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System and Technique for automatically or interactively adjusting advertising levels for web based data sources

IP.com Disclosure Number: IPCOM000013370D
Original Publication Date: 2002-Jun-13
Included in the Prior Art Database: 2003-Jun-18
Document File: 4 page(s) / 74K

Publishing Venue

IBM

Abstract

Automatically or Interactively Adjusting Advertising Levels for Web-Based Data Sources

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  System and Technique for automatically or interactively adjusting advertising levels for web based data sources

   Automatically or Interactively Adjusting Advertising Levels for Web-Based Data Sources

Today most commercial web sites on the Internet still provide free information or services. Generally, one of the most important sources of income for these web content providers is advertisement in form of banner ads. Advertisement is not too annoying to users if they have high speed Internet access, such as the corporate LAN or Intranet. But for users with only dial-up network access (e.g a modem with
28.8/14.4kps), banner ads (typically images) contribute significant amount of bandwidth resources in downloads. The situation is getting even worse as the Internet technology evolves, because other types of banner advertisement are being used (e.g. MPEG videos) which consume even more bandwidth. Furthermore, banners are no longer static anymore, new banners are streamed (pushed) to the clients at approximately 20-30 second intervals. In other words, within a page, the clients get two or three banners per minute. This way of advertisement is similar to the commercials placed inside a 30-minute television program like "Seinfeld". This advertisement can also be distractive, such that it will attracts too much of the users attention. For instance, animated banner ads are likely to catch the reader's eye, while distracting from the rest of information presented on that page. There will be probably a large amount of users who would prefer for the reasons mentioned above to receive and read their information without advertising, even if it would cost a small amount of money.

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Problem Statement

We address the problem of adjusting advertising levels either automatically or interactively in order to save network bandwidth. Users with low bandwidth will be able to use the available bandwidth more efficiently. In the same time we solve the problem for web based content providers to achieve revenue for not displaying banner ads. This approach is similar to that already successfully used for pay TV channels like HBO, etc. However, it differs because on standard TV there's no interaction possible. Even advanced TV systems (e.g. DirecTV) that do provide user interaction capabilities, do not facilitate our proposed solution. In particular there's no TV channel available we are aware of which lets a user interactively or automatically adjust a user-desired level of advertisement.

Proposed Solution

With this system and technique web sites are able to provide an option for users to decide the advertisement level for viewing. In TV, channels like HBO, Cinemax, or Showtime deliver commercial-free programs for viewers who subscribe to them. Similarly, on the World Wide Web (WWW), web sites can provide advertisement-free web pages for viewing as option for users who pay for them. The proposed...