Patent ID: 11954703
Assignee: VIOOH LIMITED
Field: IT methods for management (Electrical engineering)
Classification: CPC G | IPC G

Claim 11:
12. A digital display system including a computer system and digital displays belonging to an Out Of Home inventory, said computer system including an allocation engine, an ad server an ad exchange module and a demand forecast module wherein:
said allocation engine is adapted to allocate to a set of at least one specific advertisement campaign, planned bookings for certain time periods and for digital displays of a specific set of digital displays from the Out Of Home inventory to fit campaign data corresponding to said set of at least one specific advertisement campaign, for displaying contents from the set of at least one specific advertisement campaign on the digital displays of said specific set of digital displays during said time periods, said contents having durations respectively shorter than said time periods, at least some of the digital displays of said Out Of Home inventory having, at least for some time periods, an available share of time remaining for unplanned bookings;
said ad server is adapted to electronically dispatch to the specific set of digital displays, content data related to said contents from said set of at least one specific advertisement campaign, corresponding to planned bookings determined by said allocation engine and received by said ad server from said allocation engine;
and said digital displays of said specific set of digital displays are adapted to play said contents during said time periods,
wherein said ad exchange module is adapted to exchange data with at least one external Demand Side Platform and to allocate, by a real-time bidding process, unplanned bookings for programmatic contents to fill-in at least partially said available share of time remaining for unplanned bookings, said real-time bidding process including receiving bids by the ad exchange module from the at least one external Demand Side Platform and retaining best bids as unplanned bookings,
wherein said ad server is adapted to electronically dispatch to t e specific set of digital displays, content data related to contents from said set of at least one specific advertisement campaign, corresponding to the unplanned bookings allocated by said ad exchange module and received by the ad server from said ad exchange module, and said digital displays of said specific set of digital are adapted to display said contents corresponding to the unplanned bookings during said time periods,
wherein said demand forecast module has forecasts of unplanned bookings demand, including the quantity of bids and the corresponding bid prices forecasted to be received by said ad exchange module from the at least on external Demand Side Platform for the respective digital display of said Out Of Home inventory and the different time periods,
and wherein said allocation engine is adapted to receive said forecasts from said demand forecast module and to take into account said forecasts of unplanned bookings demand in allocating planned bookings for said set of at least one specific advertisement campaign, by computing a contribution of each planned booking which is a difference between a price of said planned booking and a cost of lost opportunities on unplanned bookings due to said planned booking, said cost of lost opportunities on unplanned bookings being computed based on said forecasts of unplanned bookings demand.