FIRST PARTY ADVERTISEMENT SERVING

• US 20110125595A1
• Filed: 02/01/2011
• Published: 05/26/2011
• Est. Priority Date: 06/09/2005
• Status: Active Grant

• Current Assignee: Trueffect, Inc.
• Original Assignee: Trueffect, Inc.
• Inventors: Neal, Greg, Casteel, Glynne, Hill, Ron, Droste, Bruce
• Granted Patent: US 8,583,749 B2
• Time in Patent Office: Days
• US Class Current: 705/14.73
• CPC Class Codes: G06F 21/6263 during internet communication, e.g. revealing personal data from cookies
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: H04N 21/222 Secondary servers, e.g. proxy server, cable television Head-end provisioning of proxy services in data packet switching networks H04L67/56
• CPC Class Codes: H04N 21/23424 involving splicing one content stream with another content stream, e.g. for inserting or substituting an advertisement
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

Adservers with the ability to access advertiser cookies and vice versa when both are serving from the advertiser'"'"'s domain are provided, thereby avoiding the overhead and delay in backend cookie synchronization efforts. Further, advertising cookie data can be gathered regardless of whether a user is browsing a publisher'"'"'s web site with an advertisement served by an adserver, or browsing the advertiser'"'"'s web site, because the cookies were previously set when the user visited the advertiser'"'"'s web site in the context of a first-party cookie. Even if the user has configured his or her browser to limit the setting of third-party cookies, the cookies can still be read by the adserver. By making cookie and advertising data immediately available in real time to both the advertiser and the adserver, the solution also provides for instantaneous and accurate targeting of web advertising to allow an educated ad selection process by either party.

Claims

1. A method of receiving an advertisement at a client system, the method comprising:

requesting a web page from a publisher web page, wherein the web page includes an advertisement served on behalf of an advertiser;

providing data from the client system set within a domain of the advertiser in response to a request from an adserver operating with a delegated sub-domain of the advertiser;

receiving updated data set within the domain of the advertiser at the client via the delegated sub-domain; and

receiving an advertisement selected from a plurality of candidate advertisements based at least upon the data provided from the client system, wherein the advertisement is received via the delegated sub-domain of the advertiser.

2. The method of claim 1 wherein the data from the client system comprises cookie data set within the domain of the advertiser.

3. The method of claim 1 wherein the updated data received at the client system comprises cookie data.

4. The method of claim 1 wherein the updated data is received from the delegated sub-domain of the advertiser.

5. The method of claim 1 wherein the advertisement comprises an advertisement of the advertiser.

6. The method of claim 1 wherein the advertisement comprises an advertisement of a second advertiser different from the advertiser.

7. The method of claim 1 wherein an advertisement serving request related to the web page is redirected via a name server (NS) record in a domain name service (DNS) server that points to a DNS server of the adserver.

8. The method of claim 1 wherein an advertisement serving request related to the web page is redirected via pointing a host name to an address via an address record of a domain name service (DNS) server.

9. The method of claim 8 wherein the address comprises an Internet Protocol address.

10. The method of claim 1 wherein an advertisement serving request related to the web page is resolved via the sub-domain of the advertiser to an address of a server of the adserver.

11. The method of claim 10 wherein the address comprises an Internet Protocol address.

12. The method of claim 1 wherein the advertisement is received via the adserver co-located with a domain name service (DNS) server within an infrastructure of the advertiser.

13. The method of claim 1 wherein the advertisement is received via the adserver co-located on a network with a domain name service (DNS) server of the advertiser.

14. A computer-readable medium storing computer-executable instructions for performing a computer process, the computer process comprising:

requesting a web page from a publisher web page, wherein the web page includes an advertisement served on behalf of an advertiser;

providing data from the client system set within a domain of the advertiser in response to a request from an adserver operating with a delegated sub-domain of the advertiser;

receiving updated data set within the domain of the advertiser at the client via the delegated sub-domain; and

receiving an advertisement selected from a plurality of candidate advertisements based at least upon the data provided from the client system, wherein the advertisement is received via the delegated sub-domain of the advertiser.

15. The method of claim 14 wherein the data from the client system comprises cookie data set within the domain of the advertiser.

16. The method of claim 14 wherein the updated data received at the client system comprises cookie data.

17. The method of claim 14 wherein the updated data is received from the delegated sub-domain of the advertiser.

18. A computing system comprising:

a client system comprising a processor for executing a computer program and a data storage device for storing data, the client system operative to;

request a web page from a publisher web page, wherein the web page includes an advertisement served on behalf of an advertiser;

provide data set within a domain of the advertiser stored in the data storage device from the client system in response to a request from an adserver operating with a delegated sub-domain of the advertiser;

receive updated data set within the domain of the advertiser at the client via the delegated sub-domain; and

receive an advertisement selected from a plurality of candidate advertisements based at least upon the data provided from the client system, wherein the advertisement is received via the delegated sub-domain of the advertiser.

19. The system of claim 18 wherein the client system is adapted to present the advertisement to a user of the client system.

20. The system of claim 18 wherein the client system is adapted to request the web page via an Internet Protocol address.