SHARING VALUE BACK TO DISTRIBUTED INFORMATION PROVIDERS IN AN ADVERTISING EXCHANGE

• US 20080103900A1
• Filed: 05/14/2007
• Published: 05/01/2008
• Est. Priority Date: 10/25/2006
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Biggs, Jody D., Flake, Gary W., Meek, Christopher A., Brewer, Brett D., Burdick, Brian, Dominowska, Ewa, Chickering, David Max
• Application Number:
  US11/747,968
• Publication Number:
  US 20080103900A1
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

For a multi-party advertising exchange including advertising and publishing entities, automatic value sharing is provided for distributed users of the advertising exchange that provide valuable information to the exchange. Users provide information that has quantifiable value to the advertising exchange and/or its participants. In exchange for the information, predicated on any function or cost model for quantifying the value of the information, a reward or advantage, such as revenue, is given to the user by the advertising exchange and/or participants of the advertising exchange in order to incentivize users'"'"' valuable contributions. As a result, the advertising exchange becomes a more efficient marketplace, increasing predictability and the participant(s) benefit in correspondence with the value of any information received by those participant(s). Various refinements are provided and disclosed according to a host of optional embodiments.

Claims

1. A method for facilitating transactions for advertisement space in an advertising exchange including a publisher broker to represent at least one publisher and an advertiser broker to represent at least one advertiser, wherein the advertising exchange federates at least two disparate advertising networks, comprising:

receiving information from a plurality of distributed users including associating the information with the user originating the information;

for each user of the plurality of distributed users, quantifying the value of any information received from the user according to a function that represents a value of the information to one or more transactions conducted in the exchange; and

automatically generating a benefit for each user as a function of the quantifiable value of the information provided by each user.

2. The method of claim 1, further including:

aggregating the information from the plurality of users prior to the quantifying step.

3. The method of claim 2, wherein the quantifying includes determining the value of each user'"'"'s information in proportion to the value of each user'"'"'s information relative to the value of the aggregated information.

4. The method of claim 2, wherein the generating includes generating a benefit for each user as a function of the quantifiable value of the aggregated information.

5. The method of claim 1, further comprising:

preserving privacy of the plurality of distributed users by obscuring the identity of the user providing the information while maintaining the association from the information to the user that provided the information for said generating step.

6. The method of claim 1, wherein said generating includes sharing revenue to each user as a function of the quantifiable value of the information provided by each user.

7. The method of claim 1, wherein said receiving includes receiving the information for a subset of the plurality of distributed users indirectly via a user information broker.

8. The method of claim 1, further including:

tracking at least one performance metric for information received by each user and wherein the quantifying includes quantifying the value of the information from each user based on the at least one performance metric for the information received by each user.

9. The method of claim 1, wherein the receiving includes receiving information from an end user of the plurality of distributed users via a user interface provided for interfacing with the advertising exchange.

10. The method of claim 8, further including:

determining a quality rating for each user based on the at least one performance metric for information received by each user.

11. A method for facilitating transactions for advertisement space in an advertising exchange that federates participants including publishers and advertisers between at least two disparate advertising networks, comprising:

receiving, from a user of a plurality of distributed users, information by the advertising exchange according to at least one input process, and

if the information has value to at least one participant in the advertising exchange, automatically providing a benefit by the user commensurate with the value of the information to one or more participants according to one or more transactions conducted in the advertising exchange based on the information.

12. The method of claim 11, wherein the receiving includes automatically receiving a share of the revenue or expected revenue associated with the one or more transactions conducted in the advertising exchange based on the information.

13. The method of claim 11, wherein the inputting includes inputting performance information for advertising inventory or publishing inventory.

14. The method of claim 11, wherein the inputting includes inputting conversion rate information or clickthrough rate information concerning advertising inventory or publishing inventory.

15. The method of claim 11, wherein the inputting includes inputting mapping information between images and words that describe the images.

16. The method of claim 11, wherein the inputting includes inputting mapping information between objects of a web site and tags that describe the objects.

17. The method of claim 11, wherein the inputting includes inputting information about a target audience for advertising inventory or publishing inventory.

18. The method of claim 11, wherein the inputting includes inputting information that reduces the variance of outcome for expected results for one or more participants to at least one transaction in the exchange.

19. The method of claim 11, wherein the inputting includes inputting information about trust level for one or more participants to at least one transaction in the exchange as a measure for how much the one or more participants can be trusted based on past history.

20. A system to facilitate trading of advertising, comprising:

an exchange to facilitate a transaction between a first entity and a second entity for advertisement space across disparate advertising networks; and

a facilitator that facilitates the transaction with information that increases the probability of completing at least one transaction in the exchange,

wherein the exchange automatically shares revenue to the facilitator based on the value of the information to the first entity or second entity.