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Selection of ad units of a compound advertisement for display

  • US 9,299,092 B1
  • Filed: 10/15/2013
  • Issued: 03/29/2016
  • Est. Priority Date: 10/15/2013
  • Status: Active Grant
First Claim
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1. A computer-implemented method comprising:

  • receiving from an advertiser computer and by a local area network (LAN) interface, at an advertisement delivery server computer, a digital data specification of a compound advertisement comprising a plurality of ad units;

    wherein the digital data specification of the compound advertisement specifies;

    one or more sequential dependencies between one or more ad units of the plurality of ad units including a particular sequential dependency of a first ad unit upon a second ad unit of the same compound advertisement and at least one bid value for each ad unit of the plurality of ad units;

    a base bid value and a bonus bid value for the first ad unit; and

    a plurality of bid values for the first ad unit including a first bid value and a second bid value, wherein the first bid value is greater than the second bid value;

    wherein the digital data specification of the compound advertisement associates a first app event type with the first ad unit and not with the second ad unit;

    transferring the digital data specification into a memory of the advertisement delivery server computer;

    using the advertisement delivery server computer, determining that a monetization event has occurred in a publisher application;

    using the advertisement delivery server computer, determining that the second bid value associated with the first ad unit is less than at least one second bid value of a plurality of second bid values associated with the plurality of ad units;

    based on the determination that the second bid value associated with the first ad unit is less than at least one second bid value of a plurality of second bid values associated with the plurality of ad units, the advertisement delivery server computer selecting from the memory an applicable payment price for the first ad unit based in part on the first bid value associated with the first ad unit;

    using the advertisement delivery server computer, selecting from the memory, for display at a particular user mobile computing device separate from the advertisement delivery server computer, the first ad unit of the compound advertisement, wherein the selecting is based at least in part on;

    the first bid value if the particular sequential dependency is satisfied,the second bid value if the particular sequential dependency is not satisfied,determining that the bonus bid value associated with the first ad unit is greater than a plurality of bonus bid values associated with the plurality of ad units, anddetermining that the monetization event is of the first app event type;

    transmitting as Internet Protocol (IP) packets by the LAN interface an electronic digital message from the advertisement delivery server computer to the particular user mobile computing device, wherein the message is configured to cause display of the first ad unit at the particular user mobile computing device.

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