System architecture and methods for online real-time auctions of advertising inventory
US11830042B2 · kind B2 · utility
Assignee
Inventors
Key dates
| Filing date | Mar 14, 2022 |
| Grant date | Nov 28, 2023 |
| Priority date | — |
| Expiry date | Mar 14, 2042 |
Classification
- Technology area (CPC H)Electricity
- CPC primaryH04L67/62
- WIPO fieldDigital communication
- WIPO sectorElectrical engineering
Abstract
System architecture and methods for enabling an online real-time auction (either server-side or client-side) of advertising inventory that works in conjunction with ad serving technologies. In some implementations, the system architecture facilitates multiple parallel requests from an end-user's browser client to multiple real-time bidders who respond with a bid and advertisement that are sent to an ad serving system to be compared with other statically priced advertisements and exchange demand to determine the winning advertisements that will be displayed to the end-user. Data is aggregated for each bid and price limits are set based on the aggregations. In other implementations, all the bids from the multiple bidders are passed to the publisher for selection of a bid by the publisher.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.