U.S. patent number 7,062,466 [Application Number 10/006,765] was granted by the patent office on 2006-06-13 for method and system for operating online classified advertisements.
This patent grant is currently assigned to The Belo Company. Invention is credited to Christopher J. Feola, James C. Jennings, IV, Lisa M. Wagner.
United States Patent |
7,062,466 |
Wagner , et al. |
June 13, 2006 |
**Please see images for:
( Certificate of Correction ) ** |
Method and system for operating online classified
advertisements
Abstract
A system and method for pricing a classified advertisement. The
method includes receiving a classified advertisement from an
advertiser to be distributed to at least one of multiple device
types. The classified advertisement may be substantially
simultaneously formatted for at least two of the device types. The
classified advertisement may be displayed as formatted for
presentation by the device type(s). A price may be determined and
displayed for the classified advertisement as formatted for
presentation by the device type(s).
Inventors: |
Wagner; Lisa M. (Grand Prairie,
TX), Feola; Christopher J. (Grapevine, TX), Jennings, IV;
James C. (Dallas, TX) |
Assignee: |
The Belo Company (Wilmington,
DE)
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Family
ID: |
26676030 |
Appl.
No.: |
10/006,765 |
Filed: |
December 6, 2001 |
Prior Publication Data
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Document
Identifier |
Publication Date |
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US 20020073034 A1 |
Jun 13, 2002 |
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Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
Issue Date |
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60251704 |
Dec 6, 2000 |
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Current U.S.
Class: |
705/51; 348/460;
348/473; 705/1.1; 705/14.69; 705/14.73; 705/26.25; 709/217;
709/218; 709/219; 709/224 |
Current CPC
Class: |
G06Q
30/02 (20130101); G06Q 30/0273 (20130101); G06Q
30/0277 (20130101); G06Q 30/0607 (20130101) |
Current International
Class: |
H04L
9/00 (20060101) |
Field of
Search: |
;705/51,14,26,1,10,27
;709/217,219,224,203,218 ;348/460,473 |
References Cited
[Referenced By]
U.S. Patent Documents
Foreign Patent Documents
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2001000777 |
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Oct 2000 |
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KR |
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WO 2000/03332 |
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Jan 2000 |
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WO |
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Other References
Tribute, Andrew et al. NEXPO '96 Jul. 29, 1996 Seybold Report on
Publishing Systems v25, n21 retrieved on DIALOG 28 Dec. 2005. cited
by examiner.
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Primary Examiner: Reagan; James A
Attorney, Agent or Firm: Jenkens & Gilchrist, PC
Parent Case Text
RELATED APPLICATIONS
This application claims priority from co-pending U.S. Patent
Application 60/251,704 filed Dec. 6, 2000 and U.S. patent
application Ser. No. 10/008,491, entitled "Content Operating
system," filed Nov. 13, 2001, which are incorporated herein by
reference.
Claims
What is claimed is:
1. A method comprising: receiving, by a composition engine, text of
a classified advertisement from an advertiser; separately
formatting the text of the classified advertisement for publication
by at least two of a plurality of device types; simultaneously
displaying the classified advertisement text on a display as
separately formatted for each of the at least two device types;
determining a publication price, by a pricing engine, for the
classified advertisement as formatted for each of the at least two
device types; and simultaneously displaying each publication price
in association with its corresponding displayed classified
advertisement text on the display.
2. The method according to claim 1, further comprising receiving at
least one selection for at least one of the device types to
distribute the classified advertisement.
3. The method according to claim 1, further comprising receiving a
selection for a category to place the classified advertisement.
4. The method according to claim 1, further comprising receiving a
start date to begin running the classified advertisement.
5. The method according to claim 1, wherein the classified
advertisement includes an image.
6. The method according to claim 5, wherein the image is a
photograph.
7. The method according to claim 1, wherein the advertiser of the
advertisement includes at least one of an individual and a
commercial enterprise.
8. A system comprising: submission means for receiving text of a
classified advertisement from an advertiser; composition engine
means for separately formatting the text of the classified
advertisement for publication by at least two of a plurality of
device types; pricing engine means for determining a price for the
classified advertisement as formatted to be published by each of
the least two device types; and means for simultaneously displaying
the classified advertisement text as separately formatted for each
of the display types on a display along with the determined price
for publication.
9. The system according to claim 8, further comprising means for
receiving at least two selections for at least two device types to
distribute the classified advertisement.
10. The system according to claim 8, further comprising means for
receiving a selection for at least two categories to place the
classified advertisement.
11. The system according to claim 8, further comprising means for
receiving a starting date to run the classified advertisement.
12. A graphical user interface (GUI) for providing a user input
interface to place a classified advertisement, comprising: a text
area, in said GUI, programmed to receive text for the classified
advertisement; a plurality of text display areas on a single
screen, in said GUI, operable to simultaneously display the
received text for the classified advertisement, the classified
advertisement text separately displayed in the text display areas
having different publication formats; and a plurality of price
display areas in said GUI, each of the plurality of price display
areas being associated with a different text display area and
operable to display a price for publishing the advertisement based
on the publication format of the text in the associated text
display area.
13. The method according to claim 12, wherein each of the plurality
of text display areas represent a different publication device
having access to the classified advertisement.
14. The method according to claim 12, wherein the different formats
include a different number of characters per line.
15. The method according to claim 12, wherein the text in each of
the text display areas are individually editable.
16. The method according to claim 12, wherein each price is based
on a number of text lines in the associated text display area.
17. A system, comprising: a submission system to receive text of a
classified advertisement from an advertiser; a composition system
that separately formats the text of the classified advertisement in
a first format for publication by a first device type and a second
format for publication by a second device type; a display device
for simultaneously displaying the classified advertisement text as
separately formatted in each of the first and second formats; a
pricing system that determines a price for publishing the
classified advertisement in each of the first and second formats;
and a communications system for communicating the first formatted
classified advertisement to the first device type for publication
thereby and for communicating the second formatted classified
advertisement to the second device type for publication
thereby.
18. The system of claim 17 wherein the composition system further
supports independent editing of the classified advertisement text
as simultaneously displayed in both the first and second
formats.
19. The system of claim 17 further comprising means for displaying
the determined price for publication of the classified
advertisement text in both the first and second formats.
20. The system of claim 19 wherein the means for displaying
displays a price for publication associated with each individual
one of the first and second formats.
21. The system of claim 17 wherein the communications system
communicates the first formatted classified advertisement to the
first device type over a first communications channel and
communicates the second formatted classified advertisement to the
second device type over a second communications channel, and
wherein the composition system further formats the text of the
classified advertisement in a first channel format for
communication over the first communications channel and formats the
text of the classified advertisement in a second channel format for
communication over the second communications channel.
22. A method, comprising: receiving text of a classified
advertisement from an advertiser; separately formatting by a
composition engine the text of the classified advertisement in a
first format for publication by a first device type and a second
format for publication by a second device type; simultaneously
displaying the classified advertisement text as separately
formatted in each of the first and second formats; determining by a
pricing engine of a price for publishing the classified
advertisement in each of the first and second formats; and
communicating the first formatted classified advertisement to the
first device type for publication thereby and communicating the
second formatted classified advertisement to the second device type
for publication thereby.
23. The method of claim 22 further comprising allowing by the
composition engine of independent editing of the classified
advertisement text as simultaneously displayed in both the first
and second formats.
24. The method of claim 22 further comprising displaying the
determined price for publication of the classified advertisement
text in both the first and second formats.
25. The method of claim 24 wherein displaying comprises displaying
a price for publication associated with each individual one of the
first and second formats.
26. The method of claim 17 wherein the first formatted classified
advertisement is communicated to the first device type over a first
communications channel and the second formatted classified
advertisement is communicated to the second device type over a
second communications channel, and wherein formatting by the
composition engine comprises formatting the text of the classified
advertisement in a first channel format for communication over the
first communications channel and formatting the text of the
classified advertisement in a second channel format for
communication over the second communications channel.
Description
BACKGROUND OF THE INVENTION
1. Technical Field of the Invention
The present invention relates generally to advertising, and more
specifically, but not by way of limitation, to an online classified
advertisement management and distribution system.
2. Description of Related Art
Many publications, such as newspapers and periodicals that have
classified advertisement sections utilize legacy or proprietary
classified advertisement systems for publishing classified
advertisements. The proprietary classified advertisement systems
basically operate as order entry systems that publishers of the
periodicals utilize to generate, format, and price the
advertisement text for a particular printed periodical, such as a
newspaper, for an advertiser. As understood in the art, proprietary
classified advertisement systems are close ended in that the
systems are not designed to output to any output source other than
the particular printed periodical for which the system was
originally designed. The proprietary classified advertisement
systems, generally, are operated by employees of the periodical,
and provide the employee with pricing information so that the
employee can inform the advertiser of the classified advertisement
of a price for the classified advertisement. The price is typically
based on format, number of lines, location, days of the week,
duration of the advertisement, etc., for the particular periodical
and format thereof.
The proprietary classified advertisement systems are designed for a
single input, single output configuration. In other words,
classified advertisements are input by an order entry person and
output is directed to the particular periodical. While
manufacturers of the proprietary classified advertisement systems
have attempted to adapt the proprietary classified advertisement
systems for external networks and electronic publishing, many
difficulties have been encountered due to outdated implementations
and undocumented maintenance of the proprietary classified
advertisement systems over the years. Furthermore, the few
proprietary classified advertisement systems that have capability
of posting classified advertising data to the Internet transmit the
data from a flat-file feed of having proprietary codes associated
with advertisement text, manually parse and remove the proprietary
codes, and apply a content markup language, such HTML. Performing
such operation is time consuming and expensive for the
publisher.
While there exists conventional online types of classified
advertisement systems or auction systems, such as Ebay, these
systems are limited with regard to the input/output capabilities.
For example, the output of these systems are limited to Internet
publishing and searching of the classified advertisements and
listings. The conventional online classified systems are unable to
directly format the classified advertisements for multiple device
types at the point of entry.
SUMMARY OF THE INVENTION
To overcome the problems of proprietary classified advertisement
systems being limited to print distribution and online classified
advertisement systems having limited input/output capability, an
online classified advertisement system having the ability to
interface with the proprietary classified systems and providing for
multiple input/output capabilities has been developed. The online
classified advertisement system provides for receiving
advertisement data, such as text, from multiple input sources and
provide access and/or distribute the classified advertisements to
multiple distribution channels and devices. The online classified
advertisement system, according to the principles of the present
invention, provides for substantially simultaneously formatting and
pricing the advertisement information for the multiple distribution
channels and devices.
One embodiment according to the principles of the present invention
includes a system and method for pricing a classified
advertisement. The method includes receiving a classified
advertisement from an advertiser to be distributed to at least one
of multiple device types. The classified advertisement may be
substantially simultaneously formatted for at least two of the
device types. The classified advertisement may be displayed as
formatted for presentation by the device type(s). A price may be
determined and displayed for the classified advertisement as
formatted for presentation by the device type(s).
BRIEF DESCRIPTION OF THE DRAWINGS
A more complete understanding of the method and apparatus of the
present invention may be obtained by reference to the following
Detailed Description when taken in conjunction with the
accompanying Drawings wherein:
FIG. 1 is an exemplary block diagram of a proprietary classified
advertisement system in communication with an online classified
advertisement system according to the principles of the present
invention;
FIG. 2 is an exemplary block diagram of a server for operating the
online classified advertisement system of FIG. 1 in communication
with multiple distribution channels and devices;
FIG. 3 is an exemplary order entry page for the online classified
advertisement system of FIG. 1;
FIG. 4 is an exemplary flow diagram for operating the order entry
page of FIG. 3;
FIG. 5 is an exemplary listing of a portion of a database for
information entered into the online classified advertisement system
of FIG. 1;
FIG. 6 is an exemplary data structure of objects for operating the
online classified advertisement system of FIG. 1:
FIG. 7 is an exemplary flow chart for providing access to the
classified advertisements stored in the database of FIG. 5;
FIG. 8 is an exemplary search page for searching the database(s) of
FIG. 3;
FIG. 9 is an exemplary listing of a search result from the database
of FIG. 5 utilizing the search page of FIG. 8; and
FIGS. 10A and 10B are exemplary block diagrams of a structure or
content operating system for distribution of the content of the
database of FIG. 5 to the network and devices of FIG. 2.
DETAILED DESCRIPTION OF THE EXEMPLARY EMBODIMENTS OF THE
INVENTION
The present invention will now be described more fully hereinafter
with reference to the accompanying drawings, in which preferred
embodiments of the invention are shown. This invention may,
however, be embodied in many different forms and should not be
construed as limited to the embodiments set forth herein; rather,
these embodiments are provided so that this disclosure will be
thorough and complete, and will fully convey the scope of the
invention to those skilled in the art.
Proprietary classified advertisement systems are limited in that
they are designed for single input/single output uses. In other
words, the proprietary classified advertisement systems are
utilized by newspapers and/or periodicals and are not adapted to be
utilized for publishing classified advertisements across networks,
such as the Internet, external of the publication of original
design. Additionally, the proprietary classified advertisement
systems utilize flat-file feeds of the ad text having proprietary
codes associated therewith, manually parse and remove the
proprietary codes, and apply a content markup language, including
HTML or other format, for listing the classified advertisements.
Conventional online classified and/or auction systems, such as
Ebay, too, are limited that they are designed for single input
(online) and single output (online).
With the advancement in technology, many different types of devices
are available for distribution of data across many different
channels or networks. Such devices may include mobile phones,
satellite phones, personal digital systems (PDA), and email
devices, such as pagers. Many different protocols also exist for
delivery of content to these devices. For example, the wireless
application protocol (WAP) provides for devices to communicate to a
network with data other than voice data. Other protocols exist that
different types of devices may utilize, including satellite and
paging systems, for example.
The principles of the present invention include an online
classified advertising system that provides for multiple input and
multiple output of classified advertisements. Advertisement text
may be entered into one text box and substantially simultaneously
formatted and priced for multiple output device types and/or
channels based on text. The classified advertisements may be stored
as objects by utilizing objects for distribution, the advertiser
and publisher may treat the distribution channels and output
devices as a black box and be accessed and/or distributed on
multiple channels to multiple device types utilizing a content
operating system.
FIG. 1 is an exemplary block diagram 100 of a proprietary
classified advertisement system 102 in communication with an online
classified advertisement system 104 according to the principles of
the present invention. The proprietary classified advertisement
system 102 used for receiving and entering classified
advertisements for use in a printed publication, such as a
newspaper, includes an order entry system 105 for receiving the
classified advertisement information from a phone submission 106 or
a fax submission 108. The classified advertisement information is
entered by an employee operating the order entry system 105. As is
understood in the art, the order entry system 105 operates to
format and paginate the classified advertisement text for the
particular publication that the order entry system 105 is designed.
In other words, the order entry system 105 performs a single
formatting function and is limited to formatting for the particular
publication.
The online classified advertisement system 104 according to the
principles of the present invention may receive the classified
advertisement from the proprietary classified system 102 and an
online submission at 110. The online submission 110 may include
receiving information for the classified advertisement from a
variety of devices and distribution channels. For example, the
devices may include personal computers (PC), web-enabled mobile
phones, personal digital assistants (PDA), and voice activated
systems. The online submission 110 may be communicated across at
least one network 112, where the network(s) may include the
Internet, wireless application protocol networks, satellite
networks, and (wireless) ethernet.
A composition engine 114 may receive the classified advertisement
information from the online advertisement system 104 and the
proprietary classified advertisement system 102. The composition
engine may substantially format and display the advertisement for
multiple devices. As will be further explained herein below, the
formatting of the classified advertisement text may be different
for different devices. For example, the format of the ad text for a
PC is different than for a web-enabled mobile phone due to screen
size and display capability differences.
A pricing engine 116 may be utilized to price the classified
advertisement for publication on the different devices. The result
of the pricing engine may be returned to the device performing the
online submission 110 and the order entry system 105 so that the
advertiser may be presented the price for providing accessibility
to the classified advertisement for the different output
devices.
A scheduling engine 118 may be utilized in conjunction with at the
pricing engine for receiving and determining a schedule for the
classified advertisement. The pricing engine may utilize the
schedule received by the advertiser for pricing the classified
advertisement for the distribution channel and devices. The pricing
engine may further compute a total price for the classified
advertisement based on the format (e.g., number of lines) and
schedule for the classified advertisement. At 120, the classified
advertisement may be saved to a database 122 located in a storage
device 124 operated by a server 126. It should be understood that
the composition engine 114, pricing engine 116, and scheduling
engine 118, and save process 120 may be executed by the server 126
or, alternatively, be executed in another server (not shown)
operating on the network 112. In another embodiment, the engines
114 120 may be executed on the devices for performing the online
submission of 110.
On the distribution side, a user system 128, such as a PC or mobile
phone, may be utilized to perform a search of the classified
advertisement information stored in the database 122.
Alternatively, a print pagination system 130 that may or may not be
part of the proprietary classified advertisement system 102 may
perform a search of the database 122 for printing the classified
advertisement in a publication. The user 128 and print 130 systems
may perform a query or search at 132 for the output device 128 or
print publication system 130. In performing the search at 132, the
device type is determined at 134 so that the database 122 may be
properly searched for classified advertisements that have been
formatted for the device type being operated by a user and
scheduled for that time period. The results of the search of the
database 122 are returned at 136 to the user 128 or print system
120.
FIG. 2 is an exemplary block diagram 200 of a server for operating
the online classified advertisement system of FIG. 1 in
communication with multiple distribution channels and devices. As
shown, the proprietary classified advertisement system 102 is
coupled to the server 126 operating the classified advertisement
system 104 via the translation engine 115. The server 126 includes
a processor 202 coupled to a memory 204, I/O unit 206 and storage
device 124. The database 122 may include more than one database
122a and 122b for storing the data in various relational manners.
The server 126 is coupled to at least one network 112, such as the
Internet, which may further be coupled to a satellite server 208,
cellular network 210, and network server 212.
The satellite server 208 is coupled to an antenna 214 to
communicate with a satellite 216. The satellite relays signals to
the antenna 214 to subscribers 216a and 216b. The cellular network
210 includes a cellular infrastructure (not shown), such as base
stations (not shown) and antennas 218 for communicating with
subscribers 220a and 220b of the wireless network 210. The network
server 212 may be any server operable to service subscribers 222a
and 222b of the network 112.
In operation, the processor 202 executes at least one software
program 224 operates the online classified advertising system. The
software program may interface with a database software program,
such as Oracle.TM., to receive and store the classified
advertisement information or data. The software program may include
the composition engine 114, pricing engine 116, and scheduling
engine 118, for example, to provide users of the online classified
advertisement system to input the classified advertisement
information into the system and receive pricing information based
on the scheduled times and format of the classified advertisement.
As understood in the art, PCs 226a 226n coupled to the server 126
may communicate with the server to utilize the online classified
advertisement system for entering the classified advertisement
information. Alternatively, the classified advertisement
information may be received from subscribers (e.g., 220a and 222a)
operating on the network 112.
The classified advertisement data may be stored in the database 122
in an object oriented format. The server 126 provides for the
subscribers to review and search the classified information stored
in the database 122. As understood in the art, communication
between the server 126 and the subscribers is performed utilizing
data packets 228. The translation engine 137 may convert the data
being communicated from the server 126 to any channel (e.g.,
satellite) communicating with the server 126 using rules associated
with distribution channels and/or output devices. Alternatively,
the classified advertisement information stored in the database 122
may be communicated to another location, such as the network server
212, located on the network 122 for subscribers 222 to search and
view. The distribution aspect of the online classified
advertisement system 104 is further discussed herein with regard to
FIGS. 10A and 10B.
FIG. 3 is an exemplary order entry page 300 for entering a
classified advertisement into the online classified advertisement
system 104. The order entry page 300 includes advertiser
information 302, such as name, address, and phone number, and
payment information 304, such as payment type, credit card number,
and credit card expiration date. Further included may be an
advertisement classification 306, which may include "super"
classifications and "sub" classifications for selection via a radio
button or other selection soft-tool, such as a pull-down menu. As
shown, a radio button 308 is selected for "Automobile". By
selecting the automobile super-classification, sub-classifications
of automobiles appears in a scroll menu 310 in which an
"OLDSMOBILE" item 312 is selected. By selecting the OLDSMOBILE item
312, the online classified advertisement system 104 is directed to
place the classified advertisement.
The order entry page 300 further includes an advertisement period
314, such as a start and stop date. Alternatively, the
advertisement period 314 may include a start date and a selectable
number of days extending therefrom. Another embodiment may include
weekends only, Sundays only, or any other combination of weekdays
and weekends. A text box 316 may be included to provide the
advertiser with additional comments or instructions for the
operator of the online classified advertisement system 104.
An advertisement text section 318 of the order entry page 300
operates to receive and display formatted text of the
advertisement. A text box 320a may be utilized by the operator to
enter advertising (ad) text 322 of the advertisement. Multiple
other text boxes 320b 320e may be included to substantially
simultaneously display the ad text 322 in a format for selectable
output devices that the classified advertisement may be displayed.
As shown, text box 320b is formatted for a newspaper, text box 320c
is formatted for a PC, text box 320d is formatted for a PDA, and
text box 320e is formatted for a mobile phone. Each of the text
boxes 320b 320e are sized for an approximate display size of the
different devices.
Alternatively, it should be understood that the advertisement text
section 318 may be located on a separate order entry page 300 and
that the text boxes 320b 320e are not necessarily updated
real-time. In another embodiment, the text box 320a is not
included, and that the ad text 322 is entered into one of the other
text boxes 320b 320e. However, by utilizing the text box 320a, the
ad text 322 in each of the text boxes 320b 320e may be individually
edited and formatted. For example, the ad text 322 in the text box
320b for the newspaper may have particular words bolded while
allowing ad text 322 for the mobile phone to remain regular
font.
Each of the text boxes 320b 320e has an associated price box 324b
324e in which the price for the classified advertisement is listed.
The price for each of the classified advertisements is determined
based on a number of factors, including number of lines, font,
output device, etc. as understood in the art. A total price 326 may
be computed based on output devices selected by the user using
software selectors 328a and 328b. As shown, the total price $28.40
is computed by adding the price for running the classified
advertisement for providing access to PC and mobile phones
multiplied by the number of days for the classified advertisement
to run (i.e., four days) ($2.85+$4.25=$7.10*4=$28.40). By
substantially simultaneously formatting the ad text 322 for the
different classified output devices, the advertiser may determine
different options and distribution channels for which to run the
classified advertisement. As technology continues to develop,
output devices may be added to the advertisement text section.
FIG. 4 is an exemplary flow diagram 400 for operating the order
entry screen 300. The process starts at step 402. At step 404,
information for the classified advertisement is received from the
advertiser. The information generally includes the ad text 322, but
may additionally include a graphic, such as a photograph or line
art. At step 406, the classified advertisement (e.g., ad text 322)
may be substantially simultaneously formatted for multiple output
device types. At step 408, the classified advertisements may be
substantially simultaneously displayed as formatted for the
multiple device types. Alternatively, the classified advertisements
may be displayed only for the selected output devices. Yet another
embodiment may include displaying the classified advertisements on
different screens. Price(s) for the formatted classified
advertisements are determined at step 410 and displayed at step
412. The price(s) may be displayed for all or just the selected
output devices for which to provide access to the classified
advertisement. The total price for the classified advertisement may
be additionally computed and displayed. The process ends at step
414.
FIG. 5 is an exemplary listing of a portion of the database 122 for
information entered into the online classified advertisement system
104. The database may include a listing number 502 for the
advertiser 504. The advertiser's address 506 may additionally be
included. The selected advertisement super-classification and
sub-classifications 508 or a code (e.g., A34) indicative thereof
may be included. A price 510, start date 512, and end date 514 also
may be included. The selected distribution device type 516, such as
PC or MP (i.e., mobile phone), may be included along with a
distribution channel or network 518, which may be selected, if
provided on the order entry page 300, by the advertiser or
automatically determined by the online classified advertisement
system 104 based on the selected output device.
An ad text field 520 may include content markup language indicators
that provide for the formatting of the ad text 322. As shown the ad
text 322b includes descriptors (e.g., <bold> and
</bold>) to indicate special formatting for the ad text to be
accessible to a PC operating on the Internet. Various types of
content markup languages, such as hypertext markup language (HTML),
extensible markup language (XML), and wireless markup language
(WML), may be utilized based on the selected output devices and
distribution channels. Different records and/or objects may be
utilized to store the classified advertisement orders by an
advertiser based on the selected output devices and/or channels. It
should be understood that other relational database configurations
may be utilized so that the advertisements are stored as a single
record as understood in the art. Further, it should be understood
that the data may be stored in an object oriented or other suitable
format.
FIG. 6 is an exemplary data structure 602 including objects for
operating the online classified advertisement system 104. A text
object 602 may be utilized to display the ad text 322 for the
classified advertisement. The text object 602 may be associated
and/or linked with objects for handling format, schedule, and
pricing for the classified advertisement.
A format object 604 may be utilized to handle formatting the ad
text 322. The format object may receive the ad text 322 as entered,
determine the number of characters entered, and automatically add a
carriage return (e.g., <CR>) or end-of-line indicator to the
ad text 322. Other formatting as understood in the art may be
applied to the ad text 322. Additionally, the format object may
format the ad text 322 for the different distribution channels and
devices. For example, text and graphics may include HTML tags for
PC. Text for a PDA may include HTML tags, text for a mobile phone
may include WML tags, and print may include line spacing, column
width, text kerning, font type, and font size.
A schedule object 606 may be utilized to handle scheduling the
classified advertisement. The scheduling object 606 may receive the
start and stop dates and actively schedule the classified
advertisement with a scheduler (not shown) to provide access to the
classified advertisement by the selected output devices.
A pricing object 608 may be utilized to determine and post a price
for each of the output devices and/or distribution channels. The
pricing object 608 may operate in real-time or semi-real-time so
that the price for each of the classified advertisements may be
posted on the order entry page 300. As understood in the art,
pricing of classified advertisements may become very complicated
depending on the formatting, scheduling, distribution, and
classifications, for example, desired by the advertiser. For
example, for a PC, price per instance, duration of the
advertisement, and additional charges for links and graphics may be
computed. For a PDA, price per instance and duration of the
advertisement may be computed. For a mobile phone, price per
instance, duration of the advertisement, and additional charges for
links and graphics may be computed. For print media, price per
instance, duration, placement of the advertisement, and additional
charges for graphics, design, links, etc., may be computed. The
pricing object 608 may access a pricing table (not shown), which
may be maintained in a separate database.
FIG. 7 is an exemplary flow chart 700 for providing access to the
classified advertisements to at least one of multiple device types
stored in the database 500. The process, which may be executed by a
software program executed by the processor 202 (FIG. 2), starts at
step 702. At step 704, a schedule for listing or providing access
to the classified advertisement is received. At step 706, a
selection of the device type(s) to have access to the classified
advertisement may be received. At step 708, access to the
classified advertisement to the device type(s) based on the
schedule is provided. Access to the classified advertisement may
include setting a flag in the database or determining that a
current date is within a date range for which the classified
advertisement is to be accessible by the device type(s), such as a
mobile telephone. In providing accessibility to the classified
advertisement, the classified advertisement, possibly in the form
of an object, may be distributed to a different database, network
location, or website.
FIG. 8 is an exemplary search page 800 for searching the database
322. The search page 800 is one from a PC accessing the database
322 on the Internet. As shown, the search page 800 provides a
selection box 802 having selectable sub-categories 804a 804h. The
"Acura" sub-category 804a is highlighted, indicating that Acura
automobiles are to be searched. Additionally, a search text box 806
may be included for performing searches with specific search terms
as understood in the art. Date selectors 808 may be provided to
allow a user to search for listed advertisements on one or more
date. Other links 810a and 810b related or unrelated to classified
advertisements may be included in the search page 800.
FIG. 9 is an exemplary listing of a search result from the database
of FIG. 5 utilizing the search page 800. Three classified
advertisements 902a 902c meeting the search requirement (i.e.,
Acura Integra) are distributed to the device (e.g., PC) from which
the search was performed. The classified advertisements 902a 902c
may be communicated as objects from the server 126 via the network
112.
FIGS. 10A and 10B are exemplary block diagrams of a structure or
content operating system 100a and 100b for distribution of the
classified advertisements of the database 500 to the network 112
and devices (e.g., 220a). Various aspects of the system have been
separated into distinct objects, including: (i) content objects
1005a 1005e (collectively 105) (ii) rule objects 1010a 1010e
(collectively 1010), (iii) container objects 1015a 1015e
(collectively 1015), and channel objects 1020a 1020e (collectively
1020). As shown, the content object 1005c may be a classified
advertisement having ad text 322 and/or image data (e.g.,
photograph) produced by an advertiser, which may be an individual
or commercial enterprise. The content object 1005c may be produced
by the classified advertisement provider without regard to a
particular channel or output device. Generally, however, the
content object 1005c is developed for a distribution channel and
terminal having the highest bandwidth and resolution, respectively,
as data is more easily removed than added from an image.
Rule objects 1010, which provide the rules that the content objects
are subject to, may be utilized to prepare or alter the content
objects 1005 based on the particular channel and/or output device
for which the content object 1005 is destined. For example, if a
content object 1005 containing a classified advertisement is
distributed to a personal computer via the web, the content object
1005 follows a web rule for channel distribution and a personal
computer rule for display. Or, if a content object 1005 containing
a photograph is sent to an e-mail address, the content object 1005
follows an e-mail rule for a distribution channel and a personal
computer rule for a terminal display.
A container object 1015, which may be considered a content object
container, may be an object version of what are sometimes called
templates. To follow the previous example, if a content object
1005c is composed of text, the rule object 1010b having web rules
is followed. The rule object 1010b may know which content container
object 1015b to call to make it look like a particular publisher's
environment (e.g., Morning News page). In other words, the rule
object 1010b knows what the rules are for the channel and terminal
(i.e., output device) to which the content object 1005c is to be
displayed. Additionally, the rule object 1010b knows into which
display container 1015b that the content object 1005c is to flow.
It should be understood that the rules for a wireless network
distribution channel to a mobile phone or pager terminal are
different than those for the Internet to a personal computer.
The channel object 1020 may be a channel or a way of sending the
content object 1005c via a container object 1015b to whatever
channel 1025b the content object is destined--whether that channel
1025 be WAP 1025a, web 1025b, e-mail 1025c, print 1025d, or video
1025e, for example. It should be understood that other channels
1025 may be utilized or that new channels may be added. While the
structure shown is linear (i.e., one rule 1010, container 1015, and
channel 1020 object per channel), it should further be understood
that there may be many rule objects 1010 per channel 1025 and
provided in a variety of different configurations. Whether a
database (not shown) or an independent object oriented system is
utilized for storing the data published and maintained by the
online classified advertisement system 104, the basic concept
according to the principles of the present invention is that a
separate content object for each classified advertisement may
exist. Alternatively, multiple pieces of associated classified
advertisements (e.g., same advertisement selected to be accessible
to multiple output devices) may be included in a single content
object 1005.
Pragmatically, once the classified advertisement is edited, the
rule objects 1010 allow different distribution of that classified
advertisement without having to hand-edit each content object 105
for different distribution channels and/or terminals. If, for
example, the advertiser says, "Okay, I'm going to provide access to
this advertisement for personal computers.", the access and
distribution of the classified advertisement happens automatically
by formatting the classified advertisement in the form of a content
object 105c, transmitting the content object to the appropriate
rule object 110b, applying the appropriate container object 115b,
and communicating the packaged content object 105c via the channel
object 120b to the web channel 125b. The web rule 110b knows what
container object 115b is needed for any particular website
utilizing the web rules. Utilizing objects allows the publisher to
distribute the classified advertisements in non-flat file formats,
thereby substantially reducing or eliminating processing time be
advertisement editors.
The distribution aspect and operation of the content operating
systems 1000a and 1000b may be as automatic as the rule objects 110
may be defined. For example, if a change to the "looks" of a
distribution medium is necessary (e.g., if a web publisher's
template is to change), the rule object 1010 and/or container
object 1015 simply needs to change accordingly. The advertiser and
publisher of the classified advertisement does not have to know
anything external to the creation of the content object 1005, and
the advertiser and publisher may continue to publish the classified
advertisement as before. Accordingly, the classified advertisement
continues to be properly distributed. Essentially, the distribution
of the classified advertisement operates as a "black box" from the
advertiser and publisher's point-of-view.
In one embodiment, an advertisement containing a video clip may be
requested by and destined for a hand-held device, such as a PDA.
One rule object 1010 may include a rule, "streaming video onto a
cellular channel to be viewed by PDA devices requires a reduction
of the video from X frames and Y pixels/inch to be X' frames and Y'
pixels/inch". The rule may be applied in a number of different ways
as understood in the art. The rule object 1010 may further contain
a whole set of rules for the kind of presentation terminal that the
content object 1005 ultimately is displayed. Another rule object
1010 may contain a set of rules for a video channel, such as
high-definition television (HDTV), that requires high resolution
and high frame rates. The bottom line is that the rule objects 1010
may define the processes for which the content objects 1015 are
subject to in order to properly distribute and present the
classified advertisement contained in the content object 1005.
The container object 1015 may include a set of display or
presentation rules or processes for a particular channel 1025. For
example, a container object 1015b for the web may contain a set of
extensible stylesheet language (XSL) or hypertext markup language
(HTML) templates, as understood in the art, so that advertisements,
for example, and other components may be pieced together by the
rules based on the particular set of rules. Whether the set of
rules are for the publisher's readership or a another publisher,
because each of these templates are kept in a separate set of
container objects 1015, the classified advertisement itself need
not be re-edited for each readership as each template is
predetermined. Additionally, for any distribution channel (e.g.,
website, e-mail, WAP, print, etc.) the same classified
advertisement may be sent using different rule sets and be properly
distributed to a particular distribution channel 1025.
The channel object 1020 may be basically a way of hooking together
the database or system on the content production side to the output
or distribution system (e.g., HTTP engine, SMTP engine, WML to WAP
channel). It should be understood that the channel object 1020 may
include hardware and/or software for processing and distributing
the content as understood in the art.
FIG. 10B is another exemplary embodiment of a content operating
system 1000b having a different architecture from the content
operating system 1000a. While the results of the different
architectures may be substantially the same, the architecture of
the content operating system 1000b allows for a more distributed
architecture. As shown, the content objects 1005 may be the same
and the rule objects 1010 may be the same. However, standard
high-end object services are included that content management
systems generally do not include. In particular, content management
systems generally make use of present distribution standards to
negotiate for entry into the network processing. Object brokers
1030a 1030e (collectively 1030) for directory lookup services 1035
may be part of common object request broker architecture (CORBA),
Genie, or other known object technologies. The object broker 1030
may negotiate between a client (not shown) and a distribution
object 1040a 1040e (collectively 1040)--an abstraction layer that
allows a WAP phone or an e-mail client to talk to a set of objects
without having to know the rules for the objects.
A CORBA point may be initially set up and the objects (e.g.,
content 1005, rule 1010, container 1015, etc.) may be CORBA
compliant. The client should be CORBA compliant so that the CORBA
objects basically negotiate between the client and the objects. The
directory lookup service 1035 may operate as a self-negotiating
object architecture, which basically dictates that in a
self-negotiating object network, a directory exists where objects
are self-registered. For example, a rule object 1010a may make
itself known to the directory look-up service 1035, which then
allows clients to request the rule object 1010a for processing a
content object 1005. The directory simply has a list of objects
that exist and are currently operating. The directory lookup
service 1035 may provide for a distributed network of objects
available to perform processing in a dynamic manner based on
availability of resources operating the objects. It should be
understood that the directory lookup services may be centrally
located or distributed to handle requests from clients and object
brokers 1030 to process and distribute the content objects 1005
over a variety of different distribution channels to a variety of
output devices.
The previous description is of a preferred embodiment for
implementing the invention, and the scope of the invention should
not necessarily be limited by this description. The scope of the
present invention is instead defined by the following claims.
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