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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
First Claim
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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, andwhere 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, andwhere 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.

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