US20140100954A1 - Geographic and Keyword Context in Embedded Applications - Google Patents

Abstract

A computer-implemented method includes generating, using an embedded client application, a keyword context for a container document holding the embedded client application; generating, using the embedded client application, a geographic context associated with a device on which the container document is displayed; submitting the keyword context and the geographic context to a remote server; and displaying an interactive application using information obtained in response to the submission of the keyword context and geographic criteria.

Description

CROSS-REFERENCE TO RELATED APPLICATIONS
• This application is a continuation application of and claims priority to U.S. application Ser. No. 12/173,594, filed on Jul. 15, 2008.
TECHNICAL FIELD
• This document discusses mechanisms and techniques for incorporating information into embedded applications such as gadgets, where such information may include keywords for a document within which the applications are embedded along with geographic information for users of the applications.
BACKGROUND
• Targeted web advertising has become a very successful business for companies like GOOGLE. Such advertising is a success for much the same reason certain search engines are a success—it brings users information that is relevant to them. Advertising is typically provided along with search results, often in an area separate from the actual results themselves. In such a situation, the advertisements selected for display may be matched to terms in the search request. The GOOGLE ADWORDS service is an example of such targeted advertising.
• Targeted advertisements may also be delivered apart from search, such as on web pages themselves. For example, an ad system may analyze the content of a web page to determine important words or concepts to associate with the page, and may deliver ads directed to those words or concepts when the page is displayed. Such delivery may occur when the page is retrieved for a user, with the host of the page delivering the page content and the ad server delivering the targeted advertising. The GOOGLE ADSENSE service is an example of such targeted advertising.
SUMMARY
• This document describes mechanisms and techniques that may be employed to provide information from external sources to web-based documents such as web pages. For example, a web page or a program may act as a container document for an embedded application such as a gadget or widget. The application may include code that determines the context for the application, such as keywords associated with the container document and the location of a user viewing the container document. Where the application is an embedded advertisement module and the container document is a web page, such information may be passed to a system such as a live auction system so as to obtain real-time information that can be presented to a viewer of the document, including, for example, items currently up for auction relating to the topic of the web page and in the geographic vicinity of the user.
• In addition, the embedded application may be programmed to format the information and may include additional features such as an interactive map or maps that show the locations of sellers of products displayed with the advertisement. The embedded application may display images of the item and other information related to the item such as the price, description, reviews, star ratings for the item, and any pertinent attributes. Also, if the results returned to the embedded application are insufficient or too voluminous, the application may adjust its request for information so as to obtain an appropriate amount of such information.
• Such systems and techniques may provide one or more advantages in certain implementations. For example, advertisements may be conveniently built on the fly in a web page as it is loaded, where the advertisement may be particularly directed to the page (and indirectly to the viewer of the page, who is presumed to have an interest in the topic of the page) and to the location of the user. Such targeted material may be particularly relevant to the user, and may thus improve the user's experience. As a result, the user may also be more likely to respond to the material, such as by clicking on a displayed advertisement, the advertiser will benefit by achieving better conversion rates as compared to other methods, and the advertising network (which may be compensated on a CPC basis) also will benefit. Also, because the embedded application can be programmed to conduct much of the information retrieval and formatting, additional logic may be employed and used as the display is built, such as logic to ensure that information to be displayed to a user is complete and accurate.
• In one implementation, a computer-implemented method can comprise generating, using an embedded client application, a keyword context for a container document holding the embedded client application; generating, using the embedded client application, a geographic context associated with a device on which the container document is displayed; submitting the keyword context and the geographic context to a remote server; and, displaying an interactive application using information obtained in response to the submission of the keyword context and geographic criteria. The container document can comprise a web page and the embedded client application can run in an iFrame on the container document. Also, the remote server can include an item search system that returns information about items for sale, wherein the items correspond to the submitted keyword context and are sold in or near an area corresponding to the submitted geographic context.
• In certain aspects, generating the keyword context can comprise submitting information about the container document to a remote keyword server, where the information about the container document can comprise a URL for the container document. In addition, generating a geographic context can include obtaining a current location indicator for the device. Also, the remote server can include an ad server that provides advertising content targeted at particular keywords and locations, and the method can further comprise displaying information about a plurality of active databases and permitting a user to select a database listing to be taken to a listing detail page at the remote server. The method can also comprise submitting information about the container document to a remote keyword server and analyzing the information obtained in response to the submission to the remote keyword server, and submitting alternative information to the remote keyword server if the analysis indicates that the information obtained is inadequate.
• In some aspects, the alternative information can include the original information, submitted to a second remote keyword server. The method can also include combining information received in response to submissions to multiple keyword servers. Submitting the keyword context and geographic context can include submitting multiple related queries to a remote server, and wherein displaying an interactive application can include rendering query results incrementally and at least in part substantially concurrently with the submission of one or more of the multiple queries. The multiple related queries can comprise queries to refine prior results for updated display, and the queries to refine prior results can be performed asynchronously with respect to each other. The queries to refine prior results can also include follow-up queries that delete search terms from prior queries, and the method can further comprise cleansing the keyword context by applying normalization, whitelisting, and/or blacklisting, or cleansing the geographic context by applying fuzzing and/or shifting to the geographic criteria.
• In another implementation, a recordable media is disclosed that has recorded and stored thereon in tangible form, instructions. The instructions, when executed, perform actions that can comprise generating, using an embedded client application, a keyword context for a container document holding the embedded client application; generating, using the embedded client application, a geographic context associated with a device on which the container document is displayed; submitting keyword and geographic parameters associated with the keyword and geographic contexts to a remote server; and, displaying an interactive application using information obtained in response to the submission of the keyword and geographic parameters. The media can also store instructions that, when executed, generate a keyword parameter by identifying an address for the container document and submitting the address to a remote topical server that catalogues topics for container pages. In some aspects, executed instructions display information about a plurality of live auctions and permit a user to select an auction listing to be taken to an auction detail page at the remote server.
• In yet another implementation, a computer-implemented system comprises a web-accessible container document for display by a client application, and an advertising embedded application for display with the container document. The application includes computer code to identify keyword context information of the container document and geographic context information of a client corresponding to the container document, to submit the keyword and geographic context information to a third-party server, and to generate an advertisement using information returned from the third party server. The application can be configured to obtain a URL of the container document and submit the URL to a remote keyword server to obtain one or more keywords corresponding to the container document.
• In some aspects, the application can also include code to identify keyword context information by submitting an identifier for the container document to a remote keyword server. Also, the third-party server can include a real-time auction server, and the generated advertisement can show items currently on sale by the real-time auction server.
• In another implementation, a computer-implemented system is disclosed. The system comprises a web-accessible container document for display by a client application, an embedded application for display on the container document, and means associated with the embedded application for determining keyword and location contexts for the container document, submitting keyword and location parameters associated with the keyword and location contexts to a remote server, and generating a display on the container document using information received in response to the submitted keyword and location contexts.
• The details of one or more embodiments are set forth in the accompanying drawings and the description below. Other features, objects, and advantages will be apparent from the description and drawings, and from the claims.
DESCRIPTION OF DRAWINGS
• FIG. 1 shows a conceptual diagram of a system and process for delivering real time information to an embedded application.
• FIG. 2 is an example display of gadget advertisements that can be produced by the system and process ofFIG. 1.
• FIG. 3 is a schematic diagram of an example system for delivering content in real time to embedded applications.
• FIGS. 4A and 4B are flow charts of processes for generating an embedded advertisement exhibiting real time data.
• FIG. 5 is a swim lane diagram of a process for generating an embedded advertisement exhibiting real time data.
• FIG. 6 shows an example layout of a container document that includes a number of embedded applications.
• FIG. 7 is a schematic diagram of an example system for dynamically generating advertisements and other items.
• FIG. 8 shows an example of a computer device and a mobile computer device that can be used to implement the techniques described here.
• Like reference symbols in the various drawings indicate like elements.
DETAILED DESCRIPTION
• FIG. 1 shows a conceptual diagram of asystem100 and process for delivering real time information to an embedded application. In the pictured example, thesystem100 includes an embedded application104 (such as a web gadget or a widget) in the form of a portable program module running on amobile device110,ad servers106, and anitem search system108. In general, these components cooperate to permit advertisements or other such displays containing data, to be constructed and displayed to a user at run-time, where the data is targeted to the context of thesystem100. Such targeting may be directed, for example, to selecting content for the embedded application where that content is directed to a location of thedevice110 and to the content of thecontainer document102. As such, a targeted advertisement may be constructed on the fly, and may thus contain information that is currently relevant to the user, including to the content of a web page the user is reading and to a location in which the user currently resides. In this example, that information is status information about one or more on-line auto auctions in the user's vicinity relating to content of a web page.
• In addition, in certain implementations, thesystem100 may be implemented with few or no adjustments to existing systems. For example, the embeddedapplication104 may be programmed to submit standard HTTP requests to thead servers106 anditem search system108 using agreed-upon API's that are in the same format as requests made by other systems. Also, geographic information may be obtained from thedevice110 using standard techniques, such as by accessing GPS information through a device operating system, or by looking up the location currently associated with device's IP address. As such, the functionality described here may be added to a system without having to update server software or make other similar changes. In addition, such asystem100 may provide additional flexibility, where authors and users of embedded applications may have more control over the manner in which their systems interact withad servers106 anditem search system108.
• Such techniques may, in certain implementations, provide one or more advantages. For example, in the example ofFIG. 1, a page may be able to provide viewers with up-to-date real-time information that may be particularly relevant to a user. As one example, users may be reticent to click on an advertisement if it simply shows static information about an auction site (e.g., just the name of the site and general information about the type of goods that can be purchased at the site). However, if the advertisement shows goods that may be desired by the user (e.g., as determined by a user profile or the content of a page the user is viewing), shows goods that can be acquired easily in the user's area, and/or shows up-to-date information about such goods, the user is much more likely to select the advertisement, and to follow through with a transaction.
• The example implementation may thus have advantages to users, to advertisers, to advertising carriers, and to information providers. Users gain because they are provided with information that is more relevant to them. Advertisers gain because they can drive more viewers to their goods. Advertising carriers, such as GOOGLE, gain because the advertisers that they serve gain and because more effective ads free up additional resources and inventory for other advertisers. And information providers—the owners of the documents that contain the gadget ads—gain because their viewers gain, and perhaps because they can obtain a share of the advertising revenue.
• Referring more specifically toFIG. 1, an embeddedapplication104 is shown located in acontainer document102. The embeddedapplication104 may include a display that is generated from mark-up code that is stored as part of, or referenced from, mark up code that generates thecontainer document102. For example, the mark up code may include various forms of HTML code, such as code for generating a gadget on the display. The embeddedapplication104 may be part of an iFrame on a web page that is represented by thecontainer document102. In general, an iFrame is an HTML document that may be embedded in another HTML document, using an iFrame element. The document in which the iFrame is embedded—thecontainer document102 in this example—may be generated around the iFrame while the iFrame itself is still being generated.
• Example HTML code for providing an iFrame in a web page includes the following:

• <html>...
  <iframe src=“http://makinganiframe.com” height=“100” width=“200”
  frameborder=“0” scrolling=“no”>
  </iframe>
  ....
  </html>

• As this code shows, the iFrame element may reference a document to be inserted in the iFrame, dimensions for the iFrame, and whether scrolling should be allowed inside the iFrame. The document in the iFrame can be replaced with another document or can be modified or refreshed without refreshing the container document (e.g., the surrounding page), by using the “target” attribute of an HTML anchor or by using JavaScript, such as in an AJAX implementation. Similar displays may be generated, for example, through editing of a document's DOM tree.
• The embeddedapplication104 may communicate with thecontainer document102, withad servers106, with theitem search system108, and with other applications on thedevice110, including the device operating system. Thecontainer document102 may display a variety of information, and in this case, displays a heading102aandbody text102b. Thecontainer document102 is also represented by a URL that can be used by the embeddedapplication104 and other internet-connected components and systems to identify the container document. The embeddedapplication104 may also use other contextual information, such as a title of the page or the heading102ain obtaining additional information for its operation.
• The embeddedapplication104 may target itself to the content of thecontainer document102 by performing textual analysis of thecontainer document102 on its own behalf and/or using thead servers106. For example, the embeddedapplication104 may be programmed to identify keywords on a page, such as certain terms that are included in a title or particular headings of a page. In this example, the embedded application may recognize the term “Driver's” in the title as being generally relevant to the topics of the page, and the term “Nissan GT-R” as being specifically relevant, since headings are typically more specific than are titles. The embedded application may also look at thetext102bon the page in making such a determination. Certain terms on the page may thus be extracted as keywords for the page, or keywords may be derived from the terms on the page (e.g., the keyword “automobiles” may be derived from “Driver's”).
• Such analysis may be performed in various manners by the embeddedapplication104 itself. Alternatively, the embeddedapplication104 may perform certain analysis and may then provide data to a central server system (not shown) for further processing. For example, the embedded application may generate a text file that includes all the text in headings on a page or all the text on a page, and may forward it to a server for analysis. The server may then identify keywords in the text, and may return such keywords back to the embeddedapplication104.
• In the implementation shown here, the embeddedapplication104 relies onad servers106 to conduct most of the processing. In particular,ad servers106 may be servers that include components that crawl various web sites and analyze the content of those web sites. For example, the textual content of web pages may be gathered and a list of terms from the page may be generated and ordered from most common terms to least common terms. This list of terms may then be submitted to an expert system that has been trained with other terms and that associates various concepts or keywords with those terms. From such analysis, particular concepts or keywords associated with the web page may be determined, and such concepts or keywords may be passed to the embeddedapplication104 and used by the embedded application104 (as described further below) in queries to obtain additional information from third-parties for processing by and display by the embeddedapplication104.
• The embeddedapplication104 may access such information by making a properly formatted request of thead servers106. This request may identify to thead servers106 the information that is needed, by providing thead servers106 with identifying information for thecontainer document102, such as the URL for thecontainer document102. To obtain the URL, the embeddedapplication104 may use JavaScript so that it may get the URL by document.location. If the JavaScript is running inside an iFrame, it can use a document.referrer to get a URL for thecontainer document102. The embeddedapplication104 may then submit the URL to thead servers106 by making an HTTP request, such as a request formatted as follows:
• • http://pagead2.googlesyndication.com/pagead/ads?url=slashdotorg&output=xml&num_radlinks=10
• Thead servers106 are configured to receive requests relating to particular URLs and to provide, in response, keywords that are descriptive of content associated with the URLs. Thead servers106 may be configured simply to perform a look up in response to receiving a URL if the keywords have previously been generated through an earlier crawling process, or may identify additional data associated with a received URL before returning descriptive information. Thead servers106 can look up a crawled copy of the page and conduct a contextual analysis as described above.
• The embeddedapplication104 may also make use of information about a user of themobile device110. In one example, theservers106 can look up an IP address related to a request from thedevice110 in a geographic database, and may pass the geographic information (or information gleaned from the geographic information) back to the embeddedapplication104. In another implementation, the embeddedapplication104 may obtain the information directly from themobile device110, such as by querying an operating system on thedevice110, where thedevice110 includes GPS functionality or emits radio signals such that the location may be determined by triangulation.
• Location information may also be obtained fromdevice110 storage, such as from a cookie on the device. For example, a different application on the device that provides location-based services to the user of thedevice110 may solicit information from a user to determine the user's location (e.g., the user may initially establish a “home” location and the location may be manually updated by the user or may be updated based on subsequent search activity by the user such as the entry of local search terms) and may store that location information. The embeddedapplication104 may then access the stored information.
• Upon receiving the descriptive information (e.g., keywords or topics and location information), the embeddedapplication104 may submit the received information, a subset of the information, or information relating to the received information to the item search system (ISS)108. Theitem search system108 may take a variety of forms, but in this example is a server that maintains changing real-time information, such as weather, stock price, or auction information. One example of such systems are listing sites on which members of a site may list items for sale to other members of the public. Theitem search system108 may operate so as to receive queries via published, open protocols, so that a developer of embeddedapplication104 may readily communicate queries via the embeddedapplication104 using the received descriptive information. Theitem search system108 may then respond in a known manner, such as by transmitting XML-formatted information about activity tracked by theitem search system108. For example, theitem search system108 may provide descriptive information about top objects in an auction that is associated with the query passed to it, such as descriptions, photos, current prices, ratings, and time to expiration.
• Where location, or geographic, information is submitted to theitem search system108, the search for responsive data may be narrowed to a geographic area associated with such information. For example, the query from the embeddedapplication104 may ask for all auctions having a certain keyword or keywords within a certain mile radius of the user's inferred location. Variations on such requests may also be submitted, as described in more detail below with respect toFIG. 4B. Also, the format of the location information may take a variety of forms, including written addresses, city and state names, zip codes, and lat/long pairs. Any application in thesystem100 may use known and relatively simple mechanisms to convert between and among the various forms.
• Where geographic information cannot be determined—for example, if a device does not have GPS, the user of the device is not registered with a system, and the device does not contain a relevant cookie that includes geographic information and the device cannot be located by triangulation of radio signals—non-geographical-specific advertisements may be requested by theapplication104. Alternatively, a larger best-guess area may be used where there is no geographic information or insufficient geographic information, such as by serving ads across an entire country or other region.
• An example flow of operations insystem100 is shown by lettered arrows inFIG. 1. In this particular example, thecontainer document102 is a web page for an automobile enthusiast site, and the particular page is a test report of the Nissan GT-R automobile. The operator of the web site may provide such very helpful information to the public for free, and may thus depend heavily on advertising revenue to maintain its quality of service. To assist with this challenge, the operator may include embeddedapplication104 in thecontainer document102, such as by providing a pointer to code for generating embeddedapplication104. The operator would not have to code the embeddedapplication104 himself or herself, but could simply add it as a gadget, similar to an IGOOGLE GADGET, to the page.
• When the embeddedapplication104 is accessed, such as when auser device110 is provided with mark up code when accessing thecontainer document102, the code for thecontainer document102 may first begin to be executed, and thecontainer document102 may be displayed. When the processing reaches the iFrame code for the embeddedapplication104, code for the embeddedapplication104 may be accessed and executed. That code may include elements for accessing information about thecontainer document102 and thedevice110, such as the URL for the container document, the dimensions provided in the container document for the iFrame, and location data for thedevice110. Arrow A1 shows a request from the embeddedapplication104 to thecontainer document102 to obtain certain information about thecontainer document102. Arrow A2 shows a request from the embeddedapplication104 to thedevice110 to obtain geographic data for thedevice110.
• The embeddedapplication104 may then optionally make a request, such as in the form of an HTTP request, to thead servers106 to obtain additional information about the container from thead servers106. Such a request is shown by Arrow B. The request may include some or all of the information obtained from thecontainer document102 and/or thedevice110, in either its original form or in a modified form. For example, the request may include the URL for the container document. The request may also include other information, such as the IP address of the user, and any other parameters that the publisher is willing to have passed, such as user demographics for thecontainer document102 and the like.
• The request from the embeddedapplication104 to thead servers106 may optionally be encrypted or otherwise protected from tampering. For example, a unique protocol may be agreed upon between embeddedapplication104 andad servers106 to prevent illegitimate requests for information fromad servers106, or interception of legitimate requests and responses.
• Upon receiving a request, thead servers106 may perform a variety of operations in generating a response to the request. In the pictured example, thead servers106 are tasked with providing the embeddedapplication104 with information that is descriptive of thecontainer document102. Thead servers106 or other servers associated with thead servers106 may have previously generated such descriptive information, such as by the techniques described above (e.g., crawling pages and performing analysis to determine topics, or keywords, for the pages). If such information already exists, thead servers106 may simply return it to the embeddedapplication104.
• If thead servers106 do not yet have descriptive information for thecontainer document102, they may attempt to generate such information in real time. For example, they may cause a spider module to access thecontainer document102 to obtain content from the container document102 (e.g., the text of a web page along with tags that may indicate the relative importance of the text, such as heading tags), and may extract keywords from the content. Such keywords may then be stored by thead servers106 for later use and may also be transmitted back to the embeddedapplication104.
• If thead servers106 cannot obtain information that is directly descriptive of thecontainer document102, then they may attempt to generate a best guess for such information. For example, thead servers106 may obtain keywords for other documents at the same domain as thecontainer document102. Thead servers106 may then create keywords that are, for example, a ranked union of keywords for other documents that are “near” the address of thecontainer document102. In one example, documents that are closest to the container document102 (e.g., those in the same path) may be given higher weight than more distant documents when determining appropriate descriptive information to deliver for thecontainer document102.
• When the descriptive information for thecontainer document102 is determined by thead servers106, it may be returned to the embeddedapplication104, as shown by Arrow C. For example, the information may be provided in an XML formatted message or other similar message format.
• Embeddedapplication104 may also perform the analysis to identify topics or keywords for thecontainer document102, or topics or keywords otherwise relevant to embeddedapplication104. For example, the embeddedapplication104 may include code for selecting keywords from headings in a document or otherwise determining topics for the document.
• Upon receiving the information from thead servers106, the embeddedapplication104 may submit the information, along with other contextual information such as location information, in a query to theitem search system108, as shown by Arrow D. Such an action may simply include inserting keywords received from thead servers106 as arguments in a query. Such action may also involve additional steps. For example, the embeddedapplication104 may make a determination that certain information received fromad servers106 will not result in a satisfactory result from theitem search system108. As one example, the embeddedapplication104 may determine that it has too many keywords or keywords for theitem search system108, and may be programmed to remove certain of the keywords (e.g., the last-received keywords or the first received keywords, or by filtering out words that would make the search too limited in scope to obtain a useful number of appropriate results.
• The information returned from thead servers106 to the embeddedapplication104 may include information in addition to the descriptive information. For example, thead servers106 may determine, by analyzing the descriptive information, that a particularitem search system108, from among many item search systems, may be more appropriate for providing content to the embeddedapplication104. As one example, where keywords returned to embeddedapplication104 relate to consumer-directed terminology (e.g., DVD, television, collectibles), thead servers106 may provide a parameter so that the embeddedapplication104 sends a query to a server associated with a particular listing site. On the other hand, if the key words indicate that the user is likely to be looking at a more industrial document (e.g., steel, billet, CRM, etc.), then the embeddedapplication104 may be directed to an industrial-focused auction site. In this manner, the advertisement shown as a result of the process may be particularly tailored, and also may be directed to a site most likely to give complete and useful results.
• In response to a submission by the embeddedapplication104, theitem search system108 may return results for the query. For example, through a standard API, theitem search system108 may reformat the query for submission to a database, such as a database tracking auction status in real time (which includes near real time). The results may include listings of ongoing auctions, like a user would see if they typed the relevant keywords into a home page of a listing site.
• Such information may also include information about the location of each seller in the auction, where the returned results are limited to auctions near the location identified in the request from the embeddedapplication104. Theitem search system108 may return a certain number of results (e.g., in response to a parameter received from the embedded application104), such as the top three results to the embeddedapplication104, as shown by Arrow E (e.g., the three closest results to the user, or the three auctions that are about to expire). The results may be formatted, for example, as an XML message.
• Upon receiving the results from theitem search system108, the embeddedapplication104 may analyze and format the results for display to a user on the web page represented by thecontainer document102. For example, the embeddedapplication104 may initially determine the size of its associated iFrame so as to determine how many results it can display, and in what format it can display them. For example, if the iFrame is very short, there may no be room for graphics (e.g., photos of items in an auction), and the embeddedapplication104 may decline to display the graphics in such a situation.
• In addition, the embeddedapplication104 may determine that the iFrame is too small to display a full description of multiple items, and may thus choose to concatenate certain descriptions or to display only a subset of fields received from theitem search system108, such as displaying only a “short description” field for an item. Also, the embeddedapplication104 may choose to display more items than will fit in the iFrame, and may provide a scroll control to permit access to items that will not initially display. The embeddedapplication104 may perform other formatting operations also, such as expanding outside of the iFrame to show more items.
• In this particular example, the information “Nissan GT-R” in the heading102awas submitted as a keyword to theitem search system108, along with a location of the device110 (either inferred, such as from historic location data in a cookie, or explicit, such as a GPS reading). Three ongoing auctions, with their current prices, are displayed in a display for the embedded application (104a). In addition, amap104bis displayed, where the map corresponds to the location of a particular selected seller from the list of sellers. The user may click on themap104bto have additional information about that seller displayed and to have the map expand to fill the entire area of the embeddedapplication104 display area.
• Optionally, asearch area104cmay be displayed, and may be pre-populated with the search term that was submitted to theitem search system108. The user may thus immediately see what search term was automatically generated for them, and may change or refine the term to obtain additional results in the embedded application or from the originating site. The user may also be provided with the location that was submitted for them and be given the opportunity to change that location or the radius around the location for which the search is relevant.
• The gathering of information from thecontainer document102, the submission of that information to thead servers106, the receipt of descriptive information about thecontainer document102 from thead servers106, the submission of a query to theitem search system108, and the receipt and display of results from theitem search system108, may all occur, in appropriate implementations, while the page associated with thecontainer document102 is being loaded. As such, the display created by the embeddedapplication104, such as an actively generated advertisement, may be viewable by a user almost immediately upon accessing and loading the associated web page.
• The embeddedapplication104 may also be provided with additional functionality for accessing information for display with the web page. For example, calls made by the embeddedapplication104 may be conditional or iterative. As one example, the embeddedapplication104 may request a limited number of results, and when displaying those results, may display a control by which a user may seek additional results (like thesearch box104cor another form of control). In such a situation, the embeddedapplication104 may then request the additional results. (The embeddedapplication104 could also obtain all of the results initially and store some of the results until the user requests them.) The embeddedapplication104 may also determine, from information received from thead servers106, that multipleitem search systems108 may be possible sources for an advertisement. In such a situation, the embeddedapplication104 may generate a display showing a user the various choices ofitem search system108, and may then perform a query of a particularitem search system108 upon selection of such an option by the user. It should be appreciated that various functions provided by a language such as JavaScript and JavaFX may also be implemented by the embeddedapplication104, thus enabling a rich array of interactions.
• The display produced by embeddedapplication104 may include metadata, such as hyperlinks, that permits a user to interact with the results. For example, text displaying certain items in an on-line auction may be associated with a hyperlink whose selection by user causes a browser that displayscontainer document102 to be redirected to a page showing details about the item (or causes a new pane or new window to be open to display the item detail screen).
• Selection of such a hyperlink may also cause a message to be transmitted toad servers106 or a server associated withad servers106, so as to report the user's selection. For example, an advertising system may bill advertisers based on the number of times that users click on a particular advertisement, and such a message may permit an ad system to properly bill an advertiser, such as the operator ofitem search system108.
• In addition, embeddedapplication104 may report back the particular item the user selected within the display, so that more detailed reporting and billing may occur. As one example involving an on-line auction system, the seller of an item may be billed by theitem search system108 operating the auction if a user clicks on a link for that item. The item may include an ID number assigned by theitem search system108, and the embeddedapplication104 may pass that ID number to thead servers106 when a user selects the item. Thead servers106 may then provide the number to theitem search system108 at an appropriate time, such as at a time when the selection is billed to theitem search system108. In addition to thead servers106 using such information to pass on advertising costs to their users in a fair and tracked manner, theitem search system108 may use such information to help analyze the effectiveness of providing certain information in a display, among other things.
• The requests by the embeddedapplication104 to thead servers106 and to theitem search system108 may be cached in certain implementations. Such caching may permit for increased performance, as the various requests described above may require relatively extensive searching and processing, particularly when performed in very large numbers. For example, if an embedded application for an advertisement like that discussed above is placed on the front page of the www.nyt.com web site, there may be hundreds of thousands of page loads that would each require complete searching and processing by thead servers106 and theitem search system108. Caching may allow the search and processing to occur once, with subsequent requests being served simply by looking them up in the cache.
• When such caching occurs, it may be implemented at various levels, including in the browser, at an ISP or corporate server, and at central information providers such as GOOGLE. At the browser, when a user returns to a web page that is a container for an embedded application like that described above (e.g., when returning to a newspaper's main home page after reading an article), the module code may simply return the information that it obtained the first time the page was loaded. Caching at an ISP may avoid any need to hit thead servers106 or theitem search system108 at all after a first user seeks information from those sources. And caching at thead servers106 anditem search system108 does involve some load on those systems, but avoids the need to re-query and re-process in manners that could be much more expensive than simply looking for information in the cache.
• Caching may be controlled to expire by various mechanisms, particularly when the data displayed by embeddedapplication104 is real time data like weather information and on-line auction information. For example, one may insert a timestamp of appropriate granularity to the GET request. In addition, where caching is used or could be used, embeddedapplication104 may be programmed to format items in anticipation of such caching. For example, if an on-line auction system reports time remaining in auctions as “3 minutes remaining”, the embeddedapplication104 may be programmed to reformat such information into an absolute, rather than relative time, e.g., “expires at 2:23 pmCT.”
• FIG. 2 is anexample display202 of gadget advertisements that can be produced by the system and process ofFIG. 1. Theparticular display202 shows a sort of test bed for contextual gadget ads, where a user can enter particular query terms and location information, and may have current listing information for the terms and the location returned and displayed in a variety of common ad formats. Such a display may be provided to prospective advertisers so that they can test how their ads are likely to be displayed by a system.
• Aninput area204 allows a user to enter a URL of a web page where ads are to be displayed, along with a raw query that is properly formatted for one or more keywords for a query. The page URL may be used by an ads server as a key to look up topics or keywords for the particular page, which may be useful in generating targeted information for the page. The user may also specify a location in various manners, including by entering a city name, a region code, and a radius range away from a particular city of lat/long coordinate. In one example, a city name may be selected (here, Austin, though the location shown is for Portland), and the application that generates thedisplay202 may fill in the lat/long coordinates automatically.
• The various displays below theinput area204 show what the application generates when a user selects the “show ad” button. Each of the displays contains the same information returned from a listing site showing live auction sales for automobiles with real-time updated pricing and bid information, but in different ad size formats.Display206, for example, includes two listings (it has limited space), along with an image from the first listing. If the user hovers over the second listing, the image will change to that of the second listing.
• A map icon is also shown. If the user selects that icon, thedisplay206 will be replaced by an interactive map served in familiar fashion by the GOOGLE MAPS service, with specific information for the seller of the selected listing (e.g., seller name and address information in a pop up bubble, along with a pin at the seller's location, and telephone number information that the user may select to complete a click-to-call operation).
• Additional controls are shown along the bottom edge ofdisplay206. For example, a hyperlink for “more results” causes other listings (two more in this example) to be displayed to the user, a hyperlink for “about this ad” shows general information relating to the ad and the advertisers, and a “show on map” hyperlink causes the performance of a function similar to that described above for selecting the map icon.
• Finally, a search box is shown at the bottom edge near the image, with the search term “honda civic” filled in. The user may change the entry, such as by adding a year to the entry, to make the search that provides information for thedisplay206 to be more specific. In general, a viewer ofdisplay206 indisplay202 may interact with the advertisements just as if they were advertisements in other sorts of container documents, such as a web page for an on-line newspaper or magazine.
• Features for the search box may take a variety of appropriate forms. For example, the box may display only keywords or may display keywords and geo information (e.g., a search centerpoint), and additionally may display a radius for a search. The displayed query may either match or not match the query that is actually submitted, such as by displaying [bmw 325i] but submitting [bmw] (plus a location code). Where multiple queries have been run to generate the results, the terms for the most relevant search may be displayed, as measured by the one that returns the most results that are actually displayed in the advertisement
• Such interaction is shown bydisplays208 and210.Display208 shows the result if a user first hovers over the 1965 Mustang in the search result and then selects that listing or selects the map icon while that listing is active. In this example, the Mustang listing appears not to have been passed with particular information about the seller or the location of the seller (other than it being in the Portland area).Display210 shows the result if the user hovers over the first listing and then selects the map icon. In this example, textual information about the listing and the seller can be shown, in a manner that should be familiar to users of GOOGLE MAPS. Also, pins are shown at locations associated with the listing, which here may be the locations of multiple facilities for a particular dealers.
• In certain implementations, each pin may represent one listing, and the detail information and image may change as the user moves the cursor over each individual pin. A map view of search results may also be shown initially, and the mode in which results are initially displayed (text, map, or mixed) can depend on a variety of factors, including context (e.g., which page it is on, including via page-owner preferences), channel (when displayed in an ad, the results may be shown in text, but if displayed on a maps site, they may be displayed in a map), and user choice (e.g., where an application can determine that a user previously indicated a choice, either explicitly or implicitly).
• In other applications, each of the locations being mapped may be locations for a common merchant. For example, an advertisement for coffee may be shown and a corresponding map may be populated with pins showing the coffee shops for one particular company in the area.
• Using these ad formats, in addition to giving the user specific location information that may be particularly useful to them, the user can also be presented with a display by which they will know immediately that they can reach a desired auction without any effort. Specifically, they will not need to enter additional search requests after clicking on an ad and being taken to the listing web site. As a result, the presentation of an ad shown here may cause the user to react in a much more positive manner, i.e., to appreciate the ad more and to be more likely to click on it. As a result, the user may benefit by being directed to information that interests them, the advertiser listing site (and its corresponding automobile sellers) may benefit by driving additional traffic to auctions, a syndicator of the advertisement can benefit by generating ad revenue, and the producer of the container document can benefit by sharing in advertising revenue and having a more pleased user base.
• FIG. 3 is a schematic diagram of an example system300 for delivering content in real time to embedded applications. In general, the components shown inFIG. 3 may take a form, in some implementations, similar to those shown inFIG. 1. Additional detail and structure for certain of the components is shown here for additional illustration of the operation of the example system300.
• The system300 is generally made up of an embeddedapplication306 in acontainer document304, that may access information through anetwork310 such as the internet, from anads server302 and anitem database308. Thecontainer document304 may have a number of parameters associated with it, including its URL323. The embeddedapplication306 includes code and a resulting display that is embedded in thecontainer document304, and may include code (e.g., JavaScript code) that is referenced from thecontainer document304. As described above, the embeddedapplication306 may be implemented to provide a display in an iFrame on a web page associated with thecontainer document304.
• The embeddedapplication306 includes a number of components that permit it to obtain information about the container document, and other contextual information, and to retrieve and display content such as a dynamically generated ad, using such information. For example, context requester324 is a program module that communicates with thecontainer document304, such as by communicating with a browser program displaying the container document. The context requester may obtain various parameters that define the context of the embeddedapplication306, such as a URL323 for thecontainer document304 and a size of a frame in which the embeddedapplication306 is to be displayed, among other things. The context requester324 may also obtain data from the device that is displaying thecontainer document304, such as location information for the device or user of the device.
• The embeddedapplication306 also includes arequest formatter326. Therequest formatter326 may be used to generate requests for theads server302, such as using context information (e.g., a container document URL) obtained by context requester324. In addition, therequest formatter326 may receive responses from theads server302, and use information in such responses to generate a request or requests to theitem database308, e.g., a query designed to generate a list of items showing real time information tracked byitem database308, for display by embeddedapplication306.
• The embeddedapplication306 can also include anad generator328. Thead generator328 receives information such as that returned fromitem database308, including real time information, and formats the received information for display on a web page associated with thecontainer document304, in manners like those discussed above.
• The embeddedapplication306 can generate various forms of messages to be communicated to and over thenetwork310.Message306ais a message, in the form of a request (e.g., HTTP request) toads server308 including context information relating to the context of the embeddedapplication306 that has been gathered by the embeddedapplication306.Message306bis a search query, which may be submitted in a form according to a standard API to item database308 (or to a web server associated with item database308), and may include, for example, keywords and location-based context information.
• Item database308 itself may take a variety of forms consistent with the techniques described here. In certain implementations,item database308 may track real time, constantly changing information. In such implementations, embeddedapplication306 can be used to gather such information and dynamically generate content, such as advertisements, to be displayed on a web page associated withcontainer document304. Theitem database308 may generally be configured to generate messages in the form of search results that are responsive, for example, to search queries from the embeddedapplication306. Other messages may also be generated and transmitted byitem database308 as appropriate.
• Ads server302 may include a number of components and structures for supporting the generation of targeted advertisements to viewers of internet web pages. The advertisements may be generated for inclusion on pages of an organization that operates the ads server302 (e.g., search result pages) or may be generated for inclusion through a syndication program on third party web pages. As with the other devices here, theads server302 may include one or more different computers and/or computer systems; the particular grouping of modules and structures is shown here simply for illustrative purposes.
• Theads server302 receives messages from other components at arequest processor318. Therequest processor318 may parse and analyze incoming messages to determine how to respond. For example, an incoming message may request a list of certain concepts or keywords associated with a particular URL, and therequest processor318 may analyze the structure of such a request to determine that certain identifying information about a web page associated with the URL should be returned. As such, therequest processor318 may accesspage content data316, which includes information that correlates particular URL's to concepts or keywords. The accessing may be through a simple look up that uses the URL as a key.
• Thepage content data316 may be generated in the first instance by adocument analyzer314 using acrawler312 to obtain page information. The crawler may operate through various mechanisms to automatically and periodically survey information available throughnetwork310. Thedocument analyzer314 may review information collected by thecrawler312, and may determine concepts or keywords for the information using mechanisms like those discussed above. The document analyzer may also obtain URL's for various documents that it analyzes from thecrawler312, and may store the URL's and the corresponding concepts or keywords inpage content data316 for later access by the system. In addition, thecrawler312 anddocument analyzer314 may obtain and analyze information in real time, such as where a request is made for a URL from the embeddedapplication306, and a corresponding URL does not yet appear in thepage content data316.
• When responses have been generated, they may be returned to a requester byresponse formatter320. Theresponse formatter320 may, for example, reformat database results received from a query of thepage content data316 into one or more XML messages to be returned to the embeddedapplication306. The messages may include, for example,keywords320a. Various other services may also be provided byads server302, though limited services have been shown here to increase clarity. For example, static ads may be served up byads server302 and may be delivered for display on a web page associated withcontainer document304—without the need to reference a separate source of real-time information likeitem database308. Other services may also be provided, as may be described more fully with respect toFIG. 7 below.
• FIG. 4A is a flow chart of aprocess400 for generating an embedded advertisement exhibiting real time data. In general, the process shows actions that may be taken by an embedded application in gathering and displaying information to a viewer of a web page. The process broadly involves gathering information from a document, such as a container document, related to the embedded application, submitting the gathered information (or a derivative of the gathered information) to a remote server, receiving information from the remote server in response (e.g., information providing information that is descriptive of the related document), submitting the received information (or a derivative of the received information) to another remote server, receiving information in return from the other remote server, and displaying the received information in a specially formatted manner.
• Atbox402, the embedded application initially obtains information about a “context” of the embedded application and/or a container document for the embedded application. The context may include many different sorts of information, and may include, for example, text of a main heading in the container document, an address such as a URL for the container document, a set of links in the container document, etc. Context information outside the document may also be gathered, such as information about a user of a device that displays the document. Such information may be gathered, for example, using GPS, by asking the user directly, by checking a cookie that was written after the user was asked their location, by triangulation within cell towers, by looking up an IP address for a device that has previously been correlated with a location, by eLORAN, or by other such mechanisms.
• The embedded application then, atbox404, passes some or all of the context information to a remote server such as a keyword server. The embedded application may first alter or otherwise reformat the context information, such as by adding certain parameters to the information, where the parameters may be used by the remote keyword server to determine what actions to take with respect to the submitted information. The keyword server may use the passed information to generate a response, such as by identifying information that is descriptive of a container document when a URL of a container document is passed to the server. The keyword server may then pass back such information, such as in the form of keywords, to the embedded application, as shown bybox406.
• Atbox408, the embedded application sends the keywords to an item search database. The embedded application can analyze the received keywords, and may add to them, alter them, or simply pass them on without any change other than perhaps a formatting change (e.g., from XML to HTTP request that matches an API for the item search database). In addition, the embedded application may make other determinations, such as by selecting an item search database, from multiple such databases, to receive the query. The embedded application may then wait while the item search database applies the submitted query to its data and generates a response. The response may include, for example, one or more items responsive to the query.
• Atbox410, the embedded application receives the results from the item search database, and atbox412, it formats and displays the search results. The formatting may include eliminating certain of the results for display, and also determining the form or size of the space for the embedded application and arranging information regarding the returned items so as to fit in the allotted space (e.g., in an iFrame having certain dimensions). In addition, the formatting may include incorporating received data into programmed objects, such as incorporating location data into a map.
• The embedded application may then wait for an action. Atbox414, the embedded application receives a control selection, such as by a user clicking on a hyperlink representing an item displayed by the embedded application. The selected hyperlink may cause a browser that is displaying the embedded application to display to the user a detail page (either in the frame for the embedded application or in a new pane or window) that is the target of the selected hyperlink. By this process, a centrally located embedded application may coordinate the passing of information needed to gather data for displaying a dynamically rendered advertisement, and to display such an advertisement for interaction with a user.
• FIG. 4B is a flow chart of a process420 for generating an embedded advertisement exhibiting real time data. The process420 is similar to process400 but includes additional steps for reformatting and resubmitting requests for data to be used in an advertisement.
• Atbox422, an embedded applications served on a web page (e.g., a gadget or an ADS BY GOOGLE element) obtains information that describes its context, including information about the application's container document and information about the device on which the application is running, such as a location of the device. In one implementation, the information may be received as keywords for a page provided from the container page itself, such as in text of the page or in a special keyword element that was provided by an author of the page. In another implementation, the keywords may be provided by a “wrapper,” such as GOOGLE ADSENSE, between the application and the containing page. And in another implementation, the keywords may be provided by a third party (e.g., GOOGLE ADSENSE server) that the application can contact, and pass the ID of the URL for the container document.
• The collected context can also include collection of the user's location. In one implementation, the location may be provided from the containing page, so that the advertisement is targeted to a locational topic of the page. For example, if the page is from a travel site that contains a travelogue of Rome, the locational topic may be “Rome.” If no locational topic can be determined for the page, a location of the user or device may be used. In another implementation, the keywords may be provided by a “wrapper,” such as GOOGLE ADSENSE, between the application and the containing page. And in another implementation, the location may be provided by a third party (e.g., GOOGLE ADSENSE server) that the application can contact, and pass the ID of the user or her connection (e.g., IP address).
• Atbox424, the embedded application “cleanses” the keyword context. For example, the application may normalize the context by converting one keyword into another, either to generalize a topic, correct spelling, normalize capitalization, handle stemming, etc. In addition, or alternatively, the application can apply the keywords to a blacklist (e.g., to remove words that are not allowed, such as pornographic terms) and/or to a whitelist (to identify words that are “strong” and thus should override other words, such as [mercedes benz slr mclaren] being overridden by [mercedes benz]). As with the prior steps, cleansing can occur in the containing page or wrapper, or after an embedded application is invoked.
• Atbox426, the process cleanses the location context. For example, the process may use fuzzing, or intentional reduction of geo precision (e.g., to preserve user privacy or increase the number of matching results). Alternatively, or in addition, the process may use shifting, or intentional selection of a nearby center point that better represents data in the database, e.g., moving the point inland from water.
• At box428, the application queries a remote database with the keywords and the geographical context, or location information. If the returned results are determined to be sufficient (e.g., there are not too many or too few results as measured against predetermined limits) (box430), then the application may render the results (box434), such as in the form of an interactive advertisement.
• If there are not enough results (box430), then the application may automatically refine its query to obtain additional results via additional calls to the database. Such refinement may occur in various ways, including by refining the query sequentially by the following discrete changes either individually or in combination: (1) expanding the geographic range of the query, e.g., from 10 to 50 miles; (2) using broader keywords, e.g., from [2002 bmw 325i] to [bmw 325i] to [bmw]; (3) shifting the geo center point, e.g., from Long Island to New York City; (4) trying related keywords, e.g., from [bmw] to [Mercedes] on the theory that people might generally like German cars; (5) trying no keywords at all, e.g., taking all listings in NYC; (6) trying no geo restrictions at all, e.g., all [bmw 325i]'s; or (7) trying a default search, e.g., all listings by, for example, popularity or new-ness of the listing. The particular order may be chosen, as above, to gradually increase the scope of the query in a logical manner.
• A query may also conduct a fallback in other manners. For instance an automotive query may fall back as follows:

• [(year) (make) (model) (...other words...)] within [20] miles of [location]
  [(year) (make) (model) (...other words...)] within [100] miles of [location]
  [(year) (make) (model) ] within [100] miles of [location]
  [ (make) (model) ] within [100] miles of [location]
  [ (make) ] within [100] miles of [location]
  [ (all listings) ] within [100] miles of [location]
  [ (all listings) ] anywhere

• The fallback on the distance term may also be eliminated if the search engine being queried inherently uses the user location as a strong ranking signal.
• Where a query is refined and submitted multiple times, duplicate results may be filtered out of the final results, such as by comparing city, description, and pricing information of all the listings. When refined results are displayed (box434), the results from the initial query may be displayed first, with the results from the refinement being displayed lower in a list. The multiple queries may also be run simultaneously, before a decision is made as to whether refinement will be needed. In certain implementations, detail information may be displayed incrementally. For example, where postal codes are initially provided, they may be displayed, and city names may then be gathered and may replace the postal codes in the display as their lookups complete.
• After a time, a user may select an element associated with the displayed advertisement (box436). For example, the user may hover over an element, or may select an item listed in the advertisement. In the latter situation, the application may respond, such as by causing the container document to navigate to a web site associated with the content displayed by the application. Where the content is an advertisement, the selection by the user may also be reported to an ad system so that the selection can be logged for a CPC billing structure (box438). Other interactions by the user may be handled in similar manners.
• FIG. 5 is a swim lane diagram of aprocess500 for generating an embedded advertisement exhibiting real time data. In general, theprocess500 shows an example of interactions between a client device, an ads server, and an item server, which may be structures like those shown inFIGS. 1 and 3.
• The example process begins atbox502, where an embedded application on a web page on the client requests information about the context of the web page. The container document or another appropriate structure responds by providing contextual information, such as a URL of the document. The embedded application, which may take the form of a gadget or widget, can also obtain location information for a device on which the module is running and/or a user corresponding to the device. The embedded application then submits information relating to the context (e.g., the URL) to a remote server such as an ads server (box506).
• Upon receipt of the request, the ads server may initially authenticate the request (box507), such as to ensure it is a valid request. The server then determines whether information that is descriptive of the container document is available, e.g., whether keywords or concepts describing the page content have previously been generated for the document and stored by the server. If such information has been stored, it can simply be returned to the client (box514). In addition, if a request for the same information has recently been made, a cache may intercept the request and answer it, without the need for additional searching on the server (not shown).
• If such information for the container document is not available, the ads server may cause the container document to be crawled by a web crawler (box510) and then analyzed to generate new keywords in runtime. If crawling and analysis is a success (box512), the newly generated keywords may be returned to the client (box514). If the crawling and/or analysis does not generate information that can be returned to the client, the ads server may obtain substitute information for describing the container document (box516). For example, the ads server may gather keywords for all documents in the same domain or same path as the container document, and identify a particular keyword or keywords that are dominant among the gathered keywords. When substitute information has been gathered, it may be returned to the embedded application as information about the container document (box514).
• Atbox518, the embedded application edits the received information, such as by selecting certain keywords to pass to the item server, or by simply reformatting the received information into a request that matches a format that is acceptable to the item server. Atbox520, the client finishes reformatting the request and submits it to the item server, which receives the request and returns results corresponding to the request (box522). The submission may include both keyword information and location information, as was obtained atbox502. The item server may operate according to the various procedures discussed above or according to other appropriate processes.
• The client then receives the results atbox524 and filters them or otherwise changes them, such as by eliminating certain results that are determined to not display properly with the container document. In making a decision of what results to display, and how to display them, the embedded application may check display parameters, such as the size of an iFrame or similar structure in which the display is to occur (box526). The client may then format and display the results (box528), such as is shown in, for example,FIG. 2. Although not shown, the embedded application may also determine that additional, or different results are needed. If such a determination is made, the application may resubmit its query using looser terms, or may submit the query to a different item server. The application may then merge the results from the multiple queries into a single display (box528).
• After a time, a user may select one of the results displayed by an embedded application (box530), which may cause an HTTP request to be delivered to the ads server (box522) where the hyperlinks for the items are formatted to be directed to the ads server. The ads server may then redirect the user's client application (e.g., browser) to the item server (boxes532 and534). By having the item's hyperlink point to the ads server, and pointing the browser to the item server by redirection rather than directly, theprocess500 may give the ads server notice that the item has been clicked on, so that the ads server may bill the advertiser for the click. In other circumstances, the advertising may be billed differently, such as by a cost per impression billing technique.
• Atbox534, the client requests a document relating to the result returned by the ads server. The requested document may be a document generally, or may more specifically involve submitting a query to the item server. The item server may then serve the requested document (box536), which serving may involve querying a database of real-time changing information, and returning matching items from the database. Finally, atbox538, the client displays the document, which may involve formatting XML-based data received from the item server for display on a web page, such as in a gadget.
• FIG. 6 shows an example layout of acontainer document600 that includes a number of embedded applications. A number of methods of incorporation are possible, including the use of the iFrame and inline HTML techniques.FIG. 6 depicts a plurality of modules including astock module605, ane-mail module606, a real-time ad module608, andad modules610,612. Different formats for the various modules may exist depending upon the specifications provided by the creator of the module. Some modules may provide scroll bars, and others may not. Some modules may be different sizes or shapes than other modules. In addition, some modules may offer an opportunity for the user to edit the display preferences and/or per-use data associated with the module.
• In one implementation, in-lined modules may be automatically sized by a container document so that no scrolling, height or scaling information may be provided. If a module developer wants the module to have these properties in this embodiment, an in-lined module may be wrapped with a fixed size <DIV> tag and content placed in the tag. The scroll bar, height, and other characteristics may be then specified for the inlined content. One of the attributes allows specifying scaling=“ . . . ” to let the developer indicate how a module may be scaled up or down for different sizes of placements in the container documents.
• One of the functions provided with thisexample container document600 is the opportunity to add content to the container page through selecting theadd content element603. Upon selecting the “add content”element603, the system may offer the user the opportunity to interactively indicate an additional element to be included in the container page. Various forms of an interface to receive that input may be provided.
• In addition, in adding, editing or deleting modules, it may be desired to have those activities occur without a refresh of the container document. One illustrative technique for achieving this may involve use of AJAX programming techniques so a module may be added to a container document without a refresh of the container document page (perhaps only a refresh of the iFrame in which the new container is presented), or use of AJAX to remove a module without the container document being refreshed or when a developer is developing a module, being able to change modules without the container document in which they are populated having to have a page refresh in order to incorporate the changed module.
• FIG. 7 is a schematic diagram of anexample system700 for dynamically generating advertisements and other items. In general, thesystem700 is a more general representation of a system that employs embedded applications, such as gadgets, for various operations. The general operations described here are, when appropriate, applicable to the systems shown inFIGS. 1 and 3.System700 may include ahost server system710 with a plurality of modules that may be associated therewith. Such modules may comprise acontainer server712, amodule server714, aspecification server716, aback end server718, ananalysis module728, amodule creation server732, asyndication server734, and anadvertisement server736. As illustrated,host server system710 may connect over anetwork726 to a plurality of other systems or sub-systems.
• Other systems connected to the network may comprise one ormore user systems722, one or moreremote item servers724, one or moremodule developer systems730 and one or moresyndication recipient servers738. In addition, one ormore database systems720 may operate in conjunction with the various modules ofhost server system710.
• Container server712 may serve container documents touser systems722 overnetwork726.Container server712 may use a web server or related server systems that take data and/or instructions and formulate containers for transmission over the network to theuser system722. However, thatcontainer server712 may reside onuser system722 as well, so that a network connection may not be used. In the example in which the container document includes a word processing document, for example,container server712 may comprise a word processing module.
• Module server714 may provide data from modules tocontainer server712 for incorporation into a container document. In one embodiment,container server712 andmodule server714 may comprise a single unit performing both functions, as may other servers and modules described herein.Module server714 may provide data for the container document by interpreting and/or parsing instructions in a module specification associated with the module. According to one embodiment,module server714 may serve the module content to the container document through the use of a browser iFrame.
• To expedite display of container documents, modules may be displayed inline within the container document. Inline display may be understood as referring to display with other document elements. One example is a display generated from code for HTML in the body according to HTML standards. In one embodiment,module server714 or some other component may determine whether the module is deemed trusted prior to including it in the container document due to the risks of various security issues an inline module could create. According to one embodiment, the module may incorporate an indicium of approval (e.g., digital certificate) issued by the container module or an entity associated with the container module. If the indicium of approval is present,module server714 may render the data from a module for inline presentation in the container document.
• Specification server716 provides a module specification file tomodule server714. The module specification may be cached and stored in a database accessible to themodule server714 and/orspecification server716 or may be retrieved from a location associated with the specification as detailed later. For example,specification server716 may reside on aremote item server724. In addition,specification server716 may be connected tomodule server714 over a network with the module specification located at another location on the network accessible tospecification server716.
• Backend server718 may be provided for interacting with one or more databases (e.g., large or dynamic databases of information). For example, for a news module that obtains frequent updates and demands a flow of data, (e.g, from an RSS feed),backend server718 may format the data into HTML for the container.
• In one specific example, a person may create a module (e.g., a maps module), such as one that uses an application program interface (API) to an existing mapping program to create a module to display a map of downtown Mountain View, Calif. The module may include an XML specification file or module specification file stored on a specification server. The specification server may comprise any appropriate server, including one on a site from which the container page is hosted. The user or another person may then include this new module on a personalized homepage or another form of web page (container document). The server that serves the container document may operate as the module server, and the server that generates the mapping data through an inquiry from its API may be considered to be the backend server.
• In one implementation,analysis module728 may analyze modules at various times (e.g., when the module is first selected by a user, each time the module is called by a container for inclusion or at any other time determined to be advantageous for safety and security and other times).Analysis module728 may perform a number of actions, including comparing the module with a list of disapproved or dangerous modules or a list of approved modules. The comparison may involve exact or substring (e.g., prefixes, suffixes and regular expressions) matching by name or location (e.g., URL), contents of the specification, contents of the location where the specification resides, or information that may be ascertainable about the module.
• Analysis module728 may take one or more actions in response to a determination that the module is disapproved or dangerous, including, for example, silently blocking the request, (i.e. providing a generic error), blocking the request with an error that explains the reason it was blocked or redirecting the request to a different module specification that has been determined to be safe and related to the disapproved module (e.g., another module that relates to maps, if the first one was a disapproved mapping site or a module that includes the keyword “basketball” if the disapproved module was a basketball module). For example, through redirection, the URL of the original module may be passed to the “safe” module. The safe module may then use a proxy server, as described below, to retrieve the original URL's content. Developers may then replace the error handler to fix small bugs in the original module to be able to display the content of the original module. In another embodiment, analysis module128 may parse the module content to determine whether it is safe, such as by compiling JavaScript or other scripts contained in the module to try to identify unsafe or undesired actions the module may perform.
• One or moremodule creation servers732 may be provided. These servers may operate as “wizards” to enable module creators to create a module through an interactive process. For example,module creation server732 may provide a series of user interfaces that enable a person creating a module to provide inputs that are used to automatically generate a module specification. For example, various module specification templates may be provided with corresponding inputs.Module creation server732 may then take inputs supplied by a user, insert them into a template, and generate a module specification for the module. A preview, testing, and debugging function may also be offered as part of these “wizards.” This module may be downloadable to a client as well.
• Asyndication server734 may prepare data for transmission to one or moresyndication recipient servers738 related to modules.Syndication server734 may receive a request for a module and/or module content and deliver that module or content to asyndication recipient server738 overnetwork726.Syndication server734 may reside athost server system710 or at another location on the network.
• For example, if an operator of a sports web site (an example of a syndication recipient system1738) desires to include an advertising module created by aremote source system724, it may do so through a request tosyndication server734.Syndication server734 may then cooperate withmodule server714 to generate data for the container document (here the sports web site page of the syndication recipient system738). That may involve retrieving the module specification fromremote source system724, supplying preferences received from the syndication recipient server738 (e.g., city information for the sports team of a page being displayed) and/or generating data for the container. It is also possible that the data may be rendered atsyndication recipient server738 into its container document in either an iFrame or inline.Syndication server734 may thus syndicate modules accessible to it. It may do so based on requests for specific modules or other criteria it determines (e.g., content matches, keyword matches, monetary values associated with modules and/or syndication requestors, etc.).
• Ad server736 may provide advertisements associated with modules to containers and/or data for creating a display for such modules. For example, an advertisement may be incorporated with module data when data is delivered to a container document.Ad server736 may operate withsyndication server734 to deliver advertisements tosyndication recipient servers738 based on a syndication request for a module. The advertisements may be selected byad server736 based on a wide variety of criteria, including, but not limited to, the relationship between the content of or information about the container, module, other modules in the container, syndication recipient server information, monetary elements/relationships related to any of the foregoing and/or combinations thereof.Ad server736 may comprise the GOOGLE ADSENSE system, according to one embodiment.
• Specifically,ad server736 may manage online advertising by associating two or more concepts related to a module with an advertisement and associating a bid, collectively, with the two or more keywords. In addition,syndication server734 orad server736 may respond to requests from syndicated modules such as advertising-related modules that send requests for information describing container pages associated with the modules.
• One ormore database systems720 may be provided that store, in any number of appropriate manners, container information, module specifications and/or related information, formatting data, per-user and per-module preference data, remote module ID data, remote module location reference data, advertisement data, advertiser data, content/monetary data, syndication recipient data, templates for modules, inputs for modules, lists of trusted and untrusted modules, approval criteria and related information and/or any other information used by the modules to operate as described herein. While a single database structure is shown, the data may be stored at a number of locations and in one or more systems.
• In one implementation, systems and method are provided to incorporate modules into a container document. One example of a container document would be a personalized home page, such as the GOOGLE PERSONALIZED HOMEPAGE currently available to users of the GOOGLE services on the Internet. Instead of restricting the types of content that a user is able to include in a container document such as a personalized home page, one or more embodiments of the present invention enable users to select modules from sources other than the source of the container document. So, for example, a user may elect to include a module in his or her personalized GOOGLE home page from a source not associated with GOOGLE.
• FIG. 8 shows an example of acomputer device800 and amobile computer device850 that can be used to implement the techniques described here.Computing device800 is intended to represent various forms of digital computers, such as laptops, desktops, workstations, personal digital assistants, servers, blade servers, mainframes, and other appropriate computers.Computing device850 is intended to represent various forms of mobile devices, such as personal digital assistants, cellular telephones, smartphones, and other similar computing devices. The components shown here, their connections and relationships, and their functions, are meant to be exemplary only, and are not meant to limit implementations of the inventions described and/or claimed in this document.
• Computing device800 includes aprocessor802,memory804, astorage device806, a high-speed interface808 connecting tomemory804 and high-speed expansion ports810, and alow speed interface812 connecting tolow speed bus814 andstorage device806. Each of thecomponents802,804,806,808,810, and812, are interconnected using various busses, and may be mounted on a common motherboard or in other manners as appropriate. Theprocessor802 can process instructions for execution within thecomputing device800, including instructions stored in thememory804 or on thestorage device806 to display graphical information for a GUI on an external input/output device, such asdisplay816 coupled tohigh speed interface808. In other implementations, multiple processors and/or multiple buses may be used, as appropriate, along with multiple memories and types of memory. Also,multiple computing devices800 may be connected, with each device providing portions of the necessary operations (e.g., as a server bank, a group of blade servers, or a multi-processor system).
• Thememory804 stores information within thecomputing device800. In one implementation, thememory804 is a volatile memory unit or units. In another implementation, thememory804 is a non-volatile memory unit or units. Thememory804 may also be another form of computer-readable medium, such as a magnetic or optical disk.
• Thestorage device806 is capable of providing mass storage for thecomputing device800. In one implementation, thestorage device806 may be or contain a computer-readable medium, such as a floppy disk device, a hard disk device, an optical disk device, or a tape device, a flash memory or other similar solid state memory device, or an array of devices, including devices in a storage area network or other configurations. A computer program product can be tangibly embodied in an information carrier. The computer program product may also contain instructions that, when executed, perform one or more methods, such as those described above. The information carrier is a computer- or machine-readable medium, such as thememory804, thestorage device806, memory onprocessor802, or a propagated signal.
• Thehigh speed controller808 manages bandwidth-intensive operations for thecomputing device800, while thelow speed controller812 manages lower bandwidth-intensive operations. Such allocation of functions is exemplary only. In one implementation, the high-speed controller808 is coupled tomemory804, display816 (e.g., through a graphics processor or accelerator), and to high-speed expansion ports810, which may accept various expansion cards (not shown). In the implementation, low-speed controller812 is coupled tostorage device806 and low-speed expansion port814. The low-speed expansion port, which may include various communication ports (e.g., USB, Bluetooth, Ethernet, wireless Ethernet) may be coupled to one or more input/output devices, such as a keyboard, a pointing device, a scanner, or a networking device such as a switch or router, e.g., through a network adapter.
• Thecomputing device800 may be implemented in a number of different forms, as shown in the figure. For example, it may be implemented as astandard server820, or multiple times in a group of such servers. It may also be implemented as part of a rack server system824. In addition, it may be implemented in a personal computer such as alaptop computer822. Alternatively, components fromcomputing device800 may be combined with other components in a mobile device (not shown), such asdevice850. Each of such devices may contain one or more ofcomputing device800,850, and an entire system may be made up ofmultiple computing devices800,850 communicating with each other.
• Computing device850 includes aprocessor852,memory864, an input/output device such as adisplay854, acommunication interface866, and atransceiver868, among other components. Thedevice850 may also be provided with a storage device, such as a microdrive or other device, to provide additional storage. Each of thecomponents850,852,864,854,866, and868, are interconnected using various buses, and several of the components may be mounted on a common motherboard or in other manners as appropriate.
• Theprocessor852 can execute instructions within thecomputing device850, including instructions stored in thememory864. The processor may be implemented as a chipset of chips that include separate and multiple analog and digital processors. The processor may provide, for example, for coordination of the other components of thedevice850, such as control of user interfaces, applications run bydevice850, and wireless communication bydevice850.
• Processor852 may communicate with a user throughcontrol interface858 anddisplay interface856 coupled to adisplay854. Thedisplay854 may be, for example, a TFT (Thin-Film-Transistor Liquid Crystal Display) display or an OLED (Organic Light Emitting Diode) display, or other appropriate display technology. Thedisplay interface856 may comprise appropriate circuitry for driving thedisplay854 to present graphical and other information to a user. Thecontrol interface858 may receive commands from a user and convert them for submission to theprocessor852. In addition, anexternal interface862 may be provide in communication withprocessor852, so as to enable near area communication ofdevice850 with other devices.External interface862 may provide, for example, for wired communication in some implementations, or for wireless communication in other implementations, and multiple interfaces may also be used.
• Thememory864 stores information within thecomputing device850. Thememory864 can be implemented as one or more of a computer-readable medium or media, a volatile memory unit or units, or a non-volatile memory unit or units. Expansion memory874 may also be provided and connected todevice850 through expansion interface872, which may include, for example, a SIMM (Single In Line Memory Module) card interface. Such expansion memory874 may provide extra storage space fordevice850, or may also store applications or other information fordevice850. Specifically, expansion memory874 may include instructions to carry out or supplement the processes described above, and may include secure information also. Thus, for example, expansion memory874 may be provide as a security module fordevice850, and may be programmed with instructions that permit secure use ofdevice850. In addition, secure applications may be provided via the SIMM cards, along with additional information, such as placing identifying information on the SIMM card in a non-hackable manner.
• The memory may include, for example, flash memory and/or NVRAM memory, as discussed below. In one implementation, a computer program product is tangibly embodied in an information carrier. The computer program product contains instructions that, when executed, perform one or more methods, such as those described above. The information carrier is a computer- or machine-readable medium, such as thememory864, expansion memory874, memory onprocessor852, or a propagated signal that may be received, for example, overtransceiver868 orexternal interface862.
• Device850 may communicate wirelessly throughcommunication interface866, which may include digital signal processing circuitry where necessary.Communication interface866 may provide for communications under various modes or protocols, such as GSM voice calls, SMS, EMS, or MMS messaging, CDMA, TDMA, PDC, WCDMA, container document 102MA2000, or GPRS, among others. Such communication may occur, for example, through radio-frequency transceiver868. In addition, short-range communication may occur, such as using a Bluetooth, WiFi, or other such transceiver (not shown). In addition, GPS (Global Positioning System)receiver module870 may provide additional navigation- and location-related wireless data todevice850, which may be used as appropriate by applications running ondevice850.
• Device850 may also communicate audibly usingaudio codec860, which may receive spoken information from a user and convert it to usable digital information.Audio codec860 may likewise generate audible sound for a user, such as through a speaker, e.g., in a handset ofdevice850. Such sound may include sound from voice telephone calls, may include recorded sound (e.g., voice messages, music files, etc.) and may also include sound generated by applications operating ondevice850.
• Thecomputing device850 may be implemented in a number of different forms, as shown in the figure. For example, it may be implemented as acellular telephone880. It may also be implemented as part of asmartphone882, personal digital assistant, or other similar mobile device.
• Various implementations of the systems and techniques described here can be realized in digital electronic circuitry, integrated circuitry, specially designed ad servers ASICs (application specific integrated circuits), computer hardware, firmware, software, and/or combinations thereof. These various implementations can include implementation in one or more computer programs that are executable and/or interpretable on a programmable system including at least one programmable processor, which may be special or general purpose, coupled to receive data and instructions from, and to transmit data and instructions to, a storage system, at least one input device, and at least one output device.
• These computer programs (also known as programs, software, software applications or code) include machine instructions for a programmable processor, and can be implemented in a high-level procedural and/or object-oriented programming language, and/or in assembly/machine language. As used herein, the terms “machine-readable medium” “computer-readable medium” refers to any computer program product, apparatus and/or device (e.g., magnetic discs, optical disks, memory, Programmable Logic Devices (PLDs)) used to provide machine instructions and/or data to a programmable processor, including a machine-readable medium that receives machine instructions as a machine-readable signal. The term “machine-readable signal” refers to any signal used to provide machine instructions and/or data to a programmable processor.
• To provide for interaction with a user, the systems and techniques described here can be implemented on a computer having a display device (e.g., a CRT (cathode ray tube) or LCD (liquid crystal display) monitor) for displaying information to the user and a keyboard and a pointing device (e.g., a mouse or a trackball) by which the user can provide input to the computer. Other kinds of devices can be used to provide for interaction with a user as well; for example, feedback provided to the user can be any form of sensory feedback (e.g., visual feedback, auditory feedback, or tactile feedback); and input from the user can be received in any form, including acoustic, speech, or tactile input.
• The systems and techniques described here can be implemented in a computing system that includes a back end component (e.g., as a data server), or that includes a middleware component (e.g., an application server), or that includes a front end component (e.g., a client computer having a graphical user interface or a Web browser through which a user can interact with an implementation of the systems and techniques described here), or any combination of such back end, middleware, or front end components. The components of the system can be interconnected by any form or medium of digital data communication (e.g., a communication network). Examples of communication networks include a local area network (“LAN”), a wide area network (“WAN”), and the Internet.
• The computing system can include clients and servers. A client and server are generally remote from each other and typically interact through a communication network. The relationship of client and server arises by virtue of computer programs running on the respective computers and having a client-server relationship to each other.
• A number of embodiments have been described. Nevertheless, it will be understood that various modifications may be made. For example, various forms of the flows shown above may be used, with steps re-ordered, added, or removed. Also, although much of the description above focuses on the delivery of listing information from a listing service such as an on-line auction service, the particular things being advertised may be services and could be used both inside and outside auction-based systems. Moreover, although many of the embodiments have been described in relation to real time, dynamically created advertisements, other content delivery may also be provided in other various forms, including non-advertisement-based content. Accordingly, other embodiments are within the scope of the following claims.

Claims (21)

1-20. (canceled)

21. A computer-implemented method, comprising:

determining, by one or more computing devices, a keyword context for a container document holding an embedded client application;

determining, by the one or more computing devices, a geographic context associated with the computing device on which the container document is displayed;

submitting, by the one or more computing devices, the keyword context and the geographic context to a computing system that is separate from the one or more computing devices; and

providing for display, by the one or more computing devices, an advertisement using information from the computing system that is generated using the keyword context and geographic context and that identifies one or more goods or services that are made available by an entity that is determined to be located in a geographic area that corresponds to the geographic context in contrast to other geographic areas.

22. The method ofclaim 21, wherein the container document comprises a web page and the advertisement executes in an iframe on the container document.

23. The method ofclaim 21, wherein the computing system comprises an item search system that returns information about items for sale, wherein the items correspond to the submitted keyword context and are sold in or near an area corresponding to the submitted geographic context.

24. The method ofclaim 21, wherein determining the keyword context comprises submitting information about the container document to a remote keyword server system.

25. The method ofclaim 24, wherein the information about the container document comprises a URL for the container document.

26. The method ofclaim 21, wherein determining a geographic context comprises obtaining a current location indicator for the one or more computing devices.

27. The method ofclaim 21, wherein the computing system comprises an ad server that provides advertising content targeted at particular keywords and locations.

28. The method ofclaim 27, further comprising displaying information about a plurality of active databases and permitting a user to select a database listing to be taken to a listing detail page that shows detailed information about the one or more goods or services.

29. The method ofclaim 21, further comprising submitting information about the container document to a remote keyword server and analyzing the information obtained in response to submitting the information about the container document to the remote keyword server, and submitting alternative information to the remote keyword server if analyzing the information indicates that the information obtained is inadequate.

30. The method ofclaim 29, wherein the alternative information comprises the information about the container document, submitted to a second remote keyword server.

31. The method ofclaim 21, wherein submitting the keyword context and geographic context comprises submitting multiple related queries to a remote computing system, and wherein displaying the advertisement comprises rendering query results incrementally and at least in part substantially concurrently with submitting the one or more of the multiple queries.

32. The method ofclaim 31, wherein the multiple related queries comprise queries to refine prior results for updated display.

33. The method ofclaim 32, wherein the queries to refine prior results are performed asynchronously with respect to each other.

34. The method ofclaim 21, further comprising cleansing the geographic context by applying reduced resolution or shifting to the geographic criteria.

35. A recordable media having recorded and stored thereon in tangible form, instructions that, when executed, perform actions comprising:

determining a keyword context for a container document holding an embedded client application;

determining a geographic context associated with the computing device on which the container document is displayed;

submitting the keyword context and the geographic context to a computing system; and

providing for display an advertisement using information from the computing system that is generated using the keyword context and geographic context and that identifies one or more goods or services that are made available by an entity that is determined to be located in a geographic area that corresponds to the geographic context in contrast to other geographic areas.

36. The recordable media ofclaim 35, wherein the media further stores instructions that, when executed, generate a keyword parameter by identifying an address for the container document and submitting the address to a remote topical server that catalogues topics for container pages.

37. The recordable media ofclaim 35, wherein the media further stores instructions that, when executed, provide for display information about a plurality of live auctions and permit a user to select an auction listing to be taken to an auction detail page that shows details about a live auction that the user can bid in.

38. A computer-implemented system, comprising:

one or more computer processors; and

one or more non-transitory computer readable devices that include instructions that, when executed by the one or more computer processors, causes the processors to perform operations, the operations comprising:

receiving, from a computing device, a request comprising a keyword context for a container document holding an embedded client application and a geographic context associated with the computing device on which the container document is located, wherein the computing system is separate from the computing device;

generating, from the keyword context and geographic context, an advertisement that identifies one or more goods or services that are made available by an entity that is determined to be located in a geographic area that corresponds to the geographic context in contrast to other geographic areas; and

sending the advertisement to the computing device.

39. The system ofclaim 38, further comprising a real-time auction server, and the generated advertisement identifying the one or more goods or services show items currently on sale by the real-time auction server.

40. The system ofclaim 38, further comprising an item search system, and wherein generating an advertisement comprises the item search system returning information about items for sale, wherein the items correspond to the keyword context and are sold in or near an area corresponding to the geographic context.

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