Patent ID: 8156010

Claim:
A method of associating a multimodal context with one or more transaction values, the method comprising: making a multimodal context available for display at one or more service provider computer systems over a computer network by a marketplace computer, wherein the multimodal context is generated from multimodal information comprising at least two multimedia data types, the multimodal information comprising metadata and information extracted from the at least two multimedia data types; receiving by the marketplace computer from the one or more service providers an indication associated with the multimodal context, said indication comprising: a provider's fixed price value, or a provider's maximum value willing to pay and the provider's auction incrementing value, or a provider's minimum value willing to accept and the provider's auction decrementing value; determining a transaction value, associated with the multimodal context, by the marketplace computer for each service provider comprising: for each received indication being a fixed price value, setting the provider's transaction value to the provider's fixed price value; for each received indication being a maximum value and auction incrementing value for a sponsorship model, executing an automatic auction, wherein the automatic auction determines a transaction value for each provider further comprising: for conditions that apply, setting the provider's transaction value to the provider's maximum value; and for conditions that apply, setting the provider's transaction value to a current iterative value; and for each received indication being a minimum value and auction decrementing value for a reverse auction model, executing an automatic auction, wherein the automatic auction determines a transaction value for each respective provider further comprising: for conditions that apply, setting the provider's transaction value to the respective provider's minimum value; and for conditions that apply, setting the provider's transaction value to a current iterative value; when the sponsorship model is indicated, displaying all transaction values associated with the multimodal context for the sponsorship model, and not the reverse auction model; and when the reverse auction is indicated, displaying all transaction values associated with the multimodal context for the reverse auction model, and not the sponsorship model.