System and method for trading context-specific advertising

• US 20070050254A1
• Filed: 08/29/2005
• Published: 03/01/2007
• Est. Priority Date: 08/29/2005
• Status: Abandoned Application

• Current Assignee: BGC Partners Incorporated (BGC Group, Inc.)
• Original Assignee: eSpeed Incorporated (BGC Group, Inc.)
• Inventors: Driscoll, James
• Application Number:
  US11/214,514
• Publication Number:
  US 20070050254A1
• Time in Patent Office: Days
• US Class Current: 705/14.550
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

A method for executing trades involving advertising opportunities includes receiving a first order from a first party that indicates a first advertising context. The method also includes receiving a second order from a second party that indicates a second advertising context and determining that the first order matches the second order based, at least in part, on the first advertising context and the second advertising context. Additionally, the method includes initiating a transaction between the first party and the second party involving a quantity of context-sensitive advertising.

Claims

1. A method for executing trades involving advertising opportunities, comprising:

receiving a first order from a first party that indicates a first advertising context;

receiving a second order from a second party that indicates a second advertising context;

determining that the first order matches the second order based, at least in part, on the first advertising context and the second advertising context; and

initiating a transaction between the first party and the second party involving a quantity of context-sensitive advertising.

2. The method of claim 1, wherein:

receiving the first order from a first party comprises receiving a plurality of purchase orders from a plurality of buyers that each indicate a purchase advertising context and a purchase price;

receiving the second order comprises receiving a sale order from a seller that indicates a sale advertising context;

determining that the first order matches the second order comprises;

determining that one or more of the purchase orders matches the sale order based on the purchase advertising context indicated by the matching purchase orders and the sale advertising context; and

identifying the matching purchase order that indicates a greatest purchase price; and

initiating a transaction between the first party and the second party comprises initiating a transaction involving a quantity of context-sensitive advertising between the seller and a buyer from whom the matching purchase order that indicates the greatest purchase price was received.

3. The method of claim 1, wherein:

receiving the first order from a first party comprises receiving a plurality of sale orders from a plurality of sellers that each indicate a sale advertising context and a sale price;

receiving the second order comprises receiving a purchase order from a buyer that indicates a purchase advertising context;

determining that the first order matches the second order comprises;

determining that one or more of the sale orders matches the purchase order based on the sale advertising context indicated by the matching sale orders and the purchase advertising context; and

identifying the matching sale order indicating that indicates a lowest sale price; and

initiating a transaction between the first party and the second party comprises initiating a transaction involving a quantity of context-sensitive advertising between the buyer and the seller from whom the matching sale order that indicates the lowest sale price was received.

4. The method of claim 1, wherein:

the first order comprises a purchase order that includes a purchase price;

the second order comprises a sale order that includes a sale price; and

determining that the first order matches the second order comprises;

determining that the first advertising context matches the second advertising context; and

determining that the purchase price is equal to the sale price.

5. The method of claim 1, wherein initiating the transaction between the first party and the second party comprises initiating a sale of an advertising futures contract between the first party and the second party, wherein the advertising futures contract specifies a time period and wherein the futures contract obligates the second party to provide a predetermined quantity of context-sensitive advertising to the first party during the specified time period.

6. The method of claim 1, wherein initiating the transaction between the first party and the second party comprises initiating a sale between the first party and the second party of an option contract associated with context-sensitive advertising.

7. The method of claim 6, wherein the option contract indicates an exercise date, an exercise price, and a settlement date and provides the first party an option to, on the exercise date, purchase at the exercise price a predetermined quantity of context-sensitive advertising to be provided before the settlement date.

8. The method of claim 6, wherein the option contract indicates an exercise date, an exercise price, and a settlement date and provides the first party an option to, on the exercise date, sell at the exercise price a predetermined quantity of context-sensitive advertising to be provided before the settlement date.

9. The method of claim 1, wherein:

receiving the first order from the first party that indicates the first advertising context comprises receiving a first order from the first party that specifies one or more search terms; and

initiating a transaction between the first party and the second party involving a quantity of context-sensitive advertising comprises initiating a transaction between the first party and the second party involving the display of advertising to users that request searches associated with the specified search terms.

10. The method of claim 1, wherein:

receiving the first order from the first party that indicates the first advertising context comprises receiving a first order from the first party that specifies a content type; and

initiating a transaction between the first party and the second party involving a quantity of context-sensitive advertising comprises initiating a transaction between the first party and the second party involving the display of advertising to users that request content from providers that provide content of the content type specified by the first order.

11. The method of claim 1, wherein:

receiving the first order from the first party that indicates the first advertising context comprises receiving a first order from the first party that specifies an advertising location; and

initiating a transaction between the first party and the second party involving a quantity of context-sensitive advertising comprises initiating a transaction between the first party and the second party involving the display of advertising to users requesting information associated with locations located within a predetermined distance from the advertising location.

12. The method of claim 1, wherein:

receiving the first order comprises receiving an order that specifies one or more viewer criteria; and

initiating a transaction between the first party and the second party comprises initiating a transaction between the first party and the second party involving the display of advertising to users that satisfy the viewer criteria.

13. The method of claim 1, wherein initiating a transaction between the first party and the second party comprises initiating a first transaction between the first party and the second party that obligates the second party to provide a first quantity of context-sensitive advertising for the first party, and further comprising initiating a second transaction between the second party and a third party that obligates the third party to provide a second quantity of context-sensitive advertising for the first party, wherein the second quantity comprises at least a portion of the first quantity.

14. The method of claim 1, wherein initiating a transaction between the first party and the second party comprises initiating a first transaction between the first party and the second party that obligates the first party to provide a first quantity of context-sensitive advertising for the second party, and further comprising initiating a second transaction between the second party and a third party that obligates the first party to provide a second quantity of context-sensitive advertising for the third party, wherein the second quantity comprises at least a portion of the first quantity.

15. A trading system, comprising:

a plurality of trading interfaces each operable to transmit orders to a trading platform, wherein each order indicates an advertising context; and

a trading platform operable to;

receive a first order from a first trading interface that indicates a first advertising context;

receive a second order from a second trading interface that indicates a second advertising context;

determine that the first order matches the second order based on the first advertising context and the second advertising context; and

initiate a transaction between a first party associated with the first trading interface and a second party associated with the second trading interface involving a quantity of context-sensitive advertising.

16. The system of claim 15, wherein the trading platform is operable to:

receive the first order from the first trading interface by receiving a plurality of purchase orders from a plurality of trading interfaces each associated with a buyer, wherein the purchase orders each indicate a purchase advertising context and a purchase price;

receive the second order by receiving a sale order from a trading interface associated with a seller, wherein the sale order indicates a sale advertising context;

determine that the first order matches the second order by;

determining that one or more of the purchase orders matches the sale order based on the purchase advertising context indicated by the matching purchase orders and the sale advertising context; and

identifying the matching purchase order that indicates a greatest purchase price; and

initiating a transaction between the first party and the second party by initiating a transaction involving a quantity of context-sensitive advertising between the seller and a buyer associated with the trading interface from which the matching purchase order that indicates the greatest purchase price was received.

17. The system of claim 15, wherein the trading platform is operable to:

receive the first order from the first trading interface by receiving a plurality of sale orders from a plurality of trading interfaces, each of the trading interfaces associated with a seller;

wherein each of the sale orders indicates a sale advertising context and a sale price;

receive the second order by receiving a purchase order from a trading interface associated with a buyer, wherein the purchase order indicates a purchase advertising context;

determine that the first order matches the second order by;

determining that one or more of the sale orders matches the purchase order based on the sale advertising context indicated by the matching sale orders and the purchase advertising context; and

identifying the matching sale order that indicates a lowest sale price; and

initiating a transaction between the first party and the second party by initiating a transaction involving a quantity of context-sensitive advertising between the buyer and the seller associated with the trading interface from which the matching sale order that indicates the lowest sale price was received.

18. The system of claim 15, wherein:

the first order comprises a purchase order that includes the first advertising context and a purchase price;

the second order comprises a sale order that includes the second advertising context and a sale price; and

the trading platform is operable to determine that the first order matches the second order by;

determining that the first advertising context matches the second advertising context; and

determining that the purchase price is equal to the sale price.

19. The system of claim 15, wherein the trading platform is operable to initiate the transaction between the first party and the second party by initiating a sale of an advertising futures contract between the first party and the second party, wherein the advertising futures contract specifies a time period and wherein the futures contract obligates the second party to provide a predetermined quantity of context-sensitive advertising to the first party during the specified time period.

20. The system of claim 15, wherein the trading platform is operable to initiate the transaction between the first party and the second party by initiating a sale between the first party and the second party of an option contract associated with context-sensitive advertising.

21. The system of claim 20, wherein the option contract indicates an exercise date, an exercise price, and a settlement date and provides the first party an option to, on the exercise date, purchase at the exercise price a predetermined quantity of context-sensitive advertising to be provided before the settlement date.

22. The system of claim 20, wherein the option contract indicates an exercise date, an exercise price, and a settlement date and provides the first party an option to, on the exercise date, sell at the exercise price a predetermined quantity of context-sensitive advertising to be provided before the settlement date.

23. The system of claim 15, wherein the trading platform is operable to:

receive the first order from the first trading interface that indicates the first advertising context by receiving a first order from the first trading interface that specifies one or more search terms; and

initiate a transaction between the first party and the second party involving a quantity of context-sensitive advertising by initiating a transaction between the first party and the second party involving the display of advertising to users that request searches associated with the specified search terms.

24. The system of claim 15, wherein the trading platform is operable to:

receive the first order from the first party that indicates the first advertising context by receiving a first order from the first party that specifies a content type; and

initiate a transaction between the first party and the second party involving a quantity of context-sensitive advertising by initiating a transaction between the first party and the second party involving the display of advertising to users that request content from providers that provide content of the content type specified by the first order.

25. The system of claim 15, wherein the trading platform is operable to:

receive the first order from the first party that indicates the first advertising context by receiving a first order that specifies an advertising location; and

initiate a transaction between the first party and the second party involving a quantity of context-sensitive advertising by initiating a transaction between the first party and the second party involving the display of advertising to users requesting information associated with locations located within a predetermined distance from the advertising location.

26. The system of claim 15, wherein the trading platform is operable to:

receive the first order from the first party that indicates the first advertising context by receiving a first that specifies one or more viewer criteria; and

initiate a transaction between the first party and the second party by initiating a transaction between the first party and the second party involving the display of advertising to users that satisfy the viewer criteria.

27. The system of claim 15, wherein the trading platform is operable to initiate a transaction between the first party and the second party by initiating a first transaction between the first party and the second party that obligates the second party to provide a first quantity of context-sensitive advertising for the first party, and wherein the trading platform is further operable to initiate a second transaction between the second party and a third party that obligates the third party to provide a second quantity of context-sensitive advertising for the first party, wherein the second quantity comprises at least a portion of the first quantity.

28. The system of claim 15, wherein the trading platform is operable to initiate a transaction between the first party and the second party by initiating a first transaction between the first party and the second party that obligates the first party to provide a first quantity of context-sensitive advertising for the second party, and wherein the trading platform is further operable to initiate a second transaction between the second party and a third party that obligates the first party to provide a second quantity of context-sensitive advertising for the third party, wherein the second quantity comprises at least a portion of the first quantity.

29. A device for initiating transaction between parties, comprising:

a memory operable to store processor instructions; and

a processor operable to;

receive a first order from a first party that indicates a first advertising context;

receive a second order from a second trading party that indicates a second advertising context;

determine that the first order matches the second order based on the first advertising context and the second advertising context; and

initiate a transaction between the first party and the second party involving a quantity of context-sensitive advertising.

30. The device of claim 29, wherein the trading platform is operable to:

receive the first order from the first trading interface by receiving a plurality of purchase orders from a plurality of trading interfaces each associated with a buyer, wherein the purchase orders each indicate a purchase advertising context and a purchase price;

receive the second order by receiving a sale order from a trading interface associated with a seller, wherein the sale order indicates a sale advertising context;

determine that the first order matches the second order by;

determining that one or more of the purchase orders matches the sale order based on the purchase advertising context indicated by the matching purchase orders and the sale advertising context; and

identifying the matching purchase order that indicates a greatest purchase price; and

initiating a transaction between the first party and the second party by initiating a transaction involving a quantity of context-sensitive advertising between the seller and a buyer associated with the trading interface from which the matching purchase order that indicates the greatest purchase price was received.

31. The device of claim 29, wherein the trading platform is operable to:

receive the first order from the first trading interface by receiving a plurality of sale orders from a plurality of trading interfaces, each of the trading interfaces associated with a seller;

wherein each of the sale orders indicates a sale advertising context and a sale price;

receive the second order by receiving a purchase order from a trading interface associated with a buyer, wherein the purchase order indicates a purchase advertising context;

determine that the first order matches the second order by;

determining that one or more of the sale orders matches the purchase order based on the sale advertising context indicated by the matching sale orders and the purchase advertising context; and

identifying the matching sale order that indicates a lowest sale price; and

initiating a transaction between the first party and the second party by initiating a transaction involving a quantity of context-sensitive advertising between the buyer and the seller associated with the trading interface from which the matching sale order that indicates the lowest sale price was received.

32. The device of claim 29, wherein:

the first order comprises a purchase order that includes the first advertising context and a purchase price;

the second order comprises a sale order that includes the second advertising context and a sale price; and

the trading platform is operable to determine that the first order matches the second order by;

determining that the first advertising context matches the second advertising context; and

determining that the purchase price is equal to the sale price.

33. The device of claim 29, wherein the trading platform is operable to initiate the transaction between the first party and the second party by initiating a sale of an advertising futures contract between the first party and the second party, wherein the advertising futures contract specifies a time period and wherein the futures contract obligates the second party to provide a predetermined quantity of context-sensitive advertising to the first party during the specified time period.

34. The device of claim 29, wherein the trading platform is operable to initiate the transaction between the first party and the second party by initiating a sale between the first party and the second party of an option contract associated with context-sensitive advertising.

35. The device of claim 34, wherein the option contract indicates an exercise date, an exercise price, and a settlement date and provides the first party an option to, on the exercise date, purchase at the exercise price a predetermined quantity of context-sensitive advertising to be provided before the settlement date.

36. The device of claim 34, wherein the option contract indicates an exercise date, an exercise price, and a settlement date and provides the first party an option to, on the exercise date, sell at the exercise price a predetermined quantity of context-sensitive advertising to be provided before the settlement date.

37. The device of claim 29, wherein the trading platform is operable to:

receive the first order from the first trading interface that indicates the first advertising context by receiving a first order from the first trading interface that specifies one or more search terms; and

initiate a transaction between the first party and the second party involving a quantity of context-sensitive advertising by initiating a transaction between the first party and the second party involving the display of advertising to users that request searches associated with the specified search terms.

38. The device of claim 29, wherein the trading platform is operable to:

receive the first order from the first party that indicates the first advertising context by receiving a first order from the first party that specifies a content type; and

initiate a transaction between the first party and the second party involving a quantity of context-sensitive advertising by initiating a transaction between the first party and the second party involving the display of advertising to users that request content from providers that provide content of the content type specified by the first order.

39. The device of claim 29, wherein the trading platform is operable to:

receive the first order from the first party that indicates the first advertising context by receiving a first order that specifies an advertising location; and

initiate a transaction between the first party and the second party involving a quantity of context-sensitive advertising by initiating a transaction between the first party and the second party involving the display of advertising to users requesting information associated with locations located within a predetermined distance from the advertising location.

40. The device of claim 29, wherein the trading platform is operable to:

receive the first order from the first party that indicates the first advertising context by receiving a first that specifies one or more viewer criteria; and

initiate a transaction between the first party and the second party by initiating a transaction between the first party and the second party involving the display of advertising to users that satisfy the viewer criteria.

41. The device of claim 29, wherein the trading platform is operable to initiate a transaction between the first party and the second party by initiating a first transaction between the first party and the second party that obligates the second party to provide a first quantity of context-sensitive advertising for the first party, and wherein the trading platform is further operable to initiate a second transaction between the second party and a third party that obligates the third party to provide a second quantity of context-sensitive advertising for the first party, wherein the second quantity comprises at least a portion of the first quantity.

42. The device of claim 29, wherein the trading platform is operable to initiate a transaction between the first party and the second party by initiating a first transaction between the first party and the second party that obligates the first party to provide a first quantity of context-sensitive advertising for the second party, and wherein the trading platform is further operable to initiate a second transaction between the second party and a third party that obligates the first party to provide a second quantity of context-sensitive advertising for the third party, wherein the second quantity comprises at least a portion of the first quantity.

43. A futures trading system, comprising:

a trading platform operable to;

receive, from a first party, a first request to perform a selected one of a buying and a selling operation involving an advertising instrument that is associated with an advertising context;

receive, from a second party, a second request to perform a selected one of a buying and a selling operation involving the advertising instrument; and

initiate a transaction between the first party and the second party involving the advertising instrument.