Expenditures based on ad impressions

A system comprising:

• a processor;
• a tangible, non-transitory memory configured to communicate with the processor,
• the tangible, non-transitory memory having instructions stored thereon that, in response to execution by the processor, cause the processor to perform operations comprising:
• identifying, by the processor, a first expenditure associated with a first customer that received an ad impression;
• comparing, by the processor, the first expenditure to a second expenditure associated with a second customer that did not receive the ad impression based on the campaign request but fits parameters associated with the campaign request;
• and
• generating, by the processor, a report showing the results of the comparing,
• wherein a cookie is tagged with a tag based on the campaign request,
• wherein the cookie is installed on a web client associated with the first customer,
• wherein the tag includes instructions for instructing a media buyer system to bid on the ad impression for the first customer based on the tag,
• wherein upon navigating to a website, the cookie is transmitted from the web client to the media buyer system to indicate that the first customer is online,
• wherein the media buyer system purchases the ad impression that is sent to the first customer;
• wherein the cookie is an anonymized cookie that is stripped of PII that is associated with the first customer,
• wherein the first customer is part of an anonymized list of customers, and
• wherein the anonymized list of customers comprises cookie data associated with each customer and excludes the PII.

An article of manufacture including a non-transitory, tangible computer readable storage medium having instructions stored thereon that, in response to execution by a computer-based system, cause the computer-based system to perform operations comprising:

• identifying, by the computer-based system, a first expenditure associated with a first customer that received an ad impression;
• comparing, by the computer-based system, the first expenditure to a second expenditure associated with a second customer that did not receive the ad impression based on the campaign request but fits parameters associated with the campaign request;
• and
• generating, by the computer-based system, a report showing the results of the comparing,
• wherein a cookie is tagged with a tag based on the campaign request,
• wherein the cookie is installed on a web client associated with the first customer,
• wherein the tag includes instructions for instructing a media buyer system to bid on the ad impression for the first customer based on the tag,
• wherein upon navigating to a website, the cookie is transmitted from the web client to the media buyer system to indicate that the first customer is online,
• wherein the media buyer system purchases the ad impression that is sent to the first customer;
• wherein the cookie is an anonymized cookie that is stripped of PII that is associated with the first customer,
• wherein the first customer is part of an anonymized list of customers, and
• wherein the anonymized list of customers comprises cookie data associated with each customer and excludes the PII.