CA2246746A1 - Content display monitor - Google Patents

Content display monitor Download PDF

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Publication number
CA2246746A1
CA2246746A1 CA002246746A CA2246746A CA2246746A1 CA 2246746 A1 CA2246746 A1 CA 2246746A1 CA 002246746 A CA002246746 A CA 002246746A CA 2246746 A CA2246746 A CA 2246746A CA 2246746 A1 CA2246746 A1 CA 2246746A1
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CA
Canada
Prior art keywords
content
display
monitoring
site
instructions
Prior art date
Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
Abandoned
Application number
CA002246746A
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French (fr)
Inventor
Trevor I. Blumenau
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
Nielsen Co US LLC
Netratings LLC
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Individual
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Family has litigation
First worldwide family litigation filed litigation Critical https://patents.darts-ip.com/?family=24841079&utm_source=google_patent&utm_medium=platform_link&utm_campaign=public_patent_search&patent=CA2246746(A1) "Global patent litigation dataset” by Darts-ip is licensed under a Creative Commons Attribution 4.0 International License.
Application filed by Individual filed Critical Individual
Publication of CA2246746A1 publication Critical patent/CA2246746A1/en
Abandoned legal-status Critical Current

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Classifications

    • HELECTRICITY
    • H04ELECTRIC COMMUNICATION TECHNIQUE
    • H04LTRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L43/00Arrangements for monitoring or testing data switching networks
    • H04L43/08Monitoring or testing based on specific metrics, e.g. QoS, energy consumption or environmental parameters
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06FELECTRIC DIGITAL DATA PROCESSING
    • G06F11/00Error detection; Error correction; Monitoring
    • G06F11/30Monitoring
    • G06F11/34Recording or statistical evaluation of computer activity, e.g. of down time, of input/output operation ; Recording or statistical evaluation of user activity, e.g. usability assessment
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06FELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00Information retrieval; Database structures therefor; File system structures therefor
    • G06F16/90Details of database functions independent of the retrieved data types
    • G06F16/95Retrieval from the web
    • G06F16/957Browsing optimisation, e.g. caching or content distillation
    • G06F16/9577Optimising the visualization of content, e.g. distillation of HTML documents
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06FELECTRIC DIGITAL DATA PROCESSING
    • G06F40/00Handling natural language data
    • G06F40/10Text processing
    • G06F40/103Formatting, i.e. changing of presentation of documents
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06FELECTRIC DIGITAL DATA PROCESSING
    • G06F40/00Handling natural language data
    • G06F40/10Text processing
    • G06F40/103Formatting, i.e. changing of presentation of documents
    • G06F40/106Display of layout of documents; Previewing
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/02Marketing; Price estimation or determination; Fundraising
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/02Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241Advertisements
    • G06Q30/0251Targeted advertisements
    • G06Q30/0255Targeted advertisements based on user history
    • G06Q30/0256User search
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/06Buying, selling or leasing transactions
    • G06Q30/0601Electronic shopping [e-shopping]
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/06Buying, selling or leasing transactions
    • G06Q30/0601Electronic shopping [e-shopping]
    • G06Q30/0623Item investigation
    • G06Q30/0625Directed, with specific intent or strategy
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/06Buying, selling or leasing transactions
    • G06Q30/0601Electronic shopping [e-shopping]
    • G06Q30/0633Lists, e.g. purchase orders, compilation or processing
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q40/00Finance; Insurance; Tax strategies; Processing of corporate or income taxes
    • G06Q40/04Trading; Exchange, e.g. stocks, commodities, derivatives or currency exchange
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q40/00Finance; Insurance; Tax strategies; Processing of corporate or income taxes
    • G06Q40/12Accounting
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06FELECTRIC DIGITAL DATA PROCESSING
    • G06F11/00Error detection; Error correction; Monitoring
    • G06F11/30Monitoring
    • G06F11/34Recording or statistical evaluation of computer activity, e.g. of down time, of input/output operation ; Recording or statistical evaluation of user activity, e.g. usability assessment
    • G06F11/3466Performance evaluation by tracing or monitoring
    • G06F11/348Circuit details, i.e. tracer hardware
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06FELECTRIC DIGITAL DATA PROCESSING
    • G06F11/00Error detection; Error correction; Monitoring
    • G06F11/30Monitoring
    • G06F11/34Recording or statistical evaluation of computer activity, e.g. of down time, of input/output operation ; Recording or statistical evaluation of user activity, e.g. usability assessment
    • G06F11/3466Performance evaluation by tracing or monitoring
    • G06F11/3485Performance evaluation by tracing or monitoring for I/O devices
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06FELECTRIC DIGITAL DATA PROCESSING
    • G06F2201/00Indexing scheme relating to error detection, to error correction, and to monitoring
    • G06F2201/875Monitoring of systems including the internet

Abstract

The invention can enable monitoring of the display of content by a computer system. Moreover, the invention can enable monitoring of the displayed content to produce monitoring information from which conclusions may be deduced regarding the observation of the displayed content by an observer. The invention can also enable monitoring of the display at a content display site of content that is provided by a content provider site over a network to the content display site. Additionally, the invention can enable the expeditious provision of updated and/or tailored content over a network from a content provider's site to a content display site so that the content provider's current and appropriatedy tailored content is always displayed at the content display site. Aspects of the invention related to transfer of content over a network are generally applicable to any type of netwok. However, it is contempled that the invention can be particularly useful with a computer network, including private computer networks (e.g., America OnlineTM) and public computer networks (e. g., the Internet). In particular, the invention can be advantageously used with computer networks or portions of computer networks over which video and/or audio content are transferred from one network site to another network site for observation, such as the World Wide Web portion of the Internet.

Description

WO98/10349 PCT~S97/153S3 CONTENT DISPLAY MONITOR

BACK~ROUND OF THE INVENTION
1. Field of the Invention This invention relates to monitoring the display and observation of content by a computer system. The invention also relates to monitoring the display and cbservation at a content display slte of content that is provided by a content provider site over a network to the content display site. The 10 invention further relates to the provision of updated and/or tailored content from a content provider sit:e to a content display site so that the content provider~s cu:rrent content is always displayed at the content display site.
2. Related Art A large amount ol human activity consists of the dissemination of information by information providers ~content providers) to information consumers ~ob5erve-s). Recently, computer networks have become a very popula]- mechanism for accomplishing information dissemination. The use of co~puter 20 networks for infcrmation dissemination has necessitated or enabled new techniques to accomplish particular functions related to the disseminat:ion of information~
For example, information providers of all types have an interest in knowing the extent and nature of observation of the 25 information that they disseminate. Information providers that disseminate information over computer networkc also have this interest. However, the use of networked computers for information disseminatiorl can make it difficu~t to ascertain who is observing the disseminated information and how, since 30 information can be accessed rapidly from a remote location by any of a large number of possible observers whose identity is WO98/10349 PCT~S97/15353 often not predictable beforehand, and since control over the display of the information once disseminated may not be possible, practical or desirable.
Among information providers, advertisers have particular 5 interest in knowing how and to what extent their advertisements are displayed and/or observed, since such ]~nowledge can be a key element in evaluating the effectiveness of their advertising and can also be the basis for payment for advertising. Mechanisms for obtaining such information have 10 been developed for advertisements disseminated in conventional media, e.g., audiovisual media such as television and radio, and print media such as magazines and newspapers. For example, the well-known Nielsen television ratings enable advertisers to gauge the number of people that likely watched advertisements 15 during a particular television program. As advertising over a computer network becomes more ccmmon, the importance of developing mechanisms for enabling advertis~rs to monitor the disp~ay and observation of their advertiseTnents disseminated over a computer network increases.
Previous efforts to monitor the display of advertising (or other content) disseminated over a computer network have been inadequate for a variety of reasons, including the limited scope of the monitoring information obtained, the ambiguous nature of the mo~itoring information, the incompleteness of the 25 monitoring inf~rmation, and the susceptibility of the monitoring information to manipu~ation. Rev-iew of some of the techniques that have previously been used to acquire monitoring information regarding the disp:Lay of content (e.g., advertising~ disseminated over a particular computer network -30 the World Wide Web portion of the Internet computer network -will illustrate the deficiencies of existing techniques for monitoring the display of content disseminated over a com~uter network.

WO98/10349 PCT~S97/15353 FIGS. lA and lB are simplified diagrams of a network illustrating operation of a previous system for monitoring re~uests for ccntent over the World Wide Web. In FIGS. lA
and lB, a content provider site lOl Iwhich can be embodied by, 5 for example, a server computer) can ~ommunicate with a content display site 102 (which can be embodied by, for example, a client computer) over the network communication line 103. The server computer at the content provider s:ite lOl can store content colloqu ally referred to as a "Web page." The client lO computer at the content display site 102 e~ecutes a software program, called a browser, that enables selection and display of a variety of Web pages stored at different content provider sites. When an observer at the content disp~ay site 102 wishes to view a particular Web page, the observer causes the client 15 computer at the content display site 102 to send a request to the appropriate server computer, e.~., the server computer at the content provider site lOl, as shown in FlG. lA. The server computers at content provider sites all include a software program (in the current implementat~on of the World Wide Web, 20 this is an ht-p daemon) that watches for such incoming communications. Upon receipt of the request, the server computer at the content provider site lOl transfers a file representing the Web page (which, in the current implementation of the World Wide Web, is an html file) to t~e client computer 25 at the content display site 102, as shown in FIG. lB. This file can itself reference other files (that may be stored on the server computer at the content provider site lOl and/or on other server computers) that are also transferred to the content display site lO2. The browser can use the transferred 30 files to generate a display of the Web page on the client computer at the content: display site ~02. The http daemon, in addition to initiating the transfer of the appropriate file or files to the coI1tent display site lO2, also makes a record of WO98110349 PCT~S97/15353 requests for files from the server computer on which the daemon resides. The record of such requests is stored on the server computer at the content provider site l0l in a file 104 that is often referred to as a "log file.~
The exact structure and content of log files can vary somewhat from server computer to server co~puter However, generally, log files include a list of transactions that each represent a single file request. Each transaction includes multiple fields, each of which are used to store a predefined l0 type of information about the file request. One of the fields can be used to store an identification of the file requested.
Additional fields can be used to store the IP (Internet Protocol) address of the client computer tnat requested the particular file, the type of browser that requested the file, 15 a time stamp for the request (l.e., t:he date and time that the request was received by the server computer), the amount of time required to transfer the requested file to the client computer, and ~-he size of the file trar.sferred. Other information about file requests can also be stored in a log 20 file.
Previous methods for monitorin~ the display of content distributed over the World Wide Web have used the information stored in the lcg file. For example, one previous method has consisted of simply determining the number of transactions in 25 the log file and counting each as a '!hit" on a Web page, i.e., a request for a Web page. The number of hits is deemed to approximate the number of times that the Web page has been viewed and, therefore, the degree of exposure of the content of the Web page to information consumers.
There are a number of problems with this approach however.
For example, as indicated above, a request for a Web page may cause, in additLon to the request for an initial html file, requests for other files that are necessary t~ generate the Web CA 02246746 l998-08-l8 WO 9811034g PCTIUS97/15353 page. If these other files reside on the same server computer as the initial html file, additional transactions are recorded in the log file. Thus, a request for a single Web page can cause multiple transactions to be recorded in the log file. As 5 can be appreciated, then, the number of times that a Web page is transferred to a content display site can be far less than the number of transactions recorded in the log file. Moreover, without further analysi.s, there is nc~ way to accurately predict the relationship between the number of transactions in the log 10 file and the number of times that a Web page has been transferred to the content display site. S~lch inaccuracy can be very important to, for example, advertisers - whose cost of advertising is often proportional to the measured exposure of the advertisincr - since the measured exposure of their 15 advertising (anc~, thus, its cost) may be based upon the number of hits on a We~ page containing their advertisement.
A method to overcome this problem has been used. By analyzing the contents of the log file to determine which file was requested :in each transaction, it may be possible to 20 differentiate transactions in which the ::Lnitial html file needed to generate a Web page is requested from transactions in which the reque3ted file is one which is it-self requested by another file, thus enabling "redundant" transactions to be identified and eliminated from the hit count. While such an 25 approach can increase the accuracy of countlng Web page hits, it still suffer., from several problems.
For examp.Le, ~og file analysis may result in some undercounting of Web page hits, apart from any overcounting.
This is because, once transferred to a cli.ent computer at a 30 content display site, the files necessary to generate a Web page can be stored ~"cached") on that client computer, thus enabling an observer at the content. display site to view the Web page again without causing the client computer .o make WO 98/10349 PCT/USg7/15353 another request to the content pro~ider se]~er computer from which the Web page was initially retrieved. Consequently, the observer can view the Web page without causing transactions to be added to th~ log file, resulting in unclercounting of the 5 number of Web page hits.
AdditionalLy, log files are subject to manipulation, either directly or indirectly. For example, an unscrupulous content provider could directly manipulate the log file by retrieving and editing the log file to add phony transactions, 10 thus artificially increasing the number of Web page hits and making the Web page appear to be more popular than it really is. This problem can be ameliorated by causing the log files to be transferred periodically at predetermined times (e.g., each night at 12:00 midnight) from the server computer at the 15 content provider site to a neutral network site; however, the log file can still be manipulatec during the time between transfers.
A log file might be manipulated indirectly, for example, by programming one or more computers to continually request a 20 Web page, thereby generating a large number of hits on that Web page. While the log file would contain transactions corresponding to actual file requests associated w th the Web page, these requests would be artificial requests that would almost certainly not result in a display o~ the Web page, and 25 certainly not -n the observation of the Web page. Moreover, checking the contents of the log file for an unusually high number of requests from a particular ~P address (i.e., client computer) may not enable such manipulation to be detected, since a large number of requests may legitimately come from a 30 client computer that serves many users (for example, the proprietary network America OnlineTM has a handful of computers that are used by many users of that network to make connection to the Internet and World Wide Web'l.

W098110349 PCT~S97/15353 It may be possible to identify the real origin of requests for content using "cookies.ll A cookie enables assignment of a unique identifier to each computer from which requests really emanate by transferring the identifier to t-hat computer with 5 content transferred to that computer. Future requests for content carry t~is identifier with them. The identifier can be used, in particular, to aid in iden~ification of indirect log file manipulation, as described above, and, more generally, to enable more robust log file analysis.
Notwithstanding such enhancement, cookies do not overcome a fundamental problem with the use and analy,is of log files to ascertain information regarding the display of content provided over the World Wide Web. That is, as highlighted by the overcounting problem associated with the above-described 15 artifice and the undercounting proble~ associated with caching of content at the content display site, log files only store information about file requests. A lo~ ~ile does not even indicate whether the requested file was actu~lly transferred to the requesting client computer (though, typically, such file 20 transfer would occur~. Nor does a log file include any information about how the file was used once transferred to the requesting client computer. In particular, log files do not provide any information regarding whether the content represented by the requested file is actually displayed by the 25 client computer at the content display site, much less information from which conclusions can be deduced regarding whether - and if so, how - the content was observed by an observer. These limitations assoclated with the content of a log file cannot be overcome by a monitorinq approach based on 30 log file analysis. Moreover, log file analysis is calculation intensive, requiring hours in some instances to extract the desired information from the log file.
Another method of monitorin~ the clisplay of content WO 98110349 rCT/US971153S3 disseminated ov-r the World Wide Web uses an approach similar to that of the Nielsen ratlngs system used in monitoring television viewing. In this method, monit:oring software is added to the browser implemented on the client computers of a 5 selected number of defined observers (e.g., families) to enable acquisition of data regarding advertising exposure on those computers. This information is then used to pro~ect patterns over the general population.
However, this approach also has several disadvantages.
10 First, only a limited amount of data is collected, i.e., data is only obtained regarding a small number of information consumers. As with a~y polling metho~, there i~ no guarantee that the data acquired can be extrapolated to the general population, even if the ob9ervers selected for monitoring are 15 chosen carefully and accordin~ to accepted sampling practices.
Second, as the size of the World Wide Web (or other computer network for which this method is used) grows, i.e., as the number of content provider sites increases, the number of monitored observers necessary to ensure accurate representation 20 of the usage of all content provider sites must increase, since otherwise there may be few or no observer interactions with some content provider sites upon which to base projections. It may not be possible to find an adequate nurnber of appropriate observers to participate in the monitoring process, 25 particularly given concerns with the atten~ant intrusion into the privacy of the selected observers. Third, installation of the monitoring software on a client- computer to be compatible with a browser presents a number of problems. Such installation requires active participation by observers; since 30 observers typically do not reap benefit from operation of the monitoring soft:ware, they may be reluctant to expend the effort to effect installation. The monitor:ing software must continually be revised to be compatible with new browsers and WO98/10349 PCT~S97/153S3 new versions of sld browsers. To enable mon:Ltoring of a large number of client computers, the software must be tested for compatibility with a wide variety of computing environments.
And, as currently implemented, such monitoring software is also 5 dependent upon t~e computing platform used, making it necessary to revise the monitoring software for use with new computing platforms or risk skewing the demographics of the sample users.
In additior to desiring information reg,~rding the display and observation of the content that they provide, content lO providers also ~ften desire to provide content to a content display site that is particularly tailored for observation (e.g., accordin~ to various demograF)hic characteristics of an expected observer) at t:hat content display site. For example, text content should be expressed in a language that the 15 observer can un~erstand. If appropr~ate for the content, it is desirable to tailor the content according tc" for example, the age, sex or occupation of the observer.
Such tailoring of content has previously been enabled by modifying the ht:tp daemon on a computer at t~.e content provider 20 site to cause a particular version of a set of content to be transferred to a requesting content display site based upon the IP address of that content d_splay site. While such tailoring of content is useful, it is desirable to be able to tailor the presentation of content in additional ways not 25 enabled by this approach.
Content providers also often desire to provide their content with the content of other content providers. ~or example, it is a common practice for content providers ~referred to here as "primary content providers") on the World 30 Wide Web to include advertisements from other entities (referred to here as "secondary content providers") as part of the content provider's Web page. In such situations, it is desirable for the secondary content pro~ider to be able to WO98/10349 PCT~S97/lS353 easily update ancl/or appropriately tailor (e.g., according to characteristics of the re~uester) the content that they supply to the primary content provider. This could be accomplished by causing the primary content provider site to contact the 5 secondary content provider site - each time that the primary content provider receives a request for content that includes the secondary content - to retrieve the secondary content (thus ensuring that updated, appropriately tailored secondary content is used) or check whether updated or tailored secondary content 10 is available (if so, the content is retrieved). (This method could also be modified so that content retrieval or a check for updated and/or tailored content is only performed according to a predetermined schedule.~ However, both the primary content provider and the secondary content provider m~y not want their 15 systems burdened with the extra computational,-apacity required to handle the multitude of requests that would be needed to effect this operation. Alternatively, the primary content provider could collect and store the updat:ed and tailored content from the secondary content provider,, at the primary 20 content provider site. However, the burden associated with collecting and managing the content from secondary content providers may be more than the primary content provider wants to shoulder.
One way that this functionality can ~e achieved without 25 creating an undesirable burden on the prim~ry or secondary content providing systems is by providing a secondary content storage site that can continually store the most recent content provided by a sec~ndary content provider, as well as different sets of content tailored for particular situations (e.g., 30 display by part:~cular observers or at pa-rticular times).
FIGS. 2A through 2D are simplified diagra~ns of a network illustrating the operation of such G system. In FIG. 2A, a content display site 202 makes a request over the network WO98/10349 PCT~S97115353 communication line 203 to the pri.mary content provider site 201 for content that includes the secondary content. In FIG. 2B, the primary content provider site 201 transfers the file or files stored at the primary content F~rovider site 201 that are 5 necessary to generate a display of the primary content. These files include ap:propriate reference t.o a file or files stored at a secondary content storage site ~04 that includes the most updated and/or appropriately tailored secondary content for display with the primary content. As shown in FIG. 2C, this lO reference causes the content display site 202 to request the secondary contens from the secondary content storage site 204.
In FIG. 2D, the secondary content is transferred from the secondary conter.t storage site 204 to the content display site 202 for display at the content display site 202.
However, wh le this system can relieve t~1e primary content provider of the burden of managing the acqu~s~tion, storage and provision of secondary content ~a burden that can become rather onerous when many secondary cont:ent providers are providing content to the primary content pro~ider~, the system has a 20 characteristic t.nat can make it undesirable for many content providers. The secondary content storage sitt~ not only manages the secondary content, it also provides the secondary content when requests for primary content are made to the primary content provider. Moreover, the seconclary content is 25 frequently content, such as graphics files used to generate visual images (which frequently dominate advertisements), that has a high bandwidth requirement for transmission over the network. By taking control of the transm:ission of secondary content to the content display site, the secondary content 30 storage site i5 also frequently taking control of the most bandwidth sensltive parts of tne content provided ~y the primary content providers. The operator of the secondary content storage ~ite may not provide a system that addresses the bandwidth re(~uirements to the satisfactlon of the primary content provider, so that the presentation of the combined primary and secondary content occurs more slowly than desired by the primary content provider. Thus, this approach causes 5 the primary content provider to lo~e contr~l of a critical aspect of their operation.

SIJMMARY OF THE INVENTION
The invention can enable monltoring of the display of content by a computer system. Moreover, the invention can lO enable monitorinc~ of the content display to produce monitoring information from which conclusions may ~e deduced regarding the observation of the content display by an observer. The invention can aLso enable monitoring of the display at a content display site of content that is provided by a content 15 provider site over a network tc the content display site.
Additionally, the invention can enable the expeditious provision of updated and/or tailored content over a network from a content provider site to a content display site so that the content provider's current anG appropriately tailored 20 content is always displayed at the content display site.
Aspects of -he invention related to transfer of content over a network are generally applicab_e to an} type of network.
However, it is contemplated that the invention can be particularly useful with a computer network, including private 25 computer networks (e.g., America OnlineTM~ and public computer networks ~e.g., _he Internet). In particulclr, the invention can be advantageously used with computer networks or portions of computer networks over which videc and/or audio content are transferred from one network site to another network site for 30 observation, such as the World W~de Web portion of the Internet. Addit onally, the invention i5 particularly useful in monitoring the display of content obtained over such a WO98110349 PCT~S97/15353 network using an interactive browser to acqLire and view the content in real time.
In one aspecs of the invention, t:he display of content by a computer system can be monitored by monitoring the position 5 of the content display on a display screen of the computer system and evaluating the position of the content display on the display screen to produce monitoring information regarding display of the content. Monito-ing of content display according to this aspect of the invention can be further lO enabled by monito~ing the position of one or more other images on the display screen and comparing the position of the content display to the position of the other images to produce the monitoring infor~ation. In particu~ar, this aspect of the invention can enable a determination as to whe~-her (and for how 15 long) the content display is hidden by one of the other images, and, further, whether the contenc display is fully hidden or partially hidden ~and for how long the content diisplay is fully and partially hidden, respectively). This information can be useful to, for example, indicate the amount cf time that the 20 content display was visible to an observer for observation, or to aid the content provider in determining ~n which regions of a display screen his-content is most likely ~o be unobstructed.
This aspect of the invention can also enable deter~ination of the number of times that an on-screerl pointer (e.g., a mouse 25 arrow or a cursor) entered an area defined by the content display. This irLformation may be usefu in determining how attentive the observer was to the content, since an observer frequently watche, the pos~tion ol- the on-screen pointer when viewing the displ.ly screen.
In another aspect of the invention, the display of content by a computer system can be monitored by monitoring the change in time of a characteristic of the content display and evaluating the change in time of th~ characteristic of the .

content display to produce monitoring information regarding display of the content. Monitoring of content display according to this aspect of the inventlon can be further enabled by monitcring the change in time of a characteristic of 5 the computer system and comparing the change in time of the characteristic o~ the content display to the change in time of the characteristic of the computer system to produce the monitoring information. This aspect ~f the invention can also enable, as discussed above, determination as to whether (and lO for how long) the content display is fully or partially hidden by another displayed image, as well as the number of times that an on-screen pointer entered an area defined by the content display.
In still an-~ther aspect of the inventicn, in a computer 15 system in which the content is disp~ayed iIl response to an instruction that is provided from a source external to the computer system and the system for monitoring te.g., an instruction prov ded by a user of the computer system), the beginning and end of a display of the content can be 20 ascertained so th~t monitoring of the display of content by the computer system can begin at the beginning of the content display and end at the end of the conten_ display. The monitoring can occur in accordance with other aspects of the invention descriked herein. The monltoring can also determine 25 the duration of the display of the content. Since the occurrence of monitori11g according to this aspect of the invention is ccircident with the display of the content to be monitored, the monitoring expends processing capability of the computer system only when necessar~y, while simultaneously 30 assuring that mor.itoring occurs at all times that the content is displayed.
In yet anot~Aer aspect of the inventloIl, where content is provided by a content provider site over a net~ork to a content WO 98/10349 PCI'/US97/15353 display site for display at the content display site, a mechanism for mcnitorins the displa~ of the content can be transferred from the content provi(ier site to the content display site in response to (e.g., togethe~ with) the transfer 5 of content from the content provider site. The monitoring can occur in accordance with other aspects cf the invention described herein Monitoring infor~ation o~)tained regarding the display of the content at the content display site can be transferred to a remote site that is ~art of rhe network. The 10 remote site can, but need not necessariiy be, the content provider site from which the content: was transferred to the content display site. Where the remote site is such content provider site, the monitoring informat:ion c~n ~hen, in turn, be transferred from the content provider site to a second remote 15 site. Further, where the remote site is su-h content provider site, the monitoring information can be transferred from the content display site t:o the content provider site via a communication means that is differen~ from the communication means used to transfer the content from the content provider 20 site to the content display site, a feature that can be useful, for example, when the network is th- World Wide Web. This aspect of the i~vention provides a heretoEore unavailable monitoring capability for obtainin~ information about how content is displayed on a network such as th~ World Wide Web.
25 In particular, it has not previously been possible to monitor content transferred from a content provider site on the World Wide Web once the content has been t:ransferred to a content display site.
In a still further aspect of the inventlon, in a network 30 which operates according to a protocol that enables new content to be transferred to a content display slte in response to selection of a portion of the content (urrentlv being displayed at the content display site, a mechanis~ fo~ monitoring the WO98/10349 PCT~S97/15353 display of content can be transferred from a content provider site to a content display site so that tne mechanism for monitoring operates at the content provider site. The monitoring can occur in accordance with other aspects of the 5 invention described herein. Monitoring information obtained regarding the di3play of the content at the content display site can be transferred to a remote site that is part of the network. This aspect of the invention is particularly advantageous wher. at least some of thl~ contenc being monitored lO comprises a graphical display. As discussed above with respect to the immediately preceding aspect of the invention, this aspect of the invention provides a heretofore unavailable monitoring capability for obtaining information about how content is displayed when retrieved over a network in an 15 interactive brow~ing environment, such as occurs on the World Wide Web.
In yet a further aspect of the invention, the display of content that is provided by a content pr~vider site over a network to the c~ntent display site is mcnitored to produce 20 monitoring information, then the mc,nitorinq information is transferred to a remote site of the computer networ~ that is different from the content provider site. According to this aspect, the monit~ring information can first be transferred to the content providing site before eventual transfer to the 25 remote site, so long as the monitoring information cannot be stored at the content provider site, or accessed or manipulated at the content ~rovider site before transfer to the remote site. Access to -he monitoring information a_ the remote site can be allowed to enable interaction with, but not modification 30 of, the monitoring information. This aspect of the invention provides a syste~ configuration that can overcome the problem of possible tampering with the substance of the monitoring information by t~e content provider Further, this aspect of WO98/10349 PCT~S97/153~3 the invention can be implemented SG that the content and the monitoring instructions are stored at the remote site and transferred to the content display site wher. requested by an observer at the content display s-te, thus relieving the 5 content provider of storing and managing the content and monitoring instructions at the content provider site and thereby simplifying use of the invention for the content provider.
In another aspect of the inventlon, curren~ and/or lO tailored content ~an be provided to a content display site from a content provider site. The content can inc:lude both primary content (from the content provider si~e) and secondary content (provided by third parties). The primary and secondary content can be provided fro~ a secondary cont.ent provider site to an 15 application manager site. When the applica~ion manager site receives new content (in particular, updated and/or tailored content) from any content provider site, that content is transferred to content provider site, that use that content.
Updated and/or tailored content is therefore availa~le fcr 20 transfer to a content display site immediatel~ upon receipt of a request for the content from the content display site. This aspect of the invention relieves the primary content provider of the need to manage the storage of content, while reserving control over the provision of that content to the primary 25 content provider there~y enabling the con~:.ent provider to ensure that the ~andwidth requirement of the content provided from the content provider site are met BRIEF DESCRIPTIO~ OF THE DRAWINGS
FIGS. lA and lB are simplifiecl diagrams of a network 30 illustrating ope~-ation of a previous system for monitoring requests for content over the World Wlde We~.

WO 98/1034g PCTIUS9711~3~3 FIGS. 2A, 2B, 2C and 23 are simplified diagrams of a network illustrating operation of a previous system for enabling retrieval of updated and~or t:ailored secondary content for use in primary content provided over the network.
FIGS. 3A, 313 and 3C are simplified diagrams of a network illustrating ope~-ation of one embodiment Gf the invention.
FIGS. 4A, 4B and 4C are simplified views of a display screen includin~ a content display ancl other images, illustrating an unobstructed, fully hidden, and partially l0 hidden content d:-splay, respectively.
FIG. 4D is a simplified view of a display screen including a content display and other images illustrating a content display that is only partially hidden, but that would be determined to b~ fully hidden according to a method of the 15 invention. FIG. 4E iS a simplified view of the display screen shown in FIG. 4D, illustrating how another method of the invention can ccrrectly determine tne content disp'ay to be partially hiLdden FIG. 4F is a simplified view of a dispîa~rscreen including 20 a content displa~ and other images, i]lustrat:.ng a display that is partially hidden, but that may be determined to be unobstructed according to a method o~ the invention.
FIGS . 5A, 513 and 5C are simplified diagrams of a network illustrating operation of another embodiment of the invention.
FIGS. 6A, ~;B, 6C and 6D are simplified diagrams of a network illustrating operation of still another embodiment of the invention.

DETAILED DESCRIPTION O~ THE INVENTION
The invention includes several aspects related to the 30 display of content to an observer. For example, the invention can enable monitoring of the display of content by a computer system. In particular, the invention can enable monitoring of WO 98110349 PCTJUS97/153~i3 the displayed content in a manner that provides monitoring information from whlch aspects of the user's observation of the content can be gleaned. The invention can also enable monitoring of t~e display and - using the aforementioned S capability - the observation at a ~ontent display site of content that is ?rovlded by a content provider site over a network to the content display sire. Aclditionally, the invention can enable the expeditious provision of updated and/or tailored content over a networ~-~ from a content provider 10 site to a content display site so that the content provider's current and appropriately tailore~ content is always displayed at the content display site.
Herein, "content" refers generally to any sensory images (or data used tG produce those sensor~ images) displayed by a 15 device with which the invention is used. "Observation" refers to the perception of content ~y an observer. Typically, the content will be vLsual or aural images. produced by the device;
observation of such content thus (-onsists of viewing or listening, as appropriate, to the produced images.
Certain aspects of the invention relate to the monitoring of content obtai~ed from, or provlsion of content over, a network. "Content provider site" reiers to ~ device that is part of the network and that can provide content to another device that is part of the network~ "Content display site"
25 refers to a device that is part of the network and that can receive and displciy content from another device that is part of the network. I. is contemplated th~t the .nvention can be particularly useful with a computer network that operates in this way. "Computer network" includes any collection of 30 interconnected computer systems. "Computer system~ refers to a device or collection of devices which depend upon a computational de~ice (e.g., a genera:l or special purpose processor) for at least some aspects of their operation. In WO98/10349 PCT~S9711~353 particular, as used herein, a "computer system" can include any type of displa~ device, including a conventional computer display monitor, a television, or one or more audio speakers.
FIGS. 3A, 3B and 3C are simplified diagrams of a network 5 illustrating operation of one aspect of the invention. A
content display site 302 (which can be embodied by a conventional c~ient computer) is linked via a network communication line (or lines) 303 to a content provider site 301 (which can be embodied by a conventional server 10 computer). (Typically, the network links multiple content display sites with multiple content provider sites; a single content display site 302 and a single content- provider site 301 are shown in FIG';. 3A, :3B and 3C for slmplicil-y. Additionally, it is to be un~erstood that each site on the network can 15 function as both a content display s-te and a content provider site.) As shown in FIG. 3A, the client computer at the content display site 302 requests content from the server computer at the content pro~ider site 301 over the network communication line 303. As shown in FIG. 3B, the server computer at the 20 content provide~ site 301 pro~ide~ conte~t to the clien.
computer at the content display site 3C2 over the network communication l:.ne 303. According to this aspect of the invention, in response to the request for content from the content provider site 301, a set oi mon-toring instructions 25 (which can be embodied, for example, in a computer program) are also transferred to the content d:isplay site -302. The transfer of the monitoring instructions can occur before, with or after the transfer of the content. As l~xplained in more detail below, the monitoring instructions cause the client computer at 30 the content display site 302 to monitor the display of the content to produce monitoring information regarding the manner in which the content is displayed. As shown in FI~. 3C, the monitoring information is transferrecl from t~-e content display WO98/10349 PCT~S97115353 site 302 to the content provider si.te 301 over the network communication l,ne 303. (The monitoring ~Information could, alternatively or additionally, be transferred to another site that is part of the network.) ~eview of the monitoring 5 information produced by the monitoring instructions can enable conclusions regarding the user's observation of the content to be deduced, as explained in more detail belcw. (It should be noted that, more generally, monitoring lnstructions according to the invention can be used to monitor the cLisplay of content lO on a computer system whether or not the comput-er system is part of a network and receives content and monitcring instructions over the network.) The invent~on can be used wit:h bGth public computer networks (e.g., the Internet) and private ~omputer networks 15 (e.g., commercial online services such as America OnlineTM, ProdigyTM and ~ompuServeTM, as weLl as intranets). In particular, the invention can be advantageously used with computer networks or portions of computer networks over which video and/or auclio content are tra~sferred from one network 20 site to anothe~ network site for display. Further, the invention can aavantageously be used with a network rn which the network site, can be accessed iJl real time with a browser.
("Browser" can refer to a computer program which can interpret hypertext files and display the content corresponding to those 25 files, as well as enable transfer from one ~ypertext file to another via a hyperlink within the hypertext file being transferred from.) The World Wide Web portion of the Internet is a well-known current example of such a n~twork with which the invention can be used. ~elcw, some aspects of the 30 invention are described, for purpc,ses cf illustration, as implemented in a manner that is compatible wi.th the World Wide Web, i.e., in a-cordance with the hypertext: markup language (html) and the hypertext transfer p~-otoccl ~http). However, WO 98110349 PCTIUS97/1~;353 -- ~) 2 none of the aspects of the invention are limited to such implementation.
When the invention is used with a computer network or to monitor display of content by a computer system, aspects of the 5 invention can be implemented as one or more computer programs that can be executed by a computer to achieve the functionality of that aspect. Generally, such computer programs can be implemented using any appropriate computer programming language. However, when an aspect of the invention is used 10 with a computer network that includes computers of many different type~ (such as the l:nternet" the computer programming language is preferably one tha~ can be executed by any type of computer (i.e., the comp~ter programming language is platform independent). The Ja~a programming language, 15 developed by Cun Microsystems, ]:nc. of Mountain View, California, is one such computer prog-ramming language. Below, some aspects of the invention are described, for purposes of illustration, as implemented in the Java programming language.
Again, however, none of the aspects of t:he invention are 20 limited to such implementation.
In one embodiment of the invention, the monitoring instructions are transferred to the content display site 302 together with t~e content. In a particula.- embodiment, the monitoring instructions are part of a computer program that 25 also includes instructions for clisplaying the content.
Illustratively, such a computer plogram can be an applet written in the Java programming language. As will be appreciated by those skilled in the use of html, Example 1 below illustrates a set of instructions in accordance with the 30 html syntax that can be used to cause execution of an applet that both displays content and monitor~ the display.

WO98110349 PCT~S97115353 ExamPle 1 ~applet code="AdInsert.class" width=230'height=33, ~param name="ima~e" value="images/southwest.gif~>
~param name="href" value="http:/~www.swa.com/~, ~/applet>

The instructions shown in Example l are executed by a conventional brcwser implemented on a comp~.ter at a content display site when an observer at t:he c~ontent ciisplay site makes a request for (e.g., selects a hyperlink) the content represented by the file "southwest.gif.~ The request is received by an http daemon at the appropriate content provider site. The instructions identify the locatlon ("image") at the content provide~~ site of an applet (a cmall application program) called "AdInsert" that includes further instructions which, when executed, perform a monitoring method according to the invention, as well as cause the content to be displayed.
(The steps that can be implemented n such a monitoring method are discussed fu~ther below.) Upon receipt of the request by the http daemon at the content provider site, the AdInsert applet is transferred to the request:ing content display site and begins execlting. The instructions in Example l also establish the si7e of the area (widt~ and height) in which the content is displayed on a computer display screen, as well as indicate a netwcrk site ~"href") to which connection can be made by selecting a hyperlink withirL the content. Thus, illustratively, Ln accordance with the invention, content from a content provider site that can be accessed by a browser (such as a network site that is part of the World Wide Web) can be transferred to and displayed at a content display site by transferring an applet to the content display site that can be executed by the ~rowser to both display the content and cause aspects of the d~splay of the content to be monitored. (Note that the content being monitored can comprise all of the WO98110349 PCT~S97/153S3 - ~.4 -content being displayed, or only a part c~f the content being displayed, e.g., an advertisement present ir. a Web page.) Tn contrast previously, only content ha, been transferred to content display sites, using an html syntax as shown in 5 Example 2 below for the content th~t is displayed by the html syntax shown in ~xample 1 above.

Example 2 ~a href="http://www.swa.com/">
<img border=0 src="/images/southwest.gif" height=33 width=230 10 ~/a~

Thus, previously, it has not been po.,sible t-o monitor content transferred from a content provider site on the World Wide Web once the content has been transferred to the content display site. As can be appreciated, then, thi, aspect of the 15 invention provides a powerful tool, ]lOt previously available, for obtaining information about how content is displayed on a computer network such as the World Wide Web.
Implementat:Lon of a monitoring method as described immediately above means that the operation of the monitoring 20 method is coincident with the display of the content to be monitored. Since the monitoring method does not operate when the content is not being displayed, the monitoring method expends processing capability of the computer system at the content display ,ite only when necessary. ~t the same time, 25 operation of the monitoring method at all times when the content is displc~yed is assured.
Further, since the monitoring method can be implemented as part of a broader method according to the invention that also causes the content to be displayed, the problems previously 30 noted with monitoring the display of content that is cached at the content display site are overcome This is because, unlike the previous use of log files - which require that a request be WO98/10349 PCT~S97/15353 made to a content provider site in crder that any information be recorded - a monitoring method a~cording to the invention can record monit~ring information any time that the content is displayed, without regard to the manner in which the display is requested. In particular, the invention can enable the number of times that a particular set of content is displayed to be precisely counted. This is a huge improvement over previous methods as described above, which not only do not count the number of times that the content :is displayed (they count requests), but may not even count the number of requests accurately.
The instru~tions that implement a monitoring method according to the invention can be used to obtain a large variety of monit~ring information. F'or example, the contents of conventional Log files (discussed above can be ascertained by a monitoring ~ethod of the invent lOIl . An important aspect of the invention, however, is tha monitoring information beyond that available in a conventional log file can also be obtained by a monitoring method according t: O the invention.
Instructions for obtaining several t.ypes of such monitoring information are described below. However, it is to be understood that the descriptions below are merely illustrative of the types ol monitoring information that can be obtained, the obtaining of other types of monitoring ~nformation is also contemplated by _he invention.
For exampl-, a monitoring ml~thod a_cording to the invention can decect each time that ~he cont~nt is displayed.
In fact, in one embodiment of a monitoring method according to the invention, the monitoring methoc does no more than this.
A monitoring method that detects the (lisplay of the content can be implemented by an applet as describ~d above. The "monitoring inst.uctions" of such ar~ applet may ~e no more than an instruction that causes an indication that the applet has WO98/10349 PCT~S97/15353 executed to be stored or transferred to an appropriate network site (discussed further below). A monitoring method that can ascertain whether the content was displayed or not can be a very useful monitoring method that provides important basic 5 information not previously available in an interactive browsing environment for acquiring and viewing content. In particular, undercounting (due to, for example, caching of content at the content display site~ and overcounting (due to, for example, submission of artificial requests for content that do not 10 result in the d~splay of content:~ of the number of times that the content is displayed are avoided.
A monitorirLg method according to the Lnvention can also determine the dLration of the content disp.ay. For example, the duration of the content display can be determined as the 15 amount of time that the computer program for disp~aying the content executecl, as indicated by time stamps - ascertainable, for example, using a method that exists as part of the Java language - asso-iated with a predefined bec~inning and end of execution of the program.
In one embodiment of the invention, a monitoring method monitors the pocition of the content on a display screen while the content is being displayed. The position is evaluated to produce monitoring information regarding the display of the content. Such evaluation can be accomplished, for example, by 25 further obtainirg information regarding the position of one or more other images on the display screen, and comparing the position of the content to the position cf the one or more other images.
For example, in accordance with the above embodiment, the 30 monitoring method can determine whether the content is not visible on the display screen, either because the content is occluded by the one or more other images, or because the content has been "scrolled" off of the display screen WO 98/10349 PCT/US97/153~3 (hereafter, these two situations will be referred to together ~y saying that the content is "hidden"j. Further, the monitoring met~od can determine whether the content is partially hidden, i.e., either partially occluded by the one or 5 more other images, or partially scrolled off of the display screen. Moreover, the duration of time of each period during which the content is fully or E)artially hidden can be determined as sllch periods occur. The duration of time of unobstructed displays of the content can be determined as times 10 when the view of the content is not either fully or partially hidden. Each of the durations can be reported directly and/or the total durati~n that the content is fully hidden, partially hidden, fully or partially hidden and/or unobstructed, respectively, can be reported.
Information regarding whether or not the displayed content is hidden can be useful for a variety of reasons. For example, such information indicates the amount o~- time that the displayed content was visible t:o the observer for observation.
Additionally, t~lis information can be used by the content 20 provider to determine in which regions of a cLisplay screen his content is most likely to be unobstructed.
Whether the displayed content is hidden can be determined in any manner that is possible using the tools (e.g., supported programming language, operating system characteristics) 25 associated with the computer network with which the invention is being used. One way of determining whether the displayed content is hidden using the above-described applet is to periodically declare that the content display (or a portion thereof) is invalid, i.e., the operating system is asked to 30 redraw the content display, if necessary If the operating system then makes a request to the applet to redraw the content display, then the content display is not hidden. However, if the operating system does not make a request to the applet to CA 02246746 l998-08-l8 WO98110349 PCT~S971153S3 redraw the content display, then the content display is hidden.
The most complete informatic,n regarding whether the content display is hidden can be obtained by invalidating each discrete elemer.t of t:he content cisplay (e.g., pixel) and 5 determining whether the discrete element .is hidden, in the manner described above. However, such an approach is computationally expensive and i.s generally not necessary to obtain useful and suff.iciently accurate information regarding whether the cont.ent display is hidden. Preferably, then, only 10 a portion of the content display, strategically selected, is evaluated in th:~s manner.
For example, in one embodiment of the invention, each of the corners of the content displ.ay are invalidated and monitored for redrawing as described above. If all of the 15 corners are redrawn, then the content. display is determined to be unobstructed. If none of the corners are redrawn, then the content display is determined to be full.y hi~den. If a' least one, but not all, of the corners are redrawn, then the display is determined to be partially hidden.
FIGS. 4A, 4B and 4C are simplified v.Lews of a display screen 400 including a content display 401 and other images 402, 403 and 404, illustrating an unobstructed, fully hidden, and partlally h.idden content display, respectively. In FIG. 4A, none of the corners 401a, 401b, 401c or 401d are 25 covered by one ~f the other i.mages 402, 4C:3 and 404. Thus, after the corners 401a, 401b, 401c and 4CIld are invalidated, each is redrawn, and the content display 401 is (correctly, in this case) determined to be unobstructed. In FIG. 4B, each of the corners 40~a, 401b, 401c and 401d is covered by the 30 image 402. Thus, none of the corners 401a, 401b, 401c and 401d are redrawn after being invaliclated, and the content display 401 is (again, correctlyj determined to be fully hidden. In ~IG. 4C, the corners 401c and 401d are covered by W098tlO349 PCT~S97tl5353 the image 402, but the corners 401a and 401b are not. Thus, only the corners 401a and 401b are redrawn after invalidation of the corners 401a, 401b, 401c and 401d, and the content display 401 is (once again, correctly) determined to be 5 partially hidden.
The above approach may not be accurate in all cases.
FIG. 4D is a simplif.ied view of the display screen 400 including the content display 400 and other images 402, 403 and 404, illustrating a partially hidden content display 401 10 that would be determined to be fully hidden according to the method of the inventlon detailed above. In FIG. 4D, the image 402 covers the corners 401c and 401c, the image 403 covers the corner 401a, and th- image 404 covers the corner 401b. Thus, since none of the four 15 corners 401a, 401b, 401c and 401d is redrawn after being invalidated, the content display 401 is determined to be fully hidden; however, as can be seen in FI~. 4~), this is not the case.
This problem can be alleviated by evaluating other 20 discrete elements of lhe content display in addition to the corners. For e~ample, discrete elements at the center of the upper and lower edges, and/or the right and left edges of the content display could be evaluated in addition to the corner pixels. FIG. 4E'is a simplified view of the display screen 400 25 as shown in FIC;. 4D, illustrating how another method of the invention can correctly determine the content display 401 to be partially hidden. In FIG. 4E, the upper edge center 401e and the lower edge center 401f of the ccntent dlsplay 401 are also evaluated. Th~ lower edge center 401f ~s covered by the 30 image 402, while the upper edge center 401e is not. Thus, after invalidation of the corners 401a, 40Lb, 401c and 401d, and the centers 401e and 401f, the upper edge center 401e is redrawn, and the content display 401 is (correctly) determined CA 02246746 l998-08-l8 WO98/10349 PCT~S97/15353 - 3(~ -to be partially hidden.
FIG. 4F is a simplified view of the display screen 400, including the content display 4~1 and oth~r images 402, 403 and 404, illustrating a partially hidden content display 401 5 that may be determined to be unobstructed according to a method of the invention. In FIG. 4F, none of the corners 401a, 401b, 401c and 401d, or the centers 401e and 401f are covered by the images 402, 40- and 404. Thus, after invalidation of the corners 401a, 401b, 401c and 401d, and the centers 401e 10 and 401f, each is redrawn, and the content display 401 is determined to ke unobstructed. Hcwever, cls can be seen in FIG. 4F, this is not the case, since the image 403 is positioned in the middle of the content display 401.
As illustrcted in FIGS 4D through 4F, while the evaluation 15 of additional d~screte element:s of a conter._ display does not eliminate the possibility of an inaccurate determination regarding wheth~r the content display is hidclen, it does reduce the likelihood of such occurrence. Generally, any number and configuration o~ discrete elements cf a content display can be 20 evaluated to reduce the possihility of an incorrect determination regarding whether the content display is hidden, so long as the Lssociated computational cost does not become unacceptably hi~h. Further, the above-described method for determining whether a content display is hidclen is only one way 25 in which such determination can be m,ade.
As part of determining whether the cortent display is hidden, a time stamp is recorded each time tnere is a change in the "hidden state" of the content display From these time stamps, the duration of each period of time that the content 30 display is unob~tructed, partially hidden and fully hidden can be determined. From the duration of each period, total durations of time that the content display- is unobstructed, partially hidden and fully hidden can also be determined.

It may also be po~sib~e, by appropriately configuring ~he discrete elements of the content display that are evaluated, to determine (thouc~h, typically, approximately), when the content display is partially hidden, the amount of the content display 5 that is visible. It can be possible, too, when the content display is partially hidden, to give a qualitative description of the portion of the content display that is hidden (or visible), e.g., upper right corner, lower left corner.
When the monitoring method operates on a computer system 10 having an event-driven operating environmerlt, the monitoring method can mon-Ltor events as transmitted by the operating system to ascertain information regarding the content display.
When the monitoring method is implemented as an applet that also displays the content, such monitoring can occur naturally, 15 since only events concerning the content display are transmitted to the monitoring method. For example, the applet can use a pre-existing Java methoc (e.g., the method named HandleEvent in a current version of Java) to monitor events as transmitted by the operating system. Such event monitoring can 20 be used to, for example, determine the number of times that an on-screen pointer ~e.g , a mouse arrow or a cursor) entered an area defined by the content display. (The defined area can be related to the content display in any manner and can be, for example, the area in which the content is dic;played, or an area 25 somewhat smaller or :Larger than the area of the content display.) Th~ operating system of the computer system displaying the content display typically monitors the position of the on-screen pointer and can identify i.n which region on the display screen the pointer is located. Thus, an applet 30 configured to display content, as described above, can discern whether the pointer is located within the content display by monitoring an event that indicates ~hat the pointer has entered the area defined by the content display. l'he monitoring method WO 98/10349 PCT/US9711~;3~;3 of the invention can use thls information provided by the operating sys~e~ to count the number of times that the on-screen pointer enters the area defined by the content display.
The monitoring method can also determine when the on-screen 5 pointer leaves the defined area after each entry, by monitoring another event that indicates that the pointer has exited the area defined by the content display. The time stamps associated with the entry into and exit from the defined area can be used to calculate the duration of tim~- that the pointer 10 was in the defined area for each entry into the defined area, as well as the total duration of time thal the pointer was within the deflned area. The mor.itoring method can also determine when the on-screen pointer is moving within the defined area, again by monitoring an event that indicates such 15 pointer movement. The above-described information regarding the on-screen pointer position and movemer.~ relative to the content display may be useful in determining how attentive the observer was tc the content, since an observer frequently watches the position of the on--screeIl pointe:- when viewing the 20 display screen.
In another embodiment of the nvent ion, the monitoring method monitors the change in time cf a characteristic of the content display. The change in time of this characteristic is evaluated to produce monitoring information. The evaluation 25 can be accompli,hed, for example, by further monitoring the change in time of a characteristic of. the computer system used to display the content, and comparing the change in time of the characteristic of the content display to the change in time of the characteristic of the computer system. Either of the two 30 examples given irnmediately above (hiding of the content display and entry of a Fointer into a defined area) are also examples of a monitoring method in accordance with this embodiment of the invention.

WO 98/10349 rCT/US97~153~;3 A monitoring method according to the invention can obtain a variety of ot.her information, as well. For example, the monitoring method can obtain a time stamp (date and time of day) that indicates when the display of the content began.
5 When the monitoring met:hod is implemented by an applet written in Java, the time stamp can be obtained using a method that exists as part of the Java language Identifying information regarding the computer on which the content is displayed can also be obtained. The Internet 10 Protocol (IP) address from which the request for the content was made, as well as an identification of the machine to which the content was transferred can be obtained. ~There may not be a one-to-one correspondence between these two if, for example, the latter is cl client computer of a syst:em for which the 15 former is a ser~rer computer.) Again, both the IP address and machine name car. be obtained using a pre-exi;,ting Java method.
A monitoring method according t.o the invention can also determine if the user of the computer at the content display site selected (e.g., clicked wit~. a mouse or pressed an 20 appropriate keyboard key) a hyperlink within the area of the content display to end display of the curren- content display.
Similar to the monitoring of the pointer location described above, an applet that implements a monitoring method of the invention can include a standard Java method (e.g., 25 HandleEvent~ that accepts events transmittec1 by the operating system. One of the events is the selection of a hyperlink.
When such an ev-nt is reported, the monitoring method can so note.
As previously ind:icated, the a~)ove-descr1bed examples of 30 monitoring information are mereîy illustrative of the types of monitoring information that can be obtainel~ by a monitoring method according to the invention. Generally, a monitoring me~hod accordinc~ to the invention can make use of any method WOg8/10349 PCT~S97/15353 available in the computing environment, t' . g., an operating system method, or a method that is part of a software framework, or t:hat can be written in a computer programming language that can be used in the computing environment. For 5 example, when t~le monitoring method is implemented by an applet written in Java any existing Java method can be used to obtain information re:evant to the display of t~he content to be monitored, either by using the method to change the state of the computer (e.g., the state of the display) on which the lO content is bein~ displayed and monitoring the response of the computer (e.g. the method for monitoring whether content display is h dden, discussed above) or by retrieving information abo~t the state of the computer ~e.g., the method for monitoring entry of the pointer into the content display, 15 discussed above). In particular, the monitoring of events as discussed above can be useful in discerning information about the content dis~lay.
A monitoring method according to the invention can also be used to ascertain information about an audio display. For 20 example, if the content being monitored includes audio content that can only be displayed by selecting an appropriate user interface mec~.anism (e.g., a craphical pushbutton), a monitoring ~ethod according to the invention can determine whether that "event" is transmitted to the window represented 25 by the content, indicating that the audio display was at least begun. Using a method as described above for determining the duration of a c~ntent display, together with knowledge of the when the audio display was begun ~using a time stamp as described above , the duration of the audio display can also be 30 determined. It may also be possible to determine the volume at which the audio content is displayed, by appropriately monitoring the methods used to operate the audio display devices. These examples are merely illustrative. As can be WO98110349 PCT~S97/15353 appreciated, using any other method available in the computing environ~ent, other information regardin~ an audio display can be determined.
A monitorin~ method according to the invention can also be 5 used to explicitly (i.e., by presenting questions to observers that they can answer) ac~uire demographic information regarding the observers of the content being monitorecl. This could be implemented, fo~ example, by including the instructions for asking such questions, the content of the ctuestions and the 10 instructions for storing the obtained demogr~phic information in a computer program used to implement the m~nitoring method.
Or, such instruc~ions and question content could be stored in a separate file that i,3 called and executed by the computer program that -mplements the monitoring method. Or, 15 instructions fol presenting the questions and storing the answers could be included as part of the computer program for implementing the monitoring method, and the content of the questions could be contained in a separate file that is accessed by t~e computer program. These latter two 20 possibilities can be particularly advantageous, since they allow multiple sets of demographic questions to be presented to observers by the monitoring method, thus enab~ing the demographic questions to be tailored to the content being displayed or to the characteristics of the observer likely to 25 view the content.
As described above, in accordance with the invention, monitoring information regarding the display of content can be obtained, then later reviewed and analyzed to enable conclusions to ~e drawn about how the content was displayed 30 and, possibly, to enable deductions to be made about how the content was observed. In addition, monitorin~ information can be used to affect the display of a set of content. One way in which this can occur is for a set of content, or the manner in WO98/10349 PCT~S97/15353 which the set cf content is displayed, to be modified based upon review and analysis of monitcring information obtained from previous displays of the set of content (e.g., monitoring information regarding whether or not the content was hidden, or the frequency cf display of the content at different times during the day cr week, that may be used to determine the best location on a d~splay screen or the best times, respectively, to display the contentl.
Another wa~ in which monitoring information can be used to lO affect the disF)lay of a set of content is to use certain monitoring information obtained just before or during the display to cause the set of content to be displayed in a particular manner. For example, as discussed above, the IP
address from which a request for a set Gf content emana~ed can 15 be ascertained when the request is first received. It may be possible to associate characteristics of an observer or observers with an IP address from which a request for content has been rect~ived (because, for example, demographic information has previously been obtained as described above 20 when a set of content was previous_y transferred to that IP
address). Based upon the known characteristics associated with the IP address, an appropriate one of multiple versions of the requested set of content can be transferred Eor display, e.g., if it is known that the IP address corresponds to a content 25 display site that is used by observers that speak a particular language, then text displayed aural~y or visually can be displayed in that language. As another example, the duration of time that a set of content has been displayed can be determined, as ciscussed above, and the portion of the set of 30 content that is being displayed changed as a function of that duration, e.g., the display of a set of content can begin with a particular video display and change to anot-her video display after passage cf a specified dura~ion of time. As still CA 02246746 l998-08-l8 - :37 -another example. the portion of a set of content that is displayed can be varied based upon performance characteristics of the network over which the content is _ransferred. For example, the amount of time required to transfer data from the 5 content provider site to the content display site can be monitored (by, f~r example, obtainin(3 information from the log file regarding the size of transferred files and the amount of time required t~ transfer those files, as discussed above).
The display of the content can therl be controlled so that a 10 moving video is displayed if the data transfer rate is above a predetermined magnitude and a still video is displayed if t~e data transfer rcte is below the predetermined magnitude, the predetermined magnitude being chosen so that data rates below that magnitude a~e insufficiently fast to produce moving video 15 of acceptable quality. The above exan~ples are merely illustrative; other ways of using monitoring information to affect the displ~y of a set of content are contemplated by the lnventlOn.
As described above, a monitoriny method according to the 20 invention can obtain monitoring information regarding the display of content. Of particular interest is the basic question of whe_her the content was displayed at all. As described above, a monitoring method accordinl3 to the invention can make this determination. Some observers, however, have 25 developed techni;~ues for suppressing the dis~)lay of particular content (e.g., advertisements) A mc,nitorlng method according to the invention can also increase the likelihood that particular content is displayed by conditioning certain other operation of the computer system that displays the content on 30 the display of that particular cor.tent. For example, the content to be TT,onitored can be presented as part of other content. Such presentation is commorl on, for example, the World Wide Web, where, for example, advertising content is WO98110349 PCT~S97/lS353 frequently included as part of other content. A monitoring method according to the invention can condit.ion the display of the other content on the display of the to-be-monitored content, e.g., the full content of a Web pace cannot be viewed 5 unless an advertisemerlt included OJl the Web page is viewed.
Moreover, the presentation of the other content can be conditioned on he display of the to-be-morlitored content for a specified per-od of time. This can be particularly valuable when the to-be-monitored content does not appear automatically l0 as part of the other content, but, rather, is only displayed in response to selection of an appropriate user interface mechanism (e.g., a graphical pushbutton) that is part of the other content.
In accordar,ce with the above-described forced presentation 15 of specified content, t;he detection of content suppression can be accomplished in any suitable manner. For example, it may be possible to detect the suppression technique being used. Or, the display of the content can be o~dered so that the content that must be displayed ("required content", is displayed first;
20 if the monitoring method detects that the content display site is displaying the other content without first having displayed the required, then suppression of the required content has been detected. Upon detection of suppression of the required content, display of the other content is prevented and, if 25 desired, a message indicating that fact can be displayed.
As indicated above, after monitoring information is obtained by a monitoring method according to the invention, the monitoring infolmation is transferred from the content display site 302 to a remote site. The remote site can be the content 30 provider site 30l or another site that is part of the network.
When a monitOling method according to the invention is implemented by ~ Java applet, the remote site is the content provider site _0l, since, currently, such applets can only WO 98/10349 PCT/USg7/153~i3 communicate information to the network site from which they were transferrecl. However, in the flture, slch constraint may not exist; in that event, the remote site need not necessarily be the content provider site 301 e~en when a Java applet is 5 used to implement a monitoring method according to the invention.
Generally, the monitoring infolmation can be transferred to the remote site at any time. It may ~e desirable, for example, to cause the monitoring information to be transferred 10 to the remote sit-e immediately after the monil-oring information is obtained, so that the monitoring informat:ion is accessible as quickly as possible. It may, alternatively, be desirable to store the monitc-ring information at the cont:ent display site, then transfer ~he monitoring information at a time when 15 communication over the network ccmmunication line 303 is fastest and/or ]east expensive, e.g., at night.
The monitoring information can be communicated to a communication port that: is different than the port from which the content and the monltoring instructions were transmitted to 20 the content dis~lay site 302. In that event a special daemon that monitors su-h communication port for rec~ipt of monitoring information is installed on the server computer at the content provider site. The daemon can be implemented as a conventional server daemon for monitoring data received by a server computer 25 on a designated communication port. Communication of the monitoring information to a specially designated port can be useful to enable the monitoring data to serLt in any desired format in accorcLance with any clesired protocol. For example, the monitoring cLata can be encrypted, as described below.
When the invention is implemented with the World Wide Web, it is also possible to transmit the monitoring data over the network using the comm-1nication channel monitored by the http daemon, i.e., by transmitting a request to the http daemon.

WO98110349 PCT~S97/15353 Such transmission may be desirable for several reasons. For example, transmission of monitoring data t:o the http daemon eliminates the need to create, and supply to operators of the remote site to which the monitoring data is to be transferred 5 (e.g., a Web page operator or, as described below, an application manager site operator), special software for receiving the m~nitoring data. Additionally, transmission of monitoring data by transmitting a request ~o the http daemon may be the only way to transfer the monitoring data to the l0 remote site. T~is can be true, for example, when one or more client computers are served by a "proxy server" which mediates communication between the client computers ~nd other sites on the network. The proxy server may nc1t a'low communication over a channel specially designated fo~- transmitting monitoring 15 data, but allow communication to the http daemon.
Transmission of monitoring data by making a request to the http daemon ca~ be accomplished in a variety of ways. For example, an http request can be submitted for a file having a "name" that denotes the monitoring data in some way.
20 Notwithstanding the spurious nature of the file request, the request is reco~ded in the http log file, ~rc,m which the "name"
can be retrieve(1 to enable extraction of the monitoring data.
Or, a request for execution of a CGI script can be transmitted, with the parameter of the CGI script request that specifies 25 input to the script being specified to denote the monitoring data in some wa~. A computer program resident on the computer system at the remote site can ther. implement a method that extracts the vaLue of the input from the CGI script, and the monitoring data can be extracted from the value of the input.
30 Other methods of using CGI scripts or http requests to transmit monitoring data to an http daemon al-e possible.
For secur:ty, it may be desirable to encrypt the monitoring dat~ before it is transferred from the content WO 98/10349 PCT/US97/153!i3 display site 302 to a remote site. Any suitable encryption method can be used. For example, a public key encryption method, such as the well known RSA algorithm, can ~e used to encrypt the mon toring data. In general, the monitoring data 5 (or other data -ransferred over a network ~.n accordance with the invention) can be encrypted before any t ransmission of the data over a network lother examples of such data transmission are described below as part of the systems illustrated in FIGS. 5A, 5B and 5C, and FIGS. 6A, ~;B, 6C and 6D) .
Once communicated to the remote site, the monitoring information can be stored in any appropriate database, as known to those skilled in the art of construct ing and managing databases . The monitoring informat lon can be presented for observation thr3ugh a suitable user interf ace, such as a 15 graphical user - nterface (~:UI), in any deslred format, e.g., graphs, bar charts, pie charts. The monitoring information stored in the databa5e can also be sub; ected to further analysis if dec ired. For example, the total time that a content display is available to be viewed can be broken down 20 into percentages of time that the cont.ent display was unobstructed, partially hidden and fully hidden. Or, the percentage of observer s of a set of content that select a particular hyperlink while obser~ing the content can be identif ied .
2~ The monitoring information may ~)e of in erest not only to the content provider that provides the content for display, but to third parties as wel:l. For example, if the content provided by the content provider includec an aclvertisement, the advertiser may be interested in the mor.itoring information 30 regarding display of t:he content . The th~ rd party and the content provid~r may have conf 1 icting .nterests in the substance of the monitoring informat ion. For example, if the third party is paying the content provider to include the third party's content with the content provider's content, and the payment is based upon the amount of exposure of the third party's content to observers, the content provider has an interest in the monitoring information show:ing a large amount 5 of exposure of the content, while the third party has an interest in the monitoring informa~lon showing a small amount of exposure. (E~oth parties, of cou~se, can be simultaneously motivated by other interests, as well: for example, the third party may simply want the monitoring information to reflect 10 accurately the amount of exposure cf the content, so that they can use that information in assessing the efEects of providing their content through the content prcvider.) If the monitoring information is transferred from the content display site to the content provider site, and unrestricted access to the 15 monitoring information allowed at the content provider site, there may be no foolproof way to pr~vent the content provider from tampering with the substance of the monitoring information. rrhis problem is particularly acute when a monitoring methcd according to the invention is embodied in a 20 manner (e.g., by a Java applet), as discussed above, that necessitates that the monitoring information be transferred back to the content provider site.
FIGS. 5A, 5B and 5C are simplified d agrams of a network illustrating operation of another em~odiment of the invention.
25 This embodimen of the inven_ion prcvides a system configuration that can overcome the ~roblem of possible tampering with the sub~tance of the monitoring information by the content provider. As i-Il the system illustrated in FIGS. 3A, 3B and 3C, a content display site :302 is linked over 30 a network to a sontent provider site 301. The network also includes an application manager site 501. The content display site 302 and content provider site 301 can communicate with each other via t~le network communication line 303, as descrlbed WO98tlO349 PCT~S97/15353 above, to enable transfer of content and monitoring instructions from the content provider site 301 to the content display site 30.'. Alternatively, the content and monitoring instructions can be transferred to the content display site 302 5 from the application manager site 501 in response to a request received from the content provider s te 301 upon receipt of the request from the content display site 302. This latter implementation is illustrated in FIGS. 5A, 5B and 5C. In such an implementation, the content provider site 301 needn't have 10 either a computer program for implementirlg the monitoring method or a program for receivin~ monitoring data installed at the content prcvider site 301, thus simpl fying use of the invention for the content provider. Rather, the content provider need only have an open account (as discussed below) at 15 the application manager site 501.
In this embodiment of the invention, the monitoring information obtained at the content dis~lay site 302 is transferred to the application manager site 501, either directly from the content display site 302 or indirectly via 20 the content provider site 301. :rf the latter, then the monitoring information can be received by the content provider site 301 and transferre,~ to the applicatior.manager site 501 in a way that prevents access to the moni.toring information at the content provider site 301. For example, the monitoring 25 information could be encrypted at th~ contenl display site 302 before transfel to the content provider site 301, the decryption method being available only at the application manager site 501. Or, the monitor:ing information could be immediately transferred to the application manager site 501 30 after being rec~ived at the content provider site 301. Once received at the application manager site 501, access to the monitoring information can be administered by the (neutral) application manager so that the monitoring information can not WO 9Ul0349 PCT/US97/15353 be modified by lny of the parties }laving an interest in the information, thus ensuring the integrity of the mon toring information.
In a typica:L implementation, multiple sets of content will be provided from multiple content provider sites, and each set of content will be displayed by multiple content display sites.
A set of monitoring information will be recorded for each display of each of the multiple sets of content and transferred to the application manager site for storage :Ln a database that is implemented on a computer at the application manager site.
Each set of monitoring information must be identified as corresponding to the set of content for which the monitoring information was obtained, so that monitoring information can be appropriately stored in a database to enable :Later retrieval of the monitoring information for that set of content. When a monitoring method according to the invention is implemented for use with the World Wide Web, this can be accomplished by appropriate spec fication of a parameter incl-uded in a computer program written :Ln html used to implement a monitoring method, as discussed above. Example 3 below illustrates how Example 1 discussed above can be modified to make such specification (tne "Account" parame er).
Example 3 <applet code="/~.~ppMgr.com/AdInsert.~lass" width=230 height=33 <param name="imaye" value="images/so-lthwest.gif~>
<param name="href" value='~http://www.swa.com/~, <param name="Account" value="9004560093">
</applet>

The database residing on the computer at the application manager site can also be used, for example, to store account information about the content provider sit- from which the content display is provided.
In the embodiment of the invention illustrated in FIG. 5, W098/10349 PCT~S97/15353 a user interfac~ (e.g., GUI) ean be provided on the content provider site computer to enable the owner (or representative) of the content Frovider site to access monitoring information stored at the application manager site regarding eontent 5 displays provided by the content provider site. Such an interface can also be eonfigured to enable the content provider to ereate a new aeeount on the applieation manager eomputer, authorize payments for use of the monit3ring system of the invention, and re~uest particular analysis cr presentation of lO obtained monitoring information. Other functions can also be provided in sueh an interfaee, as desirable.
It is also possible that there be multiple applieation manager sites. Typically, monitoring infclrmation for each content display ~ill be designated for stcrac~e on a partieular 15 one of the appli-ation manager sites Such cLesignation can be ineluded as a parameter specification in a computer program used to implement the monitor:ing information as discussed above.
As discussed above, the content provided by a content 20 provider can be tailored according t-~ any specified criteria.
Further, the ccntent provider may period cally update the eontent. Additionally, third parties may wanl: to provide their eontent with that of a content provider. These third parties may also have multiple sets of specially tailored content that 25 are updated periodically. The managemen, of such multiple sets of content by a content provider at the content provider site can become undes,irably complex and may overtax the available bandwidth for transmission of data to and from the content provider site.
FIGS. 6A, 6B, 6C and 6D are ,implifi~d diagrams of a networ~ illustrating operation of still another embodiment of the invention. This embodiment of the invention provides a system configuration that can enabl~ update,~ and/or tailored CA 02246746 l998-08-l8 WO98/10349 PCT~S97tl5353 secondary content provided by a secondary content provider to be transferred to a primary content display site for use with primary content supplied by a primary content provider without the problems identified above with existinc~ such systems, as discussed in more detail below. This embodiment of the invention also can enable all of the funct:onality described above for the system illustrated in FIGS 5A, 5B and 5C. In the embodiment of the invention shown in FIGS. GA, 6B, 6C and 6D, a content display site 302, a primary content provider site 602 and an applicat:~on manager site 501 are ~ir,ked to each other over a network and can communicate with each other as described above. The network also includes a secondary content provider site 601. As shown in FIG. 6A, in this embodiment of the invention, secondary content can be provided from the secondary content providel site 601 to the applicatiorl manager site 5C1 and stored thereat. As shown in FIG. 6B, whenever secondary content is prov ded to the appl:ication manager site 501, the application manager causes the content to both be stored at the application manager site 501 and tl-ansferred to all content provider sites, e.g., content provider site 602, that provide that secondary content with their primary content. When a request for the primary content that incluaes such secondary content is rece:ved by the primary content provider site 602 from the content display site 302 (FIG. 6C), the primary content provider site 602 is able to immediat~ly (i.e., without necessity to retrieve the content from another network site or request that the content be provided to the content display site from another network site) pro-vide both the primary and secondary conter.t to the content display sit- 302, as shown in FIG. 6D.
As can be appreciated, the management o~ both primary and secondary contert can become quite burdenson~e when many sets, and/or many versions of sets, of secondary content and/or WO 98tlO349 PCT/US97/15353 primary content are being provided ~rom th,- primary content provider site. Management of continual updates to these sets of content data exacerbates this burden. By storing secondary content (and, if desired, primary content) at the application 5 manager site 5Cl, the system of FIGS. 6A, 6B, 6C and 6D
relieves the prirnary content provider of the burden of managing such content. However, because the applicati.on manager causes the content to be stored at the content provider site 602, the content can be E~rovided to the content display site 302 from 10 the content provider site 602, rather than the application manager site 501, thus leaving control of bar.dwidth management with the primary content provider so that the primary content provider can ensure that a system that ade~uately addresses the bandwidth requirements of the content provided from the primary 15 content provider site 602 is in place. Thil, is an important consideration for the primary content provider since requesters of content from the primary content: provider will hold the primary content provider responsible for the performance characteristics (e.g., speed) associated witil the provision of 20 that content. 'rhe system of FIGS. 6A, 6B, 6C and 6D, then, relieves the prirnary content provider of the need to manage the storage of content, while reserving control c~ver the provision of that content to the content provider.
In this embodiment of the invention a user interface 25 ~e.g., GUI ~ can be provided at both the primary conten provider site 602 and the application manager site 501. The primary content provider user interface can provide the same functionality as described above ~ith respect to FIG. 5.
Additionally, the primary content provider user interface can 30 enable the content provider to select: available secondary content for possible inclusion with that content provider's primary content. Such selection can also include specification of terms upon which the primary content provider wishes to WO98110349 PCT~S97115353 - ~8 -include the secondary content. Selection of secondary content does not automatically cause t:he secondary content to be included with the prirnary content provider's content, but, rather, causes a request for such inclusion to be made ~e.g., via the secondaly content provider user interface, described below) to the secondary content provider. Upon acceptance by the secondary content provider, the secondary content can be included with the primary content. The secondary content provider user :nterface can enable the secondary content provider to select a primary content provider site with which to include the geconda:ry content: provider's content. Again, such selection can be made together with specification of the terms of such inclusion; the selection causes a request for inclusion to be made (e.g., via the primary content provider user interface) ~o the primary content provider. The secondary content user interface can also provide functionality similar to that described above with respect to FIC,. 5. As will be readily appreciated by those skilled ir the art, other functions can also be provided in the primarv content provider and secondary ccntent E)rovider user interfaces, as desirable.
The embodiment of the invention shown in FIG. 6 facilitates interaction between the primary content pro~der site 602 and the secondary ccntent provider site 601 t(-~ enable a secondary content provide~ to easily and flexibly provide content to a primary content provider in a manner that enables both the primary and sec~ndary content providers to exercise control over the provision of content.
As described above, monitoring instructions and content can be embodied by an applet t;hat executes at the content display site. In the system of FIGS. 5A, 5B and 5C or the system of FIGS. 6A, 6B, 6C and 6D, the use o such an applet can advantageously dovetail with an implementation of those systems in which the applet is transferr~d to the content WO98/1034g PC~S97/15353 - 4~ -display site f~om the application manager site. This is because an applet must return the monito~ing information to the network site frcm which the applet was trans~erred: thus, the monitoring information is transferred directly to the neutral 5 application manager site. Too, when the monitoring instructions anc content are transferred from the application manager site to the content display site, the use of monitoring information to tailor the content provided to the content display site, as discussed abovl-, can also be easily 10 implemented.
Various embodiments of the invention have been described.
The descriptior.s are intended to be llustrative, not limitative. Thus, it will be apparent tc~ one skilled in the art that certain modifications may be made to the invention as 15 described above without departing frl~m t:he scope of the claims set out below. ~or example, though the invention has been described above as it particularly applies to monitoring the display of content disseminated over the World Wide Web, the invention can generally be used tc~ monitor the display of 20 content disseminated over any computer network. Add~tionally, though an implementation of the invention has been described in which aspects of the Java programmin(~ language are used, it is to be understo(~d that invention is nGt limited to such implementationi other programming languages could be used 25 having other features and characteristics (e.g., the language need not be an cbject-oriented language as lS Java).

Claims (66)

I claim:
1. A system for monitoring the display of content by a computer system, comprising:
means for monitoring the position of the content display on a display screen of the computer system; and means for evaluating the position of the content display on the display screen to produce monitoring information regarding display of the content.
2. A system as in Claim 1, further comprising means for monitoring the position of one or more other images on the display screen, and wherein the means for evaluating further comprises means for comparing the position of the content display to the position of the one or more other images to produce the monitoring information.
3. A system as in Claim 2, wherein the means for comparing further comprises means for determining whether the content display is hidden by the one or more other images.
4. A system as in Claim 3, wherein the means for comparing further comprises:
means for determining the duration of each time that the content display is hidden by the one or more images;
and means for determining the duration of each time that the content display is not hidden by the one or more images.
5. A system as in Claim 3, wherein the means for comparing further comprises:

means for determining the total duration of time that the content display is hidden by the one or more images;
and means for determining the total duration of time that the content display is not hidden by the one or more images.
6. A system as in Claim 3, wherein the means for determining further comprises means for determining whether the content display is fully hidden or partially hidden by the one or more other images.
7. A system as in Claim 6, wherein the means for comparing further comprises:
means for determining the duration of each time that the content display is fully hidden by the one or more images;
means for determining the duration of each time that the content display is partially hidden by the one or more images; and means for determining the duration of each time that the content display is not hidden by the one or more images.
8. A system as in Claim 6, wherein the means for comparing further comprises:
means for determining the total duration of time that the content display is fully by the one or more images;
means for determining the total duration of time that the content display is partially hidden by the one or more images; and means for determining the total duration of time that the content display is not hidden by the one or more images.
9. A system as in Claim 2, wherein:
one of the other images is a pointer; and the means for comparing further comprises means for determining the number of times that the pointer entered an area defined by the content display.
10. A system as in Claim 1, wherein at least some of the content being monitored comprises a graphical display.
11. A system for monitoring the display of content by a computer system, comprising:
means for monitoring the change in time of a characteristic of the content display; and means for evaluating the change in time of the characteristic of the content display to produce monitoring information regarding display of the content.
12. A system as in Claim 11, further comprising means for monitoring the change in time of a characteristic of the computer system, and wherein the means for evaluating further comprises means for comparing the change in time of the characteristic of the content display to the change in time of the characteristic of the computer system to produce the monitoring information.
13. A system for monitoring the display of content by a computer system, wherein the content is displayed in response to an instruction that is provided from a source external to the computer system and the system for monitoring, comprising:

means for ascertaining the beginning of a display of the content;
means for ascertaining the end of a display of the content; and means for monitoring the display of the content, wherein:
the means for monitoring begins operating when the beginning of a display of the content is ascertained; and the means for monitoring stops operating when the end of a display of the content is ascertained.
14. A system as in Claim 13, wherein the instruction is provided by a user of the computer system.
15. A system as in Claim 13, wherein the means for monitoring the display of the content, further comprises:
means for monitoring the position of the content display on a display screen of the computer system; and means for evaluating the position of the content display on the display screen to produce monitoring information regarding display of the content.
16. A system as in Claim 13, wherein the means for monitoring the display of the content further comprises:
means for monitoring the change in time of a characteristic of the content display; and means for evaluating the change in time of the characteristic of the content display to produce monitoring information regarding display of the content.
17. A system as in Claim 13, wherein the means for monitoring further comprises means for determining the duration of the display of the content.
18. A system for monitoring the display at a content display site of content that is provided by a content provider site over a network to the content display site comprising:
means for monitoring the display of the content to produce monitoring information regarding display of the content; and means for transferring the means for monitoring from the content provider site to the content display site in response to the transfer of content from a content provider site.
19. A system as in Claim 18, wherein the means for monitoring is transferred to the content provider site together with the content.
20. A system as in Claim 18, further comprising means for transferring the monitoring information to a remote site that is part of the network.
21. A system as in Claim 20, wherein the remote site is the content provider site from which the content was transferred to the content display site.
22. A system as in Claim 21, further comprising means for transferring the monitoring information from the content provider site to a second remote site.
23. A system as in Claim 22, wherein the second remote site is adapted to receive and store monitoring information from a plurality of content provider sites.
24. A system as in Claim 21, wherein monitoring information is transferred from the content display site to the content provider site via a communication means that is different from the communication means used to transfer the content from the content provider site to the content display site.
25. A system as in Claim 18, wherein new content can be transferred to the content display site in response to selection of a portion of the content currently being displayed at the content display site.
26. A system as in Claim 18, wherein the monitoring information includes information from which conclusions may be deduced regarding the observation of the content by an observer.
27 A system as in Claim 18, wherein the means for monitoring further comprises:
means for monitoring the position of the content display on a display screen at the content provider site;
and means for evaluating the position of the content display on the display screen to produce monitoring information.
28. A system as in Claim 18, wherein the means for monitoring further comprises:
means for monitoring the change in time of a characteristic of the content display; and means for evaluating the change in time of the characteristic of the content display to produce monitoring information.
29. A system as in Claim 18, wherein:
the content is displayed in response to an instruction that is provided from a source external to the computer network and the system for monitoring; and the means for monitoring further comprises:
means for ascertaining the beginning of a display of the content; and means for ascertaining the end of a display of the content, wherein:
the means for monitoring begins operating when the beginning of a display of the content is ascertained; and the means for monitoring stops operating when the end of a display of the content is ascertained.
30. A system for monitoring the display at a content display site of content that is provided by a content provider site over a network to the content display site, wherein the network operates according to a protocol that enables new content to be transferred to a content display site in response to selection of a portion of the content currently being displayed at the content display site, the system comprising:
means for monitoring the display of the content to produce monitoring information regarding display of the content; and means for transferring the means for monitoring from the content provider site to the content display site so that the means for monitoring operates at the content provider site.
31. A system as in Claim 30, wherein at least some of the content being monitored comprises a graphical display.
32. A system as in Claim 30, wherein the means for monitoring further comprises:
means for monitoring the position of the content display on a display screen at the content provider site;
and means for evaluating the position of the content display on the display screen to produce the monitoring information.
33. A system as in Claim 30, wherein the means for monitoring further comprises:
means for monitoring the change in time of a characteristic of the content display; and means for evaluating the change in time of the characteristic of the content display to produce monitoring information regarding display of the content.
34. A system as in Claim 30, wherein:
the content is displayed in response to an instruction that is provided from a source external to the computer network and the system for monitoring; and the means for monitoring further comprises:
means for ascertaining the beginning of a display of the content; and means for ascertaining the end of a display of the content, wherein:
the means for monitoring begins operating when the beginning of a display of the content is ascertained; and the means for monitoring stops operating when the end of a display of the content is ascertained.
35. A system as in Claim 30 further comprising means for transferring the monitoring information to a remote site that is part of the network.
36. A system for monitoring the display at a content display site of content that is provided by a content provider site over a network to the content display site, comprising:
means for monitoring the display of the content to produce monitoring information regarding display of the content; and means for transferring the monitoring information from the content display site to a remote site of the computer network that is different from the content provider site.
37. A system as in Claim 36, wherein the means for transferring the monitoring information further comprises:
means for transferring the monitoring information from the content display site to the content provider site; and means for transferring the monitoring information from the content provider site to the remote site, wherein the monitoring information cannot be stored at the content provider site, or accessed or manipulated before transfer to the remote site.
38. A system as in Claim 36, further comprising means for storing monitoring information at the remote site.
39. A system as in Claim 38, wherein the means for storing monitoring information at the remote site is adapted to enable storage of monitoring information regarding the display of a plurality of sets of content.
40. A system as in Claim 38, wherein:
the computer network includes a plurality of content provider sites; and the means for storing monitoring information at the remote site is adapted to enable storage of monitoring information regarding the display of content at each of the plurality of content provider sites.
41. A system as in Claim 38, further comprising means for accessing the monitoring information stored at the remote site from a site on the network other than the remote site, such that a user at the other site can interact with the monitoring information, but cannot modify the monitoring information.
42. A system for providing updated and/or tailored content from a first content provider site to content display site, comprising:
means for transferring content from the first content provider site to a second content provider site;
means for recognizing the presence of updated and/or tailored content stored at the first content provider site, wherein the means for transferring content transfers the updated and/or tailored content from the first content provider site to the second content provider site in response to recognition of the presence of updated and/or tailored content at the first content provider site; and means for transferring content from the second content provider site to the content display site when such content is requested by the content display site.
43. A system as in Claim 42, further comprising an application manager system and wherein the means for transferring content from the first content provider site to the second content provider site further comprises:
means for transferring content from the first content provider site to the application manager system; and means for transferring content from the application manager system to the second content provider site.
44. A system as in Claim 42 wherein the means for transferring content transfers the updated content from the first content provider site to the second content provider site automatically upon recognition of the updated and/or tailored content at the first content provider site.
45. A system as in Claim 42, wherein:
there are a plurality of second content provider sites; and the means for transferring content transfers the updated and/or tailored content from the first content provider site to each of the plurality of second content provider sites in response to recognition of the updated and/or tailored content at the first content provider site.
46. A system as in Claim 42, wherein there are a plurality of content provider sites to which content can be transferred from the first content provider site, and further comprising means for enabling a user at the first content provider site to select one or more of the plurality of content provider sites to be second content provider sites.
47. A system as in Claim 42, wherein there are a plurality of content provider sites from which content can be transferred to the second content provider site, and further comprising means for enabling a user at the second content provider site to select one or more of the plurality of content provider sites to be first content provider sites, wherein only a content provider site so selected can transfer content to the second content provider site.
48. A computer readable medium encoded with one or more computer programs for enabling the monitoring of the display of content by a computer system, comprising:
instructions for monitoring the position of the content display on a display screen of the computer system; and instructions for evaluating the position of the content display on the display screen to produce monitoring information regarding display of the content.
49. A computer readable medium as in Claim 48, further comprising instructions for monitoring the position of one or more other images on the display screen, and wherein the instructions for evaluating further comprise instructions for comparing the position of the content display to the position of the one or more other images to produce the monitoring information.
50. A computer readable medium as in Claim 49, wherein the instructions for comparing further comprise instructions for determining whether the content display is hidden by the one or more other images.
51. A computer readable medium as in Claim 50, wherein the instructions for comparing further comprise:
instructions for determining the duration of each time that the content display is hidden by the one or more images; and instructions for determining the duration of each time that the content display is not hidden by the one or more images.
52. A computer readable medium as in Claim 50, wherein the instructions for comparing further comprise:
instructions for determining the total duration of time that the content display is hidden by the one or more images; and instructions for determining the total duration of time that the content display is not hidden by the one or more images.
53. A computer readable medium as in Claim 50, wherein the instructions for determining further comprise instructions for determining whether the content display is fully hidden or partially hidden by the one or more other images.
54. A computer readable medium as in Claim 53, wherein the instructions for comparing further comprise:
instructions for determining the duration of each time that the content display is fully hidden by the one or more images;

instructions for determining the duration of each time that the content display is partially hidden by the one or more images; and instructions for determining the duration of each time that the content display is not hidden by the one or more images.
55. A computer readable medium as in Claim 53, wherein the instructions for comparing further comprise:
instructions for determining the total duration of time that the content display is fully hidden by the one or more images;
instructions for determining the total duration of time that the content display is partially hidden by the one or more images; and instructions for determining the total duration of time that the content display is not hidden by the one or more images.
56. A computer readable medium as in Claim 49, wherein:
one of the other images is a pointer; and the instructions for comparing further comprise instructions for determining the number of times that the pointer entered an area defined by the content display.
57. A computer readable medium encoded with one or more computer programs for enabling the monitoring of the display of content by the computer system, comprising:
instructions for monitoring the change in time of a characteristic of the content display; and instructions for evaluating the change in time of the characteristic of the content display to produce monitoring information regarding display of the content.
58. A computer readable medium as in Claim 57, further comprising instructions for monitoring the change in time of a characteristic of the computer system, and wherein the instructions for evaluating further comprise instructions for comparing the change in time of the characteristic of the content display to the change in time of the characteristic of the computer system to produce the monitoring information.
59. A computer readable medium encoded with one or more computer programs for enabling the monitoring of the display of content by a computer system, for use with a computer system in which the content is displayed in response to a content display instruction that is provided from a source external to the computer system and not part of the monitoring computer program, comprising:
instructions for ascertaining the beginning of a display of the content;
instructions for ascertaining the end of a display of the content: and instructions for monitoring the display of the content, wherein:
the instructions for monitoring begin executing when the beginning of a display of the content is ascertained; and the instructions for monitoring stop executing when the end of a display of the content is ascertained.
60. A computer readable medium as in Claim 59, wherein the content display instruction is provided by a user of the computer system.
61. A computer readable medium as in Claim 59, wherein the instructions for monitoring the display of the content further comprise:
instructions for monitoring the position of the content display on a display screen of the computer system; and instructions for evaluating the position of the content display on the display screen to produce monitoring information regarding display of the content.
62. A computer readable medium as in Claim 59, wherein the instructions for monitoring the display of the content further comprise.
instructions for monitoring the change in time of a characteristic of the content display; and instructions for evaluating the change in time of the characteristic of the content display to produce monitoring information regarding display of the content.
63. A computer readable medium as in Claim 59, wherein the instructions for monitoring further comprise instructions for determining the duration of the display of the content.
64. A computer readable medium encoded with one or more computer programs for enabling the monitoring of the display of content by a computer system, comprising:
instructions for causing the content to be displayed by the computer system; and instructions for monitoring the display of content by by the computer system to produce monitoring information regarding the display of the content.
65. A computer readable medium encoded with one or more computer programs for enabling the monitoring of the display of content at a content display site, comprising:
instructions, adapted for use at the content display site, for monitoring the display of content at the content display site to produce monitoring information regarding display of the content; and instructions for receiving monitoring information from the content display site.
66. A method for monitoring the display of content by a computer system, comprising:
monitoring the position of the content display on a display screen of the computer system; and evaluating the position of the content display on the display screen to produce monitoring information regarding display of the content.
CA002246746A 1996-09-03 1997-08-29 Content display monitor Abandoned CA2246746A1 (en)

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US08/707,279 1996-09-03
US08/707,279 US6108637A (en) 1996-09-03 1996-09-03 Content display monitor

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CN (4) CN100507868C (en)
AU (1) AU735285B2 (en)
CA (1) CA2246746A1 (en)
DE (1) DE69720186T2 (en)
DK (1) DK0870234T3 (en)
ES (1) ES2195170T3 (en)
HK (4) HK1018327A1 (en)
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