# US 11,113,733 B2 · Integrated architecture for performing online advertising allocations > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 11,113,733 B2 - Document ID: US11113733B2 - Status: Granted - Kind: B2 - Application number: 16/840,822 - Filed: 2020-04-06 - Published: 2020-07-23 - Granted: 2021-09-07 - Earliest claimed: 2013-08-15 - Assignees: OpenX Technologies, Inc. - Applicants: OpenX Technologies, Inc. - Inventors: Caleb Daniel Sotelo; Anthony Molinaro - Web page: https://patentgrep.com/patent/US11113733B2 ## CPC - G06Q 30/0277: {Online advertisement} - G06Q 30/0246: {Traffic} - G06Q 30/0275: {Auctions} - G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR ## Abstract 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. ## Claims ### Claim 1 A method implemented by a plurality of integrated processors to implement a multi-layer bid structure by executing instructions including executable code stored in a non-transitory memory for placement of advertising on publisher content accessible online by a network, the method comprising: loading, by at least one of the plurality of integrated processors, a web page with the publisher content viewable on a user device when the web page renders on the user device by a browser; executing within the web page, by at least one of the plurality of integrated processors, an instruction set including a snippet of HTML adapted to write one or more scripts into the web page in the process of attempting to deliver advertising on the publisher content for an advertisement space on the web page, including an ad-exchange header code soliciting responsive bid data from a plurality of bidding participants coupled by the network to the plurality of integrated processors; normalizing, by at least one of the plurality of integrated processors, respective bids from the bidding participants; determining, by at least one of the plurality of integrated processors, a highest bid and passing the highest bid by one or more ad exchanges as a key value bid; and performing advertisement selection by the one or more advertisement exchanges, by at least one of the one or more processors, to determine a winning bid. ### Claim 2 (depends on 1) The method according to claim 1, further comprising: executing a buyers-compiling-execution module by the integrated processors that triggers one or more operations compiling a list of buyers to reside in the browser. ### Claim 3 (depends on 1) The method according to claim 1, wherein the web page is loaded from a publisher web site. ### Claim 4 (depends on 1) The method according to claim 1, wherein the ad-exchange header code includes one or more operations for returning bidding participants' tags to a header section within the web page for soliciting the responsive bid data. ### Claim 5 (depends on 1) The method according to claim 1, wherein the highest bid is passed to a demand-side platform via the advertisement exchange wherein the demand-side platform is identified from the list of buyers. ### Claim 6 (depends on 1) The method according to claim 1, wherein the key value bid performs an advertisement selection. ### Claim 7 (depends on 1) The method according to claim 1, wherein if a selected advertisement is determined for the Demand-Side Platform, an appropriate participant creative is served. ### Claim 8 (depends on 7) The method according to claim 7, further comprising: executing one or more operations for recording the participants' respective bids and serving a winning advertisement. ### Claim 9 (depends on 1) The method according to claim 1, wherein with the non-transitory memory is configured to record the participants' respective bids provided by a dynamic and real-time bidding process. ### Claim 10 (depends on 1) The method according to claim 1, wherein at least one of the one or more scripts includes a communication module and a buyers-compiling-and-execution module compiling a list of buyers to reside in the browser. ### Claim 11 A programmatic-advertising integrated system comprising a plurality of processors coupled in a multi-layer bid structure with a non-transitory memory storing executable code, the executable code variously executing one or more processors for dynamic placement of advertising on publisher content accessible online by a network, the system comprising: execution module executing an interface action over the network and loading a web page with the publisher content for viewing on a user device when the web page renders on the user device by a browser; the execution module further executing an interface action over the network and executing within the web page an instruction set including a snippet of HTML adapted to write one or more scripts into the webpage in the process of attempting to deliver advertising on the publisher content, including an ad-exchange header code soliciting responsive bid data from a plurality of bidding participants coupled by the network to the plurality of integrated processors, for an advertisement space on the web page; normalizing module, coupled to the execution module and processing respective bids from the bidding participants; determining module coupled to the normalizing module and identifying a highest bid and passing the highest bid as a key value bid; and selection module coupled to the determining module and performing advertisement selection by at least one processor from the plurality of processors to determine a winning bid. ### Claim 12 (depends on 11) The system according to claim 11, further comprising: buyers-compiling-execution module coupled to the execution module and triggering one or more operations compiling a list of buyers to reside in the browser. ### Claim 13 (depends on 11) The system according to claim 11, wherein the web page is loaded from a publisher web site. ### Claim 14 (depends on 11) The system according to claim 11, wherein the ad-exchange header code includes one or more operations for returning bidding participants' tags to a header within the web page for soliciting responsive bid data. ### Claim 15 (depends on 11) The system according to claim 11, wherein the highest bid is passed to a Demand-Side Platform via an advertisement exchange, wherein the Demand-Side Platform is identified from the list of buyers. ### Claim 16 (depends on 11) The system according to claim 11, wherein key value performs an advertisement selection. ### Claim 17 (depends on 11) The system according to claim 11, wherein if a selected advertisement is for the Demand-Side Platform, an appropriate participant creative is served. ### Claim 18 (depends on 17) The system according to claim 17, wherein the execution module executes one or more operations for recording the participants' respective bids and serving a winning advertisement. ### Claim 19 (depends on 11) The system according to claim 11, wherein with the non-transitory memory is configured to record the participants' respective bids provided by a dynamic and real-time bidding process. ### Claim 20 (depends on 11) The system according to claim 11, wherein the plurality of processors is a part of a multi-layer architecture of an advertisement exchange.