Abstract: Techniques are disclosed for automatically creating or updating predictive models, including digital marketing forecast models. A predictive model is updated in real-time or near real-time using a stochastic gradient descent optimization method based on one or more predictive values associated with an advertising impression that is won in an online advertising auction. Each predictive value, which is obtained from the predictive model, is encoded as an argument in a uniform resource locator (URL) corresponding to the ad impression being auctioned. If and when the ad impression is won, the predictive value(s) and other information can be tracked and immediately available for updating the model using information encoded in the URL.