Abstract: A method for testing a candidate creative by inspecting a technical attribute of the candidate creative; determining that the candidate creative is a fixed creative; classifying the candidate creative according to a content attribute thereof; and queuing the candidate creative for re-inspection of the technical attribute.

Abstract: Systems, methods, and apparatuses, including computer program products for receiving, at a transaction management computing subsystem of an advertising platform, a set of original bid responses from a set of decisioning computing subsystems of the advertising platform, each original bid response including an original bid price, generating, by the transaction management computing subsystem, a set of adjusted bid responses according to a yield management criterion, each adjusted bid response including an adjusted bid price; and selecting a winning bid response from among the set of bid responses based on the adjusted bid prices.

Abstract: There are methods and apparatus, including computer program products, for providing a probability tree of nodes in which each node is associated with a tries value and a success value, and at least one node is associated with a computed probability value representative of a predicted response rate for an advertisement creative; and computing a first probability value for a first node of the probability tree based on its associated tries value and success value, and a computed probability value associated with a parent node to the first node.

Abstract: A system that provides an advertising platform includes a creative auditing computing subsystem including a processor that is coupled to computer readable media having computer readable instructions recorded thereon, wherein the processor is operable to execute the computer readable instructions to enable impression seller members to review and approve creatives to be served on impression inventory associated with respective impression seller members.

Abstract: A computer-implemented method includes receiving, at a transaction management computing subsystem of an advertising platform, a call for an advertisement creative to be served to an impression consumer; generating, using the transaction management computing subsystem, a set of bid requests, at least two bid requests of the set including respective subsets of user data store information associated with the impression consumer; and sending, by the transaction management computing subsystem, the set of bid requests to a set of bidding computing subsystems, each bidding computing subsystems being operable to generate a bid response based on the information included in its bid request.

Abstract: A computer-implemented method includes generating, using a transaction management computing subsystem of an advertising platform, a set of primary bid requests responsive to receipt of an advertising call. Each primary bid request includes information sufficient to characterize an impression consumer and information sufficient to characterize each of one or more impressions identified in the advertising call. The method also includes sending the set of primary bid requests from the transaction management computing subsystem to a first set of decisioning computing subsystems of the advertising platform. Each decisioning computing subsystem of the first set being operable to generate a bid response based on the information included in a primary bid request.

Abstract: There are methods and apparatus, including computer program products, for receiving an ad call from a client computing system, determining whether an instance of the ad call was previously-received, and if so, designating a first ad creative supplier associated with the previous instance of the ad call as ineligible to participate in an auction in which a second ad creative supplier is selected to serve an ad creative responsive to the ad call.

Abstract: In an advertising serving exchange or network, in one aspect, the invention features a computer-implemented method that includes enabling a data provider to provide a content-request tracking token that associates cookie information with a user when the user visits a website. The method also includes allowing, by the data provider, at least one business entity transacting in a common domain to perform an action based on the cookie information when the user subsequently accesses the webpage. The method can also include selecting an advertisement from one of a plurality of advertisers to be placed on a webpage based on the action. In some arrangements, the data provider passes a share of the proceeds back to the website that supplied the information (e.g., the website on which the pixel was placed).

Abstract: A method for testing a candidate creative by inspecting a technical attribute of the candidate creative; determining that the candidate creative is a fixed creative; classifying the candidate creative according to a content attribute thereof; and queuing the candidate creative for re-inspection of the technical attribute.

Abstract: In a system that provides an open exchange environment to connect business entities through a network, methods, systems, and apparatus, including computer program products, for enabling a first of the business entities to specify global constraint information; and identifying, at least in part on the global constraint information, a set of business entities eligible to participate in a transaction with the first of the business entities, the transaction involving an online advertisement space or an online advertisement creative that is associated with the first of the business entities.

Abstract: Methods, systems, and apparatus, including computer program products, for identifying a set of business entities eligible to participate in a transaction involving an online advertisement space; generating a graph of the set of business entities using pre-stored information defining relationships between the business entities in the set, each business entity in the set being represented by a node of the graph, each relationship between a pair of identified business entities being represented by an edge of the graph, one of the nodes of the graph being designated as a source node, and one or more of the nodes of the graph being designated as sink nodes; and performing a series of decision processes to identify one of the business entities in the set represented by a sink node to execute the transaction with the business entity represented by the source node.

Abstract: In a system that provides an open exchange environment to connect business entities through a network, methods, systems, and apparatus, including computer program products, for enabling links to be established between a first business entity and respective second entities; and for each established link, defining a business relationship between the first business entity and the respective second business entity based on information received from one or more of the first business entity and the second business entity.

Abstract: Techniques for identifying a set of business entities eligible to participate in a transaction involving a purchase or sale of a product, commodity or service; generating a graph of the set of business entities using pre-stored information defining relationships between the business entities in the set, each business entity in the set being represented by a node of the graph, each relationship between a pair of identified business entities being represented by an edge of the graph, one of the nodes of the graph being designated as a source node, and one or more of the nodes of the graph being designated as sink nodes; and performing a series of decision processes to identify one of the business entities in the set represented by a sink node to execute the transaction with the business entity represented by the source node.

Abstract: In a system that provides an open exchange environment to connect business entities through a network, methods, systems, and apparatus, including computer program products, for performing a revenue adjustment process to distribute one of a revenue surplus or a revenue deficit amongst business entities involved in one or more transactions from which the one of the revenue surplus or the revenue deficit originates over a predefined time interval, the performing including identifying a set of business entities involved in the one or more transactions to which the one of the revenue surplus or the revenue deficit is to be distributed; and determining a proportion of the one of the revenue surplus or the revenue deficit to which each business entity of the set is distributed.