A computer-implemented method for dynamically placing a bid for an ad impression opportunity among a plurality of ad impression opportunities across a plurality of ad exchanges, the method comprising:
- receiving, by a computer system, at least one or more goals or one or more constraints of an ad campaign of an advertiser;
- receiving, by a first custom data transmission interface of a single interface of the computer system from a first ad exchange of the plurality of ad exchanges, data relating to a first ad impression opportunity;
- receiving, by a second custom data transmission interface of the single interface of the computer system from a second ad exchange of the plurality of ad exchanges, data relating to a second ad impression opportunity;
- normalizing, by the computer system, the data relating to the first ad impression opportunity and the data relating to the second ad impression opportunity to obtain a cross-exchange spectrum comprising the first ad exchange and the second ad exchange, wherein the normalizing comprises:
- accessing the single interface comprising the first custom data transmission interface and the second custom data transmission interface;
- and
- translating data relating to the one or more goals or one or more constraints of the ad campaign of the advertiser and historical clearing prices among the first custom data transmission interface and the second custom data transmission interface of the single interface;
- determining, by the computer system, a first competitive market value of the first ad impression opportunity in an ad impression marketplace, wherein the first competitive market value of the first ad impression opportunity is determined based at least in part on a first predicted clearing price for the first ad impression opportunity;
- determining, by the computer system, a second competitive market value of the second ad impression opportunity in the ad impression marketplace, wherein the second competitive market value of the second ad impression opportunity is determined based at least in part on a second predicted clearing price for the second ad impression opportunity;
- generating, by the computer system, a first fair market value of the first ad impression opportunity to the ad campaign of the advertiser, wherein the first fair market value of the first ad impression opportunity is determined based at least in part on a first predicted performance of the first ad impression opportunity and the at least one or more goals or one or more constraints of the ad campaign of the advertiser;
- generating, by the computer system, a second fair market value of the second ad impression opportunity to the ad campaign of the advertiser, wherein the second fair market value of the second ad impression opportunity is determined based at least in part on a second predicted performance of the second ad impression opportunity and the at least one or more goals or one or more constraints of the ad campaign of the advertiser;
- comparing, by the computer system, the first competitive market value of the first ad impression opportunity to the first fair market value of the first ad impression opportunity;
- determining, by the computer system, not to bid on the first ad impression opportunity when the first competitive market value of the first ad impression opportunity in the ad impression marketplace is greater than the first fair market value of the first ad impression opportunity to the ad campaign of the advertiser;
- dynamically adjusting, by the computer system, the determined second competitive market value based at least in part on one or more additional inputs;
- dynamically determining, by the computer system, a difference between the determined second competitive market value and the adjusted second competitive market value;
- repeatedly adjusting, by the computer system, the adjusted second competitive market value if the determined difference is above a predetermined threshold level;
- finalizing, by the computer system, the adjusted second competitive market value if the determined difference is below a predetermined threshold level;
- determining, by the computer system, to bid on the second ad impression opportunity when the finalized second competitive market value of the second ad impression opportunity in the ad impression marketplace is not greater than the second fair market value of the second ad impression opportunity to the ad campaign of the advertiser;
- dynamically generating, by the computer system, a bid price for the second ad impression opportunity based at least in part on the second fair market value of the second ad impression opportunity to the ad campaign of the advertiser;
- and
- placing, by the computer system, a bid for the second ad impression opportunity on the second ad exchange based at least in part on the dynamically generated bid price,
- wherein the computer system comprises a computer processor and an electronic storage medium.