of claim 9 , further comprising:

determining a normalized eligibility value for the given digital component including:

determining the normalized scaling factor based on an exponential function of the scaling factor and a normalization intensity factor that controls how much normalization is applied to the scaling factor; and

determining a product of the normalized scaling factor and the baseline eligibility value; and

determining that the given digital component is in a set of highest ranked digital components based on a comparison of the normalized eligibility factor to other eligibility factors for other digital components, wherein the set of highest ranked digital components include those digital components that will be presented with the particular document.

17. A non-transitory computer readable medium storing instructions that when executed by one or more computing devices, cause the one or more computing devices to perform operations comprising:

determining that a given digital component from a first source is eligible to be presented with a particular document from a second different source, including determining that a component request specifies a given criterion that contributes to triggering transmission of the given digital component;

determining, for the given digital component, a baseline eligibility value used to evaluate eligibility of the given digital component relative to the eligibility of other digital components;

identifying, for the given digital component, a scaling factor that scales the baseline eligibility value when the given criterion is specified in the component request;

determining a minimum eligibility value required to maintain the eligibility of the given digital component based on a next highest eligibility value of one of the other digital components;

determining, based on the next highest eligibility value, a baseline transmission value required to be submitted by the first source for presentation of the given digital component with the particular document when the minimum eligibility value is less than or equal to the baseline eligibility value;

determining a normalized transmission value based on the minimum eligibility value required to maintain the eligibility of the given digital component, wherein the normalized transmission value is increased relative to the baseline transmission value based on the minimum eligibility value exceeding the baseline eligibility value; and

triggering transmission of the given digital component to a client device presenting the particular document based on the normalized transmission value.

18. The non-transitory computer readable medium of claim 17 , wherein determining a normalized transmission value comprises:

determining how much of the scaling factor is required to be applied to the baseline eligibility value to achieve a scaled eligibility value that meets the minimum eligibility value;

determining a normalization factor based on how much of the scaling factor is required to achieve the scaled eligibility value that meets the minimum eligibility value; and

adjusting the baseline transmission value based on the normalization factor.

19. The non-transitory computer readable medium of claim 18 , wherein determining how much of the scaling factor is required to be applied to the baseline eligibility value to achieve a scaled eligibility value that meets the minimum eligibility value comprises determining a magnitude by which the baseline eligibility value must be scaled to equal the minimum eligibility value, wherein the determined magnitude specifies how much of the scaling factor is required.

20. The non-transitory computer readable medium of claim 17 , further comprising:

determining a normalized eligibility value for the given digital component including:

determining the normalized scaling factor based on an exponential function of the scaling factor and a normalization intensity factor that controls how much normalization is applied to the scaling factor; and

determining a product of the normalized scaling factor and the baseline eligibility value; and

determining that the given digital component is in a set of highest ranked digital components based on a comparison of the normalized eligibility factor to other eligibility factors for other digital components, wherein the set of highest ranked digital components include those digital components that will be presented with the particular document.