Systems and methods for providing a demand side platform

• US 10,049,391 B2
• Filed: 03/30/2011
• Issued: 08/14/2018
• Est. Priority Date: 03/31/2010
• Status: Active Grant

• Current Assignee: Mediamath Acquisition Corporation
• Original Assignee: Mediamath LLC
• Inventors: Buchalter, Yehuda Ari, Cozzolino, Roland G., Zawadzki, Joseph M.
• Primary Examiner(s): Long, Fonya M
• Assistant Examiner(s): Nguyen, Thuy N
• Application Number:
  US13/076,276
• Publication Number:
  US 20110246310A1
• Time in Patent Office: 2,694 Days
• Field of Search: 705 141
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

The present invention is directed towards methods and systems for matching, by a demand side service, an advertisement with an impression from a plurality of impressions available across a plurality of impression opportunity providers. A demand side service executing on one or more servers may receive a request to bid for placement of an advertisement on one or more impression opportunities available across a plurality of impression opportunity providers. The demand side service may further determine an impression opportunity from the plurality of impression opportunities to bid on. In addition, the demand side service may communicate, via a network, one or more bids via an interface to an impression opportunity provider of the plurality of impression opportunity providers. The demand side service may complete a transaction to procure the impression opportunity from the impression opportunity provider responsive to a winning bid from the one or more bids.

Claims

1. A computer-implemented method for matching, by a demand side service, an advertisement with an impression selected from a plurality of impressions available across a plurality of impression opportunity providers, the computer-implemented method comprising:

receiving, by the demand side service executed on a computer system having one or more computer hardware processors and one or more servers, a request from an advertiser to bid for placement of an advertisement in at least one of a plurality of impression opportunities available across the plurality of impression opportunity providers, wherein the plurality of impression opportunity providers comprises a plurality of types of impression opportunity providers, and wherein the computer system directly interfaces with each of the plurality of types of impression opportunity providers;

receiving, by the demand side service, a first biddable request from a first impression opportunity provider to bid on a first impression opportunity, wherein the first impression opportunity provider comprises a first type of impression opportunity provider, and wherein the first type of impression opportunity provider comprises an advertising exchange;

receiving, by the demand side service, a second biddable request from a second impression opportunity provider to bid on a second impression opportunity, wherein the second opportunity provider is of a type different from that of the first impression opportunity provider;

receiving, by the demand side service, data relating to the first impression opportunity from the first impression opportunity provider and data relating to the second impression opportunity from the second impression opportunity provider, wherein the first impression opportunity provider and the second impression opportunity provider each comprises a data transmission interface, wherein the receiving data from each of the first impression opportunity provider and the second impression opportunity provider further comprises dynamically performing, by a single interface of the demand side service, a normalization of the data transmission interfaces of the first impression opportunity provider and the second impression opportunity provider, wherein the normalization further comprises;

receiving, by the single interface, the data relating to the first impression opportunity from a first data transmission interface of the first impression opportunity provider, wherein the first data transmission interface uses a first communication protocol;

converting, by the single interface, the data received from the first data transmission interface relating to the first impression opportunity into a normalized data format used by the single interface;

receiving, by the single interface, data relating to the second impression opportunity from a second data transmission interface of the second impression opportunity provider, wherein the second data transmission interface uses a second communication protocol, wherein the second communication protocol is different from the first communication protocol; and

converting, by the single interface, the data received from the second data transmission relating to the second impression opportunity interface into the normalized data format used by the single interface;

accessing, by the demand side service, the data received from the first impression opportunity provider relating to the first impression opportunity and the data received from the second impression opportunity provider relating to the second impression opportunity;

determining, by the demand side service, based on the data received from the first impression opportunity provider relating to the first impression opportunity and the data received from the second impression opportunity provider relating to the second impression opportunity, whether the first impression opportunity and the second impression opportunity correspond to an identical impression opportunity;

determining, by the demand side service, whether to bid on one or more of the first impression opportunity or the second impression opportunity;

communicating, by a bidding interface of the demand side service via an electronic network to one or more of the first impression opportunity provider or the second impression opportunity provider, the one or more bids and an advertisement; and

completing, by the demand side service responsive to a winning bid from the one or more bids, a transaction to procure one or more of the first impression opportunity or the second impression opportunity, wherein upon completion the advertisement is configured to be displayed on one or more of the first impression opportunity or the second impression opportunity.

2. The method of claim 1, wherein the request from the advertiser to bid for placement of the advertisement further comprises a goal for an ad campaign.

3. The method of claim 1, wherein the request from the advertiser to bid for placement of the advertisement further comprises a constraint for placement of the advertisement.

4. The method of claim 1, wherein determining, by the demand side service, whether to bid on one or more of the first impression opportunity or the second impression opportunity, further comprises automated analysis of a goal of an ad campaign specified by the request from the advertiser to bid for placement of the advertisement.

5. The method of claim 1, wherein determining, by the demand side service, whether to bid on one or more of the first impression opportunity or the second impression opportunity, further comprises automated analysis of a constraint specified by the request from the advertiser to bid for placement of the advertisement.

6. The method of claim 1, further comprising determining, by the bidding interface, a price of the one or more bids based on one or more bidding rules.

7. The method of claim 1, further comprising determining, by the demand side service, an estimate of a total number of daily impression opportunities across the plurality of impression opportunity providers.

15. The method of claim 1, further comprising requesting, by the single interface, additional data from one or more of the first data transmission interface and the second data transmission interface.

8. A system for matching, by a demand side platform, an advertisement with an impression selected from a plurality of impressions available across a plurality of impression opportunity providers, the system comprising:

the demand side platform executed on a computer system having one or more computer hardware processors and one or more servers, wherein the demand side platform matches advertisements with impressions selected from a plurality of impression opportunities offered by the plurality of impression opportunity providers, wherein the plurality of impression opportunity providers comprises a plurality of types of impression opportunity providers, and wherein the computer system directly interfaces with the plurality of types of impression opportunity providers; and

a bidder of the demand side platform programmed to;

receive a request to bid on placement of an advertisement for an advertiser in at least one of the plurality of impression opportunities;

receive a first biddable request from a first impression opportunity provider to bid on a first impression opportunity, wherein the first impression opportunity provider comprises a first type of impression opportunity provider, and wherein the first type of impression opportunity provider comprises an advertising exchange;

receive a second biddable request from a second impression opportunity provider to bid on a second impression opportunity, wherein the second opportunity provider is of a type different from that of the first impression opportunity provider;

receive data relating to the first impression opportunity from the first impression opportunity provider and data relating to the second impression opportunity from the second impression opportunity provider, wherein the first impression opportunity provider and the second impression opportunity provider each comprises a data transmission interface, wherein a single interface of the bidder is programmed to perform a normalization of the data transmission interfaces of the first impression opportunity provider and the second impression opportunity provider, wherein the normalization further comprises;

receiving, by the single interface, the data relating to the first impression opportunity from a first data transmission interface of the first impression opportunity provider, wherein the first data transmission interface uses a first communication protocol;

converting, by the single interface, the data received from the first data transmission interface relating to the first impression opportunity into a normalized data format used by the single interface;

receiving, by the single interface, data relating to the second impression opportunity from a second data transmission interface of the second impression opportunity provider, wherein the second data transmission interface uses a second communication protocol, wherein the second communication protocol is different from the first communication protocol; and

converting, by the single interface, the data received from the second data transmission relating to the second impression opportunity interface into the normalized data format used by the single interface;

access the data received from the first impression opportunity provider relating to the first impression opportunity and the data received from the second impression opportunity provider relating to the second impression opportunity;

determine, based on the data received from the first impression opportunity provider relating to the first impression opportunity and the data received from the second impression opportunity provider relating to the second impression opportunity, whether the first impression opportunity and the second impression opportunity correspond to an identical impression opportunity;

determine whether to bid on one or more of the first impression opportunity or the second impression opportunity;

communicate via an electronic network to one or more of the first impression opportunity provider or the second impression opportunity provider, the converted one or more bids and the converted advertisement; and

complete, responsive to a winning bid from the one or more bids, a transaction to procure one or more of the first impression opportunity or the second impression opportunity, wherein upon completion the advertisement is configured to be displayed on one or more of the first impression opportunity or the second impression opportunity.

9. The system of claim 8, wherein the request to bid on placement of the advertisement for the advertiser comprises a goal for an ad campaign.

10. The system of claim 8, wherein the request to bid on placement of the advertisement for the advertiser comprises a constraint for placement of the first advertisement.

11. The system of claim 8, wherein the bidder is programmed to determine whether to bid on one or more of the first impression opportunity or the second impression opportunity based on a goal of an ad campaign specified by the request to bid on placement of the advertisement for the advertiser.

12. The system of claim 8, wherein the bidder is programmed to determine whether to bid on one or more of the first impression opportunity or the second impression opportunity based on a constraint specified by the request to bid on placement of the advertisement for the advertiser.

13. The system of claim 8, wherein the bidder is programmed to determine a price of the one or more bids based on one or more bidding rules.

14. The system of claim 8, wherein the demand side platform is configured to determine an estimate of a total number of daily impression opportunities across the plurality of impression opportunity providers.

16. The system of claim 8, wherein the bidder is further programmed to request additional data from one or more of the first data transmission interface and the second data interface.