Patent Document

CROSS-REFERENCE TO RELATED APPLICATIONS 
       [0001]    This application claims priority under 35 U.S.C. §119 to U.S. Provisional Application No. 62/332,049, filed May 5, 2016, the entire disclosure of which is herein expressly incorporated by reference. 
     
    
     BACKGROUND OF THE INVENTION 
       [0002]    Exemplary embodiments of the present invention are directed to systems and methods for view-based advertisement selection. 
         [0003]    Advertisements have been and continue to be integral to the Internet as one of the primary mechanisms for monetizing web sites. Due to the technological nature of the Internet web-based advertisements are significantly different from regular advertisements. For example, paper-based magazine advertisements are selected for particular magazines based on demographic information about the magazine&#39;s subscribers. In many instances this demographic information is limited to the mailing address to which the magazine is sent. In contrast, Internet-based advertisements can take advantage of cookies, which are placed on users&#39; computers to track the users&#39; browsing behavior. Thus, using information stored in a cookie an Internet-based advertisement can be more particularly targeted than in conventional, non-Internet-based advertisements. 
         [0004]    The format of Internet-based advertisements has evolved over time. Initially many Internet-based advertisements were in the form of banner advertisements placed on the top of a web page. In order to grab a user&#39;s attention the typical static banner advertisements were replaced with dynamic advertisements, such as flashing banner advertisements. Due to concerns that user&#39;s were not paying attention to banner advertisements placed on the top of a web page pop-over and pop-under advertisements, in which the advertisement either appeared over or behind the desired web page, were developed to ensure that the advertisement is seen by the user. 
         [0005]    Pricing Internet-based advertisements is typically based on two factors, the popularity of the web site/web page on which the advertisement is placed and whether the advertisement results in a user clicking the advertisement to obtain more information regarding the product or service that is the subject of the advertisement. 
       SUMMARY OF THE INVENTION 
       [0006]    It has been recognized that certain types of advertisements encounter particular problems due to the manner in which web pages are reproduced that are not encountered with non-Internet based advertisements. Specifically, rotating advertisements that periodically change over time encounter significantly different issues than similar non-Internet based advertisements. For example, it is now increasingly common to place video screens in public places that periodically change advertisements over time. For these types of advertisements the advertiser is paying for the location where the video screen will be placed so that video screens in higher traffic areas command higher rates than those in lower traffic areas. Regardless of where these video screens are placed, the advertisements that are in a reproduction rotation will each be reproduced for a predetermined amount of time and will be visible to anyone passing by the video screen during the predetermined amount of time. 
         [0007]    In contrast, the content of web pages typically exceed the viewable area of the browser on which the web pages are reproduced, an area commonly referred to as the viewport. Thus, Internet-based rotating advertisements are typically reproduced for a predetermined amount of time regardless of whether the advertisements are within the browser&#39;s viewport, and thus actually viewable by a user. When at least some or all of an advertisement is not viewable it does not serve its purpose and thus an advertiser would not want to pay for an advertisement that is not actually displayed to a user. Further, the rotation of advertisements on a web page increases the likelihood that the user&#39;s attention will be drawn to the advertisement because the user sees the change in advertisements as movement. Thus, changing advertisements that are not viewable by a user would not serve this function of drawing the user&#39;s attention. 
         [0008]    One conventional way to address this problem of Internet-based advertisements, which is also used for static advertisements, is to adjust the position of the advertisement on the web page so that the advertisement is always within the browser&#39;s viewport. Thus, as a user scrolls a web page or adjusts the viewing area of the web page (e.g., zooms in or out of the web page) the position of the advertisement is also adjusted to stay within the viewport. 
         [0009]    Instead of adjusting the position of the advertisement to stay within the browser&#39;s viewport, exemplary embodiments of the present invention address the above-identified and other deficiencies of conventional advertisement reproduction technology by controlling the rotation timing of advertisements based, in part, on whether the advertisement is within the browser&#39;s viewport. Thus, when the advertisement is not within the browser&#39;s viewport the advertisements are not rotated within the advertisement space. Accordingly, exemplary embodiments of the present invention are directed to a solution that is necessarily rooted in computer technology to overcome a problem specifically arising in the realm of computer networks. 
         [0010]    According to one embodiment of the invention a method comprises a web browser being executed on a processor receiving code corresponding to a requested web page and executing the received code to reproduce the requested web page. A portion of the requested web page within a viewport of the web browser is displayed. A plug-in of the web browser, executes a plug-in script in the received code. Execution of the plug-in script by the plug-in comprises selecting an advertisement from an advertisement queue; reproducing the selected advertisement in an advertisement space on a portion of the web page; and determining whether the advertisement space is within the viewport of the web browser, whereby the advertisement space is displayed on the webpage when it is within the viewport of the web browser. When a predetermined portion of the advertisement space is not within the viewport of the web browser waits for a viewing area change event, determines whether the viewing area change event caused the predetermined portion of the advertisement space to be within the viewport of the web browser, and selects another advertisement from the advertisement queue when the viewing area change event caused the predetermined portion of the advertisement space to be within the viewport of the web browser. 
         [0011]    According to another embodiment of the invention a method comprises a web browser being executed on a processor receiving code corresponding to a requested web page and rendering the web page based on the received code. The rendered web page includes a portion that is within a viewport of the web browser and a portion that is outside of the viewport of the browser. The web browser renders an advertisement selected from an advertisement queue in an advertisement space on the web page and at least the portion of the rendered webpage is displayed within the viewport of the web browser. The web browser selects and renders another advertisement in the advertisement space on the rendered web page when a predetermined amount of the advertisement space is within the web browser viewport, and thereby displayed, for a predetermined amount of time. 
         [0012]    Other embodiments of the invention are directed to systems and apparatus for performing these and other disclosed methods, as well as non-transitory computer-readable medium storing instructions, which when executed by a processor, cause the processor to perform one of the disclosed methods. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWING FIGURES 
         [0013]      FIG. 1A  is a block diagram of an exemplary system in accordance with the present invention; 
           [0014]      FIG. 1B  is a block diagram of an exemplary computer in accordance with the present invention; 
           [0015]      FIGS. 2A and 2B  are flow diagrams of an exemplary method for view-based advertisement selection in accordance with the present invention; 
           [0016]      FIG. 3  is a block diagram of an exemplary method for executing an advertisement browser plug-in in accordance with the present invention; 
           [0017]      FIG. 4  is a flow diagram of an exemplary method for determining whether a selected advertisement is in a browser viewport in accordance with the present invention; and 
           [0018]      FIGS. 5A-5D  are block diagrams of exemplary viewports in accordance with the present invention. 
       
    
    
     DETAILED DESCRIPTION 
       [0019]    Exemplary embodiments are directed to controlling the rotation timing of advertisements based, in part, on whether the advertisement is within the browser&#39;s viewport. It will be recognized that placement of an advertisement on a web page is, in some instances, a decision made by the owner/operator of the website instead of being made by the advertiser or advertising agency. Thus, a website owner/operator may use code to place an advertisement in a static location on the web page that does not account for the actual visibility of the advertisement. For example, an advertisement may be statically placed at the bottom of particular web page assuming that the advertisement will be viewable on the web page. However, devices with lower resolutions than are accounted for by the website owner/operator may not be within the browser&#39;s viewport without scrolling and/or resizing the web page on the lower resolution display of the device. In other situations the content of the web page is greater than the viewport of a browser even for devices having a very high resolution display, and thus an advertisement placed in a lower portion of the web page may not be viewable without scrolling and/or resizing the web page. Thus, exemplary embodiments of the present invention are particularly useful in controlling the rotation of advertisements so that the advertisements are rotated only when the advertisements are within a particular browser&#39;s viewport. 
         [0020]    Prior to describing the invention in detail, the definition of several terms used throughout the application is provided for a better understanding of the invention. As discussed above, elements reproduced on a web page may or may not be currently viewable by a user. Thus, in the discussion below references to reproducing or rendering include both viewable and non-viewable reproductions and renderings. The terms reproduce and render are used interchangeably in the application to mean reproducing a web page based on code. References to being in view or within the viewport means that at least a user of the browser can currently see a portion of the element. Further, although exemplary embodiments are described in connection with a Java-based plug-in, the present invention can be used with any other type of plug-in that can execute the functionality described below. 
         [0021]      FIG. 1A  is a block diagram of an exemplary system in accordance with the present invention. The system includes a web page server  102 , which communicates with an advertisement server/database  104  and computer  106 . As detailed below, the advertisement server/database  104  provides a plug-in script to server  102  (step  110 ) so that the plug-in script is included on one or more web pages provided by web page server  102 . Accordingly, when computer  106  requests a web page from web page server  102 , the provided web page includes the plug-in script (step  112 ). The plug-in script then requests advertisements for an advertisement queue from advertisement server/database  104 , which provides the advertisements (step  114 ), which are then reproduced by computer  106  on the web page. 
         [0022]      FIG. 1B  is a block diagram of an exemplary computer  106  in accordance with the present invention. The present invention can be implemented on any type of device that is capable of reproducing web pages, and thus the term computer should be understood as including any device having such a capability, including desktop computers, laptop computers, smart phones, tablets, wearable computers, smart watches, and the like. Computer  106  includes one or more interfaces  120  for communicating with web page server  102  and/or advertisement server/database  104 , which can be any type of wireless and/or wired interface. Interface  120  is coupled to processor  122 , which is coupled to one or more memories  124  in order to execute applications and render/reproduce web pages. Processor  122  can be any type of processor, including a microprocessor, field programmable gate array (FPGA), application specific integrated circuit (ASIC), and/or the like. Memory  124  can include any type of memory, including random access memory (RAM), read-only memory (ROM), a solid state hard drive (SSD), a spinning hard drive, and/or the like. Further, some of the memory  124  can be external to the computer  106 . 
         [0023]    Using computer code loaded from memory  124 , processor  122  executes a browser  126 . Specifically, browser  126  includes a web page rendering engine  128 , which executes web page code  130 , typically in the form of HTML, obtained from a web page server. In addition, the browser may also include one or more plug-in rendering engines  132 , which can execute an advertisement plug-in script  134 . Non-limiting examples of plug-in rendering engines include Oracle&#39;s Java, Adobe&#39;s Flash, and Apple&#39;s QuickTime player. Thus, processor  122 , using browser  126 , provides a rendered web page, including any rendered plug-ins, to display  136  as an output for a user. Although display  136  is illustrated as being part of computer  106 , the display can be an external component, depending upon the type of computer. 
         [0024]    The web page rendered by browser  126  typically will include portions that are visible on display  136 , as well as portions that are not visible. Although portions of the page are not visible, these portions are still rendered by browser  126  so that when the user adjusts the web page on display  136  (e.g., reduces the size of the reproduced web page and/or moving the web page up, down, left, and/or right) the non-visible portion is then reproduced on the display. 
         [0025]    Now that an overview of the system of the present invention has been provided, a description of the method of the present invention will be described in connection with  FIGS. 2A-5D . The method of exemplary embodiments of the present invention includes two stages, in the first stage advertisements are reproduced for a predetermined period of time and then changed ( FIG. 2A ) and in the second stage the advertisements are reproduced based on both the passage of time and whether the advertisement is actually viewable, i.e., within the browser&#39;s viewport ( FIG. 2B ). Thus, in the first stage advertisements are changed within the advertisement space regardless of whether the advertisements are viewable. It should be recognized, however, that the present invention can be implemented without the first stage so that advertisements are changed within the advertisement space based on both the reproduction time and whether the advertisement is viewable during the reproduction time. 
         [0026]    Initially, computer  106 , using browser  126 , requests a web page and plug-in script from web page server  102  (step  202 ), and the browser  126  loads and executes the web page and plug-in script (step  204 ). The plug-in script includes a command to obtain advertisements from advertisement server/database  104 , and accordingly the plug-in script requests advertisements and fills the advertisement queue with the advertisements received from advertisement server/database  104  (step  206 ). 
         [0027]    An example of this process is illustrated in  FIG. 3 . Specifically, the web page  305  issues an HTTP GET Request to the JavaScript embedded script  310  (step  330 ), which in turn issues the HTTP GET Request to PHP-Driven JavaScript Generator  320  (step  335 ). PHP-Driven JavaScript Generator  320  also requests advertisements from and is provided advertisements by one or more advertisement databases  315  (step  340 ). As noted in the figure, JavaScript Embed Script  310  generates a preliminary identification of context and PHP-Driven JavaScript Generator finalizes the context identification. In response to the HTTP Get Request from JavaScript Embed Script  310 , PHP-Driven JavaScript Generator issues a conversion command to generate a Non-Static Representation of the JavaScript File  325  (step  345 ), which representation issues the HTTP Response to the web page  305  (step  350 ), thus providing the web page with the advertisements that are to be reproduced on the web page. 
         [0028]    Returning to  FIG. 2A , plug-in rendering engine  132  selects the first advertisement in the queue (step  208 ) and provides it to web page rendering engine  128  to reproduce the selected advertisement in the designated advertisement space (step  210 ). Plug-in rendering engine  132  then determines whether the reproduction time has expired (step  212 ). When the reproduction time has not yet expired (“No” path out of decision step  212 ), the selected advertisement continues to be reproduced (step  210 ). 
         [0029]    When the reproduction time has expired (“Yes” path out of decision step  212 ), plug-in rendering engine  132  determines whether the reproduced advertisement is the last advertisement in the queue (step  214 ). When there are more advertisements in the queue (“No” path out of step  214 ), plug-in rendering engine  132  selects the next advertisement in the queue (step  216 ), which is then reproduced in the designated advertisement space for a predetermined amount of time (steps  210  and  212 ). 
         [0030]    When the reproduced advertisement is the last one in the queue (“Yes” path out of decision step  214 ), then the second stage of the method is performed. Specifically, referring now to  FIG. 2B , plug-in rendering engine  132  determines whether the currently reproduced advertisement space is within the viewport of browser  126  (step  218 ). When the advertisement space is not currently within the viewport of browser  126  (“No” path out of decision step  218 ), then plug-in rendering engine  132  waits for a view change event (step  220 ). In JavaScript view change events include onScroll and onResize events. These view change events are typically used to adjust the position of an advertisement within the browser&#39;s viewport. In the present invention these view change events are also used to control the rotation of advertisements so that the advertisements rotate when the advertisements are within the browser&#39;s viewport and do not rotate when the advertisements are not within the browser&#39;s viewport. When plug-in rendering engine  132  determines that the advertisement space is within the viewport of browser  126  (“Yes” path out of decision step  218 ), plug-in rendering engine  132  selects the first advertisement in the queue (step  222 ) and provides it to web page rendering engine  128  to reproduce the selected advertisement in the designated advertisement space (step  224 ). 
         [0031]    Plug-in rendering engine  132  then determines whether the advertisement space is within the viewport (step  226 ). The present invention can be implemented so that this determination can be satisfied based upon a predetermined amount of the advertisement space being within the viewport, as illustrated in  FIG. 4 . Specifically, plug-in rendering engine  132  determines a geometry of the viewport of browser  126 , placement of the advertisement space on the reproduced web page, and a position of the viewport of the browser  126  on the reproduced web page (step  405 ). Plug-in rendering engine  132  then determines a ratio of the area of the advertisement space within the viewport of browser  126  using the determined geometry of the viewport of browser  126 , placement of the advertisement space on the reproduced web page, and a position of the viewport of the browser  126  on the reproduced web page (step  410 ). Plug-in rendering engine  132  compares this ratio with an adjustable ratio threshold (step  415 ) to determine whether the determined ratio is greater than or equal to the adjustable ratio threshold (step  420 ). When the determined ratio is less than the adjustable ratio threshold (“No” path out of decision step  420 ), an out of viewport indication is output (step  425 ). In contrast, when the determined ratio is greater than or equal to the adjustable ratio threshold (“Yes” path out of decision step  420 ), then an in viewport indication is output (step  430 ). 
         [0032]    The adjustable ratio threshold can be adjusted based on any number of factors. For example, the threshold can be different for one or more of the advertisements so that an advertiser pays more for a threshold that results in more of the advertisement being within the viewport compared to a threshold that results in less of the advertisement being within the viewport. This concept will be appreciated in connection with the viewport block diagrams of  FIGS. 5A-5D . Each of these figures illustrates a viewport  500  with content  502  and an advertisement space  504  that includes an advertisement. In  FIG. 5A  the entire advertisement space  504  is within the viewport, in  FIG. 5B  the web page has been scrolled so that only 75% of the advertisement space  504  is within the viewport, in  FIG. 5C  the web page is scrolled further so that only 25% of the advertisement space is within the viewport, and in  FIG. 5D  the web page is further scrolled so that none of the advertisement space  504  is within the viewport. Thus, the illustrated arrangement in  FIG. 5A  would result in an indication that the advertisement space is in view (step  430 ) and the illustrated arrangement in  FIG. 5D  would result in an indication that the advertisement space is out of view (step  425 ). Whether or not the arrangements of  FIGS. 5B and 5C  result in an indication that the advertisement space is in or out of view depends upon the adjustable ratio threshold. 
         [0033]    Returning to  FIG. 2B , if the result of the method of  FIG. 4  is that the advertisement space is not within the viewport of the browser  126  (“No” path out of decision step  226 ), then the selected advertisement continues to be reproduced in the designated advertisement space until plug-in rendering engine  132  determines that a view change event has occurred (step  228 ). 
         [0034]    If the result of the method of  FIG. 4  is that the advertisement space is within the viewport of browser  126  (“Yes” path out of decision step  226 ), then plug-in rendering engine  132  determines whether the advertisement space has just come into the viewport (step  230 ), i.e., whether the advertisement space came into the viewport as the result of a view change event (step  228 ). If the advertisement space just came into the viewport (“Yes” path out of decision step  230 ) then plug-in rendering engine  132  waits for a predetermined amount of time (step  232 ) and determines then determines whether the advertisement space is still within the viewport (step  234 ). If plug-in rendering engine  132  determines that the advertisement space is not within the viewport after the predetermined delay (“No” path out of decision step  234 ), then plug-in rendering engine  132  waits for another view change event (step  228 ). 
         [0035]    If the advertisement space is still within the viewport (“Yes” path out of decision step  234 ) or if the advertisement space did not just come into the viewport (“No” path out of decision step  230 ), then plug-in rendering engine  132  determines whether the reproduced advertisement is the last advertisement in the queue (step  236 ). When the reproduced advertisement is not the last advertisement in the queue (“No” path out of decision step  236 ), then plug-in rendering engine  132  selects the next advertisement in the queue (step  238 ) and provides it to web page rendering engine  128  to reproduce the selected advertisement in the designated advertisement space (step  224 ). When the reproduced advertisement is the last advertisement in the queue (“Yes” path out of decision step  236 ), then plug-in rendering engine  132  selects the first advertisement in the queue (step  222 ) and provides it to web page rendering engine  128  to reproduce the selected advertisement in the designated advertisement space (step  224 ). 
         [0036]    The techniques disclosed above can be embodied in a non-transitory computer readable medium, which when executed by a processor causes the processor to perform the disclosed techniques. 
         [0037]    Although exemplary embodiments have been describe above in connection with the use of a browser plug-in, browsers that natively have the ability to detect change events can be employed with the present invention without such a plug-in. 
         [0038]    Although the present invention has been described above by means of embodiments with reference to the enclosed drawings, it is understood that various changes and developments can be implemented without leaving the scope of the present invention, as it is defined in the enclosed claims.

Technology Category: 3