Abstract: A computer-implemented method for providing decision support for marketing of online advertising includes creating bid records using information parsed from real-time bidding (RTB) event data for a targeted ad impression. The bid records identify a plurality of advertisers defined as a brand, which include both winning and non-winning bidders. The bid records are analyzed to determine a demand from the brand for ad impressions in the publisher inventory other than the targeted ad impression. Demand analysis includes brand metrics segmentation and user-to-segment association of brand metrics, the results of which support direct sale of publisher inventory similar to the targeted ad impression to non-winning bidders.

Abstract: A computer-implemented method for increasing publisher revenue for targeted online advertising includes retrieving buying data from an ad network report. Ad impression counts and bid amounts from winning bids may be used to determine a true cost per thousand impressions (CPM) value of an ad request. Price floors for the ad request may be set to equal the true CPM value either automatically or manually by the publisher. Monitoring periods for purchase data reporting from participating ad networks may provide true CPM values in real-time.