Online media exchange

• US 7,962,363 B2
• Filed: 11/22/2002
• Issued: 06/14/2011
• Est. Priority Date: 05/24/2000
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Kalter, Scott D., Patel, Dorab, Eliahou, Uzi
• Primary Examiner(s): Le; Khanh H
• Application Number:
  US10/303,167
• Publication Number:
  US 20040103024A1
• Time in Patent Office: 3,126 Days
• Field of Search: 705/14, 705 144- 1473
• US Class Current: 705/14.4
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0276 Advertisement creation

Abstract

A data processing system enables a network of interconnected public access computers (250) to act as a continuous transactional exchange for electronic advertising. The system customizes paid advertising, enabling dynamic pricing and price discovery. The system provides extensive real-time tracking which supports a hybrid pay for performance model as well as a process for multi-stage optimization.

Claims

1. A computer system configured to provide an online media exchange, the computer system comprising:

a web 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; and

automatically match advertiser offers to publishers and rank the advertiser offers,

wherein the one or more application servers are further configured to match the advertiser offers based on;

an effective cost-per-thousand impressions (ECPM), an intended ECPM, conversion rates, and return-on-investment calculations; and

to rank the advertiser offers based on the matching;

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 automatically serve data defining advertiser ads that match a contracting publisher'"'"'s websites, to an end-user when the end-user navigates to the publisher'"'"'s websites.

2. The computer system of claim 1 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.

3. The computer system of claim 1 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.

4. The computer system 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.

5. The computer system of claim 1 further comprising an accounting package in communication with the database, the accounting package configured to manage billing among the advertisers and the publishers.

6. The computer system of claim 1 wherein the web server is configured to receive an offer from an advertiser.

7. The computer system of claim 6 wherein the web server is configured to detect in the offer one or more of

a 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.

8. The computer system of claim 6 wherein the web server is configured to provide data about responses to the offer from publishers.

9. The computer system of claim 6 wherein the web server is configured to receive modifications to the offer or modified offers.

10. The computer system of claim 1 wherein the web server is configured to receive ad preference data from a publisher for ads to be hosted by the publisher.

11. The computer system of claim 10 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.

12. The computer system of claim 1 wherein the one or more application servers are further configured to filter the advertiser offers according to publisher-specified filtering criteria.

13. The computer system of claim 1 wherein the one or more application servers are configured to monitor and log trade transactions between advertisers and publishers.

14. The computer system of claim 1 wherein the one or more application servers are configured to monitor start conditions and termination conditions of trade transactions between advertisers and publishers.

15. The computer system of claim 1 wherein the one or more application servers are configured to determine an effective cost per thousand impressions for trade transactions between advertisers and publishers.

16. The computer system according to claim 1, wherein the web server is adapted to:

receive data that defines how important an audience is to an advertiser,

receive data that defines a demographic makeup of a publisher'"'"'s audience; and

the one or more application servers are adapted to;

match advertiser offers based on the data that defines how important an audience is to an advertiser and data that defines the demographic makeup of the publisher'"'"'s audience, and

produce a score, wherein a higher score indicates a closer match.

17. The computer system according to claim 1, wherein the one or more application servers are adapted to match advertiser offers to publisher'"'"'s based on an algorithm that adheres to the principle of “

least surprise.”