Systems and methods to provide advertisements for real time communications
First Claim
1. A method, comprising:
- processing, by a web server, a request for an advertisement in reference to a document provided to a client system by a content server, the request received from the client system or the content server;
responsive to the processing the request, determining, by an advertisement server coupled to the web server, a set of keywords representing content of the document;
based at least in part on the set of keywords, searching, by the advertisement server, an advertisement database coupled to the advertisement server to identify an advertisement based at least in part on relevancy of the advertisement to the content of the document;
selecting, by the advertisement server, a communication reference from a pool of communication references that are dynamically recycled based on a predetermined set of allocation rules;
storing in the advertisement database a set of parameters in association with the advertisement, the set of parameters specifying the communication reference allocated to the advertisement and associated with a content provider for a first predefined period of time, the communication reference useable to request a telecommunication server to establish a connection for real time communications between a user of the client system and an advertiser of the advertisement;
generating, by the web server, a second document at least in part by adding the advertisement and the communication reference to the document;
transmitting, by the web server, the second document for presentation via the client system to the user of the client system;
processing, by at least one telecommunication server coupled to a session border controller configured to interface with a packet switched network, a connection request received from the client system utilizing the communication reference;
in response to the connection request from the client system using the communication reference, causing, by the at least one telecommunication server, the set of parameters stored in the advertisement database to be modified to extend the association of the communication reference with the advertisement for a second period of time and determining contact information of the advertiser based on the communication reference used to transmit the connection request;
establishing, by the at least one telecommunication server, the connection for real time communications between the user and the advertiser using the contact information determined from the communication reference; and
identifying, by the at least one telecommunication server, the content provider based on the communication reference used to transmit the connection request, wherein the content provider is compensated for the connection based at least in part on the establishing of the connection for real time communications between the user and the advertiser.
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Abstract
Systems and methods to provide advertisements based on the content of documents in which the advertisements are presented. One embodiment includes: a web server to receive a request for an advertisement in reference to a document provided to a user by a content provider; a backend server to identify the advertisement based on relevancy of the advertisement to the content of the document and to associate a communication reference with the advertisement and the content provider, the web server to provide the advertisement and the reference for inclusion in the document; and a telecommunication server coupled to a session border controller and the backend server to receive a connection request via the reference, to determine contact information of the advertiser and identify the content provider based on the reference, and to establish the connection between the user and the advertiser using the determined contact information.
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Citations
20 Claims
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1. A method, comprising:
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processing, by a web server, a request for an advertisement in reference to a document provided to a client system by a content server, the request received from the client system or the content server; responsive to the processing the request, determining, by an advertisement server coupled to the web server, a set of keywords representing content of the document; based at least in part on the set of keywords, searching, by the advertisement server, an advertisement database coupled to the advertisement server to identify an advertisement based at least in part on relevancy of the advertisement to the content of the document; selecting, by the advertisement server, a communication reference from a pool of communication references that are dynamically recycled based on a predetermined set of allocation rules; storing in the advertisement database a set of parameters in association with the advertisement, the set of parameters specifying the communication reference allocated to the advertisement and associated with a content provider for a first predefined period of time, the communication reference useable to request a telecommunication server to establish a connection for real time communications between a user of the client system and an advertiser of the advertisement; generating, by the web server, a second document at least in part by adding the advertisement and the communication reference to the document; transmitting, by the web server, the second document for presentation via the client system to the user of the client system; processing, by at least one telecommunication server coupled to a session border controller configured to interface with a packet switched network, a connection request received from the client system utilizing the communication reference; in response to the connection request from the client system using the communication reference, causing, by the at least one telecommunication server, the set of parameters stored in the advertisement database to be modified to extend the association of the communication reference with the advertisement for a second period of time and determining contact information of the advertiser based on the communication reference used to transmit the connection request; establishing, by the at least one telecommunication server, the connection for real time communications between the user and the advertiser using the contact information determined from the communication reference; and identifying, by the at least one telecommunication server, the content provider based on the communication reference used to transmit the connection request, wherein the content provider is compensated for the connection based at least in part on the establishing of the connection for real time communications between the user and the advertiser. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18)
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19. One or more non-transitory, machine-readable media storing instructions that, when executed by a server system, cause the server system to perform a method, the method comprising:
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processing a request for an advertisement in reference to a document provided to a client system by a content server, the request received from the client system or the content server; responsive to the processing the request, determining a set of keywords representing content of the document; based at least in part on the set of keywords, searching an advertisement database to identify an advertisement based at least in part on relevancy of the advertisement to the content of the document; selecting a communication reference from a pool of communication references that are dynamically recycled based on a predetermined set of allocation rules; storing in the advertisement database a set of parameters in association with the advertisement, the set of parameters specifying the communication reference allocated to the advertisement and associated with a content provider for a first predefined period of time, the communication reference to be used to request a telecommunication server to establish a connection for real time communications between a user of the client system user and an advertiser of the advertisement; generating a second document at least in part by adding the advertisement and the communication reference to the document; transmitting the second document for presentation via the client system to the user of the client system; processing a connection request received from the client system utilizing the communication reference; in response to the connection request received from the client system via the communication reference, causing, by the at least one telecommunication server, the set of parameters stored in the advertisement database to be modified to extend the association of the communication reference with the advertisement for a second period of time and determining contact information of the advertiser based on the communication reference used to receive the connection request; establishing the connection for real time communications between the user and the advertiser using the contact information determined from the communication reference; identifying the content provider based on the communication reference used to receive the connection request; and compensating the content provider per the establishing of the connection for real time communications between the user and the advertiser.
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20. A server system, comprising:
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a web server configured to; process a request for an advertisement in reference to a document provided to a client system by a content server, the request received from the client system or the content server; transmit the advertisement and a communication reference for inclusion in the document for presentation via the client system to a user of the client system, the communication reference to be used to request a telecommunication server to establish a connection for real time communications between the user and an advertiser of the advertisement; an advertisement server coupled to the web server and configured to; determine a set of keywords representing content of the document; based at least in part on the set of keywords, search an advertisement database coupled to the advertisement server to identify the advertisement based at least in part on relevancy of the advertisement to the content of the documents; and select a communication reference from a pool of communication references that are dynamically recycled based on a predetermined set of allocation rules; store in the advertisement database a set of parameters in association with the advertisement, the set of parameters specifying the communication reference allocated to the advertisement and associated with a content provider for a first predefined period of time; a session border controller configured to interface with a packet switched network; and at least one telecommunication server coupled to the session border controller and the advertisement server, the at least one telecommunication server configured to; process a connection request received from the client system utilizing the communication reference; determine contact information of the advertiser based on the communication reference used to receive the connection request; cause the set of parameters stored in the advertisement database to be modified to extend the association of the communication reference with the advertisement for a second period of time upon receipt of the connection request; identify the content provider based on the communication reference used to receive the connection request; and establish the connection for real time communications between the user and the advertiser using the contact information determined from the communication reference; wherein the content provider is compensated for the connection for real time communications between the user and the advertiser being established; and wherein the advertiser is charged an advertisement fee for the connection for real time communications between the user and the advertiser being established.
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Specification