Import/export tax to deal with ad trade deficits
First Claim
1. A method for facilitating transactions for advertisement space for participants in an advertising exchange having at least two participating advertising entities from disparate advertising networks or disparate advertising exchanges, comprising:
- employing a processor to execute computer readable instructions stored on a computer readable medium to perform the following acts;
receiving a first expression of a tax defined by a first participant in the advertising exchange that defines at least one tax preference of the first participant pertaining to conducting at least one transaction in the advertising exchange with a second participant, wherein the first expression include a tax rate in a first unit measure that is translatable to a common tax measure within the advertising exchange;
receiving a second expression of a tax defined by the second participant in the advertising exchange that defines at least one tax preference of the second participant pertaining to conducting the at least one transaction in the advertising exchange with the first participant, wherein the second expression is in a second unit measure that is translatable with respect to the common tax measure within the advertising exchange; and
normalizing the first expression and the second expression to the common tax measure enabling a quantifiable comparison of the tax defined by the first participant and the tax defined by the second participant.
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Accused Products
Abstract
For a multi-party advertising exchange including advertising and publishing entities, each participant specifies tax rate(s), such as import tax and export tax, that apply to at least one other entity in the exchange. Since tax rate(s) can be expressed in different transactional terms by different parties, each tax rate is reduced to a common tax rate expression within the exchange for comparison. Intelligent tax rate selection and support can be provided to dynamically set tax rates that achieve utilitarian goals for the individual participants taking into account the tax rates expressed by other participants and their respective advertising goals, and dynamically adjusting tax rates over time in response to condition changes. Various refinements are provided and disclosed according to a host of optional implementations.
61 Citations
19 Claims
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1. A method for facilitating transactions for advertisement space for participants in an advertising exchange having at least two participating advertising entities from disparate advertising networks or disparate advertising exchanges, comprising:
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employing a processor to execute computer readable instructions stored on a computer readable medium to perform the following acts; receiving a first expression of a tax defined by a first participant in the advertising exchange that defines at least one tax preference of the first participant pertaining to conducting at least one transaction in the advertising exchange with a second participant, wherein the first expression include a tax rate in a first unit measure that is translatable to a common tax measure within the advertising exchange; receiving a second expression of a tax defined by the second participant in the advertising exchange that defines at least one tax preference of the second participant pertaining to conducting the at least one transaction in the advertising exchange with the first participant, wherein the second expression is in a second unit measure that is translatable with respect to the common tax measure within the advertising exchange; and normalizing the first expression and the second expression to the common tax measure enabling a quantifiable comparison of the tax defined by the first participant and the tax defined by the second participant. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A system to facilitate trading of advertising, comprising:
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at least one processor that executes the following computer executable components stored on at least one computer readable medium; a publisher broker component to represent at least one publisher, wherein the publisher broker component determines at least one ask for an advertisement space of the at least one publisher; an advertiser broker component to represent at least one advertiser, wherein the advertiser broker component manages at least one bid for the advertisement space by the at least one advertiser; an exchange component that generates at least one transaction for the advertisement space between the publisher broker component and the advertiser broker component, wherein the publisher broker component and the advertiser broker component are advertising entities of disparate advertising networks, and at least one tool that receives from the publisher broker component or the advertiser broker component a specification of at least one objective corresponding to a policy of the publisher broker component or the advertiser broker component, and automatically calculates a tax rate that helps achieve the at least one objective by imposing a tax equal to the tax rate on transactions that meet conditions specified by the at least one objective, wherein the exchange component automatically applies the tax for the publisher broker component or the advertiser broker component in at least one transaction. - View Dependent Claims (9, 10, 11, 12, 13, 14, 15, 16, 17)
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18. A method for facilitating transactions for advertisement space in an advertising exchange between participants from at least two disparate advertising networks, comprising:
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employing a processor to execute computer readable instructions stored on a computer readable medium to perform the following acts; receiving a first utility function having an impact on a tax from a first participant by the advertising exchange, wherein the tax specified by the first participant applies to at least one transaction in the advertising exchange conducted with at least one other participant and includes a tax rate at a first unit of measure; based on a normalized representation for taxes in the exchange enabling comparison of disparate types of taxes, exposing the tax to the at least one other participant, and exposing at least a second tax associated with the at least one other participant that applies to the first participant; and in response to the second tax exposed to the first participant, receiving an instruction from the first participant to change the first utility function to have a different impact on the tax applying to the at least one transaction conducted with the at least one other participant. - View Dependent Claims (19)
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Specification