ORDERING OF FILL REQUESTS TO SEND TO ONLINE AD NETWORKS TO FILL AN AD UNIT IN AN ELECTRONIC PUBLISHER APPLICATION WITH AN ONLINE ADVERTISING IMPRESSION

1 . A method for processing an advertising fill request received from a mobile application during use of the mobile application by a user on a mobile device of the user, the method comprising:

receiving, from the mobile application executing on the mobile device, the advertising fill request to fill an advertising unit for the mobile application, the advertising unit including a predefined space of the mobile application in which to display an advertising impression responsive to the advertising fill request to the user on a screen of the mobile device;

estimating, for a first advertising network of a set of advertising networks, a first revenue parameter;

calculating, for the first advertising network, based on the first revenue parameter, a first bid associated with the scenario that the first advertising network completes the advertising fill request;

conducting a real-time bidding (RTB) auction for filling the advertising unit based on the first bid to identify a winning bid, such that by virtue of calculating the first bid, that ad network participates in the RTB auction; and

transmitting an advertising impression associated with the winning bid to the mobile device in response to the advertising fill request.

2 . The method of claim 1 , further comprising estimating, for a second advertising network of the set of advertising networks, a second revenue parameter associated with the scenario that the second advertising network completes the advertising fill request; and

calculating, for the second advertising network, based on the second revenue parameter, a second bid associated with the scenario that the first second advertising network completes the advertising fill request,

wherein the conducting the RTB auction includes conducting the RTB auction based on the first bid and the second bid such that by virtue of calculating the first bid, that ad network participates in the RTB auction.

3 . The method of claim 1 , further comprising receiving, from a second advertising network of the set of advertising networks, a second bid for completing the advertising fill request,

wherein the conducting the RTB auction includes conducting the RTB auction based on the first bid and the second bid.

4 . The method of claim 1 , wherein the estimating the first revenue parameter is based on historical information associated with the first advertising network completing historical advertising fill requests for the mobile application.

5 . The method of claim 1 , wherein the estimating further comprises:

receiving, from the first advertising network, cost-per-click (CPC) data for the first advertising network;

segmenting the CPC data based on geographical location and based on mobile application type to generated segmented CPC data;

estimating the first revenue parameter based on the segmented CPC data and based on geographical information associated with the advertising fill request.

6 . The method of claim 1 , wherein the estimating further comprises:

estimating historical cost-per-impression (CPM) data for the first advertising network; and

estimating the first revenue parameter based on the historical CPM data.

7 . The method of claim 1 , wherein the estimating further comprises:

receiving, from the first advertising network, cost-per-impression (CPM) data associated with the first advertising network completing historical advertising fill requests for the mobile application; and

estimating the first revenue parameter based on the CPM data.

8 . The method of claim 1 , wherein the estimating further comprises:

receiving, from the first advertising network, cost-per-impression (CPM) data for the first advertising network that is segmented based on mobile application type; and

estimating the first revenue parameter based on the CPM data.

9 . The method of claim 1 , wherein the estimating further comprises:

receiving a total impression value and historical click-through rate (CTR) data for the first advertising network;

calculating total click data for the first advertising network based on the total impression value and the CTR data;

calculating cost-per-click (CPC) data from the total click data on a per-geographical location basis;

calculating a total revenue value based on the CPC data and the total click data; and

estimating the first revenue parameter by dividing the total revenue value by the total impression value.

10 . The method of claim 1 , wherein the estimating further comprises:

determining historical click-through rate (CTR) data for the first advertising network filling the ad unit on mobile devices within a predetermined geography; and

estimating the first revenue parameter based on the historical CTR data.

11 . The method of claim 1 , wherein the estimating further comprises:

determining historical click-through rate (CTR) data for the first advertising network based on an application type, advertising unit type, and geography; and

estimating the first revenue parameter based on the historical CTR data.

12 . The method of claim 1 , wherein the advertising fill request is received during use of the mobile application by a user on a mobile device of the user in a first session, further comprising:

determining historical click-through rate (CTR) data for the first advertising network;

adjusting the historical CTR data based on advertisements previously presented to the user via the mobile application during the first session to generate adjusted historical CTR data; and

estimating the first revenue parameter based on the adjusted historical CTR data.

13 . The method of claim 1 , wherein the estimating further comprises:

determining historical click-through rate (CTR) data for the first advertising network;

adjusting the historical CTR data based on advertisements previously presented to the user via the mobile application during the first session to generate adjusted historical CTR data; and

estimating the first revenue parameter based on the adjusted historical CTR data.

14 . The method of claim 1 , wherein the first advertising network defines a first percentage of the first advertising network that engages with a first set of publishers based on cost-per-click (CPC) and a second percentage of the first advertising network that engages with a second set of publishers based on cost-per-impression (CPM), wherein the estimating further comprises:

determining a first portion revenue parameter for the first portion of the first advertising network;

determining a second portion revenue parameter for the second portion of the first advertising network;

determining the first revenue parameter based on a sum of:

the first portion revenue parameter scaled by the first percentage; and

the second portion revenue parameter scaled by the second percentage.

15 . The method of claim 1 , wherein the estimating further comprises:

receiving, from the first advertising network, first click-through rate (CTR) data associated with the first advertising network completing historical advertising fill requests for the mobile application;

estimating second CTR data for the ad network based on mobile application type;

calculating a variance value between the first CTR data and the second CTR data;

when the variance value exceeds a predetermined threshold, adjusting the first CTR data based on a measure of the variance to generate adjusted first CTR data; and

estimating the first revenue parameter based on the adjusted first CTR data.

16 . The method of claim 1 , wherein the mobile application is a first mobile application, and wherein the estimating the first revenue parameter is based on historical information associated with the first advertising networking completing historical advertising fill requests for a second mobile application different from the first mobile application.

17 . A non-transitory computer readable medium encoded with instructions that, when executed, cause one or more processors to process an advertising fill request received from a mobile application during use of the mobile application by a user on a mobile device of the user, wherein the one or more processors:

receive, from the mobile application executing on the mobile device, the advertising fill request to fill an advertising unit for the mobile application, the advertising unit including a predefined space of the mobile application in which to display an advertising impression responsive to the fill request to the user on a screen of the mobile device;

estimate, for a first advertising network of a set of advertising networks, a first revenue parameter;

calculate, for the first advertising network, based on the first revenue parameter, a first bid associated with the scenario that the first advertising network completes the advertising fill request;

conduct a real-time bidding (RTB) auction for filling the advertising unit based on the first bid to identify a winning bid, such that by virtue of calculating the first bid, that ad network participates in the RTB auction; and

transmit an advertising impression associated with the winning bid to the mobile device in response to the advertising fill request.

18 . The non-transitory computer readable medium of claim 17 , wherein the instructions that cause the one or more processors to estimate the first revenue parameter comprise instructions that, when executed, cause the one or more processors to:

receive, from the first advertising network, cost-per-click (CPC) data for the first advertising network;

segment the CPC data based on geographical location and based on mobile application type to generated segmented CPC data;

estimate the first revenue parameter based on the segmented CPC data and based on geographical information associated with the advertising fill request.

19 . The non-transitory computer readable medium of claim 17 , wherein the advertising fill request is received during use of the mobile application by a user on a mobile device of the user in a first session, and wherein the instructions that cause the one or more processors to estimate the first revenue parameter comprise instructions that, when executed, cause the one or more processors to:

determine historical click-through rate (CTR) data for the first advertising network;

adjust the historical CTR data based on advertisements previously presented to the user via the mobile application during the first session to generate adjusted historical CTR data; and

estimate the first revenue parameter based on the adjusted historical CTR data.

20 . A system for processing an advertising fill request received from a mobile application during use of the mobile application by a user on a mobile device of the user, the system comprising:

a processor;

a network interface connection to communicatively couple the system to the mobile device; and

a memory to store instructions that are executable by the processor to cause the system to:

receive, from the mobile application executing on the mobile device, the advertising fill request to fill an advertising unit for the mobile application, the advertising unit including a predefined space of the mobile application in which to display an advertising impression responsive to the advertising fill request to the user on a screen of the mobile device;

estimate, for a first advertising network of a set of advertising networks, a first revenue parameter;

calculate, for the first advertising network, based on the first revenue parameter, a first bid associated with the scenario that the first advertising network completes the advertising fill request;

conduct a real-time bidding (RTB) auction for filling the advertising unit based on the first bid to identify a winning bid, such that by virtue of calculating the first bid, that ad network participates in the RTB auction; and

transmit an advertising impression associated with the winning bid to the mobile device in response to the advertising fill request.

21 . The system of claim 20 , wherein the instructions are further executable by the computer processor to cause the system to:

receive, from a demand-side platform (DSP) device, a second bid for completing the advertising fill request,

wherein the conducting the RTB auction includes conducting the RTB auction based on the first bid and the second bid.

22 . The system of claim 20 , wherein the instructions are further executable by the computer processor to cause the system to:

transmit, in response to receiving the advertising fill request, a bid request to each demand-side platform (DSP) device of a set of DSP devices;

receiving, in response to the transmitting the bid request to each DSP device of the set of DSP devices, the set of second bids from the set of DSP devices,

wherein the instructions executable by the computer processor to cause the system to conduct the RTB auction further include instructions to conduct the RTB auction based on the first bid and the set of second bids.