US Patent 7835937 Methods for controlling an advertising campaign

Methods and systems consistent with the present invention enable the control of aspects of an advertising campaign, such as revenue expenditure, by comparing actual and desired behavior and incorporating feedback and feed-forward error correction to continuously adjust the campaign's behavior. In certain embodiments, this control is achieved without considering individual advertisement requests or ad placements, thus bypassing the lowest-level details and instead adjusting behavior on a campaign-wide level using an adaptive control system.