Advertising Platform Creative Approval

• US 20100268609A1
• Filed: 03/05/2010
• Published: 10/21/2010
• Est. Priority Date: 03/06/2009
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: AppNexus Inc. (Microsoft Corporation)
• Inventors: Lu, Frederick Bou-Hsuen, O'Kelley, Charles Brian, Nolet, Michiel, Dilling, Andrew S.
• Application Number:
  US12/717,996
• Publication Number:
  US 20100268609A1
• Time in Patent Office: Days
• US Class Current: 705/14.710
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0276 Advertisement creation

Abstract

A system that provides an advertising platform includes a creative auditing computing subsystem including a processor that is coupled to computer readable media having computer readable instructions recorded thereon, wherein the processor is operable to execute the computer readable instructions to enable impression seller members to review and approve creatives to be served on impression inventory associated with respective impression seller members.

Claims

1. A system that provides an advertising platform, the system comprising:

a creative auditing computing subsystem including a processor that is coupled to computer readable media having computer readable instructions recorded thereon, wherein the processor is operable to execute the computer readable instructions to enable impression seller members to review and approve creatives to be served on impression inventory associated with respective impression seller members.

2. The system of claim 1, wherein the computer readable media further includes instructions to:

receive, from an impression seller member, information sufficient to identify approved creatives at one or more of the following levels;

an impression buyer member level, a brand level, a campaign level, and a creative level, wherein each approved creative satisfies quality criteria specified by the impression seller member; and

send an update notification to a set of impression seller data store management components to effect an update of the impression seller data store information associated with the impression seller member.

3. The system of claim 2, further comprising:

a batch generation computing subsystem including a processor that is coupled to computer readable media having computer readable instructions recorded thereon, wherein the processor is operable to;

execute the computer readable instructions to generate incremental real-time updates of the impression seller data store information associated with respective impression seller members; and

send the incremental updates of the impression seller data store information to one or more bidding computing subsystems.

4. The system of claim 3, wherein the processor of the batch generation computing subsystem is further operable to execute the computer readable instructions to send the incremental updates in response to a request received from a bidding computing subsystem.

5. The system of claim 3, wherein the processor of the batch generation computing subsystem is further operable to execute the computer readable instructions to send the incremental updates to a bidding computing subsystem at predefined periodic intervals.

6. The system of claim 1, further comprising:

a transaction management computing subsystem including a processor that is coupled to computer readable media having computer readable instructions recorded thereon, wherein the processor is operable to execute the computer readable instructions to;

generate a set of primary bid requests responsive to receipt of an advertising call, each primary bid request including information sufficient to characterize an impression consumer and information sufficient to characterize each of one or more impressions identified in the advertising call; and

send the set of primary bid requests to a set of bidding computing subsystems, each bidding computing subsystem of the set being operable to generate a bid response that includes one or more approved creatives.

7. The system of claim 6, wherein the processor of the transaction management computing subsystem is further operable to execute the computer readable instructions to:

identify a winning bid response from among the bid responses generated by the set of bidding computing subsystems; and

determine whether each creative associated with the winning bid response satisfies quality criteria specified by the impression seller member, and if so, generate an advertising call response that includes information sufficient to identify each creative associated with the winning bid response, and provide the advertising call response to the advertising exchange server.

8. A system that provides an advertising platform, the system comprising:

bidding computing subsystems each including a processor that is coupled to the computer readable media having computer readable instructions recorded thereon, wherein the processor is operable to execute the computer readable instructions to;

receive, from a transaction management computing subsystem, a bid request that includes information sufficient to characterize an impression consumer, information sufficient to characterize each of one or more impressions identified in an advertising call to be acted upon, and information sufficient to characterize an estimated winning bid price for the one or more impressions;

process the information included in the bid request according to bidding rules specified by one or more impression buyer members and generate a bid response that includes a bid price and information sufficient to identify one or more creatives to be served;

send the bid response to the transaction management computing subsystem.

9. The system of claim 8, wherein the processor of the bidding computing subsystem is operable to execute the computer readable instructions to send the bid response to the transaction management computing system only if the bid price is equal to or exceeds the estimated winning bid price.

10. The system of claim 8, wherein the processor of the bidding computing subsystem is operable to execute the computer readable instructions to generate a bid response that further includes a bidder fee.

11. The system of claim 8, wherein the processor of the bidding computing subsystem is further operable to execute the computer readable instructions to process the information included in the bid request according to currency exchange information obtained from a currency clearing house computing subsystem within the advertising platform.

12. A system that provides an advertising platform, the system comprising:

a transaction management computing subsystem including a processor that is coupled to computer readable media having computer readable instructions recorded thereon, wherein the processor is operable to execute the computer readable instructions to;

generate a set of bid requests responsive to receipt of an advertising call;

send the set of bid requests to a first set of the bidding computing subsystems;

generate net bid prices for each of the bid responses returned by the first set of bidding computing subsystems; and

generate a winning bid price based at least in part on the net bid prices.

13. The system of claim 12, wherein at least some of the net bid prices are generated based at least in part on one or more of the following:

a bidder fee, a data provider fee, and an advertising platform fee.

14. The system of claim 12, further comprising:

the transaction management computing subsystem including a processor that is coupled to computer readable media having computer readable instructions recorded thereon, wherein the processor is operable to execute the computer readable instructions to;

perform a first comparison of at least two net bid prices based on a normalized price metric; and

if the first comparison yields a tie result, perform one or more additional comparisons of the at least two net bid prices based on at least one of a priority metric, an advertiser value metric, a percentage delivered metric, and an advertisement frequency metric.

15. The system of claim 12, further comprising:

the transaction management computing subsystem including a processor that is coupled to computer readable media having computer readable instructions recorded thereon, wherein the processor is operable to execute the computer readable instructions to;

perform a first comparison of at least two net bid prices based on a normalized price metric; and

if the first comparison yields a tie result, randomly select one of the bid responses associated with the at least two net bid prices.