Openx Technologies, Inc.

Qasim Saifee

David Tannenbaum

Brian Schmidt

Bin Shen

Vadim Telyatnikov

Jarriett Robinson

Jason Fairchild

Anke Audenaert

Jeddy Chang Chen

Anthony Frank Molinaro

Timothy Roy Cadogan

Michael Todd

David Ee Kwung Lapsley

Miki Rapoport

Eric Jongsang Kim

Joel Peter Meyer

Moira Regelson

Ian Davidson

Ronald Shin-Yung Taur

System architecture and methods for enabling a client-side real-time auction of advertising inventory that works in conjunction with ad serving technologies. The method according to some embodiments of the present invention comprise: (i) an end-user visiting a web page wherein multiple advertisements are displayed, (ii) for each ad unit on the page, multiple parallel requests are sent from the end-user's browser client to multiple real-time bidders who respond with a bid & advertisement for each unit, (iii) the bids are compared within the end-user's browser and the winning bid is sent to an ad serving system to be compared with other statically priced advertisements and exchange demand to determine the winning advertisements that will be displayed to the end-user and (iv) data is aggregated for each bid and price limits are set based on the aggregations.

System architecture and methods for facilitating client-side real-time auctions of advertising inventory

An improved advertisement-exchange platform configured to operate in a dynamic, online environment, and execute instantaneous auctions of different types, e.g. first and second price auctions, to determine and price advertisement impression allocations effectively and automatically in real time on an impression-by-impression basis. In accordance with one embodiment, the advertisement-exchange platform operates separate first and second price auctions and compares the results of both to select the highest bid price and associated impression instantaneously for ad placement. In accordance with yet another embodiment, the improved advertisement-exchange platform operates combined first and second price auctions and if the highest bid is from a second price bid, the winning Demand-Side Platform pays the second highest bid (which may be the first price bid) and if the highest bid is from a first price bid, the winning Demand-Side Platform pays this bid.

Advertisement exchange platform operating instantaneous auctions of different types for impression allocation

A system and methods are disclosed for creating and using a revenue value index to score impressions and users for purposes of determining fair pricing for advertisement ('ad') placement or to provide analytics and information to publishers for future use. The revenue value index may be configured to evaluate data obtained or acquired from first-party, publisher platforms and/or third-party platforms or other data sources for the purpose of valuing either ad impressions or the users engaging the websites on which ads are likely to be placed. The revenue value index may be utilized for either providing value information to entities (for example, publishers) or for measuring the value of ad impressions or users for use in determining fair pricing in real-time auctions conducted for ad placement.

System and methods for using a revenue value index to score impressions for users for advertisement placement

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

System architecture and methods for enabling an online real-time auction (either server-side or client-side) of advertising inventory that works in conjunction with ad serving technologies. In some implementations, the system architecture facilitates multiple parallel requests from an end-user's browser client to multiple real-time bidders who respond with a bid and advertisement that are sent to an ad serving system to be compared with other statically priced advertisements and exchange demand to determine the winning advertisements that will be displayed to the end-user. Data is aggregated for each bid and price limits are set based on the aggregations. In other implementations, all the bids from the multiple bidders are passed to the publisher for selection of a bid by the publisher.

System architecture and methods for online real-time auctions of advertising inventory

System architecture and methods for facilitating multiple parallel requests of advertising inventory

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Pasadena, CA, United States of America

Qasim Saifee