Method and system for enabling client-side initiated delivery of dynamic secondary content

• US 20090319636A1
• Filed: 06/18/2008
• Published: 12/24/2009
• Est. Priority Date: 06/18/2008
• Status: Active Grant

• Current Assignee: Disney Enterprises Incorporated (The Walt Disney Company)
• Original Assignee: Disney Enterprises Incorporated (The Walt Disney Company)
• Inventors: Tokumi, Roland Katsuaki
• Granted Patent: US 8,103,743 B2
• Time in Patent Office: Days
• US Class Current: 709/218
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• 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

Abstract

There is provided a method of enabling client-side initiated delivery of dynamic secondary content to a host page comprising running a dynamic secondary content delivery application, requesting a secondary content update to one or more items of existing secondary content rendered on the host page during page load, downloading the secondary content update to the client system, parsing the secondary content update by the dynamic secondary content delivery application, and rendering the secondary content update on the host page, resulting in the client-side initiated delivery of the dynamic secondary content to the host page. In one embodiment, the method is executed by a client system in response to instructions comprising the dynamic secondary content delivery application stored on a computer-readable medium.

Claims

1. A method of enabling client-side initiated delivery of dynamic secondary content to a host page, the method comprising:

running a dynamic secondary content delivery application by a client system;

requesting a secondary content update to one or more items of existing secondary content rendered on the host page during page load on the client system;

downloading the secondary content update to the client system;

parsing the secondary content update by the dynamic secondary content delivery application; and

rendering the secondary content update on the host page, resulting in the client-side initiated delivery of the dynamic secondary content to the host page.

2. The method of claim 1, further comprising requesting at least one additional secondary content update to the one or more items of existing secondary content rendered on the host page.

3. The method of claim 1, wherein the dynamic secondary content delivery application comprises an embedded script on the host page.

4. The method of claim 1, wherein the secondary content comprises advertising content.

5. The method of claim 1, wherein the secondary content is one of a user poll, a navigation link, a date, and an identifying label.

6. The method of claim 1, wherein the requesting is performed using a single comprehensive request for updates to all secondary content located on the host page concurrently.

7. The method of claim 1, wherein the requesting includes providing a secondary content server with data describing secondary content previously rendered on the host page.

8. A computer-readable medium having stored thereon instructions comprising a dynamic secondary content delivery application which, when executed by a client system, perform a method comprising:

requesting a secondary content update to one or more items of existing secondary content rendered on a host page during page load on the client system;

downloading the secondary content update to the client system;

parsing the secondary content update; and

rendering the secondary content update on the host page, resulting in client-side initiated delivery of dynamic secondary content to the host page.

9. The computer-readable medium of claim 8, wherein the dynamic secondary content delivery application comprises asynchronous JavaScript and XML (AJAX) programming instructions.

10. The computer-readable medium of claim 8, wherein the secondary content comprises advertising content.

11. The computer-readable medium of claim 8, wherein the secondary content is one of a user poll, a navigation link, a date, and an identifying label.

12. The computer-readable medium of claim 8, wherein the requesting is performed using a single comprehensive request for updates to all secondary content located on the host page concurrently.

13. The computer-readable medium of claim 8, wherein the requesting includes providing a secondary content server with data describing secondary content previously rendered on the host page.

14. A system for enabling client-side initiated delivery of dynamic secondary content to a host page, the system comprising:

a primary content server for delivering the host page to a client system, the host page configured to include primary host content and secondary content;

a secondary content server configured to provide the secondary content for rendering on the host page; and

a dynamic secondary content delivery application to be run on the client system, the dynamic secondary content delivery application configured to request a secondary content update to the secondary content included on the host page, mediate download of the secondary content update from the secondary content server to the client system, parse the secondary content update, and render the secondary content update on the host page, to enable client-side initiated delivery of the dynamic secondary content to the host page.

15. The system of claim 14, wherein the dynamic secondary content delivery application comprises an embedded script on the host page.

16. The system of claim 14, wherein a single server comprises the primary content server and the secondary content server.

17. The system of claim 14, wherein the secondary content comprises advertising content.

18. The system of claim 14, wherein the secondary content is one of a user poll, a navigation link, a date, and an identifying label.

19. The system of claim 14, wherein the request for the secondary content update is performed using a single comprehensive request for updates to all secondary content located on the host page concurrently.

20. The system of claim 14, wherein the request for the secondary content update includes providing the secondary content server with data describing secondary content previously rendered on the host page.