Controlling spend pacing in a distributed bidding system

One or more non-transitory computer storage media storing computer-useable instructions that, when used by a computing device, cause the computing device to perform a method for facilitating control of advertising spend, the method comprising:

• obtaining a target bid rate at a bidder having one or more processors, the target bid rate specifying a target number of advertisement bids, per unit of time, associated with a real time advertisement auction, the target bid rate generated for the bidder by a local bidding manager included within a first data center among multiple data centers, the target bid rate comprising a bid rate boost that temporarily increases the target bid rate in response to a decrease in advertisement traffic identified by the local bidding manager, the multiple data centers controlled by a global bidding manager based on a spend rate allocated to the first data center by the global bidding manager, the spend rate proportional to a spend potential for the first data center compared to spend potentials corresponding to each of the multiple data centers, the spend potentials received at the global bidding manger, the spend rate specifying a target monetary budget per unit of time;
• receiving, at the bidder, a bid request requesting participation in an advertisement auction;
• and
• using, at the bidder, the target bid rate to determine whether to place an advertisement bid in association with an advertisement.

A system for facilitating control of advertising spend, the system comprising:

• a global bidding manager configured to generate, based at least on spend potentials collected from each of a plurality of data centers, spend rates for each of the plurality of data centers, and distribute the spend rates to corresponding data centers, wherein each of the spend rates specifies a target monetary budget per unit of time, and wherein a spend rate generated for a first data center of the plurality of data centers is proportional to a spend potential for the first data center compared to the spend potentials corresponding to each of the plurality of data centers, the spend potentials received at the global bidding manager;
• a plurality of local bidding managers in communication with the global bidding manager, each local bidding manager associated with a corresponding data center and being configured to receive a corresponding spend rate from the global bidding manager, identify a decrease in advertisement traffic, allocate target bid rates within the data center based on the corresponding spend rate, and distribute the target bid rates within the data center, each of the target bid rates specifying a target number of advertisement bids, per unit of time, associated with a real time advertisement auction, at least one of the target bid rates comprising a bid rate boost that temporarily increases the at least one target bid rate in response to the decrease in advertisement traffic;
• and
• a plurality of bidders associated with each data center, the plurality of bidders in communication with a corresponding local bidding manager in the data center, wherein each of the plurality of bidders is configured to receive a corresponding target bid rate from the corresponding local bidding manager,
• wherein the global bidding manager is configured to manage the spend rates across the data centers using data collected from the plurality of local bidding managers, and wherein each of the local bidding managers is configured to manage the target bid rates across the plurality of bidders associated with the local bidding manager using data collected from the plurality of bidders.