System and method for controlling real-time bidding for online advertisements

Abstract

A method and system for controlling real-time bidding for online advertisements is disclosed. According to one embodiment, a computer-implemented method comprises receiving a real-time bidding (RTB) request from a bidder. The RTB request contains a campaign target. An online advertisement campaign corresponding to the RTB request is placed. Campaign performance data is received from an impression server and/or an event server. The campaign performance data is compared to the campaign target. Based on the result of comparison, it is determined whether to enable or disable the online advertisement campaign.

We claim: 
     
         1 . A computer-implemented method, comprising:
 receiving a real-time bidding (RTB) request from a bidder, the RTB request containing a campaign target;   placing an online advertisement campaign corresponding to the RTB request;   receiving campaign performance data from an impression server and/or an event tracking server;   comparing the campaign performance data to the campaign target; and   determining whether to enable or disable the online advertisement campaign based on the campaign performance data.   
     
     
         2 . The computer-implemented method of  claim 1 , wherein the campaign performance is monitored using web services with the impression server and/or the event tracking server. 
     
     
         3 . The computer-implemented method of  claim 1 , wherein the campaign performance data comprises an impression counter, wherein the impression counter is increased when the online advertisement campaign is delivered to a user. 
     
     
         4 . The computer-implemented method of  claim 1 , wherein the campaign performance data comprises an event counter, wherein the event counter is increased when a user takes a predetermined action. 
     
     
         5 . The computer-implemented method of  claim 1 , wherein the impression server maintains the impression counter in a first cache and the event tracking server maintains the event counter in a second cache. 
     
     
         6 . The computer-implemented method of  claim 1  further comprising:
 determining whether the campaign target is reached; and 
 notifying the bidder to start, continue or stop the online advertisement campaign. 
 
     
     
         7 . The computer-implemented method of  claim 1  further comprising setting a timer to allow the bidder to bid during a bidder-configurable time. 
     
     
         8 . The computer-implemented method of  claim 7 , wherein the online advertisement campaign is disabled when the timer expires. 
     
     
         9 . The computer-implemented method of  claim 1  further comprising providing an incremental update message, wherein the incremental update message contains a time to continue bidding, a list of campaigns to start, continue, or stop, and a checksum. 
     
     
         10 . The computer-implemented method of  claim 1  further comprising:
 removing false campaign performance data by examining traffic patterns across the impression server; and 
 updating the impression counter and the event counter. 
 
     
     
         11 . A non-transitory computer readable medium having stored thereon computer-readable instructions, which instructions when executed by a processor cause the processor to perform operations comprising:
 receiving a real-time bidding (RTB) request from a bidder, the RTB request containing a campaign target;   placing an online advertisement campaign corresponding to the RTB request;   receiving campaign performance data from an impression server and/or an event tracking server;   comparing the campaign performance data to the campaign target; and   determining whether to enable or disable the online advertisement campaign based on the campaign performance data.   
     
     
         12 . The non-transitory computer readable medium of  claim 11 , wherein the campaign performance is monitored using web services with the impression server and/or the event tracking server. 
     
     
         13 . The non-transitory computer readable medium of  claim 11 , wherein the campaign performance data comprises an impression counter, wherein the impression counter is increased when the online advertisement campaign is delivered to a user. 
     
     
         14 . The non-transitory computer readable medium of  claim 11 , wherein the campaign performance data comprises an event counter, wherein the event counter is increased when a user takes a predetermined action. 
     
     
         15 . The non-transitory computer readable medium of  claim 11 , wherein the impression server maintains the impression counter in a first cache and the event tracking server maintains the event counter in a second cache. 
     
     
         16 . The non-transitory computer readable medium of  claim 11  having further instructions stored thereon computer-readable instructions, which instructions when executed by the processor cause the processor to perform operations comprising:
 determining whether the campaign target is reached; and 
 notifying the bidder to start, continue or stop the online advertisement campaign. 
 
     
     
         17 . The non-transitory computer readable medium of  claim 11  having further instructions stored thereon computer-readable instructions, which instructions when executed by the processor cause the processor to perform operations comprising:
 setting a timer to allow the bidder to bid during a bidder-configurable time. 
 
     
     
         18 . The non-transitory computer readable medium of  claim 17 , wherein the online advertisement campaign is disabled when the timer expires. 
     
     
         19 . The non-transitory computer readable medium of  claim 11  having further instructions stored thereon computer-readable instructions, which instructions when executed by the processor cause the processor to perform operations comprising:
 providing an incremental update message, 
 wherein the incremental update message contains a time to continue bidding, a list of campaigns to start, continue, or stop, and a checksum. 
 
     
     
         20 . The non-transitory computer readable medium of  claim 11  having further instructions stored thereon computer-readable instructions, which instructions when executed by the processor cause the processor to perform operations comprising:
 removing false campaign performance data by examining traffic patterns across the impression server; and 
 updating the impression counter and the event counter.