Patent ID: 7975020

Claim:
A method of providing a dynamically updatable web page, the method comprising: causing a web browser running on a user computer to load update handler code over a network such that the update handler code becomes part of a web page loaded by the browser, said update handler code comprising browser-executable code that is capable of causing the web browser to update a display of the web page with content retrieved from a content server; detecting an occurrence of a pre-specified keyword or keyword phrase in visual content of the web page; retrieving an advertisement associated with the keyword or keyword phrase over a network from the content server to the user computer, said advertisement being a sponsored link advertisement that has a pre-specified association with the keyword or keyword phrase, wherein retrieving the advertisement comprises extracting content of the advertisement from a script file received from the content server, wherein extracting said content from the script file comprises extracting an HTML string that is surrounded by quotations and assigned to a script variable; and responding to a mouse-over event in which a mouse pointer is positioned over the occurrence of the pre-specified keyword or keyword phrase on a visual display of the web page on the user computer by causing the advertisement to be displayed by said user computer in an overlay display object in association with the keyword or keyword phrase, said overlay display object being part of the web page; wherein the advertisement is retrieved from the content server and displayed in the overlay display object via execution of the update handler code by the web browser.