Open insertion order system to interface with an exchange for internet ad media
First Claim
1. An ad media exchange system for trading ad media including an ad media exchange server in communication with the Internet, the server comprising:
- a processor; and
a processor memory accessible to the processor;
wherein the processor memory stores a monitoring module executable by the processor, and programmed to cause the processor to;
receive ad campaign information for an advertiser, the ad campaign information including a campaign budget, ad-request information, a campaign duration, and a volume of advertising to be delivered by a first publisher over a duration of the ad campaign, the campaign budget to be expended in per-delivery fees as the first publisher delivers the advertising over the internet;
during the course of the duration of the ad campaign, to monitor a performance of the first publisher in delivering the advertising, and based on the monitoring, to compute a prediction of whether the publisher is likely to deliver the advertising at the budgeted volume during the duration of the ad campaign;
if the prediction is that the volume of advertising to be delivered is likely to fall below the budgeted volume by the conclusion of the ad campaign, to compute an estimate of an additional volume of advertising delivery required to bring the volume of delivered advertising up to the budgeted volume at the conclusion of the campaign, the estimate based at least in part on the monitored rate of delivery and the remaining duration of the ad campaign;
identifying a second publisher consistent with the ad request information, and by computer, arranging delivery of the additional advertising volume through the identified second publisher, arrangements between the first and second publishers and advertiser providing that payment by the advertiser for the advertising not exceed the campaign budget in the event that the total advertising delivered by the first and second publishers exceeds the campaign budget;
by computer, continuing to monitor delivery by the first and second publishers, and instructing delivery of the estimated additional volume for internet delivery by the second publisher for so long as delivery by the first publisher alone is predicted to be likely to fall below the budgeted volume.
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Accused Products
Abstract
An online exchange system and method supports open insertion order operations for online advertising markets displaying inefficiencies when delivering advertising media. Inefficiencies occur in an open ad exchange for online advertising when there is an under delivery of advertising content to identified target recipients. The online exchange system anticipates under deliveries and automatically fills instances of under delivery with impressions from the publisher inventory of the exchange according to fill requirements of the ad agency providing the advertising content (for example, budget limits and types of impressions to be used for filling the under delivery). The online exchange system also provides a mechanism for issuing a billing credit or discount to the agency if the bill for total impressions delivered according to the original campaign order and the automated under delivery fills exceeds a campaign budget.
82 Citations
17 Claims
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1. An ad media exchange system for trading ad media including an ad media exchange server in communication with the Internet, the server comprising:
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a processor; and a processor memory accessible to the processor; wherein the processor memory stores a monitoring module executable by the processor, and programmed to cause the processor to; receive ad campaign information for an advertiser, the ad campaign information including a campaign budget, ad-request information, a campaign duration, and a volume of advertising to be delivered by a first publisher over a duration of the ad campaign, the campaign budget to be expended in per-delivery fees as the first publisher delivers the advertising over the internet; during the course of the duration of the ad campaign, to monitor a performance of the first publisher in delivering the advertising, and based on the monitoring, to compute a prediction of whether the publisher is likely to deliver the advertising at the budgeted volume during the duration of the ad campaign; if the prediction is that the volume of advertising to be delivered is likely to fall below the budgeted volume by the conclusion of the ad campaign, to compute an estimate of an additional volume of advertising delivery required to bring the volume of delivered advertising up to the budgeted volume at the conclusion of the campaign, the estimate based at least in part on the monitored rate of delivery and the remaining duration of the ad campaign; identifying a second publisher consistent with the ad request information, and by computer, arranging delivery of the additional advertising volume through the identified second publisher, arrangements between the first and second publishers and advertiser providing that payment by the advertiser for the advertising not exceed the campaign budget in the event that the total advertising delivered by the first and second publishers exceeds the campaign budget; by computer, continuing to monitor delivery by the first and second publishers, and instructing delivery of the estimated additional volume for internet delivery by the second publisher for so long as delivery by the first publisher alone is predicted to be likely to fall below the budgeted volume. - View Dependent Claims (2, 3, 4, 5, 6)
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7. A method comprising the steps of:
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receiving at a computer a specification of an ad campaign to place internet advertising with a first internet publisher on behalf of an advertiser, the campaign specification specifying a campaign budget, ad request information, a campaign duration, and a volume of advertising to be delivered by the first publisher, the budget to be expended in per-delivery fees as the first publisher delivers the advertising over the internet; during the course of the duration of the ad campaign, by computer, monitoring delivery of the advertising by the first publisher, and based on the monitoring, computing a prediction of whether the first publisher is likely to deliver sufficient deliveries to consume the budgeted volume during the duration of the ad campaign; if the prediction is that the volume of advertising to be delivered is likely to fall below the budgeted volume at the conclusion of the ad campaign, by computer, computing an estimate of an additional volume of advertising delivery required to bring the volume of delivered advertising up to the budgeted volume at the conclusion of the campaign, the estimate based at least in part on the monitored rate of delivery and the remaining duration of the ad campaign; identifying a second publisher consistent with the ad request information, and by computer, arranging delivery of the additional volume of advertising through the identified second publisher, arrangements between the first and second publishers and advertiser providing that payment by the advertiser for the advertising not exceed the campaign budget in the event that the total advertising delivered by the first and second publishers exceeds the campaign budget; and by computer, continuing to monitor delivery by the first and second publishers, and instructing delivery of the estimated additional volume for internet delivery by the second publisher for so long as delivery by the first publisher alone is predicted to be likely to fall below the budgeted volume. - View Dependent Claims (8, 9, 10, 11, 12, 13, 14, 15, 16, 17)
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Specification