United States Patent [19J
`Angles et al.
`
`[54] SYSTEM AND METHOD FOR DELIVERING
`CUSTOMIZED ADVERTISEMENTS WITHIN
`INTERACTIVE COMMUNICATION
`SYSTEMS
`
`[75]
`
`Inventors: Paul D. Angles, 1711 Purdue Ave. #11,
`Los Angeles, Calif. 90025; Douglas 0.
`Blattner, Redondo Beach, Calif.
`
`[73]
`
`Assignee: Paul D. Angles, Los Angeles, Calif.
`
`[ * l
`
`Notice:
`
`This patent issued on a continued pros(cid:173)
`ecution application filed under 37 CFR
`1.53( d), and is subject to the twenty year
`patent term provisions of 35 U.S.C.
`154(a)(2).
`
`[21]
`
`Appl. No.: 08/700,032
`
`[22]
`
`Filed:
`
`Aug. 20, 1996
`
`[51]
`[52]
`[58]
`
`[56]
`
`Int. Cl.6
`............................. G06F 17/30; G06F 17/60
`U.S. Cl. ................................................. 705/14; 705/27
`Field of Search .......................................... 705/14, 27
`
`References Cited
`
`U.S. PATENT DOCUMENTS
`
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`5,446,919
`5,717,923
`
`10/1991 Peach eta!. .............................. 705/14
`6/1994 Roarty et a!. .
`6/1994 Peach eta!. .............................. 705/14
`9/1994 Filepp et a!. .
`2/1995 Fisher et a!. .
`5/1995 Nemirofsky .
`8/1995 Wilkins .
`2/1998 Dedrick ..................................... 380/24
`
`FOREIGN PATENT DOCUMENTS
`
`0811942A2 12/1997
`0822535A2
`2/1998
`wo 97/41673 11/1997
`
`.. ... ... G06F 17/60
`European Pat. Off.
`.. ... ... G09F 27/00
`European Pat. Off.
`WIPO ............................ H04L 29/06
`
`01HER PUBLICATIONS
`
`"Online Marketing: C/NET Introduces Customized Web
`Advertising: Display Banners Tailored to User Demograph(cid:173)
`ics", Internet Week, v 1, n 36, Phillips Business Information,
`Inc., ISSN: 1081-2474, we: 216, Dec. 18, 1995.
`
`111111
`
`1111111111111111111111111111111111111111111111111111111111111
`US005933811A
`[11] Patent Number:
`[45] Date of Patent:
`
`5,933,811
`*Aug. 3, 1999
`
`"Broadvision: Broadvision Developing First Innovative
`Commerce Management System to Support Online Sales &
`Marketing Process ... ", Business Wire, Business Editors
`and Computer Writers, May 15, 1995.
`"Broadvision: Personalized Marketing and Selling on the
`Internet Unleashed by Broadvision ... " Business Wire,
`Business Editors and Computer Writers, Jan. 22, 1996.
`to
`Broadvision Uses Its On-line Marketing Database
`Deliver Personalized World Wide Web Sites, Computergram
`International, n 878, p CGN03210017, Newletter ISSN
`0268-716X (UK), Mar. 21, 1996.
`
`(List continued on next page.)
`
`Primary Examiner-Allen R. MacDonald
`Assistant Examiner-James W. Myhre
`Attorney, Agent, or Firm---Knobbe, Martens, Olson & Bear
`LLP
`
`[57]
`
`ABSTRACT
`
`The present invention is a system and method for delivering
`customized electronic advertisements in an interactive com(cid:173)
`munication system. The customized advertisements are
`selected based on consumer profiles and are then integrated
`with offerings maintained by different content providers.
`The preferred interactive communication system intercon(cid:173)
`nects multiple consumer computers, multiple content pro(cid:173)
`vider computers and multiple Internet provider computers
`with an advertisement provider computer. Whenever a con(cid:173)
`sumer directs one of the consumer computers to access an
`offering existing in one of the content provider computers,
`an advertising request is sent to the advertisement provider
`computer. Upon receiving the advertising request, the adver(cid:173)
`tising provider computer generates a custom advertisement
`based on the consumer's profile. The custom advertisement
`is then combined with the offering from the content provider
`computer and displayed to the consumer. The advertisement
`provider computer also credits a consumer account, a con(cid:173)
`tent provider account and an internet provider account each
`time a consumer views a custom advertisement.
`Furthermore, the advertisement provider computer tracks
`consumer responses to the customized advertisements.
`
`17 Claims, 11 Drawing Sheets
`
`A -CONSUMER REGISTRATION
`(SEE FIG. 5)
`B -CONTENT PROVIDER
`REGISTRATION (SEE FIG. 6)
`C -CONSUMER ACCESSES
`CONTENT PROVIDER
`(SEE FIG. 7)
`D -ELECTRONIC PAGE SENT
`TO CONSUMER
`(SEE FIG. 7)
`E -CONSUMER MEMBER CODE
`SENT TO ADVERTISEMENT
`PROVIDER (SEE FIG. 7)
`F -CUSTOMI:::ED ADVERTISEMENT
`SENT TO CONSUMER
`(SEE FIG. 7)
`
`Google Inc.
`GOOG 1012
`IPR of U.S. Patent No. 6,286,045
`
`Page 1 of 26
`
`

`
`5,933,811
`Page 2
`
`01HER PUBLICATIONS
`
`Doubleclick Network Officially Exceeds 10 Million Users;
`Clocks One of the Fastest Growth Rates in History of
`Measured Media, PR Newswire, p 0801NYTH073, Aug. 1,
`1996.
`I PRO and Doubleclick Partner to Deliver Next Generation
`in Ad Targeting and Accountability, PR Newswire, p
`0963870SFT006,Jun. 20,1996.
`Poppe Tyson Partners with Atlanta Software Leader to Form
`Doubleclick-The First Advertising Network for the Inter(cid:173)
`net, PR Newswire, p 0910034NYM083, Feb. 5, 1996.
`Bellcore Adapt X Advertiser: New Software Solution for the
`Web Delivers Profitable, Measurable, Truly Interactive
`Advertising, Business Wire, Business Editors and Computer
`Writers, Jun. 11, 1996.
`Bell core Deploys Adaptive Web Software, Telecommunica(cid:173)
`tions Alert, v 13, n 127, United Communications Group,
`ISSN: 0742-5384, Jul. 1, 1996.
`Alpha Based Interactive Provides Hyper-Targeted Market(cid:173)
`ing Service, PR Newswire, p 1029908CLW036, Dec. 4,
`1996.
`Freeloader Releases Version 2.0; High-Bandwidth, Person(cid:173)
`alized Web Content Delivered Offline to PC Desktops with
`Redesigned Interface and Screen Saver, Business Wire,
`Business Editors and Computer Writers, Sep. 30, 1996.
`
`(No author listed), "The CyberGold Service", CyberGold
`Website, Jun. 25, 1996.
`
`(No author listed), "What is Hyper System?", Hyper System
`Website, downloaded Jun. 4, 1996.
`Clark, Tim, "It May Pay to Look at Net Ads", Interactive
`Week, Jun. 4, 1996.
`(No author listed), "Internet Access: Internet Marketing
`Revolution Begins in the U.S. this Sep.; Hyper System
`Promises New Cash Flow for Providers, Free Access for
`Users & A New Marketing Opportunity For Businesses",
`Work-Group Report, Jun. 3, 1996.
`Von der Haar, Steven, "Hot Cafe Opens Ad Doors", Inter(cid:173)
`active Week, May 28, 1996.
`
`(No author listed), "Broadvision Uses Its On-Line Market(cid:173)
`ing Database to Deliver Personalized World Wide Web
`Sites", Apt Data Serrvices, Mar. 21, 1996.
`(No author listed), "About 1/PRO", !/Pro Website, down(cid:173)
`loaded May 8, 1996.
`
`Blankenhorn, Dana, "I/PRO Set to Track Web", !/Pro Web(cid:173)
`site, downloaded May 8, 1996.
`(No author listed), "InterCard Proposal", Intercard Promo(cid:173)
`tional Materials, Dec. 22, 1995.-
`
`Page 2 of 26
`
`

`
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`
`20
`
`FIG 1
`
`ADVERTISEMENT
`
`COMPUTER
`PROVIDER
`
`!8
`
`ADVERTISEMENT D
`
`CUSTOMIZED
`
`JO\
`
`22
`
`CONSUMER
`
`MEMBER
`
`CODE
`
`COMPUTER
`CONSUMER
`
`E§3
`
`AD VERTI SEMEN T
`
`REQUEST
`
`26
`
`!2
`
`----...........
`MEDIUM ---
`
`-............
`
`----
`
`-
`
`-
`-
`
`/ -
`.....-
`
`/
`
`COMMUNICATION
`
`ELECTRONIC PAGE
`
`32\
`
`!4
`
`COMPUTER
`PROVIDER
`CONTENT
`
`~
`
`!0
`
`I
`
`I
`
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`I
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`I
`
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`
`Page 3 of 26
`
`

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`
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`CONTENT
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`II
`= ~
`>
`
`II
`
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`
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`PROVIDER
`CONTENT
`
`a
`
`~ ......
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`
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`
`20
`
`MEDIUM
`
`PROVIDER ~
`INTERNET I
`
`COMMUNICATION
`
`34
`
`COMPUTER
`PROVIDER
`CONTENT
`
`COMPUTER
`PROVIDER
`
`ADVERTISEMENT
`
`FIC2
`
`COMPUTER
`CONSUMER
`
`~ I
`I
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`
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`""
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`
`?
`
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`
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`
`34
`
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`I
`
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`CONSUMER
`
`:
`
`""'
`
`-!8
`
`I
`
`/
`
`Page 4 of 26
`
`

`
`U.S. Patent
`
`Aug. 3, 1999
`
`Sheet 3 of 11
`
`5,933,811
`
`300
`/ •
`START
`
`1302
`
`CONSUMER REQUESTS
`ELECTRONIC PAGE
`FROM CONTENT PROVIDER
`
`(304
`
`CONTENT PROVIDER SENDS
`ELECTRONIC PAGE AND
`EMBEDDED ADVERTISEMENT
`REQUEST TO CUSTOMER
`
`/
`CONSUMER EXECUTES ADVERTISEMENT
`REQUEST AND ESTABLISHES A
`COMMUNICATION LINK WITH THE
`ADVERTISEMENT PROVIDER
`
`306
`
`/3.
`08
`ADVERTISEMENT PROVIDER OBTAINS
`CONTENT PRO~DER MEMBER CODE
`AND CONSUMER MEMBER CODE
`
`/310
`
`ADVERTISING PROVIDER ACCESSES
`CONSUMER PROFILE AND SENDS
`CUSTOMIZED ADVERTISEMENT
`TO CONSUMER
`
`/312
`
`CONSUMER COMPUTER
`DISPLAYS COMBINED PAGE
`
`(314
`
`END
`
`FIG 3
`
`Page 5 of 26
`
`

`
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`~
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`d •
`
`DATABASE
`ACCOUNTING
`
`ADVERTISEMENT
`
`DATABASE
`
`DATABASE
`
`REGISTRATION
`
`72
`
`64
`
`70
`
`62
`
`ADVERTISING
`
`MODULE
`
`REGISTRATION
`
`MODULE
`
`ADVERTISEMENT PROVIDER COMPUTER
`
`18
`
`FIC 4
`
`F -CUSTOMIZED ADVERTISEMENT
`
`(SEE FIG. 7)
`SENT TO CONSUMER
`
`PROVIDER (SEE FIG. 7)
`SENT TO ADVERTISEMENT
`E -CONSUMER MEMBER CODE
`
`(SEE FIG. 7)
`TO CONSUMER
`
`D -ELECTRONIC PAGE SENT
`
`REGISTRATION (SEE FIG. 6)
`
`A -CONSUMER REGISTRATION
`
`(SEE FIG. 5)
`
`B -CONTENT PROVIDER
`
`C -CONSUMER ACCESSES
`
`(SEE FIG. 7)
`CONTENT PROVIDER
`
`52
`
`MODULE
`
`COMMUNICATION
`
`ELECTRONIC
`
`PAGE
`
`:(--------_j
`I
`I
`iAD-VERTISINGI
`
`INSERT
`
`32
`
`MODULE
`SERVER
`CONTENT
`
`CONTENT PROVIDER COMPUTER
`
`COMMUNICATION
`
`MEDIUM
`
`~I
`
`------------',
`
`ADVERTISING
`
`MEDIUM
`STORAGE
`
`CODE
`
`CONSUMER
`
`MEMBER
`
`44
`
`22
`
`c
`
`12
`
`MODULE
`BROWSER
`CONSUMER
`CONSUMER COMPUTER 40
`
`/
`
`Page 6 of 26
`
`

`
`U.S. Patent
`
`Aug. 3, 1999
`
`Sheet 5 of 11
`
`5,933,811
`
`START
`CONSUMER
`REGISTRATION
`
`500
`
`502
`
`CONSUMER COMPUTER
`COMMUNICATES WITH
`ADVERTISEMENT PROVIDER
`COMPUTER
`
`"504
`
`CONSUMER ENTERS
`REGISTRATION
`DATA
`
`5!2
`
`CONSUMER COMPUTER
`STORES CONSUMER
`MEMBER CODE AND
`CONSUMER CONTROL
`MODULE
`
`514
`
`END
`
`FIG 5
`
`ADVERTISEMENT PROVIDER
`ASSIGNS CONSUMER
`MEMBER CODE
`
`508
`
`ADVERTISEMENT PROVIDER
`STORES CONSUMER
`MEMBER CODE AND
`REGISTRATION DATA
`
`5!0
`
`ADVERTISEMENT PROVIDER
`DOWNLOADS THE CONSUMER
`MEMBER CODE AND
`CONSUMER CONTROL
`MODULE
`
`CONSUMER
`COMPUTER
`
`ADVERTISEMENT PROVIDER
`COMPUTER
`
`Page 7 of 26
`
`

`
`U.S. Patent
`
`Aug. 3, 1999
`
`Sheet 6 of 11
`
`5,933,811
`
`/600
`
`START CONTENT
`PROVIDER REGISTRATION
`
`CONTENT PROVIDER COMPUTER
`COMMUNICATES WITH THE
`ADVERTISEMENT PROVIDER
`COMPUTER
`
`/6'04
`
`FIG: 6'
`
`CONTENT PROVIDER ENTERS
`REGISTRATION DATA
`
`/6'06'
`~.-A-~.D_V_E_R-TI-SE_M_E_N_T_P-RO_V_I_D-ER--.
`~ ""
`
`ASSIGNS CONTENT
`PROVIDER MEMBER
`CODE
`
`(608
`
`ADVERTISEMENT PROVIDER
`STORES CONTENT PROVIDER
`MEMBER CODE AND
`REGISTRATION DATA
`
`1612
`
`ADVERTISEMENT PROVIDER
`CREATES CUSTOM
`CGI SCRIPT
`
`CONTENT PROVIDER STORES ~
`
`REFERENCE TO CGI
`SCRIPT
`
`CONTENT PROVIDER CREATES
`HOME PAGES WITH
`REFERENCE INSERTS
`
`END
`
`CONTENT PROVIDER
`COMPUTER
`
`ADVERTISEMENT PROVIDER
`COMPUTER
`
`Page 8 of 26
`
`

`
`U.S. Patent
`
`Aug. 3, 1999
`
`Sheet 7 of 11
`
`5,933,811
`
`START
`
`700
`
`CONSUMER ACCESSES THE
`COMMUNICATION SYSTEM
`
`702
`
`704
`
`CONSUMER SENDS
`ADVERTISEMENT REQUEST
`TO ADVERTISEMENT PROVIDER
`
`CONSUMER IS DIRECTED
`TO REGISTER WITH
`ADVERTISEMENT
`PROVIDER
`
`710
`
`NO
`
`ADVERTISEMENT PROVIDER
`DELIVERS CUSTOMIZED
`ADVERTISEMENT TO CONSUMER
`(SEE FIG. 8)
`
`714
`.-----------~-------L---,
`CONSUMER DIPLAYS COMBINED
`CUSTOM ADVERTISEMENT
`AND ELECTRONIC PAGE
`
`NO
`
`716
`
`CONSUMER
`DECIDES WHETHER
`TO OBTAIN ADDITIONAL
`ADVERTISING INFORMATION
`
`ADVERTISING PROVIDER
`RECEIVES NOTICE THAT
`USER IS OBTAINING
`ADDITIONAL ADVERTISING
`INFORMATION
`
`720
`
`CONSUMER
`DEC I DES TO ACCESS
`ANOTHER CONTENT
`PROVIDER
`
`.__ ___________________ Y_E-(S
`
`FIG: 7
`
`Page 9 of 26
`
`

`
`U.S. Patent
`
`Aug. 3, 1999
`
`Sheet 8 of 11
`
`__ ____;_____
`
`~7!2
`
`START
`
`5,933,811
`
`ADVERTISEMENT PROVIDER ACCESSES
`ITS CUSTOMER DATABASE
`AND ANALYZES CUSTOMER'S
`REGISTRATION DATA
`
`ADVERTISEMENT PROVIDER SELECTS
`APPROPRIATE ADVERTISEMENT
`AND SENDS THE ADVERTISEMENT
`TO THE CONSUMER
`
`I
`
`ADVERTISEMENT PROVIDER BILLS THE
`APPROPRIATE ADVERTISER AND
`CREDITS CONTENT PROVIDER ACCOUNT
`
`END
`
`FIG: 8
`
`Page 10 of 26
`
`

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`
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`
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`
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`
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`
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`
`FIG9
`
`26
`
`ADVERTISEMENT
`
`CUSTOMIZED
`
`JO\
`
`COMMUNICATION
`
`MEDIUM
`
`ADVERTISEMENT
`AND CUSTOMIZED
`ELECTRONIC PAGE
`
`32\
`
`COMPUTER
`CONSUMER
`
`12
`
`I
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`
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`
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`
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`
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`
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`PROVIDER
`CONTENT
`
`Page 11 of 26
`
`

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`
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`
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`
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`
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`
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`
`CUSTOMIZED
`
`30\
`
`\
`\
`
`-...............
`
`COMMUNICATION
`
`MEDIUM
`
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`-
`
`ADVERTISEMENT
`
`REQUEST
`
`FIG: 10
`
`26
`
`ELECTRONIC PAGE
`
`32\
`
`~
`
`10
`
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`PROVIDER
`CONTENT
`
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`
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`
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`
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`
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`
`Page 12 of 26
`
`

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`
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`
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`
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`
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`
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`STORAGE
`
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`
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`
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`
`/22~ (44
`
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`CONTROL
`CONSUMER
`42\ CONSUMER COMPUTER~40
`
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`BROWSER
`CONSUMER
`
`Page 13 of 26
`
`

`
`5,933,811
`
`1
`SYSTEM AND METHOD FOR DELIVERING
`CUSTOMIZED ADVERTISEMENTS WITHIN
`INTERACTIVE COMMUNICATION
`SYSTEMS
`
`BACKGROUND OF THE INVENTION
`
`1. Field of the Invention
`The present invention relates to communication systems
`and, in particular, to an apparatus and method for delivering 10
`customized advertisements within interactive communica-
`tions systems.
`2. Background
`Recently, a wide range of interactive devices have been
`developed to provide information to consumers. These inter(cid:173)
`active devices include, for example, computers connected to
`various computer on-line services, interactive kiosks, inter(cid:173)
`active television systems and the like. In particular, the
`popularity of computer on-line services has grown
`immensely in popularity over the last decade.
`Computer on-line services are provided by a wide variety
`of different companies. In general, most computer on-line
`services are accessed via the Internet. The Internet is a global
`network of computers. The structure of the Internet is a
`network backbone with networks branching from the back(cid:173)
`bone. These branches, in turn, have networks branching
`from them, and so on. Routers move information packets
`from network to network, until the information packets
`reach their destination. For a more detailed description of the
`structure and operation of the Internet, please refer to "The
`Internet Complete Reference," by Harley Hahn and Rick
`Stout, published by McGraw-Hill, 1994.
`One popular part of the Internet is the World Wide Web.
`The World Wide Web contains computers which display
`graphical and textual information. Computers which provide
`information on the World Wide Web are typically called
`"websites." A website is defined by an Internet address
`which has an associated electronic page, often called a
`"home page." Generally, a home page is an electronic
`document which organizes the presentation of text, graphi(cid:173)
`cal images, audio and video into a desired display. These
`websites are operated by a wide variety of entities which are
`typically called "content providers."
`A user may access the Internet using a home personal 45
`computer (PC) equipped with a conventional modem. Spe(cid:173)
`cial interface software is installed within the PC so that when
`the user wishes to access the Internet, an attached modem is
`automatically instructed to dial the telephone number asso(cid:173)
`ciated with the local Internet host server. The user can then 50
`access information at any address accessible over the Inter(cid:173)
`net. Two well-known software interfaces, for example, are
`the Netscape Navigator developed by Netscape, Inc. and the
`Microsoft Internet Explorer developed by Microsoft Corpo(cid:173)
`ration.
`Information exchanged over the Internet is typically
`encoded in HyperText Mark-up Language (HTML) format.
`The HTML format is a scripting language which is used to
`generate the home pages for different content providers. In
`this setting, a content provider is an individual or company 60
`that places information (content) on the Internet so that it can
`be accessed by others. As is well known in the art, the
`HTML format is a set of conventions for marking different
`portions of a document so that each portion appears in a
`distinctive format. For example, the HTML format identifies 65
`or "tags" portions of a document to identify different cat(cid:173)
`egories of text (e.g., the title, header, body text, etc.). When
`
`20
`
`2
`a web browser accesses a HTML document, the web
`browser reads the embedded tags in the document so it
`appears formatted in the specified manner.
`A HTML document can also include hyper-links which
`5 allow a user to move from one document to another docu(cid:173)
`ment on the Internet. A hyper-link is an underlined or
`otherwise emphasized portion of text which, when selected
`using an input device such as a mouse, activates a software
`connection module which allows the user to jump between
`documents (i.e., within the same website or to other
`websites). Hyper-links are well known in the art, and are
`sometimes referred to as anchors.
`Although the Internet and the World Wide Web, together
`with other interactive devices, are used widely to share
`15 information among different users, the full range of possi(cid:173)
`bilities for use of these interactive computer services have
`not yet been fully developed.
`As the popularity of the Internet and the World Wide Web
`has increased over the years, more companies are trying to
`find ways of promoting their product in a cost-effective
`manner. Thus, there has been a tremendous proliferation of
`corporate advertising across the Internet. For example, some
`companies such as Yahoo Corporation offer free services,
`25 such as the ability to search for particular sites on the
`Internet, but post advertising messages to consumers to help
`offset the cost of their service. Unfortunately, there is so far
`no effective way of targeting particular advertisements to
`those consumers most likely to use the product or service
`30 being offered. Therefore, a tremendous amount of advertis(cid:173)
`ing is wasted on promoting goods or services to an improper
`audience. As the number of people accessing the Internet
`increases, it will become more important to specifically
`target advertising to those individuals most likely to pur-
`35 chase the goods or services being offered. It will also be
`important for advertisers to know how effective a particular
`ad has become by tracking the responses of individual
`consumers. Unfortunately, there is currently no convenient
`mechanism for predetermining which users might be inter-
`40 ested in a particular category of advertised goods or services.
`There is also no current method for tracking consumer
`responses to particular advertisements.
`
`SUMMARY OF THE INVENTION
`
`The system of the present invention overcomes the dif(cid:173)
`ficulties discussed above by providing an on-line advertising
`service which can custom tailor specific advertisements to
`particular consumers and track consumer responses to the
`advertisements. In particular, the present invention is a
`system and method for delivering customized advertise(cid:173)
`ments to users of interactive devices. The interactive devices
`of the present invention can include computers connected to
`on-line services, interactive kiosks, interactive television
`systems and the like. In broad terms, the present invention
`55 includes a communications system having at least three
`different entities which communicate with each other. The
`entities include: a content provider, an advertisement pro(cid:173)
`vider and a consumer.
`In the preferred embodiment, the invention is directed to
`delivering custom advertisements to consumers who use
`their computers to view information offered by different
`content providers existing on the Internet. Preferably, when
`a consumer accesses a content provider, the content provider
`transmits an electronic document to the consumer. Embed(cid:173)
`ded within the electronic document is a advertisement
`request. When the consumer's computer displays the elec(cid:173)
`tronic document, the embedded advertisement request
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`3
`directs the consumer computer to communicate with an
`advertisement provider. In response, the advertisement pro(cid:173)
`vider provides a customized advertisement. The advertise(cid:173)
`ment provider then tracks the consumer's response to the
`customized advertisement.
`The advertisement provider operates a computer which is
`also connected to the Internet. The advertisement provider's
`computer stores demographic information about consumers,
`and sends customized advertisements to the consumers
`based on the consumers demographic profile and tracks 10
`consumer responses to the customized advertisements. For
`example, when accessing a content provider's website, a
`consumer with a demographic profile indicating an interest
`in farming would be sent customized advertisements for
`farm products by the advertisement provider. Customer 15
`requests for more information about the advertised farm
`products are also monitored.
`A consumer who wishes to receive customized advertise(cid:173)
`ments first registers with the advertisement provider by
`entering pertinent demographic information into the adver(cid:173)
`tisement provider's demographic database. The advertise(cid:173)
`ment provider then retains a demographic profile of the
`consumer. In return, the advertisement provider assigns the
`consumer a unique member code. In an alternate
`embodiment, the consumer is sent unique software which
`enhances the consumer's Internet browser so that custom
`advertisements can be merged with electronic documents
`obtained from the content provider.
`The content provider websites also register with the
`advertisement provider before they can receive the custom(cid:173)
`ized advertisement services. During registration, the adver(cid:173)
`tisement provider assigns a custom member code to the
`content provider, creates a program called a "content pro(cid:173)
`vider script" for each content provider, and transfers an
`"advertisement request" to the content provider which iden(cid:173)
`tifies the content provider script. Preferably, the content
`provider script contains the content provider's member
`code. The advertisement request, on the other hand, contains
`commands which invoke the content provider script.
`After obtaining the advertisement request, the content
`provider embeds the advertisement request into its electronic
`documents. When a registered consumer accesses a content
`provider's website, the content provider website transfers
`the electronic document and the embedded advertisement 45
`request to the consumer's computer. The embedded adver(cid:173)
`tisement request directs the consumer computer to invoke
`the referenced content provider script in the advertisement
`provider computer. The advertisement provider executes the
`content provider script and obtains the content provider 50
`member code. The advertisement provider uses the content
`provider member code to track the number of advertise(cid:173)
`ments displayed by a particular content provider.
`In addition, to executing the content provider script, the
`advertisement provider also obtains the consumer's member 55
`code from the consumer computer. The advertisement pro(cid:173)
`vider uses the consumer member code to identify the con(cid:173)
`sumer's demographic profile and preferences. The adver(cid:173)
`tisement provider then selects an appropriate advertisement
`based on the consumer's profile and sends the customized 60
`advertisement to the consumer computer. The consumer
`computer then merges the content provider's electronic
`document with the advertisement provided by the advertise(cid:173)
`ment provider to create a single displayed document to the
`consumer.
`Another feature of the invention is directed to monitoring
`the particular advertisements which are viewed by particular
`
`4
`consumers. With this information, advertisers can pay for
`advertising directed at specific demographic target groups.
`Additionally, advertisers may be billed by the advertisement
`provider based on actual delivery of the advertisements to
`5 pertinent consumers.
`The invention also supports custom advertisements which
`can contain hyper-links to other information. The hyper(cid:173)
`links typically direct the user's Internet browser to access
`different websites on the Internet. For example, if a con(cid:173)
`sumer wishes to obtain additional information about an
`advertised product or service, the consumer may simply use
`a mouse to select an embedded hyper-link in the custom
`advertisement and be immediately transported to an adver(cid:173)
`tiser's website. At the advertiser's website, the user may
`receive a directed sales pitch, more information or a pur(cid:173)
`chase order request form.
`An additional feature of the invention allows the adver(cid:173)
`tisement provider to monitor the number of advertisements
`viewed by consumers associated with a particular content
`20 provider. With this information, the content providers can
`receive advertising revenue based on the number of con(cid:173)
`sumers who access their websites. This frees the content
`providers from having to generate advertising data, from
`having to individually contact advertisers, from having to
`25 negotiate advertising payment fees, and from having to
`maintain an advertising administrative staff.
`Another aspect of the invention relates to the addition of
`a fourth category of entities-the Internet providers. An
`Internet provider is a service which provides Internet access
`30 to consumers. Examples of Internet providers include
`American On-line, the Microsoft Network, Prodigy,
`Compuserve, and Network Intensive. Many users pay
`monthly access fees to the Internet providers to obtain local
`telephone connections, a variety of help services and an
`35 organized format for accessing the Internet.
`When a consumer registers with the advertisement
`provider, this aspect of the present invention obtains infor(cid:173)
`mation about the consumer's Internet provider and stores
`40 this information in the demographic profile. The system of
`the present invention can then monitor the number of
`advertisements viewed by consumers associated with a
`particular Internet provider. Accordingly, the system of the
`present invention can pay an Internet provider based on the
`number of advertisements viewed by its consumers. The
`Internet providers can then use this advertising revenue to
`reduce consumer access fees.
`
`BRIEF DESCRIPTION OF THE FIGURES
`FIG. 1 is a high level block diagram of the preferred
`system of the present invention and illustrates the interaction
`between the consumer computer, content provider computer,
`and advertisement provider computer.
`FIG. 2 is a block diagram of the preferred system of the
`present invention showing the interaction of many consumer
`computers and content provider computers with an adver(cid:173)
`tisement provider computer.
`FIG. 3 is a high level flow diagram of the preferred
`process for sending electronic information and custom
`advertisements to a consumer computer.
`FIG. 4 is a block diagram of the preferred system of the
`present invention showing the flow of information among
`the consumer computer, content provider computer and
`advertisement provider computer through a communication
`65 medium.
`FIG. 5 is a flow diagram of the preferred process of
`registering a consumer with an advertisement provider.
`
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`5
`FIG. 6 is a flow diagram of the preferred process of
`registering a content provider with an advertisement pro(cid:173)
`vider.
`FIG. 7 is a flow diagram of the preferred process whereby
`a consumer accesses a content provider and is thereafter sent 5
`an electronic document and customer advertisement.
`FIG. 8 is a detailed flow diagram of the preferred process
`where by the advertisement provider computer delivers the
`customized advertisement to the consumer computer.
`FIG. 9 is a block diagram of an alternative embodiment of
`the present invention wherein the customized advertisement
`is sent through the content provider computer prior to
`reaching the consumer computer.
`FIG. 10 is a block diagram of an alternative embodiment 15
`of the present invention wherein the content provider com(cid:173)
`puter requests the customized advertisement and the adver(cid:173)
`tisement computer then sends the customized advertisement
`directly to the consumer computer.
`FIG. 11 is a block diagram of another embodiment of the 20
`present invention showing the flow of information among
`the consumer computer, content provider computer and
`advertisement provider computer through a communication
`medium.
`
`10
`
`6
`browser" which runs on a user's computer; the program
`which responds to Web browser requests at a website is
`commonly referred to as a "Web server."
`Common Gateway Interface (CGI). A standard interface
`which specifies how a Web server (or possibly another
`information server) launches and interacts with external
`programs (such as a database search engine) in response to
`requests from clients. For example, when a consumer Web
`user fills out an on-screen form which is linked to a database
`query, the on-screen form will invoke a common gateway
`interface program (called a CGI "script") which processes
`the desired database query. For more information on the
`common gateway interface, see Ian S. Graham, The HTML
`Source Book, John Wiley and Sons, Inc., 1995 (ISBN
`0471-11894-4), pp. 231-278.
`Digital Cash. In digital cash commerce, a consumer who
`maintains an electronic bank account and a payee who
`maintains an electronic bank account can engage in on-line
`transactions. When the consumer purchases a good or ser-
`vice with digital cash, the consumer's bank account is
`automatically debited and the payee's bank account is
`automatically credited. Likewise, when providing a digital
`cash refund or transfer, the payee can debit its own bank
`account while crediting the consumer's bank account.
`25 Internet. A collection of interconnected (public and/or
`private) networks that are linked together by a set of
`standard protocols to form a distributed network. While this
`term is intended to refer to what is now commonly known
`as the Internet, it is also intended to encompass variations
`30 which may be made in the future, including changes and
`additions to existing standard protocols.
`HyperText Markup Language (HTML). A standard coding
`convention and set of codes for attaching presentation and
`linking attributes to informational content within docu-
`35 ments. (HTML 2.0 is currently the primary standard used for
`generating Web documents.) During a document authoring
`stage, the HTML codes (referred to as "tags") are embedded
`within the informational content of the document. When the
`Web document (or "HTML document") is subsequently
`40 transferred from a Web server to a Web browser, the codes
`are interpreted by the Web browser and used to parse and
`display the document. In addition to specifying how the Web
`browser is to display the document, HTML tags can be used
`to create links to other websites and other Web documents
`(commonly referred to as "hyper-links"). For more infor(cid:173)
`mation on HTML, see Ian S. Graham, The HTML Source
`Book, John Wiley and Sons, Inc., 1995 (ISBN 0471-11894-
`4).
`Hypertext Transport Protocol (HTTP). The standard World
`50 Wide Web client-server protocol used for the exchange of
`information (such as HTML documents, and client requests
`for such documents) between a Web browser and a Web
`server. HTTP includes a number of different types of mes(cid:173)
`sages which can be sent from the client to the server to
`55 request different types of server actions. For example, a
`"GET" message, which has the format GET <URL>, causes
`the server to return the document or file located at the
`specified Universal Resource Locator (URL).
`Persistent Client State Cookies (Cookie