PRICING AND PAYMENT ALLOCATION AMONG ONLINE ADVERTISING PARTIES

• US 20120191528A1
• Filed: 01/26/2011
• Published: 07/26/2012
• Est. Priority Date: 01/26/2011
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Bax, Eric Theodore, Roy, Nilanjan, Li, James
• Application Number:
  US13/014,386
• Publication Number:
  US 20120191528A1
• Time in Patent Office: Days
• US Class Current: 705/14.41
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0274 Split fees

Abstract

Methods and systems are provided, in an online advertising marketplace including publishers, advertisers and data providers, for allocating or partitioning, or automatically allocating or partitioning, advertiser payment, in connection with a purchase of advertising inventory, between a publisher and one or more data providers. Techniques are provided that seek to efficiently and fairly allocate the payment between the parties, taking into account value provided, such as by utilizing Shapley values. Provided techniques may also include efficiently or optimally integrating, facilitating, selecting or automating connections or arrangements between parties within the marketplace.

Claims

1. In an online advertising marketplace comprising publishers, advertisers and data providers, a method comprising:

using one or more computers, obtaining a first set of information comprising information specifying an advertising inventory purchase by an advertiser, wherein the purchase includes usage of user-related information provided by at least one data provider; and

using one or more computers, based at least in part on the first set of information, without utilizing any agreement between the advertiser and the at least one data provider regarding allocation of advertiser payment, determining an allocation of an advertiser payment, associated with the purchase, at least between the publisher and the at least one data provider;

wherein the allocation is based at least in part on determined or estimated values contributed by each of the publisher and the at least one data provider in connection with the advertising inventory purchase.

2. The method of claim 1, wherein providing the user-related information comprises providing advertisement targeting information.

3. The method of claim 1, wherein determining the allocation comprises:

determining or estimating a value of the user-related information; and

determining the allocation based at least in part on the value.

4. The method of claim 1, determining the allocation comprises:

determining or estimating a value of the user-related information, comprising utilizing historical user and advertisement performance information; and

determining the allocation based at least in part on the value.

5. The method of claim 1, comprising determining the allocation such that greater value of the user-related information results in greater allocation amount to the at least one data provider.

6. The method of claim 1, comprising attempting to determine the allocation in a fair manner between the at least one data provider and the publisher.

7. The method of claim 1, herein the at least one data provider comprises two or more data providers, and comprising allocating the payment between parties including each of the two or more data providers.

8. The method of claim 1, comprising determining allocation utilizing Shapley values.

9. The method of claim 1, comprising determining the allocation utilizing Shapley values, wherein determined particular Shapley values correspond to particular allocations to each of the publisher and the at least one data provider.

10. The method of claim 1, comprising obtaining the first set of information, wherein the advertising inventory comprises at least one advertisement call associated with a serving opportunity.

11. The method of claim 1, wherein the marketplace is at least partially operated and at least partially managed by at least one market maker.

12. The method of claim 1, wherein the marketplace is at least partially operated and a least partially managed by at least one market maker, and wherein the at least one market maker implements the purchase on behalf of the advertiser.

13. The method of claim 1, wherein the marketplace is at least partially operated and at least partially managed by at least one market maker, and wherein the at least one market maker at least partially determines pricing for the purchase.

14. The method of claim 1, wherein the marketplace is at least partially operated and at least partially managed by at least one market maker, and wherein the at least one market maker selects the at least one data provider to provide the user-related information for the purchase.

15. A system comprising:

one or more server computers coupled to a network; and

one or more databases coupled to the one or more server computers;

wherein the one or more server computers are for, in an online advertising marketplace comprising publishers, advertisers and data providers;

obtaining a first set of information comprising information specifying an advertising inventory purchase by an advertiser relating to advertising inventory, wherein the purchase includes usage of user-related information provided by at least one data provider; and

based at least in part on the first set of information, without utilizing any agreement between the advertiser and the at least onc data provider regarding allocation of advertiser payment, determining an allocation of an advertiser payment, associated with the purchase, at least between the publisher and the at least one data provider;

wherein the allocation is based at least in part on determined or estimated values contributed by each of the publisher and the at least one data provider in connection with the advertising inventory purchase.

16. The system of claim 15, wherein a east one of the one or more server computers are coupled to an advertising exchange.

17. The system of claim 15, comprising assisting in distributing payments to each of the publisher and the at least one data provider in accordance with the allocation.

18. The system of claim 15, comprising determining the allocation utilizing Shapley values.

19. The system of claim 15, comprising determining the allocation utilizing Shapley values, wherein determined particular Shapley values correspond to particular allocations to each of the publisher and the at least one data provider.

20. A computer readable medium or media containing instructions for executing a method comprising, in an online advertising marketplace comprising publishers, advertisers and data providers:

using one or more computers, obtaining a first set of information comprising information specifying an advertising inventory purchase by an advertiser relating to advertising inventory, wherein the purchase includes usage of user-related information provided by at least one data provider; and

using one or more comp ers, based at least in part on the first set of information, without utilizing any agreement between the advertiser and the at least one data provider regarding allocation of advertiser payment, determining an allocation of an advertiser payment, associated with the purchase, at least between the publisher and the at least one data provider;

wherein the allocation is based at least in part on determined or estimated values contributed by each of the publisher and the at least one data provider in connection with the advertising inventory purchase;

and wherein determining the allocation comprises utilizing Shapley values.