WO2007075897A2 - System and method for the creation, distribution and tracking of advertising via electronic networks - Google Patents

Abstract

A system and method for creation, distribution and tracking of advertising via electronic networks, enabling creation of advertisements using licensed third party content and placement of said ads at desired network locations, utilizing an auction of ad spaces based on bids placed by advertisers to have their ads displayed at such locations. When a network user/ad viewer requests an ad by clicking or other action, an auction algorithm executes to select the ad to be displayed from those that bid for display at such ad space location and then the ad is composed and delivered to the ad space location by accessing a relational database storing commands that retrieve, assemble and dispatch the licensed ad content. Usage and display of licensed content on designated ad space is tracked to enable cost-per-use charging for both use of licensed content and ad display at the designated ad space.

Description

TITLE: SYSTEM AND METHOD FOR CREATION, DISTRIBUTION AND TRACKING OF ADVERTISING VIA ELECTRONIC NETWORKS

NON-PROVISIONAL

PATENT APPLICATION

SPECIFICATION

TO WHOM IT MAY CONCERN:

BE IT KNOWN THAT I, Brad Krassner, Nikolai Mentchoukov, Fred Bernstein and Alan Edwards, each having a correspondence address of 930 Washington Avenue, 5^th Floor, Miami Beach, Florida, have invented a new and useful system and method for the creation, distribution and tracking of advertising via electronic networks, of which the following is the Specification.

PRIORITY CLAIMED BASED ON PRIOR U.S. APPLICATION

This Specification and Application is based on U.S. Provisional Patent Application Serial No. 60/753,536 filed on December 24, 2005, which is incorporated herein in its entirety by this

reference. The benefit of Title 35, Section 119 of the U.S. Code is claimed based on said provisional application.

COPYRIGHT NOTICE

A portion of the disclosure of this patent document contains material which is subject to copyright protection. The copyright owner has no objection to the facsimile reproduction by anyone of the patent document or the patent disclosure as it appears in the Patent and Trademark Office Patent file or records, but otherwise reserves all copyright rights whatsoever. [0001] TITLE: System and Method for Creation, Distribution and Tracking of

Advertising Via Electronic Networks.

BACKGROUND OF THE INVENTION

A. Technical Field

[0002] The present invention relates generally to methods and systems for creation and distribution of advertising, promotional and informational electronic communications regarding products and services via computer and communication networks, and displaying same at desired locations. More specifically, the present invention is a system and method for creation of electronic advertisements using digital content made available for licensing, and placing the ads at desired network locations utilizing an auction of designated advertising space at desired locations on a network.

B. Background

[0003] Advertisers seeking the global reach of the Internet and other electronic networks as an effective and efficient medium for disseminating advertisements to consumers have had to deal with various limitations in technology and methods. From the advertiser's perspective, there are two main tasks to accomplish: 1) creation of an effective ad; and 2) effective placement of the ad. From the ad publisher's perspective there are also two main tasks to accomplish: 1) display of the highest revenue-producing ads; and 2) reducing the amount of work necessary to place, maintain, track and process payments for advertising. The creation of electronic advertising content can be an expensive task for those that take the traditional route of either creating content internally or engaging a third party contractor to create same. While there are sources of preexisting electronic content that can be used in exchange for payment of a fee, because of content provider system limitations in the ability to track usage activity with respect to the content, usually the fee is a flat fee payable up front, which makes the use of such content an expense that users must incur beforehand. This method does not allow for optimization of return on investment, or "ROI," with respect to ads based on real-time ad response, because if the advertising content is not working effectively, to change the content would mean losing all invested in the purchase of that content. This also can result in content licensors not maximizing the revenues generated from their content.

[0004] Effective placement of an ad is crucial for success of any ad campaign. The ad must reach the proper audience and as large an audience as possible in order to maximize the effectiveness of the ad in generating business for the advertiser. Ad display space costs money as well, and advertisers therefore need to make sure that the display locations they select for their ads produce an acceptable ROI to be worthwhile. In the case of the Internet, which is dominated by a large number of personal and special interest websites with relatively low traffic, a simple method for publishers to place advertising on their web sites for optimal return is necessary. Internet advertising charging methods include the pre-pay or billed cost-per-impression, or "CPM," or cost-per-click, or "CPC," models, wherein advertisers pay publishers to place their advertisements on a website according to the number of impressions served, or click actions taken on the advertisement. Usually these transactions are done through a third party agency

who receives commissions based on a percentage agency discount offered by the publisher. [0005] Methods currently in wide use for placing ads on electronic networks such as, for

example, the Internet, are conceived primarily for the search engine business model, and work with an auction or bidding process to influence the position of a search listing within a search result list. Typically the advertiser pays a monetary amount every time action [such as a click] is taken on the listing. The auction can take into account a number of variables including cost-per- click, or "CPC" bid amount and the click-through rate of the advertisement. The advertiser sets up an account at the search engine, submits an ad for listing, enters keywords, and a cost-per- click monetary bid for placement of the ad. When the advertiser enters a bid amount the system then compares the bid amount with other bid amounts for the other ads that reference the same search term and generates a rank value for all search listings having the same search term. The rank value generated by the bidding process determines where the advertiser's listing will appear on the search results list page that is generated in response to a query of the search term by a searcher located at a client computer on the computer network. This system and method was effective in increasing the relevancy and "ROI" of contextual advertising by using corresponding

search terms for the advertisement and the search listing, and offering a cost-per-click auction method so advertisers paid a desired amount only when their listing was clicked. [0006] There remains a long felt need for publishers to easily and efficiently create and display advertising and for businesses to optimize their advertising expenses while increasing effectives of their advertising campaigns. Advertisers would benefit greatly if a system was available for them to easily and cost-efficiently procure quality digital content and create electronic ads using such content and then also direct, control and manage placement of the ads in all desired network locations all via one system, with all content usage and ad placement charges processed and paid

for via one system. Advertisers would greatly benefit from a system that manages advertising costs by allowing them to use third party digital content on a cost-per-use basis and also pay for ad space for the ads created using such content in desired locations and in response to desired keywords on a cost-per-click basis, with payment from the advertiser to both the content licensor and the ad display location owner being processed each time the ad content is used by displaying the ad at the particular display location. They would further benefit from being able to manage their ad content composition and placement and make changes to their ad content and ad

placement quickly and easily based on their assessment of ad and ad placement ROI or other effectiveness measures made possible by tracking data gathered by such a system. As discussed below, the present invention is such a system.

[0007] Previous methods only allow for simple text ads, or listings that link to web page. Larger rich media and professionally designed display ads are proven more effective at getting results, but in the past only available to companies with large budgets. Large professionally design display ads are more effective then text ads in getting response, but in the past where not easily distributed contextually. Placing large display ads on websites previously would be done by

manually placing code in the publisher's web page, or in the web publishers ad distribution system, and if the ad was to be updated it had to be re-inserted. There needs to be one place where anyone who wants to advertise can create a rich media display ad and campaign

parameters, and anyone with a website can place one piece of code in their webpage to display and track the advertising. If someone does not have an ecommerce website, there needs to be a simple way to upload products and prices, then connect their online "Store" to advertising they create.

[0008] The Applicants' efforts to address these needs have included the use of "File Server Direct Connection" technology, or "FSDC." FSDC is a method to establish a direct connection between a self-contained self-executing file and a custom network server-based application. FSDC preferably uses a .swf file or alternately an HTML or AJAX file which sends a query

string directly to a specific URL for a desired network server, without loading variables from the file or requests to the history object of a user's network browser. The files include instruction coding that allows the file to establish a direct connection with one or more network servers, including servers storing content files that can then be run, and servers that when contacted track

the access and use of the content files. By use of .swf files with commands coded within the file to establish connection with a tracking server, the tracking issue with cost per click/impression/sale electronic advertising schemes can be overcome. FSDC is described and

claimed in the Applicants' pending U.S. non-provisional patent application entitled "Method and System For File Server Direct Connection," application serial no. 10/316431 filed on December 11, 2002 and published on June 26, 2003 (Publication No. 20030120727), the specification and figures and all other parts of which are incorporated herein by reference. The coding of the .swf file establishes a connection to the tracking server so that a tabulation may be made, appropriately noting the response to the ad. As the communication to the tracking server is only made once the ad file has been opened, this is preferred over the prior art methodologies, which

initiate the communication for tabulation prior to completing the link to the desired ad or site. In

many cases, such tabulation is premature, as the user may close the window before the earlier desired material is delivered. The Applicants also have used FSDC in a system and method for creating and distributing customized rich media marketing and sales materials via email, which is described and claimed in the Applicant's co-pending U.S. patent application serial number 10/417,478, filed on April 17, 2003 and published on October 23, 2003 (Publication No. US 2003-0200145-A1), as well as an Internet-based system and method for distributing interstitial advertisements, described and claimed in the Applicant's co-pending U.S. patent application serial no. 10/641,104 filed on August 14, 2003 and published on February 17, 2005

(Publication No. US 2005-0038900-A1), the specification and figures and all other parts of each of which are incorporated herein by reference. The system uses a relational database to execute dispatching commands to retrieve, assemble and dispatch ads for display and access destination pages based on ad viewer click action in response to the ad. The relational database used to execute dispatching commands and click action destinations also stores the command data

required to execute the retrieval of selected digital content files previously stored in electronic format in one or more servers, messaging and billing for licensed digital media, enabling the viewer's browser to execute the assembly of the final whole advertising content. [0009] The present invention builds upon the Applicants' basic FSDC rich media marketing material building and advertisement distribution platforms for electronic ad creation, distribution

and tracking described in the above-referenced co-pending applications to provide a novel advertising electronic commerce system and method improving both efficiency and effectiveness for ad content licensors, advertisers and the publishers of the advertisements. Publishers and advertisers can benefit greatly from the present invention, which provides a "one stop shop" for electronic advertising on multiple networks" where everything necessary to effectively display,

create, distribute, and track advertising is provided.

SUMMARY OF THE INVENTION

[0010] The present invention is a system and. method for creating electronic advertisements using licensed digital content, and distributing such advertisements for display at desired network locations, including on multiple networks (such as, without limitation, computer networks such as the Internet as well as cellular, wireless, cable, satellite and other networks), whereby the ad to be displayed at a particular network location is selected from a group of ads that reference the same keyword or category and network location via an auction when the display location is acted upon by a network user/ad viewer. The digital content is delivered to

designated advertising locations on the network and becomes part -of an advertising display composed at the time requested by the network user/ad viewer by using a relational database for storing data required for commands that execute retrieval, assembly and dispatching of the licensed digital content files previously stored in one or more servers, as well as messaging, tracking, display, and billing for both use of the licensed content and display of the ad at the designated location on a cost-per-use basis. Third parties that make their digital content available for licensing and the publishers that display the advertisements on their network locations are automatically paid via the system each time an ad is displayed using their content and ad space,

respectively. The system and method provides the ability for both publishers and advertisers to. optimize the benefits of creating and distributing electronic advertisements, and manage and track every aspect of the advertisement creation and distribution process.

[0011] The present invention provides ad publishers with the ability to automatically accept placement of advertising at their network locations by providing a display space module, or "billboard module" that can be easily embedded at the network location where the ad will be displayed, such as, for example, on the ad publisher's web page(s) or, installed in cellular phone or a variety of other network devices that display advertising. This "billboard module" is

associated with categories or keywords and communicates with a central dispatcher server that selects advertising and provides instructions to render the advertising in the module.

[0012] The present invention allows advertisers to create their own advertisements and license quality third, party digital content for use in creating their advertisements (and also for content creators and providers to market their content) with payment for licensing of such third party

content and ad distribution based on a cost-per-click, cost-per-impression or other pay-as-used scheme and with clicks/usage of the licensed ad content being accurately trackable. The advertisers can then associate topic keywords with the ads and include a bid for the display of the ad at desired network locations such as in specified areas of websites, search engines, portals or other network location display screens, in response to the "billboard module" being requested or otherwise acted upon. An advertiser can first create a custom advertisement using both content licensed from third parties made available for selection via the system, or use the advertiser's own content, with the instructions being stored in a database to execute and run the created advertisement at a desired location of a website, search engine or other network location when requested. The data stored in the database file for the ad with the rest of the ad execution

instructions includes the cost-per-click, cost-per-impression or other charge rates for the licensed content used in the ad, which is the amount that the advertiser will be charged for using the licensed content each time the content is displayed to a user as part of the advertisement. The data stored in the database can also include the cost-per-click or other amount that the advertiser "bids" for display of the advertisement at certain locations on the website, search engine user search results screen, or other network location display screen when specified topic keywords are used as search queries. The system selects the advertisement to display in a designated ad space by conducting an auction based on the bids placed by the advertisers for display of their ad at the location. The auction is conducted immediately upon the request and initiation of the "billboard module" by a network user/ad viewer. If the advertisement is meant to display on a web page, the auction will begin when the web page containing the embedded billboard module is served. Like any page on the Internet, this page may be requested in a variety ways, including entering a URL address in a browser URL field, initiating a search by entering a specified search term in a search engine website, or clicking on the specified link, button or other symbol on any web

advertising or content. In the case of search engines, the auctioned ad space is preferably space on the user query search results page other than in the actual search results list, which distinguishes the present invention's auction from those often used with respect to the preferred placement of advertiser listings in search results listings. In fact, present invention's method of auctioning ad space operates completely independently of any search engine query operation; the auction of ad space can be implemented with respect to any ad space, not just space on a search

engine screen. Also, ads may be displayed after a search query that have no direct relationship to the search query keywords, making it possible for publishers to display second generation relevant ads. For example, when someone searches for bathing suits, an ad may appear for a diet product, because the ad module on the search result page contained "diet" as a topic keyword. The module may be placed in cell phones or physical electronic billboards presenting advertising as a result of auctions initiated at certain times of the day or when a phone is opened, or based on other customizable parameters. This also can prevent publishers from running advertisements of their competitors, which is something that is not doable under current keyword advertising

systems.

[0013] The auction comparison can take into a account various customizable parameters to select the ad to be displayed at a designated location, including without limitation, topic keywords, categories, the advertisers' CPC/CPM bids and the ads' click-through, as well as the cost-per- click, cost-per-impression or other cost-per-use license fee for the licensed content comprising the ad.

[0014] The system's relational database, housed preferably in a dispatcher server, contains data files with the parameters and execution instructions for ads, and each ad parameter file has a

unique identifier. The advertising space module or "billboard module," is preferably of the .swf format, [or .net, .asp, AJAX] and consists of code placed at the ad display location that triggers ad file selection auction and display of the selected ad when acted upon. The billboard module

may be embedded as an object in a web page of a website, search engine or other network location, or used in a self-contained device, such as a cellular phone or other mobile device or electronic billboard. When requested or otherwise acted upon by the viewer, the billboard module communicates with the remote dispatcher server where the relational database is located.

The relational database has all the information necessary to run the auction of available advertisements and then retrieve, assemble and present the advertising content of the auction winner to the viewer of the designated billboard module. The billboard module can contain instructions, including ad space size location and keywords associated with the ad space and may display more than one ad simultaneously or rotate different advertising in the same ad space. The keywords associated with the advertising space may be entered into the billboard module in a variety of ways, including manually by a webmaster, or dynamically, such as when a search engine user enters the keyword as a query, in which event the keyword is passed to the billboard

module at the time of the search is executed.

[0015] The present system provides publishers with an account where they can enter information including their preferred method of receiving payment, address, and other relevant information.

Publishers are also provided the opportunity to select ad size parameters, enter keywords or select categories to associate with their ad space. The system then generates the instructions and or the code necessary to embed a billboard module at the publisher's ad space. In the case of a website with search functionality, instructions will be generated on embedding the module so search query words are automatically passed to the module. The publisher is also given an interface to view metadata associated with the billboard modules activity, including clicks, impressions, and amount owed.

[0016] The present system provides advertisers with an account where they can enter

instructions to select ad content 'from a variety of third party owned digital media and put together an electronic ad. Here they can also create customized advertising content and their advertising campaign by entering keywords to associate with the advertisement, the ad display locations desired and the CPC/CPM bid for display of the ad at such locations, regional targeting information or other parameters. Advertisers are also provided an account to deposit funds that is

drawn upon based on their advertising activity. They are also provided an interface where they can view real-time metadata on the advertising campaign activity, including clicks, views, and amount paid.

[0017] The system is intended to be used by advertisers to create and place advertisements on third party websites, search engines and other network locations. The system's existence and operation is not apparent to end user/consumer who is the intended viewer of the advertisements. The system serves the advertisement files in addition to tracking impressions and click through rates in real time while the advertisement runs.

[0018] As noted previously, the present invention, in a preferred embodiment, uses FSDC technology to process ad viewer activity tracking data. This allows the system to send a tracking string with information (variables) received from the dispatcher server by the ad file directly to a tracking server. In a preferred embodiment, the tracking functions of the present invention are performed in a more efficient manner than prior art systems. Instead of redirecting a website user's request as discussed above, when a network user views an advertisement using the present invention and in response clicks or requests a URL or other location address from the information provided, the network user is taken directly to the URL or other location of interest, while a query string is independently sent to the system's tracking server from the ad file. The performance of the tracking server is not apparent to the network user and cannot affect the user. The tracking data is more accurate and can represent several different customizable parameters sent from the destination file viewed rather than merely counting the number of requests. Furthermore, the use of independent connection processes insures that the network user's system and privacy is not further exposed to the tracking system. Within the context of server side data sharing, the present invention provides fast and efficient, predominantly one-way communication, without requiring storage of any files on a network user's computer system. The

system, by utilizing FSDC for tracking, directly establishes network connections between the ad file and the dispatcher server system where the tracking parameters and click-through destinations for advertisements are stored in the dispatcher server database by means of a single compiled file that does not require an additional network communications system such as a web browser or other supporting application. Specifically, a network connection is established to an

encoded URL or other location address, and information is delivered to the tracking server in the form of a query string. Differing from a typical browser, or other typical network enabling

software systems, the communication link established by the compiled file is predominantly one way and non-conversational. Impact on system resources is reduced as overhead support software is not required. Likewise bandwidth is conserved and issues of privacy are maintained as minimal information is exchanged without network user interaction or storage of files on the user's computer memory.

[0019] The present invention improves over prior advertising systems and methods in many

ways. The present invention does not embed advertising HTML files within a web page, providing considerable economies to advertisers in saved labor, time and cost in terms of both

inserting advertisements into web page files, and later changing any of those advertisements. The present invention functions totally transparently to a network user and which neither inconveniences nor burdens the user. The present invention does not require a network user to download or install on the user's computer a separate application program specifically to receive advertising or perform any affirmative act other than normal browsing to receive such advertising. The present invention also provides proper accounting to an advertiser, content licensor and ad publisher by accurately and validly ascertaining and tracking user click- throughs/impressions of fully rendered advertisements. The present invention also allows ad publishers to maximize the revenues an increase effectiveness they receive from running third party ads, by being able to select for display (via the auction) the most profitable ads due to cost- per-click and click-through rate statistics. The present invention allows advertisers to more accurately target their advertising on search engine websites by separating the advertising auction process from the search engine process, allowing for second generation relevancy. The

present invention allows for optimization of advertising campaigns by allowing for real-time auctions for available advertising spots, taking into account the amount of available advertising spots at the time of the action, optimizing the value of the advertising spot at the time it is

requested, and by allowing for the assembly of advertising on the fly for display on the network, and the ability to license quality digital media creative files on a cost effective cost-per-use basis, and update campaign parameter and creative according to campaign results derived in real time by FSDC tracking.

[0020] Additionally, for those advertisers that do not have an e-commerce website, the system

allows them to create their own online e-commerce catalog and connect their product or catalog of products to their^' advertising. Users can then, when viewing the advertisement, access and review the product/catalog information and select items for purchase. The system provides the

online e-commerce functionality to allow users to purchase and pay for the advertiser's products online, which is a valuable feature for those that do not have their own e-commerce capability, and provides a turnkey advertising and e-commerce system for users, providing them with the ability to create professional looking large display ads which are more effective in an easy and cost-efficient way.

BRIEF DESCRIPTION OF THE DRAWINGS

[0021] All of the figures depict preferred embodiments although other embodiments are contemplated and the present invention is not limited to the embodiments shown.

[0022] FIG. 1 is diagrammatical overview of the communication flow of the present invention.

[0023] FIG. 2 is a diagrammatical representation of system components and their

interrelationship.

[0024] FIG. 3 is a diagrammatical overview of the relationship among system servers and website users utilizing the system of the present invention.

[0025] FIG. 4 depicts a sample system dispatcher server database parameter file.

[0026] FIG. 5 is a flow chart depicting the pay-per-use content licensing process flow.

[0027] FIG. 6 is a flow chart depicting the ad spot-auction process flow.

[0028] FIG. 7 depicts a sample system user registration screen.

[0029] FIG. 8 depicts a sample system user log-in screen.

[0030] FIG. 9 depicts a sample advertisement creation input screen.

[0031] FIG. 10 depicts a sample advertisement click destination input screen.

[0032] FIG. 11 depicts a sample system user ad size selection screen.

[0033] FIG. 12 depicts a sample system advertisement creative content catalog and selection screen.

[0034] FIG. 13 depicts a sample system ad text and messaging input screen.

[0035] FIG. 14 depicts a sample system ad preview and save screen.

[0036] FIG. 15 depicts a sample system geographic region designation screen.

[0037] FIG. 16 depicts a sample ad payment option selection screen. [0038] FIG. 17 depicts a sample keyword and maximum bid data input screen.

[0039] FIG. 18 depicts a sample ad placement plan budget input screen.

[0040] FIG. 19 depicts a sample target category selection screen.

[0041] FIG. 20 depicts a sample ad budget data input screen.

[0042] FIG. 21 depicts a sample ad payment data input screen.

[0043] FIG. 22 depicts a sample ad publisher website registration screen.

[0044] FIG. 23 depicts a sample ad publisher billboard identification screen.

[0045] FIG. 24 depicts a sample billboard advertising program selection screen.

[0046] FIG. 25 depicts a sample ad publisher billboard size selection screen.

[0047] FIG. 26 depicts a sample billboard module customization selection screen.

[0048] FIG. 27 depicts a sample ad publisher billboard target category selection screen.

[0049] FIG. 28 depicts a sample ad publisher billboard code copying screen.

[0050] FIG. 29 depicts a sample skip/destination URL input screen, for use when billboard is created for an interstitial ad.

[0051] FIG. 30 depicts a sample interstitial ad/billboard URL copying screen.

[0052] FIG. 31 depicts a sample ad publisher billboard location within an ad publisher web page, showing billboard module placement at top bar.

[0053] FIG. 32 depicts a sample rendered ad in an ad publisher search engine web page screen.

[0054] FIG. 33 depicts a sample ad parameter data base listing showing multiple ad parameter files.

[0055] FIG. 34 depicts a sample ad campaign statistics screen with data regarding performance of ads and budget consumption.

[0056] FIG. 35 depicts a sample single ad statistics screen. [0057] FIG. 36 describes the system process flow in an embodiment wherein the billboard

module is embedded in an informational website.

[0058] FIG. 37 describes the system process flow in an embodiment wherein the billboard module is embedded in a search engine screen.

[0059] FIG. 38 describes the system process flow in an embodiment wherein the billboard module is embedded in a mobile device such as a cellular phone.

[0060] FIG. 39 describes the system process flow in an embodiment wherein the billboard

module is embedded in an electronic billboard.

[0061] FIG. 40 depicts a sample system user screen for posting product catalog information in the system, enabling advertisement viewers to purchase the advertiser's product/service via the

system e-commerce functionality.

[0062] FIG. 41 depicts a sample system screen showing products posted by advertisers for sale

via the system.

[0063] FIG. 42 depicts a sample product information and selection page.

[0064] FIG. 43 shows a sample check-out and payment screen used in the e-commerce

functionality provided to advertisers that do not have their own e-commerce capability.

DESCRIPTION OF A PREFERRED EMBODIMENT OF THE INVENTION [0065] According to a preferred embodiment hereof, the present invention is an all inclusive electronic advertising network system and method, including means for advertisers to create, advertisements, using licensed digital content on a cost-per-use basis, and means for distributing said advertisements via a "billboard module" and a dispatcher server automatically conducting an auction to select an ad for display whenever a billboard module on the network is requested by a network user/ad viewer. When the billboard module is requested at a network location it communicates with the relational database using the protocol appropriate for the particular network. At this time the auction takes place, first finding all of the ad parameter files in the database for the ads waiting for display that reference the same billboard module associated

keywords or categories and other information passed from the billboard module, then using an algorithm to determine which ad (s) will ultimately be displayed- in the ad space. Once the winning ad of the auction is determined, the ad is displayed within the designated billboard

module according to the instructions in the relational database file for the ad. This file stores data required for commands that execute assembly, retrieval of selected digital media files previously stored in electronic format in one or more servers, as well as ad viewer tracking data, billing for licensed digital media and for display of the ad at the designated location, as well as where to direct the viewer of the ad, such as, in web implementations, to the desired destination

website page relating to said advertisement, if the viewer desires to obtain more information regarding the advertisement, or to the next or previous designated web page or other network location. The relational database containing the ad placement parameters is stored in an ad

dispatcher server which can be separate from the database and server providing the actual ad and digital media files.

[0066] The system of the present invention in a preferred embodiment comprises: a system-end computer equipped and configured for Internet or other network communications, including a dispatcher server including an ad parameter and command file database, and software

applications to execute an auction to select an ad to be displayed at a particular network location; and also including computer processing means and one or more Internet or other network communications interface software applications for interfacing with system advertisers, providing a menu screen for advertisers to enter instructions for the creation of an ad, including messaging to be included in the ad, selection of an ad template, selection of digital content for the ad which may be licensed from third parties, and an area to enter instructions for an ad campaign, including selection_. of ad display locations, entry of cost-per-click bids for display of the ads and keywords or categories to be associated with the ad, and creating a data file in said dispatcher server database that contains parameters and commands to be used by the billboard module to provide access to said template advertisement file, licensed digital content, messaging, as well as the total cost-per-use of the licensed digital media files, the keywords/categories the ad will be associated, the network locations where the ad will be displayed and the advertiser's bid for display of the ad at the desired location; one or more content servers configured and equipped

for Internet or other network communications communicating with said system-end dispatcher server and network user/ad viewer-end computer systems and having one or more digital content files stored thereon; an ad publisher interface including at the publisher end a computer configured and equipped for Internet or other network communications and also providing a menu screen for ad publishers to enter registration information, select categories or keywords to associate with their ad spaces and provide instructions to embed or install any number of "billboard modules" on their ad spaces, which billboard modules establish communications with the dispatcher server when an ad viewer acts on the billboard module, causing an auction to be

executed for all advertisements in the dispatcher database with like parameters (e.g., the same keywords, categories and geographical region) and selecting one or more advertisements for display at the billboard module location based on the advertisers' bid for same, and then causing

the selected ad to be displayed at the module by executing the instructions for the selected ad stored in the ad parameter/command file in the dispatcher server; and a network user/ad viewer- end computer configured and equipped for Internet or other network communications and communicating with said ad space location. [0067] Additionally, for those advertisers that do not have an e-commerce website, the system allows them to create their own online e-commerce catalog and connect their product or catalog of products to their advertising. Users can then, when viewing the advertisement, access and

_* review the product/catalog information and select items for purchase. The system provides the online e-commerce functionality to allow users to purchase and pay for the advertiser's products online, which is a valuable feature for those that do not have their own e-commerce capability, and provides a turnkey advertising and e-commerce system for users, providing them with the ability to create professional looking large display ads which are more effective in an easy and cost-efficient way.

[0068] As noted previously, the auction occurs when a billboard module is initiated anywhere on the network. The billboard module then establishes communication with the relational database

containing information on all of the advertisements ready for display in the ad space on the network, then sends a request for advertising. This request includes a variety of information not limited to the keywords or categories associated with the advertising module and the size and dimensions of the available advertising space. The system runs a comparison, based on an algorithm, of all advertisements in the database with keywords that match the keywords associated with the advertising display location up for auction. This algorithm takes into account a variety of customizable parameters, including, without limitation the CPC/CPM bid on the advertisement and the click-through rate of the advertisement. The winning advertisement is then

displayed in the advertising space. The advertisement displayed may also be assembled according to instructions in the same or other database. These instructions may call elements from a variety of locations, and assemble them for display within the advertising module. All actions taken on the advertising content are then sent back to the relational database using FSDC. [0069] The billboard modules themselves are preferably .swf files, any comparable code such as .net .asp or AJAX that contains all the necessary code to send and retrieve data and variables from the dispatcher server. The module, when initiated, it establishes communication with the

dispatcher with the appropriate network protocol, then the database runs applications required for the advertising auction. Based on the results of the auction, communication is sent back to the module with instructions on how to assemble and display the ad(s) where to retrieve the ad template file, files and digital media to present.

[0070] The ad template files themselves are preferably rich media files, preferably .swf, which is a Macromedia/ Adobe Flash format any comparable code such as .net .asp, or AJAX that can be embedded to dynamic. This is a smart rich media file that can gather from and send information to a relational database and can retrieve and display an ad file from any server location. This ad

file may be a static HTML image, or a rich media file such as .swf. The .swf file acts as a template file implements all of the necessary actions to retrieve a variety of data, including text messaging, digital media files including picture and rich media files including video, instructions on when to play or to be skipped, to track all custom parameters and to load a go-to page when it is a appropriate (for instance at the and of the ad or when it is skipped by user, or if an ad is clicked by a viewer). The template .swf file can be stored on any server connected to Internet. The digital media files are preferably stored at a content server or content database. The graphical user interface is stored preferably on the dispatcher server, and includes "thumbnails" or preview displays of the ad content files templates, digital media libraries with elements ready for licensing on a cost per use basis, and information regarding the location of the ad content files in order to easily identify and manage ads, but not necessarily the full ad file. It should be understood that the ad file and associated messaging and digital media files can be stored and accessed from any server. As the ad plays in the billboard module, tracking metadata is sent back to the dispatcher server enabling the billing of the advertiser, and payment to the ad

publisher and owners of licensed digital content.

[0071] The interface means, processor means and computer communications means can have various embodiments, including, without limitation, use of traditional Internet browser applications, whether customized for use in the present system, or existing third party software applications to provide the advertisements to the user. In a preferred embodiment, the network location where the ad is desired contains an embed object command which activates the billboard module when the web page is requested or the location is otherwise acted upon. The billboard module is preferably an .swf file but may be an asp, .net or AJAX file, that establishes communication with the system-end dispatcher server. The billboard module file may reside in

any server or other hardware connected to the network. When network users act upon a network location with an embedded billboard module, the billboard module loads in the viewer's browser

and establishes communication with the dispatcher server. The module then transmits an identifier, and associated information such as keywords, categories, geographical location, ad size, etc, to the dispatcher server and the system auction software application conducts an auction to select the ad to be displayed from those that are associated with and have placed bids for display at the billboard module by comparing all advertisements in the database with like parameters and applying an algorithm that takes into account a number of variables such as,

without limitation, cost-per-use bid, click-through rate and then retrieves the selected ad parameter/command file from the database and then communicates the location of the selected advertising or advertising template file. The dispatcher then passes all necessary information from the database into the advertisement template file. The advertisement is then rendered in the template file, within the ad billboard module, according to the instructions in the ad parameter/command file in the dispatcher server database. Instructions may include, but are not limited to, text messaging, location of licensed digital media content, go-to locations (upon click

action by viewer) and other tracking information. That information can be passed to the advertising template via a data string that loads the ad and then some of the information can be used as part of the tracking string sent from the ad file. When the ad files are retrieved and run,

metadata is sent to the dispatcher server using FSDC and the system calculates and charges the specified cost-per-use of the display of the ad at the desired location, and of the licensed content, drawing funds from the advertiser's system account to pay the content licensor and ad space location owner.

[0072] Referring to Fig. 1, which depicts a diagrammatical overview of the communication flow

of the present invention, without reference to any particular type of network, there is an ad publisher with ad space made available for ad placement 5 which communicates with the system- end dispatcher server 126 to create the ad publisher's system account, enter the keywords or categories that the ad publisher wants associated with the ad publisher's ad space, and receive from the dispatcher server 126 the software code comprising the billboard module 10 to be embedded at the ad publisher's ad space 5. In Fig. 1, the billboard module 10 is depicted on the ad publisher's ad space 5 represented by the screen on the computer icon; and the computer 30 is a network user/ad viewer-end device: Advertiser computer 2 communicates with the dispatcher

server 126 to license content to create an ad and enter the parameters and commands to retrieve the content files, assemble them into the overall ad, preview and display the ad at the designated ad space 5, also including the keywords to be associated with the ad, possibly geographical, timing, or other parameters as to display of the ad, the location of the ad space 5 where the ad will be displayed, and a bid for display of the ad at the ad space 5 when an ad viewer acts upon the billboard module 10 and the ad is the one selected in the auction that automatically ensues at the dispatcher server 126 when the billboard module 10 is activated. The advertiser's ad parameters and commands and bid display are stored as a file in the ad parameter and command file database 20 within the dispatcher server 126. When an ad viewer requests or otherwise acts upon the location where the billboard module 10 is embedded, the billboard module 10

communicates with the dispatcher server 126 and ad parameter and command file database 20 and the relevant keywords and other information relating to the ad space 5 is provided from the

billboard module 10 which are used by the system software applications to conduct an auction to select an ad for display from those that have the corresponding keywords and other parameters based on the bids placed with respect to such ads for display. Once the auction is conducted and an ad is selected, the corresponding ad parameter and command file for the ad in the ad parameter and command file database 20 is activated to retrieve the ad content files comprising the ad from the ad content file server(s) 125, assemble and display the ad at the ad space 5. Meta

data relating to the ad is sent back to the dispatcher server 126 for tracking and also charging for use of the licensed content and display of the ad at the ad space 5. The advertiser's account is debited and the content licensors and ad publishers are paid.

[0073] The system is preferably made available to website operators and advertisers via a system website for use by them after registering as a website advertisement administrator. Referring to FIG. 5, which shows the process flow of the advertising method implemented with the system of the present invention via the Internet, an advertiser creates and places an ad by executing the following steps: [0074] Registering with the system as an advertisement administrator 300, 310 advertisers are

directed to a menu where they create their advertising display by entering messaging, uploading logos or pictures, selecting from a variety of digital content libraries made available through the system for licensing on a cost-per-use basis, and create an advertising campaign by entering

keywords or selecting categories to associate with said advertisement, network location and geographical region for the advertisement's display, go-to location upon click action on the advertisement, cost-per-use bid, minimum daily budget and other ad parameter data. Advertisers are also provided the opportunity to run real-time test auctions to evaluate approximate results of their campaign with the parameters they have selected. These items of information are then

stored as the unique record in the database that can be retrieved and used by the billboard module and advertisement template file (.swf .asp, .php, .net, AJAX or other file format) parameter command file for that particular ad placement 330. The record also includes the cost-per-use

data for all of the ad content files forming part of the ad, and also the "bid" for display of the ad at specified network locations in response to user queries on search engines and/or websites using specified words or other user action at the specified network location where the ad is to be displayed.

[0075] After clicking "Save" in the system user screen when the above-referenced data is

entered, a unique specific database record containing the specified custom parameters in the system's dispatcher server. When a billboard module on the network is requested, a communication is established with the dispatcher server, and after comparison, one or more of

these specific database, records are requested and the advertising is displayed/placed in the module. This placement can be "bid" on by multiple advertiser's that seek to have their ads displayed in such locations, and the system's auction function allows the website operator/ad displayer to display the ads that are most profitable for it to display, i.e., those that generate the most advertising revenue. This relational database entry also may contain custom parameters which, with the help of the FSDC tracking system, will pass tracking data relating to impressions and any actions (clicks on multiple parameters) taken on that particular advertisement for tracking and compilation for the website operator/advertiser's future reference. The present invention makes serving ads possible without any pre-loading technology required. [0076] Registering with the system as a publisher administrator, publishers are directed to a menu where they enter information including contact information, and account information as to where they would like payments for advertising made to. They are also offered a menu to select

preferred ad space sizes and dimensions, and enter keywords to associate with the ad space (billboard module) or select from a list of categories to associate with the billboard module. Upon submission the code necessary to embed the module in a web page is generated, with

instructions, hi the case of a website with search functionality, instructions will also be given on dynamically associated keyword requests with the advertising module.

[0077] Referring now to FIGS. 2 and 3, an overview of a preferred embodiment of the present invention is shown. The present invention includes a system website viewer and operator/advertiser computer system 108. The ad creator can publish his own ads on his own site or publish on other sites having billboards made available by others. The computer system 108 comprises input and output devices, as is well-known in the art. For example, the computer system 108 preferably comprises a display screen or monitor 104, a keyboard 116, a printer 114,

a mouse 106, etc. The computer system 108 is preferably connected to the Internet 112 that serves as one preferred communications medium. The Internet 112, as previously discussed, comprises a global network of networks and computers, public and private. The Internet 112 is the preferable connection method by system users 118, 120, 122 and nnn in preferred

embodiments of the present invention. The website user/advertisement viewer's computer is

preferably similar in its features.

[0078] Referring now to FIG. 3, the system-end computer 108 is shown. The computer system 108, in a preferred embodiment, comprises an ad dispatcher server 126, a tracking server 124 (which can be the same as or part of the dispatcher server), one or more licensed digital content file servers 125. The dispatcher server 126, licensed digital content file servers 125 and tracking server 124 preferably run in a variety of operating system environments, including MS Windows NT, MS Windows 2000, Linux and others, and preferably utilize a variety of database

management systems, including MS SQL Server, Oracle and others.

[0079] Connectivity between the system user-end, the system-end and ad viewer-end may be effected in various forms without violating the scope and spirit of the present invention. In

particular, network connectivity may be made by a telephone line/modem combination as is well known in the art, a dedicated ISDN line or a cable modem-type set-top-box which provides for Internet connectivity through certain forms of cable television services. Wireless communication can also be utilized. In each of the aforementioned cases, the computer of the website user-end portion will need to be provided with a suitable VO card, such as a modem, ISDN card, and the like, in order to effect an appropriate interface with the network connection. [0080] In application, the system provides for placement and delivery of advertisements as a compiled file. Preferably, this compiled file is a flash file identified by the .SWF suffix other files can be used. The use of the Macromedia/Adobe Flash file is preferred because of the ability to provide instructional code within the .swf file, and because nearly all customer computer systems have been enabled with the Flash player as a result of normal Internet browser configuration. Also, .swf files have become more universal, and able to execute in a variety of devices, including cell phones, PDA's, television and other devices. It is to be understood that under the teachings of the present invention, any type of file that is capable of operation without the initiation of an additional application could be used in place of Flash and the .swf file and use

of a .swf file is not a limitation of the present invention.

[0081] Under the present invention, the clicking of the ad link or entry of the specified keyword as a search query, or other ad viewer action at the billboard module placed at the display location activates the corresponding ad parameter/command file in the ad parameter file database at the dispatcher server. Sample billboard module code is provided below: KeyFrame # 1

_root.stop();

// Get Objects for Template sendForObjects = new LoadVarsQ; receiveObjects = new LoadVars();

// event handler to kickoff

_root.onl_oad = function() {

// the sendForObjs keywords for ad auction and receive variable that are used for ad population sendForObjects.sendForObjs = "flashPort"; sendForObjects.sendAndLoad("http://www.3cdepot.com/adAucti on/getAds.asp?keywords="+q+"&nocache="+new Date().getTime(), receiveObjects, "POST");^'

// used in below function to check if our receiveObjects object has loaded receiveObjects.onLoad = receiveObjectsLoaded;

};

// if object data received, send to next frame function receiveObjectsLoaded (success) { if (success) {

// destroy the objects delete receiveθbjects(); delete sendForObjectsQ; _root.nextFrame(); } else {

(_root.errorMsg.text="Error Accessing Database"); } KeyFrame #2

//create variables to store ads's clientUID and userUID catClientUID = receiveObjects.catClientUID; catUserUID = receiveObjects.catUserUID; catalogName = receiveObjects.catalogName;

//create array to store Ad Optional Attributes catArray = receiveObjects.catAttribsList.split('l'); for (n=0; n<catArray.length; n++) { d = catArray[n].split('#'); item = {AdTitle:d[O], AdHeight:d[1], AdWidth:d[2], image_src:d[3], url:d[4], message:d[5], subTitle:d[6], bgColor:d[7], textColor:d[8], sound:d[9]}; catArray[n] = item;

}

//remove last object from array since its undefined catArray.popO;

//create array to store item and its properties itemPropArray = receiveObjects.itemObjsList.split('l'); ^' for (n=0; n<itemPropArray.length; n++) { d = itemPropArray[n].split('#'); item = {auctionUID:d[0], adUID:d[1], order_num:d[2], adName:d[3], img:d[4], clientUID:d[5], userUID:d[6], title:d[7], caption:d[8]};

^' itemPropArray[n] = item; }

//remove last object from array since its undefined itemPropArray.popO;

//sort array by orderjium itemPropArray = itemPropArray.sortOn("order_num"); nextFrameQ;

Keyframe # 3

_root.stop; // create array to store to be duplicated clip names clipNames = new Array();

//function which loops through array and generate a duplicatemovie statement for each item in array

//nυmltems accepts number up to max items in catalog

//imageDir points to folder structure where images are stored (either "",

¹T₁ or "1/2")

//clipToDuplicate is the name of the parent movieclip to duplicate

//imageHolderPath is the dot notation target path to the imageHolder me function createltems(numltems,imageDir,clipToDuplicate,imageHolderPath, image

Spacing) {

//for (var h = 0; h<itemPropArray.length; h++) { for (var h = 0; h<numltems; h++) {

//get the adUID from array to be used for duplicate movieclip name itemObjUID = itemPropArray[h]["iternUID"];

//get the adName from array to be used in textfield itemThumbNail = itemPropArray[h]["thumbNails"];

//get the title from array itemTitle = itemPropArray[h]["title"]; itemCaption = itemPropArray[h]["caption"];

//get the clientUID and userUID to be used in path to image clientUID = itemPropArray[h]["clientUID"]; userUID = itemPropArray[h]["userUID"];

//duplicate the movieclip randomNum = random(1000);

_root[clipToDuplicate].duplicateMovieClip(itemObjUID, randomNum);

//store newly duplicated clipnames in array clipNames.push(itemObjUID);

//set the textfields with title and caption set(itemObjUID + imageHolderPath + ".textF.text", String(itemTitle)); set(itemObjUID + imageHolderPath + ".captionF.text", String(itemCaption));

//set background color of caption textBox set(itemObjUID + imageHolderPath + ".captionF.backgroundColor", "0x5A6B73"); set(itemObjUID + imageHolderPath + ".captionF.borderColor", "OxCCCCCC");

//position movie clips if (h<1) { var xpos = 5; setProperty(itemObjUID, _x, xpos);

} else { xpos = xpos + imageSpacing; setProperty(itemObjUID, _x, xpos);

}

//load thumbnails loadMovie("http://www.3cdepot.com/ads/images/"+clientUID+'7"+ userUID+T+imageDir+T+itemThumbNail, itemObjUID + ima^'geHolderPath + ".imageHolder");

} }

//store the number of items from array to be duplicated aπtength = itemPropArray.length; play();

KeyFrame # 4

_root.stop;

// create array to store to be duplicated clip names thumbClipNames = new Array();

//function which loops through array and generate a duplicatemovie statement for each item in array

//numltems accepts number up to max items in catalog

//imageDir points to folder structure where images are stored (either "",

"1", or "1/2")

//clipToDuplicate is the name of the parent movieclip to duplicate

//imageHolderPath is the dot notation target path to the imageHolder me function createThumbs(numltems_IimageDir,clipToDuplicate,imageHolderPath,im ageSpacing) {

//for (var h = 0; h<itemPropArray.length; h++) { for (var i = 0; i<num Items; i++) {

//get the adUID from array to be used for duplicate movieclip name th_itemObjUID = itemPropArray[i]["itemUID"];

//give special movieclip name designation to thumbnails thjtemObjUID = thJtemObjUID + "th"

//get the adName from array to be used in textfield th_itemThumbNail = itemPropArray[i]["thumbNails"];

//get the clientUID and userUID to be used in path to image th_clientUID = itemPropArray[i]["clientUID"]; th_userUID = itemPropArray[i]["userUID"];

//duplicate the movieclip th_randomNum = random(10000);

_root[clipToDuplicate].duplicateMovieClip(th_itemObjUID, th_randomNum);

//store newly duplicated clipnames in array thumbClipNarnes.push(th_itemObjUID); //position movie clips if (i<1) { var th_ypos = 400; setProperty(th_itemObjUID, _y, th_ypos);

} else { th_ypos = th_ypos + imageSpacing; setProperty(th_itemObjUID, _y, th_ypos); }

//load thumbnails loadMovie("http://www.3cdepot.com/ads/images/"+th_clientUID+"/"+th_u serUID+T+th_itemThumbNail, th_itemObjUID + imageHolderPath + ".imageHolderSm");

} }

//store the amount of items from array to be duplicated thumbArrLength = itemPropArray.length;

//function that places thumbnail clips at specified x and y points function placeThumbs(clipNum,x,y) { setPropertyCthumbClipNamestclipNum], _x, x); setProperty{thumbClipNarnes[clipNum], _y, y);

} playO;

KeyFrame # 5

//Send tracking parameters if (JevelCx != null && JevelO.x != "") { loadVariablesNum("http://www.3cdepot.com/ads/counter/?x="+_l evel0.x+"&t="+_level0.catalogName+"&c="+Jeveip.c+"&p="+_|evel0.p, 0);

}

KeyFrame # 6

//call the functions to create ads createltems(arrl_ength ,"1 "."item HolderLg","", 180);

createThumbs(thumbArrLength₁"","itemHolderSm","",60);

placeThumbs(0,353,150);

[0082] A sample of code that is embedded in the ad publisher's ad space on a website is provided below:

<%@LANGUAGE="VBSCRIPT^II CODEPAGE="1252"%>

<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0

Transitional//EN" "http://www.w3.org/TR/xhtmll/DTD/xhtmll- transitional.dtd">

<html xmlns="http ://www. w3.org/1999/xhtml">

<head>

<meta http-equiv="Content-Type" content- 'text/html; charset=iso-8859-l" />

<title>Ad Module</title>

</head> <body>

<object classid="clsid:D27CDB6E-AE6D-l lcf-96B8-

444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/ flash/swflash.cab#version=7,0,19,0" width="260^M height="400" title="Ad_module_l">

<param name="movie" value="b.ttp://www.3cdepot.com/ads/module_l.swf?keywords=<% = Request.QueryStringC'q") %>" />

<param name="quality" value="high" />

<embed src="http://www.3cdepot.com/ads/module_l.swf?keywords=<%= Request.QueryString("q") %>" quality="high" pluginspage="http://www.macromedia.com/go/getflashplayer" type=" application/x-shockwave- flash" width="260" height="400"></embed> </object> </body> </html> </html>

[0083] A sample of code embedded in a search engine ad publisher's ad space is provided below:

<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0

Transitional//EN" "http ://www.w3.org/TR/xhtml 1 /DTD/xhtml 1 - transitional.dtd">

<html xmlns="http://www.w3.org/1999/xhtml">

<head>

<meta http-equiv="Content-Type" content="text/html; charset=iso-8859-l" />

<title>Ad Module</title>

</head>

<body>

<object classid="clsid:D27CDB6E-AE6D-l lcf-96B8-

444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/ flash/swflash.cab#versioπ=7,0,19₎0" width="260" height="400" title=" Ad_module_l ">

<param name="movie" value="http://www.3cdepot.com/ads/module_l .swf ' />

<ρaram name="quality" value="high" /> <embed src="http://www.3cdepot.com/ads/module_l .swf ' quality="high" pluginspage- 'http://www.macromedia.com/go/getflashplayer" type="application/x-shockwave-flash" width="260" height="400"x/embed> . </object> </body> </html>

[0084] As directed by the billboard module, the dispatcher server conducts an auction to select the ad to be displayed from those that have bid for display with reference to the particular

keyword(s) or topic and then retrieves the selected ad's ad parameter/command file from the dispatcher server (.swf file or HTML, asap, net, or AJAX file in which .swf file is embedded). Sample ad auction algorithm code is provided below:

CREATE PROCEDURE dbo.ab_AdAuction

(©keywords nvarchar(50), @blockSize INT, @area tinyint, @cityUID INT,

@stateCode varchar(2), @dup_postingUID INT)

AS

SET NOCOUNT ON

BEGIN

DECLARE @areaStr varchar(200), ©postingSrt varchar(200), @rq varchar(8000), @li INT, @total_ratinginBlock decimal(9,4), @procentage decimal(9,4), @numberofrecords INT, @item_table TINYINT, @fakeCategoryUID INT₁ ©postingUID INT

DECLARE @ID INT, ©views decimal(9,2), ©clicks decimal(9,2), ©percentage decimal(9,4), ©bid money, @cnt INT, ©ctr decimal(9,4), ©rating decimal(9,4) DECLARE ©numberof Blocks INT₁ @av_clicks decimal(9,2), @av_views decimal(9,2), @av_ctr decimal(9,4), ©totalAds tinyint

CREATE TABLE #table2 (blockNumber INT, [ID] INT, ctr decimal(9,4), rating decimal(9,4), bid money, [views] INT, clicks INT, rating_pr decimal(9,4), view_pr decimal(9,4), postingUID INT )

CREATE TABLE #table1 ([ID] INT, ctr decimal(9,4), rating decimal(9,4), bid money, [views] decimal(9,4), clicks decimal(9,4), postingUID INT)

SET ©totalAds = O

- Get city local -based search result

SET ©areaStr = "

IF ©area <> O

SET ©areaStr = ' AND area='+Str(@area)

SET ©postingSrt = "

IF @dup_postingUID <> O

SET ©postingSrt = ' AND postingUID <> '+Str(@dup_postingUID) - SET @rq = 'DECLARE ad_cursor CURSOR SCROLL KEYSET FOR SELECT TOP 20 [ID], [views], clicks, bid, postingUID FROM dbo.adsWHERE ad_option = 2 AND cityUID='+Str(@cityUIQ)+' AND local_flag IS NOT NULL AND stopjlag IS NULL'+@areaStr+@postingSrt IF ©keywords <> "

SET @rq = 'DECLARE ad_cursor CURSOR SCROLL KEYSET FOR SELECT TOP 20 [ID], [views], clicks, bid, postingUID FROM dbo.adsWHERE FREETEXT (V"+@keywords+"') AND ad_option = 2 AND cityUID='+Str(@cityUID)+' AND localjlag IS NOT NULL AND stop_flag IS NULL'+@areaStr+@postingSrt EXEC (@rq)

OPEN ad_cursor

SET @numberofrecords = @@CURSOR_ROWS

FETCH ABSOLUTE 1 FROM ad_cursor INTO @ID, ©views, ©clicks, @bid, ©postingUID

SET @cnt=O

WHILE @@FETCH_STATUS=0 AND @cnt < 20

BEGIN SET @ctr = 0 SET ©rating = 0

IF ©views > 0 AND ©clicks > 0

BEGIN

SET ©rating =100

SET ©ctr = ((©rating / ©views) * ©clicks)

SET ©rating = (©bid * ©ctr)

END

INSERT #table1 VALUES (©ID, ©ctr, ©rating, ©bid, ©views, ©clicks, ©postingUID)

FETCH NEXT FROM ad_cursor INTO ©ID, ©views, ©clicks, ©bid, ©postingUID

SET ©cnt = @cnt+1

SET ©totalAds = ©totalAds +1

END

CLOSE ad_cursor DEALLOCATE ad_cursor

- Get state-based search result (it could be also based on msa, cbsa, csa or other region criteria)

IF ©totalAds < ©blockSize BEGIN

SET @rq = "DECLARE ad_cursor CURSOR SCROLL KEYSET FOR SELECT TOP 20 [ID], [views], clicks, bid, postingUID FROM dbo.adsWHERE ad_option = 2 AND stateCode=¹"+@stateCode+^I" AND localjag IS NULL AND stop Jag IS N ULL'+@areaStr+@postingSrt IF ©keywords <> "

SET @rq = 'DECLARE ad_cursor CURSOR SCROLL KEYSET FOR SELECT TOP 20 [ID], [views], clicks, bid, postingUID FROM dbo.adsWHERE FREETEXT (V"+@keywords+"') AND ad_option = 2 AND stateCode="'+@stateCode+"¹ AND locaLflag IS NULL AND stopjlag IS NULL'+@areaStr+@postingSrt EXEC (@rq) OPEN ad_cursor

SET @numberofrecords = @@CURSOR_ROWS

FETCH ABSOLUTE 1 FROM ad_cursor INTO @ID, ©views, ©clicks, @bid, @postingUID

SET @cnt=O

WHILE @@FETCH_STATUS=O AND @cnt < 20

BEGIN

SET @ctr = 0 . ^•

SET ©rating = 0

IF @views > 0 AND ©clicks > 0

BEGIN

SET ©rating =100

SET ©ctr = ((©rating / ©views) * ©clicks)

SET ©rating = (©bid * ©ctr)

END

INSERT #table1 VALUES (©ID, ©ctr, ©rating, ©bid, ©views, ©clicks, ©postingUID)

FETCH NEXT FROM ad_cursor INTO ©ID, ©views, ©clicks, ©bid, @postingUID

SET ©cnt = @cnt+1

SET ©totalAds = ©totalAds +1 END

CLOSE ad_cursor DEALLOCATE ad_cursor END

— Get national search result

IF ©totalAds < ©blockSize BEGIN

SET @rq = 'DECLARE ad_cursor CURSOR SCROLL KEYSET FOR SELECT TOP 20 [ID], [views], clicks, bid, postingUID FROM dbo.adsWHERE ad_option = 2 AND stateCode <> '"+@stateCode+^m AND localjlag IS NULL AND stop_flag IS NULL'+@areaStr+@postingSrt IF ©keywords <> "

SET @rq = 'DECLARE ad_cursor CURSOR SCROLL KEYSET FOR SELECT TOP 20 [ID], [views], clicks, bid, postingUID FROM dbo.adsWHERE FREETEXT (^*,¹¹¹+@keywords+"¹) AND ad_option = 2 AND stateCode <> ^I"+@stateCode+'" AND localjlag IS NULL AND stopjlag IS NULL'+@areaStr+@postingSrt EXEC (@rq)

OPEN ad_cursor

SET ©numberofrecords = @@CURSOR_ROWS

FETCH ABSOLUTE 1 FROM ad_cursor INTO ©ID, ©views, ©clicks, ©bid, ©postingUID

SET @cnt=0

WHILE ©@FETCH_STATUS=0 AND ©cnt < 100

BEGIN

SET ©ctr = 0 SET ©rating = 0 IF @views > 0 AND ©clicks > 0

BEGIN

SET ©rating =100

SET @ctr = ((©rating / ©views) * ©clicks)

SET ©rating = (©bid * ©ctr)

END

INSERT #table1 VALUES (©ID, ©ctr, ©rating, ©bid, ©views, ©clicks, ©postingUID)

FETCH NEXT FROM ad_cursor INTO ©ID, ©views, ©clicks, ©bid, ©postingUID

SET ©cnt = @cnt+1

SET ©totalAds = ©totalAds +1 END

CLOSE ad_cursor DEALLOCATE ad_cursor END

— run in case to fill out without keywords

IF ©keywords <> "

IF @totalAds < ©blockSize

BEGIN

SET @rq = 'DECLARE ad_cursor CURSOR SCROLL KEYSET FOR SELECT TOP 20 [ID], [views], clicks, bid, postingUID FROM dbo.adsWHERE stop_flag IS NULL AND ad_option=2 AND local_flag IS NULL AND postingUID NOT IN (SELECT postingUID FROM #table1) ORDER BY [ID] DESC EXEC (@rq)

OPEN ad_cursor

SET ©numberofrecords = @@CURSOR_ROWS

FETCH ABSOLUTE 1 FROM ad_cursor INTO ©ID, ©views, ©clicks, ©bid, ©postingUID

SET @cnt=O

WHILE @©FETCH_STATUS=0 AND ©cnt < 100

BEGIN SET ©ctr = 0 SET ©rating = 0

IF ©views > 0 AND ©clicks > 0

BEGIN

SET ©rating =100

SET ©ctr = ((©rating / ©views) * ©clicks)

SET ©rating = (©bid * ©ctr)

END

INSERT #table1 VALUES (©ID, ©ctr, ©rating, ©bid, ©views, ©clicks, ©postingUID)

FETCH NEXT FROM ad_cursor INTO ©ID, ©views, ©clicks, ©bid, ©postingUID

SET ©cnt = @cnt+1

SET ©totalAds = ©totalAds +1 END CLOSE ad_cursor DEALLOCATE ad_cursor END

- Set variables for sorting

DECLARE @totalRating decimal(9,4), @totalViews decimal(9,4), @rating_pr decimal(9,4), @view_pr decimal(9,4), @avg_rating decimal(9,4), @min_rating decimal(9,2)

SET @totalRating = (SELECT SUM(rating) FROM #table1)

SET @totalViews = (SELECT SUM([views]) FROM #table1 )

-SET @avg_rating = (SELECT AVG(rating) FROM #table1) SET @avg_rating = (SELECT MAX(rating) FROM #table1)

- Sort ads by ratings

DECLARE ad_cursor CURSOR SCROLL KEYSET FOR SELECT [ID], ctr, rating, bid, [views], clicks, postingUID FROM #table1 ORDER BY rating DESC, bid DESC

OPEN ad_cursor

SET @numberofrecords = @@CURSOR_ROWS

FETCH ABSOLUTE 1 FROM ad_cursor INTO @ID, @ctr, ©rating, @bid, ©views, ©clicks, @postingUID

SET @cnt=O

SET @li = 0

SET @numberofBlocks = 1

SET @total_ratinginBlock = 0

WHILE @@FETCH_STATUS=O AND @cnt < (@numberofrecords+1 )

BEGIN

IF @li < @blockSize SET @li = @li+1 ELSE BEGIN SET @li = 1

SET @numberofBlocks = @numberofBlocks + 1 END

IF (©views < 100 OR ©views IS NULL) AND (©clicks = 0 OR ©clicks IS

NULL)

SET ©rating = @avg_rating

IF ©totalRating > 0

SET @rating_pr = (100 / ©totalRating * ©rating)

IF ©total Views > 0

SET @view_pr = (100 / ©totalViews * ©views)

IF ©cnt < 5

UPDATE dbo.adsSET [views]=[views] +1 WHERE [ID]=@ID AND ad_option=2

INSERT #table2 VALUES (©numberofBlocks, ©ID, ©ctr, ©rating, ©bid, ©views, ©clicks, @rating_pr, @view_pr, ©postingUID)

FETCH NEXT FROM ad_cursor INTO ©ID, ©ctr, ©rating, ©bid, ©views, ©clicks, ©postingUID SET @cnt = @cnt+1

END

CLOSE ad_cursor DEALLOCATE ad_cursor

DROP TABLE #table1

SELECT TOP 5 a.[ID], a.rating_pr, a.viewjar, b.area, a.postingUID, b.posting_date, b.main_categoryUID, folder=CASE WHEN b.urN'classTHEN

^•class' ELSE 'item' END, b.title, heading=CASE

WHEN (b.heading IS NOT NULL AND b.heading <> ") THEN b.heading ELSE b.heading_alt END, b.price, b.specialPrice, b.onSpecial, b.[description], b.src, region=(b.city+\ '+b.stateCode), b.timeZone, b.categoryName, b.sub_categoryUID, b.subCategoryName FROM #table2 a INNER JOIN dbo.depot_items b ON a.postingUID=b.[!D]

DROP TABLE #table2

END

GO

[0085] Using the data from the dispatcher server, the coding of the .swf template file renders the advertisement, drawing a variety of elements including messaging, including text, images, and third party digital content from a variety of locations. A sample of coding that retrieves the parameter/command data for the ad selected by the auction is provided below:

<%@LANGUAGE=¹¹VBSCRIPT" CODEPAGE="1252"%>

<%

Dim searchString, numberOfSpots, category, city, stateCode, postingUID, i searchString = "key words sent from ad module" numberOfSpots = 5 ' can be any number starting from 1 category = 3 ' if there are category-based city = 1180 ' city ID in database stateCode = "AZ" ' or other region criteria postingUID = 0 ' needed to filter ads of the product on the actual product page i= 0 set adsRs = Server.CreateObject("ADODB. Recordset") adsRs.ActiveConnection = connection_string adsRs.CursorType = 0 adsRs.CursorLocation = 2 adsRs.LockType = 3 adsRs.Open("dbo.ab_AdAuction '" & searchString & '", " & numberOfSpots & ", " & category & ", " & city & ", "' & stateCode & "', " & postingUID)

While Not adsRs.EOF

Response.Write "&ad" & i "=" & adsRs.Fields.ltem("ID").Value i = i + 1 adsRs.MoveNext Wend

adsRs.Close() adsRs.ActiveConnection = Nothing Set adsRs = Nothing

%>

[0086] Using data received from the dispatcher server, the coding of the .swf file also establishes

a connection to a tracking server which is preferably used to store and provide to system users website advertisement viewer activity tracking data. On viewer interaction, such as via clicks, the coding of the .swf file establishes two substantially simultaneous connections, with one to the indicated tracking server for tracking purposes and the second is the actual link from the ad location to the advertised content (click-through scenario). A sample depiction of an ad

parameter/command database file stored in the system dispatcher server is provided in FIG. 4. [0087] The method of the present invention in a preferred embodiment comprises the steps of: selecting one or more digital content files previously stored in electronic file format in a mass storage device of a computer system made available for licensing on a cost-per-click, cost-per- impression or other pay-per-use basis for use in creating an ad for placement on a website or other network location; storing in an ad parameter/command file within a database at the system dispatcher server the commands needed to retrieve and assemble said licensed content as well as the total cost-per-click or other cost-per-use of the licensed content used in the ad, the keyword topic terms, if any, that the ad will be associated with and the advertiser's bid amount for display ^' of the ad at a specified location when the specified search terms are entered as search queries or clicked on as links and tracking parameters, for use upon selection of the ad to be displayed placing an ad billboard module at the desired ad display network location, which, when clicked on by the website user, causes the website or other location to communicate with the dispatcher server to execute an auction to select the ad to be displayed, and then retrieve the stored ad parameter/command file for the selected ad from the dispatcher server database and then using the retrieved values in said data string and commands for said ad placement, to retrieve the ad content files from where they are stored, assemble them into the overall ad and display them at the specified network location. The advertisement viewer is then directed to specified go-to web page(s) depending on said advertisement viewer's activity with respect to said advertisement. The advertiser is charged the total cost-per-click or other cost-per-use charge for the licensed and content and the ad space every time the advertiser's ad is run and, the content licensor and ad

space location owner are paid.

[0088] In a preferred embodiment, the ad viewer can access and view the advertisements without having to download or cache any files on the website user's system. Utilizing FSDC technology, the ad's custom tracking parameters as well as the ad viewer's actions in clicking on the ad links provided is itself used as a tracking signal by the system and is saved in the related tracking database.

[0089] Referring now to FIG. 6, when a network user (in an Internet-based embodiment) requests a webpage where the billboard module is embedded, referencing a keyword, or enters a query using the keyword 220, the billboard module executes a request to the system's dispatcher server to run an auction for selection of the particular ad file to be displayed from the group of ad files that have the same keyword and display location references based on the bids placed for

display of such ads 240 and then to retrieve the ad placement parameter file for the selected ad

200. This ad file may be a static HTML image file, but also may be an advertising template file

that plays within the module and refers to the dispatcher server which contains unique identifiers for that particular ad placement transaction stored in the database. The database can be in SQL Server format, or, alternatively, it can be in Oracle, Microsoft Access or any other server-based database format. The database stores the unique parameters for the particular ad placement rendering. The stored information contains the following components in addition to other

customizable parameters:

[0090] 1. URL link to the ad content files to be shown (the ad content files can be located on any server, but are preferably stored in a database within a separate content server so that updating of content files can be done separately from use of the system at one web location rather than on every website where an ad is placed).

[0091] 2. Variables that hold custom parameters for tracking (as many as needed), including link(s) to click action target page or pages.

[0092] 3. The cost-per-click or other cost-per-use charge total for the licensed content used in the ad.

[0093] 4. The "bid" price for display of the ad in a desired location and/or in response to one or more specified search query terms.

[0094] 5. The specified search keywords/query terms with which the ad will be associated.

[0095] The dispatcher server, in response to the request, initiates the link to the ad template file at the ad server and passes into it the following information: messaging including text and font format, location of images, location of third party digital content files, Location of link to go-to

page and variables that contain custom tracking parameters 210. The ad then grabs this

information from the query string and acts accordingly (displaying ad file 250 and sending

tracking parameters to a tracking server using FSDC in a preferred embodiment 260). System Screens

[0096] As further described below, FIGS. 7-35 depict representative samples of the system's graphical user interface screens, which provide a system user template for creating parameter/command uniform resource locator address data string files for retrieval, assembly and display, to be stored as files within the database of the dispatcher server. [0097] Figures 9-21, each discussed further below, depict sample system user screens for users of the system seeking to create and place ads. These screens walk the advertiser through a straightforward process of creating the ad, including selection of ad content, inputting text and messaging for the ad, designating the ad title, click destination, size, associated keywords and/or

categories, ad placement payment options, budgeting, geographic region for ad coverage and other parameters. The screens can have, as depicted in the samples, main menu items such as "Create New Ad" which leads to the screens for creating new ads and "My Rich Media Ads" which leads to screens whereby the users of the system can access and use the ads. [0098] FIG. 7 depicts a sample system user/advertiser user registration login screen. Users who are registered with the system enter their user identification and password to access the system as depicted in FIG. 8. New operator users must register with the system by completing an online form as depicted in FIG. 7. Once logged in, website operator users are presented with a screen

such as FIG. 8 which has various options, including edit user information, portfolio and tracking and add new advertisement.

[0099] FIG. 9 depicts a sample advertisement creation input screen. After logging in, the advertisers enters a title for the ad to be created. The advertiser then enters the destination for the advertisement, which is where the ad viewers will be directed when they click on the ad. The advertiser can designate its own website or a third party website or can designate the system's e- commerce depot which allows advertisers that do not have e-commerce capability of their own to use the system's features which allow ad viewers to purchase the advertiser's products on

services, providing electronic payment and order/purchase processing. FIG. 10 depicts a sample advertisement click destination input screen. The advertiser then selects the ad size at a screen such as the sample screen depicted in FIG. 11. The advertiser then selects the ad creative content files to be used in the ad, via a content library provided via a user screen such as the sample screen depicted in FIG. 12. The advertiser then enters the advertiser's desired ad text and messaging, via an input screen such as the sample ad text and messaging input screen depicted in FIG. 13. The advertiser then previews and saves the ad, via a screen such as the sample preview and save screen depicted in FIG. 14. The advertiser then selects the geographic region for which to run the ad. This feature enables very targeted advertising. FIG. 15 depicts a sample geographic region input screen. The advertiser then selects a payment program for the ad via an ad placement options screen such as the sample screen depicted in FIG. 16. The options, as previously mentioned can include all varieties of payment, such as, without limitation, pay-per- click, payment of a specified fixed amount for a specified number of views, ad swapping, bartering, and other payment options. The advertiser then enters keywords to be associated with the ad, as well as the advertiser's bid for display of the ad when triggered by the designated keywords. FIG. 17 depicts a sample keyword and maximum bid amount input screen, in an embodiment utilizing a pay per click ad charging payment option. The advertiser can test in real time the effectiveness of its keyword and bid selections and calibrate them accordingly to achieve best results. The advertiser also creates an advertising budget if the ad is being paid for via a pay per view/impression payment option, via an ad placement plan budget input screen such as the sample screen depicted in FIG. 18. The advertiser also can select target categories to be associated with the ad, via a target category selection screen such as the sample screen depicted in FIG. 19. FIG. 20 depicts a sample of another ad budget data input screen where an advertiser can create a budget using different parameters, such as, for example, but without limitation, a maximum several budget or a maximum daily limit. The advertiser then enters payment information, such as the advertiser's credit card data to pay for the ad. When the advertiser clicks "Submit" as depicted in FIG. 21 (an ad payment data input screen), all of the ad information is sent to the dispatcher server and the ad is published.

[0100] Figures 22-32, each discussed further below depict sample system users screens for users that have websites and are seeking to publish ads on their own site. As shown in the figures referenced above, the screens can have several menu items, such as, for example but without

limitation, "My Websites" which includes the ad publisher's website information, "My Billboards," which includes the parameter files for billboards established by the ad publisher, and "Create New Billboard," which leads to the screens that take the ad publisher through the steps for establishing a billboard for display of system ads.

[0101] Ad publishers first register their website and upload their website logo into the system via a Website Registration screen such as the sample screen depicted in FIG. 22. The ad publisher then enters an identification for the billboard to be created via a billboard ID input screen such as the sample depicted in FIG. 23. The ad publisher selects a payment program to associate with

the billboard being created. These are the parameters by which the ad publisher would charge when an ad is displayed in the billboard. FIG. 24 depicts a sample advertising program selection screen, showing three non-limiting examples of options, such as pay per click or pay per view, ad swapping and affiliate programs. The ad publisher also selects the size for the billboard via a • size selection screen such as the sample depicted in FIG. 25. The ad publisher can customize the billboard by selecting border color, background color, text color or select options to match the ad publisher's website. FIG. 26 depicts a sample customization selection screen. The ad publisher then selects target categories to be associated with the billboard for relevant ad placement. FIG. 27 depicts a sample billboard target category selection screen. The ad publisher then receives code to copy and paste into their website page, via a "Get Code for Billboard" screen such as the sample depicted in FIG. 28. If an interstitial advertisement billboard is set up, (where the advertisement runs between web pages) the ad publisher is also prompted to enter the URL for the skip/destination web page. FIG. 29 depicts a sample skip/destination URL input screen. In the case of interstitial ads, the ad publisher is given a unique URL generated by the system which the publisher copies and pastes into the ad publisher's website in the place of the skip/destination URL. When an ad viewer clicks on the link/billboard space, the user first sees the interstitial ad, then the destination page. If the viewer clicks on the ad then the viewer is directed to the interstitial ad's destination URL that was specified by the advertiser that created the ad. FIG 30 depicts a sample interstitial URL copying screen. The ad publisher places the billboard module code in their website. When the website page is requested, the billboard module communicates with the dispatcher server and an advertiser's ad is selected and rendered in the billboard module space on the designated page. FIG. 31 depicts a sample ad publisher billboard location within a website screen, showing the placement of the billboard module, represented by the "Need Shoes??? Click Here!" area of the screen. With search engine websites, when the page is requested, the system determines the searched keyword and passes it to the billboard module and the billboard module communicates with the system dispatcher server and advertiser's ad is selected and rendered in the billboard module on the ad publisher's web page. A sample of a rendered shoe ad in response to a query using the Keyword "Shoes" is depicted in the sample ad publisher search engine web page screen in FIG. 32. The system also provides various operational parameter/data screens. FIG. 33 depicts a sample ad parameter data base listing showing multiple ad parameter files. FIG. 34 depicts a sample ad campaign statistics screen with data regarding performance of ads and budget consumption. FIG. 35 depicts_. a sample single ad statistic screen. [0102] Information about the content file(s) selected are saved in the system ad parameter file database as a row of data and a unique K) is given to the row as shown in FIG. 14. In the

example in FIG. 14, the unique id is noted in Column A, the cost per use of the licensed ad content used in the ad is noted in Column H and the cost-per-click bid by the advertiser for display of the ad in response to keywords specified in Column J is noted in Column I. The ad display location owner is also registered with the system and the offered ad display space is embedded with a billboard module associated with specified keywords designated by the ad display location's owner. The designation by the ad space owner/ad publisher of keywords to be associated with the billboard module embedded at a particular network location enables the ad space owner to designate the subject matter of ads that the ad space owner would like to run at

the particular location. When a network user/ad' viewer either requests a web page that contains the embedded billboard module, otherwise acts on the billboard module or enters one of the designated keywords as a query, the system conducts the auction to select the ad to be displayed from the group of ads that reference the same keyword and display location, and then the ad parameter/command file for the selected ad is accessed and the commands are retrieved and run, retrieving, assembling and displaying the licensed content files in accordance with the instructions.

[0103] As shown in FIGS. 34 and 35, which depict sample system tracking screens, meta data on

any action taken on the ad is sent back to the database file for the ad via FSDC, and the licensed ad content usage and ad display location charges are applied. The advertiser preferably places a deposit with the system to be drawn against as the advertiser's ad is displayed. [0104] The ad spots can be made available either generally or in relation to the use of specified search terms or keywords. In the case of a website, the website operator can designate keywords that relate to a particular ad space by entering the words into the code for the billboard module that will be embedded at the ad space location. This is done via the system user interface

when the web publisher creates a billboard module. In case of a search engine, keywords can be assigned to an ad space from the search field entry. Advertisers seeking to place an ad at the ad space noted enter into the system ad parameter data file the specific keywords to be associated with the ad and a maximum bid for display of the ad at the designated space when the designated keywords are entered as search queries. The ads are displayed once selected based on the bid for each ad or other customizable parameters such as, for example, frequency of display (e.g., display the ad periodically, such as once a day or every five ads displayed, or other). Advertisers can run test auctions to assess the bid amount and frequency of display of the ad based on such

bid amount. Sample system code for executing a test auction is provided below:

[0105] Sample Test Bid Ad Auction SQL procedure:

CREATE PROCEDURE dbo.abJestAdauction

(@postingl)ID INT₁ @ad_option INT, @test_bid money, @blockSize

INT, ©keywords nvarchar(150), @search nvarchar(50), @showtime decima1(9,2) OUTPUT, @best_ctr decimal(9,2) OUTPUT, ©competitors ^•

INT OUTPUT, ©goodwords INT OUTPUT)

AS

SET NOCOUNT ON

BEGIN

- Check first 5 search words (where search is URLencrypted string) against keywords

DECLARE @mesStr varchar(60), @curStr INT, @var1 varchar(60),

@var2 var.char(60), @var3 varchar(60), @var4 varchar(60), @var5 varchar(60)

BEGIN

SET @goodwords = 0

IF (©keywords LIKE '% '+@search+' %' OR LEFT(@keywords, •

LEN(@search)+1 ) LIKE @search+' %' OR RIGHT(@keywords,

LEN(@search)+1 ) LIKE '% '+@search+' ')

SET @goodwords = 1

ELSE

BEGIN

SET @var1 = " SET @var2 = " SET @var3 = " SET @var4 = " SET @var5 = " SET @mesStr = ©search

- Word # 1

SET @curStr = 0

WHILE @curStr < LEN(@mesStr)

BEGIN

IF SUBSTRING (@mesStr, @curStr,1) = '+'

IF @var1 = "

BEGIN

SET @var1 = LEFT(@mesStr,@curStr -1)

SET @mesStr = RIGHT(@mesStr, LEN(@mesStr) - (LEN(@var1)+1))

END

SET @curStr = @curStr +1

END

IF @var1 = "

SET @var1 = @mesStr

ELSE

IF (©keywords LIKE '% '+@var1+' %' OR LEFT(@keywords,

LEN(@var1)+1) LIKE @var1+' %' OR RIGHT(@keywords,

LEN(@var1 )+1) LIKE '% '+IgVaM+¹ ')

SET @goodwords = 1

- Word # 2

IF LEN(@search) >= (LEN(@mesStr) + 1 + LEN(@var1))

BEGIN

SET @curStr = 0

WHILE @curStr < LEN(@mesStr)

BEGIN

IF SUBSTRING (@mesStr, @curStr,1) = '+'

!F @var2 = "

BEGIN

SET @var2 = LEFT(@mesStr,@curStr -1)

SET @mesStr = RIGHT(@mesStr, LEN(@mesStr) - (LEN(@var2)+1))

END

SET @curStr = @curStr +1

END

IF @var2 = "

SET @var2 = @mesStr

END

IF (©keywords LIKE '% '+@var2+' %' OR LEFT(@keywords, LEN(@var2)+1) LIKE @var2+' %' OR RIGHT(@keywords, LEN(@var2)+1) LIKE '% '+@var2+' ') SET @goodwords = 1

- Word # 3

IF LEN(@search) >= (LEN(@mesStr) + 1 + LEN(@var1) + 1 +

LEN(@var2))

BEGIN

SET @curStr = 0

WHILE @curStr < LEN(@mesStr) BEGIN

IF SUBSTRING (@mesStr, @curStr,1) = '+'

IF @var3 = "

BEGIN

SET @var3 = LEFT(@mesStr,@curStr -1)

SET @mesStr = RIGHT(@mesStr, LEN(@mesStr) - (LEN(@var3)+1))

END

SET @curStr = @curStr +1

END

IF @var3 = "

SET @var3 = @mesStr

ELSE

IF @search LIKE @var3 SET @goodwords = 1

END

IF (©keywords LIKE ^*% '+@var3+' %' OR LEFT(@keywords, LEN(@var3)+1 ) LIKE @var3+' %' OR RIGHT(@keywords, LEN([@var3)+1) LIKE '% '+@var3+' ') SET @goodwords = 1

- Word # 4

IF LEN(@search) >= (LEN(@mesStr) + 1 + LEN(@var1) + 1 +

LEN(@var2) + 1 + LEN(@var3))

BEGIN

SET @curStr = 0

WHILE @curStr < LEN(@mesStr)

BEGIN

IF SUBSTRING (@mesStr, @curStr,1) = '+'

IF @var4 = "

BEGIN

SET @var4 = LEFT(@mesStr,@curStr -1 )

SET @mesStr = RIGHT(@mesStr, LEN(@mesStr) - (LEN(@var4)+1))

END

SET @curStr = @curStr +1

END

IF @var4 = "

SET @var4 = @mesStr

ELSE

IF @search LIKE @var4 SET @goodwords = 1

END

IF (©keywords LIKE '% '+@var4+' %' OR LEFT(@keywords, LEN(@var4)+1) LIKE @var4+' %' OR RIGHT(@keywords, LEN(@var4)+1) LIKE '% '+@var4+' ^•) SET @good words = 1

- Word # 5

IF LEN(@search) >= (LEN(@mesStr) + 1 + LEN(@var1 ) + 1 +

LEN(@var2) + 1 + LEN(@var3) + 1 + LEN(@var4))

BEGIN

SET @curStr = 0

WHILE @curStr < LEN(@mesStr)

BEGIN

IF SUBSTRING (@mesStr, @curStr,1) = '+"

IF @var5 = "

BEGIN SET @var5 = LEFT(@mesStr,@curStr -1)

SET @mesStr = RIGHT(@mesStr, LEN(@mesStr) - (LEN(@var5)+1 ))

END

SET @curStr = @curStr +1

END

IF @var5 = "

SET @var5 = @mesStr

ELSE

IF ©search LIKE @var1 SET ©goodwords = 1

END

IF (©keywords LIKE '% ^©va^¹ %' OR LEFT(@keywords, LEN(@var5)+1) LIKE @var5+" %' OR RIGHT(@keywords, LEN(@var5)+1) LIKE '%

') SET @goodwords = 1

END

END

IF @goodwords=1

BEGIN

SET ©search = Replace(@search,'+',' ')

IF EXISTS (SELECT postingUID FROM dbo.ad_classifieds WHERE

FREETEXT(*. ©search) AND stopjlag IS NULL AND ad_option=1 AND postingUID <> ©postingUID AND postingUID IS NOT NULL)

- There are competitors!!! BEGIN

- Set temp tables

CREATE TABLE #table2 (blockNumber INT DEFAULT (0), [ID] INT DEFAULT (O)₁ ctr decimal(9,4) DEFAULT (0), rating decimal(9,4) DEFAULT (0), bid money DEFAULT (0), [views] decima^'l(9,4) DEFAULT (0), clicks decimal(9,4) DEFAULT (O))

CREATE TABLE #table1 ([ID] INT DEFAULT (0), postingUID INT DEFAULT (O)₁ ctr decimal(9,4) DEFAULT (0), rating decimal(9,4) DEFAULT (0), bid money DEFAULT (0), [views] decimal(9,4) DEFAULT (0), clicks decimal(9,4) DEFAULT (O))

- Set common variables

DECLARE ©totalRating decimal(9, 2), ©blockRating decimal(9, 2),

©blockNumber INT, @rq varchar(8000)

DECLARE @li INT, @record_postingUID INT₁ @total_ratinginBlock decimal(9,4), ©procentage decimal(9,4), ©numberofrecords INT

DECLARE ©ID INT, ©views decimal(9,2), ©clicks decimal(9,2),

©percentage decimal(9,4), ©bid money, @cnt INT, ©ctr decimal(9,4),

©rating decimal(9,4)

DECLARE ©numberofBlocks INT, @av_clicks decimal(9,2), @av_views decimal(9,2), @av_ctr decimal(9,4) - Set request and run it

SET @rq='DECLARE ad_cursor CURSOR SCROLL KEYSET FOR SELECT [ID], postingUID, [views], clicks, bid FROM dbo.ads WHERE FREETEXT (V"+@search+'") AND stop_flag IS NULL AND ad_option='+Str(@ad_option)+' AND postingUID <> ^•+STR(@postingUID) EXEC (@rq)

OPEN ad_cursor

SET @numberofrecords = @@CURSOR_ROWS

FETCH ABSOLUTE 1 FROM ad_cursor INTO @ID, . @record_postingUID, @views, ©clicks, @bid

SET @cnt=O

WHILE @@FETCH^STATUS=O

BEGIN

- Set click through rate and rating based on bid amount and click through rate as a coefficient

SET @ctr = 0 SET ©rating = 0

IF (@views > 0 AND ©clicks > 0 AND @bid > 0)

BEGIN

SET @ctr = ((100 / @views) * ©clicks)

SET ©rating = (©bid * ©ctr)

END

- save record in temp table

INSERT #table1 VALUES (©ID, @record_postingUID, ©ctr, ©rating, ©bid, ©views, ©clicks)

FETCH NEXT FROM ad_cursor INTO ©ID, @record_postingUID, ©views, ©clicks, ©bid

SET ©cnt = @cnt+1

END

CLOSE ad_cursor DEALLOCATE ad_cursor

- Set testing click through rate and rating based on average stats IF EXISTS (SELECT [ID] FROM #table1 WHERE ctr > 0) BEGIN

SELECT @av_views = AVG([views]), @av_clicks = AVG([clicks]),

@av_ctr = AVG(ctr) FROM #table1

SET @rating=(@test_bid * @av_ctr)

END

ELSE

SELECT @av_views=0, @av_clicks=O, @av_ctr=0,

@rating=100.00/(@numberofrecords+1 )

- Keep testing record

INSERT INTO #table1 ([ID], postingUID, ctr, rating, bid, [views], clicks) VALUES (0, ©postingUID, @av_ctr, ©rating, @test_bid, @av_views, @av_clicks)

- Sort by ratings and blocks to be shown where rating is used as % of total views DECLARE ad_cursor CURSOR SCROLL KEYSET FOR SELECT [ID], ctr, rating, bid, [views], clicks FROM #table1 ORDER BY rating DESC

OPEN ad_cursor

FETCH ABSOLUTE 1 FROM ad_cursor INTO @ID, @ctr, (grating, @bid, @views, ©clicks

SET @cnt=O

SET @li = 0

SET @numberofBlocks = 1

SET @total_ratinginBlock = 0

WHILE @@FETCH_STATUS=0

BEGIN

IF @li < @blockSize SET @li = @li+1 ELSE BEGIN SET @li = 1

SET @numberofBlocks = @numberofBlocks + 1 END

IF @av_ctr=O SET @rating = 100.00/(@numberofrecords+1)

INSERT #table2 VALUES (@numberofBlocks, @ID, @ctr, (grating, @bid, @views, ©clicks)

FETCH NEXT FROM ad_cursor INTO @ID, @ctr, @rating, @bid, @views, ©clicks

SET @cnt = @cnt+1

END

CLOSE ad_cursor DEALLOCATE ad_cursor

SELECT @blockNumber=blockN umber FROM #table2 WHERE [ID]=O

SET @totalRating = 0

SET @blockRating = 0

IF EXISTS (SELECT rating FROM #table2 WHERE rating > 0)

BEGIN

SELECT @totalRating=SUM(rating) FROM #table2

SELECT @blockRating=SUM(rating) FROM #table2 WHERE blockNumber=@blockNumber

END

- Get % of the times for the testing ad will show up SET ©showtime = 0

IF ©totalRating > 0 AND ©blockRating > 0

SET @showtime=ROUND((100.00/@totalRating * @blockRating),2)

- Get the best click through rate SET @best_ctr = 0

SELECT @best_ctr=MAX(ctr) FROM #table2 WHERE [ID] <> 0

- Get number of competitors

SET ©competitors = ©numberofrecords SELECT * FROM #table1 SELECT * FROM #table2 DROP TABLE #table1 DROP TABLE #table2END ELSE

- No competitors

SELECT @blockNumber=1 ,@best_ctr=O, @showtime=100, @competitors=0

END ELSE

- Keywords do not contains search words

SELECT @blockNumber=0, @best_ctr=O, @showtime=0, @competitors=0

END GO

[0106] When the billboard module embedded in the ad space and the web page is requested or otherwise acted upon by a network user/ad viewer, the ad module is initiated and a message is sent to the system dispatcher server passing the specific keyword and ad space data for the system software applications to identify the group of ads that will participate in the auction, and

then conduct the auction for the spot to determine which ad will be displayed in the particular instance. A number of variables can be compared in the auction selection process, including, for example, the number of ads in queue that are associated with the keyword at the time of the request, the number of total available advertising spots associated with the keyword, bid amount, and the current click-through rate of each ad associated with the keyword. The advertisement that is selected is then displayed and the advertiser is charged each time the ad is displayed or clicked for both use of the licensed content comprising the ad and the display of the ad at the designated location. The advertiser can easily manage an online ad campaign based on a budget,

geographical region and tracking details such as click-through rate, and sales rate, as shown in the system advertiser account screen. The system allows for targeted advertising with increased flexibility, as the ad placement and selection for display is not limited to any search system or technology.

[0107] FIG. 36 describes the system process flow in an embodiment wherein the billboard

module is embedded an informational website. FIG. 37 describes the system process flow in an embodiment wherein the billboard module is embedded in a search engine screen. FIG. 38 describes the system process flow in an embodiment wherein the billboard module is embedded in a mobile device such as a cellular phone. FIG. 39 describes the system process flow in an embodiment wherein the billboard module is embedded in an electronic billboard. [0108] FIG. 40 depicts a sample system user screen for position product/catalog information in the system, by advertiser that do not have their own e-commerce capability can sell their products to users that view their advertisements. Advertisers click on "post" to post their product information creating their own e-commerce catalog in the system and then connect their products to their ads, with the system providing the functionality to process orders, purchases and

payment electronically. FIG. 41 depicts a sample system screen showing the posted products of advertisers. FIG. 42 depicts an information and selection page for the same products. When a viewer of the ad clicks on "buy," the system adds the item to a system electronic shopping chart and then completes processing of the purchase transaction, including payment processing. FIG. 43 shows a sample checkout payment screen. Various options for payment exist such as, without limitation, check, credit card, paypal or other forms of payment.

[0109] While the present invention has been shown and described herein in what are considered to be the preferred embodiments thereof, illustrating the results and advantages over the prior art obtained through the present invention, the invention is not limited to those specific embodiments. Thus, the forms of the invention shown and described herein are to be taken as illustrative and other embodiments may be. selected without departing from the spirit and scope of the present invention.

Claims

CLAIMSWhat is claimed is:

1. A system for the creation, distribution and tracking of electronic advertisements

on a network, comprising: a system-end computer equipped and configured for network communications, including computer processing means, a dispatcher server containing a database that stores one or more files containing parameters and commands for each advertisement, a network user-end computer configured and equipped for network communications and

communicating with said network, an ad publisher-end computer configured and equipped for network communications and communicating with said system dispatcher server and network user-end computers, one or more advertisement servers configured and equipped for network communications communicating with said system-end dispatcher server and ad publisher-end computers and having one or more advertisement content files stored thereon which are made available for licensing for use in creating an advertisement, one or more network communications interface software applications for interfacing

with system users and also providing a menu for selection of one or more advertising content files made available for licensing for use in creating an advertisement and creating a file in said

dispatcher server database that contains parameters and commands to retrieve, assemble and display said one or more advertisement files as well as the total cost-per-use of the licensed ad content files and the location(s) where the ad will be displayed, network communication means for displaying said advertisement to said network user, and a tracking server communicating with said advertisement server and said dispatcher

server for tracking of usage of licensed advertisement content files to calculate and charge an advertiser the cost-per-use rate for said licensed advertisement content files each time said files are displayed.

2. The system of Claim 1, wherein said tracking utilizes file server direct connection.

3. The system of Claim 1, wherein said content files are made available for licensing on a cost-per-use basis.

4. The system of Claim 1, further comprising means for a system advertiser user to

upload information about said advertiser user's products/services into said system and means for completing e-commerce transactions via said system involving purchase of said products/services from said advertiser user in response to said advertiser user's advertisement.

5. The system of Claim 1, wherein said dispatcher server database ad parameter file further includes keyword terms that said ad will be associated with and said advertiser's bid for display of said advertisement at said display location in response- to said keyword terms being referenced by a network user by action at said display location.

6. The system of Claim 1, wherein said system software applications further include an ad module software application that is embedded at the desired ad display location and which, when acted upon by a network user, causes the system to conduct an auction to select an advertisement to be displayed at said ad display location based on said advertiser bids, which in turn causes said ad parameter and command file for the selected advertisement to be activated, thereby retrieving said ad content files from said one or more ad servers arid assembling and displaying said ad at said ad display location.

7. The system of Claim 6, wherein said advertiser bids comprise the product of said advertiser's licensed ad content cost-per-use rate multiplied by said ad's usage rate.

8. The system of Claim 6, wherein said advertiser bids are specified by said

advertisers.

9. The system of Claim 6, wherein said tracking server further tracks display of each ad to calculate and charge the advertiser the amount bid for each display.

10. The system of Claim 6, wherein said network comprises the Internet.

11. The system of Claim 6, wherein said network comprises a cable communications network.

12. The system of Claim 6 wherein said network comprises a cellular communications network.

13. The system of Claim 6, wherein said network comprises a satellite communications network.

14. The system of Claim 6, wherein said network comprises a combination of two or

more networks selected from the group consisting of local area computer networks, wide area computer networks, the Internet, cable communications networks, satellite communications networks, television frequency networks, radio frequency communications networks, and cellular communications networks.

15. A method for licensing of electronic advertisement content for use in creation of an advertisement on a network, comprising the steps of: selecting one or more advertisement content files previously stored in electronic file format in an advertisement server configured for network communications and made available for licensing on a recurring cost-per-use basis for use in creating an ad for placement at a

network location, storing the network location address where said one or more selected advertisement files will be displayed, the server location address for said advertisement files, as well as the total cost-per-use of the licensed content comprising said files and tracking parameters in a dispatcher server-based database ad parameter and command file for use in retrieving, assembling and

displaying said ad files, embedding in said ad display location a software application that is executed when a network user acts on said ad display location to communicate with said dispatcher server to

retrieve said stored ad parameter and command file,. which in turn communicates with said ad server to retrieve, assemble and display said licensed ad content files as an advertisement for the

network user and calculates the total cost-per-use to be charged to the advertiser for both use of

said licensed content files and display of said ad at said ad display location.

16. The method of Claim 15, wherein said content is licensed for use on a recurring

cost-per-use basis.

17. The method of Claim 15, further comprising the step of storing in said ad parameter and command file one or more keyword terms with which said ad will be associated.

18. The method of Claim 17, further comprising the step of storing in said ad parameter and command file the advertiser's bid amount for display of said ad at a specified location when one or more of said specified keyword terms are referenced by a network user at

said ad display location, and selecting the ad to be displayed at said ad display location via an auction based on a ranking of said advertiser bids for same.

19. The method of Claim 17, wherein said advertiser bids comprise the product of

said advertiser's licensed ad content total cost-per-use multiplied by said ad's usage rate.

20. The system of Claim 17, wherein said advertiser bids are specified by said

advertisers.

21. A system for the creation, distribution and tracking of electronic advertisements on a network, comprising: a system-end computer equipped and configured for network communications, including computer processing means, a dispatcher server containing a database that stores one or more files containing

parameters and commands for each advertisement, a network user-end computer configured and equipped for network communications and

communicating with said network,

an ad publisher-end computer configured and equipped for network communications and communicating with said system dispatcher server and network user-end computers, one or more advertisement servers configured and equipped for network communications communicating with said system-end dispatcher server and ad publisher-end computers and having one or more advertisement content files stored thereon which are made available for licensing for use in creating an advertisement, one or more network communications interface software applications for interfacing with system users and also providing a menu for selection of one or more advertising content files made available for licensing for use in creating an advertisement and creating a file in said dispatcher server database that contains parameters and commands to retrieve, assemble and display said one or more advertisement files as well as the total cost-per-use of the licensed ad content files and the location(s) where the ad will be displayed, said system software applications further including an ad module software application that is embedded at the desired ad display location and which, when acted upon by a network user, causes the system to conduct an auction to select an advertisement to be displayed at said ad display location based on said advertiser bids, which in turn causes said ad parameter and command file for the selected advertisement to be activated, thereby retrieving said ad content

files from said one or more ad servers and assembling and displaying said ad at said ad display location,

network communication means for displaying said advertisement to said network user, a tracking server communicating with said advertisement server and said dispatcher server for tracking of usage of licensed advertisement content files to calculate and charge an

advertiser the cost-per-use rate for said licensed advertisement content files each time said files are displayed, and means for a system advertiser user to upload information about said advertiser user's products/services into said system and means for completing e-commerce transactions via said system involving purchase of said products/services from said advertiser user in response to said advertiser user's advertisement.