Importance

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Abstract

Disclosed are methods and apparatus, including computer program products, implementing and using techniques for allocating a campaign budget among a plurality of electronic publishers for performing a marketing campaign on behalf of an advertiser. The advertiser has an associated computer in communication with a data network. In one aspect, the method includes providing a budget amount for the marketing campaign. A plurality of parameters defining the marketing campaign are also provided. These parameters include marketing campaign parameters associated with the marketing campaign, and publisher parameters associated with the electronic publishers. The publisher parameters include a minimum campaign spend amount and a maximum campaign spend amount for each electronic publisher. Certain ones of the electronic publishers are selected. The budget amount is allocated among the electronic publishers according to at least one of a plurality of allocation rules, to define an allocated budget. When the allocated budget is not within the minimum campaign spend amount and the maximum campaign spend amount for each of the selected electronic publishers, the allocated budget is reallocated according to at least one of a plurality of reallocation rules.

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First Claim