A non-transitory computer-readable medium comprising instructions that when executed by a processor, perform operations comprising:
- receiving, by a server over a network, a request for a web page from a client device;
- in response to the request from the client device:
- receiving a first bid, of a cost per impression (CPM) payment model type, for an ad slot from a first advertiser associated with an advertisement;
- receiving a second bid, of a cost per click (CPC) payment model type, for the ad slot from a second advertiser associated with a second advertisement;
- receiving a third bid, of a cost per conversion (CPA) payment model type, for the ad slot from a third advertiser associated with a third advertisement;
- converting the first bid, the second bid and the third bid to a common base, corresponding to expected cost per time unit (eCPTU), to generate a first eCPTU corresponding to the first bid, a second eCPTU corresponding to the second bid and a third eCPTU corresponding to the third bid, wherein the common base used to generate the first eCPTU, the second eCPTU and the third eCPTU enables a processor to perform comparison of the first eCPTU, the second eCPTU and the third eCPTU with increased ease;
- running an auction for the ad slot based on the first eCPTU, the second eCPTU and the third eCPTU, such that the auction is run using fine-granular user engagement time unit information not accounted for by at least one of the CPM payment model type, the CPC payment model type or the CPA payment model type;
- selecting, by the server, the advertisement for presentation on the web page based on the auction, and
- transmitting the web page by the server over the network to the client device for presentation at the client device,
- the web page being configured, when presented at the client device, to log event data indicative of user interaction with the web page to generate logged event data;
- receiving, by the server over the network from the client device, a client-side beacon comprising the logged event data comprising a page unhide event associated with a second web page;
- in response to receiving the client-side beacon comprising the logged event data from the client device, processing the logged event data to determine a duration of exposure of the advertisement when the web page is presented on the client device;
- in response to determining the duration of exposure of the advertisement, determining a level of performance of a guaranteed presentation amount associated with the advertisement, the level of performance based on the duration of exposure of the advertisement, wherein the guaranteed presentation amount defines a guaranteed number of impressions for the advertisement;
- tracking, by one or more processors of the server, an activation of an external link defined on the web page, the external link providing access to a third web page different than the second web page;
- determining, by the one or more processors of the server, a display time of the third web page based on the tracked activation of the external link and the client-side beacon comprising the logged event data, wherein determining the display time of the third web page includes determining a time interval between the activation of the external link and the page unhide event in the logged event data of the client-side beacon;
- wherein determining the level of performance includes assigning a weight to the presentation of the advertisement to generate a weighted presentation, the weight being determined from the duration of exposure, and aggregating the weighted presentation of the advertisement with prior weighted presentations of the advertisement to generate aggregated weighted presentations, each prior weighted presentation being defined by a prior presentation of the advertisement weighted by a prior duration of exposure, the aggregated weighted presentations being compared against the guaranteed number of impressions to determine the level of performance of the guaranteed presentation amount;
- and
- controlling online display advertising based on the level of performance and the display time of the third web page accessed via the external link defined on the web page.