WO2009035625A2

WO2009035625A2 - Advertising system - revenue sharing

Info

Publication number: WO2009035625A2
Application number: PCT/US2008/010603
Authority: WO
Inventors: Jason Beckerman; Joshua Backer
Original assignee: Educational Communications Llc
Priority date: 2007-09-12
Filing date: 2008-09-11
Publication date: 2009-03-19
Also published as: WO2009035625A3

Abstract

Disclosed is a method and system for implementing an advertising campaign and sharing the revenue generated from the advertising campaign, including submitting an advertisement targeted at persons meeting pre-determined criteria to a content management system. A content management system searches for stored content historically viewed by persons meeting the pre-determined criteria. Payment is received for the presenting the advertisement. The advertisement for presentation to the person meeting the predetermined is matched with the content found during the content search, wherein the advertisement can be a third-party advertisement or a proprietary advertisement. The results of the presentation of the advertisement to a person viewing the associated content are tracked and the number of impressions and clicks are monitored. Revenue is distributed by splitting the revenue generated by the advertisement according to a share rate and the ownership of the content.

Description

ADVERTISING SYSTEM - REVENUE SHARING

FIELD OF THE DISCLOSURE

The disclosure relates to systems and methods for embedding advertisements in electronic content in an on-line content community system wherein advertisements are presented to subscribers based on apparent interests, and advertisement revenue resulting from the embedding of the advertising is distributed to electronic content contributors and/or controllers.

BACKGROUND Advertisements are provided to a user browser from many different sources on many different bases. For instance, targeted advertising can present advertisements to end users whose interests are deduced from the user's browsing history, demographics of the user if available, search terms the user inputs to search engines, etc. In a website having dynamic content contributed by a host of people, such as social networks, teaching and information sharing websites and collaborative websites, the content providers and content controllers may and often do have a significant role in attracting visitors to the website. Currently there does not appear to be an automated mechanism that allows an advertiser to select the specific content community in a content system having multiple content communities (e.g., embedded websites directed to an underlying topic or area of interest within a parent website), and allow the owners of the selected content community to receive a share of the advertising revenue.

SUMMARY

Disclosed is a method for implementing an advertising campaign and sharing the revenue generated from the advertising campaign. The method includes submitting, by an advertiser, an advertisement targeted at persons meeting pre-determined criteria to a content management system; searching content systems attached to the content management system, by the content management system, based on characteristics of participants of the content systems and the pre-determined criteria; determining one or more of the content systems based on result of the searching; presenting the submitted advertisement with the determined one or more of the content systems; tracking presentation of the advertisement; determining amount of payment for presenting the advertisement; and splitting the revenue generated by the advertisement according to a share rate and ownership of content.

Also disclosed is a system for implementing an advertising campaign and sharing the revenue generated from the advertising campaign. The system includes means for submitting, by an advertiser, an advertisement targeted at persons meeting pre-determined criteria to a content management system; means for searching content systems attached to the content management system, by the content management system, based on characteristics of participants of the content systems and the pre-determined criteria; means for determining one or more of the content systems based on result of the searching; means for presenting the submitted advertisement with the determined one or more of the content systems; means for tracking presentation of the advertisement; means for determining amount of payment for presenting the advertisement; and means for splitting the revenue generated by the advertisement according to a share rate and ownership of content.

BRIEF DESCRIPTION OF THE DRAWING FIGURES The present disclosure will be described by means of exemplary embodiments to which the underlying inventions are not limited. Variations and modifications will occur to those skilled in the art without departing from the underlying concepts or the invention as claimed in the claims appended hereto. FIGS. 1A and 1 B illustrate a functional block diagram of an exemplary method for implementing an advertising system having a revenue sharing arrangement. FIG. 2 illustrates an exemplary advertising campaign creation page.

FIG. 3 illustrates an exemplary template for creating a banner advertisement.

FIG. 4 illustrates an exemplary advertising campaign summary page of a specific advertising campaign.

FIG. 5 illustrates an exemplary summary page of all subscribers' advertising campaigns.

FIG. 6 illustrates an exemplary system network configuration for implementing the described method. FIG. 7 illustrates an exemplary interaction of the parent system with content systems and subscribers.

FIG. 8 illustrates an exemplary module system implementation of the described method.

DETAILED DESCRIPTION

Disclosed are methods and systems for combining proprietary and third party advertising systems, and sharing generated revenue among various levels of content producers. This system can be used in conjunction with such systems as disclosed in provisional application U.S. Application Serial No. 60/929,659 "Creating Online Social Learning Communities", and non-provisional application U.S. Application Serial No. 12/608,607, "Creating Online Social Learning Communities", both naming Jason Beckerman and Joshua Backer as inventors, herein incorporated in their entireties by reference. As used herein "proprietary advertising system" relates to a system working within a community of content providers and content recipients in a website or web service which facilitates community members advertise to other community members or members of other communities under a parent system. As used herein "content system" relates to a network site or web site that receives content by one or more people on a topic, that content being moderated, controlled and/or provided by a content "owner" whose ability to attract content contributions and/or provide content increases (or reduces) membership or the number of times the content is viewed. The content system can be part of a hierarchical structure of parent systems having greater overview authority and overseeing a number of content systems and child systems that the content system has a greater overview authority.

Exemplary methods/systems are described in details below with reference to the drawings.

Advertisement Submission Process The advertisement submission system allows a prospective advertiser

12, who may be a subscriber to an on-line content system, to submit advertisements (step 210) without involving any sales or marketing people employed by a parent system. The advertisement submitted can be targeted at persons or groups meeting pre-determined criteria. The on-line content system can be a user social, educational or collaborative network which allows users to submit content that other users can use for educational or social reasons. The on-line content is created and presented with the aim of attracting a number of other users to view the content and interact with other users of the content, although there are other reasons for wanting to participate in such a network. A parent system would act as a manager or other type of facilitator, e.g., make decisions as to the type of content to host, the classification of specific content and the like, of the on-line content system, and make arrangements with each of the contents system's owners. When desiring to begin an advertising campaign, the advertiser 12 can submit criteria (block 212) such as age, location, other demographic data (e.g., ethnicity, education, income level, sex, occupation or profession, etc.), interests, attitudes, political views or affiliations, and other categories of people they want to target at or other information related to the advertiser and advertising campaign targeted at those people being profiled. The criteria search is not limited to these items and can be expanded to search on anything contained within the content system. Once the criteria are submitted, the advertisement system will query the attached content system (step 220) based on characteristics of participants of the content systems to return content systems which meet the criteria entered. These are preferably the best matches (block 222) that best meet the chosen criteria. The advertiser 12 will then choose the various content systems, or categories of content systems based on the result of the query, for their advertisements to appear in.

Once the content systems are chosen, the advertiser 12 enters in step 240 details of the advertising campaign such as a date range for the campaign, a maximum budget, the model used whether it be cost per click or cost per 1000 impressions, as examples, the type of advertisement whether text or image. The advertiser 12 uploads the advertisement image, and sets the target URL. The next step of the advertisement submission process 20 is to put the end user's billing information on file to pay for the advertisement being displayed (steps 250 and, if necessary, step 252). The advertisement will then be sent into the advertisement server process 22.

An advertiser, a subscriber wishing to advertise, or an administrator of the parent on-line content system enters the advertising system and is able to submit criteria based on, but not limited to, age, location, other demographics and content system type. The system queries the available content systems within the parent system to determine the best matches based on the submitted criteria.

The advertiser 12 has an option to either create a proprietary advertisement or allow a third party to provide the advertisement. Alternatively, if there are unfilled advertising spots in a content category, the parent system can authorize a third party or provide proprietary advertisements created by the parent system, e.g., to advertise another content category, to fill the unfilled advertising spots.

The advertiser can choose the various content systems they wish to place their ads in. Optionally, the system can let the advertiser set one or more of: the date range for the campaign to run, the total budget they are willing to spend, the cost model they would like to use (Cost Per Click (CPC) 14, Cost Per Impressions (CPM) 16, or Hybrid 18 (a mixture of CPC and CPM), the advertisement type (text advertisement or image advertisement), upload the image if the image type is chosen, and then set the target URL for when a user clicks on the advertisement. The price rate for cost per click and impressions, e.g., 1000, can be set in the administration panel so the potential amount of clicks and impressions can automatically be communicated to the advertiser. The advertiser can enter their payment information and the advertisement will become activated in the parent system. The submitted advertisements can be sent to the advertisement server which sends the advertisements out to the appropriate content systems. The advertisement server can also receive advertisements from a number of third party systems. When the advertisement server delivers an advertisement to a content system, it checks to see if the specific content system has any proprietary advertisements associated with it. If it does, it will send the proprietary advertisement to the content system. If it does not, the third party advertisement, using third party application programming interfaces (APIs), will be sent to the content system. The advertisement tracking process, described in more detail below, determines which page within the content system generated an impression or a click. It can also determine who owns the specific page.

Proprietary targeted advertisements can be created by users who subscribe to the on-line content system, hereinafter referred to as subscribers. The subscriber can select a link in the subscriber's profile in the on-line content system to create an advertisement campaign.

FIG. 2 illustrates an exemplary advertisement campaign creation page, which was described above. In FIG. 2, the basic advertisement campaign is given a name 310, a universal resource locator (URL) address 320 and a type 330. The type 330 is used to specify how the subscriber will be charged for the advertisement, which can either be by CPC or CPM. These can be selected from a drop down menu. Further, the subscriber creating the advertisement campaign selects the number of clicks or impressions for which they will pay, e.g., 10, 100 and so on. This can be used to determine the duration of the advertising campaign, if this number is met prior to the expiration date of the advertising campaign. In the illustrated example, the type is Pay-per-click and the number of clicks selected is 100. The subscriber creating the advertisement campaign selects the categories 340 in which the subscriber wishes to advertise. For example, category 2 is AII>Topics>Education>Legal Professional. In which case, all other subscribers to that category will be shown the subscriber's advertisement. By checking block 350, the subscriber is indicating that the support mechanism for the advertising is not located in the category (i.e., the content pages), but in the profile pages, messages, my contacts and similar area of the on-line community system.

Figure 3 illustrates an exemplary template 400 for creating a banner advertisement. A user can choose either to insert text or images in a predetermined location on a webpage. For example, left advertisement place 410 says "Patent Law", Pop up advertisement place 420 says "Aim to serve", and Bottom advertisement place 430, which says "Innovation". Using this template 400, a subscriber can create their own or proprietary targeted advertisement. The third party of the third party advertisement system integration 262 can be an advertisement provider, such as Google and Amazon, who simply provides advertising to fill advertising spots not filled by the advertiser 12 in this exemplary embodiment.

Whenever an end user accesses any of the pages within the content system, the content system will contact the advertisement server for an advertisement (step 270). When the content system requests an advertisement from the advertisement server process, the advertisement server process will check to see if any of the proprietary advertisements in the system have been placed in the requesting content system (YES, from step 270). If the content system has proprietary advertisements, i.e., advertisements submitted by advertiser 12, who is at least a subscriber to the on-line content system, associated with it, the advertisement server will serve the proprietary targeted advertisement (block 272). If there are no proprietary advertisements associated with the content (NO, from block 270), the advertisement server will serve a third party advertising system (block 273), which are advertisements from companies such as Google, Amazon, and the like.

FIG. 4 illustrates an exemplary advertisement campaign summary page of a specific advertising campaign. The summary page 500 shows Campaign: Patent Law and shows to the subscriber the name of the campaign, the URL, the Type, whether it is INDIRECT, the categories, the Banners and the History. Indirect when set to "TRUE" means that support mechanisms for the content is not available in the categories, or content pages. Conversely, if Indirect is set to "FALSE", the support mechanisms are in the content pages. The History allows a subscriber to see when the campaign started and when it will end. History also shows the number of clicks or impressions the advertisement campaign generated. This allows the subscriber that created the campaign to gauge how well the advertisement performed, which can be used for future advertisement creation purposes. Of course, more or less information can be provided in the summary page, or all pages. FIG. 5 illustrates an exemplary summary page of all subscribers advertising campaigns. In the illustrated case, the particular subscriber has two advertisement campaigns: Patent Law 610 and Kayaks Are Cool 620. Also, displayed are the URL, the type and number of clicks or impressions, and categories for each advertisement campaign. Of course, more or less information can be provided in the summary page, or all pages.

Content Search Process

The content search process 220 allows the content management system to search content systems attached to the content management system, based on characteristics of participants of the content systems and the pre-determined criteria submitted during the advertisement submission process. For example, the content search process 220 can take criteria set in the advertisement submission process and run the criteria against a parent content system.

Within a content management system, there may be many different children content systems. Child content systems are subcategories of content classified beneath the content in the parent content systems. For example, the parent content system can be History, and the children can be Medieval history, United States History, and so on. Each of these parent and children content systems will have participants or end users attached to them. These participants or end users will have profiles with potentially many different variables pertaining to, for example, their interests, demographics, past employment and/or educational history, i.e., highest grade of education completed. This information is collected when users register with the parent system to participate in the on-line content system. Every member of a child content system selected for an advertising campaign can receive the same advertisements, or only users who meet the inputted criteria can receive the advertisement, or the system can accommodate both.

The content search process 220 based on the submitted criteria will search these profiles to determine which content systems best meet the criteria. The "best meet" or "best matches" decision can be based on an exact match of the highest number of advertising criteria users of a content system meet, a statistical distribution method, or some other known method of determining a best meet decision. In addition to checking the user profiles, the submitted criteria will also be checked against the various content systems descriptions for matches. Once the top-matching, i.e., those determined to "best meet" the submitted criteria, content systems are determined, those content system names will be returned to the advertiser in the advertisement submission process to then choose in which content systems to place advertisements. Third Party Advertisement System Integration

The third party advertisement system 262 integration will pull advertisements from third party advertisement providers. The third party advertisement providers are companies, such as Google and Amazon, that have a set of advertisements from advertisers who pay for advertising on their websites. These advertisements will then be combined together into one advertisement stream and sent into the advertisement server process.

Advertisement Server Process The advertisement server process 260 will receive advertisements from the advertisement submission process 20 and the third party advertisement system integration 262. These advertisements will then be served into all of the content systems. It is preferable that all of the available advertising spots be filled by the proprietary targeted advertisements, which have been sold to the advertiser 12, who is at least a subscriber to the online content system.

Advertisement Tracking Process

Once an advertisement is served into the content system, the advertisement tracking process 24 will track metrics, e.g., number of impressions, click-through, and the like about the advertisement. The advertisement tracking process 24 will identify the creator of the content where the advertisement is being served on. The creator is the online content system subscriber who created the content for viewing by and interacting with other subscribers of the on-line content system. The advertisement tracking process is used to determine amount of payment for presenting advertisement.

Once the creator is identified, the advertisement tracking process 24 will track how much revenue was obtained from the advertisement. If the advertisement generates a click, it will send a record including the owner of the content, the content system identifier, and the amount of revenue generated to a record in the database. If the advertisement is simply an impression, a record containing the owner of the content, the content system identifier and the impression revenue generated will be submitted to the database. Each impression or click generated will create an associated record in the database associated with the owner of the specific piece of content.

A column labeled split flag, which will either set the flag to TRUE or FALSE, is used to determine if the advertisement tracking process database record has been processed by the revenue split process. The split flag will be set to FALSE for records that have not been split by the split process, and TRUE for records that have been split, in one example.

Revenue Splitting Process

The revenue split process 26 is shown now with reference to Fig. 1 B. The revenue split process 26 queries the advertisement tracking process database 24 for records where the split flag is false. The revenue split process 26 then queries the parent systems administration settings 30 to determine the revenue split rate set for the content system. Each content system type and classification can have different revenue split rate set for it in the administration settings, as described in detail, under the title "Administration Panel", below. The revenue split process determines the revenue split rate for the current advertisement tracking process database record's content system. This information can be stored in a variable. The revenue split process determines the revenue split rate set on the content system in question. This information is obtained from the content system administration system. The revenue split process will generates new records into the revenue split process database which will include total revenue for a specific content system split out over the different share rates.

The parent system, i.e., the on-line content system, gets one record with their percentage revenue split, the owner of the content system will get one record with their percentage of revenue split, and the content system management team will also get a record with their percentage revenue split. This is a total of three separate records submitted. For the management team, since the team can have multiple members, the management team record will run through this split process again to split it for each member of the management team of the content system in question. The split flag on the record from the advertisement tracking process can be set to TRUE. A paid flag on the revenue split process records can be set to FALSE until the payout process is executed on the revenue split process database.

Payout Process

A payout process 28, as illustrated in FIG. 1 B₁ makes payment of the revenue generated by the advertisement if unpaid revenue exceeds a predetermined amount. For example, the payout process 28 can query the revenue split process 26 database to determine if any user has met a payout criteria. The parent system administration settings will set the minimum payout amount. If the payout process 28 queries the revenue split process 26 database for total revenue earned by user where the paid flag is false, it will bring back a list of users who have currently earned revenue. If the total revenue earned is greater than the minimum payout amount, the system will change the paid flag on each record, for the chosen user, in the revenue split process database, to true. The payout process 28 will then send a payment message to the billing system to pay the specified user the total amount they are owed.

The payment of presenting advertisements and distribution of the revenue generated by presenting advertisements can be managed in a Virtual Economy System, as described in non-provisional application U.S. Application Serial No. 12/608,607, "Creating Online Social Learning Communities", which is incorporated in its entirety by reference.

The subscribers, owners and content producers may be paid or charged in the online learning community. For example, the advertiser may be charged for advertising to selected content systems. The owner of a content system may be distributed a share of revenue generated by presenting advertisements in the content system. In the Virtual Economy System, instead of paying and charging the subscribers, owners, content producers and advertisers through a transaction that involves external accounts, such as checking accounts from banks, a virtual economy account is established to allow easier transactions involving monetary values. Each of the subscribers, owners, content producers and advertisers can be a virtual economy account owner. The money earned in the online learning community, such as, advertisement revenue, can be credited in the virtual economy account of the owner or content producer who presents the advertisement. The money to be charged to an advertiser can be debited from the virtual economy account.

The virtual economy accounts can be funded through a third-party payment service, such as credit card companies, and other services, including GOOGLE, AMAZON, or PAYPAL payment services.

The balance of the virtual economy account can be debited to a bank account, at the account owner's choice.

Administration Panel

The administration panel or settings 30, as illustrated in FIG. 1 B, for the parent content system can hold the revenue share rates for each content system type. Each content system type can have one revenue share rate. This is the rate, for example, 20%, at which shares of revenue can be paid out to the content system owner. In addition, the administration settings can hold the current rates for Cost per click, cost per impression advertisements, and other settings. The administration setting also holds the minimum payout amount which is used by the payout process.

Content System Administration Settings

The content system administration settings 32, as illustrated in FIG. 1 B, contains the revenue shares for the content management team. The content owner can set the revenue share, for example, 25%, to equal which will automatically split the revenue between the content management team. For example, if the content owner sets 25%, and there are 5 content management team members, each member would get 5%. The owner is also allowed to set the share, and then set a different revenue share for each member of the content management team. For example, if the content owner sets a 25% share, and there are 5 content management team member, one could get 10%, another, 5%, 2 of the other members could get 3% each, and the last member could get 4%.

The advertisement submission process 20 sends search criteria to the content search process. The process returns the various content systems which meet the requirements of the submitted criteria. The advertisement submission process sends completed advertising campaign advertisements into the advertisement server process 20. The third party advertisement system 262 integration process also submits ads to the advertisement server process. Once these advertisements are served into the various content systems, their results are tracked in the advertisement tracking process. The data contained within and produced from the advertisement tracking process is then sent to the revenue splitting process.

The revenue splitting process 26 pulls the various levels of revenue splits from both the administration settings of the parent content system, and also the child content system administration settings. Once the appropriate revenue sharing is determined and stored in the revenue splitting process database, the payout process determines if payments should be made. The minimum payout amount is pulled from the parent content system's administration settings. If the revenue amount is greater than this minimum amount, the revenue is sent to the billing system for payment generation.

At payout 34, revenue is distributed to the above determined parties. Alternatively, the exemplary advertising-revenue sharing system is not limited to on-line content systems as described above, but can be used in other environments such as for group submissions, knowledge management systems, courses, streaming video production, multi-user blogging.

The system can check how much revenue was generated from the click or impression and all of this information will be noted to the advertisement systems database. This information can be sent to the advertisement revenue split process. By automatically looking at settings in the content system administration tool and the parent system administration panel, the revenue split process will send a percentage of the revenue to the parent system and a split to the content system owner. The revenue split process can run again to split the content owner's revenue with the set rate for splits between the management team.

If a content system does not have an advertisement submitted through the proprietary system, it can automatically display advertisements from a number of third party solutions. The revenue production from each content system is shared between the owner of the content system, the management team in the content system, and the organization using this system. The share of the revenue is set through an administration panel.

System implementation

FIG. 8 illustrates an exemplary module system implementation of the above described method. The advertising module system 800 comprises an advertising campaign service module 810, an access center module 820, an advertising service facade 830 and an advertising request processor 840. The advertising campaign service module 810 provides major functions of the system as well as dispatches incoming requests for advertisements. The access control center module 820 checks and verifies accessibility of the advertising campaign for content owners. The advertising service facade 830 is the business facade for the advertising module system 800 and provides a unified access point to the functions of the advertising module system 800. The advertising request processor module 840 processes incoming requests for advertisements and generates the advertisements as explained above. Different advertisement providers, whether proprietary, Google Ads, Tribal Fusion, or the like, have different implementation requirements that are met by advertisement request processor module. The above described modules can be implemented on a computer readable medium storing programs using software languages such as Ruby on Rails, Java, Javascript or similar well-known languages.

FIG. 7 illustrates an exemplary configuration of a parent system with the content system and the subscribers, in which the above described method and system for sharing revenue can be implemented in an exemplary computer system. The parent system 701 can include one or more on-line content systems 703. Each on-line content system 703 can have one or more subscribers, such as subscriber 1 704, subscriber 2 705, subscriber 3 706 and subscriber 4 707.

The various processes, e.g., advertisement submission process, advertisement service process advertisement tracking process, and payout process, can be implemented on any type of server-based system that is accessible by a plurality of user computers for distribution of content. The content can be stored in any of a number of well-known data storage systems that allow for distribution of the content to a plurality of users. In an exemplary embodiment, as illustrated in FIG. 2, the server applications are hosted as separate instances run inside the Amazon Elastic Computing Cloud 601 (EC2). As the server load increases, application server instances are added at EC2 601. Initial contact to the EC is through Application servers 1-N 603, which can be implemented through servlets, such as an Apache Tomcat. The traffic from subscriber computers 1-N 605 can be managed by a traffic load balancer 607, which is available through Apache. An optional feature shown in FIG. 6 is the video conversion service 609 that converts data stored in database or other date storage means 611 , such as Amazon Simple Storage Service.

Conclusion

The present invention is not limited to these exemplary embodiments, and it is expected that those skilled in the art will be able to adapt and modify the system and method without departing from the scope of the invention as defined in the claims appended hereto.

Claims

WHAT IS CLAIMED IS:

1. A method for implementing an advertising campaign and sharing the revenue generated from the advertising campaign, comprising: submitting, by an advertiser, an advertisement targeted at persons meeting pre-determined criteria to a content management system; searching content systems attached to the content management system, by the content management system, based on characteristics of participants of the content systems and the pre-determined criteria; determining one or more of the content systems based on result of the searching; presenting the submitted advertisement with the determined one or more of the content systems; tracking presentation of the advertisement; determining amount of payment for presenting the advertisement; and splitting the revenue generated by the advertisement according to a share rate and ownership of content.

2. The method of claim 1 , wherein the pre-determined criteria comprise a plurality criteria selected from age, location, ethnicity, education, income level, sex, occupation, interests, and categories of attitudes, interests and political views.

3. The method of claim 1 , wherein the result of the searching is based on best matches between the characteristics of the participants of the content systems and the pre-determined criteria.

4. The method of claim 1 , wherein the determining one or more of the content systems is based on advertiser's selection of the result of the searching.

5. The method of claim 1 , further comprising: specifying, by the advertiser, details of the submitted advertisement wherein the details of the submitted advertisement comprise at least one of a date range for the advertisement, a maximum budget, a cost model, a type of the advertisement, a universal resource locator address linked to the advertisement, and billing information of the advertisement.

6. The method of claim 5, wherein the details include a model of cost of presenting advertisement, the model comprising a Cost Per Click (CPC), a Cost Per Impressions (CPM), or a Hybrid of CPC and CPM.

7. The method of claim 1 , wherein the submitted advertisement is a third-party advertisement.

8. The method of claim 1 , wherein the submitted advertisement is a proprietary advertisement of the content management system.

9. The method of claim 1 , wherein the tracking comprises tracking the determined one or more of the content systems, respective owners or contributors of the determined one or more of the content systems, and respective amounts of revenue generated within the determined one or more of the content systems due to the presentation of the advertisement to be the revenue splitting.

10. The method of claim 1 , further comprising: making payment of the split revenue generated by the advertisement if unpaid revenue exceeds a predetermined amount.

11. The method of claim 12, wherein the payment is made to a virtual economy system within the content management system.

12. A system for implementing an advertising campaign and sharing the revenue generated from the advertising campaign, comprising: means for submitting, by an advertiser, an advertisement targeted at persons meeting pre-determined criteria to a content management system; means for searching content systems attached to the content management system, by the content management system, based on characteristics of participants of the content systems and the pre-determined criteria; means for determining one or more of the content systems based on result of the searching; means for presenting the submitted advertisement with the determined one or more of the content systems; means for tracking presentation of the advertisement; means for determining amount of payment for presenting the advertisement; and means for splitting the revenue generated by the advertisement according to a share rate and ownership of content.