Advertisement space auction method, apparatus and storage medium

• US 8,639,565 B2
• Filed: 08/08/2008
• Issued: 01/28/2014
• Est. Priority Date: 01/22/2001
• Status: Expired due to Fees

• Current Assignee: Sony Corporation (Sony Group Corp.)
• Original Assignee: Sony Corporation (Sony Group Corp.)
• Inventors: Numaoka, Chisato, Sakamoto, Etsuro, Koike, Motoyuki, Kojima, Takeru
• Primary Examiner(s): TINKLER, MURIEL S
• Application Number:
  US12/221,970
• Publication Number:
  US 20090055272A1
• Time in Patent Office: 1,999 Days
• Field of Search: 705/14.4, 705/26.3
• US Class Current: 705/14.1
• CPC Class Codes: G06Q 20/10 specially adapted for electronic funds transfer [EFT] systems; specially adapted for home banking systems
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/08 Auctions
• CPC Class Codes: G06Q 40/04 Trading; Exchange, e.g. stocks, commodities, derivatives or currency exchange

Abstract

An advertisement space auction apparatus enabling for a more strategic and open auction transaction to be realized is provided. The advertisement space auction apparatus using a network, comprising a memory storing advertisement space information and being accessible by a plurality of entities connected to the network, a bid data communication unit receiving a bid data submitted via the network from at least one of the plurality of entities, the bid data corresponding to the advertisement space information stored in the memory; and a winning bidder determination unit determining a winning bidder of an advertisement space designated by the advertisement space information, on the basis of the bid data received by the bid data communication unit.

Claims

1. A method for delivering an advertisement using a network, comprising:

correlating an advertisement object with an object in content, wherein the content is adapted to be displayed as a scene having an advertisement space associated with the object, and wherein the advertisement object is from an advertiser determined to be a winning bidder, wherein the winning bidder is one who offered, during an auction process for bidding for the advertisement space, a highest bid price over the network for the advertisement space within a bid submission period having a maximum length during which bidding in the auction process is permitted,

wherein a second time period starts after acceptance of a highest bid as last bid information for the advertisement space, wherein the second time period has a length less than the maximum length of the bid submission period and wherein more bid information can be received over the network during the second time period so long as the more bid information is received within the bid submission period,

wherein, if the second time period elapses after the acceptance of the last bid information and within the bid submission period, the bid submission period ends immediately, and

wherein, if an end of the bid submission period occurs at the maximum length from a start of the bid submission period and before the second time period elapses, the bid submission period ends and no more bid information can be received over the network;

in response to a request for the content, providing to a user the content including the object with the advertisement object; and

providing, by a processor, for display of the scene of the content including the object with the correlated advertisement object at the advertisement space of the scene in synchronism as one scene of the content.

2. The method according to claim 1, wherein the advertisement object is selected by an auction.

3. The method according to claim 1, wherein the advertisement object is designated by a winning bidder in an auction.

4. The method according to claim 1, wherein the advertisement object is displayed as superimposed in the one scene of the content.

5. The method according to claim 1, wherein the object in the content and the correlated advertisement object are delivered separately in separate data streams to the user.

6. The method according to claim 1, wherein the advertisement object is directly inserted into the content.

7. A system for delivering an advertisement using a network, comprising:

an advertisement unit for correlating an advertisement object with an object in content, wherein the content is adapted to be displayed as a scene having an advertisement space associated with the object, and wherein the advertisement object is from an advertiser determined to be a winning bidder, wherein the winning bidder is one who offered, during an auction process for bidding for the advertisement space, a highest bid price over the network for the advertisement space within a bid submission period having a maximum length during which bidding in the auction process is permitted,

wherein a second time period starts after acceptance of a highest bid as last bid information for the advertisement space, wherein the second time period has a length less than the maximum length of the bid submission period and wherein more bid information can be received over the network during the second time period so long as the more bid information is received within the bid submission period,

wherein, if the second time period elapses after the acceptance of the last bid information and within the bid submission period, the bid submission period ends immediately, and

wherein, if an end of the bid submission period occurs at the maximum length from a start of the bid submission period and before the second time period elapses, the bid submission period ends and no more bid information can be received over the network; and

a delivery unit, including a processor, for providing to a user, in response to a request for the content, the content including the object with the advertisement object, and providing for display of the scene of the content including the object with the correlated advertisement object at the advertisement space of the scene in synchronism as one scene of the content.

8. The system according to claim 7, wherein the advertisement object is selected by an auction.

9. The system according to claim 7, wherein the advertisement object is designated by a winning bidder in an auction.

10. The system according to claim 7, wherein the advertisement object is displayed as superimposed in the one scene of the content.

11. The system according to claim 7, wherein the object in the content and the correlated advertisement object are delivered separately in separate data streams to the user.

12. The system according to claim 7, wherein the advertisement object is directly inserted into the content.