Advertisement exchange platform operating instantaneous auctions of different types for impression allocation
US12205149B1 · kind B1 · utility
Assignee
Inventors
Key dates
| Filing date | Feb 9, 2017 |
| Grant date | Jan 21, 2025 |
| Priority date | — |
| Expiry date | Dec 10, 2038 |
Classification
- Technology area (CPC G)Physics
- CPC primaryG06Q30/0277
- WIPO fieldIT methods for management
- WIPO sectorElectrical engineering
Abstract
An improved advertisement-exchange platform configured to operate in a dynamic, online environment, and execute instantaneous auctions of different types, e.g. first and second price auctions, to determine and price advertisement impression allocations effectively and automatically in real time on an impression-by-impression basis. In accordance with one embodiment, the advertisement-exchange platform operates separate first and second price auctions and compares the results of both to select the highest bid price and associated impression instantaneously for ad placement. In accordance with yet another embodiment, the improved advertisement-exchange platform operates combined first and second price auctions and if the highest bid is from a second price bid, the winning Demand-Side Platform pays the second highest bid (which may be the first price bid) and if the highest bid is from a first price bid, the winning Demand-Side Platform pays this bid.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.