Bidding for placement of advertisements in real time
First Claim
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1. A method implemented in a computer system comprising one or more computers, the method comprising:
- maintaining in the computer system a plurality of sets of bidding criteria, wherein each set of bidding criteria is associated with one or more advertisements and specifies criteria for submitting a bid to serve one of the one or more advertisements;
receiving in the computer system an indication of a Hyper Text Transfer Protocol (HTTP) request by a viewer requesting content with a browser, thereby presenting an opportunity to serve an advertisement to the browser (advertising opportunity); and
in response to the HTTP request;
determining in the computer system a plurality of bids, each bid being based on one of the sets of bidding criteria, the one of the sets of bidding criteria being met by characteristics of the advertising opportunity;
selecting in the computer system a bid from among the plurality of bids; and
serving with the computer system an advertisement associated with the selected bid to the browser in response to the HTTP request.
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Abstract
An advertisement is selected when an advertising opportunity arises through a competitive bidding process. A computer system receives an indication of the advertising opportunity, and in response to receiving the indication, the computer system selects a bid from a plurality of bids. An advertisement associated with the selected bid is served to a browser to be viewed in conjunction with a web page.
14 Citations
28 Claims
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1. A method implemented in a computer system comprising one or more computers, the method comprising:
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maintaining in the computer system a plurality of sets of bidding criteria, wherein each set of bidding criteria is associated with one or more advertisements and specifies criteria for submitting a bid to serve one of the one or more advertisements; receiving in the computer system an indication of a Hyper Text Transfer Protocol (HTTP) request by a viewer requesting content with a browser, thereby presenting an opportunity to serve an advertisement to the browser (advertising opportunity); and in response to the HTTP request; determining in the computer system a plurality of bids, each bid being based on one of the sets of bidding criteria, the one of the sets of bidding criteria being met by characteristics of the advertising opportunity; selecting in the computer system a bid from among the plurality of bids; and serving with the computer system an advertisement associated with the selected bid to the browser in response to the HTTP request. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14)
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15. A system comprising one or more computers configured to:
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maintain a plurality of sets of bidding criteria, wherein each set of bidding criteria is associated with one or more advertisements and specifies criteria for submitting bids to serve one of the one or more advertisements; receive an indication of a Hyper Text Transfer Protocol (HTTP) request by a viewer requesting content with a browser, thereby presenting an opportunity to serve an advertisement to the browser; and in response to the HTTP request; determine a plurality of bids, each bid being based on one of the sets of bidding criteria, the one of the sets of bidding criteria being met by characteristics of the advertising opportunity; select a bid from among the plurality of bids; and serve an advertisement associated with the selected bid to the browser in response to the HTTP request. - View Dependent Claims (16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28)
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Specification