SYSTEM AND METHOD FOR OPERATING A MARKETPLACE FOR INTERNET AD MEDIA AND FOR DELIVERING ADS ACCORDING TO TRADES MADE IN THAT MARKETPLACE

• US 20070214045A1
• Filed: 01/26/2007
• Published: 09/13/2007
• Est. Priority Date: 01/26/2006
• Status: Abandoned Application

• Current Assignee: Pulsepoint Incorporated (Pulsepoint Holdings LLC)
• Original Assignee: ContextWeb Incorporated (Pulsepoint Holdings LLC)
• Inventors: Subramanian, Anand, Sarkar, Shanthi
• Application Number:
  US11/627,902
• Publication Number:
  US 20070214045A1
• Time in Patent Office: Days
• US Class Current: 705/80
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/08 Auctions
• CPC Class Codes: G06Q 50/188 Electronic negotiation

Abstract

A method and system to operate an Internet-based exchange that offers commoditized Ad Media. The system receives the identity of Ad Media from a publisher, automatically classifies the Ad Media so as to associate the classified Ad Media with other like Ad Media and groups the associated Ad Media into buckets forming a commoditized Ad Media, which is offered for purchase or sale over the Internet as tradable units on the exchange. The system includes a media ownership rules module, containing business rules, in communication with a media trades record module containing records of ownership interests, a classification module, an ad server registry module containing configuration information specific to a plurality of ad servers, and a tag routing module that receives ad requests for advertisements from an Internet browser and forwards the ad requests back to the Internet browser for rerouting to an ad server.

Claims

1. A method for operating an Internet-based exchange marketplace offering commoditized Ad Media, the method comprising the steps of:

receiving the identity of Ad Media from a publisher for publication of advertisements on a webpage;

automatically classifying the Ad Media according to attributes;

associating the classified Ad Media with other classified Ad Media in accordance with predetermined criteria;

grouping the associated Ad Media into buckets forming a predefined quantity of commoditized Ad Media; and

offering the commoditized Ad Media for purchase or sale over the Internet as tradable units on an exchange marketplace.

2. The method of claim 1, wherein the predetermined criteria is at least one of time dependency, geographic location, and demographic information.

3. The method of claim 1, further including the step of automatically applying business rules in conjunction with the offering step so as to limit the offering steps to recipients based on the business rules.

4. The method of claim 3, wherein the business rules are established as conditions of the purchase or the sale of the tradable units.

5. The method of claim 1, wherein the classifying step occurs in real time as ad requests are received.

6. The method of claim 1, further including the steps of:

receiving an ad request from an Internet browser accessing a webpage associated with that Ad Media; and

routing advertisements for display on the webpage based on classifying the ad request, wherein the classification incorporates the attributes.

7. The method of claim 6, wherein the ad requests are classified in real time.

8. The method of claim 6, further including the steps of:

settling the purchase of the Ad Media through at least one of a real time settlement over the Internet and an incrementally updated settlement; and

storing records of the settlement including purchase and sale information.

9. The method of claim 6, further including the steps of:

querying records of a plurality of purchasers of the offers to determine the ownership interest in the Ad Media among the plurality of the purchasers;

configuring the ad request to incorporate purchaser specific information in the ad request; and

forwarding the ad request back to the Internet browser, wherein the Internet browser then accesses an ad server of the purchaser and receives the advertisement.

10. The method of claim 1, further including the steps of:

storing records of a purchase or sale; and

providing a market accessor tool to the publisher and a purchaser of the commoditized Ad Media, wherein the market accessor tool accesses the stored records.

11. The method of claim 10, further including at least one of the steps of:

providing an ability to utilize the market accessor tool to monitor the effectiveness of an ad campaign based on data in the stored records;

dynamically identifying the existence of Ad Media conforming to a buyer'"'"'s preference on the exchange marketplace;

placing an order for Ad Media on the exchange marketplace; and

canceling an order present on the exchange marketplace.

12. An Internet-based exchange marketplace for offering commoditized Ad Media, comprising:

a media ownership rules module containing business rules, wherein the media ownership rules module is in communication with a media trades record module containing records of ownership interests in the commoditized Ad Media;

a classification module configured to automatically classify the Ad Media in accordance with predetermined attributes;

an ad server registry module containing configuration information specific to a plurality of ad servers; and

a tag routing module configured to receive ad requests for advertisements from an Internet browser and forward the ad requests back to the Internet browser for rerouting to an ad server;

wherein the tag routing module accesses the classification module for categorization of the ad request, obtains an identity of a purchaser of commoditized Ad Media matching the categorized ad request; and

configures the ad request based on requirements of the purchaser within the ad server registry module prior to forwarding the ad request back to the Internet browser.

13. The exchange marketplace of claim 12, further comprising a market accessor tool configured to evaluate the effectiveness of an ad campaign.

14. The exchange marketplace of claim 13, wherein the market accessor tool is an interactive GUI, and is further configured to:

dynamically identify commoditized Ad Media conforming to a buyer'"'"'s preference;

place an order for the commoditized Ad Media on the exchange marketplace; and

cancel an order present on the exchange marketplace.