Integration of reserved and dynamic advertisement allocations
First Claim
1. One or more computer storage hardware devices storing computer-executable instructions that, when executed by one or more computing devices each having a processor and a memory, cause the one or more computing devices to perform a method for integrating reserved advertisement allocations and dynamic advertisement allocations, the method comprising:
- receiving a request from a first advertiser to purchase a reserved allocation of advertisement impressions (impressions),wherein an impression is a single displayed instance of an online advertisement, the impression having one or more attributes describing a user to whom the impression will be displayed (attributes), andwherein the request to purchase a reserved allocation of impressions specifies a number of impressions requested by the first advertiser that each have one or more attributes requested by the first advertiser;
receiving one or more bids from an external bidding agent to dynamically purchase one or more impressions through a real-time bidding process that accepts bids for an impression just before the impression is displayed on a web page for a user; and
bidding, as an internal bidding agent on behalf of the first advertiser, to dynamically purchase one or more impressions through the real-time bidding process until the request from the first advertiser to purchase the reserved allocation of impressions is satisfied,wherein the internal bidding agent adjusts its bid prices, at least in part, based on bid prices associated with the one or more bids from the external bidding agent.
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Accused Products
Abstract
Systems, methods, and computer media for integrating requests for reserved allocations of advertisement impressions and requests for dynamic allocations of advertisement impressions are provided. A request is received from a first advertiser to purchase a reserved allocation of advertisement impressions. The request specifies a requested number of impressions that each have one or more requested attributes. One or more bids to dynamically purchase one or more impressions through a real-time bidding process are received from an external bidding agent. An internal bidding agent bids, on behalf of the first advertiser, to dynamically purchase one or more impressions through the real-time bidding process until the request from the first advertiser to purchase the reserved allocation of impressions is satisfied.
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Citations
20 Claims
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1. One or more computer storage hardware devices storing computer-executable instructions that, when executed by one or more computing devices each having a processor and a memory, cause the one or more computing devices to perform a method for integrating reserved advertisement allocations and dynamic advertisement allocations, the method comprising:
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receiving a request from a first advertiser to purchase a reserved allocation of advertisement impressions (impressions), wherein an impression is a single displayed instance of an online advertisement, the impression having one or more attributes describing a user to whom the impression will be displayed (attributes), and wherein the request to purchase a reserved allocation of impressions specifies a number of impressions requested by the first advertiser that each have one or more attributes requested by the first advertiser; receiving one or more bids from an external bidding agent to dynamically purchase one or more impressions through a real-time bidding process that accepts bids for an impression just before the impression is displayed on a web page for a user; and bidding, as an internal bidding agent on behalf of the first advertiser, to dynamically purchase one or more impressions through the real-time bidding process until the request from the first advertiser to purchase the reserved allocation of impressions is satisfied, wherein the internal bidding agent adjusts its bid prices, at least in part, based on bid prices associated with the one or more bids from the external bidding agent. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
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11. A system for integrating reserved advertisement allocations and dynamic advertisement allocations, the system comprising:
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a reserved allocation request intake component that receives requests to purchase reserved allocations of advertisement impressions (impressions), wherein an impression is a single displayed instance of an online advertisement, the impression having one or more attributes describing a user to whom the impression will be displayed (attributes), and wherein a request to purchase a reserved allocation of impressions specifies a requested number of impressions that each have one or more requested attributes; an internal bidding agent that satisfies requests to purchase reserved advertisement allocations by bidding on and purchasing impressions through a real-time bidding process until the requested number of impressions for a request has been purchased; and a bidding engine that implements a real-time bidding process that (1) accepts bids for impressions from the internal bidding agent and one or more external bidding agents on a real-time basis just before the impression is displayed on a web page for a user and (2) awards each impression to the winning bidding agent, wherein the internal bidding agent adjusts its bid prices, at least in part, based on bid prices associated with one or more bids from the one or more external bidding agents. - View Dependent Claims (12, 13, 14, 15, 16)
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17. A computer-implemented method for integrating reserved advertisement allocations and dynamic advertisement allocations, the method comprising:
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receiving a request from a first advertiser to purchase a reserved allocation of advertisement impressions (impressions), wherein an impression is a single displayed instance of an online advertisement, the impression having one or more attributes describing a user to whom the impression will be displayed (attributes), and wherein the request to purchase a reserved allocation of impressions specifies a number of impressions requested by the first advertiser that each have one or more attributes requested by the first advertiser; receiving one or more bids from an external bidding agent to dynamically purchase one or more impressions through a real-time bidding process that accepts bids for an impression just before the impression is displayed on a web page for a user, wherein the impressions bid on by the external bidding agent that have the attributes requested by the first advertiser are categorized into two or more impression types, each impression type defined by the presence of at least one attribute not requested by the first advertiser in the request, wherein the bid price is determined based on the impression type, and wherein the bid price reflects the impression'"'"'s value to an advertiser represented by the external bidding agent; and bidding, as an internal bidding agent on behalf of the first advertiser, to dynamically purchase one or more impressions through the real-time bidding process until the request from the first advertiser to purchase the reserved allocation of impressions is satisfied, wherein the bids placed on behalf of the first advertiser by the internal bidding agent are placed and priced such that the impressions purchased to satisfy the request include approximately proportional percentages of each impression type as compared to the total number of impressions having attributes requested by the first advertiser that are available for bidding;
wherein the internal bidding agent adjusts its bid prices, at least in part, based on bid prices associated with the one or more bids from the external bidding agent. - View Dependent Claims (18, 19, 20)
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Specification