System and method for brokering the sale of internet advertisement inventory as discrete traffic blocks of segmented internet traffic

Abstract

An auction management system brokers, between a seller and a buyer, a discrete traffic block of an ad placement. The auction management system comprises a traffic block definition tool providing workflows for obtaining traffic block parameters defining the discrete traffic block, the traffic block parameters comprising: i) an identification of the ad placement; ii) a volume parameter defining the volume of traffic included in the discrete traffic block; iii) at least one duration parameter defining an active time period during which the volume of traffic included in the discrete traffic block will be provided; and iv) an auction parameter defining an expiration time before which buyers submit offers to purchase the discrete traffic block. A listing search tool provides web pages displaying a listing of a plurality of listed discrete traffic blocks. Each listed discrete traffic block comprises a discrete traffic block with an expiration time that has not yet passed. The listing includes, for each listed discrete traffic block, the traffic block parameters associated therewith. An auction management tool provides for: i) obtaining a buyer compensation parameter from each of a plurality of buyers bidding for purchase of the discrete traffic block; and ii) designating the buyer that that provided a compensation parameter meeting selection criteria as the winning buyer. An order management system directs placement of buyer advertisement content designated by the winning bidder within the ad placement for the volume of traffic defined by the volume parameter and during the time period defined by the at least one duration parameter.