초록 ▼

A system for providing advertisements from a central server to viewers who access web sites. The central server stores both advertisements which are to be displayed and an information data base. The data base includes information about viewers, information about the characteristics of particular web

A system for providing advertisements from a central server to viewers who access web sites. The central server stores both advertisements which are to be displayed and an information data base. The data base includes information about viewers, information about the characteristics of particular web sites and other information relevant to which advertisements should be displayed for particular viewers. Proposed bids submitted by different advertisers are evaluated in real time in order to determine which particular advertisement will be displayed to a viewer. Each proposed bid can specify a price or amount that the advertiser is willing to pay for the opportunity to display an advertisement (a) to a viewer who has a particular set of characteristics and (b) on a web site and web page that meets a particular set of criteria. The system includes (a) a web server system which has data bases stored therein, (b) bidding agents which compare the characteristics of view-ops to the specifications in proposed bids and which submit bids as appropriate, and (c) bid selection logic which decides which bid to accept for each particular view-op.

대표청구항 ▼

[ What is claimed is:] [1.]1. A system for supplying advertisements for display during a series of viewing opportunities (view-ops) which occur during the display of web pages on the Internet world wide web, each of said view-ops having specific characteristics,a plurality of bidding agents,a server

[ What is claimed is:] [1.]1. A system for supplying advertisements for display during a series of viewing opportunities (view-ops) which occur during the display of web pages on the Internet world wide web, each of said view-ops having specific characteristics,a plurality of bidding agents,a server for providing information concerning each view-op to said bidding agents,a bid input system for providing proposed bids to said bidding agents, each proposed bid including, a reference to a specific advertisement, specifications of a desired view-op and a monetary amount which will be paid for displaying said specific advertisement in response to a view-op which meets said specifications of a desired view-op,each of said bidding agent including logic for submitting a bid and a reference to a specific advertisement to said server if the information concerning a view-op satisfies the specifications of a desired view-op contained in a proposed bid, andsaid server including bid selection logic for selecting the highest bid submitted by a bidding agent and for transferring the advertisement referenced in said highest bid to the web site presenting said view-op.