Abstract:
Systems, methods, and software products allocate digital content in real time. Real-time digital content allocation includes processing sign, sales and buying parameters for a digital sign in a sign database. Real-time digital content allocation also includes processing digital content in a submitted database; permitting access to the submitted database by a digital sign owner, for review of the digital content; saving digital content approved by the digital sign owner to an approved content database; processing bidding parameters for a time slot on the digital sign; auctioning the time slot to providers of the approved digital content; distributing digital content to the digital sign; and airing winning digital content during the time slot.

Description:
RELATED APPLICATIONS 
       [0001]    This application claims priority to U.S. Provisional Ser. No. 60/858,038, filed 9 Nov. 2006, incorporated herein by reference. 
     
    
     BACKGROUND 
       [0002]    Narrowcasting refers to the targeted transmission of audio and video content to a controlled and specific output device. In narrowcasting, the content provider caters subject matter to a limited number of people or a specific demographic group. Narrowcasting is now being applied to a new and innovative form of advertising and information dissemination commonly referred to as Dynamic Digital Signage. A Dynamic Digital Sign (DDS) is a device that can show still or moving video. The capability of Dynamic Digital Signage to help marketers effectively communicate with customers, to precisely target the most suitable demographic and obtain instant feedback on a product or service are invaluable to almost every business. This is especially crucial in fast-moving, highly competitive marketplaces where up-to-the-minute information about customers&#39; needs and desires is utilized to both control costs and maximize sales. Dynamic Digital Signage is making noticeable inroads in retail businesses and in entertainment complexes such as movie theatres and sports venues. Transportation centers such as airports are also well suited to the technology. 
         [0003]    Digital Signage Networks (DSN) provide content to multiple DDSs from a common source. Advertising is expected to drive the growth of DSNs since retailers are looking for new ways to reach their customers, and advertising agencies have been clambering for new ways to deliver their ads. Current DSN software and infrastructures follow a similar model; that is, they help the user create, manage, and distribute content to DDSs, and then offer verification when the content has aired. This DNS software thus makes sense when the entity creating the content also owns the distribution network. However, it does not provide for distribution of content to DSNs when multiple advertisers and multiple sign owners have a buyer/seller relationship in a distribution network. 
         [0004]    Today, the majority of DSN owners stream their own digital content onto digital signs. However, when owners do sell time slots to advertisers, they are often required to enter into long-term contracts such as those used in the television and radio industries. This process can be cumbersome and may result in the DSN owner not having advertisements for certain time slots. For example if one potential advertiser pulls out of a negotiation for a particular, upcoming, time slot, there may not be enough time to work out a contract with another advertiser to fill that slot. The owner may simply be unable to sell a time slot if sufficient time prior to the time slot is not available. 
       SUMMARY 
       [0005]    In one embodiment, a system for real-time allocation of digital content to a digital sign includes a sign database with information representative of one or more digital signs. A submitted content database stores digital content from a content provider. The content in the submitted content database is reviewable by a sign owner. An auction engine matches the digital content to at least one of the digital signs, and a content distributor distributes the matched content to the digital sign. 
         [0006]    In another embodiment, a method for real-time allocation of digital content to digital signs includes: processing sign parameters for a digital sign in a sign database; processing sales parameters for the digital sign in the sign database, processing digital content in a submitted content database; permitting access to the submitted content database for review of the digital content by a digital sign owner, and tagging digital content approved by the digital sign owner with an approval indicator. Bidding parameters for a time slot on the digital sign are processed, and the time slot auctioned to providers of the approved digital content. The content is distributed to the digital sign, and winning content is aired during the time slot. 
         [0007]    In another embodiment, a software product has instructions stored on computer-readable media that, when executed by a computer, perform steps for real-time allocation of digital content to digital signs. The software product includes instructions for: obtaining data indicative of sign owner parameters; obtaining data indicative of content provider parameters; identifying content that is approved by the sign owner; carrying out an auction, and distributing approved content to digital signs. 
         [0008]    In an embodiment, a system for displaying digital content received over a digital signage network from a remote digital content marketplace includes a digital sign; a receiver, coupled with the digital sign, for receiving digital content that is approved for display on the digital sign; a storage device in communication with the digital sign, for temporarily storing the approved content; a sensor for providing feedback representative of activity local to the digital sign to the receiver; and a transmitter coupled with the receiver, for transmitting the feedback to the digital content marketplace. 
         [0009]    In another embodiment, a system for real-time allocation of digital content to a digital sign includes a database with digital sign information of one or more digital signs, and an auction engine for matching digital content to the one or more digital signs. 
         [0010]    In a further embodiment, a method allocates digital content to digital signs in real-time. Sign parameters for a digital sign are processed in a sign database. Sales parameters for the digital sign are processed in the sign database. Digital content is processed in a submitted content database. Access to the submitted content database by a digital sign owner is permitted, for review of the digital content and digital content approved by the digital sign owner is tagged with an approval indicator. Bidding parameters for a time slot on the digital sign are processed and the time slot is auctioned to providers of the approved digital content based upon the bidding parameters and the sales parameters. The approved digital content is distributed to the digital sign and approved digital content of the winning provider is aired on the digital sign during the time slot. 
         [0011]    In another embodiment, a method for displaying digital content on a digital sign includes accessing a database containing information about one or more digital signs. A digital sign is selected from the database, and digital content is submitted to the database for approval by an owner of the selected digital sign. Approval of the digital content is received from the owner and a bid entered for display of the digital content on the selected digital sign. 
         [0012]    In one embodiment, a method for allocating and displaying digital content on dynamic digital signs includes: accepting dynamic digital sign sales parameters for one or more dynamic digital signs of a digital signage network; accepting proposed digital content for display upon at least one of the one or more dynamic digital signs; accepting bidding parameters associated with the proposed digital content; determining an auction close time based upon the dynamic digital sign sales parameters; entering bids to the auction based upon the bidding parameters; auctioning a time slot on the one or more dynamic digital signs based upon the entered bids; determining, at the auction close time, a winning bid; and distributing the digital content associated with the winning bid to the one or more dynamic digital signs for display. 
         [0013]    In another embodiment, a method selects and displays digital content within an advertising space. Advertising space sales parameters for one or more advertising spaces are accepted. Proposed content for display within at least one of the one or more advertising spaces is accepted. Bidding parameters associated with the proposed content are accepted. An auction close time is determined based upon the advertising space sales parameters. Bids are entered to the auction based upon the bidding parameters. A time slot for the one or more advertisement spaces is auctioned based upon the entered bids. A winning bid is determined at the auction close time and the content associated with the winning bid is distributed for display within the one or more advertisement spaces. 
         [0014]    In another embodiment, a system allocates digital content to an advertisement space in real-time. An advertisement space database includes information representative of one or more advertisement spaces. A content database stores digital content from a content provider and is reviewable by an owner of the one or more advertisement spaces. An auction engine matches the digital content to at least one of the advertisement spaces and a content distributor distributes the matched content to the advertisement space. 
     
    
     
       BRIEF DESCRIPTION OF THE FIGURES 
         [0015]      FIG. 1A  shows one system for real-time allocation of digital content, in accord with an embodiment. 
           [0016]      FIG. 1B  shows a block diagram illustrating exemplary operation of an auction engine of the system of  FIG. 1A . 
           [0017]      FIG. 1C  shows a block diagram illustrating exemplary operation of a content distributor of the system of  FIGS. 1A and 1B , with bundled content. 
           [0018]      FIG. 2  is a flowchart illustrating one method for real-time allocation of digital content, in accord with an embodiment. 
           [0019]      FIG. 3A  is a flowchart illustrating a method for inputting parameters from a digital sign owner 
           [0020]      FIG. 3B  is a flowchart illustrating a method for inputting parameters from a content provider. 
           [0021]      FIG. 3C  is a flowchart illustrating a method for reviewing new content. 
           [0022]      FIG. 4  shows a dynamic digital sign in use on a highway, in accord with an embodiment. 
           [0023]      FIG. 5  is a graph illustrating bidding and reserve pricing in the context of  FIG. 4 . 
           [0024]      FIG. 6  schematically shows an exemplary embodiment of a system for real-time allocation of digital content, with auction software for facilitating auctioning, parameter input and content review as in  FIGS. 3A-3C , in accord with an embodiment. 
           [0025]      FIG. 7  shows one system for real-time allocation of digital content to one or more personal computers, in accord with an embodiment. 
       
    
    
     DETAILED DESCRIPTION 
       [0026]    Through the system for real-time allocation of digital content to a dynamic digital sign (DDS) described hereinbelow, an owner of a DDS may sell time slots and assign content to or approve content for that DDS in real-time, based upon current market value. The assigned or approved content may be delivered to the DDS via hard wired communication paths, or the content may be delivered wirelessly. The system thus acts as an intermediate “marketplace” between content providers (i.e., advertisers or buyers of time slots) and sign owners (i.e., owners of a DDS and/or digital signage network (DSN)). Using the following DDS Content Marketplace methodology, regardless of the amount of eligible content, the time between the end of an auction for a time slot and the start of the time slot may be reduced to near zero, given sufficient link speed on the network and local storage on the DDS. Advantages of the system may thus be realized by both sign owners and content providers. That is, the DDS owner sells time slots at a market price based upon demand for the DDS; and the content provider pays a fair market value determined by competing bidders, and therefore does not risk overpaying. Content providers also have the flexibility to decide which time slots are most valuable for their particular messages. 
         [0027]    Triggers may be set up by content providers and sign owners such that when the set trigger occurs, the time slot immediately following the trigger is bid upon (i.e., automatically, by the provider) or opened for bidding (i.e., automatically, by the owner). This is for example useful in a sporting event where a trigger is associated with a sponsored athlete breaking a league record. The content provider, in this case the athlete&#39;s sponsor, may take advantage of this trigger by having an appropriate advertising clip ready to play when and if the trigger occurs. The sponsor benefits from immediate association of their name and/or product with the record breaking event and the owner may receive a premium for that time slot, for example. Other triggers include, but are not limited to, temperature and other weather conditions, market conditions, traffic accidents and delays in public transportation. 
         [0028]    The DDS Content Marketplace methodology described hereinbelow may provide a virtual “wall” between the sign owner and the content provider such that the lowest price the sign owner is willing to accept for a given time slot, and the highest price the content provider is willing to pay for a given time slot, remain private. The sign owner may create different pricing rules for the sign at any granularity (i.e., down to one minute or less) and set a “reserve” price, below which the sign plays a default clip (i.e., an advertisement for the DDS itself) or nothing at all. 
         [0029]      FIG. 1A  schematically shows one system  10  for real-time allocation of digital content. A sign database  30  is populated with information (e.g., DDS information  21 ) of one or more DDSs (e.g., a DDS  80 ) owned by one or more DDS owners (e.g., DDS owner  20  that is shown as a computer terminal communicatively connected with system  10 ). Owner  20  for example pays a fee to register or list DDS  80  with system  10 . Sign database  30  contains information of DDS  80  including pertinent details associated with selling display space and time on DDS  80 . A content provider  25  (also shown as a computer terminal communicatively connected with system  10 ) searches sign database  30  for a sign that meets desired advertising criteria. In one example, content provider  25  accesses sign database  30  via the Internet using the illustrated computer terminal. Upon selecting a suitable DDS (e.g., DDS  80  in this example) from sign database  30 , content provider  25  submits content  26 , such as digital media that is properly formatted and tagged for DDS  80 , to a submission database  40 . Sign owner  20  accesses submission database  40  to evaluate content  26  submitted for DDS  80 . If approved, content  26  is stored in an approved content database  50 . Sign database  30 , submission database  40  and approved content database  50  may be part of the same database  45 , as shown. In one example, submission database  40  and approved content database  50  are subsets of a single content database (not shown). In one embodiment, submission database  40  and approved content database  50  are combined and include one or more fields associated with each item of submitted content, to indicate approval or disapproval for selected DDSs. Approved content database  50  thus includes content (e.g., content  26 ) that is suitable (per criteria of DDS owner  20 ) and ready to be played on DDS  80 . Content provider  25  is therefore eligible to participate in an auction for one or more time slots of DDS  80  in which to display the content. Potential content for DDS  80  is “approved” by owner  20  in advance of any time slot auction associated with DDS  80 , and may be loaded into memory of DDS  80  such that it is ready to be displayed on DDS  80 . Content (e.g., content  26 ) may be approved by multiple DDS owners for playing on multiple DDSs. 
         [0030]    An auction engine  60  matches content providers  25  to sign owners  20  based upon approved content for each DDSs (e.g., DDS  80 ), and then determines which, if any, approved content is selected for display upon each DDS using a bidding methodology. Auction engine  60  employs one or more bidding methodologies defined by each DDS owner (e.g., DDS owner  20 ). Bidding methodologies include, but are not limited to, fixed or variable price, pricing granularity, and using a traditional or reverse auction. In an embodiment, auction engine  60  creates a virtual “wall” between content provider  25  and sign owner  20  such that the bidding methodology, the reserve price for time slots, the maximum bid and the latest bid are not available to the content providers and/or DDS owners (e.g., the DDS owner is not aware of the content providers maximum bid and the content provider is not aware of the reserve price for time slots). 
         [0031]    Upon closing of an auction for a particular timeslot, auction engine  60  passes the identification of the winning content (content  26  in this example) and associated provider  25  to a content distributor  70 . Content distributor  70  then distributes or allocates the winning content (or identification thereof where approved content has already been distributed and stored within memory of the DDS) to one or more DDSs (e.g., DDS  80 ) upon which it is to be displayed. Allocation or identification of content for example occurs in real-time, upon closing of the auction. Content distribution may be similar to distribution in existing DSNs, with enhancements to permit real time operation. Where a DDS has limited local storage, content distributor  70  may evaluate the speed of potential content distribution paths to ensure that the auction ends soon enough to allow any content to be delivered to the sign prior to scheduled display time. DDS  80  has local storage to hold approved content (e.g., sufficient local storage to hold all approved content for DDS  80  for an appropriate period, such as ten minutes). This local storage is updated by content distributor  70  to ensure that content for display upon the DDS is local prior to its designated time slot. Thus, when an auction ends, content distributor  70  transfers the identity of the winning content to DDS  80  and any content no longer required may be flushed from the DDS local storage. 
         [0032]    In an embodiment, sign database  30 , submission database  40 , approved content database  50 , auction engine  60  and content distributor  70  are located on a server that is accessible by both owner  20  and content provider  25 . In another embodiment content distributor  70  is a wireless device that is remote from a server that includes databases  30 ,  40  and  50  and auction engine  60 . Sign database  30 , submission database  40 , approved content database  50  and auction engine  60  may be located on a single server, multiple server(s) at a single location or multiple servers at a number of locations. 
         [0033]      FIG. 1B  shows a block diagram  11  illustrating exemplary operation of auction engine  60  of  FIG. 1A . Sign database  30  has a set of DDS parameters  31  that define operational parameters of DDS  80 . Auction engine  60  receives data relating to content  51  (e.g., within approved content database  50 ). For example, auction engine  60  utilizes tags associated with content  51  when determining eligibility of content for entry into the time slot auction. Such tags include information representative of bidding parameters  42 . Bidding parameters  42  are for example input by content provider  25  when inputting new content into submission database  40 . Content  51  represents content approved by DDS owner  20 . 
         [0034]    Content  51  may also have an associated valid date  52  that specifies a date range when content  51  may be shown. For example, valid date  52  is specified by the content provider (e.g., content provider  25 ) to define a period during which content  51  may be played. Content  51  may also have an associated expiry date  54  that specifies a date and time after which content  51  cannot be played on a particular DDS  80  without re-approval. For example, expiry date  54  is specified by a DDS owner  20  to require re-approval of content  51  after the specified expiry date  54 . Valid date  52  and expiry date  54  are shown within content  51  but are preferably stored within approved content database  50 . 
         [0035]    Content distributor  70  is illustratively shown connecting to a DSN  90  with multiple DDSs  80 ( 1 )- 80 ( n ). Content distributor  70  and DDSs  80  may interconnect wirelessly. Optionally, DDSs  80  may be seamlessly added and removed to/from DSN  90 . 
         [0036]    Auction engine  60  determines auction close time for each time slot of each DDS  80  based upon DDS parameters  31  stored within sign database  30 , and input from clock  91 . DDS parameters  31  are, for example, entered by owner  20  to define sign location, times of sign operation, time slot or spot periods (e.g., start time and duration), a minimum price for each time slot or spot, number of pixels, resolution, refresh rate, the DDS connection bandwidth, anticipated visibility as a function of time of day, anticipated impression (e.g., number of viewers who will see the sign) as a function of time of day, anticipated impression as a function of an event proximate the DDS, length of impression, anticipated viewer demographics, acceptable content ratings, pricing granularity, type of auction and the like. 
         [0037]    Clock  91  is a real time clock that provides the current time to auction engine  60 . Data feed  92  is for example live input from a sporting event, live money market data, or any other live data feed, such as current temperature near the selected DDS. In one embodiment, each DDS returns local data to auction engine  60  via content distributor  70  and/or data feed  92 . 
         [0038]    Based upon the current time, received from clock  91 , the defined time slot periods and the bandwidth, auction engine  60  determines a closing time for each time slot auction. The closing time is selected to allow sufficient time, prior to commencement of the auctioned slot, for determining a winning bid and uploading the wining content to the associated DDS  80  (if not already uploaded with other approved content, as described above). Where approved content is stored locally to each DDS, the connection bandwidth is less significant, and auction close times may be within seconds of each time slot start time. Thus, auction engine  60  may operate in real time, where auctions for each time slot of each DDS close moments prior to the start of the time slot. 
         [0039]    Auction engine  60  may evaluate bidding parameters  42  associated with the bids of one or more content providers  25 , to determine an auction winner. For example, each content provider  25  may specify bidding parameters  42  that govern play of his content on a DDS (or entry of his approved content into an auction). Bidding parameters  42  include, but are not limited to, bidding formulae  44  (also referred to herein as bidding functions  44 ) and triggers  46 . Bidding parameters  42  and triggers  46  may also affect bidding according to factors such as sign pixels, sign resolution, sign refresh rate, spot or slot duration or time, times of sign operation, location of sign, anticipated impressions as a function of time of day, anticipated length of impression and anticipated viewer demographics. 
         [0040]    Triggers  46  may provide input to bidding functions  44  that define bidding strategies. Where multiple time slots are selected for bidding upon, a content provider  25  for example specifies budget caps (e.g., a total amount of money available over a specified period) and repeat time intervals (i.e., minimum amount of time that must pass between consecutive airings of the same content) in bidding formulae  44 . If the set budget cap is met, or if the repeat time interval is not met, content from a provider  25  does not play on a selected DDS, even if that content provider  25  is the “first winner” of a time slot auction. In another example, where information related to the bidding formulae is not available prior to commencement of an auction, provider  25 &#39;s approved content may not enter the auction. The approved content may, for example, be held from entering one auction while it is tied up in another auction. Once the results of the other auction are known, the effects of the other auction on budget caps, time intervals or other bidding formulae may be determined and the approved content entered into subsequent auctions, if appropriate. 
         [0041]    Triggers  46  may be entered such that bidding for a time slot auction only occurs when trigger  46  conditions are met. In one example, trigger  46 ( 1 ) specifies that the DOW industrial average must be greater than a specified amount. Thus, associated content  51  only enters bidding for time slots when the DOW industrial average is greater than the specified amount. 
         [0042]    Similarly, bidding parameters  42 ( 2 ) may for example specify that the DOW industrial average must be lower than the same specified amount. Thus, approved content of content provider  25  may automatically enter bidding based upon an external data feed  92  that delivers current DOW industrial average data to auction engine  60 . In another example, bidding functions  44  may be defined to determine a maximum bid value based upon specified data feed values. Further examples of bidding functions  44  and triggers  46  are described in association with  FIGS. 4 and 5 . In one example, DDS owner  20  advertises appropriate data feed items that may be selected for use with bidding functions  44  and triggers  46 , in association with a particular DDS  80 . 
         [0043]    In one embodiment, DDS parameters  31  also define a minimum and/or maximum content duration for the associated DDS  80 . DDS owner  20  for example specifies time slots to be auctioned for each minute of an operational period and requires that display content be one minute in length. In another example, DDS owner  20  specifies a time slot duration of one minute and requires that content, or “spot,” duration is 5 minutes. Thus, for content to display, five consecutive time slots must be won. 
         [0044]    Where DDS parameters  31  specify a reserve value for one or more time slots, no content is distributed by content distributor  70  if this value is not reached at the close of auction. Optionally, DDS owner  20  specifies default content, such as a public service announcement or the time of day, for display when the reserve value for a time slot is not met. 
         [0045]      FIG. 1C  shows a block diagram  12  illustrating exemplary operation of content distributor  70  of  FIGS. 1A and 1B  with bundled content  51 ( 1 )- 51 (N). A bundle  56  is formed of two or more associated content  51  (shown as content  51 ( 1 )- 51 (N), where N is an integer number greater than one) and bundle parameters  58  that specify one or more scheduling relationships for content  51 ( 1 )- 51 (N). For example, content provider  25  submits bundle  56  containing related media sequences approved as content  51 ( 1 )- 51 (N), bundle parameters  58  and one set of associated bidding parameters  42 . Upon winning a time slot auction for DDS  80 ( 2 ), content distributor  70  utilizes bundle parameters  58  to determine which of content  51 ( 1 )- 51 (N) to play within the timeslot. For example, bundle parameters  58  specify that each of content  51 ( 1 )- 51 (N) be selected in turn for display within won timeslots. In another example, bundle parameters  58  specify a ratio or percentage for display of each of content  51 ( 1 )- 51 (N). 
         [0046]      FIG. 2  is a flowchart illustrating one method  100  for real-time allocation of digital content. A DSN owner owns one or more digital signs on the network, and/or serves as manager of the network, for example charging a fee for managing the network and allowing sign owners  20  to associate their signs with the network. In one example, system  10  ( FIG. 1A ) follows the steps of method  100  to allow entry of parameters from both the sign owners (e.g., sign owner  20 ) and the content provider (e.g., content provider  25 ) to be entered prior to an auction being held to determine which content is displayed upon each DDS. 
         [0047]    Step  102  of method  100  inputs seller parameters for one or more DDSs. In one example of step  102 , owner  20  enters information of DDS  80  into system  10 . In step  104 , parameters are entered by a buyer/content provider. In one example of step  104 , content provider  25  selects DDS  80  and enters new content for DDS  80  into system  10 ; the new content is stored in submission database  40 . In step  106 , the new content is reviewed by the appropriate DDS owner. In one example of step  106 , owner  20  reviews the new content entered in step  104  to determine if it is acceptable for DDS  80 ; and, if so, the new content may be moved to approved content database  50 . Steps  102 ,  104  and  106  may occur at any time prior to step  108 . For example, owner  20  inputs parameters of DDS  80  for a particular time slot at any time prior to the close of the auction for that time slot, in step  108 . Content provider  25  may submit new content for a particular time slot of DDS  80  at any time prior to the close of the auction for that time slot (step  108 ). Owner  20  may review the new content input in step  104 , at any time prior to the close of the auction for the associated time slot (Step  108 ). Further, where there are multiple DDS owners, multiple content providers, multiple DDSs and multiple time slots for the DDS, steps  102 ,  104  and  106  may repeat many times prior to step  108 . 
         [0048]    In step  108 , the auction closes and the bidding is evaluated to determine if and which content is to be displayed upon the associated DDS. In particular, step  108  occurs a certain period prior to each time slot of each DDS within system  10 . In one example of step  108 , system  10  determines that content provided by content provider  25  has won the auction for the next time slot of DDS  80 . In step  110 , method  100  distributes the winning content to the associated DDS. In one example of step  110 , system  10  distributes the winning approved content from approved content database  50  to the associated DDS  80 . In step  112 , method  100  notifies the content provider who won the auction that their submitted content will be displayed upon the associated DDS in the associated time slot. In one example of step  112 , system  10  sends a notification message to content provider  25  that submitted content for DDS  80  will be displayed. This notification message may include specific results of the auction closed in step  108 , including the closing price. 
         [0049]      FIG. 3A  is a flowchart illustrating one exemplary method  200  for inputting parameters from a DDS owner. Method  200  may represent step  102  of method  100 ,  FIG. 2 . In step  202 , DDS information is input. In one example of step  202 , DDS owner  20 ,  FIG. 1A , inputs parameters of DDS  80  into system  10 . These parameters for example include specifications of formats displayed by DDS  80 , time slot availability and any further parameters input by the sign owner. In step  204 , method  200  inputs selling parameters of the available DDS time slots. In one example of step  204 , owner  20  inputs pricing formula for determining a minimum price for each time slot of DDS  80 . 
         [0050]      FIG. 3B  is a flowchart illustrating one exemplary method  250  for inputting parameters from a content provider. Method  250  may represent step  104  of method  100 ,  FIG. 2 . In step  252 , method  250  inputs selection of DDS. In one example of step  252 , content provider  25 ,  FIG. 1 , selects DDS  80  for display of their new content. In step  254 , method  250  inputs selection of one or more time slots for each of the DDS selected in step  252 . In one example of step  254 , content provider  25  selects one or more time slots of DDS  80  for display of their new content. In step  256 , method  250  inputs new content for the selected DDS of step  252  and time slots of step  254 . In one example of step  256 , content provider  25  inputs new content into submission database  40  tagged for display on one or more time slots of DDS  80 . In step  258 , method  250  notifies the owner(s) of the signs selected in step  252  of new content awaiting review. In one example of step  258 , system  10  sends a message informing owner  20  of new content input by content provider  25  that is associated with DDS  80 . In step  260 , method  250  inputs bid parameters associated with the selected sign, selected time slots and input content of steps  252 ,  254  and  256 , respectively. In one example of step  260 , content provider  25  inputs one or more formulae that define the bidding associated with the new content provided for display upon DDS  80  and selected time slots thereof. 
         [0051]      FIG. 3C  is a flowchart illustrating one exemplary method  300  for reviewing new content. Method  300  may represent step  106  of method  100 ,  FIG. 2 . In step  302 , the new content is displayed to the owner of the associated DDS. In one example of step  302 , system  10  displays the new content input in step  256  of method  250 ,  FIG. 3B , to owner  20 . Step  304  is optional, occurring if the new content is to be approved for display at various slot times. In step  304 , method  300  displays selected slot times associated with the new content. In one example of step  304 , system  10  displays selected slot times associated with the new content to owner  20 . In step  306 , method  300  inputs approval, or disapproval, from the owner of the DDS. In one example of step  306 , owner  20  inputs approval of the new content provided by content provider  25  for DDS  80 . Step  308  is optional, occurring if the new content is to be rated, e.g., for display at various slot times. In step  308 , a rating for the new content is input. The rating for example indicates the content&#39;s suitability for display at various periods through the day. Step  310  is a decision. If, in step  310 , the new content has been approved for all selected time slots, method  300  continues with step  314 ; otherwise method  300  continues with step  312 . In step  312 , method  300  notifies the content provider of the new content that it has not been approved. The content provider may then modify the content and resubmit it for approval in all time slots, or withdraw the content from non-approved time slots. The content provider for example modifies the time slots selected in step  254 ,  FIG. 3B , to include only those time slots for which the content has been approved. 
         [0052]    In step  314 , method  300  tags the new content as approved. In one example of step  314 , system  10  moves the new content from the submissions database  40  to the approved content database  50 . Step  316  is optional, occurring if the new content is rated. In step  316 , the new content is tagged with the rating determined in step  308 . In one example, the new content is tagged with a “PG” rating. If the sign owner has indicated acceptable ratings for additional available time slots on the DDS (e.g., in step  202  of method  200  (FIG.  3 A)), the content provider may bid to display the tagged content at an additional time slot that accepts “PG” content, without requiring further approval from the sign owner. 
         [0053]      FIG. 4  illustrates one application of system  10 ,  FIG. 1 , for real-time allocation of digital content described herein. A DDS  410  is shown adjacent to a highway  450  and attached to a remote DSN through a wireless transceiver  412 . Wireless transceiver  412  may continually or periodically receive and locally store content for future display. A sensor  414 , in communication with system  10 , detects the current speed of automobiles  420 ( 1 )- 420 ( 5 ) on highway  450 . Sensor  414  relays information representative of automobile speed to system  10 , for example via wireless transceiver  412 , for use by a content provider, sign owner or both. The sign owner then sets reserve prices for time on digital sign  410  based on the average or current speed in a specific time slot. For example, when automobiles  420 ( 1 )- 420 ( 5 ) are in a traffic jam due to rush hour or an unforeseen event, the sign owner may wish to raise reserve prices for advertising to an essentially captive audience. Sign owners may provide traffic speed statistics or real-time data to content providers, who may be willing to pay a premium to advertise during traffic jams. For example, a sign owner posts or automatically directs traffic speed information to system  10 , for access by content providers. As bids are entered and as bids fluctuate, e.g., due to traffic conditions mentioned above, system  10  continually updates auction status to indicate the current “winner.” 
         [0054]      FIG. 5  is a graph  600  illustrating one example of dynamic bidding and bid tracking. For ease of illustration,  FIG. 5  is described in the context of  FIG. 4 , and the following description may be best understood by viewing  FIGS. 4 and 5  together. For ease of illustration,  FIG. 5  is described in terms of one-minute advertisements. However, it will be understood that content and time slots may be less or more than one minute. Likewise, the content may be a still image that a content provider wishes to display for the duration of a slot, e.g., for twenty seconds. 
         [0055]    As shown in  FIG. 5 , a first content provider and a second content provider have one-minute adds, both approved for play on a digital sign, such as DDS  410 ,  FIG. 4 . The sign owner has selected a traditional auction with a dynamic reserve price (indicated by line  602 ) of 
         [0000]    
       
         
           
             
               
                 $20 
                 , 
                 000 
               
               mph 
             
             , 
           
         
       
     
         [0000]    for one minute of air time at 5:00 PM. The denominator, mph, is for example defined within limits of the law and predicted traffic flow, e.g., as ten to 75 mph. In this example, the 5:00 time slot has a reserve price of $500 if automobiles  420 ( 1 )- 420 ( 5 ) move at 50 mph, and a reserve price of $1000 if they move at 25 mph. 
         [0056]    The first content provider has entered a flat bid of $1,000 (indicated by line  604 ) for the 5:00 time slot, regardless of car speed. The second content provider has defined a bidding function of $700+$10(75−mph), indicating a base bid of $700, plus an additional $10 for every mph under 75. The second content provider&#39;s bidding function is represented by line  606 . For ease of illustration, the sign owner, first content provider and second content provider are referred to by their bidding line numbers, as owner  602 , first provider  604  and second provider  606 . 
         [0057]    At point  608 , traffic is moving at about 10 mph. At this speed, the reserve price for the 5:00 slot is: 
         [0000]    
       
         
           
             
               
                 
                   
                     
                       $25 
                       , 
                       000 
                     
                     10 
                   
                   = 
                   $2500 
                 
               
               
                 
                   Eq 
                   . 
                   
                       
                   
                    
                   1 
                 
               
             
           
         
       
     
         [0058]    Provider  604 &#39;s flat bid is well beneath the reserve. Provider  606 &#39;s dynamic bid likewise falls below the reserve: 
         [0000]      $700+$10(75−10)=$1350  Eq. 2. 
         [0059]    If the auction ends at point  608 , e.g., due to time constraints, neither first or second content provider  604  or  606  wins, and sign  410  may remain blank, play an advertisement for time on sign  410  or play a public service announcement. Zone  609  illustrates a range of price and speed conditions under which sign  410  would remain blank or play such an add or announcement. 
         [0060]    At point  610 , traffic is moving at about 20 mph. At this speed, owner  602 &#39;s dynamic reserve price for the 5:00 time slot is: 
         [0000]    
       
         
           
             
               
                 
                   
                     
                       $25 
                       , 
                       000 
                     
                     20 
                   
                   = 
                   $1250 
                 
               
               
                 
                   Eq 
                   . 
                   
                       
                   
                    
                   3 
                 
               
             
           
         
       
     
         [0000]    Provider  604 &#39;s flat bid does not equal the reserve price set by owner  602 ; however, provider  606 &#39;s dynamic bid has met the reserve price: 
         [0000]      $700+$10(75−20)=$1250  Eq. 4 
         [0000]    Thus, at point  610 , provider  606  is winning the auction. Zone  611  illustrates a range of speed and price conditions where provider  606  wins the auction. 
         [0061]    At point  612 , traffic is moving at about 50 mph, hence, provider  604 &#39;s flat bid of $1000 beats both the dynamic reserve and the dynamic bid set by provider  606 . For example, at point  612 , owner  602 &#39;s dynamic reserve is: 
         [0000]    
       
         
           
             
               
                 
                   
                     
                       $25 
                       , 
                       000 
                     
                     50 
                   
                   = 
                   $500 
                 
               
               
                 
                   Eq 
                   . 
                   
                       
                   
                    
                   5 
                 
               
             
           
         
       
     
         [0000]    and provider  606 &#39;s bid is: 
         [0000]      $700+$10(75−50)=$925  Eq. 6. 
         [0000]    Were the auction to end at point  612 , provider  604  would win, and his or her approved content would play on sign  410 . Zone  613  shows exemplary speed/price conditions where provider  604  wins the auction. This assumes that provider  604  has not entered additional bidding parameters that would cause withdrawal of his or her bid. In one example, provider  604  bids to play identical approved content on both the 5:00 slot and an earlier 4:45 PM slot, and enters a bidding parameter requiring 20 minutes to elapse between consecutive displays of the same approved content. If provider  604  wins the 4:45 slot, his or her bid is automatically withdrawn from the 5:00 auction. In another example, provider  604  wishes to air a two-minute advertisement, and must therefore win both the 5:00 time slot and a 5:01 timeslot on sigh  410 . Provider  604  sets a bidding parameter that withdraws or blocks his or her bid if the 5:01 time slot is not won, for example by 4:58 PM. If the 5:01 time slot is not won, provider  606  wins the auction. 
         [0062]      FIG. 6  schematically shows an exemplary embodiment of a system  700  for real-time allocation of digital content, with auction software for facilitating auctioning, parameter input and content review as in  FIGS. 3A-3C . For ease of illustration, system  700  is described with respect to  FIGS. 4 and 5 , above. 
         [0063]    System  700  includes a computer  702  having a memory  704 , internal storage  706 , a processor  708 , an interface  712  and a real time clock  710 . Memory  704  is, for example, random access memory (RAM). Internal storage  706  is, for example, a magnetic disk drive or other non-volatile storage medium. Optionally, storage  706  is augmented or replaced with external storage in communication with computer  702 . Storage  706  is shown with auction software  712 , a sign database  714 , a submission database  716 , an approved database  718  and web interface software  720 . Auction software  712  may for example provide functionality of auction engine  60 ,  FIG. 1 . Web interface software  720  may represent a web server that provides access to databases  714 ,  716  and  718  via interface  712  and internet  750 . Databases  714 - 718  for example include information submitted to sign database  30 , submission database  40  and approved content database  50  ( FIG. 1A ), respectively. 
         [0064]    Processor  708  loads auction software  712  and web interface software  720  into memory  704  for execution. Auction software  712  and web interface software  720  are shown in dashed outline within memory  704  for purpose of illustration. In the example of  FIG. 6 , memory  704  also includes information pertaining to a time slot auction  722  of one or more time slots of road-side DDS  410 ,  FIG. 4 . Time slot auction  722  is shown with seller parameters  724 , buyer  1  bidding parameters  726  and buyer  2  bidding parameters  728 . Seller parameters  724  are, for example, retrieved from database  714  by auction software  712 . Buyer  1  bidding parameters  726  and buyer  2  bidding parameters  728  are, for example, retrieved from approved database  718  by auction software  712  based upon the DDS and time slot of time slot auction  722 . Buyer  1  bidding parameters  726  and buyer  2  bidding parameters  728  may each include bidding functions (e.g., bidding function  44 ,  FIG. 1B ) and triggers (e.g., triggers  46 ) that define auction bids input by two content providers (e.g., content providers  25 ,  FIG. 1A ) for a time slot, such as a one minute time slot at 5 PM of DDS  410 . In this example, auction software  712 , using real time clock  710 , loads time slot auction  722  into memory  704  at close of the auction for this time slot. 
         [0065]    In one example, seller parameters  724  include the dynamic reserve price of 
         [0000]    
       
         
           
             
               
                 $20 
                 , 
                 000 
               
               mph 
             
             , 
           
         
       
     
         [0000]    for one minute of air time at 5:00 PM, set by sign owner  602  ( FIG. 5 ). Buyer  1  bidding parameters  726  include the $1,000 flat bid set by provider  604 . Buyer  2  bidding parameters  728  include the bidding function ($700+$10(75−mph)) set by provider  606 . Seller and buyer parameters  724 - 728  are entered into databases  714 ,  716  and  718  of system  700  by owner  602  and content providers  604 ,  606 , e.g., via Internet  750 , interface  712  and web interface software  720 , at any time prior to the close of the auction for this time slot. 
         [0066]    Sensor  414 ,  FIG. 4 , periodically sends information (illustratively shown as arrow  752 ) representative of automobile speed  420 ( 1 )- 420 ( 5 ) on highway  450  to system  700 , for example via wireless transceiver  412  and Internet  750 . Auction software  712  utilizes this information to evaluate the dynamic reserve price of seller parameters  724  and the bidding function of buyer  2  bidding parameters  728  to determine the winner of time slot auction  722 . As shown and described with respect to  FIG. 5 , if sensor  414  determines automobile speed as 20 mph, buyer  2  bidding parameters  728  dictate that buyer  2  wins the auction; if sensor  414  determines automobile speed to be 50 mph, buyer  1  bidding parameters  726  result in a win; and if sensor  414  determines an automobile speed of 10 mph, neither buyer  1  bidding parameters  726  nor buyer  2  bidding parameters  728  lead to a win, since the determined reserve price specified by seller parameters  724  is reached. Information from sensor  414  may also determine whether a buyer&#39;s content enters active bidding. For example, buyer  1  may set a bidding trigger at 50 mph or less, such that buyer  1 &#39;s content does not enter (or is removed from) bidding if traffic is moving faster than 50 mph immediately prior to a desired time slot. Information from sensor  414  may also be received by sensor  700  at any time prior to auction or at the close of auction. 
         [0067]    At each auction close for each time slot of each DDS, as determined by auction software  712  (e.g., using real time clock  710  and databases  714 ,  716  and  718 ), seller parameters and buyer parameters are evaluated to determine a winner of the auction. Auction software  712  then instructs content distributor  70  ( FIG. 1A ) to distribute and/or initiate display of the associated content on the associated DDS. For example, where content is stored locally at the DDS, auction software  712  initiates display of the content by sending a message to the DDS, for example via interface  712  and internet  750 . The message may include instructions to delete losing content from the DDS and to air the winning content. 
         [0068]    The term digital signage may also be used to indicate other kinds of graphical and textual displays, such as a of a personal computer.  FIG. 7  schematically shows one system  800  for real-time allocation of digital content to one or more personal computers  880 . A live feed server  892  operates to feed live (i.e., continually or periodically updated) information to a live display application  890  running on personal computer  880 . Live display application  890  displays this live information (illustratively shown as live content  888 ) on a display  882  of personal computer  880 . In one example, live feed server  892  supplies live information (such as information displayed on a stadium display) to personal computer  880 , thereby allowing a user of personal computer  880  to view the live information. Fenway Park for example utilizes live feed server  892  to feed live baseball scores to a plurality of live display applications  890 , each running on personal computers  880 . Live feed server  892  and live display application  890  also includes advertisement space  886  on display  882 . In another example, Fenway park utilizes live feed server  892  to send a digital video feed (as displayed upon the stadium display) to each personal computer  880 , and the live feed may be interspersed with advertisement space that is auctioned by system  800 . For example, where video displayed within the stadium in interspersed with advertisement, these advertisement time slots may be auctioned by system  800  such that digital content associated with the winning bid appears upon display  882  of personal computer  880 . 
         [0069]    An advertisement space database  830  is populated with information (e.g., advertisement space information  821 ) by advertisement space owner  820 ; advertisement space owner  820  may own and operate live feed server  892 . Owner  820  for example pays a fee to register advertisement space  886  with system  800 . Advertisement space database  830  contains information of live feed server  892 , including pertinent details associated with selling advertisement space  886  and time on display  882  of personal computer  880 . A content provider  825  (also shown as a computer terminal communicatively connected with system  800 ) searches advertisement space database  830  for an advertisement space that meets desired advertising criteria. In one example, content provider  825  accesses advertisement space database  830  via the Internet using the illustrated computer terminal. Upon selecting a suitable advertisement space (e.g., advertisement space  886  in this example) from advertisement space database  830 , content provider  825  submits content  826 , such as digital media that is properly formatted and tagged for advertisement space  886 , to a submission database  840 . It will be appreciated that while content  826  may be a conventional advertisement or commercial, content  826  may also be any graphical and/or textual digital content, including but not limited to: emergency postings (e.g., by the National Weather Service), public service information, such as information pertaining to road conditions or closures; a personal message or greeting; an announcement; an e-mail address; a photograph; a video clip, a survey and the like. 
         [0070]    Advertisement space owner  820  accesses submission database  840  to evaluate content  826  submitted advertisement space  886 . If approved, content  826  is stored in an approved content database  850 . Advertising space database  830 , submission database  840  and approved content database  850  may be part of the same database  845 , as shown. In one example, submission database  840  and approved content database  850  are subsets of a single content database (not shown). In one embodiment, submission database  840  and approved content database  850  are combined and include one or more fields associated with each item of submitted content, to indicate approval or disapproval for selected advertisement spaces. Approved content database  850  thus includes content (e.g., content  826 ) that is suitable (per criteria of advertisement space owner  820 ) and ready to be displayed within advertisement space  886 . Content provider  825  is therefore eligible to participate in an auction for one or more time slots of advertisement space  886  in which to display the content. Potential content for advertisement space  886  is “approved” by owner  20  in advance of any time slot auction associated with advertisement space  886 , and may be loaded into memory of live feed server  892  such that it is ready to be displayed within advertisement space  886  of dynamic display  882 . Content (e.g., content  826 ) may be approved by multiple advertisement space owners for playing within multiple advertisement spaces. 
         [0071]    An auction engine  860  matches content providers  825  to advertisement space owners  20  based upon approved content for each advertisement space (e.g., advertisement space  886 ), and then determines which, if any, approved content is selected for display within the advertisement space using a bidding methodology. Auction engine  860  employs one or more bidding methodologies defined by each advertisement space owner (e.g., owner  820 ). Bidding methodologies include, but are not limited to, fixed or variable price, pricing granularity and using a traditional or reverse auction. In an embodiment, auction engine  860  creates a virtual “wall” between content provider  825  and advertisement space owner  820  such that the bidding methodology, the reserve price for time slots, the maximum bid and the latest bid are not available to the content providers and/or advertisement space owners (e.g., the advertisement space owner is not aware of the content provider&#39;s maximum bid and the content provider is not aware of the reserve price for a time slots of the advertisement space). 
         [0072]    Upon closing of an auction for a particular timeslot, auction engine  860  passes the identification of the winning content (content  826  in this example) and associated provider  825  to a content distributor  870 . Content distributor  870  then distributes the winning content (or identification thereof where approved content has already been distributed and stored within memory of live feed server  892 ) to live feed server  892 . This content distribution may be similar to distribution in existing web server architectures, with enhancements to permit real time operation. Where live feed server  892  has limited local storage, content distributor  870  may evaluate the speed of potential content distribution paths to ensure that the auction ends soon enough to allow any content to be delivered to the server prior to scheduled display time. Live feed server  892  has local storage to hold approved content (e.g., sufficient local storage to hold all approved content for advertisement space  886  for an appropriate period, such as ten minutes). This local storage is updated by content distributor  870  to ensure that content for display within advertisement space  886  is local prior to its designated time slot. Thus, when an auction ends, content distributor  870  transfers the identity of the winning content to live feed server  892  and any content no longer required may be flushed from the web server&#39;s local storage. 
         [0073]    In an embodiment, advertisement space database  830 , submission database  840 , approved content database  850 , auction engine  860  and content distributor  870  are located on a server that is accessible by both owner  820  and content provider  825 . In another embodiment, content distributor  870  is a wireless device that is remote from a server that includes databases  830 ,  840  and  850  and auction engine  860 . Advertisement space database  830 , submission database  840 , approved content database  850  and auction engine  860  may be located on a single server, multiple server(s) at a single location or multiple servers at a number of locations. 
         [0074]    Since live feed server  892  receives other content for display on personal computer  880 , such as a live feed from a stadium display during a sporting event, display  882  shows live content  888  from the live feed and content resulting from a real-time auction (i.e., through the use of system  800 ) of advertisement space  886 . 
         [0075]    In one example, live feed server  880  divides connected personal computers  880  into geographic regions (such as states) as sells advertisement space  886  based upon those geographic regions. Thus, system  800  may hold multiple auctions for each time slot of advertisement space  886 . Further, system  800  may provide content to more than one live feed server without departing from the scope hereof. 
         [0076]    Live feed server  892  may collect statistical information (e.g., a number of connected live display applications  890  within each geographic area) that is fed back to system  800  as feedback  894 . Feedback  894  may be used by auction engine  860  when evaluating bidding parameters of content providers  825  for each time slot of advertisement space  886 . That is, content providers  825  may specify bidding rules based upon feedback  892 . 
         [0077]    Changes may be made in the above systems and methods without departing from the scope hereof. For example, the method steps described herein need not occur in the order in which they are presented. It should thus be noted that the matter contained in the above description or shown in the accompanying drawings should be interpreted as illustrative and not in a limiting sense. The following claims are intended to cover all generic and specific features described herein, as well as all statements of the scope of the present method and system, which, as a matter of language, might be said to fall there between.