Patent ID: 8589233

Claim:
A method for providing third party participation in an electronic online advertising exchange advertising transaction, comprising: receiving, at a computing device, a publishing entity electronic communication representing an ad placement ask price and associated publisher transaction data and associated one or more publisher requirements; receiving, at a computing device, an advertising entity electronic communication representing an ad placement bid price and associated advertiser transaction data and associated one or more advertiser requirements; determining, at a computing device, a match of the one or more publisher requirements with the one or more advertiser requirements, where there exists a mismatch between the ad placement bid price and the ad placement ask price; storing information contained in the advertising and publishing entities electronic communications; providing, at a computing device, dynamic electronic access to the stored information to a third-party; receiving, at a computing device, a third party electronic communication indicating the third party decision to consummate an advertising transaction between the publisher and advertiser by contributing at least a portion of the mismatch between the ad placement bid price and the ad placement ask price; and delivering a benefit to the third party when a user clicks on an advertisement that is displayed as part of the advertising transaction, wherein the benefit is a portion of the amount paid by the advertiser to the publisher for the user click.