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Method and System for Performing on-the-fly Manipulation of Advertisements Based on Analyzing Content of Internet Traffic

IP.com Disclosure Number: IPCOM000198785D
Publication Date: 2010-Aug-16
Document File: 4 page(s) / 137K

Publishing Venue

The IP.com Prior Art Database

Abstract

A method and system for performing on-the-fly manipulation of advertisements based on analyzing content of internet traffic (herein referred as traffic) is disclosed. The method involves analyzing content of traffic directed towards or directed away from a user. Upon analyzing the content of the traffic, manipulation of the advertisements displayed to the user is performed. The manipulation of the advertisements includes removal of existing advertisements, addition of new advertisements, or replacing existing advertisements with new advertisements based on the analysis of the content of the traffic.

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Method and System for Performing on -the-fly Manipulation of Advertisements Based on

Analyzing Content of Internet Traffic

Disclosed is a method and system for performing on-the-fly manipulation of advertisements based on analyzing content of internet traffic (herein referred to as traffic). The method involves an analysis of content of the traffic directed towards or directed away from a user. The traffic may be one or more of, but not limited to, web pages, personal e-mail conversations, instant messages, blog posts, and online purchases. Based on an analysis of the content of the traffic, manipulation of the advertisements displayed to the user is performed. The manipulation of the advertisements includes removal of existing advertisements, addition of new advertisements, or replacing existing advertisements with new advertisements based on the analysis of the content of the traffic. In a scenario, the method and system disclosed may be performed at, but not limited to, an Internet Service Provider (ISP), a telecommunication company, a content delivery network, or a private organization.

In case the method and system disclosed is performed at the ISP, the ISP may create a profile of the user. The ISP creates the profile of the user by indexing content of a traffic directed towards or directed away from the user. Upon creating the profile of the user, areas of interest of the user are determined. In case of multiple users, the ISP may individually create profile of each user by indexing content of traffic directed towards or directed away from each user. Further, the areas of interest of the user are maintained as a record in a presentable format. Thereafter, current traffic consumed by the user is analyzed for detecting advertisements present in the current traffic. The advertisements may be present in a form of, but not limited to, a text in HyperText Markup Language (HTML) pages, a link to advertisement images, banners, and advertisement signature lines embedded in e-mail messages. Once the advertisements are detected, these advertisements are manipulated in the current traffic. The manipulation of the advertisements are based on relevancy of these advertisements to the areas of interest of the user.

Additionally, the ISP of the user may have agreements with advertisers for manipulating

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advertisements displayed to the user. In case of multiple users, the ISP may have multiple agreements with advertisers corresponding to multiple users. In such a scenario, the manipulation of advertisements may be based on agreements between the ISP and the advertisers.

In order to perform the manipulation of the existing advertisements, keywords are identified from the areas of interest of the user. Upon identifying the keywords, search queries/phrases are created. Consider an example in which a user performs a search on a search engine with a keyword 'electric toothbrush'. In addition, the user browses a webpage displaying info...