Electronic ad direction through a computer system controlling ad space on multiple media properties based on a viewer's previous website visit

  • US 9,830,615 B2
  • Filed: 11/23/2016
  • Issued: 11/28/2017
  • Est. Priority Date: 06/16/2006
  • Status: Active Grant
First Claim
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1. A method of directing electronic advertisements, performed by a computer system of a behavioral targeting company (BT company), which computer system (BT computer system) is comprised of one or more computers, the method comprising:

  • automatically with the BT computer system;

    (a) at a first time, arranging for a third party computer system controlling advertising space on a plurality of third party media properties to electronically tag a first computer of a first visitor visiting a first website, without transferring to the third party computer system any profile information related to the first visitor, which tag is readable by computers operating under a domain of the third party computer system and identifies the visitor computer as associated with the BT company;

    (b) recording, in a profile of the first visitor maintained by the BT computer system, profile information collected during the first computer'"'"'s visit to the first website;

    (c) electronically transferring to the third party computer system a price cap that the BT company is willing to pay for allowing delivery of an advertisement within media property advertising space controlled by the third party computer system controlling advertising space on the plurality of third party media properties; and

    (d) at a second time, later than the first time, upon receiving a redirection of the first computer while the first computer is visiting one of the plurality of third party media properties, causing a selected advertisement to be served to the first computer, which advertisement is based on the profile information collected during the first computer'"'"'s visit to the first website, which profile information is in the profile of the first visitor maintained by the BT computer system, in exchange for a price less than the price cap.

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