Link retrofitting of digital media objects

• US 9,582,804 B2
• Filed: 12/22/2006
• Issued: 02/28/2017
• Est. Priority Date: 12/22/2006
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Inventors: Martinez, Ronald, Kalaboukis, Chris
• Primary Examiner(s): Hong, Stephen
• Assistant Examiner(s): Nazar, Ahamed I
• Application Number:
  US11/615,654
• Publication Number:
  US 20080154951A1
• Time in Patent Office: 3,721 Days
• Field of Search: 715/206, 715/256, 715/257, 715/241, 715/254, 715/205, 715/208, 715/234, 707/103.Y, 707/E17.022, 705/14.49, 705/67, 705/69, 705/73
• US Class Current: 1/1
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A digital media link embedding mechanism for generating one or more links for digital media objects embedded in network resources, such as HyperText Markup Language (HTML) or extensible markup language (XML) pages. Particular implementations of the invention allow network application hosting sites, such as blogging sites and social networking or media sites, to automatically insert revenue generating and/or informational links in proximity to digital media objects embedded by users into personal pages, blog entries, on-line forum posts, and the like. In one implementation, analysis to generate the media links focuses on data surrounding a given digitial content object to improve the relevance, or descriptiveness, of the links. Such media-related ad or search links may be more performant (relative to clickthru rates), since the concepts or keywords used to generate the ad and or search are extracted from data surrounding the digital content.

Claims

1. A method comprising:

accessing, by a computing device, a network resource model to identify a digital media object in a network resource, the network resource comprising a web page associated with a user and the digital media object previously embedded in the web page by the user, wherein the user is a person;

analyzing, by the computing device, meta tags associated with the digital media object;

determining, by the computing device, a topic relating to the meta tags;

selecting, by the computing device, ad content based on the topic;

identifying, by the computing device, data displayed on the web page and surrounding the digital media object within a context of the network resource model;

extracting, by the computing device, one or more first terms from the data displayed on the web page and surrounding the digital media object;

determining, by the computing device, whether to construct one or more hyperlinks based on formatting parameters associated with the digital media object; and

when the formatting parameters associated with the digital media object are above a predetermined threshold;

constructing, by the computing device, the one or more hyperlinks based on the one or more first terms and the ad content, the one or more hyperlinks comprising a content embedding entity identifier, the content embedding entity identifier comprising an identification of the user, the content embedding entity identifier in the one or more hyperlinks to allow for determinations of benefits to be shared by entities; and

inserting, by the computing device, the one or more hyperlinks into the web page in proximity to the digital media object without affecting the digital media object so that the one or more hyperlinks can be viewed when the web page is viewed.

2. The method of claim 1 further comprising

transmitting, by the computing device, the one or more extracted terms to a remote host;

receiving, by the computing device, one or more resource locators from the remote host; and

using, by the computing device, the one or more resource locators in the constructing of the one or more hyperlinks.

3. The method of claim 1 wherein the data surrounding the digital media object are data collocated within the same section of the network resource model as the digital media object.

4. The method of claim 3 wherein the section is defined by one or more HTML <

div>

tags.

5. The method of claim 1 wherein the surrounding data is text content.

6. The method of claim 1 wherein a first hyperlink of the one or more hyperlinks identifies a network addressable advertiser resource, wherein the first hyperlink, when activated, causes a processor of the computing device to access the network addressable advertiser resource.

7. The method of claim 6 wherein the first hyperlink, when activated, causes the processor to access the network addressable advertiser resource in a redirection process with a remote server.

8. The method of claim 1 further comprising

determining, by the computing device, a user identifier associated with the network resource model;

encoding, by the computing device, the user identifier as the content embedding entity identifier into the one or more hyperlinks.

9. The method of claim 1 further comprising

generating, by the computing device, link embedding code causing a processor of the computing device to render the digital media object as a clickable region, which, when clicked, causes the processor to access a network addressable advertiser resource.

10. The method of claim 1 wherein a first hyperlink of the one or more hyperlinks identifies a search system, wherein the first hyperlink, when activated, causes a processor to access the search system.

11. The method of claim 10 wherein the first hyperlink is configured to include one or more of the extracted terms, and wherein the first hyperlink, when activated, causes the processor to access the search system using the one or more extracted terms.

12. A computing device comprising:

a processor;

a storage medium for tangibly storing thereon program logic for execution by the processor, the program logic comprising;

logic executed by the processor for accessing a network resource model to identify a digital media object in a network resource, the network resource comprising a web page associated with a user and the digital media object previously embedded in the web page by the user, wherein the user is a person;

logic executed by the processor for analyzing meta tags associated with the digital media object;

logic executed by the processor for determining a topic relating to the meta tags;

logic executed by the processor for selecting ad content based on the topic;

logic executed by the processor for identifying data displayed on the network resource and surrounding the digital media object within a context of the network resource model;

logic executed by the processor for extracting one or more first terms from the data displayed on the web page and surrounding the digital media object;

logic executed by the processor for determining whether to construct one or more hyperlinks based on formatting parameters associated with the digital media object; and

when the formatting parameters associated with the digital media object are above a predetermined threshold;

logic executed by the processor for constructing the one or more hyperlinks based on the one or more first terms, the one or more hyperlinks comprising a content embedding entity identifier, the content embedding entity identifier comprising an identification of the user, the content embedding entity identifier in the one or more hyperlinks to allow for determinations of benefits to be shared by entities; and

logic executed by the processor for inserting the one or more hyperlinks into the web page in proximity to the digital media object without affecting the digital media object so that the one or more hyperlinks can be viewed when the web page is viewed.

13. The computing device of claim 12, wherein the program logic further comprises:

logic executed by the processor for transmitting the one or more extracted terms to a remote host;

logic executed by the processor for receiving one or more resource locators from the remote host; and

logic executed by the processor for using the one or more resource locators in the constructing of the one or more hyperlinks.

14. The computing device of claim 12, wherein the data surrounding the digital media object are data collocated within the same section of the network resource model as the digital media object.

15. The computing device of claim 14, wherein the section is defined by one or more HTML <

div>

tags.

16. The computing device of claim 12, wherein the surrounding data is text content.

17. The computing device of claim 12, wherein a first hyperlink of the one or more hyperlinks identifies a network addressable advertiser resource, wherein the first hyperlink, when activated, causes a processor to access the network addressable advertiser resource.

18. The computing device of claim 17, wherein the first hyperlink, when activated, causes the processor to access the network addressable advertiser resource in a redirection process with a remote server.

19. The computing device of claim 12, wherein the program logic further comprises:

logic for determining a user identifier associated with the network resource model;

logic for encoding the user identifier as a content embedding entity identifier into the one or more hyperlinks.

20. The computing device of claim 12, wherein the program logic further comprises:

logic for generating link embedding code to cause the processor to render the digital media object as a clickable region, which, when clicked, causes the processor to access a network addressable advertiser resource.

21. The computing device of claim 12, wherein a first hyperlink of the one or more hyperlinks identifies a search system, wherein the first hyperlink, when activated, causes the processor to access the search system.

22. The computing device of claim 21, wherein the first hyperlink is configured to include one or more of the extracted terms, and wherein the first hyperlink, when activated, causes the processor to access the search system using the one or more extracted terms.