# US 2010/0169173 A1 · System and Method for Action-Based Advertising

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- Number: US 2010/0169173 A1
- Document ID: US20100169173A1
- Status: Published application
- Kind: A1
- Application number: 12/280,115
- Filed: 2007-02-20
- Published: 2010-07-01
- Earliest claimed: 2006-02-20
- Assignees: E2 LLC
- Inventors: Marcel Martinus Jacobus Petrus Vogels
- Web page: https://patentgrep.com/patent/US20100169173A1

## CPC

- G06Q 30/02: Marketing; Price estimation or determination; Fundraising
- G06Q 30/0242: Determining effectiveness of advertisements
- G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR

## Abstract

A method for providing access for a terminal to content of a website and to a first and second advertising message, comprising: presenting the content and at least the first advertising message to a user by means of the terminal; detecting an action by the user of the terminal, which action relates to one of the first and second advertising messages; stopping the presentation of the second advertising message if the second advertising message has also been presented to the user, and presenting the second advertising message to the user if the second advertising message has not been presented to the user; generating an indication signal which forms an indication of this action; determining, on the basis of this indication signal, an advertisement impact value (AIM), which is a measure of the number of indication signals received compared to the number of first and second advertising messages sent.

## Claims

### Claim at position 1

1-19. (canceled)

### Claim 20

A method for providing access for at least one terminal, to content of a website supported by a web server, and to a first advertising message and a second advertising message supported by an advertisement server, comprising the steps of:
providing access for the at least one terminal to the content of the web server;
selecting the first and second advertising messages;
providing access for the at least one terminal to the first and second advertising messages;
presenting the content and at least the first advertising message to a user via the at least one terminal;
detecting an action by the user of the at least one terminal, wherein the action relates to one of the first and second advertising messages;
generating an indication signal forming an indication of the action;
after detecting the action, stopping the presentation of the second advertising message if the second advertising message has also been presented to the user, and presenting the second advertising message to the user if the second advertising message has not been presented to the user; and
determining, on the basis of the indication signal, an advertisement impact value (AIM), wherein the AIM is a measure of the number of indication signals received compared to the number of first and second advertising messages sent.

### Claim 21 (depends on 20)

The method as claimed in claim 20, wherein the first and second advertising messages are viewable on the screen of the at least one terminal.

### Claim 22 (depends on 21)

The method as claimed in claim 21, wherein the second advertising message is dimensioned such that it at least partially extends over the content on the screen of the at least one terminal.

### Claim 23 (depends on 20)

The method as claimed in claim 20, wherein the step of detecting the action comprises detecting an action with respect to the first advertising message.

### Claim 24 (depends on 20)

The method as claimed in claim 20, further comprising the step of presenting the second advertising message to the user and wherein the step of detecting the action comprises detecting an action with respect to the second advertising message.

### Claim 25

A system for providing access for at least one terminal, to content of a website supported by a web server, and to a first advertising message and a second advertising message supported by an advertisement server, comprising at least one terminal and a server configuration, wherein the server configuration includes a web server comprising a processor and a memory with instructions and data configured to:
provide access for a terminal to content of the server configuration;
select first and second advertising messages;
provide access for the terminal to the first and second advertising messages;
generate an indication signal forming an indication of an action by a user of the terminal, wherein the action relates to one of the first and second advertising messages; and
determine, on the basis of the indication signal, an advertisement impact value (AIM), wherein the AIM is a measure of the number of indication signals received compared to the number of first and second advertising messages sent.

### Claim 26 (depends on 25)

The system as claimed in claim 25, wherein the server configuration further comprises at least one of:
a server for advertisement management;
an advertisement server for a media agency or advertiser; and
a server for a supplier of tags.

### Claim 27 (depends on 25)

The system as claimed in claim 25, wherein the terminal is a terminal selected from one of a PC, a laptop, and a PDA.

### Claim 28 (depends on 26)

The system as claimed in claim 26, wherein the terminal comprises a processor and a memory with instructions and data configured to:
access the content of the web server;
access first and second advertising messages of the advertisement server;
present the content and at least the first advertising message to the user;
detect an action by the user of the terminal, wherein the action relates to one of the first and second advertising messages;
stop the presentation of the second advertising message if the second advertising message has also been presented to the user, and presenting the second advertising message to the user if the second advertising message has not been presented to the user;
generate an indication signal forming an indication of the action; and
send the indication signal, so that, on the basis of the indication signal, the AIM can be determined, wherein the AIM is a measure of the number of indication signals compared to the number of first and second advertising messages.

### Claim 29 (depends on 25)

The system as claimed in claim 25, wherein the server configuration is connected to the at least one terminal via a telecommunications network.

### Claim 30 (depends on 29)

The system as claimed in claim 29, wherein the telecommunications network is the Internet.

### Claim 31

A computer readable medium having stored thereon instructions which, when executed by a processor, causes the processor to:
provide access for at least one terminal to content provided on a web server;
select a first and second advertising message from an advertising server;
provide access for the at least one terminal to the first and second advertising messages;
present the content and at least the first advertising message to a user via the at least one terminal;
detect an action by the user of the at least one terminal, wherein the action relates to one of the first and second advertising messages;
generate an indication signal forming an indication of the action;
after detecting the action, stop the presentation of the second advertising message if the second advertising message has also been presented to the user, and presenting the second advertising message to the user if the second advertising message has not been presented to the user; and
determine, on the basis of the indication signal, an advertisement impact value (AIM), wherein the AIM is a measure of the number of indication signals compared to the number of first and second advertising messages.