Abstract: A method and system for transacting with an agency participating on an advertising exchange network for serving online advertisements. An advertising exchange agency may serve multiple roles in the advertising exchange network. The method includes storing a machine-readable representation of a plurality of network entities in a directed graph representation. Network configurations codified in directed graph representations include the identification of at least one agency that participates on the advertising exchange as well as identification of at least one network entity that does not participate on the advertising exchange, thus providing a buyer-seller online advertising marketplace. Servers are configured for transmitting an opportunity to serve an online advertisement to the advertising exchange network, and one or more network entities are configured to deliver the online advertisement.

Abstract: The subject matter disclosed herein relates to online advertising inventory purchase controls.

Abstract: A system for defining objects within a database is disclosed. The system includes an inventory identification application that generates an inventory identifier. The inventory identifier being a reference saved to the database that specifies characteristics of data within an inventory unit. A publisher using the inventory identifier application defines the specific characteristics and the inventory identifier application generates code. The publishers use the generated code within a website to recall the inventory identifier that is saved in the database. The system also includes a server system that receives a request to recall the inventory identifier. The request is the result of execution of the generated code when the website is accessed by a user. The request is fulfilled by accessing the inventory identifier at the database and matching data within the inventory unit based on the stored characteristics within the inventory identifier.

Abstract: Embodiments of methods, apparatuses, or systems associated with advertising inventory controls are disclosed.

Abstract: A method and apparatus are provided for guaranteed delivery of ads on an exchange. In one example, the method includes determining all valid paths originating from a buyer and ending at one or more sellers, applying one or more controls to the valid paths in order to trim the valid paths according to criteria of the one or more controls, determining available inventory including available spots on web pages of sellers, and making ad reservations for the buyer based on the available inventory and the valid paths.

Abstract: A device, system, and method are directed towards providing content over a network. A test definition is defined to include at least one group of visitors and/or a range associated with the group. The test definition is then received. A plurality of requests for a first content is received from the same browser. Each of the plurality of requests includes a previously generated value (PGV)/cookie. For each of the plurality of requests, a fast-hash is performed on the same PGV/cookie to generate an identifier (e.g., number). It is then determined whether to provide a second content instead of the first content based on whether the identifier is in the range associated with the at least one group of visitors. The determination may also be based on a URL filter, a browser type, operating system type, a time-range, or an argument-value pair. The first or second content is then provided.