Tracking user micro-interactions with web page advertising
US6393407B1 · kind B1 · utility
Assignee
Inventors
Key dates
| Filing date | Sep 2, 1998 |
| Grant date | May 21, 2002 |
| Priority date | — |
| Expiry date | Sep 2, 2018 |
Classification
- Technology area (CPC G)Physics
- CPC primaryG06Q30/0277
- WIPO fieldIT methods for management
- WIPO sectorElectrical engineering
Abstract
In connection with display of advertising within Web pages, an applet is downloaded to the user's Web browser to track the user's interactions with the Web page. Tracked user interactions include mouse cursor position, time displayed on page, time of mouse cursor hovering over the advertisement, and so on. At an appropriate time, such as when the display of the Web page is terminated, the applet forwards logged interaction information from the client to a remote server, the remote server being typically controlled by an advertiser, rating service or the like. As a result, the advertiser may track consumer response to advertising impressions on a Web page without requiring the user to download other pages. This allows advertisers to track user response to specific elements of the Web page as well as to better infer information about the user's interests in an effort to qualify the user prior to presenting subsequent advertising.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.