System and method for enabling an advertisement to follow the user to additional web pages

• US 7,930,206 B2
• Filed: 12/31/2003
• Issued: 04/19/2011
• Est. Priority Date: 11/03/2003
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Koningstein, Ross
• Primary Examiner(s): Van Bramer; John
• Assistant Examiner(s): Brandenburg; William A
• Application Number:
  US10/748,681
• Publication Number:
  US 20050096979A1
• Time in Patent Office: 2,666 Days
• Field of Search: 705/14
• US Class Current: 705/14.45
• CPC Class Codes: G06Q 10/10 Office automation; Time management
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A computer-implemented method and system for advertising that performs the steps of delivering an electronic advertisement comprising one or more menu options and a reference to a network location for retrieving specified content associated with each menu option for inclusion in a first electronic document, receiving a selection of one or more menu options from the electronic advertisement and delivering a subsequent accessible document including content from the referenced network location associated with the menu option selected, the subsequent accessible document including the electronic advertisement.

Claims

1. A computer-implemented method for advertising comprising the steps of:

identifying, at a server, an electronic advertisement, the electronic advertisement including a compact display format, an expanded display format, and code a client device uses to transition the electronic advertisement from the compact display format into the expanded display format, the compact display format including an associated expansion icon, and the expanded display format comprising one or more menu options and a reference to a network location for retrieving specified content associated with each menu option;

delivering, from the server at a first time, a first electronic document including the electronic advertisement including the compact display format, the expanded display format, and the code, the electronic advertisement initially displayed in the first electronic document in the compact display format;

receiving, at the server, a user selection of one of the one or more menu options after the compact display format of the electronic advertisement has been transitioned into the expanded display format in the first electronic document;

identifying a second electronic document including content from the referenced network location associated with the menu option selected;

including the electronic advertisement in the second electronic document, where the electronic advertisement is included in less than an entire portion of in the second electronic document; and

delivering, from the server at a second later time, the second electronic document including the electronic advertisement,

wherein the delivering, from the server at a first time, receiving, including, and delivering, from the server at the second later time are performed by one or more computers.

2. The computer-implemented method of claim 1, wherein one of the menu options includes a home menu option and further comprising:

receiving a selection of the home menu option; and

delivering the first electronic document including the electronic advertisement and enabling display to the user of the first electronic document in the compact display format.

3. The computer-implemented method of claim 1, wherein the electronic advertisement comprises a morphing electronic advertisement.

4. The computer-implemented method of claim 1, wherein the first and second electronic document comprise web pages.

5. The computer-implemented method of claim 4, wherein the network locations specified in reference to the one or more menu options comprise network locations provided by or affiliated with a host entity that delivered the first electronic document or the electronic advertisement.

6. The computer-implemented method of claim 1, further comprising:

storing a price parameter value in association with the electronic advertisement; and

wherein the electronic advertisement comprises a target reference to an advertiser network location.

7. The computer-implemented method of claim 6, further comprising:

receiving a third user selection of the target reference, wherein performance is determined to have occurred upon receipt of the selection of the target reference.

8. The computer-implemented method of claim 6, further comprising:

receiving an indication of user activity associated with the expanded display format, wherein performance is determined to have occurred upon receipt of the indication of the user activity.

9. The computer-implemented method of claim 8, wherein the user activity comprises a predetermined period of time viewing the expanded display format.

10. The computer-implemented method of claim 8, wherein the user activity comprises the user request to view the expanded display format.

11. The computer-implemented method of claim 8, wherein the user activity comprises a predetermined number of user selections of the one or more menu options available in the expanded display format.

12. The computer-implemented method of claim 1 further comprising:

associating a reference to the electronic advertisement for use by the user in retrieving the electronic advertisement.

13. The computer-implemented method of claim 12, further comprising:

enabling the user to bookmark the electronic advertisement using the reference.

14. The computer-implemented method of claim 1, wherein the second electronic document comprises a document provided by the advertiser.

15. The computer-implemented method of claim 14, wherein the document provided by the advertiser comprises a web page from the advertiser'"'"'s web site.

16. The computer-implemented method of claim 1, wherein the second electronic document comprises an electronic document that includes functionality to permit the user to purchase one or more items.

17. The computer-implemented method of claim 16, further comprising:

receiving feedback information related to a user'"'"'s purchase of one or more items.

18. The method of claim 1, wherein the electronic advertisement is included in a first portion of the second electronic document, and wherein the content from the referenced network location is included in the second electronic document in a second portion, separate from the first portion.

19. An apparatus for delivering advertising comprising:

a server performing operations comprising

identifying an electronic advertisement, the electronic advertisement including a compact display format, an expanded display format, and code a client device uses to transition the electronic advertisement from the compact display format into the expanded display format, the compact display format including an associated expansion icon and the expanded display format comprising one or more menu options and a reference to a network location for retrieving specified content associated with each menu option;

delivering, from the server at a first time, a first electronic document including electronic advertisement including the compact display format, the expanded display format, and the code, the electronic advertisement initially displayed in the first electronic document in the compact display format;

receiving, at the server, a user selection of one of the one or more menu options after the compact display format of the electronic advertisement has been transitioned into the expanded display format;

identifying a second electronic document including content from the referenced network location associated with the menu option selected;

including the electronic advertisement in the second electronic document, where the electronic advertisement is included in less than an entire portion of in the second electronic document; and

delivering, from the server at a second later time, the second electronic document including the electronic advertisement.

20. The apparatus of claim 19, wherein one of the menu options includes a home menu option and further comprising:

the server performing operations comprising receiving a selection of the home menu option; and

delivering the first electronic document including the electronic advertisement and enabling display to the user of the first electronic document in the compact display format.

21. The apparatus of claim 19, wherein the electronic advertisement comprises a morphing electronic advertisement.

22. The apparatus of claim 19, wherein the first and second electronic document comprise web pages.

23. The apparatus of claim 19, wherein the network locations specified in reference to the one or more menu options comprise network locations provided by or affiliated with a host entity that delivered the first electronic document or the electronic advertisement.

24. The apparatus of claim 19, further comprising:

a database system for storing a price parameter value in association with the electronic advertisement; and

wherein the electronic advertisement comprises a target reference to an advertiser network location.

25. The apparatus of claim 19, wherein the selection receiving module receives a third user selection of the target reference, wherein performance is determined to have occurred upon receipt of the selection of the target reference.

26. The apparatus of claim 19, wherein the selection receiving module receives an indication of user activity associated with the expanded display format, wherein performance is determined to have occurred upon receipt of the indication of the user activity.

27. The apparatus of claim 26, wherein the user activity comprises a predetermined period of time viewing the expanded display format.

28. The apparatus of claim 26, wherein the user activity comprises the user request to view the expanded display format.

29. The apparatus of claim 26, wherein the user activity comprises a predetermined number of user selections of the one or more menu options available in the expanded display format.

30. The apparatus of claim 19, further comprising a storage system that stores a reference to the electronic advertisement for use by the user in retrieving the electronic advertisement.

31. The apparatus of claim 29, further comprising:

enabling the user to bookmark the electronic advertisement using the reference.

32. The apparatus of claim 19, wherein the second electronic document comprises a document provided by the advertiser.

33. The apparatus of claim 32, wherein the second electronic document provided by the advertiser comprises a web page from the advertiser'"'"'s web site.

34. The apparatus of claim 19, wherein the second electronic document comprises an electronic document that includes functionality to permit the user to purchase one or more items.

35. The apparatus of claim 33, further comprising a feedback module that receives feedback information related to a user'"'"'s purchase of one or more items.

36. The apparatus of claim 19, wherein the electronic advertisement is included in a first portion of the second electronic document, and wherein the content from the referenced network location is included in the second electronic document in a second portion, separate from the first portion.

37. A method, comprising:

receiving at a server, from a publisher, a request for an advertisement to be included in a first electronic document associated with publisher;

identifying an electronic advertisement responsive to the request, the electronic advertisement including a reference to a network location for retrieving specified content associated with the electronic advertisement;

delivering, from the server at a first time, the electronic advertisement to be included in the first electronic document;

receiving a user selection of the electronic advertisement;

identifying a second electronic document including content from a referenced network location associated with the selected electronic advertisement;

including the electronic advertisement in the second electronic document, where the electronic advertisement is included in less than an entire portion of the second electronic document; and

delivering, from the server at a second later time, the second electronic document including the electronic advertisement;

wherein the delivering, from the server at the first time, receiving the user selection, including, and delivering, from the server at the second later time, are performed by one or more computers.

38. A computer-implemented method, comprising:

identifying, at a server, an electronic advertisement, the electronic advertisement including a reference to a network location for retrieving specified content associated with the electronic advertisement;

delivering, from the server at a first time, a first electronic document including the electronic advertisement;

receiving, at the server, a user selection of the electronic advertisement;

identifying a second electronic document including content from the referenced network location associated with the electronic advertisement;

including the electronic advertisement in the second electronic document, where the electronic advertisement is included in less than an entire portion of the second electronic document; and

delivering, from the server at a second later time, the second electronic document including the electronic advertisement;

wherein the delivering, from the server at a first time, receiving, including, and delivering, from the server at the second later time are performed by one or more computers.