Advertising platform transaction management

US11907973B2 · kind B2 · utility

Assignee

• MICROSOFT TECHNOLOGY LICENSING, LLC · US

Inventors

• Michiel Nolet · New York, US
• Charles Brian O'Kelley · New York, US
• Andrew S. Dilling · New York, US
• Frederick Bou-Hsuen Lu · New York, US

Key dates

• Filing date: Oct 28, 2021
• Grant date: Feb 20, 2024
• Expiry date: Oct 28, 2041

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0276
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

A computer-implemented method includes generating, using a transaction management computing subsystem of an advertising platform, a set of primary bid requests responsive to receipt of an advertising call. Each primary bid request includes information sufficient to characterize an impression consumer and information sufficient to characterize each of one or more impressions identified in the advertising call. The method also includes sending the set of primary bid requests from the transaction management computing subsystem to a first set of decisioning computing subsystems of the advertising platform. Each decisioning computing subsystem of the first set being operable to generate a bid response based on the information included in a primary bid request. The method further includes selecting, using the transaction management computing subsystem, a first bid response from among the bid responses generated by the first set of decisioning computing subsystems; and taking, by the transaction management computing subsystem, an action on the first bid response.