First party advertisement serving

• US 7,904,520 B2
• Filed: 06/09/2006
• Issued: 03/08/2011
• Est. Priority Date: 06/09/2005
• Status: Active Grant

• Current Assignee: Trueffect, Inc.
• Original Assignee: Trueffect, Inc.
• Inventors: Neal, Greg, Casteel, Glynne, Hill, Ron, Droste, Bruce
• Primary Examiner(s): Strange; Aaron
• Assistant Examiner(s): Eskandarnia; Arvin
• Application Number:
  US11/450,490
• Publication Number:
  US 20060282327A1
• Time in Patent Office: 1,733 Days
• Field of Search: 709/206
• US Class Current: 709/206
• CPC Class Codes: G06F 21/6263 during internet communication, e.g. revealing personal data from cookies
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: H04N 21/222 Secondary servers, e.g. proxy server, cable television Head-end provisioning of proxy services in data packet switching networks H04L67/56
• CPC Class Codes: H04N 21/23424 involving splicing one content stream with another content stream, e.g. for inserting or substituting an advertisement
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

Adservers with the ability to access advertiser cookies and vice versa when both are serving from the advertiser'"'"'s domain are provided, thereby avoiding the overhead and delay in backend cookie synchronization efforts. Further, advertising cookie data can be gathered regardless of whether a user is browsing a publisher'"'"'s web site with an advertisement served by an adserver, or browsing the advertiser'"'"'s web site, because the cookies were previously set when the user visited the advertiser'"'"'s web site in the context of a first-party cookie. Even if the user has configured his or her browser to limit the setting of third-party cookies, the cookies can still be read by the adserver. By making cookie and advertising data immediately available in real time to both the advertiser and the adserver, the solution also provides for instantaneous and accurate targeting of web advertising to allow an educated ad selection process by either party.

Claims

1. A method of serving an advertisement to a client system, the method comprising:

receiving an advertisement serving request at a server from a publisher web page directed to an adserver within a delegated sub-domain of an advertiser and redirected within a domain of the advertiser via a domain name service (DNS) server;

receiving a cookie from the client system set within the domain of the advertiser;

selecting an advertisement from a plurality of candidate advertisements based at least upon the cookie set within the domain of the advertiser; and

writing to a cookie data set of the client system within the domain of the advertiser.

2. The method of claim 1 further comprising serving the advertisement to the client system.

3. The method of claim 1 wherein the advertisement comprises an advertisement of the advertiser.

4. The method of claim 1 wherein the advertisement comprises an advertisement of a second advertiser different from the advertiser.

5. The method of claim 1 wherein the receiving operation further comprises redirecting the advertisement serving request via a name server (NS) record in the DNS server that points to a DNS server of an adserver.

6. The method of claim 1 wherein the receiving operation further comprises redirecting the advertisement serving request via pointing a host name to an address via an address record of the DNS server.

7. The method of claim 6 wherein the address comprises an Internet Protocol address.

8. The method of claim 1 further comprising resolving the sub-domain of the advertiser to an address of a server of an adserver.

9. The method of claim 6 wherein the address comprises an Internet Protocol address.

10. The method of claim 1 wherein the adserver is co-located with the DNS server within an infrastructure of the advertiser.

11. The method of claim 1 wherein the adserver is co-located on a network with the DNS server of the advertiser.

12. A computer-readable medium storing computer-executable instructions for performing a computer process, the computer process comprising:

receiving an advertisement serving request at a server from a publisher web page directed to an adserver within a delegated sub-domain of an advertiser and redirected within a domain of the advertiser via a domain name service (DNS) server;

receiving a cookie from the client system set within the domain of the advertiser;

selecting an advertisement from a plurality of candidate advertisements based at least upon the cookie set within the domain of the advertiser; and

writing to a cookie data set of the client system within the domain of the advertiser.

13. A computing system comprising:

a domain name service (DNS) server associated with a domain of an advertiser adapted to receive an advertisement serving request from a publisher web page and redirect the advertisement serving request within the domain of the advertiser; and

a sub-domain adserver assigned to a sub-domain of the domain of the advertiser, the sub-domain adserver adapted to (a) receive the redirected advertisement serving request via the DNS server, (b) receive a cookie set within the domain of the advertiser from a client system accessing the publisher web page, (c) select an advertisement from a plurality of candidate advertisements based at least upon the cookie set within the domain of the advertiser; and

(d) write to a cookie data set of the client system within the domain of the advertiser.

14. The system of claim 13 wherein the sub-domain adserver is further adapted to serve the advertisement to the client system.

15. The system of claim 13 wherein the DNS server comprises a name server (NS) record pointing to a DNS server of an adserver.

16. The system of claim 13 wherein the DNS server comprises an address record pointing a host name to an address of the sub-domain adserver.

17. The system of claim 16 wherein the address comprises an Internet Protocol address.

18. The system of claim 13 further comprising a sub-domain DNS server adapted to resolve the sub-domain of the advertiser to an address of the sub-domain adserver.

19. The system of claim 18 wherein the address comprises an Internet Protocol address.

20. The system of claim 13 wherein the sub-domain adserver is co-located with the DNS server within an infrastructure of the advertiser.

21. The system of claim 13 wherein the sub-domain adserver is co-located on a network with the DNS server.