Dynamic Internet Advertising System

Abstract

Methods and apparatus are provided for the dynamic placement, management and monitoring of Internet advertising. A provider of Internet content distributes the Internet content by embedding an advertisement placeholder in the Internet content; and provides the Internet content to an aggregator web site. The aggregator web site presents the Internet content to at least one end user with at least one advertisement in the advertisement placeholder. The advertisement placeholder is processed by a third party agent to automatically share revenue from the at least one advertisement with the provider of the Internet content and a provider of the aggregator web site. The advertisement placeholder can optionally be embedded in the Internet content using one or more templates. The third party agent also evaluates the content and at least one policy of multiple parties to identify at least one advertisement to present in the advertisement placeholder. The advertisement placeholder embodies a three party agreement between the provider of the Internet content, the provider of the aggregator web site and at least one advertiser.

1 . A method performed by a provider of Internet content for distributing the Internet content, comprising:
 embedding an advertisement placeholder in the Internet content; and   providing the Internet content to an aggregator web site, wherein the aggregator web site presents the Internet content to at least one end user with at least one advertisement in the advertisement placeholder, wherein the advertisement placeholder is processed by a third party agent to automatically share revenue from the at least one advertisement with the provider of the Internet content and a provider of the aggregator web site.   
     
     
         2 . The method of  claim 1 , wherein the advertisement placeholder is pursuant to a three party agreement between the provider of the Internet content, the provider of the aggregator web site and at least one advertiser. 
     
     
         3 . The method of  claim 1 , further comprising the step of redistributing the Internet content to a third party web site, and wherein the revenue from the at least one advertisement is automatically shared by the provider of the Internet content, the provider of the aggregator web site and a provider of third party web site. 
     
     
         4 . The method of  claim 1 , wherein the advertisement placeholder further comprises at least one policy. 
     
     
         5 . The method of  claim 4 , wherein the at least one policy is a policy of one or more of the provider of the Internet content, the provider of the Internet aggregator web site and at least one advertiser. 
     
     
         6 . The method of  claim 5 , further comprising the step of matching policies of at least two of the parties. 
     
     
         7 . The method of  claim 4 , wherein the at least one policy is established for a given advertisement placeholder in the Internet content. 
     
     
         8 . The method of  claim 4 , wherein the at least one policy is a default policy established by one or more of the provider of the Internet content, the provider of the Internet aggregator web site and at least one advertiser. 
     
     
         9 . The method of  claim 1 , further comprising the step of dynamically matching the Internet content to one or more targeting criteria of at least one advertiser. 
     
     
         10 . The method of  claim 1 , further comprising the step of monitoring a performance of the at least one advertisement. 
     
     
         11 . The method of  claim 8 , further comprising the step of selecting the at least one advertisement based on a prior performance evaluation. 
     
     
         12 . The method of  claim 1 , wherein the advertisement placeholder is embedded in the Internet content using one or more templates. 
     
     
         13 . An article of manufacture for distributing Internet content, comprising a machine readable storage medium containing one or more programs which when executed implement the steps of:
 embedding an advertisement placeholder in the Internet content; and   providing the Internet content to an aggregator web site, wherein the aggregator web site presents the Internet content to at least one end user with at least one advertisement in the advertisement placeholder, wherein the advertisement placeholder is processed by a third party agent to automatically share revenue from the at least one advertisement with a provider of the Internet content and a provider of the aggregator web site.   
     
     
         14 . A method performed by a third party agent for distributing Internet content, comprising:
 receiving a notification that the Internet content has been posted on an aggregator web site, wherein the Internet content has one or more embedded advertisement placeholders;   evaluating at least one policy of one or more of a provider of the Internet content, a provider of the Internet aggregator web site and at least one advertiser to identify at least one advertisement to present in the advertisement placeholder; and   automatically sharing revenue from the at least one advertisement among the provider of the Internet content and the provider of the aggregator web site.   
     
     
         15 . The method of  claim 14 , wherein the advertisement placeholder is pursuant to a three party agreement between the provider of the Internet content, the provider of the aggregator web site and at least one advertiser. 
     
     
         16 . The method of  claim 14 , further comprising the step of redistributing the Internet content to a third party web site, and wherein the revenue from the at least one advertisement is automatically shared by the provider of the Internet content, the provider of the aggregator web site and a provider of third party web site. 
     
     
         17 . The method of  claim 14 , wherein the advertisement placeholder further comprises at least one policy. 
     
     
         18 . The method of  claim 17 , wherein the at least one policy is a policy of one or more of the provider of the Internet content, the provider of the Internet aggregator web site and at least one advertiser. 
     
     
         19 . The method of  claim 18 , further comprising the step of matching policies of at least two of the parties. 
     
     
         20 . The method of  claim 17 , wherein the at least one policy is established for a given advertisement placeholder in the Internet content. 
     
     
         21 . The method of  claim 17 , wherein the at least one policy is a default policy established by one or more of the provider of the Internet content, the provider of the Internet aggregator web site and at least one advertiser. 
     
     
         22 . The method of  claim 14 , further comprising the step of dynamically matching the Internet content to one or more targeting criteria of at least one advertiser. 
     
     
         23 . The method of  claim 14 , further comprising the step of monitoring a performance of the at least one advertisement. 
     
     
         24 . The method of  claim 14 , wherein the advertisement placeholder is embedded in the Internet content using one or more templates. 
     
     
         25 . An article of manufacture for distributing Internet content, comprising a machine readable storage medium containing one or more programs which when executed implement the steps of:
 receiving a notification that the Internet content has been posted on an aggregator web site, wherein the Internet content has one or more embedded advertisement placeholders;   evaluating at least one policy of one or more of a provider of the Internet content, a provider of the Internet aggregator web site and at least one advertiser to identify at least one advertisement to present in the advertisement placeholder; and   automatically sharing revenue from the at least one advertisement among the provider of the Internet content and the provider of the aggregator web site.