Dynamic supplementation of rendered web pages with content supplied by a separate source

• US 7,975,019 B1
• Filed: 07/15/2005
• Issued: 07/05/2011
• Est. Priority Date: 07/15/2005
• Status: Active Grant

• Current Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Original Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Inventors: Mongrain, Scott A., Green, Nigel
• Primary Examiner(s): Lazaro; David
• Assistant Examiner(s): Kim; Edward J
• Application Number:
  US11/182,502
• Time in Patent Office: 2,181 Days
• Field of Search: 709/229, 709217-219, 715/711, 705/14, 705/26, 705/27
• US Class Current: 709/217
• 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 30/0241 Advertisements
• CPC Class Codes: G06Q 30/06 Buying, selling or leasing transactions
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]
• CPC Class Codes: G06Q 30/0631 Item recommendations
• CPC Class Codes: G06Q 30/0641 Shopping interfaces

Abstract

A page update handler, which may be loaded by a web browser as part of a web page, adds functionality for dynamically updating the web page with content supplied by a content server. The content may be related to a particular item detected on the web page by the page update handler, such as a link that matches a link signature, or a recognized keyword or phrase. The content server may operate in a different Internet domain from the server that servers the original web page, and may supply content for display on web pages of many different independent web sites. In one embodiment, an operator of a web site that is separate from the content server can enable the display of content from the content server on the site'"'"'s web pages by merely adding an update handler tag to one or more corresponding HTML documents.

Claims

1. A method performed by a user computer upon loading a web page of a web site, said web page including an update handler tag, the method comprising:

at least partly in response to the update handler tag, loading an update handler over a network, said update handler comprising browser-executable code that is loaded as part of the web page by a browser running on the user computer; and

via execution of the update handler by said browser running on the user computer;

(a) detecting, via an analysis of content of the web page, a reference in the web page to a product represented in an electronic catalog of products, said reference comprising a product identifier included in a link that points to a catalog page associated with the product, wherein detecting the reference comprises determining whether the link matches a pre-specified link signature of a catalog page;

(b) retrieving, over a network from a content server that is separate from the web site, supplemental content, including catalog content, associated with the product; and

(c) in response to a mouse-over event involving the product, causing the user computer to display the supplemental content in an overlay display object added to the web page.

2. The method of claim 1, wherein the content server operates in an Internet domain which is different from an Internet domain of said web site, and the step of retrieving the supplemental content comprises retrieving from the content server a script file that contains the supplemental content.

3. The method of claim 2, wherein the step of retrieving the supplemental content from the content server comprises, via execution of the update handler on the user computer, converting the supplemental content included in the script file into an HTML format.

4. The method of claim 1, wherein the update handler generates the overlay display object, at least in part, by supplementing HTML coding of the web page as loaded on the user computer.

5. The method of claim 1, wherein the update handler comprises JavaScript code executed by said browser running on the user computer.

6. The method of claim 1, wherein the supplemental content comprises identifiers of products that are related to said product.

7. The method of claim 1, wherein the step of detecting the reference to the product via an analysis of content of the web page occurs in response to the mouse-over event.

8. The method of claim 1, wherein the supplemental content is retrieved from the content server prior to the mouse-over event, and the method comprises maintaining the supplemental content hidden in the web page until detection of the mouse-over event.

9. The method of claim 1, wherein the update handler is configured to communicate with the content server regardless of whether the web page includes a user-selectable link to the content server.

10. The method of claim 1, wherein the catalog page is a product detail page for said product.

11. The method of claim 10, wherein the pre-specified link signature is a product detail page link signature.

12. The method of claim 10, wherein the link points to a destination other than said content server.

13. The method of claim 10, wherein the web site is an affiliate web site that is registered in an affiliate marketing program of a merchant site that hosts the electronic catalog, and the link points to a product detail page of said electronic catalog, said link encoded with an affiliate identifier to enable tracking of user referrals.

14. The method of claim 13, wherein the overlay display object, as added to the web page of the affiliate web site, provides functionality for a user to interactively browse and make purchases from said electronic catalog via communications with the content server.

15. The method of claim 1, wherein the supplemental content includes an option to select the product for purchase on a merchant site that is separate from said web site.

16. The method of claim 1, wherein loading the update handler comprises loading a first module of update handler code that analyzes HTML content of the web page to identify at least a second module of update handler code to be loaded, and then loading the second module of update handler code.

17. The method of claim 1, wherein loading the update handler comprises loading a portion of the update handler after the reference to the product has been detected.

18. The method of claim 1, further comprising generating the tag via a tag generation tool, and communicating the tag over a network to an operator of said web site for incorporation into coding of said web page.

19. A server system for dynamically supplementing web pages of web sites, the system comprising:

a content server that serves content in response to requests from browsers running on user computing devices, including supplemental content that is adapted for display in web pages that are served by sources other than the content server, said content server comprising computer hardware; and

a repository of update handler code that is adapted to be transmitted to, and executed by, the browsers in connection with the web pages;

wherein the update handler code, when executed as part of a web page loaded by a browser running on a user computing device, is operative to cause the browser to (a) analyze content of the web page loaded by the browser to detect that the web page includes a link that matches a predefined link signature of a catalog page, and to obtain, from said link, an identifier of a product, (b) retrieve supplemental content associated with the product from the content server, and (c) supplement the web page with the supplemental content associated with the product, said supplemental content including catalog content associated with the product.

20. The system of claim 19, wherein the content server sends the supplemental content to the browser as part of a script file to enable cross-domain serving of content, and wherein the update handler code extracts the supplemental content from the script file, and converts the supplemental content into a format suitable for display by the browser.

21. The system of claim 19, wherein the update handler code generates an overlay display object which is part of the web page, and displays the supplemental content in the overlay display object, such that the overlay display object and supplemental content are displayed without opening a new browser window.

22. The system of claim 21, wherein the supplemental content includes functionality for the user to select the product for purchase or rental.

23. The system of claim 19, wherein the system is operative to cause web pages of affiliate web sites that are registered in an affiliate marketing program to be supplemented, via browser execution of said update handler code, with catalog content associated with products represented on said web pages.

24. The system of claim 23, wherein the update handler code supplements the web pages of the affiliate sites with functionality for purchasing the products from a merchant associated with said affiliate marketing program, such that users can make purchases from the merchant without navigating away from the affiliate web sites.

25. The system of claim 19, wherein the supplemental content comprises identifiers of additional products that are similar to said product.

26. The system of claim 19, wherein the pre-specified link signature is a product detail page link signature associated with an electronic catalog of products.

27. The system of claim 26, wherein the content server is operative to interact with the update handler code to enable a user to browse and make purchases from the electronic catalog via interactions with an overlay display object added to the web page.

28. The system of claim 19, further comprising a tag generation tool that generates a tag for insertion by a web site operator into HTML content of a target web page, wherein the tag causes a web browser that loads the target web page to retrieve at least a portion of said update handler code from the repository.

29. A method of dynamically supplementing a web page loaded by a web browser from a web site, the method comprising:

generating a tag via a tag generation tool, and communicating the tag to an operator of said web site, said tag adapted for incorporation into web page coding of the web site;

receiving, over a network, a request generated by the browser in response to said tag being included in the web page; and

responding to the request by causing the browser to load and execute an update handler, wherein execution of the update handler causes the browser to at least (a) analyze content of the web page and to determine that the web page includes a link that matches a pre-specified link signature of a catalog page, said link including an identifier of a product, (b) retrieve, based on said identifier of the product, catalog content associated with the product, wherein the catalog content is retrieved over a network from a content server that is separate from the web site, and (c) supplement the web page with the catalog content;

wherein the method, including generating the tag, receiving the request, and responding to the request, is performed by a system that comprises at least one machine.

30. The method of claim 29, wherein the catalog content is retrieved by the browser from the content server as part of a script file, and is converted into HTML content by execution of the update handler.

31. The method of claim 29, wherein causing the browser to load and execute the update handler comprises transmitting at least a portion of the update handler to the browser from the content server.

32. The method of claim 29, wherein the catalog content includes interactive content that enables the user to browse and make purchases from an electronic catalog hosted on a second web site operated by a second entity.

33. The method of claim 29, wherein execution of the update handler causes the browser to display the catalog content in an overlay display object added to the web page.

34. The method of claim 33, wherein the update handler causes the browser to display the overlay display object in response to a mouse-over event associated with the product.

35. The method of claim 34, wherein the update handler causes the browser to retrieve the catalog content from the content server in response to said mouse-over event.

36. The method of claim 29, wherein the catalog content comprises identifiers of additional products that are similar to said product.

37. The method of claim 29, wherein the pre-specified link signature is a product detail page link signature associated with an electronic catalog.

38. The method of claim 29, wherein the web site is an affiliate web site registered in an affiliate program of a merchant, and the method comprises causing the web page of the affiliate web site to be supplemented, via execution of said update handler, with functionality for purchasing the product from an electronic catalog of the merchant.

39. The method of claim 29, wherein causing the browser to load and execute the update handler comprises transmitting to the browser a first module of update handler code that, when executed, (a) analyzes HTML content of the web page, and (b) based on a result of the analysis of HTML content, selects at least one additional update handler code module to load.

40. The method of claim 29, wherein at least a portion of the update handler is loaded by the browser after said step of analyzing the content of the web page.

41. The method of claim 29, wherein the step of causing the browser to load and execute an update handler comprises using information encoded in said tag to identify at least one module of update handler code to send to the browser.

42. The method of claim 29, wherein generating the tag comprises programmatically generating the tag based on one or more selections made by the operator of the web site, said one or more selections specifying at least a type of content to be displayed via said update handler.

43. The method of claim 42, wherein the tag consists of a single line of JavaScript code.

44. The method of claim 29, wherein generating the tag comprises incorporating an identifier of the web site operator into the tag, and the method further comprises using said identifier to track user referrals attributable to the web site operator.

45. A method of supplementing content of a web page retrieved from a first Internet domain with content supplied from a second Internet domain, comprising:

at a user computer that has loaded the web page from the first Internet domain for display by a browser, generating a request for a script file, and sending the request over a network from the user computer to a content server in the second Internet domain, wherein the request is generated via browser execution of update handler code associated with the web page, and is generated in response to a determination that the web page includes a link that matches a predefined link signature of a catalog page of an electronic catalog, said request including a product identifier obtained from said link;

at the content server, responding to the request by generating a script file that includes content encoded therein, and sending the script file to the user computer, said content being associated with said product; and

at the user computer, via browser execution of the update handler code, extracting the content from the script file, and supplementing a visual display of the web page with at least a portion of the content.

46. The method of claim 45, wherein the script file is a JavaScript file, and the content that is encoded in the JavaScript file includes HTML content.

47. The method of claim 45, wherein the update handler code converts the content, as extracted from the script file, into an HTML format.

48. The method of claim 45, wherein the update handler code generates the request for the script file in response to recognizing that the link is a link to a product detail page of the electronic catalog.

49. The method of claim 45, wherein the update handler code supplements the visual display of the web page with an overlay display object that displays content extracted from the script file.

50. The method of claim 45, wherein the content comprises computer-generated item recommendations.

51. The method of claim 45, wherein the content comprises catalog content associated with the product.

52. The method of claim 51, wherein the content additionally includes interactive content that enables a user to interact with said web page to purchase the product from a second web site.