WO2000062173A1 - Internet advertising with controlled and timed display of ad content - Google Patents

Abstract

A non-scrolling ad display (16) is lodged in a website (A) to cause browsers (B) hitting the website to undertake centrally controlled and recorded ad display for guaranteed minimum timed intervals. The system enables precise controlled advertising to each web page viewing browser (B) and accurate advertising budgeting and programming which can be monitored and upgraded to meet marketing needs. The components participating in the system include a website at a webserver (M) for transmitting a page with code for installing a non-scrolling ad frame (16). Ad content for the non-scrolling ad frame (16) each have individual timers for timing out commencing with display at the browser and an Internet address for fetching by the browser (B). A central controller with a firewall (M) protected data base (D) directs non-scrolling frame set up in the browser (B); generates, dispenses and interrogates for unique browser identifiers; maintains records associated with the unique browser identifiers indicating ads displayed and ads available for display; and, finally dispatches to inquiring browsers ad content addresses. The data base (D) provides an audit trail from which websites can be compensated for ad display and advertisers billed for the ad display.

Description

INTERNET ADVERTISING WITH CONTROLLED AND TIMED DISPLAY OF AD CONTENT

This invention relates to Internet advertising. More particularly, a frame on website displays controlled and timed ad content under the control of a centralized system controller.

This Patent Cooperation Treaty filing claims priority from Internet Advertising With Controlled and Timed Display of Ad Content from Centralized System Controller by Robert M. Cezar, a citizen of Canada filed as US Non Provisional Patent Application Serial No. 09/291 ,785 on April 14, 1999; Internet Advertising with

Controlled and Timed Display of Ad Content from Browser by Robert M. Cezar, a citizen of Canada and James Heintz, a citizen of the United States of America filed as US Non Provisional Patent Application 09/335,384 on June 17, 1999; and, Internet Banner Advertising Process And Apparatus Having Scalability by Robert Cezar, a citizen of Canada, James Heintz, a citizen of United States, Mario Mene and Luigi Caramico, both citizens of Italy as US Non Provisional Patent Application Serial No 09/488,666 filed January 20, 2000.

BACKGROUND OF THE INVENTION

It has now become common to load web pages with paid advertising. For example, it is common to see advertisements and web page linked advertisements on many web pages. Simply stated, with a web page linked advertisement, by."clicking" on the ad, forwarding of the browser to the relevant web page of the advertiser occurs.

In a typical advertising supported website, an advertiser supplies ad copy electronically to a website operator. The website operator owns and or controls a computer or collection of computers knows as the webserver. The website operator creates one or more hyperlinked pages and stores those pages on the webserver, preferably with the ad copy included, or referenced, in one or more of the hyperlinked pages.

A user of a browser that is interested in the website will direct his browser to connect to the webserver and retrieve one or more pages of the website. As the browser displays the pages for the user, the browser displays the ad copy, by virtue of the fact that the website operator included the ad copy in the website pages being viewed. Unfortunately, the advertiser placing the ad has little control over how the ad is viewed. For example, many web pages are larger than the screen that displays the pages. This being the case, the pages are typically scrolled, and with the scrolling of the pages, the ads are likewise scrolled. Such scrolling brings the ads into and out of view, on a basis where both the advertiser and the agency placing the ad have no control over when the ad is being viewed.

A known solution to scrolling is to place the ad content in a non-scrolling frame. In such an ad, the non-scrolling frame and the ad content is constantly located with respect to the viewed screen of the browser. Thus, both the agencies placing the ad and the advertisers are relatively sure that the ad remains where it may be viewed.

Unfortunately, there is a downside to utilizing a non-scrolling frame. Specifically, one of the most important ways a website is enabled to have life sustaining "hits" to be indexed with certain general search sites. These general search sites take in the subject matter sought, a name, or combinations of words and direct the inquiring browsers likely websites having the desired information sought. Many such general search sites take information from robotic searchers - searching computer programs that essentially with minimal tending systematically visit and then index websites and the subject matter contained or referred to within the website. It is required that these search engines be able to freely move from website to website to continue their searching and indexing task.

Non-scrolling frames present on a website serve to trap such search engines at a particular website and prevent the search engines from moving on to the next website. The presence of the frame gets the engine caught on the site in a recursive cycle that prevents further search engine movement from the website without time-consuming manual intervention. A solution commonly adapted by designers of search engines is to quickly scan the site for the presence of a frame. Finding a frame, the search engine moves on without further interrogation of the website - and more importantly for the owner of the website - without adding the website to the index. In other words, heretofore, placement of a non-scrolling frame within a website excludes that website from many indexes. And being excluded from many indexes, the website is isolated from what otherwise might be a larger number of revenue earning hits. It therefore become understandable that frames - especially non-scrolling frames - within websites are avoided. The time of ad content view is another problem. Taking the same situation of a non-scrolling frame, ad content is often changed within the frame on a periodic basis. This change is either programmed or random by the website with respect to any given ad. Since only the website controls the ad content, both the programmed or random display of ad content continues indefinitely so long as the browser remains on the website.

In US Patent Application Serial No 09/291,785 filed April 14, 1999 entitled Internet Advertising with Controlled and Timed Display of Ad Content from Centralized System Controller by Robert M. Cezar, an Internet advertising protocol was set forth. In this system, a webserver delivers web pages to a browser while a central controller tracks the extent to which a particular ad is presented to a particular browser. The coding for the web pages is such that the ad does not scroll during browser display of a web page. The content of the ad includes a coded timer, which upon timeout causes the browser to report to the central controller. The system enables precise controlled advertising to each web page viewing browser and accurate advertising budgeting and programming from the central controller. As a consequence, browser advertising is generated which advertising can be monitored and upgraded to meet marketing needs.

The components participating in the system include a host website partitioned at a webserver for transmitting a page. The ebserver transmits software to the browser for retrieving a non-scrolling ad frame. Ad content for the non-scrolling ad frame has individual timers for timing out each ad. The timers starts commencing with display at the browser. A central controller with a firewall protected data base directs non-scrolling frame set up in the browser; generates, dispenses and interrogates for unique browser identifiers; maintains records associated with the unique browser identifiers indicating ads displayed and ads available for display; and, finally dispatches to inquiring browsers ad content addresses. The data base provides an audit trail from which websites can be compensated for ad display and advertisers billed for the ad display. Finally, an inquiring browser has the non-scrolling frame set up on the browser, ad content displayed within the browser for a sufficient time interval to timeout the timer, report to the central controller of the display, and retrieval of the address of the next ad content for display.

A subscribing website transmits code that diverts initial browser call to a central controller to retrieve a non-scrolling frame followed by reconnection to the website for continued page loading. Initially, a lead-in ad with timer is loaded from the website to the non-scrolling ad frame and displayed until the timer times out.

It is important to note that the non-scrolling frame never appears at the website; the non-scrolling frame only appears at the browser. This being the case, search engines servicing general search sites are free to come, analyze, and index the contents of the website. Since the non-scrolling frame only appears at the browser - and never at the website - the robotic search engines are neither trapped recursively within the site nor avoid the site because of the presence of a frame.

During timeout of the lead-in ad timer, the central system controller interrogates for a central system controller identifier. Presuming that on first call the browser lacks the central system controller identifier, a unique central system controller identifier is generated at the central controller for the browser together with an address of first ad content to be displayed at the non-scrolling ad frame. Upon lead-in ad timeout, lodging of the unique system controller identifier to the browser occurs with the transmission of the address of the first ad content to be displayed. The browser then fetches the first ad content, displays the first ad content with the display starting a timer within the first ad content. Upon timeout of the timer of the first ad content, the browser makes a return and report to the central system controller in a record associated with the unique central system identifier.

The record associated with the central system identifier is accounted relative to the particular ad content displayed and timed out. For example ad content available for display will be altered noting that one ad has been displayed and timed out. Further, the ads available for display will be altered. This record of the ads available for display as updated by the report is then used to transmit to the reporting browser the address of the next in order ad content and timer for display. The process repeats until the browser leaves the website and resumes when the browser returns to the website.

The system uniquely uses the browser in a scheme of precise timed ad display control. First, the browser is loaded with code, which code interrogates for the presence of the non-scrolling ad frame. If the browser lacks the non-scrolling ad frame, the browser is diverted to the system controller to load the non-scrolling ad frame, the non-scrolling frame never appears at the website. Second, the browser initiates timer running as each ad is displayed. Thus, the advertiser is assured that his particular ad content is displayed for the required minimum time interval. Third, the browser inquires to the central controller for the ad content addresses to be displayed. Thereafter, it is the browser that fetches and loads the ad content to the non-scrolling ad frame on any displayed web page; this minimizes bandwidth transmission at the central controller. Fourth, the browser reports to the system controller the time out of displayed ad content, enabling a precise record of advertising control to be maintained.

The system uses the website minimally in its scheme of precise timed ad display control. The only modification required of the website is that it transmits initial Java code to the inquiring browser to commence running of the system.

Finally, the central system controller enables precision targeted advertising with accountability to the website and proof of advertisement display to the paying advertiser. The central system controller maintains a large database. This large data base includes the unique identifier of each inquiring browser and data for ad content including ad content identity and assurance of the number of times that the identified ad content has been displayed to a browser for a minimum timed interval. This large database, automatically generated as a necessary control for the distributed advertising, generates an audit trail, which can be used for compensation of the website and a billing record for the controlled and distributed advertising.

In this US Patent Application Serial No 09/291,785 filed April 14, 1999 entitled Internet Advertising with Controlled and Timed Display of Ad Content from Centralized System Controller by Robert M. Cezar, frequent communication was required between the browser and the central system controller of the advertising protocol. In short, each time a new ad was to be played at a frame set, the browser reported the last time out of the played ad and then received from the system controller the address of the next ad to be played. Central processor computation and connection by the browser to receive the results of the computation was required to designate the next ad to be played. In short, that disclosed system placed an intense Internet connection protocol and computational burden on the central system controller.

Banner advertising on the Internet is computationally intensive on the central advertising controller. To fully understand this problem, it is necessary to understand the principal components contributing to such advertising. For the purpose of setting forth the problem encountered, we will refer to the advertising schemes set forth in the above two Cezar applications; it will be understood that the problems there set forth are equally applicable to US Patent 5,948,061 to Merriman , et al. September 7, 1999 entitled Method of Delivery, Targeting, and Measuring Advertising over Networks.

In so-called banner advertising, an inquiring browser connects over the Internet to a customer website. Immediate and temporary diversion occurs from the customer website to the advertising system central controller. During this diversion as set forth in the Cezar and Heintz disclosures, the inquiring browser is altered to install upon its screen a frame set in which advertising messages can subsequently be displayed. Further, a list of ads to be played is furnished to the inquiring browser. Thereafter, the inquiring browser loads the remainder of the webpage and normal webpage viewing occurs with banner advertising being presented to the viewer of the browser.

While normal web page viewing occurs, ads from the list of ads provided are fetched on the Internet and played in the frame set provided on the modified browser. Each ad will remain for a designated period of time, time out, and be replaced by a new ad fetched by the browser over the Internet. Alternately, the ad can be "clicked." This clicking usually causes diversion of the browser to a Internet address designated by the advertiser. In the case of the "timing out" of ad play, or a "click" on the ad, a report is made from the browser to the advertising system central controller in the form of a "query string". Such a report is in the format of a URL address, a sub file name for the destination within a server at the URL address, an instruction for storage of the attached data at the sub file in the server, and the finally the data to be stored.

As will hereafter be further emphasized, the system described in our preceding U.S. Patent Application 09/291,785 filed April 14, 1999 by Robert M. Cezar entitled Internet Advertising with Controlled and Timed Display of Ad Content from

Centralized System Controller, now US Patent _, , issued , and U.S.

Patent Application 09/335,384 filed June 17, 1999 by Robert M. Cezar and James Heintz entitled Internet Advertising with Controlled and Timed Display of Ad Content From Browser, now US Patent _, . issued are what we term "report systems."

These systems do not send or record a report of an ad being played to the advertising system central controller until the ad has in fact "timed out" at the inquiring browser. This is to be distinguished from so-called "pull systems" which bill the advertiser when a request is made for the URL address of the ad. Generally, it is believed to be more favorable to the advertiser to bill only for advertising displayed for the full intended period of "play time."

Two advantages are realized by the Cezar and Heintz disclosure. First, a report and following charge to the advertiser is only made when an ad either times out or alternately is "clicked." Second, the timing of the receipt of the query string at the server is not critical; such reports can come in piece meal from the Internet over widely spaced time periods and not interfere with system operation.

The advent of supplying a "list" of ads to be played to the browser represented a reduced computational load on the advertising system central controller. However, as banner advertising has expanded, required computation has expanded. For example, the advertising system central controller had to compute and supply for every inquiring browser and ordered list of ad addresses to be played during the browser/website session. Each inquiring browser hitting on a customer website required a advertising system central controller computation of an ordered play list customized to the website.

Advertising banner systems can be called on to serve hundreds of thousands of websites. The computation of correspondingly hundreds of thousands of play lists can be computationally intensive on an advertising system central controller. We have discovered the need for an advertising system, which system takes full advantage of the distributed computer intelligence present in the Internet. The idea is to minimize the computational load on the central controller. This enables a central controller to service a greater volume of website advertising. Additionally, it leaves the advertising system central controller free for the necessary tasks of advertising system administration, reporting and billing. Prior systems have not been designed with this goal in mind.

It is to be understood that recognition of the problem to be solved constitutes invention. In so far as we are the first to recognize this problem, we claim invention. Accordingly, we disclose a system design having as its principal objective the minimization of computational activity at the advertising system central controller and the

^•1 distribution of the advertising task to the distributed intelligence of the Internet including the browser.

SUMMARY OF THE INVENTION A webserver delivers web pages to a browser while a central controller tracks the extent to which a particular ad is presented to a particular browser. The coding for the web pages is such that the ad does not scroll during browser display of a web page. The content of the ad includes a coded timer, which upon timeout causes the browser to report to the central controller. The system enables precise controlled advertising to each web page viewing browser and accurate advertising budgeting and programming from the central controller. As a consequence, browser advertising is generated which advertising can be monitored and upgraded to meet marketing needs.

The components participating in the system include a host website partition at a webserver for transmitting a page. The webserver transmits software to the browser for retrieving a non-scrolling ad frame. Ad content for the non-scrolling ad frame has individual timers for timing out each ad. The timers starts commencing with display at the browser. A central controller with a firewall protected data base directs non-scrolling frame set up in the browser; generates, dispenses and interrogates for unique browser identifiers; maintains records associated with the unique browser identifiers indicating ads displayed and ads available for display; and, finally dispatches to inquiring browsers ad content addresses. The data base provides an audit trail from which websites can be compensated for ad display and advertisers billed for the ad display. Finally, an inquiring browser has the non-scrolling frame set up on the browser, ad content displayed within the browser for a sufficient time interval to timeout the timer, report to the central controller of the display, and retrieval of the address of the next ad content for display.

A subscribing website transmits code that diverts initial browser call to a central controller to retrieve a non-scrolling frame followed by reconnection to the website for continued page loading. Initially, a lead-in ad with timer is loaded from the website to the non-scrolling ad frame and displayed until the timer times out. It is important to note that the non-scrolling frame never appears at the website; the non-scrolling frame only appears at the browser. This being the case, search engines servicing general search sites are free to come, analyze, and index the contents of the website. Since the non-scrolling frame only appears at the browser - and never at the website - the robotic search engines are neither trapped recursively within the site nor avoid the site because of the presence of a frame.

During timeout of the lead-in ad timer, the central system controller interrogates for a central system controller identifier. Presuming that on first call the browser lacks the central system controller identifier, a unique central system controller identifier is generated at the central controller for the browser together with an address of first ad content to be displayed at the non-scrolling ad frame. Upon lead-in ad timeout, lodging of the unique system controller identifier to the browser occurs with the transmission of the address of the first ad content to be displayed. The browser then fetches the first ad content, displays the first ad content with the display starting a timer within the first ad content. Upon timeout of the timer of the first ad content, the browser makes a return and report to the central system controller in a record associated with the unique central system identifier.

The record associated with the central system identifier is accounted relative to the particular ad content displayed and timed out. For example ad content available for display will be altered noting that one ad has been displayed and timed out. Further, the ads available for display will be altered. This record of the ads available for display as updated by the report is then used to transmit to the reporting browser the address of the next in order ad content and timer for display. The process repeats until the browser leaves the website and resumes when the browser returns to the website.

The system uniquely uses the browser in a scheme of precise timed ad display control. First, the browser is loaded with code, which code interrogates for the presence of the non-scrolling ad frame. If the browser lacks the non-scrolling ad frame, the browser is diverted to the system controller to load the non-scrolling ad frame, the non-scrolling frame never appears at the website. Second, the browser initiates timer running as each ad is displayed. Thus, the advertiser is assured that his particular ad content is displayed for the required minimum time interval. Third, the browser inquires to the central controller for the ad content addresses to be displayed. Thereafter, it is the browser that fetches and loads the ad content to the non-scrolling ad frame on any displayed web page; this minimizes bandwidth transmission at the central controller.

Fourth, the browser reports to the system controller the time out of displayed ad content, enabling a precise record of advertising control to be maintained.

°l The system uses the website minimally in its scheme of precise timed ad display control. The only modification required of the website is that it transmits initial Java code to the inquiring browser to commence running of the system.

Finally, the central system controller enables precision targeted advertising with accountability to the website and proof of advertisement display to the paying advertiser. The central system controller maintains a large database. This large data base includes the unique identifier of each inquiring browser and data for ad content including ad content identity and assurance of the number of times that the identified ad content has been displayed to a browser for a minimum timed interval. This large database, automatically generated as a necessary control for the distributed advertising, generates an audit trail, which can be used for compensation of the website and a billing record for the controlled and distributed advertising.

A central system controller prepares a list of ads to be played, this list being prepared from an "ad played" database maintained at the system controller. This "to be played list" includes ad identity and an ad Internet address. This "to be played list" is first computed and thereafter lodged in the central system controller at peripheral websevers for distribution to browsers. When a browser hits a client website, it is diverted to the system controller at one of the peripheral webservers. The system controller forwards a non-scrolling ad frame set, the "to be played list" of ads to be shown within the non-scrolling frame set, a unique cookie identifier having intervals for recording the identity of ads played together with the day and time of play and processing logic. Once the "to be played list" is installed at the browser, the processing logic compares the "to be played list" at the browser against the record of ads played in the browser cookie. Ads are then played in sequence from the browser in accordance with the "to be played list" with already played ads being eliminated from play by the browser. As each ad is played and timed out, report is made to the system controller at the peripheral webservers. The peripheral webservers batch and periodically forward to the central processor of the system controller the record of ads played. This enables periodic computation and distribution of updated "to be played lists" as well as periodic billing for ads displayed.

An advantage of this system is that ad play is essential pre-computed and front end loaded to the browser. Thereafter, all ad play occurs under the direction

J P browser without direct communication required from the central system controller to direct browser ad play.

A further advantage of this system is that the distributed - and largely unused intelligence of remote call browsers is utilized for ad play.

A process of banner advertising display on an inquiring browser viewing a website over the Internet includes inquiring from the inquiring browser to a website authorizing display of banner advertising. Diversion from the website to an advertising system central controller occurs. The central controller has a group of Internet ad addresses of each ad and classification information related to a frequency of desired ad play. The inquiring browser displays a frame set for location of an advertising banner, which frame set is either supplied by the webpage or preferably installed on line through alteration of the browser. The system is weighted to take computational load off the advertising system central controller and apply a distributed computation load through the Internet or exterior components of the main database of the advertising system central controller. The inquiring browser is supplied with code to enable sorting of the group of Internet ad addresses relative to the classification information and related to the frequency of desired ad play at the inquiring browser. Further, a group of Internet ad addresses with classification information enabling ordering of ad play at one inquiring browser relative to frequency of ad play at other inquiring browsers is provided. Additionally, sorting the Internet ad addresses relative to the classification information related to the frequency of desired ad play of each ad at the inquiring browser to form a sequential play list occurs at the browser and not the central controller. A process for accumulating the reports of ad play utilizing query strings is set forth in which the query strings are serially recorded, occasionally polled, and compiled into advertising system central controller compatible reports. The concept of classification of the websites with corresponding group classification of ads to be run is used to edit ad availability from an extraordinarily large number of available ads to a manageable play lists which can be sorted at the browser. Finally, a system of ordering the play of ads in the overall process of playing many ads against many targeted numbers of plays is disclosed enabling total ad play to be centrally controlled with minimal computational burden on the advertising system central controller. BRIEF DESCRIPTION OF THE DRAWINGS

Fig. 1 is a schematic of the Internet with the components connected for the necessary practice of this invention including a website with webserver, a displayed web page having a non-scrolling frame set; an inquiring browser; an advertising webserver and finally an Internet system controller having a fire wall protected Standard Query Language (SQL) server and data base;

Fig. 2 is a logic diagram of the Internet interaction between the components illustrated in Fig. 1 illustrating the logic followed as the browser makes its first contact or "hit" with the system of this invention, emphasizing in particular the use of the browser to undertake obtaining and displaying the controlled advertising;

Fig. 3 illustrates the logic used by the central system controller for causing ads to appear in prioritized groups; and,

Fig. 4 illustrates the logic used by the browser for the display of the frame advertising in accordance with this invention. Fig. 5 is a general logic diagram illustrating a system operation presuming that a "to be played list" has been prepared for distribution and lodged to the peripheral webservers of the system controller, the logic diagram presuming that the calling browser is visiting the client website for the first time; and,

Fig. 6 is a specific logic diagram illustrating browser executed logic editing play from the "to be played list" in view of "ad played" information stored with the browser cookie.

Fig. 7 is a schematic of the Internet illustrating the inquiring browser, the customer website, the central advertising controller, and the advertising server with the browser depiction altered to indicate assembly of the play list;

Fig. 8 is a schematic of the advertising central controller altered to indicate the presence of a feedback loop for arranging the order of ads to be played together with a system of delivery between illustrated servers and inquiring browsers;

Fig. 9 is a schematic of an inquiring browser calling on a website with illustrated diversion to the servers to an advertising system central controller where the browser is modified to assemble play lists, show retrieved ads, and report ad disposition including timing out and clicking on ads;

J Fig. 10 is a schematic illustrating arrays of ads being collected from the servers for the central controller, it being understood that sorting of all the ads into an ordered play list must occur after assembly of the ads from the servers of the central controller;

Fig. 11 is a diagram of a reporting "query string" which is routed through the Internet to the advertising system central controller and typically serially stored in memory of the webservers of the advertising system central controller;

Fig. 12 is a "digestible" report prepared at the webservers of the advertising system central controller; and,

Figs. 13a - 13f are tables illustrating the "weighting" of ads of the same category for play, the weighting scheme here illustrated and occurring at three 5 minute intervals to a simplified array of only four ads.

DESCRIPTION OF THE SPECIFIC EMBODIMENTS

Referring to Fig. 1, the components required for the practice of this invention are schematically illustrated with respect to their connection to the internet I.

System controller S includes two major component parts; webservers W and central processor P. Central processor P is isolated from internet I by firewall F.

Within firewall F this system includes SQL servers Q which execute and maintain data base D, a running "real time" record which has output O. Utilizing database D, SQL servers Q provide first ad management 14.

This ad management controls the particular ad content 16 displayed on any browser B.

Second, site accounting 18 is provided. Site accounting 18 is a record of total time interval of the many ad contents 16 that may be displayed through advertiser webservers C. This record may be used to compensate each of the advertiser webservers C for the total time of ad display to particular browsers B.

Third, database D is used for advertising billing 20. As will hereafter become apparent, the identity of the ad content displayed and the identity of the particular browser B are maintained in a record. This record has the ads available for display, those ads already displayed, and the identifier of the particular browser B on which the ads were displayed. Utilizing this record, advertisers can be billed for the services that the system renders.

/3 Fourth, database D is used for general system operation 22. This general system operation can include alteration of the number of times that ad content 16 is displayed, the classification of ad content 16, the time of day of display of ad content 16 and virtually any desired parameter which an advertiser would prefer to control. System controller S also includes two sets of differing servers connected to

Internet I. First, there are frame set servers T. Frame set servers T are interactively called when a browser B calls on a advertiser webservers C for the first time. The inquiring browser B is interrogated for the presence of a non-scrolling ad frame 24. Lacking the presence of non-scrolling ad frame 24, the inquiring browser B is diverted to frame set servers T and non-scrolling ad frame 24 installed on the browser B. Once this interrogation has taken place, inquiring browser B is returned to the particular advertiser webserver A on which call was first made, the interrogation repeated, non-scrolling ad frame 24 found, and display of ad content 16 begun with a so-called lead-in ad content 16' from the particular advertiser webserver C. Frame set servers T also supply the Internet addresses and code that appears in the Appendix.

Frame set servers T handle on line active management of the advertising ad content 16. These servers allow outside management to call in and tailor with immediacy the particular ad campaign being run. As far as the disclosure of this invention is concerned, these servers will not further be discussed. Advertiser webservers C have the ad content 16. The browsers B for display at the non-scrolling ad frame 24 fetch this ad content 16.

In the advertising sales of this system, space for non-scrolling ad frame 24 is "rented" from the operator of each advertiser webserver C. Typically, each website is compensated for "making available" placement of the non-scrolling frame 24. By having system controller S control the ad content 16, which is displayed within non-scrolling ad frame 24, the ad management of this invention, occurs.

The reader will understand the use of the term "making available." The non-scrolling ad frame 24 never appears on the advertising webserver C. However, the owner of the advertising webserver C understands that when a browser views his website, that browser will in fact have non-scrolling ad frame 24 present on the browser. Thus, the system gives the advertising webserver C the presence of a "overlaid" non-scrolling ad frame 24, which non-scrolling ad frame 24 never appears on the advertising client webserver C.

N Only one browser B is identified in Fig. 1. The reader will understand that many (in the thousands) such browsers B use the system. As will hereafter become apparent, it is particularly important to use the distributed intelligence of browser B to do as much of the "work" for installing the non-scrolling ad frame and for obtaining, timing, reporting, and retrieving ad content 16 displayed within non-scrolling ad frame 24. Thus it is the main purpose of system controller S to control browser B in the installation of the non-scrolling ad frame and in obtaining, timing, reporting, and retrieving of the ad content 16 so that bandwidth at system controller S is appropriately narrowed.

Advertiser webserver C downloads code to browser B. Browser B executes the code and installs the non-scrolling ad frame 24 to the browser only.

Thereafter, advertiser webserver C operates normally and without further modification in supplying webpages to the browser B.

Screen 28 of browser B is shown schematically. Once non-scrolling ad frame 24 is installed, lead-in ad content 16^* is first displayed. Thereafter, browser B is given identification by system controller S. Under the direction of system controller S, browser B reports ad identity, and time of display for a minimum time interval to system controller S. After this report, browser B is given the Internet address of further ad content 16 to be displayed, fetches this ad content 16 and displays the ad content 16 for the appropriate time interval. As will hereafter become clear, this cycle essentially endlessly repeats for at least as long as one browser B is connected to one advertiser webserver C. As will hereafter be demonstrated, it is possible to trace the same browser B as it visits related (but not the same) advertiser webservers C.

Finally, the reader will note that advertising webservers A are shown. These sites contain ad content 16. It goes without saying that advertising webservers A can be webservers owned by the advertisers themselves. Further, the ad content 16 dispensed by these advertising webservers A can be altered by the advertiser at will - so long as they conform to the format of this advertising system. Thus it is possible to give the advertiser direct control of ad content and ad duration used with this system.

Having set forth the components utilized with this invention, description of operation will be set forth with respect to Fig. 2, utilizing an initial inquiry of browser B to a advertiser ebserver C. The interaction of the browser B, the advertiser webserver C, and the system controller S will be explained.

Thereafter, the method of prioritizing and controlling the individual ad content 16 displayed will be discussed with respect to Fig. 3. Together with Fig. 1, this in large measure explains the logic of system controller S in so far as pertinent to this disclosure.

The browser will be set forth with respect to Fig. 4. It will be shown in the advertising scheme here, each browser B and its local intelligence is extensively utilized. Referring to Fig. 2, an overall flow chart of system logic is set forth. This flow chart is descriptive of the entire process utilizing distributed intelligence through Internet I.

Starting of the process occurs with initial webserver hit 30. At this point, browser B has made an Internet call on advertiser webserver C. Code is loaded from the advertiser webserver C to interrogate at step 32 whether non-scrolling ad frame 24 is loaded to browser B.

Presuming that non-scrolling ad frame 24 is not loaded, the code loaded from the advertiser webserver C directs browser B to call on system controller S at frame set servers T. Presuming that these frame set servers T respond 34, non-scrolling ad frame 24 is then loaded to browser B by system controller S from frame set servers T. Frame set loading step 36 is followed by return of browser B under the direction of system controller S to advertiser webserver C.

The reader will understand that the code loaded by the advertiser webserver C is Java script code, which code executes immediately upon being loaded to the browser B. At the same time, the presence of this code is transparent to any robotic search engines searching in the HTML language. Therefore, the advertising ebserver C can cause a non-scrolling ad frame 24 to appear at browser B only, while the advertising webserver C never itself contains such a non-scrolling ad frame. Thus the non-scrolling ad frame 24 is "overlaid" on the website only, it is never actually present on the website. It is well known that browser B often "cache" in memory webpages. The reader will understand that such a "cached" page can retain the "overlaid" non-scrolling ad frame. If this is the case, on a second call at an advertising webserver C where the composite image of the webpage and the non-scrolling ad frame is preserved, the disclosed logic will enable the step of separate loading of the non-scrolling ad frame 24 from the system controller S.

The code delivered by the advertiser webserver C then again conducts interrogation 32 with browser B responding that non-scrolling ad frame 24 is present in browser B. Web page loading 40 continues; it being noted that if system controller server response 34 does not affirmatively respond, again web page loading 40 will continue. It is required that advertiser webserver C include at least one lead-in ad content 16'. Like all other ad content 16, this lead-in ad content 16' contains a timer - say in the order of 30 seconds. Thus between browser B and advertiser webserver C the lead- in ad content 16' is transmitted at lead-in ad content transmission step 42. When lead-in ad content transmission step 42 occurs from advertiser webserver C to browser B, lead-in ad content 16' is displayed within non-scrolling ad frame 24 at display and timer start step 44. As lead-in ad content 16' has a timer, display continues while the timer times out at timeout step 46.

At this juncture, a portion of non-scrolling ad frame 24 software includes return and report step 48 from browser B to system controller S at frame set servers T. At system controller S, display of lead-in ad content 16' is logged at ad logging step 50.

Presuming that browser B has made its initial hit into the system of this invention; it will be understood that no identifier (or cookie) is present. Accordingly, ad logging step 50 between browser B and system controller S will fail and system logic will pass to identifier present step 52.

Presuming further that no identifier (or cookie) is present, system controller S through frame set servers T will generate an identifier at identifier generation step 54. At the same time, the address of the "first" ad (it being remembered that the lead-in ad content 16' timed out) will be fetched at fetch first ad address step 56. This address will be transmitted between system controller S and browser B. Once browser B has received both the system identifier and the first ad address 60, display and timer start step 44 occurs, followed by return and report step 48 with ad logging step 50 this time being successful.

The remainder of the overall logic is easy to understand. When browser B is interrogated by system controller S for the presence of an identifier at identifier present step 52, the answer will be in the affirmative. System controller S will then have received a report from browser B consisting of that identifier particular to the browser, and the ad content 16 displayed. Further, system controller S through frame set servers T, firewall F, SQL servers Q, and data base D will compute the address of next available ad at address of next available ad step 64. From this point forward, the reader will understand that the entire system is in an endless loop for so long as browser B is on advertiser webserver C.

From what has been said thus far, the reader can understand that records of an ad being shown are only recorded in data base D when they have been on the screen of browser B for a sufficient period of time for the timer associated with ad content 16 to time out. There remains to be explained how the ad content 16 is chosen for display. This is essentially an expansion of next available ad step 64.

Referring to Fig. 3, it is first necessary to determine the three illustrated ad types (it being noted that one ad type would be sufficient and more than three could be utilized).

First, there is the so-called "site specific ad." Examples of site specific ads could be sporting equipment ads for sports websites; female oriented ads for beauty website, etc.

Second, there are non-site specific ads. These ads could be those with so- called generic appeal like soft drinks, shoes, travel, bookstore ads and the like.

It is to be understood that the above "site specific ads" and "non-site specific ads" are themselves provided with sub-classes. For example, site specific ads can be sub-grouped into categories A - E. Presuming that twelve such ads are in each group and the timers are set for 30 seconds - total display time for each ad group will be in the order of one half hour. Further, presuming that the non-site specific ads have equivalent timers and equivalent numbers, total time of non-specific ad display will be 30 minutes with the combined specific and non-specific ads totaling one hour.

Further, presume that advertiser webserver C is a game site. This being the case, some users will stay on advertiser webserver C for more than one hour. This being the case, the so-called "bill board exchange ads" can be shown. Again these ads can be categorized in subclasses A - E - but these ads are typically grouped and administered by the owner of system controller S. Specifically, and as a reward for continued advertising using the system, the presence of one advertiser webserver C can be advertised on another advertiser webserver C in the billboard exchange ad. Thus, ad display of sites will occur in a pattern that is dependent upon volume of advertising running through a site. It is important to note that if browser B chooses to divert to a billboard exchange site, nothing is lost to the owner and operator of system controller S. Instead, the popular site has its presence further advertised to the user of the system.

Having set forth the categories of ads, return will now be made to Fig. 3. It will be seen that Fig. 3 interrogates for site specific ads at site specific interrogation step 66, and then interrogates for non-site specific ads at non-site specific ad interrogation step 68. Presuming that all these ads are displayed only then will billboard exchange ad protocol 70 initiate.

A It is also important to note ad category column 72. The reader will understand that the logic illustrated in ad category column 72 will repeat for the "A" category site specific ads through the "E" category site specific ads. Thereafter, the logic will repeat for the "A" non-site specific ads through the "E" non-site specific ads. As this logic is repetitive, ad category column 72 is shown only once.

Further, the ad categories will be assigned at system controller S at category assignment step 74. Having set forth this preliminary material, return will now be made to the top of Fig. 3.

Remembering the diagram of Fig. 2, it will be realized that lead in ad shown step 80 can occur in one of two ways. First, browser B with an identifier can show lead-in ad content 16' and report the display at ad logging step 50. Alternately, and presuming that browser B has never visited the advertising system of this invention before, the lead-in ad will be played without recorded record. System diversion will occur to identifier generation step 54, fetch first ad address step 56, and first ad address 60. Thereafter, display and timer start step 44, timeout step 46, return and report step 48, and finally ad-logging step 50 will occur.

Once lead in ad shown step 80 has occurred, system controller S at frame set servers T will execute retrieve browser identifier and record step 82. As indicated, the retrieved record will include the identity of all ads available for display as well as the identity of all ads displayed. The former will be used to choose then next ad to be displayed, the latter will be used to both compensate with website owner for ad display as well as bill the advertiser for ad display.

Stopping at this point, the reader will recognize two things about database D. First, this record can be and is very large. Second, access to this large record must occur with great speed. As a consequence, I use firewall F isolated SQL servers Q for the service of this record.

Utilizing the retrieved record, select least played highest priority step 84 is executed at system controller S through frame set servers T. Frame set servers T then transmit ad address to browser 86, it being noted that system controller S could be - but is usually not - the transmitted address. Instead, advertising webservers A address is usually dispensed.

Once browser B has the ad address of advertising webservers A, ad content 16 is fetched - not by the system controller but by browser B at fetch ad content step 88. There after, display ad and run timer in browser step 90 occurs followed by

>9 timeout step 92. These steps are the equivalent of steps display and timer start step 44 and timeout step 46 shown in Fig. 2. Finally, report time out to system controller step 94 occurs. In this step, the browser identifier, the ad identity, and the fact of timeout of the ad is reported to frame set servers T, transmitted through firewall F, and entered into data base D through SQL servers Q. This much is schematically indicated at account for ads shown step 96.

Having explained this much, the reader can understand the rest of the sequence. Ads will be sequentially played by site specific or non-site specific category in the particular groups to which they are assigned. It is to be noted that the advertiser can price ads according to the group into which they are categorized. Other flexibilities of this system will be likewise apparent.

It should be understood that in this system, each component independently operates via the Internet. It is an important aspect of this invention to use browser B for as many tasks as possible. Utilizing the distributed intelligence of the otherwise idle browsers constitutes a major aspect of this invention. It is therefore instructive to view in Fig. 4 the logic which browser B undertakes.

The advertising scheme of this disclosure starts when browser B calls advertiser webserver C at call website step 100. Code is transmitted to browser B. The code is run in browser B and inquires of browser B at is non-scrolling ad frame present step 102. Presuming that this is the first call, and no non-scrolling ad frame 24 is present, browser B is diverted to system controller S at frame set servers T at installation of non- scrolling ad frame step 103. Frame set servers T undertake the installation of non- scrolling ad frame 24 for display on screen 28 of browser B. Upon completion of the momentary exercise, browser B is diverted back to advertiser webserver C. When diversion back to advertiser webserver C occurs, again browser B is queried for the presence of non-scrolling ad frame 24 at is non-scrolling ad frame present step 102. This time the test is passed and continues loading of WebPages and display lead-in ad step 104 occurs. Thereafter, when lead-in ad content 16' is loaded, display and timer start step 106 occurs. This is followed by timer timeout step 108. Finally, and using the short software routine loaded from frame set servers T, browser B calls system controller S at frame set servers T at call system controller step 109.

When connection is made between frame set servers T and browser B, system controller S queries browser B for the presence of a system identifier (cookie) at identifier present step 110. Presuming that this is the first call of browser B into the

2d advertising scheme of system controller S, this query is answered in the negative. With no identifier present, system controller S at frame set servers T supplies a browser identifier and ad address at supply identifier and ad address step 112. Thereafter, browser B installs browser identifier at install browser identifier step 114. Finally, and using the supplied ad address, browser B undertakes to fetch ad content 16 at fetch ad content step 116.

Once the browser identifier is installed, browser B steps through display and timer start step 106, timer timeout step 108, and identifier present step 110. At this latter query, the answer is in the affirmative. Thereafter browser B calls system controller S at frame set servers T and executes report browser identity, ad identity, and timeout step 118. In return for this report, browser B receives from system controller S at frame set servers T the next ad address at receive ad address step 120. From there, an endless logic loop through fetch ad content step 116, timer timeout step 108, call system controller step 109, identifier present step 110, and finally report browser identity, ad identity, and timeout step 118 occurs.

Finally, there is included an Appendix to this application sample code for the installation and running of the advertising scheme here shown.

The code necessary for the installation of non-scrolling ad frame 24 is shown. The reader will appreciate the brevity of this code. Since down loading of the WebPages is interrupted while the code for the non-scrolling ad frame 24 is installed, it is important that this code be as brief as possible.

The code for a typical lead-in ad is shown. This is the only ad code that is loaded from the advertiser webserver C to browser B. In this example, a timer is not present. However, a typical timer is shown in the code of Section III. The code transmitted for ad content 16 is shown. The address to obtain the ad content is labeled. Likewise, the timer code is labeled. Finally, the return address to obtain the next batch of similar code on a recursive basis is shown. The reader will understand that once "timeout" has occurred, the code of Section III will be trashed and replaced with new code for the next ordered ad content 16 from system controller S at frame set servers T.

In summary, an interactive advertising scheme has been illustrated which uses mainly the logic of the system controller S and the otherwise idle distributed intelligence of the inquiring browser B. It is to be emphasized that the task of the advertiser webserver C is held to a minimum. a t At this juncture, we finish the description of our system as of the filing of Internet Advertising With Controlled and Timed Display of Ad Content from Centralized System Controller by Robert M. Cezar, a citizen of Canada filed as US Non Provisional Patent Application Serial No. 09/291,785 on April 14, 1999. Since the filing of that Patent Application, we (Cezar and Heintz) have disclosed the use of "play lists."

Specifically, these play lists carry a string of ads to the browser for play from Internet sites. Once the string of ads (or play list) is received at the browser, playing of the ads occurs until the list is exhausted. This forwarding of a play list together with discrete play all run from the browser provides are system with a great factor of scalability. With less equipment and relatively small computational intensity, a relatively large advertising volume can be managed.

Referring to Fig. 5, operation of the system of this invention is disclosed from an initial "hit" on client webserver 230. Java code is transmitted to browser B to determine if frame set is loaded 232. Presuming that this is the first request of browser B, diversion occurs to frame set servers T.

There is always the remote possibility that frame set servers T will not respond. If this occurs, there is no commercial reason to interfere with regular web page viewing. Accordingly, does server respond query 234 is made and if the unlikely answer is that it does not respond then load page without frame set 236 occurs.

In the more usual case, diversion to frame set servers T occurs at diverts to frame set server and "to be played" list 238. Once non-scrolling ad frame 24 is loaded, return to client webserver 240 occurs.

At this juncture, frame set is loaded 232 step is answered in the affirmative, and continue loading web page 242 occurs.

The client webservers C are all provided with a lead in ad. Thus, play lead in ad and report 244 to central controller occurs. A first revenue event is generated. The reader should understand that from this point forward, there would be no further direction from the system controller S to the browser B about the sequence of "ads to be played." Instead, all play will occur under the direction of browser B in accordance with the "to be played" list that was forwarded in diverts to frame set server and "to be played" list 238.

2 - It is important to know that the "to be played list" includes the ad identity and the Internet address of the ad. Accordingly, browser selects the next ad to be played 246 in logic that will be detailed with respect to Fig. 6. Thereafter, and once the ad is selected, browser B fetches and plays and starts timer 248. Display occurs until time out of ad 250. Thereafter, report to central controller 252 occurs and a second revenue- generating event occurs. This is posted in the system controller S to the proper account at log ad viewed 254.

In order to have browser B continue to play ads, it must be determined whether the ad played exists in ads played list 256. Upon a negative answer, room is made in the ads played list 258. Thereafter, account for ad shown 260 occurs. As the diagram then makes clear, the cycle repeats until all ads are shown.

US Patent Application Serial No 09/291,785 filed April 14, 1999 entitled Internet Advertising with Controlled and Timed Display of Ad Content from Centralized System Controller by Robert M. Cezar is incorporated by reference herein. In that disclosure, it is made clear that the advertising scheme herein includes various classes of ads - preferably up to five classes. Each class of ads in turn contains various specific ads that can be played. The idea set forth in that application is that the ads in the first class are all played before ads in a second class are played. Playing of ads then occurs class by class, until all classes - usually ending with class five - are played.

The reader should understand that playing of all ads takes a considerable period of time. For example, it may take well over one hour to play all ads._

There are certain websites where viewers remain for long periods of time. These can include chat rooms and game sites. There is a remote possibility that all ads on the "to be played" list can be played.

If this occurs, a final group of ads called "X" or exchange ads are run.

These latter ads consist of a cross promotion of websites. For example, clients of the system can have ads appear under the "X" ad protocol.

Having reminded the reader of these parameters, the content of Fig. 6 can now be understood. Returning to selects the next ad to be played 246, the logic for this selection is shown. The reader will understand that this logic all occurs at browser B.

3 Internally of the browser B, ad selection request 262 occurs. This causes immediate reference to the to be played list 264 which was transmitted to browser B at divert to frame set server and "to be played" list 238 step.

At this juncture, comparison of the ad to be played occurs with ads already played. If the ad designated for play has already been played according to records maintained at browser B, the query is answer in the negative at is ad playable 268. In the usual case, the ad will be playable and select play and return 270 step will be executed. Play of the ad following the last ad 66 from the "to be played" list then occurs.

Presuming, that the current category - say the first category of ads to be played is exhausted, is this the last ad of this priority 272 step is executed. If the answer is in the negative, two possibilities are present. One possibility is to advance to the next ad of this priority. Alternately, a return to the first ad of the list can occur. While we prefer the former step, loop step 274 causes all ads of the current priority to be played.

Now take the case where all of the ads of a priority, presumable priority one are played. The system the queries for the exchange ad priority 274. In the usual case, the answer will be in the negative, and advance to first ad of next priority 276 occurs. Thus the cycle will repeat through the next ad category.

Presuming that all cycling through the "to be played" list has occurred, then exchange ad selection 278 occurs starting with the least played exchange ad. Exchange ad play will continue indefinitely.

It will be understood that viewers do not remain on line forever. Rarely will the exchange ads be reached. Further, and when a browser B leaves the client webserver C, all play will cease. The unique browser identifier or "cookie" will remain behind in the browser. In this preferred embodiment, this "cookie" will have room for the record of ads played. Thus, when the browser returns to the same website again, and uses the then issued "to be played" list, it can take up play essentially where the browser B left off play the last time it visited the website.

Since the filing of Internet Advertising with Controlled and Timed Display of Ad Content from Browser by Robert M. Cezar, a citizen of Canada and James Heintz, a citizen of the United States of America filed as US Non Provisional Patent Application a/ 09/335,384 on June 17, 1999, we (Cezar, Heintz, Mene, and Caramico) have developed as system for the tailoring of play lists in real time

Referring to Fig. 7, the components required for the practice of this invention are schematically illustrated with respect to their connection to the internet I. System controller S includes three major component parts; webservers W, management servers M, and central processor P. Central processor P is isolated from

Internet I by firewall F. Within firewall F this system includes database servers Q which execute and maintain data base D, a running "real time" record which has output O.

Management servers M communicate directly to data base D. Accordingly, these management servers M require a high level of authentication; access is not permitted on a casual basis.

It is convenient, if not required, to provide interface computers R. In what follows we will describe the action of programs entitled shuffler 336, sender 350, and loader 410. These programs all operate on interface computers R and function to cyclically process data as hereafter described. The described feedback loop operation of these programs enables data base D, and output O of data base servers Q to be left to the described management chores including ad management 14, site accounting 18, advertising billing 20, and general system operation 22.

Utilizing data base D, database servers Q provide first ad management 14. This ad management controls the particular ad content 16 displayed on any browser B.

Outside administration by customers of ad content 16 is permitted through management servers M, which directly communication with data base D.

Second, site accounting 18 is provided. Site accounting 18 is a record of total time interval of the many ad contents 16 that may be displayed through client webservers C. This record may be used to compensate each of the client webservers C for the total time of ad display to particular browsers B.

Third, data base D is used for advertising billing 20. As will hereafter become apparent, the identity of the ad content displayed and the identity of the particular browser B is maintained in a record. This record has the ads available for display, those ads already displayed, and the identifier of the particular browser B on which the ads were displayed. Utilizing this record, advertisers can be billed for the services that the system renders.

Fourth, data base D is used for general system operation 22. This general system operation can include alteration of the number of times that ad content 16 is

3 J displayed, the classification of ad content 16, the time of day of display of ad content 16 and virtually any desired parameter which an advertiser would prefer to control.

System controller S also includes three sets of differing servers connected to internet I. First, there are frame set servers T. Frame set servers T are interactively called when a browser B calls on a client webservers C for the first time. The inquiring browser B is interrogated for the presence of a site banner 24. Lacking the presence of site banner 24, the inquiring browser B is diverted to frame set servers T and site banner 24 installed on the browser B.

As will be made clear hereafter, in addition to the installation of site banner 24, two other important code components are delivered to an inquiring browser B. First, unsorted arrays of play lists 357 are delivered as will be set forth with respect to Fig. 10 that follows. Second, sufficient code will be delivered to browser B to enable sorting of the unsorted arrays of play lists 357. Thus, in the explanation that follows, the reader will understand that inquiring browser B not only fetches and displays ads from the Internet I, but additionally sorts arrays of Internet addresses and effectively determines for itself the ads to be played.

Once this interrogation has taken place and the three groups of code are delivered to the inquiring browser B, browser B is returned to the particular client webserver C on which call was first made, the interrogation repeated, site banner 24 found, and display of ad content 16 begun with a so-called default ad content 16' from the particular client webserver C.

Client webservers C are the territory in which the ad content 16 is displayed to the browsers B at the non-scrolling site banner 24. In the commercial operation of this system, space for site banner 24 is "rented" from the operator of each client webserver C. By having system controller S control the ad content 16 which is displayed within site banner 24, the ad management of this invention occurs.

What constitutes "renting" of the space from client webserver C should be made clear. First, no space is ever defined on the webpage of client webserver C for the display of an ad. Instead, the owner of the client webserver C understands that all inquiring browsers B will have overlaid on their display site banner 24. In this site banner 24 ad material will appear.

One telltale of this arrangement is that although the operator of browser B can scroll the webpage, site banner 24 with its ad remains in place.

cP Only one browser B is identified in Fig. 7. The reader will understand that many (in the hundreds of thousands) such browsers B use the system. As will hereafter become apparent, it is particularly important to use the distributed intelligence of browser B to do as much of the "work" for obtaining, sorting, timing, reporting, and retrieving ad content 16 displayed within site banner 24. Thus it is the main purpose of system controller S to control browser B in the obtaining, sorting, timing, reporting, and retrieving of the ad content 16 so that band width at system controller S is appropriately narrowed.

Screen 28 of browser B is shown schematically. Once non-scrolling site banner 24 is installed, default ad content 16' is first displayed. As will hereafter be discussed in detail, browser B is provided with a group of ad addresses to be played as well as software to sort the ad addresses for play. The provided group of ads are further supplied with software enabling the browsers B to sort there own "play list." Report of the ads either being played or "clicked" is made through so-called query strings. These query strings are Internet addressed reports that contain the URL address, the server file number, a command for the serial recording of data, and finally the data to be recorded. All this will be set forth in the specification that follows.

It will be understood that most browsers are "cookie enabled." That is once browsers B are diverted to frame set servers T, in addition to the three components of code delivered to browsers B, a "cookie" is implanted in the browser B. It will be understood that we encrypt and load this "cookie" with records of ads played. When browser B sorts unsorted arrays of play lists 357, a comparison is made between the sorted play list and the "ads played" record of the cookie. Ads that have been previously played at that browser B are omitted from play. Finally, the reader will note that advertising webservers A are shown.

These sites contain ad content 16 with appropriate timers. It goes without saying that advertising webservers A can be webservers owned by the advertisers themselves. Further, the ad content 16 dispensed by these advertising webservers A can be altered by the advertiser at will - so long as they conform to the format of this advertising system. Thus it is possible to give the advertiser direct control of ad content and ad duration used with this system.

Having set forth the components utilized with this invention, a description of the endless feedback loop for weighting ads according to their play in the system will be set forth with respect to Fig. 8. Thereafter, a typical call of browser B on client

0 *7 webserver C will be diagrammed with respect to Fig. 9. With respect to Fig. 10, the fetching of groups of ad addresses for run at the browser B calling on the client webserver C will be set forth. In this it will be noted that browser B only receives groups of ads, which ads must be subsequently sorted at the browser B. With respect to Fig. 11, a reporting query string will be described. In Fig. 12, a data base compatible report assembled by the loader 110 will be set forth.

Referring to Fig. 2, the database of all ad files 330 is shown. This record contains the information related to all possible ads for all possible websites. Further, this file contains all possible parameters needed for the ad. Exemplary of these parameters are:

I .Internet address of ad banner; 2. Category of Ad a.(A - E)A [highest] - E[lowest], b.Run of Network, or c.Billboard Exchange.

3. Ad specific to any site. 4.Length of ad display. 5.Target Number of Runs. 6. Categories of Websites on which Ad Can Run. 7.Times ofAd Runs. a.Days of Month; b.Days of Week; c.Hours of Day. 8. Ad part of Campaign. 9.Ad part of Group. lO.Index of ad (related to charge for ad).

I I .Accumulated of ad (weight given to ad for previous runs). Once each day, a so-called ad run 334 is created. This is created by passing through the entire database of all ad files 330 and selecting those ads which are eligible for run on any given day. Using the above enumerated record, presuming that an ad has not exceeded its targeted number of runs, meets the criteria of days of the month, days of the week, and the campaign and group of which it is a part are targeted for display at browsers B, the ad will be passed to ad run 334. f It will be understood that ads in ad run 334 are then passed to shuffler 336 running on interface computers R. It is the job of shuffler 336 to develop play lists 338. The play lists are placed in groups. These groups are compatible to the classifications of client webserver's C. It is believed that an example of this compatibility will suffice. Take the example of a client webserver C related to sports - such as wrestling. It can be determined between the client website and the advertising system administration as to what kind of ads will best run on client webserver C related to sports. For example health food play list 341, sports clothing play list 343, and sport shoe play list 345 could all be candidates for a client webserver C which relates to wrestling. Accordingly, it is the job of shuffler 336 to sort such lists in corresponding categories.

Referring to Fig. 10, shuffler 36 will use the following criteria in ordering the ads.

First, play lists 338 will be placed into discrete categories. By way of the above example, health food play list 341, sports clothing play list 343, and sport shoe play list 345 are examples of the categories.

Second, play lists 338 in each of the categories will have to be ordered. This is illustrated with respect to Fig. 10. Ordering will include first site specific ads 347. Thereafter, and within each health food play list 341, sports clothing play list 343, and sport shoe play list 345, ordering will occur by assigned category A - E. All category A ads will play before category B ads. Similarly all category B ads will play before category C ads. Thus, this much of the ordering is relatively simple.

Third, and once the categories are sorted by assigned priority, they now must be weighted for order in terms of accumulated ad Δ. For purposes of the present explanation, it will be assumed that all ads coming from ad run 334 have an accumulated Δ. When the full cycle illustrated in Fig. 8 is explained to the reader, the origination of these weighted Δ's will be understood.

With the respective play lists 338 all ordered in their respective categories 341, 343, 345, these files are passed to sender 350. It is the job of sender 350 to forward the ordered play lists 338 to cruncher 352. Cruncher 352 then forwards play lists 338 to frame set servers Tl, T2, T3 etc.

It will be understood that literally thousands of ads may be sorted and otherwise ready for play. It is not practicable to forward play lists 338 containing so

3? many ad addresses to frame set servers T. Accordingly, only ads which are at the top of the play lists 338 will be forwarded to frame set servers T.

Stopping here, it is important to understand with respect to Fig. 10, the play lists 338 that are assembled at frame set servers T for delivery to an inquiring browser B. It will be understood, that sorted groups of ads are present, typically in the form of ad addresses placed in an array. The ads forwarded will be from several ad categories that have previously been determined as applicable to the site, here a wrestling site. Those ads are health food play list 341, sports clothing play list 343, and sport shoe play list 345. Additionally, site specific ads 347 will be forwarded. For an example of a site specific ad, considered the case of an upcoming wrestling event. An ad telling where and how tickets for such an event can be obtained would be an ideal site specific ad.

Finally, and assigned the lowest possible category are so-called billboard exchange ads 355. These are ads related to the advertising system central controller's other customer websites. These ads are designed to run in an endless loop, once all other ads have run. By way of example, let us presume that the wrestling website contains a game, which game can be played over the Internet I. While an inquiring browser B has its user play such a game, it is quite possible that all ads will have played - an interval of 30 minutes or more - and the particular site banner 24 would otherwise be empty. At that time billboard exchange ads 355 will run. Viewing Figs. 8 and 10 together, it is important to understand exactly what will be delivered to browser B calling on frame set servers T. First, alteration to browser B will be effected to install site banner 24. Second, groups of unordered ad addresses for play will be forwarded. These will included say the top four ads relating to health food play list 341, the top four ads relating to sports clothing play list 343, and the top four ads relating to sport shoe play list 345. These groups of ads will be in no particular order for play; it will be the job of browser B to sort the ads for play during running of an initial ad always starting a browser session. Most important to understand, is that any sorting occurring at advertising system central controller S is not complete. The unsorted arrays of play lists 357 are shown in Fig. 10. Sorting at browser B is required. Turning to Fig. 9, the cycle of browser B calling on a client webserver C can be understood. First, presume that browser B calls on wrestling client webserver C at initial call 360. Browser B acquires from client webserver C immediate redirection to frame set servers T. Browser B then is supplied at browser alteration input 364 with three classes of software on line. First, and written in HTML, there is the required software to

^■3θ alter browser B to altered browser Bl having site banner 24 installed. An example of this forwarded software is included as Exhibit A.

We have found a surprising advantage related to site banner 24.

Specifically, when a website is contacted, the various webpages are scrolled under site banner 24. Thus the site banner 24 remains in place while the webpages change around it.

This has resulted in a higher "click" rate for the advertiser. At the time of the writing of this Application, we have conducted one survey where the click rate reached as high as

4%. While portions of this click rate depend upon the "creative" content of the ad displayed and the product or service sold, we have observed that this click rate is in excess of any click rate so far observed relating to webpage banner advertising.

Second, an example of software written in Java Script Code is attached hereto as Exhibit B. This software is forwarded to the browser over the Internet and is executed at the browser.

Third, software is included herewith as Exhibit C, also written in Java Script Code, which defines the array of ads to be played by the browser..

Finally, a sample array utilizing actual Internet addresses is shown as

Exhibit D. This array is transmitted to the browser B. to go out on the Internet and fetch the actual ads played.

With regard to the software, it is possible to modify this software to enable the browser to load into memory the content of the next in order ad to be played while the current ad "times out." Since we require an ad to "time out" before an ad is reported as played, the "pull" of this ad information from an ad server does not result in ad billing.

It is to be further noted that we have found background software loading to have another unexpected advantage. Specifically, it has been the practice of the industry to limit the information of the ad placed in the banner to a specific number of bytes - in the order of 7,500 K. Where we pre-load an ad to be played in the available memory of an inquiring browser while a currently being played ad times out, the interval of time over which load of the ad to the inquiring browser can occur as a practical matter increases.

We have found that during this time out interval, banner ads exceeding the present industry standard are easily transmitted without interfering with the required webpage byte flow. Currently, our system can tolerate creative byte information in the range of

30,000 K .

Taking the case of altered browser Bl, what occurs next is relatively easy to understand. Altered browser Bl assembles unsorted arrays of play lists 357 into

3/ ordered browser play lists 370. After play of an initial ad, the ordered browser play lists 370 are then played. First, a comparison is made related to ads lodged with the computer cookie that have already been played at that discrete browser B to the maximum number of plays permitted in play list. These ads will not be further played. Ads that have not been played at the discrete browser B will be the only ads played.

Let us now presume that a site specific ad 347 for an upcoming wrestling event is the first ad run. Further, and due to the importance of this ad, it is provided with a 40 second run time and the URL diversion address of the wrestling promoter - where tickets may be ordered. Two events can clearly occur. First, the operator of the browser can "click" on the ad. With such clicking, immediate diversion of the inquiring browser B occurs to the promoter's website, presumably for ticket sales.

Second, let us presume that the operator of the browser is not interested in attending that particular event. In this case, the ad will "time out", and a report of a "time out will be made. This report is schematically illustrated in Fig. 11.

Referring to Fig. 11, query string Y is illustrated. It first includes the URL address 380 of frame set servers T. Second, it includes the particular destination file 382 where the information in the report is to be serially stored at frame set servers T. Finally, it includes a command that the server upon receipt of the string store data at storage command 384.

It will be noted that data field 386 is separated by 387. Data field 386 includes ad identification 390, click or time out designation 392, index 394 and website identification 396. As will hereafter be understood, index 394 relates to system pricing for the time out or click on the ad. For example, it is common to determine that a "click" is more valuable than a "time out."

Returning to Figs 1 and 2, two important observations can be made about query string Y. First, the time interval in which query string Y traverses Internet I is completely unimportant. Speed of communication and recordation at frame set servers T is not of concern. The reports can come in casually and be serially recorded in storage media in frame set servers T.

Second, the serial storage of query strings Y at frame set servers T will form an audit trail. Should subsequent processing and billing of the advertising system central controller S ever be questioned, such billing may be regenerated from the serial data stream recorded at all system frame set servers T. Besides the delivery of the unsorted arrays of play lists 357, cruncher 352 has a second task. That task is to serially examine the specified particular destination file 382 and to form from the serial data a digestible report of ad play for the sender 350. The format of such a report, typically formed into an array, is illustrated with respect to Fig. 12.

Referring to Fig. 12 is an array report compiled by cruncher 352. This report is compiled by serially examine the particular destination file 382 in frame set servers T. It includes website identification 396, report of click 392a, report of timeout 392b, index for click 394a, index for click 394b, and finally accumulated number of each event 400, 402, 404. At the reader will understand, this report will be extensive and run through many possible ads. Only one ad broken into the click and timeout category is here shown.

When cruncher 352 has compile the reports illustrated in Fig. 12, return of reports occurs to sender 350. Sender 350 then in turn forwards the report to loader 410. It is at loader 410 that ads are weighted for play. The weighting of the ads for play is illustrated with respect to Fig. 13 A - 13F.

For the purpose of this example, we assume that all ads are of the same category, for example from the health food play list 341. Further, we presume that the purchased category of ads are all the same, they are "A" ads. It will be understood that all the health food category "A" ads will be played out according to the following weighted Δ categories before any "B" ads will be considered.

Having made these assumptions, first, it is important to note the time intervals of Figs. 13A - 13F. Fig. 13A is at time=t+0. Figs. 13B and 13C are at time=t+5. Figs. 13D and 13E are at time=t+10. Finally, Fig. 13F is at time=t+15. Second, it is important to note that Figs. 13 A, 13C, and 13E are all sorted for their respective Δ's. Figs. 13B, 13D, and 13F are not sorted for their respective Δ's. They are all shown the instant before a sort occurs.

Third, ads will play in the system of this design in accordance with the order in which they initially appear. Ads first in the list of ads will play first. Ads later in the list will play second. Remembering this much, and assuming that browsers B visit client webservers C for random periods of time, ad first in the list for play have a much better chance of play than ads second in the list for play. Further, ad second in the list for play have a much better chance of play than ads third in the list for play. This principle is applicable to the list of ads, no matter how long it happens to be.

Fourth, and taking the case of the above described time intervals, it is assumed that the first order ad will play approximately 5,000 times, the second order ad 3,000 times, the third order ad 1,000 times, and the last order ad 500 times.

Fifth, for purposes of convenience, we assume that the desired number of plays is always the same. Here we choose 10,000 plays. The reader will understand that in actual practice this almost will never be the case. However, the simplification enables clearer understanding of the principles involved. Sixth, each ad is given an Ad ID, a number of desired plays, an accumulated number of actual plays, and a weighted Δ.

Seventh, the computation of the weighted Δ is easily understood. The actual number of plays is divided by the desired number of plays. Thus initially, the weighted delta for all ads is zero (0). Eighth, sorting occurs with the ad having Δ=0 given the first order in the list.

Most importantly, and when a new ad is introduced to the system, weighting on Δ alone will always produce a 0 and bubbling of that ad immediately to the top of the list will occur. In another sense, the new customer will see his ad with relative swiftness, provided the customer has purchased an ad having the requisite category - which is assumed in this example to be an "A" category ad.

Attention should now be turned to Fig. 13 A. Ads in categories 1 - 4 are shown upon initialization of the system. Since we assume that no plays of the health food play list 341, assigned category "A" ads has occurred, all Δ's are zero (0). However, it is not avoidable that the ads have an order. Here that order has been arbitrarily assigned by the numerical value of the Ad ID. Ad 1 is first, ad 4 is fourth. This is the state of the system at time=0 illustrated in Fig. 13 A.

In Fig. 13B, time=t=5 (say for purposes of the example, 5 minutes) is illustrated. Ad 1, being first in the list has played 5,000 times, Ad 2 second 3,000 times, Ad 3 third 1,000 times, and Ad 4 fourth 500 times. Accordingly, the weight Δ are Ad 1 .5, Ad 2 .3, Ad 3 .1, and Ad 4 .05.

The reader will understand that the assemblage of the information occurs from cruncher 352 transmitting to sender 350. Sender 350 in turn transmits to loader 410. Loader 410 running in interface computers R assembles the tabular information illustrated in Fig. 13B. Further, this tabular information is transmitted from loader 410, updating ad run 334, with the information then passed to shuffler 336. It is at shuffler 336 the sort illustrated at Fig. 13C occurs. Referring to Fig. 13C at shuffler 336, the results of the sort precisely reverses the order of ad play. Ad 4 is first, Ad 1 is last. However, transitioning to Fig. 13D, and using the same number of assumed plays for the time=t+10, the weighted Δ change differently. At loader 410, Ad 4 and Ad 1 have an accumulated Δ of .55 while Ad 3 and Ad 2 have an accumulated Δ of .4. When the data progresses from loader 410, through ad run 334, to shuffler 336, ordering of the data will result in the array of Fig. 13E.

Finally, and at time t=15, the weighted Δ's are again shown. It will be seen that Ad 3 has .9, Ad 2 .7, Ad 4 .65, and Ad 1 .6. Diversion of the weighted Δ rapidly occurs. The next sort (not shown) will order the ads 1, 4, 2, and 3. The reader will understand that the diagrams illustrated are an extraordinarily over simplified example. Further, it will be remembered that each ad list of a category such as health food play list 341 assigned category "A" ads can include from 1 to 100 such ads. Further, it will be remember that only the top four ads from these lists were even considered for play. Thus, we choose to describe the automated ordering obtained by the described play as "bubbling" of ads to the top for play. Further, those familiar with computers will understand that the illustrated computation and transmission of the array, although some what difficult for the reader to follow, is precisely designed for execution on a computer.

Having generally described this system, some important principles can be set forth.

First, by ordering the play list as described, we adjust the frequency of desired play. Where an ad is placed to the head of the play list, its statistical changes of having play greatly exceed ads played later in the list. Therefore, by changing the order of the ad address in a list, we adjust the frequency of ad play. Secondly, we "weight" ad addresses in accordance with their approach toward a desired number of total plays. As each ad approaches its "weighted" limit, the order of the ad address in the list is moved toward the end of the list. This limits the likelihood that the ad will be played.

3^ Third, we do not continually adjust ads in order of play. Instead, we periodically adjust ads order of play. We find this sufficient for managing a large number of such ads and controlling their play toward desired and targeted numbers of discrete display at browsers. Fourth, using our weighted play system, we dispatch to inquiring browsers

B unsorted arrays of play lists 357. We allow the final order of the play lists to occur at the browsers B; the advertising system central controller S does not have to individual compute each play list.

Fifth, by establishing an endless feedback loop as illustrated in Fig. 8, we establish a computer net work in the advertising system central controller S which in conjunction with the Internet I at large manages ad play. By continually cycling ad addresses in groups (A - E), matching particular groups to corresponding websites, and weighting the ads within any particular group in accordance with the desired play, we assure ad play management. This ad play management is not computationally intensive on the advertising system central controller S.

It will be understood that the disclosed system is capable of modification.

3& Appendix

Code for Installation of non-scrolling ad frame 14 <head>

_<title_>Pro Wrestlings Between The Sheets</title> </head>

_<frameset ROWS="*,66" border=0 frameborder=0 framespacing=0> _<frame name=AdCastBody SRC="http://pwbts .com" marginwidth=0 marginheight=0>

<frame name=AdCastAds SRC="N0ads .html" marginwidth=0 marginheight=0> </frameset>

Code for Typical Sponsor Ad (timer ommited) <html> <head> <script language="javascript">

<!-- // if (parent . frames . length==0) { window. location.href=' /AdCast/' ; }

// ->

</script>

</head> _<body bgcolor="#FFFFFF" text=#000000 topmargin=l leftmargin=0 link=0 vlink=0 alink=0>

<form name=soundcontrol>

_<input type=hidden name=music value=OFF>

_<input type=hidden name=fileno value=0> <input type=hidden name=dur value=15>

</form>

<center>

_<a href="http://ww2.sportssuper.com/" target=AdCastBody>

<img src="/gif/ssologo.gif" alt="Sports Superstore Online" border=0 align=rightx/a>

</center>

</body>

</html>

Code for Typical Recursive Ad Content

<html> <head>

<script language=javascript>

<!--// if (parent . frames . length==0) { window. location. href=' /AdCast/' ;

3^>? function refreshFrame () {

Recursive Address to Fetch Next Ad window. location.href=' http: //iis. dai.net/adcast/869873/bb.ads?a@R&l@3' ;

} function processClick(x) { window. location.href=' http: //iis .dai .net/adcast/tnx.asp?site=869873&ad=R &adnumber=' +x+' &adcat=A' ; return true; }

//->

</script>

</head>

The Tinier (30 seconds) <body bgcolor=#FFFFFF leftmargin=0 topmargin=l link=#000000 alink=#000000 vlink=#000000 onLoad="setTimeout ( "refreshFrame ()' , 30000) ;">

<center>

Ad Content Address <a href = "http : //www. sportssuper.com/store/adsys2. asp?a=WW2&p=store/deptl.as p&fr=footwear&m=menu_footwear-in=top_footwear^M target="_new" onClick=^,processClick("0000002827") ^■> <img src="http://207.126.118.57/ads/ts/Copelands_02.gif " alt="Shop for shoes by SIZE!" border=0x/a>

</center> </body>

<BR> </html>

3<T

Claims

WHAT IS CLAIMED IS:

A non-scrolling ad display from a website for causing a browser hitting the website to undertake centrally controlled and recorded ad display for guaranteed minimum timed intervals comprising the steps of: providing a website at a webserver for transmitting at least one page with a non-scrolling ad frame to a browser; providing ad content for the non-scrolling ad frame, each ad content having ad identity and an individual timer for timing out commencing with display at the browser and an Internet address for fetching by the browser; providing a central controller interrogating for browser identity and maintaining records associated with the browser identity indicating ad identity displayed, and timer timeout; placing the ad content in the non-scrolling ad frame of the browser to display the ad content and start the individual timer; timing out the individual timer of the ad content at the non-scrolling frame at the browser; reporting from the browser to the central controller the timer timeout of the ad content; and, retaining in the central controller a record of the browser identity, the ad identity, and the timer timeout of the ad content at the browser.

2. The non-scrolling ad display from a website for causing a browser hitting the website to undertake centrally controlled and recorded ad display according to claim 1 and wherein: the step of providing a website at a webserver for transmitting at least one page with a non-scrolling ad frame to a browser further includes: having the website transmit code to the browser to interrogate the browser for the presence of the non-scrolling ad frame; and, upon not finding a non-scrolling ad frame at the browser, diverting the browser to central controller; and, having the central controller directly provide to the browser the non- scrolling ad frame.

3. The non-scrolling ad display from a website for causing a browser hitting the website to undertake centrally controlled and recorded ad display according to claim 1 and wherein: the step of providing ad content for the non-scrolling ad frame includes providing the browser with an internet address of the ad content; and, having the browser retrieve the ad content from the provided internet address.

4. The non-scrolling ad display from a website for causing a browser hitting the website to undertake centrally controlled and recorded ad display according to claim 1 and wherein: the step of providing the browser with an internet address of the ad content includes having the central system controller provide the internet address of the ad content.

5. The non-scrolling ad display from a website for causing a browser hitting the website to undertake centrally controlled and recorded ad display according to claim 4 and wherein: providing from the system controller the internet address of ad content to be displayed after reporting from the browser to the central controller the timer timeout of the ad content.

6. A non-scrolling ad display from a website for causing a browser hitting the website to undertake centrally controlled and recorded ad display for guaranteed minimum timed intervals comprising the steps of: providing a website at a webserver for transmitting at least one page to a browser; providing code at the website for transmission to the browser for interrogating the browser to determine presence of a non-scrolling ad frame in the browser for the display of ad content; interrogating the browser for the presence of the non-scrolling frame; upon not finding the non-scrolling ad frame, diverting the browser to an internet address for loading the non-scrolling ad frame; upon finding the non-scrolling ad frame providing ad content for the non- scrolling ad frame, each ad content having ad identity and an individual timer for timing out commencing with display at the browser and an Internet address for fetching by the browser; providing a central controller interrogating for browser identity and maintaining records associated with the browser identity indicating ad identity displayed, and timer timeout; placing the ad content in the non-scrolling ad frame of the browser to display the ad content and start the individual timer; timing out the individual timer of the ad content at the non-scrolling frame at the browser; reporting from the browser to the central controller the timer timeout of the ad content; and, retaining in the central controller a record of the browser identity, the ad identity, and the timer timeout of the ad content at the browser.

7. The non-scrolling ad display from a website for causing a browser hitting the website to undertake centrally controlled and recorded ad display according to claim 6 and wherein: the step of providing a central controller interrogating for browser identity includes; providing a generator for generating unique browser identifiers at the system controller; transmitting the unique browser identifier to the browser; and, interrogating for unique browser identifiers to the browser from the system controller to uniquely identify the browser

8. The non-scrolling ad display from a website for causing a browser hitting the website to undertake centrally controlled and recorded ad display according to claim 6 and wherein: the step of providing the ad content in the non-scrolling ad frame of the browser includes having the central controller send the browser the internet address of the ad content; and,

V having the browser retrieve the ad content from the internet using the Internet address.

9. A non-scrolling ad display from a website for causing a browser hitting the website to undertake centrally controlled and recorded ad display for guaranteed minimum timed intervals comprising the steps of: providing a website at a webserver for transmitting at least one page with code for installing a non-scrolling ad frame to a browser; providing a plurality of classed ad contents for the non-scrolling ad frame, each ad content being from a plurality of similarly classified ad contents with each ad content having ad identity, an individual timer for timing out commencing with display at the browser and an Internet address for fetching by the browser; providing a central controller interrogating for browser identity and maintaining records associated with the browser identity indicating ad identity displayed, and timer timeout; placing the ad content in the non-scrolling ad frame of the browser to display the ad content and start the individual timer; timing out the individual timer of the ad content at the non-scrolling frame at the browser; reporting from the browser to the central controller the timer timeout of the ad content; retaining in the central controller a record of the browser identity, the ad identity, and the timer timeout of the ad content at the browser; retrieving the record of browser identity, the ad identity, and timer timeout; changing the plurality of similarly classified ad contents at with the ad identity of the timer timeout ad; and, transmitting to the reporting browser an address of similarly classified ad contents less the ad identity of the timer timeout ad; repeating the placing, timing out, retaining, retrieving, changing, and transmitting steps until all similarly classified ad contents have been displayed.

^{• •}?-

10. A non-scrolling ad display from a website for causing a browser hitting the website to undertake centrally controlled and recorded ad display for guaranteed minimum timed intervals according to claim 9 and wherein: the step of providing a plurality of classed ad contents for the non-scrolling ad frame includes a plurality of ad content being from a first similarly classified ad contents and a plurality of ad contents being from a second similarly classified ad contents; and, repeating the placing, timing out, retaining, retrieving, changing, and transmitting steps until first similarly classified ad contents is displayed; and then, repeating the placing, timing out, retaining, retrieving, changing, and transmitting steps until the second similarly classified ad contents for the non-scrolling ad frame is displayed.

11. The process of using a browser in a scheme of precise timed ad display control wherein the internet includes: a website at a webserver for transmitting at least one page with a non- scrolling ad frame to a browser; ad content for the non-scrolling ad frame, each ad content having ad identity and an individual timer for timing out commencing with display at the browser and an Internet address for fetching by the browser; and, a central controller interrogating for browser identity and maintaining records associated with the browser identity indicating ad identity displayed, and timer timeout; the process of using the browser comprising the steps of: having the browser call the website; having the browser retrieve the at least one page of the website and a non- scrolling ad frame at the browser; having the browser then display ad content in the non-scrolling ad frame to start the timer; having the browser display the ad content a sufficient interval to timeout the timer in the ad content; having the browser report to the central controller a record of the browser identity, the ad identity, and the timer timeout of the ad content at the browser.

12. The process of using a browser in a scheme of precise timed ad display control according to claim 10 and wherein: the step of having the browser retrieve the at least one page of the website with the non-scrolling ad frame includes: interrogating the browser for the presence of the non-scrolling ad frame; upon not finding the non-scrolling ad frame diverting the browser to load the non-scrolling ad frame from an address on the Internet different from the website; upon finding the non-scrolling ad frame having the browser display the ad content.

13. The process of using a browser in a scheme of precise timed ad display control according to claim 10 and wherein: the step of having the browser then display ad content in the non-scrolling ad frame to start the timer includes: having the browser retrieve the internet address of the ad content; using the Internet address of the ad content, having the browser retrieve the ad content; displaying the retrieved ad content to start the timer.

14. A process of using a website and webserver in a scheme of precise timed ad display control wherein the Internet includes: a website at a webserver for transmitting at least one page with code for installing a non-scrolling ad frame to a browser; ad content for the non-scrolling ad frame, each ad content having ad identity and an individual timer for timing out commencing with display at the browser and an Internet address for fetching by the browser; and, a central controller interrogating for browser identity and maintaining records associated with the browser identity indicating ad identity displayed, and timer timeout; and, an interrogating browser for calling on the webserver of the website for retrieving the at least one page with the non-scrolling ad frame and displaying the at least one page with non-scrolling frame;

fc( the process of using the website and webserver to place a overlaid non- scrolling ad frame at the browser only and not at the website and webserver comprising the steps of: upon receiving a request for the at least one web page from a browser transmitting to the browser code for determining whether the inquiring browser has a non-scrolling ad frame; upon determining that the inquiring non-scrolling ad frame is not present at the browser, transmitting from the transmitted code to the inquiring browser an address other than the website for the loading of the non-scrolling ad frame to the browser; upon determining that the inquiring non-scrolling ad frame is present in the webpage at the browser, proceeding to load the web page to the browser, whereby the browser only contains the non-scrolling ad frame and the website and webserver do not contain the non-scrolling ad frame giving to a viewer of the browser the overlaid appearance of the non-scrolling ad frame on the website and webserver.

15;. A process of using a website and webserver in a scheme of precise timed ad display control according to claim 14 wherein the Internet includes: placing lead-in ad content to the non-scrolling ad frame on the browser, the lead-in ad content having ad identity and an individual timer for timing out commencing with display at the browser.

16. A process of using a central system controller in a scheme of precise timed ad display control wherein the internet includes: a website at a webserver for transmitting at least one page with code for installing a non-scrolling ad frame to a browser; ad content for the non-scrolling ad frame, each ad content having ad identity and an individual timer for timing out commencing with display at the browser and an Internet address for fetching by the browser; and, a central controller interrogating for browser identity and maintaining records associated with the browser identity indicating ad identity displayed, and timer timeout; and, an interrogating browser for calling on the webserver of the website for retrieving the at least one page with the non-scrolling ad frame and displaying the at least one page with non-scrolling frame; the process of using the central system controller comprising the steps of: receiving requests for ad content address from a browser; upon receiving the requests for ad content address, inquiring of the browser for a unique browser identifier; upon failing to find a unique browser identifier, generating and transmitting to the browser the unique browser identifier; upon finding a unique browser identifier, transmitting to the browser the address of ad content for display at the browser.

17. The process of using a central system controller in a scheme of precise timed ad display control according to claim 16 and wherein: the step of upon finding a unique browser identifier, transmitting to the browser the address of ad content for display at the browser includes; transmitting to the browser the internet address of the ad content; and, permitting the browser to retrieve the ad content independent of the system controller.

18. A process of using a central system controller in a scheme of precise timed ad display control wherein the internet includes: a website at a webserver for transmitting at least one page with code for installing a non-scrolling ad frame to a browser; a plurality of classed ad contents for the non-scrolling ad frame, each ad content being from a plurality of similarly classified ad contents with each ad content having ad identity, an individual timer for timing out commencing with display at the browser and an Internet address for fetching by the browser; and, a central controller interrogating for browser identity and maintaining records associated with the browser identity indicating ad identity displayed, and timer timeout; and, an interrogating browser for calling on the webserver of the website for retrieving the at least one page with the non-scrolling ad frame and displaying the at least one page with non-scrolling frame; the process of using the central system controller comprising the steps of: maintaining in the central controller a record of the browser identity, the ad identity, and the timer timeout of the ad content at the browser; receiving the record of browser identity, the ad indentity, and timer timeout; changing the plurality of similarly classified ad contents at with the ad identity of the timer timeout ad; and, transmitting to the reporting browser an address of similarly classified ad contents less the ad identity of the timer timeout ad.

19. The process of using a central system controller in a scheme of precise timed ad display control according to claim 18 and having the additional step of: repeating the maintaining, retrieving, changing, and transmitting steps until all similarly classified ad contents have been displayed.

20. An ad display from a website for causing a browser hitting the website to undertake controlled and recorded ad display from a central controller for guaranteed minimum timed intervals comprising the steps of: providing a plurality of ad contents, each ad content having ad identity, an individual timer for timing out commencing with display at the browser, and an Internet address for fetching by the browser; providing a website at a webserver for transmitting at least one page to a browser, the at least one page including code for interrogating the browser for presence of a frame set for display of ad contents; interrogating the browser for the presence of the frame set and not finding the frame set diverting the browser to the central controller; sending from the central controller a frame set for display of the ad contents, a list of ads to be played in the frame set including the Internet address of the ads to be played; playing the ad content of at least one of the ads to be played from the list of ads to be played in the frame set of the browser to display the ad content and start the individual timer; timing out the individual timer of the ad content at the browser; reporting from the browser to the central controller the timing out of the individual timer of the ad content; and, playing the ad content of another of the ads to be played from the list of ads to be played.

-77

21. An ad display from a website for causing a browser hitting the website to undertake controlled and recorded ad display according to claim 20 and wherein: the frame set transmitted to the browser is a non-scrolling frame set.

22. An ad display from a website for causing a browser hitting the website to undertake controlled and recorded ad display according to claim 20 and wherein the sending from the central controller step includes: retaining in the browser the identity and time of ad play; and, comparing the list of ads to be played to ads played to determine the indentity and Internet address of an ad to be played.

23. An ad display from a website for causing a browser hitting the website to undertake controlled and recorded ad display according to claim 22 and wherein: sending a unique browser identifier; and, placing in the unique browser identifier an interval for the storage of the indentity and time of ad play.

24. An ad display from a website for causing a browser hitting the website to undertake browser controlled and recorded ad display for guaranteed minimum timed intervals comprising the steps of: providing a website at a webserver for transmitting at least one page to a browser; providing code at the website for transmission to the browser for interrogating the browser to determine presence of an ad frame in the browser for the display of ad content; providing ad content for the ad frame, each ad content having ad identity and an individual timer for timing out commencing with display at the browser and an Internet address for fetching by the browser; interrogating the browser for the presence of the ad frame with the code; upon not finding the ad frame, diverting the browser to an Internet address for loading the ad frame and a list of ads to be played in the ad frame set including the Internet address of the ads to be played; using the list of ads to be played having the browser communicate to the Internet address to place the ad content in the ad frame of the browser to display the ad content and start the individual timer; timing out the individual timer of the ad content at the frame at the browser; reporting from the browser to the central controller the timer timeout of the ad content; and, playing the ad content of another of the ads to be played from the list of ads to be played.

25. An ad display from a website for causing a browser hitting the website to undertake browser controlled and recorded ad display for guaranteed minimum timed intervals according to claim 24 and wherein: the frame set transmitted to the browser is a non-scrolling frame set.

26. An ad display from a website for causing a browser hitting the website to undertake browser controlled and recorded ad display for guaranteed minimum timed intervals according to claim 24 and wherein: retaining in the browser the identity and time of ad play; and, comparing the list of ads to be played to the ads played to determine the indentity and Internet address of an ad to be played.

27. An ad display from a website for causing a browser hitting the website to undertake browser controlled and recorded ad display for guaranteed minimum timed intervals according to claim 24 and wherein: sending a unique browser identifier; and, placing in the unique browser identifier an interval for the storage of the indentity and time of ad play.

28. A non-scrolling ad display from a website for causing a browser hitting the website to undertake centrally controlled and recorded ad display for guaranteed minimum timed intervals comprising the steps of: providing a website at a webserver for transmitting at least one page with code for installing a non-scrolling ad frame to a browser; providing a plurality of classed ad contents for the non-scrolling ad frame, each ad content being from a plurality of similarly classified ad contents with each ad content having ad identity, an individual timer for timing out commencing with display at the browser and an Internet address for fetching by the browser; diverting the browser to an Internet address for loading the ad frame and a list of ads to be played in the ad frame set including the Internet address of the ads to be played; using the list of ads to be played, placing ad content in the non-scrolling ad frame of the browser to display the ad content and start the individual timer; timing out the individual timer of the ad content at the non-scrolling frame at the browser; reporting from the browser to the central controller the timer timeout of the ad content; retaining in the browser a record of the ad identity, and the timer timeout of the ad content at the browser; repeating the placing, timing out, reporting steps to play a plurality of ads from the list of ads to be played.

29. A non-scrolling ad display from a website for causing a browser hitting the website to undertake centrally controlled and recorded ad display for guaranteed minimum timed intervals according to claim 28 and wherein: the step of providing a list of ads to be played provides providing a list of ads to be placed includes a plurality of ad content being from a first similarly classified ad contents and a plurality of ad contents being from a second similarly classified ad contents; and, repeating the placing, timing out, reporting steps until first similarly classified ad contents is displayed; and then, repeating the placing, timing out, and reporting steps until the second similarly classified ad contents for the non-scrolling ad frame is displayed.

30. The process of using a browser in a scheme of precise timed ad display control wherein the internet includes:

a website at a webserver for transmitting at least one page to a browser;

^" > a central controller for placing a frame set for display of the ad contents, and a list of ads to be played in the frame set including the Internet address of the ads to be played;

ad content for the frame set, each ad content having ad identity and an individual timer for timing out commencing with display at the browser and an Internet address for fetching by the browser; and,

the process of using the browser comprising the steps of:

calling the website from the browser;

retrieving at least one page of the website, a frame set for display of the ad contents, a list of ads to be played in the frame set including the Internet address of the ads to be played to the browser;

fetching ad content from at least one of the list of ads to be played using the Internet address of the ads to be played;

displaying ad content fetched for a sufficient duration to time out the timer;

reporting from the browser to the central controller a record of the browser identity, the ad identity, and the timer timeout of the ad content at the browser; and,

repeating fetching, displaying, and reporting steps for the display of more than one ad from the list of ads to be played.

31. The process of using a browser in a scheme of precise timed ad display control according to claim 30 and wherein:

the step of retreiving includes:

interrogating the browser for the presence of the frame set;

upon not finding the frame set diverting the browser to load the frame set from an address on the Internet different from the website;

r/ fetching from the site different than the website a frame set for display of the ad contents, a list of ads to be played in the frame set including the Internet address of the ads to be played to the browser.

32. The process of using a browser in a scheme of precise timed ad display control according to claim 30 and wherein:

the step of having the browser then display ad content in the non-scrolling ad frame to start the timer includes:

having the browser retrieve the internet address of the ad content;

using the Internet address of the ad content, having the browser retrieve the ad content;

displaying the retrieved ad content to start the timer.

33. The process of using a browser in a scheme of precise timed ad display control according to claim 30 and wherein:

the frame set transmitted to the browser is a non-scrolling frame set.

34. The process of using a browser in a scheme of precise timed ad display control according to claim 30 and wherein:

retaining in the browser the identity and time of ad play; and,

comparing the list of ads to be played to ads played to determine the indentity and Internet address of an ad to be played.

35. The process of using a browser in a scheme of precise timed ad display control according to claim 30 and wherein:

sending a unique browser identifier to the browser; and,

placing in the unique browser identifier an interval for the storage of the indentity and time of ad play.

36. A process of banner display on an inquiring browser viewing a website over an Internet comprising the steps of:

inquiring from the inquiring browser to a website authorizing display of banner advertising;

providing an advertising system central controller having a plurality of groups of Internet ad addresses of each ad and classification information related to a frequency of desired ad play of each ad and reported play of each ad;

sorting at the advertising system central controller the groups of Internet ad addresses relative to the classification information related to a frequency of desired ad play of each ad and reported play of each ad to obtain a plurality of sorted groups of Internet ad addresses;

diverting the inquiring browser to the advertising system central controller to obtain at least a portion of the plurality of groups of Internet ad addresses of each ad;

displaying at the inquiring browser a frame set for location of an advertising banner; and,

having the inquiring browser fetch and display at the frame set at least the first ad from at least one of the plurality of groups of Internet ad addresses.

37. The process of banner display on an inquiring browser viewing a website over an Internet according to claim 36 and comprising the further steps of:

the reported play of each ad includes information related to a request for ad play.

38. The process of banner display on an inquiring browser viewing a website over an Internet according to claim 36 and comprising the further steps of:

the reported play of each ad includes information related to actual ad play.

39. The process of banner display on an inquiring browser viewing a website over an Internet according to claim 36 and comprising the further steps of:

S3 providing the inquiring browser with code to enable sorting of the group of Internet ad addresses relative to the classification information related to the frequency of desired ad play at the inquiring browser; and,

sorting at the inquiring browser the Internet ad addresses to form a sequential play list of ad addresses for the inquiring browser.

40. The process of banner display on an inquiring browser viewing a website over an Internet according to claim 39 and comprising the further steps of:

the sorted Internet ad addresses of each ad at the inquiring browser includes an assigned category ordering ad play.

41. The process of banner display on an inquiring browser viewing a website over an Internet according to claim 36 and comprising the further steps of:

the sorted Internet ad addresses of each ad at the inquiring browser includes information related to ad play at browser other than the inquiring browser.

42. The process of banner display on an inquiring browser viewing a website over an Internet according to claim 36 and comprising the further steps of:

displaying at the inquiring browser a frame set for location of an advertising banner includes

having the webpage define the frame set for location of the advertising banner.

43. The process of banner display on an inquiring browser viewing a website over an Internet according to claim 36 and comprising the further steps of:

displaying at the inquiring browser a frame set for location of an advertising banner includes

having the advertising system central controller define on the browser the frame set for location of an advertising banner.

44. The process of banner display on an inquiring browser viewing a website over an Internet according to claim 36 and comprising the further steps of:

A comparing the group of Internet ad addresses of each ad to Internet ad addresses of previously played ads maintained in the inquiring browser; and,

preventing repeated display of previously played ads in the inquiring browser.

45. The process of banner display on an inquiring browser viewing a website over an Internet according to claim 44 and comprising the further steps of:

the preventing repeated display of previously played ads in the inquiring browser includes preventing repeated display of previously played ads in the inquiring browser against a predetermined plurality of previously played ads.

46. The process of banner display on an inquiring browser viewing a website over an Internet according to claim 36 and comprising the further steps of:

the reported play of each ad includes information related to a request for ad play.

47. In an Internet ad system having:

a website displaying webpages permitting a banner with advertising;

at least one inquiring browser for viewing webpages from the website;

at least one ad server for providing a banner with advertising;

an advertising system central controller having Internet ad addresses for the at least one inquiring browser to enable retrieval of the banner with advertising over the Internet; and,

means for providing from the advertising system central controller to the inquiring browser the Internet ad address of the at least one ad server to enable the at least one inquiring browser to fetch and display the banner with advertising on a webpage of the website;

a process of a providing a group of Internet ad addresses with classification information enabling ordering of ad play at one inquiring browser relative to frequency of ad play at other inquiring browsers, the process comprising the steps of: providing the advertising system central controller having a group of Internet ad addresses to be viewed;

sending the Internet ad addresses from the advertising system central controller upon request to the inquiring browsers;

having the inquiring browsers fetch and play the banner with advertising from the at least one ad server;

sending reports of play to the advertising system central controller;

lodging with at least one ad address of the ad played a record of the ad play at the advertising system central controller;

sorting the at least one ad address having the record of ad play with other ad addresses to obtain a sorted group of ad addresses related to the frequency of ad play; and,

providing at least a portion of the sorted group of ad address to inquiring browsers at the advertising system central controller.

48. The process of a providing a group of Internet ad addresses with classification information enabling ordering of ad play at one inquiring browser relative to frequency of ad play at other inquiring browsers according to claim 47 and including:

the record of the ad play at the advertising system central controller includes a request for ad play.

49. The process of a providing a group of Internet ad addresses with classification information enabling ordering of ad play at one inquiring browser relative to frequency of ad play at other inquiring browsers according to claim 47 and including:

the record of the ad play at the advertising system central controller includes a report of actual ad play.

50. The process of a providing a group of Internet ad addresses with classification information enabling ordering of ad play at one inquiring browser relative to frequency of ad play at other inquiring browsers according to claim 47 and including: the at least one browser places a frame for the display of the banner with advertising on the browser.

51. The process of a providing a group of Internet ad addresses with classification information enabling ordering of ad play at one inquiring browser relative to frequency of ad play at other inquiring browsers according to claim 47 and including:

the at least one browser receives a frame for the display of the banner with advertising from the webpage.

52. The process of a providing a group of Internet ad addresses with classification information enabling ordering of ad play at one inquiring browser relative to frequency of ad play at other inquiring browsers according to claim 47 and including:

the sending reports of play from the inquiring browser to the advertising system central controller includes a query string having an Internet address, a file designation in the system controller, a command designating recording of a record of data, identification of the ad, and a record of the play of the ad.

53. In an Internet ad system having:

a website displaying webpages permitting banner advertising;

at least one inquiring browser for viewing webpages from the website;

at least one ad server for providing a banner with advertising;

an advertising system central controller having Internet ad addresses for the at least one inquiring browser to enable retrieval of the banner with advertising over the Internet; and,

means from providing from the advertising system central controller to the inquiring browser the Internet ad address of the at least one ad server to enable the at least one inquiring browser to fetch and display the banner with advertising on a webpage of the website;

a process of accumulating reports of ad play comprising the steps of: providing the advertising system central controller with a group of Internet ad addresses to be sequentially viewed;

sending the Internet ad addresses of ads to be played from the advertising system central controller upon request to the inquiring browsers;

having the inquiring browsers using the Internet ad addresses of ads to be played fetch and play the banner with advertising from the at least one ad server;

sending reports of play from the inquiring browser to the advertising system central controller, the reports of play including an Internet address of the advertising system central controller, a file designation in the advertising system central controller, a command to record the report of play in the advertising system central controller, and a record designating the ad play;

logging at least the record designating ad play.

54. The process of accumulating reports of ad play according to claim 53 comprising the steps of

the logging step includes:

serially recording the reports of play at the advertising system central controller; and,

polling serially the reports of play to build a report including the record of ad play, and a number of times that the ad has been played

55. The process of accumulating reports of ad play according to claim 53 comprising the steps of:

the logging of reports of play from the inquiring browser to the advertising system central controller occurs when the ad begins to play at the inquiring browser.

56. The process of accumulating reports of ad play according to claim 53 comprising the steps of:

the logging of reports of play from the inquiring browser to the advertising system central controller occurs when the ad finishes play at the inquiring browser.

57. The process of accumulating reports of ad play according to claim 53 comprising the steps of:

the sending the Internet ad addresses from the advertising system central controller upon request to the inquiring browsers occurs with one address being sent.

58. The process of accumulating reports of ad play according to claim 53 comprising the steps of:

the sending the Internet ad addresses from the advertising system central controller upon request to the inquiring browsers occurs with a group of ad addresses being sent.

59. The process of accumulating reports of ad play according to claim 53 comprising the steps of: the logging of reports of ad play includes reporting a click.

60. The process of accumulating reports of ad play according to claim 53 comprising the steps of:

delivering after the polling serially the reports of play step the record designating the fact of ad play, and a number of times that the ad has been played to a central record in the advertising system central controller for accumulation.

61. In an Internet ad system having:

a website displaying webpages permitting banner advertising;

at least one inquiring browser for viewing webpages from the website;

at least one ad server for providing a banner with advertising;

an advertising system central controller having Internet ad addresses for the at least one inquiring browser to enable retrieval of the banner with advertising over the Internet; and,

means from providing from the advertising system central controller to the inquiring browser the Internet ad address of the at least one ad server to enable the at least one inquiring browser to fetch and display the banner with advertising on a webpage of the website;

a process of accumulating reports of ad play comprising the steps of:

providing the advertising system central controller with a group of Internet ad addresses to be sequentially viewed;

sending the Internet ad addresses from the advertising system central controller upon request to the inquiring browsers;

having the inquiring browsers fetch and play the banner with advertising from the at least one ad server;

sending reports of play from the inquiring browser to the advertising system central controller, the reports including an Internet address of the advertising system central controller, a command to record the report in the advertising system general controller, and the website on which the ad was played;

batching the reports of play to build a report including the website on which the ads have been played and a number of times that ads have been played on the website.

62. The process of accumulating reports of ad play according to claim 61 wherein the batching includes the steps of:

serially recording the reports of play at the advertising system central controller; and,

polling serially the reports of play to build a report including the website on which the ads have been played and a number of times that ads have been played on the website.

63. The process of accumulating reports of ad play according to claim 61 comprising the steps of:

the sending reports of play from the inquiring browser to the advertising system central controller includes sending the reports at the beginning of ad play.

64. The process of accumulating reports of ad play according to claim 61 comprising the steps of:

the sending reports of play from the inquiring browser to the advertising system central controller includes sending the reports at the end of ad play.

65. The process of accumulating reports of ad play according to claim 61 includes the step of: reporting the click on the banner of an ad being played.

66. In an Internet ad system having:

a website displaying webpages permitting banner advertising;

at least one inquiring browser for viewing webpages from the website;

at least one ad server for providing a banner with advertising;

an advertising system central controller having Internet ad addresses for the at least one inquiring browser to enable retrieval of the banner with advertising over the Internet; and,

means from providing from the advertising system central controller to the inquiring browser the Internet ad address of the at least one ad server to enable the at least one inquiring browser to fetch and display the banner with advertising on a webpage of the website;

a process of distributing a limited number of ads to be played from a large group of ads to be played comprising the steps of:

classifying the websites at the advertising system central controller into discrete classification groups relating to the subject matter of the displayed web pages;

parsing the Internet ad addresses at the advertising system central controller into discrete groups of lists relating to the subject matter of the displayed web pages;

transmitting the identity of the website to the inquiring browser; transmitting from the inquiring browser the identity of the website to the advertising system central controller;

determining the discrete classification group of the website;

transmitting to the inquiring browser the discrete classification groups relating to the subject matter of the displayed web pages.

67. The process of distributing a limited number of ads to be played from a large group of ads to be played according to claim 66 comprising the steps of:

sorting the groups of ads for sequential play in the inquiring browser at the central controller.

68. The process of distributing a limited number of ads to be played from a large group of ads to be played according to claim 66 comprising the steps of:

sorting the groups of ads for sequential play in the inquiring browser at the inquiring browser.

69. In an Internet ad system having:

a website displaying webpages permitting banner advertising;

at least one inquiring browser for viewing webpages from the website;

at least.one ad server for providing a banner with advertising;

an advertising system central controller having Internet ad addresses for the at least one inquiring browser to enable retrieval of the banner with advertising over the Internet; and,

means from providing from the advertising system central controller to the inquiring browser the Internet ad address of the at least one ad server to enable the at least one inquiring browser to fetch and display the banner with advertising on a webpage of the website;

a process of playing banners with advertising to meet quotas of play comprising the steps of: providing to the advertising system central controller a plurality of ad addresses of ads to be played and a target number of times of ad play for each discrete ad;

having a plurality of inquiring browsers call on a website permitting banner advertising;

diverting the inquiring browsers to the advertising system central controller to receive the plurality of ad addresses of ads to be played;

ordering a list of ad addresses of ads to be played with a least played ad relative to a target number of times of ad play first in the list of ad addresses of ads to be played and ads more frequently played relative to a target number of times of ad play second in the list of ad addresses of ads to be played;

playing at the inquiring browsers the ads to be played with the least played ad relative to the target number of times of ad play first in the list for play and ads more frequently played relative to the target number of time of ad play second in the list for ad play;

sending reports of ad play to the advertising system central controller of the play; and,

reordering the list of ad addresses to be played at a time after another ad in the list for play becomes a least played ad relative to a target number of times of ad play.

70. The process of playing banners with advertising to meet quotas of play according to claim 69 comprising the steps of:

the ordering and reordering steps occur at the advertising system central controller.

71. The process of playing banners with advertising to meet quotas of play according to claim 69 comprising the steps of:

the ordering and reordering steps occur at the inquiring browser.

72. The process of playing banners with advertising to meet quotas of play according to claim 69 comprising the steps of: t-XΪ the reordering step occurs when another ad in the list for play becomes a least played ad relative to a target number of times of ad play.

73. The process of playing banners with advertising to meet quotas of play according to claim 69 comprising the steps of:

the reordering step occurs at an interval after another ad in the list for play becomes a least played ad relative to a target number of times of ad play.

74. In an Internet ad system having:

a website displaying webpages permitting banner advertising;

at least one inquiring browser for viewing webpages from the website;

at least one ad server for providing a banner with advertising;

an advertising system central controller having Internet ad addresses for the at least one inquiring browser to enable retrieval of the banner with advertising over the Internet; and,

means from providing from the advertising system central controller to the inquiring browser the Internet ad address of the at least one ad server to enable the at least one inquiring browser to fetch and display the banner with advertising on a webpage of the website;

the process of playing ads at an inquiring browser including:

having the browser fetch the address of an ad to be played from the advertising system central controller; and,

sending reports of play from the inquiring browser to the advertising system central controller including a query string having an Internet address, a file designation in the system controller, a command designating recording of a record of data, identification of the ad, and a record of the play of the ad.

75. The process of playing ads at an inquiring browser according to claim 74 including: the sending of reports of play includes sending the identity of the website displaying webpages permitting banner advertising.

76. A process of Internet advertising comprising the steps of: providing a website permitting banner advertising; providing at least one inquiring browser to call on the website permitting banner advertising; providing an advertising system central controller having at least the Internet address of two ads to be played; diverting the inquiring browser when calling on the website to the advertising system central controller to acquire the Internet address of the two ads to be played; fetching from the inquiring browser the first ad to be played utilizing the Internet address of the first ad to be played; playing the first ad to be played for a designated period; during the designated period, fetching to memory of the browser the second ad to be played using the Internet address of the second ad to be played whereby when the first ad to be played plays for the designated period, at least a part of the second ad has been loaded to memory of the inquiring browser.

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