Patent ID: 9747618
Date: 2017-08-29
CPC Classifications: G06Q

Claim:
1. A method for controlling a pace of bidding in a network-based real-time bidding environment, the method comprising: dynamically adjusting the value of a pacing parameter during a duration of a campaign, by executing a multi-loop control algorithm by a control system of the bidding system, the multi-loop control algorithm including at least an outer control loop and an inner control loop; wherein the outer control loop is executed by the control system at an outer control loop frequency, wherein each execution of the outer control loop includes: wherein the inner control loop is executed by the control system at an inner control loop frequency higher than the outer control loop frequency, such that the inner loop is executed multiple times during each execution of the outer control loop; wherein for each execution of the outer control loop, the inner control loop: receiving at the bidding system via a communications network a series of bid requests generated by a real-time bidding exchange during the duration of the campaign, each received bid request identifying a respective available ad placement in a respective webpage being loaded; for each received bid request, the bidding system determining, in real-time during the loading of the respective webpage, whether to submit a purchase bid to the real-time bidding exchange to purchase the respective ad placement based at least on the current value of the dynamically adjusted pacing parameter.