Online advertising with enhanced publisher involvment

1. A method comprising:

receiving a set of publisher site tags for each of multiple publisher sites, submitted by a publisher, utilizing an interface configured for publisher site tag input and selection, and storing in a database interconnected with a tag management system configured for tag management and modification;

receiving a set of advertiser site tags for each of multiple advertisements, submitted by an advertiser, utilizing an interface configured for advertiser site tag input and selection, and storing in the database interconnected with the tag management system;

matching based at least in part on one or more publisher site tags of the publisher site and one or more advertisement tags of the advertisement;

selecting based on the matching, an advertisement of the multiple advertisements, to be served in connection with a serving opportunity, wherein the serving opportunity relates to an advertisement serving opportunity on a publisher site of the multiple publisher sites; and

serving the selected advertisement in connection with the serving opportunity.

2. The method of claim 1 , wherein the tag management system is comprised of at least one database, and wherein the tag management system is configured to manage, modify and utilize tag-related data.

3. The method of claim 1 , wherein the set of advertiser site tags may be obtained in association with groups of advertisements and may be applicable to advertisements in the group.

4. The method of claim 1 , wherein the tag management system is configured for tag management and automated online and offline modification of the site tags.

5. The method of claim 1 , wherein the advertiser site tags include compliance requirements set by the advertiser including publisher site preferences.

6. The method of claim 1 , wherein obtaining the first set of information further comprises obtaining word-based tags.

7. The method of claim 1 , wherein obtaining the first set of information further comprises obtaining term-based tags.

8. The method of claim 1 , further comprising identifying and removing rogue publishers from an advertisement exchange based on updated publisher site tags.

9. The method of claim 1 , wherein publishers are provided with a graphical user interface to facilitate selection of publisher site tags.

10. The method of claim 1 , wherein publisher site tags and advertisement site tags are added to, deleted, or modified by an entity that facilitates an advertisement exchange, based on online advertising information.

11. The method of claim 1 , wherein publisher site tags and advertisement site tags are deleted if determined to be inappropriate, and wherein publisher site tags and advertisement site tags are added if determined to be appropriate but not previously included.

12. The method of claim 1 , wherein the matching further comprises selecting a particular candidate advertisement based at least in part on similarity of tags or number of identical tags between advertisement tags associated with the particular candidate advertisement and publisher site tags associated with the publisher site.

13. The method of claim 1 , wherein matching further comprises ranking publishers with unutilized inventory in descending relevance order based on the advertisement.

14. The method of claim 1 , wherein the set of publisher site tags includes primary tags related to an underlying theme of the publisher site, and additional tags, marked with a lower weight than the primary tags.

15. The method of claim 1 , wherein the set of advertisement site tags include primary tags related to a product or service that is a subject of the advertisement, and additional tags, marked with a lower weight than the primary tags.

16. The method of claim 1 , wherein each of the publisher site tags and the advertisement tags have an initial weight assigned by the publisher and the advertiser, respectively.

17. A system comprising:

one or more server computers coupled to a network; and

one or more databases coupled to the one or more server computers;

wherein the one or more server computers are for:

receiving a set of publisher site tags for each of multiple publisher sites, submitted by a publisher, utilizing an interface configured for publisher site tag input and selection, and storing in a database interconnected with a tag management system configured for tag management and modification;

receiving a set of advertiser site tags for each of multiple advertisements, submitted by an advertiser, utilizing an interface configured for advertiser site tag input and selection, and storing in the database interconnected with the tag management system;

matching based at least in part on one or more publisher site tags of the publisher site and one or more advertisement tags of the advertisement;

selecting based on the matching, an advertisement of the multiple advertisements, to be served in connection with a serving opportunity, wherein the serving opportunity relates to an advertisement serving opportunity on a publisher site of the multiple publisher sites; and

serving the selected advertisement in connection with the serving opportunity.

18. The system of claim 17 , wherein the tag management system is comprised of at least one database, and wherein the tag management system is configured to manage, modify and utilize tag-related data.

19. The system of claim 17 , wherein the tag management system is configured for tag management and automated online and offline modification of the site tags.

20. A non-transitory computer readable medium or media containing instructions for executing a method comprising:

receiving a set of publisher site tags for each of multiple publisher sites, submitted by a publisher, utilizing an interface configured for publisher site tag input and selection, and storing in a database interconnected with a tag management system configured for tag management and modification;

receiving a set of advertiser site tags for each of multiple advertisements, submitted by an advertiser, utilizing an interface configured for advertiser site tag input and selection, and storing in the database interconnected with the tag management system;

matching based at least in part on one or more publisher site tags of the publisher site and one or more advertisement tags of the advertisement;

selecting based on the matching, an advertisement of the multiple advertisements, to be served in connection with a serving opportunity, wherein the serving opportunity relates to an advertisement serving opportunity on a publisher site of the multiple publisher sites; and

serving the selected advertisement in connection with the serving opportunity.