Multi-level architecture for image display

• US 8,930,835 B1
• Filed: 12/21/2007
• Issued: 01/06/2015
• Est. Priority Date: 06/29/2007
• Status: Active Grant

• Current Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Original Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Inventors: Kan, Chi Ming, Sakamoto, Ares
• Primary Examiner(s): Titcomb, William
• Application Number:
  US11/963,651
• Time in Patent Office: 2,573 Days
• Field of Search: 707/3, 705/1, 705/26, 705/27
• US Class Current: 715/764
• CPC Class Codes: G06F 3/048 Interaction techniques based on graphical user interfaces [GUI]
• CPC Class Codes: G06F 40/106 Display of layout of documents; Previewing
• CPC Class Codes: G06Q 10/10 Office automation; Time management
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]
• CPC Class Codes: H04L 67/01 Protocols
• CPC Class Codes: H04L 67/02 based on web technology, e.g. hypertext transfer protocol [HTTP]
• CPC Class Codes: H04L 67/2866 Architectures; Arrangements
• CPC Class Codes: H04L 67/306 User profiles

Abstract

A system and method for providing the dynamic display of content and related advertisements are provided. The advertisements are displayed based on predetermined customer types. A network resource, such as Web page, can include a plurality of dynamic content modules. Depending on the available display area and additional display criteria, each dynamic content module displays a subset content and related advertisements. Each dynamic content module corresponds to an integration of multiple layers of content, such as text, graphics and image rendering information.

Claims

1. A computer-implemented system for managing information, the system comprising:

a service provider interface for receiving client content requests from a client device, wherein the service provider interface is coupled to;

an item catalog for storing item information, wherein content-scalable dynamic content modules are constructed based on information associated with items from the item catalog;

a user profile data store for storing user profile information and for associating at least one consumer category to a user profile;

an advertisement campaign data store for storing information corresponding to advertisement campaigns, wherein the advertisement campaigns include information associating advertisements to the at least one consumer category associated with the user profile; and

a dynamic content data store, coupled with the advertisement campaign data store, for storing the content-scalable dynamic content modules, the content-scalable dynamic content modules each including a plurality of layers presenting content related to a client-requested item, wherein the content related to the client-requested item is selected based on the information associating advertisements to the at least one consumer category associated with the user profile and

a client device interface for transmitting content-scalable dynamic content modules corresponding to the client-requested item, wherein the content-scalable dynamic content modules each are associated with one or more display rules, wherein the one or more display rules are obtained externally to the client device and evaluated on the client device at a time the content is rendered on the client device to determine

a relative position of two or more overlapping layers of the plurality layers included in individual transmitted content-scalable dynamic content modules to display and modify on the client device based at least in part on;

a current size of a display area of the client device allocated to display the content related to the client-requested item,

other layers of the transmitted content-scalable dynamic content modules, and

other display areas of the client device corresponding to other content.

2. The system of claim 1, wherein the content-scalable dynamic content modules are created based on templates.

3. The system of claim 1, wherein the content-scalable dynamic content modules include executable code.

4. The system of claim 1, wherein the consumer category corresponds to consumer behavior.

5. The system of claim 1, wherein the consumer category associated with the user profile identifies one or more applicable consumer categories.

6. The system of claim 1, further comprising an advertisement campaign manager component for selecting content-scalable dynamic content modules based on the user profile information and advertisement campaigns associated with the at least one consumer category associated with the user profile in response to the client content requests.

7. The system of claim 6, wherein the advertisement campaigns include applicable item category information and wherein the advertisement campaign manager component selects a subset of advertisement campaigns based on item category information obtained from the user profile data store.

8. The system of claim 5, wherein the item category information from the user profile data store is inferred from user purchase histories.

9. A computer-implemented method of displaying content, the method comprising:

in response to receiving a client content request from a client device, retrieving a user profile from a user profile data store;

associating at least one consumer type to the user profile retrieved;

retrieving information corresponding to advertisement campaigns, wherein the advertisement campaigns include information associating advertisements to consumer types;

identifying advertisement campaigns corresponding to the at least one consumer type associated with the user profile; and

providing, to the client device, at least one identified advertisement campaign in response to the client content request,

wherein the advertisement campaign comprises a plurality of content-scalable dynamic content modules,

wherein a content-scalable dynamic module of the plurality of content-scalable dynamic modules includes a plurality of layers presenting content corresponding to the advertisement campaign, and

wherein a determination of a relative position of two or more overlapping layers of the plurality of layers of the content-scalable dynamic module to display and modify is based at least in part on a size of a display area of the client device allocated to display the content, other layers of the content-scalable dynamic module, and a determined amount of the content corresponding to the advertisement campaign.

10. The computer-implemented method of claim 9, wherein the consumer type corresponds to user purchase behaviors.

11. The computer-implemented method of claim 9, wherein the advertisement campaigns include applicable item category information, the method further comprising selecting a subset of advertisement campaigns based on item category information obtained from the user profile data store.

12. The computer-implemented method of claim 9, further comprising prioritizing the identified advertisement campaigns based on additional information obtained from the user profile.

13. The computer-implemented method of claim 9, wherein retrieving information corresponding to advertisement campaigns includes:

obtaining advertisement detail information corresponding to an advertisement; and

associating at least one consumer type based on the advertisement detail information.

14. The computer-implemented method of claim 9, wherein the advertisement campaigns include information associating advertisements to multiple consumer types, the method further comprising selecting a most applicable consumer type.

15. A computer-implemented method of displaying dynamic content, the method comprising:

obtaining user profile information from a user profile data store;

associating to the user profile information obtained at least one user category from a plurality of predetermined user categories;

based on the user profile information, selecting advertisement campaign information from an advertisement campaign data store;

sorting the advertisement campaign information based on predetermined user categories;

prioritizing the sorted advertisement campaign information based on the at least one user category associated with the user profile information;

selecting a subset of the prioritized sorted advertisement campaign information based on the at least one user category associated with the user profile information; and

displaying the selected subset of advertisement campaign information on a client device, wherein the subset of advertisement campaign information comprises content-scalable dynamic content modules,

wherein the content-scalable dynamic content modules each comprise a plurality of layers presenting at least part of the subset of advertisement campaign information, wherein the plurality of layers include a text layer, a transparency layer, and an image layer, wherein the text layer includes a description of an image, the image layer includes the image presenting at least part of the subset of advertisement campaign information, and the transparency layer includes multiple sections, each section having a different degree of opacity to change the visibility of at least one of the text and image layers,

wherein an amount of the selected subset of advertisement campaign information to display on the client device is dynamically determined on the client device at the time the content is rendered on the client device by determining a relative position of two or more overlapping layers of the plurality of layers for display and modification on the client device based on other layers of the content-scalable dynamic content modules and responsive to a size of a display area of the client device allocated to display the content.

16. The computer-implemented method of claim 15, wherein the user category corresponds to user interest behaviors.

17. The computer-implemented method of claim 15, wherein the advertisement campaign information includes applicable item category information, the method further comprising selecting a subset of advertisement campaign information based on item category information obtained from the user profile data store.

18. The computer-implemented method of claim 15, wherein sorting the advertisement campaign information based on the predetermined user categories includes:

obtaining advertisement detail information corresponding to an advertisement; and

associating at least one user category based on the advertisement detail information.

19. A computer-implemented system for managing information, the system comprising:

an advertisement campaign data store for storing information corresponding to advertisement campaigns, wherein the advertisement campaigns include information associating advertisements to consumer types;

a component for providing advertisements based on user profile information and advertisement campaign consumer type information associated with the user profile information in response to client content requests; and

a service provider interface for receiving the client content requests from a client device and for transmitting the advertisements to the client device, wherein the advertisements comprise content-scalable dynamic content modules, wherein the content-scalable dynamic content modules each are associated with one or more display rules, wherein the one or more display rules are obtained externally to the client device and evaluated on the client device at a time when content of the content-scalable dynamic content modules is rendered on the client device, and wherein the content of the content-scalable dynamic modules corresponds to the advertisements and is presented by a plurality of layers,

wherein the one or more display rules are used to determine a relative position of two or more overlapping layers of the plurality of layers to display and modify on the client device based at least in part on a size of a display area of the client device allocated to display the content, and other layers of the content-scalable dynamic modules.

20. The computer-implemented system of claim 19, further comprising:

a user profile data store coupled to the service provider interface for storing the user profile information.

21. The computer-implemented system of claim 20, further comprising an advertisement campaign manager component for selecting advertisement campaigns based on the user profile information and advertisement campaign consumer type information associated with the user profile information in response to the client content requests.

22. The computer-implemented system of claim 21, wherein the advertisement campaigns include applicable item category information and wherein the advertisement campaign manager component selects a subset of advertisement campaigns based on item category information obtained from the user profile data store.

23. The computer-implemented system of claim 21, wherein the advertisement campaign manager component filters selected advertisement campaigns based on user preference information from the user profile data store.

24. The computer-implemented system of claim 21, wherein the advertisement campaign manager component identifies consumer type information for advertisements based on attributes of the advertisements.

25. The computer-implemented system of claim 21, wherein the advertisement campaign manager component selects from a plurality of consumer type information for advertisements.