Method and system for web user profiling and selective content delivery
First Claim
1. A method of profiling a Web user, comprising:
- detecting, at an ISP (Internet service provider) server, an outgoing URL page request from a client;
capturing, at the ISP server, the packets associated with the detected URL page request,extracting, from the packets captured at the ISP server, a Uniform Resource Locator (URL) identifying a network path to a Web site satisfying the URL page request;
obtaining, at the ISP server, an IP (Internet protocol) address from a client;
storing the extracted URL and the IP address obtain form the client in a database;
correlating, at the ISP server, the IP address obtained from the client with a permanent anonymous user identifier using an IP address to anonymous user ID (AID) cross-reference table;
associating the extracted URL with the permanent anonymous user identifier correlated with the IP address obtained from the client;
for each permanent anonymous user identifier correlated with the IP address obtained from the client, storing the URL of the Web site satisfying the URL page request and the permanent anonymous user identifier correlated with the IP address obtained from the client;
cross-referencing, at the ISP server, the extracted URL with demographic information in a categorized URL database profiling Web sites based on demographic characteristics of users accessing the profiled Web sites;
extracting, at the ISP server, a set of the demographic information associated with the Web site cross-referenced to the extracted URL;
extracting content affinity from a categorized listing of URLs that translate the extracted URL into a content preference for the profiled Web site associated with the extracted URL; and
providing a user profile for the permanent anonymous user identifier based on the extracted URL and the extracted content affinity obtained by translating the extracted URL into the content preference for the profiled Web site associated with the extracted URL.
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Accused Products
Abstract
A method and system are provided for accurately and anonymously profiling Web users and for selectively delivering content such as advertisements to users based on their profiles. The system uses behavioral information preferably collected at the users'"'"' point of connection to the Internet to anonymously profile their interests and demographics. It accurately matches and delivers content to the users to which they will likely be most receptive. Advertisers can use the system to launch effective advertising campaigns delivering selected Web content to chosen target audiences. The system uses feedback from users to determine the effectiveness of an advertising campaign and allows dynamic modification of the advertising campaign by, e.g., altering the target audience, to optimize results.
237 Citations
32 Claims
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1. A method of profiling a Web user, comprising:
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detecting, at an ISP (Internet service provider) server, an outgoing URL page request from a client; capturing, at the ISP server, the packets associated with the detected URL page request, extracting, from the packets captured at the ISP server, a Uniform Resource Locator (URL) identifying a network path to a Web site satisfying the URL page request; obtaining, at the ISP server, an IP (Internet protocol) address from a client; storing the extracted URL and the IP address obtain form the client in a database; correlating, at the ISP server, the IP address obtained from the client with a permanent anonymous user identifier using an IP address to anonymous user ID (AID) cross-reference table; associating the extracted URL with the permanent anonymous user identifier correlated with the IP address obtained from the client; for each permanent anonymous user identifier correlated with the IP address obtained from the client, storing the URL of the Web site satisfying the URL page request and the permanent anonymous user identifier correlated with the IP address obtained from the client; cross-referencing, at the ISP server, the extracted URL with demographic information in a categorized URL database profiling Web sites based on demographic characteristics of users accessing the profiled Web sites; extracting, at the ISP server, a set of the demographic information associated with the Web site cross-referenced to the extracted URL; extracting content affinity from a categorized listing of URLs that translate the extracted URL into a content preference for the profiled Web site associated with the extracted URL; and providing a user profile for the permanent anonymous user identifier based on the extracted URL and the extracted content affinity obtained by translating the extracted URL into the content preference for the profiled Web site associated with the extracted URL. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16)
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17. A computer for profiling a Web user, comprising:
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a memory for storing a program; a processor operative with the program to detect, at an ISP (Internet service provider) server, an outgoing URL page request from a client, to capture, at the ISP server, the packets associated with the detected URL page request, to extract, from the packets captured at the ISP server, a Uniform Resource Locator (URL) identifying a network path to a Web site satisfying the URL page request, to obtain, at the ISP server, an IP (Internet protocol) address from a client, to store the extracted URL and the IP address obtain form the client in a database, to correlate, at the ISP server, the IP address obtained from the client with a permanent anonymous user identifier using an IP address to anonymous user ID (AID) cross-reference table, to associate the extracted URL with the permanent anonymous user identifier correlated with the IP address obtained from the client, for each permanent anonymous user identifier correlated with the IP address obtained from the client, to store the URL of the Web site satisfying the URL page request and the permanent anonymous user identifier correlated with the IP address obtained from the client, to cross-reference, at the ISP server, the extracted URL with demographic information in a categorized URL database profiling Web sites based on demographic characteristics of users accessing the profiled Web sites, to extract, at the ISP server, a set of the demographic information associated with the Web site cross-referenced to the extracted URL, to extract content affinity from a categorized listing of URLs that translate the extracted URL into a content preference for the profiled Web site associated with the extracted URL, and to provide a user profile for the permanent anonymous user identifier based on the extracted URL and the extracted content affinity obtained by translating the extracted URL into the content preference for the profiled Web site associated with the extracted URL. - View Dependent Claims (18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31)
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32. A non-transitory computer readable medium comprising a program for profiling a Web user by performing the steps of:
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detecting, at an ISP (Internet service provider) server, an outgoing URL page request from a client; capturing, at the ISP server, the packets associated with the detected URL page request, extracting, from the packets captured at the ISP server, a Uniform Resource Locator (URL) identifying a network path to a Web site satisfying the URL page request; obtaining, at the ISP server, an IP (Internet protocol) address from a client; storing the extracted URL and the IP address obtain form the client in a database; correlating, at the ISP server, the IP address obtained from the client with a permanent anonymous user identifier using an IP address to anonymous user ID (AID) cross-reference table; associating the extracted URL with the permanent anonymous user identifier correlated with the IP address obtained from the client; for each permanent anonymous user identifier correlated with the IP address obtained from the client, storing the URL of the Web site satisfying the URL page request and the permanent anonymous user identifier correlated with the IP address obtained from the client; cross-referencing, at the ISP server, the extracted URL with demographic information in a categorized URL database profiling Web sites based on demographic characteristics of users accessing the profiled Web sites; extracting, at the ISP server, a set of the demographic information associated with the Web site cross-referenced to the extracted URL; extracting content affinity from a categorized listing of URLs that translate the extracted URL into a content preference for the profiled Web site associated with the extracted URL; and providing a user profile for the permanent anonymous user identifier based on the extracted URL and the extracted content affinity obtained by translating the extracted URL into the content preference for the profiled Web site associated with the extracted URL.
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Specification