Patent Publication Number: US-2010114706-A1

Title: Linked Hierarchical Advertisements

Description:
FIELD 
     Aspects of the invention generally relate to computer networking, advertisement delivery, and follow-up advertisements. More specifically, an apparatus, method and system are described that provide a hierarchical structure of advertisements, wherein the advertisements may be delivered to a computing device based on one or more filtering mechanisms. 
     BACKGROUND 
     Improvements in computing technologies have changed the way people accomplish various tasks. For example, some estimates indicate that between the years 1996 and 2007, the fraction of the world&#39;s population that uses the Internet grew from approximately 1% to approximately 22%. Irrespective of the actual percentages, trends suggest that the Internet will continue to grow. 
     Along with the growth of the Internet, users and service providers have developed numerous applications and corresponding interfaces to facilitate the exchange of information. Manufacturers and advertisers use the Internet to distribute product information and advertisements to targeted audiences. For example, a website directed to automobiles may initially present information listing the different makes or models that are produced by a manufacturer. A user may be able to obtain additional information about a given make or model by clicking (with a mouse) a pictorial representation of the make or model. Thereafter the user may be provided with additional details, such as the manufacturer&#39;s suggested retail price (MSRP), engineering specifications, and an ability to customize the make or model (e.g., an ability to virtually design one&#39;s own car). 
     BRIEF SUMMARY 
     The following presents a simplified summary of example aspects of the invention in order to provide a basic understanding of some aspects of the invention. This summary is not an extensive overview, and is not intended to identify key or critical elements or to delineate the scope of the claims. The following summary merely presents some example concepts and aspects in a simplified form as a prelude to the more detailed description provided below. 
     To overcome limitations in the prior art described above, and to overcome other limitations that will be apparent upon reading and understanding the present specification, aspects of the present disclosure are directed to an apparatus, method and system for providing advertisements. 
     Various example aspects of the disclosure may, alone or in combination with each other, relate to receiving a request for a first advertisement, selecting the first advertisement, and delivering the first advertisement. Other various aspects may relate to receiving a request for a second advertisement based on the delivered first advertisement, selecting the second advertisement, and delivering the second advertisement. 
     These and other example aspects of the invention generally relate to a hierarchical arrangement of advertisements that may provide for a targeted and efficient sequence of delivery and presentation. The hierarchical arrangement may be established via one or more links. The one or more links may create a relationship between the advertisements and may be used to select a next advertisement to deliver to a user responsive to the user expressing interest in a preceding advertisement. A sequence in which the advertisements are to be delivered may be established at a time that the advertisements are created or defined. Alternatively, the sequence may be dictated by one or more targeting parameters. The targeting parameters may include data and/or metadata. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
       A more complete understanding of the present invention and the advantages thereof may be acquired by referring to the following description in consideration of the accompanying drawings, in which like reference numbers indicate like features, and wherein: 
         FIG. 1  illustrates a network computing environment suitable for carrying out one or more example aspects of the invention. 
         FIG. 2  illustrates a data processing architecture suitable for carrying out one or more example aspects of the invention. 
         FIGS. 3A-3B  illustrate a hierarchical data structure suitable for demonstrating one or more example aspects of the invention. 
         FIGS. 4A-4C  illustrate a method and use case suitable for demonstrating a delivery of advertisements in accordance with one or more example aspects of the invention. 
         FIG. 5  illustrates a sequence diagram suitable for demonstrating one or more example aspects of the invention. 
     
    
    
     DETAILED DESCRIPTION 
     In the following description of the various example embodiments, reference is made to the accompanying drawings, which form a part hereof, and in which is shown by way of illustration various embodiments in which one or more example aspects of the invention may be practiced. It is to be understood that other embodiments may be utilized and structural and functional modifications may be made without departing from the scope of the present invention. 
     Conventional advertising attempts to present product or service related information to a target audience. By way of introduction, and as demonstrated herein, example aspects of the invention may enhance the presentation of advertisements by following-up a baseline advertisement with one or more hierarchically linked advertisements. The linkage of the one or more advertisements may be based on one or more criteria or filtering mechanisms, whereby the selection of a second or child advertisement is based on some criterion, e.g., user location. 
       FIG. 1  illustrates a network computing environment  100  suitable for carrying out one or more example aspects of the present invention. For example,  FIG. 1  illustrates a first computing device DEV 1   110 , e.g., device  212 ,  FIG. 2 , connected to a network  130  via a connection  120 . Network  130  may include the Internet, an intranet, wired or wireless networks, or any other mechanism suitable for facilitating communication between computing platforms in general.  FIG. 1  also depicts a second computing device DEV 2   140 , e.g., a computer, server, etc. connected to network  130  via a connection  150 . By virtue of the connectivity as shown, DEV 1   110  and DEV 2   140  may communicate with one another. Such communications may enable the exchange of various types of information. For example, the communications may include data to be exchanged between DEV 1   110  and DEV 2   140 . Such data may include media, images, audio, video, music, maps, games, programs, files, and/or the like. The communications may further include additional information such as control information. 
     Connections  120  and  150  illustrate interconnections for communication purposes. The actual connections represented by connections  120  and  150  may be embodied in various forms. For example, connections  120  and  150  may be hardwired/wireline connections. Alternatively, connections  120  and  150  may be wireless connections. Connections  120  and  150  are shown in  FIG. 1  as supporting bi-directional communications (via the dual arrow heads on each of connections  120  and  150 ). Alternatively, or additionally, computing environment  100  may be structured to support separate forward ( 160   a  and  160   b  ) and reverse ( 170   a  and  170   b  ) channel connections to facilitate the communication. 
     Computing environment  100  may be carried out as part of a larger network consisting of more than two devices. For example, DEV 2   140  may exchange communications with a plurality of other devices (not shown) in addition to DEV 1   1   10 . The communications may be conducted using one or more communication protocols. Furthermore, computing environment  100  may include one or more intermediary nodes (not shown) that may buffer, store, and/or route communications between the various devices. 
       FIG. 2 , one example embodiment of the invention, illustrates a generic wireless or landline computing device  212 , e.g., a desktop computer, laptop computer, notebook computer, network server, portable computing device, personal digital assistant, smart phone, mobile telephone, cellular telephone, user terminal, distributed computing network device, mobile media device, digital camera/camcorder, audio/video player, positioning device, game device, television receiver, radio receiver, digital video recorder, any other device having the requisite components or abilities to operate as described herein, or any combination thereof. As shown in  FIG. 2 , device  212  may include processor  228  connected to user interface  230 , memory  234  and/or other storage, and display  236 . Device  212  may also include battery  250 , speaker  252  and antennas  254 . User interface  230  may further include a keypad, touch screen, voice interface, four arrow keys, joy-stick, stylus, data glove, mouse, roller ball, touch screen, or the like. In addition, user interface  230  may include the entirety of or portion of display  236 . 
     Computer executable instructions and data used by processor  228  and other components within device  212  may be stored in a computer readable memory  234 . The memory may be implemented with any combination of read only memory modules or random access memory modules, optionally including both volatile and nonvolatile memory. Software  240  may be stored within memory  234  and/or storage to provide instructions to processor  228  for enabling device  212  to perform various functions. Alternatively, some or all of the computer executable instructions may be embodied in hardware or firmware (not shown). 
     Furthermore, the computing device  212  may include additional hardware, software and/or firmware to support one or more aspects of the invention as described herein. Device  212  may be configured to receive, decode and process digital broadcast transmissions that are based, for example, on the Digital Video Broadcast (DVB) standard, such as DVB-H, DVB-T or DVB-MHP, MediaFLO, Digital Multimedia Broadcasting (DMB), through a specific receiver  241 . Digital Audio Broadcasting/Digital Multimedia Broadcasting (DAB/DMB) may also be used to convey television, video, radio, and data. The mobile device may also include other types of receivers for digital broadband broadcast transmissions. Additionally, device  212  may also be configured to receive, decode and process transmissions through FM/AM Radio receiver  242 , wireless local area network (WLAN) transceiver  243 , and telecommunications transceiver  244 . In at least one embodiment of the invention, device  212  may receive radio data stream (RDS) messages. 
     Device  212  may use computer program product implementations including a series of computer instructions fixed either on a tangible medium, such as a computer readable storage medium (e.g., a diskette, CD-ROM, ROM, DVD, fixed disk, etc.) or transmittable to computer device  212 , via a modem or other interface device, such as a communications adapter connected to a network over a medium, which is either tangible (e.g., optical or analog communication lines) or implemented wirelessly (e.g., microwave, infrared, radio, or other transmission techniques). The series of computer instructions may embody all or part of the functionality with respect to the computer system, and can be written in a number of programming languages for use with many different computer architectures and/or operating systems. The computer instructions may be stored in any memory device (e.g., memory  234 ), such as a semiconductor, magnetic, optical, or other memory device, and may be transmitted using any communications technology, such as optical infrared, microwave, or other transmission technology. The computer instructions may be operative on data that may be stored on the same computer readable medium as the computer instructions, or the data may be stored on a different computer readable medium. Moreover, the data may take on any form of organization, such as a data structure. Such a computer program product may be distributed as a removable storage medium with accompanying printed or electronic documentation (e.g., shrink wrapped software), preloaded with a computer system (e.g., on system ROM or fixed disk), or distributed from a server or electronic bulletin board over a network (e.g., the Internet or World Wide Web). Various embodiments of the invention may also be implemented as hardware, firmware or any combination of software (e.g., a computer program product), hardware and firmware. Moreover, the functionality as depicted may be located on a single physical computing entity, or may be divided between multiple computing entities. 
     In at least one embodiment, device  212  may include a mobile client implemented in a C-based, Java-based, Python-based, Flash-based or any other programming language for the Nokia® S60/S40 platform, or in Linux for the Nokia® Internet Tablets, such as N800 and N810, and/or other implementations. Device  212  may communicate with one or more servers over Wi-Fi, GSM, 3G, or other types of wired and/or wireless connections. Mobile and non-mobile operating systems (OS) may be used, such as Windows Mobile®, Palm® OS, Windows Vista® and the like. Other mobile and non-mobile devices and/or operating systems may also be used. 
     Computing environment  100 , DEV 1   110 , DEV 2   140 , and device  212  are merely illustrative forms for implementing one or more aspects of the description provided herein. Computing environment  100 , DEV 1   110 , DEV 2   140 , and device  212  may be arranged or configured to support linked advertisements as further described below. Advertisements may be presented to a user in a specified sequence based on one or more filtering or selection algorithms as more fully described below in relation to the hierarchical data structure of  FIGS. 3A-3B  and the method and use case of  FIGS. 4A-4C , wherein the algorithms select a suitable advertisement for delivery and presentation at a computing device. 
     In terms of advertisement hierarchy or structure, one or more advertisements may be stored at a computing device and may be linked in order to support an ordered sequence of delivery. For example, when a first advertisement (ad # 1 ) is linked to a second advertisement (ad # 2 ), it may be implied that when a user expresses an interest in ad # 1  (e.g., by clicking or selecting ad # 1 ) that ad # 2  will be delivered and displayed. Such an arrangement may be referred to as untargeted linking because the criterion that is applied to deliver and display ad # 2  is an expression of interest in ad # 1 . As such, untargeted links might link two advertisements to one another. In an alternative arrangement, which may be referred to as targeted linking, links between advertisements may optionally support targeting parameters such that ad # 2  might not always be shown responsive to an expression of interest in ad # 1 . Instead, the follow-up ad may be based on some predefined criterion/criteria. 
     The targeting parameters and/or the predefined criterion/criteria may be specified as data or metadata accompanying or included with an ad. In this manner, a level of abstraction may be maintained and the details of selection and presentation with respect to one or more advertisements may be hidden from an end user. In some embodiments, a user may be able to view or edit the data or metadata at a computing device, thereby allowing for customization by an end user. Targeting parameters will be described in greater detail below with respect to  FIG. 3B . 
     The advertisements in the advertisement hierarchy may be referred to in familial terms. For example, ad # 1  may be referred to as a parent of ad # 2 , and similarly, ad # 2  may be referred to as a child of ad # 1 . Thus, in untargeted linking, a parent will have at most one child, whereas in targeted linking, a parent may have more than one child. The relationships may be further defined in accordance with customary familial terms/usage (e.g., grandparent, great grandparent, etc.) 
       FIGS. 3A-3B  illustrate a hierarchical data structure suitable for demonstrating one or more example aspects of the invention. For example,  FIG. 3A  illustrates untargeted linking, which is represented as a chain or sequence of a number (N) of advertisements  302 ( 1 )- 302 (N). The criterion applied to transition from one advertisement to the next advertisement (represented by the connecting arrows between advertisements  302 ) is merely an expression of interest in the currently displayed ad. 
     The expression of interest may take different forms for different advertisements. Thus, in the example of  FIG. 3A , expressed interest( 1 ) associated with advertisement  302 ( 1 ) may take the form of a mouse-click on a representation of advertisement  302 ( 1 ), or more generally, a user explicitly selecting advertisement  302 ( 1 ). Conversely, expressed interest( 2 ) associated with advertisement  302 ( 2 ) may take the form of a user viewing a representation of advertisement  302 ( 2 ) for a fixed or predetermined amount of time. For example, a computing device used to display advertisement  302 ( 2 ) may be equipped with gaze tracking equipment (e.g., a camera pointed at the user) and may determine that a user has expressed interest( 2 ) when the user&#39;s gaze is fixed on advertisement  302 ( 2 ) for a sufficient amount of time, thereby facilitating a transition to advertisement  302 ( 3 ). 
       FIG. 3B  illustrates untargeted linking, targeted linking, and a hybrid of untargeted linking and targeted linking. More specifically, as shown in  FIG. 3B , a first advertisement  352 ( 1 ) may be linked to a second advertisement  352 ( 2 ), and the criterion for transitioning from first advertisement  352 ( 1 ) to second advertisement  352 ( 2 ) may be an expressed interest( 1 ). As such, the transition from advertisement  352 ( 1 ) to advertisement  352 ( 2 ) is based on untargeted linking and is similar to the example described above with respect to  FIG. 3A . 
     As described above,  FIG. 3B  also includes an illustration of targeted linking. More specifically, a transition from advertisement  352 ( 2 ) to one of advertisements  352 ( 3 ) and  352 ( 4 ) may be based on an expressed interest( 2 ) and a target parameter related to location. As shown, if a determination is made that a user&#39;s mobile device is located in Boston (targeting parameter location=Boston), then the transition may be made from advertisement  352 ( 2 ) to advertisement  352 ( 3 ) as shown. Otherwise, if a determination is made that a user&#39;s mobile device is located in Chicago (targeting parameter location =Chicago), then a transition may be made from advertisement  352 ( 2 ) to advertisement  352 ( 4 ) as shown. If a determination is made that the user&#39;s mobile device is not located in either Boston or Chicago, then another advertisement (potentially of more general applicability) may be delivered to the user&#39;s computing device (not shown in  FIG. 3B ). Location may be based on user profile information, network code, GPS or other real-time location determination, or on a user specified location. 
       FIG. 3B  also contains an example of hybrid untargeted and targeted linking with respect to the transition from advertisement  352 ( 4 ) to one of advertisements  352 ( 5 ) and  352 ( 6 ). As shown in  FIG. 3B , the transition from advertisement  352 ( 4 ) is based on an expressed interest( 4 ), and thus falls within the definition of untargeted linking. However, the transition is dependent on how that interest is expressed (hence the usage of expressed interest( 4 - 1 ) versus expressed interest( 4 - 2 )), and thus has elements of targeted linking. For example, expressed interest( 4 - 1 ) may relate to a mouse-click event over a representation of advertisement  352 ( 4 ), whereas expressed interest( 4 - 2 ) may relate to a user viewing or staring at the representation of advertisement  352 ( 4 ) beyond a threshold in terms of time. 
     The targeting parameters described above in conjunction with  FIG. 3B  related to location. Alternative targeting parameters may be included, such as genre, income group, context, recent transactions, cookies, or any other user-related parameters including short term and long term interests. 
       FIG. 4A  illustrates a method wherein one or more example aspects of the invention may be practiced. The method of  FIG. 4A  is described based on the network computing environment  100  discussed above in relation to  FIG. 1  and the use case scenario depicted in  FIGS. 4B-4C . The method of  FIG. 4A  may be adapted to accommodate modifications to the network computing environment of  FIG. 1  or a use case different from the one depicted in  FIGS. 4B-4C  without departing from the scope and spirit of the instant disclosure. 
     In step  402 , an ad server receives a request for a first advertisement. The first advertisement may be associated with a general product or service and may be selected in accordance with one or more user preferences. For example, a user profile may indicate that the corresponding user has an interest in a given subject matter, such as automobiles. In this example, data may take on the form of a parameter such as “userprofile.interests=automobiles”. Alternatively, such data can be stored in a cookie or in a database. When the user launches a web browser on her computing device (e.g., DEV 1   110  of  FIG. 1 ), the computing device may transmit a request for an advertisement along with the other parameters to a second computing device (e.g., DEV 2   140  of  FIG. 1 ), such as an ad server, to request a first advertisement. As such, the second computing device may receive the request for the first advertisement. 
     In step  408 , the second computing device may select an advertisement responsive to the request for the first advertisement received in step  402 . For example, the second computing device may examine the parameters and/or cookies received with the request for the first advertisement and determine that the user is interested in automobiles. In response, the second computing device may select an advertisement directed to an automobile manufacturer, such as ad  440  shown in  FIG. 4B . The selected advertisement may actually be stored at the second computing device, or alternatively, may be stored at another computing device (e.g., a third-party server). Moreover, the advertisement may be selected at random, or selected using an algorithm independent of the user. 
     In step  414 , ad  440  may be delivered to the first computing device. For example, if the request of step  402  was generated responsive to the user launching a web browser on the first computing device, ad  440  may be delivered and displayed in a web browser window as a banner, a picture, a link or the like. As it relates to ad  440 , ad  440  may include a collection of images wherein each image depicts a specific make or model of a car. For example,  FIG. 4C  shows ad  440  as including a collection of three images, image 1   472 , image 2   478  and image 3   484 , representative of models of cars. Additional information, such as manufacturer&#39;s suggested retail price (MSRP), engineering specifications and the like (not shown in  FIG. 4C ) may be included with ad  440 . 
     In step  420 , the user of the first computing device may click with a mouse or a key or stylus or by touching screen (in case of touch screen devices) on the banner, picture, link, icon or the like associated with ad  440 , or more generally, express an interest in ad  440 . For example, if ad  440  was presented at the first computing device as a collection of images as shown in  FIG. 4C , wherein each image depicted a specific make or model of a car, and the user expressed interest (expressed interest ( 440 - 1 )=image 1 ) in the first one of the images (e.g., image 1   472 ) as shown in  FIG. 4B , then a follow-up to image 1  may be requested. Executable code associated with a click action of ad  440 , image 1 , may cause a request for a follow-up ad to be transmitted. Additional parameters may be provided when requesting a follow-up ad. For example, in one illustrative embodiment, a phone number, user location, a home mailing address, an email address, and the like may be included as parameters. The additional types of parameters may be typed by the user as a response to a request presented by an advertisement. Alternatively, the additional types of parameters may be retrieved automatically from the first computing device from user profile information. Based on the parameters, the second computing device may take appropriate action, such as selecting a child advertisement of ad  440  in accordance with step  426  described below. 
     In step  426 , the second computing device may select a child advertisement of ad  440  responsive to the received expression of interest with respect to ad  440 , based on the click action and any additional parameters. Continuing the above example, the second computing device may select ad  446  of ad  440  in accordance with the hierarchical structure of  FIG. 4B , wherein ad  446  corresponds to image 1   472 . If the user had expressed an interest in image 2   478  (e.g., expressed interest ( 440 - 2 )=image 2  in  FIG. 4B ) in step  420 , then in step  426  the second computing device may have selected ad  452  in accordance with the hierarchical structure of  FIG. 4B . Similarly, if the user had expressed an interest in image 3   484  (e.g., expressed interest ( 440 - 3 )=image 3  in  FIG. 4B ) in step  420 , then in step  426  the second computing device may have selected second ad  458  in accordance with the hierarchical structure of  FIG. 4B . 
     In step  432 , the selected child ad of ad  440  may be delivered to the first computing device. Continuing the above example, wherein the user expressed an interest in image 1   472  associated with ad  440 , ad  446  may be delivered to and presented at the first computing device, and ad  446  may reference the make or model of car depicted in image 1   472  that the user expressed an interest in accordance with step  420 . 
     The method of  FIG. 4A  was described as having been initiated by a user launching a web browser. Additional applications may initiate the request for the first advertisement of step  402 . For example, a user may instead launch an email application, and one or both of the first and second advertisements may be delivered to an email inbox. In some embodiments, the mere turning on or off of the first computing device may be sufficient to initiate requests for advertisements. In additional embodiments, passive initiators, such as a passage of time or a change in external conditions (e.g., the establishment of a car showcase located near the user) may be sufficient to initiate an acquisition of an advertisement. Other initiating conditions are within the scope of this disclosure. 
     Furthermore, the method of  FIG. 4A  was described in the context of delivering two advertisements to the first computing device. The method may be adapted to accommodate the delivery of more than two advertisements simply by extending the number of steps. Moreover, more than one advertisement may be delivered to the first computing device at approximately the same time. For example, in the context of the above example regarding advertisements of automobiles, the delivery of the child advertisement (step  432 ) may actually result in the delivery of advertisements of two dealers that have the model depicted in image 1   472  available in stock for purchase and are located within a specified distance of one another and the first computing device. In this manner, the competing advertisements may be displayed at the first computing device, and the user of the first computing device may easily compare the terms of the offers from each of the competing dealers. 
     The advertisements may take on any form or combination and are not limited to images or pictures. Thus, in relation to the above example, the first advertisement delivered to the first computing device may be in the form of a collection of images as described, and the second advertisement may be in the form of a video file. More generally, one or more of the advertisements may be presented in any format including pictures, videos, audio, aural descriptions, text and/or the like, or any combination thereof, and the parameters transmitted with each request may be adapted to accommodate specific formats. For example, one or more settings associated with a user profile may express a preference for advertisements in a particular format, and the second computing device may take such preferences into consideration when selecting an advertisement responsive to the requests for advertisements. 
     As another example, in some embodiments when a user expresses an interest in an advertisement, a subsequent communication may be established that is different in form from the preceding examples. More specifically, when the user expressed an interest in the automobile make or model of image 1   472  as described above, instead of or in addition to delivering second advertisement  446 , the expression of interest in image 1   472  may have initiated a telephone call to a local dealer having the model of car depicted in image 1   472  in stock and available for purchase, thereby putting the user in direct contact with a salesman or customer service representative at the local dealer. Thus, more generally, an expression of interest may take the form of click-to-ad (e.g., an expression of interest in an advertisement results in the delivery of a subsequent advertisement), click-to-url (e.g., an expression of interest in an advertisement results in the delivery of a web page, email, instant message or the like), click-to-call (e.g., an expression of interest in an advertisement results in a phone call or the like being placed), or the like, wherein a subsequent communicative action takes place responsive to the expression of interest. 
     The nature of how an advertisement is represented at a computing device may be based on the computing device&#39;s capabilities (e.g., display type/size, browser type, connection type, memory capacity, device address, language, locale, etc.). The computing device&#39;s capabilities may be inserted as parameters when a request for an advertisement or an expression of interest is transmitted by the computing device. The advertisement may be selected based on or configured according to one or more of the device&#39;s capabilities. An illustrative interaction between a browser and a server holding a page or an ad may be obtained, wherein the server sends a cookie to the browser and the browser sends it back when requesting another page or ad, i.e., the cookie may indicate a current ad in the browser. Further, the cookies may be used to track users across a website or across multiple sites. Tracking may produce a user profile, which may be used to target advertising. Cookies may be used to track user activities such as channels visited to assist an ad server in selecting one or more appropriate advertisements. The cookie information may be sent to the ad server when an ad is requested. 
       FIG. 5  illustrates a sequence diagram suitable for demonstrating one or more example aspects of this disclosure. As shown in  FIG. 5 , a wireless device  502  (which may be DEV  1   110  of  FIG. 1  and/or device  212  of  FIG. 2 ) may be communicatively coupled, for example, by way of Wireless Application Protocol (WAP) or Internet site/server  508 , to a server  514 , such as an advertisement server (which may be DEV  2   140  of  FIG. 1 ). 
     In step  530 , wireless device  502  may access WAP site/server  508 . The nature of the access may be responsive to a request by wireless device  502  to obtain a web page or other information similar to step  402  described above with respect to  FIG. 4A . In step  536 , WAP site  508  may request server  514  for an advertisement. The request may be based on parameters included with the access of step  530 . In step  542 , server  514  may select a first advertisement (ad # 1 ) responsive to request  536 , and server  514  may deliver the first advertisement to WAP site  508  in step  548 . In step  554 , WAP site may insert the first advertisement into the web page, and transmit the web page—first advertisement combination to wireless device  502 . Upon receipt of the web page—first advertisement combination, wireless device  502  may display or play the first advertisement. Responsive to determining that a user of the wireless device has expressed an interest in the first advertisement in accordance with step  560 , wireless device  502  may communicate with server  514  in step  566 . The nature of the communication in step  566  may entail a request for a follow-up advertisement (e.g., ad # 2 ) to the first advertisement. Responsive to the communication of step  566 , server  514  may select a second advertisement in step  572  and may deliver the second advertisement to wireless device  502  in step  578 . Further, upon receipt of the second advertisement the wireless device  502  may display or play the second advertisement. 
     The architecture and sequence diagram of  FIG. 5  is merely illustrative. It is understood that additional computing devices or entities may be included, and that one or more of the computing devices or entities may be removed or substituted. For example, wireless device  502  is shown in  FIG. 5  as being communicatively coupled, for example, by way of Wireless Application Protocol (WAP) or Internet site/server  508 , to a server  514  A hypertext transfer protocol/hypertext markup language (HTTP/HTML) based browser/site may be used in addition to, or in place of, WAP site/server  508 . Other modifications are within the scope and spirit of the instant disclosure. Furthermore, in some embodiments wireless device  502  (or more generically, a computing device  502 ) may receive one or more advertisements and may deliver or distribute the one or more advertisements or additional (e.g., child) advertisement(s). Moreover, in some embodiments the same computing device (e.g., server  514  of  FIG. 5 ) might not deliver both the first (e.g., parent) advertisement and the second (e.g., child) advertisement. In those embodiments, a second computing device (not shown in  FIG. 5 ) may deliver the second (e.g., child) advertisement, or the wireless device  502  might determine which child ad to display. 
     Based on the foregoing description, electronic advertisements may be presented to a computing device in an ordered sequence responsive to an expression of interest and/or one or more targeting parameters. The expression of interest and one or more targeting parameters may be included in parameters and may accompany a request for an advertisement or an expression of interest. In this manner, advertisers can submit groups of related advertisements. The related advertisements may share a common group identification (group ID), and each advertisement therein may have its own individual identification (individual ID). An individual advertisement can be selected from the group based on one or more conditions (e.g., expressed interest, target parameters, and the like) that are evaluated in (substantially) real-time. For example, a group ID and an individual ID may be included in parameters. Responsive to a request for an advertisement or responsive to an expression of interest, parameters included therewith may be examined to select a particular group of advertisements that match the group ID. The individual ID may next be examined from the parameters to determine the advertisement that the user expressed an interest in, and based on a hierarchical structure similar to the ones shown in  FIGS. 3A-3B , and  FIG. 4B , the next (e.g., child) advertisement in the sequence may be selected (and delivered) by traversing an appropriate link from the advertisement identified by the individual ID. 
     In view of the description herein, advertising effectiveness may be enhanced. The more an advertisement conforms to a user&#39;s preferences or surrounding environment, the more likely it is that the user will be inclined to patronize the advertiser. Accordingly, based on a hierarchical structure of advertisements, wherein the ads bear a familial or hierarchical relationship to one another, a computing device may sequence connecting links between the ads to present an ad of increasing relevance to a user. In this manner, an ad initially may be presented at a relatively general level to appeal to as wide a target audience as possible. Thereafter, follow-up ads may be presented in an effort to appeal to a user&#39;s tastes, preferences, interests, or any other criterion. 
     Opportunities may exist to customize the content of an advertisement based on parameters accompanying the request for an advertisement. For example, an advertiser may submit a baseline version of an advertisement to a commercial service provider that includes a blank for an insertion of a location. The blank may be populated with location information based on a computing device&#39;s location referenced in parameters accompanying a request for an advertisement or an expression of interest in an advertisement. Thus, in this manner, the advertiser may submit a baseline version of an advertisement, and the advertisement may subsequently be tailored to the specifics of a consuming user based on information in the user-profile or information otherwise associated with the user (in this example, the consuming user&#39;s location). Advertisers thus may be able to create personalized messages or personalized offers. Advertisers may be able to save money by precluding of the need to create largely redundant advertisements. Furthermore, commercial service providers also benefit because they are not forced to store largely redundant advertisements in computing device memory. 
     Although the subject matter has been described in language specific to structural features and/or methodological acts, it is to be understood that the subject matter defined in the appended claims is not necessarily limited to the specific features or acts described above. Rather, the specific features and acts described above are disclosed as example forms of implementing the claims.