Method and system for ordering an advertising spot over a data network

• US 7,124,091 B1
• Filed: 07/26/2000
• Issued: 10/17/2006
• Est. Priority Date: 01/19/2000
• Status: Expired due to Fees

• Current Assignee: Individual Network LLC
• Original Assignee: Individual Network LLC
• Inventors: Ratcliff, III, Raymond F., Khoo, Denis
• Primary Examiner(s): Stamber, Eric
• Assistant Examiner(s): Le, Khanh H.
• Application Number:
  US09/625,832
• Time in Patent Office: 2,274 Days
• Field of Search: 705/14, 705/1, 705/10, 705 25- 27
• US Class Current: 705/14.66
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0611 Request for offers or quotes
• CPC Class Codes: H04N 21/2543 Billing , e.g. for subscription services payment schemes, architectures or protocols G06Q20/00; e-commerce G06Q30/00; arrangements for billing for the use of broadcast information or broadcast-related information H04H60/21
• CPC Class Codes: H04N 21/25891 being end-user preferences retrieval of video data in a video database based on user preferences G06F16/739; arrangements for recognizing users' preferences H04H60/46; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18
• CPC Class Codes: H04N 21/44224 Monitoring of user activity on external systems, e.g. Internet browsing
• CPC Class Codes: H04N 21/478 Supplemental services, e.g. displaying phone caller identification, shopping application
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 7/17318 Direct or substantially direct transmission and handling of requests

Abstract

The present invention provides for a method for ordering an advertising spot for an advertisement over a data network to be transmitted to a target user during a transmission of a motion picture. An advertiser first provides to a broadcaster a predetermined constraint that defines the target user for receiving the advertisement. Then, the broadcaster uses the predetermined constraint to determine a price for the advertising spot. The price is then offered by the broadcaster to the advertiser and the advertiser then orders the advertising spot based on the price to place the advertisement in the advertising spot to be transmitted to the target user during the transmission of a motion picture.

Claims

1. A computerized method for arranging advertising over a network comprising:

receiving one or more constraints related to an advertisement, wherein the one or more constraints define desired characteristics of one or more devices, target users or reception locations to whom the advertisement is to be delivered;

determining an estimated price for delivery of the advertisement, based on a selection of the one or more devices, target users or reception locations where the advertisement is to be delivered, wherein the one or more devices, target users or reception locations are selected to meet each of the one or more constraints; and

sending the estimated price over the network;

wherein the determining comprises;

searching information related to the one or more devices, target users or reception locations, each having a profile,

identifying the one or more devices, target users or reception locations by comparing the one or more constraints to the profiles of the one or more devices, target users or reception locations, and

calculating, based on the identified one or more devices, target users or reception locations, the estimated price for delivering the advertisement to the identified one or more devices, target users or reception locations, wherein the calculating comprises;

determining an overall desirability for each of the one or more devices, target users or reception locations by;

accessing at least one first value associated with each device, target user or reception location with respect to the one or more constraints, wherein the at least one first value indicates the desirability of the one or more devices, target users or reception locations with respect to the one or more constraints from a content distributor'"'"'s perspective;

accessing at least one second value, specified by the advertiser, with respect to the one or more constraints, wherein the at least one second value indicates the desirability of the one or more constraints from the advertiser'"'"'s perspective; and

computing the overall desirability for the one or more devices, target users, or reception locations based on the at least one first value and the at least one second value;

computing an individual price for delivering the advertisement to each of the one or more devices, target users or reception locations based on the overall desirability for each of the one or more devices, target users or reception locations, and

computing the estimated price for delivering the advertisement to the one or more devices, target users or reception locations based on the calculated individual prices.

2. The method according to claim 1, wherein a broadcaster arranges the advertising.

3. The method according to claim 1, wherein the one or more constraints are received from an advertiser.

4. The method according to claim 3, further comprising placing an order, by the advertiser to a content distributor, to deliver the advertisement only to the one or more devices, target users or reception locations at the estimated price.

5. The method according to claim 4, further comprising delivering, after receiving the order for delivering the advertisement over the network, the advertisement only to the one or more devices, target users or reception locations.

6. The method according to claim 5, wherein the advertisement is delivered using an advertising period when transmitting content.

7. The method according to claim 5, wherein the advertisement is delivered during an advertising period when transmitting content.

8. The method according to claim 7, wherein the advertising period is allocated based on one or more delivery parameters.

9. The method according to claim 8, wherein the one or more delivery parameters are specified in the one or more constraints.

10. The method according to claim 7, wherein the advertising period is allocated with respect to the content to be delivered to each of the one or more devices, target users or reception locations.

11. The method according to claim 7, wherein

the advertising period is embedded in content to be transmitted to each of the one or more devices, target users or reception locations;

and

the advertisement is delivered to each of the one or more devices, target users or reception locations and only to the one or more devices, target users or reception locations during transmission of the content, whether before, after, or by interrupting the content, or by placing the advertised product or service in the content itself and by inserting the advertisement into the advertising period.

12. The method according to claim 1, wherein the one or more constraints include a geographic constraint.

13. The method according to claim 1, wherein the one or more constraints includes a demographic constraint based on at least one of gender, income, age, or the number of targeted users at a device or reception location.

14. The method according to claim 1, wherein the one or more constraints include a time constraint, including at least one of a time frame within which the delivery of the advertisement is to be completed, a desired duration of each single exposure, or a desired repetition rate with respect to a unit time.

15. The method according to claim 1, wherein each first value is an index value for each constraint and each second value is a coefficient value for each constraint.

16. A computerized method for an advertiser, comprising:

receiving an estimated price, over a network, related to delivering an advertisement to one or more devices, target users or reception locations;

placing an order with a content distributor for delivering the advertisement to the one or more devices, target users or reception locations at the estimated price;

wherein the one or more devices, target users or reception locations are selected as meeting one or more constraints which define desired characteristics of the one or more devices, target users or reception locations to whom the advertisement is being delivered;

wherein the estimated price is computed by;

determining an overall desirability for each of the one or more devices, target users or reception locations, by;

accessing at least one first value associated with each device, target user or reception location with respect to the one or more constraints, wherein the at least one first value indicates the desirability of the one or more devices, target users or reception locations with respect to the one or more constraints from a content distributor'"'"'s perspective;

accessing at least one second value, specified by the advertiser, with respect to the one or more constraints, wherein the at least one second value indicates the desirability of the one or more constraints from the advertiser'"'"'s perspective; and

computing the overall desirability for the one or more devices, target users, or reception locations based on the at least one first value and the at least one second value;

computing an individual price for delivering the advertisement to each of the one or more devices, target users or reception locations based on the overall desirability of each of the one or more devices, target users or reception locations; and

computing the estimated price for delivering the advertisement to the one or more devices, target users or reception locations based on the computed individual prices.

17. The method according to claim 16, wherein the one or more constraints define one or more delivery parameters based on which advertisement is to be delivered to each of the one or more devices, target users or reception locations.

18. The method according to claim 16, wherein the advertisement is delivered during an advertising period.

19. The method according to claim 18, wherein the advertising period is allocated based on the one or more delivery parameters.

20. The method according to claim 18, wherein the advertisement is delivered to the one or more devices, target users or reception locations and only to the one or more devices, target users or reception location during transmission of content for the one or more devices, target users or reception location, whether before or after, or by interrupting the content, or by placing the advertised product or service in the content itself and by inserting the advertisement into the allocated advertising period.

21. The method according to claim 18, wherein the advertising period is allocated in content to be delivered to a device, target user or reception location.

22. The method according to claim 16, wherein the estimated price is received from a content distributor which computes the estimated price based on the one or more devices, target users or reception locations selected using the one or more constraints.

23. The method according to claim 22, wherein the content distributor is a broadcaster.

24. The method according to claim 16, wherein the one or more constraints are provided by the advertiser prior to receiving the estimated price.

25. A computerized method for a content distributor, comprising:

selecting one or more devices, target users or reception locations based on one or more constraints related to an advertisement, wherein the one or more constraints define desired characteristics of the one or more devices, target users or reception locations to whom the advertisement is to be delivered;

calculating an estimated price for delivering the advertisement based on the one or more devices, target users or reception locations selected using the one or more constraints; and

sending the estimated price over a network;

wherein the calculating of the estimated price comprises;

determining an overall desirability for each of the one or more devices, target users or reception locations, by;

accessing at least one first value associated with each device, target user or reception location with respect to the one or more constraints, wherein the at least one first value indicates the desirability of the one or more devices, target users or reception locations with respect to the one or more constraints from a content distributor'"'"'s perspective;

accessing at least one second value, specified by the advertiser, with respect to the one or more constraints, wherein the at least one second value indicates the desirability of the one or more constraints from the advertiser'"'"'s perspective; and

computing the overall desirability for the one or more devices, target users, or reception locations based on the at least one first value and the at least one second value;

computing an individual price for delivering the advertisement to each of the one or more devices, target users or reception locations based on the overall desirability of each of the one or more devices, target users or reception locations, and

computing the estimated price for delivering the advertisement to the one or more devices, target users or reception locations based on the calculated individual prices.

26. The method according to claim 25, further comprising receiving the one or more constraints prior to the determining.

27. The method according to claim 25, wherein the estimated price is sent to at least one advertiser.

28. The method according to claim 25, further comprising receiving an order from an advertiser to deliver the advertisement at the estimated price.

29. The method according to claim 28, further comprising delivering, after receiving the order, the advertisement to the one or more devices, target users or reception locations.

30. The method according to claim 25, wherein the one or more constraints define one or more delivery parameters based on which advertisement is to be delivered to each of the one or more devices, target users or reception locations.

31. The method according to claim 25, wherein the advertisement is delivered during an advertisement period.

32. The method according to claim 31, wherein the advertising period is allocated based on the one or more delivery parameters.

33. The method according to claim 31, wherein the advertising period is allocated in content to be delivered to a device, target user or reception location.

34. The method according to claim 31, wherein

the advertising period is embedded in content to be transmitted to each of the one or more devices, target users or reception locations;

and

the advertisement is delivered to each of the one or more devices, target users or reception locations during transmission of the content, whether before or after, or by interrupting the content, or by placing the advertised product or service in the content itself and by inserting the advertisement into the advertising period.

35. The method according to claim 31, further comprising allocating, based on the one or more constraints, the advertising period in content scheduled to be transmitted to the one or more devices, target users or reception locations.

36. The method according to claim 35, wherein the advertisement is delivered during transmission of content using an advertising period allocated in the content to be transmitted to each of the one or more devices, target users or reception locations.

37. The method according to claim 25, wherein the determining comprises:

searching information related to a plurality of individuals or locations, each having a profile; and

selecting the one or more devices, target users or reception locations by comparing the one or more constraints to the profiles of the plurality of individuals or locations and identifying the one or more devices, target users or reception locations whose profiles match the one or more constraints.

38. A computerized method for pricing individualized advertising over a network, comprising:

receiving one or more constraints to be used in determining one or more devices, target users or reception locations to which the advertisement is to be delivered;

selecting the one or more devices, target users or reception locations by comparing the one or more constraints to profiles of one or more of the devices, target users or reception locations; and

calculating the estimated price for delivering the advertisement to the one or more devices, target users or reception locations based on a degree of match between each of the one or more devices, target users or reception locations and the one or more constraints, wherein the one or more constraints define desired characteristics of the one or more devices, target users or reception locations, wherein said the calculating of the estimated price comprises;

determining an overall desirability for each of the one or more devices, target users or reception locations, by;

accessing at least one first value associated with each device, target user or reception location with respect to the one or more constraints, wherein the at least one first value indicates the desirability of the one or more devices, target users or reception locations with respect to the one or more constraints from a content distributor'"'"'s perspective;

accessing at least one second value, specified by the advertiser, with respect to the one or more constraints, wherein the at least one second value indicates the desirability of the one or more constraints from the advertiser'"'"'s perspective; and

computing the overall desirability for the one or more devices, target users, or reception locations based on the at least one first value and the at least one second value;

computing an individual price for delivering the advertisement to each device, target user or reception location based on the overall desirability of the one or more devices, target users, or reception locations; and

computing the estimated price for delivering the advertisement to the one or more devices, target users or reception locations based on the calculated individual prices; and

sending the estimated price over the network.

39. The method according to claim 38 wherein the one or more constraints define one or more delivery parameters based on which advertisement is to be delivered to each of the one or more devices, target users or reception locations.

40. The method according to claim 38, wherein each first value is an index value for each constraint and each second value is a coefficient value for each constraint.

41. A computerized system for advertising, comprising:

an advertiser processor capable of providing one or more constraints which define desired characteristics of one or more devices; and

an advertiser client coupled to the advertiser processor capable of receiving an estimated price and placing an order for delivering an advertisement at the estimated price;

the estimated price being based on adding up individual prices for each device location;

the individual prices being based on an overall desirability of the each of the one or more devices;

the overall desirability based on at least one first and at least one second value, the at least one first value indicating a desirability of the one or more devices with respect to the one or more constraints from a content distributor'"'"'s perspective, and the at least one second value indicating a desirability of the one or more constraints from an advertiser'"'"'s perspective.

42. The system according to claim 41, wherein the one or more constraints define one or more delivery parameters based on which advertisement is to be delivered to each of the one or more devices.

43. The system according to claim 41, wherein the advertisement is delivered during an advertising period.

44. The system according to claim 43, wherein the advertising period is allocated based on the one or more delivery parameters.

45. The system according to claim 43, wherein the advertising period is allocated in content to be delivered to a device.

46. The system according to claim 43, wherein

the advertising period is embedded in content to be transmitted to each of the one or more devices;

and

the advertisement is delivered to each of the one or more devices during transmission of the content by inserting the advertisement into the advertising period.

47. The system according to claim 41, wherein the one or more constraints include at least one of a demographic constraint or a geographic constraint.

48. The system according to claim 47, wherein the advertiser client is configured to:

receive an offer with the estimated price to deliver the advertisement to the one or more devices selected based on the one or more constraints; and

accept the offer by placing the order to deliver the advisement to the one or more devices at the advertised price.

49. The system according to claim 41, wherein the advertiser processor is a server.

50. The system according to claim 41, wherein the one or more constraints are received from the advertiser client.

51. The system according to claim 41, wherein a content distributor processor is configured to:

identify the one or more devices based on the one or more constraints; and

calculate the estimated price based on the identified selected one or more devices.

52. The system according to claim 50, wherein a content distributor processor is configured to transmit content and/or advertising only to the one or more devices after receiving the order from the advertiser.

53. The system according to claim 41, wherein the advertiser client is configured to provide, prior to receiving the estimated price, the one or more constraints to be used in determining the one or more devices.

54. The system according to claim 53 wherein the pricing component is configured to:

calculate an individual price for delivering the advertisement to each of the one or more devices based on an overall demand for the one or more devices; and

compute the estimated price for delivering the advertisement to the one or more devices based on the individual prices computed with respect to delivering the advertisement to each of the one or more devices.

55. The system according to claim 54, wherein the content distributor processor is confined to transmit the advertisement and/or content embedded with an advertising period inserted with the advertisement only to the one or more devices.

56. The system according to claim 41, wherein the advertiser client is configured to solicit an offer for delivering the advertisement in a manner satisfying the one or more constraints prior to receiving the offer.

57. A computerized system for a content distributor, comprising:

a content distributor processor capable of delivering an advertisement to one or more devices selected as meeting one or more constraints which define desired characteristics of the one or more devices; and

a content distributor client coupled to the contend distributor processor, comprising;

an order component configured to receive and to process one or more constraints;

a profile component configured to identify the one or more devices which meet each of the one or more constraints; and

a pricing component configured to derive an estimated price to deliver the advertisement using the advertising period to the one or more devices during transmission of content, the one or more constraints defining desired characteristics of the one or more devices to which the advertisement is to be delivered;

the estimated price based on calculated individual prices for delivering the advertisement to each of the one or more devices;

each calculated individual price for delivering the advertisement to each of the one or more devices based on an overall desirability for each of the one or more devices, the overall desirability based on at least one first and at least one second value, the at least one first value indicating a desirability of the one or more devices with respect to the one or more constraints from a content distributor'"'"'s perspective, and the at least one second value indicating a desirability of the one or more constraints from an advertiser'"'"'s perspective.

58. The system according to claim 57, where the one or more constraints define one or more delivery parameters based on which advertisement is scheduled to be delivered to each of the one or more devices.

59. A computerized system for advertising, comprising:

a content distributor processor capable of delivering an advertisement to one or more devices; and

a content distributor client coupled to the content distributor processor capable of soliciting an offer, over a network, for transmitting an advertisement at an estimated price to the one or more devices satisfying one or more constraints;

the one or more constraints defining desired characteristics of the one or more devices to whom the advertisement is to be delivered;

the estimated price based on calculated individual prices for delivering the advertisement to each of the one or more devices;

the calculated individual prices based on an overall desirability for each of the devices;

the overall desirability based on at least one first and at least one second value, the at least one first value indicating a desirability of the one or more devices with respect to the one or more constraints from a content distributor'"'"'s perspective, and the at least one second value indicating a desirability of the one or more constraints from an advertiser'"'"'s perspective.

60. The system according to claim 59, wherein the one or more constraints define one or more delivery parameters based on which advertisement is scheduled to be delivered to each of the one or more devices.

61. The system according to claim 59, wherein an advertiser client is configured to generate, prior to soliciting the offer, the one or more constraints to be used in determining the one or more devices.

62. The system according to claim 61, wherein the estimated price is determined based on a degree of match between each of the one or more devices and the one or more constraints.

63. A computerized system for an advertiser, comprising:

an advertiser processor capable of providing one or more constraints which define desired characteristics of one or more devices; and

an advertiser client coupled to the advertiser processor, comprising;

a receiving component configured to receive an offer for transmitting an advertisement at an estimated price to the one or more devices based on the one or more constraints;

the one or more constraints defining desired characteristics of the one or more devices to whom the advertisement is to be delivered;

the estimated price based on;

individual prices for delivering the advertisement to each of the one or more devices;

the individual prices based on an overall desirability for each of the one or more devices;

the overall desirability based on at least one first and at least one second value, the at least one first value indicating the desirability of the one or more devices with respect to the one or more constraints from a content distributor'"'"'s perspective, and the at least one second value indicating the desirability of the one or more constraints from an advertiser'"'"'s perspective; and

an accepting component for accepting the offer over the network.

64. The system according to claim 63, wherein the one or more constraints define one or more delivery parameters a delivery parameter based on which advertisement is scheduled to be delivered to each of the one or more devices.

65. The system according to claim 63, wherein each first value is an index value for each constraint and each second value is a coefficient value for each constraint.