Systems and methods for controlling online advertising campaigns

One or more non-transitory computer-readable media having instructions stored thereon, wherein the instructions, when executed by a processor of a computing device, cause the computing device to:

• receive, from an advertiser, a cost indicator that indicates an average cost per event to stay below for a current portion of an advertising campaign of the advertiser;
• receive, from the advertiser, a pacing indicator that indicates a pacing to achieve for the current portion of the advertising campaign;
• obtain, by the processor via a cost sensor, real-time data associated with bid transactions of an advertising market associated with the advertising campaign;
• monitor, by the processor, one or more bid transactions of the advertising market in the real-time data;
• determine, by the processor, an observed cost measurement and an observed pacing measurement from the one or more bid transactions based on the monitoring;
• determine, by the processor, one or more cell-level performance predictions associated with the advertising market, wherein the one or more cell-level performance predictions comprise a first cell-level performance prediction of a first cell of the advertising market representing a likelihood that an impression delivered to the first cell will result in at least one of a click-through or a conversion and a second cell-level performance prediction of a second cell of the advertising market representing a likelihood that an impression delivered to the second cell will result in at least one of a click-through or a conversion;
• determine, by the processor, an adaptive control scheme configured to calculate one or more signals based on a stored controller state variable comprising information about past control performance;
• receive, by the processor, a pacing indicator that indicates a pacing to achieve for the current portion of the advertising campaign;
• determine, by a campaign controller via the processor, a price control, using the adaptive control scheme, based on a function f(r, c, Tcostmax, Brevmax), wherein r represents the observed pacing measurement, c represents, the observed cost measurement, the pacing indicator and the observed pacing measurement, Tcostmax represents the cost indicator, and Brevmax represents the pacing indicator;
• update, by the processor, the price control to generate an updated price control, using the adaptive control scheme, based on a change to the pacing;
• and
• control, by the campaign controller via the processor, a bid price for the advertising campaign based on min(maxCPI, up{circumflex over (p)}i), wherein maxCPI represents max cost per impression, up represents at least one of the price control or the updated price control and {circumflex over (p)}i represents at least one of the one or more cell-level performance predictions.

A system for controlling advertising campaigns comprising:

• one or more processors configured to implement:
• a cost error calculator to:
• receive a cost signal that indicates an average cost per event to stay below for a current portion of an advertising campaign and an observed cost signal based on observed transactions of the advertising campaign;
• and
• generate a cost error signal based on the cost signal and the observed cost signal;
• a pacing error calculator to:
• receive a pacing signal that indicates a pacing to achieve for the current portion of the advertising campaign and an observed pacing signal based on one or more observed transactions of the advertising campaign;
• and
• generate a pacing error signal based on the pacing signal and the observed pacing signal;
• and
• a controller to:
• determine one or more cell-level performance predictions associated with an advertising market associated with the advertising campaign, wherein the one or more cell-level performance predictions comprise a first cell-level performance prediction of a first cell of the advertising market representing a likelihood that an impression delivered to the first cell will result in at least one of a click-through or a conversion and a second cell-level performance prediction of a second cell of the advertising market representing a likelihood that an impression delivered to the second cell will result in at least one of a click-through or a conversion;
• generate, via a campaign controller, a price control signal based on a function f(r, c, Tcostmax, Brevmax), wherein r represents an observed pacing measurement associated with the observed pacing signal, c represents an observed cost measurement associated with the observed cost signal, Tcostmax represents a cost indicator associated with the cost signal, and Brevmax represents a pacing indicator associated with the pacing signal;
• update the price control signal to generate an updated price control signal based on a change to the pacing;
• and
• control, via the campaign controller, a bid price for the advertising campaign based on maxCPI, up, and {circumflex over (p)}i, wherein maxCPI represents max cost per impression, up represents at least one of the price control signal or the updated price control signal and {circumflex over (p)}i represents at least one of the one or more cell-level performance predictions, wherein the controlling is associated with optimizing performance of bidding in the advertising market in favor of an advertiser.