Apparatus and accompanying methods for implementing a network distribution server for use in providing interstitial web advertisements to a client computer

• US 6,880,123 B1
• Filed: 07/13/1999
• Issued: 04/12/2005
• 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): Shah, Sanjiv
• Application Number:
  US09/351,857
• Time in Patent Office: 2,100 Days
• Field of Search: 715/500.1, 715/501.1, 715/513, 715/515, 709/217, 709/203, 709/202, 709/219
• US Class Current: 715/205
• 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 a network server, for use in distributing an information object to a client computer, comprising:

a processor; and

a memory connected to the processor and storing computer executable instructions; and

wherein the processor, in response to the instructions;

receives a request from the client computer to download to the client computer an agent for rendering an information object, the request being issued by the client computer in response to execution, through a browser situated and executing in the client computer, of advertising code embedded in a web page to be displayed by the browser; and

downloads, in response to the request, the agent to the client computer such that the agent is executed, under the browser, in the client computer for subsequently rendering the information object, wherein the request, when executed, by the browser causes the browser to dynamically write a plurality of predefined applet tags that collectively implement a script into the web page such that the script, when subsequently executed by the browser, causes the client computer to download the agent and instantiate and execute the agent.

2. The apparatus in claim 1 wherein the information object comprises a web advertisement and the code comprises advertising code.

3. The apparatus in claim 2 wherein the advertising code comprises a component which specifies the network server on which the agent resides, the network server being a distribution server.

4. The apparatus in claim 3 wherein the advertising code further comprises an advertising tag, and the agent downloaded from the distribution server.

5. The apparatus in claim 4 wherein the distribution server receives a request from the client computer, issued by the client computer as a result of the browser executing the tag, to download the script;

and, in response to the request, downloads the script to the client computer.

6. The apparatus in claim 3 wherein the distribution server implements a proxy server, wherein a request issued by the client computer, as a result of executing an Ad Controller applet, to download a file is directed, via the proxy server, to an advertising server, and the file, as provided by the advertising server, is directed through the proxy server, to the client computer.

7. The apparatus in claim 6 wherein the file comprises an Ad Descriptor file.

8. The apparatus in claim 3 wherein the agent comprises first and second applets, wherein the client computer issues first and second requests to the distribution server to download, to the client computer, the first and second applets.

9. The apparatus in claim 8 wherein the first and second applets comprises a Transition Sensor and Ad Controller applets, respectively.

10. The apparatus in claim 9 wherein the advertising code comprises a component which specifies the network server on which the agent resides, the network server being a distribution server.

11. The apparatus in claim 10 wherein the advertising code further comprises an advertising tag, and the agent is downloaded from the distribution server.

12. The apparatus in claim 11 wherein the distribution server receives a request from the client computer, issued by the client computer as a result of the browser executing the tag, to download the script;

and, in response to the request, downloads the script to the client computer.

13. The apparatus in claim 12 wherein the distribution server implements a proxy server, wherein a request issued by the client computer, as a result of executing an Ad Controller applet, to download a file is directed, via the proxy server, to an advertising server, and the file, as provided by the advertising server, is directed through the proxy server, to the client computer.

14. The apparatus in claim 13 wherein the file comprises an Ad Descriptor file.

15. In conjunction with apparatus for a network server, the server having a processor, and a memory connected to the processor and storing computer executable instructions;

a method, for use in distributing an information object to a client computer, comprising the steps, performed by the processor in response to the executable instructions, of;

receiving a request from the client computer to download to the client computer an agent for rendering an information object, the request being issued by the client computer in response to execution, through a browser situated and executing in the client computer, of code embedded in a web page to be displayed by the browser; and

downloading, in response to the request, the agent to the client computer such that the agent is executed, under the browser, in the client computer for subsequently rendering the information object, wherein the request, when executed, by the browser causes the browser to dynamically write a plurality of predefined applet tags that collectively implement a script into the web page such that the script, when subsequently executed by the browser, causes the client computer to download the agent and instantiate and execute the agent.

16. The method in claim 15 wherein the information object comprises a web advertisement and the code comprises advertising code.

17. The method in claim 16 wherein the advertising code comprises a component which specifies the network server on which the agent resides, the network server being a distribution server.

18. The method in claim 17 wherein the advertising code further comprises an advertising tag, and the agent is downloaded from the distribution server.

19. The method in claim 18 further comprising the steps, performed by the distribution server, of:

receiving a request from the client computer, issued by the client computer as a result of the browser executing the tag, to download the script; and

in response to the request, downloading the script to the client computer.

20. The method in claim 17, wherein the distribution server implements a proxy server, further comprising the steps, performed in the distribution server, of:

directing, to an advertising server, a request issued by the client computer, as a result of executing an Ad Controller applet, to download a file from the advertising server; and

directing the file, as provided by the advertising server, to the client computer.

21. The method in claim 18 wherein the file comprises an Ad Descriptor file.

22. The method in claim 17 wherein the agent comprises first and second applets, wherein the client computer issues first and second requests to the distribution server to download, to the client computer, the first and second applets.

23. The method in claim 22 wherein the first and second applets comprises a Transition Sensor and Ad Controller applets, respectively.

24. The method in claim 23 wherein the advertising code comprises a component which specifies the network server on which the agent resides, the network server being a distribution server.

25. The method in claim 24 wherein the advertising code further comprises an advertising tag, and the agent is downloaded from the distribution server.

26. The method in claim 25 further comprising the steps, performed by the distribution server, of:

receiving a request from the client computer, issued by the client computer as a result of the browser executing the tag, to download the script; and

in response to the request, downloading the script to the client computer.

27. The method in claim 26, wherein the distribution server implements a proxy server, further comprising the steps, performed in the distribution server, of:

directing, to an advertising server, a request issued by the client computer, as a result of executing the Ad Controller applet, to download a file from the advertising server; and

directing the file, as provided by the advertising server, to the client computer.

28. The method in claim 27 wherein the file comprises an Ad Descriptor file.

29. Apparatus for a network server, for use in distributing an information object to a client computer, comprising:

a processor; and

a memory connected to the processor and storing computer executable instructions; and

wherein the processor, in response to the instructions;

receives a request from the client computer to download to the client computer an agent for rendering an information object, the request being issued by the client computer in response to execution, through a browser situated and executing in the client computer, of advertising code embedded in a web page to be displayed by the browser, the agent having an Ad Controller applet; and

downloads, in response to the request, the agent to the client computer such that the agent is executed, under the browser, in the client computer for subsequently rendering the information object;

wherein the network server implements a proxy server, such that a request issued by the client computer, as a result of executing the Ad Controller applet, to download a file is directed to an advertising server, and the file, as provided by the advertising server, is directed through the network server to the client computer.

30. The apparatus in claim 29 wherein the information object comprises a web advertisement and the code comprises advertising code.

31. The apparatus in claim 30 wherein the advertising code comprises a component which specifies the network server on which the agent resides, the network server being a distribution server.

32. The apparatus in claim 31 wherein the advertising code further comprises an advertising tag, which when executed, by the browser causes the browser to dynamically write a plurality of predefined applet tags that collectively implement a script into the web page such that the script, when subsequently executed by the browser, causes the client computer to download the agent from the distribution server and instantiate and execute the agent.

33. The apparatus in claim 32, wherein the distribution server receives a request from the client computer, issued by the client computer as a result of the browser executing the tag, to download the script;

and, in response to the request, downloads the script to the client computer.

34. The apparatus in claim 30 wherein the file comprises an Ad Descriptor File.

35. The apparatus in claim 30 wherein the agent comprises first and second applets, wherein the client computer issues first and second requests to the distribution server to download, to the client computer, the first and second applets.

36. The apparatus in claim 35 wherein the first and second applets comprise a Transition Sensor applet and the Ad Controller applet, respectively.

37. The apparatus in claim 36 wherein the advertising code comprises a component which specifies the network server on which the agent resides, the network server being a distribution server.

38. The apparatus in claim 37 wherein the advertising code further comprises an advertising tag, which when executed, by the browser causes the browser to dynamically write a plurality of predefined applet tags that collectively implement a script into the web page such that the script, when subsequently executed by the browser, causes the client computer to download the agent from the distribution server and instantiate and execute the agent.

39. The apparatus in claim 38 wherein the distribution server receives a request from the client computer, issued by the client computer as a result of the browser executing the tag, to download the script;

and, in response to the request, downloads the script to the client computer.

40. The apparatus in claim 39 wherein the file comprises an Ad Descriptor File.

41. In conjunction with apparatus for a network server, the server having a processor, and a memory connected to the processor and storing computer executable instructions;

a method, for use in distributing an information object to a client computer, comprising the steps, performed by the processor and in response to the executable instructions, of;

receiving a request from the client computer to download to the client computer an agent for rendering an information object, the request being issued by the client computer in response to execution, through a browser situated and executing in the client computer, of advertising code embedded in a web page to be displayed by the browser, the agent having an Ad Controller applet; and

downloading, in response to the request, the agent to the client computer such that the agent is executed, under the browser, in the client computer for subsequently rendering the information object;

wherein the network server implements a proxy server, such that a request issued by the client computer, as a result of executing the Ad Controller applet, to download a file is directed to an advertising server, and the file, as provided by the advertising server, is directed through the network server to the client computer.

42. The method in claim 41 wherein the information object comprises a web advertisement and the code comprises advertising code.

43. The method in claim 42 wherein the advertising code comprises a component which specifies the network server on which the agent resides, the network server being a distribution server.

44. The method in claim 43 wherein the advertising code further comprises an advertising tag, which when executed, by the browser causes the browser to dynamically write a plurality of predefined applet tags that collectively implement a script into the web page such that the script, when subsequently executed by the browser, causes the client computer to download the agent from the distribution server and instantiate and execute the agent.

45. The method in claim 44 further comprising the steps, performed by the distribution server, of:

receiving a request from the client computer, issued by the client computer as a result of the browser executing the tag, to download the script; and

in response to the request, downloading the script to the client computer.

46. The method in claim 43 wherein the file comprises an Ad Descriptor File.

47. The method in claim 43 wherein the agent comprises first and second applets, wherein the client computer issues first and second requests to the distribution server to download, to the client computer, the first and second applets.

48. The method in claim 47 wherein the first and second applets comprise a Transition Sensor applet and the Ad Controller applet, respectively.

49. The method in claim 48 wherein the advertising code comprises a component which specifies the network server on which the agent resides, the network server being a distribution server.

50. The method in claim 49 wherein the advertising code further comprises an advertising tag, which when executed, by the browser causes the browser to dynamically write a plurality of predefined applet tags that collectively implement a script into the web page such that the script, when subsequently executed by the browser, causes the client computer to download the agent from the distribution server and instantiate and execute the agent.

51. The method in claim 50 further comprising the steps, performed by the distribution server, of:

receiving a request from the client computer, issued by the client computer as a result of the browser executing the tag, to download the script; and

in response to the request, downloading the script to the client computer.

52. The method in claim 51 wherein the file comprises an Ad Descriptor File.