SELF-SERVE PERCENT ROTATION OF FUTURE SITE CHANNELS FOR ONLINE ADVERTISING

• US 20080103895A1
• Filed: 02/15/2007
• Published: 05/01/2008
• Est. Priority Date: 10/25/2006
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Mehdi, Yusuf I., Najm, Tarek, Biggs, Jody D., Burdick, Brian, Dominowska, Ewa
• Granted Patent: US 8,788,343 B2
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

The claimed subject matter provides a system and/or a method that facilitates establishing a true market value for an online advertisement. An interface component can receive data related to at least one of a spot market or a future market. A dynamic pricing component can dynamically establish an ad price for an ad unit based on the spot market and the future market, the ad price reflects a market value of the ad unit in accordance with the spot market and the future market.

Claims

1. A system that facilitates establishing a true market value for an online advertisement, comprising:

an interface component that receives data related to at least one of a spot market or a future market; and

a dynamic pricing component that dynamically establishes an ad price for an ad unit based on the spot market and the future market, the ad price reflects a market value of the ad unit in accordance with the spot market and the future market.

2. The system of claim 1, the ad unit is utilized by a publisher to sell for advertising and is the smallest unit of the advertisement that can be rendered.

3. The system of claim 1, the ad price is for the ad unit in a specific location on at least one of a website, a webpage, a page, and/or a site.

4. The system of claim 1, the ad price is a price for the ad unit in terms of a measurement that correlates to an estimate of traffic for the ad unit.

5. The system of claim 4, the measurement is at least one of a percent rotation for the advertisement, a cost/price per click (CPC), a price per 1000 impressions (CPM), a price per N impression, where N is a positive integer, or a unit of measurement related to a sale of a portion of the ad unit.

6. The system of claim 1, the ad price relates to at least one of an amount, a group, a bundle, an advertiser plurality, a user popularity, a vertical value or a number of the ad unit.

7. The system of claim 1, the spot market relates to selling at least one of a portion or a percent impression of a portion of the ad unit online in a non-predictable and indeterminist environment.

8. The system of claim 7, the spot market is at least one of an auction, a Vickrey auction, a Dutch auction, a second price auction, and a mixed goods auction.

9. The system of claim 1, the future market is a guaranteed market that guarantees at least one condition of sale for the certainty offered by an immediate sale of the ad unit to a customer.

10. The system of claim 1, the dynamic pricing component utilizes a spot market price as the ad price for a set price for the future market.

11. The system of claim 1, the dynamic pricing component utilizes a future market price as the ad price for a starting price for the spot market, the future market price is identified with at least one of a publisher set price, a price set from a market driven approach, a Vickrey auction, an auction, a Dutch auction, a second price auction, a lottery, a mixed goods auction, or a technique to ascertain a set price for the future market.

12. The system of claim 1, further comprising a match component that implements at least one of the following:

identifying at least one ad sale within the spot market similar to a sale in the future market to facilitate ascertaining the ad price;

or

identifying at least one ad sale within the future market similar to a sale in the spot market to facilitate ascertaining the ad price.

13. The system of claim 1, further comprising a duration component that automatically adjusts a time period associated with an ad sale contract within the future market based upon at least one feature of the spot market or the future market.

14. The system of claim 1, further comprising a wholesale component that purchases a portion of the ad unit at the established ad price in order to re-sell at least a fraction of the portion of ad unit in at least one of a disparate market, the spot market, or the future market.

15. The system of claim 1, the wholesale component is at least one of a third-party, a service, a network, a portion of a service, a server, a component, a machine, or a combination thereof.

16. The system of claim 1, further comprising a flex component that implements a portion of a change to at least one of an auction within the spot market or a negotiation within the future market in order to dynamically adapt to a constantly changing market related to online advertisements.

17. A computer-implemented method that facilitates generating a price for a portion of an online advertisement, comprising:

evaluating at least one spot market and one future market; and

generating a market price to sell an ad unit based at least in part upon the evaluation.

18. The method of claim 17, further comprising dynamically adjusting at least one of a duration, a term, a cost, a position, or a measurement based upon a market.

19. The method of claim 17, further comprising reselling the ad unit at the generated market price in at least one of a disparate market, the spot market, or the future market.

20. A computer-implemented system that facilitates establishing a true market value for an online advertisement, comprising:

means for receiving data related to at least one of a spot market or a future market; and

means for dynamically establishes an ad price for an ad unit based on the spot market and the future market, the ad price reflects a market value of the ad unit in accordance with the spot market and the future market.