Using enhanced ad features to increase competition in online advertising

• US 20040267612A1
• Filed: 06/30/2003
• Published: 12/30/2004
• Est. Priority Date: 06/30/2003
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Veach, Eric
• Granted Patent: US 8,595,071 B2
• Time in Patent Office: Days
• US Class Current: 705/14.52
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0264 based upon schedule
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

In an online advertising system, advertisers compete with each other for advertising space. There may be multiple advertising positions available, where the placement of advertisements is determined by an auction. To encourage competition, some advertisements may be presented with enhanced features. These enhanced features create an incentive for which advertisers can compete, thereby increasing the effectiveness, usefulness and/or profitability of the advertising system. The application of enhanced features may be determined using at least one or more of pricing information, performance information and advertising information.

Claims

1. A method comprising:

a) accepting price information associated with an advertisement; and

b) determining whether or not to apply one or more enhanced features to the advertisement using, at least, the accepted price information.

2. The method of claim 1 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement includes determining at least one enhanced feature eligibility score using, at least, the accepted price information,

wherein the determination of whether or not to apply one or more enhanced features uses at least the at least one enhanced feature eligibility score and a policy.

3. The method of claim 2 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement further uses information about a document with which the advertisement will be served.

4. The method of claim 3 wherein the information about the document includes enhanced feature restrictions.

5. The method of claim 2 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement further uses at least one enhanced feature eligibility score of at least one other advertisement.

6. The method of claim 2 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement further uses (i) at least one enhanced feature eligibility score of at least one other advertisement, and (ii) information about a document with which the advertisement will be served.

7. The method of claim 1 wherein the at least one enhanced feature includes at least one of (A) increasing a size of the advertisement, (B) increasing a font size of text in the advertisement, (C) changing a font type of text in the advertisement, (D) increasing an amount of text shown in the advertisement, (E) providing enhanced color schemes to the advertisement, (F) providing the advertisement with animation, (G) providing the advertisement with video, (H) providing the advertisement with sound, (I) providing the advertisement with sound effects, (J) providing the advertisement with persistence, (K) providing the advertisement in a pop-up window, (L) providing the advertisement in a way that occludes document content, (M) providing the advertisement in a pop under window, (N) providing the advertisement with a border, (O) providing the advertisement with an enhanced border, (P) providing the advertisement at a desired location on the document, (Q) providing the advertisement in a desired shape, and (R) providing the advertisement with programmed interactivity.

8. The method of claim 1 wherein the price information includes at least one of (A) an amount that an advertiser has agreed to pay each time the ad is rendered, (B) a maximum amount that an advertiser has expressed that it is willing to pay each time the ad is rendered, (C) an amount that an advertiser has agreed to pay each time the ad is rendered and selected, (D) a maximum amount that an advertiser has expressed that it is willing to pay each time the ad is rendered and selected, (E) an average over time of the amount that the advertiser has agreed to pay each time the ad is rendered and selected, (F) an average over time of the maximum amount that the advertiser has expressed that it is willing to pay each time the ad is rendered and selected, (G) an amount that the advertiser has agreed to pay each time the ad is rendered and a conversion, associated with the ad, occurs, (H) a maximum amount that the advertiser is willing to pay each time the ad is rendered and a conversion, associated with the ad, occurs, (I) cost per selection information, (J) cost per conversion information, (K) an average of cost per selection information over a period of time, (L) an average cost per conversion information overtime.

9. A method comprising:

a) accepting performance information associated with an advertisement; and

b) determining whether or not to apply one or more enhanced features to the advertisement using, at least, the accepted performance information.

10. The method of claim 9 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement includes determining at least one enhanced feature eligibility score using, at least, the accepted performance information,

wherein the determination of whether or not to apply one or more enhanced features to the advertisement uses at least the at least one enhanced feature eligibility score and a policy.

11. The method of claim 10 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement further uses information about a document with which the advertisement will be served.

12. The method of claim 11 wherein the information about the document includes enhanced feature restrictions.

13. The method of claim 10 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement further uses at least one enhanced feature eligibility score of at least one other advertisement.

14. The method of claim 10 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement further uses (i) at least one enhanced feature eligibility score of at least one other advertisement, and (ii) information about a document with which the advertisement will be served.

15. The method of claim 9 wherein the at least one enhanced feature includes at least one of (A) increasing a size of the advertisement, (B) increasing a font size of text in the advertisement, (C) changing a font type of text in the advertisement, (D) increasing an amount of text shown in the advertisement, (E) providing enhanced color schemes to the advertisement, (F) providing the advertisement with animation, (G) providing the advertisement with video, (H) providing the advertisement with sound, (I) providing the advertisement with sound effects, (J) providing the advertisement with persistence, (K) providing the advertisement in a pop-up window, (L) providing the advertisement in a way that occludes document content, (M) providing the advertisement in a pop under window, (N) providing the advertisement with a border, (O) providing the advertisement with an enhanced border, (P) providing the advertisement at a desired location on the document, (Q) providing the advertisement in a desired shape, and (R) providing the advertisement with programmed interactivity.

16. The method of claim 9 wherein the performance information includes at least one of (A) a click-through rate of the associated advertisement, (B) user ratings of the advertisement, (C) focus group ratings of the advertisement, (D) a measure of user interest for the advertisement weighted for a size of the advertisement relative to that of other advertisements, (E) a measure of user interest for the advertisement weighted for past positions of the advertisement relative to those past positions of other advertisements, (F) a measure of user interest for the advertisement weighted for enhanced features applied to the advertisement in the past, (G) expected user interest in the advertisement, (H) a time needed to render the advertisement relative to that needed to render other advertisements, (I) a measure of user interest for the advertisement weighted for a media type of the advertisement, (J) a conversion rate associated with the advertisement.

17. The method of claim 9 wherein the performance information has been adjusted to reduce the influence of enhanced features previously applied to the advertisement.

18. A method comprising:

a) accepting advertiser information associated with an advertisement; and

b) determining whether or not to apply one or more enhanced features to the advertisement using, at least, the accepted advertiser information.

19. The method of claim 18 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement includes determining at least one enhanced feature eligibility score using, at least, the accepted advertiser information,

wherein the determination of whether or not to apply one or more enhanced features to the advertisement uses at least the at least one enhanced feature eligibility score and a policy.

20. The method of claim 19 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement further uses information about a document with which the advertisement will be served.

21. The method of claim 20 wherein the information about the document includes enhanced feature restrictions.

22. The method of claim 19 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement further uses at least one enhanced feature eligibility score of at least one other advertisement.

23. The method of claim 19 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement further uses (i) at least one enhanced feature eligibility score of at least one other advertisement, and (ii) information about a document with which the advertisement will be served.

24. The method of claim 18 wherein the at least one enhanced feature includes at least one of (A) increasing a size of the advertisement, (B) increasing a font size of text in the advertisement, (C) changing a font type of text in the advertisement, (D) increasing an amount of text shown in the advertisement, (E) providing enhanced color schemes to the advertisement, (F) providing the advertisement with animation, (G) providing the advertisement with video, (H) providing the advertisement with sound, (I) providing the advertisement with sound effects, (J) providing the advertisement with persistence, (K) providing the advertisement in a pop-up window, (L) providing the advertisement in a way that occludes document content, (M) providing the advertisement in a pop under window, (N) providing the advertisement with a border, (O) providing the advertisement with an enhanced border, (P) providing the advertisement at a desired location on the document, (Q) providing the advertisement in a desired shape, and (R) providing the advertisement with programmed interactivity.

25. The method of claim 18 wherein the advertiser information includes at least one of (A) charge-back information, (B) a quality metric of the advertiser'"'"'s Web page, (C) conversion information, (D) customer ratings of the advertiser, (E) third party ratings of the advertiser;

(F) complaints logged against the advertiser;

(G) information about repeat visits to the advertiser;

(H) information about repeat purchases from the advertiser;

(I) abnormally high price information; and

(J) abnormally high advertising budget.

26. A method comprising:

a) accepting at least two of

price information associated with an advertisement,

performance information associated with an advertisement, and

advertiser information associated with an advertisement; and

b) determining whether or not to apply one or more enhanced features to the advertisement using, at least, the accepted at least two of price information, performance information, and advertiser information.

27. The method of claim 26 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement includes determining at least one enhanced feature eligibility score using, at least, the accepted at least two of price information, performance information, and advertiser information,

wherein the determination of whether or not to apply one or more enhanced features to the advertisement uses at least the at least one enhanced feature eligibility score and a policy.

28. The method of claim 27 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement further uses information about a document with which the advertisement will be served.

29. The method of claim 28 wherein the information about the document includes enhanced feature restrictions.

30. The method of claim 27 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement further uses at least one enhanced feature eligibility score of at least one other advertisement.

31. The method of claim 27 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement further uses (i) at least one enhanced feature eligibility score of at least one other advertisement, and (ii) information about a document with which the advertisement will be served.

32. The method of claim 26 wherein the at least one enhanced feature includes at least one of (A) increasing a size of the advertisement, (B) increasing a font size of text in the advertisement, (C) changing a font type of text in the advertisement, (D) increasing an amount of text shown in the advertisement, (E) providing enhanced color schemes to the advertisement, (F) providing the advertisement with animation, (G) providing the advertisement with video, (H) providing the advertisement with sound, (i) providing the advertisement with sound effects, (J) providing the advertisement with persistence, (K) providing the advertisement in a pop-up window, (L) providing the advertisement in a way that occludes document content, (M) providing the advertisement in a pop under window, (N) providing the advertisement with a border, (O) providing the advertisement with an enhanced border, (P) providing the advertisement at a desired location on the document, (Q) providing the advertisement in a desired shape, and (R) providing the advertisement with programmed interactivity.

33. A method comprising:

a) accepting

price information associated with an advertisement,

performance information associated with an advertisement, and

advertiser information associated with an advertisement; and

b) determining whether or not to apply one or more enhanced features to the advertisement using, at least, the accepted price information, performance information, and advertiser information.

34. The method of claim 33 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement includes determining at least one enhanced feature eligibility score using, at least, the accepted price information, performance information, and advertiser information,

wherein the determination of whether or not to apply one or more enhanced features to the advertisement uses at least the at least one enhanced feature eligibility score and a policy.

35. The method of claim 34 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement further uses information about a document with which the advertisement will be served.

36. The method of claim 35 wherein the information about the document includes enhanced feature restrictions.

37. The method of claim 36 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement further uses at least one enhanced feature eligibility score of at least one other advertisement.

38. The method of claim 34 wherein the act of determining whether or not to apply one or more enhanced features to the advertisement further uses (i) at least one enhanced feature eligibility score of at least one other advertisement, and (ii) information about a document with which the advertisement will be served.

39. The method of claim 33 wherein the at least one enhanced feature includes at least one of (A) increasing a size of the advertisement, (B) increasing a font size of text in the advertisement, (C) changing a font type of text in the advertisement, (D) increasing an amount of text shown in the advertisement, (E) providing enhanced color schemes to the advertisement, (F) providing the advertisement with animation, (G) providing the advertisement with video, (H) providing the advertisement with sound, (I) providing the advertisement with sound effects, (J) providing the advertisement with persistence, (K) providing the advertisement in a pop-up window, (L) providing the advertisement in a way that occludes document content, (M) providing the advertisement in a pop under window, (N) providing the advertisement with a border, (O) providing the advertisement with an enhanced border, (P) providing the advertisement at a desired location on the document, (Q) providing the advertisement in a desired shape, and (R) providing the advertisement with programmed interactivity.

76. The apparatus of claim 36 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement further uses at least one enhanced feature eligibility score of at least one other advertisement.

40. Apparatus comprising:

a) an input for accepting price information associated with an advertisement; and

b) means for determining whether or not to apply one or more enhanced features to the advertisement using, at least, the accepted price information.

41. The apparatus of claim 40 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement includes means for determining uses at least one enhanced feature eligibility score using, at least, the accepted price information,

wherein the means for determining whether or not to apply one or more enhanced features uses, at least, the at least one enhanced feature eligibility score and a policy.

42. The apparatus of claim 41 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement further uses information about a document with which the advertisement will be served.

43. The apparatus of claim 42 wherein the information about the document includes enhanced feature restrictions.

44. The apparatus of claim 41 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement further uses at least one enhanced feature eligibility score of at least one other advertisement.

45. The apparatus of claim 41 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement further uses (i) at least one enhanced feature eligibility score of at least one other advertisement, and (ii) information about a document with which the advertisement will be served.

46. The apparatus of claim 40 wherein the at least one enhanced feature includes at least one of (A) increasing a size of the advertisement, (B) increasing a font size of text in the advertisement, (C) changing a font type of text in the advertisement, (D) increasing an amount of text shown in the advertisement, (E) providing enhanced color schemes to the advertisement, (F) providing the advertisement with animation, (G) providing the advertisement with video, (H) providing the advertisement with sound, (I) providing the advertisement with sound effects, (J) providing the advertisement with persistence, (K) providing the advertisement in a pop-up window, (L) providing the advertisement in a way that occludes document content, (M) providing the advertisement in a pop under window, (N) providing the advertisement with a border, (O) providing the advertisement with an enhanced border, (P) providing the advertisement at a desired location on the document, (Q) providing the advertisement in a desired shape, and (R) providing the advertisement with programmed interactivity.

47. The apparatus of claim 40 wherein the price information includes at least one of (A) an amount that an advertiser has agreed to pay each time the ad is rendered, (B) a maximum amount that an advertiser has expressed that it is willing to pay each time the ad is rendered, (C) an amount that an advertiser has agreed to pay each time the ad is rendered and selected, (D) a maximum amount that an advertiser has expressed that it is willing to pay each time the ad is rendered and selected, (E) an average over time of the amount that the advertiser has agreed to pay each time the ad is rendered and selected, (F) an average over time of the maximum amount that the advertiser has expressed that it is willing to pay each time the ad is rendered and selected, (G) an amount that the advertiser has agreed to pay each time the ad is rendered and a conversion, associated with the ad, occurs, (H) a maximum amount that the advertiser is willing to pay each time the ad is rendered and a conversion, associated with the ad, occurs, (I) cost per selection information, (J) cost per conversion information, (K) an average of cost per selection information over a period of time, (L) an average cost per conversion information over time.

48. Apparatus comprising:

a) an input for accepting performance information associated with an advertisement; and

b) means for determining whether or not to apply one or more enhanced features to the advertisement using, at least, the accepted performance information.

49. The apparatus of claim 48 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement includes means for determining at least one enhanced feature eligibility score using, at least, the accepted performance information,

wherein the means for determining whether or not to apply one or more enhanced features uses, at least, the least one enhanced feature eligibility score and a policy.

50. The apparatus of claim 49 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement further uses information about a document with which the advertisement will be served.

51. The apparatus of claim 50 wherein the information about the document includes enhanced feature restrictions.

52. The apparatus of claim 49 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement further uses at least one enhanced feature eligibility score of at least one other advertisement.

53. The apparatus of claim 49 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement further uses (i) at least one enhanced feature eligibility score of at least one other advertisement, and (ii) information about a document with which the advertisement will be served.

54. The apparatus of claim 48 wherein the at least one enhanced feature includes at least one of (A) increasing a size of the advertisement, (B) increasing a font size of text in the advertisement, (C) changing a font type of text in the advertisement, (D) increasing an amount of text shown in the advertisement, (E) providing enhanced color schemes to the advertisement, (F) providing the advertisement with animation, (G) providing the advertisement with video, (H) providing the advertisement with sound, (I) providing the advertisement with sound effects, (J) providing the advertisement with persistence, (K) providing the advertisement in a pop-up window, (L) providing the advertisement in a way that occludes document content, (M) providing the advertisement in a pop under window, (N) providing the advertisement with a border, (O) providing the advertisement with an enhanced border, (P) providing the advertisement at a desired location on the document, (Q) providing the advertisement in a desired shape, and (R) providing the advertisement with programmed interactivity.

55. The apparatus of claim 48 wherein the performance information includes at least one of (A) a click-through rate of the associated advertisement, (B) user ratings of the advertisement, (C) focus group ratings of the advertisement, (D) a measure of user interest for the advertisement weighted for a size of the advertisement relative to that of other advertisements, (E) a measure of user interest for the advertisement weighted for past positions of the advertisement relative to those past positions of other advertisements, (F) a measure of user interest for the advertisement weighted for enhanced features applied to the advertisement in the past, (G) expected user interest in the advertisement, (H) a time needed to render the advertisement relative to that needed to render other advertisements, (I) a measure of user interest for the advertisement weighted for a media type of the advertisement, (J) a conversion rate associated with the advertisement.

56. The apparatus of claim 48 wherein the performance information has been adjusted to reduce the influence of enhanced features previously applied to the advertisement.

57. Apparatus comprising:

a) an input for accepting advertiser information associated with an advertisement; and

b) means for determining whether or not to apply one or more enhanced features to the advertisement using, at least, the accepted advertiser information.

58. The apparatus of claim 57 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement includes means for determining at least one enhanced feature eligibility score using, at least, the accepted advertiser information,

wherein the means for determining whether or not to apply one or more enhanced features to the advertisement uses, at least, the at least one feature eligibility score and a policy.

59. The apparatus of claim 58 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement further uses information about a document with which the advertisement will be served.

60. The apparatus of claim 59 wherein the information about the document includes enhanced feature restrictions.

61. The apparatus of claim 58 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement further uses at least one enhanced feature eligibility score of at least one other advertisement.

62. The apparatus of claim 58 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement further uses (i) at least one enhanced feature eligibility score of at least one other advertisement, and (ii) information about a document with which the advertisement will be served.

63. The apparatus of claim 57 wherein the at least one enhanced feature includes at least one of (A) increasing a size of the advertisement, (B) increasing a font size of text in the advertisement, (C) changing a font type of text in the advertisement, (D) increasing an amount of text shown in the advertisement, (E) providing enhanced color schemes to the advertisement, (F) providing the advertisement with animation, (G) providing the advertisement with video, (H) providing the advertisement with sound, (I) providing the advertisement with sound effects, (J) providing the advertisement with persistence, (K) providing the advertisement in a pop-up window, (L) providing the advertisement in a way that occludes document content, (M) providing the advertisement in a pop under window, (N) providing the advertisement with a border, (O) providing the advertisement with an enhanced border, (P) providing the advertisement at a desired location on the document, (Q) providing the advertisement in a desired shape, and (R) providing the advertisement with programmed interactivity.

64. The apparatus of claim 57 wherein the advertiser information includes at least one of (A) charge-back information, (B) a quality metric of the advertiser'"'"'s Web page, (C) conversion information, (D) customer ratings of the advertiser, (E) third party ratings of the advertiser;

(F) complaints logged against the advertiser;

(G) information about repeat visits to the advertiser;

(H) information about repeat purchases from the advertiser;

(I) abnormally high price information; and

(J) abnormally high advertising budget.

65. Apparatus comprising:

a) an input for accepting at least two of

price information associated with an advertisement,

performance information associated with an advertisement, and

advertiser information associated with an advertisement; and

b) means for determining whether or not to apply one or more enhanced features to the advertisement using, at least, the accepted at least two of price information, performance information, and advertiser information.

66. The apparatus of claim 65 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement includes means for determining at least one enhanced feature eligibility score using, at least, the accepted at least two of price information, performance information, and advertiser information,

wherein the means for determining whether or not to apply one or more enhanced ad features to the advertisement uses, at least, the at least one enhanced feature eligibility score and a policy.

67. The apparatus of claim 66 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement further uses information about a document with which the advertisement will be served.

68. The apparatus of claim 67 wherein the information about the document includes enhanced feature restrictions.

69. The apparatus of claim 66 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement further uses at least one enhanced feature eligibility score of at least one other advertisement.

70. The apparatus of claim 66 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement further uses (i) at least one enhanced feature eligibility score of at least one other advertisement, and (ii) information about a document with which the advertisement will be served.

71. The apparatus of claim 65 wherein the at least one enhanced feature includes at least one of (A) increasing a size of the advertisement, (B) increasing a font size of text in the advertisement, (C) changing a font type of text in the advertisement, (D) increasing an amount of text shown in the advertisement, (E) providing enhanced color schemes to the advertisement, (F) providing the advertisement with animation, (G) providing the advertisement with video, (H) providing the advertisement with sound, (I) providing the advertisement with sound effects, (J) providing the advertisement with persistence, (K) providing the advertisement in a pop-up window, (L) providing the advertisement in a way that occludes document content, (M) providing the advertisement in a pop under window, (N) providing the advertisement with a border, (O) providing the advertisement with an enhanced border, (P) providing the advertisement at a desired location on the document, (Q) providing the advertisement in a desired shape, and (R) providing the advertisement with programmed interactivity.

72. Apparatus comprising:

a) an input for accepting

price information associated with an advertisement,

performance information associated with an advertisement, and

advertiser information associated with an advertisement; and

b) means for determining whether or not to apply one or more enhanced features to the advertisement using, at least, the accepted price information, performance information, and advertiser information.

73. The apparatus of claim 72 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement includes means for determining at least one enhanced feature eligibility score using, at least, the accepted price information, performance information, and advertiser information,

wherein the means for determining whether or not to apply one or more enhanced features uses, at least, the at least one enhanced feature eligibility score and a policy.

74. The apparatus of claim 73 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement further uses information about a document with which the advertisement will be served.

75. The apparatus of claim 74 wherein the information about the document includes enhanced feature restrictions.

77. The apparatus of claim 73 wherein the means for determining whether or not to apply one or more enhanced features to the advertisement further uses (i) at least one enhanced feature eligibility score of at least one other advertisement, and (ii) information about a document with which the advertisement will be served.

78. The apparatus of claim 72 wherein the at least one enhanced feature includes at least one of (A) increasing a size of the advertisement, (B) increasing a font size of text in the advertisement, (C) changing a font type of text in the advertisement, (D) increasing an amount of text shown in the advertisement, (E) providing enhanced color schemes to the advertisement, (F) providing the advertisement with animation, (G) providing the advertisement with video, (H) providing the advertisement with sound, (I) providing the advertisement with sound effects, (J) providing the advertisement with persistence, (K) providing the advertisement in a pop-up window, (L) providing the advertisement in a way that occludes document content, (M) providing the advertisement in a pop under window, (N) providing the advertisement with a border, (O) providing the advertisement with an enhanced border, (P) providing the advertisement at a desired location on the document, (Q) providing the advertisement in a desired shape, and (R) providing the advertisement with programmed interactivity.