US Patent 7933798 Determining and displaying impression share to advertisers

An advertisement associated with a bid and a budget for placement of the advertisement is received, and a determination as to whether to present the advertisement is made. A number of times the advertisement is presented is calculated, and the number of times the advertisement is not presented is calculated. An impression share statistic for the advertisement is calculated based on the calculation of the number of times the advertisement is presented and the calculation of the number of times the advertisement is not presented.