Upfront advertisement purchasing exchange

1. A computer-implemented method for bidding for an advertising impression, comprising:

defining, via input from an advertising purchaser, a publisher specification, wherein the publisher specification comprises impression information regarding impressions desired by the advertising purchaser, wherein the impressions comprise individual instances when an online advertisement is shown to a particular user via an Internet network;

conducting an online based auction comprising a reverse auction by receiving, via the Internet network, one or more bids from one or more publishers, wherein the one or more bids comply with the publisher specification, and wherein the one or more publishers have impressions to sell to the advertising purchaser;

determining, in a processor in a computer, which of the one or more publishers has provided a successful bid;

enabling, via the processor in the computer, the advertising purchaser to provide, via the Internet network, one or more advertisements, for use in the impressions, to the one or more publishers that provided the successful bid;

the publisher that provided the successful bid inserting a publisher's pixel into the one or more advertisements, wherein the publisher's pixel comprises a user identification of the user that receives the one or more advertisements;

the advertising purchaser receiving the publisher's pixel and collecting statistics of the users receiving the one or more advertisements based on the publisher's pixel;

determining, based on the publisher's pixel, during the online based auction, a reach and frequency that the publisher, that provided the successful bid, can fulfill;

analyzing the statistics and determining one or more user bases of the one or more publishers; and

utilizing the statistics and the one or more user bases in a subsequent bidding process.

2. The computer-implemented method of claim 1 , wherein the publisher specification comprises:

a maximum price;

a total number of impressions; and

an impression per user frequency.

3. The computer-implemented method of claim 1 , wherein the publisher specification comprises:

an identification of one or more users.

4. The computer-implemented method of claim 1 , wherein the publisher specification comprises:

an identification of a user demographic.

5. The computer-implemented method of claim 1 , wherein the publisher specification comprises:

an impression quality rank that is based on a measure of a probability of an actual advertising impression being seen and acted upon by an end consumer.

6. The computer-implemented method of claim 1 , further comprising:

soliciting the one or more bids, from the one or more publishers, based on the publisher specification.

7. The computer-implemented method of claim 1 , further comprising:

displaying a closing price of the auction.

8. The computer-implemented method of claim 1 , wherein the auction is conducted at regularly defined time intervals.

9. An advertising exchange system for bidding for an advertising impression in computer system comprising:

(a) a server computer having a processor and memory;

(b) an advertising exchange application executed by the processor on the server computer, wherein the advertising exchange application is configured to:

(1) define, via input from an advertising purchaser, a publisher specification, wherein the publisher specification comprises impression information regarding impressions desired by the advertising purchaser, wherein the impressions comprise individual instances when an online advertisement is shown to a particular user via an Internet network;

(2) conduct an online based auction comprising a reverse auction, by receiving, via the Internet network, one or more bids from one or more publishers, wherein the one or more bids comply with the publisher specification, and wherein the one or more publishers have impressions to sell to the advertising purchaser;

(3) determine which of the one or more publishers has provided a successful bid;

(4) enable the advertising purchaser to provide, via the Internet network, one or more advertisements, for use in the impressions, to the one or more publishers that provided the successful bid;

(5) insert, via the publisher that provided the successful bid, a publisher's pixel into the one or more advertisements, wherein the publisher's pixel comprises a user identification of the user that receives the one or more advertisements;

(6) collect, at the advertising purchaser, statistics of the users receiving the one or more advertisements based on the publisher's pixel;

(7) determine, based on the publisher's pixel, during the online based auction, a reach and frequency that the publisher, that provided the successful bid, can fulfill;

(8) analyze the statistics and determine one or more user bases of the one or more publishers; and

(9) utilize the statistics and the one or more user bases in a subsequent bidding process.

10. The advertising exchange system of claim 9 , wherein the publisher specification comprises:

a maximum price;

a total number of impressions; and

an impression per user frequency.

11. The advertising exchange system of claim 9 , wherein the publisher specification comprises:

an identification of one or more users.

12. The advertising exchange system of claim 9 , wherein the publisher specification comprises:

an identification of a user demographic.

13. The advertising exchange system of claim 9 , wherein the publisher specification comprises:

an impression quality rank that is based on a measure of a probability of an actual advertising impression being seen and acted upon by an end consumer.

14. The advertising exchange system of claim 9 , wherein the advertising exchange application is further configured to:

solicit the one or more bids, from the one or more publishers, based on the publisher specification.

15. The advertising exchange system of claim 9 , wherein the advertising exchange application is further configured to:

displaying a closing price of the auction.

16. The advertising exchange system of claim 9 , wherein the auction is conducted at regularly defined time intervals.