System and method for brokering the sale of internet advertisement inventory as discrete traffic blocks of segmented internet traffic
a technology of internet advertisement inventory and traffic blocks, applied in the field of network based auction systems and methods, can solve the problems of limited control over which web publisher's websites are used, little control over the end user segments to which its advertisement content is delivered, and little predictability of the quantity of impressions that will be delivered on a certain budg
Inactive Publication Date: 2012-05-31
TRAFFIQ
View PDF9 Cites 2 Cited by
- Summary
- Abstract
- Description
- Claims
- Application Information
AI Technical Summary
Benefits of technology
This system provides advertisers with more targeted and controlled inventory purchases, increases revenue potential for sellers by maximizing the value of segmented traffic, and reduces the time and effort required for transactions, creating a more efficient market for Internet advertising inventory.
Problems solved by technology
An advertiser purchasing inventory through an ad network may only control the topical category on which the advertiser is bidding—but limited control over which web publisher's websites within the topical category will deliver its advertisement content to end users—and little control over the end user segments to which its advertisement content will be delivered.
Further yet, because ad networks often operate in an auction environment that is continuous, there is little predictability as to the quantity of impressions that will be delivered on a certain budget—as a buyer may be outbid at any time.
There are also disadvantages of use of an ad network from the seller's perspective.
Because the seller's inventory is aggregated with inventory of other sellers within a topical category—and is generally purchased as a composition by a buyer, it is difficult for a seller to promote the value of its website or its traffic, or traffic segments, over other sellers within the topical category.
As such, it may be difficult for a seller to realize the maximum value of the traffic, or traffic segments, that it could deliver on a more targeted basis.
Secondly, because of the continuous auction system, there is little predictability of the revenue a seller will receive for delivering inventory through the ad network—or even if there will be buyer bidding any minimum price at the time the seller is to deliver an impression—leaving what may be referred to as unsold inventory.
On the other hand, some disadvantages of the RFP process include the fact that the entire RFP process is very time consuming and labor intensive process for all parties.
The RFP process also fails to create a true open-market environment for the sale and purchase of inventory because: i) buyers are limited in their available options for the purchase of inventory by the RFPs it sends out; and ii) sellers are limited in their opportunities to sell their available inventory to RFPs received and the efforts of its sales staff to directly sell their inventory to buyers, which may or may not result in the initiation of the RFP process, outlined above.
Method used
the structure of the environmentally friendly knitted fabric provided by the present invention; figure 2 Flow chart of the yarn wrapping machine for environmentally friendly knitted fabrics and storage devices; image 3 Is the parameter map of the yarn covering machine
View moreImage
Smart Image Click on the blue labels to locate them in the text.
Smart ImageViewing Examples
Examples
Experimental program
Comparison scheme
Effect test
Embodiment Construction
[0089]The present invention will now be described in detail with reference to the drawings. In the drawings, each element with a reference number is similar to other elements with the same reference number independent of any letter designation following the reference number. In the text, a reference number with a specific letter designation following the reference number refers to the specific element with the number and letter designation and a reference number without a specific letter designation refers to all elements with the same reference number independent of any letter designation following the reference number in the drawings.
[0090]It should also be appreciated that many of the elements discussed in this specification may be implemented in a hardware circuit(s), a processor executing software code, or a combination of a hardware circuit(s) and a processor or control block of an integrated circuit executing machine readable code. As such, the term circuit, module, server, o...
the structure of the environmentally friendly knitted fabric provided by the present invention; figure 2 Flow chart of the yarn wrapping machine for environmentally friendly knitted fabrics and storage devices; image 3 Is the parameter map of the yarn covering machine
Login to View More PUM
Login to View More Abstract
An auction management system brokers, between a seller and a buyer, a discrete traffic block of an ad placement, and may comprise a traffic block definition tool providing workflows for obtaining traffic block parameters defining the discrete traffic block. The traffic block parameters may comprise: i) an identification of the ad placement; ii) a volume parameter defining the volume of traffic included in the discrete traffic block; iii) at least one duration parameter defining an active time period during which the volume of traffic included in the discrete traffic block is provided; and iv) an auction parameter defining an expiration time before which buyers submit offers to purchase the discrete traffic block. A listing search tool provides web pages displaying a listing of a plurality of listed discrete traffic blocks. Each listed discrete traffic block comprises a discrete traffic block with an expiration time that has not passed.
Description
CROSS-REFERENCE TO RELATED APPLICATIONS[0001]The present application is a Continuation of U.S. Nonprovisional application Ser. No. 11 / 893,976, filed Aug. 18, 2007, which claims the benefit of U.S. Provisional Application Ser. No. 60 / 915,433, filed on May 1, 2007; all of which are incorporated herein by reference in their entireties.FIELD OF THE INVENTION[0002]The present invention relates to a network based auction system and method for brokering, between a seller and a buyer, the sale of Internet advertisement inventory as a discrete traffic block of segmented Internet traffic and, more particularly to a system and method for facilitating seller segmentation of its Internet traffic, definition of a discrete traffic block, buyer selection thereof, and advertisement impression delivery in response to a buyer purchase of thereof.BACKGROUND OF THE INVENTION[0003]Users of the Internet are frequently presented with display advertisements within web pages. These advertisements may be in t...
Claims
the structure of the environmentally friendly knitted fabric provided by the present invention; figure 2 Flow chart of the yarn wrapping machine for environmentally friendly knitted fabrics and storage devices; image 3 Is the parameter map of the yarn covering machine
Login to View More Application Information
Patent Timeline
Login to View More Patent Type & AuthorityApplications(United States)
IPC IPC(8): G06Q30/02
CPCG06Q30/02G06Q30/0264G06Q30/0277G06Q30/0275G06Q30/0276G06Q30/0273
InventorPROTHEROE, ROBERT LLEWELLYNSHIN, SUNG HYUNSWOGGER, WESLEY EDWARD EUGENETHOMSON, JR., ROBERT WILLIAMKAHN, MARK EDWARDVEGLIANTE, DEAN CRAIGHIRSCHSON, JAY PHILLIPMCNAMEE, BRIAN JAMESCAPORINO, JAROD REEDBALLISTER, DANIEL JEFFREYREINKE, SCOTT DAVID
OwnerTRAFFIQ