Patent application number | Description | Published |
20100228641 | Bid Gateway Architecture for an Online Advertisement Bidding System - 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. | 09-09-2010 |
20110264516 | LIMITING LATENCY DUE TO EXCESSIVE DEMAND IN AD EXCHANGE - A method is disclosed for limiting latency in filling a display opportunity in an ad exchange including: constructing an exchange graph comprising nodes representing a plurality of publishers and advertisers, the exchange graph also including a plurality of directed edges that represent bilateral business agreements connecting the nodes; receiving an opportunity for displaying an ad to a user, wherein the opportunity is associated with a publisher node; receiving ads from the advertisers from which to choose to fill the opportunity; determining whether a threshold total number of ads (T) is surpassed by the received ads; and randomly downsampling the number of ads from each of at least some of the advertisers when the threshold total number of ads (T) is surpassed by the received ads to reduce the total number of ads to a target number of ads (S) that reduces overall latency in determining which of sampled ads will fill the opportunity. | 10-27-2011 |
20120215740 | MIDDLEWARE DATA LOG SYSTEM - A method of maintaining a data store is disclosed. The data store is distributed across a plurality of storage provider instances, including a master storage provider instance and a plurality of additional storage provider instances. A master data log is updated to reflect a change to the data store. The master data log is synchronized with a plurality of replicas of the master data log. The change is propagated across the plurality of additional storage provider instances based on an analysis of the replicas. | 08-23-2012 |