Dynamic Internet Advertising System

Abstract

Methods and apparatus are provided for the dynamic placement, management and monitoring of Internet advertising. A provider of Internet content distributes the Internet content by embedding an advertisement placeholder in the Internet content; and provides the Internet content to an aggregator web site. The aggregator web site presents the Internet content to at least one end user with at least one advertisement in the advertisement placeholder. The advertisement placeholder is processed by a third party agent to automatically share revenue from the at least one advertisement with the provider of the Internet content and a provider of the aggregator web site. The advertisement placeholder can optionally be embedded in the Internet content using one or more templates. The third party agent also evaluates the content and at least one policy of multiple parties to identify at least one advertisement to present in the advertisement placeholder. The advertisement placeholder embodies a three party agreement between the provider of the Internet content, the provider of the aggregator web site and at least one advertiser.

Description

FIELD OF THE INVENTION[0001]The present invention relates generally to electronic advertising systems and, more particularly, to methods and apparatus for dynamic placement, management and monitoring of web-based advertising.BACKGROUND OF THE INVENTION[0002]Web logs, typically referred to as “blogs,” are increasingly popular on the Internet. Blogs are often used to disseminate information and to form public opinion, for example, by news services and politicians. Blogs are often maintained by an individual with regular entries, such as commentary and other material, on a particular topic. Blog entries are typically displayed in reverse-chronological order. Readers of the blog can frequently provide comments in an interactive manner.[0003]Readers have an often overwhelming array of sources from which to get desired information. A number of techniques have been proposed or suggested to allow online users to more effectively identify information of interest. For example, there are a num...

AI Technical Summary

Benefits of technology

[0007]The advertisement placeholder embodies a three party agreement between the provider of the Internet content, the provider of the aggregator web site and at least one advertiser. The advertisement placeholder also facilitates the redistribution of the Internet content to a third party web site. Thus, revenue from the advertisement in the redistributed content is automatically shared by the provider of the Internet content, the provider of the aggregator web site and a provider of third party web site.

Problems solved by technology

Despite the growing popularity of blogs, bloggers have typically been unable to readily monetize the web traffic they generate.

In addition, it is difficult for advertisers to determine where to best place advertisements, since content is diffusely spread over the Internet.

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