Architecture for an Online Advertisement Bidding System
First Claim
1. A computer readable medium that stores instructions, which when executed by a computer, causes the computer to deliver an advertisement online, said instructions for:
- receiving a request for an opportunity to serve an online advertisement to a user;
applying one or more business rules at an advertising exchange to determine a plurality of third party agents that qualify to serve said online advertisement;
generating a plurality of requests for bids to said third party agents;
transmitting said request for bids from said advertising exchange to said third party agents;
receiving at least one bid from said third party agents at said advertising exchange in response to said requests for bids; and
selecting an advertisement based on said bid.
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Accused Products
Abstract
An online advertising system integrates third party agents to permit the third party agents to participate in auctions to bid on a per opportunity basis. An advertising exchange module receives requests for opportunities to serve online advertisements to users. In response, an advertising exchange module applies one or more business rules to determine third party agents that qualify to serve the online advertisement. A bid gateway module generates and transmits requests for bids to the third party agents. The bid gateway module then receives bids from the third party agents in response to the requests for bids. The advertising exchange module then selects an advertisement based on the bid. The online advertisement exchange system provides a unified marketplace to permit integrator networks to bid on both ads pursuant to guaranteed contracts and ads not subject to guaranteed contracts (e.g., non-guaranteed ads). The online advertisement system further includes traffic management to allow the third parties to regulate bid requests sent from the online advertisement system. In some embodiments, the online advertising system caches bids, to efficiently implement the per opportunity auction, and transmits information, such as targeting information, to the third party agents to aid in the third party agents'"'"' formulation of bids.
13 Citations
21 Claims
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1. A computer readable medium that stores instructions, which when executed by a computer, causes the computer to deliver an advertisement online, said instructions for:
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receiving a request for an opportunity to serve an online advertisement to a user; applying one or more business rules at an advertising exchange to determine a plurality of third party agents that qualify to serve said online advertisement; generating a plurality of requests for bids to said third party agents; transmitting said request for bids from said advertising exchange to said third party agents; receiving at least one bid from said third party agents at said advertising exchange in response to said requests for bids; and selecting an advertisement based on said bid. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. An online advertisement system comprising:
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an advertising exchange module comprising at least one server further comprising at least one processor and memory, for receiving a request for an opportunity to serve an online advertisement to a user, for applying one or more business rules to determine a plurality of third party agents that qualify to serve said online advertisement; and a bid gateway module comprising at least one server further comprising at least one processor and memory, for generating a plurality of requests for bids to said third party agents, for transmitting said request for bids from said advertising exchange to said third party agents, for receiving at least one bid from said third party agents in response to said requests for bids, wherein said advertising exchange module for selecting an advertisement based on said bid. - View Dependent Claims (9, 10, 11, 12, 13, 14)
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15. A method for delivering an advertisement online, said method comprising:
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receiving a request for an opportunity to serve an online advertisement to a user; applying one or more business rules at an advertising exchange to determine a plurality of third party agents that qualify to serve said online advertisement; generating a plurality of requests for bids to said third party agents; transmitting said request for bids from said advertising exchange to said third party agents; receiving at least one bid from said third party agents at said advertising exchange in response to said requests for bids; and selecting an advertisement based on said bid. - View Dependent Claims (16, 17, 18, 19, 20, 21)
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Specification