A dynamically regulated advertising delivery control system. A campaign is operated by sending bids to an exchange responsive to receiving bid requests from the exchange, each bid request representing an opportunity to expose a browser to content. Won bid notifications are received from the exchange and exposure notifications are received from exposed browsers. Failed exposures are detected by detecting won bid notification identifiers without corresponding exposure notification identifiers. Responsive to the failed exposures exceeding an upper limit, the campaign is operated in a throttled mode by sending bids to the exchange in response to a fraction of the suitable bid requests received from the exchange and ignoring some suitable bid requests. Responsive to detecting successful exposures in the throttled mode, the operation of the campaign is dynamically regulated by increasing the fraction.