| Patent application number | Description | Published |
|---|
| 20090037239 | Method For Improving Internet Advertising Click-Through Rates through Time-Dependent Keywords - A tool that allows internet advertisers to examine the popularity of various different keyphrases entered into a search engine over time is presented. The tool then allows the advertiser to specify a changing set of keyphrases that will be monitored and used to trigger the selection of internet advertisements. In this manner, internet advertisers can take advantage of the different keyphrases used by search engine users that tend to change over time. | 02-05-2009 |
| 20100228597 | Transferring Targeting and Marketing Information from an Online Advertisement System - An online advertising system integrates third party agents to permit the third party agents to participate in auctions to bid on a per opportunity basis. An advertising exchange module receives requests for opportunities to serve online advertisements to users. In response, an advertising exchange module applies one or more business rules to determine third party agents that qualify to serve the online advertisement. A bid gateway module generates and transmits requests for bids to the third party agents. The bid gateway module then receives bids from the third party agents in response to the requests for bids. The advertising exchange module then selects an advertisement based on the bid. The online advertisement exchange system provides a unified marketplace to permit integrator networks to bid on both ads pursuant to guaranteed contracts and ads not subject to guaranteed contracts (e.g., non-guaranteed ads). The online advertisement system further includes traffic management to allow the third parties to regulate bid requests sent from the online advertisement system. In some embodiments, the online advertising system caches bids, to efficiently implement the per opportunity auction, and transmits information, such as targeting information, to the third party agents to aid in the third party agents' formulation of bids. | 09-09-2010 |
| 20100228634 | Caching bids in an online advertisement bidding system - An online advertising system integrates third party agents to permit the third party agents to participate in auctions to bid on a per opportunity basis. An advertising exchange module receives requests for opportunities to serve online advertisements to users. In response, an advertising exchange module applies one or more business rules to determine third party agents that qualify to serve the online advertisement. A bid gateway module generates and transmits requests for bids to the third party agents. The bid gateway module then receives bids from the third party agents in response to the requests for bids. The advertising exchange module then selects an advertisement based on the bid. The online advertisement exchange system provides a unified marketplace to permit integrator networks to bid on both ads pursuant to guaranteed contracts and ads not subject to guaranteed contracts (e.g., non-guaranteed ads). The online advertisement system further includes traffic management to allow the third parties to regulate bid requests sent from the online advertisement system. In some embodiments, the online advertising system caches bids, to efficiently implement the per opportunity auction, and transmits information, such as targeting information, to the third party agents to aid in the third party agents' formulation of bids. | 09-09-2010 |
| 20100228635 | Unified Marketplace for an Online Advertisement Bidding System - An online advertising system integrates third party agents to permit the third party agents to participate in auctions to bid on a per opportunity basis. An advertising exchange module receives requests for opportunities to serve online advertisements to users. In response, an advertising exchange module applies one or more business rules to determine third party agents that qualify to serve the online advertisement. A bid gateway module generates and transmits requests for bids to the third party agents. The bid gateway module then receives bids from the third party agents in response to the requests for bids. The advertising exchange module then selects an advertisement based on the bid. The online advertisement exchange system provides a unified marketplace to permit integrator networks to bid on both ads pursuant to guaranteed contracts and ads not subject to guaranteed contracts (e.g., non-guaranteed ads). The online advertisement system further includes traffic management to allow the third parties to regulate bid requests sent from the online advertisement system. In some embodiments, the online advertising system caches bids, to efficiently implement the per opportunity auction, and transmits information, such as targeting information, to the third party agents to aid in the third party agents' formulation of bids. | 09-09-2010 |
| 20100228637 | Architecture for an Online Advertisement Bidding System - An online advertising system integrates third party agents to permit the third party agents to participate in auctions to bid on a per opportunity basis. An advertising exchange module receives requests for opportunities to serve online advertisements to users. In response, an advertising exchange module applies one or more business rules to determine third party agents that qualify to serve the online advertisement. A bid gateway module generates and transmits requests for bids to the third party agents. The bid gateway module then receives bids from the third party agents in response to the requests for bids. The advertising exchange module then selects an advertisement based on the bid. The online advertisement exchange system provides a unified marketplace to permit integrator networks to bid on both ads pursuant to guaranteed contracts and ads not subject to guaranteed contracts (e.g., non-guaranteed ads). The online advertisement system further includes traffic management to allow the third parties to regulate bid requests sent from the online advertisement system. In some embodiments, the online advertising system caches bids, to efficiently implement the per opportunity auction, and transmits information, such as targeting information, to the third party agents to aid in the third party agents' formulation of bids. | 09-09-2010 |
| 20110035259 | COST AND PARTICIPATION MODELS FOR EXCHANGE THIRD-PARTY INTEGRATION IN ONLINE ADVERTISING - A modeling system to evaluate cost-based viability of a real-time, auction-based advertising system with third-party integration includes an exchange server configured to receive advertising bids, create bid requests to third-party entities based thereon, and select a winning bid from responses to the requests. A computer, coupled with the exchange server: computes a plurality of valid paths from publishers to and from the third-party entities through the exchange server; estimates server and network costs, including fixed hardware costs and variable operational costs, amortized over a predetermined period of time, based on a number of average queries per second (QPS) transmitted at different portions of the valid paths; compares current periodic fees paid by the third-party entities to the amortized costs, to determine cost-based system viability; and determines updates, if needed, to the periodic fees based on the plurality of costs to maintain cost-based system viability. | 02-10-2011 |
| 20110208559 | Automatic Management of Networked Publisher-Subscriber Relationships - Automatic management of networked publisher-subscriber relationships in an advertising server network. The method comprises steps for constructing a directed graph representation comprising at least one publisher node (e.g. an Internet property), at least one subscriber node (e.g. an Internet advertiser), at least one intermediary node (e.g. an Internet advertising agent), and at least one edge (e.g. an advertising target predicate) wherein any one of the edges is directly associated with at least one target predicate. The directed graph representation is used in conjunction with an inverted index for retrieving a valid node list comprising only nodes having at least one target predicate that matches at least one event predicate. The event predicate (as well as any target predicate) is any arbitrarily complex Boolean expression, and is used in producing a result node list comprising only nodes that concurrently match the event predicate with an advertising target predicate and are reachable. | 08-25-2011 |
| 20110238493 | EFFICIENT AD SELECTION IN AD EXCHANGE WITH INTERMEDIARIES - A method is disclosed for optimizing ad selection in an exchange having intermediate ad-networks including: constructing an exchange graph having nodes representing publishers, advertisers, and intermediate ad-network entities, and including directed edges that represent bilateral business agreements connecting the nodes; receiving an opportunity for displaying an ad to a user that is associated with a publisher node and includes properties that are targetable by supply predicates, wherein a supply predicate is a function whose inputs include properties of the user; receiving ads that are available for display to the user associated with respective advertiser nodes and that include properties that are targetable by demand predicates, wherein a demand predicate is a function whose inputs include properties of one or more of the plurality of ads; computing a thinned graph by enforcing the supply predicates in the nodes and edges of the graph; and producing a list of ads and corresponding paths that exist through the thinned graph to the opportunity that satisfy the plurality of demand predicates. | 09-29-2011 |
