IP Library › Granted Patent US 12,608,729
Granted Patent B2
US 12,608,729 · App. 18/201,803 · Granted Apr 21, 2026

User customizable web advertisements

Inventor: John Patrick Edgar Tobin (San Jose, CA)
Assignee: EBAY INC.
G06Q30/0276H04L67/02
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Quick Facts
Patent No.
US 12,608,729
App. No.
18/201,803
Granted
Apr 21, 2026
Kind
B2
Abstract

A system and method of providing user customizable web advertisements are disclosed. In some embodiments, the system may include a non-transitory, computer-readable medium storing computer-executable instructions and one or more processors. When the one or more processors execute the computer-executable instructions, the processors may be configured to receive a customizable advertisement, the customizable advertisement having at least one customizable portion. When a customizable portion is selected, the one or more processors may display a plurality of customization options for the at least one customizable portion. The one or more processors may be further configured to receive a selection of a customization option from the plurality of customization options. The one or more processors may then apply the selected customization option to the customizable portion of the customizable advertisement. Afterwards, the one or more processors may then display the customizable advertisement with the selected customization option.

Claims (64)

1 . A method comprising:

receiving, at a server of a network system from a first client device, a web page request, the web page request including an identifier that indicates a device type of the first client device;

in response to receiving the request, causing an advertisement application at the server to provide a customized advertisement along with the requested web page by performing operations comprising:

identifying, by the advertisement application, the device type based on the identifier;

based on the device type, determining, by the advertisement application, a set of one or more customizable portions within an interactive advertisement that corresponds to the device type by comparing the identifier to identifiers associated with the customizable portions of the interactive advertisement to find matches, each device type having a different corresponding set of one or more customizable portions based on available computing resources;

generating the web page by embedding the interactive advertisement having the set of one or more customizable portions determined based on the matching of the identifier with identifiers associated with the customization portions and a plurality of customization options for each customizable portion into the web page using a web-based multimedia framework selected based on the device type, the framework configured to optimize resource usage on the client device by offloading customization asset storage and processing to the server; and

causing the first client device to display the web page that includes non-advertisement content and the interactive advertisement embedded therein, the first client device generating and displaying a customized interactive advertisement on the web page that includes the non-advertisement content by applying a customization option selected from the plurality of customization options to the set of one or more customizable portions, the selected customization option having a corresponding customization identifier;

retaining, at the server, assets corresponding to the customization identifier of the selected customization option, the first client device only storing the corresponding customization identifier corresponding to the selected customization option in a browser cookie and not the assets, thereby reducing client-side storage and processing requirements; and

automatically applying, by the server, the assets of the selected customization option to a subsequent interactive advertisement without a further user selection by retrieving the corresponding customization identifier stored in the browser cookie and dynamically assembling the subsequent interactive advertisement by applying the customization option corresponding to the corresponding customization identifier.

2 . The method of claim 1 , wherein the device type is based on a make and model of the first client device.

3 . The method of claim 1 , wherein the assets used in displaying the customizable advertisement comprise one or more of graphics, sounds, texts, or programmatic content.

4 . The method of claim 1 , further comprising:

selecting the interactive advertisement based on information accessible based on login credentials of a user of the first client device.

5 . The method of claim 1 , wherein the automatically applying comprises comparing the corresponding customization identifier to customization identifiers stored at the server to find a matching identifier of the customization option.

6 . The method of claim 1 , wherein the automatically applying comprises retrieving, by the server, the assets of the selected customizable option in response to a subsequent request associated with the subsequent interactive advertisement.

7 . The method of claim 1 , further comprising:

receiving, from the first client device, an indication to publish a customized advertisement generated at the first client device, the indication including customization identifiers corresponding to one or more selected customization options; and

providing the customized advertisement to a second client device.

8 . The method of claim 1 , further comprising:

receiving, from the first client device, an indication to share a customized advertisement generated at the first client device, the indication including customization identifiers corresponding to one or more selected customization options;

generating a Uniform Resource Locator (URL) unique to the user or the customized advertisement; and

providing the URL to the first client device that indicates where the customized advertisement is located.

9 . The method of claim 1 , wherein:

the set of one or more customizable portions comprises a soundtrack object; and

the plurality of customization options includes a plurality of songs.

10 . The method of claim 1 , wherein:

the set of one or more customizable portions comprises a text object; and

the plurality of customization options includes substantive options to change a substance of text shown in the text object or formatting options to change a font or font size used to display the text object.

11 . The method of claim 1 , wherein:

the set of one or more customizable portions comprises a graphic object; and

the plurality of customization options includes substantive options to change a graphic used in displaying the graphic object or formatting options to change a placement or size of the graphic object.

12 . A system comprising:

one or more processors; and

a memory storing instructions that, when executed by the one or more processors, cause the one or more processors to perform operations comprising:

receiving, from a first client device, a web page request, the web page request including an identifier that indicates a device type of the first client device;

in response to receiving the request, causing an advertisement application at a server to provide a customized advertisement along with the requested web page by performing operations comprising:

identifying the device type based on the identifier;

based on the device type, determining a set of one or more customizable portions within an interactive advertisement that corresponds to the device type by comparing the identifier to identifiers associated with the customizable portions of the interactive advertisement to find matches, each device type having a different corresponding set of one or more customizable portions based on available computing resources;

generating the web page by embedding the interactive advertisement having the set of one or more customizable portions determined based on the matching of the identifier with identifiers associated with the customization portions and a plurality of customization options for each customizable portion into the web page using a web-based multimedia framework selected based on the device type, the framework configured to optimize resource usage on the client device by offloading customization asset storage and processing to the server; and

causing the first client device to display the web page that includes non-advertisement content and the interactive advertisement embedded therein, the first client device generating and displaying a customized interactive advertisement on the web page that includes the non-advertisement content by applying a customization option selected from the plurality of customization options to the set of one or more customizable portions, the selected customization option having a corresponding customization identifier;

retaining, at the server, assets corresponding to the customization identifier of the selected customization option, the first client device only storing the corresponding customization identifier corresponding to the selected customization option in a browser cookie and not the assets, thereby reducing client-side storage and processing requirements; and

automatically applying, by the server, the assets of the selected customization option to a subsequent interactive advertisement without a further user selection by retrieving the corresponding customization identifier stored in the browser cookie and dynamically assembling the subsequent interactive advertisement by applying the customization option corresponding to the corresponding customization identifier.

13 . The system of claim 12 , wherein the device type is based on a make and model of the first client device.

14 . The system of claim 12 , wherein the assets used in displaying the customizable advertisement comprise one or more of graphics, sounds, texts, or programmatic content.

15 . The system of claim 12 , wherein the operations further comprise:

selecting the interactive advertisement based on information accessible based on login credentials of a user of the first client device.

16 . The system of claim 12 , wherein the automatically applying comprises comparing the corresponding customization identifier to customization identifiers stored at the server to find a matching identifier of the customization option.

17 . The system of claim 12 , wherein the automatically applying comprises retrieving, by the server, the assets of the selected customizable option in response to a subsequent request associated with the subsequent interactive advertisement.

18 . The system of claim 12 , wherein the operations further comprise:

receiving, from the first client device, an indication to publish a customized advertisement generated at the first client device, the indication including customization identifiers corresponding to one or more selected customization options; and

providing the customized advertisement to a second client device.

19 . The system of claim 12 , wherein the operations further comprise:

receiving, from the first client device, an indication to share a customized advertisement generated at the first client device, the indication including customization identifiers corresponding to one or more selected customization options;

generating a Uniform Resource Locator (URL) unique to the user or the customized advertisement; and

providing the URL to the first client device that indicates where the customized advertisement is located.

20 . A non-transitory machine-storage medium storing a set of instructions that, when executed by one or more processors, causes the one or more processors to perform operations comprising:

receiving, from a first client device, a web page request, the web page request including an identifier that indicates a device type of the first client device;

in response to receiving the request, causing an advertisement application at a server to provide a customized advertisement along with the requested web page by performing operations comprising:

identifying the device type based on the identifier;

based on the device type, determining a set of one or more customizable portions within an interactive advertisement that corresponds to the device type by comparing the identifier to identifiers associated with the customizable portions of the interactive advertisement to find matches, each device type having a different corresponding set of one or more customizable portions based on available computing resources;

generating the web page by embedding the interactive advertisement having the set of one or more customizable portions determined based on the matching of the identifier with identifiers associated with the customization portions and a plurality of customization options for each customizable portion into the web page using a web-based multimedia framework selected based on the device type, the framework configured to optimize resource usage on the client device by offloading customization asset storage and processing to the server; and

causing the first client device to display the web page that includes non-advertisement content and the interactive advertisement embedded therein, the first client device generating and displaying a customized interactive advertisement on the web page that includes the non-advertisement content by applying a customization option selected from the plurality of customization options to the set of one or more customizable portions, the selected customization option having a corresponding customization identifier;

retaining, at the server, assets corresponding to the customization identifier of the selected customization option, the first client device only storing the corresponding customization identifier corresponding to the selected customization option in a browser cookie and not the assets, thereby reducing client-side storage and processing requirements; and

automatically applying, by the server, the assets of the selected customization option to a subsequent interactive advertisement without a further user selection by retrieving the corresponding customization identifier stored in the browser cookie and dynamically assembling the subsequent interactive advertisement by applying the customization option corresponding to the corresponding customization identifier.

Assignments (1)
ASSIGNMENT OF ASSIGNOR'S INTEREST Recorded May 31, 2023
From: TOBIN, JOHN PATRICK EDGAR
To: EBAY INC.
Reel/Frame 063809/0592 →
Continuity (3)
Continuation 17736171 · May 4, 2022
Continuation 14453349 · Aug 6, 2014
Related Publication 20230385881A1 · Nov 30, 2023
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