NETWORK DEVICE FOR MONITORING AND MODIFYING NETWORK TRAFFIC BETWEEN AN END USER AND A CONTENT PROVIDER

• US 20070233857A1
• Filed: 03/30/2007
• Published: 10/04/2007
• Est. Priority Date: 03/30/2006
• Status: Active Grant

• Current Assignee: Core Audience, Inc. (The Hearst Corporation)
• Original Assignee: NebuAd Incorporated
• Inventors: Tikhman, Anatoly, CHENG, Lebin
• Granted Patent: US 7,941,562 B2
• Time in Patent Office: Days
• US Class Current: 709/224
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: H04L 43/026 using flow identification
• CPC Class Codes: H04L 67/56 Provisioning of proxy services store-and-forward switching systems in data switching networks H04L12/54
• CPC Class Codes: Y02D 30/50 in wire-line communication networks, e.g. low power modes or reduced link rate

Abstract

A network device for monitoring and modifying data traffic between a client device and a server device is disclosed. The network device is configured to provide targeted advertisements to a user based on some or all of the data traffics generated the user. Different from a proxy server, the network device operates transparently from both perspectives of a computer being used by the user and a website being visited by the user. The network device is disposed in line between the computer and the network so that all data traffics are examined. The data packets exchanged between a computer and a website being visited are altered or modified in such a way that the head of the packets remains largely intact while the payloads of the packets are changed to suit the need of delivering transparently the targeted commercial information.

Claims

1. A network device for monitoring data traffic between a client device and a server device, the network device comprising:

an activity monitor to intercept data packets being exchanged between the client device and the server device, the activity monitor configured to cause the data packets to bypass the network device when there is a need;

a dispatcher, coupled to the activity monitor, receiving the data packets and determining whether any of the data packets provide a suitable advertising opportunity, wherein the intercepted data packets are unmodified and delivered to a destination identified therein, if there is no such an opportunity, and

an analysis processor receiving the intercepted data packets and modifying the intercepted data packets to include targeted commercial information without altering head portions of the data packets, when the dispatcher identifies that there is an opportunity to include the commercial information in some or all of the intercepted data packets.

2. The network device as recited in claim 1, wherein the analysis processor includes a module configured to place the commercial information near a primary place in a webpage.

3. The network device as recited in claim 2, wherein the primary place is a place wherein there is an advertisement originally in the webpage.

4. The network device as recited in claim 1, wherein the network device is deployed in an inline fashion and placed at a location in a network where there is a high probability that the data packets carrying content both generated by and consumed by users can be conveniently examined.

5. The network device as recited in claim 4, wherein operations of the network device are completely transparent to the client device or the server device as source and destination addresses in the head portions of the data packets are kept intact even the data packets are modified to include the commercial information.

6. The network device as recited in claim 1, wherein the analysis processor is configured to access a database for a profile of a user of the client device to maximize relevancy of the commercial information to the user.

7. The network device as recited in claim 6, wherein the dispatcher and the analysis processor are together able to dynamically correlate behaviors of a user in different applications communicated via a variety of applications specific protocols.

8. The network device as recited in claim 7, wherein the dispatcher is configured to detect a mention of the commercial information in an application that has not been provided any of the commercial information.

9. The network device as recited in claim 1, wherein the commercial information is customized based on content or context of the content from the client device.

10. The network device as recited in claim 1, wherein the commercial information is customized based on specific information about a user of the client machine so as to maximize relevancy of the commercial information to the user and improve a likelihood of successful conversion.

11. A method for monitoring data traffic between a client device and a server device, the method comprising:

intercepting a flow of data packets, each having a destination address;

detecting whether the data packets satisfying predetermined selection criteria;

modifying payloads of the data packets to include targeted commercial information; and

forwarding the flow of the modified data packets to the destination address.

12. The method as recited in claim 11, further comprising analyzing the detected packets to identify content, context or behaviors of a user of the client device.

13. The method as recited in claim 12, further comprising inserting the targeted commercial information into the data packets, the targeted commercial information corresponding substantially to the content, context or behaviors of the user.

14. The method as recited in claim 13, further comprising detecting user interaction with the targeted commercial information.

15. The method as recited in claim 13, further comprising detecting a user click-through event corresponding to the targeted commercial information.

16. The method as recited in claim 12, wherein said detecting whether the data packets satisfying predetermined selection criteria comprises detecting the data packets based on information contained in Open Systems Interconnection (OSI) layer 2, OSI layer 3, or OSI layer 4;

and said analyzing the detected packets comprises analyzing the data packets based on information contained in OSI layer 6 or OSI layer 7.

17. The method as recited in claim 11, further comprising updating a profile of a user of the client device corresponding to the content, context or behaviors of the user.

18. The method as recited in claim 17, wherein the profile does not include any personally identifiable information (PII) of the user.

19. The method as recited in claim 11, wherein said intercepting a flow of data packets comprises forwarding the data packets to the destination without having any of the data packets modified, wherein there is a need.

20. The method as recited in claim 11, wherein said detecting whether the data packets satisfying predetermined selection criteria comprises:

determining whether the payloads of the data packets allow an addition or insertion of the targeted commercial information;

forwarding the data packets to the destination without having any of the data packets modified, if said determining is false;

routing the data packets to a module configured to modify payloads of the data packets to include targeted commercial information, if said determining is true.