CN1759388A - Serving advertisements based on content by client terminal device - Google Patents

Abstract

A client-side application (such as a browser, a browser plug-in, a browser toolbar plug-in, etc. on an end user's computer) is used to support the serving of content-relevant ads to the client device. The client-side application may provide such support by sending document information (such as a document identifier, document content, content relevance information, etc.) to a content ad server. The client-side application may also be used to combine content of the document and the content-relevant ads. For example, the client-side application may combine content of the document and the ads in a window (e.g., in a browser window), may provide the ads in a window above, below, adjacent to a document window, may provide the ads in ''chrome'' of the browser, etc.

Description

Use the client terminal device support that the advertisement relevant with content is provided

§ 0. related application

The application is an Application No. 10/375, the part continuation application of 900 (being hereby incorporated by), the exercise question of this application is " Serving Advertisements Based OnContent ", submit on February 26th, 2003, listed invention is artificial: DarrellAnderson, Paul Bucheit, Alex Carobus, Claire Cui, Jeffrey A.Dean, Georges R.Harik, Deepak Jindal and Narayanan Shivakumar; And, above-mentioned U. S. application also is an Application No. 10/314, the part continuation application of 427 (being hereby incorporated by), its exercise question is " Methods and Apparatus for ServingRelevant Advertisements ", submit on Dec 6th, 2002, the invention people is JeffreyA.Dean, Georges R.Harik, Paul Bucheit, this application requires U.S. Provisional Application number 60/413, the rights and interests of 536 (being hereby incorporated by), this provisional application exercise question is " Methods and Apparatus for Serving Relevant Advertisements ", submit on September 24th, 2002, the invention people is Jeffrey A.Dean, Georges R.Harik, Paul Bucheit.

The application still is an Application No. 10/453, the part continuation application of 909 (being hereby incorporated by), this application exercise question is " Proactive Syndication for the Servingof Advertisements ", submit on June 3rd, 2003, listed invention people is KrishnaBharat, Gokul Rajaran, Marshall Spight and Shivakumar.

§ 1. background of invention

§ 1.1 invention fields

The present invention relates to advertisement.Especially, the present invention relates to expand advertiser with the scopodromic chance of their advertisement.

§ 1.2 background technologies

It is well known that use advertises such as the traditional media of TV, broadcasting, newspaper and magazine.Regrettably, although can carry out demographic studies and assert that fully reasonably advertiser recognizes that still they only have been wasted at a lot of advertising budgets to the typical audience of various medium outputs.And, discern and eliminate such waste difficulty in the extreme.

Recently, advertise by the medium of interactivity more and become generally.For example, along with the number of users of internet usage increases severely, advertiser has recognized that the medium and the service that provide by the Internet will be to carry out the potential strong approach of advertisement.

In order to attempt to make the value maximization of this advertisement, advertiser has developed several strategies.In a kind of strategy, advertiser uses mass media or the mode (do not lose under the general situation, be called " website " in this manual) that interactivity medium or service are provided, as the channel that reaches most of audient.When using this first method, advertiser for example can place advertisement on the homepage of the New York Times (New York Times) website or USA Today (USA Today) website.In another kind of strategy, advertiser can attempt suitable among a small circle audient is aimed in its advertisement, has increased the probability of audient's positive feedback thus. ) in the eco-tour sub-directory of website.

No matter what strategy, generally all be to present to its commercial audience with the form of " advertisement of the net width of cloth " (that is the square box that, can comprise the image ingredient) based on the advertisement (being also referred to as " advertiser web site ") of website.When member's (do not lose under the general situation, be called " spectators " or " user " in this manual) of commercial audience selects it by clicking in these net width of cloth advertisements one, the hypertext link of the embedding gray website of usually spectators being led.This wherein spectators select the process of advertisement to be collectively referred to as " point advances " (click through) (" point advances " is used to contain Any user and selects).

Advertiser can use many users to measure or confirmable behavior, such as put into, click-through rate, conversion, conversion ratio etc., judge the efficient of advertising campaign.The number that point advances and the ratio of advertising impression number (number of times that advertisement is shown) are referred to as " click-through rate " of advertisement.

When the user finishes the relevant transaction of the advertisement of prerequisite confession therewith, so just say " conversion " taken place.Transforming formation may be different between various situations, and can determine in many ways.For example, can be such situation, when finishing transaction there before the user clicks advertisement, is directed to gray webpage and leaving this webpage, conversion has so just taken place.Perhaps, conversion can be defined as: the user seen advertisement and within the predetermined time (for example, 7 days) on gray webpage, buy.In another kind of mode, conversion can also be defined as any measurement/observable user behavior by advertiser, for example download white page (whitepage), navigation website at least certain depth, browse some at least webpage, on website or webpage, spend time of scheduled volume at least etc.Be not limited to this though constitute the user behavior that transforms, often, do not finish transaction if user behavior shows, they may represent sales premonition so.Certainly, the definition of many other conversion formations also is fine.The ratio of number that transforms and advertising impression number (that is, advertisement be shown number of times) is referred to as conversion ratio.Be defined as and can taking place in the schedule time that advertisement is provided if transform, a kind of possible definition of conversion ratio can only be provided by the advertisement that provides outside in the past schedule time so.

Although the advertisement based on the website has initial prospect, still there are several problems in existing method.Though advertiser can reach most of audient, the repayment of their usually dissatisfied their investments in advertising.

Similarly, the main frame (abbreviating " web host " or " ad consumer " as) that presents the website of advertisement faces the challenge of maximization advertising income under the situation of the experience that does not damage their users.The number of site main frame has been selected advertising income is placed on the user benefit.The home Web site that " Overture.com " comes to this, it provides the service of so-called " search engine ", and response user's query requests is returned the advertisement of disguise as " Search Results ".The advertisement that the Overture.com website allows advertiser to pay their websites (or targeted website) is placed in the so-called search result list more by last position.If implement such scheme, promptly wherein advertiser only when the user clicks advertisement, just pay (, each cost of clicking), advertiser will lose power and come effectively their advertisement is aimed at the mark so, because the advertisement of target difference will can clicked so can not require to pay yet.So, click at every turn that the high advertisement of cost will appear at the top or, bring the income of reality surely for the ad distribution merchant but but differ, because spectators do not click them near the top.And, spectators be ready the advertisement clicked in tabulation more by under the position, or do not appear in the tabulation, so the relevance of advertisement has been subjected to infringement at all.

The search engine that with Google is example has made advertiser their advertisement can be aimed at the mark, and makes these advertisements to provide in conjunction with the result of page searching that is produced by inquiry.Though result of page searching is given the bigger chance of advertiser and their advertisement is aimed at more is ready the audient that accepts, result of page searching only is the part of page browsing in the WWW (being called for short " net ").

Existing client-side ad software systems (such as the employed system of Gator Corporation by California, Redwood City) can respond the just viewed page at user's browser or user's desktop display ads, and need not discovering or participating in of content owner.Such system may need to be present on client (terminal user's) the computing machine, and needs terminal user's permission usually.In the Gator system, advertisement can use following mode to aim at the user: (i) demographic and life style distributes; (ii) performance-based objective (this allow online behavior is presented at the customized messages that target is arranged on the user's computer screen based on individual subscriber); (iii) historical target (this allows based on the behavior in past the customized advertising that target is arranged to be presented on the user's computer screen); And (iv) trail (tag-a-long) target (but allow when the roaming website his online behavior to show certain interest also shown the customized messages that shows target on the user's computer screen of many impression).Regrettably, though normally a kind of useful module of the behavior in user's past determines that what advertisement should offer the user, behavior once may can not be represented the interest that the user is current like this.And, if not only a people (such as members different in the family) uses same computing machine and access internet through browsers, may be difficult to the behavior in tracing preset user past so.In addition, follow the tracks of the user's online custom and may cause delicate privacy of user problem.And if the such past behavior this locality of user is stored on the user's computer, it may consume required storage resources so.

Therefore, needs utilize the advertising opportunity on the website more all sidedly.Do like this and help the advertising provider to show more advertisement and by providing related advertisement to strengthen terminal user's experience.

§ 2. summary of the invention

Client application (such as, the browser on terminal user's computing machine, browser plug-in, browser toolbar plug-in unit etc.) be used to support to provide the advertisement relevant with content to customer set up.Client application can by send fileinfo (such as, document identifier, document content, content correlated information etc.) provide this support to content-related advertising server (abbreviating " contents advertising server " or " CAS " as).

Client application also can be used to make up document content and content-relevant ad.For example, client application can be in window (for example, in browser window) combination document content and advertisement, can superincumbent window (for example, " ejection " window), following window (for example, " bullet advances advertisement ") in or adjacently with document window provide advertisement, can in browser " chrome yellow (chrome) ", provide advertisement etc.

§ 3. description of drawings

Fig. 1 show can with the mutual part of ad system or the high level schematic diagram of entity.

Fig. 2 is the round frame synoptic diagram of example ad environment, and the present invention can be by this advertising environments operation.

Fig. 3 illustrates such advertising environments: wherein advertiser can be at result of page searching that search engine produced and/or on by the document that content server provided their advertisement is aimed at the mark.

Fig. 4 is the round frame synoptic diagram according to operation of the present invention, and this operation can be used for such as online advertisement environment shown in Figure 2.

Fig. 5 and Fig. 6 are that the message of the operation of each exemplary of diagram the present invention sends synoptic diagram.

Fig. 7 is the high level block diagram of device, and this device can be used to carry out at least some in the various operations, and to produce and/or canned data according to mode of the present invention.

Fig. 8 illustrates and uses the screen that illustrative embodiments of the invention produced.

§ 4. embodiments

The present invention relates to new method, device, message format and/or data structure, be used to use client application that providing of the advertisement relevant with content is provided.Below explanation is set forth and to be made those of ordinary skill in the art can make or use the present invention, and is that background provides with application-specific and their requirement.Various modifications to disclosed embodiment are clearly for the person of ordinary skill of the art, and total principle of following elaboration can be applied to other embodiment and application.Therefore, the present invention does not plan to be subject to shown embodiment, and the inventor is considered as its invention the theme of described any patentability.

Below, the environment that the present invention can move has been described in § 4.1.Then, at § 4.2 exemplary embodiment of the subject disclosure has been described.At last, set forth about conclusions more of the present invention at § 4.3.

The environment that § 4.1 the present invention can run on

The advertising environments that § 4.1.1 is exemplary

Fig. 1 is the high level schematic diagram of advertising environments.This environment can comprise advertisement input, maintenance and transfer system 120.Advertiser 110 can import, safeguard and follow the tracks of advertising message directly or indirectly in system 120.The form of these advertisements can be such as any one or a plurality of combination in the graphical advertisement of so-called net width of cloth advertisement, plain text advertisement, image ad, audio advertisement, video ads and these elements etc.Advertisement also can comprise embedding information, such as link, and/or machine-executable instruction.Ad consumer 130 can be submitted request to system 120, receives the advertisement of their request of response and provides use information for system 120 from system 120.Entity except that ad consumer 130 also can begin to ask advertisement.Though do not illustrate among the figure, other entity also can provide use information (for example, conversion relevant with advertisement or point advance whether to take place) for system 120.These use information can comprise the user behavior relevant with already provided advertisement measured or that observe.

An example of ad consumer 130 is general content server, and it receives document request (for example, article, discussion train of thought, music, video, figure, Search Results, web page listings etc.), and response request is retrieved the document or the service of being asked.Content server can be submitted ad-request to server 120.Such ad-request can comprise many advertisements of wanting.This ad-request also can comprise document request information.This information (for example can comprise document itself, the page), corresponding to the classification of document content or document request (for example, art, commerce, computing machine, artistry film, artistry music etc.), document request partly or entirely, age of content, content type (as text, figure, video, audio frequency, mixed-media etc.), geographical location information, content topic (for example, advertisement security level, pornographic filtrator, family's filtrator etc.) etc.

The one or more advertisement combination that content server can provide the document of being asked and system 120.The combined information that comprises document content and advertisement is forwarded to the terminal user of request this document then to present to the user.At last, content server can with relevant advertisement and advertisement be how, when and/or the information that where is presented (for example, whether position, point advance, impression time, impression date, size, conversion whether wait) transfer back to system 120.Perhaps or in addition, these information can be by some other mode be provided the system of turning back to 120.

As Application No. 10/452,830 (being hereby incorporated by) are described, this content can be an Email Information, this U.S. Patent application was submitted on June 2nd, 2003, denomination of invention is " Serving Advertisement Using Information Associated withE-mail ", and listed invention people is Jeffery A.Dean, Georges R.Harik and PaulBucheit.In this example, content server can be an e-mail server, such as Yahoo mail or the Hotmail of Microsoft.

Another example of ad consumer 130 is a search engine.Search engine can receive the Search Results inquiry.During response, search engine can (for example, from web page index) retrieve relevant search results.Article and U.S. Patent number 6 at S.Brin and L.Page, 285, introduced exemplary search engine in 999 (they all are hereby incorporated by), this article is entitled as " The Anatomy of a Large-Scale Hypertextual Search Engine ", be published in Seventh International World Wide Web Conference, Brisbane, Australia.The excerpt text that these Search Results for example can comprise web page title tabulation, extract from these webpages, be connected to the hypertext link of these webpages, and can be organized as the Search Results of predetermined number (for example, 10).

Search engine can be submitted to ad-request system 120.This request can comprise many advertisements of wanting.This number depends on Search Results, occupied screen or the amount of page space and the size and dimension of advertisement etc. of Search Results.In one embodiment, the number of the advertisement of wanting will be from 1 to 10, preferably from 3 to 5.Ad-request also can comprise (through input or resolve) inquiry, based on information inquiring (such as, geographical location information, inquiry whether from member and this member's identifier) and/or relevant with Search Results or based on the information of this Search Results.Such information for example (for example can comprise the identifier relevant with Search Results, document identifier or " docID "), the mark relevant with Search Results (for example, such as combination corresponding to information retrieval (" IR ") mark, page grade (Page Rank) mark and/or the IR mark and the page rating fraction of the dot product of the inquiry and the proper vector of document), the summary texts of from identification document, extracting (for example, webpage), the full text of the document of discerning, the proper vector of the document of discerning etc.

One or more advertisement that search engine can be provided Search Results and system 120 is combined.The combined information that comprises Search Results and advertisement is forwarded to the user of submission search then to present to the user.Preferably, keep Search Results different, thereby can not make the user in paid advertisement be assumed to be between the Search Results of neutrality and obscure with advertisement.

At last, search engine can with relevant advertisement and advertisement be how, when and/or the information that where is presented (for example, whether position, point advance, impression time, impression date, size, conversion whether wait) transfer back to system 120.Perhaps or in addition, these information can be by some other mode be provided the system of turning back to 120.

Though ad-request can and/or be sent by content server and search engine startup, customer set up (for example, subscriber computer, personal digital assistant, mobile phone, mobile device etc.) also can be used as ad consumer 130.For example, the application program that resides on the customer set up can be submitted ad-request to ad system 120.This request can comprise the information about (or by this customer set up request) document on customer set up (for example, providing Email etc. in webpage on the application program, the email application such as the content of browser).For example, ad-request can be included in the relevant information of document, such as content correlated information, notion, theme etc.The document information that is provided in the request can comprise that information that the content (information) of the document or other allow to obtain this information acquisition (for example, URL).

As preamble was to understand, advertisement input, maintenance and transfer system 120 can be Advertisement Server 130, such as content server, search engine and customer set up service.As top § 1.2 discussed, it was that the advertisement of the result of page searching that produced by search engine is known that target is provided.The present invention also allows to provide the advertisement of the document of target for being provided by file server.For example, with reference to the exemplary environments of figure 3, network or inter-network network 360 can be included in the Advertisement Server 320 that targeted advertisements is provided on the result of page searching from search engine 332.Suppose that inter-network network 360 is Web.The major part of search engine searches content 350 or whole.Some 334 will comprise available advertisement position district (being also referred to as " stock ") this ad content.More specifically, one or more content servers 336 can comprise one or more documents 340.Document can comprise content, such as the embedding information of metamessage and machine-executable instruction, and available advertisement position district.Notice that when providing document, the advertisement that is inserted into the advertisement position district in the document can change at every turn.Perhaps, the advertisement that is inserted into the advertisement position district can have static state with given document and gets in touch.As below will describing in detail more, Advertisement Server can use the some or all of results with the content in available ad slots district 334 of roving commission.Even if document does not comprise the clearly available advertisement position district of definition, can determine that so also this advertisement can be provided in the document, or (for example provide relatively with document, on document content and cover springing in (pop-under) window in ejection (pop-up) window of (that is, covering) this content, in the following background of document, (Chrome) medium at " chrome yellow " of browser).Advertisement can partially or completely cover document, with the document sharing screen space, take document screen space, partially or completely by document covering etc.

The input of § 4.1.2 example ad, maintenance and transmission environment

Fig. 2 illustrates exemplary ad system 120`, can use the present invention by the 120` of this system.Exemplary ad system 120` can comprise inventory system 210, and can stores advertisements information 205 and use information 245.Exemplary ad system 120` can support information input and bookkeeping 215, movable (for example, aiming at the mark) non-productive operation 220, record keeping and billing operation part 225, advertisement provide operation 230, relevantly determine operation 235, Optimizing operation 240, present attribute assignment (for example, position ordering) operation 250, fraud detection operations 255 and interface operation 260 as a result relatively.

Advertiser 110 can by information input and bookkeeping 215 shown in interface 216 with the 120` of system interfaces.Ad consumer 130 can by advertisement provide the operation 230 shown in interface 231 with the 120` of system interfaces.Ad consumer 130 and/or other entity (not shown) can by interface operation 260 as a result shown in interface 261 with the 120` of system interfaces.

The information that the advertisement program can comprise relevant account, activity, intention, aim at the mark etc.Term " account " relevant with given gray information (for example, unique e-mail address, password, charge information etc.)." activity " or " advertising campaign " refers to one or more groups one or more advertisements, can comprise from date, Close Date, budget information, geographically targeted information, united organization information etc.For example, Honda has an advertising campaign to its car industry, to its motorcycle industry independent advertising campaign can be arranged.The activity of its car industry has one or more advertisement groups, and every group comprises one or more advertisements.Each advertisement group can comprise a set of keyword and maximum cost (cost that every bit advances, the cost of each conversion etc.).Perhaps or in addition, each advertisement group can comprise average unit cost (for example, the average unit cost advanced of every bit, average unit cost of each conversion etc.).So single maximum cost and/or single average unit cost can be relevant with one or more key words.As described, each advertisement group can have one or more advertisements or " intention " (that is, finally presenting to terminal user's ad content).Advertising message 205 natures can comprise information more or less, and can organize by many different numbers.

Advertising message 205 can be transfused to through advertising message input and bookkeeping 215 and manage.Movable (for example, aiming at the mark) non-productive operation 220 can be used and be helped the effective advertising campaign of advertiser's 110 generations.For example, the information that activity non-productive operation 220 can use system 210 in stock to provide, the advertising impression that it can be followed the tracks of all possible advertising impression, the advertising impression that has kept and can be used for given key word when using the advertisement situation by search engine.Advertisement provides operation 230 ad-request that can serve from ad consumer 130.Advertisement provides operation 230 to use relevant to determine that operation 235 determines candidate's advertisement for given request.Advertisement provides operation 230 can use Optimizing operation 240 to select one group of final one or more candidate's advertisement then.Advertisement provides operation 230 can use then to present attribute assignment operations 250 advertisement of returning of sorting relatively and presents.Record keeping/billing operation 225 can be used to follow the tracks of relevant variation is provided and is used to advertisement advertiser is chargeed.Fraud detection operations 255 can be used for reducing (for example, advertiser carries out) rogue and use ad system, such as the credit card of having things stolen by use.At last, interface operation 260 can be used to the object information that the relevant actual advertisement that is provided is provided (from other entity of ad consumer 130 or some) as a result, whether take place such as putting into, transform and (for example whether take place, in the schedule time that provides advertisement, whether the commodity of institute's advertisement or the sale of service start or finish) etc.Such object information can be received at interface 261, and can comprise the time that identification advertisement and advertisement provide and the information of correlated results.

§ 4.1.3 definition

Online advertisement (such as in as above with reference to figure 1 and the described example system of Fig. 2 employed those), or any other system can have multiple internal characteristics.Such feature can be stipulated by application program and/or advertiser.Below, these features are known as " characteristic of advertisement ".For example, be example with the text advertisements, characteristic of advertisement can comprise header line, advertisement text, inline linking.With the image ad is example, and characteristic of advertisement can comprise image, executable code and inline linking.According to the type of online advertisement, characteristic of advertisement can comprise following one or multinomial: text, link, audio file, video file, image file, executable code and embedded information etc.

When online advertisement is provided, can use following one or more parameters when, where to describe and how to provide advertisement.Below, these parameters are called as " parameter is provided ".For example, provide parameter can comprise following one or multinomial: the feature (comprising associated information) that the used document of advertisement is provided, provide relevant search inquiry or Search Results with advertisement, user characteristics (for example, their geographic position, the employed language of user, the type of employed browser, page browsing before this, behavior before this), start main frame or member's website (for example, America Online of request, Google, Yahoo), advertisement is in the absolute position that provides on its page, (space or time) position with respect to other advertisements that provide, the absolute dimension of advertisement, size with respect to other advertisements, the color of advertisement, the number of other advertisements that provided, the type of other advertisements that provided, the time of advertisement is provided every day, the time of advertisement is provided weekly, the time of advertisement etc. is provided every year.Nature also has other the parameter that provides can be used in the environment of the present invention.

Though it may be non-intrinsically safe for characteristic of advertisement that parameter is provided, they are relevant with advertisement as the conditioned disjunction constraint is provided.Provide conditioned disjunction when constraint when being used as, such parameter that provides can be called " constraint is provided " (or " target alignment standard ") for short.For example, in some system, advertiser can only provide, be not less than certain position, only the user in some place be provided to wait its advertisement that provides is aimed at the mark by his advertisement of concrete regulation at weekend.As other example, in some system, the advertisement that advertiser can stipulate it only just provides when the page or search inquiry comprise some key word or phrase.Another example and for example, in some system, advertiser can stipulate that particular topic or notion only are provided in its advertisement in the document that is provided, or falls into specific clusters or many bunches or some other classification or a plurality of minutes time-likes and just provide.

" advertising message " can comprise following combination in any: characteristic of advertisement, advertisement provide constraint, the expansion information of ad related information (for example, derived from) of information (abbreviation " advertisement derivation information ") that constraint derives and/or the information (abbreviate " ad related information ") relevant with advertisement and these information can be provided from characteristic of advertisement or advertisement.

" document " can broadly be construed to comprises any machine readable or the storable product of machine.Document can be file, file combination, embed and to have to one or more files of the link of alternative document etc.; File can be an any type, such as text, audio frequency, image, video etc.The part that gives terminal user's document can be taken as " content " of document.Can in document, define the advertisement position district by embedded information or instruction.In internet environment, common file is a webpage.Webpage often comprises content, can comprise embedded information (such as metamessage, hyperlink etc.) and/or embedded instruction (such as, Javascript etc.).In many examples, document has unique, addressable memory location, therefore can be identified uniquely by this addressable position.Resource locator (URL) is exactly to be used for the unique address of the information on the access internet.

" document information " can comprise any information that is included in document, can be derived from information that is included in the information in the document (being called " document derivations may information ") and/or the information (be called " document related information ") relevant with document, and the expansion of these information (for example, being derived from the information of relevant information).An example of document derivations may information is based on the classification of document text content.The example of document related information comprises from other to be had to the document information of the linked document of instant document, and the document information of having instant document links other documents thereon by oneself.

Document content can provide on " content provides application program or device ".Content provides the example of application program to comprise that Internet-browser (for example, Explorer or Netscape), media player (for example, MP3 player, Realnetworks streaming audio file player etc.), browser (for example, Adobe Acrobat pdf reader) etc.

" content owner " is individual or the entity that has some property right with regard to document content.The content owner can be the author of document.Perhaps or additionally, the content owner can have other rights of defined in the right of right, show-and-tell or show content of right, preparing content derivative works of reproducting content and/or the content.Though content server can be the content owner for content in the document that it provided, be not what it can't be otherwise.

Each exemplary of the present invention now is described among the § 4.2.

§ 4.2 exemplary

§ 4.2.1 uses client application that providing of content-relevant ad is provided

According to the present invention, customer set up (such as end-user system) can comprise one or more application programs, is used for (1) and asks one or more content-relevant ad, and (2) use the content of the document of being asked that at least one content-relevant ad is provided.Request to one or more content-relevant ad can comprise the information relevant with the document of being asked, such as (1) content from document, the relevant information of (2) document content (for example, notion, theme, classification, classification etc.), and/or (3) document identifier (for example, the URL of webpage).The content-relevant ad of being returned can provide in any multiple mode in conjunction with document content, some in these modes described above.One or more client applications can for example comprise other application program of browser, browser plug-in, browser toolbar or some.

If the advertisement on terminal user's browsing computing machine, advertisement can be inserted in the document content or in conjunction with document content as follows so provides: the content on (1) terminal user's computing machine (for example provides operation, browse) expansion (for example, plug-in unit such as toolbar), (2) content (for example provides operation, browse) itself, or (3) independent application program.For example, Fig. 4 illustrates system 400, and wherein one or more end-user systems 410 can and use content to provide operation 412 that the content of the document of being asked is provided from one or more content server 420 request documents.Advertisement Server 430 can be used to provide the advertisement about document content.End-user system 410, content server 420 and Advertisement Server 430 can intercom such as the internet with a plurality of networks and inter-network 440 mutually by one.

As described just now, end-user system 410 can comprise that content provides operation 412, such as browser.One and a plurality of end-user systems 410 also can comprise the content objective advertisement operation 414 that provides support.In the example in front, the content objective advertisement provides support and operates 414 can be browser, browser plug-in, browser extension (content as end-user system 410b provides shown in the operation 414b that operates 412b) or some other application programs (as providing shown in the operation operation 414a that 412a is separated with content, the two all resides on the end-user system 410a).

Advertisement Server can comprise that one provides operation 432 with a plurality of advertisements 434 (and relevant advertising message (not shown)) and contents advertising.In order to strengthen terminal user's experience, Advertisement Server 410 should be provided in a way the relevant advertisement of content of being asked with the terminal user.For example, Application No. 10/375,900 (being hereby incorporated by) have been described the multiple method and apparatus that is used to provide content-relevant ad, this application was submitted on February 26th, 2003, exercise question is " Serving Advertisement Based on Content ", and listed invention people is Darell Anderson, Paul Bucheit, Alex Carobus, Claire Cui, Jeffrey A.Dean, Georges R.Harik, Deepak Jindal and NarayananShivakumar.Content-relevant ad provides operation 432 can use from the document information in the request of customer set up with directly or inquire about further document information, is used for determining one and a plurality of content-relevant ad.In other words, document information (for example, web page contents) can obtain during ad-request.For example, the application program on the customer set up can send all required in ad-request document information (for example, web page contents, webpage notion etc.), or required document information can use document identifier to obtain.Required document information (for example, web document) can be (that is, the obtaining before concrete request) of looking ahead, and is used for following content-relevant ad target alignment.And, also obtain the additive method of document information in addition, such as the disclosed method of following U.S. Patent application: Application No. 10/113,796 (being hereby incorporated by), submit on March 29th, 2002, exercise question is " Method And Apparatusfor Increasing Efficiency for Electronic Document Delivery to Users "; Application No. 09/734,886 (being hereby incorporated by) was submitted on Dec 13rd, 2000, and exercise question is " Hypertext Browser Assistant "; Application No. 09/734,901 (being hereby incorporated by) was submitted on Dec 13rd, 2000, and exercise question is " System And Method for Performing In-context Searching ".

Each content server 420 can comprise that content 424 and content provide operation 422.In an example, content provides operation 422 to use the resource locator (URL) that is provided by end-user system 410 that document is provided, such as webpage.

Each different embodiment of the present invention all is feasible.In these embodiments, customer set up (end-user system) will be as document request with to a source with the request (comprising document information) of a plurality of content-relevant ad, content server will be as the source of document, the contents advertising server will be as the source of one or more content-relevant ad, and customer set up will (directly or indirectly) (separately or together) receives document and content-relevant ad.

Fig. 5 and 6 is information notice synoptic diagram, and these information are exchanged by the end-user system in each exemplary of the present invention (example of customer set up), Advertisement Server and content server.The invention is not restricted to shown communication sequence.Other embodiments also are fine and are obvious for those of ordinary skills.For example, though each embodiment can comprise intermediate node (for example, the agency), and not shown such embodiment.

In the illustrated embodiment of Fig. 5, when end-user system 510 when content server 520 is submitted document request (communication 550) to, content server 520 returns the document (communication 560) of being asked to end-user system 510.End-user system 510 is forwarded to content-related advertising server 530 with document information (communication 570) then.Content-related advertising server 530 uses document information perhaps to also have other information to determine one and a plurality of advertisements then.This is provided for end-user system 510 (communicating by letter 580) then with a plurality of advertisements.In this embodiment, end-user system 510 can comprise the device that is used for and a plurality of advertisements are inserted into document.Perhaps, this and a plurality of advertisements can provide (for example, ejecting and springing in the window) in conjunction with document content.

In the illustrated embodiment of Fig. 6, when end-user system 610 when content server 620 is submitted document request (communication 650) to, it has also submitted document information finger URL (for example, its URL) (communication 660) to content-related advertising server 630.Content server returns the document (communication 660) of being asked and arrives end-user system 610.Content-related advertising server 630 uses the document finger URL perhaps to also have other information to obtain (looking ahead for example) document information then.Content-related advertising server 630 uses the document information perhaps to also have other information to determine one or more advertisements then.This is provided for end-user system 610 (communicating by letter 680) then with a plurality of advertisements.In this embodiment, end-user system 610 can comprise the device that is used for and a plurality of advertisements are inserted documents.Perhaps, this and a plurality of advertisements can provide (for example, ejecting and springing in the window) in conjunction with document content.

In an exemplary, the URL that the browser/toolbar on the customer set up will be provided for the webpage of browsing sends to content-related advertising server.Content-related advertising server uses this URL to determine the content/notion relevant with this URL with the result of Webpage search before this then.Be determined and be returned to browser with one or more advertisement of determined content/conceptual dependency.Browser will provide at least one advertisement of returning (but in this specific exemplary, being not in document content) then in browser frame.Fig. 8 illustrates exemplary browser window 800, the part that it comprises document content part 810 and be called as " browser chrome yellow " 820 on documentation section.As shown in the figure, in this illustrative embodiments of the present invention, content-relevant ad 830 the toolbar section in the browser chrome yellow 820 of browser window 800 provides.(not shown) in another embodiment, content-relevant ad can be disposed on the browser chrome yellow or under, perhaps in the browser chrome yellow on the toolbar or under.Nature, content-relevant ad or other advertisements can (for example provide in the main body of web document, the SGML (for example, HTML, XML etc.) that use iframes, uses browser program to change to be used to create other webpages, use some other customer set up application programs to change the SGML etc. of webpage).

In this and other illustrative embodiments of the present invention, the content of this webpage provided (perhaps, at least having started provides) before one or more content-relevant ad are provided.Really, in a specific implementations of the present invention, webpage even can before customer set up application requests content-relevant ad, be provided (perhaps, at least having started provides).Do like this and can be used to guarantee to provide one or more content-relevant ad can not conflict mutually with the web page contents loading or get the jump on before it.Nature, the present invention does not need such processing sequence; Reaching such embodiment can use, and wherein advertisement can provide (perhaps, having started advertisement provides) simultaneously before web page contents or with it, or provides at first available basis.In other embodiments, document identifier information (for example, URL) can be quickly (for example, before to the information request of content server or simultaneously basic) be sent to content-related advertising server, thereby content-related advertising server can have more time carries out selection and the required processing/coupling of returned content relevant advertisements, so promote terminal user's viewing experience.

Advertisement may be displayed on the appropriate location and in independent window.At least use document (for example, webpage) information that advertisement is provided.The document and/or some information relevant with the document processed and be converted into allow with the advertisement of expection and suitably, the form that is complementary of the selection of the advertisement that is hopeful to be correlated with.When if advertisement will be shown or shifted to an earlier date searched and when handling, also can analyze the document.In the situation of Search Results (or some other contents that dynamically produce), advertisement can be inserted in the interstitial page before being loaded into Search Results.It can be inserted in the page of " high-speed cache " of the mirror image on the search engine site.It can be inserted in the sealing frame (for example, under the situation of Google browser).

Though be not illustrated in the previous example, content-related advertising server can only return to end-user system with ad identifier or advertisement finger URL.End-user system can use ad identifier or finger URL to come (for example, this locality) to search advertisement.If advertisement " very huge " (for example, image ad, flash advertisement etc.), this arrangement may have superiority so.More specifically, this can be used to keep the contents advertising server light and handy.

§ 4.2.2 example data structure

As discussed above like that, advertisement such as the form of content-relevant ad can be such as the advertisement of the so-called net width of cloth diagram form advertisement, plain text advertisement, image ad, audio advertisement, video ads, make up the advertisement of any one or a plurality of such element etc.Advertisement also can comprise embedded information and/or the machine-executable instruction such as link.Advertisement can be used the SGML coding such as HTML, XML etc.

According to the present invention, the request to one or more content-relevant ad that is derived from the customer set up application program can comprise document information, and the document information is perhaps as few as the document identification of webpage URL.Perhaps or in addition, this request can comprise the one or more of following pieces of information.

The territory	Explanation
		The client	Advertisement co-worker name.The co-worker can have their name with the prefix of known identifiers.Self-service co-worker can be endowed the name of appointment.
Form	The form that is used to show.For example, format=160 * 600 mean corresponding to 120 and take advantage of 600

	Template/the output parameter of pixel will be used for showing.Parameter File 120 * 600 can be read from template directory by content-related advertising server.Content-related advertising server can use the template file of appointment then from Parameter File.The form level that impliedly is associated with template can be arranged.Parameter File (for example can be searched in the following order, format=120 * 600titled, client=worldnow): 1. Dui Yingyu $FORMAT_$CLIENT, be used for showing (that is, 120 * 600_titled_worldnow); 2. if do not find the next item up, it attempts using specified format (that is, 120 * 600_titled) so; 3. if do not find the next item up, it uses basic format (that is, 120 * 600) so.
		At random	Because browser carries out buffer memory, if people's accessed web page once more, the new request of display ads can produce.This territory has increased the chance that advertisement is provided by new request is produced.
Url	This can be the URL of the associated document of advertisement.In one embodiment, URL wishes suitably to be ignored.In some instances, if the co-worker (for example transmits other document information in request, " prompting " of following explanation or " content "), they can specify the url=sky so.
		Hl	The language of webpage (for example, respectively for English, German and French, hl=en, de, fr)
De	The web page coding font.
		Adsafe	Advertisement (for example based on adult content, suitable classification of age (widely collect, tobacco etc.) or any other standard) can be divided into different classifications.The co-worker can select to show the advertisement of different level of securitys.In one embodiment, if the value in this territory is not specified, default value is " height " so, the household safe advertisement of permission is shown that porno advertisement then is filtered.The co-worker can select " medium " the safe advertisement of permitting, this can comprise widely collects advertisement (this is not a household safe) but will the filtering eroticism advertisement." low " value then can be used to avoid filtering advertisements.
Output	This territory can be used to control output.For example, default option can be HTML.Other

	Possible values comprises html, xml, xml_no_dtd, js etc.
		Num_ads num (num is left in the basket)	This territory can be used to specify in the response maximum number of the advertisement that will return.Also exception can be arranged: for example, if " output=html ", this parameter can be left in the basket so.In one embodiment, this value can not surpass hard sign indicating number setting maximal value (for example, 10).
Alternate_ ad_url	In one embodiment, this territory only can be used when " output=html ".This is useful in such situation: the advertisement that the contents advertising server selects not show some page (for example, the negative page or the pornographic page), and the co-worker is ready to fetch the stock; In such circumstances, the co-worker can specify this URL.
		Content	If content is appointment, this given content can be used for content-relevant ad target alignment (using or do not use document information obtained or that look ahead) so.For example, the content pieces code (for example, Javascript) can use this mechanism.In such circumstances, content can be passed through " conceptual expansion " stage.Value can be the html or the plaintext of any escape.For example, if contents=this+is+a+document+about+ is %3Ch1%Ecar+insurance+%3C/h1%3E, with html statement be exactly " This is a document about＜h1〉car insurance＜/h1 ", " car insurance " can be given higher weight, because its font is big.In one embodiment, appointment is finished in request in this territory, thereby the remainder of request forms and suitably transmits.
Hint	This territory can be used to promote the use of hint (hint).If specified hint, they can use in conjunction with other available document contents so.This hint value can be endowed bigger weight, and if possible appends to each weight part of each content.If document content can not use/can not retrieve, this hint can be forwarded to ad mixer so, does not aim at the mark when having conceptual expansion.In one embodiment, value is specified with following example format: hints=car+autos, car+insurance, car+loans.This hint has been used a kind of OR inquiry: " car autos " _ OR_ " car insurance " _ OR_ " car loans ".
		Channel	This is the mechanism that a kind of co-worker is used for following the tracks of their request.Example request looks like: channel=bar.com+lang_en+foo_this_is_long.
Color_bg, color_text,	In one embodiment, this mechanism is used for publisher or the co-worker specifies the color that can use at their advertising format.This allows publisher or co-worker to create unified

Color_link, color_url, color_bord er	Style and color scheme.Similarly the territory also can be used for other characteristic of advertisement (color, font type, font size etc.), allows publisher or co-worker to come to select from various advertisement indicating templates.
		GI	In one embodiment, this parameter is used for the geography target aligning.In one embodiment, it specified request at country.If set, it can cover IP-based geography target aligning so.
Ip	Initiate the IP address of the device of request.For example, when request be to make by the co-worker but not directly when user browser is made, so just can use this territory.For example, if co-worker oneself formats advertisement, they can use predefined XML output format so, thereby each browse request will be hit their server, and this server is again with the server that contacts us.In this situation, for spam detection and geography target aligning, the co-worker provides the IP address of browse request.
		Eip	Identical with top " ip ", but because privacy former thereby encrypt.For example, if the co-worker has confidentiality agreement to make them can not transmit some people's IP address, this territory just may be useful so.
Adtest	If be set at " on ", all requests can be considered to debugging request so, and can be according to using statistic (for example, impression/advance to follow the tracks of) to count.Load testing is carried out but the co-worker that do not want to influence the advertistics amount is useful for wanting to their website in this territory.
		Useragent	Can ask the xml request to it.Because the xml request is from co-worker's server, the user agent of request browser may need to determine that it is robot or off-line browsers.In one embodiment, if the co-worker does not receive any information in the user-agent headers from browser, they should make this blank when request so.

§ 4.2.2 exemplary means

Fig. 7 is the high level block diagram of machine 700, and this machine 700 can influence aforesaid one or more operation (for example, the operation of being carried out by end-user system, the operation of being carried out by content server or the operation of being carried out by content-related advertising server).Machine 700 can comprise one or more processors 710 basically, and one or more input/output interfaces unit 730, one or more memory storage 720, one or more system bus and/or be used to promotes the network 740 of the information of transmitting between coupling element.One or more input medias 732 and one or more output unit 734 can be coupled with one or more input/output interfaces unit 730.

One or more processors 710 (for example can be carried out machine-executable instruction, C or C++, run on the solaris operating system that can obtain from the Sun Microsystem company in Palo Alto city, California or the (SuSE) Linux OS that extensively obtains from numerous suppliers such as the Red Hat company of the Durham of North Carolina on) realize one or more aspect of the present invention.At least the part of machine-executable instruction can (temporarily or more enduringly) be stored on one or more memory storages 720, and/or can receive from external source by one or more input interface units 730.

In one embodiment, machine 700 can be one or more traditional PC.In this example, processing unit 710 can be one or more microprocessors.Bus 740 can comprise system bus.Memory storage 720 can comprise system storage, such as ROM (read-only memory) (ROM) and/or random-access memory (ram).Memory storage 720 also can comprise the hard disk drive that reads or write hard disk, reads or write the disc driver of (for example, detachable) disk, read or write detachable (magnetic) CD, such as the CD drive of compact disk or other (magnetic) optical mediums.

The user can be by input media 732 input commands and information in personal computer, and input media is such as being keyboard and pointing device (for example, mouse).Also can (or optionally) comprise other input medias, such as microphone, operating rod, game mat, satellite dish, scanner etc.These and other input media normal open overcoupling are connected to processing unit 710 to the suitable interface 730 of system bus 740.Output unit 734 can comprise the display device of monitor and other types, and it also can be connected to system bus 740 by suitable interface.Except that monitor (or replacing monitor), personal computer can comprise other (periphery) output unit (not shown), such as loudspeaker and printer.

§ 4.3 conclusions

As to understand like that by preamble explanation, the present invention has expanded advertiser and their advertisement is offered those has understood and the terminal user's of advertisement related content chance.One or more customer set up application programs can be used for (i) request advertisement relevant with the document content of being asked, and/or (ii) provide one or more content-relevant ad in conjunction with the document of being asked.

Claims (82)

1. method that is used in the environment that comprises customer set up and Advertisement Server, described method comprises:

A) receive document information, described document information is from the application program on the described customer set up;

B) use the document information that is received to determine at least one advertisement relevant at least with described document content; And

C) at least one determined advertisement is sent to described customer set up.

2. method according to claim 1 wherein, determines that ad related information is also used in the action of at least one advertisement relevant with described document content at least.

3. method according to claim 2, wherein, described ad related information comprises the advertisement notion.

4. method according to claim 1, wherein, described document information is a document related information.

5. method according to claim 1, wherein, described document information is at least one notion of described document content.

6. method according to claim 1, wherein, described document information is a document identifier.

7. method according to claim 6, wherein, determine that the action of at least one advertisement relevant with described document content comprises:

I) use document identifier to search the document content relevant information; And

Ii) use described document content relevant information to determine at least one advertisement relevant with described document content.

8. method according to claim 1, wherein, described document information comprises document content.

9. method according to claim 1, wherein, described application program is content requests and application program is provided.

10. method according to claim 1, wherein, described application program is a browser.

11. method according to claim 1, wherein, described application program is a browser plug-in.

12. method according to claim 1, wherein, described application program is a browser toolbar.

13. a method that is used in the environment that comprises customer set up and content-related advertising server, described method comprises:

A) receive the document that is requested that comprises content by described customer set up;

B) will be submitted to content-related advertising server to the request of at least one content-relevant ad by described customer set up;

C) receive at least one content-relevant ad by described customer set up, described content-relevant ad is derived from described content-related advertising server; And

D) provide at least one at least one content-relevant ad that is received by described customer set up.

14. method according to claim 13, wherein, described request comprises the identifier of the document that receives.

15. method according to claim 13, wherein, described request comprises the content of the document that receives.

16. method according to claim 13, wherein, described request comprises the notion that obtains from the content of reception document.

17. method according to claim 13 also comprises:

By the contents extraction notion of described customer set up from the reception document,

Wherein, described request comprises the notion that described customer set up extracts.

18. method according to claim 13, wherein, the described action that at least one at least one content-relevant ad that is received be provided by described customer set up comprises that the content in conjunction with the document of asking provides at least one in described at least one content-relevant ad.

19. method according to claim 13 also comprises:

E) in first window, provide described document content by described customer set up,

Wherein, at least one in described at least one content-relevant ad that receives provides in second window.

20. method according to claim 19, wherein, described second window provides on described first window and covers first window to small part.

21. method according to claim 19, wherein, described second window provides under described first window and does not cover any part of described first window.

22. method according to claim 19, wherein, contiguous described first window of described second window provides.

23. method according to claim 13, wherein, described request at least one content-relevant ad be by on the described customer set up browser application produced and sent.

24. method according to claim 23, wherein, at least one in described at least one content-relevant ad that receives provided by described browser application.

25. method according to claim 13, wherein, described request at least one content-relevant ad be by on the described customer set up browser plug-in produced and sent.

26. method according to claim 25, wherein, at least one in described at least one content-relevant ad that receives provided by described browser plug-in.

27. method according to claim 13, wherein, described request at least one content-relevant ad be by on the described customer set up browser toolbar produced and sent.

28. method according to claim 27, wherein, at least one in described at least one content-relevant ad that receives provided by described browser toolbar.

29. method according to claim 13 also comprises:

E) provide the content of the document of asking,

Wherein, the action that provides the content of the document of asking is to start before the action of submitting request to.

30. method according to claim 13 also comprises:

E) provide the content of the document of asking,

Wherein, the action that provides the content of the document of asking is to finish before the action of submitting request to.

31. method according to claim 13 also comprises:

E) provide the content of the document of asking,

Wherein, providing the action of the content of the document of asking is to start before startup provides the action of at least one at least one content-relevant ad that is received.

32. method according to claim 13 also comprises:

E) provide the content of the document of asking,

Wherein, providing the action of the content of the document of asking is to finish before startup provides the action of at least one at least one content-relevant ad that is received.

33. method according to claim 13, wherein, the described action that will be submitted to content-related advertising server to the request of at least one content-relevant ad is to take place before the request to the document of being asked.

34. method according to claim 13, wherein, the described action that will be submitted to content-related advertising server to the request of at least one content-relevant ad is simultaneous with the request to the document of being asked basically.

35. method according to claim 13 also comprises:

E) in browser window, provide the content of described document by described customer set up,

Wherein, at least one in described at least one content-relevant ad that receives provides in described browser window.

36. method according to claim 13 also comprises:

E) provide the content of described document by described customer set up in the first of browser window,

Wherein, at least one in described at least one content-relevant ad that receives provides in the second portion of described browser window, and the second portion of wherein said browser window and the first of described browser window be the communal space not.

37. method according to claim 36, wherein, the second portion of described browser window is the browser chrome yellow part of described browser window.

38. method according to claim 36, wherein, the second portion of described browser is a browser toolbar.

39. method according to claim 36 also comprises:

F) third part at described browser window provides the browser chrome yellow.

40. according to the described method of claim 39, wherein, the third part of described browser window is arranged between the first and second portion of described browser window.

41. according to the described method of claim 39, wherein, the second portion of described browser window is arranged between the first and third part of described browser window.

42. a device that is used in the environment that comprises customer set up and Advertisement Server, described device comprises:

A) input of reception document information, described document information is derived from the application program on the described customer set up;

B) use the document information received to determine the device of at least one advertisement relevant at least with described document content; And

C) described at least one determined advertisement is sent to the device of described customer set up.

43., wherein, describedly determine that the device of at least one advertisement relevant with described document content also uses ad related information at least according to the device of claim 42.

44. according to the device of claim 43, wherein, described ad related information comprises the advertisement notion.

45. according to the device of claim 42, wherein, described document information is a document related information.

46. according to the device of claim 42, wherein, described document information is at least one notion of described document content.

47. according to the device of claim 42, wherein, described document information is a document identifier.

48., wherein, describedly determine that the device of at least one advertisement relevant with described document content comprises according to the device of claim 47:

I) use document identifier to search the device of document content relevant information; And

Ii) use described document content relevant information to determine the device of at least one advertisement relevant with described document content.

49. according to the device of claim 42, wherein, described document information comprises document content.

50. according to the device of claim 42, wherein, described application program is content requests and application program is provided.

51. according to the device of claim 42, wherein, described application program is a browser.

52. according to the device of claim 42, wherein, described application program is a browser plug-in.

53. according to the device of claim 42, wherein, described application program is a browser toolbar.

54. one kind resides on the customer set up and is used in device in the environment that comprises content-related advertising server, described device comprises:

A) will be submitted to the device of described content-related advertising server to the request of at least one content-relevant ad;

B) input is used for receiving:

I) comprise the document that is requested of content;

Ii) at least one content-relevant ad, described content-relevant ad is derived from described content-related advertising server; And

C) provide the device of at least one at least one content-relevant ad that is received.

55. according to the described device of claim 54, wherein, described request comprises the identifier of the document that receives.

56. according to the described device of claim 54, wherein, described request comprises the content of the document that receives.

57. according to the described device of claim 54, wherein, described request comprises the notion that obtains from the content of reception document.

58., also comprise according to the described device of claim 54:

From the device of the contents extraction notion of reception document,

Wherein, described request comprises the notion of being extracted by described customer set up.

59. according to the described device of claim 54, wherein, the described device that at least one at least one content-relevant ad that is received is provided provides at least one in described at least one content-relevant ad in conjunction with the content of request document.

60., also comprise according to the described device of claim 54:

E) in first window, provide the device of described document content,

Wherein, at least one in described at least one content-relevant ad that receives provides in second window.

61. according to the described device of claim 60, wherein, described second window provides on described first window and covers first window to small part.

62. according to the described device of claim 60, wherein, described second window provides under described first window and does not cover any part of described first window.

63. according to the described device of claim 60, wherein, contiguous described first window of described second window provides.

64. according to the described device of claim 54, wherein, described submission is a browser application on described customer set up to the device of the request of at least one content-relevant ad.

65. according to the described device of claim 64, wherein, the described device that is used to provide is described browser application.

66. according to the described device of claim 54, wherein, described submission is a browser plug-in on the described customer set up to the device of the request of at least one content-relevant ad.

67. according to the described device of claim 66, wherein, the described device that is used to provide is described browser plug-in.

68. according to the described device of claim 54, wherein, described submission is a browser toolbar on the described customer set up to the device of the request of at least one content-relevant ad.

69. according to the described device of claim 68, wherein, the described device that is used to provide is described browser toolbar.

70., also comprise according to the described device of claim 54:

E) provide the device of the content of the document of asking,

Wherein, the described device that is used to provide started the content that the document of asking is provided before the device that is used to submit to is submitted request to.

71., also comprise according to the described device of claim 54:

E) provide the device of the content of the document of asking,

Wherein, the described device that is used to provide was finished the content that the document of asking is provided before the device that is used to submit to is submitted request to.

72., also comprise according to the described device of claim 54:

E) provide the device of the content of the document of asking,

Wherein, providing the content of the document of asking is to start before startup provides at least one at least one content-relevant ad that is received.

73., also comprise according to the described device of claim 54:

E) provide the device of the content of the document of asking,

Wherein, providing the content of the document of asking is to finish before startup provides at least one at least one content-relevant ad that is received.

74. according to the described device of claim 54, wherein, the described content-related advertising server that will be submitted to the request of at least one content-relevant ad is to take place before the request to the document of being asked.

75. according to the described device of claim 54, wherein, the described content-related advertising server that will be submitted to the request of at least one content-relevant ad is simultaneous with the request to the document of being asked basically.

76., also comprise according to the described device of claim 54:

E) in browser window, provide the device of the content of described document,

Wherein, at least one in described at least one content-relevant ad that receives provides in described browser window.

77., also comprise according to the described device of claim 54:

E) provide the device of the content of described document in the first of browser window,

Wherein, at least one in described at least one content-relevant ad that receives provides in the second portion of described browser window, and the second portion of wherein said browser window and the first of described browser window be the communal space not.

78. according to the described device of claim 77, wherein, the second portion of described browser window is the browser chrome yellow part of described browser window.

79. according to the described device of claim 77, wherein, the second portion of described browser window is a browser toolbar.

80., also comprise according to the described device of claim 77:

F) provide the device of browser chrome yellow in the third part of described browser window.

81. 0 described device according to Claim 8, wherein, the third part of described browser window is arranged between the first and second portion of described browser window.

82. 0 described device according to Claim 8, wherein, the second portion of described browser window is arranged between the first and third part of described browser window.

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