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Paramétrages

Paramétrages

1. WO2005065190 - PROCEDE ET SYSTEME POUR LA PUBLICITE SUR UN RESEAU DE DONNEES

Note: Texte fondé sur des processus automatiques de reconnaissance optique de caractères. Seule la version PDF a une valeur juridique

WHAT IS CLAIMED IS:
1. A method of advertising, comprising:
receiving at least one constraint related to performance of advertising, the at least one constraint defining desired characteristics of at least one target user and or reception location that will receive the advertising, and delivery parameters based on which advertising is to be delivered;
determining an estimated price for the advertising based on estimated statistics computed based on the at least one constraint; and
sending the estimated price and the estimated statistics to at least one advertiser;
receiving an order for delivering the advertising to the at least one target user and/or reception location;
receiving feedback statistics relating to and after delivering the advertising to the at least one target user and/or reception location;
adjusting the estimated price based on the feedback statistics to produce an actual price.

2. The method according to claim 1, wherein the advertising is delivered using an advertising period.
3. The method according to claim 2, wherein the advertising period is allocated based on the delivery parameters.
4. The method according to claim 3, wherein the advertising period is allocated in content to be delivered to the at least one target user and/or reception location.
5. The method according to claim 1, wherein the advertising is delivered, directly or indirectly, by a content distributor, the content distributor comprising: at least one content producer who distributes its own produced content;
at least one secondary distributor who receives content from another source and distributes the content; or
at least one content portal who provides at least one gateway to content; or
any combination thereof.
6. The method according to claim 1, wherein the at least one constraint is received from at least one advertiser, the at least one advertiser comprising:
at least one advertising agency;
at least one business entity;
at least one organization; ,
at least one individual; or
at least one user of content; or
any combination thereof.
7. The method according to claim 2, wherein the advertising period is embedded in content to be transmitted to the at least one target user and/or reception location, the advertising period embedded before, after or by interrupting the content, or by placing at least one advertised product and/or at least one advertised service in the content itself.
8. The method according to claim 1, wherein the at least one constraint includes:
at least one demographic constraint;
at least one program constraint;
at least one time constraint;
at least one geographic constraint;
at least one institutional constraint;

at least one derivative constraint; or
at least one receiving device constraint; or
any combination thereof.
9. The method according to claim 8, wherein the at least one demographic constraint is based on:
gender;
income;
hobby;
age; or
a number of targeted users and/or reception locations; or
any combination thereof.
10. The method according to claim 8, wherein the at least one time constraint specifies delivery parameters, including:
a time frame within which an order for the advertising period is to be completed;
a number of programs with which the advertising is to be delivered;
a desired delivery time;
a desired duration of each single exposure of advertising; or
a desired repetition rate with respect to a unit time; or
any combination thereof.
11. The method according to claim 8, wherein the at least one program constraint specifies desired content and/or advertising to be transmitted.
12. The method according to claim 8, wherein the at least one derivative constraint specifies whether an advertising period can be allocated in replacement of existing advertising and/or whether the advertising to be inserted in the advertising period can be replaced by other advertising.
13. The method according to claim 1, wherein said determining comprises:
searching information related to at least one individual, each having at least one profile; identifying the at least one target user and/or reception location by comparing the at least one constraint to the at least one profile and identifying the at least one target user and/or reception location whose at least one profile matches the at least one constraint;
computing the estimated statistics based on the identified at least one target user and/or reception location and the advertising period allocated in content to be transmitted to the at least one target user and/or reception location; and
calculating, based on the estimated statistics, an estimated price for delivering the advertising to the identified at least one target user and/or reception location using the allocated advertising period.
14. The method according to claim 13, further comprising allocating an advertising period based on at least one delivery parameter contained in the at least one constraint.
15. The method according to claim 13, wherein the estimated statistics include:
a number of the least one target users and/or reception locations;
a number of the at least one target users at the at least one target reception locations;
a measure characterizing a degree of match between the at least one profile and the at least one constraint; or
a measure characterizing a degree of match between a delivery schedule by which the advertising is to be delivered to the at least one target user and/or reception location and the at least one dehvery parameter; or any combination thereof.
16. The method according to claim 15, wherein the dehvery schedule comprises:
a destination for the delivery;
content to be delivered;
a delivery time by which the content is to be delivered;
an amount of each single exposure of advertising;
a repetition rate of exposure in the content; or
a derivative status indicating whether the advertising is performed by replacing existing advertising; or
any combination thereof.
17. The method according to claim 13, wherein calculating the estimated price comprises: determining an overall desirability for each target user and/or reception location from an advertiser's perspective and/or a content distributor's perspective;
calculating an individual price for delivering the advertising to each target user and/or reception location based on the overall desirability; and
computing the estimated price for delivering the advertising to the at least one target user and/or reception location based on the calculated individual prices.
18. The method according to claim 17, wherein determining the overall desirability comprises:
accessing an index value associated with the at least one target user and/or reception location with respect to each constraint, the index value indicating the desirability of the at least one target user and/or reception location from the content distributor's perspective;

retrieving a coefficient value, specified by at least one advertiser, with respect to each constraint, wherein the coefficient value indicates the desirability of each constraint from the at least one advertiser's perspective; and
computing the overall desirability for the at least one target user and/or reception location based on the index value and the coefficient value associated with the at least one target user and/or reception location with respect to each constraint.
19. The method according to claim 17, wherein calculating an individual price comprises:
determining a unit price for delivering the advertising to each target user and/or each reception location based on a delivery schedule;
determining a total exposure amount by which the advertising is to be exposed to the at least one target user and/or reception location; and
computing the individual price based on the overall desirability, the unit price, and the total exposure amount.
20. The method according to claim 1, wherein the advertising is delivered to each target user and/or delivery location in a media form determined based on a specific device on which each target user and/or delivery location is to receive the advertising, the media form comprising: multimedia;
video;
audio;
text; or
paper; or
any combination thereof.

21. The method according to claim 1, wherein the feedback statistics comprise:
delivery statistics;
derivative statistics; or
user response statistics; or
any combination thereof.
22. The method according to claim 21, wherein the delivery statistics comprise:
actual content with which the advertising is delivered;
actual delivery time; and >
actual amount of exposure of the advertising.
23. The method according to claim 1, further comprising sending the actual price and the feedback statistics to the at least one advertiser.
24. The method according to claim 1, wherein the at least one constraint is provided by: at least one advertiser;
at least one content distributor; or
at least one third party; or
any combination thereof.
25. The method according to claim 1, wherein the estimated price and the estimated statistics are received as a bid after at least one advertiser sends the at least one constraint related to the advertising, and an order placed conesponds to a best bid among at least one bid received.

26. The method according to claim 1, wherein the estimated price and the estimated statistics are sent to a plurality of advertisers to solicit purchasers.
27. The method according to claim 1, further comprising allocating at least one advertising period, comprising: retrieving at least one delivery schedule;
identifying content scheduled to be transmitted at a time satisfying a constrained advertising delivery time specified in the at least one constraint; and
allocating the at least one advertising period in the identified content based on at least one advertising exposure requirement specified in the at least one constraint.
28. The method according to claim 1, wherein the adjusting comprises:
identifying at least one discrepancy between the estimated statistics and the feedback statistics; and
generating the actual price based on the estimated price and the at least one discrepancy.

29. The method according to claim 28, wherein the at least one discrepancy comprises: a difference between estimated content and actual content with which the advertising is delivered;
a difference between the estimated at least one target user and/or reception location and the actual at least one target user and/or reception location;
a difference between an estimated time and an actual time when the advertising is delivered;
a difference between an estimated length in time and an actual length in time during which exposure to a single impression of the advertising takes place;
a difference between an estimated repetition rate and an actual repetition rate by which exposure to the advertising takes place; or
a difference between an estimated allocation and an actual allocation of the advertising period through which the advertising is delivered; or
any combination thereof.

30. The method according to claim 29, wherein the estimated allocation is specified as: an advertising period to replace advertising existing in the content;
an advertising period not to replace advertising existing in the content;
an advertising period, once allocated, not to be replaced by other advertising; or
an advertising period, once allocated, to be replaced by other advertising.
31. A system of advertising, comprising:
an information processor for receiving and processing at least one constraint, the at least one constraint defining desired characteristics of at least one target user and/or reception location to which advertising is to be delivered, and delivery parameters based on where the advertising is to be delivered; ,
a target matching mechanism for identifying at least one target user and or reception location based on the at least one constraint; and
a pricing mechanism for deriving an estimated price to deliver advertising to the at least one target user and/or reception location, the estimated price being determined based on estimated statistics computed based on a degree of match between the at least one target user and/or reception location and the at least one constraint;
a soliciting mechanism for sending the estimated price and the estimated statistics to at least one advertiser and receive at least one order for delivering the advertising;
a feedback receiver for receiving feedback statistics relating to and after delivering the advertising to the at least one target user and/or reception location; and
a price adjustor for adjusting the estimated price based on the feedback statistics to produce an actual price.

32. The system according to claim 31, wherein the advertising is delivered using an advertising period.
33. The system according to claim 32, wherein the advertising period is allocated based on the delivery parameters.
34. The system according to claim 32, wherein the advertising period is allocated in content to be delivered to the at least one target user and or reception location.
35. The system according to claim 31, further comprising a distributor for delivering, directly or indirectly, the advertising, wherein the distributor is:
at least one content producer who distributes its own produced content;
at least one secondary distributor who receives content from another source and distributes the content; or
at least one content portal who provides at least one gateway to content; and a combination thereof; or
any combination thereof.
36. The system according to claim 31, wherein the at least one constraint is received from:
at least one advertising agency; '
at least one business entity;
at least one organization;
at least one individual; or
at least one user of the distributor;
or any combination thereof.

37. The system according to claim 32, wherein the advertising period is embedded in content to be transmitted to each of the at least one target users and/or reception locations, and the advertising is delivered to each of the at least one target users and/or reception locations during transmission of the content by inserting the advertising into the advertising period.
38. The system according to claim 31, wherein the at least one constraint includes:
at least one demographic constraint;
at least one geographic constraint;
at least one time constraint;
at least one program constraint;
at least one institutional constraint;
at least one derivative constraint; or
at least one receiving device constraint; or
any combination thereof.
39. The system according to claim 32, further comprising an advertising period allocator configured to allocate the advertising period in content based on the at least one constraint.
40. The system according to claim 32, further comprising a delivery scheduler configured to produce a delivery schedule of each of the at least one target users and/or reception locations, wherein the delivery schedule is used in allocating the advertising period.
41. The system according to claim 40, further comprising a delivery mechanism configured to transmit content and/or advertising to the at least one target user and/or reception location according to the delivery schedule.
42. The system according to claim 31, further comprising: an advertising soliciting mechanism configured to solicit an offer for delivering the advertising; and
an advertising ordering mechanism configured to accept an offer for delivering the advertising, wherein the offer provides the estimated price with the estimated statistics characterizing the at least one target user and/or reception location and offered delivery schedules by which the advertising is transmitted.
43. The system according to claim 42, further comprising a consfraint generation mechanism for generating, prior to soliciting the offer, the at least one constraint to be used in determining the at least one target user and/or reception location.
44. The system according to claim 31, further comprising:
an individual delivery price estimator for calculating an individual price for delivering the advertising to one of the at least one target users and/or reception locations based on an overall demand for the at least one target user and/or reception location and a delivery schedule; and a total delivery price estimator for computing the estimated price for delivering the advertising to the at least one target user and/or reception location based on the individual prices computed with respect to delivering the advertising to each of the at least one target users and/or reception locations.
45. The system according to claim 31, further comprising a delivery scheduler for producing a delivery schedule of each of the at least one target users and/or reception locations, wherein the delivery schedule is used in allocating the advertising period and in determining the estimated price.
46. The system according to claim 45, further comprising a delivery mechamsm for transmitting the advertising and/or content embedded with the advertising period inserted with the advertising to the at least one target user and/or reception location according to the delivery schedule.
47. The system according to claim 31, further comprising a constraint generation mechanism for generating, prior to soliciting the offer, the at least one constraint to be used in determining the at least one target user and/or reception location and an offered delivery schedule.
48. The system according to claim 31, wherein the estimated statistics are also based on the at least one target user and/or reception location.
49. The system according to claim 31, further comprising:
a demand index retriever for accessing an index value associated with a target user and/or reception location with respect to each of the at least one constraint;
a coefficient retriever for retrieving a coefficient value with respect to each of the at least one constraint, wherein overall demand for the target user and/or reception location is computed based on the index value associated with the target user and/or the coefficient value with respect to each of the at least one consfraint, wherein the index value indicates the desirability of the target user and/or reception location having a feature meeting one of the at least one constraint from the content distributor's perspective, and the coefficient value indicates the desirability of the feature from the advertiser's perspective.
50. The system of claim 31, wherein the price is adjusted based on at least one of a discrepancy between at least one projected target user and/or reception location and actual atl east one target user and/or reception location where the advertising is actually delivered and a discrepancy between a projected delivery schedule and actual delivery carried out.

51. The system of claim 31, wherein the price is adjusted if the advertiser has paid for the advertising prior to determination of the actual price, and a rebate or credit is provided to the at least one advertiser when the actual price is less than the amount paid.
52. The system according to claim 31, wherein the feedback statistics comprise:
delivery statistics;
derivative statistics; or
user response statistics; or
any combination of the above.
53. The method according to claim 51, wherein the delivery statistics comprise:
actual content with which the advertising is delivered;
actual delivery time; or
actual amount of exposure of the advertising; or
any combination thereof.