System and method for real-time web page context analysis for the real-time insertion of textual markup objects and dynamic content

• US 7,822,743 B2
• Filed: 08/10/2007
• Issued: 10/26/2010
• Est. Priority Date: 08/30/2000
• Status: Expired due to Fees

• Current Assignee: Amobee, Inc. (Nexxen International Ltd.)
• Original Assignee: Kontera Technologies Incorporated (Nexxen International Ltd.)
• Inventors: Vitos, Henit, Brickner, Itai, Friedman, Benny, Henkin, Assaf, Shaham, Yoav
• Primary Examiner(s): Pardo; Thuy N
• Application Number:
  US11/891,436
• Publication Number:
  US 20080046415A1
• Time in Patent Office: 1,173 Days
• Field of Search: 707/3, 707/9, 707/10, 707/729, 707/636, 707/726, 707/660, 707/710, 715/205, 715/206, 715/854, 705/14, 705/27, 709/246
• US Class Current: 707/726
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 50/12 Hotels or restaurants
• 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 707/99934 Query formulation, input preparation, or translation
• CPC Class Codes: Y10S 707/99935 Query augmenting and refining, e.g. inexact access
• CPC Class Codes: Y10S 707/99942 Manipulating data structure, e.g. compression, compaction, compilation
• CPC Class Codes: Y10S 707/99944 Object-oriented database structure
• CPC Class Codes: Y10S 707/99945 Object-oriented database structure processing

Abstract

A technique is described for delivering contextual information to end users of a data network which includes at least one client system associated with an end user. According to a specific embodiment, the technique of the present invention provides a contextual-based platform for delivering to an end user in real-time proactive, personalized, contextual information relating to web page content currently being displayed to the user.

Claims

1. A method for facilitating display of advertising information to end users of a computerized data network, the data network including a first server system and a second server system and a third server system, the data network further including at least a first client system, the method comprising:

receiving, at the first client system, web page content relating to a first web page accessible from the first server system, the web page content including a first tag;

automatically processing, at the first client system, at least a portion of the first tag;

causing, in response to the processing of the first tag, the first client system to automatically transmit a first communication to the second server system, wherein the first communication includes information relating to the web page content;

receiving, at the first client system, a first request from the second server system for at least a portion of the web page content;

providing, from the first client system to the second server system, the at least a portion of the web page content;

receiving, at the first client system, a first set of web page modification instructions from the second server, wherein the first set of web page modification instructions includes instructions for causing the first client system to modify a first specific portion of the web page content;

automatically modifying, at the first client system, the specific portion of the web page content in accordance with the first set of web page modification instructions;

detecting an occurrence of a first cursor event at the first client system, wherein the detection of the first cursor event includes detecting a location of a cursor at the first display being positioned over a portion of displayed content representing the first specific portion of modified content;

sending, from the first client system in response to detection of the first cursor event, a second communication to the second server relating to the first cursor event;

receiving at the first client system and in response to the sending of the second communication, first communication instructions from the second server, wherein the first communication instructions include instructions for causing the first client system to automatically send a second request to the third server;

automatically sending, from the client system, the second request to the third server system;

receiving, at the first client system and in response to the sending of the second request, advertising content from the third server system; and

displaying at least a portion of the received advertising content at the first client system.

2. The method of claim 1 wherein the first specific portion of web page content includes text to be displayed at the client system, the method further comprising:

automatically modifying the first specific portion of web page content in accordance with the first set of web page modification instructions to thereby generate a first specific portion of modified content; and

displaying the first specific portion of modified content at the first client system.

3. The method of claim 1 wherein:

the second request includes a request for advertising content for display at the client system.

4. The method of claim 1 further comprising:

identifying at least one page topic associated with the first web page; and

wherein the displayed portion of advertising content is contextually related to the at least one identified page topic associated with the first web page.

5. The method of claim 1 further comprising:

identifying at least one identified keyword category associated with the first web page; and

wherein the displayed portion of advertising content is contextually related to the at least one identified keyword category associated with the first web page.

6. The method of claim 1 wherein the at least a portion of web page content includes a first string of text, wherein the first set of web page modification instructions include instructions for causing the first client system to transform the first string of text into a link to at least one URL associated with at least one advertising system, the method further comprising:

automatically modifying, at the first client system, the specific portion of the web page content in accordance with the first set of web page modification instructions to thereby transform the first string of text into a link to the at least one URL associated with the at least one advertising system; and

automatically displaying, in response to detection of the first cursor event, a first overlay advertising impression at the first client system, the first overlay advertising impression including a second portion of content which is different from the first string of text.

7. The method of claim 1 wherein the detection of the first cursor event further includes detecting user input relating to a selection of at least a portion of the displayed content representing the first specific portion of modified content.

8. The method of claim 1 further comprising:

causing, in response to the processing of the first tag, the first client system to automatically process the web page content and to automatically generate a first identifier for use in identifying the web page content.

9. The method of claim 1 further comprising causing the first client system to:

automatically process the web page content;

automatically generate at least one chunk of processed web page content which includes content from the web page content in non-HTML format; and

automatically transmit a first chunk of processed web page content to the second server system.

10. The method of claim 1 further comprising causing the first client system to automatically transmit a plurality of different chunks of information to the second server system, wherein at least a portion of the plurality of different chunks of information each relate to different portions of the web page content.

11. The method of claim 1 further comprising:

transmitting, from the first client system, a first URL request to the first sever system for accessing a first URL associated with the first web page;

causing, in response to the processing of the first tag, the first client system to automatically process the web page content and to automatically generate a unique identifier for use in uniquely identifying selected portions of content of the first web page;

wherein at least one of the selected portions of content of the first web page includes customized or personalized web page content that has been dynamically generated by the first server system in response to the first URL request.

12. The method of claim 1 wherein the first tag includes a first portion of script representing a first portion of executable instructions to be executed by the first client system.

13. The method of claim 1 wherein the first tag includes a content provider identifier for use in identifying a first content provider associated with the first web page.

14. The method of claim 1 wherein the first tag includes information regarding at least one preferred type of advertising to be displayed at the first client system.

15. The method of claim 1 wherein the first communication transmitted from the first client system to the second server system further includes information relating to an identity of at least one content provider associated with the first web page.

16. The method of claim 1 further comprising:

receiving, at the second server system, the first communication from the first client system;

providing, in response to the first communication, the first request from the second server system to the first client system;

receiving, at the second server, the at least a portion of the web page content from the first client system;

performing contextual text search analysis on the at least a portion of the web page content, wherein the contextual text search analysis includes analyzing the at least a portion of the web page content for specific text of the first web page to be converted to a link to at least one uniform resource locator (URL), wherein the specific text corresponds to text which is to be displayed to at least one user at the first client system;

automatically generating, at the second server system using results from the contextual text search analysis, the first set of web page modification instructions; and

transmitting, to the first client system, the first set of web page modification instructions, wherein the first set of web page modification instructions.

17. The method of claim 16 further comprising:

receiving, from the first client system, a first URL request generated from user interaction with the portion of displayed content representing the first specific portion of modified content at the first client system; and

automatically generating and transmitting to the first client system, and in response to the first URL request, the first communication instructions, wherein the first communication instructions includes instructions for redirecting the first client system to communicate with the third server for accessing the advertising content.

18. A method for facilitating display of advertising information to end users of a computerized data network, the data network including a first server system and a second server system, the data network further including at least a first client system, the method comprising:

receiving, at the first client system, web page content relating to a first web page accessible from the first server system, the web page content including a first tag;

automatically processing, at the first client system, at least a portion of the first tag;

causing, in response to the processing of the first tag, the first client system to automatically transmit a first communication to the second server system, wherein the first communication includes information relating to the web page content;

receiving, at the first client system, a request from the second server system for at least a portion of the web page content;

providing, from the first client system to the second server system, the at least a portion of web page content, wherein the at least a portion of web page content includes a first string of text;

receiving, at the first client system, a first set of web page modification instructions from the second server, wherein the first set of web page modification instructions include instructions for causing the first client system to transform the first string of text into a link to at least one URL associated with at least one advertising system; and

automatically modifying, at the first client system, the specific portion of the web page content in accordance with the first set of web page modification instructions to transform the first string of text into a link to the at least one URL associated with the at least one advertising system.

19. The method of claim 18 wherein the first string of text corresponds to text to be displayed at the client system, the method further comprising:

automatically modifying the first string of text in accordance with the first set of web page modification instructions to thereby generate a first specific portion of modified content; and

displaying the first specific portion of modified content at the first client system.

20. A system for facilitating display of advertising information to end users of a computerized data network, the data network including a first server system, a second server system, and a third server system, the data network further including at least one client system including a first client system, the system comprising:

at least one processor;

at least one interface operable to provide a communication link to at least one network device; and

memory;

the system being operable to;

receive, at the first client system, web page content relating to a first web page accessible from the first server system, the web page content including a first tag;

automatically process, at the first client system, at least a portion of the first tag;

cause, in response to the processing of the first tag, the first client system to automatically transmit a first communication to the second server system, wherein the first communication includes information relating to the web page content;

receive, at the first client system, a first request from the second server system for at least a portion of the web page content;

provide, from the first client system to the second server system, the at least a portion of the web page content;

receive, at the first client system, a first set of web page modification instructions from the second server, wherein the first set of web page modification instructions includes instructions for causing the first client system to modify a first specific portion of the web page content;

automatically modify, at the first client system, the specific portion of the web page content in accordance with the first set of web page modification instructions;

detect an occurrence of a first cursor event at the first client system, wherein the detection of the first cursor event includes detecting a location of a cursor at the first display being positioned over a portion of displayed content representing the first specific portion of modified content;

send, from the first client system in response to detection of the first cursor event, a second communication to the second server relating to the first cursor event;

receive at the first client system and in response to the sending of the second communication, first communication instructions from the second server, wherein the first communication instructions include instructions for causing the first client system to automatically send a second request to the third server;

automatically send, from the client system, the second request to the third server system;

receive, at the first client system and in response to the sending of the second request, advertising content from the third server system; and

display at least a portion of the received advertising content at the first client system.

21. The system of claim 20 being further operable to:

identify at least one page topic associated with the first web page; and

wherein the displayed portion of advertising content is contextually related to the at least one identified page topic associated with the first web page.

22. The system of claim 20 being further operable to:

identify at least one identified keyword category associated with the first web page; and

wherein the displayed portion of advertising content is contextually related to the at least one identified keyword category associated with the first web page.

23. The system of claim 20:

wherein the at least a portion of web page content includes a first string of text;

wherein the first set of web page modification instructions include instructions for causing the first client system to transform the first string of text into a link to at least one URL associated with at least one advertising system;

wherein the system is further operable to cause the first client system to;

automatically modify the specific portion of the web page content in accordance with the first set of web page modification instructions to thereby transform the first string of text into a link to the at least one URL associated with the at least one advertising system; and

automatically display, in response to detection of the first cursor event, a first overlay advertising impression at the first client system, the first overlay advertising impression including a second portion of content which is different from the first string of text.

24. The system of claim 20 being further operable to cause the first client system to:

automatically process the web page content;

automatically generate at least one chunk of processed web page content which includes content from the web page content in non-HTML format; and

automatically transmit a first chunk of processed web page content to the second server system.

25. The system of claim 20 being further operable to cause the first client system to automatically transmit a plurality of different chunks of information to the second server system, wherein at least a portion of the plurality of different chunks of information each relate to different portions of the web page content.

26. The system of claim 20 being further operable to:

transmit, from the first client system, a first URL request to the first sever system for accessing a first URL associated with the first web page;

cause, in response to the processing of the first tag, the first client system to automatically process the web page content and to automatically generate a unique identifier for use in uniquely identifying selected portions of content of the first web page;

wherein at least one of the selected portions of content of the first web page includes customized or personalized web page content that has been dynamically generated by the first server system in response to the first URL request.

27. The system of claim 20 being further operable to:

receive, at the second server system, the first communication from the first client system;

provide, in response to the first communication, the first request from the second server system to the first client system;

receive, at the second server, the at least a portion of the web page content from the first client system;

perform contextual text search analysis on the at least a portion of the web page content, wherein the contextual text search analysis includes analyzing the at least a portion of the web page content for specific text of the first web page to be converted to a link to at least one uniform resource locator (URL), wherein the specific text corresponds to text which is to be displayed to at least one user at the first client system;

automatically generate, at the second server system using results from the contextual text search analysis, the first set of web page modification instructions; and

transmit, to the first client system, the first set of web page modification instructions, wherein the first set of web page modification instructions.

28. The system of claim 27 being further operable to cause the second server system to:

receive, from the first client system, a first URL request generated from user interaction with the portion of displayed content representing the first specific portion of modified content at the first client system; and

automatically generate and transmit to the first client system, and in response to the first URL request, the first communication instructions, wherein the first communication instructions includes instructions for redirecting the first client system to communicate with the third server for accessing the advertising content.

29. A system for facilitating display of advertising information to end users of a computerized data network, the data network including a first server system, a second server system, and a third server system, the data network further including at least one client system including a first client system, the system comprising:

at least one processor;

at least one interface operable to provide a communication link to at least one network device; and

memory;

the system being operable to;

receive, at the first client system, web page content relating to a first web page accessible from the first server system, the web page content including a first tag;

automatically process, at the first client system, at least a portion of the first tag;

cause, in response to the processing of the first tag, the first client system to automatically transmit a first communication to the second server system, wherein the first communication includes information relating to the web page content;

receive, at the first client system, a request from the second server system for at least a portion of the web page content;

provide, from the first client system to the second server system, the at least a portion of web page content, wherein the at least a portion of web page content includes a first string of text;

receive, at the first client system, a first set of web page modification instructions from the second server, wherein the first set of web page modification instructions include instructions for causing the first client system to transform the first string of text into a link to at least one URL associated with at least one advertising system; and

automatically modify, at the first client system, the specific portion of the web page content in accordance with the first set of web page modification instructions to transform the first string of text into a link to the at least one URL associated with the at least one advertising system.

30. The system of claim 29 wherein the first string of text corresponds to text to be displayed at the client system, the system being further operable to:

automatically modify the first string of text in accordance with the first set of web page modification instructions to thereby generate a first specific portion of modified content; and

display the first specific portion of modified content at the first client system.