WO2014062599A1 - Click late content serving - Google Patents

Click late content serving Download PDF

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Publication number
WO2014062599A1
WO2014062599A1 PCT/US2013/064910 US2013064910W WO2014062599A1 WO 2014062599 A1 WO2014062599 A1 WO 2014062599A1 US 2013064910 W US2013064910 W US 2013064910W WO 2014062599 A1 WO2014062599 A1 WO 2014062599A1
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WO
WIPO (PCT)
Prior art keywords
click
late
visitor
content segment
content
Prior art date
Application number
PCT/US2013/064910
Other languages
French (fr)
Inventor
James Kent
Original Assignee
Google Inc.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Google Inc. filed Critical Google Inc.
Publication of WO2014062599A1 publication Critical patent/WO2014062599A1/en

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
    • G06F16/90—Details of database functions independent of the retrieved data types
    • G06F16/95—Retrieval from the web
    • G06F16/954—Navigation, e.g. using categorised browsing

Definitions

  • Figure 4 illustrates an example ordering of click late content segments in a click late content segment cache
  • the first content segment is a static or moving program and the second content segment is a different static or moving program.
  • a moving program may be a video clip (real life or animated), for example, while a static program does not use content that involves motion.
  • a moving program may follow a MPEG standard and a static program may follow a JPEG standard.
  • the first content segment is a static or moving program and the second content segment is an advertisement.
  • content segments such as video clips, television programs, and static images generally are referred to as programs, and content segments whose purpose is to sell or promote products and services generally are referred to as advertisements.
  • the processes executed by the herein disclosed systems may involve use of information that in some respect identifies a device the visitor uses to access the television programming. For example, when a visitor uses an Internet browser to access a Web site, a Web server may create a random identification (ID) that identifies the browser and may cause the random ID to be stored on the visitor's device.
  • ID random identification
  • the network 50 may be any communications network that allows the transmission of signals, media, messages, voice, and data among the entities shown in Figure 1 , including radio, linear broadcast (over-the-air, cable, and satellite) television, on-demand channels, over-the-top media, including streaming video, movies, video clips, and games, and text, email, and still images, and transmission of signals, media, messages, voice, and data from a media device to another media device, computer, or server.
  • the network 50 includes the Internet, cellular systems, and other current and future mechanisms for transmission of these and other media.
  • the network 50 may be both wired and wireless.
  • the application 130 may involve use of a browser or other means, including cellular means, to connect to the online banking services.
  • the media devices 62 and 63 may allow viewing of content such as video programs and static images generated by the program provider 80 and displayed on the Web pages 30 at the Web sites 20.
  • the video programs and static images may include slots or spaces into which content segments such as advertisements may be placed.
  • the media device may send an advertisement (ad) request, which is received at the advertiser 40, and which may be answered with an advertisement 44.
  • activation of the click late feature keeps the current Web page in view until the visitor 66 takes a different action to navigate away from the current web page, but makes possible viewing of the second Web page at a time subsequent to the viewing of the current Web page.
  • the query window 38' may be a pop-up window that asks the visitor 66 if the visitor 66 would like to view the advertisement 37' (i.e., be redirected to the second Web page).
  • the query window 38' may appear after the visitor 66 clicks on the delay button 36 or otherwise indicates a desire to delay redirection to the second Web site.
  • Figure 51 shows an example of a query window 38'.
  • the application 130 may be installed on the media devices 62 and 63 to perform a specific function.
  • the application 130 may be a mobile banking application.
  • Figures 5A - 5I illustrate example options for click late content serving. The options are based on the systems and components shown in Figures 1 - 4.
  • visitor 66 using media device 62, visits Web site 20A, on which is displayed click late content segment 33.
  • the visitor 66 elects to postpone viewing the click late content segment 33, and the segment's URL and other data are stored in the cache 110 of the media device 62.
  • the visitor 66 may, for example, close browser 100, click on Web site B link, or take no action.
  • the browser 100 closes, but upon the next launch of the browser 100, a pop-up window asks if the visitor 66 would like to be redirected to the Web site 48. In yet another example, the visitor's browser 100 is directed automatically to Web site 48.
  • the visitor's browser 100 may be directed to the first listed content segment in the cache 110. Following viewing of the first listed content segment, the browser 100 may close. Alternately, after viewing the first-listed content segment, the visitor's browser may be directed to the second and subsequent content segments listed in the cache 110. However, prior to each such redirection, the visitor 66 may be presented with a pop-up window asking if the visitor would like to be so redirected. The visitor 66 may indicate his choice by selecting a "YES" or "NO" button. As each content segment is viewed, that content segment is removed from the cache 100, and the remaining content segments move up the cache listing.
  • the window 38' may include a YES button, a NO button, and a click late CLOSE button.
  • the window 38' also displays the entire content of a reference, in this case, reference 101 ' (the first listed reference in cache 250) so that the visitor 66 may know which Web site 48 will be accessed. If the visitor 66 activates the YES button, the browser 100 is redirected to the corresponding Web site 48. If, after viewing the Web site 48, or after a specified period (e.g., one minute) at the Web site, or after some action event (e.g., a mouse click on a link at Web site 48), the reference 101' is removed from the cache 250. If the visitor 66 activates the NO button, the reference 101' may be maintained in the cache 250.
  • a specified period e.g., one minute
  • some action event e.g., a mouse click on a link at Web site 48
  • the content segment ordering engine 222 may, in an embodiment, consolidate like content segments to avoid duplication in the cache 250. Alternately, the engine 222, when receiving a duplicate content segment, may assign the consolidated content segment to a higher position in the cache 250, on the assumption that the visitor 66 is more interested in that content segment. To identify duplicate content segments, the engine 222 may require an exact match of all features or elements of the content segments. Alternately, the engine 222 may ignore minor features such as date and time information. In an alternative to consolidating content segments, the engine 222 may not store a content segment that duplicates one already in the cache 250. The engine 222 may follow the link or URL of each of the two or more content segments to determine if the content segments match.
  • the click late selection engine 334 allows the visitor 66 to select a click late content segment for later viewing. For example, when a click late content segment such as that shown in Figure 2B is displayed and the visitor 66 operate the click delay button 36, the engine 334 sends the URL of the click late content segment to the cache 110 for storage.
  • the click late display engine 338 displays and enables click late features of a click late content segment, such as the click late content segments 33 and 35 of Figure 2A.
  • the click late features are displayed for all click late content segments, and are enabled through the click late display engine 338.
  • FIG. 7F shows an example click late content serving process in which ad server 42 provides a "standard" advertisement for display at the Web site 20, and specifically on Web page 30, and the Web server 22 transforms the standard advertisement into a click late content segment.
  • process 800 begins in block 805 when the Web server 22 receives standard advertisement 37 from ad server 42.
  • the computing system includes a processor (CPU) and a system bus that couples various system components including a system memory such as read only memory (ROM) and random access memory (RAM), to the processor. Other system memory may be available for use as well.
  • the computing system may include more than one processor or a group or cluster of computing system networked together to provide greater processing capability.
  • the system bus may be any of several types of bus structures including a memory bus or memory controller, a peripheral bus, and a local bus using any of a variety of bus architectures.

Abstract

A click late content serving method implemented on a processor, includes supplying, by the processor, click late content segments for display at a first resource visited by a visitor's media device; receiving, at the processor, a click late content segment selection; storing, by the processor, a reference to the selected content segment; detecting, by the processor, a triggering event; and providing, by the processor, a content segment corresponding to a stored reference.

Description

CLICK LATE CONTENT SERVING
Background
Users operate media devices to view content. Content may be served through a resource. The resource may be provided by a resource provider over a communications network. Content may include static or video, silent or audio content segments. One content segment may include a link to a second content segment. When a user activates the link, the user may be directed from a first resource, which displays the first content segment, to a second resource, which displays the second content segment. A resource may include an Internet Web site. The user may access the Web site using a standard Internet browser installed on a media device. Thus, when the user activates the link, the user may be redirected immediately from a first Web site to a second Web site.
Summary Disclosed herein are methods and systems for click late content serving. In an embodiment, a click late content serving method is implemented on a processor. The method includes supplying, by the processor, click late content segments for display at a first resource visited by a visitor's media device; receiving, at the processor, a click late content segment selection; storing, by the processor, a reference to the selected content segment; detecting, by the processor, a triggering event; and providing, by the processor, a content segment corresponding to a stored reference. Description of the Drawings
The detailed description refers to the following figures in which like numerals refer to like items, and in which:
Figure 1 illustrates an example environment in which click late content serving is enabled;
Figure 2A illustrates an example resource that supports click late content serving;
Figure 2B illustrates another example resource that supports click late content serving; Figure 3 illustrates an example media device that supports click late content serving;
Figure 4 illustrates an example ordering of click late content segments in a click late content segment cache;
Figures 5A - 5I illustrate example options for click late content serving; Figures 6A - 6D illustrate example systems that provide for click late content serving;
Figures 7A - 7F illustrate example click late content serving processes.
Detailed Description
Users operate media devices to view content. Content may be served through a resource. The resource may be provided by a resource provider over a communications network. Content may include static or video, silent or audio content segments. One content segment may include a link to a second content segment. When a user activates the link, the user may be directed from a first resource, which displays the first content segment, to a second resource that displays the second content segment. A resource may include an Internet Web site. The user may access the Web site using a standard Internet browser installed on a media device. Thus, when the user activates the link, the user may immediately be redirected from a first Web site to a second Web site. However, with current content serving systems, the user may not be able to delay or postpone the redirection.
This inability to delay or postpone the redirection may lead to user dissatisfaction in that the user may be interested in viewing both content segments, because on the one hand, if the user activates the link, the user is immediately redirected to the second Web site, and on the other hand, if the user does not activate the link, the user may not have an opportunity to view any of the second content segment. In addition to user dissatisfaction, the resource providers of the first and second content segments may be dissatisfied because the content segments they serve may not be viewed in their entirety, or at all, when the link is either activated, or not activated, respectively. To overcome these and other disadvantages with current content serving systems, disclosed herein are click late content serving systems and related methods. As used herein, "click late" refers to a delayed response to an action taken by a resource user or visitor. An example of such an action is a click on a link on a Web page. Rather than immediately, or nearly immediately navigating to another Web page coupled to the link, the navigation is delayed. The delay may be in terms of minutes, hours, or days. In an embodiment, a visitor subsequently may decide not to navigate according to the link. With this delayed response, or click late, feature, the systems and methods allow the visitor to view an entire first content segment and then view an entire second content segment by postponing or delaying serving of the second content segment.
In an example, the first content segment is a static or moving program and the second content segment is a different static or moving program. A moving program may be a video clip (real life or animated), for example, while a static program does not use content that involves motion. A moving program may follow a MPEG standard and a static program may follow a JPEG standard. In another example, the first content segment is a static or moving program and the second content segment is an advertisement. In the description that follows, content segments such as video clips, television programs, and static images generally are referred to as programs, and content segments whose purpose is to sell or promote products and services generally are referred to as advertisements. Note that the systems and methods may apply not only to advertisements made available during display of a program, but also to a second program made available for display during display of a first program. As an example, a visitor may be viewing a video clip of a sporting event (i.e., a program) and, during the viewing, may receive a link to a second program that is a video clip of a different sporting event. The visitor may wish to view both video clips in their entirety. The herein disclosed systems and methods allow the visitor to indicate a desire to view the second program, and rather than being immediately redirected to the second video program, the visitor is redirected after the completion of an action or triggering event such as completion of the first program. Thus, the systems and methods improve user satisfaction while at the same time giving program providers and advertisers more assurance that their programs and advertisements are being viewed.
The processes executed by the herein disclosed systems may involve use of information that in some respect identifies a device the visitor uses to access the television programming. For example, when a visitor uses an Internet browser to access a Web site, a Web server may create a random identification (ID) that identifies the browser and may cause the random ID to be stored on the visitor's device.
In situations in which the systems disclosed herein collect personal information about visitors, or may make use of personal information, the visitors may be provided with an opportunity to control whether programs or features collect visitor information (e.g., information about a visitor's social network, social actions or activities, profession, a visitor's preferences, or a visitor's current location), or to control whether and/or how to receive advertisements from an ad server that may be more relevant or of interest to the visitor. In addition, certain data may be treated in one or more ways before it is stored or used, so that personally identifiable information is removed. For example, a visitor's identity may be treated so that no personally identifiable information can be determined for the visitor, or a visitor's geographic location may be generalized where location information is obtained (such as to a city, ZIP code, or state level), so that a particular location of a visitor cannot be determined. Thus, the visitor has control over how information is collected about the visitor and used by a server.
Figure 1 illustrates an example environment in which click late content serving is enabled. In Figure 1 , environment 10 includes Web site 20, advertiser 40, viewing location 60, analytics service 70, and program provider 80, all of which communicate using network 50. The Web site 20 is provided by Web server 22. The Web site 20 may be an Internet search Web site; a social network Web site; a commercial Web site selling products and services, and providing information about the products and services; and an online service such as an online banking service or an online dating service. The Web site 20 includes Web pages 30. The Web server 22 provides links to enable navigation among the Web pages 30. The Web server 22 also may display, on any of the Web pages 30, links to other Web sites. The Web site 20 may display programs created and provided by program provider 80 and advertisements provided by advertiser 40. The Web site 20 may incorporate components of a click late content serving program (not shown in Figure 1 ), as is discussed with respect to Figures 6A - 6C. The advertiser 40 operates ad server 42 to provide advertisements 44 (i.e., content segments) that are served at the Web pages 30. The advertiser 40 may represent a single company or entity, a group of related companies, or a group of unrelated companies (e.g., the advertiser 40 may operate as an ad broker). The advertiser 40 may operate the ad server 42 to provide one or more Web sites 48. The advertisements 44 provided for display on the Web pages 30 may be static advertisements or video advertisements. The advertisements 44 may include audio features. The advertisements 44 may be in a rich media format. The advertiser 40 may provide an advertising campaign that includes both static and video advertising. The static advertisements and video advertisements may complement each other; that is, the static advertisements and the video advertisements may be related to the same product or service. The advertisements 44 may be displayed on a Web page 30 at the same time that a program is being displayed on the Web page 30. The advertisements 44 may be shown as a video overlay of a program, before and/or after display of a program, and during pauses in the program. The advertisements 44 may be served in specific locations of the Web page 30 while the program is displayed in a different location of the web page 30. The advertisements 44 may change during display of a program.
The advertisements 44 may include links to other Web pages and other Web sites, including Web sites 48 (see, e.g., Figure 5A). For example, an advertisement for a car may include a link to a car manufacturer's Web site. A visitor viewing a program may "click" on the advertisement and be redirected to the car manufacturer's Web site. The advertiser may provide an email 45 with a list of click late content segments.
The network 50 may be any communications network that allows the transmission of signals, media, messages, voice, and data among the entities shown in Figure 1 , including radio, linear broadcast (over-the-air, cable, and satellite) television, on-demand channels, over-the-top media, including streaming video, movies, video clips, and games, and text, email, and still images, and transmission of signals, media, messages, voice, and data from a media device to another media device, computer, or server. The network 50 includes the Internet, cellular systems, and other current and future mechanisms for transmission of these and other media. The network 50 may be both wired and wireless.
The viewing location 60 may be the residence of an individual viewer, such as visitor 66, who operates media devices 62 and 63 to access, through router 64, resources such as the web sites 20. The media devices 62 and 63 may be fixed or mobile. For example, media device 62 may be an Internet connected "smart" television (ITV); a "basic" or "smart" television connected to a set top box (STB) or other Internet-enabled device; a Blu-ray™ player; a game box; and a radio, for example. Media device 63 may be a tablet, a smart phone, a laptop computer, or a desk top computer, for example. The media devices 62 and 63 may include browsers, such as browser 100 (see Figure 3). The browser 100 may be a software application for retrieving, presenting, and traversing resources such as at the Web site 20. A resource may be identified by a Uniform Resource Locator (URL) and may be a Web page, image, video, or other content. The URL may allow the browser 100 to connect to the Web sites 20. Hyperlinks present in resources enable the visitor 66 to navigate the browser 100 to related resources. The visitor 66 may operate the browser 100 to search for Web sites related to specific topics or to search for a specific Web site by URL. The media devices 62 and 63 also may include applications 130 (see Figure 3). The visitor 66 may cause the media devices 62 or 63 to execute an application 130, such as a mobile banking application, to access online banking services. The application 130 may involve use of a browser or other means, including cellular means, to connect to the online banking services. Once connected to the Web site 20, the media devices 62 and 63 may allow viewing of content such as video programs and static images generated by the program provider 80 and displayed on the Web pages 30 at the Web sites 20. The video programs and static images may include slots or spaces into which content segments such as advertisements may be placed. When such a video program or static image is viewed on the media devices 62 or 63, the media device may send an advertisement (ad) request, which is received at the advertiser 40, and which may be answered with an advertisement 44.
When operating browser 100, the visitor 66 may initiate or allow a click late content serving triggering action. The triggering action may cause a click late content serving program (see Figures 6A - 6D) to attempt to redirect the browser 100. Example triggering actions include redirecting the browser 100, closing the browser 100, shutting down the media device 62, clicking on a feature on a Web site, completion of a video program or video advertisement, and a period of time with no browser activity.
When visiting the Web site 20, the visitor 66 may register with and log on to the Web site 20 by providing a visitor-created identification (hereafter, a user ID) and a password and/or pass code, for example. Alternately, the visitor 66 may access the Web site 20 without registering and without logging on. Whether or not logged on, the visitor 66 may take actions that may be recorded as visitor actions at the Web site 20 such as clicking on a link, filling a shopping cart, down loading content, uploading content, purchasing a product or service, or filling out a form, for example. These and other visitor actions then may be sent from the Web server to the analytics service 70. W
When using an application 130, the visitor 66 may make various selections that also may be recorded by the Web server 22 and analyzed at the analytics service 70. For example, the visitor 66 may select a pop-up or overlay advertisement presented during execution of the application 130. The selection may be recorded and sent to the analytics service 70 as an impression.
The browser 100 may include computer code to store a file 67 and record visitor actions. The browser 100 may store information related to Web site visits, including the URL of the Web site, date and time of visit, length of visit (or start and stop time of visit), and actions taken by the visitor 66 during the visit. The browser 100 may store information that unambiguously identifies the visitor 66. However, the browser 100 may do so without storing any personally-identifiable information regarding the visitor 66. Similarly, the application 130 may store visitor identification information, Internet address information, and other data and information related to use of the application 130. In another example, when a visitor 20 visits the Web site 20 (or uses an application 130) the file 67 stores a random ID of the browser 100 and no other Web site data. In this example, the contents of the file 67 may be provided to the analytics service 70 either directly from the browser 100 or by way of the Web server 22. If the visitor 20 logs on to the Web site 20, whereby the Web server 22 may use this log on to correlate the visitor 66 with the random ID, and may send this correlation to the analytics service 70. The Web server 22 also may send any "hits" that occur at the Web site 20 during the visit.
The media devices 62 and 63 may communicate through the network 50 directly to the analytics service 70. For example, an application 130 on the media device 62 may be a game. The individual game moves (clicks) made by the visitor 66 in playing the game may be sent directly to the analytics service 70 by the media device 62.
Returning to Figure 1 , the analytics service 70 includes analytics server 72. The analytics service 70 may operate in conjunction with Web site owners to collect, analyze, and report information and data related to visits to Web sites 20 by visitors 66. The analytics service 70 may be part of the Web site 20, or may be a separate entity. The analytics service 70 collects, analyzes and reports on data and information related to visits to the Web site 20, operation of the applications 130, and other reported activity.
The program provider 80 provides content, in the form of programs 84, which may be displayed on the Web page 30 and viewed and/or heard by the visitor 66 using the media devices 62 and 63.
Figure 2A illustrates an example resource that supports click late content serving. In Figure 2A, a resource, specifically an example Web page 30, includes a video player 32 and static advertisements 35 and 37. Alternately, the browser 100 may include a video player as a plug-in. The video player 32 may display a video program 84, such as a sports clip. The video player 32 also may display a video advertisement 33. The advertisements 33, 35, and 37 may be related to or synonymous with the advertisements 44 provided by advertiser 40. The video advertisement 33 may be displayed before, during, or after the display of the video program 84. During the display of the video program 84, the video player 32 may display one or more than one video advertisement 33. The static advertisements 35 and 37 may persist during an entire display period of the Web page 30. Alternately, the static advertisements 35 and 37 may be replaced during the display period of the Web page 30. The video advertisement 33 and the static advertisement 35 may incorporate click late features while the static advertisement does not incorporate click late features. The click late features allow the visitor 66 to elect to view either or both the video advertisement 33 and the static advertisement 35 at a later time; e.g., after display of the video program 84 is completed. In an embodiment, the click late features are provided with the advertisement by the advertiser 40. As shown in Figure 2A, in one aspect, the video advertisement 33 includes one or more features that identify the video advertisement 33 as a click late advertisement; similarly, the static advertisement 35 includes one or more features that identify the static advertisement 35 as a click late advertisement. In the case of the click late video advertisement 33, the visitor 66 may choose to view the video advertisement 33 at a later time, view the video advertisement 33 as an overlay to the video program 84, view only a short first portion of the video advertisement 33, or choose not to display any of the video advertisement 33. To indicate that the video advertisement 33 is a click late advertisement, the video advertisement 33 may be displayed with identifying features such as border or frame 34 and delay button 36. To view the video advertisement 33 at a later time, in one embodiment, the visitor 66 clicks on delay button 36. In another embodiment, the delay button 36 is not provided, and the visitor 66 clicks anywhere on the video advertisement 33. Similarly, click late static advertisement 35 may include an identifying border, or frame 34 and a delay button 36. In an embodiment, the click late features described above are enabled and displayed on media devices that have installed thereon, certain click late programming. This click late programming is described with respect to Figures 6A - 6D. Figure 2B illustrates more details of the click late features as they apply to either a video advertisement or a static advertisement.
Figure 2B illustrates another example resource that supports click late content serving. Returning to Figure 2A, Web page 30 displays a content segment that was provided by ad server 42 as static advertisement 37. However, similar features and processes would apply to a video advertisement.
In Figure 2A, the advertisement 37 is initially provided to the Web site 20 for display without any click late features. However, once loaded on to Web page 30, the advertisement 37 is surrounded by overlay 39. The overlay 39 may transform a normal advertisement (i.e., an advertisement that does not include a click through feature) into an advertisement that supports click late content serving. Thus, the overlay 39 includes software features that transform the advertisement 37 as provided from the advertiser 40 into a click late advertisement. That is, the programming of the overlay 39 includes click late features. In this alternative, as shown in Figure 2B, transformed static advertisement
37' is displayed on Web page 30 (see Figure 2A) as an image surrounded by frame 34 and including delay button 36. The frame 34 may be of a distinctive color or shape to indicate that the transformed static advertisement 37' is a click late advertisement. Alternately, the transformed static advertisement 37' may be displayed without the frame 34. The transformed static advertisement 37' also may include the delay button 36, which signifies that the advertisement 37' is a click late advertisement. In one embodiment, the button 36 serves simply as a click late feature identifier. In another embodiment, the button 36 links to programming that activates the click late display feature. When the delay button 36 is not provided, or when the button 36 serves only as an indication, the click late function may be activated by clicking on anywhere within the advertisement 37'.
The delay button 36, in addition to providing a link to the click late programming, may include an icon, such as a clock, an hour glass, or another icon. The icon may be static or moving. The icon may operate to simulate or actually show the passage of time.
As an alternative to, or in addition to, the delay button 36, a click late advertisement may use a delayed, or long, click to initiate the postponed viewing. For example, the advertisement 37' may be surrounded by frame 34, indicating it is a click late advertisement. The visitor 66 may view the advertisement 37' immediately by using a short (e.g., 0.1 second) mouse click. However, the visitor 66 may delaying viewing the advertisement 37' by using a longer (e.g., 0.5 second) mouse click.
The advertisement 37' also may include a link 38 and a query window 38'. The link 38 may take the visitor 66 to a Web page or Web site for a specific advertiser or advertisement. The link 38 may be visible or hidden. For example, when the link 38 is activated, the visitor 66 may be redirected from the Web page currently being viewed, to another, or second, Web page (i.e., at Web site 48). However, while the visitor 66 may be interested in viewing the second Web page, the visitor 66 may prefer to complete viewing of the current Web page before being redirected to the second Web page. As is described in more detail below, activation of the click late feature, either by use of the delay button 36 or other means, keeps the current Web page in view until the visitor 66 takes a different action to navigate away from the current web page, but makes possible viewing of the second Web page at a time subsequent to the viewing of the current Web page. The query window 38' may be a pop-up window that asks the visitor 66 if the visitor 66 would like to view the advertisement 37' (i.e., be redirected to the second Web page). The query window 38' may appear after the visitor 66 clicks on the delay button 36 or otherwise indicates a desire to delay redirection to the second Web site. Figure 51 shows an example of a query window 38'.
The transformation of a non-click late advertisement into a click late advertisement may occur automatically, if possible, at the Web server 22. Alternately, the transformation may occur at the visitor's media device 62 or 63. However, some advertisements may not be amenable to such transformation. Such advertisements may include features or aspects, or embedded code, that the click delay program reads when determining whether a transformation may occur. For example, a time-sensitive advertisement may be blocked from transformation. Furthermore, some advertisers may block or prevent such a transformation attempt. Advertisers may block such a transformation for any serving of an advertisement, or only when the advertisement is served at a specific Web page, or is served to a specific visitor or group of visitors. The transformation of a non-click late advertisement into a click late advertisement may occur when the visitor 66 uses the afore-mentioned delayed, or long, mouse click. The click late program 210 (see Figures 6A - 6D) may interpret this delayed mouse click as a signal from the visitor to preserve a link to the advertisement to enable delayed viewing of the advertisement. The transformation of the advertisement to a click late advertisement may occur in the manner described above.
In Figures 2A and 2B, the click late features are described as being activated through, for example, a mouse click or similar operation. However, the click late features also may be activated by a touch screen operation or by voice command. Figures 2A and 2B describe click late features using as an example, advertisements served at Web page. However, the click late features may apply to other resources, including other online resources. For example, a Web page may display a linked list of documents, or a linked list of video programs, for example. Each linked document or linked video may in turn contain links to other documents or videos. This cascading link structure may go on for many levels, and a visitor 66 may be interested in following links to the many levels. However, the visitor may quickly "lose his way" trying to navigate these levels using a traditional browser and browser back button. The herein disclosed systems and methods may operate to create a list of links that the visitor has selected using a click late overlay feature. The list of links preserves a navigation path to the documents and videos, and the visitor 66 may, at any later date or time, follow the links to view the documents and videos. Furthermore, the list of links may include, for each link, information beyond just the link itself. For example, each link may be accompanied by an image or icon, or short text description of the subject matter of the document or video. See, for example, Figure 4. The systems and methods may provide a reminder to the visitor that the list of links exists using, for example a pop up window such as the window 38' of Figure 2B when the visitor redirects or closes a browser, or upon other actions taken by the visitor.
Figure 3 illustrates an example media device that supports click late content serving. As described above, click late content serving may apply to any content segment, including advertisements and programs. In Figure 3, media device 62 includes browser 100, cache 110, display 120, application 130, interface 140, data store 150, memory 160, and processor 170. The browser 100 may be a software application for retrieving, presenting, and traversing resources such as at the Web site 20. Hyperlinks present in resources enable the visitor 66 to navigate the browser 100 to related resources. The browser 100 enables the visitor 66 to access, retrieve and view documents and other resources on the Internet. The browser 100 also may be used to access information provided by Web servers in private networks or files in file systems.
The cache 10 stores information related to click late content segments, such as advertisements. The information may include the URL of the click late content segment, as well as other data. However, as is described later, the information related to the click late content segments may be stored in a cache external to the media device 62. For example, the data may be cached at the Web server 22, the ad server 42, or the analytics server 72. The cache 110 may include file 67, which stores information related to Web site visits. The cache 110 is described in more detail with reference to Figure 4. The display 120 includes a display screen and the programming and hardware to display the content, content segment references, and data and information stored in the cache 110. For example, the cache 110 may contain an ordered list of click late content segments, and the visitor 66 may operate the media devices 62 or 63 to display the references.
The application 130 may be installed on the media devices 62 and 63 to perform a specific function. For example, the application 130 may be a mobile banking application.
The interface 140 includes a data entry device such as a keyboard, a mouse, a speaker, and a voice command input such as a microphone. Operation of the interface 140 may provide the visitor 66 with audio and visual features.
The data store 150 is or includes a computer-readable storage medium. The data store 150 may be embodied in many forms, such as a hard disk drive, a magnetic disk drive, an optical disk drive, tape drive, or another type of computer readable media which can store data that are accessible by the processor 170. The data store 150 may store programming to operate the media devices 62 and 63 and applications that execute on the media devices 62 and 63. The data store 150 also may store components of a click late program, which is described in more detail with respect to Figures 6A - 6D. The memory 160 stores programming for execution by the processor 170.
Figure 4 illustrates an example ordering of click late content segments in a cache or similar short term memory. In Figure 4, certain data from the content segments are stored in the cache 250 of Figure 1 (i.e., at the ad server 42). Alternately, the data may be stored with the media devices 62 or 63, the analytics server 72, or the Web server 22.
The data may include the URL of each content segment and other data that a visitor 66 may view to help the visitor 66 identify the subject matter of the content segment. For example a first content segment is identified by URL 101 and an image 102 that suggests the product that is the subject of the first content segment. Together, these data may form a content segment reference, namely content segment reference 101'. As can be seen in Figure 4, first content segment reference 101' is for a general automobile sales corporation. Similarly, data for the second content segment reference 103', an advertisement for a resort hotel agency, includes URL 103 and image 104, which represents a hotel in a tropical setting. The third content segment reference 105' is represented in the cache 250 with URL 105 and image 106. Finally, the Nth content segment reference N' is represented in the cache 250 by URL N and image M.
The cache 250 may include any number of entries or references. However, the cache 250 may have limited storage capacity. When storage is limited, entries may be dropped in a first in/first out basis, or any other ordering scheme. Alternately, entries may be deleted manually by the visitor 66. The visitor 66 may be notified when the cache 250 is filled, by, for example, a pop-up warning window. The window may include a link that shows the visitor 66 the cache contents. When the cache 250 contains multiple entries, the click late advertisements may be served in the order in which they appear in the cache 250. For example, the content segment represented by the URL 101 (content segment reference 101') may be served before the content segment reference 103'.
The content segment references in the cache 250 may remain in a fixed order based on their entry date/time. Alternately, the references may be moved. For example, the content segment reference 105' may be moved to the first position in the cache 250. The references in the cache 250 may be moved by the visitor 66. Alternately, the advertiser responsible for a content segment may be able to change the cache position by agreeing to pay an increased fee. For example, the advertiser may agree to pay an increased fee to ensure its content segment reference is within the top three positions or even in the top position in the cache 250. The advertiser may agree to pay this fee for all visitors, a subset of visitors, or a single visitor. In an embodiment, when an advertiser has agreed to pay an increased fee to move a content segment reference, that content segment reference will be maintained at least at the new position until it is served to the visitor's media device. Alternately, the position of a content segment reference in the cache may change at any time. Note that the advertiser may not actually be charged any fee for its content segment until the segment has been served (i.e., the visitor 66 has visited the advertiser's Web site and viewed at least a portion of the advertisement, or has taken an identifiable action at the advertiser's Web site).
The content segment references also may be moved, with the consent of the visitor 66, based on the visitor's history of viewing certain content segments or programs. For example, the visitor 66 may have a history of viewing Web sites directed to resort hotels, and, consequently, the second content segment reference 103' may be moved to the first position in the cache 250.
Content segment references may be moved up in the cache 250 if the visitor 66 has selected to later view the same content segment multiple times. In this example, only one content segment reference for the multiple selections need be stored in the cache 250 on the assumption that the visitor 66 would not desire to visit the same advertisement Web site multiple times.
The content segment references may be removed from the cache 250 based on one or more expiration criteria. For example, a content segment reference that has been in the cache 250 for a day or a week may be discarded or removed. As another example, a content segment may be part of a specific promotion, the promotional period has ended, and consequently, its content segment reference may be removed. Finally, once a Web site associated with a content segment reference has been visited, the reference may be removed from the cache 250.
Content segment references also may be removed if duplicative. Alternately, duplicate content segment references may never be stored in the cache 250.
The device maintaining the content segment cache may maintain a history of click late content segment selections of the visitor 66. Returning to Figure 1 , the visitor 66 is shown operating multiple media devices, namely media devices 62 and 63. Each of the media devices 62 and 63 may have associated its own cache 110 or its own cache 250 maintained by the ad server 42 for storing information related to click late content segments. However, these content segment caches 110 of the media devices 62 and 63 and caches 250 of the ad server 42 may be linked or combined into one cache. Then, the contents of the linked or combined cache may be viewed at either of the media devices 62 and 63, and the referenced advertisement Web sites 48 and Web pages may be accessed from either of the media devices 62 or 63. For example, the ad server 42 may maintain a combined cache 250' of content segment references for the media devices 62 and 63. In this example, the visitor 66, when operating browser 100 on either media device 62 or 63 may access the combined cache 250' to view content segment references, change the order of or remove content segment references, and select Web sites 48 associated with the content segment references to visit. The linking or combining of content segment caches 110 into a single cache 250' at the ad server 42 may be achieved when the visitor 66 registers each of the media devices 62 and 63 with a Web site 20, and the associated Web server 22, with the consent of the visitor 66, is able to identify the browsers of, and hence the media devices 62 and 63, with the visitor 66. When the ad server 42 or analytics server 72 maintains a cache, the advertiser 40 and analytics service 70 have access to the content segment cache 250'and may elect to reorder the ranking of the content segment references. In addition, the advertiser may determine that one of the content segments referenced in the cache has already been viewed by the visitor 66, for example within the last week, and the advertiser may pay a reduced fee to keep the content segment reference in the cache. Thus, the position of a content segment reference in the cache may determine the price the advertiser pays for the associated content segment in the event it is served to the visitor 66.
When the visitor 66 has registered multiple media devices such as the media devices 62 and 63, the ad server 42 may serve a content segment referenced in the cache 250 or 250' to either of the media devices 62 or 63. The visitor 66 may have established or provided a preference that the referenced content segments are served on, for example, media device 62, and the ad server 42 will serve the referenced content segments on the media device 62 if the browser 100 of the media device is operating. If the browser 100 of the media device 62 is not operating, the ad server 42 may serve the referenced content segments if the browser 100 of the media device 63 is operating. When the content segment references are stored at the Web server 22, the ad server 42, or the analytics server 72, the visitor 66 may consent to be provided with emails related to the cache contents. For example, the ad server 42, with the consent of the visitor 66, may send a first email to the visitor 66 stating that the cache 250 or 250' contains a reference and a link to a click late content segment. By clicking on the link, the visitor's browser 100 is redirected to the advertiser's Web site 48. The ad server 42, also with the consent of the visitor 66, periodically may send the visitor 66 a second email containing all of the content segment references, and associated advertiser Web site links. When the content segment cache is implemented at the visitor's media device, the cache contents may be communicated to the ad server 42 or analytics server 72. The information thus communicated may be used to determine optimum advertisements or content segments to server to the visitor's media device in the future. The contents of the content segment cache, whether implemented at the Web server 22, the ad server 42, the analytics server 72, or the visitor's media device may be used only to register intent, and may not include active links to the Web sites 48. In this embodiment, the contents of the cache 250, for example, may be used by the ad server 42 to serve one or more of the content segments referenced in the cache on the next visit of the visitor's media device to the Web site 20.
Figures 5A - 5I illustrate example options for click late content serving. The options are based on the systems and components shown in Figures 1 - 4. In Figure 5A, visitor 66, using media device 62, visits Web site 20A, on which is displayed click late content segment 33. The visitor 66 elects to postpone viewing the click late content segment 33, and the segment's URL and other data are stored in the cache 110 of the media device 62. After the visitor 66 has finished viewing the Web site 20A, the visitor 66 may, for example, close browser 100, click on Web site B link, or take no action. The click late program 210 (see Figures 6A - 6D) recognizes these termination processes as click late triggering events, and activates the click late option, which takes the visitor 66 to the content segment (advertisement) Web site 48. For example, if the visitor 66 clicks on the Web site B link, rather than following the link to Web site 20B, the browser 100 accesses the Web site 48. If the visitor 66 attempts to close browser 100, the program 210 causes the browser 100 to redirect to Web site 48. If there is a prolonged period of inactivity, the browser 100 is redirected to Web site 48. If the visitor 66 turns off the media device 62, upon next power up and browser launch, the browser 100 is directed to Web site 48. In an alternative, prior to redirection to Web site 48, the visitor 66 is presented with a pop-up window (see for example, query window 38' of Figure 2B) that asks if the visitor 66 desires to visit Web site 66. The visitor 66 may signify his intention by click a "YES" or a "NO" button.
In Figure 5B, visitor 66 begins by accessing Web site 20A and viewing the content thereon. The Web site 20A displays a click late content segment 33, which the visitor 66 is interested in viewing. The visitor 66 clicks on the click late content segment 33, and the click late program 210 stores the URL and other information related to the click late content segment 33 in the cache 110. Note that the visitor 66 may click on more than one click late content segment 33 while at Web site 20A. After viewing the content at Web site 20A, or after a delay, the visitor 66 clicks on link 20B' and moves to Web site 20B. After viewing the content at Web site 20B, the visitor 66 initiates action to close browser 100. However, before the browser 100 closes, the click late program 210 first causes the browser 100 to access Web site 48, which is associated with the click late content segment 33 selected by the visitor 66 while at Web site 20A.
In Figure 5C, visitor 66 begins by accessing Web site 20A and viewing the content thereon. The Web site 20A displays a click late content segment 33, which the visitor 66 is interested in viewing. The visitor 66 clicks on the click late content segment 33, and the click late program 210 stores the URL and other information related to the click late content segment 33 in the cache 110. After viewing the content at Web site 20A, the visitor 66 activates a browser command. However, rather than immediately closing browser 100, the click late program 210 provides for redirection of the browser 100 to Web site 48. In an example, the click late program 210 causes display of a pop-up window 38' that asks if the visitor 66 would like to be redirected to the Web site 48 before the browser 100 closes. In another example, the browser 100 closes, but upon the next launch of the browser 100, a pop-up window asks if the visitor 66 would like to be redirected to the Web site 48. In yet another example, the visitor's browser 100 is directed automatically to Web site 48.
In the examples of Figures 5A - 5C, the visitor's browser 100 may be directed to the first listed content segment in the cache 110. Following viewing of the first listed content segment, the browser 100 may close. Alternately, after viewing the first-listed content segment, the visitor's browser may be directed to the second and subsequent content segments listed in the cache 110. However, prior to each such redirection, the visitor 66 may be presented with a pop-up window asking if the visitor would like to be so redirected. The visitor 66 may indicate his choice by selecting a "YES" or "NO" button. As each content segment is viewed, that content segment is removed from the cache 100, and the remaining content segments move up the cache listing.
Figure 5D shows another option for click late content serving. Figure 5D begins with visitor 66 accessing Web site 20A and viewing the content thereon. The Web site 20A displays a click late content segment 33, which the visitor 66 is interested in viewing. The visitor 66 clicks on the click late content segment 33, and the click late program 210 stores the URL and other information related to the click late content segment 33 in the cache 110. After viewing the content at Web site 20A, the visitor 66 elects to view the contents of the cache 110. This election may be made by way of a cache selection button 65 on a toolbar or other display device of the media device 62, for example. Upon viewing the contents of the cache 110, the visitor 66 may select one or more content segments for viewing, or may close the browser 100. If the visitor 66 selects a content segment for viewing, the visitor's browser 100 is directed to the appropriate Web site (e.g., Web site 48). When multiple content segments are selected, the browser 100 may be directed to the associated Web sites 48 in the order in which the selected content segment references appear in the cache 110. After the last (advertisement) Web site 48 is visited, the visitor 66 may elect to visit another Web site, or to close the browser 100.
Figure 5E shows yet another option for click late content serving. In Figure 5E, visitor 66 is viewing Web page 30A of Web site 20A. Web page 30A includes video player 32 on which is displayed video program 84 and click late content segment 33. In this example, the content segment 33 is a video advertisement. The visitor 66 elects to defer watching the content segment 33 until after the video program 84 has finished playing. In an example, the click late program 210 (see Figures 6A - 6D) detects completion of the video program 84 (i.e., a triggering event) and presents the visitor 66 with a pop-up window 38' by which the visitor 66 may elect to view the click late content segment. As shown by the dashed arrow, the visitor 66 has elected to view the click late content segment 33, and the program 2 0 retrieves the link to the content segment 33 from cache 110 and the video player 32 displays the content segment 33.
Figure 5F shows still another option for click late content serving. In this example option, the content segment references are cached by the ad server 42, e.g., in content segment cache 250. In Figure 5E, visitor 66 has accessed Web site 20A using browser 100 of media device 62. Web site 20A displays click late content segment 33, which the visitor 66 wishes to view after viewing the content on Web site 20A. Accordingly, the visitor 66 clicks on the click late button 36, and the program 210 enters a content segment reference that corresponds to the content segment 33 in cache 250. At some time subsequent to entry of the content segment reference in the cache 250, the program 210 sends email 45 to an email account of visitor 66. The email 45 may list some or all of the content segment references in the cache 250 and may invite the visitor 66 to click on any one of the content segment reference links. If the visitor 66 clicks on a link, the visitor's browser 100 is directed to the appropriate advertising web site 48. The visitor also may ignore the email 45 and may instead click on link 20B' to visit Web site 20B or may close the browser 100, for example.
Figure 5G illustrates yet another option for click late content serving. In Figure 5G, the contents of the content segment cache, whether implemented at the ad server 42 (i.e., in cache 250) or the visitor's media device (i.e., in cache 110) may be used only to register intent, and may not include active links to the Web sites 48. In this embodiment, the contents of the cache 250/110 may be used by the ad server 42 to serve one or more of the content segments referenced in the cache on the next visit of the visitor's media device to the Web site 20A.
The visitor 66 visits Web site 20A using browser 100 of media device 62. Web site 20A displays click late content segment 33, which the visitor 66 wishes to view after viewing the content on Web site 20A. Accordingly, the visitor 66 clicks on the click late button 36, and the program 210 enters a content segment reference that corresponds to the content segment 33 in cache 250. At some time subsequent to entry of the content segment reference in the cache 250, the visitor 66 again visits the Web site 20A, and the ad server 42 selects a content segment referenced in the cache 250 to serve, by way of a selection from the query window 38', at the visitor's media device. The visitor 66 may elect to view the content segment immediately, or may again delay viewing the content segment.
Figure 5H illustrates another option for click late content serving. In Figure 5H visitor 66, using browser 100, accesses Web site 20A on which are displayed click late content segments 33 and 35 and video program 84. Ad sever 42 maintains cache 250, which stores references to click late content segments selected by the visitor 66. Once the video program 84 has ended (a triggering event), components of program 210 on the media device 62, Web server 22, and/or ad server 42 cooperate to cause display of query window 38' The query window 38', as illustrated, asks the visitor 66 to decide if a click late content segment reference in the cache 250 should be accessed and the browser 100 redirected to the appropriate advertisement Web site 48. The window 38' may include a YES button, a NO button, and a click late CLOSE button. In the illustrated embodiment, the window 38' also displays the entire content of a reference, in this case, reference 101 ' (the first listed reference in cache 250) so that the visitor 66 may know which Web site 48 will be accessed. If the visitor 66 activates the YES button, the browser 100 is redirected to the corresponding Web site 48. If, after viewing the Web site 48, or after a specified period (e.g., one minute) at the Web site, or after some action event (e.g., a mouse click on a link at Web site 48), the reference 101' is removed from the cache 250. If the visitor 66 activates the NO button, the reference 101' may be maintained in the cache 250.
In another embodiment, following redirection to the first Web site 48, the program 210 may automatically redirect the browser 100 to the remaining Web sites 48 referenced in the cache 250. Alternately, the program 210 may automatically redirect the browser 100 to the remaining Web sites 48 when the visitor 66 attempts to close the browser 100. In still another embodiment, following redirection to the first Web site 48, the program 210 may cause the visitor 66 to be presented with another query window 38', in serial fashion for each of the content segments referenced in the cache 250.
In yet another embodiment, if the visitor 66 selects NO in response to the first listed reference, the program 210 may cause the visitor 66 to be presented with a query window 38' for the second reference, and may continue this process until the visitor has answered YES or NO to each reference in the cache 250.
In another embodiment, the visitor 66 may stop the serial redirection to Web sites 48 by operation of the click late CLOSE button. In an embodiment, should the visitor 66 power off the media device 62 at any point in the redirection process, upon restart of the media device 62, the program 210 may cause the visitor 66 to be presented with a query window 38' to restart the redirection process.
Figure 51 illustrates yet another option for click late content serving. In Figure 5I, visitor 66 operates media devices 62 and 63 and has registered both media devices with the Web server 22 and/or ad server 42 such that the media devices 62 and 63 are linked. The ad server 42 maintains combined cache 250' of click late content segments selected by the visitor 66 using the browsers 100 of media devices 62 and 63. The visitor 66 operates browser 100 of media device 62 to visit Web site 20. The visitor 66 causes or allows a triggering event, such as browser inactivity for a period, clicking a link to another Web site 20, attempting to close the browser 100, or viewing the end of video program 84. In response to this click late triggering event, the program 210 determines if the visitor 66 has elected a preference for displaying click late content segments between media devices 62 and 63. If a preference has been selected, the program 210 determines if the browser 100 of the preferred media device is on. If the browser of the preferred media device is on, the program 210 causes display of query window 38' on that device. Otherwise, the program causes display of the query window 38' on the other media device. The query window 38' refers to the contents of the combined cache 250', and the referenced content segments of the combined cache 250' may be accessed through the browsers 100 of either media device 62 or 63. Figures 6A - 6D illustrate example systems that provide for click late content serving. In Figure 6A, the content segment cache is maintained at a location remote from the media devices 62 and 63; for example, the content segment cache is maintained at the ad server 42. In Figure 6A, click late content serving system 200 includes click late program 210 and click late content segment cache 250. The click late program 210 may include components at the ad server 42 and at the media device 62 and 63. As can be seen, the program 210 includes local components 220 at the ad server 42 and remote components 260 at the media device 62. The local components 220 include content segment ordering engine 222, content serving engine 224, notification engine 226, optimization engine 228, content display engine 232, and impression engine 234. The remote components 240 include click late selection engine 242, click late display engine 244, and cache interface engine 246.
The content segment ordering engine 222 places information related to click late content segments in click late content cache 250 at ad server 42. The ad server 42 may maintain one such cache 250 for each browser (e.g., identified by a random ID) or for each visitor 66 (identified, for example by random ID and log in information). The information may include at least the URL, or other link, that allows display of the content segment. The engine 222 also acquires other information related to the content segment, besides the link or URL, and associates the other information with the link or URL. For example, the engine 222 may acquire a company logo or an image of a product being promoted. This other information may help the visitor 66, when viewing the contents of the cache 250, remember which content segment (advertisement) goes with which cache entry. That is, the other information provides a visual cue as to the subject matter of the content segment. The engine 222 then stores the link or URL and other information in the cache 250. The engine 222 may store the link or URL and the other information in an ordered manner such as first-in/first-out.
The content segment ordering engine 222 also allows the visitor 66 to adjust the order of content segments in the cache 250. For example, the visitor 66 may view the cache contents and with a drag and drop operation, change the order of content segments. Once the visitor 66 has changed the order, in an embodiment, other order-changing mechanisms may be disabled at least until all the reordered content segments have been displayed or otherwise removed.
The content segment ordering engine 222 further allows advertisers, with the consent of the visitor 66, to adjust the order of the content segments. For example, an advertiser may pay a higher fee so that its advertisement is in the first position in the cache 250. In an embodiment, when an advertiser has moved a content segment up in order in the cache 250, that content segment may not be moved down by the actions of another advertiser.
The content segment ordering engine 222 may, in an embodiment, consolidate like content segments to avoid duplication in the cache 250. Alternately, the engine 222, when receiving a duplicate content segment, may assign the consolidated content segment to a higher position in the cache 250, on the assumption that the visitor 66 is more interested in that content segment. To identify duplicate content segments, the engine 222 may require an exact match of all features or elements of the content segments. Alternately, the engine 222 may ignore minor features such as date and time information. In an alternative to consolidating content segments, the engine 222 may not store a content segment that duplicates one already in the cache 250. The engine 222 may follow the link or URL of each of the two or more content segments to determine if the content segments match.
The content segment ordering engine 222 further removes content segments from the cache 250. For example, the engine 222 may remove a content segment that has been served, or may remove a content segment that has been in queue in the cache 250 for a specified time, such as one week, without being served. The engine 222 also may remove a content segment that has, for any reason, expired. For example, a content segment that supports a campaign for a seasonal product may expire at the end of the season, and thus may be removed from the cache 250.
The content serving engine 224 sends the URL of the next content segment in the cache 250 that is to be displayed to the visitor's browser 100, and the browser 100 follows the link to the appropriate Web site/web page to display the content segment. The notification engine 226 provides an indication to the visitor 66 that a click late content segment is available to be served to the visitor's media device. For example, the notification engine 226 may monitor operation of the browser 100 on media device 62 to determine that the visitor 66 has elected to close the browser 100 or to follow a link to another Web site. The notification engine 226 then may display a pop-up window (e.g., the window 38' of Figure 2B) on the visitor's media device 62 indicating a click late content segment is available. The pop-up window may include a selection option (YES/NO) that allows the content segment to be displayed immediately (YES) or at a later time (NO). The notification engine 226 may, alternately, provide the notification (pop-up window) at another time, such as a specific time of day.
The optimization engine 228 may determine when a click late content segment referenced in the cache 250 will be displayed. In an example, the visitor 66 may have provided a viewing preference time, such as 5 pm, when signing on or logging on to a Web site or service. In this example, when the visitor's browser 100 is operating, the optimization engine 228 would cause one or more of the content segments referenced in the cache 250 to be served at the visitor's media device 62 at 5 pm.
The content segment display engine 232 provides the contents of the cache 250 for viewing by the visitor 66 on the media devices 62 and 63.
The impression engine 234 records when a click late content segment referenced in the cache 250 is served at one of the media devices 62 and 63. For a video content segment, the impression engine may record an impression when the video content segment has been displayed for a minimum time. As one of the remote components 240 of the click late content serving system
200, the click late selection engine 242 allows the visitor 66 to select a click late content segment for later viewing. For example, when a click late content segment such as that shown in Figure 2B is displayed, the engine 242 send a click late signal to ad server 42 when the visitor 66 selects or clicks on the button 36. The click late display engine 244 displays and enables click late features of a click late content segment, such as the click late content segments 33 and 35 of Figure 2A. In an alternative, the click late features are displayed for all click late content segments, and are enabled through the click late display engine 244. The cache interface engine 246 provides the visitor 66 with access to the visitor's individualized cache 250. The interface engine 246 allows for display and manipulation of content segment references in the cache 250.
Figure 6B illustrates alternative features of click late program 210'. In Figure 6B, the click late program 210' enables click late content serving for content segments that do not originally have embedded click late features. In an embodiment, the alternative features create an overlay, underlay, or addition to a content segment so as to enable click late content serving. An example of an overlay is shown in Figure 2B, where content segment 37 is transformed into click late content segment 37' by overlaying virtual box 39, which ads click late features of frame 34 and delay button 36.
In Figure 6B, program 210' is seen to include, as remote components (i.e., at the Web server 22 or browser 100) overlay engine 272 and registration engine 274. The overlay engine 272 provides overlay 39, which include the click late programming that transforms an "ordinary" advertisement into a click late advertisement. For example, the overlay engine 272 adds frame 34 that indicates to the visitor 66 that the advertisement is a click late advertisement. The overlay engine 272 also adds a click late selection features such as the click late button 36.
The registration engine 274 receives a click late indication from the visitor 66, and sends a corresponding signal to the ad server 42, which then enters a content segment reference in the cache 250.
Figures 6C and 6D illustrate yet another example system that provides click late content serving. In Figures 6C and 6D, click late content serving system 300 includes the content segment cache 110, which is maintained at the media device 62 (i.e., content segment cache 110). In the system 300, remote components 320 (those at the media device 62) include content segment ordering engine 322, content serving engine 324, notification engine 326, optimization engine 328, content display engine 332, click late selection engine 334, association engine 336, and click late display engine 338. Remote components 350 at the Web site server 22 include overlay engine 352 and impression engine 354. Local components 360 (those at the ad server 42) include content segment conversion engine 362 and click late content segment monitoring engine 364.
The content segment ordering engine 322 functions in much the same manner as the content segment ordering engine 222 of Figure 6A except that the content segment ordering engine 322 may not accept inputs from advertisers seeking to move content segment references to higher positions in the cache 110 unless the media device 62 provides the ad server 42 with a periodic update as to the contents of the cache 110. The engine 322 also may not receive additional information and data to relate to the URL of a content segment. Instead, this function is carried out by other components. The content serving engine 324 sends the URL of the next content segment in the cache 110 that is to be displayed to the browser 100. The visitor 66 then may cause the browser 100 to follow the link to the appropriate Web site/Web page to display the content segment.
The notification engine 326 may operate in much the same manner as the notification engine 226 of Figure 6C except that communications and signals originate and end at the media device 62.
The optimization engine 328 may determine when a click late content segment referenced in the cache 110 will be displayed. In an example, the visitor 66 may have shown a preference for viewing click late content segments at a specific time, such as 5 pm. In this example, when the visitor's browser 100 is operating, the optimization engine 328 may cause one or more of the content segments referenced in the cache 110 to be served at the visitor's media device 62 at 5 pm.
The content display engine 332 provides the contents of the cache 110 for viewing by the visitor 66 on the media devices 62 and 63. The engine 332 may include a link to the cache 110 and means for translating the cache contents into a text/image file readable by the visitor 66.
The click late selection engine 334 allows the visitor 66 to select a click late content segment for later viewing. For example, when a click late content segment such as that shown in Figure 2B is displayed and the visitor 66 operate the click delay button 36, the engine 334 sends the URL of the click late content segment to the cache 110 for storage.
The association engine 336 extracts text and/or images such as a company logo, or an image of the product that is the subject of the content segment and stores the extracted data with the content segment URL in the cache 1 0. Alternately, the association engine 336 retrieves the text/images by querying the ad server 42.
The click late display engine 338 displays and enables click late features of a click late content segment, such as the click late content segments 33 and 35 of Figure 2A. In an alternative, the click late features are displayed for all click late content segments, and are enabled through the click late display engine 338.
Remote components 350 at the Web site server 22 include overlay engine 352 and impression engine 354. The overlay engine 352 at the Web server 22 may be used to transform, where possible, and optionally with the permission of the advertiser 40, advertisements 44 that arrive at the Web server 22 from the ad server 42 from non-click late advertisements to click late advertisements. The impression engine 354 records visits to Web sites referenced in the cache 110.
Local components 360 at the ad server 42 include content segment conversion engine 362 and click late content segment monitoring engine 364. The content segment conversion engine 362 adds click late features to a content segment (e.g., advertisement), such as the frame 34 and delay button 36 of Figure 2A.
The click late content segment monitoring engine 364 receives information such as visits to advertisement Web site 48 by the browser 100 for click late advertisements, and records such visits as impressions. Alternately, the browser 100 may notify the engine 364 directly when the Web site 48 has been visited.
The engine 364 also may receive cache content information from the browser 100. The engine 364 may, with the permission of the visitor 66, use this information to adjust the position of content segment references within the cache 110.
Figures 6A - 6D are but example of the click late systems and the arrangements of system components among the devices shown in Figure 1. Many other possible arrangements of the components of Figures 6A - 6D are possible.
Figures 7A - 7F illustrate example click late content serving processes. The illustrated processes use one or more of the systems and components shown in Figures 1 - 6D.
In Figure 7A, click late content serving process 400 applies to ad server 42. Process 400 begins in block 405 when the ad server 42 supplies click late content segments for display at Web site 20. In block 410, the ad server 42 receives, through Web server 22, a click late content segment selection, meaning a visitor 66 has selected to delay redirection of browser 100 to Web site 48. In block 415, the ad server 42 stores a reference to the selected content segment. In block 420, the ad server 42 detects a triggering event that may lead to redirection of the browser to an advertisement Web site. Such an event includes a browser closing signal, selection of a Web site link (browser redirection), and a period in which now browser actions are completed at the current Web site.
In block 425, the ad server 42 provides a content segment corresponding to a stored reference. In block 430, the ad server 42 detects a browser redirection signal to the Web site 48. In block 435, the ad server 42 stores an impression. The process 400 then ends.
Figure 7B shows click late content serving process 500 executed at ad server 42. Process 500 begins in block 505 when the ad server 42 supplies click late content segments. In an embodiment, the content segments are supplied to Web server 22, which positions the content segments in Web pages 30 being viewed by visitor 66 using browser 100. In response to the display of a click late content segment, a visitor 66 elects to delay viewing of the content segment, and the ad server 42, in block 510, receives a click late signal indicating visitor 66 selection of the content segment for delayed viewing. In block 515, the ad server 42 adds a reference to cache 250 for the selected content segment. In block 520, the ad server 42 receives a signal indicating that a content segment referenced in the cache 250 may be served through browser 100. In block 525, the ad server 42 selects a content segment for serving based on the references in the cache 250. In one alternative, the ad server 42 selects the oldest reference (first-in) in the cache 250. In another alternative, the ad server 42 selects the highest-ranked reference in the cache 250. In yet another alternative, the ad server 42 selects as many references as there are available slots at Web page 30. For example, the Web page 30 may have slots for two static and one video content segment. In block 530, the ad server 42 sends a message asking if the visitor 66 would like to view the selected content segment. Alternately, the ad server 42 sends a signal to the visitor's media device directing automatic redirection to the corresponding Web site 48. In block 535, the ad server 42 receives an impression after the visitor 66 has viewed the Web site 66 for at least a predetermined period, or has taken an action at the Web site 48, for example. The process 500 then ends. Figure 7C shows an example click late content serving process at the ad server 42. In Figure 7C, process 550 begins in block 555 when the ad server 42 receives or establishes content segment cache 250 for visitor 66. In this example, the cache 250 may contain multiple content segment references. In block 560, the ad server 42 receives direction to change the position of one or more of the references in the cache 250. For example, an advertiser may agree to pay a higher price for an impression if the reference is moved to the first position in the cache 250. In block 565, the ad server 42 adjusts the positions of the references in the cache 250. In block 570, the ad server 42 provides the reordered content segment reference listing to the visitor's media device. In one alternative, the ad server 42 makes the listing available at a Web site. In another alternative, the ad server 42 emails the listing to the visitor's email account. In yet another alternative, the ad server 42 pushes the listing to the visitor's media device, where it is stored with file 67. In block 575, the ad server 42 receives a selection from the visitor's media device. The process 550 then ends.
Figure 7D shows a click late content serving process executed at browser 100. In Figure 7D, process 600 begins in block 605 when browser 100 accesses Web page 30 having one or more click late content segments including click late advertisement 33. In block 610, the program 210 receives a click late signal to select the advertisement 33 for later viewing. In block 615, the program 210 extracts a link associated with the content segment and stores the link in cache 110. In block 620, the program 210 may extract additional information, such as a logo, text, or image, from the content segment and store the extracted additional information with the link. In block 625, the program 210 detects a triggering event such as an attempt to close the browser 100 or access another Web site with the browser 100. The triggering event also may be a period of inactivity of the browser 100 or an ending of a video program. Finally, the triggering event may be a mouse click at the current Web site or Web page. In block 630, in response to the detected triggering event, the program 210 selects a content segment reference from the cache 110. In block 635, the program 210 provides a content segment reference to the visitor 66 for a YES/NO action decision. In block 640, the program 210 determines if the visitor 66 has provided a YES signal or a NO signal. If a NO signal is received, the process 600 moves to block 645 and the content segment reference is maintained in the cache 110. The process 600 then ends. In block 640, if the program 210 receives a YES signal, the process 600 moves to block 650 and the browser 100 follows the link to Web site 48. The process 600 then ends.
Figure 7E shows an example click late content serving process as executed on media device 62 using browser 100, the Web server 22, and the ad server 42. In this example, a visitor 66 has elected to view video program 84 on video player 32. In Figure 7E, process 700 begins in block 705 when browser 100 accesses Web page 30 displaying click late content segments 33 and 35, and non-click late content segment 37. The content segment 33 may overlay the video program 84. In block 710, remote components of program 210 on media device 62 receive a click late selection for content segment 35 (a static advertisement). The program 210 remote components also receive a CLOSE signal for content segment 33, and display of the content segment 33 ends. In block 715, the click late signal for content segment 35 is sent to an external server such as the ad server 42. In block 720, the local components of program 210 create a content segment reference for content segment 35 and store the reference in cache 250. The stored reference may include a link to associated advertisement Web site 48 and additional information that allows the visitor 66 to know the subject and content of the content segment 35. In block 725, remote components of the program 210 on the Web server 22 detect a triggering event from the browser 100. Example triggering events include an end of the video program 84, an attempt to close browser 100, and an attempt to navigate away from Web page 30 to another Web age or Web site. Other triggering events also are possible. In an alternative, no specific triggering action is detected, but the program 210 on the ad server 42 determines that a specified time (e.g., four hours) has passed. In block 730, in response to the triggering action, or after the specified period, the program 210 on the ad server 42 generates an email 45 listing some or all the references in the cache 250 and sends the email 45 to a prearranged email account of the visitor 66. The email listing of references may include links for each reference listed in the email 45. In block 735, the remote program 210 components detect a selection of a reference from the email listing. In an alternative, the email 45 may allow the visitor to select more than one reference for viewing. For example, the email 45 may include a "SELECT" feature whereby the visitor may select one, more than one, or all references listed in the email. In block 740, the remote components of program 210 direct the browser 100 to the Web site corresponding to the selected reference by following the link provided therein. If multiple references are selected, the program 210 remote components direct the browser to the selected reference having the highest position in the cache 250. In block 745, the program 210 remote components determine if a second reference has been selected. If NO, the process 700 moves to block 750. If YES in block 745, the process 700 returns to block 735, and a second Web site 48 is visited by the browser 100. The steps of blocks 735 - 745 repeat until all selected Web sites are visited or until the visitor takes an action, such as closing browser 100, to terminate visiting the advertisement Web sites 48. The process 700 then moves to block 750. In block 750 the Web server 22 records an impression and sends the impression to the ad server 42 and/or the analytics server 72. The process 700 then ends. Figure 7F shows an example click late content serving process in which ad server 42 provides a "standard" advertisement for display at the Web site 20, and specifically on Web page 30, and the Web server 22 transforms the standard advertisement into a click late content segment. In Figure 7F, process 800 begins in block 805 when the Web server 22 receives standard advertisement 37 from ad server 42. The advertisement 37 may be provided to the Web server 42 when browser 100 accesses Web site 20. In block 810, the ad server 22 determines that the advertisement 37 is not configured as a click late advertisement. In block 815 with the consent of the advertiser, the program 210 applies click late overlay 39 to transform the advertisement 37 into click late advertisement 37'. The transformation process may add frame 34 to distinguish the advertisement as a click late advertisement, and delay button 36 to allow a visitor 66 to select delayed viewing of the advertisement. Once the advertisement 37 has been transformed into click late advertisement 37', the click late content serving process may proceed according to any one of the processes illustrated in Figures 7A - 7E.
Certain of the devices shown in Figures 1 , 3, and 5A - 6D include a computing system. The computing system includes a processor (CPU) and a system bus that couples various system components including a system memory such as read only memory (ROM) and random access memory (RAM), to the processor. Other system memory may be available for use as well. The computing system may include more than one processor or a group or cluster of computing system networked together to provide greater processing capability. The system bus may be any of several types of bus structures including a memory bus or memory controller, a peripheral bus, and a local bus using any of a variety of bus architectures. A basic input/output (BIOS) stored in the ROM or the like, may provide basic routines that help to transfer information between elements within the computing system, such as during start-up. The computing system further includes data stores, which maintain a database according to known database management systems. The data stores may be embodied in many forms, such as a hard disk drive, a magnetic disk drive, an optical disk drive, tape drive, or another type of computer readable media which can store data that are accessible by the processor, such as magnetic cassettes, flash memory cards, digital versatile disks, cartridges, random access memories (RAM) and, read only memory (ROM). The data stores may be connected to the system bus by a drive interface. The data stores provide nonvolatile storage of computer readable instructions, data structures, program modules and other data for the computing system.
To enable human (and in some instances, machine) user interaction, the computing system may include an input device, such as a microphone for speech and audio, a touch sensitive screen for gesture or graphical input, keyboard, mouse, motion input, and so forth. An output device can include one or more of a number of output mechanisms. In some instances, multimodal systems enable a user to provide multiple types of input to communicate with the computing system. A communications interface generally enables the computing device system to communicate with one or more other computing devices using various communication and network protocols.
The preceding disclosure refers to a flow chart and accompanying description to illustrate the embodiments represented in Figures 7A - 7F. The disclosed devices, components, and systems contemplate using or implementing any suitable technique for performing the steps illustrated. Thus, Figures 7A - 7F are for illustration purposes only and the described or similar steps may be performed at any appropriate time, including concurrently, individually, or in combination. In addition, many of the steps in the flow chart may take place simultaneously and/or in different orders than as shown and described. Moreover, the disclosed systems may use processes and methods with additional, fewer, and/or different steps.
Embodiments disclosed herein can be implemented in digital electronic circuitry, or in computer software, firmware, or hardware, including the herein disclosed structures and their equivalents. Some embodiments can be implemented as one or more computer programs, i.e., one or more modules of computer program instructions, encoded on computer storage medium for execution by one or more processors. A computer storage medium can be, or can be included in, a computer- readable storage device, a computer-readable storage substrate, or a random or serial access memory. The computer storage medium can also be, or can be included in, one or more separate physical components or media such as multiple CDs, disks, or other storage devices. The computer readable storage medium does not include a transitory signal. The herein disclosed methods can be implemented as operations performed by a processor on data stored on one or more computer-readable storage devices or received from other sources.
A computer program (also known as a program, module, engine, software, software application, script, or code) can be written in any form of programming language, including compiled or interpreted languages, declarative or procedural languages, and it can be deployed in any form, including as a stand-alone program or as a module, component, subroutine, object, or other unit suitable for use in a computing environment. A computer program may, but need not, correspond to a file in a file system. A program can be stored in a portion of a file that holds other programs or data (e.g., one or more scripts stored in a markup language document), in a single file dedicated to the program in question, or in multiple coordinated files (e.g., files that store one or more modules, sub-programs, or portions of code). A computer program can be deployed to be executed on one computer or on multiple computers that are located at one site or distributed across multiple sites and interconnected by a communication network.

Claims

We claim:
1. A click late content serving method implemented on a processor, comprising: supplying, by the processor, click late content segments for display at a first resource visited by a visitor's media device; receiving, at the processor, a click late content segment selection; storing, by the processor, a reference to the selected content segment; detecting, by the processor, a triggering event; and providing, by the processor, a content segment corresponding to a stored reference.
2. The method of claim 1 , further comprising: detecting, by the processor, a redirection signal to a second resource; and receiving, by the processor, an impression.
3. The method of claim 2, wherein the processor sends the redirection signal to the visitor's media device directing automatic redirection to the second resource.
4. The method of claim 1 , wherein the triggering event comprises one of closing a browser, activating a link to a second resource, playing a video program, ending viewing of a video program, and passage of time without browser action.
5. The method of claim 1 , wherein the content selection includes one of a video content segment and a static content segment.
6. The method of claim 1 , wherein the first and second resources are Web sites, and wherein the redirection signal redirects a browser of the visitor's media device from a first Web site to a second Web site.
7. The method of claim 1 , further comprising providing, by the processor, click late features for the content segment, wherein the click late features comprise a frame and a click late button, and wherein the processor receives the click late content segment selection from operation of the click late button.
8. The method of claim 1 , wherein the processor provides a content segment corresponding to one of an oldest stored reference and a highest ranked reference.
9. The method of claim 1 , wherein the stored references are stored in a cache, further comprising: receiving, by the processor, a direction to change a position of one or more of the stored references in the cache; adjusting, by the processor, positions of the stored references in the cache; and providing by the processor, and adjusted stored reference listing to the visitor.
The method of claim 9, wherein the processor makes the listing available at
11. The method of claim 9, wherein the processor emails the listing to the visitor
12. A computer-readable storage medium having encoded thereon programming code, wherein a processor execute the code to: access a resource having one or more click late content segments; receive a click late signal to select a content segment for later viewing; extract from the content segment a link associated with the content segment and storing the link in a cache; detect a triggering event; and in response to the detected triggering event, select a content segment reference from the cache.
13. The computer-readable storage medium of claim 12, wherein the processor extracts additional information, and wherein the additional information includes a logo, text, and wherein the processor stores the extracted additional information with the link.
14. The computer-readable storage medium of claim 12, wherein the triggering event includes one of an attempt to close the browser, access another resource, a mouse click at the current, a period of inactivity at the resource, and an ending of a video program.
15. A system for click late content serving, comprising: a click late content segment cache; a computer-readable storage medium comprising a program of instructions; and a processor that executes the program of instructions, wherein the processor: accesses a resource having one or more click late content segments; receives a click late signal to select a content segment for later viewing; extracts from the content segment a link associated with the content segment and storing the link in the cache; detects a triggering event; and in response to the detected triggering event, selects a content segment reference from the cache.
16. The system of claim 15, wherein the received click late signal is received from a first media device, and the selected content is displayed on a second media device.
17. The system of claim 15, wherein processor provides an email listing the contents of the cache.
The system of claim 15, wherein the content segments are advertisements.
19. The system of claim 15, wherein the content segments are online documents. The system of claim 15, wherein the content segments are video clips.
PCT/US2013/064910 2012-10-17 2013-10-15 Click late content serving WO2014062599A1 (en)

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US13/653,811 2012-10-17

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