Internet advertising impression-based auction exchange system

• US 20080262917A1
• Filed: 04/19/2007
• Published: 10/23/2008
• Est. Priority Date: 04/19/2007
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Inventors: Green, Jeff, Urschel, William
• Application Number:
  US11/788,111
• Publication Number:
  US 20080262917A1
• 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 30/0255 based on user history
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

The invention is a neutral, real-timed impression-based, auction internet advertising exchange. On the novel exchange, advertisers and web site publishers interact through a broker who communicates directly with the Exchange. Advertisers specify bids to their brokers who enter them in the Exchange. Publishers may specify minimums or a form of payment to their Brokers who enter them into the Exchange. When a site from a publisher that is brokered on the Exchange is accessed by a user, a real time auction is held on the Exchange. During the auction, which preferably happens within 100 msec, information about the site and the user is communicated to the brokers. The brokers consult the strategies for their advertisers to determine a bid, based on the information from the Exchange, to place ads on the site. (This makes it seem like the brokers target and bid during the exchange rather than in advance.) The highest bid, or bids for multiple ad spots on a site, results in corresponding ads placed on the site. The exchange supports flexible payment bases as well as providing significant feedback to brokers, allowing for much more effective internet advertising campaigns.

Claims

1. An internet advertising process for connecting advertisers with publishers who offer advertisement spots on Internet sites, and brokers, who represent advertisers and publishers, comprising;

running a real-timed auction on the Exchange when a publisher'"'"'s site is accessed by a user, wherein, Advertisers specify their bids and targets to exchange, via the broker, in advance. determining if the ad available and the user are appropriately matched with the bids offered and targets specified.

2. The process of claim 1 further comprising;

placing advertisements in spots on the accessed site according to the highest bids received from the brokers or if no broker supplied bid equals a known price previously agreed to from another source for a particular spot, placing the ad from the other source.

3. The process of claim 1 wherein advertiser strategy to determine bid price is potentially based on general or detailed information about the user and publisher site, provided to the broker by the exchange at the time the site is accessed.

4. The process of claim 3 wherein the information includes one or more of;

frequency caps,

user timezone,

specific timezone,

country, State, DMA,

site content ratings,

site animation,

site format,

other site specific data,

user browser type,

user operating system;

or,

ad type.

5. The process of claim 1 wherein the auction is held within 100 msec.

6. The process of claim 1 wherein the Exchange supports brokers accepting advertiser payments and paying publishers based on differing valuation bases.

7. The process of claim 6 wherein the valuation bases supported by the Exchange include;

CPM (cost per thousand),

CPC (cost per click),

CPL (cost per lead);

or

CPA (cost per action).