Dynamic document context mark-up technique implemented over a computer network

Abstract

Various techniques are disclosed for delivering contextually related advertising content to end users of a computer network. Advertiser campaign information may be accessed. In at least one embodiment, the campaign information may include a first plurality of keywords provided by an entity other than the end user of a client system. A first document associated with a first uniform resource locator (URL) may be identified. In at least one embodiment, the first document may include a first portion of original content to be displayed on the client system. Using the campaign information, specific original content of the first portion of original content may be selected to be converted to a first hyperlink having a second uniform resource locator (URL) associated therewith. In at least one embodiment, the specific original content includes a first text string matching at least one keyword from the campaign information. Markup operations may be performed on a first portion of specific original content. In at least one embodiment, the markup operations include converting the first portion of specific original content into a first hyperlink to the second URL, wherein the first hyperlink includes a first portion of marked up content. The first hyperlink may be displayed at the client system. In at least one embodiment, the display of the first hyperlink includes display of the first portion of marked up content. In at least one embodiment, when an event is detected relating to a location of a cursor at the client system being positioned over a portion of the displayed first hyperlink, a first overlay advertising impression may be automatically displayed at the client system. In at least one embodiment, the first overlay advertising impression includes advertising information comprising a second portion of content which is different from the first portion of marked up content.

1 . A method for delivering advertising to end users of a computer network, the computer network including a first server system, and including a first client system associated with an end user, the method comprising:
 accessing campaign information which includes a first plurality of keywords, the first plurality of keywords being provided by an entity other than the end user of the first client system;   identifying a first document associated with a first uniform resource locator (URL), the first document including a first portion of original content to be displayed on the first client system;   selecting, using the campaign information, specific original content of the first portion of original content to be converted to a first hyperlink having a second uniform resource locator (URL) associated therewith, the specific original content including a first text string matching at least one keyword from the campaign information;   performing first markup operations on a first portion of specific original content, wherein the first markup operations include converting the first portion of specific original content into a first hyperlink to the second URL, the first hyperlink including a first portion of marked up content;   displaying the first hyperlink at the first client system, wherein the display of the first hyperlink includes display of the first portion of marked up content;   detecting an occurrence of a first event relating to a location of a cursor at the first client system being positioned over a portion of the displayed first hyperlink; and   automatically displaying, in response to detection of the first event, a first overlay advertising impression at the first client system, the first overlay advertising impression including advertising information comprising a second portion of content which is different from the first portion of marked up content.   
   
   
       2 . The method of  claim 1  wherein the first event relates to a cursor click on a portion of the displayed first hyperlink. 
   
   
       3 . The method of  claim 1  wherein the first event relates to a cursor hovering over a portion of the displayed first hyperlink. 
   
   
       4 . The method of  claim 1 :
 wherein the first portion of specific original content includes a first string of text;   wherein the first portion of marked up content includes the first string of text.   
   
   
       5 . The method of  claim 1 :
 wherein the first portion of specific original content includes a first string of text, the first string of text being associated with a first original display format;   wherein the first portion of marked up content includes the first string of text which has been modified for display in accordance with a second display format which has a different visual appearance than the first original display format.   
   
   
       6 . The method of  claim 1 :
 wherein the first portion of specific original content includes a first string of text, the first string of text being associated with a first original display format;   wherein the first portion of marked up content includes the first string of text which has been modified for display in accordance with a second display format which has a different visual appearance than the first original display format; and   wherein the first string of text includes at least one identified keyword and at least one word that does not correspond to an identified keyword.   
   
   
       7 . The method of  claim 1  wherein the displayed advertising information includes at least a portion of additional content which is not included in the first portion of marked up content. 
   
   
       8 . The method of  claim 1  wherein the advertising information displayed in the first overlay advertising impression includes a second hyperlink to a third URL different from the first URL. 
   
   
       9 . The method of  claim 1 :
 wherein the second portion of displayed content includes additional descriptive information relating to the displayed first hyperlink;   wherein the second portion of displayed content is not configured as a link to a URL;   wherein the campaign information includes a first text string provided by the entity; and   wherein the second portion of displayed content includes the first text string.   
   
   
       10 . The method of  claim 1 :
 wherein the second portion of displayed content is configured as a link to a second URL; and   wherein the advertising information displayed in the first overlay advertising impression further includes additional advertising content different from the first portion of marked up content and different from the second portion of displayed content.   
   
   
       11 . The method of  claim 1  further comprising:
 identifying, using information associated with the first information distribution campaign, advertising content which is contextually related to the first portion of marked up content; and   dynamically generating the advertising information displayed in the first overlay advertising impression to include at least a portion of the identified advertising content.   
   
   
       12 . The method of  claim 1  further comprising:
 identifying, using information associated with the first information distribution campaign, advertising content which is contextually related to the first portion of marked up content;   dynamically generating the advertising information displayed in the first overlay advertising impression to include at least a portion of the identified advertising content;   wherein the campaign information includes a first text string provided by the entity; and   wherein the second portion of displayed content includes the first text string.   
   
   
       13 . The method of  claim 1 :
 wherein the specific original content includes at least one original link including a first original link to a specific URL, the first original link having associated therewith a first set of original display format characteristics for use in causing a displayed appearance of the first original link to be in accordance with a first display format; and   wherein the first hyperlink has associated therewith a second set of original display format characteristics for use in causing a displayed appearance of the first hyperlink to be in accordance with a second display format different from the first display format.   
   
   
       14 . The method of  claim 1 , wherein the specific original content includes at least one original link including a first original link to a specific URL, the method further comprising:
 displaying the first original link at the first client system in accordance with a first display format; and   displaying the first hyperlink at the first client system in accordance with a second display format different from the first display format;   wherein a visual appearance of the displayed formatting of the first hyperlink is different from a visual appearance of the displayed formatting of the first original link.   
   
   
       15 . The method of  claim 1  wherein the advertising information displayed in the first overlay advertising impression includes dynamically served content. 
   
   
       16 . The method of  claim 1  wherein the advertising information displayed in the first overlay advertising impression includes dynamically served information contextually related to the first portion of marked up content. 
   
   
       17 . The method of  claim 1  further comprising:
 generating dynamically served advertising information to be included in the first overlay advertising impression.   
   
   
       18 . The method of  claim 1  further comprising:
 generating dynamically served advertising information for display in the first overlay advertising impression; and   displaying at least a portion of the dynamically served advertising information in the display of the first overlay advertising impression.   
   
   
       19 . A system for delivering advertising to end users of a computer network, the computer network including at least one first client system associated with an end user, the system comprising:
 at least one processor;   at least one interface operable to provide a communication link to at least one network device of the computer network; and   memory;   the system being operable to:   access campaign information which includes a first plurality of keywords, the first plurality of keywords being provided by an entity other than the end user of the first client system;   identify a first document associated with a first uniform resource locator (URL), the first document including a first portion of original content for display on the first client system;   select, using the campaign information, specific original content of the first portion of original content to be converted to a first hyperlink having a second uniform resource locator (URL) associated therewith, the specific original content including a first text string matching at least one keyword from the campaign information;   perform first markup operations on a first portion of specific original content, wherein the first markup operations include converting the first portion of specific original content into a first hyperlink to the second URL, the first hyperlink including a first portion of marked up content;   display the first hyperlink at the first client system, wherein the display of the first hyperlink includes display of the first portion of marked up content;   detect an occurrence of a first event relating to a location of a cursor at the first client system being positioned over a portion of the displayed first hyperlink; and   automatically display, in response to detection of the first event, a first overlay advertising impression at the first client system, the first overlay advertising impression including advertising information comprising a second portion of content which is different from the first portion of marked up content.   
   
   
       20 . A system for delivering advertising to end users of a computer network, the computer network including a first client system associated with an end user, the system comprising:
 at least one processor;   memory;   means for accessing campaign information which includes a first plurality of keywords, the first plurality of keywords being provided by an entity other than the end user of the first client system;   means for identifying a first document associated with a first uniform resource locator (URL), the first document including a first portion of original content to be displayed on the first client system;   means for selecting, using the campaign information, specific original content of the first portion of original content to be converted to a first hyperlink having a second uniform resource locator (URL) associated therewith, the specific original content including a first text string matching at least one keyword from the campaign information;   means for performing first markup operations on a first portion of specific original content, wherein the first markup operations include converting the first portion of specific original content into a first hyperlink to the second URL, the first hyperlink including a first portion of marked up content;   means for displaying the first hyperlink at the first client system, wherein the display of the first hyperlink includes display of the first portion of marked up content;   means for detecting an occurrence of a first event relating to a location of a cursor at the first client system being positioned over a portion of the displayed first hyperlink; and   means for automatically displaying, in response to detection of the first event, a first overlay advertising impression at the first client system, the first overlay advertising impression including advertising information comprising a second portion of content which is different from the first portion of marked up content;   wherein the specific original content includes at least one original link including a first original link to a specific URL, the first original link having associated therewith a first set of original display format characteristics for use in causing a displayed appearance of the first original link to be in accordance with a first display format;   wherein the first hyperlink has associated therewith a second set of original display format characteristics for use in causing a displayed appearance of the first hyperlink to be in accordance with a second display format different from the first display format.