Patent Abstract:
Techniques are described for retrieving advertisements for insertion into a document. Embodiments receive a document comprising a request to retrieve a plurality of advertisement creatives. In response to transmitting the request specified within the received document to the advertisement management system, a single software object defining all of the plurality of advertisement creatives is received. Embodiments insert each of the plurality of advertisement creatives into the document, prior to rendering the document, and then render the document together with the advertisement creatives.

Full Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
       [0001]    This application is a continuation of co-pending U.S. patent application Ser. No. 12/120,250, filed May 14, 2008. The aforementioned related patent application is herein incorporated by reference in its entirety. 
     
    
     BACKGROUND 
     Field of the Invention 
       [0002]    In many World Wide Web (WWW) server applications in which a client device requests information from a website, one or more advertisements are typically part of the served web page. The web page is also referred to as the content. Typically, when a client device requests a web page that includes an advertisement, the web page and the advertisement are provided from the web server to the client&#39;s browser so that the browser can render the page and the advertisement. However, as traffic volume increases, web sites that experience large traffic volume typically move their content to one or more remote servers, sometimes referred to as a content delivery network (CDN). When traffic is relocated to a content delivery network, the content delivery network will access the web server for a copy of the requested page that the content delivery network should be delivering to a client device. Therefore, if one or more advertisements are embedded in the source of the page that was fetched and retrieved by the content delivery network, the same advertisement or advertisements would be repeatedly delivered to all client devices. 
         [0003]    An existing solution for coordinating the placement of an advertisement in a web page uses what are referred to as “I-frames.” However, this solution still requires multiple calls to an advertisement management system for each advertisement and logging for each of the ads displayed. 
         [0004]    Therefore, there is a need for a way of efficiently delivering web pages and advertisements when the web page and the advertisement are provided from different sources. 
       SUMMARY 
       [0005]    Embodiments of the invention include a system that performs an operation for retrieving advertisements. The operation includes receiving a document comprising a request to retrieve a plurality of advertisement creatives. Here, the request specifies an advertisement management system and a single identification tag identifying a plurality of advertisement types to be inserted within the document, and the plurality of advertisement types include all advertisement types to appear within the document. The operation also includes, responsive to transmitting the request specified within the received document to the advertisement management system, receiving a single software object defining all of the plurality of advertisement creatives. The advertisement management system is configured to select the plurality of advertisement creatives based on the plurality of advertisement types identified by the single identification tag specified within the transmitted request. Additionally, the operation includes inserting each of the plurality of advertisement creatives into the document, prior to rendering the document. The operation further includes rendering the document together with the advertisement creatives. 
         [0006]    Other embodiments are also provided. Other systems, methods, features, and advantages of the invention will be or become apparent to one with skill in the art upon examination of the following figures and detailed description. It is intended that all such additional systems, methods, features, and advantages be included within this description, be within the scope of the invention, and be protected by the accompanying claims. 
     
    
     
       BRIEF DESCRIPTION OF THE FIGURES 
         [0007]    The invention can be better understood with reference to the following figures. The components within the figures are not necessarily to scale, emphasis instead being placed upon clearly illustrating the principles of the invention. Moreover, in the figures, like reference numerals designate corresponding parts throughout the different views. 
           [0008]      FIG. 1  is a block diagram illustrating an example of a system for client-side advertisement retrieval. 
           [0009]      FIGS. 2A and 2B  are a flowchart collectively illustrating the operation of an embodiment of a method for client-side advertisement retrieval. 
       
    
    
     DETAILED DESCRIPTION 
       [0010]    The system and method for client-side advertisement retrieval will be described in the context of providing web content and advertisement content to a client from two remote and separate sources via the World Wide Web (WWW), or any other wide area network or local area network. However, the system and method for client-side advertisement retrieval is applicable to delivering any content and any asset related to or desired to be presented with the content to any client device. 
         [0011]    The system and method for client-side advertisement retrieval can be implemented in hardware, software, or a combination of hardware and software. When implemented in hardware, the system and method for client-side advertisement retrieval can be implemented using specialized hardware elements and logic. When the system and method for client-side advertisement retrieval is implemented in software, the software can be used to control the various components in a system and network associated with the program. The software can be stored in a memory and executed by a suitable instruction execution system (microprocessor). The hardware implementation of the system and method for client-side advertisement retrieval can include any or a combination of the following technologies, which are all well known in the art: discrete electronic components, a discrete logic circuit(s) having logic gates for implementing logic functions upon data signals, an application specific integrated circuit having appropriate logic gates, a programmable gate array(s) (PGA), a field programmable gate array (FPGA), etc. 
         [0012]    The software for the system and method for client-side advertisement retrieval comprises an ordered listing of executable instructions for implementing logical functions, and can be embodied in any computer-readable medium for use by or in connection with an instruction execution system, apparatus, or device, such as a computer-based system, processor-containing system, or other system that can fetch the instructions from the instruction execution system, apparatus, or device and execute the instructions. 
         [0013]    In the context of this document, a “computer-readable medium” can be any means that can contain, store, communicate, propagate, or transport the program for use by or in connection with the instruction execution system, apparatus, or device. The computer-readable medium can be, for example but not limited to, an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor system, apparatus, device, or propagation medium. More specific examples (a non-exhaustive list) of the computer-readable medium would include the following: a portable computer diskette (magnetic), a random access memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or Flash memory) (magnetic), an optical fiber (optical), and a portable compact disc read-only memory (CDROM) (optical). Note that the computer-readable medium could even be paper or another suitable medium upon which the program is printed, as the program can be electronically captured, via for instance, optical scanning of the paper or other medium, then compiled, interpreted or otherwise processed in a suitable manner if necessary, and then stored in a computer memory. 
         [0014]    In the description to follow, the terms “advertisement,” “advertisement type,” “ad creative” and “creative asset” will be used. As used herein, an “advertisement” is a general term that represents the final product of an advertisement appearing on a webpage, or whatever media is being used. An “advertisement type” or “ad type” is an identifier known by the advertisement management system that specifies the category of the ad (for example, “banner” or “skyscraper”). An “advertisement creative” or “ad creative” is the code that is defined to request creative assets to show an advertisement on a page. The “ad creative” can be HTML, plain text, JavaScript or any other type of code or script that can be interpreted by a browser in a client device. An “ad creative” may also be referred to as “ad creative text” and “ad type creative.” As an example, an ad creative could be an HTML &lt;IMG&gt;tag. A “creative asset” is the actual image file (JPG, GIF, PNG), Flash file, video file, and the like, that is referenced via the ad creative text to display the advertisement on the page. 
         [0015]      FIG. 1  is a block diagram illustrating an example of a system for client-side advertisement retrieval  100 . The system for client-side advertisement retrieval  100  includes a client  102  connected to a network  126  over connection  128 . The client  102  is illustrated for simplicity as a personal computer. However, the client  102  can be any device that requests content from a web server. For example, the client  102  can be a portable digital assistant (PDA), a personal computer (PC), a portable communication device such as a cellular phone, or any other device that requests content from a server. In a non-limiting example, the network  126  can be a wide area network, such as the World Wide Web (WWW), a local area network (LAN), a wireless network, or any other network. 
         [0016]    The system for client-side advertisement retrieval  100  also includes a web server  132  connected to the network  126  via connection  134 , a content delivery network  136  connected to the network  126  over connection  138 , a log server  142  connected to the network  126  over connection  144  and an advertisement (ad) management system  152  connected to the network  126  via connection  158 . 
         [0017]    In an example implementation, the web server  132  is a content server that experiences periodic heavy traffic. Because of the periodic heavy traffic, the responsibility for the delivery of certain content is transferred from the web server  132  to the content delivery network  136 . However, when the web page content delivery function is transferred to or shared with the content delivery network  136 , coordinating the assembly of the web page content and the advertisement becomes complicated. This is so because the content and the components to display an advertisement can be located on different servers. Therefore, in this example, the content delivery network  136  provides only the requested content (i.e., the web page) without the advertisement. 
         [0018]    As will be described in greater detail below, in an embodiment, when the content delivery network  136  serves a web page, it serves the web page without an advertisement. However, in an embodiment, the web page includes an identification tag  110 . The identification tag  110  can be, for example, a script tag, such as a JavaScript tag, that specifies to an advertisement management system  152  all of the ad types that appear on the page. The identification tag  110  allows the client  102  to initiate a single request for the creative text of the advertisement or advertisements that should accompany the served content. In an embodiment, the “identification tag”  110  can be a JavaScript tag that passes all of the ad types that appear on the page to the advertisement management system  152 . In this manner, the advertisement management system  152  is informed as to the type or types of ad creative(s) it should return to the client. 
         [0019]    The client  102  includes a memory  104  and a browser  106 . The memory  104  provides storage for one or more a web pages, an exemplary one of which is illustrated at  114 . The web page  114  includes an identification tag  110 . As described above, the identification tag  110  allows the web page  108  to identify the type of advertisement or advertisements that are to be part of the web page  108 . 
         [0020]    The client  102  also includes a browser  106 . The browser  106  renders the page  114 , including an advertisement  116  according to a document object model  124 . The document object model  124  defines the manner in which the page  114  is rendered. The page  114  also includes content  122 , which can be, for example, text, images, or any other page content. As will be described more fully below, in an embodiment, the memory  104  also includes JavaScript software  120 , a JavaScript Object Notation (JSON) object  186  and a JavaScript library  112 , which defines methods to insert an ad creative into a document object model  124 . The document object model  124  defines the web page  114 . As will be more fully described below, the JavaScript software  120  makes calls to the JavaScript library  112  that interprets the JSON object  186  to insert an advertisement in the page  114  that is rendered by the browser  106 . 
         [0021]    The page  114  includes a single call to the ad management system  152  for the JSON object  186  that defines and includes the creative text. The page  114  also includes a request to a JavaScript library  112  and includes embedded JavaScript to insert an ad creative into the document object model  124 . 
         [0022]    The advertisement management system  152  includes an advertisement (ad) server  154  and an asset server  156 . The ad server  154  receives a single request from the client  102 . The request received from the client  102 , initiated by the identification tag  110 , allows the ad server  154  to select the appropriate ad creative, or ad creatives, and also allows the ad server  154  to create a JSON object  186 , which is returned to the client  102 . An ad creative  182  is provided to the browser  106  in the form of the JSON object  186 . The browser  106  then inserts an ad creative  182  in the page  114  while rendering the page  114 . After the ad creative  182  is inserted in the page  114 , the ad creative  182  references a creative asset  184 . The asset server  156  provides the creative asset  184  for inclusion in the advertisement  116 . The asset server  156  need not be located in the ad management system  152 . The asset server  156  may also be a third party. The dotted lines shown in  FIG. 1  indicate the actions taken by the various elements, and will be described in further detail in  FIG. 2 . The ad management system  154  also returns advertisement logging information to the client  102 , along with the ad creative  182  within the JSON object  186 . 
         [0023]      FIGS. 2A and 2B  are a flowchart  200  collectively describing the operation of an exemplary embodiment of a method for client-side advertisement retrieval. In block  202  the client  102  requests a web page from the web server  132 . In this example, the requested page has been transferred from the web server  132  to the content delivery network  136 ; however, this need not be the case. In the example described, in block  204 , the content delivery network  136  delivers the requested web page without the advertisement to the client  102 . This is illustrated using the dotted line  166  in  FIG. 1 . The page is illustrated at  114  within the client  102 . In this example, the page  114  includes an identification tag  110 . The identification tag  110  allows the client  102  to initiate a single request for the ad creative associated with an advertisement or advertisements that are associated with the page  114 . As stated above, the ad creative(s) of the advertisement(s) associated with the page  114  are provided by the ad management system  152  and not the content delivery network  136 . 
         [0024]    The page  114  delivered to the client  102  includes a single call to the ad management system  152  for the ad creative within a JSON object  186 . The page  114  also includes a request to retrieve the Javascript library  112 . The page  114  also includes embedded Javascript to insert the ad creative  182  from the JSON object  186  into the document object model  124 . 
         [0025]    In block  206 , the browser  106  begins rendering a page  114 . In block  208 , the client  102  sends a single call to the advertisement management system  152 . The single call is a request for all ad creatives related to all advertisements on the page  114 . The client  102  uses the information in the identification tag  110  to specify to the advertisement management system  152 , and more particularly, the advertisement server  154 , which advertisement or advertisements are to be rendered with the page  114 . The request is illustrated using the dotted line  168 . In block  212 , the rendering engine associated with the browser  106  awaits a response from the ad management system  152 . 
         [0026]    In block  214  the advertisement server  154  responds to the client  102  with all ad creatives in the form of a JavaScript object notation (JSON) object  186 , which is also returned to the client  102 , as illustrated by the dotted line  172 . Advertisement logging data is also returned to the client  102 . 
         [0027]    In block  216 , the client  102  receives the JSON object  186  containing the ad creative  182 . In block  218 , the JavaScript software  120  reads and interprets the JSON object  186  and inserts the appropriate ad creative  182  into the document object model  124 . This is accomplished by a Javascript call to the Javascript library  112  to insert the ad creative  182  in the document object model  124 . 
         [0028]    In block  222 , the browser  106  renders the inserted ad creative  182 . In block  224 , the ad creative  182  references a creative asset  184 . 
         [0029]    In block  226 , after the ad creative  182  is inserted in the page  114 , the browser  106  requests the creative asset  184  associated with the ad creative  182  from the asset server  156 . This is illustrated using the dotted line  174 . The creative asset  184  can be text, an image, or any other asset that is part of the advertisement  116 . In block  228 , the client  102  retrieves the creative asset  184  from the asset server  156 . This is illustrated using the dotted line  176 . 
         [0030]    In block  232 , the client  102  sends a notification to the log server  142  informing the log server  142  which advertisement or advertisements were served from the advertisement management system  152 . This is illustrated using the dotted line  178 . 
         [0031]    In block  234 , the browser  106  completes the page rendering process and renders the page  114  including the creative asset  184 . It should be mentioned that a page can contain multiple ad creatives  182  and creative assets  184  to be rendered. 
         [0032]    While various embodiments of the invention have been described, it will be apparent to those of ordinary skill in the art that many more embodiments and implementations are possible that are within the scope of the invention.

Technology Classification (CPC): 6