US Patent 11514479 Adaptive bidding for networked advertising

An adaptive bidding system for networked advertising. A bid request is received from an exchange over a network. Each bid request represents the opportunity to bid on an advertising opportunity. A processing time limit is determined based at least in part on a network latency measurement and an exchange reported timeout. The execution of one or more tasks is initiated by the adaptive bidding system. A response is determined from one or more results which are available before the processing time limit expires. The execution of any tasks that have not completed execution before the processing time limit expires are terminated. The response is provided to the exchange.