ONLINE EXCHANGE FOR INTERNET AD MEDIA
First Claim
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1. An online media exchange comprising:
- an exchange system configured to provide a user interface to advertisers and publishers accessing the online media exchange;
a publisher to sell ad spots;
an advertiser with ad campaigns;
receiving from one or more advertisers data defining bids to purchase advertising media;
receiving from one or more publishers data defining offers to sell advertising media;
matching bid to purchase of a contracting advertiser with an offer to sell of respective contracting publishers to form respective contracts;
serving advertising content including advertising media defined by the contract to consumers accessing websites of the respective publishers; and
passing back the untargetable or unclassifiable ad media when a match is not able to be made to one or more backup ad networks designated by the publisher.
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Abstract
Presented are embodiments of methods and systems that create an open ad exchange for online advertising by creating and running a premium ad exchange to provide pricing control to both publishers and advertisers. Techniques are presented where advertisement campaigns are matched with ad spot for sale on relevant pages based on a bid-ask price scheme. Further, techniques are presented for allowing publishers of advertisements to still realize revenue when the exchange cannot sell an impression at an asking price by sending that impression to a backup tag.
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Citations
61 Claims
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1. An online media exchange comprising:
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an exchange system configured to provide a user interface to advertisers and publishers accessing the online media exchange; a publisher to sell ad spots; an advertiser with ad campaigns; receiving from one or more advertisers data defining bids to purchase advertising media; receiving from one or more publishers data defining offers to sell advertising media; matching bid to purchase of a contracting advertiser with an offer to sell of respective contracting publishers to form respective contracts; serving advertising content including advertising media defined by the contract to consumers accessing websites of the respective publishers; and passing back the untargetable or unclassifiable ad media when a match is not able to be made to one or more backup ad networks designated by the publisher. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 21)
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19. An online media exchange comprising a computer system with:
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means for storing data defining an offer to sell advertising media, the data including data defining a consumer action as a variable input for calculating compensation payable to a publisher for purchase of the advertising media; means for storing data defining an offer to purchase advertising media, the data including data defining a consumer action as a variable input for calculating compensation payable to an advertiser for purchase of the advertising media; means for comparing the data defining an offer to sell advertising media and the data defining an offer to purchase advertising media; means for establishing a contract between an advertiser and a publisher based on the stored data defining an offer to sell advertising media and the stored data defining an offer to purchase advertising media; and means for tracking commissions owed, billed and received under the contract. - View Dependent Claims (20)
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22. A method for operating an online media exchange, the method comprising:
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an exchange system configured to provide a user interface to advertisers and publishers accessing the online media exchange; a publisher to sell ad spots; an advertiser with ad campaigns; receiving from one or more advertisers data defining bids to purchase advertising media;
receiving from one or more publishers data defining offers to sell advertising media;matching bid to purchase of a contracting advertiser with an offer to sell of respective contracting publishers to form respective contracts; serving advertising content including advertising media defined by the contract to consumers accessing websites of the respective publishers; and passing back the untargetable or unclassifiable ad media when a match is not able to be made to one or more backup ad networks designated by the publisher. - View Dependent Claims (24, 25, 26, 27, 28, 29, 30, 31, 32, 33)
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23. A method for operating a computer system, the method comprising:
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storing data defining an offer to sell advertising media, the data including data defining a consumer action as a variable input for calculating compensation payable to a publisher for purchase of the advertising media; storing data defining an offer to purchase advertising media, the data including data defining a consumer action as a variable input for calculating compensation payable to an advertiser for purchase of the advertising media; comparing the data defining an offer to sell advertising media and the data defining an offer to purchase advertising media; and establishing a contract between an advertiser and a publisher based on the stored data defining an offer to sell advertising media and the stored data defining an offer to purchase advertising media.
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34. A method for operating an online media exchange comprising:
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receiving from one or more advertisers data defining offers to sell advertising media; receiving from one or more publishers data defining bids to purchase advertising media; matching an offer to sell of a contracting advertiser with one or more bids to purchase of respective contracting publishers to form respective contracts; and serving advertising content including advertising media defined by the contract to consumers accessing websites of the respective publishers. - View Dependent Claims (35, 36, 37, 38, 39, 40, 41, 42, 43, 44, 45, 46, 47, 48, 49)
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50. A method for trading advertising media, the method comprising:
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providing an exchange data structure accessible via a communications network; storing in said data structure data defining an offer to sell advertising media, said data defining a selling compensation scheme which uses a consumer action as a variable input to calculate compensation payable to purchase said advertising media; storing in said data structure data defining an offer to purchase advertising media, said data defining a purchasing compensation scheme which uses a consumer action as a variable input to calculate compensation payable to purchase said advertising media; comparing said offer to sell and said offer to purchase, to identify whether said offer to purchase meets the terms of said offer to sell. - View Dependent Claims (51, 52, 53, 54)
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55. A method for publishing information on the current market value of media, the method comprising:
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providing an exchange data structure accessible via a communications network; storing in said data structure data defining an offer to sell advertising media, said data defining a selling compensation scheme which uses a consumer action as a variable input to calculate compensation payable to purchase said advertising media; storing in said data structure data defining an offer to purchase advertising media, said data defining a purchasing compensation scheme which uses a consumer action as a variable input to calculate compensation payable to purchase said advertising media; publishing said data defining an offer to purchase or said data defining an offer to sell.
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56. A system for trading advertising media, comprising:
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an exchange data structure accessible via a communications network; stored in said data structure, data defining an offer to sell advertising media, said data defining a selling compensation scheme which uses a consumer action as a variable input to calculate compensation payable to purchase said advertising media; stored in said data structure, data defining an offer to purchase advertising media, said data defining a purchasing compensation scheme which uses a consumer action as a variable input to calculate compensation payable to purchase said advertising media; means to compare said offer to sell and said offer to purchase, to identify whether said offer to purchase meets the terms of said offer to sell. - View Dependent Claims (57, 58, 59, 60)
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61. A system for publishing information on the current market value of media, comprising:
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an exchange data structure accessible via a communications network; stored in said data structure, data defining an offer to sell advertising media, said data defining a selling compensation scheme which uses a consumer action as a variable input to calculate compensation payable to purchase said advertising media; stored in said data structure, data defining an offer to purchase advertising media, said data defining a purchasing compensation scheme which uses a consumer action as a variable input to calculate compensation payable to purchase said advertising media; publishing means for publishing said data defining an offer to purchase or said data defining an offer to sell.
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Specification