06317761 is referenced by 310 patents and cites 153 patents.

A technique for implementing in a networked client-server environment, e.g., the Internet, network-distributed advertising in which advertisements are downloaded, from an advertising server to a browser executing at a client computer, in a manner transparent to a user situated at the browser, and subsequently displayed, by that browser on an interstitial basis, in response to a click-stream generated by the user to move from one web page to the next. Specifically, an HTML advertising tag is embedded into a referring web page. This tag contains two components. One component effectively downloads, from an distribution web server and to an extent necessary, and then persistently instantiates an agent at the client browser. This agent “politely” and transparently downloads advertising files, for a given advertisement into browser cache and subsequently plays those media files through the browser on an interstital basis and in response to a user click-stream.

Title
Technique for implementing browser-initiated user-transparent advertising and for interstitially displaying an advertisement, so distributed, through a web browser in response to a user click-stream
Application Number
9/352398
Publication Number
6317761 (B1)
Application Date
July 13, 1999
Publication Date
November 13, 2001
Inventor
Wei Yeh Lee
New York
NY, US
Rick W Landsman
Waccabuc
NY, US
Agent
Michaelson & Wallace
US
Agent
Peter L Michaelson
US
Assignee
Unicast Communications Corporation
NY, US
IPC
G06F 17/21
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