Link Retrofitting of Digital Media Objects

• US 20080154951A1
• Filed: 12/22/2006
• Published: 06/26/2008
• Est. Priority Date: 12/22/2006
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Kalaboukis, Chris, Martinez, Ronald
• Granted Patent: US 9,582,804 B2
• Time in Patent Office: Days
• US Class Current: 707/103Y
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A digital media link embedding mechanism for generating one or more links for digital media objects embedded in network resources, such as HyperText Markup Language (HTML) or extensible markup language (XML) pages. Particular implementations of the invention allow network application hosting sites, such as blogging sites and social networking or media sites, to automatically insert revenue generating and/or informational links in proximity to digital media objects embedded by users into personal pages, blog entries, on-line forum posts, and the like. In one implementation, analysis to generate the media links focuses on data surrounding a given digitial content object to improve the relevance, or descriptiveness, of the links. Such media-related ad or search links may be more performant (relative to clickthru rates), since the concepts or keywords used to generate the ad and or search are extracted from data surrounding the digital content.

Claims

1. A method comprising

accessing a network resource model to identify a digital media object in a network resource;

identifying data surrounding the digital media object within the context of the network resource model;

extracting one or more terms from the data surrounding the digital media object;

constructing one or more hypertext links based on the extracted terms; and

inserting the one or more hypertext links in the network resource in proximity to the digital media object.

3. The method of claim 1 wherein the data surrounding the digital media object are data collocated within the same section of the document object model as the digital media object.

4. The method of claim 3 wherein the section is defined by one or more HTML <

div>

tags.

5. The method of claim 1 wherein the surrounding data is text content.

6. The method of claim 1 wherein a first hyperlink of the one or more hyper finks identifies a network addressable advertiser resource, wherein the first hyperlink, when activated, is operative to cause a processor to access the network addressable advertiser resource.

7. The method of claim 6 wherein the first hyperlink, when activated, is operative to cause the processor to access the network addressable advertiser resource in a redirection process with a remote server.

8. The method of claim 1 further comprising

determining a user identifier associated with the network resource model;

encoding the user identifier as a content embedding entity identifier into the one or more hypertext links.

9. The method of claim 1 further comprising

generating link embedding code operative to cause a processor to render the digital media object as clickable region, which, when clicked, is operative to cause the processor to access a network addressable advertiser resource.

10. The method of claim 1 wherein a first hyperlink of the one or more hyperlinks identifies a search system, wherein the first hyperlink, when activated, is operative to cause a processor to the search system.

11. The method of claim 10 wherein the first hyperlink is configured to include one or more of the extracted terms, and wherein the first hyperlink, when activated, is operative to cause the processor to access the search system, using the one or more extracted terms.

2. The method of claim I further comprising

transmitting the one or more extracted terms to a remote host;

receiving one or more resource locators from the remote host; and

using the one or more resource locators in the constructing of the one or ore hypertext links.

12. Logic encoded in one or more tangible media for execution and when executed operable to cause one or more processors to:

access a network resource model to identify a digital media object in a network resource;

identify data surrounding the digital media object within the context of the network resource model;

extract, one or more terms from the data surrounding the digital media object;

construct one or more hypertext links based on the extracted terms; and

insert the one or more hypertext links in the network resource in proximity to the digital media object,

13. The logic of claim 12, wherein the logic is further operable to:

transmitting the one or more extracted terms to a remote host;

receiving one or more resource locators from the remote host; and

using the one or more resource locators in the constructing of the one or ore hypertext links.

14. The logic of claim 12, wherein the data surrounding the digital media object are data collocated within the same section of the document object model as the digital media object.

15. The logic of claim 14, wherein the section is defined by one or more HTML <

div>

tags,

16. The logic of claim 12 wherein the surrounding data is text content.

17. The logic of claim 12 wherein a first hyperlink of the one or more hyperlinks identifies a network addressable advertiser resource, wherein the first hyperlink, when activated, is operative to cause a processor to access the network addressable advertiser resource.

18. The logic of claim 17 wherein the first hyperlink, when activated, is operative to cause the processor to access the network addressable advertiser resource in a redirection process with a remote server.

19. The logic of claim 12, wherein the logic is further operable to:

determine a user identifier associated with the network resource model;

encode the user identifier as a content embedding entity identifier into the one or more hypertext links.

20. The logic of claim 12, wherein the logic is further operable to;

generate link embedding code operative to cause a processor to render the digital media object as clickable region, which, when clicked, is operative to cause the processor to access a network addressable advertiser resource.

21. The logic of claim 12 wherein a first hyperlink of the one or more hyperlinks identifies a search system, wherein the first hyperlink, when activated, is operative to cause a processor to the search system.

22. The logic of claim 21 wherein the first hyperlink is configured to include one or more of the extracted terms, and wherein the first hyperlink, when activated, is operative to cause the processor to access the search system using the one or more extracted terms.