Methods and Apparatus for Portfolio and Demand Bucket Management Across Multiple Advertising Exchanges

1 . A method for processing online advertising, comprising:

receiving at least one bid request from a plurality of advertising exchanges, wherein each bid request corresponds to one or more online advertising impressions;

translating said at least one bid request to a common format;

comparing said translated bid request to a predefined target audience specification for one or more advertising campaigns; and

submitting a bid for said online advertising impression if said translated bid request satisfied said predefined target audience specification.

2 . The method of claim 1 , wherein said predefined target audience specification is entered using a user interface.

3 . The method of claim 2 , wherein said predefined target audience specification comprises one or more of targeting criteria, budget, timing and success goals.

4 . The method of claim 2 , wherein said predefined target audience specification comprises a selection of one or more advertising exchanges, sites and site categories.

5 . The method of claim 2 , wherein said predefined target audience specification is used for said plurality of advertising exchanges.

6 . The method of claim 2 , wherein said predefined target audience specification comprises one or more of a customer data source, a third-party data source, a remarketing data source, behavioral, demographic, geographic and IP characteristics.

7 . The method of claim 1 , wherein said translating step further comprises the step of extracting one or more fields from said bid request and translating said extracted fields into said common format.

8 . The method of claim 7 , wherein said extracted fields comprise one or more of site, site category, auction-identifier, Internet Protocol (IP) address, user identifier and ad position.

9 . The method of claim 1 , wherein said submitted bid further comprises a dynamically determined bid price.

10 . The method of claim 9 , wherein said dynamically determined bid price is determined substantially close in time to said submission of said bid.

11 . The method of claim 9 , wherein said dynamically determined bid price is based on an advertising campaign.

12 . The method of claim 9 , wherein said dynamically determined bid price is adjusted to satisfy one or more of frequency and pacing specifications.

13 . The method of claim 9 , wherein said dynamically determined bid price is adjusted to satisfy one or more of frequency and pacing specifications across said plurality of advertising exchanges.

14 . The method of claim 1 , wherein said step of submitting a bid for said online advertising impression further comprises the step of balancing a plurality of campaigns to achieve a blended set of goals.

15 . The method of claim 1 , further comprising the step of generating one or more reports for said plurality of advertising exchanges.

16 . The method of claim 1 , further comprising the step of tracking in real-time one or more of win notifications, pacing, frequency and other performance data.

17 . A system for processing online advertising, comprising:

a memory; and

at least one processor, coupled to the memory, operative to:

receive at least one bid request from a plurality of advertising exchanges, wherein each bid request corresponds to one or more online advertising impressions;

translate said at least one bid request to a common format;

compare said translated bid request to a predefined target audience specification for one or more advertising campaigns; and

submit a bid for said online advertising impression if said translated bid request satisfied said predefined target audience specification.

18 . The system of claim 17 , wherein said predefined target audience specification is entered using a user interface.

19 . The system of claim 18 , wherein said predefined target audience specification comprises one or more of targeting criteria, budget, timing and success goals.

20 . The system of claim 18 , wherein said predefined target audience specification is used for said plurality of advertising exchanges.

21 . The system of claim 17 , wherein said translation further comprises an extraction of one or more fields from said bid request and translating said extracted fields into said common format.

22 . The system of claim 17 , wherein said submitted bid further comprises a dynamically determined bid price.

23 . The system of claim 22 , wherein said dynamically determined bid price is adjusted to satisfy one or more of frequency and pacing specifications.

24 . The system of claim 17 , wherein said submitted bid for said online advertising impression balances a plurality of campaigns to achieve a blended set of goals.

25 . The system of claim 17 , wherein said processor is further configured to generate one or more reports for said plurality of advertising exchanges.

26 . An article of manufacture for processing online advertising, comprising:

receiving at least one bid request from a plurality of advertising exchanges, wherein each bid request corresponds to one or more online advertising impressions:

translating said at least one bid request to a common format;

comparing said translated bid request to a predefined target audience specification for one or more advertising campaigns; and

submitting a bid for said online advertising impression if said translated bid request satisfied said predefined target audience specification.