Use of extensible markup language in a system and method for influencing a position on a search result list generated by a computer network search engine

• US 7,054,857 B2
• Filed: 05/08/2002
• Issued: 05/30/2006
• Est. Priority Date: 05/08/2002
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Overture Services Incorporated (Apollo Global Management, Inc.)
• Inventors: Zhao, Peng, Molinaro, Anthony, Cunningham, Stephan, Conrad, Nick, Maritato, Frank Jr.
• Primary Examiner(s): Wong, Leslie
• Application Number:
  US10/141,385
• Publication Number:
  US 20030212648A1
• Time in Patent Office: 1,483 Days
• Field of Search: 707/3, 707/4, 707/6, 707/10, 707/102, 707/104.1, 705/37
• US Class Current: 1/1
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06F 40/143 Markup, e.g. Standard Generalized Markup Language [SGML] or Document Type Definition [DTD]
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 40/04 Trading; Exchange, e.g. stocks, commodities, derivatives or currency exchange
• CPC Class Codes: Y10S 707/99933 Query processing, i.e. searching
• CPC Class Codes: Y10S 707/99945 Object-oriented database structure processing

Abstract

A database search apparatus and method for generating a search result list which responds to Extensible Markup Language (XML) requests from a client to a server of an on-line marketplace. A bid management tool is operable on a client computer to manage search listings and account information of one or more advertisers. The client application communicates with the server via an XML-based application program interface. The bid management tool provides functions for reporting account activity, modifying accounts and manual, timed or event-driven changes to search listings including listings of several advertisers.

Claims

1. A method of generating a search result list substantially in real time in response to a search request from a searcher using a computer network, the method comprising:

maintaining a database including a plurality of search listings, wherein each search listing is associated with a network location, at least one search term and a modifiable bid amount that is independent of other components of the search listing, the bid amount being associated with at least one of the search term and the network location, the bid amount corresponding to a money amount that is deducted from an account of a network information provider associated with the network location upon receipt of a retrieval request for the network location;

receiving extensible markup language (XML) requests from the network information provider to modify one or more search listings associated with the network information provider;

receiving a search request from the searcher;

identifying the search listings having search terms generating a match with the search request;

ordering the identified search listings into a search result list in accordance with the values of the respective bid amounts for the identified search listings;

receiving a retrieval request from the searcher to retrieve information associated with a search listing in the search result list; and

recording a retrieval request event including account identification information corresponding to the network information provider, to permit maintenance of accurate account debit records.

2. A method of enabling a network information provider to update information relating to a search listing on a search result list generated by a computer network search engine, the method comprising:

maintaining an account database having at least one account record for each of a plurality of network information providers, said account record including at least one search listing which is associated with a network location, at least one search term and a modifiable bid amount that is independent of other components of the search listing, the bid amount being associated with at least one of the search term and the network location, the bid amount corresponding to a money amount that is deducted from the account record of a network information provider associated with the network location upon receipt of search requests for the network location;

receiving an extensible markup language (XML) request from a network information provider, the XML request specifying a change for a search listing in the network information provider'"'"'s account record;

updating the search listing in the network information provider'"'"'s account record in response to the XML request; and

determining a position substantially in real time for the updated search listing in a search result list generated by the search engine in response to a search request received from a searcher using the computer network, where the search term of the updated search listing generates a match with the search request and the position of the updated search listing in the search result list is determined using the bid amount.

3. The method of claim 2 further comprising:

communicating an XML response to the network information provider in response to updating the search listing.

4. A system for enabling an advertising web site promoter using a computer network to update information relating to a search listing within a search result list generated by an Internet search engine, the system comprising:

a computer system having stored thereon a database having at least one account record for each of a plurality of advertising web site promoters using the computer network, the account record including;

at least one search listing including

a search term having at least one keyword,

a modifiable bid amount that is independent of other components of the search listing, the bid amount being associated with at least one of the search term and a network location, the bid amount corresponding to a money amount that is deducted from an account of a an advertising web site promoter associated with the network location upon receipt of a retrieval request for the network location,

a Uniform Resource Locator (URL) corresponding to the address of a document residing on a network server,

a description, and

a title;

an account balance;

extensible markup language (XML) programming code on said computer system configured to add a search listing to an account of an advertising web site promoter upon receiving a request from said advertising web site promoter;

programming code configured to process a search request from a remote computer, the search request including at least one keyword, the search request being received over the computer network from the remote computer through a web site that is publicly accessible without authentication; and

programming code configured to generate a search result list in response to the search request, the search result list including search listings from the accounts on the database, wherein the search term for each search listing in the search result list generates a match with the search request, the search listings in the search result list arranged in an order determined using the bid amounts of the search listings.

5. The system of claim 4 further comprising:

XML programming code on said computer system configured to delete a search listing to an account of an advertising web site promoter upon receiving a request from said advertising web site promoter.

6. The system of claim 4 further comprising:

XML programming code on said computer system configured to modify in substantially real time the search listing of an advertising web site promoter upon receiving a request from said advertising web site promoter.

7. The system of claim 4 further comprising:

XML programming code configured to generate an activity report for an advertising web site promoter upon receiving a request from said advertising web site promoter.

8. The system of claim 4 further comprising:

XML programming code configured to provide the advertising web site promoter with login access in response to authentication, wherein the advertising web site promoter'"'"'s login access grants the advertising web site promoter access to modify the advertising web site promoter'"'"'s account, the advertising web site promoter not being provided with access to modify the accounts of others.

9. The system of claim 4 further comprising:

XML programming code on said computer system for adding money to the account of an advertising web site promoter in substantially real time upon receiving a request from said advertising web site promoter.

10. The system of claim 9 further comprising:

a history of search listings included in the advertising web site promoter'"'"'s account record; and

payment processing information, wherein said payment processing information is accessible to the computer system and isolated from public access via the computer network; and

a payment history.

11. The system of claim 4 further comprising:

an XML interface configured to

receive XML requests from the advertising web site promoter; and

communicate XML response to the advertising web site promoter in response to a received XML request.

12. The system of claim 4 further comprising:

an XML schema.

13. A method of enabling a web site promoters using a computer network to update information relating to a search listing within a search result list generated by a search engine in response to a search request received from a remote computer over the computer network, comprising:

maintaining an account database having at least one account record for each of a plurality of web site promoters of the computer network, said account record including

an account identifier, and

at least one search listing having a search term and a modifiable bid amount that is independent of other components of the search listing, the bid amount being associated with at least one of the search term and a network location, the bid amount corresponding to a money amount that is deducted from an account of a network information provider associated with the network location upon receipt of a retrieval request for the network location;

providing the web site promoter with authenticated login access, wherein the web site promoter'"'"'s login access permits the web site promoter to modify the web site promoter'"'"'s account record;

modifying a search listing of the account record upon receiving an extensible markup language (XML) request from said web site promoter; and

generating a search result list comprised of search listings wherein the search term for each search listing generates a match with the search request, the search listings in the search result list arranged in an order corresponding to the bid amounts of the search listings.

14. The method of claim 13 further comprising:

receiving the XML request from the web site promoter; and

parsing the XML request against an XML schema to identify the XML request.

15. The method of claim 14 further comprising:

providing an XML response to the web site promoter confirming modification of the search listing.

16. A method of enabling a web site promoters using a computer network to manage information relating to a search listing within a search result list generated by a search engine in response to a search request received from a remote computer over the computer network, comprising:

maintaining an account database having at least one account record for each of a plurality of web site promoters of the computer network, said at least one account record including

an account identifier, and

at least one search listing having a search term and a modifiable bid amount that is independent of other components of the search listing, the bid amount being associated with at least one of the search term and the network location, the bid amount corresponding to a money amount that is deducted from an account of a network information provider associated with the network location upon receipt of a retrieval request for the network location;

maintaining an extensible markup language (XML) schema;

receiving one or more XML requests from a web site promoter for management of one or more search listings of the web site promoter; and

operating on the at least one account record in response to an XML request.

17. The method of claim 16 further comprising:

providing a market state to the web site promoter in response to the XML request.

18. The method of claim 17 wherein providing the market state comprises:

formatting an XML response including information about the market state; and

communicating the XML response to the web site promoter.

19. The meted of claim 16 wherein operating on the at least one account record comprises:

modifying the modifiable bid amount in response to the XML request.