Patent ID: 8156032

Claim:
A computer-implemented method of categorizing advertising for advertisers within a network, the method comprising: arranging, using a computer server, a plurality of topics as nodes in a hierarchical structure; classifying, using a computer server, impression items into the topics corresponding to the nodes within the hierarchical structure; allowing, using a computer server, bidding for the impression items within the hierarchical structure; receiving, at a computer server from within the network, a request from a bidder for creating a second provisional leaf node and a third provisional leaf node from a first permanent node in the hierarchical structure, wherein the second provisional leaf node and the third provisional leaf node correspond to sub-topics of the first permanent node's corresponding topic; upon determining, using a computer server, that the bidder has met a threshold minimum bid for the first permanent node, creating, using a computer, the second provisional leaf node and the third provisional leaf node, wherein the first permanent node is a parent node of the second provisional leaf node and the third provisional leaf node; allowing, using a computer server, bidding against the first permanent node, the second provisional leaf node, and the third provisional leaf node within the hierarchical structure; upon determining, using a computer server, that bids on the first permanent node are higher as a result of creating the second provisional leaf node and the third provisional leaf node, converting, using a computer, the second provisional leaf node and the third provisional leaf node into a first permanent leaf node and a second permanent leaf node, respectively, within the hierarchical structure, wherein the first permanent leaf node and the second permanent leaf node are made available to other advertisers for bidding; and upon determining, using a computer server, that the bids on the first node are lower as a result of creating the second provisional leaf node and the third provisional leaf node, removing the second provisional leaf node and the third provisional leaf node from the hierarchical structure.