System and method for communicating information relating to a network resource

• US 7,536,385 B1
• Filed: 09/06/2006
• Issued: 05/19/2009
• Est. Priority Date: 11/17/1997
• Status: Expired due to Fees

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Mark A. Wolfe
• Inventors: Wolfe, Mark A.
• Primary Examiner(s): Trujillo, James
• Assistant Examiner(s): Black, Linh
• Application Number:
  US11/470,289
• Time in Patent Office: 986 Days
• Field of Search: 707 1- 3, 707/6
• US Class Current: 1/1
• CPC Class Codes: G06F 16/907 Retrieval characterised by using metadata, e.g. metadata not derived from the content or metadata generated manually
• CPC Class Codes: G06F 16/95 Retrieval from the web
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: Y10S 707/99931 Database or file accessing
• CPC Class Codes: Y10S 707/99932 Access augmentation or optimizing
• CPC Class Codes: Y10S 707/99933 Query processing, i.e. searching
• CPC Class Codes: Y10S 707/99936 Pattern matching access
• CPC Class Codes: Y10S 707/99945 Object-oriented database structure processing
• CPC Class Codes: Y10S 707/99948 Application of database or data structure, e.g. distributed, multimedia, or image

Abstract

A system and method for communicating information relating to a network resource. A computer for displaying supplemental information about another document on a display screen for a user. Guiding individuals to places of interest on a network where information is stored, and/or displaying or otherwise presenting useful information to the user.

Claims

1. A system for communicating advertisements to client computers over a network, where the system is configured to carry out operations comprising:

communicating with a first client computer that is operated by a first user, where the first user controls a web browser application executing on the first client computer so that web pages can be displayed within a web browser window associated with the web browser application executing on the first client computer, and where the operation of communicating with the first client computer includes transferring over the network an advertisement retrieval program for the first client computer;

enabling the installation of the advertisement retrieval program for the first client computer, where the advertisement retrieval program for the first client computer causes, after installation at the first client computer, a user interface object associated with the advertisement retrieval program for the first client computer to be displayed on a display screen associated with the first client computer, and where the user interface object is not part of and is not embedded within web pages displayed on the display screen associated with the first client computer after installation of the advertisement retrieval program for the first client computer, where the advertisement retrieval program for the first client computer interfaces with the web browser application executing on the first client computer in a manner that causes a secondary area to be integrated into and displayed within the web browser window, but where the secondary area is separate from a main area within the web browser window in which web pages are displayed;

communicating with a second client computer that is operated by a second user, where the second user controls a web browser application executing on the second client computer so that web pages can be displayed within a web browser window associated with the web browser application executing on the second client computer, and where the operation of communicating with the second client computer includes transferring over the network an advertisement retrieval program for the second client computer;

enabling the installation of the advertisement retrieval program for the second client computer, where the advertisement retrieval program for the second client computer causes, after installation at the second client computer, a user interface object associated with the advertisement retrieval program for the second client computer to be displayed on a display screen associated with the second client computer, and where the user interface object is not part of and is not embedded within web pages displayed on the display screen associated with the second client computer after installation of the advertisement retrieval program for the second client computer;

receiving, from the first client computer, first user interest information, where the first user interest information is derived from an interaction by the first user with the user interface object associated with the advertisement retrieval program for the first client computer, where the first user interest information indicates that the first user has expressed an interest in a first topic that may lead to a commercial transaction performed by the first user;

receiving, from the second client computer, second user interest information, where the second user interest information is derived from an interaction by the second user with the user interface object associated with the advertisement retrieval program for the second client computer, where the second user interest information indicates that the second user has expressed an interest in a second topic that may lead to a commercial transaction performed by the second user;

selecting content for the first user based on the first user interest information, where the operation of selecting content for the first user includes selecting a plurality of advertisements for the first user, each of the plurality of advertisements for the first user being selected based on the first user interest information so that each tends to appeal to the first user'"'"'s expressed interest in the first topic,

where each of the plurality of advertisements for the first user is associated with an advertiser, and each has an advertising rate associated with it reflecting the amount each advertiser is willing to pay, and where the advertising rates differ between at least some of the plurality of advertisements for the first user, and where advertisers tend to increase their chances of having their advertisement presented to the first user if they are willing to pay a higher advertising rate;

transmitting, over the network to the first client computer, content for display at the first client computer, where the content for display at the first client computer includes a first advertisement, the first advertisement being one of the plurality of advertisements for the first user, and

where the operation of transmitting the content for display at the first client computer includes enabling the display of the first advertisement in a manner that is based on a first advertising rate that is associated with the first advertisement so that the first advertisement is displayed differently than an alternate advertisement that also tends to appeal to the first user'"'"'s expressed interest in the first topic but that has an advertising rate associated with it that is different than the first advertising rate;

selecting content for the second user based on the second user interest information, where the operation of selecting content for the second user includes selecting a plurality of advertisements for the second user, each of the plurality of advertisements for the second user being selected based on the second user interest information so that each tends to appeal to the second user'"'"'s expressed interest in the second topic,

where each of the plurality of advertisements for the second user is associated with an advertiser, and each has an advertising rate associated with it reflecting the amount each advertiser is willing to pay, and where the advertising rates differ between at least some of the plurality of advertisements for the second user; and

transmitting, over the network to the second client computer, content for display at the second client computer, where the content for display at the second client computer includes a second advertisement, the second advertisement being one of the plurality of advertisements for the second user, and

where the operation of transmitting the content for display at the second client computer includes enabling the display of the second advertisement in a manner that is based on a second advertising rate that is associated with the second advertisement so that the second advertisement is displayed differently than an alternate advertisement that also tends to appeal to the second user'"'"'s expressed interest in the second topic but that has an advertising rate associated with it that is different than the second advertising rate.

2. The system of claim 1, where the advertisement retrieval program for the first client computer is tested for authenticity using a code signing procedure and is downloaded over the network and installed at the first client computer so that once installed, the advertisement retrieval program for the first client computer is available for use at the first client computer without reinstallation.

3. The system of claim 1, where the advertisement retrieval program for the first client computer causes the first advertisement to be displayed in the web browser window associated with the web browser application executing on the first client computer.

4. The system of claim 1, where the operation of transmitting the content for display at the first client computer includes enabling the simultaneous display of more than one advertisement from the plurality of advertisements for the first user.

5. The system of claim 1, where the first client computer places security restrictions on computer programs downloaded from the network, but where the advertisement retrieval program is installed at the first client computer so that it can execute without being subject to the security restrictions.

6. The system of claim 1, where the interaction by the first user with the user interface object includes the user interacting with the secondary area.

7. The system of claim 1, where the advertisement retrieval program for the first client computer interfaces with the web browser application executing on the first client computer in a manner that causes a menu item to be added to the web browser application that can be used to hide and unhide the secondary area.

8. The system of claim 1, where the interaction by the first user with the user interface object includes specifying a textual description of an item that the first user may wish to purchase.

9. The system of claim 1, where the advertisement retrieval program for the first client computer is transferred over the network by a third party that has agreed to assist in distributing the advertisement retrieval program to users in exchange for some type of compensation.

10. The system of claim 1, where a third party has agreed to assist in further distributing the advertisement retrieval program to its customers.

11. The system of claim 1, where the first advertisement is associated with a first advertiser and the second advertisement is associated with a second advertiser, and where the first advertiser pays the first advertising rate only when a user clicks the first advertisement, and where the second advertiser pays the second advertising rate only when a user clicks the second advertisement.

12. The system of claim 1, where the first user interest information is based on the interaction by the first user with the user interface object associated with the advertisement retrieval program for the first client computer while a first web page is being displayed within the web browser window, and where the first advertisement is displayed in a web page within the web browser window that replaces the first web page within the web browser window.

13. The system of claim 1, where the first user interacts with the user interface object associated with the advertisement retrieval program for the first client computer while a web page published by a first publisher is being displayed, and where the interaction can take place without requiring authorization from the first publisher.

14. The system of claim 1, where advertising rates associated with the plurality of advertisements are established through market forces without human negotiation.

15. The system of claim 1, where advertisers can determine in what circumstances an advertisement is presented to users, thereby enabling advertisers to effectively use their own knowledge of their market.

16. The system of claim 1, where the interaction by the first user with the user interface object associated with the advertisement retrieval program for the first client computer causes a small area to appear near the user interface object in which textual suggestions are displayed.