LIMITING LATENCY DUE TO EXCESSIVE DEMAND IN AD EXCHANGE

A method is disclosed for limiting latency in filling a display opportunity in an ad exchange including: constructing an exchange graph comprising nodes representing a plurality of publishers and advertisers, the exchange graph also including a plurality of directed edges that represent bilateral bu...

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Bibliographische Detailangaben
Hauptverfasser:	LANG KEVIN, RODRIGUEZ JOAQUIN ARTURO DELGADO, BOTEV CHAVDAR
Format:	Patent
Sprache:	eng
Schlagworte:	CALCULATING COMPUTING COUNTING DATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FORADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORYOR FORECASTING PURPOSES PHYSICS SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE,COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTINGPURPOSES, NOT OTHERWISE PROVIDED FOR
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Beschreibung
Zusammenfassung:	A method is disclosed for limiting latency in filling a display opportunity in an ad exchange including: constructing an exchange graph comprising nodes representing a plurality of publishers and advertisers, the exchange graph also including a plurality of directed edges that represent bilateral business agreements connecting the nodes; receiving an opportunity for displaying an ad to a user, wherein the opportunity is associated with a publisher node; receiving ads from the advertisers from which to choose to fill the opportunity; determining whether a threshold total number of ads (T) is surpassed by the received ads; and randomly downsampling the number of ads from each of at least some of the advertisers when the threshold total number of ads (T) is surpassed by the received ads to reduce the total number of ads to a target number of ads (S) that reduces overall latency in determining which of sampled ads will fill the opportunity.