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    • 4. 发明申请
    • DYNAMIC MECHANISM FOR SELLING ONLINE ADVERTISING SPACE
    • 用于出售在线广告空间的动态机制
    • US20110258052A1
    • 2011-10-20
    • US12761549
    • 2010-04-16
    • Sham M. KakadeIlan LobelHamid Nazer Zadeh
    • Sham M. KakadeIlan LobelHamid Nazer Zadeh
    • G06Q30/00
    • G06Q30/02G06Q30/0241G06Q30/0273G06Q40/04
    • A dynamic mechanism for selling online advertising space may involve computing allocation rules and pricing structures to align incentives of seller and bidders. Based on initial valuations reported by multiple advertisers, an advertising platform may compute entrance fees to be charged to each advertiser who enters into a contract for allocation of an advertising space over multiple allocation cycles. Based on an initial valuation reported by an advertiser, an advertising platform may compute an entrance fee to be charged to the advertiser as a lump sum or subscription fee, determine whether to allocate the advertising space to the advertiser in multiple successive allocation cycles, and compute allocation payment amounts to be charged to the advertiser when the advertiser receives allocations. Through appropriate construction of these computations, incentives may be aligned such that advertisers benefit from truthful reporting of valuations.
    • 销售在线广告空间的动态机制可能涉及计算分配规则和定价结构,以调整卖方和投标人的激励。 根据多个广告客户报告的初始估值,广告平台可以计算每个广告客户收取的门票费用,每个广告客户在多个分配周期内签订合同以分配广告空间。 基于广告主报告的初始估价,广告平台可以计算要向广告商收取的入场费用,作为一次性或订阅费,确定是否在多个连续分配周期中向广告商分配广告空间,并且计算 当广告客户接收到分配时,分配支付金额将被收取给广告商。 通过适当地构建这些计算,激励​​可以一致,以便广告客户从真实报告估值中受益。