Dynamic updating of rendered web pages with supplemental content
First Claim
1. A method of providing a dynamically updatable web page, the method comprising:
- causing a web browser running on a user computer to load update handler code over a network such that the update handler code becomes part of a web page loaded by the browser, said update handler code comprising browser-executable code that is capable of causing the web browser to update a display of the web page with content retrieved from a content server;
detecting an occurrence of a pre-specified keyword or keyword phrase in visual content of the web page;
retrieving an advertisement associated with the keyword or keyword phrase over a network from the content server to the user computer, said advertisement being a sponsored link advertisement that has a pre-specified association with the keyword or keyword phrase, wherein retrieving the advertisement comprises extracting content of the advertisement from a script file received from the content server, wherein extracting said content from the script file comprises extracting an HTML string that is surrounded by quotations and assigned to a script variable; and
responding to a mouse-over event in which a mouse pointer is positioned over the occurrence of the pre-specified keyword or keyword phrase on a visual display of the web page on the user computer by causing the advertisement to be displayed by said user computer in an overlay display object in association with the keyword or keyword phrase, said overlay display object being part of the web page;
wherein the advertisement is retrieved from the content server and displayed in the overlay display object via execution of the update handler code by the web browser.
1 Assignment
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Accused Products
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. In one embodiment, when a mouse-over event occurs with respect to a recognized item on the web page, such as a hyperlink that matches a particular link signature, the page update handler displays a corresponding overlay display object within the web page. The overlay display object displays information about or associated with the recognized item, and may provide functionality for the user to further interact with the content server. In one embodiment, an operator of a web site that is separate from the content server can enable overlay display objects within its web pages by merely adding an update handler tag to one or more corresponding HTML documents.
250 Citations
41 Claims
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1. A method of providing a dynamically updatable web page, the method comprising:
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causing a web browser running on a user computer to load update handler code over a network such that the update handler code becomes part of a web page loaded by the browser, said update handler code comprising browser-executable code that is capable of causing the web browser to update a display of the web page with content retrieved from a content server; detecting an occurrence of a pre-specified keyword or keyword phrase in visual content of the web page; retrieving an advertisement associated with the keyword or keyword phrase over a network from the content server to the user computer, said advertisement being a sponsored link advertisement that has a pre-specified association with the keyword or keyword phrase, wherein retrieving the advertisement comprises extracting content of the advertisement from a script file received from the content server, wherein extracting said content from the script file comprises extracting an HTML string that is surrounded by quotations and assigned to a script variable; and responding to a mouse-over event in which a mouse pointer is positioned over the occurrence of the pre-specified keyword or keyword phrase on a visual display of the web page on the user computer by causing the advertisement to be displayed by said user computer in an overlay display object in association with the keyword or keyword phrase, said overlay display object being part of the web page; wherein the advertisement is retrieved from the content server and displayed in the overlay display object via execution of the update handler code by the web browser. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 31, 32, 33, 40)
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10. A method of dynamically supplementing a web page, the method comprising:
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analyzing native content of a web page loaded by a browser on a user computing device, wherein the native content of the web page is analyzed via execution by the browser of an update handler that is part of the web page, said update handler comprising browser-executable code that is capable of causing the browser to update the loaded web page with supplemental content retrieved from a content server; detecting, as a result of the analysis of the native content, that the native content includes a pre-specified keyword or keyword phrase; retrieving an advertisement associated with the keyword or keyword phrase over a network from the content server, said advertisement having a pre-specified association with the keyword or keyword phrase, and comprising a user-selectable link, wherein retrieving the advertisement comprises extracting, via browser execution of the update handler, content of said advertisement from a script file received from the content server, wherein extracting said content from the script file comprises extracting an HTML string that is surrounded by quotations and assigned to a script variable; and in response to a mouse-over event in which a mouse pointer is positioned over the keyword or keyword phrase in a visual display of the web page, causing the advertisement to be displayed by the user computing device in an overlay display object of the web page; wherein the advertisement is retrieved from the content server and displayed in the overlay display object via execution of the update handler by the browser. - View Dependent Claims (11, 12, 13, 14, 15, 16, 17, 18, 34, 35, 41)
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19. A method of dynamically supplementing a web page, the method comprising:
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detecting, within native content of a web page, an item for which supplemental content is available from a content server, wherein the item comprises a keyword or keyword phrase, and is detected via execution of update handler code loaded by a browser with the web page, said update handler code comprising browser-executable code capable of causing the browser to update the web page, as loaded by the browser, with the supplemental content; retrieving the supplemental content from the content server over a computer network, said supplemental content comprising an advertisement having a pre-defined association with the keyword or keyword phrase, wherein retrieving the supplemental content comprises extracting the supplemental content, via browser execution of the update handler code, from a script file received from the content server, said content extracted from the script file by a process that comprises extracting an HTML string that is surrounded by quotations and assigned to a script variable; and in response to a mouse-over event associated with the item, causing the browser to display an overlay display object that includes the supplemental content, wherein the overlay display object is part of the web page, and is generated via execution of the update handler code by the browser. - View Dependent Claims (20, 21, 22, 23, 36, 37)
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24. A system, comprising:
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non-transitory computer storage; and update handler code stored in said computer storage, said update handler code adapted to be loaded by a browser as part of a web page, and adapted to be executed by the web browser to cause the browser to update the web page at least in part by; detecting, within native content of a web page, an item for which supplemental content is available from a content server, said item comprising a keyword or keyword phrase; retrieving the supplemental content from the content server over a computer network, said supplemental content comprising a user-selectable advertisement having a predefined association with the keyword or keyword phrase, wherein retrieving the supplemental content comprises extracting the supplemental content from a script file received from the content server, said content extracted from the script file by a process that comprises extracting an HTML string that is surrounded by quotations and assigned to a script variable; and in response to a mouse-over event associated with the item, causing the browser to display the supplemental content, including the user-selectable advertisement, in an overlay display object that is part of the web page. - View Dependent Claims (25, 26, 27, 28, 29, 30, 38, 39)
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Specification