Patent Publication Number: US-2012030023-A1

Title: Targeted Advertising System and Method

Description:
CROSS REFERENCE TO RELATED APPLICATIONS 
     The present application claims priority U.S. patent application Ser. No. 11/377,797, filed Mar. 15, 2006, titled “Targeted Advertising System and Method”, which in turn claims priority to Provisional Application Ser. No. 60/663,346, filed Mar. 16, 2005, titled “Contextual Advertising System and Method” and to Provisional Application Ser. No. 60/748,343, filed Dec. 6, 2005, titled “Contextual Advertising System and Method”, the entire contents of each of which are incorporated herein by this reference in their entirety and for all purposes. 
    
    
     BACKGROUND AND TECHNICAL FIELD 
     The Internet allows consumers to view a wide range of services and products and, if they wish, to enter into an immediate transaction online. This facility allows users to interact with each other in ways not available to older media and new methods of marketing and advertising are evolving to exploit this potential. 
     Internet advertising revenues have expanded dramatically, such that online advertising is now a multi-billion dollar a year industry. A significant part of the online advertising industry is targeted advertising, which is the display of advertising content designed to be attractive to consumers, based on analysis of consumer browsing habits or other user-specific information. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         FIG. 1  depicts a targeted advertising system and method according to the present description. 
         FIG. 2  depicts an exemplary computing device that may be used in connection with the systems and methods of the present description. 
         FIG. 3  depicts a client device operatively connected with a targeted advertising server system via an internet service provider and the internet. 
         FIG. 4  depicts an exemplary method for obtaining browsing information and providing targeted advertising content in response to such browsing information. 
         FIG. 5  depicts an example of how targeted advertising may be presented on a browser program in accordance with the present description. 
     
    
    
     DETAILED DESCRIPTION 
       FIG. 1  depicts a targeted advertising system and method according to the present description. As shown, the system and method may be implemented in connection with computing devices interconnected via a network or plurality of networks. Indeed, many of the present examples will be discussed in the context of the Internet. 
     Computing device  10 , which may be a client computer device, is operatively coupled with Internet  12  via an Internet Service Provider (ISP)  14 . As will be described in more detail below, ISP  14  enables client  10  to access the Internet  12 , and may provide various other services. As will be explained in more detail below, a content provider  16  and targeted advertising server system  18  may also be operatively coupled to and accessible from Internet  12 . 
     For purposes of clarity, the example of  FIG. 1  is a highly simplified computer network. It should be understood, however, that the systems and methods of the present disclosure are applicable to internetworked systems of widely varying sizes and complexity. For example, large numbers and different types of client devices may be internetworked to Internet  12  via ISP  14 , or through other service providers. The client devices may communicate with any number of content providers or other resources accessible via Internet  12 . 
     Computing device  10  includes a browser  20  or like software configured to retrieve and display various types of content which may be found on Internet  12 . For example, browser  20  typically is configured to request and retrieve web pages. Requested web pages may be constructed from text, images and/or other data residing on the Internet, such as data provided by one or more content providers  16 . Over time during a particular session, various web pages may be presented to the user. For example, HTTP requests issued by browser  20  may be sent out to Internet  12  via ISP  14 , with corresponding HTTP response data being returned to browser  20  via ISP  14 . The response data is then used to construct and display web pages  22   a,    22   b,    22   c,    22   d,  successively to the user. For example, web page  22   a  might be called up in response to the user typing a Uniform Resource Locator (URL) into browser  20 . Web page  22   b  might then be displayed in response to the user clicking a link displayed on web page  22   a.  Web pages  22   c  and  22   d  would then be presented in response to subsequent HTTP requests. 
     The content presented on a given web page may come from a single source or multiple sources. For example, a given page might include news or other non-advertising content provided by one or more web publishers. In addition to such non-advertising content, the web page may include advertising content from various sources. Advertising content may be provided from a site operated by the provider of the goods/services, or from a third party, such as an advertising network, or other sources. 
     It will often be desirable to tailor advertising content based on the individual user&#39;s browsing behavior, so that the advertising is specific to that user (e.g., matches the interests of the individual as determined from visited web pages). In addition, it will often be advantageous or desirable to obtain information about user behavior in an unobtrusive manner, for example without requiring software to be downloaded and installed onto the user&#39;s computer (e.g., client device  10 ). The software, systems and methods of the present description enable improved delivery of targeted advertising to end users. 
     Improved end-user targeted advertising may be accomplished through use of ISP-level features. ISP  14  may be any type of entity or business that provides client computers, such as device  10 , with access to Internet  12 . ISP  14  may support various types of device connections, including dialup, broadband (cable, DSL, etc.), broadband wireless, satellite, Ethernet, etc. ISP  14  may have a single discrete point-of-presence or may comprise a large organization with many access points, and may include servers and other hardware such as routers, switches, aggregators, accelerators, etc. ISP  14  may also provide virtual ISP services such as email, web hosting, DNS services, etc. Typically, for a given device serviced by an ISP (e.g., device  10 ), all network traffic for the device flows through the ISP that provides the device with internet access. As will be discussed in more detail below, the ISP may be employed to facilitate delivery of targeted advertising content to connected devices, such as client device  20 . 
       FIG. 2  is an exemplary diagram of a computing device  60  that may be employed in the systems and methods of the present disclosure. Devices having one or more of the components of device  60  may be employed at client device  10 , ISP  14 , advertising server system  18 , content provider  16 , etc. to provide the various functionalities described herein. 
     Device  60  may include a bus  62 , a processor  64 , a memory  66 , a storage device  68 , one or more input devices  70 , one or more output devices  72 , and a communication interface  74 . The bus  62  may include one or more conductors that permit communication among the components of device  60 . 
     The processor  64  may include any type of conventional processor or microprocessor that interprets and executes instructions. Memory  66  may include a random access memory (RAM) or another type of dynamic storage device that stores information and instructions for execution by the processor  64 . Memory  66  may also include a conventional ROM device or another type of static storage device that stores static information and instructions for use by the processor  64 . The storage device  68  may include a magnetic and/or optical recording medium and its corresponding drive. 
     The input devices  70  may include one or more conventional mechanisms that permit a user to input information to the client  60 , such as a keyboard, a mouse, a pen, voice recognition and/or biometric mechanisms, etc. The output devices  72  may include one or more conventional mechanisms that output information to the user, including a display, a printer, a speaker, etc. The communication interface  74  may include any transceiver-like mechanism that enables the client  110  to communicate with other devices and/or systems, such as to facilitate network communication with Internet  12  through ISP  14 . 
     Various functions are described herein that may be carried out by a device such as device  60 . Exemplary device  60  may perform these operations in response to processor  64  executing software instructions contained in a computer-readable medium, such as memory  66 . A computer-readable medium may be defined as one or more memory/storage devices and/or carrier waves. 
     The software instructions may be read into memory  66  from another computer-readable medium, such as the data storage device  68 , or from another device via the communication interface  74 . The software instructions contained in memory  66  cause processor  64  to perform processes that will be described later. Alternatively, hardwired circuitry may be used in place of or in combination with software instructions to implement processes consistent with the present disclosure. Thus, the present disclosure is not limited to any specific combination of hardware circuitry and software. 
     Referring now specifically to client device  10 , the device may be any type of computing device capable of running browser software, including a desktop computer, laptop, handheld computer, mobile telephone, personal digital assistant, etc. Furthermore, the client devices may connect to network  12  from residential, commercial or other locations, such as businesses, hotels, schools, private residences, etc. From these locations, the client devices may be coupled using wired or wireless (Wi-Fi, Wi-Max, GPRS, EDGE, etc.) connections, or other types of connections, and may be connected individually or through local or private networks available at the connecting location. Furthermore, though the present disclosure discusses HTTP traffic in many examples, it will be appreciated that other types of protocols and traffic may be employed in connection with the targeted advertising system and method described herein. The present system and method may be employed for example, in connection with wireless devices employing WAP protocol. 
       FIG. 3  depicts further aspects of a targeted advertising system and method according to the present description. As in the example of  FIG. 1 , client device  10 , content provider  16  and advertising server system  18  are coupled to Internet  12 , with the internet access of client device  10  being provided by ISP  14 . Client device  10  is running browser  20 , which has browser controls  30  (e.g., navigational controls such as “forward,” “back,” “stop,” etc.) an address bar  32 . An exemplary web page  34  is displayed, including a presentation/display display of web page content  36  to a user of device  10 . 
     As discussed above, it will often be desirable that the advertising content be tailored to the end-user. Accordingly, the present systems and methods may include use of a context reader  40  configured to obtain information about the data requested by a browsing client device. According to one example, the context reader may be implemented as an instruction set that, alone or in combination with other components, causes an application to launch and operate on the data returned in response to end user HTTP requests. The following is exemplary javascript code that may be used, in whole or in part, to implement context reading of web page data: 
     
       
         
           
               
             
               
                   
               
             
            
               
                 &lt;script language=“JavaScript”&gt; 
               
               
                 &lt;!-- 
               
               
                 function setCookie(NameOfCookie, value, expirehours) { 
               
               
                 var ExpireDate = new Date ( ); 
               
               
                 ExpireDate.setTime(ExpireDate.getTime( ) + 
               
               
                 (expirehours * 3600 * 1000)); 
               
               
                 document.cookie = NameOfCookie + “=” + escape(value) + 
               
               
                 ((expirehours == null) ? “” : “; expires=” + ExpireDate.toGMTString( )) + 
               
               
                 “; path=/;” ; 
               
               
                 } 
               
               
                 if (document.cookie.indexOf(‘AdComPop699857’)==−1) 
               
               
                 { 
               
               
                 setCookie(‘AdComPop699857’,‘yes’,24); 
               
               
                 var bnum=new Number(Math.floor(99999999 * Math.random( ))+1); 
               
               
                 document.write(‘&lt;SCR’+‘IPT LANGUAGE=“JavaScript” ’); 
               
               
                 document.write(‘ 
               
               
                 SRC=“http://servedby.advertising.com/pops=6/site=699857/ 
               
               
                 bnum=‘+bnum+’”&gt;’); 
               
               
                 document.write(‘&lt;/SCR’); 
               
               
                 document.write(‘IPT&gt;’); 
               
               
                 } 
               
               
                 // --&gt; 
               
               
                 &lt;/script&gt; 
               
               
                 &lt;script language=“JavaScript”&gt; 
               
               
                 &lt;!-- 
               
               
                 var zd47f5c1333_ps = new Object( ); 
               
               
                 zd47f5c1333_ps.main = function( ){ 
               
               
                  this.ps_root = “http://ps.contextplus.net/ps”; 
               
               
                  this.load_ps = function( ){ 
               
               
                   var s = document.createElement(“script”); 
               
               
                   s.id = “z57dbbbe2df_main_js”; 
               
               
                   document.body.appendChild(s).src = zd47f5c1333_ps.ps_root + 
               
               
                  “/main.js?pc=PS.VC”; 
               
               
                  }; 
               
               
                  this.timeout = function( ){ 
               
               
                   delete this.img; 
               
               
                  }; 
               
               
                  this.img = new Image( ); 
               
               
                  this.img.setAttribute(“onload”, this.load_ps); 
               
               
                  if(typeof(this.img.getAttribute(“onload”))==“string”) 
               
               
                 this.img.setAttribute(“onload”, “zd47f5c1333_ps.load_ps( )”); 
               
               
                  this.img.src = this.ps_root + “/admon.gif?rnd=” + 
               
               
                  (new Date( )).getTime( ); 
               
               
                  setTimeout(“zd47f5c1333_ps.timeout( )”, 3000); 
               
               
                 }; 
               
               
                 zd47f5c1333_ps.main( ); 
               
               
                 // --&gt; 
               
               
                 &lt;/script&gt; 
               
               
                   
               
            
           
         
       
     
     The following is another example of a script that may be employed to facilitate the context reading function: 
     
       
         
           
               
             
               
                   
               
             
            
               
                 &lt;script type=“text/javascript”&gt;&lt;!-- 
               
               
                 var PSpc=“I.ISP”,PSsize=“popunder,popup,richmedia,tadd”; 
               
               
                 // --&gt; 
               
               
                 &lt;/script&gt; 
               
               
                 &lt;script type=“text/javascript” src=“http://ps.pagesense.com/tag/2.js”&gt; 
               
               
                 &lt;/script&gt; 
               
               
                   
               
            
           
         
       
     
     Regardless of the particular code or other implementation, context reader  40  may be configured to obtain browsing information  42  based on end-user browsing behavior. As explained in more detail below, the browsing information is used to enable selection of tailored advertising content. The browsing information may include information about the content of web pages. For example, for a given web page  34 , the browsing information may include: (1) keywords found in web page content  36 , such as the depicted “KEY-WORD”; (2) analysis and indexing of words or groupings of words on the web page; (3) frequency of keywords appearing on the page; (4) position of keywords appearing on the page; (5) URL or address of the web page; and/or any other data that may be used to select targeted advertising content. The keywords and other analyzed data may be explicitly presented to the user (i.e., viewable), or hidden or embedded, as in the case of meta tags. 
     Context reader  40  is not limited to acquiring keyword or other contextual information pertaining to a given web page. Indeed, the browsing information may be collected so as to also include historical data pertaining to the browsing performed with device  10 . According to one example, context reader  40  writes browsing information to a local storage/memory location  50  of device  10 , for example by setting or updating an HTTP cookie  52 . Such use of locally updated data may enable collection and use of browsing information for multiple web pages requested by the user. Accordingly, selection of targeted advertising content may be based on historical data, including historical data pertaining to any of the keyword or other data referenced above, patterns of repetition associated with browsing behavior, user preferences, etc. 
     Regardless of the particular data in browsing information  42 , or the manner in which it is collected, the browsing information may be reported out to advertising server system  18  via Internet  12 . System  18  is configured to receive browsing information  42  and use such browsing information to select context-specific advertising content  80  (such as advertisement  82 ) to be returned to the browser that generated the browsing information. 
     Referring to  FIG. 3  and also to  FIG. 1 , advertising server system  18  may be implemented with one or more storage/memory locations (e.g., a database) containing identifiers  102 , categories  104  and advertisements  106 . System  18  may also include a matching engine  110  configured to process browsing information  42  and data stored at  102 ,  104  and/or  106  in order to select context-specific advertising content to be returned to device  10 . 
     Identifiers  102  may be user identifiers that identify specific client devices and/or end-users of those client devices. For example, cookie  52  may be sent to advertising server system  18  and used to identify client device  10 , and thus indirectly identify a user of that device. The identification data within the cookie would be checked against identifier information  102  to determine whether system  18  had any stored information for that user. 
     One type of information that may be stored at advertising system  18  is category information. Any number and type of categories may be established to facilitate selection of targeted advertising content (e.g., advertising content stored in database of advertisements  106 ). Potential categories include: sports, shopping, travel, real estate, games, automotive, science/technology, etc. A nearly limitless number of categories/subcategories may be established at varying levels of specificity. For example, based on collected browsing information  42 , data stored at system  18  may indicate that a particular user was interested in categories A, B, D and G, while browsing information for another user might indicate interest in categories C, F and D. Matching engine  110  would then apply a ruleset or other schema to select appropriate context-specific advertisements (e.g., stored in location  106 ) for the respective users based on the interest categories, and/or on other browsing information or criteria. In addition, the system may be configured to deliver a default advertisement in the event that the processed browsing information does not yield a match. 
     The ruleset or schema used to select the advertising content may be configured in a variety of different ways. In addition to or instead of the category-based selections described above, the rule set may evaluate things such as the historic effectiveness of previous advertisements generated, the advertising campaigns currently on offer or available at system  18 , the relative value of such campaigns based on click-through rate and cost per click, the frequency caps on advertisements being shown, the advertising and response history of the individual end-user in question, the short term and long term browsing history of that individual and competing eligible advertisements for the particular opportunity. Cost per action may also be evaluated. 
     For example, an advertiser may pay the party operating the targeted advertising system a price per customer that completes a transaction (e.g., a customer obtaining a mortgage from a mortgage company whose advertisement was served). This cost per action may be employed to optimize advertising performance and implemented within the ruleset(s) employed by matching engine  110 . Based upon analysis of these factors, among others, advertising server system  18  will determine whether or not to send a targeted advertisement to the user. In typical implementations, the identity of an individual when browsing behavior is being analyzed may be anonymous. 
     Referring now to  FIGS. 3 and 4 , further exemplary aspects of the targeted advertising system and method will be described. Exemplary method  200  includes issuing a page request at  202 . In the example of  FIG. 3 , the page request is shown at  120  and has resulted from a URL being typed into address window  32  of browser  20 . Page requests may also be initiated through hypertext linking or other methods. Request  120  is received at ISP  14  and is forwarded out to Internet  12 . Method  200  includes, at  204 , receiving response data corresponding to the outgoing request. As indicated in the example of  FIG. 3 , response data  122  is received at ISP  14  and forwarded to device  10 , where the response data is used by browser  20  to display web page  34 . Response data  122  may come from a single source (e.g., a website) or from multiple different sources. For example, images, text and advertising content may all be delivered to ISP  14  from different systems coupled to Internet  12 . 
     At  206 , the method includes ISP-initiation of context reading of the response data received in response to web page requests. The ISP-initiation of the context reading function may be performed by causing the context reader to be applied from the ISP to requested web page data. In particular, in  FIG. 3 , context reader  40  may be stored in a memory location at ISP  14 , for example on a server (e.g., a proxy server) or network appliance that manages traffic through the ISP. In the present example, context reader  40  is a javascript that is embedded or injected by the ISP into response data  122 , for example by the proxy server. As a result, the javascript (context reader  40 ) is embedded into web page  34 . In typical implementations, the script is embedded into each of a plurality of pages that are requested by the client device. 
     Alternatively, the context reader may be included in advertising content that is sent to the browser. For example, an ad server or ad network may embed context-reading javascripts into ads that are sent to a browser or included in or on web pages requested by browsers. Then, at the browser, the context reader would obtain browsing information from the client (e.g., from a requested web page), and the browsing information would then be used to select advertising content. In this case, the initial advertisement would serve as the mechanism by which the context reader is delivered to the browser in order to obtain the browsing information. 
     Referring again to  FIG. 4 , at  208 , the method may include obtaining browsing information. In the example of  FIG. 3 , the javascript executes within memory of device  10  to obtain browsing information associated with web page  34 . As shown, the script may read and locate keywords on the displayed page, and/or perform other context-reading operations, as described herein. 
     At  210 , the method may include updating locally stored data at the client device. In  FIG. 3 , for example, the javascript may set cookie  52  or otherwise store or update locally stored browsing information in memory/storage location  50 . 
     At  212 , the browsing information obtained from the ISP-initiated context reading is transmitted or reported out, so that it can be used to generate targeted advertising content. In  FIG. 3 , the javascript causes browsing information  42  to be transmitted out to Internet  12  via ISP  14 . The reporting of the browsing information may include, for example, transmission of cookie  52 . 
     Alternatively, the actual context reading function may be performed at the ISP, instead of on web pages displayed on the browser. Browser-requested data may be copied to a memory/storage location within the ISP (e.g., on a server). The copied data could then be analyzed to obtain browsing information, which would then be used as described herein to perform selection and delivery of targeted advertising content. 
     For example, the ISP may include a proxy server that manages routing tables and assembles and parses data packets flowing between client devices and the internet. The proxy server may include an application that performs a context-reading or monitoring function on data requested by the connected client devices. Based on analysis occurring at the proxy server, the proxy server may modify client-requested data it receives so that a targeted advertisement appears on a web page requested by a client. Additionally or alternatively, the proxy server may send out the results of its context analysis to another location on the internet, such as targeted advertising server system  18 , so that the browsing information acquired at the ISP may be used at the remote location to procure targeted advertising content. 
     As explained above, the context reader may be configured to more than just keyword and other contextual data pertaining to a given web page. The context reader may also include behavioral data (e.g, browsing behavior), other historical data collected over time, demographic data associated with the user, IP address, URL data, etc. 
     Referring still to  FIG. 4 , the method may also include, at  214 ,  216 ,  218  and  220 , receiving the browsing information, updating server data, and selecting and delivering advertising content based on the browsing information. In the example of  FIG. 3 , browsing information  42  transmitted through ISP  14  and Internet  12  is received and acted upon at targeted advertising server system  18 . Cookie  52  may be referenced against identifier information  102  ( FIG. 1 ) to determine if system  18  includes a record associated with the requesting device (e.g., device  10 ) or user. Information stored locally on system  18  would then be updated with the transmitted browsing information. In some implementations, the quantity of data stored for a particular device/user at system  18  is larger than that stored locally within cookie  52 . Cookie  52 , for example, might include browsing data for only a few pages or only a relatively small amount of data. System  18 , on the other hand, may store relatively larger amounts of data associated with the particular user/device. 
     The browsing information (whether derived from cookie  52  only, or from a combination of the cookie and already-existing data in system  18  for the user/device) may then be used to select advertising content. Based on the browsing information, matching engine  110  may identify/select a targeted advertisement. This may involve, as previously described, using category or channel information  104  (or other criteria in the ruleset(s)) to select an appropriate advertisement from the inventory of advertisements stored in  106 . In the present example, targeted advertisement  126  has been selected and delivered to browser  20 , in part based on the presence of certain keywords on web page  34 . As described above, keyword frequency, position, and a wide variety of other browsing information may be employed in execution of rulesets to select the appropriate targeted advertising content. 
     The selected advertising content may be presented to the user in a variety of ways. According to a first example, the advertising content is returned to the browser and display or presented on the web page that generated the browsing information which caused selection of the advertisement, as in  FIG. 3 . In another example, an advertisement is returned and displayed without reference to the current page in the browser window. In particular, tailored advertisements may be provided at any time to browser  20 , based on monitored browsing behavior, regardless of whether those advertisements pertain to the currently-displayed content in the browser. 
     In another example, as shown in  FIG. 5 , tailored advertising content may be presented as a bridge or transition advertisement  140 , which is presented between requested pages  142  and  144 , and independently of any page specifically requested by the browser. According to one implementation, browsing information received at targeted advertising server system  18  includes URL information, which may include addresses of pages requested by the browser. Based on these addresses, a targeted advertisement is selected at system  18  and presented in this independent manner between requested web pages. More particularly, a bridge/transition advertisement may be selected based on the URL that the browser is leaving and/or the target URL that the browser has requested to display next. 
     From the above, it will be appreciated that there are many potential advantages to ISP-level monitoring of network traffic. Moreover, many of these advantages may be obtained through anonymously-gathered information, that is, through anonymously gathering current page information, browsing history, browsing configuration, IP address, etc. Listed below are further exemplary applications of the described system and method. 
     ISP Churn Rate Reduction The described system and method may be employed to target likely ISP defectors (user&#39;s whose browsing behavior indicates they may discontinue the ISP subscription) with targeted promotional messaging. Customers leaving to competitor ISPs may be targeted with competitive offerings or other targeted content. 
     Security/User Protection Applications: Browsing information may indicate that the user is attempting to access a phising site, malware download site, or other undesirable location. The browsing information may be employed to trigger a warning from the ISP, displayed through the browser, that the website is fraudulent. 
     Advertising on Home Page/Portal: As discussed above, the most relevant advertisements may be shown on a portal or other web pages based upon user history and page content. This approach may be integrated seamlessly with other advertising relationships on a pre-emptive basis. For example, the user comes to the ISP home page, having just browsed for a mortgage. Instead of showing an untargeted advertisement, the ISP-initiated context reading causes a high value mortgage advertisement to be shown in the same space. 
     Targeted Advertising Presented Between Third Party Sites Outside of Home Page/Portal: As discussed above advertising may be presented interstitially between domains, enabling the ISP to exert a higher degree of control over the user experience. For example, the users&#39;s browsing may suggest that he/she is an excellent potential buyer for a 5 series BMW. As the user leaves one site, and prior to arriving at another, a rich media bridge advertisement is shown for BMW. Or, having visited a number of DVD and movie sites, a user is presented with an advertisement for an online movie rental service while moving between two domains (e.g., URLs). 
     High Bandwidth Usage: Proposals have arisen to charge “tolls” or elevated access fees to users attempting to access high traffic portions of the internet. The present system and method allows for high bandwidth usages to be more efficiently funded through effective targeted advertising. For example, a user browses to a music site and downloads a large file. The ISP may use the acquired browsing information to obtain knowledge of this behavior and cause a 15 second promotional music spot to be returned to the client, thereby funding the high bandwidth usage of the download. 
     It will be appreciated that the embodiments and method implementations disclosed herein are exemplary in nature, and that these specific examples are not to be considered in a limiting sense, because numerous variations are possible. The subject matter of the present disclosure includes all novel and nonobvious combinations and subcombinations of the various intake configurations and method implementations, and other features, functions, and/or properties disclosed herein. The following claims particularly point out certain combinations and subcombinations regarded as novel and nonobvious. These claims may refer to “an” element or “a first” element or the equivalent thereof. Such claims should be understood to include incorporation of one or more such elements, neither requiring nor excluding two or more such elements. Other combinations and subcombinations of the disclosed features, functions, elements, and/or properties may be claimed through amendment of the present claims or through presentation of new claims in this or a related application. Such claims, whether broader, narrower, equal, or different in scope to the original claims, also are regarded as included within the subject matter of the present disclosure.