Serving content-relevant advertisements with client-side device support

Abstract

A client-side application (such as a browser, a browser plug-in, a browser toolbar plug-in, etc. on an end user's computer) is used to support the serving of content-relevant ads to the client device. The client-side application may provide such support by sending document information (such as a document identifier, document content, content relevance information, etc.) to a content ad server. The client-side application may also be used to combine content of the document and the content-relevant ads. For example, the client-side application may combine content of the document and the ads in a window (e.g., in a browser window), may provide the ads in a window above, below, adjacent to a document window, may provide the ads in “chrome” of the browser, etc.

1 . A computer-implemented method for use by a client device, in an environment including the client device and a content-relevant ad server system, the computer-implemented method comprising:
 a) receiving, by the client device, a requested document including content;   b) extracting, automatically by the client device, concepts from the content of the received requested document;   c) generating, by at least one of (A) a browser application on the client device, (B) a browser plug-in on the client device, or (C) a browser toolbar on the client device, a request for at least one content-relevant ad, the request including the concepts extracted by the client device;   d) submitting, by the at least one of (A) a browser application on the client device, (B) a browser plug-in on the client device, and (C) a browser toolbar on the client device, the request for at least one content-relevant ad to the content-relevant ad server system;   e) receiving, by the client device, at least one content-relevant ad, sourced by a content-relevant ad server system; and   f) rendering, by the at least one of (A) a browser application on the client device, (B) a browser plug-in on the client device, or (C) a browser toolbar on the client device, at least one of the at least one content-relevant ad received.   
     
     
         2 . The computer-implemented method of  claim 1  wherein the act of rendering, by the client device, at least one of the at least one content-relevant ad received includes rendering the at least one of the at least one content-relevant ad in association with the content of the requested document. 
     
     
         3 . The computer-implemented method of  claim 1  further comprising:
 g) rendering, by the client device, the content of the document in a first window, 
 wherein the at least one of the at least one content-relevant ad received is rendered in a second window. 
 
     
     
         4 . The computer-implemented method of  claim 3  wherein the second window is rendered over, and at least partially covers, the first window. 
     
     
         5 . The computer-implemented method of  claim 3  wherein the second window is rendered beneath the first window without covering any part of the first window. 
     
     
         6 . The computer-implemented method of  claim 3  wherein the second window is rendered adjacent to the first window. 
     
     
         7 . The computer-implemented method of  claim 1  further comprising:
 g) rendering, by the client device, content of the requested document, 
 wherein the act of rendering content of the requested document is initiated before the act of submitting a request submits the request to the content-relevant ad server. 
 
     
     
         8 . The computer-implemented method of  claim 1  further comprising:
 g) rendering, by the client device, content of the requested document, 
 wherein the act of rendering content of the requested document is completed before the act of submitting a request submits the request to the content-relevant ad server. 
 
     
     
         9 . The computer-implemented method of  claim 1  further comprising:
 g) rendering, by the client device, content of the requested document, 
 wherein the act of rendering content of the requested document is initiated before the act of rendering at least one of the at least one content-relevant ad received is initiated. 
 
     
     
         10 . The computer-implemented method of  claim 1  further comprising:
 g) rendering, by the client device, content of the requested document, 
 wherein the act of rendering content of the requested document is completed before the act of rendering at least one of the at least one content-relevant ad received is initiated. 
 
     
     
         11 . The computer-implemented method of  claim 1  wherein the act of submitting a request for at least one content-relevant ad to the content-relevant ad server system occurs before a request for the requested document. 
     
     
         12 . The computer-implemented method of  claim 1  wherein the act of submitting a request for at least one content-relevant ad to the content-relevant ad server system occurs concurrently with a request for the requested document. 
     
     
         13 . The computer-implemented method of  claim 1  further comprising:
 g) rendering, by the client device, the content of the document in a browser window, 
 wherein the at least one of the at least one content-relevant ad received is rendered in the browser window. 
 
     
     
         14 . The computer-implemented method of  claim 1  further comprising:
 g) rendering, by the client device, the content of the document in a first part of a browser window, 
 wherein the at least one of the at least one content-relevant ad received is rendered in a second part of the browser window, wherein the second part of the browser window shares no space with the first part of the browser window. 
 
     
     
         15 . The computer-implemented method of  claim 14  wherein the second part of the browser window is a browser chrome part of the browser window. 
     
     
         16 . The computer-implemented method of  claim 14  wherein the second part of the browser window is a browser toolbar. 
     
     
         17 . The computer-implemented method of  claim 14  further comprising:
 h) rendering, by the client device browser chrome in a third part of the browser window. 
 
     
     
         18 . The computer-implemented method of  claim 17  wherein the third part of the browser window is arranged between the first and second parts of the browser window. 
     
     
         19 . The computer-implemented method of  claim 17  wherein the second part of the browser window is arranged between the first and third parts of the browser window. 
     
     
         20 . Apparatus, residing on a client device, for use by the client device, in an environment including the client device and a content-relevant ad server system, the apparatus comprising:
 a) at least one processor;   b) an input device; and   c) at least one storage device storing a computer executable code which, when executed by the at least one processor, performs a method of
 1) receiving a requested document including content; 
 2) extracting, automatically by the client device, concepts from the content of the received requested document; 
 3) generating, by at least one of (A) a browser application on the client device, (B) a browser plug-in on the client device, or (C) a browser toolbar on the client device, a request for at least one content-relevant ad, the request including the concepts extracted by the client device; 
 4) submitting a request for at least one content-relevant ad to the content-relevant ad server system, wherein the request includes the concepts extracted by the client device; 
 5) receiving at least one content-relevant ad, sourced by the content-relevant ad server system; and 
 6) rendering, by the at least one of (A) a browser application on the client device, (B) a browser plug-in on the client device, or (C) a browser toolbar on the client device, at least one of the at least one content-relevant ad received.