Patent ID: 11869033
Assignee: YAHOO AD TECH LLC
Field: IT methods for management (Electrical engineering)
Classification: CPC G | IPC G

Claim 0:
1. A method, comprising:
transmitting, by one or more servers of an online content system, a first content item associated with a content campaign to a first set of client devices of a first group, wherein the first content item is associated with a second bid value;
tracking, by the one or more servers of the online content system, first activity associated with the first set of client devices of the first group;
receiving, by the one or more servers of the online content system, a first request for content from a first client device of a second group;
based upon a rate of transmission of content to client devices, determining a bid value for each content item of a first plurality of content items, wherein the determining comprises:
selecting a first bid value associated with a replacement item to be transmitted in place of the first content item to at least one client device of the second group; and
modifying, by the one or more servers of the online content system and based upon the second bid value associated with the first content item transmitted to the first set of client devices of the first group, the first bid value associated with the replacement item, that comprises the replacement item to be transmitted to the at least one client device of the second group in place of the first content item, to generate a third bid value associated with the replacement item, wherein the third bid value is closer to the second bid value than the first bid value is to the second bid value,
wherein after the generating the third bid value, the third bid value is included in a first plurality of bid values associated with the first plurality of content items;

based upon the first request, performing a bidding process of an auction with participation of the first plurality of content items in association with the first plurality of bid values;
selecting the replacement item, as a winning item of the auction, based upon a position of the third bid value relative to one or more other bid values of the first plurality of bid values;
transmitting, by the one or more servers of the online content system, the replacement item to the first client device of the second group based upon the selecting the replacement item;
tracking, by the one or more servers of the online content system, second activity associated with the first client device of the second group;
determining a relationship between (i) the first activity tracked by the one or more servers of the online content system and associated with the first set of client devices of the first group and (ii) the second activity tracked by the one or more servers of the online content system and associated with the first client device of the second group;
modifying, by the one or more servers of the online content system, memory storing a transmission control data structure based upon the relationship between the first activity and the second activity; and
controlling, by the one or more servers of the online content system, one or more transmissions of the first content item to one or more client devices by accessing the memory and using the transmission control data structure stored in the memory, wherein the controlling the one or more transmissions comprises automatically modifying the rate of transmission of content to client devices.