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Bidding on pending, query term-based advertising opportunities

  • US 9,129,312 B1
  • Filed: 01/25/2005
  • Issued: 09/08/2015
  • Est. Priority Date: 08/25/2004
  • Status: Active Grant
First Claim
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1. A method in a computing system for auctioning pending query-based advertising opportunities, comprising:

  • receiving at a search engine computer system a search request from a client computer system, said search request containing a search query;

    in the search engine computer system, in response to receiving the transmitted search request;

    transmitting notifications of the search request containing the search query contained by the search request and a current high bid price in a pending auction for the search query to one or more advertiser computer systems;

    generating a search result using the search query;

    in at least a distinguished one of the advertiser computer systems, in response to receiving a transmitted notification;

    determining to bid for placement of an advertising message in connection with the search result generated for the search query in response to the search request;

    designating an advertising message;

    designating an advertising hyperlink;

    determining a bid amount; and

    transmitting a dynamic bid to the search engine computer system specifying the designated advertising message, the designated advertising hyperlink, and the determined bid amount;

    in the search engine computer system, at a time after transmitting the notifications;

    comparing dynamic bids received subsequent to receipt of the search request to each other and to any static bids received prior to receipt of the search request matching the search query to select one or more bids;

    creating a response to the search request containing the generated search result and, for each selected one or more bids, the advertising message and advertising hyperlink specified by the selected bid; and

    transmitting the created response to the search request to the client computer system.

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