Patent ID: 8447651

Claim:
A method in a computing system for bidding on a pending advertising opportunity, comprising: receiving at at least one advertiser computing device a notification from a publisher containing a search query received by the publisher, the notification being sent by the publisher between receipt of the search query by the publisher and dispatch of a search result responsive to the search query by the publisher; in response to receiving the notification, said at least one advertiser computing device: applying the search query against a database for the advertiser to identify items available from the advertiser relating to the search query; selecting one of the identified items to promote; designating an advertising message for the identified item; determining a bid amount; and sending to the publisher, prior to exhaustion of available advertising opportunities in connection with the search result, a dynamic bid for providing the designated advertising message in connection with the search result, the dynamic bid specifying the determined bid amount related to the designated advertising message.