Systems and methods for providing advertising in a feed of content

Abstract

A system and method is described for Controlling the provision of advertising presented to an end user in a feed of news content that is delivered from a publisher to an end user, wherein the system comprises: one or more advertisements which each possess a unique identifier that has been attributed by the publisher; reader software deployed in the system to analyse the delivered feed of news content and the one or more advertisements, wherein the reader software is adapted to ensure that any duplication of the one or more advertisements is identified by reference to the unique identifier of each advertisement; and wherein the reader software controls the presentation of news content and a predefined number of non-duplicate advertisements to the end user.

1 . A system for controlling the provision of advertising presented to an end user in a feed of news content that is delivered from a publisher to an end user, wherein the system comprises: one or more advertisements which each possess a unique identifier that has been attributed by the publisher;
 reader software deployed in the system to analyse the delivered feed of news content and the one or more advertisements, wherein the reader software is adapted to ensure that any duplication of the one or more advertisements is identified by reference to the unique identifier of each advertisement; and   wherein the reader software controls the presentation of news content and a predefined number of non-duplicate advertisements to the end user.   
     
     
         2 . A non-transitory computer readable medium encoded with computer readable instructions for controlling the provision of advertising presented to an end user in a feed of news content that is delivered from a publisher to the end user, wherein each advertisement has an associated hyperlink, the computer readable instructions comprising:
 code for receiving a hyperlink for each advertisement from a advertisement publisher;   code for receiving an identify for each advertisement from the news content publisher;   code for replacing the hyperlink for each advertisement with the identifier from the news content publisher for each advertisement;   code for analyzing the delivered feed of the news content and one or more advertisements and using the identifier to identify duplication of the one or more advertisements; and   code for presenting the end user with the news content and a number of non-duplicate advertisements based on the identifier, wherein the advertisement is presented based on the associated hyperlink received for each advertisement.   
     
     
         3 . The non-transitory computer readable medium of  claim 2 , further comprising code for attributing the identifier to each advertisement. 
     
     
         4 . The non-transitory computer readable medium of  claim 2 , wherein the identifier is associated with an advertisement substantially permanently. 
     
     
         5 . The non-transitory computer readable medium of  claim 2 , wherein the identifier is effective for a period of time determined by the publisher. 
     
     
         6 . The non-transitory computer readable medium of  claim 2 , wherein the identifier is a globally identifier for a type of advertisement. 
     
     
         7 . The non-transitory computer readable medium of  claim 2 , wherein the code for analyzing the delivered feed of news content and one or more advertisements is performed on the end user's computer. 
     
     
         8 . The non-transitory computer readable medium of  claim 2 , wherein the code for analyzing the delivered feed of news content and one or more advertisements is performed on a host computer, 
     
     
         9 . The non-transitory computer readable medium of  claim 2 , including code for recognizing that new news content is available with reference to a hyperlink associated with the news component and identifying one or more advertisements with reference to the identifier. 
     
     
         10 . A computer implemented method of controlling the provision of advertising presented to an end user in a feed of news content that is delivered. from a host computer of a news content publisher to an end user having an associated end user computer, wherein each advertisement has an associated. hyperlink, the computer implemented method comprising:
 receiving a hyperlink from a publisher of advertisement content for each advertisement;   attributing a computer readable identifier to each advertisement, wherein the identifier is attributed by the news content publisher;   replacing the hyperlink from the publisher of the advertisement content with the identifier attributed from the news content publisher;   analyzing with either the end user computer or the host computer, the delivered feed of news content and one or more advertisements and reading the identifier of each advertisement with a computer to ensure that any duplication of the one or more advertisements is identified; and   presenting the end user with the news content and a predefined number of non-duplicate advertisements.   
     
     
         11 . The method of  claim 10 , wherein analyzing the delivered feed of news content and one or more advertisements is performed on the end user's computer. 
     
     
         12 . The method of  claim 10 , wherein analyzing the delivered feed of news content and one or more advertisements is performed on a host computer.