Cross platform impression inventory classification

Abstract

A system for providing an online advertising platform includes a first non-transitory machine-readable medium storing information defining an inventory taxonomy that includes a set of platform inventory quality attributes, a set of platform inventory content categories, and a set of non-platform-to-platform mappings. The system further includes a second non-transitory machine-readable medium storing identifiers of classified inventory, each identifier being associated with a unit of inventory that is classified according to the inventory taxonomy. The system also includes a third non-transitory machine-readable medium storing instructions executable by one or more data processors to provide a user interface through which an inventory buyer on the platform defines a set of inventory buying opportunities at least in part by specifying targeting criteria using the inventory taxonomy; and store information characterizing the set of inventory buying opportunities in association with the buyer.

Description

CROSS-REFERENCE TO RELATED APPLICATIONS[0001]This application claims priority to U.S. Provisional Application No. 61 / 314,405, filed Mar. 16, 2010, and entitled “Advertising Server and Media Management Platform,” the contents of which are incorporated herein by reference.[0002]This application is also related to “Advertising Bid Price Modifiers” (Attorney Docket No.: 30052-007001) and “Advertising Venues and Optimization” (Attorney Docket No.: 30052-008001), filed concurrently with the present application. The contents of both applications are incorporated herein by reference.BACKGROUND[0003]This description relates to a computer system, and in particular a computer system for providing cross platform impression inventory classification.[0004]One of the major challenges within the online advertising market is the massive fragmentation of companies, services, and technology providers. A significant lack of standards among the mix of technologies and disparate data centers makes integr...

AI Technical Summary

Benefits of technology

[0030]By co-locating the Imp Bus and the various bidding engines within a single data center (and possibly reproducing the Imp Bus and bidding engines and their relationships in multiple data centers for geographical efficiency), bid requests and bid responses may be sent and received within a very short period of time, generally measured in fractions of a single second (e.g., 1/20th of a second). The ability to identify an ad creative to be served to an impression consumer rapidly results in a good user-experience and reduces (and ideally eliminates) the number of dropped impressions. By comparison, traditional redirecting techniques slow down the ad requests by bouncing the user, through a public network such as the Internet, between servers that may be physically located at disparate geographic locations. Each additional redirect (generally capped at a five redirects on a single ad call) results in about 3-5% of impressions lost.

[0031]Traditional redirecting techniques make the impression consumer's browser responsible for “integration.” This means that any “integration” is entirely public, both to the end-user and any party that might be sniffing traffic in between. When a member is inserted into an ad call redirect stream, that member has full control over both the user's cookie and the ad request. Taking a contextual provider example, a contextual engine that is adding its data to the ad request has the ability to start building a behavioral profile of the user. The advertising platform enables various impression trading industry members to integrate and collaborate with each other and third-party data providers without any of the security risks and downsides resulting from traditional redirecting techniques.

[0032]The advertising platform enables impression industry trading members to fine tune future media

Problems solved by technology

One of the major challenges within the online advertising market is the massive fragmentation of companies, services, and technology providers.

A significant lack of standards among the mix of technologies and disparate data centers makes

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