Apparatus and accompanying methods for network distribution and interstitial rendering of information objects to client computers

• US 6,687,737 B2
• Filed: 09/13/2001
• Issued: 02/03/2004
• Est. Priority Date: 05/15/1998
• Status: Expired due to Term

• Current Assignee: Andreas Acquisitions, LLC
• Original Assignee: Unicast Communications Corporation (Extreme Reach, Inc.)
• Inventors: Lee, Wei-Yeh, Landsman, Rick W.
• Primary Examiner(s): Lin, Wen Tai
• Application Number:
  US09/950,963
• Publication Number:
  US 20020120666A1
• Time in Patent Office: 873 Days
• Field of Search: 709/217-219, 709/200-203, 715/500
• US Class Current: 709/203
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0262 during computer stand-by mode
• CPC Class Codes: G06Q 30/0268 at point-of-sale [POS]
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]
• CPC Class Codes: Y10S 707/99942 Manipulating data structure, e.g. compression, compaction, compilation

Abstract

A technique for implementing in a networked client-server environment, e.g., the Internet, network-distributed advertising in which advertisements are downloaded, from an advertising server to a browser executing at a client computer, in a manner transparent to a user situated at the browser, and subsequently displayed, by that browser on an interstitial basis, in response to a click-stream generated by the user to move from one web page to the next. Specifically, an HTML advertising tag is embedded into a referring web page. This tag contains two components. One component effectively downloads, from an distribution web server and to an extent necessary, and then persistently instantiates an agent at the client browser. The other component is a reference, in terms of a web address, of the advertising management system. This latter reference totally “decouples” advertising content from a web page such that a web page, rather than embedding actual advertising content within the page itself, merely includes an advertising tag that refers, via a URL, to a specific ad management system rather than to a particular advertisement or its content. The ad management system selects the given advertisement that is to be downloaded, rather than having that selection or its content being embedded in the web content page.

Claims

1. Apparatus for use in rendering an information object, through an executing web browser and in response to a first web page provided to the browser, the apparatus comprising:

a processor;

a memory connected to the processor and storing both computer executable instructions and the first web page, the first web page having a plurality of computer readable instructions representing page content and code; and

an output device responsive to the processor;

wherein the processor, in response to the executable instructions and the code, executes, in conjunction with a web browser, an agent having an applet, wherein the applet;

issues a request, via a network connection, to a specified network server to download a manifest file for the information object from the specified network server, wherein the manifest file comprises a manifest of names of a plurality of predefined informational files residing on a plurality of servers, each having a different network address, that collectively comprise part of the information object, a network address associated with a corresponding one of the plurality of the servers at which each of the informational files can be accessed and associated configuration information necessary to properly render the information object;

accesses and downloads, to the memory, each informational file, specified in the manifest file, from its corresponding network address, to the extent said each informational file does not then reside within the memory; and

in response to an occurrence of a user-initiated event which initiates a transition from the first web page to a second web page and which signifies a start of an interstitial interval;

ceases any further download of the manifest file or any informational file specified in the manifest file, to the extent any downloading of said manifest file or said any informational file is then occurring; and

initiates processing, through the browser, of informational files for a previously downloaded information object so as to render the previously downloaded object during the interstitial interval to the user.

2. The apparatus in claim 1 wherein the information object comprises a web advertisement, the code comprises advertising code and the pre-defined informational files comprise advertising files.

3. The apparatus in claim 2 wherein the processor, in response to executing the advertising code, downloads the agent from a corresponding network server, and then executes the agent under the browser.

4. The apparatus in claim 3 wherein the agent monitors a user click-stream so as to detect the user-initiated event.

5. The apparatus in claim 4 wherein the applet comprises a download queue and a play queue, wherein, the processor during execution of the applet:

inserts an associated manifest file for a advertisement to be downloaded into an end of the download queue;

downloads advertising files specified in a given manifest file, then situated at a head of the download queue, into browser storage;

once all the advertising files specified in the given manifest file for a corresponding advertisement reside in the browser storage on the computer, removes the given manifest file from the download queue and inserts the given manifest file into an end of the play queue; and

in response to the user-initiated event and during an ensuing interstitial interval, processes advertising files specified in a specific manifest file then situated at a head of the play queue so as to render, through the output device, an advertisement, corresponding to the specific manifest file, to the user.

6. The apparatus in claim 5 wherein the manifest file comprises an Ad Descriptor file.

7. The apparatus in claim 5 wherein the advertising code further comprises a component designating the specified network server.

8. The apparatus in claim 7 wherein the processor, during execution of the applet and in response to the component contained in the code, downloads the manifest file originating from the specified network server designated in the component, the specified network server being an advertising server.

9. The apparatus in claim 5 wherein the agent produces a stop event in response to the user-initiated event and the applet processes the stop event to suspend said downloading of further advertisement files and to render the advertisement associated with the manifest file then situated at the head of the play queue.

10. The apparatus in claim 5 wherein the applet comprises an Ad Controller applet.

11. The apparatus in claim 5 wherein the applet processes each advertisement as a separate thread so as to effectuate pipe-lined processing of successive advertisements.

12. The apparatus in claim 4 wherein the advertising code comprises an advertising tag and the processor, in response to execution of the advertising tag:

dynamically writes a plurality of predefined applet tags that collectively implement a script into the first web page; and

downloads, in response to subsequent execution of the script, the agent from the corresponding network server into the memory and thereafter instantiates and executes the agent.

13. The apparatus in claim 12 wherein the applet comprises a download queue and a play queue, wherein, the processor during execution of the applet:

inserts an associated manifest file for a advertisement to be downloaded into an end of the download queue;

downloads advertising files specified in a given manifest file, then situated at a head of the download queue, into browser storage;

once all the advertising files specified in the given manifest file for a corresponding advertisement reside in the browser storage on the computer, removes the given manifest file from the download queue and inserts the given manifest file into an end of the play queue; and

in response to the user-initiated event and during an ensuing interstitial interval, processes advertising files specified in a specific manifest file then situated at a head of the play queue so as to render, through the output device, an advertisement, corresponding to the specific manifest file, to the user.

14. The apparatus in claim 13 wherein the manifest file comprises an Ad Descriptor file.

15. The apparatus in claim 13 wherein the advertising code further comprises a component designating the specified network server.

16. The apparatus in claim 15 wherein the processor, during execution of the applet and in response to the component contained in the code, downloads the manifest file originating from the specified network server designated in the component, the specified network server being an advertising server.

17. The apparatus in claim 13 wherein the agent produces a stop event in response to the user-initiated event and the applet processes the stop event to suspend said downloading of further advertisement files and to render the advertisement associated with the manifest file then situated at the head of the play queue.

18. The apparatus in claim 13 wherein the applet comprises an Ad Controller applet.

19. The apparatus in claim 13 wherein the applet processes each advertisement as a separate thread so as to effectuate pipe-lined processing of successive advertisements.

20. In apparatus for use in rendering an information object, through an executing web browser and in response to a first web page provided to the browser, the apparatus having a processor, a memory connected to the processor and storing both computer executable instructions and the first web page, the first web page having a plurality of computer readable instructions representing page content and code, and an output device responsive to the processor, a method comprising the steps, performed by the processor in response to the executable instructions and the code, of:

executing, in conjunction with a web browser, an agent having an applet, wherein the applet performs the steps of;

issuing a request, via a network connection, to a specified network server to download a manifest file for the information object from the specified network server, wherein the manifest file comprises a manifest of names of a plurality of predefined informational files that collectively comprise part of the information object, a network address at which each of the informational files can be accessed and associated configuration information necessary to properly render the information object;

accessing and downloading, to the memory, each informational file, specified in the manifest file, from its corresponding network address, to the extent said each informational file does not then reside within the memory; and

in response to an occurrence of a user-initiated event which initiates a transition from the first web page to a second web page and which signifies a start of an interstitial interval;

ceasing any further download of the manifest file or any informational file specified in the manifest file, to the extent any downloading of said manifest file or said any informational file is then occurring; and

initiating processing, through the browser, of informational files for a previously downloaded information object so as to render the previously downloaded information object during the interstitial interval to the user.

21. The method in claim 20 wherein the information object comprises a web advertisement, the code comprises advertising code and the pre-defined informational files comprise advertising files.

22. The method in claim 21 further comprising the step, performed by the processor in response to executing the advertising code, of downloading the agent from a corresponding network server, and then executes the agent under the browser.

23. The method in claim 22 further comprising the step, performed by the agent, of monitoring a user click-stream so as to detect the user-initiated event.

24. The method in claim 23, wherein the applet comprises a download queue and a play queue, further comprising the steps, performed by the processor during execution of the applet, of:

inserting an associated manifest file for a advertisement to be downloaded into an end of the download queue;

downloading advertising files specified in a given manifest file, then situated at a head of the download queue, into browser storage;

once all the advertising files specified in the given manifest file for a corresponding advertisement reside in the browser storage on the computer, removing the given manifest file from the download queue and inserting the given manifest file into an end of the play queue; and

in response to the user-initiated event and during an ensuing interstitial interval, processing advertising files specified in a specific manifest file then situated at a head of the play queue so as to render, through the output device, an advertisement, corresponding to the specific manifest file, to the user.

25. The method in claim 24 wherein the manifest file comprises an Ad Descriptor file.

26. The method in claim 24 wherein the advertising code further comprises a component designating the specified network server.

27. The method in claim 26 further comprising the step, performed by the processor during execution of the applet and in response to the component contained in the code, of downloading the manifest file originating from the specified network server designated in the component, the specified network server being an advertising server.

28. The method in claim 24 further comprising the steps, performed by the agent, of:

producing a stop event in response to the user-initiated event; and

processing the stop event to suspend said downloading of further advertisement files and to render the advertisement associated with the manifest file then situated at the head of the play queue.

29. The method in claim 24 wherein the applet comprises an Ad Controller applet.

30. The method in claim 24 further comprising the step, performed by the applet, of processing each advertisement as a separate thread so as to effectuate pipe-lined processing of successive advertisements.

31. The method in claim 23, wherein the advertising code comprises an advertising tag, further comprising the steps, performed by the processor in response to execution of the advertising tag, of:

dynamically writing a plurality of predefined applet tags that collectively implement a script into the first web page; and

downloading, in response to subsequent execution of the script, the agent from the corresponding network server into the memory and thereafter instantiating and executing the agent.

32. The method in claim 31, wherein the applet comprises a download queue and a play queue, further comprising the steps, performed by the processor during execution of the applet, of:

inserting an associated manifest file for a advertisement to be downloaded into an end of the download queue;

downloading advertising files specified in a given manifest file, then situated at a head of the download queue, into browser storage;

once all the advertising files specified in the given manifest file for a corresponding advertisement reside in the browser storage on the computer, removing the given manifest file from the download queue and inserting the given manifest file into an end of the play queue; and

in response to the user-initiated event and during an ensuing interstitial interval, processing advertising files specified in a specific manifest file then situated at a head of the play queue so as to render, through the output device, an advertisement, corresponding to the specific manifest file, to the user.

33. The method in claim 32 wherein the manifest file comprises an Ad Descriptor file.

34. The method in claim 32 wherein the advertising code further comprises a component designating the specified network server.

35. The method in claim 34 further comprising the step, performed by the processor during execution of the applet and in response to the component contained in the code, of downloading the manifest file originating from the specified network server designated in the component, the specified network server being an advertising server.

36. The method in claim 32 further comprising the steps, performed by the agent, of:

producing a stop event in response to the user-initiated event; and

processing the stop event to suspend said downloading of further advertisement files and to render the advertisement associated with the manifest file then situated at the head of the play queue.

37. The method in claim 32 wherein the applet comprises an Ad Controller applet.

38. The method in claim 32 further comprising the step, performed by the applet, of processing each advertisement as a separate thread so as to effectuate pipe-lined processing of successive advertisements.