NEW OPEN INSERTION ORDER SYSTEM TO INTERFACE WITH AN EXCHANGE FOR INTERNET AD MEDIA

• US 20100023396A1
• Filed: 07/22/2009
• Published: 01/28/2010
• Est. Priority Date: 01/26/2006
• Status: Active Grant

• Current Assignee: Nissan Motor Co., Ltd.
• Original Assignee: ContextWeb Incorporated (Pulsepoint Holdings LLC)
• Inventors: Subramanian, Anand, Sarkar, Shanthi
• Granted Patent: US 10,453,078 B2
• Time in Patent Office: Days
• US Class Current: 705/14.480
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

An online exchange system and method supports open insertion order operations for online advertising markets displaying inefficiencies when delivering advertising media. Inefficiencies occur in an open ad exchange for online advertising when there is an under delivery of advertising content to identified target recipients. The online exchange system anticipates under deliveries and automatically fills instances of under delivery with impressions from the publisher inventory of the exchange according to fill requirements of the ad agency providing the advertising content (for example, budget limits and types of impressions to be used for filling the under delivery). The online exchange system also provides a mechanism for issuing a billing credit or discount to the agency if the bill for total impressions delivered according to the original campaign order and the automated under delivery fills exceeds a campaign budget.

Claims

1. A method for trading ad media implemented on a server having access to the Internet, the method comprising the step of:

providing an Internet exchange portal enabling media trader stations to access the server over the Internet, said Internet exchange portal being configured to enable media traders to buy, sell, and manage ad media via the media trader stations.

2. The method of claim 1, wherein an advertiser or agency buys ad media from a publisher.

3. The method of claim 2, further comprising the step of registering one or more of the advertiser or agency and the publisher with the server via the Internet exchange portal.

4. The method of claim 2, wherein the advertiser or agency sets up a campaign in an ad server.

5. The method of claim 4, wherein said ad server is connected to the exchange to monitor and automatically fulfill a delivery shortage for the campaign via the Internet exchange portal.

6. The method of claim 4, wherein the server monitors the campaign delivery and automatically fills in the delivery shortfall of other media buys of the advertisers campaigns with media inventory from exchange, and wherein if the shortfall of media buys are recovered before the end date of the campaign, the server charges no fee from the agency or advertiser for the media.

7. An exchange system for trading ad media implemented on a server having access to the Internet, the server comprising:

a processor;

an Internet exchange portal enabling advertisers, agencies and publishers to access the server over the Internet; and

a processor memory accessible to the processor, wherein the processor memory includes;

administration information modules related to advertisers or agencies buying media from a publisher;

administration information modules related to establishing an ad campaign in an ad server; and

administration information modules that monitor an ad campaign delivery and automatically fill in a delivery shortfall of media buys of the campaign with media inventory from exchange.

8. The system of claim 7, in which the Internet exchange portal interacts with the modules of the system for the exchange of campaign delivery information.

9. The system of claim 7, in which the campaign delivery is monitored by a media classification module which performs real-time classification of the ad requests comprising the inventory of ad media.

10. The system of claim 7, further comprising a set of media buckets, each including a part of the complete ad media inventory managed by the system, where each bucket contains a quantifiable inventory of media.

11. The system of claim 7, further a set of market accessor tools that enable a user to perform one or more functions selected from transacting business on the exchange, viewing available media buckets, and viewing and managing media currently owned by that user or represented party.

12. The system of claim 7, further comprising a set of market accessor tools that enable a user to view a detailed status of executed trades that are currently partially fulfilled.

13. The system of claim 7, further comprising a tag routing module configured to receive, classify and route ad requests in real time to an ad server specified by said media trader.

14. The system of claim 14, wherein if the shortfall of media buys are recovered before the end date of the campaign, the server charges no fee to the agency or advertiser for the media.

15. A method implemented on a server for operating an exchange for Internet ad media, the method comprising the steps of:

receiving ad campaign information for an advertiser from an ad agency server indicating a campaign budget, ad request information, a campaign duration, and a number of delivered ad impressions for the campaign;

determining whether the number of impressions delivered indicates an under delivery condition for impressions allocated according to the campaign budget; and

when an under delivery condition is indicated, performing the additional steps of;

determining a number of impressions required to clear the under delivery condition;

determining a media type for the required impressions as a function of the ad request information;

querying an ad exchange to determine whether an inventory of impressions is available for the determined media type; and

,

when an inventory of impressions for the determined media type is available, acquiring a number of impressions from the inventory for the ad campaign that is no greater than the required number of impressions.

16. The method of claim 15, further comprising the step of the server forwarding ad tag information for the campaign to one or more publishers for delivering the acquired impressions.

17. The method of claim 15, wherein the ad request information indicates a maximum portion of the budget to be applied for the acquired impressions.

18. The method of claim 16, further comprising the step of:

receiving updated ad campaign information for the advertiser from the ad agency server indicating an updated number of delivered ad impressions for the campaign; and

,

determining a discount fee amount for the advertiser when the updated number of delivered ad impressions and a delivered number of the acquired impressions exceed the campaign budget.