Controlling the serving of
US8370197 Patents
A (e.g., expected) performance of proposed ad placement is compared with a performance threshold (either an initial threshold or an adjusted threshold). The ad may be served if the expected performance meets the threshold (perhaps sub ject to additional conditions), but is not served if the expected performance is less than the performance threshold. Spend information of the ad so served is analyzed to determine if a target amount (budget) is expected to be overspent or under spent. If the former, the performance threshold is increased (and/or the ad performance value is decreased). If the lat
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