Dynamic advertising scheduling, display, and tracking

• US 5,999,912 A
• Filed: 05/01/1997
• Issued: 12/07/1999
• Est. Priority Date: 05/01/1996
• Status: Expired due to Term

• Current Assignee: Tumbleweed Holdings LLC (Equitable IP Corporation)
• Original Assignee: Dennis Wodarz, Donald L. Fairall, Douglas Hall
• Inventors: Hall, Douglas, Wodarz, Dennis, Fairall, Donald L.
• Primary Examiner(s): MacDonald, Allen R.
• Assistant Examiner(s): Patel, Jagdish
• Application Number:
  US08/850,381
• Time in Patent Office: 950 Days
• Field of Search: 705/14, 395/793, 395/650, 358/402, 707/511, 707/513, 345/112, 345/118, 345/121, 345/126
• US Class Current: 705/14.61
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0264 based upon schedule
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0641 Shopping interfaces

Abstract

Dynamic advertising scheduling, display, and tracking for the world wide web. The invention includes at least one template web page that has conventional HTML codes defining the format and content of the web page. Special "ad tags" are used to indicate the characteristics of an ad that can be displayed on a web page at the position of the ad tag. A request to view a page is sent to a server-resident parser. The parser accesses the template for the requested page, parses the conventional HTML codes, and provides such codes to the user. In addition, the parser "expands" each ad tag to standard HTML code that defines the characteristics of an ad. During expansion of ad tags, the parser determines from each ad tag the type of ad that can be inserted at the page position of the ad tag; a bin identifier defining which ads can be associated with the ad tag; a page identifier of the page associated with the ad tag; and various optional flags and codes. The parser generates a list of valid ads by searching through a conventional database, selects one that fulfills all the parameters of the ad tag, and generates HTML code linking a particular ad to the ad tag. That HTML code is then sent to the user. The parser program can also apply scheduling criteria to select ads from the generated list of eligible candidates.

Claims

1. A method for dynamically scheduling and displaying advertising on world wide web pages, comprising the steps of:

(a) receiving in a server computer a request from a client computer for a web page;

(b) accessing coded information defining the requested web page;

(c) determining if the coded information includes ad tags, each ad tag defining an associated location on the web page for an advertisement and characteristics of advertisements that may be displayed at such location;

(d) for each determined ad tag;

(1) scanning a set of one or more advertisements for advertisements that match the characteristics defined in such ad tag;

(2) selecting one such matching advertisement to display at the location associated with such ad tag;

(3) generating web page code that defines display and linkage characteristics for the selected advertisement; and

(4) sending the generated web page code from the server computer to the client computer for display by a browser program.

2. The method of claim 1, wherein each ad tag defines an associated advertisement type.

3. The method of claim 1, wherein each ad tag specifies an associated web page.

4. The method of claim 1, wherein the generated web page code comprises hypertext mark-up language code.

5. The method of claim 1, wherein the step of selecting one such matching advertisement to display at the location associated with such ad tag includes selecting such advertisement based on one of:

such advertisement having been selected least recently;

random selection;

time of day;

user-specific characteristics; and

the maximum number of times that such advertisement has been viewed in a specific time period.

6. The method of claim 1, further including the step of tracking the number of times each selected advertisement is viewed in a selected time period.

7. A computer program, residing on a computer-readable medium, for dynamically scheduling and displaying advertising on world wide web pages, comprising instructions for causing a computer to:

(a) receive in a server computer a request from a client computer for a web page;

(b) access coded information defining the requested web page;

(c) determine if the coded information includes ad tags, each ad tag defining an associated location on the web page for an advertisement and characteristics of advertisements that may be displayed at such location;

(d) for each determined ad tag;

(1) scan a set of one or more advertisements for advertisements that match the characteristics defined in such ad tag;

(2) select one such matching advertisement to display at the location associated with such ad tag;

(3) generate web page code that defines display and linkage characteristics for the selected advertisement; and

(4) send the generated web page code from the server computer to the client computer for display by a browser program.

8. The program of claim 7, wherein each ad tag defines an associated advertisement type.

9. The program of claim 7, wherein each ad tag specifies an associated web page.

10. The program of claim 7, wherein the generated web page code comprises hypertext mark-up language code.

11. The program of claim 7, wherein the instructions for causing a computer select one such matching advertisement to display at the location associated with such ad tag includes instructions for causing the computer to select such advertisement based on one of:

such advertisement having been selected least recently;

random selection;

time of day;

user-specific characteristics; and

the maximum number of times that such advertisement has been viewed in a specific time period.

12. The program of claim 7, further including further including instructions for causing the computer to track the number of times each selected advertisement is viewed in a selected time period.