Abstract: There are provided systems and methods for allocation of digital media over communication networks. A bidding platform for digital advertising manages multichannel buying of digital media using impression-level decisioning based on multiple parameters and data sources. When a request for an ad is received from a publisher or other supply side entity, such as an ad exchange or supply side platform, an expected value of the advertisement impression to each advertiser is calculated, in some cases, in real time, on behalf of the advertiser using media-buying rules. An ad having a highest expected value is selected, and the bidding platform responds to the ad request with a bid and the selected ad, and serves the winning ad if bid response wins the publisher side auction, resulting in an ad impression for the winning ad. User interactions with the ad are recorded and leveraged to optimize further the media buying rules.