Openx Technologies, Inc.

David Ee Kwung Lapsley

Qasim Saifee

Anthony Frank Molinaro

Jeddy Chang Chen

Timothy Roy Cadogan

Michael Todd

Eric Jongsang Kim

Joel Peter Meyer

Moira Regelson

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

Growing community of inventors

Valencia, CA, United States of America

David Ee Kwung Lapsley