Patent ID: 8849982

Claim:
A system comprising: a processor; and a memory to store instructions which, when executed by the processor, cause the processor to: analyze information passed between a client device and a web site that is operated by a publisher, the information relating to displaying, via a web browser application executed on the client device, content from the web site to a user associated with the client device, determine, based on the information, that the client device is accessing a web page of the web site, select an advertisement, from a plurality of advertisements, based on the web page, the advertisement not appearing in the web page and being associated with an advertiser that differs from the publisher, and the advertisement including a link to another web page, communicate the advertisement to the client device, enable the client device to display the advertisement to the user independent of the web page, where the client device displays the advertisement in a display area that is integrated into the web browser application, and where the display area is selectively opened and closed through a menu selection object in the web browser application, receive, from the client device, an indication that the user has selected the advertisement; and cause, based on receiving the indication, information for the other web page to be sent to the client device, the information enabling the client device to display the other web page via the web browser application, and the client device closing the display area when displaying the other web page.