SYSTEM AND METHOD FOR PROVIDING ADVERTISEMENTS FROM MULTIPLE AD SERVERS USING A FAILOVER MECHANISM

• US 20090259552A1
• Filed: 04/08/2009
• Published: 10/15/2009
• Est. Priority Date: 04/11/2008
• Status: Abandoned Application

• Current Assignee: Taptica, Ltd. (Nexxen International Ltd.)
• Original Assignee: Tremor Media Incorporated (Magnite, Inc.)
• Inventors: PARRA, Charles, CHENARD, Jesse Ray
• Application Number:
  US12/420,137
• Publication Number:
  US 20090259552A1
• Time in Patent Office: Days
• US Class Current: 705/14.720
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A system and method for providing ad content may include a processor configured to, for rendering ad content during a rendering of a user-requested content: receive from a first provider a first link to a second provider; access the second provider via the first link; in response, obtain a program component from the second provider, the program component, when loaded, configured to access the second provider to obtain a portion of the ad content; and subsequently receive a second link from the first provider, and/or use a second link provided by the first provided, for obtaining additional ad content. The processor may receive a failover link together with the first link for use in case of a failure which may occur during an attempt to obtain ad content from the second provider. The failover link may link back to the first provider.

Claims

1. A computer-implemented method of providing ad content, comprising:

in response to each of at least a subset of requests for ad content received by a first content providing hardware-implemented entity, the first content providing entity providing a respective combination of a primary link to a respective other content providing entity and a failover link to the first ad content providing entity.

2. The computer-implemented method of claim 1, wherein:

the failover link provided in response to a first one of the subset of requests is accessed to provide a second one of the subset of requests to the first ad content providing entity conditional upon a failure to obtain ad content via the primary link to the other content providing entity.

3. The computer-implemented method of claim 2, further comprising:

in response to the second one of the subset of requests, determining, by the first content providing entity, the primary link to the respective other content providing entity of the respective combination provided in response to the second one of the subset of requests.

4. The computer-implemented method of claim 3, wherein:

the failover link provided in response to the first one of the subset of requests includes an extension decipherable by the first ad content providing entity and in response to receipt of the second one of the subset of requests as an indication of the primary link provided in response to the first one of the subset of requests; and

the determination is made based on the deciphered indication.

5. The computer-implemented method of claim 2, wherein the respective other content providing entity of the respective link combination provided in response to the second one of the subset of requests is the same as the respective other content providing entity of the respective link combination provided in response to the first one of the subset of requests.

6. The computer-implemented method of claim 2, wherein the respective other content providing entity of the respective link combination provided in response to the second one of the subset of requests is different than the respective other content providing entity of the respective link combination provided in response to the first one of the subset of requests.

7. The computer-implemented method of claim 2, wherein:

in response to a request for ad content received by the respective other content providing entity to which the primary link provided in response to the first one of the subset of requests links, the respective other content providing entity provides a set of one or more links, each of the set being to a respective content providing entity hierarchically downstream of the respective other content providing entity, the links of the set to be successively accessed until one of (a) renderable ad content is ultimately obtained and (b) all of the links of the set have been accessed; and

the failure to obtain ad content via the primary link is considered to have occurred upon the access of all of the links of the set without obtaining renderable ad content.

8. The computer-implemented method of claim 2, further comprising:

in response to the first one of the subset of requests, the first ad content providing entity providing a calling frequency number in association with the primary link, wherein, conditional upon that the failover link provided in response to the first one of the subset of requests is accessed without obtaining renderable ad content and conditional upon that the primary link provided in response to the first one of the subset of requests has been accessed less than one of (a) the calling frequency number and (b) one less than the calling frequency number, the primary link provided in response to the first one of the subset of requests is re-accessed.

9. The computer-implemented method of claim 1, wherein the respective link combination is transmitted in an eXtensible Markup Language (XML) wrapper.

10. The computer-implemented method of claim 1, wherein:

the combination further includes one or more failover links to respective other content providing entities; and

the link combination is arranged to cause a terminal parsing the provided combination to access the failover link to the first ad content providing entity conditional upon failure to obtain renderable ad content via access of any of the primary link and the one or more failover links to other content providing entities.

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

in response to the first one of the subset of requests, the first ad content providing entity providing an instruction to disable failover links of any content providing entity accessed, whether directly or indirectly, via links provided by the first content providing entity.

12. A computer-implemented method of providing ad content, comprising:

each of at least one of a plurality of ad content providing hardware-implemented entities performing the following;

in response to a respective initial request for ad content, providing a respective combination of a link to another of the plurality of content providing entities and a failover link to the respective ad content providing entity providing the link combination; and

in response to a respective subsequent request for ad content made via the failover link, determining data to be provided as a response to the subsequent request and providing the data, wherein the data includes one of an ad content, a link to a location at which the ad content is stored, another link to another of the plurality of content providing entities, and a second combination of a link to another of the plurality of content providing entities and a failover link to the respective at content providing entity providing the second link combination.

13. A computer-implemented method of providing ad content, comprising:

providing, by a hardware-implemented entity, a first link to obtain ad content and a second link to the entity for obtaining, in real-time in an event of a failure to obtain ad content via the first link, a failover link to obtain ad content.

14. The computer-implemented method of claim 13, further comprising:

providing, by the entity, an ad insertion file instructing on when to obtain ad content during playing of user-requested content, wherein the ad insertion file and the first and second links are provided, by the entity to a terminal that transmitted a request for user-requested content, prior to playing of the user-requested content at the terminal.

15. A content providing system, comprising:

a terminal including a processor configured to render user-requested content and ad content;

an ad insertion system configured to provide program code and data to the terminal for execution of the program code by the processor to render the user-requested content and the ad content in accordance with the data; and

a plurality of ad content providing entities;

wherein;

the data includes a first link to a first one of the plurality of ad content providing entities and a second link to the ad insertion system;

the program code, when executed, causes the terminal to;

access the first link to request ad content;

determine whether renderable ad content has been obtained via the accessed first link;

if the determination is that renderable ad content has been obtained via the accessed first link, render the obtained ad content; and

otherwise, access the second link to the ad insertion system to request ad content.

16. The system of claim 15, wherein:

the data includes information regarding a plurality of content fetching programs;

during the execution of the program code, the terminal, at each of first and second ad insertion points indicated by the data provided by the ad insertion system, accesses a respective link included in the data to a respective one of a first ad content providing entity and a second ad content providing entity, responsive to which the respective ones of the first and second content providing entities provides to the terminal respective ones of first reference data referencing one of the plurality of content fetching programs and second reference data referencing another of the plurality of the content fetching programs; and

responsive to receipt of each of the first reference data and the second reference data, the terminal;

loads the respectively referenced content fetching program according to the information regarding the respectively referenced content fetching program included in the data provided by the ad insertion system;

executes the respectively loaded content fetching program, which causes the terminal to transmit an ad content request to a respective ad content location preselected by the respective loaded content fetching program and associated, respectively, with the first and second ad content providing entities; and

renders respective ad content obtained from the respective preselected ad content location.