Source: https://patents.google.com/patent/WO2006127645A2/en
Timestamp: 2018-12-11 21:23:34
Document Index: 111365315

Matched Legal Cases: ['art 110', 'art 170', 'art 170', 'art 170', 'art 170', 'art 170', 'art 250', 'art 950', 'art 950', 'art 950', 'art 950', 'art 950']

WO2006127645A2 - Digital advertising auction system - Google Patents
Digital advertising auction system Download PDF
WO2006127645A2
WO2006127645A2 PCT/US2006/019816 US2006019816W WO2006127645A2 WO 2006127645 A2 WO2006127645 A2 WO 2006127645A2 US 2006019816 W US2006019816 W US 2006019816W WO 2006127645 A2 WO2006127645 A2 WO 2006127645A2
WO2006127645A3 (en )
DIGITAL ADVERTISING SYSTEM BACKGROUND
In some situations, a broadcast station or cable channel may perhaps be displayed - for example at a health club. Any advertising displayed probably will not reach its target demographic as the gym patrons are there for another purpose and did not select the program for viewing. Additionally, the provider of the display, for example the club owner, is not receiving any benefit from displaying the advertising.
The foregoing examples of the related art and limitations related therewith are intended to be illustrative and not exclusive. Other limitations of the related art will become apparent to those of skill in the art upon a reading of the specification and a study of the drawings. SUMMARY OF THE INVENTION
In certain embodiments, reconciling monetization of the advertising space can include receiving payment from the specific advertiser for the portion of the demand and compensating the publisher for the specific advertiser's use of the demand. In another embodiment, reconciling monetization can include compensating an operator of the digital media marketplace. In additional embodiments, operator compensation can include revenue share, a publisher fee charged for listing demand, an advertiser fee charged for allowing supply into said digital media marketplace, and/or a fixed fee with a variable transaction fee. In other embodiments, the publisher can be one of a plurality of publisher managers participating in the digital media marketplace. In one embodiment, the publisher manager can be owned by a digital media marketplace system operator. In another embodiment, the publisher manager can be owned by a party independent from the digital media marketplace system operator. Further, the advertising manager can be owned by the marketplace system operator and/or an independent party.
FIG. 6 is a block diagram of an embodiment of a network, such as the Internet. FIG. 7 is a block diagram of an embodiment of a computer. FIG. 8 is a flowchart illustrating a method for searching for Demand (publishers and available advertising space).
In the context of this disclosure, some terms can be used interchangeably. For example, and not limitation, "digital display", "remote display", "flat panel display", "screens", "flat panel", "digital televisions", "television screens", "digital billboard" or the like, including various combinations thereof, generally refers to a large format display in a public space. The displays can be "thin" in comparison to a traditional CRT set but this is not a requirement. Additionally, smaller diameter displays can be utilized and can be dependent on location. For another example, and not limitation, "mobile devices", "mobile users", "PDA's", "palm Pilots", "Ipods," or the like, and various combinations thereof, generally refers to digital mobile devices. For another example, but not limitation, "websites", "web pages", "Internet portals", "blogs", "chat", "Wiki", "On line," or the like, and various combinations thereof, generally refers to Internet web pages. For another example, and not limitation, "radio", "digital radios", "radio receivers", "digital radio receivers," or the like, and various combinations thereof, generally refers to digital devices that are capable of receiving, decoding, and playing digital radio content.
An XML Affiliate Database 610 and a Digital Signage Affiliate Database 620 are coupled to the Affiliate/Publisher Manager 600. A Local Advertiser Database 710 and a Network Advertiser Database 720 are coupled to the Partner/Advertiser Manager 700. An Affiliate Website Server 310 and a Affiliate Mobile Server 320 are coupled to the XML Affiliate Controller 300. Web Sites 310a and 310b are coupled to the Affiliate Website Server 310. Mobile Users 320a and 320b are coupled to the Affiliate Mobile Server 320. An Affiliate Screen Server 410, an Affiliate TV Server 420, and an Affiliate Radio Server 430 are coupled to the Digital Signage Affiliate Server 400. Screens (digital displays) 410a and 410b are coupled to the Affiliate Screen Server 410. Television Screens 420a and 420b are coupled to the Affiliate TV Server 420. Radios (radio receivers) 430a and 430b are coupled to the Affiliate Radio Server 430.
FIG. 2 is a block diagram illustrating a Digital Signage Advertising Business Network "DSABN" 1000. The DSABN can facilitate a number of functions, including, but not limited, the ability to organize, manage, and optimize the balance of advertising supply and advertising demand among the advertising clusters. In the example of Fig. 2, the DSABN 1000 includes a Digital Media Advertising Service Provider 2000. Advertising Cluster 3000, Advertising Cluster 4000, Advertising Cluster 5000 and Advertising Cluster 6000 are coupled to the Digital Media Advertising Service Provider 2000.
As shown in the example of Fig. 2, the Advertising Cluster 3000 includes an Advertising Agent 1 3500 coupled to an Affiliate/Publisher 3510, an Advertising Space 3510a, a Partner/Advertiser 3520 and an Advertising Inventory 3520a. The Advertising Cluster 4000 includes an Advertising Agent 24500 coupled to an Affiliate/Publisher 4510, an Advertising Space 4510a, a Partner/Advertiser 4520 and an Advertising Inventory 4520a. The Advertising Cluster 5000 includes an Advertising Agent 3 5500 coupled to an Affiliate/Publisher 5510, an Advertising Space 5510a, a Partner/Advertiser 5520 and an Advertising Inventory 5520a. The Advertising Cluster 6000 includes an Advertising Agent 4 6500 coupled to an Affiliate/Publisher 6510, an Advertising Space 6510a, a Partner/Advertiser 6520 and an Advertising Inventory 6520a.
In certain embodiments, the Digital Media Advertising Service Provider 2000 can facilitate an auction of advertising inventory/demand or request/supply (or other buy and sell methodology) within an Advertising Cluster ("Intra-cluster" advertising), or across two or more Advertising Clusters ("Inter-cluster" advertising). This embodiment breaks the business administration boundaries among all Advertising Agents (or Clusters) for truly flexible and effective advertising demand-supply market balance. In one embodiment, the Digital Media Advertising Service Provider 2000 can be compensated by the clusters (Advertiser Agents, or directly by Advertisers or Publishers) for this service via a revenue share (percentage of the buy and sell transaction) or a fixed fee or other method.
Optionally, and referring to an advertisement originating from the Partner/Advertising Manager 700 or the Partner/Advertiser 4050, the advertisement can be required to go through a review process. In certain embodiments, the review process can be performed before and/or after an auction to ensure certain standards are adhered to. The review process can be dependent on the end display location / medium, or other publisher preferences, rules, guidelines, etc. In certain embodiments, the system 10 can handle any sort of media type and can therefore deliver rich and varied content to remote locations. Also, the owners of the remote website, digital display or other end advertising medium such as television, magazine print ads, digital radio, digital audio broadcasts, webcasts and the like can list mediums on the system 10. Advertisers can bid on any available ad space. In one embodiment, owners can set pricing models and rules governing when and how winning advertisements are displayed.
In other embodiments, the Demand (publishers and available advertising space) can be pooled together to offer a larger package of available advertising inventory to the Supply (advertisers and advertisements). Revenue from the purchase of the pooled available advertising inventory can be split according to predefined rules. For example, and not limitation, 4 (four) separate property management companies could exist, each managing 10 (ten) shopping malls, and each shopping mall having digital displays (the available advertising inventory). By combining available advertising inventory, advertising space at 40 (forty) malls could be available for a single purchase. Alternatively, a system as depicted in Fig. 1 and/or Fig. 2 can provide the tools for the Supply (advertisers and advertisements) to be able to pool or group Demand (publishers and available advertising space) in order to purchase more available advertising inventory in a single purchase. The system depicted in Fig. 1 and/or Fig. 2 can settle payments across the pooled or grouped Demand (publishers and available advertising space). In addition, publishers can group or pool available advertising inventory across multiple mediums and make them available as a package purchase. A non-limiting example would be a publisher who owns a website, a radio station, and/or a digital signage network. The publisher can pool or group the website, radio, and/or digital signage available make the advertising inventory available for a single or packaged purchase.
In the example of Fig. 3, the flowchart 110 continues at decision point 130 where the request is checked to see if the advertiser has an account. If the advertiser does not have an account (130 - No), an account is created and the account management interface is presented at modules 140 and 150. If an account already exists (130 — Yes), the advertiser would be routed to module 150 directly.
FIG. 4 depicts a flowchart 170 of an example of a method for a publisher to interface with an embodiment of an advertising system In certain embodiments, a publisher can be any individual, company, organization, or network that has a venue available for advertising. For example, and not limitation, a venue available for advertising can include digital displays, web pages, Internet portals, mobile devices, digital radio, digital television, digital publications, magazines, traditional billboards, newspapers and other traditional advertising venues. In the example of Fig. 4, the flowchart 170 begins at module 180 where a request is received from a publisher to create or manage an account. In one embodiment, the request is received at an Affiliate/Publisher Manager or an Affiliate/Publisher in a cluster. In other embodiments, the request can be received by any convenient and/or known system capable of receiving a request to manage an account.
In the example of Fig. 4, the flowchart 170 continues at decision point 190 where it is determined whether the publisher has an account. If the publisher does not have an account (190 - No), the flowchart 170 continues at module 200 where the publisher can establish a new account and proceed to module 210. Alternatively, the publisher can exit out of system. If the publisher already has an account (190 - Yes) or the publisher wishes to establish an account, the flowchart 170 continues at module 210 where the account management interface is presented to the publisher.
In the example of Fig. 5, the flowchart 250 continues at module 280 where bidding is opened and bids can be accepted. The auction continues to run until bidding is closed. The flowchart continues at decision point 290 where it is determined whether the auction is closed. If the auction is not closed (290 -No), the flowchart continues at module 280 where bids are accepted. If the auction is closed (290 - Yes), the flowchart continues at module 300.
While the example of Fig. 5 illustrates potential advertisers bidding on available ad space, in other embodiments, a "reverse" auction can be facilitated. For example, and not limitation, an advertiser can set up an auction and set rules for an ad which can include, duration, preferred display medium, etc. Publishers can bid on the chance to display the advertisement. In this embodiment, the lowest bid wins and the advertisement is run on the publisher's medium for the designated lease period.
FIG. 6 is a block diagram of an exemplary embodiment of a network 705, such as the Internet. In one embodiment, the term "Internet" can refer to a network of networks which uses certain protocols, such as the TCP/IP protocol, and possibly other protocols such as the hypertext transfer protocol (HTTP) for hypertext markup language (HTML) documents that make up the World Wide Web (web). The physical connections of the Internet and the protocols and communication procedures of the Internet are well known to those of skill in the art.
In certain embodiments, access to the Internet 705 is provided by Internet service providers (ISP), such as ISPs 710 and 715. Users on client systems, such as client computer systems 730, 740, 750, and 760 obtain access to the Internet through the Internet service providers, such as ISPs 710 and 715. In certain embodiments, access to the Internet allows users of the client computer systems to exchange information, receive and send e-mails, and view documents, such as documents which have been prepared in the HTML format. In one embodiment, these documents can be provided by web servers, such as web server 720 which is considered to be "on" the Internet. In this embodiment, the web servers are provided by the ISPs, such as ISP 710, although, in other embodiments, a computer system can be set up and connected to the Internet without that system also being an ISP.
In the example of Fig. 6, an ISP 715 can provide Internet connectivity for client systems 740, 750, and 760. As shown, client computer system 740 is coupled through a modem interface 745 and client computer systems 750 and 760 are part of a LAN. Interfaces 735 and 745 are generically depicted as a "modem," which includes, but is not limited to, an analog modem, ISDN modem, cable modem, satellite transmission interface (e.g. "Direct PC"), or other interfaces for coupling a computer system to other computer systems. Client computer systems 750 and 760 may be coupled to a LAN 770 through network interfaces 755 and 765. The network interfaces 755 and 765 can be an Ethernet network or other similar network interfaces. The LAN 770 is coupled to a gateway computer system 775 which can provide firewall and other Internet related services for the local area network. The gateway computer system 775 is coupled to the ISP 715 to provide Internet connectivity to the client computer systems 750 and 760. In one embodiment, the gateway computer system 775 and the web server system 720 are conventional server computer systems.
Fig. 7 depicts a block diagram of an exemplary embodiment of a computer that can be used as a client computer system, a server computer system and/or a web server system. As shown in the example of Fig. 7, the computer system can perform many of the functions of an Internet service provider. The computer system 800 interfaces to external systems through the modem or network interface 820. In certain embodiments, the modem or network interface 820 can be considered to be part of the computer system 800. In alternate embodiments, the interface 820 can be an analog modem, ISDN modem, cable modem, token ring interface, satellite transmission interface (e.g. "Direct PC"), or other interfaces for coupling a computer system to other computer systems.
In certain embodiments, the non- volatile storage 850 can be a magnetic hard disk, an optical disk, or another form of storage for large amounts of data. In one embodiment, data can be written, by a direct memory access process, into memory 840 during execution of software in the computer system 800. One of skill in the art will immediately recognize that the terms "machine-readable medium" or "computer-readable medium" includes any type of storage device that is accessible by the processor 810 and also encompasses a carrier wave that encodes a data signal.
In addition, the computer system 800 can be controlled by operating system software. The operating system software can include a file management system, such as a disk operating system. One example of an operating system software with its associated file management system software is the family of operating systems known as Windows® from Microsoft Corporation of Redmond, Washington. Another example of an operating system software with its associated file management system software is the LINUX operating system In one embodiment, the file management system is stored in the non- volatile storage 850 and causes the processor 810 to execute the various acts required by the operating system. FIG. 8 depicts a flowchart 950 of an example of a method for searching for available advertising space. In the example of Fig. 8, the flowchart 950 begins at module 960 where a search utility is provided. The search utility can be coupled to a database of available advertising space.
In the example of Fig. 8, the flowchart 950 continues at decision point 1000 where the results are evaluated. If the results of the search are not satisfactory (1000 -No), the flowchart 950 continues at module 1010 where search criteria can be adjusted and a new search can be executed. If the results are satisfactory (1000 - Yes), the flowchart 950 ends. In other embodiments, the method can further include a step of reserving or saving as a favorite, the advertising space that was included in the results.
In other embodiments, location-type search criteria can take various forms and combinations of forms. For example, and not limitation, the location search criteria can include, a country, state or province, regions (multi-states or regions in a state), and/or one or more cities and districts within a city. Other non limiting examples of search criteria can include home pages of web site portals, an Arts section (web pages) of the New York Times digital newspaper, Internet Protocol or profile based geo targeting of a web surfer who visits a web page (for example, and not limitation, a surfer determined to be located in San Francisco, California visiting a web page or web site), radio broadcasts in a particular city, etc. Alternatively, location search criteria can include any combinations thereof. For example, and not limitation, a combination location search can include financial districts in several cities.
In alternate embodiments, category-type search criteria can take various forms and combinations of forms. For example, and not limitation, a category-type search can include venues such as casinos, airports, shopping malls, subways, transit stations, medical offices, professional buildings, golf shops, retail outlets, and beauty salons. For another example, and not limitation a category-type search can include transportation such as vehicles, trains, subway transports, ferries, boats, and aircraft. In other examples, and not limitation, category type- searching can include web sites, blogs, internet portals, news portals, lifestyle web pages, keywords relating to content on a webpage, television programs relating to travel, cooking, news sports, and entertainment, radio programs relating to sports, news, travel, and political topics, and mobile devices such as cell phones and PDA's. In alternate embodiments, a category-type search can be a combination thereof. A non-limiting example of a combination category-type search can be a television program on travel that is being broadcast in an airport. In various embodiments, demographic-type search criteria can take various forms and combinations of forms. For example, and not limitation, demographics can include age, gender, typical income, interests, occupation, language, educational level, marital status and ethnicity. For example and not limitation, a demographics search can include teenagers between the ages of 16 (sixteen) and 19 (nineteen). In alternate embodiments, a category-type search can be a combination thereof. A non-limiting example of a combination demographic-type search can be German speaking financial executives with incomes greater than $60,000.00 (sixty thousand dollars).
In another embodiment, search criteria can include pricing tiers. In one embodiment, the pricing tiers can include a low, middle and high pricing tier. For example, and not limitation, a high pricing tier can include premium advertising venues that are seen by a large number of people during desirable timeframes. By way of a non- limiting example, a premium advertising venue can include digital screens in a main subway terminal in a major city during peak travel hours. Additionally, the viewer can have desirable demographics for a given advertisement. Continuing with the example, a middle pricing tier can be less expensive than the high pricing tier and can have decent but not as desirable characteristics as the higher- level tier. In a similar manner, a low pricing tier can have advertising space that is less expensive than the middle tier with less desirable advertising space characteristics.
As used herein, the term "embodiment" means an embodiment that serves to illustrate by way of example but not limitation. It will be appreciated to those skilled in the art that the preceding examples and embodiments are exemplary and not limiting to the scope of the present invention. It is intended that all permutations, enhancements, equivalents, and improvements thereto that are apparent to those skilled in the art upon a reading of the specification and a study of the drawings are included within the true spirit and scope of the present invention. It is therefore intended that the following appended claims include all such modifications, permutations and equivalents as fall within the true spirit and scope of the present invention.
a meta media server for creating accounts for participants in said digital media marketplace; uploading and managing supply; uploading, indexing and managing demand; searching and grouping available advertising space; reconciling monetization of said available advertising space; approving advertising content; and managing rules and procedures for advertising auctions, reporting and analytics;
2. A digital media marketplace as recited in claim 1 , wherein said demand includes a public or private digital display or network of digital displays or a program running on said digital display or said network of digital displays.
6. A digital media marketplace as recited in claim 1 , wherein reconciling monetization of said advertising space includes receiving payment from the specific advertiser for said portion of said first demand.
9. A digital media marketplace as recited in claim 8, wherein a second publisher manager is oλvned by a party independent from said digital media marketplace system operator.
scheduling when advertisements are to be displayed; delivering said advertisements to display locations; playing said advertisements; and tracking information related to the playing of said advertisements.
a meta media server for uploading and managing supply; uploading, indexing and managing demand; searching and grouping available advertising space; reconciling monetization of said available advertising space; approving advertising content; and managing rules and procedures for advertising auctions, reporting and analytics;
a meta media server for uploading and managing supply; uploading, indexing and managing demand; searching and grouping available advertising space; reconciling monetization of said available advertising space; and managing auctions between supply and demand.
33. A digital signage advertising business network comprising: a plurality of digital advertising systems each having: at least one supply manager for managing advertising content and advertisers; at least one demand manager for managing available advertising space and publishers controlling said available advertising content; and a mechanism for connecting supply and demand; and a digital media advertising service provider coupled to said plurality of digital advertising systems and operable to load balance excess supply and demand across said plurality of digital advertising systems.
uploading, indexing and managing demand provided by a plurality of publishers, wherein demand includes a public or private digital display or network of digital displays or a program running on said digital display or said network of digital displays, said demand further including at least one of 1) a web based medium such as a webpage, blog, or internet portal, 2) print media, 3) radio airtime, and 4) a mobile device or a network of mobile devices; searching and grouping available advertising space; and reconciling monetization of said available advertising space; and managing auctions between supply and demand.
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