Attention brokerage

• US 5,794,210 A
• Filed: 12/11/1995
• Issued: 08/11/1998
• Est. Priority Date: 12/11/1995
• Status: Expired due to Term

• Current Assignee: MyPoints.com, Inc. (Prodege)
• Original Assignee: Cybergold, Inc. (Prodege)
• Inventors: Goldhaber, A. Nathaniel, Fitts, Gary
• Primary Examiner(s): Hayes, Gail O.
• Assistant Examiner(s): Tkacs, Stephen R.
• Application Number:
  US08/570,510
• Time in Patent Office: 974 Days
• Field of Search: 395/201, 395/207, 395/210, 395/214, 395/226, 395/227, 395/235, 395/239, 395/200.47, 395/200.48, 395/200.49, 705/7, 705/10, 705/14, 707/501, 707/513
• US Class Current: 705/14.69
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A system provides for the immediate payment to computer and other users for paying attention to an advertisement or other "negatively priced" information distributed over a computer network such as the Internet. Called Attention Brokerage, this is the business of brokering the buying and selling of the "attention" of users. A further invention, Orthogonal Sponsorship, allows advertisers to detach their messages from program content and explicitly target their audience. A special icon or other symbol displayed on a computer screen may represent compensation and allow users to choose whether they will view an ad or other negatively priced information and receive associated compensation. Targeting users may be provided by reference to a data base of digitally stored demographic profiles of potential users. Information can be routed to users based on demographics, and software agents can be used to actively seek out users on a digital network. Private profiles may be maintained for different users and user information may be released to advertisers and other marketers only based on user permission. Users may be compensated for allowing their information to be released. Competing advertisers may "bid" for the attention of users using automatic electronic systems, e.g., "an auction" protocol and these concepts can be generalized to provide an electronic trading house where buyers and sellers can actively find each other and negotiate transactions.

Claims

1. In an arrangement comprising plural computers connected to a digital computer network, said network carrying and routing digital information between said plural computers, said plural computers including at least one personal computer associated with at least one user, at least one computer associated with at least one attention broker, at least one computer associated with at least one provider of negatively priced information, and at least one computer associated with at least one provider of positively priced information, said network being decentralized in that any pair of said personal and information provider computers may communicate without said communication passing through any of the other said personal and information provider computers, said personal computer having a display device and at least one user input device, the display device being capable of providing a visual display based at least in part on the digital information delivered to the personal computer via said network, said displayed information including at least one visual link associated with one of said information provider computers, said user being able to operate said user input device to select and activate said link in order to erect a network connection to said information provider computer, a method for permitting the provider of negatively priced information to orthogonally sponsor user purchases of positively priced information, the method comprising:

(1) supplying negatively priced information to the personal computer from at least one negatively priced information provider;

(2) providing said user with the opportunity to receive compensation in connection with said negatively priced information by connecting via the network to said attention broker computer;

(3) compensating, via said attention broker computer, the user in connection with the supplied negatively priced information;

(4) presenting the user, via said personal computer display, with a choice of at least one item of positively priced information, and allowing the user to select said item by operating the user input device;

(5) collecting at least one selection from step (4) and communicating, via the network, said selection to at least one computer associated with a positively priced information provider; and

(6) allowing the user to pay for the selected positively priced information at least in part using compensation provided in step (3).

2. A method as in claim 1 wherein said supplying step (1) further includes the steps of:

(a) supplying said negatively priced information from said information provider to said attention broker computer; and

(b) selectively delivering the negatively priced information via the computer network from the attention broker computer to the personal computer.

3. A method as in claim 2 wherein supplying step (a) comprises transmitting the negatively priced information from a computer associated with said information provider over the network to said attention broker computer.

4. A method as in claim 1 wherein the method further includes the step of electronically gathering information about the user, developing a user profile based at least in part on the gathered information, and storing the profile in at least one of the said personal computer and the said information provider computers;

and wherein the supplying step (1) includes the following steps;

(a) comparing at least one characteristic of the negatively priced information with the user profile, and

(b) delivering at least one representation of the negatively priced information to the personal computer over the computer network if the comparing step reveals at least one predetermined relationship between the negatively priced information characteristic and the user profile.

5. A method as in claim 4 wherein the method includes the step of storing the profile in the said attention broker computer.

6. A method as in claim 4 wherein step (b) includes the step of at least one of choosing, conditioning, and customizing at least some of the negatively priced information content based on said user profile.

7. A method as in claim 4 further including the step of providing the user with the capability to edit at least one user profile associated with the user by interacting with the user'"'"'s associated personal computer.

8. A method as in claim 4 further including the step of providing the user with the capability to condition disclosure of at least part of at least one user profile associated with the user on the provision of compensation to the user for said disclosure.

9. A method as in claim 4 wherein the gathering step includes the step of gathering information relating to the user'"'"'s use of the computer network to generate a network usage history associated with the user.

10. A method as in claim 9 further including the step of providing the user with the capability to delete at least some of the information in the network usage history by interacting with the user'"'"'s associated personal computer.

11. A method as in claim 1 wherein the supplying step (1) includes the step of selecting negatively priced information for delivery to said personal computer, the selecting being based at least in part on said user'"'"'s likelihood to buy products or services associated with the selected negatively priced information.

12. A method as in claim 1 wherein the method further includes the step of detecting interaction between the user and the negatively priced information;

and wherein step (3) includes the step of conditioning compensation on the detected interaction.

13. A method as in claim 1 wherein:

step (1) includes the step of delivering an attention indicator requesting user interaction;

step (2) includes the step of collecting the requested user interaction; and

step (3) includes the step of conditioning compensation at least in part on the collected interaction.

14. A method as in claim 13 wherein the step of delivering an attention indicator includes delivering at least one of a game, a quiz, a joke, an attention test, a form, and a survey.

15. A method as in claim 1 wherein step (2) includes the steps of:

(a) displaying a visual indicator on the personal computer display, and

(b) providing the user an opportunity to select the displayed visual indicator; and

(c) effecting compensation at least in part in response to said selection.

16. A method as in claim 15 wherein the displaying step (a) includes displaying an icon that resembles a readily recognizable token of value.

17. A method as in claim 15 wherein displaying step (a) includes displaying a symbol resembling a coin.

18. A method as in claim 15 wherein the displayed visual indicator has a network address associated therewith, and the effecting compensation step further includes the step, of transmitting a digital message over the network from the personal computer to the associated network address.

19. A method as in claim 18 wherein the associated network address is specified by a Universal Resource Locator ("URL"), and the transmitting step comprises transmitting the digital message to the destination specified by the URL.

20. A method as in claim 1 wherein the compensation step (3) includes the step of performing at least one electronic financial transaction involving at least one of the said information provider computer and the personal computer.

21. A method as in claim 1 wherein the arrangement includes an attention broker computer connected to the network, and the compensation step (3) includes the step of performing at least one electronic financial transaction involving at least one of the said information provider computer, the said personal computer, and the said attention broker computer.

22. A method as in claim 1 wherein the user has at least one account associated therewith, and the method further includes performing at least one electronic financial transaction that has the effect of depositing value into said account.

23. A method as in claim 22 wherein the financial transaction performing step comprises depositing value into at least one bank account associated with the user.

24. A method as in claim 22 wherein the financial transaction performing step comprises crediting a credit card account associated with the user.

25. A method as in claim 22 wherein the financial transaction performing step comprises modifying a notational account held by a third party on behalf of the user.

26. A method as in claim 1 wherein the compensation step (3) includes the step of delivering digital cash over the computer network to the personal computer.

27. A method as in claim 1 wherein the compensation provided in step (3) is at least one of a form of money, a form of compensation that can be converted to money, a form of currency that can be spent electronically, an addition to a notational account held on behalf of the user, and a key to unlock a digital container.

28. A method as in claim 1 wherein step (4) includes allowing the user to choose at least one of a form of money, and a form of information that can be converted to money.

29. A method as in claim 1 wherein at least steps (1) to (3) are performed in real time, and wherein the compensation provided by step (3) is made available to the user in real time.

30. A method as in claim 1 wherein the arrangement further includes plural providers of negatively priced information, and the method further includes the step of conducting computerized competitive bidding among said information providers for the attention of the user.

31. A method as in claim 1 further including conducting a computerized electronic auction for the attention of the user.

32. A method as in claim 1 wherein the supplying step (1) includes delivering, to the personal computer over the network, negatively priced information selected at least in part by a software agent associated with the user.

33. A method as in claim 1 wherein the arrangement includes plural users, and where step (1) further includes the step of selecting, at least in part using a software agent associated with said information provider, which negatively priced information to deliver to each of said users, and compensating step (3) includes determining, at least in part based on at least one operation of the software agent, the compensation to be supplied in connection with said information.

34. A method as in claim 1 wherein the user has an associated software agent, the negatively priced information provider has an associated software agent, and the method further includes the step of providing the capability for the software agent associated with the user and the software agent associated with the information provider to negotiate over the delivery of an item of negatively priced information and the associated compensation.

35. A method as in claim 1 wherein the computer associated with the negatively priced information provider and the computer associated with the positively priced information provider are the same computer, and step (5) comprises communicating said selection to this computer.

36. A method as in claim 1 wherein the computer associated with the negatively priced information provider and the computer associated with the positively priced information provider are different computers, and where steps (1) through (6) are effected with no communication or business relationship between said providers.

37. A method as in claim 1 wherein step (1) comprises delivering an advertisement.

38. A method as in claim 1 wherein step (1) comprises delivering negatively priced information other than an advertisement.

39. A method as in claim 1 wherein step (1) further includes the step of delivering and saving the negatively priced information in the background, while the user is otherwise engaged, and presenting at least some of the negatively priced information to the user at a later time.

40. A method as in claim 1 wherein said computer network comprises at least one physical computer network connected to at least one other physical computer network by at least one routing device;

and wherein at least one of steps (1) through (6) includes the step of transmitting digital data from a device connected to the first physical network to a device connected to the second physical network via said routing device.

41. A method as in claim 1 wherein said personal computer comprises a computer-based device capable of presenting, to a user, at least one of visual, textual and audio information;

said device further being capable of accepting, from said user, at least one of textual and graphical input;

said computer-based device further being capable of making computational decisions and of storing at least a limited number of said decisions;

said device being capable of sending and receiving packets of digital data over said computer network;

said device further being capable of presenting, to said user, information supplied by at least one information provider via at least one distribution channel including said computer network, the Internet, the World Wide Web, distributed physical storage media including CD-ROM, on-line systems, cable television, and broadcast television; and

wherein the method further includes the step of allowing said user to interact with said device via said presentation capability and said input accepting capability.

42. A method as in claim 41 wherein the user input capability includes at least a pointing device.

43. A method as in claim 42 wherein said pointing device comprises a mouse that controls the position of a cursor displayed on the display.

44. A method as in claim 41 wherein the method further includes the step of supplying information from at least one information provider to the personal computer via at least one distribution channel in addition to the computer network, including at least one of the Internet, the World Wide Web, cable television, broadcast television, distributed physical storage media such as CD-ROM, and on-line systems.

45. In an arrangement comprising plural computers connected to a digital computer network, said network carrying and routing digital information between said plural computers, said plural computers including at least one personal computer associated with at least one user, at least one computer associated with at least one provide of negatively priced information, and at least one computer associated with at least one attention broker, said network being decentralized in that any pair of said personal, information provider, and attention broker computers may communicate without said communication passing through any of the other said personal, information provider, and attention broker computers, said personal computer having a display device and at least one user input device, the display device being capable of providing a visual display based at least in part on the digital information delivered to the personal computer via said network, said displayed information including at least one visual link associated with one of said information provider and attention broker computers, said user being able to operate said user input device to select and activate said link in order to effect a network connection to said associated computer, a method of creating a market in which human attention is the fundamental commodity of value, the method comprising:

(1) generating a list at said attention broker computer of at least one item of negatively priced information from at least one information provider;

(2) establishing a compensation range for each item in said list;

(3) determining which items from said list to make available to the personal computer;

(4) communicating at least one representation of at least one item determined in step (3) to the personal computer via the computer network;

(5) noting said user'"'"'s interaction with said representation, where said interaction includes selecting and activating a visual link that is contained within said representation and that is associated with said negatively priced information provider computer, thereby connecting the personal computer via the network to said negatively priced information provider computer and receiving said negatively priced information from said computer; and

(6) compensating, via said attention broker computer, the user in connection with said interaction in accordance with the range determined in step (2).

46. A method as in claim 45 wherein said determining step (3) includes the steps of:

(a) delivering at least one representation of at least one item from said list to the personal computer from the attention broker over the computer network; and

(b) providing the capability for said user to select among said representations; and

(c) communicating at least one of said selections from the personal computer to the attention broker via the computer network.

47. A method as in claim 45 wherein the determining step (3) includes the steps of:

(a) electronically gathering information about the user, developing a user profile based at least in part on the gathered information, and storing the profile in at least one of the said personal, information provider, and attention broker computers;

(b) comparing the user profile with at least one characteristic of each said item of negatively priced information; and

(c) determining in the affirmative if the comparing step reveals at least one predetermined relationship between the negatively priced information characteristic and the user profile.

48. A method as in claim 47 wherein step (c) further includes the step of at least one of choosing, conditioning, and customizing at least some of the content of the determined negatively priced information based on said user profile.

49. A method as in claim 47 wherein the method further includes the step of providing the user with the capability to edit at least one user profile associated with the user by interacting with the user'"'"'s associated personal computer.

50. A method as in claim 47 further including the step of providing the user with the capability to condition disclosure of at least part of at least one user profile associated with the user on the provision of compensation to the user for said disclosure.

51. A method as in claim 47 wherein the gathering step includes the step of gathering information relating to the user'"'"'s use of the computer network to generate a network usage history associated with the user.

52. A method as in claim 51 further including the step of providing the user with the capability to delete at least some of the information in the network usage history by interacting with the user'"'"'s associated personal computer.

53. A method as in claim 45 wherein the determining step (3) includes the step of selecting negatively priced information for delivery to said personal computer, the selecting being based at least in part on said user'"'"'s likelihood to buy products or services associated with the selected negatively priced information.

54. A method as in claim 45 wherein said negatively priced information comprises a form of attention test for previously delivered information;

and wherein step (5) further includes the step of responding to said attention test.

55. A method as in claim 45 wherein:

step (4) includes the step of delivering an attention indicator requesting user interaction;

step (5) includes the step of noting the requested user interaction; and

step (6) includes the step of conditioning compensation at least in part on the collected interaction.

56. A method as in claim 55 wherein the step of delivering an attention indicator includes delivering at least one of a game, a quiz, a joke, an attention test, a form, and a survey.

57. A method as in claim 45 wherein compensation step (6) includes the steps of

(a) displaying a visual indicator on the personal computer display, and

(b) providing the user an opportunity to select the displayed visual indicator;

and

(c) effecting compensation at least in part in response to said selection.

58. A method as in claim 57 wherein the displaying step (a) includes displaying an icon that resembles a readily recognizable token of value.

59. A method as in claim 57 wherein displaying step (a) includes displaying a symbol resembling a coin.

60. A method as in claim 57 wherein the displayed visual indicator has a network address associated therewith, and step (c) further includes the step, of transmitting a digital message over the network from the personal computer to the associated network address.

61. A method as in claim 60 wherein the associated network address is specified by a Universal Resource Locator ("URL"), and the transmitting step comprises transmitting the digital message to the destination specified by the URL.

62. A method as in claim 45 wherein said compensation step (6) includes the step of performing at least one electronic financial transaction with at least one of the said attention broker computer, the said information provider computer, and the said personal computer.

63. A method as in claim 45 wherein the user has at least one account associated therewith, and the method further includes performing at least one electronic financial transaction that has the effect of depositing value into said account.

64. A method as in claim 63 wherein the financial transaction performing step comprises depositing value into at least one bank account associated with the user.

65. A method as in claim 63 wherein the financial transaction performing step comprises crediting a credit card account associated with the user.

66. A method as in claim 63 wherein the financial transaction performing step comprises modifying a notational account held by a third party on behalf of the user.

67. A method as in claim 45 wherein the compensation step (6) includes the step of delivering digital cash over the computer network to the personal computer.

68. A method as in claim 45 where the compensation provided in step (6) is at least one of a form of money, a form of compensation that can be converted to money, a form of currency that can be spent electronically, an addition to a notational account held on behalf of the user, and a key to unlock a digital container.

69. A method as in claim 45 where the compensation provided in step (6) is in the form of information of value to the user.

70. A method as in claim 45 wherein step (5) is performed in real time with step (6), and wherein the compensation is made available to the user in real time.

71. A method as in claim 45 wherein the arrangement further includes plural providers of negatively priced information, and the method further includes the step of conducting computerized competitive bidding among said information providers for the attention of the user.

72. A method as in claim 45 further including conducting a computerized electronic auction for the attention of the user.

73. A method as in claim 45 wherein step (3) includes determining, at least in part using a software agent associated with said user, which negatively priced information to deliver to said user.

74. A method as in claim 45 wherein the arrangement includes plural users, and where step (2) further includes the step of determining, at least in part using a software agent associated with said information provider, the compensation range associated with each item of negatively priced information, and step (3) includes determining, at least in part based on at least one operation of the software agent, which negatively priced information to deliver to each of said users.

75. A method as in claim 45 wherein the user has an associated software agent, the negatively priced information provider has an associated software agent, and the method further includes the step of providing the capability for the software agent associated with the user and the software agent associated with the information provider to negotiate over the delivery of an item of negatively priced information and the associated compensation range.

76. A method as in claim 45 wherein the computer associated with the negatively priced information provider and the computer associated with the attention broker are the same computer, and step (1) is performed at least in part at this computer.

77. A method as in claim 45 wherein the computer associated with the negatively priced information provider and the computer associated with the attention broker are different computers, and wherein at least one of steps (1) through (6) is effected via direct communication between the user computer and the computer associated with the provider of negatively priced information without the said communication passing through the attention broker computer.

78. A method as in claim 45 wherein step (4) comprises delivering an advertisement.

79. A method as in claim 45 wherein step (4) comprises delivering negatively priced information other than an advertisement.

80. A method as in claim 45 wherein step (4) further includes the step of delivering and saving the negatively priced information in the background, while the user is otherwise engaged, and presenting at least some of the negatively priced information to the user at a later time.

81. A method as in claim 45 wherein said computer network comprises at least one physical computer network connected to at least one other physical computer network by at least one routing device;

and wherein the method further includes the step of transmitting data from a device connected to the first physical network to a device connected to the second physical network via said routing device.

82. A method as in claim 45 wherein said personal computer comprises a computer-based device capable of presenting, to a user, at least one of visual, textual and audio information;

said device further being capable of accepting, from said user, at least one of textual and graphical input;

said computer-based device further being capable of making computational decisions and of storing at least a limited number of said decisions;

said being capable of sending and receiving packets of digital data over said computer network;

said device further being capable of presenting, to said user, information supplied by at least one information provider via at least one distribution channel including said computer network, distributed physical storage media including CD-ROM, on-line systems, cable television, and broadcast television; and

wherein the method further includes the step of allowing said user to interact with said device via said presentation capability and said input accepting capability.

83. A method as in claim 82 wherein the user input capability includes at least a pointing device.

84. A method as in claim 83 wherein said pointing device comprises a mouse that controls the position of a cursor displayed on the display.

85. A method as in claim 82 wherein the method further includes the step of supplying information from at least one information provider to the personal computer via at least one distribution channel in addition to the computer network, including at least one of cable television, broadcast television, distributed physical storage media such as CD-ROM, and on-line systems.

86. A method as in claim 45 wherein step (2) establishes a compensation range that may vary from at least one of (a) user to user, (b) item to item, and (c) time to time.