System and method of inserting advertisements into an information retrieval system display

Abstract

Systems and methods for selecting and inserting advertisements in an information document displayed to a user, wherein the selection is based at least in part on television programming viewed by the user. The systems and methods may be implemented using the Internet or another information retrieval system that includes a client system and a remote server. The client system monitors television programming viewed by the user and compiles a user profile characterizing the television programming. When the user requests an Internet resource using the client system, the television programming information in the user profile is utilized to select an appropriate advertisement. The advertisement is then inserted in the information document and displayed to the user. Advertisement selection and insertion may be conducted at the remote server, the client system, or at the level of the Internet service provider. Such selection of advertisement increases the efficiency by which Internet advertisements are tailored to individuals. Instead of advertisements, information relating to the television programming may be retrieved over the Internet and displayed without direct user assistance.

1 . A client system operating in an information retrieval system including a server computer and the client system, wherein the client system has access to television programming viewed by a user of the information retrieval system and wherein the client system comprises a display device and one or more computer-readable media having computer-executable instructions for implementing a method for inserting an advertisement into a document displayed on the display device, wherein the method comprises: 
 compiling a profile of the user of the information retrieval system at the client system, the profile including information corresponding to television programming viewed by the user, and wherein the user profile is updated every time the client views a television program;    requesting, by the client system, an information document from the server computer;    the client system selecting an advertisement from an advertisement repository for insertion into the information document based on the user profile, wherein the profile includes information related to only a most recently viewed television program, such that television programming viewed less recently than the most recently viewed television programming is not included in the profile for use in selecting the advertisement;    inserting data representing the selected advertisement into the information document; and    displaying the information document, including the selected advertisement, on the display device.    
   
   
       2 . A client system as defined in  claim 1 , wherein the information document is an HTML document.  
   
   
       3 . A client system as defined in  claim 1 , wherein the act of compiling the profile includes an act of including in the profile user information further characterizing the user, in addition to the television programming viewed by the user.  
   
   
       4 . A client system as defined in  claim 1 , wherein the information document includes reference information relating to the content of the television programming.  
   
   
       5 . A client system as defined in  claim 1 , wherein the act of requesting an information document is conducted without direct user assistance.  
   
   
       6 . A client system as recited in  claim 1 , wherein the act of compiling a profile includes an act of identifying closed captioning received from the television programming.  
   
   
       7 . A client system as recited in  claim 1 , wherein the selected advertisement replaces a preexisting advertisement included with the information document.  
   
   
       8 . A client system as recited in  claim 1 , wherein the selected advertisement is selected prior to requesting the information document.  
   
   
       9 . A client system as recited in  claim 1 , wherein the user profile is categorized according to topics of television programming.  
   
   
       10 . A client system as recited in  claim 1 , wherein information relating to the user profile is only retained in the user profile for only a predetermined period of time.  
   
   
       11 . A remote server operating in an information retrieval system including the remote server, an ISP, and a client system having a display device, wherein the client system has access to television programming viewed by a user of the information retrieval system, the remote server comprising one or more computer-readable media having computer-executable instructions for implementing a method for inserting an advertisement into a document displayed on the display device, the method comprising: 
 the remote server receiving a request from the client system for an information document from the remote server;    the remote server accessing a profile of a user from the client system, the profile including information associated with television programming viewed by the user, wherein the user profile is updated every time the client views a television program;    the remote server selecting an advertisement from an advertisement repository for insertion into the information document based on the user profile, wherein the profile includes information related to only a most recently viewed television program, such that television programming viewed less recently than the most recently viewed television programming is not included in the profile for use in selecting the advertisement;    inserting data representing the selected advertisement into the information document; and    transmitting the information document to the client system.    
   
   
       12 . A remote server as recited in  claim 11 , wherein communications between the remote server and the client system pass through an ISP.  
   
   
       13 . A remote server as recited in  claim 11 , wherein the client system displays the information document, including the selected advertisement, on the display device of the client system.  
   
   
       14 . A remote server as recited in  claim 11 , wherein the selected advertisement replaces a preexisting advertisement included with the information document.  
   
   
       15 . An ISP operating in an information retrieval system including a remote server, the ISP, and a client system having a display device, wherein the client system has access to television programming viewed by a user of the information retrieval system, the ISP comprising one or more computer-readable media having computer-executable instructions for implementing a method for inserting an advertisement into a document displayed on the display device, the method comprising: 
 the ISP receiving a request from the client system for an information document from the remote server;    the ISP obtaining the information document from the remote server;    the ISP accessing a profile of a user from the client system, the profile including information associated with television programming viewed by the user, wherein the user profile is updated every time the client views a television program;    the ISP selecting an advertisement from an advertisement repository for insertion into the information document based on the user profile, wherein the profile includes information related to only a most recently viewed television program, such that television programming viewed less recently than the most recently viewed television programming is not included in the profile for use in selecting the advertisement;    the ISP inserting data representing the selected advertisement into the information document; and    the ISP transmitting the information document to the client system.    
   
   
       16 . An ISP as recited in  claim 15 , wherein the ISP accesses and stores the profile prior to receiving the request for the information document.  
   
   
       17 . An ISP as recited in  claim 15 , wherein the selected advertisement replaces a preexisting advertisement included with the information document.  
   
   
       18 . An ISP as recited in  claim 15 , wherein user profile information is received by the ISP each time the client requests an information document, such that the user profile is updated prior to each request for an information document.  
   
   
       19 . An ISP as recited in  claim 15 , wherein user profile information is received by the ISP each time the client begins a new Internet session that is served by the ISP, such that the user profile is updated prior to each new Internet session between the client and the ISP.  
   
   
       20 . An ISP as recited in  claim 15 , wherein user profile information is received by the ISP on a daily basis, such that the user profile is updated prior to each new Internet session begun by the client with the ISP.