INTERNET ADVERTISING BROKERAGE APPARATUS, SYSTEMS, AND METHODS

• US 20090055267A1
• Filed: 06/05/2008
• Published: 02/26/2009
• Est. Priority Date: 08/23/2007
• Status: Abandoned Application

• Current Assignee: Adzilla, Inc.
• Original Assignee: Adzilla, Inc.
• Inventors: Roker, Robert
• Application Number:
  US12/133,544
• Publication Number:
  US 20090055267A1
• Time in Patent Office: Days
• US Class Current: 705/14.100
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

Apparatus, systems, and methods herein acquire and develop ad targeting relevancy information, route the relevancy information through a network, and use the relevancy information to prioritize ad flows and to select targeted, high-value ads to deliver to subscribers. Some example embodiments may intercept a subscriber internet access stream and/or interact with one or more subscriber information sources to acquire and develop the relevancy information. The relevancy information may then be introduced into the ad delivery ecosystem. Other example embodiments are described and claimed.

Claims

1. An apparatus, comprising:

a group subscriber relevancy tag (RT) database at an internet advertising brokerage apparatus (IABA) to contain a set of RT records associating a user identification with at least one RT;

an advertisement inventory database communicatively coupled to the group subscriber RT database to contain a set of advertisement records, each advertisement record associating an advertisement with a set of RT requirements; and

a target server to receive an advertisement request with a user identification, to search the group subscriber RT database for the at least one RT, to match the at least one RT to the set of RT requirements, to place a bid for an advertisement placement opportunity associated with the advertisement request, and to pass the at least one RT to a content publisher associated with the advertisement request.

2. The apparatus of claim 1, wherein a record associated with the advertising inventory database comprises at least one of an advertisement code field, a sale amount field, a billing terms field, a purchase mode field, a basis field, a delivery method field, a run period field, an RT requirements field, and an advertisement content address field.

3. The apparatus of claim 1, further comprising:

a publisher inventory database communicatively coupled to the target server to provide additional RTs to the target server.

4. The apparatus of claim 1, further comprising:

a targeting RT buffer coupled to the target server to accumulate RTs used to find the advertisement at the advertisement inventory database.

5. The apparatus of claim 1, further comprising:

an advertisement performance statistics database coupled to the target server to accumulate statistics associated with amounts bid for advertisement placement opportunities over periods of time associated with multiple advertisement placement transactions.

6. The apparatus of claim 5, further including:

a primary publisher record associated with the advertisement performance statistics database, the primary publisher record comprising at least one of a publisher code field, an advertisement identifier field, a cumulative number of bids won field, a cumulative number of bids lost field, a price of a bid last won field, or a price of a bid last lost field.

7. The apparatus of claim 6, further including:

a transaction record associated with the primary publisher record in a one-to-many relationship, the transaction record comprising at least one of an advertisement identification field, a time field, a bid status field, or a cost field.

8. The apparatus of claim 1, further comprising:

an advertisement server to supply an advertisement in response to the advertisement request.

9. The apparatus of claim 1, further comprising:

an advertisement feed application programming interface (API) to receive an advertisement from an advertisement feed server external to the IABA to supply in response to the advertisement request.

10. An apparatus, comprising:

a relevancy server to receive relevancy tags (RTs);

a group relevancy module communicatively coupled to the relevancy server to enhance and expand the RTs; and

a group subscriber RT database to store received, enhanced, and expanded RTs.

11. The apparatus of claim 10, further comprising:

an ontology database communicatively coupled to the group relevancy module to receive selected RTs from the group relevancy module and to return the expanded RTs.

12. The apparatus of claim 11, wherein a record associated with the ontology database comprises at least one of a uniform resource locator (URL) field, an indexed keyword field, or a list of associated category keywords.

13. The apparatus of claim 10, further comprising:

a path from a subscriber RT database associated with an access stream intercept device (ASID), the path communicatively coupled to the relevancy server to receive a selected subset of the RTs from the subscriber RT database.

14. The apparatus of claim 10, further comprising:

a path from a third-party RT supplier, the path from the third-party RT supplier coupled to the relevancy server to receive a selected subset of the RTs from the third-party RT supplier.

15. The apparatus of claim 10, further comprising:

a publisher inventory database communicatively coupled to the relevancy server to provide a selected subset of the RTs.

16. The apparatus of claim 10, further comprising:

an advertisement performance statistics database communicatively coupled to the group relevancy module, the advertisement performance statistics database to supply accumulated statistics associated with amounts bid for advertisement placement opportunities over periods of time associated with multiple advertisement placement transactions, the accumulated statistics to be used by the group relevancy module to enhance trending operations associated with at least one of an accumulation of relevancy information or a synthesis of additional RTs from accumulated RTs.

17. An apparatus, comprising:

an access stream intercept device (ASID) monitoring module to receive operational statistics from at least one ASID; and

an ASID performance statistics database communicatively coupled to the ASID monitoring module to store the operational statistics.

18. An apparatus, comprising:

an advertising network configuration database to receive configuration parameters from an advertising network manager and to store the parameters; and

an access stream intercept device (ASID) configuration server communicatively coupled to the advertising network configuration database to send ASID configuration parameters and ASID database loads to at least one ASID.

19. The apparatus of claim 18, further including:

a special listing record associated with the advertising network configuration database, the special listing record comprising at least one of a uniform resource locator (URL) field, a special listing field, or a field containing a reason for the special listing.

20. The apparatus of claim 18, further including:

an advertisement placement opportunity record associated with the advertising network configuration database, the advertisement placement opportunity record comprising at least one of a host name match field, a uniform resource locator (URL) name match field, a supported advertisement methods field, a transform scripts field, or a custom RTs field.

21. The apparatus of claim 18, further including:

a customer configuration record associated with the advertising network configuration database, the customer configuration record comprising at least one of an internet service provider (ISP) field, an enabled services field, an ASID group field, an RT static mappings field, an advertisement rules field, or a privacy policy field.

22. The apparatus of claim 18, further including:

a data mining script pointer record associated with the advertising network configuration database, the data mining script pointer record comprising at least one of a script code field, a script purpose field, a host match field, a uniform resource locator (URL) match field, an event triggers field, or an invocation field.

23. The apparatus of claim 18, further comprising:

an ASID monitoring module communicatively coupled to the ASID configuration server to receive operational statistics from the at least one ASID; and

an ASID performance statistics database communicatively coupled to the ASID monitoring module, the ASID performance statistics database to provide the operational statistics to at least one of the advertising network configuration database or the ASID configuration server to implement a closed-loop advertising network configuration system.

24. An apparatus, comprising:

a communication server to receive redirected hypertext transport protocol (HTTP) requests from an internet access computing device (IACD) and to receive redirected HTTP responses to the requests; and

a subscriber relevancy module communicatively coupled to the communication server to extract stream relevancy tag (RT) data from the requests and the responses, to receive external RT data, to enhance the stream RT data and the external RT data, and to insert enhanced RT data into at least one of the requests or the responses.

25. The apparatus of claim 24, wherein the communication server and the subscriber relevancy module are integrated into at least one of a data packet router or a data packet switch.

26. The apparatus of claim 24, further comprising:

a subscriber RT database communicatively coupled to the subscriber relevancy module to store accumulated RT data.

27. The apparatus of claim 26, wherein a record associated with the subscriber RT database comprises at least one of a user identification field, a record creation date and time field, a session identification field, a session link identification field, an RT source field, an RT field, an RT literal field, or a propensity field.

28. The apparatus of claim 24, further comprising:

an application process executing on at least one of a server, a specialty hardware device, a network interface card (NIC), a proxy server, a deep packet inspection device, a switch, or a router, the application process to redirect the HTTP requests to the communications server.

29. The apparatus of claim 28, wherein the application process comprises at least one of a remote procedure call, an interprocess communication interface, or an application programming interface (API).

30. The apparatus of claim 24, further comprising:

an ASID ontology database communicatively coupled to the subscriber relevancy module to receive RT data from the subscriber relevancy module and to return the enhanced RT data to the subscriber relevancy module.

31. The apparatus of claim 24, further comprising:

a monitoring agent communicatively coupled to the communication server to capture and store ASID operational statistics.

32. The apparatus of claim 24, further comprising:

a configuration agent communicatively coupled to the communication server to receive configuration parameters and database loads from an advertising network controller.

33. The apparatus of claim 24, further comprising:

a publisher inventory database communicatively coupled to the communication server to contain information linking website publisher advertisement space to RTs selected by the subscriber relevancy module.

34. The apparatus of claim 33, wherein a record associated with the publisher inventory database comprises at least one of a field containing a publisher code and publisher uniform resource locator (URL), a billing terms field, an acquisition mode field, a cost field, a minimum bid field, a position field, a size field, or a field containing at least one mapped RT.

35. The apparatus of claim 24, further comprising:

subscriber identification (ID) logic coupled to the subscriber relevancy module to identify at least one of a subscriber or a user session associated with the HTTP requests.

47. The system of claim 35, further including:

an advertisement brokerage gateway communicatively coupled to at least one of the group subscriber RT database, the advertisement inventory database, a publisher inventory database, an advertisement performance statistics database, an ASID configuration database, or an ASID performance database to provide authorized personnel with access to databases and configuration mechanisms associated with the IABA.

36. A system, comprising:

a communication server at an access stream intercept device (ASID) to receive redirected hypertext transport protocol (HTTP) requests from an internet access computing device (IACD) and to receive redirected HTTP responses to the requests;

a subscriber relevancy module communicatively coupled to the communication server to extract stream relevancy tag (RT) data from the requests and the responses, to receive external RT data, to enhance the stream RT data and the external RT data, and to insert enhanced RT data into at least one of the requests or the responses;

a relevancy server at an internet advertising brokerage apparatus (IABA) communicatively coupled to the ASID to receive relevancy tags (RTs) from the ASID;

a group relevancy module communicatively coupled to the relevancy server to enhance and expand the relevancy tags; and

a group subscriber RT database to store received, enhanced, and expanded relevancy tags.

37. The system of claim 36, wherein the ASID is located at an internet service provider (ISP) associated with the IACD.

38. The system of claim 37, wherein the ISP comprises at least one of a dial-up ISP, a DSL ISP, a cable ISP, a wireless ISP, or a satellite communications service provider.

39. The system of claim 36, wherein the ASID is associated with an upstream provider of internet bandwidth to at least one internet service provider (ISP) associated with the IACD.

40. The system of claim 36, wherein the ASID is associated with a hosted services provider, wherein the hosted services provider receives an advertising request packet initiated at the IACD and redirected to the hosted services provider by at least one internet service provider topologically located between the IACD and the hosted services provider, and wherein the hosted services provider appends at least one RT to the advertising request packet.

41. The system of claim 36, wherein the ASID is associated with a third-party service provider, wherein the third-party service provider supplies an internet-based service to a subscriber associated with the IACD.

42. The system of claim 41, wherein the internet-based service comprises at least one of a browsing acceleration service, a security filtering service, a parental blocking service, a spyware detection and removal service, a phishing notification service, an ad blocking service, an email service, or an application hosting service.

43. The system of claim 36, further comprising:

a cooperative software agent executed by the IACD to communicate with at least one of the ASID or the IABA and to provide additional relevancy information known to the IACD.

44. The system of claim 43, wherein the additional relevancy information comprises at least one of a MAC address, a CPU serial number, operating system desktop-related information, authentication-authorization-accounting (AAA) service information, ISP-based subscriber information, or information related to an interaction between processes executing on the IACD.

45. A system, comprising:

a subscriber relevancy module at an access stream intercept device (ASID) to redirect an advertisement request with a user identification to an internet advertising brokerage apparatus (IABA);

a group subscriber relevancy tag (RT) database at the IABA, the group subscriber RT database communicatively coupled to the ASID to contain a set of RT records associating the user identification with at least one RT;

an advertisement inventory database communicatively coupled to the group subscriber RT database to contain a set of advertisement records, each advertisement record associating an advertisement with a set of RT requirements;

a target server communicatively coupled to the group subscriber RT database, the target server to search the group subscriber RT database for the at least one RT, to match at least one RT to the set of RT requirements, to place a bid for an advertisement placement opportunity associated with the advertisement request, and to pass the at least one RT to a content publisher associated with the advertisement request.

46. The system of claim 45, wherein the ASID is located at an upstream provider, the upstream provider located at a position upstream from an internet service provider (ISP) associated with the user identification.

48. A system, comprising:

an access stream intercept device (ASID) to receive redirected datastreams associated with a plurality of subscribers and to append relevancy information to the redirected datastreams;

a regional internet advertising brokerage apparatus (IABA) to receive the relevancy information and advertisement requests from the ASID and to provide regionally-enhanced relevancy information and bids for regional advertisement placement opportunities associated with the advertisement requests to an advertising brokerage network;

a continental IABA to receive the regionally-enhanced relevancy information and advertisement requests and to provide continentally-enhanced relevancy information and bids for continental advertisement placement opportunities associated with the advertisement requests to the advertising brokerage network;

a master IABA to receive the continentally-enhanced relevancy information and advertisement requests and to provide master-enhanced relevancy information and bids for master advertisement placement opportunities associated with the advertisement requests to the advertising brokerage network.

49. The system of claim 48, further comprising:

an ASID monitoring agent to provide performance data to the regional IABA;

a regional IABA monitoring agent to provide the ASID performance data and regional IABA performance data to the continental IABA;

a continental IABA monitoring agent to provide the ASID performance data, the regional IABA performance data, and continental IABA performance data to the master IABA; and

a master IABA performance module to consolidate and report the ASID performance data, the regional IABA performance data, the continental IABA performance data, and master IABA performance data.

50. The system of claim 48, further comprising:

a regional IABA configuration server to configure the ASID and to cross-populate a group subscriber relevancy tag (RT) database associated with the ASID;

a continental IABA configuration server to configure the regional IABA and to cross-populate an RT database associated with the regional IABA; and

a master IABA configuration server to configure the continental IABA and to cross-populating a group subscriber RT database associated with the continental IABA.

51. A method, comprising:

receiving an advertisement request with a user identification;

searching a group subscriber RT database for at least one relevancy tag (RT) associated with the user identification;

matching the at least one RT to a set of RT requirements; and

placing a bid for an advertisement placement opportunity corresponding to the set of RT requirements.

52. The method of claim 51, further comprising:

associating the user identification with the at least one RT in the group subscriber RT database.

53. The method of claim 51, further comprising:

associating an advertisement with the set of RT requirements.

54. The method of claim 51, further comprising:

passing the at least one RT to a content publisher associated with the advertisement request if the bid is successful.

55. A method, comprising:

generating relevancy tags (RTs) at an access stream intercept device (ASID) from relevancy information received at the ASID;

storing the RTs in a subscriber RT database; and

transferring the RTs from the subscriber RT database to an internet advertising brokerage apparatus.

56. The method of claim 55, wherein the relevancy information comprises at least one of a web surfing trend associated with an internet access subscriber, subscriber demographic information, a keyword used in an internet search, data acquired as a result of the internet search, usage data compiled by an internet ratings organization, the existence of a bid to acquire publisher advertisement space, the amount of the bid, content of an advertisement, references to content sources, and indicators related to a relevance of alternate advertisements.

57. The method of claim 55, wherein the relevancy information is received from at least one of a datastream outbound from an internet access computing device (IACD), a datastream inbound to the IACD, a subscriber database associated with an internet service provider (ISP) providing internet access to the IACD, or network equipment associated with an IACD datastream.

58. The method of claim 55, further including:

at a relevancy information agent associated with an internet access computing device (IACD), gathering the relevancy information from at least one of a parameter associated with an operating system executing in the IACD, information passed across an interprocess communication link associated with the IACD, information associated with an application executing at the IACD, or information associated with a remote procedure call (RPC); and

sending the relevancy information from the relevancy information agent to the ASID.

59. The method of claim 55, further including:

accepting a keyword associated with an RT at a relevancy artificial intelligence module;

searching an ontology database using the keyword;

extracting at least one expansion keyword from a record returned from the ontology database; and

synthesizing an expanded RT from the at least one expansion keyword.

60. A method, comprising:

at an internet advertising brokerage apparatus (IABA), accessing an access stream intercept device (ASID) monitoring agent;

reading ASID performance statistics stored by the ASID monitoring agent; and

transferring the ASID performance statistics to an ASID performance statistics database located at the IABA.

61. The method of claim 60, further comprising:

providing the ASID performance statistics to an ASID configuration server on demand.

62. A method, comprising:

at an internet advertising brokerage apparatus (IABA), accessing a set of access stream intercept device (ASID) configuration parameters from an ASID configuration database; and

communicating with an ASID configuration agent to transfer at least one of configuration parameters or database loads to an ASID.

63. The method of claim 62, further comprising:

populating at least one of an ASID publisher inventory database, an ASID subscriber RT database, or an ASID ontology database via the ASID configuration agent.

64. A method, comprising:

at a proxy server, receiving an intercepted communication datastream associated with an internet access computing device (IACD);

extracting first relevancy information from the intercepted communication datastream;

assembling at least one relevancy tag from the first relevancy information and from second relevancy information, the second relevancy information gathered from at least one of a subscriber database associated with an internet service provider (ISP) or network equipment associated with the datastream; and

transmitting the relevancy tag to at least one of an advertiser, an advertisement broker, a publisher, or an internet advertising brokerage apparatus (IABA).

65. The method of claim 64, further comprising:

locating the proxy server at a network node associated with an upstream service provider, the network node positioned upstream from the IACD.

66. The method of claim 65, further comprising:

sending an advertising request from the ISP to the upstream service provider across an out-of-band communication link.

67. The method of claim 65, wherein the upstream service provider comprises a third-party services provider.

68. The method of claim 64, further comprising:

intercepting the communication datastream at an application process executing on at least one of a server, a network interface card (NIC), a proxy server, a service gateway, a traffic shaping appliance, a protocol processing device, a switch, or a router.

69. The method of claim 68, wherein the application process comprises at least one of a service gateway process, a traffic shaping process, or a protocol processing method.

70. The method of claim 64, further comprising:

configuring the proxy server as at least one of a software module, a circuit board, an integrated circuit, or a programmable integrated chip embedded within a packet communication device.

71. A method, comprising:

receiving redirected datastreams associated with a plurality of subscribers at an access stream intercept device (ASID);

appending relevancy information to the redirected datastreams at the ASID;

at a regional internet advertising brokerage apparatus (IABA), receiving the relevancy information and advertisement requests from the ASID;

at the regional IABA, providing regionally-enhanced relevancy information and bids for regional advertisement placement opportunities associated with the advertisement requests to an advertising brokerage network;

at a continental IABA, receiving the regionally-enhanced relevancy information and advertisement requests;

at the continental IABA, providing continentally-enhanced relevancy information and bids for continental advertisement placement opportunities associated with the advertisement requests to the advertising brokerage network;

at a master IABA, receiving the continentally-enhanced relevancy information and advertisement requests; and

at the master IABA, providing master-enhanced relevancy information and bids for master advertisement placement opportunities associated with the advertisement requests to the advertising brokerage network.

72. The method of claim 71, further comprising:

providing ASID performance data to the regional IABA;

at the regional IABA, providing the ASID performance data and regional IABA performance data to the continental IABA;

at the continental IABA, providing the ASID performance data, the regional IABA performance data, and continental IABA performance data to the master IABA; and

at the master IABA, consolidating and reporting the ASID performance data, the regional IABA performance data, the continental IABA performance data, and master IABA performance data.

73. The method of claim 71, further comprising:

at the regional IABA, configuring the ASID and cross-populating a group subscriber relevancy tag (RT) database associated with the ASID;

at the continental IABA, configuring the regional IABA and cross-populating a group subscriber RT database associated with the regional IABA; and

at the master IABA, configuring the continental IABA and cross-populating a group subscriber RT database associated with the continental IABA.

74. A method, comprising:

receiving an advertisement request at a first ad publisher;

redirecting the advertisement request to at least one intermediate ad publisher;

passing the ad request to an internet advertising brokerage apparatus (IABA); and

delivering a pre-populated advertisement from the IABA to a requesting subscriber without traversing at least one intermediate publisher.

75. The method of claim 74, further comprising:

redirecting the advertising request to an advertiser.

76. The method of claim 75, further comprising:

communicating the advertising request to the IABA from at least one of the advertiser or an access stream intercept device (ASID) associated with a requesting internet access computing device (IACD).

77. A method of communicating relevancy information from an ASID to an internet advertising brokerage apparatus (IABA), comprising at least one of:

appending a relevancy tag (RT) to an HTTP request;

redirecting an advertising request including the RT from the ASID to the IABA;

or

sending an internet protocol (IP) address from the ASID to the IABA to index the RT from an RT database at the IABA.

78. A method of identifying a particular IACD among a plurality of IACDs behind a firewall at an access stream intercept device (ASID), comprising at least one of:

mapping a transport control protocol (TCP) port number to the particular IACD;

mapping an authentication identifier produced by an ISP authentication process to the particular IACD;

mapping a user agent identifier to the particular IACD;

or

mapping a language identifier to the particular IACD.

79. A method, comprising:

at an internet advertising brokerage apparatus (IABA), populating a hierarchical ontology database with records, each record to include a keyword field, an associated category keyword field, and a uniform resource locator (URL) field.

80. The method of claim 79, further comprising:

accessing a world-wide web page at a URL associated with the URL field to obtain associated category keywords to populate into the associated category keyword field.

81. A method of synthesizing additional keyword relevancy tags (RTs), including:

accepting a keyword RT to be expanded from a requesting process;

searching an ontology database for the keyword RT to be expanded;

extracting the additional keyword RTs from uniform resource locator (URL) records returned by a search of the ontology database; and

returning the additional keyword RTs to the requesting process.