Method and apparatus for local advertising

• US 6,487,538 B1
• Filed: 11/16/1998
• Issued: 11/26/2002
• Est. Priority Date: 11/16/1998
• Status: Expired due to Fees

• Current Assignee: Connexus Corporation
• Original Assignee: Sun Microsystems Incorporated (Oracle Corporation)
• Inventors: Venkataraman, Sriraman, Gupta, Amit, Baehr, Geoffrey
• Primary Examiner(s): Choi, Kyle J.
• Assistant Examiner(s): Jeanty, Romain
• Application Number:
  US09/192,874
• Time in Patent Office: 1,471 Days
• Field of Search: 705/14, 709/219, 709/218
• US Class Current: 705/14.66
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A method and apparatus for local advertising. Internet Service Providers (ISPs) or proxies owned by an ISP insert advertisements transmitted from a web host to a client. The advertisement may be stored in the proxy'"'"'s cache or may be retrieved from a web server for an advertiser. By providing the ISP with the ability to insert the advertisement, advertisements appear on small web sites that do not normally attract advertisers. Additionally, due to the number of advertisements placed by an ISP, small advertisers may have their advertisement appear in connection with frequently used web sites. One or more embodiments of the invention provide for an ISP to collect and store demographic information such as the user'"'"'s age, residence, credit history, etc. Additionally, stored information may include web sites the user has accessed, time spent on each web site, and any searches performed by the user. The profile information may be utilized by the proxy to conduct targeted advertising and to associate a cost with certain demographic information. The profile information may be evaluated by the ISP for advertisement insertion. Alternatively, the profile information may be forwarded to an advertiser or advertising agency that evaluates and forwards back an advertisement for the proxy to transmit to the user.

Claims

1. A method of advertising using a computer system comprising:

obtaining at least one user request at an Internet Service Provider from a known user of said Internet Service Provider, wherein said known user is a client of said Internet Service Provider;

obtaining information to be displayed to said known user from a first source, wherein said information to be displayed comprises information obtained in response to said at least one user request;

maintaining a history of all said information obtained in response to said at least one user request by said known user;

developing profile information relating to said known user from said history of all said information obtained in response to said at least one user request;

obtaining a first advertisement from said first source;

associating said first advertisement with said information to be displayed, wherein said associating said first advertisement is performed by said Internet Service Provider;

transmitting said information to be displayed to said known user;

transmitting said first advertisement to an advertisement slot of said known user;

said Internet Service Provider using said profile information for negotiating a cost for and selling said advertisement slot for at least one second advertisement to a second source without intervention from said known user;

said Internet Service Provider obtaining said at least one second advertisement from said second source;

associating said at least one second advertisement with said information to be displayed, wherein said associating said at least one second advertisement is performed by said Internet Service Provider;

transmitting said at least one second advertisement to said advertisement slot.

2. The method of claim 1 wherein said information to be displayed is a web page.

3. The method of claim 2 wherein said associating said at least one second advertisement with said information further comprises said Internet Service Provider initiating said negotiation for a cost for associating said at least one second advertisement with said information.

4. The method of claim 2 further comprising a web server initiating said negotiation for a cost for associating said at least one second advertisement with said information.

5. The method of claim 2 wherein said advertisement slot is identified by an HTML tag.

6. The method of claim 2 wherein said profile information comprises information regarding web pages displayed to said client.

7. The method of claim 6 wherein said profile information indicates an interest in a competitor of a topic of said second advertisement.

8. The method of claim 2 wherein said profile information comprises demographic information of said client.

9. The method of claim 2 wherein said profile information comprises personal information of said client.

10. The method of claim 2 wherein said profile information comprises network accesses of said client.

11. The method of claim 2 wherein said obtaining said at least one second advertisement is based on information comprising a mapping of profile information to an advertisement.

12. The method of claim 2 wherein a client contains said advertisement slot.

13. The method of claim 12 further comprising verifying that said second advertisement was transmitted to said client.

14. The method of claim 13 wherein said verifying step is by sampling.

15. the method of claim 13 wherein said verifying step comprises comparing a server'"'"'s log to said Internet Service Provider'"'"'s log.

16. The method of claim 2 further comprising:

obtaining an IP address and port number;

mapping said IP address and port number to a unique user identifier; and

utilizing said unique user identifier to map said profile information to a specific client.

17. the method of claim 1 further comprising obtaining said at least one second advertisement from an advertiser.

18. The method of claim 1 wherein said at least one second advertisement is stored in cache.

19. The method of claim 1 wherein said cost is based on a size of said advertisement.

20. The method of claim 1 wherein said cost is based on a location of said advertisement slot.

21. The method of claim 1 wherein said cost is based on a number of advertisements to be inserted.

22. The method of claim 1 wherein said cost is based on whether additional advertisements are to be displayed.

23. The method of claim 1 wherein said advertisement is associated with said information to be displayed based on a cost of said advertisement.

24. The method of claim 1 wherein said profile information comprises a time period that each of said information to be displayed is displayed.

25. The method of claim 1 further comprising maintaining said profile information transparent to said user.

26. The method of claim 1 wherein said profile information comprises user behavior patterns.

27. The method of claim 26 further comprising deriving said user behavior patterns from said at least one user request.

28. A method of advertising using a computer system comprising:

obtaining at least one user request at an Internet Service Provider from a known user of said Internet Service Provider, wherein said known user is a client of said Internet Service Provider;

obtaining information to be displayed from a first source, wherein said information to be displayed comprises information obtained in response to said at least one user request, and wherein said information further comprises identification of a location for displaying at least one advertisement;

developing profile information related to said at least one user request from information relating to said known user maintained by said Internet Service Provider;

obtaining a first advertisement from said first source;

associating said first advertisement with said information to be displayed, wherein said associating said first advertisement is performed by said Internet Service Provider, and wherein said associating said first advertisement further comprises inserting said first advertisement into said location;

transmitting said information to be displayed;

transmitting said first advertisement;

displaying said information to be displayed;

displaying said first advertisement in said location;

said Internet Service Provider using said profile information for negotiating a cost and for selling said location for at least one second advertisement with said information to be displayed to a second source without intervention from said known user;

said Internet Service Provider obtaining said at least one second advertisement from said second source;

associating said at least one second advertisement with said information to be displayed, wherein said associating said at least one second advertisement is performed by said Internet Service Provider, and wherein said associating said at least one second advertisement further comprises inserting said second advertisement into said location;

transmitting said second advertisement; and

displaying said second advertisement in said location.

29. The method of claim 28 wherein said information to be displayed is a web page.

30. The method of claim 29 wherein said second source is said Internet Service Provider.

31. The method of claim 29 further comprising said Internet Service Provider initiating said negotiation for a cost for associating said advertisement.

32. The method of claim 29 further comprising a web server initiating said negotiation for a cost for associating said advertisement.

33. The method of claim 29 wherein said location for displaying said advertisement is identified by an HTML tag.

34. The method of claim 29 wherein said profile information comprises information regarding web pages displayed to said client.

35. The method of claim 34 wherein said profile information indicates an interest in a competitor of a topic of said advertisement.

36. The method of claim 29 wherein said profile information comprises demographic information of said client.

37. The method of claim 29 wherein said profile information comprises personal information of said client.

38. The method of claim 29 wherein said profile information comprises network accesses of said client.

39. The method of claim 29 wherein said obtaining said advertisement is based on information comprising a mapping of profile information to an advertisement.

40. The method of claim 29 wherein a client contains said advertisement slot.

41. The method of claim 40 further comprising verifying that said advertisement was transmitted to said client.

42. The method of claim 41 wherein said verifying step is by sampling.

43. The method of claim 41 wherein said verifying step comprises comparing a server'"'"'s log to a log of said proxy.

44. The method of claim 29 further comprising:

obtaining an IP address and port number;

mapping said IP address and port number to a unique user identifier; and

utilizing said unique user identifier to map said profile information to a specific client.

45. The method of claim 28 wherein said second source is an advertiser.

46. The method of claim 28 wherein said advertisement is stored in cache.

47. The method of claim 28 wherein said cost is based on a size of said advertisement.

48. The method of claim 28 wherein said cost is based on a location of said available space.

49. The method of claim 28 wherein said cost is based on a number of advertisements to be inserted.

50. The method of claim 28 wherein said cost is based on whether additional advertisements are to be displayed.

51. The method of claim 28 wherein said advertisement is associated based on a cost of said advertisement.

52. A system comprising:

a processor;

a memory coupled to said processor;

code executed by said processor, wherein said code is configured to transmit advertisements;

said code, when executed by said processor, performs the steps of;

obtaining at least one user request at a Internet Service Provider from a known user of said Internet Service Provider, wherein said known user is a client of said Internet Service Provider;

obtaining information to be displayed to said known user from a first source, wherein said information to be displayed comprises information obtained in response to said at least one user request;

developing profile information related to said at least one user request from information relating to said known user maintained by said Internet Service Provider;

obtaining a first advertisement from said first source;

associating said first advertisement with said information to be displayed, wherein said associating said first advertisement is performed by said Internet Service Provider;

transmitting said information to be displayed;

transmitting said first advertisement to an advertisement slot;

said Internet Service Provider using said profile information for negotiating a cost and selling said advertisement slot for at least one second advertisement to a second source without intervention from said known user;

said Internet Service Provider obtaining said at least one second advertisement from said second source, wherein said at least one second advertisement is based on said profile information;

associating said at least one second advertisement with said information to be displayed, wherein said method of associating said at least one second advertisement is performed by said Internet Service Provider; and

transmitting said at least one second advertisement to said advertisement slot.

53. The system of claim 52 wherein said information to be displayed is a web page.

54. The system of claim 53, wherein a client contains said advertisement slot.

55. The method of claim 52 wherein said profile information comprises a time period that each of said information to be displayed is displayed.

56. The method of claim 52 further comprising maintaining said profile information transparent to said user.

57. The method of claim 52 wherein said profile information comprises user behavior patterns.

61. The system of claim 57, wherein a client contains said advertisement slot.

59. A system comprising:

a processor;

a memory coupled to said processor;

code executed by said processor, wherein said code is configured to transmit advertisements;

said code, when executed by said processor, performs the steps of;

obtaining at least one user request at a Internet Service Provider from a known user of said Internet Service Provider, wherein said known user is a client of said Internet Service Provider;

obtaining information to be displayed from a first source, wherein said information to be displayed to said known user comprises information obtained in response to said at least one user request, and wherein said information further comprises identification of a location for displaying at least one advertisement;

developing profile information related to said at least one user request from information relating to said known user maintained by said Internet Service Provider;

obtaining a first advertisement from said first source;

associating said first advertisement with said information to be displayed, wherein said associating said first advertisement is performed by said Internet Service Provider, and wherein said associating said first advertisement further comprises inserting said first advertisement into said location;

transmitting said information to be displayed;

transmitting said first advertisement to an advertisement slot;

displaying said information to be displayed;

displaying said first advertisement in said location;

said Internet Service Provider using said profile information for negotiating a cost for and selling said advertisement slot for at least one second advertisement to a second source without intervention from said known user;

said Internet Service Provider obtaining said at least one second advertisement from said second source, wherein said at least one second advertisement is based on said profile information;

associating said at least one second advertisement with said information to be displayed, wherein said method of associating said at least one second advertisement is performed by said Internet Service Provider, and wherein said method of associating said at least one second advertisement further comprises inserting said second advertisement into said location;

transmitting said at least one second advertisement to said advertisement slot; and

displaying said second advertisement in said location.

60. The system of claim 59 wherein said information to be displayed is a web page.

62. A computer program product comprising:

a computer usable medium having computer readable program code embodied therein configured to advertise, said computer program product comprising;

computer executable code configured to cause a computer to obtain at least one user request at a Internet Service Provider from a known user of said Internet Service Provider, wherein said known user is a client of said Internet Service Provider;

computer executable code configured to cause a computer to obtain information to be displayed to said known user from a first source, wherein said information to be displayed comprises information obtained in response to said at least one user request;

computer executable code configured to cause a computer to develop profile information related to said at least one user request from information relating to said known user maintained by said Internet Service Provider;

computer readable code configured to cause a computer to obtain a first advertisement;

computer executable code configured to cause a computer to associate said first advertisement with said information to be displayed, wherein said association of said first advertisement is performed by said Internet Service Provider;

computer executable code configured to cause a computer to transmit said information to be displayed;

computer executable code configured to cause a computer to transmit said first advertisement to an advertisement slot;

computer executable code configured to cause said Internet Service Provider to use said profile information to negotiate a cost for and selling said advertisement slot for at least one second advertisement to a second source without intervention from said known user;

computer executable code configured to cause said Internet Service Provider to obtain said at least one second advertisement from said second source, wherein said at least one second advertisement is based on said profile information;

computer executable code configured to cause a computer to associate said at least one second advertisement with said information to be displayed, wherein said association of said at least one second advertisement is performed by said Internet Service Provider; and

computer executable code configured to cause a computer to transmit said at least one second advertisement to said advertisement slot.

58. The method of claim 67 further comprising deriving said user behavior patterns from said at least one user request.

63. The computer program product of claim 62 wherein said information to be displayed is a web page.

64. The computer program product of claim 63, further comprising computer readable code configured to cause a computer to provide said information to be displayed and said second advertisement to a client.

65. The method of claim 62 wherein said profile information comprises a time period that said information to be displayed is displayed.

66. The method of claim 62 further comprising maintaining said profile information transparent to said user.

67. The method of claim 62 wherein said profile information comprises user behavior patterns.

68. The method of claim 67 further comprising deriving said user behavior patterns from said at least one user request.

69. A computer program product comprising:

a computer usable medium having computer readable program code embodied therein configured to advertise, said computer program product comprising;

computer executable code configured to cause a computer to obtain at least one user request at a Internet Service Provider from a known user of said Internet Service Provider, wherein said known user is a client of said Internet Service Provider;

computer executable code configured to cause a computer to obtain information to be displayed to said known user from a first source, wherein said information to be displayed comprises information obtained in response to said at least one user request, and wherein said information further comprises identification of a location for displaying at least one advertisement;

computer executable code configured to cause a computer to develop profile information related to said at least one user request from information relating to said known user maintained by said Internet Service Provider;

computer executable code configured to cause a computer to obtain a first advertisement from said first source;

computer executable code configured to cause a computer to associate said first advertisement with said information to be displayed, wherein said association of said first advertisement is performed by said Internet Service Provider, and wherein said association of said first advertisement further comprises inserting said first advertisement into said location;

computer executable code configured to cause a computer to transmit said information to be displayed;

computer executable code configured to cause a computer to transmit said first advertisement to an advertisement slot;

computer executable code configured to cause a computer to display said information to be displayed;

computer executable code configured to cause a computer to display said first advertisement in said location;

computer executable code configured to cause said Internet Service Provider to use said profile information to negotiate a cost for and selling said location for at least one second advertisement to a second source without intervention from said known user;

computer executable code configured to cause said Internet Service Provider to obtain said at least one second advertisement from said second source, wherein said at least one second advertisement is based on said profile information;

computer executable code configured to cause a computer to associate said at least one second advertisement with said information to be displayed, wherein said association of said at least one second advertisement is performed by said Internet Service Provider, and wherein said association of said at least one second advertisement further comprises inserting said second advertisement into said location;

computer executable code configured to cause a computer to transmit said at least one second advertisement to said advertisement slot; and

computer readable code configured to cause a computer to display said second advertisement in said location.

70. The computer program product of claim 69 wherein said information to be displayed is a web page.