WO2010123815A1 - Contenu personnalisé et procédé associé - Google Patents
Contenu personnalisé et procédé associé Download PDFInfo
- Publication number
- WO2010123815A1 WO2010123815A1 PCT/US2010/031587 US2010031587W WO2010123815A1 WO 2010123815 A1 WO2010123815 A1 WO 2010123815A1 US 2010031587 W US2010031587 W US 2010031587W WO 2010123815 A1 WO2010123815 A1 WO 2010123815A1
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- WIPO (PCT)
- Prior art keywords
- user
- content
- information
- providing
- computer
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
Definitions
- the present invention relates generally to a system and method for providing customized content via a computing system and more particularly, but not exclusively, to a system and method for providing customized webpage content, including advertising, which may be based on a user's demographics, personal attributes and/or preferences.
- Recent improvements in webpage design have allowed for customized web content to be provided to requesting users.
- the website hosting the webpage will only provide the customized content after the requesting user has subscribed to that website and/or provided pertinent information, for example demographic information, about himself.
- This process may involve the user entering detailed personal information which is subsequently stored in a customized content database maintained by the website.
- a customized content database maintained by the website.
- some Internet news sites will provide customized news content after a user has subscribed to the news service and entered detailed information such as his age, e-mail address, residential address, preferred news service etc.
- the personal information which is stored in the database is typically associated with an account name or number associated with the user.
- the website accesses the personal information stored in the customized content database and customizes the webpage content accordingly.
- the stored user information may indicate that the user requires local news only, and the webpage content may be varied to provide only local news,
- a problem with such systems is that the user has to repeatedly subscribe to, and enter personal information for, each new website that he visits before he can receive customized webpage content. Clearly, this process can be extremely time consuming for the requesting user, particularly when he wishes to receive customized content from a large number of websites.
- the personal information provided by the user can often be misused by these websites to provide, for example, intrusive advertising, etc. There is also the potential for the user's personal information to be fraudulently obtained by hackers accessing the customized content database.
- Another method by which websites determine what custom content to provide to a user is through the use of the "cookie" - a string of computer code placed on a user's computer by a website that is linked to a record or records stored on a database on the website's own system, containing information about the user based on his behavior on that site.
- the website will know it is the user by checking for the cookie, and will know the information about him based on the information stored in the database.
- the present invention provides a method of providing customized content to a computer user, comprising the steps of a content providing system receiving an information device associated with a user computing system, the information device being associated with user information for determining customized content, the content providing system utilizing the information device to determine content to provide to the user computing system, and providing the customized content.
- the step of utilizing the information device to determine content may comprise the content providing system accessing an information database containing the user information.
- the information device may be a pointer which points to particular user information stored in the database.
- the information database may be accessible via the content providing system or may be accessible via a host computing system which hosts the information database.
- the information device may provide the user information itself.
- the information device may be an ASCII string which is understood by the content providing system to represent particular user information.
- the information device may be a code and the step of utilizing the information device may comprise the content providing system decrypting the code to determine the user information.
- the information device may be comprised of one or more codes, each representing different information about the user.
- an information device may contain a plurality of codes, such as, one each for the user's general demographic information, content-preferences, clothing and shoe sizes and sports interests.
- the information device may be provided in software and residing on the software may be a browser extension.
- the information device may also be provided by email, instant messenger, or other means of user-generated electronic communication.
- the information device may be received by the content providing system in response to the user computing system accessing the content providing system, or the content providing system initiating the communication with the user computing system
- the user information may be representative of user demographic and/or psychographic information and/or content-type selection.
- the customized content may be provided via a webpage.
- a method of providing customized content to a computer user comprising the steps of a user computing system providing an information device associated with user information for determining customized content to a content providing system, the content providing system being arranged to utilize the information 90 device to determine customized content to provide to the user computing system.
- the method may also include the step of receiving the customized content.
- a method of generating an information device which is arranged to be utilized by a content providing system for determining
- the method comprising the steps of a host computing system receiving user information from a user computing system and generating an information device associated with the user information.
- the method may further comprise the step of providing the information device to the user computing system.
- the step of receiving user information may include the steps of posing questions to a computer user via the user computing system and receiving the user's answers to determine user information.
- the method may further comprise the step of posing further questions based on previous answers.
- the method may further comprise the step of the host computing system probabilistically determining user information based on answers to previous questions.
- a system for providing customized content to a computer user comprising a content providing system, the content providing system being arranged to receive an information device associated with a user 110 computing system, the information device being associated with user information for determining customized content, the content providing system being arranged to utilize the information device to determine content to be provided to the user computing system.
- the system may further comprise an information database for storing demographic, psychographic, and/or content-type selection information associated with the information device.
- the content providing system may include the information database.
- the information database may be accessed via a host computing system which hosts the information database and the content providing system may be arranged to access the user information via the host computing system.
- a system for providing customized 120 content to a computer user comprising a user computing system and an information device associated with user information for determining customized content, the user computing system being arranged to provide the information device to a content providing system, the content providing system being arranged to utilize the information device to determine content to be provided to the user computing system.
- a system for generating an information device which is arranged to be utilized by a content providing system for determining customized content to be provided to a user computing system, the system comprising a host computing system which is arranged to receive user information from the user computing system and a generating device which is arranged to generate an information device associated with the 130 user information.
- a computer program including instructions for controlling a computing apparatus to implement the method steps in accordance with the first aspect of the present invention.
- a computer program including 135 instructions for controlling a computing apparatus to implement the method steps in accordance with the second aspect of the present invention.
- a computer program including instructions for controlling a computing apparatus to implement the method steps in accordance with the third aspect of the present invention.
- a computer readable medium 145 providing a computer program in accordance with the ninth aspect.
- a device for facilitating the provision of customized content to a computer user comprising an information device which is arranged to be transmitted over a network to a content providing system, the information device being associated with user information for determining customized content to be provided by the 150 content providing system, the information device being arranged to be utilized by the content providing system to determine content to be provided to a computer user.
- Figure 1 is a schematic illustration of a networked computing system illustrating systems in accordance with embodiments of the present invention
- 160 Figure 2 is a flow chart illustrating the method steps for generating an information device which is used by content providing systems to determine customized content according to an embodiment of the present invention
- Figure 3 is a flow chart illustrating the method steps for providing customized content using the systems of the embodiments of Figure 1. 165
- Figure 1 is a schematic illustration of systems in accordance with embodiments of the present invention, co-operating to provide customized content to a user computing device 102.
- the system 100 includes a user computing system 102, a host computing system 126 and a 170 content providing system 128.
- the customized content is provided over the web and is in the form of customized webpage content.
- a computer user receives the customized webpage content via his user computing system 102 which, in this embodiment, is in the form of a personal computer 102 having a processor 104 and memory 106, linked by a bus 108.
- the personal computer 102 also includes input/output devices in the form of a disk drive (not shown), 175 visual display unit (VDU) 112, keyboard 114 and mouse 116.
- the personal computer 102 may use any suitable operating system, such as Microsoft WindowsTM or UnixTM based operating system.
- the personal computer 102 also includes a network card 118 and is loaded with a web browser application 120 in the form of Internet Explorer made by Microsoft CorporationTM,
- the web browser application 120 is coupled to a browser extension in the form of a Browser Helper Object 124 which, as will be described later, has the task of managing an information device which is associated with user information and which can be utilized by content providing system 128 to determine customized content.
- the user information is related to user demographic and/or psychographic and/or content-type preference information and the information device is in the form of a 60-byte hexadecimal code (hereinafter "the code") or code of any length desired.
- the information device may simply comprise a string of ASCII characters which either represents particular user information or which can be used to locate (or
- Host website 126 includes a generating device 127 for generating the code and providing it to personal computer 102.
- Content providing website 128 is coupled to an information database 130 for storing user information associated with the code.
- information database 130 is not hosted by the content providing system 128, but rather is hosted by the host website 126.
- the content providing website 128 accesses the user information via the host website 126.
- Information database 130 comprises a look-up table which explains the information stored in the code. For instance, a code string of 01100111001 may provide information that the user is a 43 year old male, divorced, with 2 children, who likes sports.
- a computer user accesses host website 126 using his web browser application 120. If the computer user does not already have Browser Helper Object 124 resident on his personal computer 102, he may download it from the host website 126 at step 204. If Browser Helper Object 124 resident on his personal computer 102, he may download it from the host website 126 at step 204. If Browser Helper Object 124 resident on his personal computer 102, he may download it from the host website 126 at step 204. If Browser
- Helper Object 124 is already resident on the personal computer 102, the process proceeds directly to step 206.
- the computer user is directed to a questionnaire webpage hosted by host website 126.
- the questionnaire webpage prompts the user for demographic and/or psychographic information by posing a series of questions (step 206). These questions may cover a series of
- 215 topics for example, geography, preferences, personality, height, likes, dislikes, etc.
- the user who decides how little or how much user information to provide to the host website 126 during the questioning step. For example, should the user only want to divulge his location, he can simply answer questions relating to "geography". Host website 126 receives the user's answers at step 208.
- generating device 127 coupled to host website 126, generates the 60-byte hexadecimal code, or code of any length, based on the received user information.
- a standard hashing algorithm such as SHA-I is used to generate the code.
- a key for decrypting the code is provided to decrypting means 110 coupled to content
- step 212 involves host website 126 providing the code to Browser Helper Object 124, which subsequently stores it in memory 106.
- the computer user can revisit the questionnaire webpage at any time to update or change his user information. When a user does so, the host computing system decrypts the code currently active in user's personal
- a user may create multiple profiles (embodied as the associated code) to be stored in in memory 106, and may activate from among them when utilizing the Browser Helper Object 124. For example, a user may wish to do this if more than one family member uses the same computer.
- FIG. 3 there is shown a flow chart 300 illustrating a method for providing customized webpage content which will also be described with reference to the system 100 of Figure 1.
- a computer user accesses content providing website 128 using his web browser application 120.
- Browser Helper Object 124 residing on personal computer
- content providing website 128 examines content providing website's 128 META data (such as, for example META tags in the content providing website's 128 HTML code) to establish whether content providing website 128 is capable of receiving the code (step 304).
- content providing website 128 receives the code from the personal computer 102 and decrypts it using decryption means 110.
- Content providing website 128 uses the code to "look up" the corresponding user information
- information database 130 which provides user demographic and/or psychographic information.
- Content providing website 128 is either given a copy of the information database or a license key to access the information database 130 on host website 126.
- Host website 126 may require content providing website 128 to subscribe to a service plan for access to such information
- content providing website 128 determines which content to provide to the computer user (step 308). For example, if the content providing website 128 is an "events site" and the user information shows that the computer user is a teenager residing in Los Angeles, California, who enjoys rock music, the customized webpage content may relate to Los Angeles-based rock
- the customized webpage content is provided to personal computer 102.
- Browser Helper Object 124 may perform other functions, such as reporting both the code
- host website 126 can see how many times the information device is being utilized, thereby enabling it to determine how much revenue to collect from content providing website 128.
- This functionality also allows host website 126 to collect valuable demographic data which reflects the browsing habits of computer users with particular user
- Browser Helper Obj ect 124 Another function which may be performed by Browser Helper Obj ect 124 includes encrypting the code using a key provided by host website 126. Browser Helper Object 124 may also instruct web browser application 120 to revise and/or re-draw parts of a webpage in response to receiving customized webpage content from content providing website 128. According to this embodiment, the customized webpage content may be displayed on personal computer 102
- computer users need only enter user information once, in order to receive customized content from any number of independent content providing systems who have the ability to read the code. Moreover, it is the computer user who decides how much or how little user information to divulge to the host computing system.
- the computer user does not need to give out personal user information, such as his name, e-mail address, etc., which may be misused by content providing websites for advertising purposes.
- the user may turn on or off the extension, as well as choose among various profiles created and stored in memory 106.
- the computer system used for receiving customized webpage content may also be in the form of a Personal Digital Assistant (PDA), a wireless computer system or other device capable of communications over the Internet or some other network, a computer terminal (thin client) or Internet appliance capable of such network communications or a mobile phone.
- PDA Personal Digital Assistant
- a wireless computer system or other device capable of communications over the Internet or some other network
- a computer terminal (thin client) or Internet appliance capable of such network communications or a mobile phone.
- systems described herein are not limited to a system connected over the web, but may also be in the form of any suitable network, or device to device communications, such as, for example, wireless networks including radio networks, bluetooth networks, and the like. Equally, the systems can be implemented by any appropriate computer software and hardware system or configuration and are not limited to the particular
- the user information was provided to host website 126 as a result of host website 126 questioning the computer user, however it should be
- host website 126 may be able to probabilistically infer user information which is not provided in response to questioning. For example, where a computer user has not answered a particular question, host website 126 may be able to infer this information from other computer users having a similar demographic who have answered the
- the method of probabilistically inferring such user information may be provided to the content providing website 128 if the information database 130 resides on the content providing website.
- the user information may relate to any sort of user 305 information including, but not limited to, general user demographics and/or psychographics, content-type selection (eg. "news-only content", sports, travel) user or system requirements (eg. the type of operating system used by the user's computer system) and the like.
- content-type selection eg. "news-only content", sports, travel
- system requirements eg. the type of operating system used by the user's computer system
- browser extension many forms are equally suited for monitoring browser content and providing the information device to a content providing system.
- the browser extension could be implemented as a browser extension application which may be written in Javascript or some version of C, C++, or C#, or any other current or future computer language.
- the customized content system of this invention is useful and effective to accomplish 315 providing customized content to a computer user from a plurality of content providing systems without the need to enter user information for each content providing system.
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Abstract
L'invention porte sur un procédé pour délivrer un contenu personnalisé à un utilisateur d'ordinateur, lequel procédé comprend les étapes dans lesquelles un système de délivrance de contenu reçoit un dispositif d'informations associé à un système informatique d'utilisateur, le dispositif d'informations étant associé à des informations d'utilisateur pour déterminer un contenu personnalisé, le système de délivrance de contenu utilisant le dispositif d'informations pour déterminer le contenu à délivrer au système informatique d'utilisateur, et délivrant le contenu personnalisé.
Applications Claiming Priority (2)
Application Number | Priority Date | Filing Date | Title |
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US17090109P | 2009-04-20 | 2009-04-20 | |
US61/170,901 | 2009-04-20 |
Publications (2)
Publication Number | Publication Date |
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WO2010123815A1 true WO2010123815A1 (fr) | 2010-10-28 |
WO2010123815A8 WO2010123815A8 (fr) | 2011-06-16 |
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Family Applications (1)
Application Number | Title | Priority Date | Filing Date |
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PCT/US2010/031587 WO2010123815A1 (fr) | 2009-04-20 | 2010-04-19 | Contenu personnalisé et procédé associé |
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WO (1) | WO2010123815A1 (fr) |
Citations (2)
Publication number | Priority date | Publication date | Assignee | Title |
---|---|---|---|---|
US20060271690A1 (en) * | 2005-05-11 | 2006-11-30 | Jaz Banga | Developing customer relationships with a network access point |
US20070112762A1 (en) * | 2005-10-25 | 2007-05-17 | Brubaker Curtis M | Method and apparatus for obtaining revenue from the distribution of hyper-relevant advertising through permissive mind reading, proximity encounters, and database aggregation |
-
2010
- 2010-04-19 WO PCT/US2010/031587 patent/WO2010123815A1/fr active Application Filing
Patent Citations (2)
Publication number | Priority date | Publication date | Assignee | Title |
---|---|---|---|---|
US20060271690A1 (en) * | 2005-05-11 | 2006-11-30 | Jaz Banga | Developing customer relationships with a network access point |
US20070112762A1 (en) * | 2005-10-25 | 2007-05-17 | Brubaker Curtis M | Method and apparatus for obtaining revenue from the distribution of hyper-relevant advertising through permissive mind reading, proximity encounters, and database aggregation |
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WO2010123815A8 (fr) | 2011-06-16 |
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