System and methods for generating dynamic market pricing for use in real-time auctions

US11830041B2 · kind B2 · utility

Assignee

• OpenX Technologies, Inc. · US

Inventors

• Qasim Saifee · Pasadena, US
• Michael Todd · Baton Rouge, US
• Timothy Roy Cadogan · Altadena, US
• David Lapsley · Valencia, US
• Jeddy Chang Chen · Pasadena, US
• Eric Jongsang Kim · Glendale, US
• Anthony Molinaro · Pasadena, US
• Joel Peter Meyer · Temple City, US
• Moira Regelson · Pasadena, US

Key dates

• Filing date: Nov 30, 2020
• Grant date: Nov 28, 2023
• Expiry date: Nov 30, 2040

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0275
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

A system and methods for generating dynamic market pricing that is fair for both publishers and advertisers and the use of the pricing in real-time auctions. When a user views content over the internet, an online publisher provides content to the user with executable instructions, which notify an advertisement source that there is an impression for filling by an advertiser. The impression is submitted to a real-time bidding market for competing advertisers to bid to fill the impression with an advertisement. The system and methods generate dynamic pricing for the individual competing advertisers and use the dynamic pricing to compare advertiser bids to determine a highest or winning bid and a clearing price associated with the highest or winning bid.