Online media exchange
First Claim
Patent Images
1. A computer system configured to provide an online media exchange, the computer system comprising:
- a web server configured to provide a user interface to advertisers and publishers accessing the online media exchange;
one or more application servers configured to manage data objects associated with respective advertisers and publishers and further configured to manage online negotiations between advertisers and publishers regarding placement of advertiser ads on publisher websites;
a database in communication with the one or more application servers, the database storing data including the data objects; and
one or more ad servers in communication with the database, the one or more ad servers configured to serve data defining advertiser ads to publisher websites.
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Abstract
A data processing system enables a network of interconnected public access computers (250) to act as a continuous transactional exchange for electronic advertising. The system customizes paid advertising, enabling dynamic pricing and price discovery. The system provides extensive real-time tracking which supports a hybrid pay for performance model as well as a process for multi-stage optimization.
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Citations
60 Claims
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1. A computer system configured to provide an online media exchange, the computer system comprising:
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a web server configured to provide a user interface to advertisers and publishers accessing the online media exchange;
one or more application servers configured to manage data objects associated with respective advertisers and publishers and further configured to manage online negotiations between advertisers and publishers regarding placement of advertiser ads on publisher websites;
a database in communication with the one or more application servers, the database storing data including the data objects; and
one or more ad servers in communication with the database, the one or more ad servers configured to serve data defining advertiser ads to publisher websites. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17)
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18. A computer system comprising:
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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 (19, 20)
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21. 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. - View Dependent Claims (22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32)
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33. An online media exchange method 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 (34, 35, 36, 37, 38, 39, 40, 41, 42, 43, 44, 45, 46, 47, 48, 57)
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49. A method for trading advertising media, the method comprising:
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a. providing an exchange data structure accessible via a communications network;
b. 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;
c. 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;
d. 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 (50, 51, 52, 53)
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54. A method for publishing information on the current market value of media, the method comprising:
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a. providing an exchange data structure accessible via a communications network;
b. 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;
c. 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;
d. publishing said data defining an offer to purchase or said data defining an offer to sell.
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55. A system for trading advertising media, comprising:
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a. an exchange data structure accessible via a communications network;
b. 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;
c. 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;
d. 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 (56, 58, 59)
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60. A system for publishing information on the current market value of media, comprising:
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a. an exchange data structure accessible via a communications network;
b. 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;
c. 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;
d. publishing means for publishing said data defining an offer to purchase or said data defining an offer to sell.
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Specification