초록 ▼

Dynamic advertising scheduling, display, and tracking for the world wide web. The invention includes at least one template web page that has conventional HTML codes defining the format and content of the web page. Special "ad tags" are used to indicate the characteristics of an ad that can be displa

Dynamic advertising scheduling, display, and tracking for the world wide web. The invention includes at least one template web page that has conventional HTML codes defining the format and content of the web page. Special "ad tags" are used to indicate the characteristics of an ad that can be displayed on a web page at the position of the ad tag. A request to view a page is sent to a server-resident parser. The parser accesses the template for the requested page, parses the conventional HTML codes, and provides such codes to the user. In addition, the parser "expands" each ad tag to standard HTML code that defines the characteristics of an ad. During expansion of ad tags, the parser determines from each ad tag the type of ad that can be inserted at the page position of the ad tag; a bin identifier defining which ads can be associated with the ad tag; a page identifier of the page associated with the ad tag; and various optional flags and codes. The parser generates a list of valid ads by searching through a conventional database, selects one that fulfills all the parameters of the ad tag, and generates HTML code linking a particular ad to the ad tag. That HTML code is then sent to the user. The parser program can also apply scheduling criteria to select ads from the generated list of eligible candidates.

대표청구항 ▼

[ What is claimed is:] [1.] A method for dynamically scheduling and displaying advertising on world wide web pages, comprising the steps of:(a) receiving in a server computer a request from a client computer for a web page;(b) accessing coded information defining the requested web page;(c) determini

[ What is claimed is:] [1.] A method for dynamically scheduling and displaying advertising on world wide web pages, comprising the steps of:(a) receiving in a server computer a request from a client computer for a web page;(b) accessing coded information defining the requested web page;(c) determining if the coded information includes ad tags, each ad tag defining an associated location on the web page for an advertisement and characteristics of advertisements that may be displayed at such location;(d) for each determined ad tag:(1) scanning a set of one or more advertisements for advertisements that match the characteristics defined in such ad tag;(2) selecting one such matching advertisement to display at the location associated with such ad tag;(3) generating web page code that defines display and linkage characteristics for the selected advertisement; and(4) sending the generated web page code from the server computer to the client computer for display by a browser program.