U.S. patent application number 15/212189 was filed with the patent office on 2016-11-10 for method and system for providing a link in an electronic file being presented to a user.
The applicant listed for this patent is Inventor Holdings, LLC. Invention is credited to Dean P. Alderucci, Keith Bemer, James A. Jorasch, Marc D. Kessman, John M. Packes, JR., Daniel E. Tedesco, Stephen C. Tulley, Jay S. Walker.
Application Number | 20160328746 15/212189 |
Document ID | / |
Family ID | 26897625 |
Filed Date | 2016-11-10 |
United States Patent
Application |
20160328746 |
Kind Code |
A1 |
Walker; Jay S. ; et
al. |
November 10, 2016 |
METHOD AND SYSTEM FOR PROVIDING A LINK IN AN ELECTRONIC FILE BEING
PRESENTED TO A USER
Abstract
A method for providing a link in an electronic file being
presented to a user which includes defining a customized viewpoint
for the user. The viewpoint includes a preference for the user that
provides an association between a data pattern and a computer
network resource. The method also includes generating a request for
content, receiving an electronic file in response to the request,
and evaluating the electronic file to recognize a match between at
least one portion of the electronic file and the data pattern. Upon
recognizing a match, the electronic file is modified to include a
link to the computer network resource associated with the matching
data pattern, and the modified electronic file is presented to the
user. Thus, the link included in the electronic file presented to
the user is customized for the user, and different users who
retrieve the same content can be provided with links to different
computer network resources depending on their respective
viewpoints.
Inventors: |
Walker; Jay S.; (Ridgefield,
CT) ; Tedesco; Daniel E.; (Huntington, CT) ;
Packes, JR.; John M.; (Hawthorne, NY) ; Tulley;
Stephen C.; (Monroe, CT) ; Bemer; Keith;
(Pittsburgh, PA) ; Alderucci; Dean P.; (Westport,
CT) ; Kessman; Marc D.; (Pound Ridge, NY) ;
Jorasch; James A.; (New York, NY) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
Inventor Holdings, LLC |
Stamford |
CT |
US |
|
|
Family ID: |
26897625 |
Appl. No.: |
15/212189 |
Filed: |
July 15, 2016 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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13214276 |
Aug 22, 2011 |
9396476 |
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15212189 |
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11421688 |
Jun 1, 2006 |
8041711 |
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13214276 |
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11267873 |
Nov 4, 2005 |
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11421688 |
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09606422 |
Jun 29, 2000 |
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11267873 |
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60202390 |
May 8, 2000 |
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Current U.S.
Class: |
1/1 |
Current CPC
Class: |
G06Q 30/0277 20130101;
G06F 16/986 20190101; G06Q 30/02 20130101; G06F 16/9558 20190101;
G06Q 30/0269 20130101; G06F 16/9535 20190101; Y10S 707/944
20130101; G06F 16/134 20190101; G06F 16/748 20190101 |
International
Class: |
G06Q 30/02 20060101
G06Q030/02; G06F 17/30 20060101 G06F017/30 |
Claims
1. A method for adding hyperlink functionality to a stored
electronic file based on user activation of a toolbar button,
comprising: storing, by a processing device and in a memory of a
server computer, a plurality of associations between one or more
text patterns and a first URL; identifying, by the processing
device, a request from a user to retrieve electronic content stored
in an electronic file available at a second URL wherein the request
from the user includes an indication of the second URL that is an
indication of a location of the electronic file; identifying, by
the processing device and based on a stored preference of the user,
at least one of the plurality of associations to apply to the
content; receiving, by the processing device and in response to a
request for the content from a server, the request for the content
from the server including an indication of the second URL, the
electronic file, in which the electronic file comprises a
user-viewable text portion; providing, by the processing device,
the electronic file to the user; receiving, after the providing of
the electronic file and by the processing device, an indication
that the user has activated a button on a toolbar, the button being
assigned to an activation of an application of the at least one of
the plurality of associations to the electronic file; identifying,
in response to the receiving and by the processing device, that a
portion of the user-viewable text portion matches a text pattern of
the identified at least one of the plurality of associations;
modifying, in response to the identifying of the match of the
portion of the user-viewable text portion with the text pattern of
the identified at least one of the plurality of associations, and
by the processing device, the electronic file to include an HTML
hyperlink to the first URL that is associated with the matched text
pattern; and providing, by the processing device, the modified
electronic file to the user.
2. The method of claim 1, wherein the modifying, comprises:
inserting, by the processing device, the HTML hyperlink
substantially at the location of the matched portion of the
user-viewable text portion.
3. The method of claim 1, wherein the modifying, comprises:
replacing, by the processing device, the matched portion of the
user-viewable text portion with the HTML hyperlink.
4. The method of claim 1, wherein the first URL identifies a
network location of an online merchant pre-selected by the user.
Description
CROSS-REFERENCE TO RELATED APPLICATIONS
[0001] The present application is a continuation of, and claims
benefit and priority to, U.S. patent application Ser. No.
13/214,276 filed on Aug. 22, 2011 and titled "METHOD AND SYSTEM FOR
PROVIDING A LINK IN AN ELECTRONIC FILE BEING PRESENTED TO A USER",
which will issue as U.S. Pat. No. 9,396,476 on Jul. 19, 2016, and
which itself is a continuation of U.S. patent application Ser. No.
11/421,688 titled "METHOD AND SYSTEM FOR PROVIDING A LINK IN AN
ELECTRONIC FILE BEING PRESENTED TO A USER", filed Jun. 1, 2006,
which is a continuation of U.S. patent application Ser. No.
11/267,873 filed Nov. 4, 2005 and now abandoned, which is a
continuation-in-part of U.S. patent application Ser. No.
09/606,422, filed Jun. 29, 2000 and now abandoned, which claims the
benefit of provisional U.S. Patent Application No. 60/202,390,
entitled "METHOD AND APPARATUS FOR DISPLAYING AN ELECTRONIC FILE TO
A REQUESTOR", filed May 8, 2000, the entirety of each of which is
hereby incorporated by reference herein.
[0002] The present application is also related to: U.S. patent
application Ser. No. 09/583,706, entitled "METHOD AND SYSTEM FOR
TRANSMITTING DATA FROM A DESTINATION TO A USER OVER A NETWORK USING
A VARIABLE LINK", which was filed May 31, 2000 and now abandoned;
U.S. patent application Ser. No. 11/421,669 filed Jun. 1, 2006 and
issued as U.S. Pat. No. 7,933,893 on Apr. 26, 2011 and U.S. patent
application Ser. No. 11/421,690 filed Jun. 1, 2006 and now
abandoned.
FIELD OF THE INVENTION
[0003] The invention relates to methods and systems for presenting
electronic files to users. In particular, the invention relates to
methods and systems for providing a link to a computer network
resource in an electronic file being presented to a user.
BACKGROUND
[0004] In recent years, the use of the Internet for a variety of
purposes has expanded considerably. These purposes include
research, communication, entertainment, and electronic commerce. As
consumers and other users have connected to the Internet,
commercial entities have increasingly sought to use the Internet as
an advertising medium to present advertisements to those users.
[0005] Internet advertising methodology typically involves
presenting banner advertisements (i.e., "banner ads") on documents
retrieved from Web sites that experience high volumes of Internet
traffic. Banner ads may take a variety of forms, and often include
a graphic displayed at a portion (e.g., the top) of a Web page.
Banner ads may be managed by the administrator of a Web site or
other entity (e.g., DoubleClick, Inc. of New York, N.Y.), and may
be presented at times and/or under circumstances specified by the
advertisers. Typically, an advertiser agrees to make a small
payment to the administrator of a host Web site each time that a
banner ad is presented to a user, and/or agrees to make a payment
to the administrator whenever a user accesses the advertised
content using the banner ad (e.g., by clicking on the banner ad
using a mouse). Since different Web sites attract different
segments of the consuming public, an advertiser often chooses to
place its banner ads on particular Web sites based on an evaluation
of which Web sites are likely to provide the greatest exposure to
its potential customers.
[0006] At many Web sites, banner ads are presented to users in a
"static" fashion, so that every user is presented with the same
banner ads. At other Web sites, however, banner ads are presented
to users in a "targeted" fashion, so that different users will be
presented with different banner ads. For example, a Web site
hosting a search utility may present a particular banner ad to a
user based on the search terms entered by the user on the Web site.
In this application, each potential advertiser may register for a
particular keyword with the search utility such that, when a user
enters a keyword on the Web site, the search utility will present
the banner ad of the advertiser having registered for that keyword.
For example, a casino resort may register the keyword "poker" such
that a user who is searching for rules pertaining to a particular
variation of poker may receive a tailored banner ad for the casino
resort, along with the search results that were deemed to be
pertinent by the search utility.
[0007] Although this form of Internet advertising has proven
popular, it suffers from drawbacks. One drawback is that some
advertisers who seek to advertise online have been unsuccessful in
targeting their desired consumer audience. For example, some
advertisers have been unable to find sufficiently popular Web sites
that are relevant to the goods or services being advertised.
Another drawback is that the cost of advertising through popular,
well-known "portal" sites on the Internet, such as sites operated
by large Internet service providers (e.g., AOL) or large
searching/indexing services (e.g., EXCITE.TM., YAHOO!.RTM.,
ALTAVISTA.RTM., etc.), may be excessively expensive, particularly
for a retailer of a wide range of products that wants to register
many keywords, or for a retailer of a niche product who wants to
advertise to a niche audience. Also, an advertiser may, because of
budgetary or time constraints, choose only a subset of Web sites
where its target consumers may be found. Further, Web site
administrators may be burdened to tailor advertisements to each
particular visitor, and may present advertisements indiscriminately
or inefficiently, thereby reducing the value of these
advertisements. Thus, current Internet advertising methods often
fail to successfully connect advertisers with their targeted
consumers.
[0008] There have also been proposals for collecting information
about consumers in order to tailor advertisements and to deliver
other content to the consumers based upon known or suspected
preferences of the consumers. The proposals generally suggest
collecting demographic information such as age, income, home
address and occupation, and preference information such as favorite
colors and preferred content delivery mode (e.g., audio or video).
The information is then used to tailor delivery of information to
the consumer by selecting from a variety of available content and
advertisements provided by the Web site visited by the consumer or
provided by an associated content or advertisement publisher. U.S.
Pat. No. 5,717,923, issued Feb. 10, 1998 to Dedrick, discloses such
an approach. Unfortunately, such approaches have not been widely
used, perhaps due to the complexity and added effort required of a
Web site administrator or Internet Service Provider ("ISP") to
implement and administer such an arrangement, or due to privacy
concerns arising from the use of consumer-specific information.
[0009] As part of efforts to optimize the interpretation and
display of content posted on Web pages, Web browser software often
provides a variety of "preference" settings by which a user may
adjust various aspects of his or her browser software. These
preferences may allow a user to control security settings of the
browser software, to change the format of Web page display (e.g.,
color choices for displaying hyperlinks), or to change printing
format(s). Browser software may also permit a user to store content
received from a Web site, so that the content may be reviewed at a
later time, or may be retrieved and manually modified (e.g., so the
user can insert the content in a new file document or Web page).
Browser software may further support the installation of
third-party enhancements or "plug ins" to expand functionality of
the browser software.
[0010] One "plug in" for browser software, which is referred to as
"Flyswat" and is available from Flyswat, Inc., may be used to
enhance Web pages being viewed with browser software to incorporate
hyperlinks not included in the originally-authored Web page. These
hyperlinks, for example, may provide cross-referencing from a
product name to a vendor of that product. All Flyswat users,
however, receive the same set of hyperlink enhancements, and thus
all of the users are treated identically, much as in the case of
static banner ads originated by Web site administrators. Thus, this
"plug-in" enhancement fails to adequately target consumers that are
being sought by particular advertisers.
SUMMARY
[0011] An objective of the invention is to improve on the prior art
to facilitate a more accurate presentation of information to
targeted users in order to improve the efficiency of use of the
Internet and Web sites thereon by users, Web site administrators
and third parties. This objective is applicable to a variety of
purposes including delivering advertisements to targeted consumers,
and providing users with customized cross-references to network
resources.
[0012] The invention is based on Applicants' recognition that
benefits may be realized by enabling a party other than the author
or administrator of content to alter or manipulate the content in a
customized manner for a user, prior to or as part of delivery or
display of the content to the user. The content may be customized
for an individual user, a user belonging to a particular category
or class, or a user who belongs to a particular organization. In
one embodiment, a Web browser processes the content retrieved by a
user, based on a viewpoint defined for the user, to insert at least
one hyperlink into that content. Each hyperlink provides the user
with a linkage, or cross-reference to a computer network
resource.
[0013] One embodiment of the invention provides a method for
providing a link in an electronic file being presented to a user.
The method includes defining a customized viewpoint for the user
that includes a preference for the user. The preference for the
user provides an association between a data pattern and a computer
network resource. The method also includes generating a request for
content, receiving an electronic file in response to the request,
and evaluating the file to recognize a match between at least one
portion of the file and the data pattern. Upon recognizing a match,
the file is modified to include a link to the computer network
resource associated with the matching data pattern, and the file is
presented to the user.
[0014] Another embodiment provides a method for cross-referencing
content of a first data structure to a computer network resource.
The method includes defining a customized viewpoint for a user that
includes a preference for the user, the preference for the user
providing an association between a data pattern and a computer
network resource, locating the data pattern in the first data
structure, and generating a second data structure including a link
indicating the network resource associated with the located data
pattern.
[0015] Another embodiment of the invention provides a system for
providing a link in an electronic file being presented to a user.
The system includes means for defining a customized viewpoint for
the user that includes a preference for the user that provides an
association between a data pattern and a computer network resource.
The system further includes means for generating a request for
content, means for receiving an electronic file in response
thereto, means for evaluating the file to recognize a match between
a portion of the file and the data pattern, means for modifying the
file upon recognizing a match to include a link to the network
resource associated with the matching data pattern, and means for
presenting the file to the user.
[0016] Another embodiment of the invention provides a system for
cross-referencing content of a first data structure to a computer
network resource. The system includes means for defining a
customized viewpoint for a user that includes a preference for the
user, the preference for the user providing an association between
a data pattern and a computer network resource, means for locating
the data pattern in the first data structure, and means for
generating a second data structure including a link indicating the
computer network resource that is associated with the located data
pattern.
BRIEF DESCRIPTION OF THE DRAWINGS
[0017] The invention will become more fully understood from the
following detailed description, taken in conjunction with the
accompanying drawings, wherein like reference numerals refer to
like parts, in which:
[0018] FIG. 1 is a flow chart representing an exemplary method for
providing a link in an electronic file being presented to a user,
in accordance with one embodiment of the present invention;
[0019] FIG. 2A is a block diagram illustrating an exemplary
computer network environment suitable for implementing the method
shown in FIG. 1;
[0020] FIG. 2B is a block diagram illustrating an alternative
computer network environment suitable for implementing the method
shown in FIG. 1;
[0021] FIG. 3 is a block diagram illustrating an exemplary computer
system which can serve as any of the user devices shown in FIGS. 2A
and 2B;
[0022] FIG. 4 is block diagram illustrating the Domain Name System
server ("DNS server") shown in FIG. 2A or Dial-up Server shown in
FIG. 2B;
[0023] FIG. 5 is a table representing an embodiment of the
preference database of FIG. 3 or 4, populated by sample values for
illustration only;
[0024] FIG. 6 is a table representing an embodiment of the display
code database of FIG. 3 or 4, populated by sample values for
illustration only;
[0025] FIG. 7 is a table representing an embodiment of the user
account database of FIG. 4, populated by sample values for
illustration only;
[0026] FIGS. 8A and 8B combined are a flow chart of operations
performed by the user device of FIG. 3 in modifying requested
content;
[0027] FIG. 9 is a flow chart of operations performed in updating
the preference database of FIG. 5 in response to a user's
acceptance of an offer;
[0028] FIG. 10 is a flow chart of an alternative method for
updating the preference database in response to a user's manual
modifications; and
[0029] FIG. 11 is a flow chart of an alternative method for
updating the preference database of FIG. 5 as part of the
installation of a Web browser.
DETAILED DESCRIPTION
Definitions
[0030] For the convenience of the reader in understanding the
detailed description of the invention which follows, the following
glossary provides definitions for various terms and acronyms used
throughout the specification:
[0031] "Association" refers to a relationship between one object
and another object, such as a relationship between a data pattern
and the address (e.g., Uniform Resource Locator or "URL") of a
computer network resource;
[0032] "Browser" refers to a computer program operable to access
and display content. A browser operable to access and display
content that resides on the World Wide Web is referred to as a "Web
browser". A browser can typically access and display data formatted
as hypertext, plain text, file lists accessible via the File
Transfer Protocol ("FTP"), graphics, audio, multi-media, and other
formats. A browser is also operable to access a computer network
resource via activation of a hyperlink to that network
resource;
[0033] "Computer network resource" refers to a resource available
on a computer network. An example of a computer network resource
includes, for example, a file, a Web page or site, an application,
an applet, a script, etc. Each computer network resource is
typically identified by an address (e.g., a "URL"), which can be
associated with a hyperlink to provide a linkage or cross-reference
to that particular resource. "Content" refers to data (e.g.,
graphics, text, audio, video, a program, a file, a Web page, etc.)
that is available from a computer server;
[0034] "Data pattern" refers to a recognizable arrangement of data
that may be found in a requested electronic file. Typical data
patterns may include one or more keywords, text patterns, graphic
patterns, or other data patterns;
[0035] A "hyperlink" (also referred to as a "link") refers to a
graphic, text or program element in a hypertext document that
provides a linkage to a computer network resource. A text hyperlink
is typically displayed using text of a predetermined color (e.g.,
blue) and/or attribute (e.g., underlining). A graphic hyperlink may
be indicated by a graphic image. Hyperlinks are often used to
provide linkages between Web pages or files;
[0036] "Markup Language" refers to a set of codes or tags embedded
in a file that instruct a computer how to format the file for
purposes of printing or display, as well as how to index and link
the content of the file. A markup language, as presented, may
incorporate a combination of files comprising graphics, text,
programs, and/or cross-references. Markup languages include the
Hypertext Markup Language (HTML), SGML, XML, VRML and NRML;
[0037] "Preference", used in the context of a viewpoint (as defined
below), refers to an association made between one or more data
patterns and a computer network resource. The network resource may
be a Web page or site, an application, an applet, a script, or
another resource, and the association may be between one or more
data patterns and the address or URL of the resource;
[0038] "Uniform Resource Locator" or "URL" refers to an address for
use in accessing a computer network resource on the Internet or
other network. The address of a computer network resource is
typically provided by its URL; and
[0039] "Viewpoint" refers to a set of one or more preferences for a
user. A viewpoint is used by a browser or other computer program to
modify content delivered to a user by including a hyperlink to a
computer network resource associated with any matching data pattern
found within the content.
Exemplary Use
[0040] As a non-limiting, exemplary use of the invention, an
advertiser seeking to target consumers may create one or more
preferences, each defining an association between a computer
network resource of that advertiser (e.g., a Web site where that
advertiser's products are sold) and relevant data patterns. For
example, a book retailer may create a preference providing an
association between the title of a book, the name of an author
and/or the word "book", and the address or URL of a Web page of
that retailer's Web site where the book, a book by that author, or
books in general, may be purchased. The retailer could then target
advertisements to frequent book buyers by causing the insertion of
these book-related preferences only into viewpoints used by
frequent book buyers. At the same time, a movie retailer may create
a preference providing an association between the title of a movie,
the name of an actress and/or the word "movie", and the address of
that retailers Web site where that movie, a movie starring that
actress, or movies in general, may be purchased. The movie retailer
could then target advertisements by causing the insertion of the
movie-related preferences into viewpoints used by other users.
Customized viewpoints are thus defined for both sets of potential
purchasers, with the viewpoints used by the frequent book buyers
being customized to include the preferences from the book retailer,
and the viewpoints used by the other users being customized to
include the preferences from the movie retailer.
[0041] Using these customized viewpoints, the frequent book buyers
will be provided with links to the book retailer in their retrieved
content, while the other users will be provided with links to the
movie retailer in their retrieved content, even in response to the
same data pattern appearing in their retrieved content. As an
example, assume that the book retailer stocks a book entitled "The
Committee" by Mike Nugent, and the movie retailer stocks a movie of
the same title. The book retailer may provide a preference defining
an association between the data pattern "The Committee" and its Web
site ("www. bookstore. com"), and insert this preference into the
viewpoints used by the frequent book buyers. The movie retailer may
provide a preference defining an association between the same data
pattern (i.e., "The Committee") and its Web site, and insert this
preference into the viewpoints used by the other users. If one of
the frequent book buyers then requests a Web page including the
data pattern "The Committee", he or she will be presented with a
hyperlink to the Web site for the book retailer. If one of the
other users requests that same Web page, however, he or she will be
presented with a hyperlink to the Web site for the movie retailer.
Thus, the hyperlink presented to each user depends on the
customized viewpoint for that user. (Note that the extra spaces in
the URL addresses in this application prevent the URLs from being
interpreted as embedded hyperlinks when this application is
viewed.)
[0042] In this example, each retailer caused the insertion of the
book- or movie-related preferences into the viewpoints used by
frequent book buyers or other users. In one embodiment, the
retailers may each have caused these insertions by offering money
or other consideration to users to have the users agree to include
the preferences into their own viewpoints. Each user was thus able
to "customize" his or her viewpoint by deciding which offers to
accept.
DESCRIPTION OF SPECIFIC EMBODIMENTS
[0043] Referring to FIG. 1, a method 10 for providing a link in an
electronic file being presented to a user includes defining a
customized viewpoint for a user that includes a preference for the
user, with the preference providing an association between a data
pattern and a computer network resource (step 12), generating a
request for content (step 14), and receiving an electronic file in
response to the request (step 16). Method 10 further includes
evaluating the electronic file to recognize a match between at
least a portion of the file and the data pattern (step 18). If no
match is found, the electronic file is presented (e.g., displayed)
to the user without being modified (step 20). However, upon
recognizing a match at step 18, the electronic file is modified to
include a link to the computer network resource that is associated
with the matching data pattern in accordance with the preference
(step 22), and the modified file is presented to the user (step
24). The viewpoint for the user may include one or more
preferences, each preference providing an association between one
or more data patterns and a computer network resource.
[0044] At step 12, a customized viewpoint for a user that includes
at least one preference can be defined in a variety of ways. In one
embodiment, a customized viewpoint for a user is defined by a
preference database stored at the user's computer. The preference
database includes at least one preference, each defining an
association between at least one data pattern and a computer
network resource such as a Web page, a Web site, an application, an
applet, a script, etc. When the user's computer receives an
electronic file at step 16, the file may include one or more data
patterns that match one or more of the data patterns stored in the
preference database. Each matching data pattern is used to insert,
into the file, a hyperlink to the computer network resource
associated with the matching data pattern by a preference.
Hypertext markup language, for example, may be used to insert such
a hyperlink into the retrieved content.
[0045] A viewpoint may be "customized" for a user such that the
viewpoint defined for the user may differ from another viewpoint
defined for another user. Thus, a viewpoint may be customized for
an individual user, or for a user belonging to a particular
category, class, organization or other group of users. A viewpoint
may be customized for a user in various ways. In one embodiment, a
viewpoint is selected for a user from among a plurality of
viewpoints based upon data that identifies the user, or based upon
data that is provided by the user. For example, a viewpoint
customized for frequent book buyers may be selected in response to
a user entering information indicating an interest in buying books.
According to another example, a user can use an input device to
select a customized viewpoint from among a plurality of viewpoints
stored on his or her computer, such as a first viewpoint providing
at least one book-related preference and a second viewpoint
providing at least one movie-related preference. These viewpoints
may, for example, have been incorporated within the user's Web
browser, or may have been installed at another time. Then, the user
may use an input device to select the viewpoint that the user
prefers. If the user prefers books to movies, the user may select
the viewpoint providing the book-related preferences. The selected
viewpoint may then be used for inserting hyperlinks into the
content received by the user.
[0046] In another embodiment, an organization may establish one or
more customized viewpoints to facilitate the ability of its members
to conduct the business of the organization. For example, a
corporation may establish a first viewpoint for use by its sales
agents, and a second viewpoint for use by its engineers. The
viewpoint selected for a particular user then depends on the
category or class of users to which that user belongs. For example,
the first viewpoint could be customized to include preferences
defining associations between inventory item names and hyperlinks
to the Web sites of particular suppliers from which the corporation
typically buys such items, such that the sales agents would be
provided with hyperlinks to these suppliers within any received
content. The second viewpoint could be customized to include
preferences defining associations between engineering keywords and
links to corporate engineering specifications, so that the
engineers would be provided with hyperlinks to these specifications
within any received content. Schools, churches and other
organizations could also establish one or more viewpoints for the
use of its members. Viewpoints may also be customized based upon a
characteristic of the user. For example, a chamber of commerce for
a town could customize a viewpoint to include preferences defining
associations between keywords (e.g., "restaurants") and network
resources providing information about local businesses (e.g.,
"Joe's Pizza"). This viewpoint could be selected to provide local
users with hyperlinks to the local businesses based on, for
example, the zip code of the user, or the users' ISP for Internet
access.
[0047] In another embodiment, viewpoints are automatically assigned
to users. For example, data identifying the viewpoint selected for
a user may be stored in a "cookie" file in the user's computer to
allow the selected viewpoint to be automatically retrieved without
interaction with the user. For another example, a viewpoint may be
assigned automatically to a user based upon data about that user,
such as data about the user's browsing history (e.g., if data
indicates that a user frequently accesses book-related Web sites,
then a viewpoint providing book-related preferences could be
automatically assigned to the user). A viewpoint could also be
automatically assigned to a user based upon other data associated
with that user, such as demographic data (e.g., age, gender,
address, occupation, income, interests, hobbies, etc. of that
user).
[0048] The establishment of viewpoints and manipulation of content
to include links to computer network resources associated with data
patterns may be performed by a users computer (e.g., a personal
computer, personal digital assistant ("PDA"), a television with
access to a wide area network, a computer terminal, etc.), or may
be performed in whole or in part by a second computer in
communication with the user's computer via a network (e.g., a local
area network, a wireless network, a wide area network, a public
switched telephone network, the Internet, etc.). For example, if a
user receives content via a server operated by an ISP, that server
can store viewpoints and/or manipulate content before providing
that content to the user. Alternatively, a user can configure his
computer system to allow any retrieved content to be processed by a
third-party server, other than the user's ISP server. In another
alternative, the user's ISP server, or a third-party server, stores
viewpoints, which may be retrieved by the users computer and used
to manipulate content retrieved by the user.
[0049] In one embodiment, the retrieved content is
user-displayable. In other embodiments, the retrieved content may
be data that is not intended for user display, such as a database,
an applet or a script (e.g., based upon the Java standard). In
embodiments where the retrieved content is not displayed, links may
also be inserted into the retrieved content so that they may be
used by the recipient as part of evaluating the data, or executing
the applet or script. For example, if content retrieved by a user
includes an applet which will play a first sound (stored in file
named "firstsound.au") according to the AudioClip interface in the
Java applet package, the user's viewpoint could associate the first
sound with a second sound (e.g., stored in a file "secondsound.au")
such that, when the applet executes, the second sound is played
rather than the first.
[0050] As links are inserted into retrieved content, an
identification of the originator of the link may be provided in a
tag of the link. The originator may be, for example, a party such
as an advertiser or other commercial entity that established the
viewpoint. The originator may also be a person, computer system, or
browser that manually or automatically established the viewpoint.
For example, a commercial entity seeking to establish a viewpoint
may solicit a user to alter the user's viewpoint to include one or
more added or alternate preferences in exchange for a payment,
merchandise credit, discount, coupon or other benefit (e.g., a
sweepstakes entry). After the user authorizes the alteration,
hyperlinks may be inserted into content that is retrieved by the
user in accordance with the altered preferences. Modifications may
be solicited from other parties (e.g., a party that created the
viewpoint or a prior preference, or that stores the viewpoint).
[0051] As links are generated and used, usage fields in a
preference database may be updated to reflect the number of times
that a hyperlink has been generated based upon a particular
preference. The database may also be updated to reflect the number
of times that a hyperlink generated from a particular preference
has been used. The usage information can be used to delete,
deactivate or otherwise change the status of the corresponding
preference in the preference database after a predetermined number
of uses. For example, a preference may be disabled once it has been
used to insert twenty (20) hyperlinks into received content, or
after a user has activated a hyperlink included within received
content due to the preference a total of ten (10) times.
[0052] Preferences may also "age", such that their status changes
with time. For example, an advertiser may offer to pay a user an
amount of money in exchange for the user's agreement to include a
particular preference in her viewpoint for a predetermined period
of time. If the user accepts the offer, the preference is inserted
into her viewpoint for use during that period, after which the
preference is disabled. A commercial entity that solicits the
inclusion of a particular preference may condition delivery of the
offered payment, credit, discount, coupon or other benefit upon use
of that preference for a predefined time period, the generation of
a predetermined number of hyperlinks using the preference, a
predetermined number of uses of hyperlinks generated by the
preference, and/or use of the link for a specific purpose (e.g., a
purchase).
[0053] Other information for each preference may also be stored in
the preference database. For example, a geographic location may be
identified to indicate where a preference may or may not be used.
Exclusionary criteria may identify retrieved content for which a
preference may not be used. One or more monetary values may be
indicated, identifying a value for placement of the preference in
the database, a value for insertion of a link derived from the
preference, or a value for use of a hyperlink derived from the
preference. The latter can be used to automatically create or
provide payments, credits, discounts, coupons or other benefits
that are due for the insertion of preferences, generation of links
from preferences, or the use of links generated from preferences.
Thus, the party that established a preference may be notified upon
use of (i) the preference or (ii) a link derived therefrom, which
may lead to an exchange of monetary value.
[0054] A given data pattern may be associated with multiple
computer network resources. For example, multiple associations may
occur if multiple commercial entities solicited the insertion of
preferences into a viewpoint. In this situation, when the given
data pattern is found in retrieved content, one of the preferences
is selected, in a predetermined fashion or at random, with a link
defined by the selected preference inserted into the content.
Alternatively, an applet may be inserted into the content,
permitting the user to select from among the multiple available
associations for the matched data pattern.
[0055] In one embodiment, the invention is implemented in the form
of a Web browser that is capable of dynamically providing
hyperlinks in an electronic file being presented to a user. The
browser resides locally within a user device, such as a personal
computer, and is associated with a viewpoint which is customized
for the user to include at least one preference for the user. The
viewpoint may be implemented, for example, using a preference
database for storing one or more preferences for the user. Each of
the preferences provides an association between one or more data
patterns and a computer network resource, such as a Web site, Web
page, document, applet or script.
[0056] In response to receiving a request from a user to retrieve
markup language based electronic content, the browser performs a
content retrieval routine. The content retrieval routine causes the
browser to identify and access markup language based electronic
content identified by the user. Upon retrieval of the identified
content, the browser examines the content for one or more data
patterns defined by the viewpoint for the user. As a specific
example, the browser evaluates the user-viewable text portion of
the content and performs comparisons between the text found in this
portion and one or more patterns identified by the preference
database for the users viewpoint. If the comparison yields a match
between a data pattern stored in the preference database and a data
portion of the requested content, the preference database is again
accessed to retrieve an address or URL of a computer network
resource that is associated with the matching data pattern. A
hyperlink based upon this address is then incorporated into the
content at or near the location of the matching data pattern,
thereby altering the user-viewable text to reflect the hyperlink.
The requested content, altered by incorporating any supplemental
hyperlinks, is then stored and presented to the user by the user
device.
[0057] In one embodiment, the indication of the hyperlink presented
to the user represents the matched data pattern or keyword. Thus,
the user may be presented with a hyperlink including the matched
data pattern (e.g., "The Committee"), which appears in place of the
text (e.g., "The Committee") in the unmodified electronic file. By
activating the hyperlink, the user may be connected to the home
page of the computer network resource (e.g., "www. bookstore.
com"), or to a specific Web page of that computer network resource,
that is associated with the matching data pattern (e.g., "www.
bookstore. com/The_Committee"). The user may then purchase the book
directly from that specific Web page in a known manner.
[0058] The preferences stored in the preference database that
provide associations between data patterns and addresses of
corresponding computer network resources, and which establish a
viewpoint for use by a user, may be established by a
publisher/developer of the Web browser, a user/installer of the
browser, a third party such as an online merchant, service provider
or portal type Web site wishing to influence Web traffic, and/or an
administrator that wishes to establish certain associations for
members of an organization, etc. The respective processes, and
motivations for generating associations within the preference
database, by the parties listed above are described below.
[0059] Additionally, it is envisioned that the disclosed Web
browser may facilitate the provision of benefits to users and/or
service providers in exchange for allowing the preference database
to be updated by third parties. The benefits may be provided merely
for allowing the preference database to be updated, in response to
hyperlinks being generated based upon the updates, and/or in
response to users activating the hyperlinks specified by the
updates. The third party may be, for example, a service provider,
an online merchant, or a portal-type Web site. The benefits
provided to a user and/or service provider may include monetary
payments, discounts and/or promotional offers.
[0060] Alternatively, benefits may be provided in exchange for
allowing the installation of a software "plug in", module or
upgrade. A "plug-in" is an auxiliary software program used to
enhance a browser to permit the access and display of additional
file formats, such as Portable Document Format ("PDF"), Tagged
Image File Format ("TIFF"), etc. An exemplary process by which
benefits are provided is described in relation to FIG. 9.
[0061] Method 10 can be implemented in various computer network
systems such as the two network systems shown in FIGS. 2A and 2B.
It will be understood by a person of skill in the art, however,
that these two systems are merely illustrative examples of computer
network systems in which method 10 may be implemented, and that
method 10 may also be implemented in other computer network systems
having other combinations of components.
[0062] Referring to FIG. 2A, method 10 can be implemented using a
computer network 100 including a plurality of user devices 110, 120
and 130, with each user device residing at a node of a local area
network ("LAN") 132. LAN 132 is a network of computers that
exchange data, and share a common access portal to the Internet
160. Network 100 may include more or fewer than the three (3) user
devices shown. Each user device 110-130 may include a personal
computer, a personal digital assistant (PDA), a WebTV.TM. terminal,
an Internet appliance, a cellular phone, or another device
operative to communicate over a network, and to request, receive
and present markup language based files.
[0063] Each user device 110, 120 and 130 can generate a request for
electronic content (step 14 of method 10), with the electronic
content typically accessed based upon the address of that content,
as is known in the art. In one embodiment, a user initiates a
request for electronic content by entering (e.g., typing) its URL
into an address bar area of the user interface of his or her Web
browser. Then, the user device generates a request for the
addressed content. For example, to initiate a request for book
reviews on a Web page hosted on a Web server run by a newspaper
(e.g., "City Times"), a user may enter the URL "www. citytimes.
com/bookreviews" into the address bar area of the user's Web
browser. A user may, alternatively, initiate a request for content
by activating a hyperlink that has been presented to the user by
user device 110, 120 or 130. For example, a user may activate a
hyperlink (e.g., by "clicking" a mouse on the hyperlink) to
initiate a request to retrieve the book reviews from the
newspaper's Web server. In either case, the user device would
generate an appropriate request for the content, which is
communicated to a Domain Name System server ("DNS server") 142 via
LAN 132 for evaluation by DNS 142. DNS server 142 is a computer
server that operates name resolution software that allows users to
locate computers on the Internet by their domain names.
[0064] As known in the art, DNS server 142 evaluates each requested
address received from any of user devices 110, 120 or 130, and
determines if the requested content must be accessed via a Wide
Area Network ("WAN"), such as Internet 160. If the requested
content must be accessed via Internet 160, the request is delivered
via LAN 132 to a local router 144 for delivery to Internet 160. A
router is an intermediary device in a communications network that
facilitates the delivery of messages from transmitting to receiving
devices. Internet routing protocols cause the request to be
delivered to a host Web server 140 via a remote router 150. Web
server 140 accesses the requested content and returns an electronic
file containing that content to router 144 via router 150 and
Internet 160. Router 144 relays the file to user device 110, 120 or
130 for presentation to the user. Thus, the user device 110, 120 or
130 receives the electronic file in response to the request (step
16 of method 10).
[0065] Upon receipt of the electronic file, but before displaying
the file to the user, the Web browser causes user device 110, 120
or 130 to evaluate the file to recognize any match between at least
a portion of the file and any data pattern stored as a preference
by the browser (step 18 of method 10). If no match is found, the
electronic file is presented (e.g., displayed) to the user without
modification (step 20). However, upon recognizing a match, the user
device modifies the file by including a hyperlink to a computer
network resource that is associated with the matching data pattern
by the preference (step 22), and then presents (e.g., displays) the
modified electronic file to the user (step 24).
[0066] For example, after receiving an electronic file for the book
review page from the newspapers Web site, the user device may
evaluate the user-viewable `text portion of that file to recognize
any match between any portion of the Web page and any of the data
patterns stored as a preference for the user. In this example,
assume that the customized viewpoint for the user includes a
preference providing an association between the two data patterns
"book" and "The Committee", and the address of an online book
retailer (e.g., "www. bookstore. com"). If no match is found, the
electronic file is presented to the user without modification.
However, if a match is found (e.g., "The Committee" is found in the
content), the user device modifies the file by inserting a
hyperlink to a computer network resource associated with the
matched data pattern (e.g., "www. bookstore. com") and presents the
modified file to the user with an indication of the hyperlink. If
the user activates this link (e.g., by clicking on the link with a
mouse), he or she may be connected to "www. bookstore. com", where
the book "The Committee" can be purchased.
[0067] Referring to FIG. 2B, method 10 of FIG. 1 may also be
implemented by a second computer network 170, wherein each user
device 110, 120 and 130 can access Internet 160 via a dial-up
account, in a known manner. Each of the user devices accesses a
dial up server 175 via a telephone connection of a Public Switched
Telephone Network ("PSTN") 178. Typically, dial-up server 175 is
maintained by an Internet service provider ("ISP"), such as
"AMERICA ONLINE". Each user device uses a modem or other
communication interface, and dial-up networking software, to
communicate with dial up server 175. Each user device may be a
personal computer, a PDA, a WebTV.TM. terminal, a phone or other
device to access a dial-up account, and to request, receive and
present markup language based content. Any or all of user devices
110, 120, 130 may alternatively access Internet 160 via other
communication interfaces, such as Digital Subscriber Line ("DSL")
and/or cable modem interfaces.
[0068] In computer network 170, each user device 110, 120, 130 can
generate a request for the delivery of electronic content (step 14
of method 10), typically in the form of a URL, as is known in the
art. Each request is delivered to dial-up server 175, which
evaluates the requested URL and determines if the requested content
must be accessed through a Wide Area Network (WAN) such as the
Internet 160. If so, the request is delivered to Internet 160.
Internet routing protocols cause the request to be delivered to a
host Web server 140 via remote router 150 and a proxy server 180.
In response, Web server 140 accesses and returns the requested
content via proxy server 180, router 150 and Internet 160 to
dial-up server 175, which relays an electronic file for the
requested content to the requesting user device. Thus, that user
device receives the electronic file in response to the request
(step 16 of method 10). In contrast to the arrangement shown in
FIG. 2A, the requests are delivered to Web server 140 via proxy
server 180, which translates the addresses used by Internet 160 to
addresses used by Web server 140, and thus insulates the addresses
used by Web server 140 from external access. A proxy server similar
to proxy server 180 could also be used in network 100 between Web
server 140 and router 150, or between the user devices and router
144.
[0069] As in the embodiment shown in FIG. 2A, upon receipt of the
electronic file but before displaying the file to the user (or
before re-displaying the file to the user, as in a re-load or
automatic refresh cycle), a Web browser causes the user device to
attempt to recognize a match between at least a portion of the file
and any data pattern stored as a preference by the browser (step
18). For example, the user device may determine if at least a
portion of text in the user-viewable portion of the file matches a
data pattern stored as a preference by the browser. If no match is
found, the file is displayed to the user without modification (step
20). Upon recognizing a match, however, the user device modifies
the file to include a hyperlink to a network resource associated
with the matching data pattern (step 22), and presents the modified
file to the user (step 24).
[0070] Referring to FIG. 3, one embodiment of each of user device
110, 120 and 130 includes a processor 200 (e.g., a CPU or central
controller) for executing instructions of computer programs and
controlling operation of the user device 110, 120 or 130. Processor
200 has access to memory 202, such as random-access memory (RAM)
and/or read-only memory (ROM) for storing programs, data,
variables, and/or a basic input-output system (BIOS). Processor 200
receives input data from one or more input devices 204, and
transmits output data to one or more output devices. Each input
device 204 may include a mouse, a keyboard, a touch-screen, a
microphone, a digital camera, a clock, etc. Each output device 206
may include a computer monitor, an audio circuit/speakers, a
printer, etc. Processor 200 communicates with networked computers
via a communication device 208. Device 208 may include a network
interface card ("NIC") coupled to a LAN as in FIG. 2A, a modem in a
dial-up embodiment such as in FIG. 2B, or another type of
communication device or interface.
[0071] Processor 200 has access to a mass storage device 210 for
storing objects such as programs and data. The stored objects may
include an operating system ("OS") 212, a Web browser 214, a
preference database 216, and a display code database 218. OS 212
may be, for example, MICROSOFT WINDOWS.RTM., Linux, MAC O/S, UNIX,
or another operating system.
[0072] In one embodiment, Web browser 214 provides functionality
for inserting hyperlinks into retrieved electronic files. In
particular, by executing instruction of Web browser 214, processor
200 is operable to generate a request for content (e.g., a markup
language based electronic file) from a Web server, and to receive,
modify and present the requested content to a user. Processor 200
accesses preference database 216, which includes one or more
records for storing one or more preferences. Each preference
provides an association between one or more pre registered data
patterns (e.g., words, phrases and/or graphics that may occur in
markup language based files) and an address of a corresponding
computer network resource. When processor 200 finds that the
requested content includes a data pattern stored in preference
database 216, it inserts a hyperlink to the network resource
associated with the matching data pattern (step 22 of method 10).
In one embodiment, the hyperlink is inserted in a manner which
depends on a code stored in display code database 218, as described
below.
[0073] Referring to FIG. 4, DNS server 142 (FIG. 2A) and dial-up
server 175 (FIG. 2B) each may include a processor 220 to execute
instructions of computer programs and to control operations of the
respective server. Processor 220 has access to a memory 222, such
as random access memory (RAM) or read only memory (ROM), for
storage of computer programs, data and a basic input-output system
(BIOS). Processor 220 receives input data from one or more input
devices 224, and transmits output data to one or more output
devices 226. Each input device 224 may include a mouse, a keyboard,
a touch-screen, a microphone, a digital camera, a clock, etc. Each
output device 226 may include a computer monitor, an audio circuit
and speakers, a printer, etc. Processor 220 also communicates with
networked computers via one or more communication device(s) 228.
Device(s) 228 may include a network interface card (NIC) in a LAN
embodiment such as shown in FIG. 2A, or one or more modems in a
dial-up embodiment as shown in FIG. 2B.
[0074] Processor 220 has access to a mass storage device 230 which
is configured to store objects such as programs and data. The
objects stored on storage device 230 may include an operating
system ("OS") 232 suitable for a network server. For example, OS
232 may be "MICROSOFT WINDOW.quadrature. NT", Linux, Unix, "NOVELL
NETWARE", or another suitable operating system. Mass storage device
230 also stores shared file structures used by computers on the
network, which may include documents of various forms created and
shared by the members of the workgroup using the network. In one
embodiment, the shared file structures include a preference
database 234, a display code database 236, and a user account
database 238. Each of these databases is accessible to processor
220 and other computers on the network.
[0075] Preference database 234, similar to preference database 216
(FIG. 3), includes one or more records for storing one or more
preferences. Each preference provides an association between one or
more pre registered data patterns (e.g., words, phrases and/or
graphics that may occur in markup language based files) and the
address of a corresponding computer network resource. The
preferences stored in preference database 234 at DNS server 142 or
dial-up server 175 are accessible to multiple users, each of whom
may also have a separate preference database 216 stored on his or
her user device. By storing preferences in server 142 or 175, the
preferences may be provided to all of the members of a workgroup
who are connected to server 142 or 175. The preferences stored
within preference database 234 may be modified, for example, by a
person responsible for managing the preferences for the entire
workgroup (e.g., a manager, or an Information Technology employee).
These preferences may also be modified by each user, if given
permission to do so. If, however, a user wishes to add a preference
for only his or her own use, the preference may be stored in
preference database 216 rather than database 234. In that case, the
users Web browser 214 may retrieve preferences from both
locally-stored preference database 216 and shared preference
database 234.
[0076] In one embodiment, all of the preferences of a particular
user are stored in preference database 234 of DNS server 142 or
dial-up server 175. In this embodiment, all of the user's
preferences are centralized in server 142 or 175, such that the
user may use all of his or her preferences even with different user
devices. In this embodiment, a user logging into the network
software of server 142 or 175 could be provided with access to his
or her preference database based upon a login identifier associated
with that user.
[0077] When processor 200 or 220 determines that content requested
by a user includes one of the data patterns stored within
preference database 234, a hyperlink to the computer network
resource that is associated with the matching data pattern is
inserted in the electronic file for that content. In one
embodiment, the hyperlink is inserted in a manner which depends on
a display code stored within display code database 236, which is
similar to display code database 218 (FIG. 3). The manner in which
this occurs is described below.
[0078] In one embodiment, user account database 238 is provided for
storing account data for users. User account database 238 is used
for tracking the amount of payments or other benefits due to users
in response to the use of preferences stored in preference database
216 or 234. For example, whenever user device 110, 120 or 130
inserts a hyperlink based on a preference into an electronic file
being retrieved by a user device, and/or the user activates a
hyperlink inserted within a file based upon a preference, the user
device transmits an indication to DNS server 142 or dial-up server
175. That server then updates user account database 238 to reflect
any additional payment or benefit due to the user. At the end of a
billing cycle, the accumulated total of payments due to each user
stored within user account database 238 is accessed to provide
payment to each user. User account database 238 can also accumulate
payments that are due to users for accepting offers to include
preferences in their viewpoints.
[0079] Referring to FIG. 5, an exemplary structure of preference
database 216 and/or 234 includes a plurality of records 260-272.
Each record 260-272 includes a plurality of fields 240-254, and
defines one preference. For each record 260-272, fields 240-254
include N data pattern fields 240A-240N, an address information
field 242, a display code field 243, an expiration field 244, an
originator field 246, a number of times accessed field 248, a
number of times visited field 249, a number of times accessed since
last visit field 250, a status field 252, and a benefit per use
field 254. Database 216 or 234 may include other and/or less than
all of these fields (e.g., database 216 may not include display
code field 243 if hyperlinks are provided or displayed in a default
manner).
[0080] For each record, fields 240A-240N define N data patterns
that have been associated with the address stored in address
information field 242. The N data patterns are numbered 1-N, with N
being any integer greater than or equal to 1 (i.e., 1, 2, 3, . . .
). For example, fields 240A-240N of record 260 define two data
patterns (i.e., N=2) that are associated with the URL "www.
bookstore. com" (i.e., the address information stored in field
242). As shown in FIG. 5, a data pattern may have the form of a
user-viewable text pattern (e.g., "book") that may occur within a
retrieved electronic file. A data pattern may also have the form of
a non-viewable pattern, such as a particular pattern found in a
metatag, script, applet, graphic, or any other data found in
retrieved content and describable by a data pattern.
[0081] As shown by records 268-272, a single data pattern stored
within a single field (i.e., field 240A) may be associated with one
address. For example, fields 240A-240N of record 268 indicate the
data pattern "soda" is the only data pattern that is associated
with the address "www. sodaco. com". Alternatively, as shown by
records 260-266, multiple data patterns stored in multiple fields
may also be associated with one address. For example, fields
240A-240N of record 260 indicate that two data patterns (i.e.,
"book" and "The Committee") have been associated with the address
of "www. bookstore. com". Other fields may be used to store
additional data patterns associated with one address. For example,
additional fields (not shown) of record 260 could store the data
patterns "soft-cover books" and "hard-cover books", each of which
is associated with "www. bookstore. com" (in this example,
N=4).
[0082] Alternatively, rather than or in addition to defining one or
more specific data patterns associated with a single address, a
computer-executable algorithm may be used to analyze received
content to determine if that content includes any variation of one
(or more) defined data patterns. This approach would allow for the
automatic identification of multiple variations of a single data
pattern. For example, assume that the data pattern "jump" is stored
in a preference database. The algorithm could be applied to the
words "jumped" and "jumping" in the retrieved content to determine
that both of these words are variations of the stored data pattern
"jump" since they share a common root (i.e., "jump"). The algorithm
could also identify any other data patterns within the retrieved
content (e.g., "jumps") which also share this common root. All of
these words could then be associated with the address information
associated with the word "jump". While this same result may be
achieved by defining multiple data patterns including all of the
variations of the common root, it may not always be easy or
practical to predict all of the variations, in advance, for storage
within fields 240A-240N of the preference database.
[0083] For each record in preference database 216 or 234, field 242
stores address information associated with the N defined data
patterns. The address information may be in the form of a numeric
IP address (e.g., field 242 of record 262 stores the numeric IP
address 202.164.214.53). Alternatively, the address information may
be a text based URL that may later be submitted to DNS server 142
for conversion to a numeric IP address (e.g., field 242 of record
260 stores the text-based URL of "www. bookstore. com"). Address
information field 242 may also store one or more markup language
based tags associated with the record. The tag may identify, for
example, the originator of the record in the preference database
(i.e., the party that added the record to the database), or may
provide detailed information about the identified URL.
[0084] In FIG. 5, the address information stored in field 242 of
each record 260-272 is independent, such that the N data patterns
stored for each record is associated with an independent computer
network resource. In this case, the address information stored in
field 242 of one record may be different or the same as the address
information stored in field 242 for any other record.
[0085] Alternatively, the address information stored within
preference database 216 or 234 may be the same, or partially the
same for every record. For example, an online bookstore could
create a customized viewpoint that includes a record for each of a
plurality of books, each record providing an association between
the title of one of the books (stored in field 240A) and the URL of
a Web site for that bookstore. The URL of the Web site for that
bookstore may be stored in field 242 or, since the same URL would
be associated with every record, the URL may be stored only once in
database 216 or 234. According to another example, each record of
the customized viewpoint could provide an association between the
title of one of the books (stored in field 240A) and the URL of a
Web page specific to that book (e.g., a Web page with that specific
book already placed in an electronic shopping cart). In this case,
the URL associated with each data pattern may include, for example,
a base portion which is the same for all of the books and a
variable portion specific to each book (e.g., "www. bookstore.
com/The_Committee"). The online bookstore could then pay or provide
benefits to frequent book purchasers for using the customized
viewpoint. Then, when one of the frequent book purchasers retrieves
an electronic file including any of the book titles stored in the
preference database, the file presented to the user would be
modified to include a hyperlink to the online bookstore. In this
case, the viewpoint is customized for all of the frequent book
purchasers.
[0086] Whenever an electronic file is modified to include a
hyperlink to a computer network resource defined by a preference,
the hyperlink will be inserted into the file in a particular
manner. In one embodiment, the hyperlink is inserted into the file
in a default manner. For example, a hyperlink may be included in a
file by "converting" the matching data pattern into the hyperlink.
In another embodiment, the manner in which a hyperlink is included
within a file will be determined by a display code that is stored
within field 243. For example, based upon record 260, a hyperlink
for "www. bookstore. com" will be included within an electronic
file according to a display code of "1". The meaning of the various
display codes is further described in relation to FIG. 6.
[0087] Expiration field 244 stores data indicating the expiration
time or date, if any, for the preference represented by the
corresponding record of the database. Expiration field 244 may
identify a definitive "cut off" date or time when the preference
will be disabled or deleted, or an indication of an amount of time
remaining before the corresponding record in the database is
disabled or deleted. For example, field 244 of record 260 indicates
that the preference providing an association between the data
pattern "book" (field 240A) and the address information for "www.
bookstore. com" (field 242) will expire on Dec. 31, 2002. User
device 110 may store the expiration data in expiration field 244 at
the time the record for the corresponding preference is created,
based upon information provided by the party that establishes the
preference. For example, the signal received by user device 110 at
step 342 (see FIG. 9) may also include expiration information for a
particular record that may be updated.
[0088] Alternatively, preference database 216 or 234 could store a
range of dates or times during which a preference would, or would
not, be effective. For example, preference database 216 or 234 may
include a field which allows a particular association to occur on
Saturdays and Sundays, but not weekdays, or to occur only during
certain hours of the day. As another alternative, expiration field
244 could store data representative of a number of associations or
presentations that will be made before the preference expires. For
example, when a preference is stored within preference database
216, the value "100" could be stored in expiration field 244 for
that preference, such that the preference will expire after it has
been used to make 100 associations. In one embodiment, expiration
information may be stored in field 244 using an expiration
function. For example, the function "expire when field 249=10"
would cause the corresponding preference to expire when the network
resource pointed to by the address information has been visited 10
times.
[0089] Originator field 246 stores information generally or
specifically identifying the originator of the corresponding
preference. The originator is a party that generated the preference
which defines the association between the data patterns in fields
240A-240N and the corresponding address information in field 242.
In embodiments in which an originator is identified generally,
field 246 may store any of a variety of general identifiers (e.g.,
"DEFAULT", "USER", "THIRD PARTY", etc.). "DEFAULT" indicates that
the originator of the preference was the publisher or developer of
the Web browser. "USER" indicates that the originator was the user,
who may have generated and stored the association during an
installation or update procedure for Web browser 214. "THIRD PARTY"
indicates the originator was a third party (e.g., an online
merchant, ISP, portal Web site, etc.) who generated and/or last
updated the preference. Alternatively, rather than generally
identifying the originator, field 246 may identify a specific
originator. For example, field 246 of record 268 indicates that
SODACO was the specific originator for that preference.
[0090] Fields 248, 249 and 250 store usage information for each of
the preferences described by a record of the preference database.
Field 248 stores data representing the number of times that each
record has been accessed (i.e., the number of times that a Web
browser has recognized that received content included data matching
any of the N data patterns for that record). Field 249 stores data
representing the number of times that the network resource for that
record has been visited by the user. Field 250 stores data
representing the number of times that each record has been accessed
since the user last visited the network resource by activating a
hyperlink generated using that record.
[0091] Fields 248 and 249 may be used to determine that a
preference should expire after that preference has been used to
insert a hyperlink a certain number of times, or after a resource
has been visited a certain number of times, respectively. For
example, the data in field 248 may be used by a browser to
determine that a preference should expire after 100 links to an
associated network resource have been incorporated into retrieved
content, and the data in field 249 may be used to determine that a
preference should expire after the user has visited the
corresponding computer network resource 20 times. Thus, the data
stored in fields 248-250 allows for accurate tracking and reporting
of usage data for the preferences. This data can be supplied to,
for example, the parties who were responsible for inserting the
preferences into the preference database, for use in determining
payments or benefits due to the user. Other usage fields may also
be used, and fewer than all of fields 248-250 may be needed. For
example, field 250 may not be needed in particular embodiments.
[0092] Status field 252 stores, for each record, data representing
a status for the corresponding preference. In one embodiment, the
user may enable or disable each preference by changing the
corresponding status data. When the status data represents
"ENABLED", the preference is operational for use in modifying an
electronic file to include a link to a computer network resource
associated with a matching data pattern. When the status data
represents "DISABLED", the preference is not operational for use in
modifying an electronic file to include a link to a computer
network resource associated with a matching data pattern. In
another embodiment, the status of each preference may be overridden
by, for example, a third party who wishes to update the preference
database being used by a user. One embodiment for overriding each
preference is discussed below (FIG. 9).
[0093] Field 254 stores an indication of a benefit to be provided
to the user per use of the corresponding preference. In one
embodiment, field 254 stores an amount paid per visit representing
an amount due to a user whenever the user activates a hyperlink
generated using that preference to access the corresponding
resource. Alternatively, instead of or in addition to providing an
amount paid per visit, field 254 stores an amount paid per
inclusion representing an amount due to a user whenever a hyperlink
is inserted within retrieved content based upon that preference
(regardless of whether the user actually activates the
hyperlink).
[0094] The benefit provided to a user may be a monetary amount,
coupon, points, frequent flyer miles, etc. The benefit may be
provided by the party that inserted the preference, an organization
to which the user belongs, the user's ISP (e.g., the benefit amount
may be deducted from the users ISP bill, or any other bill), or
another party that was responsible for controlling the insertion of
records into the preference database. Benefit per use field 254 may
be used for controlling third-party insertion of records into the
preference database. For example, if a third party wants to change
address information associated with a data pattern already
identified in the preference database, the third party may be
required to offer a benefit per use that exceeds the benefit per
use stored in field 254 of the corresponding record before being
allowed to alter the address information. Field 254 may store an
indication of a currency amount, or of some other benefit or value
to be provided. Alternatively, field 254 may identify an index or
ranking of a record that indicates the comparative value of the
record as compared to other records.
[0095] In certain embodiments, the viewpoint defined by a
particular preference database 216 or 234 is customized for a
particular user, who may have a unique user identifier, such as
that indicated by reference numeral 256. For example, the
preference database 216 or 234 shown in FIG. 5 defines the
viewpoint for a particular user who is identified by user
identification number 58120. A different user having a different
user identifier will use a different viewpoint. This customized
preference database may, for example, be stored by the user device
110, 120 or 130 being used by the user. Alternatively, this
preference database may be stored by DNS server 142 or dial-up
server 175, for use in determining preferences for a particular
user, with the users login identifier used to select between his
viewpoint and viewpoints of other users.
[0096] In other embodiments, a viewpoint may be customized for a
particular class or category of users rather than for a particular
user. In these embodiments, a category or class indicia (instead of
a unique user identifier) is associated with preference database
216 or 234 in order to customize that database for use by users
belonging to a particular category or class. For example, data
representative of users belonging to the class of "sales agents" or
"engineers" may be associated with database 216 or 234 so that the
viewpoint defined by that database is used for users who are sales
agents or engineers, respectively.
[0097] Referring to FIG. 6, an exemplary structure of display code
database 218 and/or 236 defines different manners in which a
hyperlink may be included within an electronic file. Database 218
and/or 236 includes a plurality of records 278-284, each defining a
manner by which a hyperlink may be included within a received file.
Each record includes a first field 274 for storing the display code
for the hyperlink, corresponding to the values in display code
field 243 of preference database 216 and/or 234, and a second field
276 for storing data representing the manner in which the hyperlink
will be included in the file. For example, if the display code is
"1", a hyperlink will be included by converting the matching data
pattern into an indication of the hyperlink. If the display code is
"2", an indication of the hyperlink will be included as a footnote
to the matching data pattern. If the display code is "3", an
indication of the hyperlink will be included within a margin
adjacent to the matching data pattern. If the display code is "4",
an indication of the hyperlink will be included just after the
matching data pattern. In each case, the hyperlink will be inserted
in association with the matching data pattern.
[0098] Other manners of including a hyperlink within a received
file may also be used. For example, an indication of a hyperlink
could be included within an "onMouseOver" tag. An "onMouseOver" is
a JavaScript instruction used for testing the position of a pointer
such as a mouse. The hyperlink indication could appear, for
example, in a "balloon" window that emerges when the user places a
pointer over a data pattern and/or clicks on the data pattern with
the pointer.
[0099] Referring to FIG. 7, an exemplary structure of user account
database 238 includes a plurality of records 296-299, each record
having a user identification number field 286, a user name field
288, a user contact information field 290, a user account
information field 292, and an accumulated total field 294. Field
286 stores an identifier that uniquely identifies a user. Field 288
stores the users name. Field 290 stores contact information for the
user, such as the users mailing address, electronic mail address,
telephone number, etc. Field 292 stores user account information
identifying a financial or other account of the user, such as a
credit card account, debit card account, ISP account, telephone
account, electronic cash account, etc. Field 294 stores the
accumulated total of payments due to the user resulting from the
use of the user's preferences. For example, based upon field 254 of
record 260 (FIG. 5), Susan Smith (i.e., the user identified by user
identification number 58120) will receive $0.25 from the
third-party who inserted record 260 into her preference database
each time that she activates a hyperlink providing a linkage to
"www. bookstore. com" that was included within presented electronic
content due to her preference (assuming that field 254 stores an
amount to be paid per visit to that resource).
[0100] Referring to FIGS. 8A-8B, another embodiment of a method 300
for providing a link in an electronic file being presented to a
user is shown. Method 300 is performed by the Web browser of any of
user devices 110, 120 or 130 (FIG. 2A or 2B). Similar to method 10,
method 300 includes defining a customized viewpoint for the user
including a preference for the user (not shown), generating a
request for content (steps 302-308), receiving an electronic file
corresponding to the request (steps 310-312), and evaluating the
electronic file to recognize a match between at least a portion of
the file and the data pattern (steps 314-316). If no match is
found, method 300 also includes presenting the file to the user
without modification (step 318). Upon recognizing a match, method
300 also includes modifying the electronic file to include a link
to the computer network resource associated with the matching data
pattern (step 320 of FIG. 8B), and presenting the modified file to
the user (step 322 of FIG. 8B). As with method 10, the viewpoint
may include one or more than one preference, and each preference
may provide an association between one or more than one data
pattern and a computer network resource. The following description
assumes that the user device is user device 110 within network 100
(FIG. 2A). A similar description would apply for user device 120 or
130, and if user device 110 was coupled to network 170 of FIG.
2B.
[0101] At step 302, user device 110, operating Web browser 214,
receives address data (e.g., a text-based URL or numeric IP
address) from a hyperlink embedded into a document being viewed by
the user. The address data may include an address corresponding to
remotely-stored Web site content. In one embodiment, the address
data is received by user device 110 in response to the user
initiating a request for content by activating the hyperlink.
Alternatively, the address data may be received after the user
initiates a request for content by entering the address information
into an address bar area of the browser's user interface. In each
case, the request is initiated by the user. In another alternative,
the address data is received without being initiated by the user.
For example, the address data may have been received in response to
an automatic refresh function that is being performed by the Web
browser, or in response to a default mechanism when the browser is
launched (e.g., similar to MSN.COM.RTM.).
[0102] At step 304, if the address data is in the form of a
text-based URL, user device 110 transmits the address data to
computer network 100 (FIG. 2A). In computer network 100, this
involves transmitting the received address data (i.e., the
text-based URL) to DNS server 142 via LAN 132. Alternatively, in
computer network 170 (FIG. 2B), step 304 would involve transmitting
the received address data to dial-up server 175 via a telephone
modem or other communication interface (e.g., DSL or cable modem
interface).
[0103] At step 306, user device 110 receives the IP address which
corresponds to the address data from DNS server 142. Generally, the
IP address will be expressed numerically as opposed to being
expressed textually. To provide the IP address, DNS server 142
receives the text based address data that was transmitted by user
device 110 at step 304, queries a database for a record which
associates the text based address data to the corresponding IP
address, and returns the numeric IP address data to user device
110. Note that steps 304 and 306 may be omitted if the numeric IP
address was received at step 302.
[0104] At step 308, user device 110 uses the received IP address
data to transmit a request to the corresponding host Web server 140
via router 144, the Internet 160, and router 150. The request
includes a header (i.e., a numeric code assigned to a request for
content identifying a users unique IP address). Either the LAN 132
or the ISP server assigns a numeric header corresponding to the
user device, which is integrated with the numeric IP address
information. The numeric IP address information is then transmitted
to and received by a router which executes packet routing software
to accurately and efficiently transmit the request for access of
the desired content to the appropriate Web server 140.
[0105] At step 310, user device 110 receives a signal from the host
Web server 140 acknowledging that the host Web server 140 received
the request for remotely-stored content. User device 110 may also
provide the user with an indication that this signal was received
in a status line area of the Web browser interface (e.g., "Web Site
Found--Waiting for Reply"). Using the received header information,
the host Web server 140 transmitted this signal to user device 110
to indicate that the request for content was received, and input
the request to a queue to be addressed sequentially upon
fulfillment of other pending requests for access to the desired
content. The host Web server 140 may include several computers,
including mirror site servers. Alternatively, the host Web server
does not transmit such an indication to the user device 110, and
device 110 merely waits to receive the requested content.
[0106] At step 312, user device 110 receives at least one markup
language-based electronic file from the host Web server 140. This
file was transmitted by the host Web server 140 after accessing the
requested content. This file includes computer readable code that
dictates the formation of the content upon presentation to the
user. The code itself may also include URL's associated with
supplementary content located on the requested host server, or on a
separate host server. The requested content may be delivered
completely, or in parts. For example, text and graphic information
may be transmitted separately as different files to be assembled by
the user device for presentation to the user. At this point, the
requested markup language based file has been received by user
device 110, but has not yet been presented (e.g., displayed) to the
user.
[0107] At step 314, user device 110, executing Web browser 214,
accesses preference database 216, and compares the data patterns
240A-240N stored within preference database 216 with the retrieved
electronic file to determine if any portion of the electronic file
matches any of the data patterns stored in that database. The
preference database 216 may be accessed from local and/or remote
storage. In various embodiments, preference database 216 may be
integrated with the user's Web browser or, alternately, the LAN or
ISP server may be involved in accessing the preference database. As
described above, preference database 216 comprises one or more
preferences, each preference providing an association between at
least one data pattern that may occur in the retrieved content
(e.g., in the markup language based electronic code) and the
address information for the corresponding computer network resource
(e.g., numeric IP or text based address data of the computer
network resource).
[0108] At step 316, user device 110 determines if any portion of
the electronic file matches any data pattern stored in preference
database 216. In one specific example, user device 110 compares the
user viewable text portion of the markup language based code that
comprises the electronic file with the data patterns 240A-240N
stored in preference database 216. The Web browser of user device
110 (in the browser embodiment) or a server at another location (in
the server embodiment) compares all of the user viewable text
portions of the markup language based code with each data pattern
in the preference database.
[0109] In one embodiment, to recognize a "match", user device 110
requires a portion of the requested content to be the same as a
data pattern stored in preference database 216. For example, if a
preference in preference database 216 defines data patterns
including "jump" and "jumping", a match may be recognized only if
one of those data patterns appears in a portion of the requested
content. In another embodiment, to recognize a match, user device
110 analyzes the requested content to determine if any portion of
that content has a predetermined relationship with a stored data
pattern. For example, the predetermined relationship may result in
a match being recognized if a portion of the requested content
shares a common root with a stored data pattern (e.g., the word
"jumped" may be recognized as matching stored data pattern "jump"
since they share a common root). Other relationships may also be
used to find that a portion of requested content matches a stored
data pattern. For example, if the stored data pattern comprises the
United States flag, then a portion of the requested content may be
found to match the stored data pattern if that portion includes
certain combinations of stars and stripes. As another example, if
the stored data pattern comprises a graphic, a portion of the
requested content may be found to match the stored data pattern if
that portion includes more than a predetermined percentage (e.g.,
90%) of the same pixels. Thus, a portion of requested content may
be recognized as matching a stored data pattern if that portion has
a sufficient relationship to the stored data pattern. Various data
pattern recognition techniques may be used to determine if a match
occurs.
[0110] At step 318, if no part of the requested content (e.g., no
part of the user viewable text portion of the markup language based
code) matches a data pattern stored in preference database 216,
user device 110 displays the markup language based file to the user
as received (i.e., without modification). If, however, any part of
the requested content matches any data pattern stored in the
preference database, then processing continues at step 320 of FIG.
8B.
[0111] At step 320, user device 110 accesses preference database
216 to determine the address information for any data pattern that
was recognized to match user-viewable text in the received file,
and inserts a hyperlink to the computer network resource
corresponding to that address information into the markup language
based file for subsequent display to the user via the output
device(s) 206 of device 110. The hyperlink may be inserted into the
file such that an indication of the link will be displayed in
association with (e.g., at or substantially adjacent to) the
original location of the matching user-viewable text (i.e., the
matching data pattern). For example, a hyperlink may be inserted
into the file such that, when an indication of the hyperlink is
displayed to the user, the hyperlink will be located at or
substantially adjacent to the location of the matching data
pattern. The indication of the hyperlink will be "substantially
adjacent to" the location of the matching data pattern if a user
will perceive the hyperlink as being associated with the matching
data pattern. Thus, user device 110 (or a separate server)
effectively modifies the user viewable text portion of the markup
language based code to indicate one or more supplemental hyperlinks
in accordance with preference database 216.
[0112] A retrieved electronic file may be altered to include a
hyperlink indication according to the display code stored in field
243 of the record of the corresponding preference. For example,
assume that Web browser 214 causes user device 110 to recognize
that a portion of text in the user-viewable portion of requested
content matches the data pattern "The Committee" stored in field
240N of record 260 in preference database 216. User device 110 may
modify the requested content to include a hyperlink for the
matching data pattern (e.g., a hyperlink to "www. bookstore. com",
based upon field 242 of record 260). Since the display code for
this preference is "1", user device 110 will include a hyperlink
indication within the requested content by "converting" the matched
data pattern into the hyperlink. For example, if the requested
content includes the data pattern "The Committee" as plain text,
the Web browser may replace this text with a hyperlink which is
displayed to the user as "The Committee" so that, if the user then
activates this hyperlink, user device 110 will request an
electronic file from the associated network resource ("www.
bookstore. com").
[0113] Alternatively, using a display code, a hyperlink indication
may be displayed to a user in association with a matched data
pattern by being placed at or adjacent to that data pattern. For
example, a hyperlink indication may be placed just after "The
Committee" (display code "4"), or just after the end of the
sentence containing "The Committee" (e.g., "To purchase this book
online, click on www. bookstore. com"). As this example shows,
additional text may be inserted in the requested content to
describe the hyperlink to the user. This text may be stored in
another field (not shown) of preference database 216 or display
code database 218, 236. A hyperlink indication may also be
displayed at other locations in the requested content that provide
an association with the matched pattern. For example, an indication
may be placed in a footnote from the matched pattern (display code
"2"), or in a margin adjacent to the matched pattern (display code
"3").
[0114] When a hyperlink associated with a matching data pattern is
inserted into requested content, any existing hyperlink in the
requested content may, or may not, be overridden with the inserted
hyperlink. The Web browser may determine whether an existing
hyperlink is present within a user-viewable text portion and, if
so, overwrite (or not overwrite) that existing hyperlink with a new
hyperlink associated with a matching data pattern. For example, if
the original requested content includes: "We recommend `The
Committee`. To purchase this book online, click on www.
departmentstore. com", the browser could replace the hyperlink
"www. departmentstore. com" with the hyperlink "www. bookstore.
com". By activating this hyperlink, the user may then access "www.
bookstore. com" in accordance with his or her
previously-established viewpoint.
[0115] At step 322, the altered markup language based electronic
file is presented (e.g., displayed) to the user via the output
device(s) 206 of user device 110. This file includes a hyperlink
for the address information stored within preference database 216
for each matching user viewable text portion of the markup language
based code, as determined above. If the user activates one of these
hyperlinks, he or she will access the computer network resource
specified by the address information. Thus, additional Web traffic
resulting from the display of the altered markup language based
file may be directed to one or more third party Web sites as
dictated by the preference database.
[0116] At step 324, user device 110 updates the usage fields for
each record of preference database 216 for which a data pattern was
found to match a portion of the requested content. In particular,
user device 110 updates fields 248 and 250 to reflect the number of
times accessed and the number of times accessed since last visit.
For example, user device 110 may increment by one the numeric data
stored within fields 248 and 250 of each record determined to store
a matching data pattern. Fields 248 and 250 are maintained for
tracking the number of occurrences of text based user viewable
content and the display of resultant hyperlinks associated
therewith, and may be used to provide data for billing purposes
and/or for providing benefits to the user.
[0117] At step 326, user device 110 transmits a notification(s) to
all of the originators identified by preference database records as
having matched data patterns. For each record of the preference
database that was accessed in step 320 and used for inserting a
hyperlink into content, the originator data in field 246 of the
record is used to generate a notification to the originator of the
record indicating that the record was used. This notification may
or may not trigger an action if the originator was the user or an
administrator of the user's organization. If no action is
triggered, the notification need not be provided. However, if the
originator was a third party that offered compensation or another
benefit for the use of associations that were inserted by the third
party into the preference database, this notification may be used
to trigger payment from the third party to the user or another
designated recipient. Alternatively, a coupon may be delivered, or
a points value in an incentive program may be incremented, in
response to receiving this notification. Other forms of benefit or
compensation may also be used by each third-party organization
wishing to have records included within the preference database
used by a user. In other embodiments, instead of generating a
notification to the originator of a record each time that the
record is used, data fields 248, 249 and 250 are used to track the
usage of each record, and billing/notification is performed
afterwards in batches.
[0118] In another embodiment, user device 110 transmits a
notification to DNS server 142 (FIG. 2A) or dial-up server 175
(FIG. 2B), and that server updates the accumulated total due the
user stored in field 294 of user account database 238. This
database can later be used to provide payments to the user, and to
bill the originator of the preference that caused the link to be
inserted.
[0119] After step 326, the user will view the modified electronic
file that has been presented to the user by the output device(s) of
his or her user device 110. Ultimately, the user will close the Web
browser, or will initiate a request for additional content by
delivering new address data to the browser. Thus, at step 328, the
browser may receive new address data from the user, in a similar
fashion to that described above with reference to step 302 (FIG.
8A).
[0120] At step 330, user device 110 evaluates if the new address
data received from the user originated from a hyperlink previously
inserted into an electronic file presented to the user via the
actions that are described above. If not (e.g., if the user typed a
new address into an address box of his or her Web browser, or
clicked on a preexisting hyperlink in the retrieved content), then
processing continues at step 304 (FIG. 8A) to retrieve the
newly-requested content. If, however, the user has clicked on a
hyperlink added by the Web browser according to the above-described
steps, then user device 110 transmits a notification of the visit
derived from the preference database record that was used to
generate the hyperlink to the originator of that record, at step
332.
[0121] In particular, at step 332, user device 110 accesses the
record of the preference database previously accessed at step 320
to obtain the originator information from field 246 of that record,
and uses this information to generate a notification to the
originator that a visit was initiated by that record. This
notification may not be provided if the originator was the user, or
was an administrator of the user's organization. If, however, the
originator was a third party that offered a benefit (e.g.,
compensation) for visits initiated by use of the associations
inserted by the third party into preference database 216, this
notification may trigger providing the benefit from the third party
to the user or to another designated recipient. Alternatively, a
coupon may be delivered or the number of points in an incentive
program (e.g., frequent flyer miles) may be incremented in response
to this notification. Other forms of benefits may also be used by
each third-party organization wishing to entice visits to
particular network resources. In some embodiments, instead of
generating a notification to the originator of a record each time a
visit is initiated by the record, a data field (as discussed above)
is used to track the number of visits initiated by each record
(e.g., by being incremented whenever a link that was added using
the record is activated), and billing/notification is performed
later in batches. As another alternative, the notification may be
sent to the DNS server 142 or dial-up server 175 for use in
updating the user account database 238 by, for example,
incrementing the accumulated total due to the user in field
294.
[0122] At step 334, user device 110 updates the usage fields for
the corresponding record in the preference database (i.e., the
record that was accessed at step 320 to insert the hyperlink). In
particular, user device 110 updates (e.g., increments by one) the
numeric data stored in field 249 of that record to reflect the
users access of the computer network resource, and resets field 250
(i.e., sets field 250 equal to zero) of that record. The data in
field 249 can be used for billing purposes and/or for providing
payment to the user. These actions maintain accurate statistics on
the use of each record. After step 334, processing continues at
step 304 (FIG. 8A) to obtain the newly-requested content.
[0123] Referring to FIG. 9, an exemplary method 340 performed by
user device 110 for updating preference database 216 based upon a
received signal and a monetary value associated with the signal is
illustrated. In this manner, an ISP or a user may benefit by
allowing preference database 216 to be updated by a third party,
such as a merchant, a service provider, or a portal-type Web site.
In accordance with method 340, preference database 216 may be
implemented using a commonly-accessible "cookie" file. A "cookie"
is a set of data created by a Web server and stored on a client
system (e.g., a user's computer) which allows a Web site to track a
user's patterns and preferences. A "cookie" contains a range of
addresses or URLs for which it is valid. When a user's browser
encounters one of those URLs again, the browser sends a copy of the
cookie to the Web server. Cookies may be used to identify the user
computer, to instruct the Web server to transmit a customized
version of a Web page, to submit account information for the user,
and for other administrative purposes.
[0124] Additionally, it is envisioned that the method of FIG. 9 may
facilitate the addition of data records to preference database 216
in a manner that does not require any monetary or other benefit
"override". The addition of records into preference database 216
may be facilitated merely in response to an absence of certain data
patterns within the preference database.
[0125] At step 342, user device 110 receives a signal indicating a
third party's interest in updating preference database 216.
Optionally, the received signal may be received by the Web browser
as part of viewing content, in which case the signal may be
presented to the user in the form of a text box message or audio
prompt for acceptance or decline by the user. The signal may also
be received by the user in the form of an electronic mail message
including or having a hyperlink leading to an executable script or
program (e.g., an applet) for updating the preference database. The
signal preferably comprises data including benefit values and an
indication of the particular records within the preference database
to be updated. Preferably the indication includes data
corresponding to one or more portions of user viewable text. The
signal may comprise other data needed to complete a record within
the preference database, such as expiration information for the
proposed update.
[0126] At step 344, user device 110 analyzes the received signal
and compares that signal to preference database 216 to determine if
there is any conflict between a requested addition to the
preference database and a record already existing in that database.
This process involves evaluating any data patterns (e.g.,
user-viewable text portion(s)) identified by the received signal
and comparing these data patterns to data patterns 240A-240N
already existing in the preference database. Any match indicates a
possible override of a record already in the preference database.
If there are no such overrides, preference database 216 is updated
as described below in relation to step 356. If there are one or
more potential overrides, processing continues at step 346.
[0127] At step 346, user device 110 determines the value of each
potential override request. To determine the value, the browser in
conjunction with processor 200 examines the received signal to
determine the value of the benefit identified by the override
signal, and compares the value with a benefit that is identified in
field 254 of the existing preference database record.
[0128] In an embodiment in which field 254 stores an amount paid
per visit, or an amount paid per hyperlink insertion, this analysis
may involve the comparison of monetary values. In non-monetary
embodiments (e.g., where the benefit is a coupon, discount or
points awarded in an incentive program), the browser may access
stored information regarding the ranking of benefits to produce an
index or ranking of the benefit provided by the existing preference
database entry and the benefit offered by the received signal. If
sufficient data to perform such a comparison is not available, the
Web browser may produce a dialog box for display to the user that
provides a comparison of the benefit described by the current
preference database entry with the benefit offered by the received
signal, and may request that the user identify a comparative
ranking or an index value for use in determining which benefit is
preferable. The browser can thus develop data for ranking benefits,
enabling automatic evaluation of the comparative preference of the
user (e.g., frequent flyer miles vs. cash payments, or between
frequent flyer miles from different airlines).
[0129] At step 348, after the values of potential override requests
are determined, user device 110 selects one potential override
request. At step 350, user device 110 compares the determined value
of the selected potential override request with the benefit per use
value stored in field 254 of preference database 216 for the
conflicting record that may be overridden by the received signal.
If the received signal identifies a greater value, processing
proceeds at step 352 and the preference database is updated to
reflect the new preference or preferences identified by the
received signal (by updating fields 240A-240N and 242), any
expiration data for the new preference (by updating field 244), the
new originator (by updating field 246), and the new benefit per use
(by updating field 254). Usage fields 248-250 and status field 252
are reset to their initial values, and the updating process is
complete for that request.
[0130] After step 352, or after step 350 if the potential override
request has a lower value than the value of the existing preference
database record, user device 110 determines at step 354 whether the
received signal included any additional override request that
should be analyzed. If so, processing returns to step 348 to select
one of these additional override requests.
[0131] After all of the potential override requests are processed,
or if there were no potential override requests, processing
proceeds from step 354 to 356. At step 356, preference database 216
is updated to reflect (e.g., by adding) any nonconflicting
association(s) identified by the received signal. At this point,
method 340 for updating the preference database is complete.
[0132] Method 340, as shown in FIG. 9, may automatically update the
preference database upon receipt of a signal requesting an update.
Alternately, the step of updating the preference database to
reflect any new preference(s) may be postponed or canceled based
upon a received accept/decline response signal that is generated by
the user via user device 110. The user may also individually accept
and/or decline each new proposed preference. The Web browser may
also be configured to allow the user to select a certain level of
involvement that the user desires to have in updating the
preference database.
[0133] In one embodiment, a user may specify a maximum number of
custom hyperlinks that will be allowed to appear within a single
electronic file. For example, a user could specify that only one
association may be made between a matching data pattern and an
associated computer network resource for a given electronic file,
even if more than one data pattern within the file matches one of
the data patterns stored within preference database 216. The user
can thus limit the extent to which requested content can be
customized.
[0134] In another embodiment, a user may specify that his or her
viewpoint may not be modified to contain particular preferences or
types of preferences. For example, a user could specify that his or
her viewpoint may not be customized by a third-party to include any
preferences that provide an association to an adult-oriented Web
site, or an organization could specify that the viewpoints used by
its members may not be customized by a third-party to include
preferences providing an association with any competing
organization.
[0135] In one embodiment, an originator who wishes to add a new or
updated preference to the viewpoint of a user may offer the user a
benefit that will be provided to the user if the user agrees to
accept the new or updated preference. For example, if a third party
wishes to add a new preference to the viewpoint of a user, the
potential override request received by user device 110 at step 342
includes an offer, which is presented to the user. The user may
then accept or decline the new preference. If the user declines,
his or her viewpoint is not changed. If the user accepts, his or
her viewpoint is modified to include the new preference, and the
user's account is credited with the offered benefit (e.g., by
incrementing accumulated total field 294 for the user's record).
Based on the terms of the offer, the user may then receive
additional payments based upon use of the new or updated
preference, as previously described.
[0136] To prevent the user from quickly deleting the new
preference, the offer to add a new or updated preference may
include a condition that must be met for the user to receive the
offer amount. For example, the condition may specify a time period
during which the new or updated preference must remain in effect,
and which cannot be overridden by the user. Alternatively, the
condition may specify a minimum number of times that the preference
must be accessed and used to insert a hyperlink into received
content, or a minimum number of times that the associated computer
network resource must be visited, during which the new or updated
preference must remain in effect. When a condition is present, the
party establishing the preference may (but need not) withhold
payment to the user until the condition has been met.
[0137] As described above, a third party may pay a user for the
right to include one or more preferences within the users
viewpoint, and/or for uses of one or more preferences within the
users viewpoint. Alternatively, any of these payments may be made
by a third party to another party who establishes or operates a
viewpoint for use by one or more users. For example, an
organization may evaluate offers received from third parties for
the right to insert preferences in the customized viewpoint that is
used by members of that organization. For a specific example, a
book club that provides its members with a viewpoint that is
customized to include a variety of book-related preferences may
determine which preferences to include in the viewpoint based on
offers made by online bookstores. If Bookstore1 offers $100.00 for
the right to include a preference providing an association to its
Web site, and Bookstore2 offers $200.00 for the right to include a
preference providing an association to its Web site, the club may
decide to accept Bookstore2's offer such that the customized
viewpoint will drive the book club's members to Bookstore2's Web
site. The club and/or its members then receive additional payments
whenever the members use that preference.
[0138] Referring to FIG. 10, an alternative method 360 for updating
or populating preference database 216 is performed via maintenance
of the Web browser by the user. In method 360, a user specifies one
or more data patterns (e.g., user viewable text portions of markup
language based electronic files), and corresponding address data to
be incorporated upon receipt of a markup language based file
including a matching user viewable text portion. Method 360 may be
repeated to add additional records to preference database 216.
[0139] At step 362, user device 110 creates a new record in the
preference database. At step 364, user device 110 receives one or
more data patterns (e.g., user-viewable text) specified by the
user, to be used as the one or more data patterns for the new
record. At step 366, user device 110 receives and stores address
information to be associated with the specified data patterns that
are provided by the user. Next, at step 368, the user-specified
data patterns and the address information received from the user
are stored in the new record of the preference database.
Thereafter, the preference database record is available for use
according to the process of FIGS. 8A and 8B for the receipt and
modification of content.
[0140] Referring to FIG. 11, still another method 370 for updating
or populating the preference database is based upon installation of
Web browser 214 by the user. In method 370, upon installation of
Web browser 214, a user may accept or reject the default preference
settings that were previously stored by the publisher or developer
of the Web browser. If the user wishes to reject one or more of the
default preference settings, the user, as shown in method 360 (FIG.
10), may manually specify a replacement preference setting.
[0141] At step 372, user device 110 provides a user with the option
of accepting the default preference settings built into the
installation program for the Web browser. If the user accepts the
default settings, the process is done. However, if the user rejects
the default settings, user device 110 displays the default
preference settings to the user using its output device(s) 206 at
step 374. At step 376, user device 110 provides the user with the
option of modifying any or all of the default preference settings.
If the user does not choose to perform any modification, the
process is done. However, if the user wants to make one or more
modifications, processing continues at step 364 (FIG. 10) to allow
the user to manually indicate one or more data patterns and address
information.
[0142] While the invention has been illustrated by a description of
various embodiments and while these embodiments have been described
in considerable detail, it is not Applicants' intent to restrict or
limit the scope of the appended claims to such detail. Other
advantages and modifications will be readily apparent to those of
skill in the art. For example, various databases described above
may reside, and various functions may be performed, in other
locations or via other devices. For example, while user account
database 238 has been described as residing in DNS server 142 or
dial-up server 175, user account database 238 could also be located
within another computer in communication with user devices 110, 120
and 130, such as another server coupled to LAN 132 (FIG. 2A). This
server would then receive indications from each user device
whenever a payment or other benefit is earned by the respective
user, and would update the accumulated total for that user. As
another example, while the viewpoint defined by preference database
216 and/or 234 have been described as residing in user device 110,
120 or 130 and/or DNS server 142 or dial-up server 175, the
viewpoint could reside at one or more other devices that operate in
conjunction with the user's device. For example, a viewpoint may be
partially or completely implemented at a users computer, a device
operating with the user's computer (e.g., a firewall, a
remotely-accessible library, a router, a server, etc.), or another
system.
ALTERNATE EMBODIMENTS
[0143] In the Web browser embodiment described above, preference
database 214 resides within the user's Web browser, and is updated
by a third party (e.g., an online merchant) that registers the data
patterns, or by the user. Alternatively, instead of interacting
directly with users, a merchant (or other third party) who wants to
include preferences in a viewpoint may interact with the provider
or developer of the Web browser to establish default preferences
leading to the Web site of the merchant. In this case, the provider
or developer of the Web browser would control updates to the
default preference database, and the users' agreement to updates
would not be needed. Such preferences would drive Web traffic from
content being viewed by users to the merchant's site. For example,
a user installing the NETSCAPE NAVIGATOR.RTM. browser may be
provided with default preferences compiled by Netscape. A user may
be required to use these preferences. Alternatively, a users
preferences may be established entirely or partly by the user
during installation of the browser, or later, to allow the user to
entirely or partly override the default viewpoint.
[0144] Further, a user may input his or her own preferences to be
associated with content to be viewed later. For example, a user may
prefer to do his or her book shopping at a particular Web site. The
user could register a preference such that each time the name of
his or her favorite author occurs in a user viewable text portion
of a markup language based document that is being read, a hyperlink
to the corresponding bibliography Web page at that Web site would
be automatically inserted at the location of the author's name.
Thus, a user utilizing a Web browser to view a Web page for a newly
published book review may access his or her choice of on line
bookseller simply by clicking on the author's name within the book
review document.
[0145] In another embodiment, multiple parties may be involved in
brokering modifications to a preference database. For example, an
ISP such as AMERICA ON LINE (AOL) may accept competitive bids from
multiple on line merchants who seek to derive traffic from
occurrences of data patterns (e.g., words or phrases) in documents
presented to users. Once a user logs on to AOL, the preference
database that is stored on the user's hard drive could be
automatically updated by AOL to reflect any newly-registered
preferences. Alternatively, the preference database may reside at
the users ISP. In this manner, the results corresponding to the
updated preference database may be broadcast or reflected across a
large number of user devices, as reflected by the preference
database that is centrally-maintained on an ISP server.
[0146] The above embodiment may also be implemented and practiced
by a portal Web site, such as "YAHOO!.RTM.". For example, a portal
Web site could create a preference database based upon bids made by
online merchants. Then, before the Web site sends any content
(e.g., search results, news, email, chat group messages, etc.) to a
user, the Web site may include a hyperlink based on that preference
database. For example, any Web site user receiving search results
containing a data pattern that matches a data pattern stored by one
of the preferences may be provided with an inserted hyperlink that
leads to a computer network resource that has been associated with
that data pattern.
[0147] As another example, a news organization (e.g.,
CNN.com.quadrature.) could register a number of data patterns
relevant to current events with a portal Web site (e.g.,
"YAHOO!.quadrature.). For example, the news organization could
register the keywords "Federal Investigation", "Supreme Court
decision", "War in Chechnya", etc. Then, whenever any of the
registered data patterns is found on the portal Web site, the
content could be marked up with a link to the news organization.
For example, a link to CNN.com.quadrature. could be inserted
wherever "Federal investigation" is found on YAHOO!'s content.
Thus, users of the portal Web site would be driven to the
CNN.com.quadrature. site.
[0148] In one embodiment, users may be presented with offers made
by online merchants or ISPs who seek to derive or influence Web
traffic based upon the occurrence of data patterns such as single
words or phrases within user viewable text portions of documents.
The users could then accept the offers to receive benefits. In one
embodiment, a user who elects to allow his or her personal
preferences to be updated by an on line merchant or ISP may receive
a discount, a coupon or another type of benefit. For example, a
user who previously indicated his preferred online bookseller is
"Bookstore1.com" may be willing to accept a discount, such as 10%
off of his first purchase, to allow "Bookstore2.com" (a competitor
of "Bookstore1.com") to adjust his personal preferences in its
favor. For another example, an ISP may decrease the price that is
charged to the user for providing Internet access services in
exchange for being allowed to update a preference database
associated with the user (e.g., the user may receive a discount of
$5.00/month from the normal access rate of $19.95/month). It is
also envisioned that a portal Web site may aggregate several
preference updates to be presented to a user in a batch.
[0149] As noted above, the preference database may reside within
the user device as part of the user's Web browser, or may reside
remotely (e.g., at a dial up ISP Server or LAN Server). The
preference database may also be stored in cache, thus allowing it
to be updated with "cookie" files. In this manner, a Web site may
generate and store an indication of the preference database
currently associated with a particular user device. The preference
database may alternatively reside as a remote library, accessible
by the ISP Server, LAN Server, and/or the user device's Web browser
program. The preference database may also reside in the RAM of the
user device.
[0150] As described above, the user device processes retrieved
content to include additional hyperlinks. The processing could also
occur at another location. For example, the processing may be
performed at a LAN server, proxy server or firewall responsible for
handling the Internet traffic for the members of an organization.
Also, the processing could be performed by a server at an ISP as a
value-added service for its customers. Further, the processing may
be performed at an Internet site so that all content retrieved via
that site would be delivered with appropriate hyperlinks
incorporated therein.
[0151] In one embodiment, the preference database stores or uses
records based upon one or more additional criteria or conditions
(e.g., geography) for creating a specific association. For example,
a user in New England who is viewing a document including one or
more occurrences of the user viewable text portion "groceries" may
be directed to the Web site of a grocer conducting business in New
England. The user's geographic location may be determined, for
example, from his contact information (e.g., zip code, telephone
number, street address, ISP provider, etc.) stored in field 290 of
user account database 238. Meanwhile, another user located in Texas
viewing the same document may be presented with a link to the Web
site of a different grocer conducting business in Texas. This
result may be achieved by inserting associations into the request
that represent the geographic location of the user. Alternatively,
this result could be achieved using geographic information (e.g.,
zip code) for each preference such that any preferences that are
geographically specific to the current location of the user could
be preferred over preferences that are not geographically specific
to the users location, or over preferences geographically specific
to an area that does not include the location of the user.
[0152] In one embodiment, a user may indicate a preference for
certain Web sites to be included and/or excluded from his or her
preference database by an ISP or by a third-party. For example, a
user may indicate that his or her preference database may be
updated by an ISP or third party to reflect links for merchants A
and B, while excluding links for merchant D. Alternatively, a user
may indicate a preference for one or more particular classes of Web
sites to be included and/or excluded from his or her preference
database. The user-specified preferences could be entered into the
database during, for example, a setup or installation routine such
as that described in relation to FIGS. 10-11.
[0153] In one embodiment, the features of the present invention may
be activated and inactivated by a user using a button on the
toolbar area of the browser interface. Similar to a "refresh"
function, the user could initiate such a "view preferred links"
function. In this manner, a user of the disclosed Web browser may
view Web content either as intended by the content's authors or
publishers, or in accordance with the preference database of the
invention.
[0154] In a similar embodiment, the hyperlinks corresponding to the
user viewable text portions within retrieved markup language based
electronic files may be displayed separately from the user-viewable
text itself. For example, if the user device is a personal
computer, the links may appear in a separate area or "frame" of the
output screen of the user device. The links may also appear using a
different color, font or other attribute. The user may then select
whether to activate the original link, if any, or a "preferred"
link.
[0155] As described above, a Web browser in accordance with an
embodiment of the invention can modify an electronic file being
presented to a user to include a link to a computer network
resource associated with a data pattern matching one of the data
patterns stored in a viewpoint. Alternatively, in addition to or in
lieu of including such a link, a Web browser can modify an
electronic file being presented to a user to include content
retrieved from the computer network resource that is associated
with the matching data pattern. For example, if a users viewpoint
specifies an association between the data pattern "The Committee"
and the URL for an online bookstore, and the user retrieves an
electronic file which includes the data pattern "The Committee",
the users Web browser could recognize the match between the data
pattern "The Committee" in the electronic file and the viewpoint,
then contact the online bookstore to receive content associated
with this data pattern (e.g., a book review for the book entitled
"The Committee"), and then modify the electronic file being
presented to the user to include both the book review for the book
"The Committee" and the URL of the online bookstore. The user could
then read the book review as part of the electronic file to decide
whether to activate the URL of the online bookstore to purchase the
book. For another alternative, the viewpoint itself could store
content associated with the one or more data patterns of a
preference within, for example, another field of the record for
that preference. Then, when the data pattern is recognized as being
within a received electronic file, the Web browser could modify the
file to include the content that is stored in association with that
preference.
[0156] In another embodiment, a Web browser can modify an
electronic file being presented to a user to include a "purchasing
link" which, if activated, allows a user to buy a product from a
computer network resource without being required to visit that
network resource. For example, if a users viewpoint specifies an
association between the data pattern "The Committee" and the URL
for an online bookstore, and the user retrieves an electronic file
which includes the data pattern "The Committee", the user's Web
browser could recognize the match between the data pattern "The
Committee" in the electronic file and the viewpoint. In response,
the Web browser could modify the electronic file to include a
"purchasing link" by, for example, adding a hyperlink stating:
"Click here to purchase `The Committee` for $19.95". By clicking on
this hyperlink, the user could purchase "The Committee" via an
appropriate message sent by the Web browser to the online
bookstore, or could add the book to his or her electronic shopping
cart for subsequent purchase.
[0157] It is to be understood that the embodiments and variations
shown and described herein merely illustrate the principles of this
invention and that various modifications may be implemented by
those skilled in the art without departing from the scope and the
spirit of the invention. For example, while the invention has been
illustrated as being implemented using particular computer networks
including hardware components such as user devices, domain name
servers, dial-up servers, routers, proxy servers and Web servers,
the invention could be implemented using other hardware components
and/or other interconnections there between. Some or all of the
network components may be implemented by discrete hardwired
components instead of computers. Furthermore, while the above
description refers to particular databases, other databases or data
structures may be used. Also, while various embodiments of methods
in accordance with the invention have been discussed as including
specific steps listed in specific orders, the steps may be
performed in different combinations and orders. While other
modifications will be evident to those of ordinary skill in the
art, the present invention is intended to extend to those
modifications that nevertheless fall within the scope of the
appended claims.
* * * * *
References