System and method for real-time bidding for internet advertising space

• US 8,364,541 B2
• Filed: 10/29/2007
• Issued: 01/29/2013
• Est. Priority Date: 01/22/1997
• Status: Expired due to Fees

• Current Assignee: BEH Investments LLC
• Original Assignee: BEH Investments LLC
• Inventors: Roth, David William
• Primary Examiner(s): VAN BRAMER, JOHN W
• Application Number:
  US11/926,939
• Publication Number:
  US 20080052195A1
• Time in Patent Office: 1,919 Days
• Field of Search: 705/14, 705/37
• US Class Current: 705/14.71
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/08 Auctions
• CPC Class Codes: G06Q 40/04 Trading; Exchange, e.g. stocks, commodities, derivatives or currency exchange

Abstract

A method implemented in a computer system for determining an advertisement in response to an advertising opportunity, wherein the advertising opportunity is an opportunity to place the advertisement on a web page subsequent to a request for the web page by a browser. The computer system receives an indication of the advertising opportunity, and in response to receiving the indication, the computer system determines bids, wherein each bid is associated with an advertisement, selects one of the bids and places the advertisement associated with the selected bid on the web page.

Claims

1. A method implemented in a computer system comprising one or more computers, the method comprising:

receiving in the computer system a plurality of sets of bidding criteria, wherein each set of bidding criteria is associated with one or more advertisements and specifies criteria for submitting a bid to serve one of the one or more advertisements;

receiving in the computer system an indication of a Hypertext Transfer Protocol (HTTP) request by a browser, the HTTP request indicating an opportunity to place an advertisement in a web page requested by the browser (advertising opportunity); and

in real time response to the HTTP request;

generating in the computer system a plurality of bids, each bid being based on one of the sets of bidding criteria, the one of the sets of bidding criteria being met by characteristics of the advertising opportunity, wherein the each bid, in accordance with the one of the sets of bidding criteria, is associated with a monetary amount that an advertiser associated with the each bid is willing to pay if the each bid is selected and a specific event occurs;

selecting in the computer system a bid from among the plurality of bids; and

serving with the computer system an advertisement associated with the selected bid to the browser for placement in the web page in response to the HTTP request,

wherein the computer is configured to implement the method.

2. The method of claim 1, wherein the specific event is a serving of an advertisement associated with the each bid.

3. The method of claim 1, wherein the HTTP request is caused by a reference in the web page.

4. The method of claim 2, wherein the HTTP request is caused by a reference in the web page.

5. The method of claim 1, wherein each of the plurality of bids is associated with a bidding agent.

6. The method of claim 1, wherein each of the plurality of bids includes a reference to an advertisement.

7. The method of claim 1, wherein information about the viewer is maintained in the computer system.

8. The method of claim 1, wherein the selection of the selected bid is based on the selected bid being determined in the computer system as having a highest beneficial value over respective beneficial values of other bids.

9. The method of claim 1, wherein the monetary amount associated with the each bid is included in the each bid.

10. The method of claim 1, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

11. The method of claim 8, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

12. The method of claim 1, wherein the specific event for which the advertiser associated with each of the plurality bids is willing to pay a monetary amount, is a same respective event for each of the plurality of bids.

13. The method of claim 1, wherein the specific event for which the advertiser associated with at least one of the plurality of bids is willing to pay a monetary amount, is a serving of an advertisement associated with the at least one of the plurality of bids to the browser in fulfillment of the advertising opportunity.

14. A system comprising one or more computers configured to:

receive a plurality of sets of bidding criteria, wherein each set of bidding criteria is associated with one or more advertisements and specifies criteria for submitting a bid to serve one of the one or more advertisements;

receive an indication of a Hypertext Transfer Protocol (HTTP) request by a browser, the HTTP request indicating an opportunity to place an advertisement in the web page requested by the browser (advertising opportunity); and

in real time response to the HTTP request;

generate a plurality of bids, each bid being based on one of the sets of bidding criteria, the one of the sets of bidding criteria being met by characteristics of the advertising opportunity, wherein the each bid, in accordance with the one of the sets of bidding criteria, is associated with a monetary amount that an advertiser associated with the each bid is willing to pay if the each bid is selected and a specific event occurs;

select a bid from among the plurality of bids; and

serve an advertisement associated with the selected bid to the browser for placement in the web page in response to the HTTP request.

15. The system of claim 14, wherein the specific event is a serving of an advertisement associated with the each bid.

16. The system of claim 14, wherein the HTTP request is caused by a reference in the web page.

17. The system of claim 15, wherein the HTTP request is caused by a reference in the web page.

18. The system of claim 14, wherein each of the plurality of bids is associated with a bidding agent.

19. The system of claim 14, wherein each of the plurality of bids includes a reference to an advertisement.

20. The system of claim 14, wherein information about the viewer is maintained in the system.

21. The system of claim 14, wherein the selection of the selected bid is based on the selected bid being determined in the system as having a highest beneficial value over respective beneficial values of other bids.

22. The system of claim 14, wherein the monetary amount associated with the each bid is included in the each bid.

23. The system of claim 14, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

24. The system of claim 21, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

25. The system of claim 14, wherein the specific event for which the advertiser associated with each of the plurality bids is willing to pay a monetary amount, is a same respective event for each of the plurality of bids.

26. The system of claim 14, wherein the specific event for which the advertiser associated with at least one of the plurality of bids is willing to pay a monetary amount, is a serving of an advertisement associated with the at least one of the plurality of bids to the browser in fulfillment of the advertising opportunity.

27. A computerized method implemented in a computer system comprising one or more computers, the computerized method comprising:

receiving in the computer system an indication of a Hypertext Transfer Protocol (HTTP) request, the HTTP request indicating an opportunity to place an advertisement in a web page requested by a browser (advertising opportunity); and

in real time response to receiving the indication;

submitting one or more bids, each of the one or more bids submitted on behalf of an advertiser desiring to fulfill the advertising opportunity and associated with an advertisement;

selecting in the computer system an advertisement from among the one or more advertisements associated with the one or more bids; and

serving with the computer system the selected advertisement to the browser,

wherein the computer system is configured to implement the computerized method.

28. The method of claim 27, wherein each of the one or more bids is associated with a monetary amount the advertiser associated with the each bid is willing to pay if an advertisement associated with the each bid is selected and a specific event occurs.

29. The method of claim 28, wherein the specific event is a serving of the advertisement associated with the each bid to the browser.

30. The method of claim 28, wherein the selected advertisement is associated with a bid that is determined in the computer system as having a highest beneficial value over respective beneficial values of other bids.

31. The method of claim 30, wherein the selected advertisement is associated with a bid that is associated with a highest monetary amount.

32. The method of claim 29, wherein the selected advertisement is associated with a bid that is determined in the computer system as having a highest beneficial value over respective beneficial values of other bids.

33. The method of claim 32, wherein the selected advertisement is associated with a bid that is associated with a highest monetary amount.

34. The method of claim 27, wherein each bid is associated with a respective bidding agent.

35. The method of claim 27, wherein each bid includes a reference to an advertisement associated with the each bid.

36. The method of claim 27, wherein the indication of the advertising opportunity is initiated by the browser sending a reference in the web page.

37. A method implemented in a computer system comprising one or more networked computers, for determining in response to each advertising opportunity of a plurality of advertising opportunities, which advertisement of a plurality of advertisements to provide for fulfilling the each advertising opportunity, the each advertising opportunity being an opportunity to serve an advertisement to a browser, the method comprising:

maintaining in the computer system a plurality of sets of bidding parameters, each set of bidding parameters being associated with one or more of the plurality of advertisements and an advertiser, and indicating whether the associated advertiser is desirous that a bid should be submitted for providing one of the associated one or more of the plurality of advertisements for fulfilling the each advertising opportunity;

receiving in the computer system an indication of a Hypertext Transfer Protocol (HTTP) request, the HTTP request indicating an opportunity to place an advertisement in a web page requested by the browser thereby presenting the each advertising opportunity; and

in real time response to the HTTP request;

identifying in the computer system one or more of the plurality of sets of bidding parameters that are met by characteristics of the each advertising opportunity;

for each identified set of bidding parameters, submitting in the computer system a bid, wherein the bid is associated with a monetary amount that an advertiser associated with the each identified set of bidding parameters is willing to pay if the bid is selected and a specific event occurs;

selecting in the computer system a bid from among the submitted bids;

identifying in the computer system an advertisement associated with the selected bid; and

serving with the computer system the identified advertisement,

wherein the computer system is configured to implement the method.

38. The method of claim 37, wherein the monetary amount associated with each of the submitted bids is included in the each of the submitted bids.

39. The method of claim 37, wherein the specific event for which the advertiser associated with each of the submitted bids is willing to pay the monetary amount associated with the each of the submitted bids, is a same respective event for all of the submitted bids.

40. The method of claim 37, wherein the specific event for which the advertiser associated with at least one of the submitted bids is willing to pay the monetary amount associated with the at least one of the submitted bids, is a serving of an advertisement associated with the at least one of the submitted bids to the browser in fulfillment of the each advertising opportunity.

41. The method of claim 40, wherein the specific event for which the advertiser associated with each of the submitted bids is willing to pay the monetary amount associated with the each of the submitted bids, is a serving of an advertisement associated with the each of the submitted bids to the browser in fulfillment of the each advertising opportunity.

42. The method of claim 37, wherein the HTTP request is caused by a reference in the web page.

43. The method of claim 38, wherein the HTTP request is caused by a reference in the web page.

44. The method of claim 39, wherein the HTTP request is caused by a reference in the web page.

45. The method of claim 40, wherein the HTTP request is caused by a reference in the web page.

46. The method of claim 41, wherein the HTTP request is caused by a reference in the web page.

47. The method of claim 37, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

48. The method of claim 38, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

49. The method of claim 39, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

50. The method of claim 40, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

51. The method of claim 41, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

52. The method of claim 42, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

53. The method of claim 43, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

54. The method of claim 44, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

55. The method of claim 45, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

56. The method of claim 46, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

57. The method of claim 37, wherein each submitted bid is associated with a respective bidding agent.

58. The method of claim 37, wherein each submitted bid includes a reference to an advertisement associated with the each submitted bid.

59. The method of claim 37, wherein information about a viewer utilizing the browser is stored in the computer system.

60. A computer system for determining in response to each advertising opportunity of a plurality of advertising opportunities, which advertisement of a plurality of advertisements to provide for fulfilling the each advertising opportunity, wherein the each advertising opportunity is an opportunity to serve an advertisement to a browser, the system comprising:

a computer system comprising one or more networked computers, the one or more networked computers configured to;

maintain the plurality of advertisements and a plurality of sets of bidding parameters, each set of bidding parameters being associated with one or more of the plurality of advertisements and an advertiser, and indicating whether the associated advertiser is desirous that a bid should be submitted for providing one of the associated one or more of the plurality of advertisements for fulfilling the each advertising opportunity;

receive an indication of a Hypertext Transfer Protocol (HTTP) request, the HTTP request indicating an opportunity to place an advertisement in a web page requested by the browser thereby presenting the each advertising opportunity;

identify in real time response to the HTTP request one or more of the plurality of sets of bidding parameters that are met by characteristics of the each advertising opportunity;

for each identified set of bidding parameters, submit in real time response to the HTTP request a bid, wherein the bid is associated with a monetary amount that an advertiser associated with the each identified set of bidding parameters is willing to pay if the bid is selected and a specific event occurs;

select in real time response to the HTTP request a bid from among the submitted bids;

identify in real time response to the HTTP request an advertisement associated with the selected bid; and

serve the identified advertisement in real time response to the HTTP request.

61. The system of claim 60, wherein the monetary amount associated with each of the submitted bids is included in the each of the submitted bids.

62. The system of claim 60, wherein the specific event for which the advertiser associated with each of the submitted bids is willing to pay the monetary amount associated with the each of the submitted bids, is a same respective event for all of the submitted bids.

63. The system of claim 60, wherein the specific event for which the advertiser associated with at least one of the submitted bids is willing to pay the monetary amount associated with the at least one of the submitted bids, is a serving of an advertisement associated with the at least one of the submitted bids to the browser in fulfillment of the each advertising opportunity.

64. The system of claim 63, wherein the specific event for which the advertiser associated with each of the submitted bids is willing to pay the monetary amount associated with the each of the submitted bids, is a serving of an advertisement associated with the each of the submitted bids to the browser in fulfillment of the each advertising opportunity.

65. The system of claim 60, wherein the HTTP request is caused by a reference in the web page.

66. The system of claim 61, wherein the HTTP request is caused by a reference in the web page.

67. The system of claim 62, wherein the HTTP request is caused by a reference in the web page.

68. The system of claim 63, wherein the HTTP request is caused by a reference in the web page.

69. The system of claim 64, wherein the HTTP request is caused by a reference in the web page.

70. The system of claim 60, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

71. The system of claim 61, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

72. The system of claim 62, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

73. The system of claim 63, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

74. The system of claim 64, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

75. The system of claim 65, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

76. The system of claim 66, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

77. The system of claim 67, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

78. The system of claim 68, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

79. The system of claim 69, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

80. The system of claim 60, wherein each submitted bid is associated with a respective bidding agent.

81. The system of claim 60, wherein each submitted bid includes a reference to an advertisement associated with the each submitted bid.

82. The system of claim 60, wherein information about a viewer utilizing the browser is stored in the computer system.

83. A method implemented in a computer system comprising one or more networked computers, for determining in response to each advertising opportunity of a plurality of advertising opportunities, which advertisement of a plurality of advertisements to provide for fulfilling the advertising opportunity, the each advertising opportunity being an opportunity to serve an advertisement to a browser, the method comprising:

receiving in the computer system an indication of a Hypertext Transfer Protocol (HTTP) request, the HTTP request indicating an opportunity to place an advertisement in a web page requested by the browser thereby presenting the each advertising opportunity; and

in real time response to the indication of the HTTP request;

determining in the computer system one or more bids, each determined bid being associated with a monetary amount an advertiser associated with the each determined bid is willing to pay for the each determined bid to be selected and a specific event to occur;

selecting in the computer system a bid from among the determined bids;

identifying in the computer system one of the plurality of advertisements associated with the selected bid; and

serving with the computer system the identified advertisement to the browser, wherein the computer system is configured to implement the method.

84. The method of claim 83, wherein the monetary amount associated with each of the determined bids is included in the each of the determined bids.

85. The method of claim 83, wherein the specific event for which the advertiser associated with each of the determined bids is willing to pay the monetary amount associated with the each of the determined bids, is a same respective event for all of the determined bids.

86. The method of claim 83, wherein the specific event for which the advertiser associated with at least one determined bid is willing to pay the monetary amount associated with the at least one determined bid is a serving of an advertisement associated with the at least one determined bid to the browser in fulfillment of the each advertising opportunity.

87. The method of claim 86, wherein the specific event for which the advertiser associated with each determined bid is willing to pay the monetary amount associated with the each determined bid is a serving of an advertisement associated with the each determined bid to the browser in fulfillment of the each advertising opportunity.

88. The method of claim 83, wherein the HTTP request is caused by a reference in the web page.

89. The method of claim 84, wherein the HTTP request is caused by a reference in the web page.

90. The method of claim 85, wherein the HTTP request is caused by a reference in the web page.

91. The method of claim 86, wherein the HTTP request is caused by a reference in the web page.

92. The method of claim 87, wherein the HTTP request is caused by a reference in the web page.

93. The method of claim 83, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

94. The method of claim 84, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

95. The method of claim 85, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

96. The method of claim 86, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

97. The method of claim 87, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

98. The method of claim 88, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

99. The method of claim 89, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

100. The method of claim 90, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

101. The method of claim 91, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

102. The method of claim 92, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

103. The method of claim 83, wherein each determined bid is associated with a respective bidding agent.

104. The method of claim 84, wherein each determined bid includes a reference to an advertisement associated with the each determined bid.

105. A computer system comprising one or more networked computers, for determining in response to each advertising opportunity of a plurality of advertising opportunities, which advertisement of a plurality of advertisements to provide for fulfilling the advertising opportunity, the each advertising opportunity being an opportunity to serve an advertisement to a browser, the one or more networked computers configured to:

receive an indication of a Hypertext Transfer Protocol (HTTP) request, the HTTP request indicating an opportunity to place an advertisement in a web page requested by the browser thereby presenting the each advertising opportunity;

determine in real time response to the HTTP request one or more bids, each determined bid being associated with a monetary amount an advertiser associated with the each determined bid is willing to pay for the each determined bid to be selected and a specific event to occur;

select in real time response to the HTTP request a bid from among the determined bids;

identify in real time response to the HTTP request one of the plurality of advertisements associated with the selected bid; and

serve in real time response to the HTTP request the identified advertisement to the browser.

106. The system of claim 105, wherein the monetary amount associated with each of the determined bids is included in the each of the determined bids.

107. The system of claim 105, wherein the specific event for which the advertiser associated with each of the determined bids is willing to pay the monetary amount associated with the each of the determined bids, is a same respective event for all of the determined bids.

108. The system of claim 105, wherein the specific event for which the advertiser associated with at least one determined bid is willing to pay the monetary amount associated with the at least one determined bid is a serving of an advertisement associated with the at least one determined bid to the browser in fulfillment of the each advertising opportunity.

109. The system of claim 108, wherein the specific event for which the advertiser associated with each determined bid is willing to pay the monetary amount associated with the each determined bid is a serving of an advertisement associated with the each determined bid to the browser in fulfillment of the each advertising opportunity.

110. The system method of claim 105, wherein the HTTP request is caused by a reference in the web page.

111. The system method of claim 106, wherein the HTTP request is caused by a reference in the web page.

112. The system method of claim 107, wherein the HTTP request is caused by a reference in the web page.

113. The system method of claim 108, wherein the HTTP request is caused by a reference in the web page.

114. The system method of claim 109, wherein the HTTP request is caused by a reference in the web page.

115. The system of claim 105, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

116. The system of claim 106, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

117. The system of claim 107, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

118. The system of claim 108, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

119. The system of claim 109, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

120. The system of claim 110, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

121. The system of claim 111, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

122. The system of claim 112, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

123. The system of claim 113, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

124. The system of claim 114, wherein the selection of the selected bid is based on the selected bid being associated with a highest monetary amount.

125. The system of claim 105, wherein each determined bid is associated with a respective bidding agent.

126. The system of claim 105, wherein each determined bid includes a reference to an advertisement associated with the each determined bid.

127. A method comprising:

(a) receiving an indication in a computer system of a Hypertext Transfer Protocol (HTTP) request, the HTTP request indicating an opportunity to place an advertisement in a web page requested by a browser, and

(b) immediately prior to serving the advertisement to the browser;

(i) generating in the computer system data representing bids, each bid being associated with an advertisement; and

(ii) selecting in the computer system a bid from among the generated bids; and

(c) serving with the computer system the advertisement associated with the selected bid for placement in the web page,

wherein the computer system comprises one or more computers configured to implement the method.

128. An apparatus comprising:

a computer system comprising one or more computers configured to;

(a) receive an indication of a Hypertext Transfer Protocol (HTTP) request, the HTTP request indicating an opportunity to place an advertisement in a web page requested by a browser;

(b) generate in real time response to the HTTP request data representing bids, each bid being associated with an advertisement;

(c) select in real time response to the HTTP request a bid from among the generated bids; and

(d) serve in real time response to the HTTP request the advertisement associated with the selected bid for placement in the web page.