Ordering of fill requests to send to online ad networks to fill an ad unit in an electronic publisher application with an online advertising impression
AssigneeTwitter, Inc.
InventorBenjamin Henry Yolken
Life of this patent
Estimating the term…
Abstract
In general, embodiments of the invention relate to servicing fill request using ad networks and demand-side partners.
Claims21
(canceled)
A method for processing an advertising fill request received from a mobile application during use of the mobile application by a user on a mobile device of the user, the method comprising:
- receiving, from the mobile application executing on the mobile device, a fill request to fill an advertising unit for the mobile application;
- conducting a real-time bidding (RTB) auction for filling the advertising unit based on:
- a set of first bids, each first bid associated with a corresponding advertising networks of a set of advertising networks;
- and
- a set of second bids, each second bid associated with a corresponding demand-side platform (DSP) of a set of DSPs,
- to identify a winning bid from the set of first bids and the set of second bids;
- and
- when the winning bid is associated with a winning DSP of the set of DSPs, transmitting an advertising impression associated with the winning DSP to the mobile device in response to the fill request.
A system for processing an advertising fill request received from a mobile application during use of the mobile application by a user on a mobile device of the user, the system comprising:
- a processor;
- a network interface to communicatively couple the system to the mobile device, a set of ad networks and a set of demand-side platforms (DSP);
- and
- a memory to store instructions that are executable by the processor to cause the ad server system to:
- receive, from the mobile application executing on the mobile device, a fill request to fill an advertising unit for the mobile application;
- conduct a real-time bidding (RTB) auction for filling the advertising unit based on:
- a set of first bids, each first bid associated with a corresponding advertising networks of a set of advertising networks;
- and
- a set of second bids, each second bid associated with a corresponding demand-side platform (DSP) of a set of DSPs,
- to identify a winning bid from the set of first bids and the set of second bids;
- and
- when the winning bid is associated with a winning DSP of the set of DSPs, transmit, via the network interface, an advertising impression associated with the winning DSP to the mobile device in response to the fill request.
A non-transitory computer readable medium encoded with instructions that, when executed, cause one or more processors to process an advertising fill request received from a mobile application during use of the mobile application by a user on a mobile device of the user, wherein the one or more processors:
- receive, from the mobile application executing on the mobile device, a fill request to fill an advertising unit for the mobile application;
- conduct a real-time bidding (RTB) auction for filling the advertising unit based on:
- a set of first bids, each first bid associated with a corresponding advertising networks of a set of advertising networks;
- and
- a set of second bids, each second bid associated with a corresponding demand-side platform (DSP) of a set of DSPs,
- to identify a winning bid from the set of first bids and the set of second bids;
- and
- when the winning bid is associated with a winning DSP of the set of DSPs, transmit, via the network interface, an advertising impression associated with the winning DSP to the mobile device in response to the fill request.
Dependencies are inferred from the claim text.