Individual online price adjustments in real time

1. A method of real time, on-line price adjustments, by a third party system operator, for goods and services based on consumer related information, the method comprising:

the system operator storing, by using a computer system, in a database data relating to goods and services offered over a computer network by a number of merchants;

the system operator monitoring, by using a sessionizer of the computer system, communications of a user over the computer network, and using the computer system and data from the monitored communications to create a representation of an interest of the user, including:

filtering by a parser of the computer system valid tokens out of the communications of the user over the computer network,

hashing by an indexer the filtered tokens to obtain hashed values,

sorting by the indexer the hashed values,

storing by the indexer the sorted hashed values, and

using, by the computer system, the stored, sorted, hashed values to create the representation of the interest of the user; and

the system operator replacing in real time a price, in traffic directed to the user over the computer network, for a specified product or service the user is searching for using the computer network, including

the system operator inspecting traffic directed over the computer network to the user, for the price for the specified product or service the user is searching for,

the system operator using a match engine of the computer system to match the user with one of said merchants,

the system operator, by a product price finder operating on the computer system, determining information the user has about prices for the specified product or service,

the system operator, by an adjustment engine of the computer system, using said determined information the user has about prices for the specified product or service, and in accordance with a specified rule set, to determine an adjusted price for the user for the specified product or service of said one merchant, and

the system operator, by the computer system, injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for.

2. The method according to claim 1 , wherein the injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for includes forwarding the adjusted price to a content manipulator.

3. The method according to claim 2 , wherein the injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for further includes the content manipulator feeding a rewriter to rewrite content.

4. The method according to claim 3 , wherein the injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for further includes after the rewrite, a packetizer creating a corresponding package.

5. The method according to claim 4 , wherein the injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for further includes injecting the package into the traffic directed over the computer network to the user.

6. The method according to claim 1 , wherein the injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for includes injecting the adjusted price into an e-commerce application in the traffic directed to the user.

7. The method according to claim 6 , wherein the injecting the adjusted price into an e-commerce application includes forwarding an anonymous user ID tag to a host of the e-commerce application.

8. The method according to claim 1 , wherein the injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for includes injecting the adjusted price into an online advertisement in the traffic directed to the user.

9. The method according to claim 8 , wherein the injecting the adjusted price into an online advertisement includes forwarding an anonymous user ID tag to a host of the online advertisement.

10. The method according to claim 1 , wherein the injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for includes storing the adjusted price in an operator database.

11. A system for real time, on-line price adjustments, by a third party system operator, for goods and services based on consumer related information, the system comprising one or more processing units configured for:

storing, by the system operator, in a database data relating to goods and services offered over a computer network by a number of merchants;

monitoring, by the system operator, by using a sessionizer of the computer system, communications of a user over the computer network, and using the computer system and data from the monitored communications to create a representation of an interest of the user, including:

filtering by a parser of the computer system, valid tokens out of the communications of the user over the computer network,

hashing, by an indexer of the computer system, the filtered tokens to obtain hashed values,

sorting by the indexer the hashed values,

storing by the indexer the sorted hashed values, and

using the stored, sorted, hashed values to create the representation of the interest of the user; and

replacing, by the system operator, in real time a price, in traffic directed to the user over the computer network, for a specified product or service the user is searching for using the computer network, including

inspecting traffic directed over the computer network to the user, for the price for the specified product or service the user is searching for,

using a match engine of the computer system to match the user with one of said merchants,

determining, by a product price finder operating on the computer system, information the user has about prices for the specified product or service,

using, by an adjustment engine of the computer system, said determined information the user has about prices for the specified product or service, and in accordance with a specified rule set, to determine an adjusted price for the user for the specified product or service of said one merchant, and

injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for.

12. The system according to claim 11 , wherein the injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for includes forwarding the adjusted price to a content manipulator.

13. The system according to claim 12 , wherein the injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for further includes the content manipulator feeding a rewriter to rewrite content.

14. The system according to claim 13 , wherein the injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for further includes after the rewrite, a packetizer creating a corresponding package.

15. The system according to claim 14 , wherein the injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for further includes injecting the package into the traffic directed over the computer network to the user.

16. An article of manufacture comprising:

one or more tangible program storage hardware devices tangibly embodying a program of instructions executable by one or more processing units to perform method steps for real time, on-line price adjustments, by a third party system operator, for goods and services based on consumer related information, said method steps comprising:

storing, by the system operator, in a database data relating to goods and services offered over a computer network by a number of merchants;

monitoring, by the system operator, by using a sessionizer of the computer system, communications of a user over the computer network, and using the computer system and data from the monitored communications to create a representation of an interest of the user, including:

filtering by a parser of the computer system, valid tokens out of the communications of the user over the computer network,

hashing, by an indexer of the computer system, the filtered tokens to obtain hashed values,

sorting by the indexer the hashed values,

storing by the indexer the sorted hashed values, and

using the stored, sorted, hashed values to create the representation of the interest of the user; and

replacing, by the system operator, in real time a price, in traffic directed to the user over the computer network, for a specified product or service the user is searching for using the computer network, including

inspecting traffic directed over the computer network to the user, for the price for the specified product or service the user is searching for,

using a match engine of the computer system to match the user with one of said merchants,

determining, by a product price finder operating on the computer system, information the user has about prices for the specified product or service,

using, by an adjustment engine of the computer system, said determined information the user has about prices for the specified product or service, and in accordance with a specified rule set, to determine an adjusted price for the user for the specified product or service of said one merchant, and

injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for.

17. The article of manufacture according to claim 16 , wherein the injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for includes forwarding the adjusted price to a content manipulator.

18. The article of manufacture according to claim 17 , wherein the injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for further includes the content manipulator feeding a rewriter to rewrite content.

19. The article of manufacture according to claim 18 , wherein the injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for further includes after the rewrite, a packetizer creating a corresponding package.

20. The article of manufacture according to claim 19 , wherein the injecting, in real time, into the traffic directed over the computer network to the user, the adjusted price for the specified product or service the user is searching for further includes injecting the package into the traffic directed over the computer network to the user.