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METHOD FOR GENERATING ADVERTISING REVENUE, BASED ON REAL-TIME USAGE OF A WEB SERVICE

IP.com Disclosure Number: IPCOM000014756D
Original Publication Date: 2000-Jun-01
Included in the Prior Art Database: 2003-Jun-20
Document File: 2 page(s) / 47K

Publishing Venue

IBM

Abstract

Generating Advertising Revenue from Web Site Usage Disclosed is a method for a web service owner to get more revenue from advertisers that are most frequently accessed from the web service. Understanding the actual use of an internet site can help the owner of the site's web service tailor the information provided, based on what users want to see. This keeps user interest high which makes the site successful. Additionally, billing of internet site advertisers can be accurately performed if it is based on real-time usage of the site. Advertisers essentially use a web service to get users to their business and web sites. The web service owner gets revenue from their advertisers, but it is not typically based on the popularity of the advertiser with the site's end-users. Determining which advertisers are most popular and providing incentives for this status are needed. Along with this, it is vital that the "most popular advertiser" status be accurate. And in the internet business, the popularity of sites (advertisers) changes continually, so the method used to determine who is truly "most popular" must be also dynamic to be effective. Traditional web servers such as Lotus Domino Go Webserver log all incoming requests (from a web browser) into what is referred to here as a web server access log. This log contains the component on the web server that was called and the parameters that were given to it. So whenever a request for information is sent from an internet client to a web server, the request is logged.

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  METHOD FOR GENERATING ADVERTISING REVENUE, BASED ON REAL-TIME USAGE OF A WEB SERVICE

Generating Advertising Revenue from Web Site Usage

Disclosed is a method for a web service owner to get more revenue from advertisers that are most frequently accessed from the web service.

Understanding the actual use of an internet site can help the owner of the site's web service tailor the information provided, based on what users want to see. This keeps user interest high which makes the site successful. Additionally, billing of internet site advertisers can be accurately performed if it is based on real-time usage of the site. Advertisers essentially use a web service to get users to their business and web sites. The web service owner gets revenue from their advertisers, but it is not typically based on the popularity of the advertiser with the site's end-users. Determining which advertisers are most popular and providing incentives for this status are needed. Along with this, it is vital that the "most popular advertiser" status be accurate. And in the internet business, the popularity of sites (advertisers) changes continually, so the method used to determine who is truly "most popular" must be also dynamic to be effective.

Traditional web servers such as Lotus Domino Go Webserver log all incoming requests (from a web browser) into what is referred to here as a web server access log. This log contains the component on the web server that was called and the parameters that were given to it. So whenever a request for information is sent from an internet client to a web server, the request is logged.

The presently-disclosed method uses a web server access log to determine which advertisers of the site are the most popular and provide incentives to these advertisers. The incentives are visible to the end-user, thus allowing the web service owner to charge extra money to the most popular advertisers for the additional/priority exposure.

For purposes of explanation, this article discusses a web service that displays banner advertisement (ad) images. However the method can be applied to any advertising aspect of a web service. (Banner ads are typically narrow rectangular ads that are usually presented at the top of the page. A banner ad is an image, such as GIF or JPEG format. Clicking on the image will commonly link through to the web site of the advertiser who's image is being shown. For example if the banner advertiser is IBM, then the image would show an image with IBM commercial content. Clicking on this image will link the end-user to IBM's web site, such as: http://www.ibm.com.)

The following steps describe the process of determining and using the most popular advertiser information, using banner advertisements as the example.

WHAT/HOW TO TRACK

Click-throughs are tracked on the site. A "click-through" is when a user clicks on an advertisement of some sort in one web site, to get to the adver...