Patent Document

CROSS REFERENCE TO RELATED APPLICATIONS 
     The present applications claims the benefit of U.S. Provisional patent Application Ser. No. 60/421,762, entitled METHOD AND SYSTEM FOR CREATING, SERVING AND TRACKING ADVERTISEMENTS, filed Oct. 28, 2002, which application is hereby incorporated herein by reference. 
    
    
     A portion of the disclosure of this patent document contains material that is subject to copyright protection. The copyright owner has no objection to the facsimile reproduction by anyone of the patent document or the patent disclosure, as it appears in the Patent and Trademark Office patent file or records, but otherwise reserves all copyright rights whatsoever. 
     BACKGROUND OF THE INVENTION 
     1. Field of the Invention 
     The present invention relates generally to providing advertisements (ads) via a network, such as the Internet and, more particularly, to methods and systems for providing creation, serving and tracking of ads. 
     2. Description of Related Art 
     With the advent of the Internet, an industry has arisen focused on serving ads. Such industry includes marketers or advertisers, which typically undertake the marketing of their own products and services, ad agencies, which typically undertake planning, creating, executing and tracking ad campaigns on behalf of their clients, and web publishers, which typically operate one or more websites and sell ad space on such sites. The tracking of ads and ad campaigns generally involves monitoring the effectiveness of each ad, for example, by the number of times the ad is viewed by a users (often referred to as a “page view”), the number of times a user activates a link in the ad to the advertiser&#39;s web page (often referred to as a “click-through”), the number of times a user makes a purchase after activating a link in the ad (often referred to as an “acquisition”). To effectively track ads, the computer code that comprises the ad contains code that monitors the relevant metrics. 
     Numerous companies have been created to provide software tools to assist such entities involved in the advertising industry. These tools often purport to simplify and increase the efficiency of the planning, execution and analysis of ad campaigns. Despite such tools, ads and ad campaigns can be difficult to create, execute and analyze. 
     For example, the processes of providing, or “serving,” the ads and tracking the ads can be technically complicated, especially where one entity is serving a large number of ads. An ad is typically an item of computer code that is pulled from an ad server and incorporated into the desired Web page. In general, the entity serving the ads receives the advertising content from the advertisers or agencies and must incorporate the content into the ad code. Such a process is labor intensive and requires the ad-serving entity to maintain a staff of programmers. These programmers must be used not only to incorporate the received ad content into the ad code to be served, but also to effectuate changes to the ad content received from the advertiser or agency. Such work is labor intensive and results in both decreased profits for the entities serving the ads and, to the extent the cost is not completely absorbed by the entity serving the ad, increased advertising costs to the advertiser and/or agency. 
     To make matters worse, there are no meaningful economies of scale. Working with more ad agencies and serving more ads only requires a greater number of programmers to address these problems. In short, serving more ads exacerbates the problems. 
     The existing ad tools do not adequately address these problems. Accordingly, there exists a need for an improved system and method for creating, serving and tracking ads. 
     SUMMARY OF THE INVENTION 
     These and other needs are satisfied by the present invention. According to one embodiment, a method for providing an ad is disclosed. The method comprises combining an ad input file with a conduit file to create an integrated ad file, wherein the ad input file identifies at least the content of the ad and the conduit file identifies at least the tracking data for the ad. The integrated ad file may then be served. According to a further embodiment, the method further includes effectuating a modification to the ad content by updating the ad input file, recombining the modified ad input file with the conduit file to create a modified integrate ad file and serving the modified integrated ad file. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
       The following drawings, which are attached hereto and form a part hereof, are exemplary in nature and are not meant to be limiting of the scope of the present invention. 
         FIG. 1  is an overall schematic illustrating the system according to one embodiment of the present invention. 
         FIG. 2  is a schematic illustrating the process flow of the system according to one embodiment the present invention. 
         FIG. 3  is html code for calling an ad, according to one embodiment of the present invention. 
         FIG. 4  is a JavaScript file called by the html code of  FIG. 2 , according to one embodiment of the present invention. 
         FIG. 5  is a schematic illustrating the process flow at the portal, according to one embodiment of the present invention. 
         FIG. 6  is a screen shot of a portion of an ad input file, according to one embodiment of the present invention. 
         FIG. 7  is a screen shot of a portion of a conduit file, according to one embodiment of the present invention. 
         FIG. 8  is a screen shot of a portion of an integrated ad file, according to one embodiment of the present invention. 
         FIG. 9  is a screen shot of another portion of an integrated ad file, according to one embodiment of the present invention. 
     
    
    
     DETAILED DESCRIPTION OF EXEMPLARY EMBODIMENTS 
     Certain embodiments of the present invention will now be described in connection with the aforementioned. Turning first to  FIG. 1 , an exemplary system according to one embodiment is shown. As illustrated, portal  100  includes several components for serving and tracking ads. In this regard, portal  100  includes one or more ad servers  102  for serving ads, one or more tracking servers  104  for tracking user responses to ads, one or more web servers  106  for providing web pages and one or more workstations  108  in communication via a network, such as a local area network (LAN). The LAN, in turn, is coupled to a network, such as the Internet. Although not separately shown, portal  100  also includes data storage for providing the functionality described herein. Furthermore, it is to be understood that the particular type and arrangement of components is not essential to the present invention; for example, a single server could provide the function of both the ad server and tracking server. 
     Although the portal  100  is described as serving and tracking the ads, it is to be understood that it is within the scope of the present invention to have one or more different entities serving and/or tracking ads. Furthermore, although the term “portal” is used to describe the entity, the term is meant to encompass all types of entities, includes those operating web portals, such as Yahoo! Inc., advertisement technology companies, such as DoubleClick, Inc., e-commerce sites, such as Cnet.com, and the like. Similarly, reference to advertiser  110  is meant to encompass any entity requesting an ad be served or tracked, including the advertiser, ad agency, and other entities involved in the ad process. 
     The portal  100  is in communication, either electronically or otherwise, with an advertiser  110 . In general, the advertiser, on behalf of itself or its clients, creates ads to be served to users  112  via the Internet. As described in greater detail below, the advertiser  110  submits an electronic ad input file to the portal  100  that contains the ad message, specifying the required text, graphics and other content in the ad. The ad may be part of a webpage served by the portal&#39;s web server  114  or by another web server  114 , for example, one operated by the advertiser  110 . The ad may also include one or more buttons (or other actions) that allow users  112  to link to other websites, for example, those provided by the web servers  114  of the advertiser or its clients. 
     Notably, the electronic file submitted by the advertiser  110  in the present embodiment, is in certain respects, of a standard format, regardless of the particular ad content and tracking methodology being use. This standardized format provides greater ease and flexibility in editing and serving the ad and tracking the responses of users  112 . More specifically, because the ad content is merged with the code necessary for tracking the ad, as described below, the advertiser  110  may provide the content to many different portals without concerning itself with the difference in portal tracking methodologies. Similarly, portals may select a tracking methodology and implement it independently from the ad content. On one hand, advertisers may modify the ad content without implicating changes to the tracking code, and on the other hand, portals may modify the tracking methodology and code without implicating changes to the ad content. 
     The users  112  access the Internet with any suitable hardware and software, for example, a personal computer running an Internet browser, such as that provided by Microsoft Corporation under the trade name INTERNET EXPLORER. In the present embodiment, the ad is prepared using Macromedia Flash, for example, version 5. Therefore, the user  112  also has Flash software plug-ins necessary to view the ads. 
     Having identified the entities related to the present embodiment, operation of the present embodiment will now be described in greater detail with reference to  FIGS. 2-9 . 
       FIG. 2  illustrates the general operation of the present embodiment in which a user  112  accesses a web page, for example, the portal&#39;s home page provided by web server  106  or another page provided by a web server  114 . The web page includes html code (ad.html)  202  for loading an integrated ad file  204  from the ad server  102 . As will be described in greater detail below, the integrated ad file  204  reflects the integration or combination of two separate files: an ad input file, primarily including the contents of the ad, and a conduit file, primarily including code used in tracking the ad. Because Macromedia Flash is used in the present embodiment, the files have “.swf” extensions; thus, the integrated ad file is generically referred to as “ad_done.swf”; the electronic ad input file  504  submitted by the Advertiser  110  is generically referred to as “ad_input.swf”; and the conduit file created by the portal  100  is generically referred to as “conduit.swf.” 
     The html code  202  also calls a JavaScript file (“sniffer.js”)  206 . As will be described in greater detail below, the html code  202  declares a query string variable for the ad, and the integrated ad file  204  uses the declared query string values from the html code  202  to perform functions specified within the integrated ad file  204 . Additionally, when a user  112  activates a button in the ad and is linked to another web page, the integrated ad file  204  acquires relevant tracking data and provides it to tracking server  104 . 
     The html code  202  and JavaScript  206  will be described in greater detail below with reference to  FIGS. 3 and 4 , respectively. 
     Exemplary html code  202  will now be described with reference to  FIG. 3 . In general, the code  202  relates to several functions, including: (1) indicating to the ad server  102  whether the user  112  activating a button to link to another web page should open that web page in the same or different window; (2) providing an array of uniform resource locators (URLs), which correspond to variables in the integrated ad file  204 ; and (3) declaring the query string and other variables related to tracking the ad by the integrated ad file  204 . 
     Determining whether or not a user&#39;s link to another web page opens in a same or different window involves the integrated ad file  204  pulling the “targID” variable specified in the html code  202 . As described in greater detail below with regard to  FIGS. 5 and 7 , the integrated ad file  204  includes code (incorporated from the conduit file also described below) that pulls the value of the “targID” variable and, depending on the value of the variable, either provides the ad in a new window or in the same window. 
     The html code  202  also specifies the URLs associated with the buttons of the ad. To accomplish this, the code  202  includes an array of URLs (at lines 4-5). In the present embodiment, these variables are “URL1” and “URL2.” As will be appreciated by those skilled in the art, the invention is scalable in that greater or fewer URLs may be specified in the ad and html code. As will be discussed in greater detail below in connection with  FIGS. 5 and 6 , the URLs specified in the html code  202  are pulled by the integrated ad file  204  and associated with the button actions in the ad. 
     The html code  202  also includes several lines of code and variables directed to tracking the ad. In this regard, the code  202  includes a unique tracking identifier (var track) and, in the query string, a tracking string (adID=‘track+’). The unique tracking identifier specifies a redirection URL and a tracking variable. As is known in the art, the redirection URL is used to provide tracking information to the tracking server  104 . When the ad is served, the integrated ad file  204  appends the appropriate tracking data to the redirection URL. In the present embodiment, such tracking data includes the relevant invoice order for the ad campaign, the line number for the ad campaign, the placement of the ad on the web page, the content identifier (ID) for the ad, which identifies the ad in the content management system of the portal  100 , and the ad ID, which is a unique identifier for the ad. It is to be understood, however, that the particular tracking data utilized is not essential to the present invention and that the present invention encompasses tracking more or less data, including, for example, non-click-through data, such as changing the volume of an ad, pausing an ad, loading a different ad, and the like. 
     Because the html code  202  loads the integrated ad file  204 , the code  202  also includes the server and path where the integrated ad file resides (“var flashfile”). Similarly, the code  202  also specifies the path of additional ad files used in the ad (“var path”; “ap=‘+path+’”). The path information is included for such additional ad files, e.g., where the integrated ad file  204  loads additional movies, such as sounds associated with a button other than an exit event. 
     The html code  202  also specifies the width (“var width”) and height (“var height”) of the ad, as well as the URL for an alternate image (“var altURL”) and the path for the alternate image (“var altimg”). 
       FIG. 4  illustrates the JavaScript file  206  called by the html code  202 . In general, the JavaScript file  206  functions to determine whether the user  112  has at its computer the appropriate browser and Flash plug-ins. If the JavaScript file  206  determines that the plug-ins do not exist at the user  112 , then the file  206  supplies the alternative .GIF, .JPG or other formatted image specified in the html code  202 . 
       FIG. 5  illustrates operations performed by the portal  100  (e.g., an administrator  108 ) in creating the integrated ad file  204  to be served via the ad server  102 . As illustrated, the portal  100  uses a merge tool  502  to combine the contents of an ad input file  504  provided by the Advertiser  110  with the contents of a conduit file  506  created by the portal  100 . In general, the ad input file  504  contains the content of the ad, as provided by the advertiser, and the conduit file  506  contains code for tracking the ad. 
     The merge tool  502  of the present embodiment is an executable program that combines the content of the ad file  504  with the contents of the conduit file  506  to create an integrated ad file  204  (“ad_done.swf”). The merge tool  502  may take any number of forms, may have any number of different user interfaces, and may be written in any number of languages, including C++, Java, Perl, and the like. As such, the merge tool make take the form of a web-based application accessible via an Internet Web page. 
     In the present embodiment, the merge tool  502  replaces an empty movie clip object in the ad input file  504  with the conduit file  506 , which is a one pixel by one pixel ad (and therefore does not appear in the ad) that includes additional lines of code directed to the tracking information. More specifically, the merge tool  202  of the current embodiment inserts the conduit file  506  into the ad input file  504  by first identifying in the ad input file  504  an empty movie clip into which the conduit file  506  will be inserted. As will be apparent to those skilled in the art, it is preferable to insert the conduit file  506  into an empty layer of the ad input file  504  so that the contents of the conduit file  506  do not obscure other aspects of the ad. Such movie clip can be thought of as a “placeholder” for the conduit file  506 . To identify the empty movie clip, it is given a predefined name (e.g., “conduit_mc”). The advertiser  110  can be apprised of the need for an empty movie clip layer with the predefined name, which can be inserted in all ad input files when created. Once the merge tool  202  locates the empty layer by name, the merge tool  202  converts the conduit file  506  into the movie clip in the ad input file  504 , and creates the new integrated ad file  204 . 
     In an alternate embodiment, rather than include an empty movie clip object, the ad file uses a load movie call to a new Flash layer, into which the conduit file  506  is merged. In general, any method that allows the contents of the files  504 ,  506  to be combined may be used. Furthermore, although the present embodiment involves incorporating the contents of the conduit file  506  into the ad input file  504 , alternate embodiments involve incorporating the ad input file into the conduit file and combining the two files into a third file (e.g., a third file having two empty movie clip objects, one for each the ad input and conduit file; or a third file with two load movie calls; or a third with one empty movie clip object and one load movie call). The integrated ad file  204  is, in essence, a restructured ad file that includes scripts for presenting and handling tracking of the ad. 
     Those skilled in the art will appreciate that the present embodiment need only load a single file—the integrated ad file  204 —when serving the ad. The integration of the ad input file  504  and the conduit file  506  prior to serving the ad permits this efficiency. An alternative is loading a first ad file (for example, one file containing the content of the ad), which, in turn, loads a second ad file (for example, one file containing the tracking information). Such alternative has the disadvantages of utilizing additional bandwidth of the ad server (i.e., loading of the single integrated ad file verses loading two separate files) and the potential for failure of the second ad file to load properly. Indeed, with a portal or other provider serving numerous ads, these disadvantages make the alternative of serving two separate files commercially unworkable. 
     Exemplary ad files will now be described in greater detail with reference to  FIGS. 6-9 .  FIG. 6  illustrates a portion of the exemplary ad file  504  (frame  1 ), as viewed through an ActionScript viewer. In the present embodiment, the Advertiser  110  has created an ad with two buttons, each of which allows the user  112  viewing the ad to be linked to a different URL. These URLs are not included in the ad file  504  itself, but rather ad file  504  includes an exit code for each URL (“htmlURL1”, “htmlURL2”) that points to the URL provided in the HTML code  202  that calls the integrated ad file  204 . More specifically, as noted above in connection with  FIG. 3 , the html code  202  includes a query string that correlates the URL variable from the ad input file  504  to a URL in the URL array of the html code  202  (“htmlURL1=‘+URL!+’”) (where URL1 is stated to be “http://www.yahoo.com” and URL2 can be, for example, the advertiser&#39;s website, represented by “http://www.advertiser.com”). 
     As will be appreciated by those skilled in the art, by including only a variable (exit code) in the ad input file  504  and including the actual URL in the HTML code, greater flexibility is provided to change the URLs. In other words, if the URLs were included in the ad file  504  and the ad file  504  was provided by the Advertiser  110 , the Advertiser  110  would need to change the URLs and provide the portal  100  a new ad file  504  for each such change. In contrast, the present embodiment allows for changes to the URLs to be made to the html code  202  that calls the integrated ad file  204  without necessarily involving the entity serving the ad. Nevertheless, in alternate embodiments in which such flexibility is not required, the ad file  504  includes one or more URLs associated with one or more button actions. 
       FIG. 7  illustrates a portion of an exemplary conduit file  506 , as viewed through an ActionScript viewer. More specifically,  FIG. 7  illustrates the ActionScript associated with frame  9  of the file  506 . As will be appreciated by those skilled in the art, the conduit file  506  provides ActionScript for tracking the ad and for determining whether the ad opens in the same window in which the html code  202  is embedded or in a new window. 
     In connection with tracking the ad, the ActionScript builds the redirection URL used in tracking. To this end, the conduit file  506  sets forth the root level of the integrated ad file  204  (“_level0:/”), which references the “adID” variable of the query string in the html code  202  that loads the integrated ad file  204  from the ad server  102 . 
     As will be apparent to those skilled in the art, the ActionScript from the conduit file  506 , when merged into the integrated ad file  204 , references variables that are populated by the html code  202  (e.g., “adID” corresponds to “+track+adID” corresponds to “http://rd.yahoo.com/%space%”). 
     Furthermore, after the integrated ad file  204  is live on a web site (e.g., the portal&#39;s website or any other web site), the integrated ad file  204  uses the stated variable “track” and appends the exit code URL string (as defined in the html code  202 ) to the track URL string (Track url+Exit Url). 
     To determine whether or not the ad should be opened in a new or the same window, the conduit file  506  includes an “if” statement to determine, based on the value of the “targID” variable in the html code  202 , whether the ad opens in a new window or the same (i.e., parent) window. As illustrated, the “if” statement operates on the “targetURL” variable, which comprises the root level of the integrated ad file  204  and the “targID” variable populated from the html code  202 . In the present embodiment, if the “targID” variable equals “_top”, then the URL in the URL array of the html code  202  corresponding to the exit code in the integrated ad file  204  will open in a new window. If the value of the “targID” variable is “_blank” or something other than the “_top”, then the URL opens in a new window. More specifically, this functionality is achieved by concatenating the redirection URL (“redirectURL”) with a window open call, as set forth in the “if” statement (“wind”). Thus, the script “getURL(redirectURL,wind)” is used. 
     It will be appreciated by those skilled in the art that including such functionality in the conduit file  506  provides the entity serving the ad with greater flexibility and control over the presentation of the ad. In short, the portal or other entity serving the ad can simply change the conduit file  506  locally to adjust the display of the ad, thereby retaining greater control over presentation of the ad. It is also within the scope of the present invention to include the functionality for determining whether to open a new window in any of the other files described herein or even a separate file. In one such embodiment, the JavaScript file  206  includes code that utilizes the open window function to determine whether to open a new window, as follows: 
     
       
         
               
               
             
               
               
             
               
               
             
               
               
             
               
               
             
           
               
                   
                   
               
             
             
               
                   
                 function openWindow(x) { 
               
               
                   
                 if(targID = = “_top”) { 
               
             
          
           
               
                   
                 top.location=URL[x] 
               
               
                   
                 } else { 
               
             
          
           
               
                   
                 window.open(URL[x]); 
               
             
          
           
               
                   
                 } 
               
             
          
           
               
                   
                 } 
               
               
                   
                   
               
             
          
         
       
     
     In this alternate embodiment, the JavaScript file reads the value of the “targID” variable in the html code  202 . In the present embodiment, if the variable equals “_top”, then the URL corresponding to the “xth” URL in the URL array of the html code  202  will open in a new window. If the value of the “targID” variable is something other than the “_top”, then the JavaScript function “window.open” causes the URL to open in a new window. As will be appreciated by those skilled in the art, such an embodiment also provides advantages of flexibility and ease of implementation. 
     The conduit file  504  also includes an optional unique identifier. The unique identifier is any special text that the entity serving the add can add (e.g., “R=1 Flash_ad_first_url_click”) for making advertising statistics easier to read. More specifically, using the identifier allows the ad to be identified with meaningful text, rather than with numbers. 
     In certain embodiments, portal  100  includes additional code that acts as a filter. For certain URLs the filter overrides or sets a default value for the targID value, thereby dictating whether the ad opens in the same or different window. The filter may reside at the ad server  102  or any other server associated with the portal  100 . For example, in one embodiment, where the ad html code is part of an Internet e-mail page, an e-mail server includes the filter and causes the html code to specify that the ad open in the same window being provided to the user  112 . Such filter ensures the user  112  remains at the e-mail page, rather than being redirected to another web page. 
       FIG. 8  illustrates a portion of the integrated ad file  204 . As illustrated, frame  1  of the ad file  204  includes the references to the URLs contained within the ad input file  504 . Similarly,  FIG. 9  illustrates that frame  9  of the integrated ad file  204  contains the ActionScript from the conduit file  506  for the same frame. As such, the merge tool  202  has replaced the empty movie clip object of the ad input file  504  with the contents of the conduit file  506 . 
     Those skilled in the art will recognize that the method and system of the present invention has many applications, may be implemented in many manners and, as such, is not to be limited by the foregoing exemplary embodiments and examples. In this regard, any number of the features of the different embodiments described herein may be combined into one single embodiment. Moreover, the scope of the present invention covers conventionally known and future developed variations and modifications to the system components (e.g., hardware, software, programming languages, communication networks, etc) described herein, as would be understood by those skilled in the art.

Technology Category: g