SPECIFYING, NORMALIZING AND TRACKING DISPLAY PROPERTIES FOR TRANSACTIONS IN AN ADVERTISING EXCHANGE
First Claim
1. A method for facilitating transactions for advertisement space in an advertising exchange including a publisher broker to represent at least one publisher and an advertiser broker to represent at least one advertiser, comprising:
- receiving a first expression of display properties from a first participant in the advertising exchange according to a first standard that defines at least one requirement of the first participant pertaining to at least one display characteristic for advertising or inventory for transactions in the advertising exchange;
receiving a second expression of display properties from a second participant in the advertising exchange according to a second standard that defines at least one requirement of the second participant pertaining to at least one display characteristic for advertising or inventory for transactions in the advertising exchange; and
normalizing the first and second expressions to a standard representation for display properties within the exchange enabling a comparison of the first expression of display properties to the second expression of display properties.
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Accused Products
Abstract
For a multi-party advertising exchange including advertising and publishing entities, each participant can specify one or more display properties as requirements or definitions for advertising transactions in the exchange. The disparate display properties of multiple participants are normalized within the advertising exchange to a common vocabulary by translating the display properties to a common set of representations within the exchange enabling the comparison of a first set of display properties to a second set of display properties. The invention also optionally records the performance of advertising as a function of display properties over time so that optimal display strategies can be determined by participants with access to the performance information. Various system refinements are provided and disclosed according to a host of optional embodiments.
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Citations
20 Claims
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1. A method for facilitating transactions for advertisement space in an advertising exchange including a publisher broker to represent at least one publisher and an advertiser broker to represent at least one advertiser, comprising:
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receiving a first expression of display properties from a first participant in the advertising exchange according to a first standard that defines at least one requirement of the first participant pertaining to at least one display characteristic for advertising or inventory for transactions in the advertising exchange; receiving a second expression of display properties from a second participant in the advertising exchange according to a second standard that defines at least one requirement of the second participant pertaining to at least one display characteristic for advertising or inventory for transactions in the advertising exchange; and normalizing the first and second expressions to a standard representation for display properties within the exchange enabling a comparison of the first expression of display properties to the second expression of display properties. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13)
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14. 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; and an exchange to facilitate a transaction for the advertisement space between the publisher broker and the advertiser broker, wherein the publisher broker and advertiser broker are from different advertising networks, wherein a set of optimal display properties is derived from at least one presentation objective explicitly or implicitly specified by the advertiser broker on behalf of the at least one advertiser, and wherein the exchange automatically determines a set of advertisement spaces that match or nearly match the set of optimal display properties. - View Dependent Claims (15, 16, 17, 18)
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19. A system to facilitate trading of advertising, comprising:
an exchange to facilitate a plurality of transactions for advertisement space between at least one publisher and at least one advertiser across disparate advertising networks, wherein the exchange tracks performance information over time for advertisements across disparate advertising networks based on display properties for the advertisements when published, wherein the exchange bases at least one transaction for advertisement space between the at least one publisher and the at least one advertiser based on the performance information as a function of the display properties. - View Dependent Claims (20)
Specification