Dynamic supplemental content selection

Abstract

Systems and methods are described herein for selecting supplemental content for a viewer based on bid responses received from supplemental-content sources for a supplemental-content bid request provided in parallel. A supplemental-content request is received from a content receiver for a viewer. The supplemental-content request is modified based on viewer-specific data that is obtained for the viewer. A supplemental-content bid request is generated based on the modified supplemental-content request and provided to a plurality of supplemental-content sources. Bid responses are received from one or more of the plurality of supplemental-content sources. One or more bids from the bid responses for the supplemental-content request are selected based on obtained supplemental-content statistics. Supplemental content associated with the one or more selected bids is provide to the content receiver to fulfill the supplemental-content request.

CPC Classifications