Consolidated System for Managing Internet Ads

• US 20070271145A1
• Filed: 05/30/2007
• Published: 11/22/2007
• Est. Priority Date: 07/20/2004
• Status: Abandoned Application

• Current Assignee: H.D. Vest Advanced Systems LLC (Avantax, Inc.)
• Original Assignee: H.D. Vest Advanced Systems LLC (Avantax, Inc.)
• Inventors: Vest, Herb
• Application Number:
  US11/755,641
• Publication Number:
  US 20070271145A1
• Time in Patent Office: Days
• US Class Current: 705/14.410
• 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 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

An improved system for managing online advertising inventory and advertisement creatives. The system provides a central database where an entire advertising campaign'"'"'s metric data is maintained for easy review. The metric data is accessible through a common, collaborative user interface. The interface allows publishers and advertisers to access their respective metric data. A publisher can review metric data associated with its inventory and make inventory pricing determinations. An advertiser can review metric data associated with its advertising campaign to determine effectiveness. Advertisers can establish prioritization criteria or allow automatic creative priority optimization. The publisher posts inventory for sale in an auction format. Advertisers view the posted inventory and place bids to purchase it. Performance data is maintained relating to elements of creatives and the respective placements. A single tracking asset allows the system to accurately determine which one of multiple publishers receives credit for user action related to the creative.

Claims

1. A system, the system for collaboratively managing internet ad campaigns, the ad campaigns comprising advertising creatives, the system providing collaborative access by a plurality of advertisers and a plurality of publishers, the system for serving an advertiser'"'"'s ad campaign for placement of creatives within one or more of the publishers'"'"' web pages, the system comprising:

at least one computer;

at least one database;

at least one web server; and

an interface, wherein the interface allows for common access to the system by both the advertisers and the publishers, and wherein the interface allows the advertisers and publishers to share information related to at least one ad campaign.

2. The system of claim 1 wherein the interface allows the advertiser to view performance metrics related to the ad campaign.

3. The system of claim 2 wherein the ad campaign is served by one or more publishers.

4. The system of claim 1 wherein each ad campaign comprises:

at least one creative;

at least one package; and

at least one placement, and

wherein the interface allows at least one advertiser and at least one publisher to view and manipulate the ad campaign.

5. The system of claim 1 wherein entitlements are used to control an advertiser'"'"'s access to at least one publisher'"'"'s data pertaining to the advertiser'"'"'s ad campaign.

6. The system of claim 1 wherein the advertisers and publishers collaborate in an auction of publisher inventory.

7. The system of claim 1 wherein the interface allows advertisers and publishers to collaborate in an auction of publisher inventory.

8. The system of claim 1 wherein the interface allows the advertiser to manage all advertiser controlled elements of an ad campaign.

9. The system of claim 1 wherein the interface allows the publisher to manage all publisher controlled elements of an ad campaign.

10. The system of claim 1 wherein the ad campaign is stored in at least one database, and wherein a prioritized list of creatives within the ad campaign is pushed to each web server on a periodic basis.

11. A method, the method for collaboratively managing internet ad campaigns using the system of claim 1, the ad campaigns comprising advertising creatives, the method providing collaborative access by a plurality of advertisers and a plurality of publishers, the method for serving an advertiser'"'"'s ad campaign for placement of creatives within one or more of the publishers'"'"' web pages, the method comprising the following steps:

accepting a first ad campaign data from at least one publisher concerning the publisher'"'"'s inventory;

accepting a second ad campaign data from at least one advertiser concerning the advertiser'"'"'s at least one ad campaign; and

conducting the ad campaign in accordance with the parameters specified by the first ad campaign data and the second ad campaign data.

12. The method of claim 11 further comprising the following step:

displaying ad campaign performance metrics associated with an advertiser'"'"'s creatives.

13. The method of claim 11 further comprising the following step:

displaying ad campaign performance metrics associated with a publisher'"'"'s inventory.

14. The method of claim 11 wherein each ad campaign comprises:

at least one creative;

at least one package; and

at least one placement, and

wherein the interface allows an advertiser and at least one publisher to view and manipulate the ad campaign.

15. The method of claim 11 wherein entitlements are used to control an advertiser'"'"'s access to at least one publisher'"'"'s data pertaining to the advertiser'"'"'s ad campaign.

16. The method of claim 11 wherein the advertisers and publishers collaborate in an auction of publisher inventory.

17. The method of claim 11 wherein the interface allows advertisers and publishers to collaborate in an auction of ad campaigns.

18. The method of claim 11 wherein the interface allows the advertiser to manage all advertiser controlled elements of an ad campaign.

19. The method of claim 11 wherein the interface allows the publisher to manage all publisher controlled elements of an ad campaign.

20. The method of claim 11 wherein the ad campaign is stored in at least one database, and wherein a prioritized list of creatives within the ad campaign is pushed to each web server on a periodic basis.

21. A computer program product comprising a computer-readable medium having instructions, the instructions being operable to enable a computer to execute a procedure for performing the method of claim 11, the program instructions comprising:

accepting a first ad campaign data from at least one publisher concerning the publisher'"'"'s inventory;

accepting a second ad campaign data from at least one advertiser concerning the advertiser'"'"'s at least one ad campaign; and

conducting the ad campaign in accordance with the parameters specified by the first ad campaign data and the second ad campaign data.

22. The computer program product of claim 21, the program instructions further comprising:

displaying ad campaign performance metrics associated with an advertiser'"'"'s creatives.

23. The computer program product of claim 21, the program instructions further comprising:

displaying ad campaign performance metrics associated with a publisher'"'"'s inventory.

24. The computer program product of claim 21 wherein each ad campaign comprises:

at least one creative;

at least one package; and

at least one placement, and

wherein the interface allows an advertiser and at least one publisher to view and manipulate the ad campaign.

25. The computer program product of claim 21 wherein entitlements are used to control an advertiser'"'"'s access to at least one publisher'"'"'s data pertaining to the advertiser'"'"'s ad campaign.

26. The computer program product of claim 21 wherein the advertisers and publishers collaborate in an auction of publisher inventory.

27. The computer program product of claim 21 wherein the interface allows advertisers and publishers to collaborate in an auction of ad campaigns.

28. The computer program product of claim 21 wherein the interface allows the advertiser to manage all advertiser controlled elements of an ad campaign.

29. The computer program product of claim 21 wherein the interface allows the publisher to manage all publisher controlled elements of an ad campaign.

30. The computer program product of claim 21 wherein the ad campaign is stored in at least one database, and wherein a prioritized list of creatives within the ad campaign is pushed to each web server on a periodic basis.