Approach for identifying and providing targeted content to a network client with reduced impact to the service provider

• US 20090077163A1
• Filed: 09/14/2007
• Published: 03/19/2009
• Est. Priority Date: 09/14/2007
• Status: Abandoned Application

• Current Assignee: Phorm UK Incorporated
• Original Assignee: Phorm UK Incorporated
• Inventors: Roslov, Anton, Ertugrul, Kent Thomas
• Application Number:
  US11/901,255
• Publication Number:
  US 20090077163A1
• Time in Patent Office: Days
• US Class Current: 709/203
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

A client network is provided, whereby an internet service provider can anonymously acquire behavioral, contextual, and/or demographic information on a client specific basis. The behavioral information may include a historical digest of network activity by the client, such as webpages visited by the client user, content downloaded to the client device, and/or information requested by the client user. The contextual information may include a representation of the current state of the client, such as the most recent webpages loaded by the client browser as well as the content associated with these webpages. As one example, the anonymously acquired client information may be used to enable the delivery of customized content to the client, such as targeted advertising.

Claims

1. A system for providing targeted content to a client of a network, comprising:

a replication device configured to replicate a data stream transmitted between at least one network server and a plurality of clients of the network via a service provider;

a server system configured to;

(i) receive the replicated data stream from the replication device;

(ii) for each of the plurality of clients, identify a portion of the replicated data stream attributable to the client and update a profile of the client based on information derived from the identified portion of the replicated data stream; and

(iii) store a plurality of channels, wherein each channel includes associated triggering criteria and further indicates content;

a channel selection engine configured to receive a request from the data stream for the content to be delivered to a select client of the plurality of clients, and select a channel by comparing the updated profile of the select client to the triggering criteria of each of the plurality of channels; and

a forwarding module configured to forward a request for the content indicated by the selected channel to a content provider, wherein the content provider is configured to provide the content requested by the forwarding module to the select client.

2. The system of claim 1, wherein the content includes an advertisement.

3. The system of claim 1, wherein the replication device includes a network tap and wherein the content request is provided to the channel selection engine via a switching device.

4. The system of claim 1, wherein the information derived from the identified portion of the replicated data stream includes keywords contained in the hypertext transfer protocol portion of the replicated data stream.

5. The system of claim 1, wherein the information derived from the identified portion of the replicated data stream includes a universal resource locator associated with the hypertext transfer protocol portion of the replicated data stream.

6. The system of claim 1, the information derived from the identified portion of the replicated data stream includes at least a search term of a search query initiated by the client.

7. The system of claim 1, wherein the profile of the client is stored at the server system without reference to a non-anonymous identifier associated with the client.

8. The system of claim 1, wherein the server system is further configured to, for each of the plurality of clients, discard an IP address of the client from their respective profile.

9. The system of claim 1 further comprising, a binding module configured to send a unique identification tag to the select client in addition to the content provided to the select client by the content provider, wherein the unique identification tag is configured to transmit a unique identifier with at least some data requests subsequently transmitted by the select client after the unique identification tag is received at the select client.

10. The system of claim 9, wherein the unique identifier is transmitted as a hypertext transfer protocol cookie with a data request transmitted by the select client.

11. The system of claim 1, wherein the content provider resides at the service provider.

12. The system of claim 1, wherein the content provider is external to the service provider and wherein the forwarding module is further configured to forward the content request to the content provider via the network.

13. The system of claim 1, wherein the content includes an interstitial advertisement that is provided to the client by the content provider as the client is directed between different domains.

14. A method of selecting targeted content for delivery to a client of a wide area computer network, the method comprising:

replicating a data stream transmitted between a network server and a plurality of network clients;

attributing a portion of the replicated data stream to a particular client of the plurality of clients;

storing information derived from the portion of the replicated data stream in a client profile;

receiving a content request from the particular client,

retrieving the client profile based on a comparison of the content request received at the server system and a replicated content request provided to the server system via the network tap;

selecting content to be delivered to the particular client from a group of content based on the client profile; and

forwarding a request for the selected content to a content provider, wherein the content provider is configured to provide the selected content to the particular client indicated by the second unique identifier.

15. The method of claim 14, wherein the content includes an advertisement.

16. The method of claim 14, wherein the information derived from the portion of the replicated data stream includes keywords displayed on a webpage at the client or a universal resource locator associated with the webpage displayed at the client.

17. The method of claim 14, wherein the information derived from the portion of the replicated data stream includes at least a search term of a search query initiated by the client.

18. A method, comprising:

at a switching device, intercepting a data stream directed to a network server from a network client and redirecting a first hypertext transfer protocol portion of the data stream to a server system; and

returning a unique identification tag to the network client from the server system via the switching device, wherein the unique identification tag is configured to include a unique identifier with a hypertext transfer protocol data stream subsequently transmitted by the client;

at the switching device, intercepting the data stream directed to the network server from the client and replicating a second hypertext transfer protocol portion of the data stream including the unique identifier, and passing the data stream to the network server;

at the server system, receiving the replicated data and the unique identifier from the switching device, and storing information derived from the replicated data with the unique identifier in memory;

selecting an advertisement from a plurality of advertisements based on the derivative information stored in memory for the unique identifier responsive to an advertisement request received from the network client; and

providing the selected advertisement to the network client indicated by the unique identifier.

19. The method of claim 18, wherein the advertisement request is initiated by an advertisement tag associated with a webpage provided to the client.

20. The method of claim 18, wherein the derivative information includes keywords contained in the hypertext transfer protocol portion of the data stream.

21. The method of claim 18, wherein the derivative information includes a universal resource locator contained in the hypertext transfer protocol portion of the data stream.

22. The method of claim 18, wherein the derivative information includes a search term contained in the hypertext transfer protocol portion of the data stream of a search query initiated by the client.

23. The method of claim 18, wherein the unique identification tag is returned to the network client as a cookie.

24. The method of claim 18, further comprising, at the switching device, passing a non-hypertext transfer protocol portion of said data stream to the network server via a wide area network without redirecting the non-hypertext transfer protocol portion of said data stream to the server system.

25. A system implemented at a service provider for acquiring client activity on a wide area network, comprising:

a switching device configured to intercept a data stream directed to a network server from a network client and redirect a first hypertext transfer protocol portion of the data stream; and

a server system configured to receive the redirected first hypertext transfer protocol portion of the data stream and return a unique identification tag to the network client via the switching device, wherein the unique identification tag upon reception by the client is configured to transmit a unique identifier with subsequent hypertext transfer protocol data provided by the client;

wherein the switching device is further configured to replicate a second hypertext transfer protocol portion of the data stream including the transmitted unique identifier, and pass the data stream to the network server, and wherein the server is further configured to store information derived from the replicated data with the unique identifier.