Patent ID: 8239263

Claim:
A computer-implemented method for blocking advertisements, the method comprising: referencing a primary advertisement within a web page; identifying, based on referencing the primary advertisement within the web page, at least one blocking category of advertisements to be blocked and one or more terms that are relevant to the at least one blocking category; accepting at least one advertisement as a candidate for a secondary advertisement within the web page that features the primary advertisement, with each accepted advertisement being configured to be embedded in the web page and being provided by an advertising server; storing the at least one accepted advertisement on the advertising server for consideration in a list of candidates for the secondary advertisement; identifying a document to which the at least one accepted advertisement is linked, the document representing a landing page related to the at least one accepted advertisement; analyzing, via a processor, content in the document to identify one or more terms in the document; comparing the one or more terms in the document to the one or more terms that are relevant to the at least one blocking category; identifying, based on the comparing, whether the at least one accepted advertisement is in one or more of the at least one blocking category; using the at least one blocking category of advertisements to be blocked to develop the list of the candidates for the secondary advertisement replacement with the primary advertisement, the candidates being selected from the at least one accepted advertisement for the secondary advertisement; and preventing the at least one accepted advertisement from being included in the list of candidates if the at least one accepted advertisement is in one or more of the at least one blocking category of advertisements to be blocked.