07039599 is referenced by 454 patents and cites 192 patents.

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.

Title
Method and apparatus for automatic placement of advertising
Application Number
9/94949
Publication Number
7039599 (B2)
Application Date
June 15, 1998
Publication Date
May 2, 2006
Inventor
Kevin O Connor
New York
NY, US
Dwight A Merriman
New York
NY, US
Agent
Kenyon & Kenyon
Assignee
Doubleclick
NY, US
IPC
G06F 17/60
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