SBIR Phase I: Double-Sided Advertising Exchange

SBIR 第一阶段：双面广告交换

• 批准号: 1215401
• 负责人: Moses Ma
• 金额: $ 15万
• 依托单位: Metanet, Inc.
• 依托单位国家: 美国
• 项目类别: Standard Grant
• 财政年份: 2012
• 资助国家: 美国
• 起止时间: 2012-07-01 至 2012-12-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=1215401&HistoricalAwards=false
• 关键词: SBIR; Phase; Double; Sided; Advertising

This Small Business Innovation Research (SBIR) Phase I project seeks to develop and validate a real-time, double-sided auction framework AdEx, for intelligent advertisements. This system significantly increases the likelihood of more relevant matches at a lower cost between consumers and advertisers, buyers and sellers. The key innovation is to directly utilize user-purchasing and interest profiles, culled from aggregated exchange data and social networking information, and use this data to create fungible trading objects. Aggregating groups of these objects with similar interests and profiles will enable real-time bidding for both the producer and consumer of advertising over a multi-variable bidding space. Configured as a dynamic exchange, AdEx facilitates three novel functionalities: 1) double-sided dynamic bidding; 2) allows dual programmable trading agents for optimized marketing; and 3) auctions would be cleared and use linear programming to assess the outcome. Thus allowing synthetic liquidity generation, and interconnection between disparate advertising networks with commission sharing resulting in more efficient markets. This double-sided advertising exchange, a component of MetaNet's vision of efficient interconnected enterprise social extranets, will form the fabric for the next growth phase of the Information Revolution allowing corporations to connect with customers and collaborate with trusted partners in remarkable new ways.The broader impact/commercial potential of this project will be the facilitation of more efficient automated markets, which will transform advertising and direct marketing. The new revenue models possible, based on knowing more about who will be communicating with and why, are vast. The search engine industry was able to connect any user to any other user on the web. Eventually, both types of connections will combine with impact to marketing ROI. Currently the launch of a new consumer brand could cost between $10-100 million, with most of this spent on advertising. MetaNet?s vision could reduce the cost of launching a new brand disruptively by enabling a revolution in the ease-of-launching new products and businesses. If deployed universally, it could enable a reduction of friction causing a dramatic rise in global productivity. Finally, as spam overtakes our Inboxes and Facebook updates, signal-to-noise ratio for electronic communication is dropping. This innovation is designed to improve the ability to target consumers intelligently, and thus, may be the seed for a new communications eco-system that could someday eliminate spam.

这个小型企业创新研究(SBIR)第一阶段项目旨在开发和验证用于智能广告的实时、双面拍卖框架ADEX。这一系统大大增加了消费者与广告商、买家和卖家之间以较低成本进行更相关匹配的可能性。关键的创新是直接利用从汇总的交易所数据和社交网络信息中挑选出来的用户购买和兴趣档案，并使用这些数据创建可替换的交易对象。将具有相似兴趣和配置文件的这些对象的组聚合在一起，将使广告生产者和消费者能够在多变量竞价空间上进行实时竞价。作为一种动态交易所，ADEX提供了三种新的功能：1)双边动态竞价；2)允许两个可编程的交易代理进行优化营销；以及3)拍卖将被清算，并使用线性规划来评估结果。因此，允许综合产生流动性，并通过佣金分享在不同的广告网络之间建立互联，从而产生更有效的市场。这种双边广告交换是Metanet关于高效互连的企业社交外联网愿景的组成部分，它将为信息革命的下一个增长阶段奠定基础，使公司能够以非凡的新方式与客户联系并与值得信赖的合作伙伴合作。该项目的更广泛的影响/商业潜力将是促进更高效的自动化市场，这将改变广告和直接营销。基于更多地了解谁将与谁沟通以及为什么沟通，可能出现的新收入模式是巨大的。搜索引擎行业能够将任何用户与网络上的任何其他用户联系起来。最终，这两种类型的联系都将与对营销ROI的影响结合在一起。目前，推出一个新的消费品牌的成本可能在1000万至1亿美元之间，其中大部分花在广告上。Metanet？S的愿景可以通过在易于推出新产品和业务方面实现一场革命，来降低颠覆性推出新品牌的成本。如果在全球普遍部署，它可以减少摩擦，导致全球生产率大幅提高。最后，随着垃圾邮件取代我们的收件箱和Facebook更新，电子通信的信噪比正在下降。这项创新旨在提高智能定位消费者的能力，因此，可能成为有朝一日消除垃圾邮件的新通信生态系统的种子。