DE102014100225B4 - System and method for delivering advertising content - Google Patents

Abstract

A method is provided for delivering advertising content from an ad server to a client device at which an ad blocker prevents transmission of advertising content over an HTTP connection to the client device for inserting the ad content into an electronic document displayed at the client device Document is requested and transmitted via an HTTP connection, wherein in the electronic document, a script module is embedded, wherein a socket server (a) via a socket connection from the script module receives an ad request message containing information about it, which advertising content is to be transmitted to the client device, (b) polls the advertising content specified in the advertising media request message from the advertising media server, (c) generates an advertising media message comprising the advertising content, and (d) the generated advertising media message via the socket connection sends to the client device where the advertisements are inserted by the script module into the electronic document after the ad blocker has checked the electronic document for whether areas to be hidden are contained in the electronic document.

Description

Field of the invention

The invention relates to methods and systems for delivering advertising content or advertising to a client software, such as browser for displaying web pages to bring the advertising content or advertising in the client software for display.

Background of the invention and prior art

It is generally known to show in electronic documents, such as websites, advertising content or advertising. The operator of the website can generate additional revenue by displaying the advertising content, for example when a user of the website clicks on the advertisement. Content providers who publish their content on websites are, in most cases, financed by the additional advertisements displayed on the website.

The operators of such websites do not manage the displayed advertising themselves in most cases, but relate them from an external Werbemittelmarketer, who holds the available advertising or advertising content on an ad server for retrieval. The operator of the website merely has to insert a reference to the advertising content to be displayed on the advertising medium server in the website, so that when retrieving the website, for example in an Internet browser, the website of a web server of the operator of the website and the advertising material or advertising content from the advertising medium server of the advertising media getting charged. The references to the external advertising media or advertising content that are stored on an advertising medium server, for example, via the HTML tags IMG or OBJECT. The "src" or "data" parameters of these HTML tags specify the URI (Uniform Resource Identifier) of the advertising content to be displayed. When loading the website, these parameters are evaluated and cause the browser to load the advertising content from the ad media server.

Furthermore, it is known to prevent the advertising contents incorporated in the web pages from being displayed or to prevent the advertising contents from being retrieved from the advertising medium servers. For this purpose, so-called ad blockers are provided, which can be brought to execution, for example, as a plug-in of the Internet browser. The ad blockers are designed to hide a portion of the HTML document in which the ad content would be displayed so that the ad content is transferred to the internet browser, but is not visible to the user. The ad blocker uses certain rules to analyze certain sections of the loaded web page and to hide those sections if some or all of the rules are met.

In addition, the ad blocker may be adapted to monitor all HTTP requests (HTTP requests) made by the loaded web page and to block those HTTP requests that represent a request to an ad medium server. For example, such an HTTP request is triggered by the "src" parameter of an IMG tag. If the URI of the "src" parameter points to an ad media server, the ad blocker can block this HTTP request so that the ad content or advertising material does not even be transmitted to the internet browser. For example, the ad blocker can check whether a particular HTTP request can be blocked by using revocation lists that contain addresses of known adver- tisement servers.

In order to circumvent such advertising blocker and bring advertising content despite the presence of an ad blocker to the display, measures are known, which, however, are associated with a considerable time and technical effort. For example, those areas of an HTML document in which advertising is to be displayed can be redesigned in such a way that the ad blocker can no longer hide or invisibly display these areas based on the existing rules. However, this solution works only until the rules have been adjusted so that the correspondingly redesigned areas of the HTML document can be hidden or invisible. Another way to circumvent the ad blocker is that the advertising content or advertising means are obtained from an ad server whose address (URI) is not on the block list of the ad blocker. This solution also works only until the address of the alternative ad media server is included in the revocation list.

From the German-language Wikipedia publication (http://de.wikipedia.org/w/index.php?title=Webanwendung&oldid=124975761) to the term web application a method in the context of a client-server web application is known in which a web page of a web server to a client, such as a web browser, is transmitted. The HTTP transmission protocol is used for transmitting or querying the website. For requesting the web page, a first request (HTTP request) is sent from the web browser to the web server. The web server accepts this request and then generates the HTML source code of a web page and sends it back to the browser (HTTP response). The HTML source code received by the browser is in the Browser in the form of a web page. With a new request, for example by clicking on a hyperlink on the displayed web page or by filling in and sending a form, further information, such as values of input fields or parameters of the link are transmitted to the web server via HTTP-Post or HTTP-Get Web server processes. The second request also uses the HTTP transmission protocol.

From Wessels, Andrew et al .: Remote Data Visualization through WebSockets; Information Technology: New Generations, 2011 Eighth International Conference on Information Technology; IEEE 2011, page 1050-1051 "discloses a method for data transmission over socket connections, in particular web sockets. It is proposed to use the so-called Web Socket protocol between an application server and a client device for the purpose of data exchange. A Web-Socket API is intended to allow data to be transferred directly from the application server to the terminal by the terminal's browser maintaining an asynchronous socket connection to the server. The client device should thereby be able to transfer data to the application server at any time without having to re-establish the connection to the application server. In addition, the server may transmit data to the client device as long as the connection between the client device and the application server is open.

From the Internet publication "Recognize advertising blocker" (http://werbeblockererkennen.webconrad.com, archived in www.archive.org on 25/07/2013), a method is known with which an activated in the web browser ad blocker can be detected. For this purpose, it is checked whether a reading out of a file "adframe.js" was prevented. If this is the case, then an ad blocker is active.

Out US 2009/0287572 A1 For example, a system and method is known which makes it possible to transmit a web page from a first server and advertising content to be displayed in the web page from a second server to the client.

Object of the invention

The object of the present invention is therefore to provide a system and a method which at least partially obviate the disadvantages known from the prior art and which make it possible to display advertising content or advertising media correctly and reliably in an electronic document such as a website if the computer program displaying the electronic document, e.g. B. Internet browser, has an ad blocker.

Inventive solution

This object is achieved by a method according to claim 1. Advantageous embodiments and further developments of the invention are specified in the respective dependent claims.

• (a) über eine von dem Script-Modul zwischen der Clienteinrichtung und dem Socket-Server eingerichtete Socket-Verbindung von dem Script-Modul eine Werbemittelanfragenachricht empfängt, wobei die Werbemittelanfragenachricht Informationen darüber enthält, welche Werbeinhalte und/oder Werbemitte an die Clienteinrichtung übertragen werden sollen,
• (b) die in der empfangenen Werbemittelanfragenachricht angegebenen Werbeinhalte und/oder Werbemittel von dem Werbemittelserver abfragt,
• (c) eine Werbemittelübertragungsnachricht erzeugt, die die abgefragten Werbeinhalte und/oder Werbemittel umfasst, und
• (d) die erzeugte Werbemittelübertragungsnachricht über die zwischen der Clienteinrichtung und dem Socket-Server eingerichtete Socket-Verbindung an die Clienteinrichtung sendet, wo sie von dem Script-Modul entgegengenommen wird und die Werbemittel von dem Script-Modul in das elektronische Dokument eingefügt werden, nachdem der Werbeblocker das elektronische Dokument danach überprüft hat, ob auszublendende Bereiche in dem elektronischen Dokument enthalten sind,

wobei zur Übertragung der Werbemittelanfragenachricht (WMA) und der Werbemittelübertragungsnachricht (WMÜ) über die Socket-Verbindung (SV) das Web-Socket-Protokoll verwendet wird.Accordingly, a method is provided for delivering advertising content and / or advertising material from an ad media server to a client device running an ad blocker that blocks HTTP requests that represent queries to the ad media server for transmitting ad content and / or ad media to prevent the client device from inserting the advertising content and / or advertising in an electronic document displayed on the client device, wherein a query of the electronic document and a transmission of the electronic document to the client device via an HTTP connection, wherein in the electronic document is a script module embedded, being a socket server

• (A) receives an advertising request message from the script module via a socket connection established by the script module between the client device and the socket server, the advertising request message containing information about which advertising content and / or advertising medium is to be transmitted to the client device .
• (b) queries the advertising content and / or advertising media specified in the received advertising media request message from the advertising media server,
• (c) generates an advertising message transmission message that includes the requested advertising content and / or advertising material, and
• (d) sending the generated advertising medium message to the client device via the socket connection established between the client device and the socket server, where it is accepted by the script module and the advertising media is inserted into the electronic document by the script module after the ad blocker has checked the electronic document according to whether areas to be hidden are contained in the electronic document,

wherein the web socket protocol is used for transmitting the advertising media request message (WMA) and the advertising medium transmission message (WMÜ) via the socket connection (SV).

The socket server can retrieve the advertising content requested by the advertising medium server and / or Transform advertising media into at least one document object model node (DOM node), wherein the advertising media message comprises the at least one DOM node to place the advertising content and / or advertising media on the client device into a DOM tree of an electronic document displayed on the client device , in particular HTML document.

It is advantageous if the at least one DOM node comprises style sheet rules (CSS rules) and / or program code in a scripting language, preferably JavaScript, and at least one Uniform Resource Identifier.

In an advantageous embodiment, graphics contained in the queried advertising content and / or advertising means are transformed into one or more CSS rules, these CSS rules being inserted into at least one DOM node of the advertising medium transmission message.

The graphics in the CSS rules can be encoded Base64.

• – über die erste Socket-Verbindung die Werbemittelanfragenachricht empfängt, und
• – über die zweite Socket-Verbindung die erzeugte Werbemittelübertragungsnachricht an die Clienteinrichtung sendet.

It is advantageous if the socket connection established between the client device and the socket server comprises a first socket connection and a second socket connection, wherein the socket server

• Via the first socket connection receives the advertising request message, and
• - Sends the generated advertising medium message to the client device via the second socket connection.

• – der erste Socket-Server über eine zwischen der Clienteinrichtung und dem ersten Socket-Server eingerichtete erste Socket-Verbindung von der Clienteinrichtung die Werbemittelanfragenachricht empfängt, und
• – der zweite Socket-Server über eine zwischen der Clienteinrichtung und dem zweiten Socket-Server eingerichtete zweite Socket-Verbindung die erzeugte Werbemittelübertragungsnachricht an die Clienteinrichtung sendet.

In an advantageous embodiment, the socket server may include a first socket server and a second socket server, wherein

• The first socket server receives the advertisement request message from the client device via a first socket connection established between the client device and the first socket server, and
• - The second socket server sends via a configured between the client device and the second socket server second socket connection the generated advertising medium transmission message to the client device.

It is advantageous here if the first socket server and / or the second socket server polls the advertising contents and / or advertising media specified in the received advertising media request message from the advertising media server.

In an advantageous embodiment, before the step (a) or before the step (b), a checking step can be carried out, in which the script module checks whether an ad blocker is activated at the client device, which displays advertising content and / or advertising media via an HTTP (Hypertext Transfer Protocol) connection to be requested by a server device and / or requested in the electronic document prevented.

• – geprüft werden, ob in dem elektronischen Dokument vorbestimmte Abschnitte des elektronischen Dokuments für einen Benutzer unsichtbar sind, oder
• – eine Anfragenachricht an die Servereinrichtung gesendet werden und nach dem Senden der Anfragenachricht
• – überprüft werden, ob eine Antwortnachricht eine Fehlernachricht enthält, oder
• – ob innerhalb eines vorbestimmten Zeitintervalls keine Antwortnachricht empfangen wird.

In the verification step can

• Checking whether in the electronic document predetermined portions of the electronic document are invisible to a user, or
• A request message is sent to the server device and after sending the request message
• Be checked whether a response message contains an error message, or
• - If no response message is received within a predetermined time interval.

The electronic document can be an HTML document.

It is advantageous if the advertising contents and / or advertising media contained in the advertising media message are prepared before insertion into the electronic document and / or adapted to the electronic document.

It has proven to be advantageous if the client device checks before step (b) which advertising content and / or advertising material are to be inserted into the electronic document and inserts information about it in the advertising media request message.

The client device may include an Internet browser and / or a mobile Internet browser.

In the method according to the invention, the WebSocket protocol can be used to transmit the advertising medium request message and the advertising medium transmission message via the socket connections.

Brief description of the figures

Further details and features of the invention and specific embodiments of the invention will become apparent from the following description taken in conjunction with the drawings. It shows:

1 an inventive system for delivering advertising content or advertising means;

2 a flow chart of a method according to the invention for the delivery of advertising content or advertising means;

3 an alternative embodiment of a system according to the invention; and

4 another alternative embodiment of a system according to the invention;

Detailed description of the invention

In the following, the invention will be described in more detail with reference to a web page in HTML format, which is displayed in an internet browser or web browser. However, the method according to the invention can also be carried out on mobile terminals, for example smartphones or tablet computers, in which electronic documents are not necessarily displayed in HTML format. For example, electronic documents and advertising contents embedded therein can be displayed in a so-called "app" on a mobile terminal. Of course, web pages in HTML format and advertising content embedded therein can also be displayed on mobile terminals with a mobile Internet browser. The inventive method is therefore also suitable for delivery and display of advertising content both in the so-called apps and in the mobile Internet browsers.

1 shows a system according to the invention for the delivery of advertising content that can be displayed despite an ad blocker.

In a client software 10 working on a client device 5 to run and which is configured here as an Internet browser or Web browser, a script or a script module 15 which can be a java script function, brought to execution. The client setup 5 For example, it may be a personal computer or a mobile terminal, such as a smartphone. The terms client software, internet browser, web browser and browser are used interchangeably below.

The script module 15 First check if the client software 10 has an ad blocker that displays ads on the in the browser 10 prevented from viewing the website. If such an ad blocker is detected, a socket connection SV becomes a server device via an interface 20 built, which is customized with the client software 10 to establish a socket connection. This server device 20 is also referred to below as a socket server 20 designated. The socket connection SV established over the interface is preferably a bidirectional full-duplex connection based on the TCP protocol and not using the HTTP protocol. A socket connection SV constructed in this way has the advantage that on the one hand the customary in the HTTP protocol request / response mechanism is eliminated and that the protocol overhead compared to the HTTP protocol is significantly reduced, which allows a more efficient delivery of advertising content. The socket connection SV is referred to below as the Websocket connection.

Of fundamental importance for the present invention is that the transmission of advertising content or advertising to the Internet browser 10 is handled via the socket connection SV and not via an HTTP connection, while the querying and the transmission of the website, in which the advertising content is embedded, can be done in a conventional manner via an HTTP connection. Accordingly, two different communication channels are used for displaying a website with the advertising contents embedded therein in a web browser: a conventional HTTP communication channel is used for loading the website, and a communication channel designed as a socket connection is used for loading the advertising contents to be embedded in the website ,

For the data transmission over the socket connection preferably the WebSocket protocol is used, for example the WebSocket protocol according to the standard RFC 6455. This also applies to the with reference to 3 and 4 described embodiments of a system according to the invention.

Because with the ad blockers only HTTP requests the client software 10 Can be monitored over the socket connection SV advertising content from the Internet browser 10 be requested and transmitted to the Internet browser without the ad blocker can affect the request or the transfer. This is possible according to the invention, because on the socket connection SV according to the invention no data exchange is handled, which is based on the HTTP protocol.

In one embodiment of the invention, the socket server 20 at the same time also form the web server from which the website to be displayed is requested. In an alternative embodiment of the invention, the socket server 20 and the web server are also operated on physically separate server systems.

The socket server 20 is via an interface IF with an advertising medium server 30 connected or connectable. On the ad media server 30 is stored a number of advertising or advertising content intended for embedding in a web page. On the ad media server 30 can new advertising media 35 be replaced, existing advertising media replaced by new advertising material or delete existing advertising material. The advertising media server 30 can be operated for example by a Werbemittelmarketer. The exact design of the interface IF or that between the socket server 20 and the ad server 30 The communication protocol used is not relevant to the present invention.

The advertising media server 20 is configured advertising requests or advertising request messages WMA from the client software or from the Internet browser 10 , especially from the script module 15 to accept the requested in the received advertising material requests advertising material from the advertising medium server 30 to load and the loaded advertising with a promotional message WMÜ message to the client software or to the Internet browser 10 transferred to.

In a simplest embodiment of the invention, the advertising medium server 30 merely a database in which the advertising material to be delivered are stored. Database 30 can also be used as a local database of the socket server 20 be designed.

After transferring from the script module 15 at the socket server 20 requested advertising material or advertising content to the Internet browser 10 These will be in the web browser 10 inserted web page inserted. Because inserting the advertising content transmitted via the socket connection into the web page does not require HTTP requests that could be monitored and blocked by the ad blocker and because the insertion of the advertising content into the web page occurs after the ad blocker has checked the web page Whether the areas to be hidden are contained in the website ensures that on the one hand the requests for advertising material can not be blocked and on the other hand those areas of the HTML document into which the advertising content is embedded will not be hidden or hidden by the ad blocker can.

2 shows a flowchart of a method according to the invention for the delivery of advertising content or for displaying advertising content on a client device or in a client software 10 that has an ad blocker.

In a first step S10, after loading or while loading a web page on the client side, i. H. checked in the Internet browser, whether the client software or the Internet browser has an ad blocker or whether such an ad blocker is activated. This check is preferably carried out with the aid of a client-side Java Script function, which is either contained directly in the HTML document of the web page or incorporated by reference into the HTML document.

Of course, the Java Script function used to check the ad blocker, as well as the Java Script functions described below, can also be implemented in a different or alternative scripting language that is suitable in the client software 10 or in an Internet browser to be executed. For example, the functions described may also be implemented in the script language Dart or VB Script.

• – Die Java-Script-Funktion prüft, ob bestehende Container des HTML-Dokuments von dem Werbeblocker ausgeblendet bzw. unsichtbar geschaltet wurden und/oder ob in dem HTML-Dokument erwartete Container vorhanden sind. Ein Container ist hierbei ein Abschnitt bzw. ein Ausschnitt eines HTML-Dokuments, in dem die anzuzeigende Werbung eingebettet ist. Sind bestehende Container ausgeblendet bzw. unsichtbar geschaltet und/oder fehlen in dem HTML-Dokument die erwarteten Container, wird davon ausgegangen, dass ein aktiver Werbeblocker vorhanden ist.
• – Zusätzlich oder alternativ kann die vorstehend genannte clientseitige Java-Script-Funktion eine Anfrage an einen Werbemittelserver stellen und die Rückgabewerte der Anfrage auswerten. Enthalten die Rückgabewerte Fehlermeldungen und/oder Fehlercodes oder werden innerhalb eines vorbestimmten Zeitintervalls keine Rückgabewerte empfangen, kann davon ausgegangen werden, dass ein Werbeblocker aktiviert ist.

To recognize an ad blocker or an activated ad blocker, the above-mentioned Java Script function provides two mechanisms:

• The Java Script function checks whether existing containers of the HTML document have been hidden or hidden by the ad blocker and / or whether there are expected containers in the HTML document. A container is here a section or a section of an HTML document in which the advertisement to be displayed is embedded. If existing containers are hidden or invisible and / or the expected containers are missing in the HTML document, it is assumed that an active ad blocker exists.
• Additionally or alternatively, the above-mentioned client-side Java Script function can make a request to an advertisement server and evaluate the return values of the request. If the return values contain error messages and / or error codes or if no return values are received within a predetermined time interval, it can be assumed that an ad blocker is activated.

In the subsequent step S15, it is checked whether an ad blocker or an active ad blocker has been detected in step S10. If an ad blocker was detected, the method according to the invention is continued with the steps S20 to S80. If no ad blocker has been detected, step S90 is carried out, with which the advertising media or advertising contents are loaded in a conventional manner, for example in the manner described in the introduction and displayed in the client software or in the Internet browser. Of course, the steps S20 to S80 of the method according to the invention can also be carried out if no ad blocker was detected in step S15. In this case, it is possible to completely dispense with advertising media or advertising content in the conventional way and to display and display them.

If an ad blocker has been detected in step S15, the method is first used with the Step S20 continues. In step S20, a socket connection SV from the client software or the Internet browser becomes the socket server 20 built up. For this purpose, in turn, a Java script function can be provided in the Internet browser 10 is carried out. The socket connection SV is not visible to the ad blocker and can not be monitored or manipulated by the ad blocker, so that secure, bidirectional data exchange between the internet browser and the socket server 20 is guaranteed.

In one embodiment of the invention, the socket connection SV between the Internet browser and the socket server 20 be established as a secure, ie, encrypted socket connection. An encrypted socket connection ensures that even if the ad blocker can monitor the socket connection, it can not read the data exchanged over the encrypted socket connection, so that the ad blocker can not decide whether or not it will This is advertising or advertising content, which could be hidden or blocked if necessary.

Unless setting up a socket connection SV between the internet browser and the socket server 20 failed, a retry attempt can be made to establish a socket connection to a possibly alternative socket server.

Unless setting up a socket connection to the socket server 20 or to which alternative socket server was successful, in the next step S30, the advertising media or advertising contents to be included in the web page transmitted to the internet browser are retrieved by the socket server 20 queried. For this purpose, the Internet browser sends a Werbemittelanfragenachricht WMA via the socket connection SV to the socket server 20 , The advertising media request message comprises one or more identifiers that uniquely identify the advertising media or advertising content to be included or embedded. The polling of the advertising media from the socket server in step S30 can also be accomplished via a client-side Java Script function.

After the advertisement request message WMA has been transmitted from the Internet browser to the socket server, in the following steps, S40, S50 and S60 of the socket server 20 evaluated the submitted advertising media request message queried the requested advertising from an ad media server, optionally prepared and transmitted to the requesting Internet browser.

After successfully establishing the socket connection and after receiving the ad request message, the socket server creates 20 via a connection IF to the advertising medium server or to the advertising media database 30 and requests from the advertising medium server or from the advertising means database the advertising media or advertising content specified in the advertising media request message.

The from the advertising medium server or from the advertising database 30 queried advertising or advertising content can be processed in a further step S50. Step S50 is optional and not absolutely necessary for the method according to the invention. In step S50, the queried advertising media or advertising content can be prepared, for example, by the client software or in the web browser 10 optimally displayed or displayed. For example, the advertising media or advertising content can be adapted to different web browsers or different versions of a web browser. To enable this, the client software can 10 or the script module 15 in step S30 together with the advertising request WMA message also information about the client software, such as type of web browser used and / or version of the web browser used to transfer. In addition, in step S50 additional technical elements of the client software 10 be added to be transferred to advertising. Such technical elements may be, for example, style sheets (CSS style sheets) and / or Java script elements or Java script functions.

In the next step S60, the optionally prepared advertising media are sent to the requesting client software or Internet browser 10 This transmission also takes place via the socket connection SV between the client software and the socket server. The advertising media are preferably transmitted as a mixture of style sheets (CSS) and Java script code to the client software or Internet browser, where they are dynamically integrated or embedded in the DOM (Document Object Model) of the HTML document.

If graphics or images are transmitted with the advertising medium, they are preferably coded Base64 and transmitted as a CSS rule. This is transmitted together with other metadata, such as destination URL for advertising or other functions required by the advertising material, as a Java Script object or Java Script function and by the script module 15 dynamically inserted or embedded in the DOM of the web page displayed in the web browser and possibly executed.

In the next step S70, in the client software 10 or from the script module 15 is executed, is the delivered or transmitted by the socket server advertising material from the client software 10 or from the script module 15 accepted. In this step S70, the accepted advertising material or the Java Script objects or Java Script functions and stylesheets received may be subjected to further processing before they are embedded in the DOM. Thus, the advertising material can be adapted again to specific conditions of the Internet browser or the client software.

In the next step S80, that of the client software 10 or from the script module 15 accepted and optionally further processed advertising in the DOM of the website inserted, whereby the advertising material is displayed on the website.

Preferably, the advertising medium is inserted as a DOM node in the DOM tree of the web page. For this purpose, it is advantageous if, in step S50, the advertising media are already processed by the socket server in such a way that they represent a DOM node and are thus inserted directly into the DOM tree of the website or HTML document without further processing can.

The Java Script objects or Java Script functions for executing steps S20, S30, S70 and S80 can be used directly as a script module 15 embedded in the web page displayed in the browser. Alternatively, the entire script module can also be exported to a Java script file, which is then integrated into the website via a reference.

In an alternative embodiment of the invention, the functions necessary for steps S10, S15, S20, S30, S70 and S80 can also be used as plug-ins for the client software 10 or for the web browser. Thus, the plug-in can check whether an ad blocker is activated, establish a socket connection to a socket server and query the required advertising material via this socket connection, receive the requested ad media and finally insert it into the DOM of the website.

3 shows an alternative embodiment of a system according to the invention, with the appropriate adaptation in 2 shown inventive method can be performed.

Unlike the in 1 shown system are in the in 3 in the step S20 shown a first socket connection SV1 and a second socket connection SV2 between the client software 10 or the script module 15 and the socket server 20 built up. Building the two socket connections is done by the client software 10 or through the script module 15 causes. The addresses of the socket server for establishing the two socket connections SV1, SV2 differ only in terms of the port used.

As in 1 is also in 3 the socket server 20 via an interface IF with an advertising medium server or with an advertising medium database 30 coupled or coupled.

The first socket connection is provided, advertising request messages WMA from the script module 15 to the socket server 20 to send or to transfer. The second socket connection SV2 is provided in order to receive the advertising media requested with the advertising media request message WMA with an advertising medium transmission message WMÜ from the socket server 20 to the client software 10 or to the script module 15 transferred to. Both socket connections SV1, SV2 can be cryptographically encrypted, ie the data is transmitted in encrypted form.

4 shows a further alternative embodiment of a system according to the invention.

Unlike the in 1 shown system here are a first socket server 21 and a second socket server 22 intended. The client software 10 or the script module 15 builds a first socket connection SV1 to the first socket server 21 and a second socket connection SV2 to the second socket server 22 on. The first socket connection SV1 is provided, advertising request WMA messages to the first socket server 21 transferred to. The second socket connection SV2 is provided to receive advertising medium transmission messages WMÜ from the second socket server 22 to the client software 10 or to the script module 15 transferred to.

The two socket connections SV1 and SV2 are set up in the method according to the invention in step S20. The script module asks with the advertising media request message WMA 15 in step S30, the advertising means at the socket server 21 at. The requested advertising means are transmitted in step S60 with the advertising medium transmission message to the client software or to the script module.

Upon receipt of the ad request message, the first socket server passes 21 the advertisement request message WMA to the second socket server 22 , Along with the ad request message WMA passes the first socket server 21 the second socket server 22 also data containing information about which address the ad request message was sent from to the second socket server 22 knows to which address or via which second socket connection SV2 the advertising medium transmission message has to be sent. This is especially necessary if multiple script modules have socket connections to the two socket servers 21 . 22 build up and query about it.

In the in 4 example shown is the second socket server 22 with the ad media server or with a local database 30 coupled or coupled. Upon receipt of the advertising media request message WMA and the sender address of the advertising media request message, the second socket server determines 22 in the ad server 30 the requested advertising means (step S40), prepares them in step S50, if necessary, and in step S60 sends the optionally prepared advertising media to the client software 10 or to the script module 15 ,

Alternatively, the advertising medium server or the local database can also be used with the first advertising medium server 21 be coupled or coupled. In this case, the requested advertising material from the first socket server 21 at the ad server 30 requested. The first socket server 21 passes the from the ad media server 30 queried advertising material then together with the sender address of the advertising request WMA message to the second socket server 22 which then in step S60 the advertising means to the script module 15 or to the client software 10 transfers.

In the in the 3 and 4 shown systems or in the methods used in these systems, it is advantageous if the script module 15 synchronizes the advertisement transfer messages received from the socket server or from the second socket server with the advertisement request messages transmitted to the socket server or to the first socket server, respectively. This allows the script module 15 ensure that the ad media received with the ad media transfer message are correctly associated with a remote ad media request message.

With the method according to the invention or with the systems according to the invention, it is avoided that requests for advertisements to be included are blocked or prevented by an ad blocker. Also, the client-side function for checking whether an ad blocker is activated and the functions that receive the ad requests, the queried ad media and paste into the DOM of the web page can not be blocked by the ad blocker. This makes it possible for the first time to insert advertising media into a web page and to display it correctly if an ad blocker is activated on the client side.

LIST OF REFERENCE NUMBERS

10

Client software (eg browser for displaying web pages)

15

Script module (eg Java Script function) or plug-in

20

Socket server (server setup adapted to establish a socket connection with the client software)

21

first socket server

22

second socket server

30

Ad media server (eg server setup with a database and / or database server of the socket server)

35

Advertising material and / or advertising content

IF

Interface between socket server and ad media server

SV

Socket connection between the client device and the socket server

SV1

first socket connection between the client device and the socket server

SV2

second socket connection between the client device and the socket server

WMA

Advertising media request message

WMÜ

Advertising material transfer message

Claims (13)

Method for delivering advertising content and / or advertising material ( 35 ) from an advertising medium server ( 30 ) to a client device ( 5 ) running an ad blocker that blocks HTTP requests that represent requests to the ad serving server to prevent transfer of ad content and / or ad media to the client device, for inserting the ad content and / or ad media ( 35 ) to a client device ( 5 ) displayed electronic document, wherein a query of the electronic document and a transfer of the electronic document to the client device ( 5 ) via an HTTP connection, wherein in the electronic document a script module ( 15 ), whereby a socket server ( 20 ) (a) via one of the script module ( 15 ) between the client device ( 5 ) and the socket server ( 20 ) socket connection (SV) from the script module ( 15 ) receives an advertising media request message (WMA), wherein the advertising media request message (WMA) contains information about which advertising content and / or advertising media (WMA) 35 ) are to be transmitted to the client device, (b) the advertising contents and / or advertising media specified in the received advertising request message (WMA) ( 35 ) from the advertising medium server ( 30 ), (c) generates an advertising medium message (WMÜ) that contains the requested advertising content and / or advertising material ( 35 ), and (d) the generated advertising medium message (WMÜ) via the between the client device ( 5 ) and the socket server ( 20 ) is sent to the client device where it is received from the script module (SV). 15 ) and the advertising material from the script module ( 15 ) are inserted into the electronic document after the ad blocker has checked the electronic document according to whether areas to be hidden are contained in the electronic document, wherein for transmission of the ad media request message (WMA) and the ad media transfer message (WMÜ) via the socket connection (SV) the WebSocket protocol is used. The method of claim 1, wherein the socket server ( 20 ) from the ad media server ( 30 ) queried advertising content and / or advertising material ( 35 ) is transformed into at least one document object model node (DOM node), wherein the advertising medium transmission message (WMÜ) comprises the at least one DOM node in order to display the advertising content and / or advertising means on the client device ( 5 ) into a DOM tree of the electronic document displayed at the client device, in particular HTML document. The method of claim 2, wherein the at least one DOM node comprises style sheet rules (CSS rules) and / or program code in a scripting language, preferably JavaScript, and at least one Uniform Resource Identifier (URI). Method according to one of claims 2 or 3, wherein in the requested advertising content and / or advertising means ( 35 ) are transformed into one or more CSS rules, these CSS rules being inserted into at least one DOM node of the advertising medium message (WMÜ). The method of claim 4, wherein the graphics are encoded in CSS rules Base64. Method according to one of the preceding claims, wherein the between the client device ( 5 ) and the socket server ( 20 ) socket connection (SV) comprises a first socket connection (SV1) and a second socket connection (SV2), wherein the socket server ( 20 ) - receives the advertisement request message (WMA) via the first socket connection (SV1), and - sends the generated advertising medium message (WMÜ) to the client device via the second socket connection (SV2), wherein for the first and the second socket connection (SV1, SV2) the web socket protocol is used. Method according to one of claims 1 to 5, wherein the socket server ( 20 ) a first socket server ( 21 ) and a second socket server ( 22 ), wherein - the first socket server ( 21 ) via one between the client device ( 5 ) and the first socket server ( 21 ) first socket connection (SV1) from the client device receives the advertisement request message (WMA), and - the second socket server ( 22 ) via one between the client device ( 5 ) and the second socket server ( 22 ) second socket connection (SV2) sends the generated advertising medium transmission message (WMÜ) to the client device, wherein the web socket protocol is used for the first and the second socket connection (SV1, SV2). The method of claim 7, wherein the first socket server ( 21 ) and / or the second socket server ( 22 ) the advertising content and / or advertising material specified in the received advertising request message (WMA) ( 35 ) from the advertising medium server ( 30 ) queries. The method of claim 1, wherein before the step (a) or before the step (b), a checking step is carried out in which the scripting module checks whether at the client device ( 5 ) an ad blocker is activated which prevents the advertisement in the electronic document from displaying advertising content and / or advertising material which is requested and / or requested via a Hypertext Transfer Protocol (HTTP) connection from a server device, wherein in the checking step checking whether in the electronic document predetermined portions of the electronic document are invisible to a user, or - a request message is sent to the server device and after sending the request message - it is checked whether a response message contains an error message, or - within one predetermined time interval no response message is received. The method of claim 1, wherein the electronic document is an HTML document. Method according to claim 1, wherein the advertising contents and / or advertising media (WMÜ) contained in the advertising medium transmission message (WMÜ) 35 ) are prepared prior to insertion into the electronic document and / or adapted to the electronic document. The method of claim 1, wherein before the step (b) the client device checks which advertising content and / or advertising material ( 35 ) are to be inserted into the electronic document and insert information about it in the advertising request message (WMA). Method according to one of the preceding claims, wherein the client device ( 5 ) comprises an Internet browser and / or a mobile Internet browser.

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