Santa Monica company wants to patent optimized bidding on zero click domain parking traffic.
Adrenalads, a direct navigation company based in Santa Monica, has filed a patent application for analyzing and bidding on zero click traffic.
U.S. Patent application number 13/541767 (pdf) for “System and method for acquiring domain visitors on a parking service and redirecting to optimal advertisers” was filed in July 2012 and published today.
The patent focuses on the buy side of zero click traffic. Many domain parking companies that serve up standard pay-per-click ads also sell redirects (zero click) if the bid amount is better than its current yield from PPC ads on a particular domain.
In the application, Adrenalads discusses an initial fraud and quality check on traffic, followed by a bidding mechanism to minimize the amount paid to the parking company while maximizing traffic acquisition as well as yield from the advertiser. It describes how this can be done both for direct advertisers as well as through advertiser feeds.
I assume that most zero click companies have this sort of sophistication in their systems, although I may be naive.
Zero click pioneer Sendori filed a number of patent applications related to zero click traffic.
Andrenalads CTO Nate Hashem was previously with Oversee.net, the company that owns domain name parking service DomainSponsor.