Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for content distribution. In one aspect, a method includes obtaining reservation data specifying a reservation period and a number of impression reservations for the reservation period; receiving, during the reservation period, content item request data specifying that a resource was requested; identifying candidate content item providers; determining an expected revenue that will be obtained by selecting one of the candidate content item providers to provide a content item; providing, to a content item exchange, auction data including a reserve price; receiving positive response data specifying that the content item exchange will provide an exchange content item for a price that meets the reserve price; and in response to receiving the positive response data, selecting the exchange content item as the content item to be provided in response to receiving the content item request data.

Abstract: Methods, systems, and apparatus for content distribution. In one aspect, a method includes obtaining reservation data for a resource, the reservation data specifying a reservation period and a number of impression reservations for the reservation period; receiving, during the reservation period, content item request data specifying that the resource was requested; identifying candidate content item providers; determining an expected revenue that will be obtained by selecting one of the candidate content item providers to provide a content item providing, to a content item exchange, auction data including a reserve price; receiving positive response data specifying that the content item exchange will provide an exchange content item for a price that meets the reserve price; and in response to receiving the positive response data, selecting the exchange content item as the content item to be provided in response to receiving the content item request data.

Abstract: Methods, systems, and apparatus for content distribution. In one aspect, a method includes obtaining reservation data for a resource, the reservation data specifying a reservation period and a number of impression reservations for the reservation period; receiving, during the reservation period, content item request data specifying that the resource was requested; identifying candidate content item providers; determining an expected revenue that will be obtained by selecting one of the candidate content item providers to provide a content item providing, to a content item exchange, auction data including a reserve price; receiving positive response data specifying that the content item exchange will provide an exchange content item for a price that meets the reserve price; and in response to receiving the positive response data, selecting the exchange content item as the content item to be provided in response to receiving the content item request data.