Systems and methods for determining competitive market values of an ad impression

A computer-implemented method comprising:

• receiving, by a computer system, one or more parameters of an ad campaign of an advertiser;
• receiving, by a first data transmission interface of an interface of the computer system from a first ad impression exchange, data relating to a first ad impression opportunity, wherein the data relating to the first ad impression opportunity comprises one or more historical clearing prices for the first ad impression opportunity;
• receiving, by a second data transmission interface of the interface of the computer system from a second ad impression exchange, data relating to a second ad impression opportunity, wherein the data relating to the second ad impression opportunity comprises one or more historical clearing prices for the 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, wherein the normalizing comprises:
• accessing the first data transmission interface and the second data transmission interface;
• and
• translating the data relating to one or more historical clearing prices for the first ad impression opportunity and the data relating to one or more historical clearing prices for the second ad impression opportunity;
• determining, by the computer system and based on the translated historical clearing prices, a first historical market value of the first ad impression opportunity and a second historical market value of the second ad impression opportunity;
• generating, by the computer system and based on the parameters of the ad campaign, a first fair market value of the first ad impression opportunity and a second fair market value of the second ad impression opportunity;
• comparing, by the computer system, the first historical market value to the first fair market value;
• determining, by the computer system, not to bid on the first ad impression opportunity when the first historical market value is greater than a threshold value above the first fair market value;
• adjusting, by the computer system, the determined second historical market value based at least in part on one or more additional inputs;
• determining, by the computer system, a difference between the determined second historical market value and the adjusted second historical market value;
• repeatedly adjusting, by the computer system, the adjusted second historical market value if the determined difference is above a predetermined threshold level;
• finalizing, by the computer system, the adjusted second historical market value if the determined difference is below the predetermined threshold level;
• and
• determining, by the computer system, to bid on the second ad impression opportunity when the finalized second historical market value is not greater than a threshold value above the second fair market value.