Abstract: Methods, computer systems, and computer-readable storage media for modifying an advertising bid for delivering behaviorally-targeted advertising based on affinity scores are provided. A set of affinity scores associated with users belonging to a behavioral targeting segment is received. A bid adjustment factor is dynamically calculated based on a first affinity score of the set of affinity scores; the first affinity score is associated with a first user of the set of users. The bid adjustment factor is used to modify the advertising bid such that the bid reflects an affinity of the first user for the topic associated with the behavioral targeting segment.

Abstract: Computer-readable media for determining whether to accept a candidate order from an advertiser, to display a particular number of advertisements within a specified time segment are provided. Initially, the content provider may include placement criteria that, among other things, identify a leaf supply node at which impressions of the advertisement are expected to be rendered. Generally, the leaf supply node refers to a location within a topic graph that describes inventory that is permissible to allocate to satisfy the candidate order. To perform the determination, the inventory of impressions available for accommodating the candidate order and a log of booked orders scheduled to be placed within the time segment are identified. Linear programs are then utilized to determine whether the estimated inventory that satisfies the placement criteria is available by predictively placing the booked orders at the estimated inventory. If estimated inventory remains available, the candidate order is accepted.