Patent ID: 8073738

Claim:
A listing system for brokering, between a seller and a buyer, a discrete traffic block of an ad placement, the listing system comprising: a processor; a memory coupled to the processor, the memory designed to store a set of instructions to be executed by the processor, the set of instructions including: a request for listing tool providing web pages to a buyer for obtaining campaign parameters defining the buyer's request for listing, the campaign parameters comprising: at least one target traffic attribute defining at least one attribute of a target discrete traffic block in which the buyer desires buyer advertisement content to be rendered; and a target duration parameter defining a time period during which the buyer desires to have buyer advertisement content rendered; a listing response tool providing web pages to a seller for: displaying the campaign parameters of at least one open request for listing; obtaining traffic block parameters associated with a seller proposed discrete traffic block, the traffic block parameters comprising: a volume parameter defining the volume of traffic included in the discrete traffic block, wherein the volume of traffic defined by the volume parameter is a predetermined quantity of advertisement impressions displayed to end users; at least one duration parameter defining a time period during which the volume of traffic included in the discrete traffic block will be delivered; the request for listing tool further providing web pages to the buyer for: displaying the traffic block parameters associated with each proposed traffic block; and obtaining selection of at least one selected traffic block, the at least one selected traffic block being one of the proposed traffic blocks; and an order management system for directing placement of buyer advertisement content designated by the buyer within an ad placement of the at least one selected traffic block for the volume of traffic defined by the volume parameter and during the time period defined by the duration parameter, wherein the order management system further directs placement of filler advertisement content within the ad placement if placement of the advertising content designated by buyer is at a fulfillment pace that is ahead of a fulfillment pace threshold, and wherein: the fulfillment pace is the aggregate of advertisement impressions displayed to the end users; and the fulfillment pace threshold is a high fulfillment threshold, the high fulfillment threshold being: the total quantity of advertisement impressions included within the discrete block divided by the active time period of the discrete block and multiplied by the portion of the active time period that has elapsed, plus a predetermined high threshold value divided by the active time period of the discrete block and multiplied by an amount of time remaining before expiration of the active time period.