Method and system for enabling client-side initiated delivery of dynamic secondary content

• US 8,103,743 B2
• Filed: 06/18/2008
• Issued: 01/24/2012
• Est. Priority Date: 06/18/2008
• Status: Active Grant

• Current Assignee: Disney Enterprises Incorporated (The Walt Disney Company)
• Original Assignee: Disney Enterprises Incorporated (The Walt Disney Company)
• Inventors: Tokumi, Roland Katsuaki
• Primary Examiner(s): Avellino, Joseph
• Assistant Examiner(s): Park, Jeong S
• Application Number:
  US12/214,517
• Publication Number:
  US 20090319636A1
• Time in Patent Office: 1,315 Days
• Field of Search: 709/206, 709/218, 709/230, 709/232, 709/246
• US Class Current: 709/218
• 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: H04L 67/02 based on web technology, e.g. hypertext transfer protocol [HTTP]
• CPC Class Codes: H04L 67/53 using third party service providers

Abstract

There is provided a method of enabling client-side initiated delivery of dynamic secondary content to a host page comprising running a dynamic secondary content delivery application, requesting a secondary content update to one or more items of existing secondary content rendered on the host page during page load, downloading the secondary content update to the client system, parsing the secondary content update by the dynamic secondary content delivery application, and rendering the secondary content update on the host page, resulting in the client-side initiated delivery of the dynamic secondary content to the host page. In one embodiment, the method is executed by a client system in response to instructions comprising the dynamic secondary content delivery application stored on a computer-readable medium.

Claims

1. A method of enabling client-side initiated delivery of dynamic ads to a host page, the method comprising:

running a dynamic ad delivery application by a client system;

generating a single request for ad updates to a plurality of items of existing ads rendered on the host page during page load on the client system, wherein the ad updates in the single request have no conflicting ads;

downloading the ad updates to the client system;

parsing the ad updates by the dynamic ad delivery application, wherein the ad updates to the plurality of items of existing ads includes a first update to a first item of the plurality of items belonging to a first container type and a second update to a second item of the plurality of items belonging to a second container type, and wherein the parsing includes distinguishing between the first update and the second update having the first container type and the second container type, respectively; and

rendering the ad updates on the host page having, a primary content as a central theme, resulting in the client-side initiated delivery of the dynamic ad to the host page for advertisement in conjunction with providing the central theme.

2. The method of claim 1, wherein the dynamic ad delivery application comprises an embedded script on the host page.

3. The method of claim 1, wherein the single request includes providing an ad server with data describing all of the plurality of items of existing ads presently rendered on the host page.

4. The method of claim 1, wherein the rendering of the ad updates on the host page occurs independent of and without disruption of the primary content displayed on the host page.

5. A system for enabling client-side initiated delivery of dynamic ads to a host page, the system comprising:

a primary content server for delivering the host page to a client system, the host page configured to include a primary content as a central theme of the host page and ads for advertisement in conjunction with providing the central theme;

an ad server configured to provide the ads for rendering on the host page; and

a dynamic ad delivery application to be run on the client system, the dynamic ad delivery application configured to generate a single request for ad updates to a plurality of items of the ads rendered on the host page, wherein the ad updates in the single request have no conflicting ads, the dynamic ad delivery application configured to download the ad updates from the content ad server to the client system, parse the ad updates, and render the ad updates on the host page, to enable client-side initiated delivery of the dynamic ad to the host page;

wherein the ad updates to the plurality of items of the ads includes a first update to a first item of the plurality of items belonging to a first container type and a second update to a second item of the plurality of items belonging to a second container type, and wherein the parsing includes distinguishing between the first update and the second update having the first container type and the second container type, respectively.

6. The system of claim 5, wherein the dynamic ad delivery application comprises an embedded script on the host page.

7. The system of claim 5, wherein a single server comprises the primary content server and the ad server.

8. The system of claim 5, wherein the single request for the ad updates includes providing the ad server with data describing all of the plurality of items of existing ads presently rendered on the host page.

9. The system of claim 5, wherein rendering of the ad updates on the host page occurs independent of and without disruption of the primary content displayed on the host page.