Method and apparatus for automatic placement of advertising

Abstract

A computer system for automatic replacement of direct advertisements in scarce media includes an advertising server for selecting a direct advertisement based on certain criteria. Transaction results of the direct advertisement placement are reported back to the advertising server, and an associated accounting system. In one embodiment, the direct advertiser's server reports transactions back to the advertising server by email. In a second embodiment, a direct proxy server brokers the user's session (or interaction) with the direct advertiser's server, including transaction processing and the direct proxy server reports the results of transactions back to the advertising server and its associated accounting system. A direct proxy provides an independent audit of transactions at a remote direct advertiser's web site. The feedback of the results of direct advertisement transactions provides an efficient utilization of direct advertising space by way of an automated computer system with a predictive model for selection and distribution of direct advertising.

1 . A method for online advertisement selection, comprising: 
 (a) receiving feedback on performance of each of a plurality of online advertisements with respect to an advertiser Web site;    (b) receiving a request to display an online advertisement to a user; and    (c) selecting, in response to the request, one of the plurality of online advertisements for display based upon the performance feedback.    
     
     
         2 . The method of  claim 1 , wherein the performance feedback includes a historical statistical conversion rate of each of the plurality of online advertisements.  
     
     
         3 . The method of  claim 1 , wherein the performance feedback includes a cost per action of each of the plurality of online advertisements.  
     
     
         4 . The method of  claim 1 , wherein the performance feedback includes characteristics of users to which each of the plurality of online advertisements are displayed.  
     
     
         5 . The method of  claim 1 , wherein the performance feedback includes a number of times each of the plurality of online advertisements is displayed to users.  
     
     
         6 . The method of  claim 1 , wherein the performance feedback is received via e-mail.  
     
     
         7 . The method of  claim 1 , wherein the performance feedback is received via a proxy server.