Methods and systems for programmably generating electronic creatives for display on an electronic network
Methods and systems are provided for developing server-side programmable creatives and delivering those creatives over the Internet. In accord with the present invention, programmable creatives are dynamically assembled responsive to the operation of a server-side program. The program is integrated with and operated responsively to the dictates of a standard, fully-functional advertising system and has the ability to incorporate proprietary, server-side data. The invention thus takes advantage of the benefits and features of the Internet to deliver dynamically customized creatives, capable of including server-side proprietary data, in accordance with the functionality of an advertising system.
1 . In a system comprising a server-side system and a client-side system communicating through an electronic network, a method for generating a creative in an electronically transmissible format, comprising the steps of:
receiving a creative definition;
determining if the creative definition is a programmable or non-programmable creative definition;
assembling, if the creative definition is a non-programmable creative, the non-programmable creative; and
executing, if the creative definition is a programmable creative, the programmable creative definition to generate the creative.
2 . The method of claim 1 wherein the step of executing the programmable creative definition to generate the creative includes the step of periodically executing the programmable creative definition responsive to a request generated by an advertising system.
3 . The method of claim 1 wherein the step of executing the programmable creative definition to generate the creative includes the step of retrieving, responsive to the programmable creative definition, data from the server-side system.
4 . The method of claim 3 wherein the data is proprietary data.
5 . The method of claim 1 and further including the step of transmitting the creative to a web server for transmission to an end-user.
6 . The method of claim 1 wherein the step of executing, if the creative definition is a programmable creative, the programmable creative definition to generate the creative includes the step of periodically changing text within the creative.
7 . The method of claim 1 wherein the step of executing, if the creative definition is a programmable creative, the programmable creative definition to generate the creative includes the step of periodically changing an image within the creative.
8 . The method of claim 1 wherein the step of executing, if the creative definition is a programmable creative, the programmable creative definition to generate the creative includes the step of periodically changing a hyperlink within the creative.
9 . In a system comprising a server-side system and a client-side system communicating through an electronic network, a system for generating a creative in an electronically transmissible format, comprising:
a processor;
a memory connected to the processor, the memory storing data and instructions for controlling the operation of the processor;
the processor operative with the data and control instructions in the memory to perform the steps of
receiving a creative definition;
determining if the creative definition is a programmable or non-programmable creative definition;
assembling, if the creative definition is a non-programmable creative, the non-programmable creative; and
executing, if the creative definition is a programmable creative, the programmable creative definition to generate the creative.
10 . The system of claim 9 wherein the step of executing the programmable creative definition to generate the creative includes the step of periodically executing the programmable creative definition responsive to a request generated by an advertising system.
11 . The system of claim 9 wherein the step of executing the programmable creative definition to generate the creative includes the step of retrieving, responsive to the programmable creative definition, data from the server-side system.
12 . The system of claim 11 wherein the data is proprietary data.
13 . The system of claim 9 and further including the step of transmitting the creative to a web server for transmission to an end-user.
14 . The system of claim 9 wherein the step of executing, if the creative definition is a programmable creative, the programmable creative definition to generate the creative includes the step of periodically changing text within the creative.
15 . The system of claim 9 wherein the step of executing, if the creative definition is a programmable creative, the programmable creative definition to generate the creative includes the step of periodically changing an image within the creative.
16 . The system of claim 9 wherein the step of executing, if the creative definition is a programmable creative, the programmable creative definition to generate the creative includes the step of periodically changing a hyperlink within the creative.
17 . In a system comprising a server-side system and a client-side system communicating through an electronic network, a system for generating a creative in an electronically transmissible format, comprising:
means for receiving a creative definition;
means for determining if the creative definition is a programmable or non-programmable creative definition;
means for assembling, if the creative definition is a non-programmable creative, the non-programmable creative; and
means for executing, if the creative definition is a programmable creative, the programmable creative definition to generate the creative.
18 . A program product storing instructions operable on a computer, the instructions operable in a system comprising a server-side system and a client-side system communicating through an electronic network for generating a creative in an electronically transmissible format, the program product storing instructions operable on the computer to perform the steps of:
receiving a creative definition;
determining if the creative definition is a programmable or non-programmable creative definition;
assembling, if the creative definition is a non-programmable creative, the non-programmable creative; and
executing, if the creative definition is a programmable creative, the programmable creative definition to generate the creative.
19 . In a system comprising a server-side system and a client-side system communicating through an electronic network, a method for generating creatives in an electronically transmissible format, comprising the steps of:
storing a first definition for a non-programmable creative;
storing a second definition for a programmable creative including a program for generating the programmable creative;
executing the first definition to generate a non-programmable creative;
storing the non-programmable creative;
executing the second definition to generate a programmable creative;
storing the programmable creative receiving a request to transmit a creative to a viewer;
selecting, by an advertising system responsive to the request, the programmable creative or the non-programmable creative; and
transmitting the selected programmable creative or non-programmable creative to the viewer.
20 . The method of claim 19 wherein the step of executing the second definition to generate a programmable creative includes the step of periodically executing the second definition to generate an updated programmable creative.
21 . The method of claim 19 wherein the step of executing the second definition to generate a programmable creative includes the step of retrieving, responsive to the program, data from the server-side system for inclusion in the programmable creative.
22 . The method of claim 19 and further including the step of transmitting the selected programmable creative or non-programmable creative to a web server for transmission to the viewer.
23 . The method of claim 19 wherein the step of executing the second definition to generate a programmable creative includes the step of periodically changing text within the programmable creative.
24 . The method of claim 19 wherein the step of executing the second definition to generate a programmable creative includes the step of periodically changing an image within the programmable creative.
25 . The method of claim 19 wherein the step of executing the second definition to generate a programmable creative includes the step of periodically changing a hyperlink within the programmable creative.
26 . In a system comprising a server-side system and a client-side system communicating through an electronic network, a system for generating creatives in an electronically transmissible format, comprising:
a processor;
a memory connected to the processor, the memory storing data and instructions for controlling the operation of the processor;
the processor operative with the data and control instructions in the memory to perform the steps of
storing a first definition for a non-programmable creative;
storing a second definition for a programmable creative including a program for generating the programmable creative;
executing the first definition to generate a non-programmable creative;
storing the non-programmable creative;
executing the second definition to generate a programmable creative;
storing the programmable creative
receiving a request to transmit a creative to a viewer;
selecting, by an advertising system responsive to the request, the programmable creative or the non-programmable creative; and
transmitting the selected programmable creative or non-programmable creative to the viewer.
27 . The system of claim 26 wherein the step of executing the second definition to generate a programmable creative includes the step of periodically executing the second definition to generate an updated programmable creative.
28 . The system of claim 26 wherein the step of executing the second definition to generate a programmable creative includes the step of retrieving, responsive to the program, data from the server-side system for inclusion in the programmable creative.
29 . The system of claim 26 and further including the step of transmitting the selected programmable creative or non-programmable creative to a web server for transmission to the viewer.
30 . The system of claim 26 wherein the step of executing the second definition to generate a programmable creative includes the step of periodically changing text within the programmable creative.
31 . The system of claim 26 wherein the step of executing the second definition to generate a programmable creative includes the step of periodically changing an image within the programmable creative.
32 . The system of claim 26 wherein the step of executing the second definition to generate a programmable creative includes the step of periodically changing a hyperlink within the programmable creative.
33 . In a system comprising a server-side system and a client-side system communicating through an electronic network, a system for generating creatives in an electronically transmissible format, comprising:
means for storing a first definition for a non-programmable creative;
means for storing a second definition for a programmable creative including a program for generating the programmable creative;
means for executing the first definition to generate a non-programmable creative;
means for storing the non-programmable creative;
means for executing the second definition to generate a programmable creative;
means for storing the programmable creative means for receiving a request to transmit a creative to a viewer;
means for selecting, by an advertising system responsive to the request, the programmable creative or the non-programmable creative; and
means for transmitting the selected programmable creative or non-programmable creative to the viewer.
34 . A program product storing instructions operable on a computer, the instructions operable in a system comprising a server-side system and a client-side system communicating through an electronic network for generating a creative in an electronically transmissible format, the program product storing instructions operable on the computer to perform the steps of:
storing a first definition for a non-programmable creative;
storing a second definition for a programmable creative including a program for generating the programmable creative;
executing the first definition to generate a non-programmable creative;
storing the non-programmable creative;
executing the second definition to generate a programmable creative;
storing the programmable creative receiving a request to transmit a creative to a viewer;
selecting, by an advertising system responsive to the request, the programmable creative or the non-programmable creative; and
transmitting the selected programmable creative or non-programmable creative to the viewer.
35 . A method for generating creatives in an electronically transmissible format, comprising the steps of:
receiving a creative definition;
determining if the creative definition is for a programmable or a non-programmable creative;
generating, if the creative request is for a non-programmable creative, a non-programmable creative using the creative definition; and
generating, if the request is for a programmable creative, a programmable creative using the creative definition.
36 . The method of claim 35 wherein the step of generating, if the request is for a programmable creative, a programmable creative using the creative definition includes the step of periodically executing the programmable creative definition responsive to a request generated by an advertising system.
37 . The method of claim 35 wherein the step of generating, if the request is for a programmable creative, a programmable creative using the creative definition includes the step of retrieving, responsive to the programmable creative definition, data from the server-side system.
38 . The method of claim 37 wherein the data is proprietary data.
39 . The method of claim 35 and further including the step of transmitting the creative to a web server for transmission to an end-user.
40 . The method of claim 35 wherein the step of generating, if the request is for a programmable creative, a programmable creative using the creative definition includes the step of periodically changing text within the creative.
41 . The method of claim 35 wherein the step of generating, if the request is for a programmable creative, a programmable creative using the creative definition includes the step of periodically changing an image within the creative.
42 . The method of claim 35 wherein the step of generating, if the request is for a programmable creative, a programmable creative using the creative definition includes the step of periodically changing a hyperlink within the creative.
43 . A system for generating creatives in an electronically transmissible format, comprising:
a processor;
a memory connected to the processor, the memory storing data and instructions for controlling the operation of the processor;
the processor operative with the data and control instructions in the memory to perform the steps of
receiving a creative definition;
determining if the creative definition is for a programmable or a non-programmable creative;
generating, if the creative request is for a non-programmable creative, a non-programmable creative using the creative definition; and
generating, if the request is for a programmable creative, a programmable creative using the creative definition.
44 . The system of claim 43 wherein the step of generating, if the request is for a programmable creative, a programmable creative using the creative definition includes the step of periodically executing the programmable creative definition responsive to a request generated by an advertising system.
45 . The system of claim 43 wherein the step of generating, if the request is for a programmable creative, a programmable creative using the creative definition includes the step of retrieving, responsive to the programmable creative definition, data from the server-side system.
46 . The system of claim 45 wherein the data is proprietary data.
47 . The system of claim 43 and further including the step of transmitting the creative to a web server for transmission to an end-user.
48 . The system of claim 43 wherein the step of generating, if the request is for a programmable creative, a programmable creative using the creative definition includes the step of periodically changing text within the creative.
49 . The system of claim 43 wherein the step of generating, if the request is for a programmable creative, a programmable creative using the creative definition includes the step of periodically changing an image within the creative.
50 . The system of claim 43 wherein the step of generating, if the request is for a programmable creative, a programmable creative using the creative definition includes the step of periodically changing a hyperlink within the creative.
51 . A system for generating creatives in an electronically transmissible format, comprising:
means for receiving a creative definition;
means for determining if the creative definition is for a programmable or a non-programmable creative;
means for generating, if the creative request is for a non-programmable creative, a non-programmable creative using the creative definition; and
means for generating, if the request is for a programmable creative, a programmable creative using the creative definition.
52 . A program product storing instructions operable on a computer, the instructions operable in a computer for generating creatives in an electronically transmissible format, the program product storing instructions operable on the computer to perform the steps of:
receiving a creative definition;
determining if the creative definition is for a programmable or a non-programmable creative;
generating, if the creative request is for a non-programmable creative, a non-programmable creative using the creative definition; and
generating, if the request is for a programmable creative, a programmable creative using the creative definition.