Advertising inventory management system and method

Abstract

An advertisement inventory management system for internet advertising is provided. The system comprises an ad server including a delivery engine capable of delivering an advertisement to a web server for display in a webpage in response to a triggering event by an internet user. A configuration module may be provided in functional communication with the delivery engine. The configuration module may be adapted to schedule an advertisement for delivery by the delivery engine. The configuration module may also be capable of communicating the advertisement to the delivery engine according to the schedule. The advertisement management system may also include an inventory management system having a plurality of advertisement targeting parameters arranged in a tree structure. The inventory management system may be adapted to forecast capacity of possible advertisement impressions of the plurality of advertisement targeting parameters and to match the advertising target parameters at a branch of the tree structure with sold advertisement data to identify advertisement inventory for the branch of the tree structure. The inventory management system may also be in communication with the configuration module so as to identify an advertisement from the advertisement inventory for delivery to an internet user satisfying the advertisement targeting parameters. A sales system may also be provided which may query for available inventory. A method of use of the advertisement inventory management system is also disclosed.

Description

SCOPE OF THE INVENTION[0001]The present invention relates to inventory management systems, and in particular advertising inventory management systems for use with internet advertising.BACKGROUND[0002]Internet or online advertising is well known and has become a commonly used advertising medium. Users who browse the Internet, or visit a specific website are often confronted with webpage advertisements, such as display ads, including for example, banner ads, skyscraper ads, and in-content ads. Various systems have been developed to deliver these advertisements to users.[0003]Advertisers who use this web-based medium of advertisement are confronted with a number of pricing models. For example, in the cost-per-thousand or CPM pricing model, the advertiser pays a fixed amount to the publisher every time an advertisement is displayed. Typically, in this scenario advertisers assume all or a majority of the risk, as the publisher is guaranteed revenue per impression regardless of the effect...

AI Technical Summary

Benefits of technology

[0009]A method of managing advertisement inventory in an internet advertising system is also disclosed. The method comprises using a plurality of pre-defined advertisement targeting parameters arranged in a tree structure to forecast advertisement capacity. The method also may include matching sold advertisement data with the at least one pre-defined parameter in the tree structure and determining available advertisement inventory for the at least one pre-defined parameter by reducing the forecast advertisement capacity by the matched sold advertisement data. The method may also include using the available inventory to deliver advertisements to internet users who match the at least one pre-defined parameter and to sell advertising space on the internet advertising system.

[0010]In an exemplary embodiment of the advertising inventory management system described, the advertisement inventory may be managed at the targeting level, thereby providing a level of precision in the determination of contractual obligations which are fulfilled as well as the advertising space available which may be available for ad delivery. The system interacts at both the user level and the sales level to direct, establish, and monitor inventory use and availability with a level of precision. Other advantages and features may become apparent from the following description, drawings, and claims.

Problems solved by technology

In these models, some or most of the risk is placed on the publisher, as the advertiser pays the website only when a customer takes some action in response to the advertisement.

Due to the relatively high level of risk in both models, advertisers and publishers or website operators desire to maximize revenue by directing advertisements to consumers who are likely to purchase the particular product or service advertised.

Moreover, targeted advertisements are more expensive.

Unfortunately, targeted advertisements, because of the numerous parameters involved in targeting the advertisement, are difficult to forecast, as each parameter must be forecast to determine capacity.

Moreover, sold advertisement data from the contractual obligations is also hard to calculate and manage, as targeted ads may be sold down to extremely narrow parameters for ad delivery.

Therefore, sales systems and individuals have a difficult time determining the capacity of the system or available inventory, to be able to guarantee a particular level of impressions in a contract.

In light of the numerous variables involved in internet advertising, a common problem is that it is easy to sell advertising space beyond the available capacity of the site or under the capacity of the site.

Thus, advertisers risk paying for advertising space which is never filled and owners of ad space or publishers risk not fulfilling their contractual obligations as well as underselling, and thus not maximizing the revenue from a particular website.

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