WO2010110774A2 - Live advertising - Google Patents

Abstract

In accordance with the principles of the present invention, a method is provided to directly tap into the mind of consumers to determine with what a consumer is currently concerned. In accordance with the principles of the present invention, related advertisements can be displayed based on the recognition of specific words in chat, instant messaging, group chat, and the like. Preselected triggering words are identified. The triggering words are categorized. Advertisers are tied to triggering word categories. Advertizing related to the triggering word category is delivered.

Description

LIVE ADVERTISING

RELATED APPLICATIONS

[0001] This application is based upon U.S. Non-Provisional Patent Application No. 12/383,109 titled "Live Advertising" filed 21 March 2009.

FIELD OF THE INVENTION

[0002] The present invention relates to systems and methods for displaying real time advertisements in conjunction with live Internet chat.

BACKGROUND OF THE INVENTION |0003] The Internet is a global network of computers. Network servers support hypertext capabilities that permit the Internet to link together webs of documents. User interfaces such as Graphical User Interfaces (GUI) are typically used to navigate the Internet to retrieve relevant documents. Uniform Resource Locators (URLs) are used to identify specific web sites and web pages on the Internet. URLs also identify the address of the document to be retrieved from a network server. The Transfer Control Protocol/Internet Protocol (TCP/IP) is used to transfer information.

|0004] The Internet uses a hypertext language referred to as the hypertext mark-up language (HTML). HTML is a commonly used scripting or programming language that permits content providers or developers to place hyperlinks within web pages. These hyperlinks link related content or data, which may be found on multiple Internet host computers. HTML document links may retrieve remote data by use of HyperText Transfer Protocol (HTTP). Alternatively, File Transfer Protocol (FTP) for file transfer, the network news protocol (NNTP) for discussion groups, and the simple mail transport protocol (SMTP) for email or other Internet application protocols can be used. When a user clicks on a link in a web document, the link icon in the document contains the URL that the client employs to initiate the session with the server storing the linked document. HTTP is the protocol used to support the information transfer. [0005] While most of today's users of the Internet believe it is a recent communications phenomenon, the origins of the Internet actually go back several decades. Today's Internet grew out a computer resource-sharing network created in the 1960s by the Advanced Research Projects Agency (ARPA). This computer resource-sharing network, which came to be known as the ARPAnet, was primarily designed by ARPA's chief scientist, Larry Roberts. The initial problem facing a wide-area computer resource- sharing network was how to efficiently transmit digitized information in a reliable way. To solve this problem, in 1968, Roberts mandated use of a packet-switching design in the ARPAnet.

[0006] Packet switching breaks up blocks of digitized information into smaller pieces called packets. These packets are transmitted through the network, usually by different routes, and are then reassembled at their destination. Eight years prior to ARPA's Request for Proposal, Len Kleinrock invented packet switching. See, e.g., Len Kleinrock, "Information Flow in Large Communications Nets," RLE Quarterly Progress Report (1960); Len Kleinrock, Communication Nets (1964). See also Paul Baren, "On Distributed Communications Networks," IEEE Transactions on Systems (March 1964). Roberts believed that packet switching was the means to efficiently transmit digitized information in a reliable way.

[0007] The next problem to solve was how to interconnect a number of mainframe computers, most of which utilized different languages and different operating systems.

Wesley Clark of Washington University in St. Louis, Mo., devised the solution to this huge incompatibility problem. Clark proposed that a smaller microcomputer should interface between every mainframe and the network. All of these minicomputers would run on the same operating system and use the same language. Each mainframe, therefore, would only be required to interface with its own minicomputer, with the minicomputer translating into the network operating system and language. These

Interface Message Processors (IMP), which provided an interface between the ARPAnet host mainframe computers and the ARPAnet, were the predecessors to today's routers.

With this basic design, the first two nodes on the ARPAnet communicated on 1 October 1969. [0008] By 1971, 15 nodes, mostly academic institutions, were up on the ARPAnet; however, the original goal of the ARPAnet was not being realized. Resource sharing of the mainframe computers was simply too cumbersome. In March 1972, Ray Tomlinson of consulting firm Bolt, Beranek & Newman invented e-mail. Use of this message transfer program quickly grew to be the initial major use of the ARPAnet.

[0009] By the mid-seventies, the ARPAnet was not the only network utilizing switching packets. Once again, an incompatibility problem emerged. Each of these different networks used a different protocol. Thus, interconnection of these different networks was not possible. The solution, devised by Robert Kahn of ARPA and Vincent Cerf of Stanford University, was called the Transmission Control Protocol/Internet Protocol. The Transmission Control Protocol packetized information and reassembled the information upon arrival. The Internet Protocol routed packets by encasing the packets between networks. See, e.g., Robert Kahn and Vincent Cerf, "A Protocol for Packet Network Intercommunication," IEEE Transactions on Communications Technology (May 1974). Transmission Control Protocol/Internet Protocol v/as adopted by the ARPAnet in 1983. With the addition of the Domain Name System (DNS) in November 1983, the now familiar Internet address protocol was established.

[00010] A final step in creating the Internet occurred in 1990, when an Englishman, Tim Berners-Lee working at the European Center for Particle Research (CERN) in Switzerland, invented the World Wide Web. This software, based on a program Berners- Lee had written in 1980 to allow users to store information using random associations, allowed material from any computer, from any format to be translated into a common language of words, images, and addresses. Berners-Lee's program established the three core components of the World Wide Web: the Universal Resource Locator, Hypertext Transfer Protocol, and HyperText Markup language.

[00011) The rise of the Internet has brought many benefits to marketing, one of which being lower costs for the distribution of information and media to a global audience. The interactive nature of Internet marketing, both in terms of providing instant response and eliciting responses, is a unique quality of the medium. Internet marketing refers to digital media such as the Internet, e-mail, and wireless media.

[00012] Traditional Internet marketing has focused on the placement of media along different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, and e-mail marketing.

[00013] More recent types of internet advertising are referred to as contextual advertising, behavioral targeting, semantic targeting, and in-text advertising. Contextual advertising refers to targeting a specific individual visiting a website (or page within a website) based on the content of that web-site. A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on what the user is viewing. The advertisements may be displayed on the webpage or as pop-up ads. For example, if the user is viewing a website pertaining to sports and that website uses contextual advertising, the user may see advertisements for sports-related companies, such as memorabilia dealers or ticket sellers. Contextual advertising is also used by search engines to display advertisements on their search results pages based on the keywords in the user's query.

[00014] Behavioral targeting aggregates data based upon a users viewing of pages from a website. Generally this is facilitated by the placing of a cookie upon the user's PC. The cookie then reports the user's viewing behavior allowing for the identification of patterns of viewing behavior. However, great concern is expressed about the treatment of the user's right to privacy amongst consumer groups and legislators

[00015] Semantic targeting aims to match the specific context of content on page within a website to an available advertising campaign. A key difference of semantic targeting to a contextual advertising system is that, instead of scanning a page for bedded keywords, a semantic system examines all the words and identifies the senses of those words. For example, if the user is viewing a website relating to golf, where that website uses semantic targeting, the user may see advertisements for golf related topics, such as golf equipment, golf holidays etc. [00016] In in-text advertising, content providers associate specific words within the text of a webpage with advertising content. In-text advertising places hyperlinks directly into the text of the webpage. The use of this type of advertising in news and journalism websites has been criticized by journalism ethics counselors as "ethically problematic at the least and potentially quite corrosive of journalistic quality and credibility." "Is It News...or Is It an Ad?" David Kesmodal and Julia Angwin, Wall Street Journal, 27 November 2006; Page R8.

[00017] Despite these various attempts at targeting consumers, there exists no efficient way to directly tap into the mind of consumers to determine with what a consumer is currently concerned. What would thus be beneficial would be a way to directly tap into the mind of consumers to determine with what a consumer is currently concerned.

SUMMARY OF THE INVENTION

[00018] In accordance with the principles of the present invention, a method is provided to directly tap into the mind of consumers to determine with what a consumer is currently concerned. In accordance with the principles of the present invention, related advertisements can be displayed based on the recognition of specific words in chat, instant messaging, group chat, and the like. Preselected triggering words are identified. The triggering words are categorized. Advertisers are tied to triggering word categories. Advertizing related to the triggering word category is delivered.

BRIEF DESCRIPTION OF THE DRAWINGS

[00019] Figure 1 shows a basic flow chart as to how identification of triggering words; search of an advertisement; and delivery of the advertisement integrate amongst each other in accordance with the principles of the present invention.

[00020] Figure 2 shows a process flow chart describing a non-limiting example of the recognition of a triggering word in accordance with the principles of the present invention.

|0002l] Figure 3 shows a process flow chart depicting how an advertisement is delivered to the users in a single chat/ group chat. [00022| Figure 4 shows a process flow chart depicting possible revenue models.

[00023] Figure 5 shows a screen shot of an example of advertising in accordance with the principles of the present invention.

[00024| Figures 6 and 7 show screen shots of another example of advertising in accordance with the principles of the present invention.

[000251 Figure 8 and 9 show screen shots of another example of advertising in accordance with the principles of the present invention.

[000261 Figures 10 and 1 1 show screen shots of another example of advertising in accordance with the principles of the present invention.

[00027] Figure 12 shows screen shots of another example of advertising in accordance with the principles of the present invention.

DETAILED DESCRIPTION OF A PREFERRED EMBODIMENT

[00028] In accordance with the principles of the present invention, related advertisements can be displayed based on the recognition of specific words in and throughout live chat and instant messaging conversations. In one aspect of the invention, the advertisements are displayed in real time. During instant messaging/live chat conversations, specific words are recognized in the chat which can be referred to herein as triggering words.

[00029] As used herein, a triggering word can be defined as any word or phrase used in common speech. For example, the triggering word could relate to a sport like "soccer",

"football", "tennis", and the like. By way of further example, the triggering word could relate to food like "pasta", "fish", "apples", and the like. Of course, triggering words hereunder can also be places and destinations, such as, for example, cities or countries such as for example "China", "Australia", "London", and the like. Known landmarks and bodies of water may also be considered triggering words, such as, for example, the

"Taj Mahal", the "Nile", the "Pacific", and the like. A triggering word may be considered nearly any word from individual terms, such as, for example, "art", "television", "DVD", and the like. Products, such as, for example, "perfume", "books", "luggage", and the like are considered triggering words. These are all non-limiting examples of triggering words.

[00030] The triggering word can be recognized when the message/sentence/phrase that contains the triggering word is actually sent and displayed in the conversation; hence, the advertisement can be displayed when the message/sentence/phrase that contains the triggering word is sent and displayed between both or all users.

[0003l| The present invention relates but is not limited to live chat and instant messaging conversations as well as group chat. Instant messaging or live chat conversations are based on one-on-one communication between two users, while group chat is based on three or more users. A chat room or lobby with three or more users is considered group chat hereunder. Live chat, instant messaging, group chat, and the like are collectively referred to herein as instant conversations.

[00032] In instant conversations, triggering words are recognized. It is these triggering words that trigger advertisements. In one aspect, all the users can see these ads, and it does not matter if it was that individual user who typed the triggering word that triggered the advertisement. For example, in this aspect if two users are chatting and one types the word "perfume", both users will see the same advertisement relating to the triggering word "perfume". This process can work the same way for group chat conversations; for example, if 20 people are in a lobby or group chat conversation and someone types the word "Paris", then all 20 users will see the same advertisement related to Paris, possibly, for example, an advertisement for hotel rooms in Paris.

|00033] As for the triggering words being recognized, each triggering word is tied to at least one category. For example, the triggering words: "baseball", "soccer", "basketball", and "boxing" can be part of and tied to the category "sports". And specific advertisers are tied to these categories as well. In one aspect of the present invention, it is possible for certain triggering words to be part of multiple categories. For example, the triggering word "basketball" may cause for example an ESPN advertisement to be displayed based on the word falling under the "sports" category and also may cause for example an advertisement to be displayed from Amazon for an actual basketball for sale under the "products" category. These triggering words may display numerous advertisements depending on the word and/or category.

[00034] In one non-limiting aspect, the present invention can be divided into three categories: identification of triggering words; search of an advertisement; and delivery of the advertisement. Figure 1 shows a basic flow chart as to how identification of triggering words; search of an advertisement; and delivery of the advertisement integrate amongst each other.

[00035] Initially, triggering words are identified. Once the users involved in the chat session send messages to each other, the messages are intercepted and individual words can be tokenized. Tokenizing is a concept widely known in the art of data structure aspects of computer science in order to identify different words in a given string. For example "I like computers" will be tokenized into "I" "like" and "computers" on the key

" ". Also "I,like,computers" will be tokenized into "I" "like" and "computers" on the key ",". This concept can be used to send the words to the server for identification. Once the words are tokenized, the words are then sent to an identification routine. The identification routine is a basic string match between the words sent and a given set of words (triggering words). The matching is done against a triggering word list stored in the database. The database used can be a relational database management system (RDBMS). One example is the Mysql RDBMS administered by MySQL AB,

Bangardsgatan 8 S-753 20 Uppsala, Sweden. A "select" SQL query can be used to match the word with the given word list in the database.

[00036] If in the case of no matches, then the function returns back an array of no elements, the search criteria is killed, and no results are reported. If in the case of matches, then the function returns back an array of "x" elements where "x" is the number of the words that were matched in the triggering word list. If in the case that there are no matches, then another query is sent to the identification routine with a "like" flag, then words that are similar sounding to the word sent to the identification mechanism are returned. "Like" is an SQL query construct that is widely used to match various variations of a word to a given set of words stored in the database. This is done in order to make sure that the user has not misspelled any of the words. This is done through a "sql like" command which increases the possibility of matching words. This helps in finding more matches in the advertisement server and serve advertisement.

[00037] For the purpose of explanation and not as a limitation on the principles of the present invention, a specific identification mechanism is described. An example of an exact match would be "perfume"; this would cause an exact match to the triggering word "perfume", and an advertisement for a fragrance or related product can be delivered to all parties involved in a chat conversation. In the case of a group chat, where more than 2 participants are chatting, the same concept holds true whereby each participant can be delivered the same advertisement as the other participants in the group chat. Advertisements are triggered by the same conversation; this means that a participant that types a message with triggering word(s) in the chat triggers the same advertisements for the participants in the chat.

|00038] Once the list of the words are identified, a specific advertisement pertaining to each word is retrieved from an advertisement server i.e. database. This retrieval of the advertisement is based on a delivery routine. The delivery routine is basically dependant on a computer monitor. As monitors come in different sizes and resolution a correct size of advertisement is vital for optimal effectiveness. Therefore, the search of the advertisement pertains to the size of the advertising. Depending on the delivery mechanism the size of the advertising will be changed and delivered. Advertisements have multiple sizes stored in the database in order to facilitate the correct retrieval of the advertisement. So if a monitor is used that has a higher resolution, a higher resolution advertisement can be retrieved from the database and delivered to the user. A lower resolution monitor will result in the delivery of a lower resolution advertisement.

|00039] At this stage, the word list and the advertisements pertaining to the word list have been identified, and there could be many words pertaining to the same advertisement and a single word pertaining to many advertisements. This means that the search has to be smart enough not to deliver duplicate advertisements. This can be easily rectified by using the set theory where a set of advertisements is created and any addition of an already existing advertisement in the set is rejected. This way a unique set of advertisement is sent back the callee, in this case the users.

[00040] The present invention is not tied into a single advertising format and contemplates the display of advertisements in various formats. One option for displaying advertisements in accordance with the present invention would be a scroll off banner display format that shows a predefined number of advertisements, say for example five, where advertisements are stacked up on top of each other. For example, after a certain number of advertisements the first advertisement that was displayed goes away followed by the previous advertisements displayed; thus, there will always be a certain number of advertisements that are appearing based on the most recent triggering words.

[0004l| Another option for displaying advertisements in accordance with the present invention would be to show only one advertisement at a time based on the most recent triggering word. Yet another option in accordance with the present invention would be a scroll over advertisement display format which is similar to the first option, but the advertisements would be displayed in a box-like format lined up next to each other. The advertisements could be displayed going across the top or bottom of the screen. Another option for displaying advertisements in accordance with the present invention would be to attach the advertisements directly to the chat windows; therefore advertisements would be displayed either over, under or on the sides of the actual chat windows individually or at multiple times. These and other formats for the display of advertisements are contemplated under the present invention.

[00042] Referring now to Figure 2, a process flow chart is seen describing as a non- limiting example the recognition of the triggering word "perfume". After the process has started, conversations between two or more users are monitored. In this example, the following message is typed: "You smelled great last nite! What type of perfume did you have on?" In this example message, the triggering word "perfume" is recognized. In one aspect of the present invention, the triggering word can be briefly highlighted such as for example by the triggering word flashing or being briefly highlighted for example by being underscored. The present invention accesses a category, in this example the "fragrance" category, then selects a category related advertisement for display. For example, an advertisement for an on-line perfume retailer can be displayed in real-time format. Meanwhile, the conversation continues uninterrupted.

|00043| In a further aspect in accordance with the principals of the present invention, as a user triggers common words a server keeps an ongoing list of each common word and saves into database. The server also recognizes the corresponding user name that triggered the common word as well as any user that received an advertisement via a common word. Once any user receives an advertisement either from that user triggering a common word themselves or from being present in a conversation where another user in the conversation triggers a common word, where in turn each user will receive an advertisement based on that common word. In either case, the server will recognize each user that was involved in the conversation and each common word that was mentioned while the user was in the conversation. With this information, the database saves the user name and each common word that was mentioned while the user was present in the chat. This feature can also apply to group chat rooms. For example, if 50 users are present in a chat room and one user says a common word such as "baseball", then all 50 people in the chat room will receive an advertisement relating to "baseball" and, at the same time, the server will recognize and save each user name in the chat room as well as the common word "baseball" for each user name.

100044] Referring now to Figure 3, a process flow chart is seen depicting an example of how an advertisement can be delivered to the users in a single chat/ group chat. Initially, a user types a collection of words. The words are then tokenized as described above. A query asks if an advertisement is found for the words. If yes, then an advertisement is delivered to the users involved; if no, then a query asks if an advertisement for similar words is found. If yes, then an advertisements is delivered to the users involved; if no, the routine resets. After an advertisement is delivered to the users involved, the advertisement is added to the user's ad list and the advertisements server. The advertising server keeps track of what advertisements are shown to what clients; this way, the client application need not keep track of the same. This way the advertisements used can be kept across sessions and more targeted advertisement can be delivered to the users. A history of all the advertisements shown to the user is maintained for each user and this history is consulted as and when the user is idle or has first logged in into the chat system.

(00045] In another embodiment, when the first common word is recognized and an advertisement is displayed for the first time during the user's session, the advertisement will remain constant standing firm. Once a second common word is recognized, the first advertisement begins to participate in a rotation with the second advertisement. Each advertisement will rotate for a certain period of time, likely several seconds. As additional common words are recognized, the corresponding advertisements will be implemented into the current rotation.

|00046) A buffer can be provide to allows each advertisement to be featured for a certain amount of time and gives a user a chance to clearly see and click on it. If a user mentions or receives two or more common words in the same sentence, then the buffer would go into effect. Also, if two or more common words are recognized within a very short period of time in different messages, then the buffer may apply. For example, if two or more common words are recognized within ten seconds of each other, the buffer will apply. For example, if three or more common words are recognized all in one message that was sent, then it would take thirty total seconds to complete the rotation of the three different advertisements. Note, the ten seconds for the buffer is used strictly for the above example and is not limiting.

[00047] In another embodiment, once a user signs in, the server recognizes the users name and begins to display advertisements based on common words from previous conversations in which this specific user has been involved. Once the user begins to participate in a conversation in real time, then new advertisements will be circulated into the existing rotation of the advertisements based on common words from past conversations. Note, the term "participate" may be used as basic as a user simply joining a chat room but not actually typing anything or someone sending the user a message without the user responding. [00048] The present invention is not tied into a single revenue model and contemplates the generation of revenues under various models. Referring now to Figure 4, process flow charts depicting possible revenue models can be seen. A database with known affiliates is created. In one model - non-limitingly referred to as the affiliate model - continuing the example from Figure 1, an on-line perfume retailer advertisement is displayed. If a user clicks on the advertisement, the on-line perfume retailer homepage is opened. If a purchase is made, then a commission can be paid. Tracking is a concept widely used to keep feedback for the user. Various degrees of tracking can be accomplished and all tracking information will be kept secure. Tracking information will be used to keep tabs on the CPI, CPC and the affiliate revenue models for accurate payment and reporting.

[00049] In another model - non-limitingly referred to as the CPI model - advertisers pay each time their advertisement is displayed. In another aspect of this model, advertisers can pay based on the number of people to whom the advertisement is displayed. In another model - non-limitingly referred to as the CPC model - advertisers pay each time their advertisement is actually clicked on. Of course, combinations of these revenue models as well as other revenue models are within the scope of the present invention.

[00050] The following are non-limiting examples of usage of the present invention:

EXAMPLES

[00051] Referring now to Figure 5, an example of advertising in accordance with the principles of the present invention is seen. A single triggering word is detected, in this example, "house". In response, the present invention displays a housing related advertisement, in this example a web-site that list residential foreclosure property listings.

[00052] Referring now to Figure 6, another example of advertising in accordance with the principles of the present invention is seen. A triggering word is detected in a sentence, in this example, the word "camera" in the sentence "Please bring your camera to the concert". In response, the present invention displays a camera related advertisement, in this example an advertisement for an on-line camera store. In addition, the sentence contains the triggering word "concert". Thus, two triggering words are contained within one sentence. Referring to Figure 7, in response to the triggering word "concert", the present invention displays a concert related advertisement, in this example an advertisement for an on-line ticket broker.

100053) Referring now to Figure 8, another example of advertising in accordance with the principles of the present invention is seen. A triggering word is detected in a sentence, in this example, the word "laptop" in the sentence "I want a new laptop". In response, the present invention displays a laptop related advertisement, in this example an advertisement for an on-line computer store. Referring to Figure 9, in this example the sentence is "I want a new computer" and the triggering word is "computer". In response, the present invention displays a computer related advertisement, in this example the same advertisement for an on-line computer store as with the triggering word "laptop". Thus, these are examples of two different triggering words that trigger the same advertisement.

[00054] Referring now to Figure 10, another example of advertising in accordance with the principles of the present invention is seen. The triggering word "music" is detected. In response, the present invention displays a music related advertisement, in this example an advertisement for an on-line music downloading service. Referring to Figure 1 1 , the same triggering word "music" is detected. In response, the present invention displays a different music related advertisement, in this example an advertisement for an on-line concert ticketing service. Thus, these are examples of the same triggering word triggering two different advertisements.

[00055] Referring now to Figure 12, another example of advertising in accordance with the principles of the present invention is seen. The triggering word "fabric" is detected. In response, the present invention displays a fabric related advertisement, in this example an advertisement for an on-line fabric store. It is seen that a variety of different format advertisements can be made in accordance with the present invention.

[00056] While the invention has been described with specific embodiments, other alternatives, modifications, and variations will be apparent to those skilled in the art. Accordingly, it will be intended to include all such alternatives, modifications and variations set forth within the spirit and scope of the appended claims.

Claims

What is claimed is:

1. A method for displaying advertisements comprising: recognizing preselected words in instant conversations; and providing advertizing related to the recognized words.

2. The method for displaying advertisements of claim 1 further including displaying advertisements in real time.

3. The method for displaying advertisements of claim 1 further including categorizing recognized words.

4. The method for displaying advertisements of claim 3 further including tying advertisers to recognized word categories.

5. The method for displaying advertisements of claim 3 further including categorizing recognized words in more than one category.

6. The method for displaying advertisements of claim 5 further including providing advertizing related to more than one category for a recognized word.

7. The method for displaying advertisements of claim 1 further including recognizing preselected words in instant conversations selected from the group comprising live chat, instant messaging, and group chat.

8. The method for displaying advertisements of claim 1 further including providing advertizing related to the recognized words to more than one user.

9. The method for displaying advertisements of claim 1 further including intercepting instant conversations and tokenizing individual words.

10. The method for displaying advertisements of claim 1 further including recognizing preselected words in instant conversations by a string match between the words sent and a given set of words.

1 1. The method for displaying advertisements of claim 1 further including providing advertizing based on the characteristics of where the advertisement is to be displayed.

12. The method for displaying advertisements of claim 1 further including using set theory where a set of advertisements is created and any addition of an already existing advertisement in the set is rejected.

13. The method for displaying advertisements of claim 1 further including providing advertizing related to the recognized words as a scroll off banner display.

14. The method for displaying advertisements of claim 1 further including providing a first advertisement related to a first recognized word, then providing a second advertisement related to a second recognized word.

15. The method for displaying advertisements of claim 14 further including rotating the first advertisement and the second advertisement.

16. The method for displaying advertisements of claim 1 further wherein if more than one common word is detected within period of time, then more than one advertisement is featured for a certain amount of time.

17. The method for displaying advertisements of claim 1 further including highlighting the recognized words.

18. A method for displaying advertisements comprising: identifying triggering words; searching for an advertisement; and delivering the advertisement.

19. The method for displaying advertisements of claim 18 further including displaying advertisements in real time.

20. The method for displaying advertisements of claim 18 further including categorizing triggering words.

21. The method for displaying advertisements of claim 18 further including providing advertizing related to the triggering words to more than one user.

22. The method for displaying advertisements of claim 18 further including intercepting instant conversations and tokenizing individual words.

23. The method for displaying advertisements of claim 18 further including recognizing triggering words in instant conversations by a string match between the words sent and a given set of words.

24. The method for displaying advertisements of claim 18 further including providing advertizing based on the characteristics of where the advertisement is to be displayed.

25. The method for displaying advertisements of claim 18 further including using set theory where a set of advertisements is created and any addition of an already existing advertisement in the set is rejected.

26. A method for displaying advertisements comprising: saving list of common words into database; saving user names into database; upon a user receiving an advertisement, recognizing the user involved in the conversation and each common word mentioned while the user was in the conversation; and when a user signs in, recognizing the user name and displaying advertisements based on common words from previous conversations in which this specific user has been involved.

27. The method for displaying advertisements of claim 26 further including wherein once the user begins to participate in a conversation in real time, displaying new advertisements.

28. The method for displaying advertisements of claim 27 further including rotating an advertisement based on common words from previous conversations and a new advertisement.

29. The method for displaying advertisements of claim 28 further including allowing each advertisement to be featured for a certain amount of time.