Patent ID: 8818857

Claim:
A computer-implemented method at a publisher for displaying PPC (pay-per-click) advertisements of third-party sponsored online listings in place of local online listings for uniquely identifiable objects that are hosted by a remote advertising exchange server, the method comprising: prior to a query: storing a list of local online listings that have been submitted directly to the publisher along with local termination points associated with a web site of the publisher; receiving identification data from a remote advertising exchange server that maintains third-party sponsored online listings submitted to the remote advertising exchange server by third-party marketers for advertising, the identification data concerning a list of uniquely identifiable objects that are sponsored for advertising in connection with search results, wherein the remote advertising exchange server is independent of a plurality of publishers that display third-party sponsored online listings, and wherein each uniquely identifiable object comprises an object that is individually identified even amongst identical objects; flagging, by a computer, the list of local online listings that match received identification data for third-party sponsored online listings of uniquely identifiable objects; receiving the query from a user that is searching available listings; responsive to the query: identifying the local online listing for a uniquely identifiable object that is relevant to the query; substituting, by a computer, a third-party sponsored online listing for the flagged local online listings including substituting a third-party termination point for the local termination point; displaying, by a computer, an advertisement for the third-party sponsored online listing of the uniquely identifiable object in connection with search results for local online listings relevant to the query; receiving, by a computer, an action on the third-party online listing from the user; and responsive to the action, querying, by a computer, the remote advertising exchange server to determine whether the third-party online listings remains eligible for PPC advertising with the publisher.