Marcia - 3:36 am on Apr 14, 2007 (gmt 0) Method and apparatus for automatic placement of advertising [patft1.uspto.gov] Abstract: Note: (Patent 7,039,599 in case the link stops working, as often happens with the USPTO)
Webwork, there was a conflict over a DoubleClick patent back around 2000, but here's one applied for in 1998 and granted in May, 2006
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.
Method and apparatus for automatic placement of advertising [patft1.uspto.gov]
Note: (Patent 7,039,599 in case the link stops working, as often happens with the USPTO)