Real time pricing, purchasing and auctioning of advertising time slots based on real time viewership, viewer demographics, and content characteristics
First Claim
1. A method for awarding an advertisement time slot, comprising:
- accessing viewership data about a viewer'"'"'s selection and use of media content, the viewership data comprising at least one viewership criterion describing one or more viewers as desirable for receiving advertisement content;
accessing an advertising auction engine to award the advertisement time slot, the advertising auction engine comprising at least one of advertising data, auction data for selecting and bidding on the advertisement time slot, and business data for awarding the advertisement time slot, the advertising auction engine for;
i) matching the viewership data with the auction data and the advertising data to identify one or more advertisements as desirable for distribution to the one or more viewers during the advertisement time slot,ii) establishing a bid price for each of the identified one or more advertisements, the bid price adjusted by the advertising auction engine based upon the matched data for each advertisement and based upon the business data, andiii) awarding the advertisement time slot to one of the identified one or more advertisements to maximize a contract price for the advertisement time slot.
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Accused Products
Abstract
An exemplary advertising auction tool includes advertising data, detailed auction data such as pricing to bid on an advertisement time slot and desirable viewership characteristics and metrics, and business data for awarding the advertisement time slot and for distributing the advertisement. The auction tool receives near real-time viewership data about a viewer'"'"'s selection and use of media content and matches the viewership data with the advertising data to identify one or more advertisements as desirable for distribution during the advertisement time slot. The auction tool then establishes a bid price for each of the matched advertisements. These bid prices are then automatically adjusted by the advertising auction tool based upon comparisons of the matched data for each advertisement and based upon the business data for each advertisement. Thereafter, the auction tool awards the advertisement time slot to maximize a contract price for the advertisement time slot.
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Citations
31 Claims
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1. A method for awarding an advertisement time slot, comprising:
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accessing viewership data about a viewer'"'"'s selection and use of media content, the viewership data comprising at least one viewership criterion describing one or more viewers as desirable for receiving advertisement content; accessing an advertising auction engine to award the advertisement time slot, the advertising auction engine comprising at least one of advertising data, auction data for selecting and bidding on the advertisement time slot, and business data for awarding the advertisement time slot, the advertising auction engine for; i) matching the viewership data with the auction data and the advertising data to identify one or more advertisements as desirable for distribution to the one or more viewers during the advertisement time slot, ii) establishing a bid price for each of the identified one or more advertisements, the bid price adjusted by the advertising auction engine based upon the matched data for each advertisement and based upon the business data, and iii) awarding the advertisement time slot to one of the identified one or more advertisements to maximize a contract price for the advertisement time slot. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18)
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19. A system, comprising:
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a Real Time Advertising Auction Module stored in a memory device; and a processor communicating with the memory device, the Real Time Advertising Auction Module; i) receiving advertising auction data for bidding on one or more advertisement time slots of a content provider, ii) receiving business data to select an advertisement for an advertisement time slot, iii) receiving viewership data associated with a presentation of media content by the content provider, iv) matching the viewership data with the advertising data and the auction data to identify one or more advertisements as desirable for distribution to one or more viewers during the advertisement time slot, v) establishing a bid price for each of the identified one or more advertisements, the bid price adjusted according to the matched data for each advertisement and according to the business data for selecting the advertisement, and vi) awarding the advertisement time slot to one of the identified one or more advertisements such that a contract price for the advertisement time slot is maximized.
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20. A storage medium on which is encoded instructions for performing the following:
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accessing advertising auction data for bidding on one or more advertisement time slots during presentation of media content by a content provider, accessing business data to select an advertisement for the one or more advertisement time slots, accessing viewership data associated with the presentation of the media content, matching the viewership data with the advertising data and the auction data to identify one or more advertisements as desirable for distribution to one or more viewers during the advertisement time slot, establishing a price for each of the identified one or more advertisements, the bid price adjusted by the advertising auction engine based upon the matched data for each advertisement and based upon the business data for selecting an advertisement, and awarding the advertisement time slot to one of the one or more identified advertisements to maximize a contract price for the advertisement time slot.
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21. A method for auctioning an advertisement time slot, comprising:
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receiving viewership data that statistically describes a popularity of content; receiving a duration of the advertisement time slot; querying a database that associates bid amounts to the viewership data and to the duration of the advertisement time slot; retrieving a bid amount; and sending the bid amount as a bid for the advertisement insertion slot. - View Dependent Claims (22, 23, 24, 25, 26, 27, 28, 29, 30, 31)
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Specification