Methods and systems for impression inventory trading

1. A computer-implemented method comprising:

providing to a seller a first user interface screen comprising a listing of a plurality of targeting attributes and a respective user interface control for each targeting attribute visually indicating whether the targeting attribute is hidden or visible to a potential impression inventory buyer;

providing to one or more potential impression inventory buyers a second user interface screen comprising a visual depiction of an impression inventory specification and visible targeting attributes associated therewith;

receiving from a first one of the potential impression inventory buyers a proposed modification to one or more terms of the impression inventory specification, the terms comprising a minimum price floor for real-time bidding auctions to serve impressions on an impression inventory;

providing to the seller a third user interface screen comprising a visual depiction of the impression inventory specification with a visual identification of the proposed modification to one or more of the terms;

receiving in response to the proposed modification via a first one of the user interface controls of the first user interface screen a change in status of a first one of the targeting attributes from hidden to visible; and

providing an application programming interface (API) including an activity stream API configured to receive messages for broadcast to the seller and the potential impression inventory buyers within the first user interface screen, the second user interface screen, the third user interface screen, or any combination thereof.

2. The method of claim 1 , further comprising:

receiving a proposal from the first potential impression inventory buyer for the seller to expose one or more hidden attributes associated with the impression inventory to the first potential impression inventory buyer; and

providing the proposal to the seller.

3. The method of claim 2 , wherein the proposal comprises an offer to provide a benefit to the seller in exchange for the seller exposing the one or more hidden attributes.

4. The method of claim 3 , wherein the benefit to the seller comprises a price floor for certain impression inventory or a minimum spend commitment.

5. The method of claim 1 , wherein a particular attribute of the plurality of targeting attributes comprises a full uniform resource locator, a partial uniform resource locator, a domain, an age, a gender, a content category, an auction price floor, a geography, a tag, a publisher, or a fold position.

6. The method of claim 1 , further comprising:

receiving from the seller proposed terms for a sale of the impression inventory;

providing via a user interface the proposed terms to the first potential impression inventory buyer;

receiving from the first potential impression inventory buyer an acceptance or rejection of the proposed terms; and

providing, via the user interface, the acceptance or rejection to the seller.

7. The method of claim 6 , wherein the proposed terms comprise a proposed rate for a sale of at least a subset of the impression inventory.

8. The method of claim 6 , wherein the proposed terms comprise proposed targeting access to the impression inventory for the first potential impression inventory buyer.

9. The method of claim 1 , further comprising:

receiving from the first potential impression inventory buyer proposed terms for a purchase of the impression inventory;

providing, via a user interface, the proposed terms to the seller;

receiving from the seller an acceptance or rejection of the proposed terms; and

providing, via the user interface, the acceptance or rejection to the first potential impression inventory buyer.

10. A system comprising:

one or more computers programmed to perform operations comprising:

providing to a seller a first user interface screen comprising a listing of a plurality of targeting attributes and a respective user interface control for each targeting attribute visually indicating whether the targeting attribute is hidden or visible to a potential impression inventory buyer;

providing to one or more potential impression inventory buyers a second user interface screen comprising a visual depiction of an impression inventory specification and visible targeting attributes associated therewith;

receiving from a first one of the potential impression inventory buyers a proposed modification to one or more terms of the impression inventory specification, the terms comprising a minimum price floor for bidding auctions to serve impressions on an impression inventory;

providing to the seller a third user interface screen comprising a visual depiction of the impression inventory specification with a visual identification of the proposed modification to one or more of the terms;

receiving in response to the proposed modification via a first one of the user interface controls of the first user interface screen a change in status of a first one of the targeting attributes from hidden to visible, the first targeting attribute comprising one or more web domains; and

providing an application programming interface (API) including an activity stream API configured to receive messages for broadcast to the seller and the potential impression inventory buyers within the first user interface screen, the second user interface screen, the third user interface screen, or any combination thereof.

11. The system of claim 10 , wherein the operations further comprise:

receiving a proposal from the first potential impression inventory buyer for the seller to expose one or more hidden attributes associated with the impression inventory to the first potential impression inventory buyer; and

providing the proposal to the seller.

12. The system of claim 11 , wherein the proposal comprises an offer to provide a benefit to the seller in exchange for the seller exposing the one or more hidden attributes.

13. The system of claim 12 , wherein the benefit to the seller comprises a price floor for certain impression inventory or a minimum spend commitment.

14. The system of claim 10 , wherein a particular attribute of the plurality of targeting attributes comprises a full uniform resource locator, a partial uniform resource locator, a domain, an age, a gender, a content category, an auction price floor, a geography, a tag, a publisher, or a fold position.

15. The system of claim 10 , wherein the operations further comprise:

receiving from the seller proposed terms for a sale of the impression inventory;

providing, via a user interface, the proposed terms to the first potential impression inventory buyer;

receiving from the first potential impression inventory buyer an acceptance or rejection of the proposed terms; and

providing, via the user interface, the acceptance or rejection to the seller.

16. The system of claim 15 , wherein the proposed terms comprise a proposed rate for a sale of at least a subset of the impression inventory.

17. The system of claim 15 , wherein the proposed terms comprise proposed targeting access to the impression inventory for the first potential impression inventory buyer.

18. The system of claim 10 , wherein the operations further comprise:

receiving from the first potential impression inventory buyer proposed terms for a purchase of the impression inventory;

providing, via a user interface, the proposed terms to the seller;

receiving from the seller an acceptance or rejection of the proposed terms; and

providing, via the user interface, the acceptance or rejection to the first potential impression inventory buyer.

19. A computer storage medium comprising instructions that, when executed by at least one processor, facilitate a performance of operations, the operations comprising:

providing to a seller a first user interface screen comprising a listing of a plurality of targeting attributes and a respective user interface control for each targeting attribute visually indicating whether the targeting attribute is hidden or visible to a potential impression inventory buyer;

providing to one or more potential impression inventory buyers a second user interface screen comprising a visual depiction of an impression inventory specification and visible targeting attributes associated therewith;

receiving from a first one of the potential impression inventory buyers a proposed modification to one or more terms of the impression inventory specification, the terms comprising a minimum price floor for bidding auctions to serve impressions on an impression inventory;

providing to the seller a third user interface screen comprising a visual depiction of the impression inventory specification with a visual identification of the proposed modification to one or more of the terms; and

receiving in response to the proposed modification via a first one of the user interface controls of the first user interface screen a change in status of a first one of the targeting attributes from hidden to visible.

20. The computer storage medium of claim 19 , wherein the operations further comprise:

providing an application programming interface (API) including an activity stream API configured to receive messages for broadcast to the seller and the potential impression inventory buyers within the first user interface screen, the second user interface screen, the third user interface screen, or any combination thereof.