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    • 14. 发明申请
    • Architecture for an Online Advertisement Bidding System
    • 在线广告招标系统架构
    • US20100228637A1
    • 2010-09-09
    • US12398841
    • 2009-03-05
    • Bhaskar GhoshWendell Craig BakerGeorge GoldenbergAmy KangSunil Nagaraj
    • Bhaskar GhoshWendell Craig BakerGeorge GoldenbergAmy KangSunil Nagaraj
    • G06Q30/00
    • G06Q30/02G06Q30/0277G06Q30/0601
    • An online advertising system integrates third party agents to permit the third party agents to participate in auctions to bid on a per opportunity basis. An advertising exchange module receives requests for opportunities to serve online advertisements to users. In response, an advertising exchange module applies one or more business rules to determine third party agents that qualify to serve the online advertisement. A bid gateway module generates and transmits requests for bids to the third party agents. The bid gateway module then receives bids from the third party agents in response to the requests for bids. The advertising exchange module then selects an advertisement based on the bid. The online advertisement exchange system provides a unified marketplace to permit integrator networks to bid on both ads pursuant to guaranteed contracts and ads not subject to guaranteed contracts (e.g., non-guaranteed ads). The online advertisement system further includes traffic management to allow the third parties to regulate bid requests sent from the online advertisement system. In some embodiments, the online advertising system caches bids, to efficiently implement the per opportunity auction, and transmits information, such as targeting information, to the third party agents to aid in the third party agents' formulation of bids.
    • 在线广告系统集成了第三方代理商,允许第三方代理人参与拍卖,以每个机会的价格出价。 广告交换模块接收向用户提供在线广告的机会的请求。 作为响应,广告交换模块应用一个或多个业务规则来确定有资格投放在线广告的第三方代理。 出价网关模块生成并向第三方代理发送出价请求。 出价网关模块然后响应于出价请求从第三方代理接收出价。 然后,广告交换模块基于出价选择广告。 在线广告交换系统提供统一的市场,允许集成商网络根据有保证的合同和不受保证合同(例如,无保证广告)的广告来对两个广告进行出价。 在线广告系统还包括流量管理,以允许第三方管理从在线广告系统发送的投标请求。 在一些实施例中,在线广告系统缓存出价,有效地实施每次机会拍卖,并将诸如定位信息的信息传送给第三方代理,以帮助第三方代理商提出出价。