Microsoft Technology Licensing, LLC

Xandr Inc.

Moussa Taifi

Yana Volkovich

Carlos Eduardo Rodriguez Castillo

Aspects of the subject disclosure may include, for example, receiving from a campaign manager device information defining a line item in an online advertising system, including receiving information defining constraints for the line item. The subject disclosure may further include collecting browsing history information for targetable users matching the constraints for the line item, generating a machine learning model to rank the targetable users and building a new segment based on users ranked by the model. The subject disclosure may further include providing, to the campaign manager device, a recommendation to add the new segment to the line item, receiving from the campaign manager device an indication to attach the new segment to the line item, and subsequently, providing advertisement content to targeted users according to the line item including the new segment. Other embodiments are disclosed.

Line item-based audience extension

Aspects of the subject disclosure may include, for example, receiving information defining an attribute of interest for the impression, wherein the attribute of interest comprises a plurality of categories of values, and receiving information defining a respective probability for each respective value of the plurality of categories of values for the impression. Further, information about current values of the plurality of categories for the attribute of interest may be received and a pacing value may be determined based on the respective probability for each respective value of the plurality of categories of values, along with the information about current values the plurality of categories for the attribute of interest. A respective bid value of a bid may be adjusted using the pacing value and the adjusted bid value may be used in an auction to fill the impression. This permits automatic detection and correction of an inadvertent skew introduced when serving ads and other content. Other embodiments are disclosed.

Fair demographic ratio pacing

Aspects of the subject disclosure may include, for example, collecting television viewership information for viewers of television content items of a television advertising campaign, collecting digital viewership information for online activity by users, joining the television viewership information and the digital viewership information, wherein the joining comprises associating household identifiers of the television viewership information with device identifiers of the digital viewership information, building a content ranking of digital content items closest to the television content items and initiating, by the processing system, a digital advertising campaign with one or more digital content items of the content ranking of digital content items attached to the digital advertising campaign. Other embodiments are disclosed.

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Jackson Heights, NY, United States of America

Moussa Taifi