System and method for real-time web page context analysis for the real-time insertion of textual markup objects and dynamic content

• US 9,324,084 B2
• Filed: 10/19/2010
• Issued: 04/26/2016
• Est. Priority Date: 08/30/2000
• Status: Expired due to Term

• Current Assignee: Amobee, Inc. (Nexxen International Ltd.)
• Original Assignee: Kontera Technologies Incorporated (Nexxen International Ltd.)
• Inventors: Henkin, Assaf, Shaham, Yoav, Vitos, Henit, Friedman, Benny, Brickner, Itai
• Primary Examiner(s): BROWN, SHEREE N
• Application Number:
  US12/907,183
• Publication Number:
  US 20110035438A1
• Time in Patent Office: 2,016 Days
• Field of Search: 707/705, 705/14, 715/854
• US Class Current: 1/1
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• 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: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 50/12 Hotels or restaurants
• CPC Class Codes: Y10S 707/99931 Database or file accessing
• CPC Class Codes: Y10S 707/99932 Access augmentation or optimizing
• CPC Class Codes: Y10S 707/99933 Query processing, i.e. searching
• CPC Class Codes: Y10S 707/99934 Query formulation, input preparation, or translation
• CPC Class Codes: Y10S 707/99935 Query augmenting and refining, e.g. inexact access
• CPC Class Codes: Y10S 707/99942 Manipulating data structure, e.g. compression, compaction, compilation
• CPC Class Codes: Y10S 707/99944 Object-oriented database structure
• CPC Class Codes: Y10S 707/99945 Object-oriented database structure processing

Abstract

A technique is described for delivering contextual information to end users of a data network which includes at least one client system associated with an end user. According to a specific embodiment, the technique of the present invention provides a contextual-based platform for delivering to an end user in real-time proactive, personalized, contextual information relating to web page content currently being displayed to the user.

Claims

1. A computer-implemented method of analyzing a web page that comprises universal resource locator (URL) information that identifies the web page and other content, the method comprising:

at a server, receiving from a client system one or more portions of the other content of the web page;

analyzing the other content received from the client system to generate keyword information by comparing the other content of the web page with information in a keyword taxonomy, generating keywords that are not presently included in a keyword taxonomy database, and adding the newly generated keywords to the keyword taxonomy database;

communicating a request to an advertisement server for advertisement information relating to the keyword information;

receiving from the advertisement server the advertisement information;

ranking the advertisement information based, at least in part, on ranking advertisements based on information indicating a likelihood of a user clicking on the advertisements;

selecting an advertisement to be inserted into the web page based, at least in part, on the ranking;

generating web page modification instructions that, when processed at the client system, modify how the web page is displayed on the client system; and

communicating the web page modification instructions to the client system, wherein the web page modification instructions, when processed by the client system;

insert the advertisement into the web page; and

cause a URL request to be transmitted to the server based on detecting an action that includes a click event, wherein the URL request includes embedded information enabling the server to identify various information about an advertisement selected, via the click event, by the user of a user of the client system.

2. The computer-implemented method of claim 1, wherein the web page has been received by the client system from a content provider server.

3. The computer-implemented method of claim 1, wherein the web page has been received by the client system from a content provider server in response to a URL request from the client system to the content provider server.

4. The computer-implemented method of claim 1, wherein the web page includes a tag that is associated with the server that receives the one or more portions of the other content of the web page from the client system.

5. The computer-implemented method of claim 4, wherein the tag, when processed by the client system, invokes a JavaScript operation.

6. The computer-implemented method of claim 4, wherein the tag, when processed by the client system, invokes a script operation.

7. The computer-implemented method of claim 6, wherein the one or more portions of the other content of the web page are provided to the server by the client system, at least in part, as a result of script operations invoked by the tag.

8. The computer-implemented method of claim 4, further comprising receiving, at the server, a unique identifier for the web page, the unique identifier generated by the client system based, at least in part, on text of the web page.

9. The computer-implemented method of claim 8, wherein the unique identifier is generated by the client system as a result of script operations that are invoked by the tag.

10. The computer-implemented method of claim 8, further comprising receiving, at the server, advertisement type information and content provider identification information from the client system.

11. The computer-implemented method of claim 10, wherein the unique identifier, ad type information and content provider identification are provided by the client system, at least in part, as a result of operations invoked by the tag.

12. The computer-implemented method of claim 1, wherein the web page is any one of:

a personalized web page, a customized web page, or a dynamically generated web page.

13. The computer-implemented method of claim 1, wherein the keyword information includes keywords from the one or more portions of the other content of the web page.

14. The computer-implemented method of claim 1, wherein the keyword information includes any one or more of:

taxonomy keywords, ontology keywords, or keyword ranking information.

15. The computer-implemented method of claim 1, wherein ranking the advertisement information is further based, at least in part, on ranking advertisements based on cost-per-click information associated with the advertisements.

16. The computer-implemented method of claim 1, wherein ranking the advertisement information is further based, at least in part, on ranking advertisements based on revenue information associated with the advertisements.

17. The computer-implemented method of claim 1, wherein ranking the advertisement information is further based, at least in part, on ranking advertisements based on expected return information associated with the advertisements.

18. The computer-implemented method of claim 1, wherein ranking the advertisement information is further based, at least in part, on ranking advertisements based on statistical historical data associated with the advertisements.

19. The computer-implemented method of claim 1, wherein the web page modification instructions, when processed by the client system, also transform text of the web page into a hyperlink.

20. The computer-implemented method of claim 19, wherein the text corresponds to a keyword.

21. The computer-implemented method of claim 19, wherein the web page modification instructions, when processed by the client system, also insert textual markup information into the web page.

22. The computer-implemented method of claim 19, wherein the web page modification instructions, when processed by the client system, also insert dynamic content information.

23. The computer-implemented method of claim 1, wherein the web page modification instructions, when processed by the client system, also transform a keyword in the text of the web page into a hyperlink.

24. The computer-implemented method of claim 1, further comprising receiving a request from the client system based, at least in part, on an action of a user of the client system with respect to an advertisement inserted into the web page content as a result of the client system processing the web page modification instructions.

25. The computer-implemented method of claim 24, further comprising, in response to receiving the request at the server, transmitting redirection instructions to the client system.

26. The computer-implemented method of claim 25, wherein the redirection instructions, when processed by the client system, redirect the client system to a destination associated with the advertisement inserted into the web page.

27. The computer-implemented method of claim 1, wherein the web page modification instructions further include instructions for recording user click information associated with keywords.

28. The computer-implemented method of claim 1, wherein the web page modification instructions further include instructions for recording impression information associated with keywords.

29. The computer-implemented method of claim 1, further comprising determining whether a cached version of the web page exists using the unique identifier.

30. The computer-implemented method of claim 1, further comprising requesting the one or more portions of the other content of the web page from the client system.

31. The computer-implemented method of claim 1, further comprising using the unique identifier to determine that a cached version of the web page does not exist at the server, and requesting the one or more portions of the other content of the web page from the client system.

32. The computer-implemented method of claim 1, further comprising:

analyzing the other content received from the client system to generate topic information for the web page;

wherein communicating the request to the advertisement server for advertisement information includes communicating the topic information for the web page to the advertisement server for advertising information relating to the topic information.

33. The computer-implemented method of claim 1, wherein the one or more portions of the other content of the web page are received by the server in chunks.

34. The computer-implemented method of claim 33, wherein the chunks are received by the server over more than one session.

35. The computer-implemented method of claim 33, wherein the server continues to request and analyze the other content until a threshold amount of keyword information has been generated.

36. The computer-implemented method of claim 33, wherein the server continues to request and analyze the other content until all of the other content of the web page has been analyzed.

37. A system comprising:

at least one processor;

at least one interface configured to exchange information with at least one client device that stores a web page comprising uniform resource locator (URL) information identifying the web page and other content; and

a memory, wherein the system is operable to;

receive from the client device one or more portions of the other content of the web page;

analyze the other content received from the client device to generate keyword information based on comparing the other content of the web page with information in a keyword taxonomy, generating keywords that are not presently included in a keyword taxonomy database, and adding the newly generated keywords to the keyword taxonomy database;

communicate a request to an advertisement server for advertisement information relating to the keyword information;

receive from the advertisement server the advertisement information;

rank the advertisement information based, at least in part, on ranking advertisements based on information indicating a likelihood of a user clicking on the advertisements;

select an advertisement to be inserted into the web page based, at least in part, on the ranking;

generate web page modification instructions that, when processed at the client device, modify how the web page is displayed on the client device; and

communicate the web page modification instructions to the client device, wherein the web page modification instructions, when processed by the client system;

insert the advertisement into the web page; and

cause a URL request to be transmitted to the server based on detecting an action that includes a click event, wherein the URL request includes embedded information enabling the server to identify various information about an advertisement selected, via the click event, by the user of a user of the client system.