Tracking user micro-interactions with web page advertising

• US 6,393,407 B1
• Filed: 09/02/1998
• Issued: 05/21/2002
• Est. Priority Date: 09/11/1997
• Status: Expired due to Term

• Current Assignee: Andreas Acquisitions, LLC
• Original Assignee: Enliven, Inc. (Extreme Reach, Inc.)
• Inventors: White, Gregory T., Middleton, Thomas M. III
• Primary Examiner(s): Millin, Vincent
• Assistant Examiner(s): Kazimi, Hani M.
• Application Number:
  US09/146,012
• Time in Patent Office: 1,357 Days
• Field of Search: 705/10, 705/14, 705/27, 705/40, 709/224, 709/226, 345/333, 345/334, 345/335, 345/145, 345/146
• US Class Current: 705/14.73
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

In connection with display of advertising within Web pages, an applet is downloaded to the user'"'"'s Web browser to track the user'"'"'s interactions with the Web page. Tracked user interactions include mouse cursor position, time displayed on page, time of mouse cursor hovering over the advertisement, and so on. At an appropriate time, such as when the display of the Web page is terminated, the applet forwards logged interaction information from the client to a remote server, the remote server being typically controlled by an advertiser, rating service or the like. As a result, the advertiser may track consumer response to advertising impressions on a Web page without requiring the user to download other pages. This allows advertisers to track user response to specific elements of the Web page as well as to better infer information about the user'"'"'s interests in an effort to qualify the user prior to presenting subsequent advertising.

Claims

1. In a distributed computing system for displaying information, a method comprising the steps of

displaying to a user a representation of a page in electronic form, the page containing at least one advertisement composed of two or more regions, each region containing a visual element of the advertisement;

tracking user micro-interactions with each of the elements in the advertisement through the steps of;

maintaining a list of elements displayed in the advertisement;

determining when a screen pointer hover occurs within a particular element of the advertisement, and the screen pointer hover occurring without requiring a user interaction on the element; and

creating a micro-interaction data record in response thereto;

logging the micro-interaction data records while the advertisement is being displayed to the user;

sending the micro-interaction data records to a remote server by opening a connection to the remote server and sending an HTTP GET message to the remote server over the connection, the HTTP GET message containing the micro-interaction data records; and

wherein the micro-interaction data records are encoded as to appear as part of an extended dummy address field in the HTTP GET message.