MANAGING BIDS IN A REAL-TIME AUCTION FOR ADVERTISEMENTS

• US 20170161793A1
• Filed: 02/14/2017
• Published: 06/08/2017
• Est. Priority Date: 12/19/2006
• Status: Active Grant

• Current Assignee: Magnite, Inc.
• Original Assignee: The Rubicon Project Incorporated
• Inventors: Blanco, Fabrizio, Knapp, Jason J.A.
• Granted Patent: US 9,898,762 B2
• Time in Patent Office: Days
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• 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 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

A method and system conduct an auction for advertising across multiple markets. A first market conducts a first auction for a first advertising impression. A first bid is selected as the auction winner and a ratio is computed as the first bid plus a spread to the second highest bid. The price to be paid is the lower of the first bid or the first bid multiplied by the ratio. The first bid, second bid, and spread are transmitted to a second market for a second advertising impression auction. The second market respects the rules of the first market'"'"'s auction where such that if the first bid is selected as the winner, a ratio is computed as the first bid plus the spread to the next highest bid. The price to be paid for the second impression is the first bid multiplied by the new ratio.

Claims

1. A system comprising:

a network interface configured to be coupled to a network;

a processing device; and

non-transitory memory coupled to the processing device, the non-transitory memory storing programmatic instructions that when executed by the processing device, cause the system to perform operations comprising;

host a browser;

transmit over the network, using the network interface, a request by the browser for a web page from a first server;

receive over the network the requested web page, the web page having an associated impression, and

receive over the network, from a second server, a script;

execute the script at the browser, wherein execution of the script at the browser causes impression bid request messages for the web page impression to be transmitted over the network to a plurality of servers, wherein the impression bid request messages comprise an IP address associated with the system and information identifying a location of the web page having the associated impression;

receive, over the network, at the script, impression bids from at least a portion of the plurality of servers;

cause the received impression bids to be evaluated and a first impression bid from the received impression bids to be selected, the first impression bid associated with a reference to a first ad;

use the reference to access the first ad from a third server, the third server a different server than the first server and the second server;

render the first ad in conjunction with the received web page.

2. The system as defined by claim 1, the operations further comprising:

receive over the network a video, the video having an associated video impression, and

receive over the network a second script;

execute the second script, wherein execution of the second script causes video impression bid request messages for the video impression to be transmitted over the network to servers, wherein the video bid request messages comprise the IP address associated with the system and information identifying a location of the video having the associated video impression;

receive, over the network, at the second script, video impression bids;

cause the received video impression bids to be evaluated and a first video impression bid from the received video impression bids to be selected, the first video impression bid associated with a reference to a first video ad;

use the reference to the first video ad to access the first video ad;

play, using a video player, the first video ad before, after, or during the received video.

3. The system as defined by claim 1, the operations further comprising:

receive over the network audio content, the audio content having an associated audio content impression, and

receive over the network a second script;

execute the second script, wherein execution of the second script causes audio content impression bid request messages for the audio content impression to be transmitted over the network to servers, wherein the audio content bid request messages comprise the IP address associated with the system;

receive, over the network, at the second script, audio content impression bids;

cause the received audio content impression bids to be evaluated and a first audio content impression bid from the received audio content impression bids to be selected, the first audio content impression bid associated with a reference to a first audio ad;

use the reference to the first audio ad to access the first audio ad;

play, using a player, the first audio ad before, after, or during the received audio content.

4. The system as defined by claim 1, wherein the system evaluates the received impression bids using the script.

5. The system as defined by claim 1, the operations further comprising:

receive a second script indicating a location of a server configured to evaluate the received impression bids.

6. The system as defined by claim 1, the operations further comprising:

enable priority information to be utilized in evaluating the received impression bids.

7. The system as defined by claim 1, wherein the requested web page is received from a fourth server, the fourth server different than the first server.

8. The system as defined by claim 1, wherein the first impression bid is not the highest received impression bid.

9. The system as defined by claim 1, wherein the first ad is presented in conjunction with map data.

10. The system as defined by claim 1, the operations further comprising:

communicate impression bids with a real-time bidding exchange that dynamically optimizes impressions.

11. The system as defined by claim 1, wherein the received script gathers and provides the information regarding the requested web page and regarding the user to the plurality of servers.

12. A system comprising:

a network interface configured to be coupled to a network;

a processing device; and

non-transitory memory coupled to the processing device, the non-transitory memory storing programmatic instructions that when executed by the processing device, cause the system to perform operations comprising;

host an application;

transmit over the network, using the network interface, a request by the application for a first item of content from a first server;

receive over the network the requested first item of content, the first item of content having an associated impression, and

receive over the network, from a second server, a script;

execute the script at the application, wherein execution of the script at the application causes impression bid request messages for the first item of content impression to be transmitted over the network to a plurality of servers, wherein the impression bid request messages comprise an IP address associated with the system and information identifying a location of the first item of content having the associated impression;

receive, over the network, at the script, impression bids from at least a portion of the plurality of servers;

cause the received impression bids to be evaluated and a first impression bid from the received impression bids to be selected, the first impression bid associated with a reference to a first ad;

use the reference to access the first ad from a third server;

render the first ad in conjunction with the received first item of content.

13. The system as defined by claim 12, wherein the application comprises a video player, the first item of content comprises a first item of video content, and the first ad comprises video ad content.

14. The system as defined by claim 12, wherein the application comprises an audio player, the first item of content comprises a first item of audio content, and the first ad comprises audio ad content.

15. The system as defined by claim 12, wherein the application comprises a game application.

16. The system as defined by claim 12, wherein the application comprises a browser and the first item of content comprises a first web page.

17. The system as defined by claim 12, wherein the system evaluates the received impression bids using the script.

18. The system as defined by claim 12, the operations further comprising:

receive a second script indicating a location of a server configured to evaluate the received impression bids.

19. The system as defined by claim 12, the operations further comprising:

enable priority information to be utilized in evaluating the received impression bids.

20. The system as defined by claim 12, wherein the requested first item of content is received from a fourth server, the fourth server different than the first server.

21. The system as defined by claim 12, wherein the first impression bid is not the highest received impression bid.

22. The system as defined by claim 12, wherein the first ad is presented in conjunction with map data.

23. The system as defined by claim 12, the operations further comprising:

communicate impression bids with a real-time bidding exchange that dynamically optimizes impressions.

24. The system as defined by claim 12, wherein the received script gathers and provides the information regarding the requested first item of content and regarding the user to the plurality of servers.

25. The system as defined by claim 12, wherein the first server and the second server are the same server.