Banner advertising display system and method with frequency of advertisement control

• US 5,937,392 A
• Filed: 07/28/1997
• Issued: 08/10/1999
• Est. Priority Date: 07/28/1997
• Status: Expired due to Term

• Current Assignee: Switchboard LLC
• Original Assignee: Switchboard, Inc. (Mudrick Capital Management LP)
• Inventors: Alberts, Charles D.
• Primary Examiner(s): MacDonald, Allen R.
• Assistant Examiner(s): Myhre, James W.
• Application Number:
  US08/901,393
• Time in Patent Office: 743 Days
• Field of Search: 705/14, 705/26
• US Class Current: 705/14.52
• 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 30/0257 User requested
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

An Internet advertising system has a database, a controller, and an ad server operating as part of a web server. The database has advertising campaign information, including identification information and frequency information for how often the ad is to be served. The ad server uses the campaign information from the database to control the relative ratios of serving ads, the distribution of ads throughout the day, and any triggering mechanisms for controlling what ads are served.

Claims

1. An advertising system comprising:

a web server for providing information to users over the Internet in response to being accessed by the user, the web server including an advertising server for providing advertising information along with other information provided to users over the Internet;

an advertising database for storing information including different ads to be served and a frequency with which each ad is to be served to users; and

an advertising controller for providing to the advertising server information from the database;

the advertising server using the information from the database to associate each ad with a number of counters and using the counters in determining which of the ads to serve, the counters being used to ensure that ads are served the desired number of times over the given time period relative to other ads.

2. The system of claim 1, wherein the counters compensate for the situation when the frequency of a number of different ads have non-integral ratio values.

3. The system of claim 1, wherein advertising server creates a list of ads, with each ad listed only once in the list, the server having a pointer that cycles through the list to points to an ad to be served.

4. The system of claim 3, wherein each ad is associated with a first counter indicative of the portion of a ratio between the frequency of the ad and another ad.

5. The system of claim 1, wherein a second counter associated with an indicates a periodic delay in the serving of that ad, so that the serves of the ads have a desired ratio.

6. An advertising system for advertising with ads over a user-accessed network, the system comprising:

an advertising database with advertising campaign data, including an identification for each of a number of ads and other data associated with each of the ads; and

a server for providing information in response to requests from users, and for serving one or more ads from a larger list of ads along with that information, the server receiving the advertising campaign data and generating a list of ads to be served and having a pointer for identifying a next ad to be served.

7. The system of claim 6, wherein the server provides to the database a usage log of ads that have been served over a time frame.

8. The system of claim 6, further comprising a controller for providing the advertising campaign data to the server, the controller receiving statistics relating to the serving of ads from the server and providing control signals to the server in response to the statistics.

9. The system of claim 6, wherein the list of ads includes triggering information indicating events particular to the individual ads for causing the ads to be served.

10. The system of claim 6, wherein the server builds multiple lists of ads, at least one of which is used only in the case of a triggering event.

11. A method for advertising over the Internet, the method comprising:

maintaining a database of information relating to a number of ads to be served including frequencies with which the ads are to be served;

providing the information from the database to a web server;

the web server deriving from the information a list of the ads and data based on the frequencies with which the ads are to be served; and

in response to a user'"'"'s request, serving one or more, but less than all, of the ads based on the data, and causing a next ad to be identified.

12. The method of claim 11, wherein the deriving step includes deriving a set of counters with values such that the ads are served with frequencies in desired ratios to each other, wherein the frequencies of the ads can have integral or non-integral values.

13. The method of claim 11, wherein the serving includes determining whether a triggering event has occurred, the triggering event identifying a subset of ads that are available to be served.

14. The method of claim 13, wherein the triggering event includes the information requested by the user.

15. The method of claim 13, wherein the triggering event includes the location of the user.

16. The method of claim 13, wherein the triggering event includes the identity of the user.

17. The method of claim 11, further comprising the server providing statistics on the number of serves, and a controller responsive to the statistics and to an evaluation of the expected number of accesses to the web server, altering the frequency with which the serves of at least some ads are made.

18. A method for providing advertisements over the Internet, the method comprising:

maintaining information about a number of ads including a number of times each ad is to be served over a given time period;

serving ads to users in response to requests for data from users;

monitoring the number of times each ad is served during shorter periods within the time period; and

in response to the information obtained from the monitoring step, controlling the serving of ads to prevent at least some of the ads from being served during a certain time period if a greater than desired number of ads is being served during that time period so that the ads can be served in a later time period and the ads are more thereby evenly distributed throughout the time period than they would be served otherwise.

19. A method for providing advertisements over the Internet, the method comprising:

maintaining a list of ads to be served along with other information in response to accesses to a web site by a user;

serving ads to users in response to requests for data from users, the serving including periodically delaying the serving of certain ads to alter the ratio with which the ads are served so that the ads are served in a desired ratio throughout a time period.