Note: Descriptions are shown in the official language in which they were submitted.
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ADVERTISING OF UNIQUELY IDENTIFIABLE OBJECTS
Inventors: Lance Schafer, Jeremy Charney and Daniel Legal
Field of the Invention
[001] The invention relates generally to online advertisements,
and more specifically, to online advertisements for uniquely
identifiable objects on web pages.
Cross-References to Related Applications
PM This application claims priority as a continuation-in-part
to US Patent Application No. 13/523,703, by Schafer et al.,
entitled ATTRIBUTING INDIVIDUAL PPC VALUES FOR ONLINE
ADVERTISING OF UNIQUELY IDENTIFIABLE OBJECTS, and filed on June
14, 2012, as a continuation-in-part to US Patent Application
No. 13/523,823, by Schafer et al., entitled ADVERTISING UNIQUELY
IDENTIFIABLE OBJECTS WITHIN THIRD PARTY SEARCH RESULTS, and
filed on June 14, 2012, and as a continuation-in-part to US
Patent Application No. 13/555,987, by Schafer et al., entitled
REAL-TIME ADVERTISING OF UNIQUELY IDENTIFIABLE OBJECTS AMONG
THIRD PARTY SEARCH RESULTS, and filed on July 23, 2012, the
contents of each being hereby incorporated by reference.
Background of the Invention
VXM Online advertisements are important revenue generators for
publishers. As consumers turn away from traditional media to
spend more time on the Internet, and increase spending there as
well, online advertisements are becoming even more critical.
One key concern for marketers is how to effectively target
online advertisements to consumers that are interested and
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likely to buy the specific or even uniquely identifiable product
or service, or even inquire or pay attention to the pitch..
poill Additionally, online advertisements are presented to
consumers over an increasing variety of devices, from stationary
devices, to tablet devices, and mobile devices. Each has
variations in screen size for display, and mechanisms for user
interaction. For example, stationary devices provide high
bandwidth connections with larger screen sizes (or even multiple
screens). By contrast, digital cell telephones have a lower
bandwidth and screen size, but can provide user interactions
that leverage cell services, such as telephone calls, SMS
messages, and GPS capabilities.
[0M] One effective way of monitoring the effectiveness of an ad
campaign is to use the PPC (pay per click) technique in which
marketers are charged only when a user actually clicks on, or
otherwise engages with a particular advertisement via one or
more of the connection mediums, sponsored to be made available
along with the advertised uniquely identifiable objects.
[006] One problem with PPC (pay per click) model is that
conventional online publishers, such as major horizontal search
engines, do not distinguish PPC advertising campaigns for
uniquely identifiable objects (e.g., a used vehicle or real
estate) and services from typical advertisements (e.g., of a box
of tissue). A uniquely identifiable object (UI0) can be
distinguished from all other objects, even those with
substantially similar manufacturing specifications. While a UPC
(Universal Product Code) specifies a species of product, a
uniquely identifiable object is distinguishable even within the
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product species. Instead, marketers typically purchase a
standard advertisement that is selected based on key words or
categories.
Kon Moreover, there is no centralized service or exchange to
provide third party publishers with advertisements of UI0s or
peripheral advertisements related to a UI0 being displayed.
pym What is needed is a technique for the implementation of
sponsored online advertisements and associated connection
mediums to be made available along with uniquely identifiable
objects displayed on 3rd party digital service providers.
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Summary
VXM To meet the above-described needs, methods, computer
program products, and systems for display of sponsored
advertising related to uniquely identifiable objects.
[010] In one embodiment, a publisher displays a web page
comprising a uniquely identifiable object (itself sponsored or
not). A remote host is queried for one or more sponsored
advertisements that are based on the identification information
and eligible for display. In some embodiments, the querying is
performed in batch by submitting a list of uniquely identifiable
objects to be displayed by the publisher. The publisher can
verify that a sufficient pay-per-click budget still remains in
substantially real-time with display. In other embodiments,
querying and verification are performed in substantially real-
time with display.
[011] In one embodiment, the sponsored advertisements can include
one or more uniquely identifiable objects that are related to
the publisher-displayed uniquely identifiable objects. In
another embodiment, the sponsored advertisements include
affinity advertisements for peripheral goods or services related
to the uniquely identifiable objects (e.g. an insurance quote
for a vehicle or real estate asset).
K121 In still other embodiments, the advertisements distinguish
between connection mediums. The connection mediums can
automatically send the customer to a termination point (e.g.,
URL, spawn instant messenger box, or initiate telephone call).
The connection mediums can also expose data allowing the
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customer to select how to connect (e.g., address, telephone
number, or URL). Pay-per-click values can vary according to a
connection medium.
[013] Advantageously, search engines, publications, and
directories can monetize uniquely identifiable content already
being displayed on a web site with sponsored advertisements
displayed alongside. At the same time, the web sites receive
additional revenue streams from third-party sponsorship.
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Brief Description of the Drawings
[0141 In the following drawings, like reference numbers are used
to refer to like elements. Although the following figures
depict various examples of the invention, the invention is not
limited to the examples depicted in the figures.
[015] FIG. 1 is a high-level block diagram illustrating a system
for advertising uniquely identifiable objects, according to one
embodiment.
[016] FIG. 2 is a more detailed block diagram illustrating a
remote advertisement server of the system of FIG. 1, according
to one embodiment.
[017] FIG. 3 is a flow diagram illustrating a method for
advertising uniquely identifiable objects, according to one
embodiment.
[018] FIG. 4 is a flow diagram illustrating a method providing
sponsored advertisements and individual PPC values and
connection mediums., according to one embodiment.
[019] FIG. 5 is a flow diagram illustrating a method for
connecting a user to a termination point or sponsored data,
according to one embodiment.
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[02O] FIGS. 6A-B are schematic diagrams illustrating web pages
with exemplary online advertisements based on uniquely
identifiable objects, according to some embodiments.
[021] FIGS. 6C-D are schematic diagrams illustrating web pages
with exemplary connection mediums for online advertisements
based on uniquely identifiable objects, according to some
embodiments.
[022] FIG. 7 is a block diagram illustrating an exemplary
computing device, according to one embodiment.
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Detailed Description
[023] The present invention provides methods, computer program
products, and systems for display of sponsored advertisements
for uniquely identifiable objects (e.g., by a third party
publisher). In general, a uniquely identifiable object can be
individually distinguished over all other objects, and even
those that have nearly identical manufacturing specifications,
by a unique identification code (e.g., a serial number or other
type of distinguishing data).
PM In one exemplary embodiment, an automobile appears on a web
site, such as Craigslist.com. Metadata in the web page, or
content displayed in the web page, provides a VIN number
assigned to the automobile. A client identifies the VIN number
for submission to a remote server that stores online
advertisements. As a unique identifier, the VIN number can
reveal characteristics of the automobile such as model, make,
year, and the like. The characteristics can be indicative of
certain types of owner categories that are useful for
advertising impressions. Therefore, the remote server returns
PPC (pay per click) sponsored online advertisements associated
with the VIN number, specific to that VIN itself, and any
related ads to display along with the uniquely identified
object, such as a related vehicles or affinity offerings (i.e.,
related goods are services that are not necessarily unique).
[025] In another exemplary embodiment, as set forth more fully in
US Application Nos. 13/523,823 and 13/555,987, an automobile
marketplace web site is a publisher that hosts direct revenue-
generating online advertisements or free advertisements
submitted directly by sellers. A search engine integrated
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within the website returns search results to user queries for
specific types of automobiles as a SERP (search engine results
page). To augment the results, the automobile marketplace web
site can also list third-party sponsored advertisements or
search results within or along with the other search results.
As a result, the automobile marketplace web site can generate
additional revenue from connections (e.g., click-throughs to the
third party sponsored search results of uniquely identifiable
objects, or exposure of connection data).
[0n] As used herein, the terms "third party" and "remote" are
relative. From a publisher point of view, an advertisement
server is a remote, third party. From an advertisement server
point of view, the publisher is a remote, third party. The
point of views and above terms are used interchangeably herein.
pm Also, please note that the disclosure herein often refers
to automobiles solely for the purposes of thoroughly delineating
a preferred embodiment. However, one of ordinary skill in the
art will recognize, given the disclosure, that the techniques
can be applied to other individually distinguishable products
such as real estate or artwork. Further, services such as
dentistry can be uniquely identified by time, location and/ or a
particular dentist within an office.
[028] FIG. 1
PM FIG. 1 is a high-level block diagram illustrating a system
100 for advertising of uniquely identifiable objects, according
to one embodiment. The system 100 comprises a remote
advertisement server 110, a publisher 120, a sponsor web site
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(or termination point) 130, and a consumer 140. The components
can be coupled to a network 199, such as the Internet, a local
network or a cellular network, through any suitable wired (e.g.,
Ethernet) or wireless (e.g., Wi-Fi or 3G) medium, or
combination. Other embodiments of communication channels are
possible, including hybrid networks. Additional network
components can also be part of the system 100, such as
firewalls, virus scanners, routers, switches, application
servers, databases, and the like.
Pal The remote advertisement server 110 can be a computer, a
set of distributed computers, a server, a virtual server, or the
like. The remote advertisement server 110 can be operated by an
entity that is independent from an entity operating the
publisher 120. In some embodiments, the remote advertisement
server 110 stores online advertisements related to uniquely
identifiable objects. The online advertisements can be
sponsored advertisements having a PPC and campaign budget set by
marketers. The online advertisements can include direct
marketing of an object, or indirect marketing of related
advertisements. For example, a vehicle can be marketed by a
used car dealer, and peripheral products to the vehicle, such as
CarFax reports, offers to buy your existing car for cash,
finance, insurance, new car options, used vehicle parts, and oil
change locations can be marketed to potential buyers of the
vehicle. Characteristics can be associated with the peripheral
products to allow matching to characteristics of objects.
Embodiments of the remote advertisement server 115 are discussed
in more detail below in association with FIG. 2.
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[031] The publisher (or third party) 120 can be a computer, a set
of distributed computers, a server, a virtual server, or the
like. Examples of the publisher include general search engines
(e.g., Google or Bing), marketplaces with vertical search
engines (e.g., Cars.com or Amazon.com), marketers, bloggers,
news sources, classified publishers, social media providers,
third parties, and the like.
[OK] Web pages 122 and an optional code parser 124 are included
in the illustrated embodiment of the publisher 120. However, in
other embodiments, the components are not integrated, and can be
owned and/ or operated by a third party. The web pages 122 can
be static or dynamic web pages that are incorporated to a web
site available at a particular domain, or be individual or sub-
groups of pages. The content of web pages 122 can relate to
commercial products offered by the publisher 120, such as
vehicles or resold products. The content of web pages 122 can
also be blogs, news articles, social media, multimedia such as
images or video, or any other type of content suitable for
online viewing. One of more online advertisements are included
with a web page. The online advertisements can be provided in
real time (e.g., for dynamically generated web pages), or can be
pre-processed in batch (e.g., for static web pages).
[on] The code parser 124 can be a process, daemon, operating
system module, other application, or hardware that checks the
web pages 122 for unique identifiers. In response, the unique
identifier is used to retrieve online advertisements for
insertion to web pages. In other embodiments, a code parser 124
is not necessary, such as when online advertisements are
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directly associated with uniquely identifiable objects by a
marketer.
[03it] The sponsor web site (which is an exemplary termination
point) 130 can be an online inventory of products or services of
a marketer. In some embodiments, the search engine 125 sends a
consumer to the sponsor web site 130. In the case of
advertisements based on a search query, the sponsor web site 130
can be displayed within code of a SERP web page controlled by
the search engine 125. Alternatively, a new tab or browser
instance can be spawned. Note that the sponsor web site 130 is
just one example of a connection medium associated with an
advertisement. Connection mediums can include a termination
point for automatically forwarding a user, or mere connection
data for the user to select how to connect. Exemplary
connection mediums include an SMS message, click to expose a
complete telephone number, click to initiate a telephone call,
an address that can include directions, click for navigation, a
VDP (vehicle description page) or other deep link, and the like.
[0m] The consumer (or customer) 140 can be an individual, a
corporate entity , an automated process, or the like, using a
computing device to use the third-party web site . The
computing device can be mobile (e.g., a smartphone) or
stationary. The consumer 140 can submit queries and click-on
sponsored advertisements.
PON FIG. 2
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[037] FIG. 2 is a more detailed block diagram illustrating a
remote advertisement server 110 of the system 100 of FIG. 1,
according to one embodiment. The remote advertisement server
110 includes an account manager 210, a uniquely identifiable
object database 220, a search engine interface 230, and a
network module 240. The components can be implemented in
hardware, software, or a combination of both.
[ON The account manager 210 is an interface for a marketer to
manage online advertisements. Settings can be global to the
account, or particular to a uniquely identifiable object.
Exemplary settings include a PPC (pay-per-click) value, an
overall budget (e.g., a maximum spending allowance, a maximum
number of clicks), a per uniquely identifiable object budget, a
per uniquely identifiable object bid amount, a bid geography, a
fallback termination point, and a marketing agency. In some
embodiments, the account manager 210 logs click-throughs. A
marketer may access the account manager 210 using a viewer such
as a web browser or a local client or API.
[ON The uniquely identifiable object database 220 stores data
entered by a marketer about uniquely identifiable objects
through the user interface, and stores data harvested from
external data sources. For instance, a relational database
stores a record for each uniquely identifiable object. Other
data stored can include a uniquely identifiable object key
(e.g., a unique identification code, such as a serial number, a
VIN, or the like), a marketer identification, a bid amount, a
termination point, a daily maximum, and a time stamp (i.e.,
record last updated), and external data (e.g., Carfax.com data).
A user interface allows the marketer to control PPC values.
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There are many ways for a user to control PPC values (e.g.,
programmatically, selectively, overriding, rules, algorithms,
etc.).
[040] Advertisements can be indexed in the uniquely identifiable
object database 220 according to identification data. The
identification data can be, for example, unique identification
codes, serial numbers, VINs, addresses, or any other appropriate
data to uniquely identify each object. The objects can be
distinguished even if manufactured to the same specifications.
In one implementation, VINs are not available for cars
manufactured prior to 1981, so a unique identification code can
be generated. The method for generating the code can be made
available to a publisher to utilize locally and/ or
alternatively, recipients of the generated code can be provide a
key. Other data can also be sent along with the identification
data. If an advertisement is an enriched listing, information
can be downloaded ahead of time (e.g., multimedia files).
[041] Additionally, advertisement identifiers can be stored in a
record. The advertisement identifiers are used as pointers to
online advertisements stored either locally or on a separate
advertisement server. In further details of the local storage
implementation, online advertisements can be stored in the
uniquely identifiable object database 220. Each online
advertisement can include characteristics for matching against
uniquely identifiable objects. For example, a certain car model
and a range of years can be specified as appropriate for a
CarFax online advertisement. In US Application No. 13/523,703,
techniques for populating a uniquely identifiable object
database are described in further detail.
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[042] The publisher interface 230 communicates with search
engines concerning sponsored search results or sponsored
advertisements (e.g., eligibility of advertisements). In a
first instance, the publisher interface 230 provides listings
from the uniquely identifiable object database 220 to include in
SERPs. In an embodiment, identification data for the listings
are provided in batch during overnight data transfers. The
listings can be updated during specified intervals between batch
transfers. For example, VINs, bids, and other data for
automobiles can be provided to a website like Lemonfree.com.com
or Amazon.com for pre-processing against a local database, as
described in more detail below.
[1043] The network module 240 provides lower-level interfaces with
external devices such as remote search engines. The network
module 240 translates commands sent and received according to a
specific protocol or API (application programming interface).
Moreover, network cards manage the transmission of data over a
network with the external devices using IEEE standards.
[044] FIG. 3 (and FIGS. 6A-D)
[045] FIG. 3 is a flow diagram illustrating a method 300 for
identifying sponsored advertisements associated with uniquely
identifiable objects, according to one embodiment. The method
300 can be implemented by, for example, the publisher 120 of
FIG. 1.
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[0445] At step 310, a list of uniquely identifiable objects for
display by a publisher webs site is compiled. For example, a
classified auto sales publisher can sort a database and extract
identification information for each classified advertisement
(whether sponsored or not). In another example, an auto review
or auto news website can search web pages available on an HTTP
server and extract identification information for discovered
uniquely identifiable objects.
PM In yet another embodiment, the uniquely identifiable object
is identified from sources in addition to, or other than a
current web page. Other sources include web browsing history,
one or more uniquely identifiable objects that are associated
with a web page other than through source code, such as by a
database, cookies, user preferences, and the like. In one
embodiment, a dynamic list of uniquely identifiable objects is
associated with a user or consumer (e.g., past purchases). In
still other embodiments, more than one uniquely identifiable
object can be identified. More specifically, a group of
uniquely identifiable objects can be identified.
[m] At step 320, a remote host for sponsored advertisements can
be queried (e.g., in real time or in batch). The identification
information is sent to the remote host for processing as
described more fully in association with FIG. 4. In one
embodiment, the remote host generates pairing clusters that
match sponsored advertisements to uniquely identified objects.
Pair clusters can leverage human collective engagement data, an
attribution technique that programmatically extracts and decodes
the attributes of uniquely identifiable objects, rates the
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attributes, and matches likeness by attribute matching to
attributes of uniquely identifiable objects for sponsored
advertisements (or attributes of affinity advertisements). The
resulting online advertisements are then received or activated
in part or whole from local supplied files. The online
advertisements can be displayed as sent, or taken as suggestions
subject to local decision making about whether they are included
in a web page.
[0W)] At step 330, sponsored advertisements are displayed in
connection with the web page. The online advertisement can be
displayed numerous different ways. In one example, display is
integrated with a web page (e.g., SERF results). In another
example, display is separated into a separate web page, tab, or
shadow box as shown in FIGS. 6A-B. Display of various
termination points are shown in FIGS. 6C-D. Additional display
examples include a banner (static or dynamic rotational) or a
container (e.g., an ad box) of a web page. In the ad box, one
or more uniquely identifiable object listings are displayed
along with one or more PPC termination. In still another
example, the advertisement can be displayed outside of the
browser, such as directly on a desktop or within an application
window.
[050] At step 340, a user is connected to a connection medium
(e.g., a termination point or connection data) associated with
the sponsored advertisement. In some embodiments, a campaign
budget is verified once a user selects an online advertisement
and prior to being sent to a termination point, as detailed in
FIG. 5. In alternative embodiments, a budget is not verified in
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real time, but in batch (e.g., daily, or hourly). Note that
batch verification uses less overhead, but can lead to a
publisher displaying sponsored advertisements without any
remaining budget. Advertisements with expired budgets are
pulled from rotation, although there may be some impressions for
advertisements that expire in between batch verifications.
Regarding termination points, one of ordinary skill in the art
will recognize numerous alternatives for sending a user to a
marketer or sponsor, given the disclosure herein. In a
preferred embodiment, the termination point is a URL (Universal
Resource Locator) reachable through a network. Other exemplary
termination points include maps or an address with directions,
instantiation of instant messenger boxes connecting a customer
to a marketer, a telephone number, SMS message, e-mail message,
and the like. Additional embodiments of step 340 are shown in
FIG. 5.
[051] FIG. 4
[062] FIG. 4 is a flow diagram illustrating a method 400
providing online advertisements and individual PPC values for
uniquely identifiable objects, according to one embodiment. The
method 400 can be implemented by, for example, the remote
advertisement server 110 of FIG. 1.
[053] At step 410, individual PPC values to uniquely identifiable
objects are attributed. A marketer can enter data through a
user interface. As a result, individual click values, overall
campaign budgets, and termination points are configured.
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[054] At step 420, a unique identifier corresponding to a
uniquely identifiable object on a web page is received. As
discussed, there can be more than one unique identifier.
Additional conditions can also be received, such a geographical
location, information about a user viewing the web page, time of
day, and the like.
[055] At step 430, a matching online advertisement of a uniquely
identifiable object is suggested based on the presence and
attributes (e.g., bid amount, relevancy) of an individual PPC
value. Matching can be a direct correspondence to a unique
identifier. Additionally, the unique identifier can be used as
an index for characteristics that are used for keywords
associated with an object. If other conditions are sent with
the unique identifier, the conditions can also be used for
keywords. If more than one online advertisement, individual PPC
values can be determinative of which advertisements are
selected. Selection between multiple advertisements can be
performed at the server, or locally by the publisher.
[056] At step 440, a selected online advertisement is sent for
display. The display can be implemented in many different ways,
as described herein.
[057] FIG. 5
[0m] FIG. 5 is a flow diagram illustrating a method for the step
340 of connecting a consumer to a termination point, according
to one embodiment. The method 500 can be implemented in, for
example, remote advertisement server 110 of FIG. 1.
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[TM At step 510, an online advertisement is displayed until
selected by a user. In some instances, the online advertisement
rotates among other online advertisements, or reaches a time
out. In other instances, a browser window containing the
advertisement can be closed.
[06()] At step 520, a PPC budget for the advertisement is
verified. To do so, one embodiment sends an advertisement
identifier and optionally, a type of connection medium selected,
to a remote advertisement server. The verification allows the
remaining PPC budget to be decremented based on the user
selection. Different termination points can vary in PPC values.
In one embodiment, verification is not necessary. The user
clicks are recorded in real-time, the updates of available
advertisements can be provided in substantially real-time or in
periodic batches (e.g., hourly or daily) and those batches can
be updated locally based on the publisher's schedule..
[061] At step 525, if authorization is not given due to an
expired budget, execution of the termination point is denied.
In this case, a default termination point can be substituted, or
the user can simply receive an exception message.
[062] Step 530, if the PPC budget has not been expired,
authorization to direct the user to a termination point or
otherwise make available the sponsored connection method
associated with the advertisement is received. In some cases,
the termination point is sent with the online advertisement. In
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other cases, the termination point is sent upon selection (e.g.,
a dynamic termination point).
[m] FIG. 7
[064] FIG. 7 is a block diagram illustrating an exemplary
computing device 700 for use in the system 100 of FIG. 1,
according to one embodiment. The computing device 600 is an
exemplary device that is implementable for each of the
components of the system 100, including the remote advertisement
server 110, the publisher 120, the sponsor web site 130, and the
consumer 140. Additionally, the system 100 is merely an example
implementation itself, since the system 100 can also be fully or
partially implemented with laptop computers, tablet computers,
smart cell phones, Internet appliances, and the like.
[065] The computing device 700, of the present embodiment,
includes a memory 710, a processor 720, a hard drive 730, and an
I/O port 740. Each of the components is coupled for electronic
communication via a bus 799. Communication can be digital and/
or analog, and use any suitable protocol.
p661 The memory 710 further comprises network applications 720
and an operating system 722. The network applications 720 can
include the modules of advertisement server 115 of FIG. 2.
Other network applications can include a web browser, a mobile
application, an application that uses networking, a remote
application executing locally, a network protocol application, a
network management application, a network routing application,
or the like.
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[0V] The operating system 722 can be one of the Microsoft
Windows family of operating systems (e.g., Windows 95, 98, Me,
Windows NT, Windows 2000, Windows XP, Windows XP x64 Edition,
Windows Vista, Widows 7, Windows CE, Windows Mobile), Linux, HP-
UX, UNIX, Sun OS, Solaris, Mac OS X, Alpha OS, AIX, IRIX32, or
IRIX64. Other operating systems may be used. Microsoft Windows
is a trademark of Microsoft Corporation.
m The processor 720 can be a network processor (e.g.,
optimized for IEEE 802.11), a general purpose processor, an
application-specific integrated circuit (ASIC), a field
programmable gate array (FPGA), a reduced instruction set
controller (RISC) processor, an integrated circuit, or the like.
Atheros, Broadcom, and Marvell Semiconductors manufacture
processors that are optimized for IEEE 802.11 devices. The
processor 720 can be single core, multiple core, or include more
than one processing elements. The processor 720 can be disposed
on silicon or any other suitable material. The processor 720
can receive and execute instructions and data stored in the
memory 710 or the storage drive 730.
[0g39] The storage drive 730 can be any non-volatile type of
storage such as a magnetic disc, EEPROM, Flash, or the like.
The storage drive 730 stores code and data for applications.
griql The I/O port 740 further comprises a user interface 742 and
a network interface 744. The user interface 742 can output to a
display device and receive input from, for example, a keyboard.
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The network interface 744 connects to a medium such as Ethernet
or Wi-Fl for data input and output.
[071] Many of the functionalities described herein can be
implemented with computer software, computer hardware, or a
combination.
[072] Computer software products (e.g., non-transitory computer
products storing source code) may be written in any of various
suitable programming languages, such as C, C++, C#, Java,
JavaScript, PHP, Python, Pen, Ruby, and AJAX. The computer
software product may be an independent application with data
input and data display modules. Alternatively, the computer
software products may be classes that are instantiated as
distributed objects. The computer software products may also be
component software such as Java Beans (from Sun Microsystems) or
Enterprise Java Beans (from Sun Microsystems).
[0in] Furthermore, the computer that is running the previously
mentioned computer software may be connected to a network and
may interface to other computers using this network. The
network may be on an intranet or the Internet, among others.
The network may be a wired network (e.g., using copper),
telephone network, packet network, an optical network (e.g.,
using optical fiber), or a wireless network, or any combination
of these. For example, data and other information may be passed
between the computer and components (or steps) of a system of
the invention using a wireless network using a protocol such as
Wi-Fi (IEEE standards 802.11, 802.11a, 802.11b, 802.11e,
802.11g, 802.11i, and 802.11n, just to name a few examples). For
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CA 02833810 2013-11-25
Atty. Docket No.: LONG0004
example, signals from a computer may be transferred, at least in
part, wirelessly to components or other computers.
[074] In an embodiment, with a Web browser executing on a
computer workstation system, a user accesses a system on the
World Wide Web (WWW) through a network such as the Internet. The
Web browser is used to download web pages or other content in
various formats including HTML, XML, text, PDF, and postscript,
and may be used to upload information to other parts of the
system. The Web browser may use uniform resource identifiers
(URLs) to identify resources on the Web and hypertext transfer
protocol (HTTP) in transferring files on the Web.
[0075] This description of the invention has been presented for
the purposes of illustration and description. It is not intended
to be exhaustive or to limit the invention to the precise form
described, and many modifications and variations are possible in
light of the teaching above. The embodiments were chosen and
described in order to best explain the principles of the
invention and its practical applications. This description will
enable others skilled in the art to best utilize and practice
the invention in various embodiments and with various
modifications as are suited to a particular use. The scope of
the invention is defined by the following claims.
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