482970 經濟部智慧財產局員工消費合作社印製 A7 B7 五、發明說明（\ ) 本發明之領域 本發明係關於廣告之領域，特別地說，係關於透過經由 電子媒體之廣告。 本發明提供一種適應性對準目標的方法和系統，以幫 助傳遞廣告資料和/或廣告語到經過選擇且較佳之觀眾。 發明背景 先前技藝之描述 在傳統的大眾媒體廣告中，廣告商試圖藉由使用大眾媒 體頻道，如電視，廣播，報紙，雜誌和網際網路，傳到大量的觀眾 ，以傳遞他們的廣告。用此種廣告媒體，被認爲有些本質上的 缺點。主要的缺點是廣告活動的有效性很難計量且通常因 此被認爲非常低。 廣告商已經試圖藉由把廣告的目標置於已經決定是正 確觀眾群組上而增加他們廣告活動的有效性。舉例來說，豪 華車的製造商可能決定在商業的入口廣播他們的廣告，以 觸及到最大數目的潛在買家。廣告可能傳送到大群的觀眾， 但是他們之中的一大部分可能對於車子並沒有興趣或是沒 有任何意願購買一輛新車。即使是廣告傳送到對車子有興 趣的人，廣告中傳送的訊息可能對於吸引潛在買家的注意並 不合適或是有效的。同樣的，傳統廣告有另外的缺點，特別是 假如廣告的方式或風格並不適合潛在買家的胃口。換句話 說，假設某人，三十歲出頭，正在看廣告且在尋找一輛經濟的 車子，假如廣告裡傳遞的訊息描繪出高級及豪華的影像，潛在 3 本紙張尺度適用中國國家標準（CNS)A4規格（210 X 297公楚） ----·--------裝--------訂--------- Μ (請先閱讀背面之注意事項再填寫本頁} 482970 經濟部智慧財產局員工消費合作社印製 A7 B7 五、發明說明（/ ) 的買家可能就會忽略這廣告，即使這輛車在市場上是最省油 車子中之一。 本發明設法減輕與前技術相關的至少一個缺點。 發明槪要 本發明牽涉安裝客戶應用程式到消費者的計算裝備。 客戶應用程式具有下面所列的能力： 1 ·監視使用者瀏覽的行爲：激覽行爲包括，但不限制 於網站拜訪，在第三團體搜尋引擎裡作關鍵字搜尋，商品和/ 或服務的購買。 2 ·請求(從遠端伺服器)呈現適當的廣告。 3·加適當圖案的標籤到使用者瀏覽過程中遇到的所有 網頁。 4·監視使用者使用的應用程式。 5 ·監視網路父通，以決定最合適的廣告下載機制 6 ·監視計算裝備上的活動，以決定要顯示的廣告種類 。廣告可以潛在地是正常的橫幅或多媒體格式。 7·會員輸入於計算裝備的關鍵字之輪廓。 本發明也牽涉一組伺服器應用程式的設定，其與客戶應 用程式同步地運作，以適當的方式和適當的時間傳送廣^ 給適當的人° 在另一方面，本發明提供決定用於動態地選擇廣告資料 的觀眾準則之方法，其中決定觀眾準則的步驟係以觀眾過去 瀏覽行爲至少一部份爲根據。 ---丨·--------裝--- (請先閱讀背面之注意事項再填寫本頁：> . ‘ 卜紙張IF適用中國^(CNSU4規格⑵0 X 297公爱） 經濟部智慧財產局員工消費合作社印製 482970 A7 B7 五、發明說明（j ) 較佳地，過去的瀏覽行爲包括至少下列一項： 檢視廣告資料， 會員藉由滑鼠按一下以回應廣告， 從不論是連線或是離線購買商品和/或服務，或 沒有回應。 更進一步方面，本發明提供產生一種顯示在電子媒體上 ，如網際網路，廣告資料的方法，本方法包括下列的步驟： 決定如上所述的觀眾準則， 決定一組廣告資料，其實質上符合觀眾準則，且 擷取實質上符合觀眾準則的廣告。 本發明的另一進一步方面係提係提供一種決定用於動 態選擇廣告資料的觀眾準則之系統，包括： 邏輯裝置，其用以根據觀眾過去瀏覽行爲至少一部份， 決定廣告資料傳遞適宜性的觀眾準則。 本發明的另一進一步方面係提供一起與使用者計算裝 備運作的客戶應用程式，此應用程式包括： 1·一種用以顯示線上廣告的裝置，包括，但不限制於，橫 幅廣告和多媒體廣告。 2·—種用以監視使用者的瀏覽行爲之裝置，如，但不限制 於，網站拜訪，用第三團體搜尋引擎的關鍵字搜尋，商品和/或 服務的購買，和 請求（從遠端伺服器）要顯示廣告的裝置，以回應瀏覽 行爲，本發明的另一進一步方面提供了一種提供廣告在電子 媒體上的方法，此方法包括下列步驟： 5 本紙張尺度適用中國國家標準（CNS)A4規格（210 X 297公釐） " (請先閱讀背面之注意事項再填寫本頁) 一裝 訂--------- 經濟部智慧財產局員工消費合作社印製 4 ^2970 A7 B7 五、發明說明（k) 1 ·建立廣告資料，其目標爲具有某輪廓的一特定群組 的消費者，和 2 ·在偵測到預先決定的消費者監視事件/活動時，提供 廣告資料給消費者。 基本上，本發明方法源於適應性呈現給觀眾的廣告以與 過去或是其他觀眾的個人準則符合。 本發明之較佳實施例現在將會以參照隨附的圖例來加 以描述，其中： 圖1圖解說明用於履行描述的實施例之元件； 圖2A說明用於其實施的本發明之功能元件； 圖2B圖解說明本發明的處理流程;適應性的瞄準目標 廣告； 圖3A說明圖解變形廣告的運作的流程圖，其與本發明 相符； 圖3B說明用於廣告元件組譯器（Advertisement Components Assembler)的元件輪廓規則表（Component Profile Rules Table)之實施例子。 圖4A說明及時(JIT)廣告資訊和關係如何在及時資料 庫裡組織和儲存。 圖4B圖解在客戶的系統中及時如何被致能，且 圖4C圖解客戶系統如何持續地使用它現存的事件監 視淸單。 6 本紙張尺度適用中國國家標準（CNS)A4規格（21Q X 297公爱) 一 ^·裝--------訂--------- (請先閱讀背面之注意事項再填寫本頁) 482970 A7 B7 五、發明說明（γ) 較佳實施例之說明 參照圖1，用於實施本發明的圖解元件以方塊圖說明。 在此具體實施例中，該系統包括客戶系統（110)和伺服系統 (130)，經由通訊通道（120)而彼此通訊。客戶系統安裝且停 留在觀眾/會員/顧客的電腦上以顯示廣告。觀眾/會員/顧客 係註冊至系統上的使用者，且允許客戶系統在他/她的螢幕 上顯示廣告。伺服系統（130)提供服務給客戶系統（110)，以 接受請求和傳送廣告給客戶系統。通訊通道（120)係爲媒體 連結，其允許使用者的電腦（110)與外部的資源通訊和互動。 在本發明較佳的實施例中，使用在通訊通道（120)上的 協定係爲經由HTTP的網際網路通訊，但是就如熟知此技藝 的人士所了解，許多其他通訊通道協定也可以與本發明一起 使用，如經由網路通訊如網際網路間ORB協定（Internet Inter ORB Protocol(IIOP))，使用者資料協定(User* Datagram Protocol(UDP))，簡單郵件傳輸協定（Simple Mail Transfer Pr〇t〇C〇l(SMTP))，S〇Cks和其他傳輸控制協定和以網際網路 協定（TCP/IP)爲基礎的協定，其致能客戶系統（1111)以與伺 服系統（130)通訊。通訊通道（120)也不需物理上連線，它可 能是無線或是有線和無線兩者的混和。 該客戶系統（111)在使用者的電腦（110)上存在並執行， 其連接到通訊通道（120)。使用者的電腦可能是工作站，個人 電腦，膝上型電腦，筆記型電腦，手持式個人電腦，掌上型電腦， 個人數位助理(包括整合型的個人數位助理行動電話）和可 以用於與外部來源通訊和能夠安裝額外應用程式的其他種 7 本紙張尺度適用中國國家標準（CNS)A4規格（210 X 297公釐） (請先閱讀背面之注意事項再填寫本頁) 一裝--------訂--------- 經濟部智慧財產局員工消費合作社印製 經濟部智慧財產局員工消費合作社印製 482970 A7 ___ B7 五、發明說明（b ) 類的媒體。使用者的電腦（110)可能具有一些安裝的應用程 式（113)以服務使用者每天的活動。一些普通應用程式（113) 的種類可能是文字處理器，試算表，繪圖程式，電子郵件或訊 息和瀏覽器。要注意這些應用程式並不形成本發明的一部 份。 客戶系統理想上係能夠顯示任何在市場上可用的廣告 格式。其包括從標準顯示於瀏覽器的圖形格式，如gifs，jpeg， 和bitmap，到更複雜的豐富媒體格式，如閃電 (flash)，shockwave 和視訊隨選。 由客戶系統一次顯示廣告的數目取決於電腦螢幕的解 析度。在普通的情形下，兩個廣告（一起顯示）可能顯示以 600x800解析度顯示在標準的電腦螢幕上。 伺服系統（130)係爲專屬電腦和從使用者來的遠端停留 的軟體所結合，其在通訊通道（120)與一個或多個客戶系統 (111)通訊。因此，伺服系統（130)作爲服務提供者以接收請 求，處理請求和傳送適當的廣告給客戶系統（Π1)。伺服系統 (130)的軟體元件包括伺服器服務（131)和資料庫 (137，138，139)。伺服器服務（131)包含應用程式服務（133)和 通訊服務（132)。應用程式服務履行整個商業邏輯以支援本 發明的商業模型。此涵蓋了從客戶系統（Π1)接收請求，處理 請求之後可能存取眾多的資料庫，和傳回結果給客戶系統 (111)。結果係爲由客戶系統顯示的廣告或是客戶系統所需 執行任務的資訊。通訊服務（132)在通訊通道（120)上作爲客 戶系統（Π1)和應用程式服務（133)之間的通訊介面。雖然本 8 本纸張尺度適用中國國家標準（CNS)A4規格（210 X 297公釐） ^--------·裝--------訂--------- (請先閱讀背面之注意事項再填寫本頁) ^82970 A7 B7 經濟部智慧財產局員工消費合作社印製 五、發明說明（η ) 發明使用網頁伺服器爲在本實施例中的通訊服務，其它通訊 服務的履行也可以用在眾多的通訊通道（120)環境。應用程 式服務和通訊服務的關係可能不是物理上分開的，而是區別 每個服務的主要責任和角色。伺服系統（130)維持至少一個 資料庫以儲存眾多廣告元件的資訊。爲了說明的目的，我們 識別了一些分開的區域。在本例中，用爲適應性目標廣告的 資訊儲存在資料庫137,變形廣告儲存在資料庫138,和及時 (JIT)廣告由資料庫139提供。伺服系統（130)的眾多元件並 不需要停留在相同的機器上。用以平衡網路交易的高負載 之普通架構可能需要伺服器元件散發至很多的機器且可能 在不同的環境下。 客戶系統（Π0)並不需要每次客戶系統在使用者的電腦 上是活躍的時候，都與伺服器統（130)有持續的線上連線。與 伺服系統的連線只需在客戶系統想要作一些同步和從伺服 系統擷取新廣告的時候。事實上，對於適應性的目標和變形 廣告只需最少與伺服器的連線。圖1畫出一些用於本發明 的元件。下列的章節將會進一步描述眾多較佳的具體實施 例，其爲本發明履行支援適應性目標，變形，和及時(JIT)的廣 告。 適應性的瞄準目標 廣告的理想目的就是傳遞廣告至將會買產品或是服務 的正確群組的人。本發明的廣告之適應性瞄準目標允許廣 告商傳送他們的廣告至取樣群組的人以決定將會買產品或 9 (請先閱讀背面之注意事項再填寫本頁) --------訂.--------· 本紙張尺度適用中國國家標準（CNS)A4規格（210 X 297公釐） 482970 A7 B7 經濟部智慧財產局員工消費合作社印製 五、發明說明（g) 是服務的正確群組的人。至於適應性的猫準目標如何歸檔， 首先要從會員資料庫(例如，從II-20年紀群組的3個會員， 從21-30年紀群組的3個會員等等)選擇具有不同人口統計 資料屬性（如:性別，年紀，職業，工作）的一組人。有了 一組選 擇過的人，小廣告將會送給他們，他們的回應將會收集如下： 1 ·假如會員只檢視我們送的小廣告(檢視穿越） 2 ·假如會員將藉由以滑鼠按一下小廣告(按一下穿越) 以檢視廣告商網站的廣告，其將會帶他們至廣告商的網站。 3·在按一下穿越之後假如會員將會更進一步從廣告商 購買產品或是服務(買穿越）。 4 ·沒有回應。 當會員的客戶系統與伺服系統同步協調時會收集這些 回應。在某段時間過了（時間決定收集何時會停止）之後或 是在某數目的人已經回應了之後，收集將會停止。有了此收 集，統計模型和規則，正確的輪廓將會決定。有了輪廓，有相 似輪廓的一大群人之後將會從會員資料庫比對和選擇。傳 送廣告到新的一大群人將會更有效率因爲很可能就是迫些 人將會買此廣告產品或是服務。然而，僅僅只有一次的取樣 以決定觀眾的種類將是不夠的（例如，行動電話過去一向是 成人的小玩意兒，但是現在青少年也會使用）。所以本系統 不會在第一層的取樣就停止。當廣告正傳送到更大群組的 人時，另一小取樣群組將會被選擇。此新的取樣群組不是具 有相同屬性的不同人（例如，仍然使用年紀群組去做統計但 選擇不同的人）就是具有不同屬性的不同人(例如，現在使用 10 (請先閱讀背面之注意事項再填寫本頁) 裝482970 Printed by the Consumer Cooperative of the Intellectual Property Bureau of the Ministry of Economic Affairs A7 B7 V. Description of the invention (\) Field of the invention The present invention relates to the field of advertising, in particular, to advertising through electronic media. The present invention provides a method and system for adaptive targeting to help deliver advertising materials and / or slogans to selected and preferred audiences. BACKGROUND OF THE INVENTION Description of Previous Techniques In traditional mass media advertising, advertisers attempt to reach their audiences by using mass media channels such as television, radio, newspapers, magazines, and the Internet to deliver their advertisements. The use of such advertising media is considered to have some inherent disadvantages. The main disadvantage is that the effectiveness of advertising campaigns is difficult to measure and is often considered very low. Advertisers have attempted to increase the effectiveness of their advertising campaigns by targeting their ads to the right audience groups that have been determined. For example, manufacturers of luxury cars may decide to broadcast their advertisements at commercial entrances to reach the largest number of potential buyers. The advertisement may reach a large audience, but a large part of them may not be interested in the car or have no intention to buy a new car. Even if the advertisement is sent to someone who is interested in the car, the message in the advertisement may not be appropriate or effective to attract the attention of potential buyers. Similarly, traditional advertising has another disadvantage, especially if the manner or style of advertising is not suitable for the appetite of potential buyers. In other words, suppose someone, in his early thirties, is watching an advertisement and is looking for an economical car. If the message conveyed in the advertisement depicts high-end and luxurious images, potentially 3 paper standards are applicable to Chinese national standards ) A4 specification (210 X 297 Gongchu) ---- · -------- Installation -------- Order --------- Μ (Please read the note on the back first Please fill in this page again} 482970 Printed by the Consumer Property Cooperative of the Intellectual Property Bureau of the Ministry of Economic Affairs A7 B7 V. Buyers of invention description (/) may ignore this advertisement, even if this car is one of the most fuel-efficient cars on the market The present invention seeks to mitigate at least one of the disadvantages associated with the prior art. The invention relies on the present invention involving the installation of a client application to a consumer's computing equipment. The client application has the capabilities listed below: 1. Monitor user browsing behavior: Glimpse actions include, but are not limited to, website visits, keyword searches in third-party search engines, and purchases of goods and / or services. 2 · Request (from a remote server) to display appropriate advertisements. 3. Plus Appropriately patterned labels to users All webpages encountered in the process. 4 · Monitor the applications used by users. 5 · Monitor the parent network to determine the most appropriate advertising download mechanism. 6 · Monitor the activities on the computing equipment to determine the types of advertisements to be displayed. The advertisement can potentially be a normal banner or multimedia format. 7. The outline of the keywords entered by the member in the computing equipment. The present invention also involves the setting of a set of server applications that operate in synchronization with the client application to appropriately To the right person at the right time and at the right time ° In another aspect, the present invention provides a method for determining audience criteria for dynamically selecting advertising materials, wherein the step of determining audience criteria is based on at least one of the viewer ’s past browsing behavior Some are based on. --- 丨 · -------- install --- (Please read the notes on the back before filling in this page: >. 'IF paper IF for China ^ (CNSU4 specifications⑵0 X 297 Public Love) Printed by the Consumer Cooperatives of the Intellectual Property Bureau of the Ministry of Economic Affairs 482970 A7 B7 V. Invention Description (j) Preferably, the past browsing behavior includes at least one of the following: , The member responds to the advertisement by clicking on the mouse, buying goods and / or services from either online or offline, or not responding. In a further aspect, the present invention provides a display on electronic media, such as the Internet. The method of advertising data, the method includes the following steps: determining the audience criteria as described above, determining a set of advertisement data that substantially meets the audience criteria, and extracting advertisements that substantially meet the audience criteria. Another aspect of the invention A further aspect is to provide a system for determining audience criteria for dynamically selecting advertising materials, including: a logic device that determines audience criteria for the appropriateness of advertising material delivery based on at least a portion of a viewer's past browsing behavior. Another further aspect of the present invention is to provide a client application operating together with a user computing device. The application includes: 1. A device for displaying online advertisements, including, but not limited to, banner ads and display ads. 2 · —A device for monitoring the browsing behavior of users, such as, but not limited to, website visits, keyword searches using third party search engines, purchases of goods and / or services, and requests (from remote sites) Server) A device for displaying advertisements in response to browsing behaviors. Another aspect of the present invention provides a method for providing advertisements on electronic media, which includes the following steps: 5 This paper size applies Chinese National Standards (CNS) A4 specification (210 X 297 mm) " (Please read the precautions on the back before filling out this page) One binding --------- Printed by the Intellectual Property Bureau of the Ministry of Economic Affairs Consumer Cooperatives 4 ^ 2970 A7 B7 V. Description of the Invention (k) 1 · Establish advertising materials, which target a specific group of consumers with a certain profile, and 2 · Provide advertising materials to when a predetermined consumer monitoring event / activity is detected consumer. Basically, the method of the present invention results from advertisements that are adaptively presented to viewers to conform to past or other viewers' personal guidelines. The preferred embodiment of the present invention will now be described with reference to the accompanying drawings, in which: FIG. 1 illustrates elements for performing the described embodiment; FIG. 2A illustrates functional elements of the present invention for its implementation; FIG. 2B illustrates the processing flow of the present invention; adaptive targeted advertising; FIG. 3A illustrates a flowchart illustrating the operation of a morphing advertisement, which is consistent with the present invention; FIG. 3B illustrates an advertising component assembler (Advertisement Components Assembler) An implementation example of the Component Profile Rules Table. Figure 4A illustrates how just-in-time (JIT) advertising information and relationships are organized and stored in a just-in-time database. Figure 4B illustrates how the client's system is enabled in a timely manner, and Figure 4C illustrates how the client system can continuously use its existing event monitoring list. 6 This paper size applies to China National Standard (CNS) A4 specification (21Q X 297 public love) 1 ^ · installed -------- order --------- (Please read the precautions on the back first (Fill in this page again) 482970 A7 B7 V. Description of the Invention (γ) Description of the preferred embodiment Referring to FIG. 1, the diagrammatic elements used to implement the present invention are described in block diagrams. In this specific embodiment, the system includes a client system (110) and a servo system (130), which communicate with each other via a communication channel (120). The client system is installed and left on the viewer / member / customer's computer to display advertisements. Viewer / Member / Customer is a user registered on the system and allows the client system to display advertisements on his / her screen. The servo system (130) provides services to the client system (110) to accept requests and send advertisements to the client system. The communication channel (120) is a media link, which allows the user's computer (110) to communicate and interact with external resources. In the preferred embodiment of the present invention, the protocol used on the communication channel (120) is Internet communication via HTTP, but as those skilled in the art understand, many other communication channel protocols can also be used with this protocol. The invention is used together, such as via network communication such as the Internet Inter ORB Protocol (IIOP), User * Datagram Protocol (UDP), and Simple Mail Transfer Pr. t〇C〇l (SMTP)), SOCKs and other transmission control protocols and protocols based on the Internet Protocol (TCP / IP), which enables the client system (1111) to communicate with the servo system (130) . The communication channel (120) does not need to be physically connected, it may be wireless or a mixture of wired and wireless. The client system (111) exists and runs on the user's computer (110) and is connected to the communication channel (120). User computers may be workstations, personal computers, laptops, laptops, handheld personal computers, palmtop computers, personal digital assistants (including integrated personal digital assistant mobile phones) and can be used with external sources Communication and other types that can install additional applications 7 This paper size is applicable to China National Standard (CNS) A4 (210 X 297 mm) (Please read the precautions on the back before filling this page) One Pack ----- --- Order --------- Printed by the Consumers 'Cooperative of the Intellectual Property Bureau of the Ministry of Economic Affairs Printed by the Consumers' Cooperative of the Intellectual Property Bureau of the Ministry of Economic Affairs Printed 482970 A7 ___ B7 V. Inventory (b). The user's computer (110) may have some installed applications (113) to serve the user's daily activities. Some common applications (113) may be of the type word processor, spreadsheet, drawing program, email or message and browser. Note that these applications do not form part of the invention. The client system is ideally capable of displaying any advertising format available in the market. It includes everything from standard graphics formats displayed in the browser such as gifs, jpeg, and bitmap, to more sophisticated rich media formats such as flash, shockwave, and video on demand. The number of ads displayed by the client system at a time depends on the resolution of the computer screen. Under normal circumstances, two ads (shown together) may appear on a standard computer screen at 600x800 resolution. The servo system (130) is a combination of a dedicated computer and remote staying software from the user. It communicates with one or more client systems (111) in the communication channel (120). Therefore, the servo system (130) acts as a service provider to receive requests, process the requests, and deliver appropriate advertisements to the client system (Π1). The software components of the servo system (130) include server services (131) and databases (137, 138, 139). The server service (131) includes an application service (133) and a communication service (132). Application services fulfill the entire business logic to support the business model of the invention. This covers receiving requests from the client system (Π1), accessing numerous databases after processing the request, and returning results to the client system (111). The result is an advertisement displayed by the client system or information required to perform a task by the client system. The communication service (132) serves as a communication interface between the client system (Π1) and the application service (133) on the communication channel (120). Although the size of this paper is applicable to China National Standard (CNS) A4 (210 X 297 mm) ^ -------- · Installation -------- Order ------- -(Please read the notes on the back before filling out this page) ^ 82970 A7 B7 Printed by the Consumers ’Cooperative of Intellectual Property Bureau of the Ministry of Economic Affairs 5. Description of the Invention (η) The invention uses a web server for the communication service in this embodiment The performance of other communication services can also be used in many communication channel (120) environments. The relationship between application-based services and communication services may not be physically separate, but rather the primary responsibility and role of each service. The servo system (130) maintains at least one database to store information of a plurality of advertising components. For illustrative purposes, we have identified some separate areas. In this example, information used for adaptive targeted advertising is stored in database 137, morphing ads are stored in database 138, and just-in-time (JIT) advertising is provided by database 139. The many components of the servo system (130) do not need to stay on the same machine. A common architecture to balance the high load of network transactions may require server components to be distributed to many machines and may be in different environments. The client system (Π0) does not need to have a continuous online connection with the server system (130) each time the client system is active on the user's computer. The connection with the servo system is only needed when the client system wants to do some synchronization and retrieve new ads from the servo system. In fact, minimal adaptation to the server is required for adaptive goals and variants. Figure 1 shows some components used in the present invention. The following sections will further describe many of the preferred embodiments, which are advertisements that support the adaptive goals, variants, and just in time (JIT) of the present invention. Adaptive Targeting The ideal purpose of advertising is to deliver the ad to the right group of people who will buy the product or service. The adaptive targeting of the advertisement of the present invention allows advertisers to send their advertisements to the sampling group of people to decide whether they will buy the product or 9 (please read the notes on the back before filling out this page) ------- -Order .-------- · This paper size is applicable to China National Standard (CNS) A4 (210 X 297 mm) 482970 A7 B7 Printed by the Consumer Cooperatives of the Intellectual Property Bureau of the Ministry of Economic Affairs ) Is the right group of people to serve. As for how to document the adaptive cat target, first select from the member database (for example, from 3 members of the II-20 age group, from 3 members of the 21-30 age group, etc.) A group of people with data attributes (such as gender, age, occupation, work). With a set of selected people, small ads will be sent to them, and their responses will be collected as follows: 1 · If the member only views the small ads we sent (view through) 2 · If the member will use the mouse Click on the small ad (click through) to view the ads on the advertiser's website, which will take them to the advertiser's website. 3. After clicking through, if the member will further purchase products or services from the advertiser (buy through). 4 · No response. These responses are collected when the member's client system is synchronized with the servo system. After a certain period of time has passed (time determines when the collection will stop) or after a certain number of people have responded, the collection will stop. With this collection, statistical models and rules, the correct contour will be determined. With the outline, a large group of people with similar outlines will later compare and select from the member database. It will be more efficient to send advertisements to a large group of people because it is likely that some people will buy this advertising product or service. However, it is not enough to sample only once to determine the type of audience (for example, mobile phones used to be adult gadgets, but now teenagers also use them). Therefore, the system does not stop sampling at the first level. While the ad is being delivered to a larger group of people, another small sampling group will be selected. This new sampling group is either different people with the same attributes (for example, the age group is still used for statistics but different people are selected) or different people with different attributes (for example, 10 is used now (please read the note on the back first) (Fill in this page again)
ϋ ϋ ϋ flu 一：口、I ϋ n n n It n Hi I %· 本紙張尺度適用中國國家標準（CNS)A4規格（210 X 297公釐） 經濟部智慧財產局員工消費合作社印製 482970 A7 B7 五、發明說明（1) 人的職業以決定取樣群組）。小取樣的過程一直重複以決定 下一個要顯示廣告於其的較大群觀眾，其就稱爲適應性的目 標廣告。廣告商也將會牽涉在選擇他們想要傳送廣告給的 大群組的人。下面我們將會進一步解釋適應性的目標廣告 的此方面。 圖2A說明用於履行適應性的目標廣告的其中一種形 式之本發明元件。適應性目標資料庫（137)維持有關由廣告 商定義的消費者目標的資訊，其由使用適應性的目標引擎 (134)以決定廣告需要傳遞的最符合消費者。廣告商目標 (250)由兩個元件組成:消費者目標輪廓(251)，和廣告(252)。 消費者目標輪廓(251)包含有廣告商想要當成目標的有關消 費者種類的資訊。此可以以人口統計資料(如，性別，年紀，區 域，職業)和/或其他在某段期間所收集的資訊(如，瀏覽習性， 購買習性）爲基礎。廣告（252)包括要顯示給這些被視爲目 標，描述在251的消費者之廣告淸單。適應性目標引擎（134) 使用消費者目標輪廓資訊(251)對照它的消費者輪廓(260)以 決定廣告將會傳遞給被當成目標的消費者(261)。在一段期 間之後，適應性目標引擎（134)將會收集回應和保持在消費者 回應銀行(262)用作關於宣傳活動的統計分析。 圖2B說明適應性目標廣告的過程流程圖。伺服系統 首先接受廣告商廣告(例如，以gifs，jpeg，shockwave等），宣傳 活動，消費者輪廓(一份他們在消費者上尋找的淸單，例如，所 有年紀在20_30歲之間的人）和限制（例如，不要男性觀眾 )(202)。假如廣告商已經有一組他們想要引以爲目標的消 本紙張尺度適用中國國家標準（CNS)A4規格（210 χ 297公爱） (請先閱讀背面之注意事項再填寫本頁) 裝--------訂--------- 482970 A7 _____________ B7 五、發明說明（v〇 ) 費者輪廓，伺服器將選擇在會員資料庫裡符合由廣告商(210) 要求的潛在消費者輪廓的一大份被當成目標的淸單。伺服 系統也將會從包含使用統計或隨機方法所得出的所有會員 人口統計資料的資料庫中選擇一小部份代表性的取樣(214) 。對於並沒有一組消費者輪廓的廣告商，伺服器將只會選擇 如上述的一小部份代表性的取樣。然而，在選擇小的取樣中， 廣告商可以開設放置的限制當作選擇小取樣的準則。此小 取樣將被當作控制群組。在決定被當爲目標的會員淸單，當 目標會員登錄時，伺服系統將可以傳送考慮中的廣告給目標 會員的客戶系統(218)。 從這些被選擇的小取樣會員的回應將可以是”檢視穿越 ”(檢視小廣告），”按一下穿越”(在廣告商網站看廣告），”買穿 越”(看廣告且買產品）或是無。伺服器將會立即收集這些回 應，假如會員在線上，否則就是在下一次從會員（222)同步過 程中收集（當客戶軟體與伺服器軟體同步協調資料）。在回 應收集之後(在某期間或是已經收集足夠的回應），伺服器將 會使用統計和資料開採技術（例如，從買這產品的年紀群組 21-30中的10人，從買這產品的年紀群組31-40中的2人等 等，21-30年紀群組將是我們會視爲最可能目標的人)以提供 新的和最敏感的消費者輪廓(226)。有了新的消費者輪廓，廣 告商將選擇是否自動地更新會員的目標淸單或是加入新的 輪廓(230)。在加入和回饋(234)時，廣告商將選擇繼續宣傳 活動(238)。假如廣告商選擇繼續，他們可以改變新的消費者 輪廓，假如他們想這樣做的話。有了最新的消費者輪廓，伺服 12 本紙張尺度適用中國國家標準（CNS)A4規格（210 X 297公爱） (請先閱讀背面之注意事項再填寫本頁) 裝--------訂--------- 經濟部智慧財產局員工消費合作社印製 482970 A7 ___ B7 五、發明說明（\\) 系統重新從資料庫選擇大量被視爲目標的會員淸單。同時， 伺服系統也將會重新選擇另一小組的代表性取樣會員（214) 當作控制群組。從控制群組來的回應資訊將會被伺服系統 收集且分析，就如同第~小取樣一樣的方式。分析的結果將 產生廣告的下一個大量傳送的下一個新的消費者輪廓。 使用適應性的目標廣告，廣告商將能夠有效的以最少想 要目標輪廓的知識發動廣告宣傳活動且能夠維持即使在快 速變化的市場中延長宣傳活動的有效性。 變形廣告 在現今的世界，大多數的廣告在報紙，電視，廣播，佈告板， 網際網路等傳播。每個人從同樣公司都看到相同的廣告。 有了與本發明相符的變形廣告，本發明能夠在網際網路 上傳送相同基本廣告的不同種類或是不同版本到不同組人 。廣告商，其爲提供廣告的實體或是人，將不再需要限制於傳 送相同廣告給所有接收者，不論他們是誰或是何時。 廣告商可以，與本發明相符，現在顯示夜間相關的廣告 給夜間的人和白天的廣告給白天的人。廣告商也可以傳送 特定人或是層級/群組的人所喜歡的顏色的廣告。廣告商可 以傳送”年輕”廣告給青少年。”浪漫”廣告給配偶。變形廣 告係爲傳送具有正確結合(例如，顏色，訊息，圖片等等)的廣告 給不同種類的人的方式使得它將會適合檢視廣告的人的品 味且繼籲購買產品或是服務。一個簡短解釋變形過程的方 法係當廣告將要顯示給人時，在傳送最後組合的廣告給人之 13 本紙張尺度適用中國國家標準（CNS)A4規格（210 X 297公釐） (請先閱讀背面之注意事項再填寫本頁) --------訂---------. 經濟部智慧財產局員工消費合作社印制衣 經濟部智慧財產局員工消費合作社印製 482970 A7 B7 五、發明說明（\〆） 前，選擇要被結合的廣告元件時，人的輪廓會列入考慮。細 節會進一步地在下面描述。 履行在本發明的變形廣告係經由廣告元件組譯器 /Advertisement Components Assembler,— 個從整個廣告的 不同元件所組合成的廣告最後外貌的地方），會員輪廓(包括 會員細目如年紀，性別等等），兀件輪廓規則表（Component Profile Rules Table，一個具有廣告規則的表，陳述哪個元件 應該傳送給哪個種類的使用者，如圖3B)和/或廣告元件套裝 軟體（Advertisement Components Package，所有廣告元件儲 存的地方）的使用而達成。廣告商可能在元件輪廓規則表裡 設定他們廣告的規則。廣告元件組譯器的元件是在變形引 擎（135)裡履行，其中剩餘的元件是變形資料庫（138)的一部 份，全部都在伺服系統。廣告元件套裝軟體保留眾多的變形 廣告的元件或只有正常廣告的一個元件。每個這些元件可 能連結到單一訊息和在廣告元件套裝軟體中的每個元件，其 隨後會有眾多語言版本。 廣告元件套裝軟體也可以保留用於廣告的音樂和聲音 旋律。元件輪廓規則表係爲包含定義元件訊息優先順序的 規則，加入或是省略某元件的規則，隨附組合(例如，音樂）的選 擇規則和所有關於輪廓屬性，的決定表。當變形廣告被選擇 顯示給會員，在伺服系統的變形引擎（135)上的廣告元件組譯 器將會提出此廣告必要的元件輪廓規則表且使用會員輪廓 解譯規則。廣告元件組譯器之後在需要的語言中從廣告元 件套裝軟體中得出必要的兀件且結合成最後顯不給使用者 14 本紙張尺度適用中國國家標準（CNS)A4規格（210 X 297公釐） " ----^--I I — II I --- (請先閱讀背面之注意事項再填寫本頁} J^T· 482970 A7 B7 經濟部智慧財產局員工消費合作社印制衣 五、發明說明（\>/) 的廣告。在現在的具體實施例中，元件包括動畫gifs的片段 且這些元件連接一起形成在及時中較長的動畫gifs。 以此履行爲基礎，本系統允許廣告商以不同的方式對不 同種類的消費者宣傳他們的廣告。例如，當ν〇1ν〇廣告要求 傳送給潛在的消費者，系統結合”動力和高級”訊息至年紀 20-30歲的年輕消費者，”安全和經濟的”訊息至有家庭的人，，， 高級和安全”訊息至商人。檢查的順序係由廣告商決定，例 如，假如潛在的消費者是有家庭的人，廣告將會顯示”安全和 經濟”且不管年紀在20-3〇歲之間的潛在消費者。廣告的衆 多元件可以在及時混和及比對以迎合觀眾。在現在的具_ 實施例中，可用於轉換的屬性的例子，包括語言，顏色組合，$ 樂組合，大小和顯示的長度。本發明的變形廣告允許廣告胃 微調廣告的這些屬性以傳達他們的訊息給不同消費者群$ 以達到更多的有效性。 使用於本發明較佳實施例的履行的更詳細過程流程@ 圖3Α說明。 當伺服系統偵測到客戶經由正常的同步週期請求廣§ 時，伺服系統將會得到使用廣告淸單(310)和會員輪廓的廣吿 數目（306)。收集這些廣告的佇列，伺服系統將會逐一地處_ 。伺服系統將會檢查未處理的廣告是變形廣告還是正常_ 告。假如是正常廣告(346)，伺服系統將會從廣告元件套裝車欠 體(350)得到預設的廣告元件。假如是變形廣告，伺服系統會 比對會員輪廓和元件輪廓規則表(342)中的規則以得到所需 的全部兀件。之後伺服系統將會從廣告元件套裝軟體(35§) 15 (請先閱讀背面之注意事項再填寫本頁) IP n n 裝ϋ ϋ ϋ flu I: Mouth, I nn nnn It n Hi I% · This paper size is applicable to China National Standard (CNS) A4 (210 X 297 mm) Printed by the Consumer Cooperative of the Intellectual Property Bureau of the Ministry of Economic Affairs 482970 A7 B7 5 2. Description of the invention (1) The occupation of a person determines the sampling group). The process of small sampling is repeated to determine the next larger group of viewers to display the ad, which is called adaptive target advertising. Advertisers will also be involved in selecting the large groups of people they want to send their ads to. Below we will further explain this aspect of adaptive targeted advertising. Fig. 2A illustrates one form of an element of the present invention for fulfilling an adaptive target advertisement. The adaptive target database (137) maintains information on consumer goals defined by advertisers, which uses the adaptive target engine (134) to determine the most appropriate consumers for which advertising needs to be delivered. Advertiser target (250) consists of two components: consumer target profile (251), and advertisement (252). The consumer target profile (251) contains information about the type of consumer that the advertiser wants to target. This can be based on demographics (eg, gender, age, region, occupation) and / or other information collected during a certain period (eg, browsing habits, purchasing habits). Advertisement (252) includes an advertisement list to be displayed to these consumers, which are considered targets, described at 251. The adaptive target engine (134) uses the consumer target profile information (251) against its consumer profile (260) to determine that the advertisement will be delivered to the targeted consumer (261). After a period of time, the Adaptive Target Engine (134) will collect responses and keep them at the Consumer Response Bank (262) for statistical analysis of promotional activities. FIG. 2B illustrates a process flow diagram of adaptive targeted advertising. The servo system first accepts advertiser advertisements (for example, with gifs, jpeg, shockwave, etc.), promotional activities, consumer profiles (a list of what they are looking for on consumers, for example, all people between the ages of 20 and 30) And restrictions (eg, no male audience) (202). If the advertiser already has a set of consumer paper sizes they want to target, the Chinese national standard (CNS) A4 specification (210 χ 297 public love) applies (please read the precautions on the back before filling this page). Installation --- ----- Order --------- 482970 A7 _____________ B7 V. Description of the invention (v〇) The profile of the consumer, the server will choose the potential consumption in the member database that meets the requirements of the advertiser (210) A large part of the outline of the person is used as a target list. The servo system will also select a small representative sample from a database containing all member demographic data obtained using statistical or random methods (214). For advertisers that do not have a set of consumer profiles, the server will only choose a small sample of representative samples as described above. However, in choosing a small sample, advertisers can place restrictions on placement as a criterion for choosing a small sample. This small sample will be treated as a control group. In deciding on the member list to be targeted, when the target member logs in, the servo system will be able to send the advertisement under consideration to the client system of the target member (218). The response from these selected small sample members will be "view through" (view small ads), "click through" (see ads on the advertiser's website), "buy through" (see ads and buy products) or no. The server will collect these responses immediately, if the member is online, otherwise it will be collected from the next member (222) synchronization process (when the client software and server software synchronize data). After the response is collected (in a certain period or enough responses have been collected), the server will use statistics and data mining techniques (for example, from 10 people in the age group 21-30 who bought this product, 2 in the 31-40 age group, etc., the 21-30 age group will be the ones we would most likely target) to provide the new and most sensitive consumer profile (226). With the new consumer profile, the advertiser will choose whether to automatically update the member's target list or add a new profile (230). Upon joining and giving back (234), the advertiser will choose to continue the promotion (238). If advertisers choose to continue, they can change the new consumer profile if they want to do so. With the latest consumer profile, Servo 12 paper size is applicable to China National Standard (CNS) A4 specification (210 X 297 public love) (Please read the precautions on the back before filling this page) Loading ------- -Order --------- Printed by the Consumer Cooperatives of the Intellectual Property Bureau of the Ministry of Economic Affairs 482970 A7 ___ B7 V. Description of Invention (\\) The system selects a large number of member bills that are regarded as targets from the database. At the same time, the servo system will also re-select a representative sampling member (214) from another group as the control group. The response information from the control group will be collected and analyzed by the servo system in the same way as the first small sample. The results of the analysis will generate the next new consumer profile for the next mass delivery of advertising. Using adaptive targeted advertising, advertisers will be able to effectively launch advertising campaigns with minimal knowledge of the target profile and maintain the effectiveness of extended promotional campaigns even in rapidly changing markets. Anamorphic Advertising In today's world, most advertisements are spread in newspapers, television, radio, bulletin boards, the Internet, and so on. Everyone sees the same ad from the same company. With the deformed advertisement consistent with the present invention, the present invention can transmit different types or different versions of the same basic advertisement to different groups of people on the Internet. Advertisers, who are the entities or people who provide advertisements, will no longer need to be limited to sending the same advertisements to all recipients, regardless of who or when they are. Advertisers may, in accordance with the present invention, now display night-related advertisements for people at night and daytime advertisements for people during the day. Advertisers can also send advertisements in colors preferred by a specific person or level / group. Advertisers can send “young” ads to teens. "Romantic" ads for spouses. Anamorphic advertising is a way to deliver advertisements with the right combination (eg, colors, messages, pictures, etc.) to different types of people so that it will fit the tastes of those viewing the advertisements and continue to call for products or services. A short explanation of the deformation process is when the advertisement is about to be displayed to the person. The final combined advertisement is sent to the person. This paper size applies the Chinese National Standard (CNS) A4 specification (210 X 297 mm) (please read the back first) Please pay attention to this page before filling out this page) -------- Order ---------. Printed by the Consumers ’Cooperative of the Intellectual Property Bureau of the Ministry of Economic Affairs Printed by the Consumers’ Cooperative of the Intellectual Property Bureau of the Ministry of Economy B7 V. Description of the Invention (\ 〆) Before selecting the advertising element to be combined, the human profile will be considered. Details are described further below. Performed in the variant advertisement of the present invention via the Advertising Component Assembler, an advertising final assembly place composed of different components of the entire advertisement, the member profile (including member details such as age, gender, etc. ), Component Profile Rules Table (a table with advertising rules, stating which components should be transmitted to which types of users, as shown in Figure 3B) and / or Advertising Components Package (All Advertising Components Package, Where the components are stored). Advertisers may set their ad rules in the component outline rule table. The components of the advertising component translator are implemented in the deformation engine (135), and the remaining components are part of the deformation database (138), all of which are in the servo system. The ad component software package retains many variants of the ad component or only one component of a normal ad. Each of these components may be linked to a single message and each component in the advertising component package, which will subsequently be available in many languages. The ad component package can also retain the music and sound melody used for advertising. The component contour rule table is a rule that contains the rules that define the priority of component messages. The rules for adding or omitting a component are accompanied by a selection rule for the combination (for example, music) and all the decision attributes regarding the contour attributes. When the deformed advertisement is selected to be displayed to the members, the ad component translator on the deformation engine (135) of the servo system will present a list of necessary component contour rules for the advertisement and use the member contour interpretation rules. The advertisement component translator then obtains the necessary components from the advertisement component package software in the required language and combines them into the final display to the user. 14 This paper size applies the Chinese National Standard (CNS) A4 specification (210 X 297 public). (%) &Quot; ---- ^-II — II I --- (Please read the precautions on the back before filling out this page} J ^ T · 482970 A7 B7 Printed Clothing for Employees' Cooperatives, Intellectual Property Bureau, Ministry of Economic Affairs Advertisement of invention description (\ > /). In the present specific embodiment, the elements include fragments of animated gifs and these elements are connected together to form long and animated animated gifs. Based on this performance, the system allows Advertisers promote their ads to different types of consumers in different ways. For example, when ν〇1ν〇 ads are required to be transmitted to potential consumers, the system combines "power and advanced" messages to young consumers aged 20-30 The message "safe and economical" to people with a family, and the message "high-level and safe" to businessmen. The order of inspection is determined by the advertiser. For example, if the potential consumer is a person with a family, Potential consumers who are "safe and economical" regardless of their age between 20 and 30 will be displayed. Numerous elements of advertising can be mixed and compared in time to cater to the audience. In the current embodiment, it can be used for Examples of attributes of conversion include language, color combination, $ music combination, size and display length. The variant advertisement of the present invention allows the ad stomach to fine-tune these attributes of the advertisement to convey their message to different consumer groups $ to achieve more Validity. A more detailed process flow for the implementation of the preferred embodiment of the present invention @ FIG. 3A description. When the servo system detects that the customer requests a wide section through the normal synchronization cycle, the servo system will get a bill of use advertisement (310) and the broad number of member profiles (306). Collect the queue of these ads and the servo system will be located one by one. The servo system will check whether the unprocessed ads are deformed or normal. If it is normal For the advertisement (346), the servo system will obtain the preset advertisement component from the advertisement component package car body (350). If it is a deformed advertisement, the servo system will compare the members The rules in the outline and component outline rule table (342) to get all the required components. Then the servo system will download the advertising component package software (35§) 15 (Please read the precautions on the back before filling this page) IP nn equipment
n i i n 0 ^ I -I -- —I— n m n l I 本紙張尺度適用中國國家標準（CNS)A4規格（210 X 297公釐） 482970 A7 ---- B7 五、發明說明（〇V) 得到選擇的元件套裝軟體。之後廣告元件組譯器將會組合 這些元件(362)成爲最後的廣告。例如，兩個訊息元件，，經濟” 和”安全”將會結合至一個訊息;那就是，，經濟和安全，，，兩個動 畫gifs的元件將會結合在一起以一個接著一個顯示。最後 的廣告隨後將顯不給會員/接受者。 圖3B顯示元件輪廓規則表的一個例子。對於Ad# 1234(變形廣告)，伺服系統將查看Ad# 1234的元件輪廓規則 表。假如會員的年紀是25歲，將會從廣告元件套裝軟體擷 取 1234_gifl，1234-gif4，1234-sound2 和 1234-musicl，後由廣 告元件組譯器組合。之後廣告將會被標記成處理過(32幻，伺 服系統繼續處理佇列中的其他廣告。假如佇列中沒有其他 未處理的廣告，伺服系統將會傳送正常和變形廣告的佇列給 客戶系統以顯不給會員。 及時廣告（Just-In-Time Advertisement) 及時廣告係爲在人們最可能被成功地說服時，傳送廣告 給目標觀眾的廣告技術。例如，在某人買了一輛新車的時候， 被視爲對他顯示與車子配件（如合金輪框等）相關的最佳時 刻。或是某人正在瀏覽器上尋找掌上型電腦的時候，被視爲 顯示所有關於掌上型電腦廣告的最佳時機，如掌上領航員 (PalmPilat)，psi〇n等等。本發明的及時廣告經由使用及時引 擎（136)和及時資料庫（139)而達成。 圖4A說明及時廣告資訊和關係在及時資料庫（139)裡 組織和儲存的方法。一般來說，伺服系統維持三個表。 16 本紙張尺度適用中國國家標準（CNS)A4規格（210 x 297公釐） (請先閱讀背面之注意事項再填寫本頁) --------訂--------- % 經濟部智慧財產局員工消費合作社印製 70 9 2 8 A7 ___B7__ 發明說明（<) 1 ·事件描述子表（Event Descriptor table)(411)描述客 戶系統可用於監視使用者電腦上活動的事件描述子淸單。 每個事件描述子都有相關的行動和可應用於描述行動的相 對應物件資訊的淸單。一個行動可以是瀏覽，尋找，使用，訂 閱，或是購買。物件進一步更詳細地說明行動準則。例如，捕 捉使用者從搜尋引擎網站尋找關鍵字的活動，例如尋找 ”Volvo”，事件描述子可能包含行動”尋找”和物件”Volvo”。就 舉在411給定的第一個事件描述子爲例。事件描述子定義客 戶系統應該捕捉使用者瀏覽www。carpoint 〇 com 或 www 。sportmagazine。com網站的活動(例如，行動是”瀏覽”和物 件是 www 0 carpoint 〇 com 和 www 〇 sportmagazine 〇 com) 。事件描述子也可以包含用於進一步描述行動和物件關係 準則的選項資訊。如411顯示的例子，爲了只有當使用者在 pdaseatxh或是palmseaixh上，尋找掌上型電腦，手持式電腦， 或是個人數位助理，或是掌上領航員時，監視使用者活動和傳 送廣告，事件描述子可以包括行動”尋找”，物件”掌上型電腦， 手持式電腦，個人數位助理，掌上領航員”和選項”pdaseaixh， palmsearxh”。選項視作不同動作的特殊目的。如同先前的 例子，選項指定客戶系統只需偵測的特定搜尋引擎網站。假 如選項用於動作”使用”，它可能描述應用程式的版本號碼。 例如，爲了捕捉使用者使用爲微軟辦公室95版本或是之前 的版本和任何蓮花聰明套裝軟體(Lotus SmartSuite)版本，事 件描述子可以包括行動”使用”，物件”辦公室，聰明套裝軟體” 和選項”95<=，*”(其中”<=”表示相等或是低於和表示任 17 (請先閱讀背面之注意事項再填寫本頁) 裝-------.—訂-------- 經濟部智慧財產局員工消費合作社印製 本紙張尺度適用中國國家標準（CNS)A4規格（210 X 297公釐） 482970 A7 B7 五、發明說明（\V ) 何版本）。 2 ·事件知識基礎表（412)包括事件和要顯示的廣告之 間的完整關係資訊，其保持在廣告套裝軟體表（413)。例如， 如圖412所示，此表維持，，瀏覽”動作的兩個廣告關係。瀏覽 www。carpoint。com將在使用者電腦上顯不馬自達和鈴木 汽車廣告，而潮覽www。sportmagazine。com將顯不我的局 爾夫雜誌的廣告。也有可能多重事件與同一個廣告相關聯， 例如，假如使用者瀏覽www。sPortmagazine。com或是旨了閱 我的運動雜誌，我的高爾夫雜誌的廣告將會顯示。 客戶系統使用作業系統和應用程式提供的應用程式介 面(Application Programming Interface)以監聽它需捕捉的事 件。捕捉應用程式的事件”使用”可以藉由捕捉作業系統的 應用程式啓動器應用程式介面，之後呼叫應用程式屬性應用 程式介面以取得應用程式資訊，如應用程式名稱和版本號碼 。爲了捕捉動作”瀏覽”的事件，客戶系統攔截網頁瀏覽器應 用程式的世界資源定位子(URL)請求事件應用程式介面以 篩選可識別的世界資源定位子連結，其與這樣的事件相關。 捕捉其它動作的事件，如”尋找”，”訂閱”，和”購買”，也經由攔截 網頁瀏覽器的文件內容應用程式介面以檢查某可識別的式樣 或是一連串客戶系統已經定義能夠識別的式樣而達成。例如， 客戶系統可以事先定義，藉由檢查包含”search。altavista。 com/cgi-binquery?l=xxx”的世界資源定位子請求式樣，識 別某人正執行在Altavista網頁搜尋引擎上”尋找”的動作(粗 體的文字是事先定義的世界資源定位子，其中XXX是要尋找 18 (請先閱讀背面之注意事項再填寫本頁) 裝--------訂·--------. 經濟部智慧財產局員工消費合作社印製 本紙張尺度適用中國國家標準（CNS)A4規格（210 X 297公釐） 482970 A7 B7 五、發明說明（1) 的關鍵字）。 基本的觀念也可以應用於捕捉動作”訂閱”和動作，，購買 ”的事件，可能藉由檢查多一些的式樣以正確地識別事件。 客戶系統可以藉由偵測一連串的相連式樣，識別使用者，，訂 閱”我的雜誌的例子如下:首先，顯示網頁，世界資源定位子連 結包括”我的雜誌”且文件包含文字”訂閱請求表”和動作”呈 送”，第二，之後的網頁也是源於包含世界資源定位子連結”我 的雜誌”的網站且文件包含文字”訂閱成功”，和 3 ·廣告套裝軟體表(413)捕捉經由客戶（110)下載和顯 示用於廣告套裝軟體的圖形檔。圖形檔可以是瀏覽器能夠 顯示的任何格式。其包括，但不限制於，GIF，JPEG，bitmaps， flash，shockwave，和隨選視訊。 圖4B顯示及時廣告機制如何在客戶系統上致能的過 程圖。當客戶系統在使用者系統是活躍時，它將會週期性地 決定是否需要與伺服系統通訊以更新它的事件監視淸單 (421)。假如先安裝客戶系統，它可以預設爲當它偵測到電腦 連接到網際網路時，自動地與伺服系統作檢查。在這種狀況 下，客戶系統將會試圖登錄到伺服系統和請求最新的事件描 述子淸單(422)。在接受到請求時，伺服系統首先將會藉由檢 查在登錄期間客戶系統傳送的使用者識別(例如，使用者身 分識別和密碼)而識別使用者是誰。在鑑定請求之後，伺服 器擷取儲存在事件描述子表(411)中的事件描述子。每一事 件描述子包括活動，物件，和描述客戶系統需要偵測事件的選 項。事件描述子淸單傳送到客戶系統。客戶系統之後以從 19 (請先閱讀背面之注意事項再填寫本頁) --------訂 *-------- %· 經濟部智慧財產局員工消費合作社印制衣 本紙張尺度適用中國國家標準（CNS)A4規格（210 X 297公釐） 經濟部智慧財產局員工消費合作社印製 482970 A7 B7 五、發明說明（d) 伺服系統接收來的新淸單更新它的事件監視淸單(423)。這 樣確保客戶系統總是使用隨時在伺服系統上維持的最新事 件描述子淸單以監控使用者的活動。如前所述，客戶系統較 佳與伺服系統週期性地通訊以檢查更新的事件描述子資訊 。然而，假如客戶系統並沒有從伺服系統得到任何新的更新， 客戶系統會持續地使用它現存的事件監視淸單。只要客戶 系統是活躍的，它將會持續地監視使用者活動和藉由偵測可 識別的事件決定是否有相關的廣告將要被顯示。 此過程在圖4C說明。在開始載入期間，客戶系統從它 的事件監視淸單檢查以識別哪些事件需要監視。使用者可 以自由地使用他/她的電腦去做他/她的正常活動。然而，因 爲客戶系統是活躍的，他總是監視(431)每個在電腦上執行的 使用者活動。使用者可能執行一些像撰寫文件，拜訪網站，在 搜尋引擎上尋找特定的關鍵字，從網站購買物品/服務，的活 動。所有這些活動被視爲使用者執行的動作，其爲客戶系統 依據提供的事件描述子淸單而決定是否要偵測。客戶系統 將會忽視在淸單中沒有指定的任何相關動作的活動且只會 捕捉在淸單中有指定的相對應動作的活動。例如，給定包含 ”瀏覽”，”尋找”，和”使用”動作的事件描述子淸單，當某人正在 瀏覽網頁，使用搜尋引擎尋找以提供的關鍵字爲依據的某些 東西和使用在他/她的電腦上的應用程式，伺服系統才會偵 測使用者的活動。當相關動作並沒有在事件描述子淸單描 述時，其它的使用者活動將不會被偵測或是忽略，即使客戶系 統有能力監視他們。當偵測到客戶系統要監聽的使用者活 20 (請先閱讀背面之注意事項再填寫本頁)niin 0 ^ I -I-—I— nmnl I This paper size applies to China National Standard (CNS) A4 (210 X 297 mm) 482970 A7 ---- B7 V. Description of invention (〇V) Selected Component package software. The advertisement component translator will then combine these components (362) to become the final advertisement. For example, two message elements, economy and security, will be combined into one message; that is, economy and security, and two elements of animated gifs will be combined to display one after the other. The last The advertisement will then be shown to members / recipients. Figure 3B shows an example of a component outline rule table. For Ad # 1234 (transformed ads), the servo system will look at the component outline rule table of Ad # 1234. If the age of the member is 25 Years old, 1234_gifl, 1234-gif4, 1234-sound2, and 1234-musicl will be retrieved from the ad component package software, and then combined by the ad component translator. The ads will be marked as processed (32 magic, the server system continues Process other advertisements in the queue. If there are no other unprocessed advertisements in the queue, the server system will send the queues of normal and deformed advertisements to the client system for display to members. Just-In-Time Advertisement Just-in-time advertising is an advertising technique that sends an ad to a target audience when people are most likely to be convinced. For example, when someone buys a new car, Think of it as the best time to show him related to car accessories (such as alloy wheel frames, etc.) or when someone is looking for a palmtop in a browser, it is considered the best time to show all ads about palmtops , Such as PalmPilat, psi〇n and so on. The instant advertisement of the present invention is achieved by using the timely engine (136) and the timely database (139). 139) organization and storage methods. Generally speaking, the servo system maintains three tables. 16 This paper size applies to China National Standard (CNS) A4 (210 x 297 mm) (Please read the precautions on the back before filling (This page) -------- Order ---------% Printed by the Consumer Cooperatives of the Intellectual Property Bureau of the Ministry of Economic Affairs 70 9 2 8 A7 ___B7__ Description of the invention (<) 1 · Event description sub-table (Event Descriptor table) (411) describes a list of event descriptors that the client system can use to monitor activities on the user's computer. Each event descriptor has a list of actions and corresponding object information that can be applied to describe the action ... an action So browse, find, use, subscribe, or buy. Objects further describe the action criteria in more detail. For example, to capture the activity of users looking for keywords from search engine sites, such as "Volvo", event descriptors may include actions "Find" and object "Volvo". Take the first event descriptor given in 411 as an example. The event descriptor defines that the client system should capture users browsing www.carpoint 〇com or www. sportmagazine. com website activities (for example, the action is "browse" and the items are www 0 carpoint 〇 com and www 〇 sportmagazine 〇 com). Event descriptors can also contain option information that further describes the criteria for actions and object relationships. As shown in the example shown in 411, in order to monitor user activity and send advertisements only when the user is looking for a palmtop, handheld, or personal digital assistant, or palm navigator on pdaseatxh or palmseaixh, the event description Sons can include actions "find", "objects" for handheld computers, handheld computers, personal digital assistants, handheld pilots "and options" pdaseaixh, palmsearxh ". Options are considered special purposes for different actions. As in the previous example, the option specifies the specific search engine site that the client system only needs to detect. If the option is used for the action "Use", it may describe the version number of the application. For example, in order to capture the user's use of Microsoft Office version 95 or earlier and any Lotus SmartSuite version, the event descriptor can include actions "use", objects "office, smart package" and options " 95 < =, * "(where" < = "means equal or lower than and means any 17 (please read the precautions on the back before filling this page)) ----- The paper size printed by the Employees' Cooperatives of the Intellectual Property Bureau of the Ministry of Economic Affairs applies to the Chinese National Standard (CNS) A4 specification (210 X 297 mm) 482970 A7 B7 V. Description of the invention (\ V) version. 2 The event knowledge base table (412) includes complete relationship information between the event and the advertisement to be displayed, which is maintained in the advertisement package software table (413). For example, as shown in Figure 412, this table maintains the two advertising relationships of the "Browse" action. Visiting www.carpoint.com will show Mazda and Suzuki ads on the user's computer, while tide browsing www.sportmagazine.com Ads for My Bureau Magazine will be displayed. Multiple events may be associated with the same ad. For example, if a user browses www.sPortmagazine.com or reads my sports magazine, my golf magazine ad Will be displayed. The client system uses the operating system and the Application Programming Interface provided by the application to listen to the events it needs to capture. To capture the events of the application "use" can be achieved by capturing the application launcher application of the operating system Program interface, and then call the application properties application interface to obtain the application information, such as the application name and version number. In order to capture the event of "browsing", the client system intercepts the web browser application's World Resource Locator (URL) Request an event application interface to screen identifiable world assets Source locator links, which are related to such events. Events that capture other actions, such as "find", "subscribe", and "purchase", also pass through the web browser's file content application interface to check for an identifiable The pattern or a series of client systems have been defined to identify the pattern. For example, the client system can be defined in advance by checking for "search". altavista. com / cgi-binquery? l = xxx "world resource locator request pattern to identify someone who is performing a" find "action on the Altavista web search engine (bold text is a predefined world resource locator, where XXX Is to find 18 (Please read the precautions on the back before filling out this page) Packing -------- Order · --------. Printed Paper Size by Employee Consumer Cooperatives of Intellectual Property Bureau of the Ministry of Economic Affairs Applicable to China National Standard (CNS) A4 specification (210 X 297 mm) 482970 A7 B7 V. Key words of invention description (1)) The basic concepts can also be applied to capture actions "subscription" and actions, purchase " The event may be identified by checking more patterns. The client system can detect a series of connected patterns, identify users, and subscribe to "My Magazine". Examples are as follows: First, the web page is displayed, the World Resource Locator link includes "My Magazine" and the document contains the text "Subscription Request Form" "And action" submission, secondly, the subsequent pages are also derived from the website that contains the World Resource Locator link "My Magazine" and the file contains the text "Subscription succeeded", and 3. The advertising package software table (413) captures the The client (110) downloads and displays the graphic file for the ad suite software. The graphic file can be any format that the browser can display. It includes, but is not limited to, GIF, JPEG, bitmaps, flash, shockwave, and video on demand Figure 4B shows the process of how the timely advertising mechanism is enabled on the client system. When the client system is active on the user system, it will periodically decide whether it needs to communicate with the servo system to update its event monitoring list. (421). If the client system is installed first, it can be preset to automatically communicate with the computer when it detects that the computer is connected to the Internet. Server system to check. In this situation, the client system will attempt to log in to the servo system and request the latest event descriptor (422). When the request is received, the servo system will first check the registration period. The user identification (e.g., user identification and password) transmitted by the client system identifies who the user is. After the authentication request, the server retrieves the event descriptors stored in the event descriptor table (411). Each The event descriptor includes events, objects, and options that describe the client system's need to detect events. The event descriptor is sent to the client system. The client system starts at 19 (please read the notes on the back before filling out this page)- ------ Order * --------% · The size of the printed paper used by the Consumer Cooperatives of the Intellectual Property Bureau of the Ministry of Economic Affairs applies to the Chinese National Standard (CNS) A4 (210 X 297 mm) Printed by the Intellectual Property Bureau employee consumer cooperative 482970 A7 B7 V. Description of the invention (d) The new list received by the servo system updates its event monitoring list (423). This ensures that the client system always uses the The latest event descriptor list maintained on the server system to monitor user activity. As mentioned earlier, the client system preferably communicates with the servo system periodically to check for updated event descriptor information. However, if the client system does not have If any new updates are obtained from the servo system, the client system will continuously use its existing event monitoring ticket. As long as the client system is active, it will continuously monitor user activity and determine whether to detect identifiable events Relevant advertisements will be displayed. This process is illustrated in Figure 4C. During the loading process, the client system checks from its event monitoring list to identify which events need to be monitored. The user is free to use his / her computer to Do his / her normal activities. However, because the client system is active, he always monitors (431) every user activity performed on the computer. Users may perform activities such as writing documents, visiting websites, searching for specific keywords on search engines, and purchasing goods / services from websites. All these activities are considered as actions performed by the user, and it is for the client system to decide whether to detect based on the provided event descriptor list. The client system will ignore any related actions that are not specified in the order and will only capture the actions that have the corresponding corresponding actions specified in the order. For example, given a list of event descriptors containing "Browse", "Find", and "Use" actions, when someone is browsing the web, use a search engine to find something based on the keywords provided and use it in Application on his / her computer before the server detects the user ’s activity. When related actions are not described in the event descriptor list, other user activities will not be detected or ignored, even if the client system has the ability to monitor them. When the user system to be monitored by the client system is detected 20 (Please read the notes on the back before filling in this page)
· «ϋ n —ϋ n n I ·ϋ 一 0、I I n n n n in in I 本紙張尺度適用中國國家標準（CNS)A4規格（210 X 297公釐） 482970 A7 B7 經濟部智慧財產局員工消費合作社印製 五、發明說明（vj ) 動時，客戶系統立即捕捉(432)與活動相關的事件。例如，當 某人正在潮覽WWW。carpoint。com網站(不是藉由直接輸 入世界資源定位子網站拜訪就是經由世界資源定位子連結) 。捕捉到的事件之後跟事件監視淸單檢查(433)。假如事件 監視淸單包含捕捉的事件，客戶首先檢查是否它已經下載廣 告和區域地儲存在使用者的電腦(434)上。假如廣告並不存 在區域的電腦上，客戶系統只是擷取廣告且在螢幕上顯示 (435) 。在捕捉的事件與事件監視淸單符合但是相對應的廣 告並不存在區域的電腦上，之後客戶系統將會從伺服系統 (436) 擷取廣告。事件對應的廣告可能不會在區域電腦上假 如使用者之前從未產生這樣的事件，或是廣告已經不再儲存 於區域電腦上。客戶系統在某一段時間之後，假如某段期間 不再捕捉到相關的事件，可以決定移除廣告以節省儲存空間 。客戶系統也可以決定移除廣告當它偵測到在客戶與伺服 器跟同步更新的期間時不再需要監視事件，如圖4B所描述 。從伺服系統(436)擷取廣告時，客戶系統將會聯繫伺服系統 且請求與事件相關的相對應廣告。客戶系統傳送捕捉到的 事件給伺服系統。伺服系統對照伺服器的事件知識基礎表 (412)確定捕捉到的事件是有效的，從廣告套裝軟體表(413) 擷取相關的廣告且送到客戶系統。客戶系統在區域電腦上 儲存廣告(437)且顯示廣告(435)。區域地儲存在使用者電腦 上的下載廣告可以用爲加速顯示給使用者的廣告，因爲它減 少了客戶系統和伺服系統之間的通訊過程。 雖然本發明的及時廣告已經以較佳具體實施例中描述， 21 ----··--------_ 裝 ---- (請先閱讀背面之注意事項再填寫本頁) 訂---------^ 鲁· 本纸張尺度適用中國國家標準（CNS)A4規格（210 X 297公釐） 482970 A7 B7· «Ϋ n —ϋ nn I · ϋ Ⅰ, II nnnn in in I This paper size is applicable to the Chinese National Standard (CNS) A4 (210 X 297 mm) 482970 A7 B7 Printed by the Employees’ Cooperative of the Intellectual Property Bureau of the Ministry of Economic Affairs V. Description of the Invention (vj) When the vj is activated, the client system immediately captures (432) event related events. For example, when someone is browsing the WWW. carpoint. com website (either by directly entering the World Resource Locator sub-site visit or via the World Resource Locator sub-link). The captured event is followed by an event monitoring list check (433). If the event monitoring list contains captured events, the customer first checks if it has downloaded the advertisement and stored it locally on the user's computer (434). If the advertisement does not exist on the area computer, the client system simply fetches the advertisement and displays it on the screen (435). On the computer where the captured event matches the event monitoring list but the corresponding advertisement does not exist in the area, the client system will then retrieve the advertisement from the servo system (436). The advertisement corresponding to the event may not be on the regional computer if the user has never generated such an event before, or the advertisement is no longer stored on the regional computer. After a certain period of time, if the client system no longer captures related events during a certain period of time, it may decide to remove the advertisement to save storage space. The client system may also decide to remove the ad when it detects that there is no longer a need to monitor events during the period when the client and the server are updated synchronously, as shown in Figure 4B. When the advertisement is retrieved from the servo system (436), the client system will contact the servo system and request the corresponding advertisement related to the event. The client system transmits the captured events to the servo system. The servo system compares the event knowledge base table (412) of the server to determine that the captured event is valid, retrieves relevant advertisements from the advertisement package software table (413) and sends them to the client system. The client system stores the advertisement on the local computer (437) and displays the advertisement (435). Downloaded advertisements stored locally on the user's computer can be used to speed up the advertisements displayed to the user because it reduces the communication process between the client system and the servo system. Although the timely advertisement of the present invention has been described in a preferred embodiment, 21 ---- ·· --------_ equipment ---- (Please read the precautions on the back before filling this page) Order --------- ^ Lu · This paper size applies to China National Standard (CNS) A4 (210 X 297 mm) 482970 A7 B7
五、發明說明（#) 然而本發明並不只侷限於這些具體實施例。眾多的方法可 以採用以修改本發明，就如熟悉此技藝人士所了解，而不需背 離本發明的範圍。例如，客戶系統可以不需維持事件監視淸 單，而可以有內建的邏輯以識別需要被偵測的動作，捕捉由@ 用者相關動作之一產生的每個事件，和與伺服系統檢查是否: 有相對應的廣告需要被擷取和顯示給使用者。 事件描述子定義也不需侷限於適用在本實施例的定義 。例如，事件描述子也可能描述被監視的物件的範疇，如群，組 ”車子”與物件”Volvo”，”本田”，”鈴木”，”馬自達”。系 統可以對照廣告套裝軟體建立事件描述子的關係。此可以 進一步地加強更準確地傳送到使用者的及時廣告。例如，假 如使用者正在尋找特定的車子廠牌，關於那車的正常廣告於 是顯示。然而，假如使用者正在尋找多於一家的車子廠牌，有 可能使用者在尋找車子的種類而伺服系統可以對他/她顯示 關於車子種類的多重廣告。 本發明也不局限於使用只適用於所有使用者的及時事 件描述子槪念，但也可能藉由採用消費者輪廓事件描述子交 互參考表而連繫描述子和相關的廣告到不同群組的使用者( 例如，以人口統計資料爲基礎）。進一步的創造力也可以允 許系統以變形廣告的形式傳送及時的廣告給使用者。可藉 由建立允許及時引擎（13 6)跟變形引擎（13 5)通訊而達成且組 織給兩個引擎存取的及時資料庫（139)和變形資料庫（138)。 22 (請先閱讀背面之注意事項再填寫本頁) 裝 訂-------- 經濟部智慧財產局員工消費合作社印制衣 本紙張尺度適用中國國家標準（CNS)A4規格（210 X 297公釐）V. Description of the Invention (#) However, the present invention is not limited to these specific embodiments. Numerous methods can be employed to modify the invention, as will be appreciated by those skilled in the art, without departing from the scope of the invention. For example, the client system may not need to maintain an event monitoring list, but may have built-in logic to identify actions that need to be detected, capture each event generated by one of the @ user-related actions, and check with the servo system : There are corresponding ads that need to be captured and displayed to users. The event descriptor definition is not limited to the definition applicable in this embodiment. For example, the event descriptor may also describe the category of the monitored object, such as group, group "car" and object "Volvo", "Honda", "Suzuki", "Mazda". The system can establish the relationship of event descriptors with the ad package software. This can further enhance timely advertisements that are more accurately delivered to users. For example, if the user is looking for a particular car brand, then normal advertisements for that car are displayed. However, if the user is looking for more than one car brand, it is possible that the user is looking for a car type and the servo system can show him / her multiple advertisements about the car type. The present invention is not limited to the use of real-time event descriptors that are only applicable to all users, but it is also possible to connect the descriptors and related advertisements to different groups by using a consumer profile event descriptor interactive reference table. Users (for example, based on demographics). Further creativity can also allow the system to deliver timely advertisements to users in the form of distorted advertisements. This can be achieved by establishing a real-time database (139) and a deformation database (138) that allow the timely engine (13 6) to communicate with the deformation engine (13 5) and organize access to both engines. 22 (Please read the precautions on the back before filling out this page) Binding -------- Printed on clothing by the Intellectual Property Bureau of the Ministry of Economic Affairs Consumer Cooperatives Paper size Applicable to China National Standard (CNS) A4 (210 X 297) Mm)