Abstract: Techniques for simulating content item selection events (CISEs) in a computer system are provided. For a first CISE, a first amount that a first content provider contributed as a result of being selected for the first CISE is determined. The first CISE is simulated by determining a second amount that a second content provider would have contributed as a result of the first CISE if the second content provider was selected for the first CISE instead of the first content provider. A second CISE is simulated in order to determine a difference between a third amount that a third content provider contributed as a result of being selected for the second CISE and a fourth amount that the third content provider would have contributed if the first content provider was not a candidate for selection in the second CISE. Based on the three amounts, an incremental value ratio for the first content provider is calculated.

Abstract: In one embodiment, a method includes accessing information regarding a visitor to a website; accessing a plurality of filters that are each associated with one of a plurality of lead buyers and being defined by a set of lead criteria specified by the associated lead buyer; and, for each of the filters, determining whether the information regarding the visitor satisfies the set of lead criteria defining the filter and, if the information regarding the visitor satisfies the set of lead criteria defining the filter, selecting the filter as a filter for which the visitor qualifies as a lead. The method includes, for each of the filters for which the visitor qualifies as a lead, accessing information indicating a potential revenue to be obtained by a lead matcher from the lead buyer associated with the filter.

Abstract: In one embodiment, a method includes accessing information regarding a visitor to a website; accessing a plurality of filters that are each associated with one of a plurality of lead buyers and being defined by a set of lead criteria specified by the associated lead buyer; and, for each of the filters, determining whether the information regarding the visitor satisfies the set of lead criteria defining the filter and, if the information regarding the visitor satisfies the set of lead criteria defining the filter, selecting the filter as a filter for which the visitor qualifies as a lead. The method includes, for each of the filters for which the visitor qualifies as a lead, accessing information indicating a potential revenue to be obtained by a lead matcher from the lead buyer associated with the filter.