Abstract:
The disclosure provides for electronic commerce using streaming media. (1) E-commerce opportunities are combined with incentives (e.g., random, pseudo-random, skill-based, or responsive to aggregate buying) for participation by recipients, enhancing the likelihood of responses from recipients and the value of distribution of the promotional information. (2) Techniques are applied to a server associated with e-commerce opportunities, to avoid unduly burdening that server. An applet may conduct the interactive process with the recipient and present results to the server, implement the incentives, conduct e-commerce transactions with the recipient, and select one or more recipients for an incentive reward. (3) The promotional material is associated with elements of the streaming media being presented, such as an actor or object. Presentation of promotional material at a device can be responsive to information about the recipient, gleaned from, for example: demographic information, preferences, fuzzy searching, or collaborative filtering.

Description:
BACKGROUND OF THE INVENTION 
       [0001]    1. Field of the Invention This invention relates to electronic commerce using streaming media, such is as used in conjunction with a broadcast or internetworking environment. 
         [0002]    2. Related Art 
         [0003]    Broadcast of information and related methods (such as closed caption, community television systems, multicast, narrow-cast, or videoconferencing) allow recipients to receive streaming media, such as streaming audio or video shows, or combinations thereof. Streaming media can now be delivered to recipients using a large number of methods, including electromagnetic broadcast, network multicast, and switched system delivery. 
         [0004]    Computer communication and computer networks allow people and businesses that are otherwise distant from each other to contact each other and exchange information. One advantageous use of computer communication is to allow commercial transactions to be conducted electronically between buyers and sellers. This form of commerce (“electronic commerce” or “e-commerce”) can include advertising, catalog information, order placement, and order tracking. 
         [0005]    One problem in the known art is how best to promote e-commerce to disparate users without using undue amounts of resources for delivery of e-commerce advertising, e-commerce offers and other e-commerce information. This problem is exacerbated with regard to goods and services that might be of interest to large numbers of customers, but for which exchange of e-commerce information does not scale well with those large numbers. 
         [0006]    Accordingly, it would be advantageous to provide a technique for electronic commerce using streaming media, such as used in conjunction with a broadcast or inter-networking environment. This advantage is achieved in embodiments of the invention in which non-obvious improvements are made. (1) E-commerce opportunities, such as promotional information, are combined with incentives for participation, thus enhancing the likelihood of responses from recipients and enhancing the value of distribution of the promotional information. (2) Techniques are applied to reduce load on an e-commerce server associated with the e-commerce opportunities, so that relatively large numbers of recipients can respond to e-commerce opportunities without unduly burdening that server. (3) E-commerce opportunities and promotional material are associated with elements of the streaming media and possibly personalized for individual recipients. 
       SUMMARY OF THE INVENTION 
       [0007]    The invention provides a method and system for electronic commerce using streaming media, such as used in conjunction with a broadcast or internetworking environment. 
         [0008]    In a first aspect of the invention, e-commerce opportunities (for example, hyperlinks or pointers to other streaming media, such as advertising or further promotional material) in streaming media are combined with incentives for participation by recipients. This enhances the likelihood of responses from recipients and enhances the value of distribution of the promotional information with the streaming media. Incentives can be random or pseudo-random, skill-based, or responsive to aggregate buying. 
         [0009]    In a second aspect of the invention, techniques are applied to reduce load on an e-commerce server associated with the e-commerce opportunities, so that relatively large numbers of recipients can respond to e-commerce opportunities without unduly burdening that server. An applet (possibly encrypted) conducts the interactive process with the recipient and presents results to the server. The applet can implement the incentives, can conduct all or part of the e-commerce transaction with the recipient, and can operate in conjunction or in parallel with the server to select one or more recipients for an incentive reward. 
         [0010]    In a third aspect of the invention, presentation of the e-commerce opportunities and the promotional material at the receiving device are responsive to personalized information about the recipient, gleaned from one or more of: demographic information, stated preferences, fuzzy searching, or collaborative filtering. 
         [0011]    The invention provides an enabling technology for generalized electronic commerce using streaming media, to obtain substantial advantages and capabilities that are novel and non-obvious in view of the known art. Examples described below relate to sales of goods or services, but the invention is broadly applicable to many different types of transactions. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         [0012]      FIG. 1  shows a block diagram of a system including electronic commerce using streaming media, such as used in conjunction with a broadcast or internetworking environment. 
           [0013]      FIG. 2  shows a process flow diagram of a method for operating a system including electronic commerce using streaming media, such as used in conjunction with a broadcast or internetworking environment. 
       
    
    
     DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT 
       [0014]    In the following description, a preferred embodiment of the invention is described with regard to preferred process steps and data structures. Embodiments of the invention can be implemented using general purpose processors or special purpose processors operating under program control, or other circuits, adapted to particular process steps and data structures described herein. Implementation of the process steps and data structures described herein would not require undue experimentation or further invention. 
         [0015]    As noted above, the invention provides a method and system for electronic commerce using streaming media, such as used in conjunction with a broadcast or inter-networking environment. 
       Lexicography 
       [0016]    As used herein, use of the following terms refer or relate to aspects of the invention as described below. The descriptions of general meanings of these terms are not intended to be limiting, only illustrative.
       streaming media—in general, a time-varying sequence of data intended for presentation to a recipient
           For example, streaming media can include animation, audio information, motion picture or video information, still pictures in sequence, or other time-varying data. In a more general sense, streaming media can include non-visual data such as stock market information or telemetry.   
           element—in general, a distinguishable object (distinguishable by viewers) in a sequence of streaming media, such as a picture of a selected actor in an “action-adventure” television show   e-commerce—in general, transactions conducted using a communication link or a processing device
           For example, e-commerce can include ordering goods or services using a communication medium such as the internet, even if delivery of those goods or performance of those services is in person. In a more general sense, e-commerce can include transactions that are wholly performed using communication, such as bank transfers, credit card transactions, or futures or stock market trading. Although most examples of e-commerce include exchange of money or other things of value, the concept of e-commerce is broad enough to include charitable activity such as donations or gifts.   
           promotional information—in general, information presented to a recipient to encourage or entice that recipient to participate in an e-commerce or related activity.
           For example, an e-commerce opportunity or promotional information can include an advertisement, information about a product or service, an offer for sale, or a hyperlink or pointer to an advertisement, to information, or to an offer.   
           recipient—in general, a person (or set of people) receiving and viewing the streaming media
           Although the description herein is related to individuals as recipients, a recipient can be an agent for an organization, such as a business, charitable, or governmental organization.   
           hyperlink or pointer—in general, information leading to a data object available to the recipient
           In a preferred embodiment, the hyperlink or pointer can be a URL (uniform resource locator) or equivalent usage in a broadcast or interactive context.   
           show—in general, a defined element of streaming media, such as an episode of “Star Trek” (possibly containing subelements such as commercial breaks) or a “chat room” event   e-commerce incentive—in general, an opportunity, option, or chance to receive something of value in exchange for participating in e-commerce, such as an entry into a drawing for winning a prize for making an e-commerce response   e-commerce opportunity—in general, a time when a viewer can participate in e-commerce, such as a time to request further information or to purchase goods or services   random or pseudo-random—in general, responsive to a process that is unpredictable to the viewer, such as a computer program random number generator   skill-based—in general, responsive to a measurable ability of the viewer, such as hand-eye coordination, logical reasoning, or memory   aggregate-based—in general, responsive to a statistical measure of a set of individuals, such as a highest bid or a quickest response   e-commerce response—in general, an attempt by a recipient to participate in e-commerce, such as by requesting further information, purchasing goods or services, or entering a contest   applet—in general, a program designed to be sent to the recipient and performed at the recipient&#39;s presentation device, such as (but not limited to) a Java applet, a Javascript program, or an executable program   highlight—in general, to emphasize for additional likelihood of being noticed
           For example, a highlighted distinguishable object or element can be backlit, blinking, brighter or darker, florescent, shimmering, translucent, or some other effect (not necessarily visual). and   
           personalized information—in general, information about the recipient that is specific to that person (even if in relation to others)
           For example, personalized information can include demographic information (such as the age, sex, income, home community, profession, or spending habits of the individual), stated preferences (such as interests the individual has expressed), or implied preferences (such as concluded by reference to other e-commerce opportunities or shows the recipient has participated in or received).   
               
 
         [0040]    As described herein, the scope and spirit of the invention is not limited to the specific examples shown herein, but is intended to include the most general concepts embodied by these and other terms. 
       System Elements 
       [0041]      FIG. 1  shows a block diagram of a system including electronic commerce using streaming media, such as used in conjunction with a broadcast or internetworking environment. 
         [0042]    A system  100  includes a media distributor device  110 , a streaming media data stream  120 , a communication link  130 , a recipient client device  140 , a set of viewers  150 , and an e-commerce server  160 . 
         [0043]    As used herein, the terms “distributor” and “recipient” refer to relationships between the distributor and the recipient, not necessarily to particular physical devices. In general, a distributor provides content for sending to other devices, and a recipient receives that content and presents it to a user at that location. There is no particular requirement that either the distributor or the recipient must be a single device; they may comprise portions of one device, combinations of multiple devices, or some blend thereof. 
         [0044]    Moreover, there is no particular requirement that a distributor or a recipient must have that single role within the system  100 . Thus, a distributor with regard to a first set of recipients can be a recipient with regard to a second set of distributors. For example, an intermediate distributor can take on the role of either a distributor or a recipient in the system  100 . 
         [0045]    As used herein, the terms “client” and “server” refer to relationships between the client and the server, not necessarily to particular physical devices. 
         [0046]    As used herein, the phrase “client device” includes any device taking on the role of a client in a client-server relationship (such as an HTTP web client and web server). There is no particular requirement that any client devices must be individual physical devices; they can each be a single device, a set of cooperating devices, a portion of a device, or some combination thereof. 
         [0047]    As used herein, the phrase “server device” includes any device taking on the role of a server in a client-server relationship. There is no particular requirement that server devices must be individual physical devices; they can each be a single device, a set of cooperating devices, a portion of a device, or some combination thereof. 
         [0048]    There is no particular requirement that the distributor device  110  must use any particular distribution technology. In a preferred embodiment, the distributor device  110  uses either a television broadcast or a IP (interne protocol) multicast technology. However, other and further forms of distribution are usable with the invention, and are within the scope and spirit thereof For example, the distributor device  110  can use a cable television, closed-circuit, or satellite television distribution system, an intranet, extranet, virtual private network, ATM or frame relay network, a LAN (local area network), WAN (wide area network), or some combination of any or all of these distribution technologies. 
         [0049]    The distributor device  110  includes a substantive content element  111  for formatting and possibly storing substantive content for distribution using the streaming media data stream  120 . In a preferred embodiment, the substantive content element  111  is coupled to and uses a mass storage element  112  such as a magnetic tape or optical disk for storing substantive content. However, in alternative embodiments, it may occur that the substantive content element  111  is used to generate content dynamically (such as when the content is generated by a live camera), and that intermediate storage is substantially evanescent. 
         [0050]    The distributor device  110  includes a promotional content element  113  for formatting and possibly storing promotional content for embedding into and distribution using the streaming media data stream  120 . In a preferred embodiment, the promotional content element  113  uses the mass storage element  112  for storing promotional content. However, in alternative embodiments, it may occur that the promotional content element  113  is used to generate content dynamically (such as when the content is generated by a random or pseudo-random software element), and that intermediate storage is substantially evanescent. 
         [0051]    The distributor device  110  includes a sending element  115  for sending the streaming media data stream  120 . 
         [0052]    There is no particular requirement that the distributor device  110  must use any particular format for distribution of the streaming media data stream  120 . In a preferred embodiment, the streaming media data stream  120  can include an NTSC, PAL, or SECAM television signal, or can include an MPEG, MHEG, or other audiovisual signal encoding. However, other and further other and further forms of signal encoding are usable with the invention, and are within the scope and spirit thereof. For example, the streaming media data stream  120  can include an AVI format data stream, an Apple “Quicklime” data stream, a MOV format data stream, a “RealAudio” or “RealVideo” data stream, or some combination thereof. 
         [0053]    The streaming media data stream  120  includes a set of substantive content information  121 , a set of promotional content information  122 , and a set of promotional assistance information  123  embedded therein. The substantive content information  121 , the promotional content information  122 , and the promotional assistance information  123  are embedded in a single streaming media data stream  120 . 
         [0054]    In a first preferred embodiment, the embedding technique uses in-band broadcast techniques for the substantive content information  121  (such as a main NTSC signal) and out-of-band broadcast techniques (such as the VBI portion of the NTSC signal) for the promotional content information  122  and the promotional assistance information  123 . 
         [0055]    In a second preferred embodiment, the embedding technique uses an enhanced television standard, such as the ATVEF (Advanced Television Enhancement Forum) standard recently promulgated by the ATVEF consortium. 
         [0056]    In alternative embodiments, the streaming media data stream  120  can include multiple channels, multiplexed data streams, or other or further techniques for distributing the substantive content information  121 , the promotional content information  122 , and the promotional assistance information  123  to the recipient client device  140 . 
         [0057]    The communication link  130  includes any form of distribution channel that allows the distributor device  110  to distribute the streaming media data stream  120  to the recipient client device  140 . In a preferred embodiment, the communication link  130  can include a broadcast television channel portion of the electromagnetic spectrum, or an internetwork having multicast packet distribution capability (such as using IGMP or a similar multicast packet distribution protocol). However, other and further communication links, as described above with regard to other and further techniques for distribution, are usable with the invention, and are within the scope and spirit thereof. 
         [0058]    The recipient client device  140  includes a receiving element  141 , a presentation element  142 , a viewer feedback element  143 , and a presentation assistance element  144 . 
         [0059]    The receiving element  141  is disposed for receiving the streaming media data stream  120  and possibly recording information therein. In a preferred embodiment, the receiving element  141  can include a television signal tuner or a modem or other internet connection for receiving IP packets. In a preferred embodiment, the receiving element  141  includes at least some memory  145  for buffering at least part of the streaming media data stream  120 . However, in alternative embodiments, it may occur that the receiving element  141  is used to decode content dynamically and couple that content directly to the presentation element  142 , and that intermediate storage is substantially evanescent. 
         [0060]    The presentation element  142  is disposed for presenting information to the viewer  150 . In a preferred embodiment, the presentation element  142  includes a television screen or a computer monitor, and is disposed for presenting full-motion animation and video at a resolution comparable or better than known television systems. 
         [0061]    The viewer feedback element  143  is disposed for receiving viewer feedback and decoding that feedback to determine whether the viewer  150  wishes to participate in an e-commerce opportunity. 
         [0062]    In a preferred embodiment, the viewer feedback element  143  includes a remote-control cursor positioning device, such as used as a remote-control television controller and having buttons  146  for moving a pointer and selecting an distinguishable object or element  147  being presented by the presentation element  142 . 
         [0063]    In alternative embodiments, the viewer feedback element  143  may include a mouse or other pointing device, a biometric feedback device such as a motion detector or sound detector, or some other means by which the viewer  150  can indicate an element  147  being presented by the presentation element  142 . 
         [0064]    The presentation assistance element  144  is disposed for assisting the viewer  150  in presenting promotional content information  122  to the viewer  150  and for receiving promotional assistance information  123  for use by the recipient client device  140 . 
         [0065]    In a preferred embodiment, the recipient client device  140  includes a processor with program and data memory, and the promotional assistance information  123  includes an applet or other executable or interpretable program or program fragment for interaction with the viewer  150 . For example, the promotional assistance information  123  can include a Java applet, a Javascript script, an executable program, an interactive Perl script, interactive DHTML or interactive HTML content, or some combination thereof In a preferred embodiment, the recipient client device  140  uses the promotional assistance information  123  to interact with the viewer  150 , so as to present the promotional content information  122  and to receive indications of interest, or actual product or service orders, from the viewer  150 . 
         [0066]    The set of viewers  150  includes one or more individual people, hopefully paying attention to the presentation element  142 . In alternative embodiments, the viewers  150  may include communication devices or other devices for further distributing information to viewers  150 , or may include artificial intelligences, programmed devices or other devices set to respond to the presentation element  142 . 
         [0067]    The e-commerce server  160  includes a processor and program and data memory, and is disposed to conduct a set of e-commerce transactions with an e-commerce client. In a preferred embodiment, the recipient client device  140  uses the presentation assistance element  144  to conduct e-commerce transactions with the e-commerce server  160 . 
       Method of Operation 
       [0068]      FIG. 2  shows a process flow diagram of a method for operating a system including electronic commerce using streaming media, such as used in conjunction with a broadcast or internetworking environment. 
         [0069]    A method  200  is performed by the system  100 . Although the method  200  is described serially, the steps of the method  200  can be performed by separate elements in conjunction or in parallel, whether asynchronously, in a pipelined manner, or otherwise. There is no particular requirement that the method  200  be performed in the same order in which this description lists the steps, except where so indicated. 
         [0070]    At a flow point  210 , the distributor device  110  is ready to generate the streaming media data stream  120 . 
         [0071]    At a step  211 , the distributor device  110  integrates the substantive content information  121 , the promotional content information  122 , and the promotional assistance information  123  into the streaming media data stream  120 . 
         [0072]    At a step  212 , the distributor device  110  uses the sending element  115  to send the streaming media data stream  120  to the communication link  130 . 
         [0073]    At a step  213 , the communication link  130  delivers the streaming media data stream  120  to the recipient client device  140 . 
         [0074]    At a step  214 , the recipient client device  140  receives the streaming media data stream  120  using the receiving element  141 . 
         [0075]    At a step  215 , the receiving element  141  parses the streaming media data stream  120  to determine the substantive content information  121 , the promotional content information  122 , and the promotional assistance information  123 . In a preferred embodiment, the substantive content information  121  includes a television show or other time-series information for presentation to the viewer  150 . 
         [0076]    At a step  216 , the recipient client device  140  uses the presentation element  142  to present the substantive content information  121  to the viewer  150 . In a preferred embodiment where the substantive content information  121  includes a television show, the substantive content information  121  includes a set of distinguishable object or elements  147  therein. In a preferred embodiment, these elements  147  can include individual objects in the television show, textual or graphical captions in the television show, or background scenes in the television show. 
         [0077]    At a step  217 , the recipient client device  140  uses the viewer feedback element  143  to receive feedback from the viewer  150 . In a preferred embodiment where the viewer feedback element  143  includes a pointing device, the recipient client device  140  uses the presentation element  142  to present modify the presentation of the substantive content information  121  to respond to those elements  147  to which the viewer  150  points. 
         [0078]    For example, if the viewer  150  uses the viewer feedback element  143  to point to an element  147  in the television show, the recipient client device  140  can use the presentation element  142  to perform one or more of, or some combination of, the following actions:
       The presentation element  142  can highlight or otherwise emphasize the selected element  147  to indicate to the viewer  150  that the selected element  147  includes an e-commerce opportunity. For example, the presentation element  142  can highlight an actress to indicate that the viewer  150  can buy a song or movie starring that actress, or can highlight an article of clothing to indicate that the viewer  150  can buy a copy thereof.   The presentation element  142  can alter the presentation, such as by including at least some of the promotional content information  122  in the presentation. For example, the presentation element  142  can present a textual description of the e-commerce opportunity in a caption or other region of a display screen.
 
and
   The presentation element  142  can use the promotional assistance information  123  to initiate an e-commerce transaction, if selected by the viewer  150 . For example, if the viewer  150  can selects an element  147  that is highlighted, and use the viewer feedback element  143  to assent with a “YES” or “BUY THIS” button  146 . The presentation element  142  would use the promotional assistance information  123  to perform an applet or other script to conduct an e-commerce transaction.       
 
         [0082]    The recipient client device  140  uses the presentation assistance element  144  to assist the viewer  150  with participating in the e-commerce opportunity. 
         [0083]    In a preferred embodiment, the recipient client device  140  uses personalization information about the viewer  150  to determine which, if any, e-commerce opportunities or promotional material to present to the viewer  150 . The personalization information can include one or more of, or some combination of, the following:
       Demographic information, such as the viewer&#39;s age, sex, viewing location, home address, work address, occupation, annual income, or assets.   Stated preferences, such as subjects or products the viewer  150  has stated they are interested in, or implied they are interested in by making purchases.
 
and
   Fuzzy searching or collaborative filtering, such as subjects or products the viewer  150  might be interested in by reference to those other products the viewer  150  has purchased or the television show the viewer  150  is watching.       
 
         [0087]    The method  200  proceeds with the flow point  220 . 
       E-Commerce Incentives 
       [0088]    At a flow point  220 , the viewer  150  is ready to possibly participate in a selected e-commerce transaction. 
         [0089]    At a step  221 , the recipient client device  140  uses the presentation element  142  to present an incentive for participating in the selected e-commerce transaction. As part of this step, the recipient client device  140  uses at least some of the promotional content information  122  to present to the viewer  150  the nature of the incentive. 
         [0090]    As noted herein, the nature of the incentive can be one or more of, or some combination of, the following:
       The incentive can be a random or pseudo-random incentive. For example, the viewer  150  can be informed that all those persons who make a purchase within the next 15 minutes will be entered into a drawing for a new car. Similarly, the viewer  150  can be informed that, of all those persons who make a purchase within the next 15 minutes, one will receive a 50% discount on price.
           In a preferred embodiment, the random or pseudo-random e-commerce incentive includes one or more of the following:   (a) The Nth person to engage in the e-commerce opportunity (similar to the 31 st  caller or the 14 th  caller to call into a radio show) is given a price discount. The price discount might be that the product is free of charge, or that a prize is awarded to that one person.   (b) The first N persons to engage in the e-commerce opportunity (similar to the first 41 callers to call into a radio show) are each given a similar price discount.   (c) A randomly selected person (similar to a randomly selected person to call into a radio show) is given a similar price discount. The randomly selected person can be chosen from the pool of persons who engage in the e-commerce opportunity within a set period of time, or selected from all such persons.   
           The incentive can be a skill-based incentive. For example, the viewer  150  can be challenged to conduct a test of skill (such as answering a trivia question, performing a test of hand-eye coordination, demonstrating accuracy or speed, or conducting a strategy game), in conjunction with making a purchase. Those viewers  150  who are successful at the test of skill would be given a monetary reward, such as a free product or service, a price discount, or a cash prize.
           In a preferred embodiment, the skill-based e-commerce incentive includes one or more of the following:   (a) If a question, the question can be one of: a question about the product, a question about the show on which the product or service is advertised, a question about the advertisement itself.   (b) If a test of hand-eye coordination, the test can be a video game or similar test.   (c) If a strategy cgame, the test can be a simple strategy game, such as tic-tac-toe, or a more complex strategy game, such as chess.
 
and
   
           The incentive can be an aggregate buying incentive. For example, the viewer  150  can be informed that the price of the product or service is responsive to the number of viewers  150  making a purchase in the next  15  minutes, where a larger number of viewers  150  doing so provides a lower price to each.
           In a preferred embodiment, the aggregate buying e-commerce incentive includes one or more of the following:   (a) A price discount proportional to the aggregate price savings if a relatively larger number of viewers  150  buy the product.   (b) A price discount to all viewers if the number of viewers  150  buying the product exceeds a selected threshold. For example, if at least 10,000 viewers  150  buy the product, all of them get a discount; if fewer do, none get a discount.   
               
 
         [0105]    As noted above, the incentive can be a blend or combination of these types of incentives. For example, the viewer  150  can be informed that (a) the first 500 purchasers will receive a price discount or an additional prize, (b) that some selected purchaser, such as the 314 th  purchaser, will receive the product for free, or (c) some related incentive. 
         [0106]    At a step  222 , the viewer  150  determines whether to participate in the selected e-commerce transaction. If the viewer  150  determines not to participate, the method  200  continues with the flow point  210 . If the viewer  150  determines to participate, the method  200  continues with the next step. 
         [0107]    At a step  223 , the recipient client device  140  uses the presentation assistance element  144  to conduct the e-commerce transaction with the viewer  150 . In a preferred embodiment, the presentation assistance element  144  can be encrypted or the viewer  150  can otherwise be restricted from unfettered access, so the viewer  150  cannot easily spoof the presentation assistance element  144  into giving away an undeserved incentive. The presenation assistance element  144  gleans information necessary for the e-commerce transaction from the viewer  150  (such as selected product, quantity, method of payment, delivery location, and the like), and conducts the portion of the e-commerce transaction involving the incentive. 
         [0108]    As part of this step, the operation of the presentation assistance element  144  depends on the nature of the incentive. In general, the presentation assistance element  144  can generate a random or pseudo-random value, or can engage the viewer  150  in a test of skill, using only information local to the recipient client device  140 . However, some blended or combination incentives, or incentives responsive to aggregates, involve coordination between the presentation assistance element  144  and the e-commerce server  160 . 
         [0109]    Where the presentation assistance element  144  and the e-commerce server  160  coordinate, the presentation assistance element  144  gleans as much information from the viewer  150  as possible, so as to send that information to the e-commerce server  160  without a protracted exchange of protocol messages. 
         [0110]    Thus for example, if the incentive is that the 314 th  purchaser receives the product for free, the presentation assistance element  144  at each recipient client device  140  would determine a time-stamp for the purchase, and would send that information to the e-commerce server  160  (possibly later or with a staggered time delay). The e-commerce server  160  would receive the individual data and determine a single winner for the incentive. The e-commerce server  160  would inform the presentation assistance element  144  for the winning viewer  150  to that effect, which would in turn inform the winning viewer  150 . 
         [0111]    In a preferred embodiment, the e-commerce server  160  would broadcast to all presentation assistance elements  144  an identifier for each winning viewer  150 , along with an indicator whether the incentive is still open. If the incentive is no longer open (for example, the 314 th  purchase has already been made), each presentation assistance element  144  would have sufficient information to determine whether it should burden the e-commerce server  160  with any further requests for incentive determination. 
         [0112]    Whether or not the viewer  150  won the incentive, the presentation assistance element  144  sends information for the e-commerce transaction to the e-commerce server  160 . In a preferred embodiment, this information is sent later or with a staggered time delay, so as to reduce instantaneous burden on the e-commerce server  160 . 
       Generality of the Invention 
       [0113]    The invention has general applicability to various fields of use, not necessarily related to sales of goods or services as described above. Other and further applications of the invention in its most general form, would be clear to those skilled in the art after perusal of this application, and are within the scope and spirit of the invention. 
       Alternative Embodiments 
       [0114]    Although preferred embodiments are disclosed herein, many variations are possible which remain within the concept, scope, and spirit of the invention, and these variations would become clear to those skilled in the art after perusal of this application.