CROSS PLATFORM IMPRESSION INVENTORY CLASSIFICATION

• US 20110231253A1
• Filed: 03/16/2011
• Published: 09/22/2011
• Est. Priority Date: 03/16/2010
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: AppNexus Inc. (Microsoft Corporation)
• Inventors: Dilling, Andrew S., Crawford, David A.
• Application Number:
  US13/049,482
• Publication Number:
  US 20110231253A1
• Time in Patent Office: Days
• US Class Current: 705/14.49
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A system for providing an online advertising platform includes a first non-transitory machine-readable medium storing information defining an inventory taxonomy that includes a set of platform inventory quality attributes, a set of platform inventory content categories, and a set of non-platform-to-platform mappings. The system further includes a second non-transitory machine-readable medium storing identifiers of classified inventory, each identifier being associated with a unit of inventory that is classified according to the inventory taxonomy. The system also includes a third non-transitory machine-readable medium storing instructions executable by one or more data processors to provide a user interface through which an inventory buyer on the platform defines a set of inventory buying opportunities at least in part by specifying targeting criteria using the inventory taxonomy; and store information characterizing the set of inventory buying opportunities in association with the buyer.

Claims

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

a first non-transitory machine-readable medium storing information defining an inventory taxonomy that includes a set of platform inventory quality attributes, a set of platform inventory content categories, and a set of non-platform-to-platform mappings;

a second non-transitory machine-readable medium storing identifiers of classified inventory, each identifier being associated with a unit of inventory that is classified according to the inventory taxonomy; and

a third non-transitory machine-readable medium storing instructions executable by one or more data processors to;

provide a user interface through which an inventory buyer on the platform defines a set of inventory buying opportunities at least in part by specifying targeting criteria using the inventory taxonomy; and

store information characterizing the set of inventory buying opportunities in association with the buyer.

2. The system of claim 1, wherein the non-platform-to-platform mappings include one or more of a set of non-platform-to-platform inventory quality attribute mappings and a set of non-platform-to-platform inventory content category mappings.

3. The system of claim 1, wherein the second non-transitory machine-readable medium further stores, in association with each identifier of classified inventory, information that characterizes a corresponding unit of classified inventory according to the inventory taxonomy.

4. The system of claim 1, wherein the third non-transitory machine-readable medium further stores instructions executable by the one or more data processors to:

provide a user interface through which the inventory buyer on the platform further defines the set of inventory buying opportunities at least in part by specifying user targeting criteria.

5. The system of claim 1, wherein the set of inventory buying opportunities comprises a campaign.

6. The system of claim 1, wherein at least some of the identifiers of the classified inventory are associated with seller-classified units of inventory.

7. The system of claim 6, wherein at least some of the seller-classified units of inventory are managed inventory provided on the platform by one or more of the following:

a publisher and an advertising network.

8. The system of claim 6, wherein at least some of the seller-classified units of inventory are managed inventory that is resold on the platform by one or more of the following:

a publisher and an advertising network.

9. The system of claim 1, wherein at least some of the identifiers of the classified inventory are associated with platform-classified units of inventory.

10. The system of claim 9, wherein at least some of the platform-classified units of inventory are real-time third-party inventory provided on the platform by one or more of the following:

an advertising network, an advertising exchange, and an inventory aggregator.

11. The system of claim 1, wherein the set of inventory quality attributes include one or more of the following attributes:

political, social media, photo and video sharing, moderated forums, unmoderated forums, incentivized clicks, non-English language, streaming media, intended for children audience, intended for young adults audience, intended for a general audience, and intended for a mature audience.

12. The system of claim 1, wherein the set of inventory content categories includes one or more of the following categories:

online community, arts and entertainment, games, internet and telecommunications, news, sports, business and industry, reference and language, shopping, computers and electronics, lifestyles, beauty and personal care, real estate, books and literature, autos and vehicles, food and drink, health, education, finance, pets and animals, travel, recreation, science, home and garden, and law and government.

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

a first non-transitory machine-readable medium storing information defining an inventory taxonomy that includes a set of inventory quality attributes and a set of inventory content categories; and

a second non-transitory machine-readable medium storing instructions executable by one or more data processors to;

provide a user interface through which an inventory seller on the platform defines a set of inventory selling opportunities at least in part by classifying units of inventory using the inventory taxonomy; and

store information characterizing the set of inventory selling opportunities in association with the seller.

14. The system of claim 13, wherein the set of inventory selling opportunities comprises one of a direct media buy and a real-time media buy.

15. The system of claim 13, wherein the set of inventory quality attributes include one or more of the following attributes:

political, social media, photo and video sharing, moderated forums, unmoderated forums, incentivized clicks, non-English language, streaming media, intended for children audience, intended for young adults audience, intended for a general audience, and intended for a mature audience.

16. The system of claim 13, wherein the set of inventory content categories includes one or more of the following categories:

online community, arts and entertainment, games, internet and telecommunications, news, sports, business and industry, reference and language, shopping, computers and electronics, lifestyles, beauty and personal care, real estate, books and literature, autos and vehicles, food and drink, health, education, finance, pets and animals, travel, recreation, science, home and garden, and law and government.