Method and system for inserting targeted data in available spaces of a webpage

• US 20080306815A1
• Filed: 06/06/2007
• Published: 12/11/2008
• Est. Priority Date: 06/06/2007
• Status: Abandoned Application

• Current Assignee: Marquee Holdings Incorporated (AMC Entertainment Holdings Incorporated), Core Audience, Inc. (The Hearst Corporation)
• Original Assignee: NebuAd Incorporated
• Inventors: Sherstinsky, Alex, Cheng, Lebin, Vaynblat, Dimitri, Makagon, Kira, Dykes, Robert Roscoe
• Application Number:
  US11/759,157
• Publication Number:
  US 20080306815A1
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: H04L 63/0245 Filtering by information in the payload
• CPC Class Codes: H04L 63/1416 Event detection, e.g. attack signature detection
• CPC Class Codes: H04L 67/02 based on web technology, e.g. hypertext transfer protocol [HTTP]
• CPC Class Codes: H04L 67/53 using third party service providers
• CPC Class Codes: H04L 67/56 Provisioning of proxy services store-and-forward switching systems in data switching networks H04L12/54
• CPC Class Codes: H04L 67/565 Conversion or adaptation of application format or content adding application control or application functional data H04L67/561

Abstract

Various techniques for placing targeted data in a webpage requested by a user are disclosed. A presentation of the data when the webpage is displayed draws attention from the user. Examples of the data may include, but not be limited to advertisements, various alerts and notifications. In one embodiment, some of the techniques, when properly combined, can provide a mechanism to locate available spaces in a webpage and place targeted advertisements therein by embedding scripts into data packets received from the website being visited. The data packets are modified in a network device deployed at a traffic concentration point along a network, where the network device operates transparently to both the website and the user, regardless there is a need to modify existing data packets or fabricate new data packets.

Claims

1. A method for placing an advertisement in a webpage, the method comprising:

intercepting in a device a response being requested by a user, wherein the device is deployed at a location in a network;

determining whether the intercepted response has a space for advertisement;

selecting an advertisement, when the intercepted response is determined to be a webpage and have the space for advertisement, in accordance with selected criteria so that the advertisement is of interest to the user;

modifying data packets representing the webpage to include the advertisement; and

releasing the modified data packets to the user, wherein the advertisement is presented to the user when the webpage is displayed.

2. The method as recited in claim 1, wherein said modifying data packets comprises:

identifying at least one of the data packets in accordance with a location of the space in the webpage; and

modifying the at least one of the data packets to include the advertisement without interrupting or altering a data pattern of the at least one of the data packets.

3. The method as recited in claim 1, wherein said modifying the at least one of the data packets comprises:

identifying at least one of the data packets in accordance with a location of the space in the webpage; and

modifying only payloads of the at least one of the data packets to include data indicating the advertisement.

4. The method as recited in claim 3, wherein the data is a script that is executed when the webpage is displayed, which calls for the advertisement to be displayed in the location of the webpage.

5. The method as recited in claim 3, wherein said modifying data packets comprises:

fabricating a new packet in accordance with the data packets to include data indicating the advertisement; and

inserting the new packet in the data packets to form a new sequence of data packets.

6. The method as recited in claim 5, wherein said modifying data packets further comprises:

mapping the new packet to the new sequence of data packets with an inserted sequence number; and

causing subsequent ones of the data packets to the new packet to have incremental sequence numbers over the inserted sequence number of the new packet.

7. The method as recited in claim 6, wherein the data is a script that is executed when the webpage is displayed, which calls for the advertisement to be displayed in the location of the webpage.

8. The method as recited in claim 2, wherein said determining whether the intercepted response has a space for advertisement comprises:

bypassing the data packets if the response is not applicable for advertisement; and

analyzing a file representing the webpage to locate the space and determine a size of the space.

9. The method as recited in claim 8, wherein the file is in HTML and said modifying the at least one of the data packets comprises

identifying the at least one of the data packets in accordance with a location of the space in the webpage;

and

modifying the at least one of the data packets to include data indicating the advertisement.

10. The method as recited in claim 2, wherein the selected criteria is based on at least a browsing behavior of the user so that the advertisement placed in the webpage is of high interest to the user, regardless the advertisement is closely related to the content/context of the webpage or not.

11. The method as recited in claim 2, wherein the selected criteria is to ensure that the advertisement placed in the webpage is closely related to the content or context of the webpage.

12. The method as recited in claim 1, wherein the device is not a proxy server.

13. The method as recited in claim 1, wherein the device is deployed by a service provider at the location where there is a significant amount of data traffic from subscribers of the service provider.

14. The method as recited in claim 13, wherein the device is deployed in an inline fashion and operates transparently to the user and the webpage.

15. The method as recited in claim 14, wherein each of the data packets includes a header with at least a source address and a destination address, and wherein the data packets intercepted by the device and some of which modified by the device keep output packets remain intact in the header thereof.

16. A system for advertisement in a webpage, the system comprising:

a network device deployed at a location in a network where there is a significant amount of data traffic, the network device operating transparently to intercept a response requested by a user, modify at least one of data packets representing the response to insert an advertisement in a space in the response, when the response is determined to be a webpage applicable for placing such an advertisement therein; and

a server device, communicated with the network device, configured to select the advertisement in accordance with selected criteria so that the advertisement is of interest to the user,

wherein the space and a location thereof in the webpage are identified by the server device to cause the network device to place the advertisement in the webpage.

17. The system as recited in claim 16, wherein the network device is configured to perform operations of:

identifying at least one of the data packets in accordance with a location of the space in the webpage; and

modifying the at least one of the data packets to include the advertisement without interrupting or altering a data pattern of at least one of the data packets.

18. The system as recited in claim 16, wherein the network device is configured to perform operations of:

identifying at least one of the data packets in accordance with a location of the space in the webpage; and

modifying only payloads of the at least one of the data packets to include data indicating the advertisement.

19. The system as recited in claim 18, wherein the data is a script that is executed when the webpage is displayed, which calls for the advertisement to be displayed in the location of the webpage.

20. The system as recited in claim 16, wherein the network device is configured to perform operations of:

fabricating a new packet in accordance with the data packets to include data indicating the advertisement; and

inserting the new packet in the data packets to form a new sequence of data packets.

21. The system as recited in claim 20, wherein the network device is configured to perform further operations of:

mapping the new packet to the new sequence of data packets with an inserted sequence number; and

causing subsequent ones of the data packets to the new packet to have incremental sequence numbers over the inserted sequence number of the new packet.

22. The system as recited in claim 21, wherein the data is a script that is executed when the webpage is displayed, which calls for the advertisement to be displayed in the location of the webpage.

23. The system as recited in claim 16, wherein the network device is configured to:

bypass the data packets if the response is not applicable for advertisement; and

cause the server device to analyze a file representing the webpage to locate the space and determine a size of the space.

24. The system as recited in claim 23, wherein the file is in HTML.

25. The system as recited in claim 16, wherein the device is not a proxy server.