Openx Technologies, Inc.

Yahoo! Inc.

Overture Services, Inc.

Anthony Frank Molinaro

Caleb Daniel Sotelo

Qasim Saifee

Peng Zhao

Timothy Roy Cadogan

Stephan Cunningham

Jeddy Chang Chen

Joel Peter Meyer

Moira Regelson

David Ee Kwung Lapsley

Frank Maritato, Jr

Nick Conrad

Michael Todd

Eric Jongsang Kim

An improved architecture including system and methods for online advertising placement that provide possibly defaulting advertisement tags the opportunity to serve an advertisement ahead of a lower value tag that is guaranteed to fill, resulting in higher CPMs (i.e., Cost Per Mille) for web publishers. The system and methods are configured to deterministically render an advertisement impression from a list of possibly defaulting advertisements in a JavaScript-enabled web browser. The knowledge of the complete outcome of such an 'ad chain' at render-time significantly reduces complexity and latency in the supporting ad server. The system and method centers around a novel JavaScript approach to detect when an advertisement has been loaded but not defaulted. Additionally, the system and methods integrate the network and RTB demand channels by looking at all demand sources simultaneously and selecting the buyer from within the user's browser, and address predictive pricing to further enhance the online advertising placement process.

Integrated architecture for performing online advertising allocations

A system and methods for generating dynamic market pricing that is fair for both publishers and advertisers and the use of the pricing in real-time auctions. When a user views content over the internet, an online publisher provides content to the user with executable instructions, which notify an advertisement source that there is an impression for filling by an advertiser. The impression is submitted to a real-time bidding market for competing advertisers to bid to fill the impression with an advertisement. The system and methods generate dynamic pricing for the individual competing advertisers and use the dynamic pricing to compare advertiser bids to determine a highest or winning bid and a clearing price associated with the highest or winning bid.

System and methods for generating dynamic market pricing for use in real-time auctions

Integrated architecture for performing online advertising allocation

A database search apparatus and method for generating a search result list which responds to Extensible Markup Language (XML) requests from a client to a server of an on-line marketplace. A bid management tool is operable on a client computer to manage search listings and account information of one or more advertisers. The client application communicates with the server via an XML-based application program interface. The bid management tool provides functions for reporting account activity, modifying accounts and manual, timed or event-driven changes to search listings including listings of several advertisers.

Use of extensible markup language in a system and method for influencing a position on a search result list generated by a computer network search engine

Growing community of inventors

Pasadena, CA, United States of America

Anthony Frank Molinaro