Abstract:
System and methods of constructing and operating a network of advertising networks in support of the real-time selection and distribution of creatives to network connected client computer systems for composited presentation on Web pages served to client computer systems. The network of networks is constructed by associating a plurality of publisher sites with a plurality of advertising networks, with each publisher site associated with one or more advertising networks, and associating a plurality of advertising campaigns with the plurality of advertising networks, with each advertising campaign associated with one or more of the advertising networks and further defined by respective campaign criteria. A campaign prioritization list is produced for each publisher site, generated based on a competitive analysis of respective campaign criteria, including a normalized campaign buy basis, employing a past-performance-based projection of a competitive completion of the advertising campaigns. Advertising creatives are served, in real-time, in response to service requests received from client computer systems, where the advertising creative selection is determined from the campaign prioritization list dependent on the respective publisher site and real-time evaluation of the respective campaign criteria.