ONLINE EXCHANGE FOR INTERNET AD MEDIA

• US 20090012903A1
• Filed: 10/31/2007
• Published: 01/08/2009
• Est. Priority Date: 01/26/2006
• Status: Abandoned Application

• Current Assignee: ContextWeb Incorporated (Pulsepoint Holdings LLC)
• Original Assignee: ContextWeb Incorporated (Pulsepoint Holdings LLC)
• Inventors: Subramanian, Anand, Sarkar, Shanthi
• Application Number:
  US11/933,187
• Publication Number:
  US 20090012903A1
• Time in Patent Office: Days
• US Class Current: 705/80
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 50/188 Electronic negotiation

Abstract

Presented are embodiments of methods and systems that create an open ad exchange for online advertising by creating and running a premium ad exchange to provide pricing control to both publishers and advertisers. Techniques are presented where advertisement campaigns are matched with ad spot for sale on relevant pages based on a bid-ask price scheme. Further, techniques are presented for allowing publishers of advertisements to still realize revenue when the exchange cannot sell an impression at an asking price by sending that impression to a backup tag.

Claims

1. An online media exchange comprising:

an exchange system configured to provide a user interface to advertisers and publishers accessing the online media exchange;

a publisher to sell ad spots;

an advertiser with ad campaigns;

receiving from one or more advertisers data defining bids to purchase advertising media;

receiving from one or more publishers data defining offers to sell advertising media;

matching bid to purchase of a contracting advertiser with an offer to sell of respective contracting publishers to form respective contracts;

serving advertising content including advertising media defined by the contract to consumers accessing websites of the respective publishers; and

passing back the untargetable or unclassifiable ad media when a match is not able to be made to one or more backup ad networks designated by the publisher.

2. An online media exchange of claim 1 further comprising a computer system, wherein the computer system is defined as:

an internet server configured to provide a user interface to advertisers and publishers accessing the online media exchange;

one or more application servers configured to manage data objects associated with respective advertisers and publishers and further configured to manage online negotiations between advertisers and publishers regarding placement of advertiser ads on publisher websites;

a database in communication with the one or more application servers, the database storing data including the data objects;

and one or more ad servers in communication with the database, the one or more ad servers configured to serve data defining advertiser ads to publisher websites.

3. An online media exchange of claim 2 further comprising:

an ad server controller in communication with the database and the one or more ad servers and configured to convey advertising data from the database to the one or more ad servers.

4. An online media exchange of claim 2 wherein the one or more ad servers are configured to receive an online request from a consumer, the online request specifying a contracting publisher and an ad;

record data regarding the online request; and

redirect the consumer to an advertiser website based on data of the request, the advertiser website being associated with a contracting advertiser.

5. An online media exchange of claim 3 wherein the one or more ad servers are further configured to:

receive a subsequent request from the consumer, subsequent request including data specifying an action performed by the consumer at the advertiser website;

record data regarding the action, the data being recorded in association with contract data linking the contracting advertiser and the contracting publisher.

6. An online media exchange of claim 2 further comprising an accounting package in communication with the database, the accounting package configured to manage billing among the advertisers and the publishers.

7. An online media exchange of claim 2 wherein the web server is configured to receive an offer from an advertiser.

8. An online media exchange of claim 7 wherein the web server is configured to detect in the offer one or more of creative, a product offer, a flight time, a maximum pay-out amount, a compensation amount, a per click payment amount, a per download payment amount, and a publisher content description.

9. An online media exchange of claim 7 wherein the web server is configured to provide data about responses to the offer from publishers.

10. An online media exchange of claim 7 wherein the web server is configured to receive modifications to the offer or modified offers.

11. An online media exchange of claim 2 wherein the web server is configured to receive ad preference data from a publisher for ads to be hosted by the publisher.

12. An online media exchange of claim 11 wherein the web server is configured to detect in the ad preference data one or more of creative properties, a minimum acceptable incentive level, a minimum effective cost per thousand impressions (ECPM), and minimum expected flight duration.

13. An online media exchange of claim 2 wherein the one or more application servers are configured to match advertiser offers to publishers.

14. An online media exchange of claim 2 wherein the one or more application servers are further configured to match the advertiser offers to publishers based on a calculated effective cost per thousand impressions.

15. An online media exchange of claim 2 wherein the one or more application servers are further configured to filter the advertiser offers according to publisher-specified filtering criteria.

16. An online media exchange of claim 2 wherein the one or more application servers are configured to monitor and log trade transactions between advertisers and publishers.

17. An online media exchange of claim 2 wherein the one or more application servers are configured to monitor start conditions and termination conditions of trade transactions between advertisers and publishers.

18. An online media exchange of claim 2 wherein the one or more application servers are configured to determine an effective cost per thousand impressions for trade transactions between advertisers and publishers.

21. The online media exchange of claim 18 further comprising:

means for receiving from an advertiser the data defining an offer to sell advertising media; and

means for receiving from a publisher the data defining an offer to purchase advertising media.

19. An online media exchange comprising a computer system with:

means for storing data defining an offer to sell advertising media, the data including data defining a consumer action as a variable input for calculating compensation payable to a publisher for purchase of the advertising media;

means for storing data defining an offer to purchase advertising media, the data including data defining a consumer action as a variable input for calculating compensation payable to an advertiser for purchase of the advertising media;

means for comparing the data defining an offer to sell advertising media and the data defining an offer to purchase advertising media;

means for establishing a contract between an advertiser and a publisher based on the stored data defining an offer to sell advertising media and the stored data defining an offer to purchase advertising media;

and means for tracking commissions owed, billed and received under the contract.

20. The online media exchange of claim 19 further comprising:

means for storing data defining advertising content to be presented in the advertising media;

and means for serving the data defining advertising content on the advertising media if the data defining an offer to sell advertising media meets terms of the data defining an offer to purchase advertising media.

22. A method for operating an online media exchange, the method comprising:

an exchange system configured to provide a user interface to advertisers and publishers accessing the online media exchange;

a publisher to sell ad spots;

an advertiser with ad campaigns;

receiving from one or more advertisers data defining bids to purchase advertising media;

receiving from one or more publishers data defining offers to sell advertising media;

matching bid to purchase of a contracting advertiser with an offer to sell of respective contracting publishers to form respective contracts;

serving advertising content including advertising media defined by the contract to consumers accessing websites of the respective publishers; and

passing back the untargetable or unclassifiable ad media when a match is not able to be made to one or more backup ad networks designated by the publisher.

24. The method of claim 22 further comprising:

trafficking media in accordance with the contract.

25. The method of claim 22 wherein trafficking media comprises:

serving banner advertisements created by the advertiser for publication by the publisher.

26. The method of claim 22 further comprising:

establishing a commission based on the contract.

27. The method of claim 22 wherein establishing a commission comprises:

establishing a commission based on a number of impressions of advertiser creative served.

28. The method of claim 26 wherein establishing a commission comprises:

establishing a commission based on a number of click-throughs.

29. The method of claim 26 wherein establishing a commission comprises:

establishing a commission based on a number of leads.

30. The method of claim 26 wherein establishing a commission comprises:

establishing a commission based on a number of post-click-through actions of a consumer.

31. The method of claim 22 wherein establishing a commission comprises:

establishing a flat rate commission.

32. The method of claim 24 wherein establishing a commission comprises:

establishing a percentage rate commission.

33. The method of claim 24 wherein establishing a commission comprises:

receiving data defining the commission from one of the advertiser and the publisher.

23. A method for operating a computer system, the method comprising:

storing data defining an offer to sell advertising media, the data including data defining a consumer action as a variable input for calculating compensation payable to a publisher for purchase of the advertising media;

storing data defining an offer to purchase advertising media, the data including data defining a consumer action as a variable input for calculating compensation payable to an advertiser for purchase of the advertising media;

comparing the data defining an offer to sell advertising media and the data defining an offer to purchase advertising media;

and establishing a contract between an advertiser and a publisher based on the stored data defining an offer to sell advertising media and the stored data defining an offer to purchase advertising media.

34. A method for operating an online media exchange comprising:

receiving from one or more advertisers data defining offers to sell advertising media;

receiving from one or more publishers data defining bids to purchase advertising media;

matching an offer to sell of a contracting advertiser with one or more bids to purchase of respective contracting publishers to form respective contracts;

and serving advertising content including advertising media defined by the contract to consumers accessing websites of the respective publishers.

35. The method of claim 34 further comprising:

storing data about the offers, the bids and matched offers and bids for subsequent retrieval.

36. The method of claim 35 wherein storing data comprises at least one of:

storing data about event types defined for received offers and bids, storing data about conversion ratios for received offers and bids, storing data about event counts for received offers and bids.

37. The method of claim 34 further comprising:

receiving one of revised offer information modifying the data received defining an offer to sell; and

revised offer information modifying the data received defining a bid to purchase.

38. The method of claim 34 wherein receiving data defining offers to sell comprises receiving from the one or more advertisers information about one or more of creative, a product offer, a flight time, a maximum pay-out amount, a compensation amount, a per click payment amount, a per download payment amount, and a publisher content description.

39. The method of claim 34 wherein receiving data defining bids to purchase comprises receiving from the one or more publishers information about one or more of creative properties, a minimum acceptable incentive level, a minimum effective cost per thousand impressions (CPM), and minimum expected flight duration.

40. The method of claim 34 wherein matching an offer to sell with one or more bids to purchase comprises:

filtering the offer to sell against requirements of the bids of the one or more publishers.

41. The method of claim 34 further comprising:

reporting to advertisers and publishers data about received offers and received bids.

42. The method of claim 34 further comprising:

determining an effective cost per thousand impressions (ECPM) for at least one of advertiser offers and publisher bids.

43. The method of claim 42 wherein determining the ECPM comprises:

determining ECPM as a ratio of value of the advertising media to number of impressions of the advertising content served

44. The method of claim 43 wherein matching the offer to sell with the one or more bids to purchase comprises comparing ECPM for the offer to sell with ECPM for the one or more bids.

45. The method of claim 43 wherein determining ECPM comprises:

determining past ECPM based on observed activity.

46. The method of claim 45 wherein determining past ECPM comprises determining ECPM based on stored data defining compensation levels for matched offers.

47. The method of claim 42 wherein determining ECPM comprises:

determining future ECPM based on observed one of historical event counts and conversion ratios, and current incentive levels.

48. The method of claim 42 wherein determining ECPM comprises:

determining future ECPM as a ratio of a predicted value and number of impressions delivered.

49. The method of claim 48 further comprising:

determining predicted value as a sum of products of current incentive levels and historical event counts over all event types.

50. A method for trading advertising media, the method comprising:

providing an exchange data structure accessible via a communications network;

storing in said data structure data defining an offer to sell advertising media, said data defining a selling compensation scheme which uses a consumer action as a variable input to calculate compensation payable to purchase said advertising media;

storing in said data structure data defining an offer to purchase advertising media, said data defining a purchasing compensation scheme which uses a consumer action as a variable input to calculate compensation payable to purchase said advertising media;

comparing said offer to sell and said offer to purchase, to identify whether said offer to purchase meets the terms of said offer to sell.

51. The method of claim 50, further comprising:

storing data defining advertising content to be presented in said advertising media; and

publishing said advertising content data on said advertising media if said offer to purchase meets the terms of said offer to sell.

52. The method of claim 51, further comprising:

g. measuring said consumer action.

53. The method of claim 50, further comprising:

e. calculating the effective cost per thousand for said offer to purchase or said offer to sell, and outputting said effective cost per thousand.

54. The method of claim 50, wherein said offer to purchase is revocable at will.

55. A method for publishing information on the current market value of media, the method comprising:

providing an exchange data structure accessible via a communications network;

storing in said data structure data defining an offer to sell advertising media, said data defining a selling compensation scheme which uses a consumer action as a variable input to calculate compensation payable to purchase said advertising media;

storing in said data structure data defining an offer to purchase advertising media, said data defining a purchasing compensation scheme which uses a consumer action as a variable input to calculate compensation payable to purchase said advertising media;

publishing said data defining an offer to purchase or said data defining an offer to sell.

56. A system for trading advertising media, comprising:

an exchange data structure accessible via a communications network;

stored in said data structure, data defining an offer to sell advertising media, said data defining a selling compensation scheme which uses a consumer action as a variable input to calculate compensation payable to purchase said advertising media;

stored in said data structure, data defining an offer to purchase advertising media, said data defining a purchasing compensation scheme which uses a consumer action as a variable input to calculate compensation payable to purchase said advertising media;

means to compare said offer to sell and said offer to purchase, to identify whether said offer to purchase meets the terms of said offer to sell.

57. The system of claim 56, further comprising:

stored data defining advertising content to be presented in said advertising media; and

means for publishing said advertising content data on said advertising media if said offer to purchase meets the terms of said offer to sell.

58. The system of claim 57, further comprising:

a means for measuring said consumer action.

59. The system of claim 57, further comprising:

a calculator for calculating the effective cost per thousand for said offer to purchase or said offer to sell, and an output for outputting said effective cost per thousand.

60. The system of claim 56, wherein said offer to purchase is revocable at will.

61. A system for publishing information on the current market value of media, comprising:

an exchange data structure accessible via a communications network;

stored in said data structure, data defining an offer to sell advertising media, said data defining a selling compensation scheme which uses a consumer action as a variable input to calculate compensation payable to purchase said advertising media;

stored in said data structure, data defining an offer to purchase advertising media, said data defining a purchasing compensation scheme which uses a consumer action as a variable input to calculate compensation payable to purchase said advertising media;

publishing means for publishing said data defining an offer to purchase or said data defining an offer to sell.