Patent ID: 7734503

Claim:
A computer-implemented method comprising: a) accepting, by a computer system including at least one computer, a metric limit; b) determining, by the computer system, the metric for one or more ads; c) determining, by the computer system, whether or not the determined metric violates the metric limit; d) determining, by the computer system, that the determined metric violates the metric limit; and e) reducing, by the computer system and responsive to the determination that the determined metric violates the metric limit, the serving of the one or more ads, wherein the metric limit is a minimum return on investment value resulting from selections * ( profit ⁢ ⁢ per ⁢ ⁢ selection - cost ⁢ ⁢ per ⁢ ⁢ selection ) selections * cost ⁢ ⁢ per ⁢ ⁢ selection , and wherein the serving of the one or more ads induces rendering of the one or more ads on a device for presentation to a user.