Monetizing Time-Sensitive Content on Network-Connected Media
TECHNICAL FIELD
The invention relates to the monetization and/or distribution of classified advertising,
classifieds on network-connected media, online classifieds, any advertising on electronic displays
such as advertising via electronic bill boards, (collectively "eclassifieds") using techniques for
more timely and wider exposure of time-sensitive content on online networks. Such techniques
include using XML feeds and are based on the type of search engine involved, the geo-location of
the web-surfer, the demographic and psychographic profile of the web surfer, and bandwidth
requirements of the web-surfer. The distribution of eclassifieds include methods for converting
the taxonomy of eclassifieds into a suitable taxonomy for pushing the eclassifieds as XML feeds,
or data dumps or other similar formats into a number of different search engines, directories and
the like (collectively "search engines").
BACKGROUND
The trend in online advertising is the increasing exchange of advertising related
information between pay-per-click (PPC) advertisements and the advertising results served up by
search engines. Search engines such as Google, AltaVista and Yahoo produce free results from
search phrase queries that are displayed prominently for the web surfer, usually in the middle of
the results page. Most of the time these free results are preceded by, surrounded by, intermixed
with, or even followed by paid text results and/or banner advertisements. These paid results are
likely using either CPA (cost per action), CPM (cost per thousand), or PPC (pay per click)
financial models. Advertisers, not surfers, pay for the "paid" results. Thus search engines are
"free."
In the context of online advertising and paid results, how does eclassifieds fit in?
Currently, eclassifieds very rarely, if at all, appear in paid results served up by search engines.
To explain, electronic classifieds ("eclassifieds") are simply classifieds available online via
the Internet or World Wide Web ("web"), or on any network-connected media or electronic
displays. In general, eclassifieds are electronic representations of classifieds formatted for
newspaper, magazine, or other print publication. Eclassifieds are typically posted on the web via
online versions of print publications, such as Rich Media, etc. The typical eclassified
advertisement represents a unique offer, wherein the underlying content likely changes frequently.
As will be appreciated, the underlying classified content may change for a variety of
reasons such as a) a sale of the advertised product, b) a decision not to sell, c) a temporary
withdrawal from the market as the advertiser negotiates, changes price or other details of the sale,
or d) other reasons. Hence, eclassifieds are extremely time sensitive, extremely short-lived and
are of little use to anyone unless found by potential web surfers in a very timely fashion.
Rather than directly accessing eclassifieds via their original source (e.g., online versions of
print publication, etc.), the typical web surfer uses one or more search engines to access
classifieds. This occurs for several reasons. One reason is that the typical web-surfer uses one or
more search engines to access classifieds. First, the web surfer might not know any or all of the
electronic addresses (URLs) of publications that might have items of interest. "Items of interest"
may include both "sell an item(s)" and "buy an item(s)."
Second, the market has moved away from local, and regional newspapers online and other
online sources of classifieds for news in general to national sources (such as http:/www. cnn.com
or http://www.yahoo.com). Thus, web surfers are less familiar with the online local and regional
newspapers because the surfers are more likely to read the non-electronic versions of the local and
regional newspapers, if at all.
Third, online classifieds are harder to search because such searches are more structured
due to the rigid nomenclature of the classifieds. The rigid nomenclature, while more accurate, is
harder to use as each category has its own nomenclature or structured content. Search engines usually do not perform better with structured content.
Notwithstanding the myriad reasons in favor of having eclassifieds appear in paid results
served up by search engines, the problem remains that eclassifieds do not appear in paid results
because there are currently no adequate mechanisms for achieving such a goal.
Further, indexing of eclassifieds is not viable because there are no web pages associated
with an eclassified, which can be indexed. Even if indexing is viable, search engines, because of
the overwhelming amount of content on the Internet, suffer from the well-known and persistent
problem of long latency between the introduction of new or modified content to the web and the
indexing of such content by the search engine. This latency period may extend from days to
months (e.g., Google® currently has about a six- week latency period), by which point digital
content such as eclassifieds is often irrelevant. At the extreme of irrelevancy, the eclassified may
no longer exist on the publisher's or newspaper's sites. For example, the formatting of the
pointers to the eclassifieds, or the link pointing to the digital content may no longer function. In
some cases, the results of the indexing (which might be more than three months old) are cached.
However such cached content is usually useless because of its age.
As described below in greater detail, the lack of cooperation between eclassified providers
and search engine providers are primary causes for the failure of search engines to present desired
eclassifieds in a meaningful and timely manner to web surfers.
Search engines such as Google and AUTheWeb use numerous different techniques to
locate and prioritize content. As a result, there is no single eclassified content format that is ideal
for exposure to all search engines. Thus, inconsistency among search engine algorithms creates a
wall between digital classified content providers and their intended audience.
To further exacerbate the difficulties experienced by the web surfer and the eclassified
distributor, providers and/or distributors of eclassifieds often view search engine providers as
competitors, and vice versa. This is particularly true in the areas of branding and customer
retention. Newspapers and other traditional classifieds providers perceive Google, Yahoo and
other portals as competition. This competition detracts from meaningful cooperation between
eclassified distributors and search portals, which in turn makes it more difficult for the web surfer
to uncover meaningful content.
Because eclassifieds are more difficult to successfully use through use of search engines,
eclassifieds achieve less than their full potential value. As a result, the value of eclassifieds is
diminished from their optimum value.
These and other issues are addressed by the invention as described herein.
BRIEF DESCRIPTION OF THE DRAWINGS
FIG. IA illustrates some high-level aspects of certain embodiments of the invention.
FIG. IB illustrates a network diagram for the communication of digital text by a user to a
conversion engine, according to embodiments of the invention.
FIG. 2 is a flow chart illustrating a third party aggregator method in accordance with one
embodiment of the invention.
FIG. 3 is a flow chart of a method for converting digital content such as an eclassified file into a
push format in accordance with another aspect of the invention.
FIG. 4 is a data structure for use with one push format of the invention.
FIG. 5 is a flow chart illustrating a method for retrieving pertinent data from an eclassified data record of a non-push format
FIG 6 is a flow chart illustrating a method for preparing pertinent data into push format together with supporting data structures.
FIG. 7 is an example eclassified having a format derived directly from a print classified.
FIG. 8 illustrates a reformatted version of the eclassified of FIG. 7 in accordance with one embodiment of the invention.
DETAILED DESCRIPTION
FIG. IA illustrates some high-level aspects of certain embodiments of the invention. In
FIG. IA, a third party aggregator 130 forms partnerships with a plurality of search engine
providers 134 (only one of which is shown in FIG. IA) and a plurality of sources 132a-d of time-
sensitive content (e.g., the eclassifϊed distributors) for purposes of monetizing the time-sensitive
content. The plurality of search engine providers are also referred to herein as affiliates. The
third party aggregator is also referred to herein as an exchange. The plurality of sources of time
sensitive content are also referred to herein as partners. The term "partnership" refers to a
business relationship and is not restricted to any particular type of business relationship, and thus may vary from implementation to implementation.
An affiliate is a site where the web surfer types in his search query. Partners are sources
of paid advertisements. While many search engines have their own advertising listings, search
engines are in the business of providing their paid listings to other search engines. In such a
context, search engines are partner sites. Thus, a search engine may either be an affiliate or a
partner site, depending on where the web surfer enters the search query. An exchange is an entity
that is an intermediary between affiliates and other partners of the exchange.
To illustrate by way of example, according to certain embodiments, assume that a web
surfer types in a search phrase on an affiliate site. The affiliate site converts the search phrase into
a real-time XML query feed 133. First, the affiliate may query the affiliate's own internal
advertising base or the affiliate's own partners' sites in an attempt to satisfy the web surfer's search
query. The affiliate site then pushes the search queiy XML feed 133 to the third party aggregator
130. The third party aggregator 130 attempts to find content in the third party aggregator's
databases that satisfies the search query. If none of the third party aggregator's databases contain
any content that satisfies the search query, then the third party aggregator will pull content that
satisfies the search query from one or more sources 132a-b (IQ., partner sites). The content that
satisfies the search query is herein referred to as search results. When the third party obtains the
search results, either from querying its own databases or by pulling search results from one or
more sources 132a-b, the third party aggregator converts the search results into an XML search
results feed 136. The third party aggregator then pushes the XML search results feed 136 to
affiliate 134 to satisfy the web surfer's search query. It is to be noted that the elapsed time
starting when the web surfer enters the search query up to the time when the web surfer sees the
results displayed on the affiliate site is a fraction of a second. The complex manner in which the
web surfer's search query is satisfied is performed seamlessly and is completely transparent to the
web surfer. Thus, the web surfer is provided a positive surfing experience.
The XML feed in push format may take a variety of forms and may vary from
implementation to implementation. According to certain embodiments, the push format may
include a title element, a keyword search element, a description element, a support URL element,
an IP address, and a monetization URL element. The XML feed may also include information
such as the geo-location of the web-surfer, the demographic and psychographic profile of the web
surfer, and bandwidth requirements of the web-surfer. Such information can be used to tailor the search results for the web surfer. An example of an XML query is:
http://xml.kanoodle.com/xml.php?Terms="surfing in San Diego"&strict= 1 &Hits_Per_Page= 10&IP=209.81.7.23 &affiliate=www.galaxysearch. com The XML push format is described in greater detail herein with reference to FIG. 4 and
FIG. 5. According to certain embodiments, data dumps or FTP may used instead of XML.
When the affiliate site receives the XML search results feed, the affiliate sorts the listings
in the search results. The listings in the search results that generate the most profit for the affiliate
are displayed most prominently. To illustrate, assume for example, if a surfer types in "Surfing in
San Diego" at http://www.Kanoodle. Com, Kanoodle might only have three listings starting at
$0.06 and going to $0.04. In this case, Kanoodle will likely query its partners with this search
term. Assume that GalaxySearch is one of these partners. Further assume that GalaxySearch
only has two of its own paid listings for "Surfing in San Diego" — one at $0.20 and another at
$0.06. Assuming a 60% revenue share arrangement with Kanoodle, Kanoodle will list the
GalaxySearch listing at $0.12 (60% * $0.20) return first, then its own listing at $0.06, $0.05 and
$0.04 in the second, third and fourth positions, and finally a GalaxySearch listing at $0,036 (60%
* $0.06). As part of GalaxySearch's list finding process, GalaxySearch might also query its own
set of proprietary partners (other than Kanoodle to prevent loops) looking for "Surfing in San
Diego." If paid listings are found and a "time out" has not occurred, the listings from
GalaxySearch's partners will be sent to GalaxySearch at the revenue share arrangement between
GalaxySearch and its partners. Then those results from the partner and GalaxySearch's own
results are sent to Kanoodle. At this point, Kanoodle sorts all the results by the net revenue that
Kanoodle would make and displays the results accordingly.
Further, the third party aggregator is adapted to perform fraud checks on the search
results before the results are pushed to the affiliates. Fraud checks include checking the results
for accuracy and legality. For example, no child pornography material will be allowed to pass
through. As another example, checks are made to ensure that a click is made by a human searcher
rather than a robot.
Thus, the third party aggregator can satisfy, for both affiliates and web surfers, the
priorities that include: 1) relevancy of results; and b) speed of results; and c) results displayed
correctly on their browser.
To reiterate, the partnerships allow the third party aggregator to:
1) gather the time-sensitive content 136a-b;
2) process the time-sensitive content to form customized formatted content 138; and
3) feed the customized formatted content directly to the plurality of search engine
providers 134a-c (affiliates) in the partnership.
The processing of the time-sensitive content to form customized formatted content is
described in greater detain herein with reference to FIGS. 2-8. New time-sensitive content and
any updates are pulled in real-time from the plurality of partner sites to the third party aggregator
site for processing into customized formatted content. The customized formatted content is stored
in a database, according to certain embodiments.
The third party aggregator attracts search engine providers (affiliates) into the partnership
by performing one or more of the following:
1) providing time-sensitive content to the search engine providers (affiliates) that the
search engine providers would otherwise not obtain without a great deal of effort;
2) providing a fruitful experience to web surfers who use the search engines of the search
engine providers in the partnership by giving the web surfers rapid and relevant search results in
response to queries for time-sensitive content. Thus, the traffic is increased at the search engine
providers' sites;
3) providing clean listings by checking for accuracy and legality;
4) increasing the value and prices that the affiliates can charge for advertising space
because of increased traffic at their sites;
5) associating with a highly profitable anchor e-business that earns a substantially large
market revenue in order to increase traffic for the affiliates;
6) sharing revenue obtained from monetizing the time-sensitive content with the affiliates;
7) providing transparency in accounting; and
8) providing fraud accounting protection.
The third party aggregator attracts providers of time-sensitive content (partner sites) into
the partnership by performing one or more of the following:
1) providing a one-stop service for feeding the partner's time-sensitive content to some or
all of the affiliates;
2) providing an upsell to the originator (e.g., advertiser of the e-classified) of the time-
sensitive content when the originator submits his e-classified to partner sites;
3) providing branding for the partner sites by a) linking the web-surfer directly to the
partner's landing site, b) including the partner's logo as part of the search results listing or at
premium advertising spaces at affiliate sites;
4) providing a conduit for pushing the time-sensitive content to international affiliates;
5) increasing high quality traffic for the partner sites;
6) increasing the prices that the partners can charge for advertising space because of the
increased high quality traffic;
7) providing transparency in accounting; and
8) providing fraud accounting protection.
Payment to the third party aggregator may come from the originator of the time-sensitive
content, or the partners. The third party aggregator may then share the revenue with the
affiliates. The search engine providers may share in the revenue based on at least one payment
method selected from a group comprising: 1) cost per thousand impressions (CPM); 2) pay-per-
click (PPC); and 3) fixed fee.
Further, certain embodiments teach a variety of mechanisms for generating and
reformatting time-sensitive digital content for maximum exposure on the connected networked
media, such as the Internet. Such mechanisms include those by which digital content is properly
formatted and pushed out to the and thus displayed substantially immediately by search engines as
paid results (PPC, for example). Other aspects include mechanisms for ensuring digital content is featured prominently on web sites of search engine providers. For example, in certain
embodiments, there are mechanisms by which a search for eclassifieds results in relevant text
listings, banners, pop up windows, pop up under exit consoles, etc.
As an illustrative, non-limiting example, the time-sensitive content may take the form of an
eclassifled. The original content may be submitted by a user via legacy newspaper storage
systems, converted to an eclassified, or electronic forms and/or via a web interface, and this text
may subsequently be reformatted by applications, local processes, or other software. Such
software may be configured to reformat the content into a form suitable for direct feeding to
search sites in response to a search query.
As will be appreciated, embodiments of the invention can be responsive to digital content
in any available format. Typical formats used for digital content in this context include plain text,
such as ASCII, encoded markup languages such as HTML, and specialized encoding languages
such as those used by eclassified providers and newspaper production systems. In some
embodiments, the content may be customized for particular search engines, such that the content
is featured prominently by such search engines when certain search terms are presented to the
search engine. These and other embodiments are described in greater detail infra.
The invention includes embodiments particularly suited for timely digital content, which
loses relevance over time. Given the time-sensitivity of the content, immediate access of such
materials by web surfers are imperative to the content holder, and the invention supports
automated techniques for reformatting and distributing such content to address these requirements.
An exemplar of such time-sensitive content is presented by eclassified advertisements.
Typically, Internet-based eclassifieds are posted to sites supporting such ads, and these type of
advertisements are rarely indexed by search engines, if at all, in a timely fashion. Moreover, such
advertisements are often lost in a myriad of search results offered by typical search sites. As will
be appreciated by those skilled in the art, eclassifieds are but one example of such time-sensitive
content, any many other examples shall be readily apparent to one skilled in the relevant arts.
FIG. IB schematically illustrates a network architecture 100 that may be used by
embodiments of the invention. The network architecture 100 includes time-sensitive digital
content 102, a web surfer computer 104, a format engine 106, a push engine 108, a monetization
engine 110, search engines 112 and 114, and an eclassified website 116, and an online newspaper
website 118, all coupled bi-directionally through a wide area network (WAN) such as the Internet 120.
A advertiser through a variety of mechanisms may submit the time-sensitive digital content
100, such as an eclassified. These input mechanisms include a form presented via a web interface,
legacy eclassified advertisement production systems, and third party eclassified brokers. These
input mechanisms are made available to the advertiser through the advertiser computer 104. The
data is then stored as digital content in any suitable format, and then made available over the web
through a source such as the eclassified website 116 or the online newspaper website 118.
Typical formats for storing digital content in this context include plain text format as entered by
the advertiser, such as ASCII, encoded markup languages such as HTML, and specialized
encoding languages such as those used by eclassified providers and newspaper production
systems.
The format engine 106 is operable to convert the digital content, as input by the advertiser
or as formatted by the eclassified provider/distributor, into a specified "push" format well suited
for direct feeding, by XML feed for example, to search engines such as search engines 112 and
114, in response to a search query by a web surfer.
The push engine 108 operates on the push formatted digital content so that such content
can be directly fed to search engines, such as search engines 106 108, in response to search
queries submitted on the search engine sites. The push engine 108 may be further operable to
present the digital content to the search engines such that the digital content is featured
prominently when certain search terms are presented to the search engine.
The monetization engine 110 attends to any necessary accounting associated with the
format and push processes. As will be appreciated, the service of formatting and pushing digital
content into search engine indexes for prominent display can readily be monetized by any third
party aggregator providing these services. Payment for these services may come directly from the
advertiser. More likely, eclassified distributors (partner sites) will pay the third party for
distribution of large blocks of eclassifieds, the cost of this being passed onto the advertiser
indirectly either hidden in the basic advertising cost or as an extra feature. Third party
aggregators will be described below in more detail with reference to FIG. 6.
According to certain embodiments, a third party aggregator acts as an independent service
provider implementing certain aspects of some embodiments on a global scale. One method for
implementing a third party aggregator is described in more detail below with reference to FIG. 6.
A third party aggregator would receive the eclassified data in any format used by the eclassified
provider, attend to reformatting into a push format, push the digital content into the search
engines, and attend to monetization of the transaction. With reference to FIG. IB, this includes
the functionality of the format engine 106, the push engine 108, and the monetization engine 110.
In some embodiments, these three engines will be found on a single third party aggregator server
122 indicated by the hashed lines. Alternatively, these services could be distributed across the
Internet 120.
FIG. 2 illustrates a flow chart of a method 200 for a third party aggregator to perform a
push and format operation on digital content in accordance with one embodiment of the invention.
The third party aggregator may be implemented as an application instantiated on a server
computer coupled to the Internet. Alternatively, portions of the third party aggregator may be
distributed across various servers coupled directly or indirectly to the Internet. One possible set
of processes for implementing a third party aggregator is described above with reference to FIG.
IB.
The method 200 begins in a step 202 where the third party aggregator receives a search
query form an affiliate site. According to one embodiment, the search query is in the form of an
XML feed. At step 204, the third party aggregator checks the third party aggregator's internal
database for search results that will satisfy the search query. If the third party aggregator does
not find such search results, at step 206, the third party aggregator then attempts to pull such
content from partner sites.
In a step 208, the third party aggregator converts the digital content into the requested
push format. The push format may take on a variety of forms. For example, certain embodiments
contemplate generating title, description, and URL elements. The push format may include other
elements such as IP address information element, and key word search element. The data found
at the linking URL might provide a web page, a pop up window, or perhaps the URL indirects to
the original source of the eclassified or some data. One method for generating push formatted
eclassifieds is described below in more detail with reference to FIG. 3, and one data structure for
use in push formatting is described below with reference to FIG 4.
In a step 210, the third party aggregator pushes the formatted search results to the affiliate
site that sent the search query to the third party aggregator. At this point the substantive portion
of the transaction has been completed. In a step 212, the third party aggregator monetizes the
successfully completed transaction. Monetization may take on a variety of forms. For example,
the third party aggregator may perform account management for revenue sharing in the event the
web surfer clicks through to the ecclassied (in a PPC model). Alternatively, the third party
aggregator may update a database for periodic billing, or update of a database for later
accounting.
After the monetization step 212, the third party aggregator performs any necessary
housekeeping functions. For example, in some embodiments usage statistics are maintained in a
third party aggregator database. Additionally, a receipt and other transaction information may be
transmitted to affiliates and partners.
Turning next to FIG. 3, an eclassified conversion method 208 in accordance with one
embodiment of the invention will now be described. The format conversion method 208 is one
suitable embodiment for implementing the step 208 of FIG. 2 when the digital content intended
for push formatting is an eclassified file.
A step 250 pulls a data file of eclassifieds in a format specified by the third party
aggregator client. A step 252 determines the format of the eclassified data file in order to
properly parse and format the file, A step 254 retrieves pertinent data from each eclassified
present in the eclassified file. This data will include pricing, product or service, source of origin
of the eclassified, contact data, etc. One suitable method for implementing step 254 is described below in more detail with reference to FIG. 5.
Continuing with FIG. 3, a next step 256 places the retrieved pertinent data into the
specified push format together with any supporting data structures, for each retrieved classified.
One suitable push format is a data structure 260 as shown in FIG. 4, and described immediately
below. One suitable method for implementing step 256 is described below in more detail with
reference to FIG. 6. After step 256, the method 208 is complete.
FIG. 4 illustrates one suitable push format data structure 260. The push format data
structure 260 includes a title element 262, a keyword element 263, a description element 264, a
support URL element 266, and a monetization URL element 268. The title element 262 is for
storing an eclassified title that would be meaningful to the web surfer. The keyword element 263
is for storing keywords stripped and/or generated from the eclassified. The description element
264 is for storing a narrative of the eclassified aimed at the web surfer. The support URL element
266 is for storing an indirection to a supporting data structure such as a pop up window or web
page providing additional information regarding the eclassified, or may indirect directly to the
eclassified web site provider. The monetization URL element 268 is for storing an indirection
used for billing of an end search engine and potential intermediate search engines. As will be
appreciated, data structures according to other embodiments may be arranged differently and have
additional or fewer elements.
FIG. 5 illustrates a flow chart of a method 254 for retrieving pertinent data from an
eclassified file not yet placed into a push format. A step 268 retrieves a data record for a single
eclassified add found in the eclassified file. A step 270 expands all keywords found in the data
record. For example, many phrases in the eclassified context are typically represented through
established acronyms such as OBO for "or best offer." Expanding of these words renders the text
more meaningful for later formatting. A next step 272 removes stop words ("a," "the," "if etc.).
A step 274 performs lexical expansion in a manner that will provide a more meaningM search
later. For example, the term "car" may be expanded into the set "car, cars, auto, autos,
automobile, automobiles" etc. A final step 276 retrieves pricing information. As will be
appreciated, other information may be relevant depending upon the format and requirements of
specific search engines. The data retrieval steps of FIG. 5 simply provide one example from
which the skilled artisan may readily extrapolate.
FIG. 6 is a flow chart illustrating a method 256 for formatting the retrieved data into a
push format in accordance with certain embodiments. A step 300 prepares a text title from the
retrieved eclassified data. A step 302 prepares a text description from the retrieved eclassified
data. A step 304 creates a supporting data structure for use with an eclassified data record made
from the formatted and retrieved data. Possible data structures include a related pop up window
and a web page. A step 306 then creates a data record 260 as illustrated in FIG. 4, with a URL
266 pointing to the supporting data structure.
With reference to FIGS. 7 - 8, one particular example will now be provided. FIG. 7
illustrates data found in an eclassified derived from a classified for a 1973 Pontiac originally found
in a newspaper. Following the techniques described above, the keywords and data from FIG. 7
are expanded into a data structure such as shown in FIG. 8. FIG. 8 provides a wide variety of
expressions for the underlying content of FIG. 7. As will be appreciated, this format allows for
increasing the likelihood of this eclassified being present in a relevant way in a related search.
In embodiments of the invention, the conversion engine may be resident on servers 104
remote from the user entering the text of the eclassified ad. In some such embodiments, the
conversion engine is in communication with the user via a web browser linked to the servers
operating the conversion engine via HTTP, or an equivalent networking protocol. As a non-
limiting example, the engine may be triggered by a Common Gateway Interface (CGI) daemon
engaged after receipt of user commands at a server remotely linked to the user. In alternative
embodiments, the conversion engine may be a process at least partially resident on a terminal 102
employed by the user for entry of the text of the eclassified ad. By way of non-limiting example,
the conversion engine may be at least partially contained as an executable on a web browser, such
as a plug-in. Alternatively, the conversion engine may operate locally to the user, in the form of a
scripting language such as JavaScript ® of Sun Microsystems of Palo Alto, California.
Upon conversion, the advertisement is encoded in a markup language in a specialized
format. The markup language may include HTML, XML, SGML, or other markup language.
The conversion engine may include separate customizations targeted to distinct search engines.
Note that the algorithms and techniques described above are for illustrative purposes only,
and many alternatives shall be apparent to those skilled in the art. In particular, those skilled in
the art shall recognize that eclassifleds are but one example of time-sensitive content whose
exposure can be maximized by the techniques described herein. The invention is equally
applicable to any other sort of time sensitive content, illustrative, non-limiting examples of which
include public notices, news articles, and myriad other examples that shall be apparent to those
skilled in the art.