Patent ID: 8406739

Claim:
A system, comprising: a memory to store computer executable instructions; and a processor communicatively coupled to the memory that facilitates execution of the computer-executable instructions to perform operations, comprising: selecting, by a mediation server communicatively coupled to a plurality of vendor devices that are operable to provide advertisements for display on a mobile communication device, a first vendor device of the plurality of vendor devices to service a request for advertisement data representing an advertisement of the advertisements based on an analysis of the request, selecting a second vendor device of the plurality of vendor devices to service a backfill request for the advertisement data, wherein the selecting the second vendor device is in response to determining that the second vendor device satisfies a loop-back acknowledgement criterion associated with a reception of acknowledgement data indicative of the advertisement data being delivered to the mobile communication device, facilitating a first transmission of the backfill request to the second vendor device concurrently with a second transmission of the request to the first vendor device, and directing backfill advertisement data representing a backfill advertisement received from the second vendor device to the mobile communication device in response to determining that the first vendor device has failed to deliver the advertisement within a specified time period.