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1. 发明申请

US20100228642A1 Traffic Management in an Online Advertisement Bidding System 审中-公开
标题翻译：在线广告招标系统中的交通管理
公开(公告)号：US20100228642A1
公开(公告)日：2010-09-09
申请号：US12398914
申请日：2009-03-05
申请人： Wendell Craig Baker , Swaroop Jagadish , Michael Ortega-Binderberger
发明人： Wendell Craig Baker , Swaroop Jagadish , Michael Ortega-Binderberger
IPC分类号： G06Q30/00
CPC分类号： G06Q30/08 , G06Q30/02 , G06Q30/0601
摘要： 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.
摘要翻译：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。

2. 发明申请

US20120036023A1 SYSTEM FOR CONDUCTING DEMAND-SIDE, REAL-TIME BIDDING IN AN ADVERTISING EXCHANGE 审中-公开
标题翻译：在广告交换中实时投标的系统
公开(公告)号：US20120036023A1
公开(公告)日：2012-02-09
申请号：US12850360
申请日：2010-08-04
申请人： Shirshanka Das , Michael Ortega-Binderberger , Sunil Nagaraj , Swaroop Jagadish
发明人： Shirshanka Das , Michael Ortega-Binderberger , Sunil Nagaraj , Swaroop Jagadish
IPC分类号： G06Q30/00
CPC分类号： G06Q30/02 , G06Q30/0275 , G06Q30/08
摘要： A method for conducting demand-side, real-time bidding includes: constructing an exchange graph (G) of nodes representing publishers and third-party advertisers that provide third-party ads, the graph including directed edges connected between the nodes that represent bilateral business agreements; receiving an opportunity for displaying an ad to a user that is associated with a publisher node; exploring the graph to identify third-party ads reachable from the publisher node through a valid path of the exchange graph with which corresponding third-party advertisers are thereby eligible to bid on the opportunity; retrieving statistics from the memory associated with historical selectivity of demand predicates for the third-party ads; and initiating, before beginning graph exploration on at least some paths to the third-party ads, a call out for bids from at least some of the third-party advertisers for the corresponding third-party ads that are unlikely to be discarded during the graph exploration based on the historical selectively of the demand predicates corresponding thereto, thereby reducing latency in time to execute an auction to fill the opportunity.
摘要翻译：进行需求侧实时出价的方法包括：构建表示发布者和提供第三方广告的第三方广告客户的节点的交换图（G），该图包括连接在表示双边业务的节点之间的有向边协议; 接收向与发布者节点相关联的用户显示广告的机会; 探索图表，以通过有效的交换图路径识别发布商节点可访问的第三方广告，使相应的第三方广告客户有资格对该机会进行出价; 从与第三方广告的需求谓词的历史选择性相关联的内存中检索统计信息; 并且在开始对第三方广告的至少一些路径进行图形挖掘之前发起，针对在图表中不可能丢弃的相应第三方广告的至少一些第三方广告商的呼叫基于与其对应的需求谓词的历史选择性的探索，从而减少执行拍卖以填补机会的时间延迟。

3. 发明授权

US07610264B2 Method and system for providing a learning optimizer for federated database systems 失效
标题翻译：为联合数据库系统提供学习优化器的方法和系统
公开(公告)号：US07610264B2
公开(公告)日：2009-10-27
申请号：US11068253
申请日：2005-02-28
申请人： Stephan Eberhard Ewen , Volker Gerhard Markl , Michael Ortega-Binderberger
发明人： Stephan Eberhard Ewen , Volker Gerhard Markl , Michael Ortega-Binderberger
IPC分类号： G06F17/30
CPC分类号： G06F17/30545 , G06F17/30463 , Y10S707/99932 , Y10S707/99935
摘要： A method and system for accelerating execution of a query on a federated database system. The federated database system is associated with an external data source, which is used by the query. The query is performed based upon a query execution plan. The method and system include generating an optimizer query for the external data source utilized by the query. The optimizer query is based on the query and obtains data related to the external data source. The method and system further include providing the optimizer query to the external data source and collecting at least one resultant from the optimizer query for use in generating a future query execution plan.
摘要翻译：一种用于加速在联合数据库系统上执行查询的方法和系统。联合数据库系统与外部数据源相关联，外部数据源由查询使用。该查询是基于查询执行计划执行的。该方法和系统包括为查询使用的外部数据源生成优化器查询。优化器查询基于查询，并获取与外部数据源相关的数据。方法和系统还包括向外部数据源提供优化器查询，并从优化器查询中收集至少一个结果，以用于生成未来查询执行计划。

4. 发明申请

US20060195416A1 Method and system for providing a learning optimizer for federated database systems 失效
标题翻译：为联合数据库系统提供学习优化器的方法和系统
公开(公告)号：US20060195416A1
公开(公告)日：2006-08-31
申请号：US11068253
申请日：2005-02-28
申请人： Stephan Ewen , Volker Markl , Michael Ortega-Binderberger
发明人： Stephan Ewen , Volker Markl , Michael Ortega-Binderberger
IPC分类号： G06F17/30
CPC分类号： G06F17/30545 , G06F17/30463 , Y10S707/99932 , Y10S707/99935
摘要： A method and system for method for accelerating execution of a query on a federated database system is disclosed. The federated database system is associated with an external data source, which is used by the query. The query is performed based upon a query execution plan. The method and system include generating an optimizer query for the external data source utilized by the query. The optimizer query is based on the query and obtains data related to the external data source. The method and system further include providing the optimizer query to the external data source and collecting at least one resultant from the optimizer query for use in generating a future query execution plan.
摘要翻译：公开了一种用于加速在联合数据库系统上执行查询的方法和系统。联合数据库系统与外部数据源相关联，外部数据源由查询使用。该查询是基于查询执行计划执行的。该方法和系统包括为查询使用的外部数据源生成优化器查询。优化器查询基于查询，并获取与外部数据源相关的数据。方法和系统还包括向外部数据源提供优化器查询，并从优化器查询中收集至少一个结果，以用于生成未来查询执行计划。

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