Open targeting exchange
A method for determining an ad to display in an ad unit is disclosed. A specification of a targeting vendor ad is received from a targeting vendor. A targeting vendor ad value is determined based at least in part on the specification. The ad to display in the ad unit is determined, based on a comparison of the targeting vendor ad with other ads, wherein the comparison depends at least in part on the targeting vendor ad value and the specification.
1 . A system for determining an ad to display in an ad unit, comprising:
a token receiver configured to receive a specification of a targeting vendor ad from a targeting vendor;
a value calculator configured to determine a targeting vendor ad value based at least in part on the specification; and
a comparison engine configured to determine the ad to display in the ad unit, based on a comparison of the targeting vendor ad with other ads, wherein the comparison depends at least in part on the targeting vendor ad value and the specification.
2 . The system as recited in claim 1 , wherein the specification of a targeting vendor ad is a token.
3 . The system as recited in claim 1 , wherein the specification of a targeting vendor ad is a token associated with publishers, publisher sites, visitors, or impressions.
4 . The system as recited in claim 1 , wherein the other ads are sent by other targeting vendors.
5 . The system as recited in claim 1 , wherein the other ads are sent by an ad broker.
6 . The system as recited in claim 1 , further comprising a compensation engine configured to determine a targeting vendor compensation based at least in part on a material event.
7 . The system as recited in claim 1 , further comprising a compensation engine configured to determine a targeting vendor compensation based at least in part on the specification.
8 . The system as recited in claim 1 , further comprising a compensation engine configured to determine whether actual revenue from the determined ad is a shortfall or surplus, and configured to assign the shortfall or the surplus to the targeting vendor.
9 . The system as recited in claim 1 , wherein the comparison engine is further configured to generate a click-thru locator comprising a reference to a location for the targeting vendor, publisher and ad.
10 . The system as recited in claim 1 , wherein the comparison engine is further configured to generate a click-thru locator comprising a reference to a location for the targeting vendor, publisher, advertiser and a vendor compensation information.
11 . The system as recited in claim 1 , wherein the specification includes an ad specification, an ad price, and a targeting vendor commission.
12 . The system as recited in claim 1 , wherein the value calculator uses an ad specification and a targeting vendor commission in determining the target vendor ad value.
13 . The system as recited in claim 1 , wherein the specification includes an ad specification, an ad price, and an indication of a targeting vendor ad price correlation.
14 . The system as recited in claim 1 , wherein the value calculator uses an indication of a targeting vendor ad price correlation in determining the target vendor ad value.
15 . The system as recited in claim 1 , wherein the value calculator uses a weighted function of estimates.
16 . The system as recited in claim 1 , wherein the value calculator uses a weighted function of estimates from the ad broker and at least one targeting vendor.
17 . The system as recited in claim 1 , wherein the comparison engine is further configured to detect backdoor transactions.
18 . The system as recited in claim 1 , wherein the comparison engine is further configured to moderate backdoor transactions.
19 . A method for determining an ad to display in an ad unit, comprising:
receiving a specification of a targeting vendor ad from a targeting vendor;
determining a targeting vendor ad value based at least in part on the specification; and
determining the ad to display in the ad unit, based on a comparison of the targeting vendor ad with other ads, wherein the comparison depends at least in part on the targeting vendor ad value and the specification.
20 . The method as recited in claim 19 , wherein the other ads are sent by other targeting vendors.
21 . The method as recited in claim 19 , further comprising determining a targeting vendor compensation based at least in part on a material event.
22 . The method as recited in claim 19 , further comprising generating a click-thru locator comprising locations for the targeting vendor, publisher and advertiser.
23 . The method as recited in claim 19 , wherein the specification includes an ad specification, an ad price, and a targeting vendor commission.
24 . The method as recited in claim 19 , wherein the specification includes an ad specification, an ad price, and an indication of a targeting vendor ad price correlation.
25 . The method as recited in claim 19 , wherein receiving a specification comprises using a token.
26 . The method as recited in claim 19 , wherein determining a targeting vendor ad value comprises using a value calculator.
27 . The method as recited in claim 19 , further comprising detecting backdoor transactions.
28 . A computer program product for determining an ad to display in an ad unit, the computer program product being embodied in a computer readable storage medium and comprising computer instructions for:
receiving a specification of a targeting vendor ad from a targeting vendor;
determining a targeting vendor ad value based at least in part on the specification; and
determining the ad to display in the ad unit, based on a comparison of the targeting vendor ad with other ads, wherein the comparison depends at least in part on the targeting vendor ad value and the specification.