Online Advertising Contract Trading Platform
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Solution Overview
Problem
The current processes for buying and selling Internet advertising space are complex, manual, and inefficient, particularly for small sellers and purchasers, lacking a transparent and automated system for future/forward sales and reselling of advertising inventory, which hampers the ability to efficiently match buyers and sellers and manage excess inventory.
Innovation Solution
An online system that enables the creation, negotiation, and trading of advertising contracts for future delivery, allowing transparent presentation of contracts, automated contract generation and selection, and integration with delivery mechanisms, along with features for auditing and transferring funds, while providing analytical intelligence for informed decision-making and enabling consortium formations for aggregated buying or selling.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If manual processes are used for buying and selling advertising space, then transparency and direct interaction between buyers and sellers are maintained, but the process becomes complex and inefficient
Solution Approach 1:
The patent introduces an online system as an intermediary platform that facilitates transparent trading between buyers and sellers without eliminating direct interaction. The system provides contract creation, negotiation, and execution capabilities while maintaining visibility of all transactions, thus resolving the contradiction between transparency and efficiency by enabling automated processes that preserve information visibility.
2Productivity
If automated real-time bidding systems are used, then efficiency is improved, but transparency and direct buyer-seller interaction are lost
Solution Approach 1:
The system provides dynamic contract terms that can be negotiated and adjusted between buyers and sellers before execution. Unlike static real-time bidding, the system allows for flexible negotiation of delivery dates, prices, and contract conditions, maintaining direct interaction while achieving automation efficiency through structured negotiation protocols.
3Loss of information
If manual sales forces are used for future advertising sales, then direct relationship and transparency are maintained, but the process is paper-intensive and complex
Solution Approach 1:
The online system enables buyers and sellers to independently create, negotiate, and execute advertising contracts without requiring extensive manual intervention. The system automatically manages contract creation, term negotiation, and execution tracking, eliminating paper-intensive processes while maintaining the transparency and direct relationships that characterize manual sales forces.
4Ease of operation
If small sellers use manual methods to seek purchasers, then direct control is maintained, but the ability to efficiently match with buyers is reduced
Solution Approach 1:
The online system serves multiple functions including contract creation, buyer-seller matching, negotiation facilitation, and execution tracking within a single platform. Small sellers gain access to these universal tools that previously required large sales forces, enabling them to efficiently match with buyers while maintaining direct control over their advertising inventory through the standardized interface.
Data Source
AI summary
A system of advertising on the Internet, including: an on-line system for sellers of future advertising space to create advertising contracts; an on-line system for presenting the advertising contracts to purchasers of advertising space; an on-line system for the purchasers of future advertising space to select the sellers' advertising contracts; a system to integrate purchased advertising contracts to a delivery mechanism that displays purchasers' advertising in the sellers advertising space; and a system for transferring funds from the purchasers to the sellers after completion and audit of the advertising contracts.