Importance

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Abstract

A technique for display advertising on Internet 'Web' pages is disclosed. The technique is used by an advertising intermediary that matches available advertising inventory from a network of publishers with the needs of advertisers who engage in advertising campaigns. The advertising intermediary sets a range of prices it will pay the publishers for placing advertisements for an advertising campaign, and sets an initial price within this range which is paid to all publishers carrying the advertisement. After the advertising campaign has proceeded to a first measuring point, the performance of the advertising is assessed, the price is adjusted within the initial price range to reflect the performance, and all publishers carrying the advertisement are then paid this adjusted price. Thereafter, when the advertising campaign has proceeded to a second measuring point, a second price adjustment is made based on the performance, with the price remaining the in the initial range. Preferably, the second price adjustment is made on a publisher-by-publisher basis based on the performance of the advertisement on web sites.

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First Claim