System and method for real-time bidding for internet advertising space
First Claim
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1. A method implemented in a computer system comprising one or more computers, the method comprising:
- receiving in the computer system a plurality of sets of bidding criteria, wherein each set of bidding criteria is associated with one or more advertisements and specifies criteria for submitting a bid to serve one of the one or more advertisements;
receiving in the computer system an indication of a Hypertext Transfer Protocol (HTTP) request by a browser, the HTTP request indicating an opportunity to place an advertisement in a web page requested by the browser (advertising opportunity); and
in real time response to the HTTP request;
generating in the computer system a plurality of bids, each bid being based on one of the sets of bidding criteria, the one of the sets of bidding criteria being met by characteristics of the advertising opportunity, wherein the each bid, in accordance with the one of the sets of bidding criteria, is associated with a monetary amount that an advertiser associated with the each bid is willing to pay if the each bid is selected and a specific event occurs;
selecting in the computer system a bid from among the plurality of bids; and
serving with the computer system an advertisement associated with the selected bid to the browser for placement in the web page in response to the HTTP request,wherein the computer is configured to implement the method.
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Abstract
A method implemented in a computer system for determining an advertisement in response to an advertising opportunity, wherein the advertising opportunity is an opportunity to place the advertisement on a web page subsequent to a request for the web page by a browser. The computer system receives an indication of the advertising opportunity, and in response to receiving the indication, the computer system determines bids, wherein each bid is associated with an advertisement, selects one of the bids and places the advertisement associated with the selected bid on the web page.
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Citations
128 Claims
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1. A method implemented in a computer system comprising one or more computers, the method comprising:
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receiving in the computer system a plurality of sets of bidding criteria, wherein each set of bidding criteria is associated with one or more advertisements and specifies criteria for submitting a bid to serve one of the one or more advertisements; receiving in the computer system an indication of a Hypertext Transfer Protocol (HTTP) request by a browser, the HTTP request indicating an opportunity to place an advertisement in a web page requested by the browser (advertising opportunity); and in real time response to the HTTP request; generating in the computer system a plurality of bids, each bid being based on one of the sets of bidding criteria, the one of the sets of bidding criteria being met by characteristics of the advertising opportunity, wherein the each bid, in accordance with the one of the sets of bidding criteria, is associated with a monetary amount that an advertiser associated with the each bid is willing to pay if the each bid is selected and a specific event occurs; selecting in the computer system a bid from among the plurality of bids; and serving with the computer system an advertisement associated with the selected bid to the browser for placement in the web page in response to the HTTP request, wherein the computer is configured to implement the method. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13)
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14. A system comprising one or more computers configured to:
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receive a plurality of sets of bidding criteria, wherein each set of bidding criteria is associated with one or more advertisements and specifies criteria for submitting a bid to serve one of the one or more advertisements; receive an indication of a Hypertext Transfer Protocol (HTTP) request by a browser, the HTTP request indicating an opportunity to place an advertisement in the web page requested by the browser (advertising opportunity); and in real time response to the HTTP request; generate a plurality of bids, each bid being based on one of the sets of bidding criteria, the one of the sets of bidding criteria being met by characteristics of the advertising opportunity, wherein the each bid, in accordance with the one of the sets of bidding criteria, is associated with a monetary amount that an advertiser associated with the each bid is willing to pay if the each bid is selected and a specific event occurs; select a bid from among the plurality of bids; and serve an advertisement associated with the selected bid to the browser for placement in the web page in response to the HTTP request. - View Dependent Claims (15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26)
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27. A computerized method implemented in a computer system comprising one or more computers, the computerized method comprising:
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receiving in the computer system an indication of a Hypertext Transfer Protocol (HTTP) request, the HTTP request indicating an opportunity to place an advertisement in a web page requested by a browser (advertising opportunity); and in real time response to receiving the indication; submitting one or more bids, each of the one or more bids submitted on behalf of an advertiser desiring to fulfill the advertising opportunity and associated with an advertisement; selecting in the computer system an advertisement from among the one or more advertisements associated with the one or more bids; and serving with the computer system the selected advertisement to the browser, wherein the computer system is configured to implement the computerized method. - View Dependent Claims (28, 29, 30, 31, 32, 33, 34, 35, 36)
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37. A method implemented in a computer system comprising one or more networked computers, for determining in response to each advertising opportunity of a plurality of advertising opportunities, which advertisement of a plurality of advertisements to provide for fulfilling the each advertising opportunity, the each advertising opportunity being an opportunity to serve an advertisement to a browser, the method comprising:
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maintaining in the computer system a plurality of sets of bidding parameters, each set of bidding parameters being associated with one or more of the plurality of advertisements and an advertiser, and indicating whether the associated advertiser is desirous that a bid should be submitted for providing one of the associated one or more of the plurality of advertisements for fulfilling the each advertising opportunity; receiving in the computer system an indication of a Hypertext Transfer Protocol (HTTP) request, the HTTP request indicating an opportunity to place an advertisement in a web page requested by the browser thereby presenting the each advertising opportunity; and in real time response to the HTTP request; identifying in the computer system one or more of the plurality of sets of bidding parameters that are met by characteristics of the each advertising opportunity; for each identified set of bidding parameters, submitting in the computer system a bid, wherein the bid is associated with a monetary amount that an advertiser associated with the each identified set of bidding parameters is willing to pay if the bid is selected and a specific event occurs; selecting in the computer system a bid from among the submitted bids; identifying in the computer system an advertisement associated with the selected bid; and serving with the computer system the identified advertisement, wherein the computer system is configured to implement the method. - View Dependent Claims (38, 39, 40, 41, 42, 43, 44, 45, 46, 47, 48, 49, 50, 51, 52, 53, 54, 55, 56, 57, 58, 59)
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60. A computer system for determining in response to each advertising opportunity of a plurality of advertising opportunities, which advertisement of a plurality of advertisements to provide for fulfilling the each advertising opportunity, wherein the each advertising opportunity is an opportunity to serve an advertisement to a browser, the system comprising:
a computer system comprising one or more networked computers, the one or more networked computers configured to; maintain the plurality of advertisements and a plurality of sets of bidding parameters, each set of bidding parameters being associated with one or more of the plurality of advertisements and an advertiser, and indicating whether the associated advertiser is desirous that a bid should be submitted for providing one of the associated one or more of the plurality of advertisements for fulfilling the each advertising opportunity; receive an indication of a Hypertext Transfer Protocol (HTTP) request, the HTTP request indicating an opportunity to place an advertisement in a web page requested by the browser thereby presenting the each advertising opportunity; identify in real time response to the HTTP request one or more of the plurality of sets of bidding parameters that are met by characteristics of the each advertising opportunity; for each identified set of bidding parameters, submit in real time response to the HTTP request a bid, wherein the bid is associated with a monetary amount that an advertiser associated with the each identified set of bidding parameters is willing to pay if the bid is selected and a specific event occurs; select in real time response to the HTTP request a bid from among the submitted bids; identify in real time response to the HTTP request an advertisement associated with the selected bid; and serve the identified advertisement in real time response to the HTTP request. - View Dependent Claims (61, 62, 63, 64, 65, 66, 67, 68, 69, 70, 71, 72, 73, 74, 75, 76, 77, 78, 79, 80, 81, 82)
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83. A method implemented in a computer system comprising one or more networked computers, for determining in response to each advertising opportunity of a plurality of advertising opportunities, which advertisement of a plurality of advertisements to provide for fulfilling the advertising opportunity, the each advertising opportunity being an opportunity to serve an advertisement to a browser, the method comprising:
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receiving in the computer system an indication of a Hypertext Transfer Protocol (HTTP) request, the HTTP request indicating an opportunity to place an advertisement in a web page requested by the browser thereby presenting the each advertising opportunity; and in real time response to the indication of the HTTP request; determining in the computer system one or more bids, each determined bid being associated with a monetary amount an advertiser associated with the each determined bid is willing to pay for the each determined bid to be selected and a specific event to occur; selecting in the computer system a bid from among the determined bids; identifying in the computer system one of the plurality of advertisements associated with the selected bid; and serving with the computer system the identified advertisement to the browser, wherein the computer system is configured to implement the method. - View Dependent Claims (84, 85, 86, 87, 88, 89, 90, 91, 92, 93, 94, 95, 96, 97, 98, 99, 100, 101, 102, 103, 104)
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105. A computer system comprising one or more networked computers, for determining in response to each advertising opportunity of a plurality of advertising opportunities, which advertisement of a plurality of advertisements to provide for fulfilling the advertising opportunity, the each advertising opportunity being an opportunity to serve an advertisement to a browser, the one or more networked computers configured to:
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receive an indication of a Hypertext Transfer Protocol (HTTP) request, the HTTP request indicating an opportunity to place an advertisement in a web page requested by the browser thereby presenting the each advertising opportunity; determine in real time response to the HTTP request one or more bids, each determined bid being associated with a monetary amount an advertiser associated with the each determined bid is willing to pay for the each determined bid to be selected and a specific event to occur; select in real time response to the HTTP request a bid from among the determined bids; identify in real time response to the HTTP request one of the plurality of advertisements associated with the selected bid; and serve in real time response to the HTTP request the identified advertisement to the browser. - View Dependent Claims (106, 107, 108, 109, 110, 111, 112, 113, 114, 115, 116, 117, 118, 119, 120, 121, 122, 123, 124, 125, 126)
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127. A method comprising:
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(a) receiving an indication in a computer system of a Hypertext Transfer Protocol (HTTP) request, the HTTP request indicating an opportunity to place an advertisement in a web page requested by a browser, and (b) immediately prior to serving the advertisement to the browser; (i) generating in the computer system data representing bids, each bid being associated with an advertisement; and (ii) selecting in the computer system a bid from among the generated bids; and (c) serving with the computer system the advertisement associated with the selected bid for placement in the web page, wherein the computer system comprises one or more computers configured to implement the method.
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128. An apparatus comprising:
a computer system comprising one or more computers configured to; (a) receive an indication of a Hypertext Transfer Protocol (HTTP) request, the HTTP request indicating an opportunity to place an advertisement in a web page requested by a browser; (b) generate in real time response to the HTTP request data representing bids, each bid being associated with an advertisement; (c) select in real time response to the HTTP request a bid from among the generated bids; and (d) serve in real time response to the HTTP request the advertisement associated with the selected bid for placement in the web page.
Specification