Time-Varying Media Object Sponsorship

• US 20090138330A1
• Filed: 11/28/2007
• Published: 05/28/2009
• Est. Priority Date: 11/28/2007
• Status: Abandoned Application

• Current Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Higgins, Christopher William
• Application Number:
  US11/946,498
• Publication Number:
  US 20090138330A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0202 Market predictions or forecasting for commercial activities
• CPC Class Codes: G06Q 30/06 Buying, selling or leasing transactions

Abstract

A service provider facilitates contractual sponsorship of media objects on an interactive network, by monitoring market activity and media object related reactions, and providing time-varying estimates of media object market value and advertising utility value. The service provider determines the best market-supported transactions for both media object owner and sponsor, and neutrally arbitrates between competing interests.

Claims

1. A method of determining financial terms of a transaction related to associating a sponsored object with a media object on a network, the method comprising

receiving, from a remote host, a request for financial terms of a sponsorship transaction, wherein the request includes one or more attributes of a media object, a media object rights owner, a potential sponsor, and a potential sponsored object;

analyzing sponsorship market activity to determine a set of potential sponsorship transaction structures;

analyzing media object and sponsored object response activity to determine expected consumer responses to the media object and the sponsored object;

determining a best owner transaction structure and associated market value for the media object rights owner;

determining a best sponsor transaction structure and associated market value for the sponsor;

combining said best owner and sponsor transaction structures into a composite transaction structure with a fee schedule providing for remission of fees for one or more responses to the sponsored media object; and

transmitting, to the remote host, the composite transaction structure and fee schedule.

2. The method of claim 1, wherein the potential sponsorship transaction structures include two or more of the following seven structures:

(1) a payment per impression at a rate CPM, a payment per activation of a sponsored link at a rate CPC, and a payment per sponsored follow-on action at a rate CPA;

(2) a payment per impression at a rate CPM, and a payment per activation of a sponsored link at a rate CPC;

(3) a payment per impression at a rate CPM and a payment per sponsored follow-on action at a rate CPA;

(4) a payment per activation of a sponsored link at a rate CPC and a payment per sponsored follow-on action at a rate CPA;

(5) a payment per impression at a rate CPM;

(6) a payment per activation of a sponsored link at a rate CPC; and

(7) a payment per sponsored follow-on action at a rate CPA.

3. The method of claim 1, wherein the determining a best owner transaction structure and associated market value for the media object rights owner further comprises

determining an expected revenue for an upcoming measurement period for each transaction structure in the set of potential sponsorship transaction structures;

and

comparing the expected revenues; and

choosing, as a best owner transaction structure, the transaction structure in the set of potential transaction structures that maximizes expected revenue.

4. The method of claim 1, wherein the determining a best sponsor transaction structure and associated market value for the potential sponsor further comprises

inputting a set of sponsorship goals;

determining, from the set of sponsorship goals, an expected sponsor utility for an upcoming measurement period for each transaction structure in the set of potential sponsorship transaction structures; and

comparing the expected utilities; and

choosing, as a best sponsor transaction structure, the transaction structure in the set of potential transaction structures that maximizes expected utility.

5. The method of claim 1, wherein said combining said best owner and sponsor transaction structures into a composite transaction structure further comprises

estimating a current relative market power of the owner and sponsor;

and

linearly combining the best owner transaction structure and the best sponsor transaction structure using the estimates of the current relative market power.

6. The method of claim 5, wherein said combining said best owner and sponsor transaction structures into a composite transaction structure further comprises

accessing one or more sponsorship requirements of the owner and/or the sponsor;

comparing the expected response to the sponsored media object with the requirements;

selectively enabling the sponsorship if the requirements are met;

optionally, scheduling a cut-off of sponsorship; and

optionally, scheduling a future financial transaction term determination.

7. A method of determining financial terms of a transaction related to associating a sponsored object with a media object on a network, the method comprising

receiving, from a remote host, a request for financial terms of a sponsorship transaction, wherein the request includes one or more attributes of a media object, a media object rights owner, a potential sponsor, a potential sponsored object, and one or more third parties;

analyzing sponsorship market activity to determine a set of potential sponsorship transaction structures;

analyzing media object and sponsored object response activity to determine expected consumer responses to the media object and the sponsored object;

determining a best owner transaction structure and associated market value for the media object rights owner;

determining a best sponsor transaction structure and associated market value for the sponsor;

determining a best third party transaction structure and associated market value for each third party in the one or more third parties;

combining said best transaction structures into a composite transaction structure with a fee schedule providing for remission of fees for one or more responses to the sponsored media object; and

transmitting, to the remote host, the composite transaction structure and fee schedule.

8. The method of claim 7, wherein the determining a best owner transaction structure and associated market value for the media object rights owner further comprises

determining an expected revenue for an upcoming measurement period for each transaction structure in the set of potential sponsorship transaction structures;

and

comparing the expected revenues; and

choosing, as a best owner transaction structure, the transaction structure in the set of potential transaction structures that maximizes expected revenue.

9. The method of claim 7, wherein the determining a best sponsor transaction structure and associated market value for the potential sponsor further comprises

inputting a set of sponsorship goals;

determining, from the set of sponsorship goals, an expected sponsor utility for an upcoming measurement period for each transaction structure in the set of potential sponsorship transaction structures; and

comparing the expected utilities; and

choosing, as a best sponsor transaction structure, the transaction structure in the set of potential transaction structures that maximizes expected utility.

10. The method of claim 7, wherein the determining a third party transaction structure and associated market value for the third party further comprises

determining an expected revenue for an upcoming measurement period for each transaction structure in the set of potential sponsorship transaction structures;

and

comparing the expected revenues; and

choosing, as a best third party transaction structure, the transaction structure in the set of potential transaction structures that maximizes expected revenue.

11. The method of claim 7, wherein said combining said best transaction structures into a composite transaction structure further comprises

estimating a current relative market power of the owner, sponsor and each third party in the one or more third parties;

and

linearly combining the best transaction structures using the estimates of the current relative market power.

12. A method of determining time-varying financial terms of transactions related to associating a sponsored object with a media object on a network, the method comprising

receiving, from a remote host, a service request for an accounting update of a sponsorship transaction, wherein the request includes one or more attributes of a media object, a media object rights owner, a sponsor, and a sponsored object;

if the service request includes a billable consumer response to the sponsored media object, then combining said consumer response with previous consumer responses in accumulated responses for the current billing period;

if the request includes a scheduled pricing event, then

accessing accounting records for a concluded measurement period;

generating sponsorship billings for the concluded measurement period;

determining if there are remaining sponsorship goals unfulfilled in the concluded measurement period; and

if there are remaining sponsorship goals, invoking a sponsorship pricing process to determine transaction terms for a next measurement period.

13. The method of claim 12, wherein the combining said consumer response with previous consumer responses in accumulated responses for the current billing period further comprises

accessing one or more sponsorship limits;

comparing the accumulated responses to each of the sponsorship limits; and

if the accumulated responses exceed one or more of the sponsorship limits, ending sponsorship prematurely in the current measurement period.

14. The method of claim 12, wherein the determining if there are remaining sponsorship goals unfulfilled in the concluded measurement period further comprises

accessing accounting records for the sponsorship of the media object;

determining one or more sponsorship goals from the accounting records;

accumulating, from the accounting records, the total of billable consumer responses to the sponsored media object;

comparing the total of each consumer response in the billable consumer responses with one or more of the sponsorship goals;

if the number of billable consumer responses is short of a goal, determining that there is an unfulfilled sponsorship goal.

15. An apparatus to determining financial terms of a transaction related to associating a sponsored object with a media object on a network, the apparatus comprising

a memory, a computer central processing unit, and computer-executable instructions, said instructions operative to:

receive, from a remote host, a request for financial terms of a sponsorship transaction, wherein the request includes one or more attributes of a media object, a media object rights owner, a potential sponsor, and a potential sponsored object;

analyze sponsorship market activity to determine a set of potential sponsorship transaction structures;

analyze media object and sponsored object response activity to determine expected consumer responses to the media object and the sponsored object;

determine a best owner transaction structure and associated market value for the media object rights owner;

determine a best sponsor transaction structure and associated market value for the sponsor;

combine said best owner and sponsor transaction structures into a composite transaction structure with a fee schedule providing for remission of fees for one or more responses to the sponsored media object; and

transmit, to the remote host, the composite transaction structure and fee schedule.

16. The apparatus of claim 15, wherein the potential sponsorship transaction structures include two or more of the following seven structures:

(1) a payment per impression at a rate CPM, a payment per activation of a sponsored link at a rate CPC, and a payment per sponsored follow-on action at a rate CPA;

(2) a payment per impression at a rate CPM, and a payment per activation of a sponsored link at a rate CPC;

(3) a payment per impression at a rate CPM and a payment per sponsored follow-on action at a rate CPA;

(4) a payment per activation of a sponsored link at a rate CPC and a payment per sponsored follow-on action at a rate CPA;

(5) a payment per impression at a rate CPM;

(6) a payment per activation of a sponsored link at a rate CPC; and

(7) a payment per sponsored follow-on action at a rate CPA.

17. The apparatus of claim 15, wherein the operation to determine a best owner transaction structure and associated market value for the media object rights owner further comprises

computer executable instructions operative to:

determine an expected revenue for an upcoming measurement period for each transaction structure in the set of potential sponsorship transaction structures; and

compare the expected revenues; and

choose, as a best owner transaction structure, the transaction structure in the set of potential transaction structures that maximizes expected revenue.

18. The apparatus of claim 15, wherein the operation to determine a best sponsor transaction structure and associated market value for the potential sponsor further comprises computer executable instructions operative to:

input a set of sponsorship goals;

determine, from the set of sponsorship goals, an expected sponsor utility for an upcoming measurement period for each transaction structure in the set of potential sponsorship transaction structures; and

compare the expected utilities; and

choose, as a best sponsor transaction structure, the transaction structure in the set of potential transaction structures that maximizes expected utility.

19. The apparatus of claim 15, wherein said operation to combine said best owner and sponsor transaction structures into a composite transaction structure further comprises computer executable instructions operative to:

estimate a current relative market power of the owner and sponsor; and

linearly combine the best owner transaction structure and the best sponsor transaction structure using the estimates of the current relative market power.

20. An apparatus to determine time-varying financial terms of transactions related to associating a sponsored object with a media object on a network, the apparatus comprising

a memory, a computer central processing unit, and computer-executable instructions, said instructions operative to:

receiving, from a remote host, a service request for an accounting update of a sponsorship transaction, wherein the request includes one or more attributes of a media object, a media object rights owner, a sponsor, and a sponsored object;

if the service request includes a billable consumer response to the sponsored media object, then combining said consumer response with previous consumer responses in accumulated responses for the current billing period;

if the request includes a scheduled pricing event, then

accessing accounting records for a concluded measurement period;

generating sponsorship billings for the concluded measurement period;

determining if there are remaining sponsorship goals unfulfilled in the concluded measurement period; and

if there are remaining sponsorship goals, invoking a sponsorship pricing process to determine transaction terms for a next measurement period.