Systems and methods for efficiently selecting advertisements for scoring

A system for selecting on-line advertisements in a real-time bidding exchange, the system comprising:

• an advertiser server that is configured to receive a plurality of bid requests;
• a database system for storing a plurality of historical records pertaining to a plurality of impressions for real-time bidding;
• a plurality of clsuter nodes;
• an aggregator node;
• and
• a bid processing engine configured for performing the following operations:
• filtering a plurality of advertisements based on each advertisement's campaign constraints as applied to the first data set associated with a bid request received by the advertiser server;
• determining a heuristic score for each filtered advertisement based on analysis of a small subset of features from the first data set with respect to the historical records or randomly generated, wherein each filtered advertisement's associated data sets are distributed and processed among the plurality of cluster nodes via data packets over a network, each of the plurality of cluster nodes storing a respective portion of the filtered advertisements and associated data sets;
• only for each of a top fraction of the filtered advertisements that have the highest heuristic scores, determining a bid value based on a substantial number of the features from the first data set, wherein each heuristic score is determined by generating a random number using a probability distribution of bid price, click-through rate, action rate, or return-on-investment values and the probability distribution is constructed from historical records queried and aggregated by the aggregator node from the plurality of cluster nodes and pertaining to a plurality of impressions for real-time bidding;
• determining a final one of the bid values;
• and
• for each bid request, repeating the operations of filtering, determining heuristic score, determining a bid value, and determining and sending a final bid value for each of a plurality of bid requests;
• and
• wherein the advertiser server is further configured to send the final bid and its associated advertisement to a sender of the bid request for presenting in an on-line advertisement space as an impression;
• and
• a system monitor with a heuristic scoring timer register for storing a time duration metric for determining the heuristic scores for each bid request, wherein the system monitor is configured to monitor the heuristic scoring timer register and adjust a number of the small subset of features based on the time duration metric stored therein.