SYSTEM FOR CONDUCTING DEMAND-SIDE, REAL-TIME BIDDING IN AN ADVERTISING EXCHANGE

摘要

A method for conducting demand-side, real-time bidding includes: constructing an exchange graph (G) of nodes representing publishers and third-party advertisers that provide third-party ads, the graph including directed edges connected between the nodes that represent bilateral business agreements; receiving an opportunity for displaying an ad to a user that is associated with a publisher node; exploring the graph to identify third-party ads reachable from the publisher node through a valid path of the exchange graph with which corresponding third-party advertisers are thereby eligible to bid on the opportunity; retrieving statistics from the memory associated with historical selectivity of demand predicates for the third-party ads; and initiating, before beginning graph exploration on at least some paths to the third-party ads, a call out for bids from at least some of the third-party advertisers for the corresponding third-party ads that are unlikely to be discarded during the graph exploration based on the historical selectively of the demand predicates corresponding thereto, thereby reducing latency in time to execute an auction to fill the opportunity.