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Publication Date: 2014-Nov-05
Document File: 4 page(s) / 316K

Publishing Venue

The Prior Art Database

Related People

Michael O'Herlihy: AUTHOR [+2]


This paper discusses a new advertisement format, a temporal or “toast” advertisement. This advertisement format slides into view from the top (or any other direction) of a display area of a display of a device, similar to how toast notifications operate for the iOS™, Android™, and/or Windows® Phone operating systems, and displays content of the advertisement, such as text, an image, an icon, etc.

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In a networked environment, such as the Internet or other networks, first­party content

                               providers can provide information for public presentation on resources, for example

                           webpages, documents, applications, and/or other resources. The first­party content can

                          include text, video, and/or audio information provided by the first­party content providers

                            via, for example, a resource server for presentation on a client device over the Internet. The

                                  first­party content may be a webpage requested by the client device or a stand­alone

                                  application (e.g., a video game, a chat program, etc.) running on the client device. Additional

                                    third­party content can also be provided by third­party content providers for presentation on

                                the client device together with the first­party content provided by the first­party content

                            providers. For example, the third­party content may be a public service announcement or

                                advertisement that appears in conjunction with a requested resource, such as a webpage (e.g.,

                                    a search result webpage from a search engine, a webpage that includes an online article, a

                                 webpage of a social networking service, etc.) or with an application (e.g., an advertisement

                                 within a game). Thus, a person viewing a resource can access the first­party content that is

                                    the subject of the resource as well as the third­party content that may or may not be related to

                                        the subject matter of the resource. 

In some instances, the third­party content may be mobile advertisements. Such mobile


advertisements come in a wide variety of shapes, sizes and colors. Currently, the most

                                     common mobile advertisements are banner advertisements. Banner advertisements may have


                                            a fixed location on an application and can be prone to accidental clicks and/or advertisement

                               blindness (e.g., prone to being ignored by a user). Thus, it may be difficult to determine if a

                                         click is an intentional click or unintentional click. In some instances, a 1.5 click

                               advertisement or double click advertisement may be utilized to mitigate accidental clicks.