Agent-based technique for implementing browser-initiated user-transparent interstitial web advertising in a client computer

• US 6,785,659 B1
• Filed: 07/13/1999
• Issued: 08/31/2004
• Est. Priority Date: 05/15/1998
• Status: Expired due to Term

• Current Assignee: Andreas Acquisitions, LLC
• Original Assignee: Unicast Communications Corporation (Extreme Reach, Inc.)
• Inventors: Lee, Wei-Yeh, Landsman, Rick W.
• Primary Examiner(s): Stamber, Eric W.
• Assistant Examiner(s): Retta, Yehdega
• Application Number:
  US09/352,623
• Time in Patent Office: 1,876 Days
• Field of Search: 705/14, 707/513, 709/203
• US Class Current: 705/14.73
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0262 during computer stand-by mode
• CPC Class Codes: G06Q 30/0268 at point-of-sale [POS]
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]
• CPC Class Codes: Y10S 707/99942 Manipulating data structure, e.g. compression, compaction, compilation

Abstract

A technique for implementing in a networked client-server environment, e.g., the Internet, network-distributed advertising in which advertisements are downloaded, from an advertising server to a browser executing at a client computer, in a manner transparent to a user situated at the browser, and subsequently displayed, by that browser on an interstitial basis, in response to a click-stream generated by the user to move from one web page to the next. Specifically, an HTML advertising tag is embedded into a referring web page. This tag contains two components. One component effectively downloads, from an distribution web server and to an extent necessary, and then persistently instantiates an agent at the client browser. This agent “politely” and transparently downloads advertising files (media and where necessary player files), originating from an ad management system residing on a third-party advertising web server, for a given advertisement into browser cache and subsequently plays those media files through the browser on an interstitial basis and in response to a user click-stream. The other component is a reference, in terms of a web address, of the advertising management system. This latter reference totally “decouples” advertising content from a web page such that a web page, rather than embedding actual advertising content within the page itself, merely includes an advertising tag that refers, via a URL, to a specific ad management system rather than to a particular advertisement or its content. The ad management system selects the given advertisement that is to be downloaded, rather than having that selection or its content being embedded in the web content page.

Claims

1. Apparatus for rendering an information object in response to a first web page, the apparatus comprising:

a processor;

a memory connected to the processor and storing computer executable instructions, the instructions representing page content and embedded code, the first web page being stored in the memory and containing both the page content and the embedded code; and

an output device responsive to the processor;

wherein the processor, in response to the computer executable instructions, downloads, as a result of executing the embedded code during processing the instructions on the page, an agent from a first server, and then executes the agent, such that the processor, through the agent;

downloads to the memory, and while the first web page is being rendered on the output device, both a manifest file associated with the information object from a second server into the memory and at least one additional file as specified in the manifest file from a corresponding file server, wherein the manifest file specifies at least one predefined informational file that comprises part of the information object, a network address at which the one informational file can be accessed and associated configuration information necessary to properly render the information object;

detects a user-initiated event for initiating a transition from the first web page to a second web page and which signifies a start of an interstitial interval; and

in response to an occurrence of the event;

ceases downloading of a further file specified in the manifest file, to the extent any downloading of the further file is then occurring; and

processes files for an information object that has been previously downloaded and is currently ready to be rendered so as to render the previously downloaded information object during the interstitial interval to the user.

2. The apparatus in claim 1 wherein the information object comprises a web advertisement, the code comprises advertising code and the manifest file specifies at least one advertisement file such that the further file constitutes a further advertisement file.

3. The apparatus in claim 2 wherein the processor, through the agent and during the interstitial interval, downloads the second web page from an associated web server in lieu of downloading the further advertisement file.

4. The apparatus in claim 3 wherein the processor, through execution of the advertising code, downloads the agent in a user-transparent manner, from the first server while the first web page is being rendered through the output device to a user.

5. The apparatus in claim 4 wherein the agent comprises first and second applets.

6. The apparatus in claim 5 wherein the processor, in response to executing the advertising code while the first web page is being rendered:

downloads the first applet; and

once the first applet is downloaded, instantiates and then executes the first applet.

7. The apparatus in claim 6 wherein the processor, during execution of the first applet:

instantiates and starts execution of the second applet; and

monitors the click-stream so as to detect the user-initiated event such that the processor;

instructs the second applet to download the manifest file for the web advertisement from the second server into browser storage residing in the memory; and

in response to an occurrence of the event, instructs the second applet to cease the download of the further advertisement file specified in the manifest file, to the extent any downloading of said further advertisement file is then occurring, and initiates processing through a browser, of files for the previously downloaded advertisement so as to render the previously downloaded advertisement during the next interstitial interval to the user.

8. The apparatus in claim 7 wherein the first and second servers are a distribution server and an advertising file server, respectively.

9. The apparatus in claim 7 wherein the processor, in response to executing the advertising code:

determines, through the agent, whether a new version of either the first or second applets then resides on the first server relative to a corresponding version, if any, of the first and second applets, respectively, then residing in the browser storage; and

if said new version exists on the first server, downloads the new version from the first server into the browser storage and executes the new version in lieu of the corresponding version.

10. The apparatus in claim 7 wherein the first and second applets comprise a Transition Sensor applet and an Ad Controller applet, respectively.

11. The apparatus in claim 4 wherein the manifest file comprises an Ad Descriptor file having a manifest of names of a plurality of predefined advertising files and associated configuration information necessary to properly play the downloaded advertisement through the browser.

12. The apparatus in claim 11 wherein the agent comprises first and second applets.

13. The apparatus in claim 12 wherein the processor, in response to executing the advertising code while the first web page is being rendered:

downloads the first applet; and

once the first applet is downloaded, instantiates and then executes the first applet.

14. The apparatus in claim 13 wherein the processor, during execution of the first applet:

instantiates and starts execution of the second applet; and

monitors the click-stream so as to detect the user-initiated event such that the processor;

instructs the second applet to download the manifest file for the web advertisement from the second server into browser storage residing in the memory; and

in response to an occurrence of the event, instructs the second applet to cease the download of the further advertisement file specified in the manifest file, to the extent any downloading of said further advertisement file is then occurring, and initiates processing through a browser, of files for the previously downloaded advertisement so as to render the previously downloaded advertisement during the next interstitial interval to the user.

15. The apparatus in claim 14 wherein the first and second servers are a distribution server and an advertising file server, respectively.

16. The apparatus in claim 14 wherein the processor, in response to executing the advertising code:

determines, through the agent, whether a new version of either the first or second applets then resides on the first server relative to a corresponding version, if any, of the first and second applets, respectively, then residing in the browser storage; and

if said new version exists on the first server, downloads the new version from the first server into the browser storage and executes the new version in lieu of the corresponding version.

17. The apparatus in claim 14 wherein the first and second applets comprise a Transition Sensor applet and an Ad Controller applet, respectively.

18. The apparatus in claim 11 wherein the Ad Descriptor file comprises a list having:

a name of each player and media file that constitutes the downloaded advertisement, a corresponding network address at which said each file can be accessed, configuration information for at least one of the player files for properly configuring the corresponding player to render an associated media file.

19. The apparatus in claim 5 wherein the advertising code further comprises a component specifying the second server.

20. The apparatus in claim 19 wherein the processor, during execution of the second applet and in response to the component contained in the code, downloads an Ad Descriptor file originating from the second server specified in the second component, the second server being an advertising server.

21. The apparatus in claim 20 wherein the first and second servers are a distribution server and an advertising file server, respectively.

22. The apparatus in claim 10 wherein the Ad Controller applet comprises a download queue and a play queue, wherein, the processor during execution of the Ad Controller applet:

inserts an associated Ad Descriptor file for a advertisement to be downloaded into an end of the download queue;

downloads advertising files specified in a given Ad Descriptor file, then situated at a head of the download queue, into browser storage;

once all the advertising files specified in the given Ad Descriptor file for a corresponding advertisement reside in the browser storage on the computer, removes the given Ad Descriptor file from the download queue and inserts the given Ad Descriptor file into an end of the play queue; and

in response to the user-initiated event and during the ensuing interstitial interval, processes advertising files specified in a specific Ad Descriptor file then situated at a head of the play queue so as to render, through the output device, an advertisement, corresponding to the specific Ad Descriptor file, to the user.

23. The apparatus in claim 22 wherein the agent, in response to the occurrence of the user-initiated event, generates a stop event which, when processed by the agent, suspends the downloading of further advertisement files and initiates processing of files specified in the Ad Descriptor file, then situated at the head of the play queue, so as to render the web advertisement associated therewith during the ensuing interstitial interval.

24. The apparatus in claim 23 wherein the Transition Sensor applet monitors a user click stream so as to detect the user-initiated event and, in response thereto, produce the stop event, and wherein Ad Controller applet processes the stop event to suspend said downloading of further advertisement files and to render the advertisement associated with the Ad Descriptor file then situated at the head of the play queue.

25. The apparatus in claim 24 wherein the output device is a display.

26. The apparatus in claim 24 wherein the first and second servers are a distribution server and an advertising file server, respectively.

27. The apparatus in claim 7 wherein the agent further comprises an applet registry for providing inter-applet communication between the Transition Sensor and Ad Controller applets.

28. The apparatus in claim 7 wherein the processor, in response to execution of the agent, overrides default life cycle methods defined in the browser with corresponding substitute methods such that the agent persistently remains in browser storage as the browser transitions across successive web pages and different web sites.

29. The apparatus in claim 28 wherein the life cycle methods comprise at least one of start, run, stop, initialize and destroy methods.

30. The apparatus in claim 28 wherein the first and second servers are a distribution server and an advertising file server, respectively.

31. The apparatus in claim 7 wherein the processor, through the agent, processes each advertisement as a separate thread so as to effectuate pipe-lined processing of advertisements.

32. The apparatus in claim 31 wherein the first and second servers are a distribution server and an advertising file server, respectively.

33. The apparatus in claim 4 wherein the advertising code comprises an advertising tag and the processor, in response to execution of the tag:

dynamically writes a plurality of predefined applet tags that collectively implement a script into the first web page; and

downloads, in response to subsequent execution of the script, the agent from the first server into the memory and thereafter instantiates and executes the agent.

34. The apparatus in claim 33 wherein the agent comprises first and second applets.

35. The apparatus in claim 34 wherein the processor, in response to executing the advertising tag while the first web page is being rendered:

downloads the first applet; and

once the first applet is downloaded, instantiates and then executes the first applet.

36. The apparatus in claim 35 wherein the processor, during execution of the first applet:

instantiates and starts execution of the second applet; and

monitors the click-stream so as to detect the user-initiated event such that the processor;

instructs the second applet to download the manifest file for the web advertisement from the second server into browser storage residing in the memory; and

in response to an occurrence of the event, instructs the second applet to cease the download of the further advertisement file specified in the manifest file, to the extent any downloading of said further advertisement file is then occurring, and initiates processing through a browser, of files for the previously downloaded advertisement so as to render the previously downloaded advertisement during the next interstitial interval to the user.

37. The apparatus in claim 36 wherein the first and second servers are a distribution server and an advertising file server, respectively.

38. The apparatus in claim 36 wherein the processor, in response to executing the advertising tag:

determines, through the agent, whether a new version of either the first or second applets then resides on the first server relative to a corresponding version, if any, of the first and second applets, respectively, then residing in the browser storage; and

if said new version exists on the first server, downloads the new version from the first server into the browser storage and executes the new version in lieu of the corresponding version.

39. The apparatus in claim 36 wherein the first and second applets comprise a Transition Sensor applet and an Ad Controller applet, respectively.

40. The apparatus in claim 33 wherein the manifest file comprises an Ad Descriptor file having a manifest of names of a plurality of predefined advertising files and associated configuration information necessary to properly play the downloaded advertisement through the browser.

41. The apparatus in claim 40 wherein the agent comprises first and second applets.

42. The apparatus in claim 41 wherein the processor, in response to executing the advertising tag while the first web page is being rendered:

downloads the first applet; and

once the first applet is downloaded, instantiates and then executes the first applet.

43. The apparatus in claim 42 wherein the processor, during execution of the first applet:

instantiates and starts execution of the second applet; and

monitors the click-stream so as to detect the user-initiated event such that the processor;

instructs the second applet to download the manifest file for the web advertisement from the second server into browser storage residing in the memory; and

in response to an occurrence of the event, instructs the second applet to cease the download of the further advertisement file specified in the manifest file, to the extent any downloading of said further advertisement file is then occurring, and initiates processing through a browser, of files for the previously downloaded advertisement so as to render the previously downloaded advertisement during the next interstitial interval to the user.

44. The apparatus in claim 43 wherein the first and second servers are a distribution server and an advertising file server, respectively.

45. The apparatus in claim 43 wherein the processor, in response to executing the advertising tag:

determines, through the agent, whether a new version of either the first or second applets then resides on the first server relative to a corresponding version, if any, of the first and second applets, respectively, then residing in the browser storage; and

if said new version exists on the first server, downloads the new version from the first server into the browser storage and executes the new version in lieu of the corresponding version.

46. The apparatus in claim 43 wherein the first and second applets comprise a Transition Sensor applet and an Ad Controller applet, respectively.

47. The apparatus in claim 40 wherein the Ad Descriptor file comprises a list having:

a name of each player and media file that constitutes the downloaded advertisement, a corresponding network address at which said each file can be accessed, configuration information for at least one of the player files for properly configuring the corresponding player to render an associated media file.

48. The apparatus in claim 33 wherein the advertising tag further comprises a component specifying the second server.

49. The apparatus in claim 48 wherein the processor, during execution of the second applet and in response to the component contained in the tag, downloads an Ad Descriptor file originating from the second server specified in the second component, the second server being an advertising server.

50. The apparatus in claim 49 wherein the first and second servers are a distribution server and an advertising file server, respectively.

51. The apparatus in claim 39 wherein the Ad Controller applet comprises a download queue and a play queue, wherein, the processor during execution of the Ad Controller applet:

inserts an associated Ad Descriptor file for a advertisement to be downloaded into an end of the download queue;

downloads advertising files specified in a given Ad Descriptor file, then situated at a head of the download queue, into browser storage;

once all the advertising files specified in the given Ad Descriptor file for a corresponding advertisement reside in the browser storage on the computer, removes the given Ad Descriptor file from the download queue and inserts the given Ad Descriptor file into an end of the play queue; and

in response to the user-initiated event and during the ensuing interstitial interval, processes advertising files specified in a specific Ad Descriptor file then situated at a head of the play queue so as to render, through the output device, an advertisement, corresponding to the specific Ad Descriptor file, to the user.

52. The apparatus in claim 51 wherein the agent, in response to the occurrence of the user-initiated event, generates a stop event which, when processed by the agent, suspends the downloading of further advertisement files and initiates processing of files specified in the Ad Descriptor file, then situated at the head of the play queue, so as to render the web advertisement associated therewith during the ensuing interstitial interval.

53. The apparatus in claim 52 wherein the Transition Sensor applet monitors a user click stream so as to detect the user-initiated event and, in response thereto, produce the stop event, and wherein Ad Controller applet processes the stop event to suspend said downloading of further advertisement files and to render the advertisement associated with the Ad Descriptor file then situated at the head of the play queue.

54. The apparatus in claim 53 wherein the output device is a display.

55. The apparatus in claim 53 wherein the first and second servers are a distribution server and an advertising file server, respectively.

56. The apparatus in claim 36 wherein the agent further comprises an applet registry for providing inter-applet communication between the Transition Sensor and Ad Controller applets.

57. The apparatus in claim 36 wherein the processor, in response to execution of the agent, overrides default life cycle methods defined in the browser with corresponding substitute methods such that the agent persistently remains in browser storage as the browser transitions across successive web pages and different web sites.

58. The apparatus in claim 57 wherein the life cycle methods comprise at least one of start, run, stop, initialize and destroy methods.

59. The apparatus in claim 57 wherein the first and second servers are a distribution server and an advertising file server, respectively.

60. The apparatus in claim 36 wherein the processor, through the agent, processes each advertisement as a separate thread so as to effectuate pipe-lined processing of advertisements.

61. The apparatus in claim 60 wherein the first and second servers are a distribution server and an advertising file server, respectively.

62. In a computer having a processor, a memory connected to the processor and storing computer executable instructions, the instructions representing page content and embedded code, a first web page being stored in the memory and containing both the page content and the embedded code, and an output device responsive to the processor, a method for rendering an information object in response to the first web page comprising the steps of:

downloading, as a result of executing the embedded code during processing of the instructions on the first web page, an agent from a first server, and then executing the agent, such that the processor, and through the agent;

downloading to the memory, and while the first web page is being rendered on the output device, both a manifest file associated with the information object from a second server into the memory and at least one additional file as specified in the manifest file from a corresponding file server, wherein the manifest file specifies at least one predefined informational file that comprises part of the information object, a network address at which the one informational file can be accessed and associated configuration information necessary to properly render the information object;

detecting a user-initiated event for initiating a transition from the first web page to a second web page and which signifies a start of an interstitial interval; and

in response to an occurrence of the event;

ceasing downloading of a further file specified in the manifest file, to the extent any downloading of the further file is then occurring; and

processing files for an information object that has been previously downloaded and is currently ready to be rendered so as to render the previously downloaded information object during the interstitial interval to the user.

63. The method in claim 62 wherein the information object comprises a web advertisement, the code comprises advertising code and the manifest file specifies at least an additional file such that the further file constitutes a further advertisement file.

64. The method in claim 63 further comprising the step, performed through the agent and during the interstitial interval, of downloading the second web page from an associated web server in lieu of downloading the further advertisement file.

65. The method in claim 64 further comprising the step performed by the processor, through execution of the advertising code, of downloading the agent in a user-transparent manner, from the first server while the first web page is being rendered through the output device to a user.

66. The method in claim 65 wherein the agent comprises first and second applets.

67. The method in claim 66 further comprising the steps, performed by the processor in response to executing the advertising code while the first web page is being rendered, of:

downloading the first applet; and

once the first applet is downloaded, instantiating and then executing the first applet.

68. The method in claim 67 further comprising the steps performed by the processor, during execution of the first applet, of:

instantiating and starting execution of the second applet; and

monitoring the click-stream so as to detect the user-initiated event comprising the steps of;

instructing the second applet to download the manifest file for the web advertisement from the second server into browser storage residing in the memory; and

in response to an occurrence of the event, instructing the second applet to cease the download of the further advertisement file specified in the manifest file, to the extent any downloading of said further advertisement file is then occurring, and initiating processing through a browser, of files for the previously downloaded advertisement so as to render the previously downloaded advertisement during the next interstitial interval to the user.

69. The method in claim 68 further comprising the steps, performed by the processor in response to executing the advertising code, of:

determining, through the agent, whether a new version of either the first or second applets then resides on the first server relative to a corresponding version, if any, of the first and second applets, respectively, then residing in the browser storage; and

if said new version exists on the first server, downloading the new version from the first server into the browser storage and executing the new version in lieu of the corresponding version.

70. The method in claim 68 wherein the first and second applets comprise a Transition Sensor applet and an Ad Controller applet, respectively.

71. The method in claim 65 wherein the manifest file comprises an Ad Descriptor file having a manifest of names of a plurality of predefined advertising files and associated configuration information necessary to properly play the downloaded advertisement through the browser.

72. The method in claim 71 wherein the agent comprises first and second applets.

73. The method in claim 72 further comprising the steps, performed by the processor in response to executing the advertising code while the first web page is being rendered, of:

downloading the first applet; and

once the first applet is downloaded, instantiating and then executing the first applet.

74. The method in claim 73 further comprising the steps, performed by the processor during execution of the first applet, of:

instantiating and starting execution of the second applet; and

monitoring the click-stream so as to detect the user-initiated event comprising the steps of;

instructing the second applet to download the manifest file for the web advertisement from the second server into browser storage residing in the memory; and

in response to an occurrence of the event, instructing the second applet to cease the download of the further advertisement file specified in the manifest file, to the extent any downloading of said further advertisement file is then occurring, and initiating processing through a browser, of files for the previously downloaded advertisement so as to render the previously downloaded advertisement during the next interstitial interval to the user.

75. The method in claim 74 further comprising the steps, performed by the processor in response to executing the advertising code, of:

determining, through the agent, whether a new version of either the first or second applets then resides on the first server relative to a corresponding version, if any, of the first and second applets, respectively, then residing in the browser storage; and

if said new version exists on the first server, downloading the new version from the first server into the browser storage and executing the new version in lieu of the corresponding version.

76. The method in claim 74 wherein the first and second applets comprise a Transition Sensor applet and an Ad Controller applet, respectively.

77. The method in claim 71 wherein the Ad Descriptor file comprises a list having:

a name of each player and media file that constitutes the downloaded advertisement, a corresponding network address at which said each file can be accessed, configuration information for at least one of the player files for properly configuring the corresponding player to render an associated media file.

78. The method in claim 66 wherein the advertising code further comprises a component specifying the second server.

79. The method in claim 78 further comprising the steps, performed by the processor during execution of the second applet and in response to the component contained in the code, of downloading an Ad Descriptor file originating from the second server specified in the second component, the second server being an advertising server.

80. The method in claim 70, wherein the Ad Controller applet comprises a download queue and a play queue, further comprising the steps, performed by the processor during execution of the Ad Controller applet, of:

inserting an associated Ad Descriptor file for a advertisement to be downloaded into an end of the download queue;

downloading advertising files specified in a given Ad Descriptor file, then situated at a head of the download queue, into browser storage;

once all the advertising files specified in the given Ad Descriptor file for a corresponding advertisement reside in the browser storage on the computer, removing the given Ad Descriptor file from the download queue and inserting the given Ad Descriptor file into an end of the play queue; and

in response to the user-initiated event and during the ensuing interstitial interval, processing advertising files specified in a specific Ad Descriptor file then situated at a head of the play queue so as to render, through the output device, an advertisement, corresponding to the specific Ad Descriptor file, to the user.

81. The method in claim 80 further comprising the step, performed through the agent in response to the occurrence of the user-initiated event, of generating a stop event which, when subsequently processed by the agent, suspends the downloading of further advertisement files and initiates processing of files specified in the Ad Descriptor file, then situated at the head of the play queue, so as to render the web advertisement associated therewith during the ensuing interstitial interval.

82. The method in claim 81 further comprising the step, performed through the Transition Sensor applet, of monitoring a user click stream so as to detect the user-initiated event and, in response thereto, producing the stop event, and the step, performed through the Ad Controller applet, of processing the stop event to suspend said downloading of further advertisement files and to render the advertisement associated with the Ad Descriptor file then situated at the head of the play queue.

83. The method in claim 68 further comprising the step, performed by the processor in response to execution of the agent, of overriding default life cycle methods defined in the browser with corresponding substitute methods such that the agent persistently remains in browser storage as the browser transitions across successive web pages and different web sites.

84. The method in claim 83 wherein the life cycle methods comprise at least one of start, run, stop, initialize and destroy methods.

85. The method in claim 68 further comprising the step, performed through the agent, of processing each advertisement as a separate thread so as to effectuate pipe-lined processing of advertisements.

86. The method in claim 65 wherein the advertising code comprises an advertising tag, further comprising the step, performed by the processor in response to execution of the tag, of:

dynamically writing a plurality of predefined applet tags that collectively implement a script into the first web page; and

downloading, in response to subsequent execution of the script, the agent from the first server into the memory and thereafter instantiating and executing the agent.

87. The method in claim 86 wherein the agent comprises first and second applets.

88. The method in claim 87 further comprising the steps, performed by the processor in response to executing the advertising tag while the first web page is being rendered, of:

downloading the first applet; and

once the first applet is downloaded, instantiating and then executing the first applet.

89. The method in claim 88 further, comprising the steps performed by the processor during execution of the first applet, of:

instantiating and starting execution of the second applet; and

monitoring the click-stream so as to detect the user-initiated event comprising the steps of;

instructing the second applet to download the manifest file for the web advertisement from the second server into browser storage residing in the memory; and

in response to an occurrence of the event, instructing the second applet to cease the download of the further advertisement file specified in the manifest file, to the extent any downloading of said further advertisement file is then occurring, and initiating processing through a browser, of files for the previously downloaded advertisement so as to render the previously downloaded advertisement during the next interstitial interval to the user.

90. The method in claim 89 further comprising the steps, performed through the processor in response to executing the advertising tag, of:

determining, through the agent, whether a new version of either the first or second applets then resides on the first server relative to a corresponding version, if any, of the first and second applets, respectively, then residing in the browser storage; and

if said new version exists on the first server, downloading the new version from the first server into the browser storage and executing the new version in lieu of the corresponding version.

91. The method in claim 89 wherein the first and second applets comprise a Transition Sensor applet and an Ad Controller applet, respectively.

92. The method in claim 86 wherein the manifest file comprises an Ad Descriptor file having a manifest of names of a plurality of predefined advertising files and associated configuration information necessary to properly play the downloaded advertisement through the browser.

93. The method in claim 92 wherein the agent comprises first and second applets.

94. The method in claim 93 further comprising the steps, performed by the processor in response to executing the advertising tag while the first web page is being rendered, of:

downloading the first applet; and

once the first applet is downloaded, instantiating and then executing the first applet.

95. The method in claim 94 further comprising the steps, performed by the processor during execution of the first applet, of:

instantiating and starting execution of the second applet; and

monitoring the click-stream so as to detect the user-initiated event comprising the steps of;

instructing the second applet to download the manifest file for the web advertisement from the second server into browser storage residing in the memory; and

in response to an occurrence of the event, instructing the second applet to cease the download of the further advertisement file specified in the manifest file, to the extent any downloading of said further advertisement file is then occurring, and initiating processing through a browser, of files for the previously downloaded advertisement so as to render the previously downloaded advertisement during the next interstitial interval to the user.

96. The method in claim 95 further comprising the steps, performed by the processor in response to executing the advertising tag, of:

determining, through the agent, whether a new version of either the first or second applets then resides on the first server relative to a corresponding version, if any, of the first and second applets, respectively, then residing in the browser storage; and

if said new version exists on the first server, downloading the new version from the first server into the browser storage and executing the new version in lieu of the corresponding version.

97. The method in claim 95 wherein the first and second applets comprise a Transition Sensor applet and an Ad Controller applet, respectively.

98. The method in claim 92 wherein the Ad Descriptor file comprises a list having:

a name of each player and media file that constitutes the downloaded advertisement, a corresponding network address at which said each file can be accessed, configuration information for at least one of the player files for properly configuring the corresponding player to render an associated media file.

99. The method in claim 86 wherein the advertising tag further comprises a component specifying the second server.

100. The method in claim 99 further comprising the step, performed by the processor during execution of the second applet and in response to the component contained in the tag, of downloading an Ad Descriptor file originating from the second server specified in the second component, the second server being an advertising server.

101. The method in claim 91, wherein the Ad Controller applet comprises a download queue and a play queue, further comprising the steps, performed by the processor during execution of the Ad Controller applet, of:

inserting an associated Ad Descriptor file for a advertisement to be downloaded into an end of the download queue;

downloading advertising files specified in a given Ad Descriptor file, then situated at a head of the download queue, into browser storage;

once all the advertising files specified in the given Ad Descriptor file for a corresponding advertisement reside in the browser storage on the computer, removing the given Ad Descriptor file from the download queue and inserting the given Ad Descriptor file into an end of the play queue; and

in response to the user-initiated event and during the ensuing interstitial interval, processing advertising files specified in a specific Ad Descriptor file then situated at a head of the play queue so as to render, through the output device, an advertisement, corresponding to the specific Ad Descriptor file, to the user.

102. The method in claim 101 further comprising the step, performed through the agent in response to the occurrence of the user-initiated event, of generating a stop event which, when processed by the agent, suspends the downloading of further advertisement files and initiates processing of files specified in the Ad Descriptor file, then situated at the head of the play queue, so as to render the web advertisement associated therewith during the ensuing interstitial interval.

103. The method in claim 102 further comprising the step, performed through the Transition Sensor applet, of monitoring a user click stream so as to detect the user-initiated event and, in response thereto, produce the stop event, and the step, performed through the Ad Controller applet, of processing the stop event to suspend said downloading of further advertisement files and to render the advertisement associated with the Ad Descriptor file then situated at the head of the play queue.

104. The method in claim 89 further comprising the step, performed by the processor in response to execution of the agent, of overriding default life cycle methods defined in the browser with corresponding substitute methods such that the agent persistently remains in browser storage as the browser transitions across successive web pages and different web sites.

105. The method in claim 104 wherein the life cycle methods comprise at least one of start, run, stop, initialize and destroy methods.

106. The method in claim 89 further comprising the step, performed through the agent, of processing each advertisement as a separate thread so as to effectuate pipe-lined processing of advertisements.