Media properties selection method and system based on expected profit from profile-based ad delivery
DCFirst Claim
1. A method of directing electronic advertisements, the method comprising:
- (a) for each of a multitude of different electronic visitors to a first media property, responsive to receiving information about at least one of a plurality of profile attributes possibly applicable to the visitor, automatically electronically authorizing a third-party second media property to allow display, to the electronic visitor when the visitor visits the second media property at a time after the visitor visits the first media property, of an advertisement correlated with the profile-attribute information received about the visitor, subject to a visitor-specific condition for display of the advertisement; and
(b) automatically electronically authorizing a third-party third media property, for the electronic visitor to the first media property, to allow display, to the electronic visitor when the visitor visits the third media property at a time after the visitor visits the first media property, of an advertisement correlated with the profile-attribute information received about the visitor, for a price charged by the third media property that is less than a profile-attribute-dependent price that an advertiser is willing to pay for display of the advertisement.
1 Assignment
Litigations
0 Petitions
Accused Products
Abstract
An automatic system facilitates selection of media properties on which to display an advertisement, responsive to a profile collected on a first media property, where a behavioral-targeting company calculates expected profit for an ad correlated with the profile and arranges for the visitor to be tagged with a tag readable by the selected media property. The profit can be calculated by deducting, from the revenues that are expected to be generated from an ad delivered based on the collected profile, at least the price of ad space at a media property where the BT company might like to deliver ads to the profiled visitor. When the calculated profit is positive (i.e., not a loss), the BT company arranges for the visitor to be tagged with a tag readable by the selected media property through which the BT company expects to profit.
144 Citations
51 Claims
-
1. A method of directing electronic advertisements, the method comprising:
-
(a) for each of a multitude of different electronic visitors to a first media property, responsive to receiving information about at least one of a plurality of profile attributes possibly applicable to the visitor, automatically electronically authorizing a third-party second media property to allow display, to the electronic visitor when the visitor visits the second media property at a time after the visitor visits the first media property, of an advertisement correlated with the profile-attribute information received about the visitor, subject to a visitor-specific condition for display of the advertisement; and (b) automatically electronically authorizing a third-party third media property, for the electronic visitor to the first media property, to allow display, to the electronic visitor when the visitor visits the third media property at a time after the visitor visits the first media property, of an advertisement correlated with the profile-attribute information received about the visitor, for a price charged by the third media property that is less than a profile-attribute-dependent price that an advertiser is willing to pay for display of the advertisement. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17)
-
-
18. A tangible computer-server device programmed to implement a method of directing electronic advertisements, the method comprising:
-
(a) for each of a multitude of different electronic visitors to a first media property, responsive to receiving information about at least one of a plurality of profile attributes possibly applicable to the visitor, automatically electronically authorizing a third-party second media property to allow display, to the electronic visitor when the visitor visits the second media property at a time after the visitor visits the first media property, of an advertisement correlated with the profile-attribute information received about the visitor, subject to a visitor-specific condition for display of the advertisement; and (b) automatically electronically authorizing a third-party third media property, for the electronic visitor to the first media property, to allow display, to the electronic visitor when the visitor visits the third media property at a time after the visitor visits the first media property, of an advertisement correlated with the profile-attribute information received about the visitor, for a price charged by the third media property that is less than a profile-attribute-dependent price that an advertiser is willing to pay for display of the advertisement. - View Dependent Claims (19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32, 33, 34)
-
-
35. A system comprising one or more computers programmed to implement a method of directing electronic advertisements, the method comprising:
-
(a) for each of a multitude of different electronic visitors to a first media property, responsive to receiving information about at least one of a plurality of profile attributes possibly applicable to the visitor, automatically electronically authorizing a third-party second media property to allow display, to the electronic visitor when the visitor visits the second media property at a time after the visitor visits the first media property, of an advertisement correlated with the profile-attribute information received about the visitor, subject to a visitor-specific condition for display of the advertisement; and (b) automatically electronically authorizing a third-party third media property, for the electronic visitor to the first media property, to allow display, to the electronic visitor when the visitor visits the third media property at a time after the visitor visits the first media property, of an advertisement correlated with the profile-attribute information received about the visitor, for a price charged by the third media property that is less than a profile-attribute-dependent price that an advertiser is willing to pay for display of the advertisement. - View Dependent Claims (36, 37, 38, 39, 40, 41, 42, 43, 44, 45, 46, 47, 48, 49, 50, 51)
-
Specification