Systems and Methods for Providing a Demand Side Platform

• US 20110246310A1
• Filed: 03/30/2011
• Published: 10/06/2011
• Est. Priority Date: 03/31/2010
• Status: Active Grant

• Current Assignee: Mediamath Acquisition Corporation
• Original Assignee: Mediamath LLC
• Inventors: Cozzolino, Roland G., Zawadzki, Joseph M., Buchalter, Yehuda Ari
• Granted Patent: US 10,049,391 B2
• Time in Patent Office: Days
• US Class Current: 705/14.71
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

The present invention is directed towards methods and systems for matching, by a demand side service, an advertisement with an impression from a plurality of impressions available across a plurality of impression opportunity providers. A demand side service executing on one or more servers may receive a request to bid for placement of an advertisement on one or more impression opportunities available across a plurality of impression opportunity providers. The demand side service may further determine an impression opportunity from the plurality of impression opportunities to bid on. In addition, the demand side service may communicate, via a network, one or more bids via an interface to an impression opportunity provider of the plurality of impression opportunity providers. The demand side service may complete a transaction to procure the impression opportunity from the impression opportunity provider responsive to a winning bid from the one or more bids.

Claims

1. A method for matching, by a demand side service, an advertisement with an impression of a plurality of impressions available across a plurality of impression opportunity providers, the method comprising:

(a) receiving, by a demand side service executing on one or more servers, a request to bid for placement of an advertisement on one or more impression opportunities from a plurality of impression opportunities available across a plurality of impression opportunity providers;

(b) determining, by the demand side service, an impression opportunity from the plurality of impression opportunities to bid on;

(c) communicating, by the demand side service via a network, one or more bids via an interface to an impression opportunity provider of the plurality of impression opportunity providers; and

(d) completing, by the demand side service responsive to a winning bid from the one or more bids, a transaction to procure the impression opportunity from the impression opportunity provider.

2. The method of claim 1, further comprising providing, by the demand side service, to a requestor of the request a single interface for bidding on impression opportunities across different impression opportunity providers.

3. The method of claim 1, further comprising providing, by the demand side service, to a requestor of the request a single interface for bidding on impression opportunities across different data interfaces to each of the plurality of impression opportunity providers.

4. The method of claim 1, wherein step (a) further comprises receiving, by the demand side service, the request comprising a goal for an ad campaign.

5. The method of claim 1, wherein step (a) further comprises receiving, by the demand side service, the request comprising a constraint for placement of the advertisement.

6. The method of claim 1, wherein step (b) further comprises determining, by the demand side service, the impression opportunity to bid on based on a goal of an ad campaign specified by the request.

7. The method of claim 1, wherein step (b) further comprises determining, by the demand side service, the impression opportunity to bid on based on a constraint specified by the request.

8. The method of claim 1, wherein step (c) further comprises determining, by a bidding engine of the demand side service, a price of a bid based on one or more bidding rules.

9. The method of claim 1, wherein step (d) further comprises automatically delivering, by the demand side service, the advertisement to the procured impression opportunity.

10. The method of claim 1, further comprising determining, by the demand side service, an estimate of daily impression opportunities across the plurality of impression opportunity providers.

11. A system for matching, by a demand side platform, an advertisement with an impression of a plurality of impressions available across a plurality of impression opportunity providers, the system comprising:

a demand side platform executing on one or more servers, the demand side platform matching advertisements with impressions from a plurality of impression opportunities offered by a plurality of impression opportunity providers; and

a bidder of the demand side platform receiving a request to bid on placement of an advertisement for an advertiser to one or more impressions, and determining an impression opportunity of the plurality of impression opportunities to bid on;

wherein the bidder communicates one or more bids via an interface to an impression opportunity provider of the plurality of impression opportunity providers and completes, responsive to a winning bid of the one or more bids, a transaction to procure the impression opportunity from the impression opportunity provider.

12. The system of claim 11, wherein the demand side platform provides to a requestor of the request a single interface for bidding on impression opportunities across different impression opportunity providers.

13. The system of claim 11, wherein the demand side platform provides, to a requestor of the request a single interface for bidding on impression opportunities across different data interfaces to each of the plurality of impression opportunity providers.

14. The system of claim 11, wherein the demand side platform receives the request comprising a goal for an ad campaign.

15. The system of claim 11, wherein the demand side platform receives the request comprising a constraint for placement of the advertisement.

16. The system of claim 11, wherein the bidder determines the impression opportunity to bid on based on a goal of an ad campaign specified by the request.

17. The system of claim 11, wherein the bidder determines the impression opportunity to bid on based on a constraint specified by the request.

18. The system of claim 11, wherein the bidder determines a price of a bid based on one or more bidding rules.

19. The system of claim 11, wherein the bidder automatically provides for delivery of the advertisement to the procured impression opportunity.

20. The system of claim 11, wherein the demand side platform determines an estimate of daily impression opportunities across the plurality of impression opportunity providers.