Content delivery systems and methods

1. A method performed by one or more computing devices for distributing an electronic content item for consumption with advertisements, the method comprising:

creating, by at least one of the one or more computing devices, a content electronic license, the content electronic license identifying one or more slots within the electronic content item at which the advertisements are to be inserted, the content electronic license further specifying one or more types of advertisements that are not permitted to be inserted into the one or more slots, the content electronic license further specifying criteria for selecting the advertisements to insert into the one or more slots from amongst a plurality of advertisements, wherein the advertisements to insert into the one or more slots are selected by evaluating technical capabilities of a third-party device of a consumer of the electronic content item that renders the electronic content item, the technical capabilities of the third-party device including at least one of CPU performance, network connectivity, and local storage space;

securely associating, by at least one of the one or more computing devices, the content electronic license with the electronic content item;

distributing the electronic content item and the content electronic license to the third-party device that renders the electronic content item;

selecting, by the third-party device that renders the electronic content item, an advertisement to insert into one of the one or more slots by evaluating bids made in association with each of the plurality of advertisements, wherein the selected advertisement yields the highest revenue out of the plurality of advertisements for a content provider of the electronic content item, and by using the criteria specified by the content electronic license, the selection of the advertisement being performed after the third-party device that renders the electronic content item receives instructions to render the electronic content item;

inserting, by the third-party device, the selected advertisement into the one of the one or more slots; and

receiving information from a clearinghouse regarding the advertisement selected for insertion into the one or more slots.

2. The method of claim 1 , further comprising:

receiving, from a clearinghouse, summary and anonymous user profile information regarding users to whom the electronic content item was presented.

3. A method performed by one or more computing devices for distributing an electronic advertisement for consumption with an electronic content item, the method comprising:

creating, by at least one of the one or more computing devices, an advertisement electronic license, the advertisement electronic license specifying a first amount that a provider of the electronic advertisement is willing to pay to a content provider each time the electronic advertisement is rendered to an end user, the advertisement electronic license further specifying a second amount that the provider of the electronic advertisement is willing to pay to the content provider if one or more conditions are met, wherein the second amount is greater than the first amount;

securely associating, by at least one of the one or more computing devices, the advertisement electronic license with the electronic advertisement;

distributing the electronic advertisement and the advertisement electronic license to a third-party device of a consumer of the electronic content item that renders the electronic content item, wherein the selection of the advertisement for distributing is based on evaluating technical capabilities of the third-party device, the technical capabilities of the third-party device including at least one of CPU performance, network connectivity, and local storage space;

submitting, by the electronic advertisement, a bid of the first amount or the second amount for selection and insertion, by the third-party device, of the electronic advertisement into one or more slots of the electronic content item, the submission of the bid being performed after the third-party device receives instructions to render the electronic content item, the electronic advertisement being inserted into the one or more slots if the third-party device determines the bid yields the highest revenue for the content provider from amongst a plurality of bids associated with a plurality of electronic advertisements; and

receiving information from a clearinghouse regarding a context in which another advertisement was selected for presentation to the user instead of the electronic advertisement.

4. The method of claim 3 , in which the one or more conditions comprise one or more conditions relating to a type of the user.

5. The method of claim 3 , in which the one or more conditions comprise one or more conditions relating to an environment in which the electronic advertisement will be presented to the user.

6. The method of claim 3 , in which the one or more conditions comprise one or more conditions relating to a type of the electronic content item being rendered by the third-party device.

7. The method of claim 3 , in which the one or more conditions comprise one or more conditions relating to a type of the user, and a type of the electronic content item being rendered by the third-party device.

8. The method of claim 3 , further comprising:

creating a new license, the new license specifying a third amount that the provider of the electronic advertisement is willing to pay to the content provider if one or more conditions are met, wherein the third amount is greater than the first amount and the second amount; and

distributing the new license to the third-party device.

9. The method of claim 1 , further comprising:

receiving, from a clearinghouse, summary and anonymous user profile information regarding users to whom the advertisement was presented.

10. The method of claim 1 , wherein:

the third-party device inserting the advertisement rendering the one or more advertisements stores information that is related to a consumer of the electronic content item, and that is used only locally on the third-party device, and the selection of the advertisement is based on the information related to the consumer of the electronic content item.

11. The method of claim 1 , wherein:

the third-party device inserting the advertisement rendering the one or more advertisements stores information that is related to an environment of the third-party device, and that is used only locally on the third-party device, and selecting the advertisement is based on the information related to the environment of the third-party device.

12. The method of claim 10 , wherein:

the information related to the consumer comprises at least one of: a history of interactivity with the one or more selected advertisements advertisement that is inserted into one of the one or more slots, a purchasing history, a browsing history, or an electronic content item rendering history.

13. The method of claim 11 , wherein:

the information related to the environment of the third-party device comprises a geographic location.