WO2001039024A2 - Publicite internet dynamique - Google Patents

Publicite internet dynamique Download PDF

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Publication number
WO2001039024A2
WO2001039024A2 PCT/US2000/032250 US0032250W WO0139024A2 WO 2001039024 A2 WO2001039024 A2 WO 2001039024A2 US 0032250 W US0032250 W US 0032250W WO 0139024 A2 WO0139024 A2 WO 0139024A2
Authority
WO
WIPO (PCT)
Prior art keywords
advertising
sequence
specified
user
computer system
Prior art date
Application number
PCT/US2000/032250
Other languages
English (en)
Other versions
WO2001039024A3 (fr
Inventor
Scott Eric Lipsky
James Patrick Bartlett
Steve Beck
Gary Richard Schuster
John Bryan Spinarski
Original Assignee
Avenue A, Inc.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Avenue A, Inc. filed Critical Avenue A, Inc.
Priority to AU17976/01A priority Critical patent/AU1797601A/en
Publication of WO2001039024A2 publication Critical patent/WO2001039024A2/fr
Publication of WO2001039024A3 publication Critical patent/WO2001039024A3/fr

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the present invention is directed to Internet advertising techniques, and, more particularly, to client-side advertising mechanisms
  • the World Wide Web (“the Web”) is a medium for making content available to requesting users, also known as "publishing" content
  • a Web publisher may provide content of va ⁇ ous types, including visual Web pages having textual and static visual contents, as well as such other content such as animated images and audio and video sequences
  • the relatively low cost of publishing content on the Web enables many organizations and individuals to act as Web publishers
  • a user To access content made available on the Web, a user typically directs a Web client program, or "browser,” executing on his or her computer system to obtain and display a particular unit of content Units of content are each identified by an address, also called a Uniform Resource Locator, or URL The user may direct the browser to obtain and display a unit of content by directly entering the URL for the unit of content, or by selecting a link or bookmark with which the URL is associated
  • a Web client program or "browser”
  • URL Uniform Resource Locator
  • Internet advertising is a practice m which a Web publisher adds an advertising message or other content provided by a third party advertiser to the content provided by the Web publisher in exchange for payment or other consideration from the advertiser
  • a Web- based travel agency may pay the publisher of a Web site directed to tips for travelers to add a banner advertisement for the Web-based travel agency to some of the Web pages comprising the Web site
  • Such a banner advertisement typically presents visual information promoting the advertiser that takes up a portion of the area of the Web page
  • Some banner advertisements further constitute a link to a Web site associated with the advertiser, so that the user may click anywhere within the banner s advertisement to display, or "click through to," that Web site
  • Figure 1 is a high-level block diagram showing the environment in which the facility preferably operates
  • Figure 2 is a screenshot diagram showing the display of a 20 dynamic advertisement displayed by the facility
  • Figure 3 is a display diagram showing a first stage of the visual transition
  • Figure 4 is a display diagram showing a second stage of the visual transition 25
  • Figure 5 is a display diagram showing complete replacement of the first advertising message by the second advertising message
  • Figure 6 is a table diagram showing the definition of subregions withm the dynamic advertising region
  • Figure 7 is a display diagram showing the display of a Web page m response to the user clicking withm a subregion of the first advertising message
  • Figure 8 is a flow diagram showing the steps preferably performed by the facility when the user navigates to a publisher Web page on which space has been purchased for dynamic advertising
  • Figure 9 is a flow diagram showing the steps preferably performed when the dynamic advertising applet is launched in a separate thread
  • Figure 10 is a flow diagram showing the steps preferably performed m an event handler registered by the facility to process user input events occurring m conjunction with the dynamic advertising region
  • a software facility for presenting dynamic Internet advertising that monitors, reports on, and responds to user behavior uses a client-side component, such as a Java applet executing on the user's computer system m conjunction with the Web browser being used by the user
  • the client-side component composes advertising messages from multi-media elements including graphics, text, audio, video, and various data entry elements and presents them on the user's computer system based upon the contents of a script retrieved from a dynamic advertising server by the client-side component
  • the script received by the client-side component specifies such details of the chent- side component's operation as the sequence of advertising messages, transitions between advertising messages, mappings from specific subregions defined withm the dynamic advertising region to different click-through targets and text superimposed over the advertising messages
  • the dynamic advertising server can quickly adjust any aspects of the behavior of the client-side component, while consuming just the small amount of network/data bandwidth required by the script
  • the client-side component is preferably able to autonomously modify or replace such advertising messages, irrespective of whether a particular action is taken by the user
  • the client-side component preferably also collects and transmits to a central server information about the user's behavior, such as where the user has moved the mouse pointer, the times at which the mouse pointer enters and exits that area, whether the user has clicked on any user interface controls, when the advertising message was first and last viewable in the browser, etc
  • data received from each client-side component is preferably analyzed by the central server
  • the central server sends new instructions based upon the analysis back to the client-side component
  • the chent- side component provides advertising messages that are proactive, dynamic, and adapted to the behavior of the user
  • FIG. 1 is a high-level block diagram showing the environment m which the facility preferably operates The diagram shows a client computer system 110
  • An Internet user preferably uses the client computer system to connect, via the Internet 100, to an Internet publisher computer system, such as Internet publisher computer systems 130 and 140, to retrieve and display a Web page
  • an Internet advertiser through the Internet advertising service, has purchased advertising space on the Web page provided to the Internet user computer system by the Internet publisher computer system
  • the Web page contains a reference that causes the client computer system to retrieve from a dynamic advertising server 120 the client side dynamic advertising component and execute it When executed, the client-side component downloads the appropriate dynamic advertising script from the dynamic advertising server 120, which specifies the sequence of advertising messages to display
  • the client-side component redirects the Internet user computer system to retrieve a Web page from the appropriate Internet advertisei computer system, such as Internet advertiser computer system 150 or 160
  • the Internet user may traverse several pages, and may take such actions as purchasing an item or bidding m an auction Revenue from such actions typically finances, and is often the motivation for, the Internet advertiser's Internet advertising
  • the client computer system 110 preferably includes one or more central processing units (CPUs) 111 for executing computer programs such as the facility, a computer memory 112 for storing programs and data, a persistent storage device 113, such as a hard drive, and a computer-readable media drive 114, such as a CD-ROM drive, for reading programs and data stored on a computer-readable medium
  • CPUs central processing units
  • the dynamic advertising sever 120 preferably includes components similar to those described in the client computer system 110
  • FIG. 2 is a screenshot diagram showing the display of a dynamic advertisement displayed by the facility
  • the diagram shows a browser window 200, which includes a client area 210 in which is displayed a sample publisher Web page
  • the sample Web page contains a dynamic advertising region 220 managed by the client-side component of the facility
  • the client-side component has displayed a first advertising message 221 for Advertiser A
  • the first advertisement includes a rectangular image, over which the client-side component has superimposed the following text 231 "Dynamic Text Here"
  • the client- side component preferably displays this first advertisement for a period of time specified by the script such as 10 seconds During this time, the client-side component tracks any user interface events received m the browser that relate to the dynamic advertising regions
  • the client-side component stores these events in a log for later transmission to the dynamic advertising server
  • Figures 3-5 show a visual transition performed by the facility from the display of the first advertising message to the display of the second advertising message
  • Figure 3 is a display diagram showing a first stage of the visual transition It can be seen m this diagram that, in dynamic advertising region 320, the client-side component shows a portion of a second advertising message 322 that replaces the left side of the first advertising message 321
  • Figure 4 is a display diagram showing a second stage of the visual transition It can be seen in this diagram that, in dynamic advertising region 420, the client-side component shows a larger portion of a second advertising message 422 that replaces the left side of the first advertising message 421
  • Figure 5 is a display diagram showing complete leplacement of the first advertising message by the second advertising message
  • the facility preferably displays the second advertising message 522 for a period of time specified by the script, such as 10 seconds, continuing to track and record user interface events
  • the facility again displays the first advertising message
  • Were the user to perform a user interface event with respect to the dynamic advertising region such as moving the mouse from outside the dynamic advertising region into the dynamic advertising region while the client-side component is displaying a visual transition from the first advertising message to the second advertising message, such as is shown in Figures 3 and 4, the client-side component preferably reverts to the display of the first advertising message shown m Figure 2 to permit the user to further review and interact with the first advertising message
  • Figure 6 is a table diagram showing the definition of subregions withm the dynamic advertising region Table 600 contains two copies of the first advertising message, 610 and 620, each showing one of two subregions defined with the first advertising message by the dynamic advertising script Rectangle 612 in the first copy of the first advertising message is the border of a first subregion defined in the first advertising message Rectangle 622 in the second copy of the first advertising message defines the second region within the first advertising message
  • the table further shows that, when the user clicks withm subregion 612, the client-side component causes the browser to navigate to the following URL 613 : "http://www.advertisera.com”.
  • the table also shows that, when the user clicks within region 622, the client-side component causes the browser to navigate to URL 623: "http://www.avenuea.com”.
  • Figure 7 is a display diagram showing the display of the Web page at URL 623 in response to the user clicking within subregion 622 using the mouse pointer 621.
  • Those operating the dynamic advertising service preferably prepare a number of different scripts, or dynamic advertising specifications, each specifying a particular instance of dynamic advertising.
  • a script preferably identifies the advertising messages that are to be presented, such as image files, preferably by specifying a URL from which each may be retrieved; the order in which the advertising messages are to be displayed and details of the visual transition to be performed in switching from displaying one advertising message to the next; definitions of regions within one or more of the advertising messages, and attributes of the regions such as click-through destinations to which to navigate if the user clicks within the region, and text to be displayed within the region.
  • Scripts are preferably small in size, allowing the performance of a particular client-side component to be redefined merely by sending a revised script to the client-side component. Indeed, such a revised script may identify the same advertising messages as the original script, enabling the browser to obtain those creatives from its cache rather than re-retrieving them.
  • Scripts are preferably prepared in the script language described below in Table 1, though those skilled in the art will appreciate that a variety of other formats could be gainfully used to represent a dynamic advertising specification.
  • DynamicAd v ertisin ⁇ Script xmlns x-schema:_lient-side compone ⁇ tschema.x ⁇ _”> - This tag denotes the beginning of the sc ⁇ pt as well as what schema (rules) to follow when parsing the scnpt.
  • Each sc ⁇ pt can contain the following elements
  • Heartbeat is the interval at which the client should report statistics back to the server
  • Time Value is the interval in seconds between sending statistics to the server
  • ⁇ GraphicText > - Denotes text to display on the Applet, there can be only one graphic text object at the root of the sc ⁇ pt. and zerc-to-manv graphic text objects per image elements.
  • a graphic text element can contain the following elements ⁇ DisplayText> - 1 ext to display, there can be many ot these per Grpahuc text element each on will displav one line below the p ⁇ or one
  • Adlmagel export gif ⁇ b ' DcfaultChck Location- 'http //www avenuea.com 7 7 ⁇ Reg ⁇ on>
  • Line 3 specifies that the client-side component should send feedback to the dynamic advertising server every ten seconds
  • Line 4 specifies that, when transitionmg from one advertising message to the next, ten milliseconds should elapse between updating the coordinates of the advertising message
  • the script author can specify how long it takes to transition from one advertising message to the next or, by specifying zero, can specify that transitions are to be instantaneous
  • Lines 5-18 specify details of a first advertising message, while lines 19-30 specify details of a second advertising message
  • line 5 specifies the URL of a graphics file containing the image for the advertising message
  • Line 6 contains the click-through URL for positions within the dynamic advertising region that are not withm any defined sub-regions
  • Lines 7-10 define one sub-region withm the dynamic advertising region
  • Line 8 specifies its boundaries
  • 9 specifies it click-through URL Lines 1 1-16 specify the display of the text "Dynamic Text Here" in the first advertising message Lines 19-30 have similar contents
  • the facility After insuring that the dynamic advertising script conforms to the XML schema for advertising scripts, the facility preferably compresses the dynamic advertising script, employing a numerical substitution scheme such as the one detailed below in Table 4.
  • Table 5 shows the compressed, or "binary" form of the sample script shown in Table 2 generated by applying the substitution scheme described in Table 4.
  • Figures 8-10 are flow diagrams showing steps preferably performed in the client computer system to display dynamic advertisements using the facility
  • Figure 8 is a flow diagram showing the steps preferably performed by the facility when the user navigates to a publisher Web page on which space has been purchased for dynamic advertising
  • step 801 the user issues an HTTP request for such a publisher Web page
  • step 802 the facility receives the requested Web page
  • the received Web page contains a reference to a conditional dynamic advertisement inclusion that will determine whether it is possible to perform dynamic advertising in the client computer system, or whether, inversely, conventional banner advertising should be substituted for dynamic advertising
  • Table 6 below shows the HTML code preferably included in the publisher Web page for this purpose
  • the HTML code shown in Table 6 determines whether the browser in which it is processed supports the IFRAME established by the HTML code shown in Table 6 tags If so, the browser interprets lines 1-2 m order to retrieve the conditional dynamic advertising inclusion from the URL http //client-side component avenuea.com/coho/cohoframe html If the browser interpreting this HTML code does not support the IFRAME tag, it interprets line 3-4 to retrieve a conventional banner advertisement from the URL http //view avenuea com/view/test/direct/01 In an alternative embodiment, the IFRAME tag is omitted from the publisher HTML code, which instead unconditionally includes the conditional dynamic advertising inclusion
  • step 803 in browsers that support the IFRAME tag, the facility retrieves the conditional dynamic advertisement inclusion using the reference contained in the requested Web page Table 7 below shows an example of the conditional dynamic advertisement inclusion
  • conditional dynamic advertisement inclusion contains a JavaScript sc ⁇ pt
  • the sc ⁇ pt m lme 3 tests whether Java applets are supported by the current browser and have been enabled If so, lines 5-9 add to the IFRAME established in the HTML code shown m Table 6 an inclusion reference for the dynamic advertising applet Otherwise, lines 12-15 add a reference to a traditional banner ad to the IFRAME
  • the conditional dynamic advertising inclusion includes additional tests regarding the suitability of the browser and/or the client computer system for supporting dynamic advertising
  • the conditional dynamic advertisement inclusion includes tests for browser versions whose Java virtual machine implementations properly execute the dynamic advertising Java Applet
  • step 804 the facility executes the sc ⁇ pt m the dynamic advertisement inclusion to determine whether a dynamic advertisement can be presented on the client system, that is, whether the client system supports Java applets In step 805, if a dynamic advertisement can be presented, then the facility continues in step 807, else the facility continues in step 806 In step 806, the facility ret ⁇ eves and displays a conventional banner advertisement After step 806, the steps conclude In step 807, the facility retrieves the dynamic advertising applet also called the client-side component, from the dynamic advertising server In step 808, the facility launches the retrieved applet m a separate applet thread When it executes, the applet displays advertising messages and registers event handlers for user interface events that occur m conjunction with the dynamic advertising region Execution of the applet is discussed m greater detail below in conjunction with Figure 9 After step 808, the facility, in the browser thread, processes user interface events In step 809, the facility receives a user interface event In step 810, the facility identifies an event handler registered to receive the user interface event
  • FIG. 9 is a flow diagram showing the steps preferably performed when the dynamic advertising applet is launched m a separate thread m step 808
  • the facility obtains a dynamic advertising script from the dynamic advertising server
  • the facility preferably uses a sc ⁇ pt identifier included m the publisher Web page or other similar indicia in order to select one dynamic advertising sc ⁇ pt from a number of different dynamic advertising sc ⁇ pts available from the dynamic advertising server
  • the facility constructs an internal representation of the sc ⁇ pt obtained in step 901
  • the facility registers user interface event handlers for subregions of the dynamic advertising region specified in the sc ⁇ pt
  • the facility retrieves and presents in the dynamic advertising region the initial contents specified by the sc ⁇ pt
  • the facility initiates retrieval of the next advertising message contents specified by the sc ⁇ pt
  • the facility sleeps for a display interval pe ⁇ od specified by the script, which indicates the amount of time each advertising message m
  • Figure 10 is a flow diagram showing the steps preferably performed in an event handler registered by the facility to process user input events occurring in conjunction with the dynamic advertising region.
  • the facility adds to the event log an entry describing the cu ⁇ ent user interface event. Log entry formatting is described in greater detail below m conjunctions with Tables 8 and 9.
  • the facility processes the event if any processing is required for the event. For example, for mouse-click events, the facility preferably identifies the subregion containing the coordinates of the click, and causes the browser to navigate to a URL specified by the script for that subregion. After step 1002, the steps conclude.
  • the event handlers provided by the facility write four different types of log entries, which are described below in Table 8
  • Log entry 1 indicates the retrieval of the binary script from the dynamic advertising server.
  • Log entries 2, 3, 4, and 7 indicate the display of advertising messages.
  • Log entry 8 indicates a click within an advertising message.
  • Log entries 5 and 6 indicate that the user has "moused-over" an advertising message.
  • the above-described facility could be adapted or extended in various ways.
  • various types of client-side components could be used other than Java applets.
  • the facility may collect a variety of different types of information relating to the user's viewing of an interaction with advertising messages or incident thereto.
  • the dynamic advertising server may do a variety of types of analysis on the data returned by the client-side component, and may, based on such analysis, adjust the performance of dynamic advertising by the client-side component, either by providing a revised script or by issuing other types of instructions.
  • the facility may present a wide variety of types of advertising messages, including static images; video sequences; animation sequences such as animated GIFs, SHOCKWAVETM animation sequences, FLASHTM animation sequences; streaming sequences; and Java- implemented advertising messages, either homogeneously or heterogeneously.
  • advertising messages including static images; video sequences; animation sequences such as animated GIFs, SHOCKWAVETM animation sequences, FLASHTM animation sequences; streaming sequences; and Java- implemented advertising messages, either homogeneously or heterogeneously.
  • client-side i component that execute in conjunction with a Web browser on a general- purpose computer system are discussed above, various additional embodiments of the client-side component execute in different environments, including, such electronically-addressable special-purpose devices as cellular phones, pagers, personal digital assistants, automatic

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Abstract

L'invention concerne une installation permettant de présenter une publicité dynamique dans un système informatique client. L'installation reçoit une séquence déterminée pour les messages publicitaires identifiant lesdits messages par référence. L'installation extrait les messages publicitaires identifiés dans les séquences déterminées puis elle les affiche en fonction des séquences déterminées. De plus, l'installation collecte les informations indiquant l'interaction par un utilisateur du système informatique client avec les messages publicitaires affichés. L'installation transmet ces informations collectées à un système informatique de traitement des informations indépendant.
PCT/US2000/032250 1999-11-22 2000-11-22 Publicite internet dynamique WO2001039024A2 (fr)

Priority Applications (1)

Application Number Priority Date Filing Date Title
AU17976/01A AU1797601A (en) 1999-11-22 2000-11-22 Dynamic internet advertising

Applications Claiming Priority (4)

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US16695399P 1999-11-22 1999-11-22
US60/166,953 1999-11-22
US57591700A 2000-05-23 2000-05-23
US09/575,917 2000-05-23

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WO2001039024A2 true WO2001039024A2 (fr) 2001-05-31
WO2001039024A3 WO2001039024A3 (fr) 2002-05-30

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EP1399835A4 (fr) * 2001-06-29 2006-03-15 Claria Corp Systeme et procede d'utilisation d'unites de messagerie continue dans une architecture de reseau
US7149704B2 (en) 2001-06-29 2006-12-12 Claria Corporation System, method and computer program product for collecting information about a network user
US7181488B2 (en) 2001-06-29 2007-02-20 Claria Corporation System, method and computer program product for presenting information to a user utilizing historical information about the user
EP1442380A1 (fr) * 2001-10-18 2004-08-04 Claria Corporation Systeme, procede et produit de programme informatique permettant de presenter des informations a un utilisateur mettant en oeuvre des informations historiques concernant cet utilisateur
EP1444590A1 (fr) * 2001-10-18 2004-08-11 Claria Corporation Systeme servant a reunir des donnees concernant un utilisateur reseau
EP1442380A4 (fr) * 2001-10-18 2006-01-18 Claria Corp Systeme, procede et produit de programme informatique permettant de presenter des informations a un utilisateur mettant en oeuvre des informations historiques concernant cet utilisateur
EP1444590A4 (fr) * 2001-10-18 2006-01-25 Claria Corp Systeme servant a reunir des donnees concernant un utilisateur reseau
US8521827B2 (en) 2001-10-18 2013-08-27 Carhamm Ltd., Llc Presentation of information to end-users
WO2003034258A1 (fr) * 2001-10-18 2003-04-24 Claria Corporation Systeme servant a reunir des donnees concernant un utilisateur reseau
US8316003B2 (en) 2002-11-05 2012-11-20 Carhamm Ltd., Llc Updating content of presentation vehicle in a computer network
US8170912B2 (en) 2003-11-25 2012-05-01 Carhamm Ltd., Llc Database structure and front end
US8255413B2 (en) 2004-08-19 2012-08-28 Carhamm Ltd., Llc Method and apparatus for responding to request for information-personalization
US10169765B2 (en) 2004-10-01 2019-01-01 Reachlocal, Inc. Method and apparatus for generating advertisement information for performing a marketing campaign
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