Method and apparatus for administering a bidding language for online advertising

#The present invention relates to bidding for online ad space. More particularly, the present invention relates to bidding for online ad space using a bidding language.

#Electronic exchanges, including online auctions and guaranteed deliveries, have proliferated along with the Internet. These electronic exchanges aim to provide a high degree of trading efficiency by bringing together a large number of buyers and sellers. Such exchanges are focused on directly matching the bids and offers of buyers and sellers. Conventional transactions on the exchange are between (i) buyers and sellers, (ii) intermediaries (e.g., brokers, which may be a buyer or seller), or (iii) buyers or sellers and intermediaries.

#The proliferation of Internet activity has also generated tremendous growth for advertising on the Internet. Typically, advertisers (i.e., buyers of ad space) and online publishers (sellers of ad space) have agreements with one or more advertising networks (ad networks), which provide for serving an advertiser's banner or ad across multiple publishers, and concomitantly provide for each publisher having access to a large number of advertisers. Ad networks (which may also manage payment and reporting) may also attempt to target certain Internet consumers (i.e., users) with particular advertisements to increase the likelihood that the consumer will take an action with respect to the ad. From an advertiser's perspective, effective targeting is important for achieving a high return on investment (ROI).

#The present invention will be readily understood by the following detailed description in conjunction with the accompanying drawings. To facilitate this description, like reference numerals designate like structural elements.

#FIG. 1A illustrates exchange entities, which include several exemplary entities that participate in an ad exchange, in accordance with an embodiment of the present invention;

#FIG. 1B illustrates a consumer cookie space that has some stored segment identifiers, in accordance with an embodiment of the present invention;

#An invention for administering a bidding language for online advertising is provided. Numerous specific details are set forth in order to provide a thorough understanding of the present invention. It will be understood, however, to one skilled in the art, that the present invention may be practiced with other specific details.

#Overview of Ad Delivery in an Exchange

#FIG. 1A illustrates exchange entities 100, which include several exemplary entities that participate in an ad exchange, in accordance with an embodiment of the present invention. As shown in FIG. 1A, the entities include ad networks 101,102,103, publishers 111, 112, 113, and advertisers 121, 122, 123. Examples of ad networks include Yahoo!® Ad Network and MediaNews Group®. One of ordinary skill recognizes that the foregoing entities are exemplary and that the exchange entities 100 may contain other ad networks, publishers, advertisers, and/or other entities.