FORM 2
THE PATENTS ACT, 1970
(39 of 1970)
&
THE PATENTS RULES, 2003
COMPLETE SPECIFICATION
(See Section 10; rule 13)
“SYSTEM AND METHOD FOR EFFECTIVELY PERFORMING A
DISTRIBUTION PROCEDURE USING AN ELECTRONIC BACKBONE”
Sony Corporation of the address: 1-7-1 Konan, Minato-ku, Tokyo, 108-0075, Japan
and Sony Electronics Inc. of the address: 1 Sony Drive, Park Ridge, New Jersey
07656, United States of America.
The following specification particularly describes and ascertains the nature of this invention and
the manner in which it has to be performed:
2
SYSTEM AND METHOD FOR EFFECTIVELY PERFORMING
A DISTRIBUTION PROCEDURE USING AN ELECTRONIC BACKBONE
BACKGROUND SECTION
1. Field of the Invention
This invention relates generally to techniques for distributing electronic information, and relates more
particularly to a system and method for effectively performing a distribution procedure using an electronic
backbone.
2. Description of the Background Art
Implementing effective methods for distributing electronic data is a significant consideration for
designers and manufacturers of contemporary electronic systems. However, effectively distributing
electronic data utilized by electronic devices may create substantial challenges for system designers. For
example, enhanced demands for increased device functionality and performance may require more system
processing power and require additional software resources. An increase in processing or software
requirements may also result in a corresponding detrimental economic impact due to increased production
costs and operational inefficiencies.
Furthermore, enhanced system capability to perform various advanced data distribution operations
may provide additional benefits to a system user, but may also place increased demands on the control and
management of various system components. For example, an electronic system that effectively manages
electronic advertising information may benefit from an effective implementation because of the large amount
and complexity of the digital data involved.
Due to growing demands on system resources and substantially increasing data magnitudes, it is
apparent that developing new techniques for distributing electronic data to electronic devices is a matter of
concern for related electronic technologies. Therefore, for all the foregoing reasons, developing effective
techniques for distributing electronic data remains a significant consideration for designers, manufacturers,
and users of contemporary electronic devices.
SUMMARY
In accordance with the present invention, a distribution system for effectively performing an
information distribution procedure is disclosed. In one embodiment, the distribution system automatically
provides various types of appropriate information for utilization by device users of corresponding user
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devices. For example, the distributed information may include, but is not limited to, commercial advertising
information that is targeted towards specific device users. Unlike traditional advertising techniques that
support a “pull” model that requires consumers to actively access desired advertising information, the
foregoing distribution system supports a “push” model that automatically selects and transmits appropriate
advertising information to targeted device users based upon corresponding metadata files that define both the
device users and the various advertisers.
In one embodiment of the distribution system, user devices initially subscribe for the distribution
services by communicating with a registration server via any appropriate means. During the registration
procedure, device users enter an agreement to allow the distribution system to collect and utilize certain
specified user information that depends upon what level of privacy is preferred by the individual device users.
The user devices utilize a backbone library to create user metadata that defines user characteristics by
utilizing a format and nomenclature that is consistent throughout the distribution system. Similarly,
advertisers utilize respective advertiser workstations to create advertiser metadata that defines respective
advertiser and product characteristics.
A metadata server may then evaluate and combine the user metadata and the advertiser metadata into
combined metadata files. The metadata server may also periodically update the metadata file to reflect
current conditions or the occurrence of new events with respect to the device users or advertisers. The
various advertiser workstations may then access and analyze the metadata files to create corresponding bid
metadata that reflect specific advertising bids from the various advertisers. The advertiser workstations then
send their bid metadata to a bid server in the distribution system.
The bid server analyzes the respective bid metadata from the various advertiser workstations
according to predefined bidding criteria to generate bid results that indicate one or more “winning”
advertisers. The predefined bidding criteria may comprise any appropriate information, including, but not
limited to, the relevance of advertised product(s) to specific device users, the amount of the bids offered by
advertisers, and the relative cost of the advertised product(s).
The bid server sends the bid results to the advertiser workstations. In response, the winning
advertiser(s) send advertising information to an ad server. Upon receiving the advertisements from the
advertiser workstations, the ad server automatically pushes/transmits the advertisements to the appropriate
targeted user device(s) by utilizing any appropriate means. Finally, the user device(s) may display the pushed
ads to corresponding device users in any appropriate manner. For at least the foregoing reasons, the present
invention therefore provides an improved system and method for effectively performing a distribution
procedure using an electronic backbone.
BRIEF DESCRIPTION OF THE DRAWINGS
4
FIG. 1 is a block diagram of a distribution system, in accordance with one embodiment of the present
invention;
FIG. 2 is a block diagram for one embodiment of a user device from FIG. 1, in accordance with the
present invention;
FIG. 3 is a block diagram for one embodiment of the registration server from FIG. 1, in accordance
with the present invention;
FIG. 4 is a block diagram for one embodiment of the metadata server from FIG. 1, in accordance with
the present invention;
FIG. 5 is a block diagram for one embodiment of an advertiser workstation from FIG. 1, in accordance
with the present invention;
FIG. 6 is a block diagram for one embodiment of the bid server from FIG. 1, in accordance with the
present invention;
FIG. 7 is a block diagram for one embodiment of the ad server from FIG. 1, in accordance with the
present invention;
FIG. 8 is a block diagram for one embodiment of the storage server from FIG. 1, in accordance with
the present invention; and
FIGS. 9A-D are a flowchart of method steps for performing a distribution procedure, in accordance
with one embodiment of the present invention.
DETAILED DESCRIPTION
The present invention relates to an improvement in electronic data distribution techniques. The
following description is presented to enable one of ordinary skill in the art to make and use the invention, and
is provided in the context of a patent application and its requirements. Various modifications to the disclosed
embodiments will be apparent to those skilled in the art, and the generic principles herein may be applied to
other embodiments. Therefore, the present invention is not intended to be limited to the embodiments shown,
but is to be accorded the widest scope consistent with the principles and features described herein.
The present invention comprises a system and method for effectively performing an information
distribution procedure, and includes user devices that perform registration procedures for receiving
distribution services from a distribution system. The user devices are also used to generate user metadata
regarding respective device users of the user devices. A plurality of workstations are associated in the
distribution system with respective advertisers. The workstations analyze the user metadata to produce
corresponding bid metadata. A bid server then evaluates the bid metadata to determine one or more winning
workstations from among the original workstations. The one or more winning workstations automatically
transmit their advertising information to appropriate ones of the user devices. Relevant advertising
information is therefore specifically targeted toward individual device users by analyzing the user metadata.
5
Referring now to FIG. 1, a block diagram of a distribution system 114 is shown, in accordance with
one embodiment of the present invention. In the FIG. 1 embodiment, distribution system 114 may include,
but is not limited to, one or more user devices 122, a registration server 126, a metadata server 130, one or
more advertiser workstations 134, a bid server 138, an ad server 142, and a storage server 144. In the FIG. 1
embodiment, certain elements of distribution system 114 communicate through an electronic backbone 118.
In alternate embodiments, distribution system 114 may be implemented by utilizing components and
configurations in addition to, or instead of, certain of those components and configurations discussed in
conjunction with the FIG. 1 embodiment. For example, in certain embodiments, some or all of the servers
shown in the FIG. 1 embodiment may be implemented as respective banks of similar servers in order to
accommodate a greater amount of data transmission and data processing by distribution system 114.
In accordance with the present invention, distribution system 114 advantageously supports a
distribution procedure that automatically provides various types of appropriate information for utilization by
device users of corresponding user devices 122. For example, the distributed information may include, but is
not limited to, commercial advertising information that is specifically targeted towards appropriate device
users of user devices 122. Unlike traditional advertising techniques that support a “pull” model that requires
consumers to actively access desired advertising information, the FIG. 1 distribution system 114 supports a
“push” model that automatically selects and transmits appropriate advertising information to targeted device
users based upon corresponding metadata that defines both the device users and the various advertisers.
In the FIG. 1 embodiment, distribution system 114 may be implemented and supported by a
distribution control entity that offers distribution services to both advertisers and device users in return for
financial or other compensation. The distribution control entity may be a commercial enterprise that
maintains and controls key elements of distribution system 114 such as registration server 126, metadata
server 130, bid server 138, ad server 142, and storage server 144. The distribution control entity thus
effectively controls access by both advertisers and device users to distribution system 114.
In the FIG. 1 embodiment, certain elements of distribution system 114 communicate through an
electronic backbone 118 that may be implemented in any effective manner. For example, backbone 118 may
be implemented as one or more system busses or electronic pipelines that support communications through
distribution system 114 by utilizing any appropriate hard-wired or wireless techniques. In addition, in certain
embodiments, backbone 118 may be implemented by concurrently utilizing a plurality of different types of
electronic communication methods.
During typical operation of the FIG. 1 distribution system 114, user devices 122 initially subscribe for
distribution services from distribution system 114 by communicating with registration server 126 via any
appropriate means. During the registration procedure, device users enter an agreement to allow distribution
system 114 to collect and utilize certain specified user information that depends upon what level of privacy is
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preferred by the individual device users. The user devices 122 utilize a backbone library to create user
metadata that defines the respective user information by utilizing a format and nomenclature that is consistent
throughout distribution system 114. The user devices 122 then store the user metadata onto storage server
144.
In the FIG. 1 embodiment, advertisers utilize respective advertiser workstation A (134(a)) through
advertiser workstation N (134(n)) to similarly create appropriate advertiser metadata that defines advertiser
information regarding the respective advertisers. In particular, advertiser workstations 134 access the
backbone library via backbone 118 to create advertiser metadata that defines the respective advertiser
information by utilizing a format and nomenclature that is consistent throughout distribution system 114. The
advertiser workstations 134 may then store the advertiser metadata onto storage server 144 through backbone
118. In alternate embodiments, any desired number of advertiser workstations 134 may be supported by
distribution system 114.
In the FIG. 1 embodiment, metadata server 130 combines the user metadata and the advertiser
metadata into a combined metadata file that is typically stored on storage server 144 over backbone 118.
Metadata server 130 may also periodically update the user and advertiser information in the metadata file to
reflect current conditions or the occurrence of new events. In the FIG. 1 embodiment, the various advertiser
workstations 134 may then access and analyze the metadata file through backbone 118 to create respective
bid metadata that reflect advertising bids from the various advertisers to transmit advertising information to
appropriate user devices 122. The advertiser workstations 134 then send their bid metadata to bid server 138
via backbone 118.
In the FIG. 1 embodiment, bid server 138 analyzes the respective bid metadata from the various
advertiser workstations 134 according to predefined bidding criteria to generate bid results that indicate one
or more “winning” advertisers. The predefined bidding criteria may comprise any appropriate information,
including, but not limited to, the relevance of advertised product(s) to a specific device user, the amount of
the bids offered by advertisers, and the relative cost of advertised product(s).
In the FIG. 1 embodiment, bid server 138 sends the bid results to the advertiser workstations 134 over
backbone 118. In response, the winning advertiser(s) send the appropriate advertising information (ads) to ad
server 142 via backbone 118. Upon receiving the advertisements from the advertiser workstations 134, bid
server 138 automatically pushes/transmits the advertising to the appropriate targeted user device(s) 122 by
utilizing any appropriate means. For example, in certain embodiments, user devices 122 may communicate
with various servers of distribution system 114 via a distributed computer network like the Internet. Finally,
the user device(s) 122 may display the pushed ads to corresponding device users in any appropriate manner.
The present invention thus proves an improved system and method for performing a distribution procedure.
Further details regarding the implementation and utilization of the FIG. 1 distribution system 114 are
discussed below in conjunction with FIGS. 2-9.
7
Referring now to FIG. 2, a block diagram for one embodiment of a FIG. 1 user device 122 is shown,
in accordance with the present invention. In the FIG. 2 embodiment, user device 122 includes, but is not
limited to, a central processing unit (CPU) 214, a memory 218, a display 238, and one or more input/output
interface(s) (I/O interface(s)) 240. The FIG. 2 embodiment is presented for purposes of illustration, and in
alternate embodiments, a user device 122 may be implemented using components and configurations in
addition to, or instead of, certain of those components and configurations discussed in conjunction with the
FIG. 2 embodiment. In addition, user device 122 may be implemented as any type of portable or nonportable
electronic device, including, but not limited to, a desktop computer, a personal digital assistant, a
cellular telephone, a settop box, or a laptop computer.
In the FIG. 2 embodiment, CPU 214 may be implemented to include any appropriate and compatible
microprocessor device that preferably executes software instructions to thereby control and manage the
operation of user device 122. The FIG. 2 display 238 may include any effective type of display technology
including a cathode-ray-tube monitor or a liquid-crystal display device with an appropriate screen for
displaying various information to a device user. In the FIG. 2 embodiment, I/O interface(s) 240 may include
one or more input and/or output interfaces to receive and/or transmit any required types of information by
user device 122.
In the FIG. 2 embodiment, memory 218 may be implemented to include any combination of desired
storage devices, including, but not limited to, read-only memory (ROM), random-access memory (RAM),
and various types of non-volatile memory, such as floppy disks, memory sticks, compact disks, or hard disks.
In the FIG. 2 embodiment, memory 218 includes, but is not limited to, a device application 222, a data
module 226, user metadata 230, and one or more advertisements (ads) 234.
In the FIG. 2 embodiment, device application 222 may include program instructions that are
preferably executed by CPU 214 to perform various functions and operations for user device 122. The
particular nature and functionality of device application 222 typically varies depending upon factors such as
the specific type and particular functionality of the corresponding user device 122.
In the FIG. 2 embodiment, user device 122 utilizes data module 226 to create user metadata 230 that
describes any desired attributes or characteristics related to user device 122 or a device user of user device
122. For example, user metadata 230 may include, but is not limited to, information regarding a device user’s
name, gender, age, religion, hobbies, interests, occupation, marital status, residence, income, Internet
browsing history, and credit-card transaction records. In the FIG. 2 embodiment, ads 234 include targeted
advertising information that has been received from distribution system 114 (FIG. 1) specifically for a device
user of user device 122. Additional details for the utilization of user device 122 are further discussed below
in conjunction with FIGS. 9A-9D.
8
Referring now to FIG. 3, a block diagram for one embodiment of the FIG. 1 registration server 126 is
shown, in accordance with the present invention. In the FIG. 3 embodiment, registration server 126 includes,
but is not limited to, a central processing unit (CPU) 314, a memory 318, a display 338, and one or more
input/output interface(s) (I/O interface(s)) 340. The FIG. 3 embodiment is presented for purposes of
illustration, and in alternate embodiments, registration server 126 may be implemented using components and
configurations in addition to, or instead of, certain of those components and configurations discussed in
conjunction with the FIG. 3 embodiment.
In the FIG. 3 embodiment, CPU 314 may be implemented to include any appropriate and compatible
microprocessor device that preferably executes software instructions to thereby control and manage the
operation of registration server 126. The FIG. 3 display 338 may include any effective type of display
technology including a cathode-ray-tube monitor or a liquid-crystal display device with an appropriate screen
for displaying various information to a device user. In the FIG. 3 embodiment, I/O interface(s) 340 may
include one or more input and/or output interfaces to receive and/or transmit any required types of
information by registration server 126.
In the FIG. 3 embodiment, memory 318 may be implemented to include any combination of desired
storage devices, including, but not limited to, read-only memory (ROM), random-access memory (RAM),
and various types of non-volatile memory, such as floppy disks, memory sticks, compact disks, or hard disks.
In the FIG. 3 embodiment, memory 318 includes, but is not limited to, a registration application 322, a
registration database 326, user licenses 330, and a backbone library 334.
In the FIG. 3 embodiment, registration application 322 may include program instructions that are
preferably executed by CPU 314 to perform various functions and operations for registration server 126. For
example, registration application 322 may coordinate a registration procedure to register a device user of a
user device 122 (FIG. 2) to receive distribution services from distribution system 114 (FIG. 1). Registration
database 326 preferably includes information regarding all device users and corresponding user devices 122
that subscribe to distribution services from distribution system 114.
In the FIG. 2 embodiment, user licenses 330 include verified agreements with registered device users
to permit collection and use of corresponding user metadata 230 (FIG. 2) by distribution system 114. In the
FIG. 3 embodiment, backbone library 334 includes information regarding all supported nomenclatures,
formats, and taxonomies for metadata and communications in distribution system 114. A given entity in
distribution system 114 may thus reference backbone library 334 to ensure that all data and communications
in distribution system 114 conform to the specifications defined in backbone library 334. Additional details
for the utilization of registration server 126 are further discussed below in conjunction with FIGS. 9A-9D.
Referring now to FIG. 4, a block diagram for one embodiment of the FIG. 1 metadata server 130 is
shown, in accordance with the present invention. In the FIG. 4 embodiment, metadata server 130 includes,
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but is not limited to, a central processing unit (CPU) 414, a memory 418, a display 438, and one or more
input/output interface(s) (I/O interface(s)) 440. The FIG. 4 embodiment is presented for purposes of
illustration, and in alternate embodiments, metadata server 130 may be implemented using components and
configurations in addition to, or instead of, certain of those components and configurations discussed in
conjunction with the FIG. 4 embodiment.
In the FIG. 4 embodiment, CPU 414 may be implemented to include any appropriate and compatible
microprocessor device that preferably executes software instructions to thereby control and manage the
operation of metadata server 130. The FIG. 4 display 438 may include any effective type of display
technology including a cathode-ray-tube monitor or a liquid-crystal display device with an appropriate screen
for displaying various information to a device user. In the FIG. 4 embodiment, I/O interface(s) 440 may
include one or more input and/or output interfaces to receive and/or transmit any required types of
information by metadata server 130.
In the FIG. 4 embodiment, memory 418 may be implemented to include any combination of desired
storage devices, including, but not limited to, read-only memory (ROM), random-access memory (RAM),
and various types of non-volatile memory, such as floppy disks, memory sticks, compact disks, or hard disks.
In the FIG. 4 embodiment, memory 418 includes, but is not limited to, a metadata reader 422, a metadata
manager 426, metadata files 430, and a router 434.
In the FIG. 4 embodiment, metadata server 130 may utilize metadata reader 422 to communicate with
user devices 122 to create and/or update appropriate user metadata that router 434 stores into storage server
144 (FIG. 1). Similarly, metadata server 130 may utilize metadata manager 426 to communicate with
advertiser workstations 134 (FIG. 1) to create and/or update appropriate advertiser metadata that router 434
stores into storage server 144. In the FIG. 4 embodiment, metadata manager 426 may then combine the user
metadata and the advertiser metadata to create metadata files 430 that router 434 stores into storage server
144 via backbone 118. Additional details for the utilization of metadata server 130 are further discussed
below in conjunction with FIGS. 9A-9D.
Referring now to FIG. 5, a block diagram for one embodiment of a FIG. 1 advertiser workstation 134
is shown, in accordance with the present invention. In the FIG. 5 embodiment, advertiser workstation 134
includes, but is not limited to, a central processing unit (CPU) 514, a memory 518, a display 538, and one or
more input/output interface(s) (I/O interface(s)) 540. The FIG. 5 embodiment is presented for purposes of
illustration, and in alternate embodiments, an advertiser workstation 134 may be implemented using
components and configurations in addition to, or instead of, certain of those components and configurations
discussed in conjunction with the FIG. 5 embodiment.
In the FIG. 5 embodiment, CPU 514 may be implemented to include any appropriate and compatible
microprocessor device that preferably executes software instructions to thereby control and manage the
10
operation of advertiser workstation 134. The FIG. 5 display 538 may include any effective type of display
technology including a cathode-ray-tube monitor or a liquid-crystal display device with an appropriate screen
for displaying various information to a device user. In the FIG. 5 embodiment, I/O interface(s) 540 may
include one or more input and/or output interfaces to receive and/or transmit any required types of
information by advertiser workstation 134.
In the FIG. 5 embodiment, memory 518 may be implemented to include any combination of desired
storage devices, including, but not limited to, read-only memory (ROM), random-access memory (RAM),
and various types of non-volatile memory, such as floppy disks, memory sticks, compact disks, or hard disks.
In the FIG. 5 embodiment, memory 518 includes, but is not limited to, a workstation application 522, a bid
manager 526, a metadata repository 530, and one or more advertisements (ads) 534.
In the FIG. 5 embodiment, workstation application 522 may include program instructions that are
preferably executed by CPU 514 to perform various functions and operations for advertiser workstation 134.
The particular nature and functionality of workstation application 522 typically varies depending upon factors
such as the specific type and particular functionality of the corresponding advertiser workstation 134.
In the FIG. 5 embodiment, advertiser workstation 134 may utilize bid manager 526 to access and store
metadata files 430 (FIG. 4) into metadata repository 530. The metadata files 430 are typically created by
metadata server 130 (FIG. 4) to include relevant information from user metadata and advertiser metadata.
Bid manager 526 may then analyze the metadata files 430 in metadata repository 530 in order to create
corresponding bid metadata that is sent to bid server 138 (FIG. 1) via backbone 118. In the FIG. 5
embodiment, ads 534 include advertising information corresponding to a given advertiser associated with
advertiser workstation 134. Additional details for the utilization of advertiser workstation 134 are further
discussed below in conjunction with FIGS. 9A-9D.
Referring now to FIG. 6, a block diagram for one embodiment of the FIG. 1 bid server 138 is shown,
in accordance with the present invention. In the FIG. 6 embodiment, bid server 138 includes, but is not
limited to, a central processing unit (CPU) 614, a memory 618, a display 638, and one or more input/output
interface(s) (I/O interface(s)) 640. The FIG. 6 embodiment is presented for purposes of illustration, and in
alternate embodiments, bid server 138 may be implemented using components and configurations in addition
to, or instead of, certain of those components and configurations discussed in conjunction with the FIG. 6
embodiment.
In the FIG. 6 embodiment, CPU 614 may be implemented to include any appropriate and compatible
microprocessor device that preferably executes software instructions to thereby control and manage the
operation of bid server 138. The FIG. 6 display 638 may include any effective type of display technology
including a cathode-ray-tube monitor or a liquid-crystal display device with an appropriate screen for
displaying various information to a device user. In the FIG. 6 embodiment, I/O interface(s) 640 may include
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one or more input and/or output interfaces to receive and/or transmit any required types of information by bid
server 138.
In the FIG. 6 embodiment, memory 618 may be implemented to include any combination of desired
storage devices, including, but not limited to, read-only memory (ROM), random-access memory (RAM),
and various types of non-volatile memory, such as floppy disks, memory sticks, compact disks, or hard disks.
In the FIG. 6 embodiment, memory 618 includes, but is not limited to, a server application 622, a bid
analyzer 626, bid metadata 630, and bid results 634.
In the FIG. 6 embodiment, server application 622 may include program instructions that are preferably
executed by CPU 614 to perform various functions and operations for bid server 138. The particular nature
and functionality of device application 222 typically varies depending upon factors such as the specific type
and particular functionality of the corresponding bid server 138.
In the FIG. 6 embodiment, bid server 138 may utilize bid analyzer 626 to analyze bid metadata 630
that is typically received from various advertiser workstations 134 (FIG. 5) to generate corresponding bid
results 634. In the FIG. 6 embodiment, bid metadata 630 may include any appropriate or relevant information
including, but not limited to, metadata files 430 (FIG. 4) and specific advertiser bid information (such as a
payment amount for transmitting advertising information to user devices 134).
In the FIG. 6 embodiment, bid results 634 may include one or more advertisers (and associated
advertiser workstations 134) that have been selected as bidding winners. Bid analyzer 626 may determine the
bid results 634 in any effective manner. For example, in certain embodiments, bid analyzer 626 may select
winning advertisers by evaluating predetermined bidding criteria that may include, but are not limited to, the
relevance of an advertised product to a particular consumer (device user) and the bid amounts being offered
by the advertisers. In certain embodiments, bidding criteria may be weighted to indicate a desired priority
scheme. Additional details for the utilization of bid server 138 are further discussed below in conjunction
with FIGS. 9A-9D.
Referring now to FIG. 7, a block diagram for one embodiment of the FIG. 1 ad server 142 is shown,
in accordance with the present invention. In the FIG. 7 embodiment, ad server 142 includes, but is not
limited to, a central processing unit (CPU) 714, a memory 718, a display 738, and one or more input/output
interface(s) (I/O interface(s)) 740. The FIG. 7 embodiment is presented for purposes of illustration, and in
alternate embodiments, ad server 142 may be implemented using components and configurations in addition
to, or instead of, certain of those components and configurations discussed in conjunction with the FIG. 7
embodiment.
In the FIG. 7 embodiment, CPU 714 may be implemented to include any appropriate and compatible
microprocessor device that preferably executes software instructions to thereby control and manage the
operation of ad server 142. The FIG. 7 display 738 may include any effective type of display technology
12
including a cathode-ray-tube monitor or a liquid-crystal display device with an appropriate screen for
displaying various information to a device user. In the FIG. 7 embodiment, I/O interface(s) 740 may include
one or more input and/or output interfaces to receive and/or transmit any required types of information by ad
server 142.
In the FIG. 7 embodiment, memory 718 may be implemented to include any combination of desired
storage devices, including, but not limited to, read-only memory (ROM), random-access memory (RAM),
and various types of non-volatile memory, such as floppy disks, memory sticks, compact disks, or hard disks.
In the FIG. 7 embodiment, memory 718 includes, but is not limited to, a server application 722, a
transmission module 726, ads 730, and miscellaneous information 734.
In the FIG. 7 embodiment, server application 722 may include program instructions that are preferably
executed by CPU 714 to perform various functions and operations for ad server 142. The particular nature
and functionality of server application 722 typically varies depending upon factors such as the specific type
and particular functionality of the corresponding ad server 142.
In the FIG. 7 embodiment, ads 730 include advertising information that is provided to ad server 142
from advertiser workstations 134 of winning advertisers of the bidding procedure discussed above in
conjunction with FIG. 6. In the FIG. 7 embodiment, ad server 142 utilizes transmission module 726 to
automatically push/transmit ads 730 to specific targeted user devices 122 by utilizing any effective
transmission techniques. For example, in certain embodiments, ad server 142 may transmit ads 730 to user
devices 122 via a distributed computer network like the Internet. In the FIG. 7 embodiment, miscellaneous
information 734 may include any additional information or data required by ad server 142. Additional details
for the utilization of ad server 142 are further discussed below in conjunction with FIGS. 9A-9D.
Referring now to FIG. 8, a block diagram for one embodiment of the FIG. 1 storage server 144 is
shown, in accordance with the present invention. In the FIG. 8 embodiment, storage server 144 includes, but
is not limited to, a central processing unit (CPU) 814, a memory 818, a display 838, and one or more
input/output interface(s) (I/O interface(s)) 840. The FIG. 8 embodiment is presented for purposes of
illustration, and in alternate embodiments, storage server 144 may be implemented using components and
configurations in addition to, or instead of, certain of those components and configurations discussed in
conjunction with the FIG. 8 embodiment.
In the FIG. 8 embodiment, CPU 814 may be implemented to include any appropriate and compatible
microprocessor device that preferably executes software instructions to thereby control and manage the
operation of storage server 144. The FIG. 8 display 838 may include any effective type of display technology
including a cathode-ray-tube monitor or a liquid-crystal display device with an appropriate screen for
displaying various information to a device user. In the FIG. 8 embodiment, I/O interface(s) 840 may include
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one or more input and/or output interfaces to receive and/or transmit any required types of information by
storage server 144.
In the FIG. 8 embodiment, memory 818 may be implemented to include any combination of desired
storage devices, including, but not limited to, read-only memory (ROM), random-access memory (RAM),
and various types of non-volatile memory, such as floppy disks, memory sticks, compact disks, or hard disks.
In the FIG. 8 embodiment, memory 818 includes, but is not limited to, a server application 822, a data
manager 826, metadata storage 830, and miscellaneous information 834.
In the FIG. 8 embodiment, server application 822 may include program instructions that are preferably
executed by CPU 814 to perform various functions and operations for storage server 144. The particular
nature and functionality of server application 822 typically varies depending upon factors such as the specific
type and particular functionality of the corresponding storage server 144.
In the FIG. 8 embodiment, metadata storage 830 includes various types of metadata information that
is provided to storage server 144 from any appropriate source. Because of the potential volume of such
metadata, storage server 144 functions as a dedicated device for storing and handling the metadata. In the
FIG. 8 embodiment, data manager 826 coordinate operations to store, retrieve, and otherwise handle the
metadata. In the FIG. 8 embodiment, metadata storage 830 may store any type of appropriate information,
including, but not limited to, user metadata, advertiser metadata, metadata files, and bid metadata. In the FIG.
8 embodiment, miscellaneous information 834 may include any additional information or data required by
storage server 144. Additional details for the utilization of storage server 144 are further discussed below in
conjunction with FIGS. 9A-9D.
Referring now to FIGS. 9A-D, a flowchart of method steps for performing a distribution procedure is
shown, in accordance with one embodiment of the present invention. The FIG. 9 flowchart is presented for
purposes of illustration, and in alternate embodiments, the present invention may utilize steps and sequences
other than those steps and sequences discussed in conjunction with the FIG. 9 embodiment.
In step 914 of FIG. 9A, a user device 122 initially performs a registration procedure with a registration
server 126 to subscribe to distribution services from a distribution system 114 (FIG. 1). In step 918, the user
device 122 utilizes a backbone library 334 to create user metadata 230 relating to a device user of user device
122. In step 922, the user device 122 sends the user metadata 230 to a storage server 144 that provides a
centralized storage location for large amounts of electronic information.
In step 926, a metadata reader 422 of a metadata server 130 may periodically create supplemental user
metadata by utilizing any effective techniques. In step 930, metadata reader 930 verifies the supplemental
user metadata with backbone library 334. Metadata reader 930 may then update the user metadata 230 with
the verified supplemental user metadata to produce updated user metadata 230. The FIG. 9A flowchart then
advances to step 934 of FIG. 9B via connecting letter “A.”
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In step 934, advertiser workstations 134 of the distribution system 114 utilize the backbone library
334 to create advertiser metadata relating to respective advertisers of advertiser workstations 134. In step
938, the advertiser workstations 134 send the advertiser metadata to the storage server 144 for temporary
storage. In step 942, a metadata manager 426 of the metadata server 130 may periodically create
supplemental advertiser metadata by utilizing any effective techniques. Metadata reader 930 also verifies the
supplemental advertiser metadata with backbone library 334.
Metadata manager 426 may then update the previously-created advertiser metadata with the verified
supplemental advertiser metadata to produce updated advertiser metadata. In step 946, metadata manager 426
then creates a metadata file 430 by combining information from the user metadata and the advertiser metadata
that are located on storage server 144. The FIG. 9B flowchart then advances to step 954 of FIG. 9C via
connecting letter “B.”
In step 954, metadata manager 426 stores the metadata file 430 created in foregoing step 946 onto
storage server 144. In step 958, bid managers 526 of the advertiser workstations 134 access and analyze the
metadata file 430 stored on storage server 144. The bid managers 526 then utilize the metadata file 430 to
create corresponding bid metadata 630 that reflects respective advertising bids to distribute appropriate
advertisements to the targeted user device 122 via distribution system 114.
In step 962, the advertiser workstations 134 send the bid metadata 630 to a bid server 138 of the
distribution system 114. In step 966, a bid analyzer 626 of the bid server 138 performs a bid analysis
procedure upon the received bid metadata 630 to generate corresponding bid results 634 that include one or
more winning advertisers who have been awarded the right to transmit/push their advertisements to the
targeted user device 122. The FIG. 9C flowchart then advances to step 970 of FIG. 9D via connecting letter
“C.”
In step 970, the bid server 138 sends the bid results 634 to the advertiser workstations 134. In
response, in step 974, the winning advertiser(s) send their ads 534 to an ad server 142 of the distribution
system 114. In step 978, the ad server 142 automatically transmits (pushes) the ads 534 to the targeted user
device 122. Finally, in step 982, the user device 122 may display the pushed ads to a device user. The FIG. 9
process may then terminate.
For purposes of illustration, the FIG. 9 example is presented in the context of a single user device 122.
However, in alternate embodiments, any desired number of additional user devices 122 are equally
contemplated. Furthermore, the present invention is disclosed as transmitting advertising information. In
alternate embodiments, any other type of electronic information may similarly be transmitted by itself, or in
combination with advertising information. For example, in certain embodiments, various type of electronic
content (e.g., audio/video information) may be bundled together with the advertising information. For at least
the foregoing reasons, the present invention therefore provides an improved system and method for
effectively performing a distribution procedure using an electronic backbone.
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The invention has been explained above with reference to certain embodiments. Other embodiments
will be apparent to those skilled in the art in light of this disclosure. For example, the present invention may
readily be implemented using certain configurations and techniques other than those described in the specific
embodiments above. Additionally, the present invention may effectively be used in conjunction with systems
other than those described above. Therefore, these and other variations upon the discussed embodiments are
intended to be covered by the present invention, which is limited only by the appended claims.
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WHAT IS CLAIMED IS:
1. A system for supporting an information distribution procedure, comprising:
a user device that performs a registration procedure for receiving distribution services from a
distribution system, said user device also generating user metadata regarding a device user of
said user device;
workstations associated with respective advertisers, said workstations analyzing said user metadata to
produce corresponding bid metadata; and
a bid server that evaluates said bid metadata to determine one or more winning workstations from
among said workstations, said one or more winning workstations then automatically
transmitting advertising information to said user device, said advertising information being
specifically targeted toward said device user by analyzing said user metadata.
2. The system of claim 1 wherein said distribution system utilizes a push technique to automatically
select and transmit only said advertising information that is relevant to said device user in light of personal
profile details provided in said user metadata.
3. The system of claim 1 wherein said registration procedure includes said device user entering into a
formal agreement to allow said distribution system to access and utilize personal information regarding said
device user, said formal agreement specifically defining what level of said personal information may be
utilized by said distribution system.
4. The system of claim 1 wherein said user device utilizes a backbone library to verify that said user
metadata confirms to predefined rules.
5. The system of claim 4 wherein said predefined rules include format rules and nomenclature rules that
are supported by said distribution system for said user metadata.
6. The system of claim 1 wherein said user metadata includes a personal name, gender, age, religion,
hobbies, interests, occupation, marital status, residence, income, Internet browsing history, and credit-card
transaction records.
7. The system of claim 1 wherein said user device stores said user metadata on a storage server coupled
to said distribution system.
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8. The system of claim 1 wherein a metadata server periodically updates said user metadata with
supplemental user metadata that is verified with a backbone library.
9. The system of claim 1 wherein said workstations generate advertiser metadata regarding said
respective advertisers, said workstations verifying said advertiser metadata with a backbone library.
10. The system of claim 9 wherein a metadata server combines said user metadata and said advertiser
metadata to produce metadata files, said workstations analyzing said metadata files to generate said bid
metadata.
11. The system of claim 1 wherein said bid server evaluates said bid metadata according to predefined
evaluation criteria that include a relevance of said advertising information to said device user, and an
advertiser bid amount.
12. The system of claim 1 wherein said winning workstations send said advertising information to an ad
server that automatically transmits said advertising information to said user device.
13. The system of claim 12 wherein said user device displays said advertising information to said device
user, said information distribution procedure automatically providing said advertising information in a
targeted manner without affirmative requests from said device user.
14. The system of claim 1 wherein said distribution system is implemented and supported by a
distribution control entity that offers access to said distribution services to both said respective advertisers and
said device user in return for financial or other compensation, said distribution control entity being a
commercial enterprise that maintains and controls key elements of said distribution system.
15. The system of claim 1 wherein said distribution systems further comprises a registration server, a
metadata server, a storage server, and an ad server.
16. A user device comprising:
a device application that performs a registration procedure for receiving distribution services from a
distribution system; and
user metadata regarding a device user of said user device, said user metadata being analyzed to
produce corresponding bid metadata, said bid metadata being analyzed for automatically
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transmitting advertising information to said user device, said advertising information being
specifically targeted toward said device user by analyzing said user metadata.
17. The user device of claim 16 wherein said registration procedure includes said device user entering into
a formal agreement to allow said distribution system to access and utilize personal information regarding said
device user, said formal agreement specifically defining what level of said personal information may be
utilized by said distribution system.
18. The user device of claim 16 wherein said user device utilizes a backbone library to verify that said
user metadata confirms to predefined rules.
19. The user device of claim 18 wherein said predefined rules include format rules and nomenclature rules
that are supported by said distribution system for said user metadata.
20. The user device of claim 16 wherein said user metadata includes a personal name, a gender, an age, a
religion, one or more hobbies, one or more interests, an occupation, a marital status, a residence, an income,
an Internet browsing history, and credit-card transaction records.
21. A system for supporting an information distribution procedure substantially as herein describe with
reference to the foregoing description and the accompanying drawings.

Dated this 9th day of October 2009.

To
The Controller of Patents
The Patent Office
India