APPLICATIONS FOR AUCTION FOR EACH INDIVIDUAL AD IMPRESSION
First Claim
Patent Images
1. A computer implemented method for selecting media content to be displayed by a user, comprising:
- (a) in response to a received request for media content from a particular user device, conducting a real-time auction for an advertisement to be displayed with the media content via the particular user device, comprising;
(i) dynamically requesting a bid from one or more bidders for an advertisement to be presented via the particular user device;
(ii) receiving, in real-time, a bid from the one or more bidders for the advertisement;
(iii) determining which of the one or more bidders wins the auction based on the bids received; and
(iv) providing a winning advertisement to be displayed with the media content.
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Abstract
A method and system provide the ability to select media content and an advertisement to be displayed by a user/user device. In response to a received request for media content (e.g., by a broadcast programming provider or content provider) from a particular user device (e.g., a subscriber receiver station or thin client device), a real-time auction is conducted to select a winning advertisement. The auction includes the dynamic request and receipt of a bid, a determination of the winning bid, and the providing of the winning advertisement to be displayed with the media content.
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Citations
16 Claims
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1. A computer implemented method for selecting media content to be displayed by a user, comprising:
(a) in response to a received request for media content from a particular user device, conducting a real-time auction for an advertisement to be displayed with the media content via the particular user device, comprising; (i) dynamically requesting a bid from one or more bidders for an advertisement to be presented via the particular user device; (ii) receiving, in real-time, a bid from the one or more bidders for the advertisement; (iii) determining which of the one or more bidders wins the auction based on the bids received; and (iv) providing a winning advertisement to be displayed with the media content. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. A system for selecting media content to be displayed to a user comprising:
(a) a broadcast program provider configured to conduct, in response to a received request for media content from a particular subscriber receiver station, a real-time auction for an advertisement to be displayed with the media content via the particular subscriber receiver station, comprising; (i) dynamically requesting a bid from one or more bidders for an advertisement to be presented via the particular subscriber receiver station; (ii) receiving, in real-time, a bid from the one or more bidders for the advertisement; (iii) determining which of the one or more bidders wins the auction based on the bids received; and (iv) providing a winning advertisement to be displayed with the media content.
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11. A system for selecting media content to be displayed to a user comprising:
(a) a particular subscriber receiver station configured to; (i) request media content from a broadcast programming provider; (ii) receive broadcast media content from the broadcast programming provider, wherein the broadcast media content comprises an advertising signal that identifies a dynamically replaceable segment of the media content; and (iii) conduct a real-time auction for an advertisement to be displayed in the dynamically replaceable segment of the media content via the particular subscriber receiver station, wherein the real-time auction comprises; (1) dynamically requesting a bid directly from one or more bidders for an advertisement to be presented via the particular subscriber receiver station; (2) receiving, in real-time, a bid from the one or more bidders for the advertisement; (3) determining which of the one or more bidders wins the auction based on the bids received; and (4) providing a winning advertisement to be displayed with the media content. - View Dependent Claims (12)
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13. A system for selecting media content to be displayed to a user comprising:
(a) a broadcast programming provider configured to; (i) in response to a request for media content received from a subscriber receiver station, conduct a real-time auction directly with the one or more bidders, wherein the real-time auction comprises; (1) dynamically requesting a bid directly from one or more bidders for an advertisement to be presented via the particular subscriber receiver station; (2) receiving, in real-time, a bid from the one or more bidders for the advertisement; (3) determining which of the one or more bidders wins the auction based on the bids received; and (ii) broadcast the media content and information identifying the winning advertisement to the subscriber receiver station to be displayed. - View Dependent Claims (14)
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15. A system for selecting media content to be displayed to a user comprising:
(a) a thin client device configured to; (i) request media content over a cellular network; and (ii) receive the requested media content over the cellular network, wherein the received requested media content includes instructions for conducting a real-time auction for inserting an advertisement into the requested media content that is displayed on the thin client device using a media content application executing on the thin client device, wherein the real-time auction comprises; (1) dynamically requesting a bid from one or more bidders for an advertisement to be presented on the thin client device; (2) receiving, in real-time, a bid from the one or more bidders for the advertisement; and (3) determining which of the one or more bidders wins the auction based on the bids received. - View Dependent Claims (16)
Specification