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

Claim 18:
19. A computing device comprising:
a processor; and
memory comprising processor-executable instructions that when executed by the processor cause performance of operations, the operations 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;
receiving, by the one or more servers of the online content system, a first request for content from a first client device;
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; 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 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 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, one or more first content items to a second set of client devices comprising the first client device, wherein the transmitting the one or more first content items to the second set of client devices comprises transmitting the replacement item to the first client device based upon the selecting the replacement item for presentation via the first client device;
determining first conversion information associated with the first set of client devices based upon activity associated with the first set of client devices;
determining second conversion information associated with the second set of client devices based upon activity associated with the second set of client devices;
generating, based upon the first conversion information and the second conversion information, a measurement report associated with the content campaign;
modifying, by the one or more servers of the online content system, a transmission control data structure based upon the first conversion information and the second conversion information; 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 based upon the transmission control data structure, wherein the controlling the one or more transmissions comprises automatically modifying the rate of transmission of content to client devices.