Method and system for providing network based target advertising and encapsulation

• US 9,916,597 B2
• Filed: 09/04/2013
• Issued: 03/13/2018
• Est. Priority Date: 06/14/2001
• Status: Active Grant

• Current Assignee: Dizpersion Corporation
• Original Assignee: Dizpersion Corporation
• Inventors: Nicholas, Frank C., Carswell, Ian B.
• Primary Examiner(s): DURAN, ARTHUR D
• Application Number:
  US14/018,111
• Publication Number:
  US 20140019249A1
• Time in Patent Office: 1,651 Days
• Field of Search: 705 141- 1473
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

A telecommunication system implements a method for providing a targeted on-line advertisement to a user accessing a content provider node of the system. An ad is requested from a user node. A content provider is identified at a right of first refusal ad service based on the ad request. At least one demographic corresponding to the user node is determined. Whether an ad corresponds to the determined demographic is determined. A default ad service is determined based on the content provider. The ad request is passed to a default ad service. Retrieved content is processed.

Claims

1. A method for targeting advertising over a network, comprising:

receiving an ad request from a user node at a right of first refusal ad service, wherein the ad request is initiated based on content received at the user node from a content provider;

identifying the content provider at the right of first refusal ad service based on the ad request;

determining at least one demographic corresponding to the user node;

determining whether an ad corresponds to the determined demographic;

determining a default ad service based on the content provider, wherein the default ad service is independent, separate, and distinct from the right of first refusal ad service;

initiating a pass request at the right of first refusal ad service based on the ad and default ad service determinations;

passing the ad request to the default ad service based on the pass request; and

processing retrieved content, wherein the retrieved content comprises at least a portion of content from the content provider.

2. The method of claim 1, further comprising:

determining whether an ad corresponds to the processed retrieved content at the right of first refusal ad service, wherein initiating the pass request is based on the processed retrieved content ad determination.

3. The method of claim 2, wherein processing the retrieved content comprises associating one or more keywords with the content.

4. The method of claim 2, further comprising:

receiving at least one keyword reference associated with an ad, wherein the processing the retrieved content comprises comparing the keyword reference to the retrieved content.

5. The method of claim 2, further comprising:

processing requested content, wherein the requested content comprises at least a portion of content from the content provider; and

determining whether a default ad service ad corresponds to the processed requested content at the default ad service.

6. The method of claim 5, wherein processing the requested content takes place at the default ad service.

7. The method of claim 5, wherein processing the requested content takes place at a service other than the default ad service.

8. The method of claim 5, wherein the requested content comprises cached content.

9. The method of claim 8, wherein the retrieved content comprises cached content.

10. The method of claim 9, wherein the requested content and retrieved content are comprised of the same cached content.

11. The method of claim 5, wherein the requested content and the retrieved content are the same.

12. The method of claim 5, wherein processing the requested content comprises associating one or more keywords with the content.

13. The method of claim 5, further comprising:

receiving at least one keyword reference associated with a default ad service ad, wherein processing the requested content comprises comparing the keyword reference to the requested content.

14. The method of claim 5, further comprising:

providing a default ad service ad based on the corresponding default ad service ad determination.

15. The method of claim 5, further comprising:

passing the ad request to a secondary default ad service based on the corresponding default ad service ad determination, wherein the secondary default ad service is service other than the default ad service.

16. The method of claim 2, further comprising:

determining whether a default ad service ad corresponds to at least one default ad service demographic corresponding to the user node.

17. The method of claim 16, wherein the default ad service demographic is determined at the default ad service.

18. The method of claim 16, wherein the default ad service demographic is determined at a service other than the default ad service.

19. The method of claim 16, further comprising:

wherein the pass request comprises demographic identifying information, and wherein the default ad service demographic is determined based on the demographic identifying information.

20. The method of claim 16, wherein processing the retrieved content comprises indexing one or more keywords to the content.

21. The method of claim 16, further comprising:

receiving at least one keyword reference associated with an ad, wherein processing the retrieved content comprises comparing the keyword reference to the retrieved content.

22. The method of claim 16, further comprising:

providing the default ad service ad based on the default ad service ad demographic correspondence determination.

23. The method of claim 16, further comprising:

passing the ad request to a secondary default ad service based on the corresponding default ad service ad demographic correspondence determination, wherein the secondary default ad service is a service other than the default ad service.

24. The method of claim 16, further comprising:

processing requested content, wherein the requested content comprises at least a portion of content from the content provider; and

determining whether a default ad service ad corresponds to the processed requested content at the default ad service.

25. The method of claim 24, wherein processing the requested content takes place at the default ad service.

26. The method of claim 24, wherein processing the requested content takes place at service other than the default ad service.

27. The method of claim 24, wherein the requested content comprises cached content.

28. The method of claim 27, wherein the retrieved content comprises cached content.

29. The method of claim 28, wherein the requested content and retrieved content are comprised of the same cached content.

30. The method of claim 24, wherein the requested content and the retrieved content are the same.

31. The method of claim 24, wherein processing the requested content comprises associating one or more keywords with the content.

32. The method of claim 24, further comprising:

receiving at least one keyword reference associated with a default ad service ad, wherein processing the requested content comprises comparing the keyword reference to the requested content.

33. The method of claim 24, further comprising:

providing a default ad service ad based on the corresponding default ad service ad determination.

34. The method of claim 24, further comprising:

passing the ad request to a secondary default ad service based on the corresponding default ad service ad determination, wherein the secondary default ad service is a service other than the default ad service.

35. The method of claim 1, further comprising:

determining whether a default ad service ad corresponds to the processed retrieved content at the default ad service.

36. The method of claim 35, wherein processing the retrieved content comprises associating one or more keywords with the content.

37. The method of claim 35, further comprising:

receiving at least one keyword reference associated with a default ad service ad, wherein the processing the retrieved content comprises comparing the keyword reference to the retrieved content.

38. The method of claim 35, further comprising:

providing a default ad service ad based on the corresponding default ad service ad determination.

39. The method of claim 35, further comprising:

passing the ad request to a secondary default ad service based on the corresponding default ad service ad determination, wherein the secondary default ad service is a service other than the default ad service.

40. The method of claim 35, further comprising:

determining whether a default ad service ad corresponds to at least one default ad service demographic corresponding to the user node.

41. The method of claim 40, wherein the default ad service demographic is determined at the default ad service.

42. The method of claim 40, wherein the default ad service demographic is determined at a service other than the default ad service.

43. The method of claim 40, further comprising:

wherein the pass request comprises demographic identifying information, and wherein the default ad service demographic is determined based on the demographic identifying information.

44. The method of claim 40, wherein processing the retrieved content comprises indexing one or more keywords to the content.

45. The method of claim 40, further comprising:

receiving at least one keyword reference associated with an ad, wherein processing the retrieved content comprises comparing the keyword reference to the retrieved content.

46. The method of claim 40, further comprising:

providing the default ad service ad based on the default ad service ad demographic correspondence determination.

47. The method of claim 40, further comprising:

passing the ad request to a secondary default ad service based on the default ad service ad demographic correspondence determination, wherein the secondary default ad service is a service other than the default ad service.

48. The method of claim 1, further comprising:

determining whether a default ad service ad corresponds to at least one default ad service demographic corresponding to the user node.

49. The method of claim 48, wherein the default ad service demographic is determined at the default ad service.

50. The method of claim 48, wherein the default ad service demographic is determined at a service other than the default ad service.

51. The method of claim 48, further comprising:

wherein the pass request comprises demographic identifying information, and wherein the default ad service demographic is determined based on the demographic identifying information.

52. The method of claim 48, wherein processing the retrieved content comprises indexing one or more keywords to the content.

53. The method of claim 48, further comprising:

receiving at least one keyword reference associated with an ad, wherein processing the retrieved content comprises comparing the keyword reference to the retrieved content.

54. The method of claim 48, further comprising:

providing the default ad service ad based on the default ad service ad demographic correspondence determination.

55. The method of claim 48, further comprising:

passing the ad request to a secondary default ad service based on the default ad service ad demographic correspondence determination, wherein the secondary default ad service is a service other than the default ad service.

56. The method of claim 1, wherein the demographic corresponding to the user node is determined at the right of first refusal ad service.

57. The method of claim 1, wherein the demographic corresponding to the user node is determined at a service other than the right of first refusal ad service.

58. The method of claim 1, where processing the retrieved content takes place at the right of first refusal ad service.

59. The method of claim 1, wherein processing the retrieved content takes place at a service other than the right of first refusal ad service.

60. The method of claim 1, wherein the determining at least one demographic comprises determining a location associated with the user node.

61. The method of claim 60, wherein determining the location comprises mapping an IP address to geographic information.

62. The method of claim 1, further comprising:

determining at least one subject identifier based on processing the retrieved content.

63. The method of claim 62, wherein the subject identifier comprises at least one keyword reference.

64. The method of claim 62, wherein the pass request comprises subject identifying information associated with the at least one subject identifier.

65. The method of claim 64, further comprising:

receiving the subject identifying information at the default ad service; and

determining whether a default ad service ad is associated with the received subject identifying information.

66. The method of claim 65, further comprising:

providing a default ad service ad based on the subject identifying information association determination.

67. The method of claim 65, further comprising:

passing the ad request to a secondary default ad service based on the subject identifying information association determination, wherein the secondary default ad service is a service other than the default ad service.

68. The method of claim 1, wherein the pass request comprises demographic identifying information associated with the determined demographic.

69. The method of claim 68, further comprising:

receiving the demographic identifying information at the default ad service; and

determining whether a default ad service ad is associated with the received demographic identifying information.

70. The method of claim 1, further comprising:

receiving an advertisement data transfer at the right of first refusal ad service, wherein passing the ad request to the default ad service is based on the advertisement data transfer.

71. The method of claim 70, wherein the advertisement data transfer includes advertisement pricing.

72. The method of claim 1, wherein the right of first refusal ad service ads are managed by the content provider.

73. The method of claim 1, wherein the default ad service ads are managed by an entity other than the content provider.

74. The method of claim 1, further comprising:

passing the ad request to a secondary default ad service, wherein the secondary default ad service is a service other than the default ad service.

75. The method of claim 1, further comprising:

caching at least a portion of the content.

76. The method of claim 75, wherein the retrieved content comprises at least a portion of the cached content.

77. The method of claim 75, wherein the content caching takes places at the right of first refusal ad service.

78. The method of claim 75, wherein the content caching takes place at a service other than the right of first refusal ad service.

79. The method of claim 1, further comprising:

providing an interface for receiving ad targeting criteria.

80. The method of claim 79, wherein the interface is associated with the right of first refusal ad service.

81. The method of claim 80, further comprising:

receiving at the interface at least one demographic input associated with the ad.

82. The method of claim 81, wherein the demographic input comprises a geographic area.

83. The method of claim 82, further comprising:

receiving at the interface at least one keyword reference associated with the ad.

84. The method of claim 83, further comprising:

receiving at the interface at least one display specification associated with the ad.

85. The method of claim 84, wherein the display specification comprises at least one category of sites.

86. The method of claim 84, wherein the display specification comprises at least one web site.

87. The method of claim 84, wherein the display specification comprises at least one network channel.

88. The method of claim 80, further comprising:

receiving ad targeting criteria input from the content provider.

89. The method of claim 88, wherein the received ad targeting criteria input is provided on behalf of an advertiser.

90. The method of claim 80, further comprising:

receiving ad targeting criteria input from an advertiser.

91. The method of claim 80, further comprising:

displaying at least a portion of the content in the interface.

92. The method of claim 91, further comprising:

caching at least a portion of the content.

93. The method of claim 92, wherein the displayed portion of the content comprises at least a portion of the cached content.

94. The method of claim 79, wherein the interface is associated with the default ad service.

95. The method of claim 94, further comprising:

receiving at the interface at least one demographic input associated with the default ad service ad.

96. The method of claim 95, wherein the demographic input comprises a geographic area.

97. The method of claim 95, further comprising:

receiving at the interface at least one keyword reference associated with the default ad service ad.

98. The method of claim 95, further comprising:

receiving at the interface at least one display specification associated with the ad.

99. The method of claim 98, wherein the display specification comprises at least one category of sites.

100. The method of claim 98, wherein the display specification comprises at least one web site.

101. The method of claim 98, wherein the display specification comprises at least one network channel.

102. The method of claim 94, further comprising:

receiving ad targeting criteria input from the content provider.

103. The method of claim 102, wherein the received ad targeting criteria input is provided on behalf of an advertiser.

104. The method of claim 94, further comprising:

receiving ad targeting criteria input from an advertiser.

105. The method of claim 94, further comprising:

displaying at least a portion of the content in the interface.

106. The method of claim 105, further comprising:

caching at least a portion of the content.

107. The method of claim 106, wherein the displayed portion of the content comprises at least a portion of the cached content.

108. A system for providing targeted ads over a network, comprising:

a user node;

a content provider node in communication with the user node via a network;

a right of first refusal ad service node in communication with the user node and the content provider node via the network;

a default ad service node, independent, separate, and distinct from the right of first refusal ad service node, in communication with the user node, the content provider node, and the right of first refusal ad service node via a network;

wherein the user node requests content from the content provider node based on input from a user, receives provided content including right of first refusal ad service ad request code, issues a first ad request based on the right of first refusal ad service ad request code, wherein the first ad request requests an ad from the right of first refusal ad service, receives default ad service ad request code, issues a second ad request based on the default ad service ad request code, and wherein the second ad request requests an ad from the default ad service node;

wherein the content provider node provides the content to the user node including the right of first refusal ad service ad request code;

wherein the right of first refusal ad service node receives the first ad request, identifies the content provider node associated with the first ad request, processes retrieved content, wherein the retrieved content comprises at least a portion of content from the content provider, determines whether a right of first refusal ad service ad corresponds to a determined demographic corresponding to the user node, determines a default ad service based on the identified content provider, and passes the first ad request based on the corresponding demographic determination and the default ad service determination, wherein passing the first ad request comprises providing the default ad service ad request code; and

wherein the default ad service receives the second ad request.

109. A non-transitory computer readable storage medium comprising computer executable instructions which, when executed by a processor, cause the processor to perform a method of targeting advertising over a network, comprising:

receiving an ad request from a user node at a right of first refusal ad service, wherein the ad request is initiated based on content received at the user node from a content provider;

identifying the content provider at the right of first refusal ad service based on the ad request;

determining at least one demographic corresponding to the user node;

determining whether an ad corresponds to the determined demographic;

determining a default ad service based on the content provider, wherein the default ad service is independent, separate, and distinct from the right of first refusal ad service;

initiating a pass request at the right of first refusal ad service based on the ad and default ad service determinations;

passing the ad request to the default ad service based on the pass request; and

processing retrieved content, wherein the retrieved content comprises at least a portion of content from the content provider.