首页|Patent Application Titled 'Optimized Creative and Engine for Generating the Same' Published Online (USPTO 20240046603)
Patent Application Titled 'Optimized Creative and Engine for Generating the Same' Published Online (USPTO 20240046603)
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According to news reporting originating from Washington, D.C., by NewsRx journalists, a patent application by the inventor Lyman, William (Nashville, TN, US), filed on December 1, 2021, was made available online on February 8, 2024. The assignee for this patent application is Kinesso LLC (New York, New York, United States). Reporters obtained the following quote from the background information supplied by the inventors: "A programmatic display digital message (an "Impression") consists of an image (the "Creative") being served to a digital user (a "User") in a Web browser or other digital application via the Internet. Before an Impression occurs, a demand-side platform or similar clearing agent ("Platform") determines which among many possible Creatives will be served to the User. A Platform serves the Creative to the User within 250 milliseconds, and ideally within 5-10 milliseconds. It does so in response to (i) a set of user attributes identified by various parts of the digital programmatic supply chain at the moment immediately preceding the Impression ("User Attributes"), and (ⅱ) a set of pre-existing bid settings submitted to the Platform by the individual participants sending digital messages. These bid settings dictate what each party sending a message is willing to pay for an Impression depending on the User Attributes identified, and the Platform essentially allocates the Impression to the highest bidder. This process constitutes in large part the digital messaging phenomenon called "Targeting," because it ostensibly allows those sending digital messages to show their Creatives to Users who have some known and desired set of User Attributes.
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