Bid gateway architecture for an online advertisement bidding system
First Claim
1. A system comprising:
- at least one Web server comprising a processor unit and memory for generating at least one request for a service bid, said request for service bids comprising information to identify a plurality of third party recipients; and
at least one gateway server, comprising a processor unit and memory, coupled to said Web server, for receiving said request for a service bid from said Web server, for configuring a third party bid request for each recipient identified in said request for a service bid, for transmitting said third party bid request from said bid gateway server to said third party recipients, for collecting at least one bid from said third party recipients, and for transmitting said bids to an exchange server, wherein said transmitted third party bid requests comprise an amount of targeting information related to said service bid customized by said third party recipients.
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Accused Products
Abstract
An online advertising system integrates third party agents to permit the third party agents to participate in auctions to bid on a per opportunity basis. An advertising exchange module receives requests for opportunities to serve online advertisements to users. In response, an advertising exchange module applies one or more business rules to determine third party agents that qualify to serve the online advertisement. A bid gateway module generates and transmits requests for bids to the third party agents. The bid gateway module then receives bids from the third party agents in response to the requests for bids. The advertising exchange module then selects an advertisement based on the bid. The online advertisement exchange system provides a unified marketplace to permit integrator networks to bid on both ads pursuant to guaranteed contracts and ads not subject to guaranteed contracts (e.g., non-guaranteed ads). The online advertisement system further includes traffic management to allow the third parties to regulate bid requests sent from the online advertisement system. In some embodiments, the online advertising system caches bids, to efficiently implement the per opportunity auction, and transmits information, such as targeting information, to the third party agents to aid in the third party agents'"'"' formulation of bids.
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Citations
14 Claims
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1. A system comprising:
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at least one Web server comprising a processor unit and memory for generating at least one request for a service bid, said request for service bids comprising information to identify a plurality of third party recipients; and at least one gateway server, comprising a processor unit and memory, coupled to said Web server, for receiving said request for a service bid from said Web server, for configuring a third party bid request for each recipient identified in said request for a service bid, for transmitting said third party bid request from said bid gateway server to said third party recipients, for collecting at least one bid from said third party recipients, and for transmitting said bids to an exchange server, wherein said transmitted third party bid requests comprise an amount of targeting information related to said service bid customized by said third party recipients. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A non-transitory computer readable medium for storing a plurality of instructions, which when executed by a computer causes the computer transmitting bids, said instructions for:
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generating, at a Web server, at least one request for a service bid, said request for service bids comprising information to identify a plurality of third party recipients; receiving, at a bid gateway server, said request for a service bid from said Web server; configuring a third party bid request for each recipient identified in said request for a service bid, wherein said third party bid request comprises an amount of targeting information related to said service bid customized by said third party recipients; transmitting said third party bid request from said bid gateway server to said third party recipients, for collecting at least one bid from said third party recipients, and for transmitting said bids to an exchange server. - View Dependent Claims (9, 10, 11, 12, 13, 14)
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Specification