System and Method for Auctioning Avails

• US 20100138290A1
• Filed: 02/01/2010
• Published: 06/03/2010
• Est. Priority Date: 06/12/2006
• Status: Abandoned Application

• Current Assignee: Invidi Technologies Corporation
• Original Assignee: Invidi Technologies Corporation
• Inventors: Zschocke, Mark S., Wilson, Daniel C.
• Application Number:
  US12/697,842
• Publication Number:
  US 20100138290A1
• Time in Patent Office: Days
• US Class Current: 705/14.410
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/08 Auctions
• CPC Class Codes: H04H 20/10 Arrangements for replacing or switching information during the broadcast or the distribution
• CPC Class Codes: H04N 21/2547 Third Party Billing, e.g. billing of advertiser
• CPC Class Codes: H04N 21/262 Content or additional data distribution scheduling, e.g. sending additional data at off-peak times, updating software modules, calculating the carousel transmission frequency, delaying a video stream transmission, generating play-lists scheduling strategies for dispatcher in multiprogramming arrangements G06F9/4881; arrangements for scheduling broadcast services or broadcast-related services H04H60/06; flow control in packet networks H04L47/10; establishing a time schedule or organising the servicing of application requests H04L67/62
• CPC Class Codes: H04N 21/4516 involving client characteristics, e.g. Set-Top-Box type, software version or amount of memory available
• CPC Class Codes: H04N 21/454 Content or additional data filtering, e.g. blocking advertisements
• CPC Class Codes: H04N 21/4882 for displaying messages, e.g. warnings, reminders arrangements for providing short real-time information to substation in data switching networks H04L12/1895
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

A system and method is provided for use in connection with auctioning delivery spots (e.g., ad spots) or commercial impressions in a broadcast network. The system provides (1702) information regarding asset delivery spots and receives (1704) bids from asset providers. A winning bidder is determined (1706), and a corresponding asset is delivered (1708) via the broadcast network.

Claims

1. A system for auctioning asset delivery options in a broadcast network, the broadcast network primarily involving synchronized distribution of broadcast content to an aggregate audience of target users, said system comprising:

a traffic interface for receiving information regarding said aggregate audience, wherein said information comprises one or more classification parameters associated with each said target user of said aggregate audience;

a user interface for receiving, from each of a plurality of asset providers, an identification of at least one asset for distribution within said broadcast network, one or more targeting parameters associated with each said asset, and a value per impression for one or more segments of said aggregate audience, wherein each said classification parameter and each said targeting parameter identifies one of said segments of said aggregate audience; and

a processor, said processor having logic for;

determining, from a set of defined auctioning models, a first auctioning model for auctioning a first asset delivery option and a second auctioning model for auctioning a second asset delivery option; and

auctioning said first asset delivery option via said first auctioning model and said second asset delivery option via said second auctioning model.

2. A system as set forth in claim 1, wherein said first and second auctioning models are the same.

3. A system as set forth in claim 1, wherein said auctioning said first asset delivery option via said first auctioning model or said second asset delivery option via said second auctioning model results in a maximum revenue for a seller.

4. A system as set forth in claim 1, wherein said logic is configured to determine said first auctioning model based on an analysis of a first subset of a plurality of environmental auctioning factors and said second auctioning model based on an analysis of a second subset of said environmental auctioning factors.

5. A system as set forth in claim 4, wherein said first and second subsets each comprise one or more of said environmental auctioning factors.

6. A system as set forth in claim 4, wherein said first subset differs from said second subset.

7. A system as set forth in claim 4, wherein said environmental factors include a number of said assets competing for said first and second asset delivery options, a size of said aggregate audience, a number of available asset delivery options, a variance between said values per impression, an execution time for said auctioning, an ease of explanation of each said defined auctioning model, and an identity of said asset providers.

8. A system as set forth in claim 1, wherein said determining and said auctioning collectively comprise:

first determining said first auctioning model for auctioning said first asset delivery option based on an analysis of a first subset of a plurality of environmental auctioning factors;

first auctioning said first asset delivery option via said first auctioning model, wherein said first auctioning establishes a first winning asset;

removing one or more of said target users captured by said first winning asset from said aggregate audience;

second determining said second auctioning model for auctioning said second asset delivery option based on an analysis of a second subset of said environmental auctioning factors; and

second auctioning said second asset delivery option via said second auctioning model, wherein said second auctioning establishes a second winning asset.

9. A system as set forth in claim 8, wherein said first and second subsets each comprise one or more of said environmental auctioning factors.

10. A system as set forth in claim 8, wherein said first subset differs from said second subset.

11. A system as set forth in claim 8, wherein said environmental factors include a number of assets competing for said first and second asset delivery options, a size of said aggregate audience, a number of available asset delivery options, a variance between said values per impression, an execution time for said auctioning, an ease of explanation of each said defined auctioning model, and an identity of said asset providers.

12. A system as set forth in claim 8, wherein said logic is configured for analyzing, prior to one of said first determining and said second determining, one or more asset delivery constraints in constructing a pool of said assets available for delivery.

13. A system as set forth in claim 12, wherein each said asset delivery constraint comprises one of a legal constraint, a contractual constraint, and a policy constraint.

14. A system as set forth in claim 1, wherein said logic is configured to determine said first and second auctioning models based on a number of assets competing for said first and second asset delivery options.

15. A system as set forth in claim 1, wherein said logic is configured to determine said first and second auctioning models based on a size of said aggregate audience.

16. A system as set forth in claim 1, wherein said logic is configured to determine said first and second auctioning models based on a number of available asset delivery options.

17. A system as set forth in claim 1, wherein said logic is configured to determine said first and second auctioning models based on a variance between said values per impression.

18. A system as set forth in claim 1, wherein said logic is configured to determine said first and second auctioning models based on an execution time for said auctioning.

19. A system as set forth in claim 1, wherein said logic is configured to determine said first and second auctioning models based on an identity one or more of said asset providers.

20. A system as set forth in claim 1, wherein said logic is configured to determine said first and second auctioning models based on an assessment of an ease of explanation of each said defined auctioning model.

21. A method for use with a computer-based system for auctioning asset delivery options in a broadcast network, the broadcast network primarily involving synchronized distribution of broadcast content to multiple target users, the method comprising:

identifying first and second asset delivery options for delivering content, wherein said first and second asset delivery options are part of a single asset delivery opportunity;

providing, via said computer-based auctioning system, information regarding said first and second asset delivery options to one or more asset providers;

receiving from one or more of said asset providers, via said computer-based auctioning system, bids associated with said first and second asset delivery options; and

executing logic, in connection with said computer-based auctioning system, for;

determining, from a set of defined auctioning models, a first auctioning model for auctioning a first asset delivery option and a second auctioning model for auctioning a second asset delivery option; and

auctioning said first asset delivery option using said first auctioning model and said second asset delivery option via said second auctioning model.

22. A method as set forth in claim 21, wherein said first and second auctioning models are the same.

23. A method as set forth in claim 21, wherein said auctioning of said first asset delivery option using said first auctioning model or said second asset delivery option using said second auctioning model results in a maximum revenue for a seller.

24. A method as set forth in claim 21, wherein said determining comprises analyzing a first subset of a plurality of environmental auctioning factors to select said first auctioning model and analyzing a second subset of said environmental auctioning factors to select said second auctioning model.

25. A method as set forth in claim 24, wherein said first and second subsets each comprise one or more of said environmental auctioning factors.

26. A method as set forth in claim 24, wherein said first subset differs from said second subset.

27. A method as set forth in claim 24, wherein said environmental auctioning factors include a number of assets competing for said first and second asset delivery options, a size of said aggregate audience, a number of available asset delivery options, a variance between said bids, an execution time for said auctioning, and an identity of said asset providers.

28. A method as set forth in claim 21, wherein said determining and said auctioning collectively comprise:

first determining said first auctioning model for auctioning said first asset delivery option based on an analysis of a first subset of a plurality of environmental auctioning factors;

first auctioning said first asset delivery option via said first auctioning model, wherein said first auctioning establishes a first winning asset;

removing one or more of said target users captured by said first winning asset from said aggregate audience;

second determining said second auctioning model for auctioning said second asset delivery option based on an analysis of a second subset of said environmental auctioning factors; and

second auctioning said second asset delivery option via said second auctioning model, wherein said second auctioning establishes a second winning asset.

29. A method as set forth in claim 28, wherein said first and second subsets each comprise one or more of said environmental auctioning factors.

30. A method as set forth in claim 28, wherein said first subset differs from said second subset.

31. A method as set forth in claim 28, wherein said environmental auctioning factors include a number of assets competing for said first and second asset delivery options, a size of said aggregate audience, a number of available asset delivery options, a variance between said bids, an execution time for said auctioning, and an identity of said asset providers.

32. A method as set forth in claim 28, further comprising analyzing, prior to one of said first determining and said second determining, one or more asset delivery constraints in constructing a pool of said assets available for delivery.

33. A method for use with a computer-based system for auctioning assets to target users of a broadcast network, the broadcast network primarily involving synchronized distribution of broadcast content to an aggregate audience of said target users, the method comprising:

providing, via said computer-based auctioning system, information regarding one or more asset delivery options for delivering content to said aggregate audience, wherein said aggregate audience comprises a plurality of at least partially overlapping segments;

receiving, via said computer-based auctioning system, bids associated with said asset delivery options from one or more asset providers, wherein each of said bids comprises a value per impression for one of said segments of said aggregate audience;

running, via said computer-based auctioning system, a sub-auction for each of a plurality of factions within said aggregate audience, wherein each of said factions comprises a smaller fractional portion of said aggregate audience than does each of said segments;

determining, via said computer-based auctioning system, a winning bid, wherein said winning bid is based on a collective outcome of each of said sub-auctions; and

based on said winning bid, selecting an asset associated with said winning bid for insertion into a content stream of said broadcast network for delivery during said asset delivery option.

34. The method of claim 33, wherein each of said segments of said aggregate audience is based on one or more audience characteristics.

35. The method of claim 34, wherein said audience characteristics relate to at least one of age, gender, ethnicity, income, and geographic locale.

36. The method of claim 33, wherein each of said factions comprises one of said target users within said aggregate audience.

37. The method of claim 33, further comprising determining, via said computer-based auctioning system, a sub-winning bid for each of said sub-auctions.

38. The method of claim 37, wherein said winning bid is based on a maximum total of said sub-winning bids from each of said asset providers.

39. The method of claim 33, further comprising determining, via said computer-based auctioning system, a payment to be made in connection with said winning bid, wherein said payment is based at least in part on one or more non-winning bids and a measurement of a size of said aggregate audience.

40. The method of claim 39, wherein said payment is based at least in part on an amount that one or more non-winning asset providers are willing to pay to have said winning bid.

41. The method of claim 39, wherein said payment is based at least in part on the greatest of a minimum total that a winning asset provider must pay to retain said winning bid and a maximum total that a first non-winning asset provider is willing to pay to replace said winning bid.

42. The method of claim 39, wherein said payment is based at least in part on a minimum of a minimum total that a winning asset provider must pay to retain said winning bid and a total offering price of said winning asset provider.

43. The method of claim 39, further comprising removing, via said computer-based auctioning system, each of said factions encompassed within said winning bid from said aggregate audience.

44. The method of claim 43, further comprising repeating said steps of running said sub-auctions, determining said winning bid, determining said payment to be made in connection with said winning bid, selecting said asset associated with said winning bid for insertion into said content stream, and removing each of said factions encompassed within said winning bid until a final asset is selected for insertion into said content stream of said broadcast network.

45. The method of claim 44, wherein said winning bid and said payment associated with said winning bid for said final asset are determined using a revised auction model.

46. The method of claim 33, further comprising determining, via said computer-based auctioning system, a payment to be made in connection with said winning bid, wherein said payment is at least equal to a reservation price.

47. A method for use with a computer-based system for auctioning assets to target users of a broadcast network, the broadcast network primarily involving synchronized distribution of broadcast content to an aggregate audience of said target users, the method comprising:

providing, via said computer-based auctioning system, information regarding one or more asset delivery options for delivering content to said aggregate audience, wherein said aggregate audience comprises a plurality of at least partially overlapping segments;

receiving, via said computer-based auctioning system, bids associated with said asset delivery options from one or more asset providers, wherein each of said bids comprises a value per impression for one of said segments of said aggregate audience;

first determining, via said computer-based auctioning system, a winning bid from among said bids; and

second determining, via said computer-based auctioning system, a payment to be made in connection with said winning bid, wherein said payment is based at least in part on one or more non-winning bids and a measurement of a size of at least a portion of an audience segment.

48. The method of claim 47, wherein each said segment is based on one or more audience characteristics.

49. The method of claim 48, wherein said audience characteristics relate to at least one of age, gender, ethnicity, income, and geographic locale.

50. The method of claim 47, wherein said payment is based on a number of impressions that said winning bid garners from one or more non-winning bids.

51. The method of claim 47, wherein said payment is based at least in part on an amount that one or more non-winning asset providers are willing to pay to have said winning bid.

52. The method of claim 47, further comprising removing, via said computer-based auctioning system, each of said impressions encompassed within said winning bid from said aggregate audience.

53. The method of claim 52, further comprising repeating said steps of first determining said winning bid, second determining said payment to be made in connection with said winning bid, and removing each of said impressions encompassed within said winning bid until a final asset is selected for insertion into said content stream of said broadcast network.

54. The method of claim 53, wherein said winning bid and said payment associated with said winning bid for said final asset are determined using a revised auction model.

55. The method of claim 47, wherein said payment is at least equal to a reservation price.

56. A method for use with a computer-based system for auctioning assets to target users of a broadcast network, the broadcast network primarily involving synchronized distribution of broadcast content to an aggregate audience of said target users, the method comprising:

providing, via said computer-based auctioning system, information regarding first and second asset delivery options for delivering content to said aggregate audience, wherein said aggregate audience comprises a plurality of at least partially overlapping segments;

receiving from one or more asset providers, via said computer-based auctioning system, bids associated with said first and second asset delivery options, wherein each said bid comprises a value per impression for one of said segments of said aggregate audience;

first determining, via said computer-based auctioning system, a first winning bid for said first asset delivery option and a second winning bid for said second asset delivery option a from among said bids; and

second determining, via said computer-based auctioning system, first and second payments to be made in connection with said first and second winning bids, respectively, wherein said first payment is based at least in part on an amount that any of said asset providers is willing to pay to have said first winning bid and an amount that one or more non-winning asset providers are willing to pay to have one of said first and second winning bids.

57. A method as set forth in claim 56, wherein said second payment is based at least in part on an amount that any of said asset providers is willing to pay to have said second winning bid and an amount that one or more of said non-winning asset providers are willing to pay to have one of said first and second winning bids.

58. A method for use with a computer-based system for auctioning assets to target users of a broadcast network, the broadcast network primarily involving synchronized distribution of broadcast content to an aggregate audience of target users, the method comprising:

receiving, via said computer-based auctioning system, a first bid for a first segment of said aggregate audience;

receiving, via said computer-based auctioning system, a second bid for a second segment of said aggregate audience, wherein said first and second segments each comprise one or more overlapping portions; and

considering said overlapping portions, determining, via said computer-based auctioning system, a winning bid and a payment to be made in connection with said winning bid to maximize revenue.