RISK REDUCTION FOR PARTICIPANTS IN AN ONLINE ADVERTISING EXCHANGE
First Claim
Patent Images
1. A method of facilitating trading of advertising, comprising:
- receiving an ask from at least one publisher broker for an advertisement space, wherein the at least one publisher broker represents at least one publisher that received a request for publishing inventory from a user;
receiving a bid from at least one advertiser broker for the advertisement space, wherein the at least one advertiser broker represents at least one advertiser who desires to advertise advertisements to users, wherein at least one of the at least one publisher broker and at least one of the at least advertiser broker are from disparate advertising networks; and
initiating at least one transaction based on the ask and the bid and automatically defining at least one insurance term applicable to the at least one transaction.
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Abstract
For a multi-party advertising exchange including advertising and publishing entities from disparate advertising networks, a framework is provided for applying insurance terms to advertising transactions in the exchange, enabling risk sensitive participants to ease their participation in a potentially volatile online advertising marketplace. Participants can use the insurance mechanism of the advertising exchange to reduce variance in expected outcome for transactions in the advertising exchange.
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Citations
20 Claims
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1. A method of facilitating trading of advertising, comprising:
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receiving an ask from at least one publisher broker for an advertisement space, wherein the at least one publisher broker represents at least one publisher that received a request for publishing inventory from a user; receiving a bid from at least one advertiser broker for the advertisement space, wherein the at least one advertiser broker represents at least one advertiser who desires to advertise advertisements to users, wherein at least one of the at least one publisher broker and at least one of the at least advertiser broker are from disparate advertising networks; and initiating at least one transaction based on the ask and the bid and automatically defining at least one insurance term applicable to the at least one transaction. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. A system to facilitate trading of advertising, comprising:
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a publisher broker to represent at least one publisher, wherein the publisher broker determines at least one ask for an advertisement space of the at least one publisher; an advertiser broker to represent at least one advertiser, wherein the advertiser broker manages at least one bid for the advertisement space by the at least one advertiser; an exchange to facilitate at least one transaction for the advertisement space between the publisher broker and the advertiser broker, wherein the publisher broker and the advertiser broker are advertising entities of disparate advertising networks, and at least one tool that receives from the publisher broker or the advertiser broker a specification of at least one risk expression applying to at least one transaction in the exchange, and wherein at least one insurance term for the at least one transaction is determined based on the at least one risk expression of the publisher broker or the advertiser broker. - View Dependent Claims (11, 12, 13, 14, 15, 16, 17, 18, 19)
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20. A method for facilitating transactions for advertisement space in an advertising exchange between participants from the advertising side and/or the publishing side and from at least two disparate advertising networks, comprising:
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receiving at least one utility function having an impact on a risk profile of a participant with respect to conducting at least one transaction in the advertising exchange; soliciting offers from at least one insurance provider based on the risk profile and receiving a set of insurance terms applicable to the at least one transaction for offer to the participant; and receiving acceptance of the set of insurance terms by the participant and conducting the at least transaction applying the set of insurance terms to the at least one transaction to reduce the risk represented by the risk profile for the at least one transaction.
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Specification