WO2001059647A2

WO2001059647A2 - Intelligent delivery system for directed content

Info

Publication number: WO2001059647A2
Application number: PCT/US2000/010348
Authority: WO
Inventors: Charles Glommen; Anders Olsson
Original assignee: Websidestory, Inc.
Priority date: 2000-02-09
Filing date: 2000-04-17
Publication date: 2001-08-16
Also published as: AU4248800A

Abstract

Content is provided from a network node in response to a request from a network user in accordance with user profile information that is automatically communicated by the user, without a database of information that identifies users. When the user requests content from a suitably configured network node, the user profile information is automatically provided to a delivery system server, which processes the user profile information with filtering to determine the content to be delivered to the user. The delivery system server provides the user's browser with the URL of directed content at a content server, which is then contacted by the user's browser and which then provides content.

Description

INTELLIGENT DELIVERY SYSTEM FOR DIRECTED CONTENT

TECHNICAL FIELD

This invention relates generally to computer network communications and, more particularly, to delivery of data in response to user requests.

BACKGROUND ART When a computer network user begins a communication session over the

Internet, the user can request data files from an Internet-connected computer called a file server or "web site" server using the hypertext transfer protocol (http). These data files comprise what are commonly referred to as "pages" on the "world wide web". The web pages are typically written in a type of programming code called hypertext mark-up language (html), and can be viewed or displayed through a graphical user interface

(GUI) program such as "Netscape Communicator" from Netscape Communications Corporation or "Internet Explorer" from Microsoft Corporation. The network nodes and collection of html files are commonly referred to as the "World Wide Web" and the GUI program to view the files is called a web browser. A collection of related files under a common Internet network domain location or node is commonly referred to as a web site. The files available at a web site can include a mixture of text, image, video, and audio data.

A network user can request a web site page by clicking on a link in the browser window or by typing in a uniform resource locator (URL) in the browser location toolbar. A request for a web site page results in a message being sent from the user's browser to a web site server, providing the URL of the requested page. In many instances, the content provider of the web site would like to return different pages depending on the user identity or characteristics. For example, many web sites include advertising content, either from the web site owner or from sponsoring advertisers. When a page from the web site is requested, the returned page includes advertising, such as banner ads, that are displayed along with the web page content. As with most advertising, the effectiveness of the advertising content is increased if the content is tailored to the recipient. As an example, a user in a warm climate will not likely respond to advertising for cold weather clothing.

One way to identify a particular network user is to record the user's IP address in a local database when the user visits a web site. When a user browser requests a web site page, the request typically includes the Internet protocol (IP) address to which the page should be sent (that is, the address of the requesting user). When the web site server receives the request, the server can store the user's address in a database. On the next visit to the web site, the user's IP address is again received with the page request, and the user's IP address can be matched up from the previous visit. The information can be used to make a decision about content to be delivered. This scheme, however, unquestionably identifies the individual who visits the web site and therefore compromises the individual's privacy rights. Web users are becoming increasingly vigilant about protecting their privacy rights.

Another way to identify a user who visits a web site is to record a unique identification code in an Internet "cookie" to the user's computer, using the browser as the conduit. An Internet cookie comprises data that is received by the user's browser from a web site server when the user requests a page from the web site. The cookie is stored in the user's computer. When the user visits the web site, the web server reads the cookie, finds the user identification code, and finds the user information in a database. The user information from the database can then be processed to determine content.

When the user's browser is first launched, the browser determines the web sites for which it has cookies. Thereafter, if the network user directs the browser to a web site for which it has a cookie, the browser automatically provides the cookie to the web server, along with its request for a page. When a user visits a web site, the web server will determine if the user has a cookie and, if the user does not, can provide one. Those skilled in the art will appreciate that a web site is identified by having a common URL domain, at which other html document pages are stored in a hierarchical file structure.

A system in which a cookie is used to identify a web site visitor and then determine advertising content is described, for example, in U.S. Patent No. 5,948,061

(the '061 Patent) assigned to Double Click, Inc. of New York, New York U.S.A. In the system of the '061 Patent, a user visiting a web site of an advertising affiliate receives incomplete web site page display information, and also receives an image tag of the html specification. The image tag contains a URL of an advertising server, which provides the missing web site page information, such as a banner advertisement. The advertising server uses a cookie to assign a unique identification number to a user when the user visits an affiliated web site. The identification number is then used as a key to a server database in which user information is collected. When the cookie is read by the server, the server looks up the corresponding user information in the server database to identify the user and thereby determine the banner advertisement to be delivered. The banner advertisement is displayed at the user's browser, along with the other image data from the originating web page. In this way, banner advertising can be provided in accordance with the identity of each individual web site visitor.

Cookies are domain-specific, in that a cookie is stored on a user machine with an indication of the domain from which the cookie was received. Thereafter, the browser will only send the cookie to the originating domain. Thus, the missing banner advertising described above that is supplied with the assistance of a cookie must all come from an advertising server at the originating domain. In addition, maintaining an information database that potentially keeps information about individual users will raise privacy concerns that are important to web users, as discussed above.

It can be desirable to make decisions about the web content to be delivered based on information other than a user's identity. For example, an affiliated advertiser may want to carry out various demographic-related decision making processes before deciding on the advertising message to be provided. It would be advantageous if such decision making could take into account the web viewing experience of the visitors. Moreover, it would be advantageous if such decisions could be made in a more timely fashion, as a network user visits web sites.

From the discussion above, it should be apparent that there is a need for dynamic decision-making for content delivery from network nodes to visiting users, without the need for maintaining a database of user information, therefore protecting privacy concerns. The present invention fulfills this need. DISCLOSURE OF INVENTION

The present invention provides a technique for responding to a request from a network user for network data by determining content to be provided in accordance with user profile information that is automatically communicated by the user. This technique provides an intelligent delivery system that makes content choices according to individual profiles, but does not maintain a database of information that identifies users, who remain anonymous. When the user requests content from a suitably configured network node, the user profile information is automatically provided to a delivery system analysis server, which processes the user profile information with filtering to determine the content to be delivered to the user. For example, if the network comprises the Internet, then the delivery system server provides the user's browser with the uniform resource locator (URL) of the selected content, which then contacts a content server to obtain the content. Thus, all of the information needed to dynamically determine content to be delivered is automatically provided with the user's request, without consulting a database, and without compromising user anonymity. The suitably configured nodes, or delivery system affiliates, may be network nodes different from the content servers. The delivery system analysis server can carry out its filtering during normal network communication operations, without substantially slowing network traffic. In this way, network content can be delivered dynamically to network users, in response to current information concerning a user's profile.

The user profile information will include information that is automatically communicated to a delivery system analysis server with a file request. The user profile information also can include the results of prior determinations by the delivery system analysis server of content delivered to the user's browser. In this way, a determination can be made as to whether the user has previously received particular content, and repetitive exposure of the user to the same content can be avoided. The results of prior filter determinations can be communicated, for example, by means of Internet cookies containing appropriate filter results data. The user profile information also can include traffic analysis data relating to network traffic behavior of the user's browser, as described further below. The traffic analysis data can be communicated, for example, by means of Internet cookies containing the browser traffic behavior data. In a network using a protocol such as the Internet hypertext transfer protocol (http) specification, delivery system affiliates embed html code in their web pages that sends a request, along with any cookies available, to the delivery system analysis server when the web page is accessed. The delivery system analysis server can then apply the user profile information to the filter to determine content for delivery and then will provide the user's browser with the URL of directed content, which is known as a redirect. The IDS analysis server also can record the result of the filter determination in the cookie for examination upon a future visit by the user's browser.

The processing by the delivery system analysis server can involve a variety of filter rules or pathways, such that content providers who are affiliated with the delivery system analysis server can specify the filtering performed by the server and thereby more effectively determine the content to be provided to web site visitors. For example, filter patterns of web site visitors through the filter rules may be considered by the server to avoid repeated content. In this way, a better viewing experience can be provided to web site visitors and more effective delivery of content can be achieved.

In addition, the terminating paths of the filter can specify content files located at any content server in the available network.

Other features and advantages of the present invention should be apparent from the following description of the preferred embodiment, which illustrates, by way of example, the principles of the invention.

BRIEF DESCRIPTION OF DRAWING

The objects, advantages and features of this invention will be more readily appreciated from the following detailed description, when read in conjunction with the accompanying drawing, in which: Figure 1 is a block diagram of a computer network, such as the Internet, over which requests for data files are processed in accordance with the present invention.

Figure 2 is a graphical representation of the data flow over the network among the computers illustrated in Figure 1.

Figure 3 is block diagram that shows the construction of one of the computers illustrated in Figure 1. Figure 4 is a flow diagram that shows the processing performed by the Figure 1 delivery system analysis server to provide directed network content in accordance with the invention.

Figure 5 is a representation of the html source code that can provide web site content in accordance with the invention.

Figure 6 is a diagrammatic representation of a content filter at a delivery system analysis server of Figure 1.

BEST MODE FOR CARRYING OUT THE INVENTION

Figure 1 is a representation of a system 100 that provides network content in response to a request from a network user in accordance with the present invention, based on user profile information. The system thereby functions as an intelligent delivery system for network content. In the system 100, a network user at a computer 102 having a graphical user interface (GUI) browser program gains access to content by contacting network nodes, or file servers, of intelligent delivery system (IDS) affiliates 104. The IDS affiliates may comprise, for example, a collection of Internet web sites that communicate as described below, using the hypertext transfer protocol (http) specification. When the user requests content from a suitably configured network node, user profile information is automatically provided to an intelligent delivery system (IDS) analysis server 106, which processes the user profile information with filtering to determine the content to be delivered to the user. The IDS analysis server 106 provides the user's browser with the URL of directed content at a content server 108, which is then contacted by the user's browser 102 and provides the network content. The IDS analysis server determines the content to be delivered, and then responds to the user request by providing the URL of a network location from which content will be delivered. In this way, network content can be delivered dynamically to network users, in response to current information concerning a user's network profile.

The system 100 provides an Intelligent Delivery System in which network content can be delivered dynamically in response to current user profile information, without maintaining or consulting a server database that can uniquely identify an individual user, and thereby preserves user anonymity. The IDS analysis server 106 can carry out its decision making during normal network communication operations, without substantially slowing network traffic. The content server 108 may comprise one or more servers at one or more network domains. The IDS affiliates 104 may be network nodes different from the content servers 108, or the affiliates and content servers can be embodied in the same computers. In either case, the user profile is examined by the IDS analysis server 106 when the user visits the IDS affiliate web site 104.

In the preferred embodiment, user profile information is automatically communicated using characteristics of the http specification. Those skilled in the art will appreciate that the http specification mandates that a user request for a network file (web page) will include information about the user computer platform, such as operating system, browser version, the web page from which the request was made (called the referring domain), and the user's Internet protocol (IP) address on the network. The filtering specified by the IDS affiliates 104 delivers content in accordance with this user profile information.

The requests from users 102 for web site pages and the communication of user profile data takes place over network connections that can include conventional telephone lines and high-speed digital access lines, collectively referred to as the Internet 110. Thus, the user 102 is connected to the Internet via a network connection line 112 that may be a conventional analog telephone line or may be a high-speed access line. Similarly, the IDS affiliate servers 104 are connected to the Internet via a connection 114, the IDS analysis server 106 is connected via a connection 116, and the content servers 108 are connected to the Internet via a connection 118.

In addition to automatically receiving browser and computer platform information from a user's http browser request, the system 100 can utilize other techniques for obtaining and filtering user profile information. For example, the IDS affiliates 104 can store a special Internet cookie in the user computer that indicates the results of the filter determination. As described further below, the web page hypertext mark-up language (html) code at an IDS affiliate web site can include code, such as an http image tag, that causes an Internet browser to automatically request a file from an identified Internet server. In the case of an image tag, the requested file is called an image source file. The "image source file" need not contain image data and therefore it will hereafter be referred to as a content source file. In accordance with the invention, the content source file is requested from an IDS analysis server, which does not return an image file, but rather filters user profile data, returns the URL of the directed content, and modifies a user profile cookie (also referred to as an IDS cookie) that contains information regarding the results of the filter determination for that user's browser. Those skilled in the art will understand that a cookie is a data structure that is written to a browser computer by server-side processing when the user visits an Internet web site. Returning the URL of the directed content is an example of the http redirect header mechanism, which will be familiar to those skilled in the art and is described further below.

Another technique that the system may use for obtaining and filtering user profile information is utilizing traffic analysis data that is stored in traffic analysis cookies from web sites that utilize the "Hitbox" service of WebSideStory, Inc. of San Diego,

California. In the "Hitbox" system, data such as a user's web traffic sequence and categories of sites visited is recorded by using Internet cookies, where the pages of a traffic analysis affiliate web site include html code that utilizes processing automatically performed by Internet browsers and file servers that conform to the hypertext transfer protocol (http) specification. A suitably configured IDS analysis server with an appropriate domain location will be able to receive the traffic analysis cookie and read the traffic behavior data stored therein. As described further below, the user profile filter may then utilize this data to determine the directed content to be provided.

Figure 2 is a graphical representation of the data flow over the Internet between the user browser, IDS affiliate web site, IDS analysis server, and content server computers 102, 104, 106, 108, respectively, that are illustrated in Figure 1 and that utilize the Internet cookie means of data communication described above. When a user's browser requests a web page from a server at a given domain, the browser also provides any cookies it has that originated from that domain. If no cookie is provided, the server can provide one with the web page data, which the browser will store.

Thereafter, when the browser again requests a page from the web site, the browser will automatically provide the stored cookie to the server along with its request for a page. A web page typically includes a mixture of text and audio, video, and image files. Those skilled in the art will understand that a graphical element such as an image on a web page must be specified by the location of an image source file, which the browser will automatically request when it attempts to display the web page. In accordance with the invention, a request from a user 102 for a web site page that has been marked with the appropriate html image tag code will automatically request a graphical element that specifies an "image source file" located at the IDS analysis server 106. The content source file, however, actually specifies a filter tree at the IDS analysis server. An IDS cookie that contains data about the results of prior filter determinations for the user's browser is produced by the IDS analysis server 106 and is returned to the user's browser computer 102 with the URL of directed content. The browser stores the cookie at the browser computer in accordance with conventional browser operation. The remaining web site page elements, such as text and other images, are preferably provided by the IDS affiliate web site 104. As noted above, in an alternative construction, the IDS affiliate 104 and content server 108 can be implemented in a single server machine.

Thus, Figure 2 shows the user's browser making a request 202 for a web page to an IDS affiliate server. The web page information is provided 204 to the user's browser and at substantially the same time that it is receiving the web page information, the browser reads the html code specifying a source file at an IDS analysis server domain, and makes a request 206 for the directed content from the IDS analysis server. Along with the request for content, the user's browser also provides any cookies for the IDS analysis server domain. As noted above, this communication 206 from the browser may include either or both of an IDS cookie and a traffic analysis cookie. The IDS analysis server 106 receives the cookie(s) at 206 and processes the information contained regarding the prior filter determinations and/or network traffic behavior. Figure 2 also shows that a redirect header and the IDS cookie are being returned 208 by the IDS analysis server to the browser. If there was a traffic analysis cookie, it will only be read by the IDS server, and therefore the traffic analysis cookie is not modified and returned to the user's browser. The redirect header 208 provides a URL that directs the user's browser to request 210 the directed content from the content server 108. The content server then provides the directed content 212. Computer Configuration Figure 3 is a block diagram of an exemplary computer 300 such as might comprise any of the computers 102, 104, 106, 108. Each computer 300 operates under control of a central processor unit (CPU) 302, such as a "Pentium" microprocessor and associated integrated circuit chips, available from Intel Corporation of Santa Clara,

California, USA. A computer user can input commands and data from a keyboard and mouse 304 and can view inputs and computer output at a display 306. The display is typically a video monitor or a flat panel display device. The computer 300 also includes a direct access storage device (DASD) 307, such as a fixed hard disk drive. The memory 308 typically comprises volatile semiconductor random access memory (RAM).

Each computer preferably includes a program product reader 310 that accepts a program product storage device 312, from which the program product reader can read data (and to which it can optionally write data). The program product reader can comprise, for example, a disk drive, and the program product storage device can comprise removable storage media such as a floppy disk, an optical CD-ROM disc, a CD-R disc, a CD-RW disc, DVD disk, or the like. Each computer 300 can communicate with the other connected computers over the network 110 through a network interface 314 that enables communication over a connection 316 between the network and the computer.

The CPU 302 operates under control of programming steps that are temporarily stored in the memory 308 of the computer 300. When the programming steps are executed, the pertinent system component performs their functions. Thus, the programming steps implement the functionality of the system components 102, 104, 106, 108 illustrated in Figure 1. The programming steps can be received from the DASD 307, through the program product 312, or through the network connection 316. The storage drive 310 can receive a program product, read programming steps recorded thereon, and transfer the programming steps into the memory 308 for execution by the CPU 302. As noted above, the program product storage device can comprise any one of multiple removable media having recorded computer-readable instructions, including magnetic floppy disks, CD-ROM, and DVD storage discs. Other suitable program product storage devices can include magnetic tape and semiconductor memory chips.

In this way, the processing steps necessary for operation in accordance with the invention can be embodied on a program product. Alternatively, the program steps can be received into the operating memory 308 over the network 313. In the network method, the computer receives data including program steps into the memory 308 through the network interface 314 after network communication has been established over the network connection 316 by well-known methods that will be understood by those skilled in the art without further explanation.

The program steps are then executed by the CPU 302 to implement the processing of the system.

It should be understood that all of the computers of the system 100 illustrated in Figure 1 preferably have a construction similar to that shown in Figure 3, so that details described with respect to the Figure 3 computer 300 will be understood to apply to all computers of the system 100. Any of the computers can have an alternative construction, so long as they can communicate with the other computers and support the functionality described herein.

Sequence of Operations Figure 4 is a flow diagram that illustrates the sequence of operations performed by the IDS analysis server illustrated in Figure 1 to provide the functionality described above. In the first step of processing, represented by the flow diagram box numbered 402, the IDS analysis server receives a request for a content source file from a user's browser, along with an IDS cookie with data about the results of prior filter determinations, if available, and a traffic analysis cookie with traffic behavior, if available. As described above, the request is an automatic browser function performed in response to detecting a content source reference tag in the html code in a web page. An example of web page html code that provides a content source reference is illustrated in Figure 5. The first tag in Figure 5 is to specify use of the html language, indicated by the

"html" tag. The next tag indicates the beginning of an html body section. In the next line, "[tag src]" indicates that the IDS affiliate will insert the html tag that is appropriate for causing a redirect operation that will retrieve the directed content. For example, if the directed content will be an image file, then the IDS affiliate will insert an "image" html reference as the source tag; that is, "img src" will replace [tag src] in the html code of Figure 5. Other html reference tags may be used for other types of directed content. For example, the directed content may comprise text, audio, or other types of content. Figure 5 shows that filter processing is specified at the "www.ids.com" domain, with an IDS filter specification or "filter_id" value of "123". The </body> tag indicates the end of the page body, and the </html> tag indicates the end of the html code. Those skilled in the art will understand that the user's browser will automatically request a content source file from the "www.ids.com" server domain, passing it the parameter of "filter_id" with a value set to the filter number. In the Figure 5 example, the filter number is "123". Figure 5 indicates that the IDS analysis server is at the "www.ids.com" domain. It should be understood that the user's browser initially made the http request from the web site of the IDS affiliate. The "filter_id" value of "123" specifies that a filter called "123" at the IDS analysis server will be invoked for processing the user profile information. It should be understood that the IDS analysis server may invoke any one of the many different filters it may have at its disposal. The filter will be specified by the filter d value in the "src" tag. Returning to Figure 4, the next processing operation 404 involves the IDS analysis server with processing the user data with the appropriate filter. As noted above, the user data may comprise browser and computer platform data automatically provided by the http specification, and also may include IDS cookie information. In addition, the user's browser may also include a traffic analysis cookie, described further below. In the preferred embodiment, the IDS cookie includes data about the results of prior filter determinations that indicates web content previously provided to the user. In this way, content duplication can be avoided.

Thus, in step 404, the IDS analysis server can examine the user profile data and can make a decision about content for the user who is visiting the web site. Some of the processing may include, for example, examining environment variable information relating to the user's computing platform, results of prior filter determinations from the IDS cookie, and traffic data from the traffic analysis cookie. As described further below, the traffic analysis data may relate to the number of visits to web sites of similar subject matter or category, time of last visit, path or URL of prior visit, average time between visits to such sites, or average time spent at each site.

Next, in the flow diagram box numbered 406, the content to be returned to the user is determined. In the preferred embodiment, this operation is performed by the IDS analysis server, which determines the content that the user should receive. The content will be determined in response to the user profile data and filter processing.

In the next processing step, represented by the flow diagram box numbered 408, the filter transaction is logged. This comprises keeping a tally of the filter nodes or paths that were invoked in making the content decision and then storing the information in the IDS analysis server. For example, of seven available filter paths to provide one of seven web page content files, a user profile may invoke the third content alternative. This fact may be useful in determining changes to the filter, so the instance of invoking path number three is logged at the IDS analysis server. As another example, a tally of the filter log may show that a particular filter node is never invoked by any user. That filter node operation will likely be modified or eliminated.

The next processing operation 410 involves modifying the IDS cookie and returning it to the user's browser, along with providing the user's browser with the URL of the directed web content. This operation 410 includes writing to the IDS cookie the filter that was invoked and writing data about the resulting directed content. As illustrated below, in the preferred embodiment, the filter result data comprises the name or title of the directed content that was provided. It should be understood that the IDS analysis server will generate an IDS cookie upon the first visit by a user to the an IDS affiliate, in accordance with the html operating specification, and will modify that cookie upon subsequent visits by the user's browser.

An example of IDS cookie contents is provided by the following text:

"ids.com cookie time stamp: Feb. 10, 2000 8:00 am filter ed = 123 results = 4 content A=2, content B=l, content C=l."

This exemplary cookie format indicates that the cookie for "ids.com" using filter "123" was last written to at 8:00 am on February 10, 2000 and that filter "123" has been invoked four times by this user, with content "A" being delivered twice, content "B" delivered once, and content "C" delivered once. No other filters have been used by this user. Other IDS cookie formats may be suitable, in accordance with desired processing and user profile information, and will occur to those skilled in the art. It should be noted that the IDS cookie above contains no information that can be used to uniquely identify this user. Thus, the system performs the user profile processing to deliver directed content while preserving user anonymity and without consulting a local database for user information.

Filter Operation

Figure 6 is a diagrammatic representation that illustrates processing of a content filter at an IDS analysis server of Figure 1. The Figure 6 filter is called "123". Figure 6 shows that the filter (the IDS analysis server) receives user profile information and, with the first filter operation at the decision box 602, determines if the user profile information includes browser information that is communicated with the http request. The "123" filter determines if the user's browser version is "Internet Explorer" from Microsoft Corporation of Redmond, Washington, USA, or is "Netscape Communicator" from Netscape Communications Corporation. The filter operation moves to the "Previous filter experience?" decision box 604 if the browser is "Internet Explorer", or moves to the Netscape "Previous filter experience?" decision box 606 if the browser is "Netscape". These decision boxes 604, 606 relate to checking the IDS cookie for the results of prior filter determinations. If the browser version does not match either "Internet Explorer" or "Netscape", or if there is any other difficulty in identifying the browser, then filter processing moves to the default content path 608, where a URL to default content is provided. The default content provided by this filter path 608 will be identified by the IDS analysis server as content "A".

If the "Internet Explorer" path 604 is followed, then the filter processing next checks to determine if the current visit is the first time through this filter "123" for the user 610 (i.e., no IDS cookie was received), or if it is the second time through 612, or if neither condition applies 614. In the case of no match 614, such as any time after the second time through the filter or if there is any difficulty in cookie processing, then the user's browser will be provided with default directed content that is "IE friendly". That is, a "no match" condition indicates that the user's browser provided an IDS cookie that had a value indicating three or more visits through the filter. The default content provided by this path 614 through the filter will be referred to as content "B". If this visit is the user's first time through this filter, then at box 610 the user's browser will be provided with directed content comprising introductory information (content "C").

If this visit is the user's second time through this filter, which can be detected from an IDS cookie received by the IDS analysis server, then at the decision box 612 the filter will check the interest category. The interest category refers to data from a traffic analysis cookie, which will be provided by the user's browser, if the user's browser has previously visited a traffic analysis affiliate. Figure 6 shows that the "123" filter operates such that, if there is no interest category match with either "Music" or "Travel", then at box 620 the filter result will cause the IDS analysis server to provide a URL to a default "second visitor" directed content, called content "D". If the interest category from the cookie matches with the "music" category, then directed content relating to review of a new music CD will be sent, referred to as content "E" at box 616. If the interest category is "travel", then the "123" filter result will cause the IDS analysis server to provide the URL of directed content comprising an image of a world map, referred to as content "F" at box 618.

As noted above, the user profile information relating to interest categories is supplied by a traffic analysis cookie. The Figure 6 filter processing advantageously utilizes traffic analysis processing such as provided by the "Hitbox" service from WebSideStory, Inc. of San Diego, California USA. In the "Hitbox" system, a user's browser traffic sequence is recorded by using Internet cookies, where the pages of a traffic analysis affiliate web site include html code that utilizes processing automatically performed by Internet browsers and file servers that conform to the hypertext transfer protocol (http) specification. For the "Hitbox" service, the html code utilizes cookies for the exchange of data between the user computer and a traffic analysis server, which can thereby maintain accurate records of information such as categories of web sites visited by the user.

The mechanism for maintaining a record of web site user traffic may comprise, for example, the technique described in U.S. Patent Application No. 09/326,475 to C. Glommen et al., entitled "Internet Web Site Traffic Flow Analysis", assigned to Web Side Story, Inc. of San Diego, California. That application is incorporated herein in its entirety by this reference. The traffic analysis cookie is generated when an Internet user's browser visits a suitably configured web site of a "Hitbox" client, or traffic analysis affiliate. The traffic analysis web site will redirect the user's browser to a traffic analysis server, or host machine, which will be connected to the Internet and will have a configuration such as illustrated in Figure 3. The traffic analysis server is configured to perform the functionality described herein and in the above-referenced co- pending patent application. The traffic analysis server will provide the traffic analysis cookie to the user's browser. It should be apparent to those skilled in the art that, for the IDS analysis server to receive the traffic analysis cookie and read it for use in the filter operation, the IDS analysis server and traffic analysis server must operate within the same Internet host domain.

In Figure 6, if the "Netscape" path 606 is followed, then the filter operation determines if the user IDS cookie indicates that it has data about the results of prior filter determinations. If there is no matching data, then the "123" filter provides default directed content, which is indicated as "Netscape friendly" and is called content "G" at box 630. If there is no IDS cookie, which indicates that this is the first time through the filter for this user, then the filter result will cause the IDS analysis server to provide the URL of introductory directed content, called content "H" at box 632. Finally, if this is the fifth time or more through the filter, then the filter result causes the IDS analysis server to provide the URL of a "preferred customer" directed content called content "I" at box 634.

Figure 6 provides a graphical illustration of the "123" filter operation. At the termination of each filter node or path 608, 610, 614, 616, 618, 620, 630, 632, 634, the URL of the directed content file will be returned to the user's browser. The user's browser will then request the indicated content file from the appropriate content server. Each terminating node of the filter may specify a different file at a different content server, or multiple files may be stored at the same content server. Typically, each IDS affiliate who places the html content source tag in its web site pages will specify the filter configuration and will specify the content source files to be delivered. This filter configuration will be implemented by the IDS analysis server. Alternatively, each IDS affiliate who otherwise specifies the filter configuration (filter paths) may arrange to have the content files at terminating filter paths specified by third parties, thereby ceding the right to determine the directed content to such third parties. In addition, the IDS analysis server may arrange to have the content files specified by third parties, in effect "selling" the filter terminating paths to such third parties.

In accordance with the invention, the filter logging operation described above (in conjunction with box 408 of Figure 4) makes a record of the filter and the filter content (such as "A", "B", "C", or "D" above) that is provided. In this way, for example, a web site operator may discover that one of the filter boxes is never the source of directed content. The processing of that filter node can then be changed or eliminated to make better use of the available IDS analysis processing.

With the IDS cookie, the filter operation adds a content indication to the results value with each invoking of the filter. Therefore, the IDS cookie will always contain current information on the content that has been provided to the user. The cookie will preferably keep a tally, so that a results content tally will be provided with each IDS cookie received at the IDS analysis server. Thus, the server will know how many times the user has been provided with content "A". The IDS analysis server, however, need not know anything more about the user for purposes of operating the filter. This preserves user anonymity and maintains privacy rights. Thus, for example, the IDS analysis server will know only that the browser from which it received a particular IDS cookie has previously received content "A" twice, content "B" once, and content "C" once. Similarly, the filter log may only show that, of the last five hundred web site visitors, two hundred received content "A" 608, two hundred received content "C" 610, and one hundred received content "I" 634; the log will not identify particular users.

Thus, as described above, the invention permits a web site owner to determine content to be provided to an anonymous user, based on user profile information without reference to a local server database. The determination is preferably made in cooperation with IDS cookies, if available, and traffic analysis cookies, if available, that are generated in response to html code embedded in web site pages. The cookies automatically cause monitoring of user profile information for use in determining content and modifying filter operation.

The present invention has been described above in terms of a presently preferred embodiment so that an understanding of the present invention can be conveyed. There are, however, many configurations for network document retrieval network traffic systems not specifically described herein but with which the present invention is applicable. The present invention should therefore not be seen as limited to the particular embodiments described herein, but rather, it should be understood that the present invention has wide applicability with respect to network document retrieval generally. All modifications, variations, or equivalent arrangements and implementations that are within the scope of the attached claims should therefore be considered within the scope of the invention.

Claims

1. A method of processing a computer file request from a network user to retrieve a network data file, the method comprising: receiving a request from a network user for the network data file; detecting anonymous user profile information for the network user comprising user browser information and computer platform information determined from the current request; and providing content to the network user in response to the detected anonymous user profile information.

2. A method as defined in claim 1, wherein providing content comprises: determining content to be provided; and providing a uniform resource locator (URL) from which the determined content will be obtained.

3. A method as defined in claim 2, wherein determining content comprises applying filter rules to the user profile information to indicate subject matter to be provided from among predetermined content choices.

4. A method as defined in claim 3, wherein the content choices are provided by a plurality of content servers.

5. A method as defined in claim 3, wherein the user profile information includes information relating to past filter operation.

6. A method as defined in claim 1, wherein detecting user profile information comprises receiving a user profile cookie from the network user, wherein the user profile cookie contains information relating to the results of prior filter determinations of content to be delivered.

7. A method as defined in claim 6, wherein the user profile cookie is processed in accordance with code specified at a delivery system affiliate web site of the network.

8. A method as defined in claim 1, wherein detecting user profile information comprises receiving a user traffic analysis cookie from the network user, wherein the user traffic analysis cookie contains information about network traffic behavior of the user's browser.

9. A method as defined in claim 1, wherein the network request complies with the hypertext transfer protocol (http) specification.

10. A method as defined in claim 1, wherein the requested network data file comprises an Internet document.

11. A method of processing a request from a network browser to retrieve an Internet document comprising one or more hypertext mark-up language (html) documents, the method comprising: receiving a hypertext transfer protocol (http) request from a network user for the

Internet document; receiving anonymous user profile information for the network user comprising user browser information and computer platform information determined from the http request; and providing content to the network user in response to the detected anonymous user profile information.

12. A method as defined in claim 11, wherein providing content comprises: determining content to be provided; and providing a uniform resource locator (URL) from which the determined content will be obtained.

13. A method as defined in claim 12, wherein determining content comprises applying filter rules to the user profile to indicate subject matter to be provided from among predetermined content choices.

14. A method as defined in claim 13, wherein the content choices are provided by a plurality of content servers.

15. A method as defined in claim 13, wherein the user profile information includes information relating to past filter operation.

16. A method as defined in claim 11, wherein receiving user profile information comprises receiving a user profile cookie containing information relating to the results of prior determinations of content to be delivered.

17. A method as defined in claim 16, wherein the user profile cookie is processed in accordance with code specified at a delivery system affiliate web site of the network.

18. A method as defined in claim 11, wherein detecting user profile information comprises receiving a user traffic analysis cookie from the network user, wherein the user traffic analysis cookie contains information about network traffic behavior of the user's browser.

19. A method as defined in claim 11, wherein the requested network data file comprises an Internet document.

20. A computer server system for responding to requests for network data files comprising web site pages, the server system comprising: a central processing unit that can establish communication with the network; and program memory that stores programming instructions that are executed by the central processing unit such that the server system establishes communication with the network and communicates with a network user, such that the server system receives a request from a network user for a network data file, detects anonymous user profile information for the network user comprising user browser information and computer platform information determined from the current request, and provides content to the network user in response to the detected anonymous user profile information.

21. A server system as defined in claim 20, wherein the server system is adapted to provide content by determining content to be provided and providing a uniform resource locator (URL) from which the determined content will be obtained.

22. A server system as defined in claim 20, wherein the server system is adapted to determine content by applying filter rules to the user profile information to indicate subject matter to be provided from among predetermined content choices.

23. A server system as defined in claim 22, wherein the content choices are provided from a plurality of content servers.

24. A server system as defined in claim 22, wherein the user profile information includes information relating to past filter operation.

25. A server system as defined in claim 20, wherein the server system is adapted to receive user profile information by receiving a user profile cookie containing information relating to the results of prior determinations of content to be delivered.

26. A server system as defined in claim 25, wherein the user profile cookie is processed in accordance with code specified at a delivery system affiliate web site of the network.

27. A server system as defined in claim 20, wherein detecting user profile information comprises receiving a user traffic analysis cookie from the network user, wherein the user traffic analysis cookie contains information about network traffic behavior of the user's browser.

28. A server system as defined in claim 20, wherein the network request complies with the hypertext transfer protocol (http) specification.

29. A server system as defined in claim 20, wherein the requested network data file comprises an Internet document.

30. A program product for use in a computer system that executes program steps recorded in a computer-readable media to perform a method for processing a computer file request to retrieve a network data file comprising a web site page, the program product comprising: a recordable media; and a program of computer-readable instructions executable by the computer system to perform a method comprising receiving a request from a network user for the network data file; detecting anonymous user profile information for the network user comprising user browser information and computer platform information determined from the current request; and providing content to the network user in response to the detected anonymous user profile information.

31. A program product as defined in claim 30, wherein providing content comprises: determining content to be provided; and providing a uniform resource locator (URL) from which the determined content will be obtained.

32. A program product as defined in claim 30, wherein determining content comprises applying filter rules to the user profile information to indicate subject matter to be provided from among predetermined content choices.

33. A program product as defined in claim 32, wherein the content choices are provided from a plurality of content servers.

34. A program product as defined in claim 32, wherein the user profile information includes information relating to past filter operation.

35. A program product as defined in claim 30, wherein detecting user profile information comprises receiving a user profile cookie from the network user, wherein the user profile cookie contains information relating to the results of prior determinations of content to be delivered.

36. A program product as defined in claim 35, wherein the user profile cookie is processed in accordance with code specified at a delivery system affiliate web site of the network.

37. A program product as defined in claim 30, wherein detecting user profile information comprises receiving a user traffic analysis cookie from the network user, wherein the user traffic analysis cookie contains information about network traffic behavior of the user's browser.

38. A program product as defined in claim 30, wherein the network request complies with the hypertext transfer protocol (http) specification.

39. A program product as defined in claim 26, wherein the requested network data file comprises an Internet document.