Advertising platform transaction management
First Claim
1. A computer-implemented method comprising:
- providing a transaction management computing subsystem of an advertising platform operating on at least one first server within a data center, wherein the data center includes a local network over which co-located subsystems in the data center communicate;
physically co-locating a plurality of decisioning computing subsystems operating on one or more second servers and at least one web server with the transaction management computing subsystem in the data center, wherein the decisioning computing subsystems are configured to generate bids for impression inventory in response to bid-specific information received from the transaction management computing system, and wherein the web server is configured to receive requests from web browsers operated by impression consumers;
receiving at the web server a call for an advertisement to be served to an impression consumer on a web page, wherein the call comprises a single call invoking multiple ad tags each being associated with a distinct ad space on the web page;
receiving, from the web server over the local network of the data center, a notification of the call at the transaction management computing subsystem;
in response to the notification, generating, using the transaction management computing subsystem, a primary bid request including information sufficient to characterize the impression consumer and information sufficient to characterize each of one or more impressions identified in the advertising call;
sending the primary bid request from the transaction management computing subsystem over the local network of the data center to a first decisioning computing subsystem operating on behalf of the impression buyer;
receiving from the first decisioning computing system over the local network of the data center a response to the primary bid request indicating that a monetary value of the impression consumer does not exceed a threshold;
in response to receiving the response indicating that the value of the impression consumer does not exceed the threshold, generating, using the transaction management computing subsystem, a set of secondary bid requests, each secondary bid request comprising at least a portion of the information included in the primary bid request;
sending the set of secondary bid requests from the transaction management computing subsystem over the local network of the data center to a subset of the decisioning computing subsystems, each decisioning computing subsystem being operable to generate a bid response that includes a bid price that is programmatically determined from the information included in a secondary bid request;
selecting, using the transaction management computing subsystem, a first bid response from among at least one bid response generated by the subset of decisioning computing subsystems; and
taking, by the transaction management computing subsystem, an action on the first bid response,wherein the steps of bid request generation and bid response generation enable an impression buyer to determine the terms upon which the advertisement is served to the impression consumer subsequent to the receipt of the advertising call and prior to the service of the advertisement to the impression consumer.
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Accused Products
Abstract
A computer-implemented method includes generating, using a transaction management computing subsystem of an advertising platform, a set of primary bid requests responsive to receipt of an advertising call. Each primary bid request includes information sufficient to characterize an impression consumer and information sufficient to characterize each of one or more impressions identified in the advertising call. The method also includes sending the set of primary bid requests from the transaction management computing subsystem to a first set of decisioning computing subsystems of the advertising platform. Each decisioning computing subsystem of the first set being operable to generate a bid response based on the information included in a primary bid request. The method further includes selecting, using the transaction management computing subsystem, a first bid response from among the bid responses generated by the first set of decisioning computing subsystems; and taking, by the transaction management computing subsystem, an action on the first bid response.
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Citations
29 Claims
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1. A computer-implemented method comprising:
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providing a transaction management computing subsystem of an advertising platform operating on at least one first server within a data center, wherein the data center includes a local network over which co-located subsystems in the data center communicate; physically co-locating a plurality of decisioning computing subsystems operating on one or more second servers and at least one web server with the transaction management computing subsystem in the data center, wherein the decisioning computing subsystems are configured to generate bids for impression inventory in response to bid-specific information received from the transaction management computing system, and wherein the web server is configured to receive requests from web browsers operated by impression consumers; receiving at the web server a call for an advertisement to be served to an impression consumer on a web page, wherein the call comprises a single call invoking multiple ad tags each being associated with a distinct ad space on the web page; receiving, from the web server over the local network of the data center, a notification of the call at the transaction management computing subsystem; in response to the notification, generating, using the transaction management computing subsystem, a primary bid request including information sufficient to characterize the impression consumer and information sufficient to characterize each of one or more impressions identified in the advertising call; sending the primary bid request from the transaction management computing subsystem over the local network of the data center to a first decisioning computing subsystem operating on behalf of the impression buyer; receiving from the first decisioning computing system over the local network of the data center a response to the primary bid request indicating that a monetary value of the impression consumer does not exceed a threshold; in response to receiving the response indicating that the value of the impression consumer does not exceed the threshold, generating, using the transaction management computing subsystem, a set of secondary bid requests, each secondary bid request comprising at least a portion of the information included in the primary bid request; sending the set of secondary bid requests from the transaction management computing subsystem over the local network of the data center to a subset of the decisioning computing subsystems, each decisioning computing subsystem being operable to generate a bid response that includes a bid price that is programmatically determined from the information included in a secondary bid request; selecting, using the transaction management computing subsystem, a first bid response from among at least one bid response generated by the subset of decisioning computing subsystems; and taking, by the transaction management computing subsystem, an action on the first bid response, wherein the steps of bid request generation and bid response generation enable an impression buyer to determine the terms upon which the advertisement is served to the impression consumer subsequent to the receipt of the advertising call and prior to the service of the advertisement to the impression consumer. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19)
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20. A system that provides an advertising platform, the system comprising:
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a plurality of decisioning computing subsystems each including a processor that is coupled to computer readable media having computer readable instructions recorded thereon for generating a bid response that includes a bid price that is programmatically determined from the information included in a bid request, wherein the decisioning computing subsystems are configured to generate bids for impression inventory in response to bid-specific information; a web server physically co-located with the decisioning computing subsystems in a data center and configured to receive, from a web browser operated by an impression consumer, a call for an advertisement to be served to the impression consumer on a web page, wherein the data center includes a local network over which co-located subsystems in the data center communicate; and a transaction management computing subsystem physically co-located with the decisioning computing subsystems in the data center and including a processor that is coupled to computer readable media having computer readable instructions recorded thereon, wherein the processor is operable to execute the computer readable instructions to; receive from the web server over the local network of the data center a notification of the call, wherein the call comprises a single call invoking multiple ad tags each being associated with a distinct ad space on the web page; in response to the notification, generate a primary bid request including information sufficient to characterize the impression consumer and information sufficient to characterize each of one or more impressions identified in the advertising call; send the primary bid request over the local network of the data center to a first decisioning computing subsystem operating on behalf of the impression buyer; receive from the first decisioning computing subsystem over the local network of the data center a response to the primary bid request indicating that a monetary value of the impression consumer does not exceed a threshold; in response to receiving the response indicating that the value of the impression consumer does not exceed the threshold, generate a set of secondary bid requests, each secondary bid request comprising at least a portion of the information included in the primary bid request; send the set of secondary bid requests over the local network of the data center to a subset of the decisioning computing subsystems; select a first bid response from among at least one bid response generated by the subset of decisioning computing subsystems in response to the sending of the set of secondary bid requests; and take an action on the first bid response, wherein the bid request generation and bid response generation enable an impression buyer to determine the terms upon which the advertisement is served to the impression consumer subsequent to the receipt of the advertising call and prior to the service of the advertisement to the impression consumer. - View Dependent Claims (21, 22, 23, 24, 25, 26, 27, 28, 29)
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Specification