System and methods for generating dynamic market pricing for use in real-time auctions

An online ad-placement server system for accomplishing dynamic display of advertisements within online publisher content viewed by users over an internet network, comprising:

• a data processor coupled to a web-based interface, and;
• a memory coupled to the data processor, the memory storing instructions with executable code that, when executed on a computer useable medium, cause the data processor to perform tasks for determining fair publisher thresholds for online and dynamic ad placement in publisher content:
• said online publisher content received from a publisher's server coupled to an electronic device over the internet network, and receiving a request from an input via the electronic device to automatically display the online publisher content within a web page including a main area in which the online publisher content is displayed via a web browser on the electronic device;
• the online publisher content received with executable code provided at a point during display on the electronic device, said executable code when loaded on the web browser executing a notification;
• the data processor further coupled to a plurality of advertisement sources, over the internet network, and providing the notification to the plurality of advertisement sources and querying for an impression for filling by an advertiser;
• a dynamic market floor system, including a delivery engine that receives an indirect request input, a direct request input, and optimization data, and processing real-time operations relating to the impression from competing advertisers from the plurality of advertisement sources and providing one or more inputs to fill the impression with an advertisement;
• an input collector coupled to the dynamic market floor system, and receiving a plurality of bids from the competing advertisers to fill the impression with their advertisements to fill one or more placeholders contained within the online publisher content displayed via the web browser;
• the input collector also receiving, from the dynamic market floor system, per-advertiser-context profiles during an identification phase of online ad placement information about an advertiser distribution in a given context, said given context defined by a plurality of context types based on attributes of at least one of a particular advertiser including an advertiser identification and brand, a particular publisher including a publisher identification and content category, a particular user including a user identification and geography, and a combination thereof;
• the dynamic market floor system coupled to the data processor and determining dynamic data for each of the competing advertisers and using the dynamic data with advertiser inputs and a publisher's static floor data to determine a highest input and a clearing data associated with the highest input when the online publisher content renders via a browser on the electronic device, and wherein a real-time platform comprises an analytics engine that processes event data in real-time, near-real-time, or batch mode;
• the input collector also sorting advertiser inputs in accordance with a predetermined ordering method;
• a statistical collector unit coupled to the memory storing and processing statistical data in a plurality of different formats, the statistical data including historical data and a static floor price data for use in determining pricing and wherein an event store is at least one of a database, a real-time module, a near-term module, and an off-line module;
• and
• a unit for selecting all bidding events that match said given context, wherein each context is associated with a set of statistical features divided into three sets including 1) Basic Profiles including statistical information from data on win to loss ratio, 2) Extended Percentile including percentile distributions of metrics derived from data from the real-time operations, and 3) Extended Histogram including combinations of metrics derived from data from the real-time operations and tracking input behavior by selecting all input events that match a particular context key.