WO2020058502A1

WO2020058502A1 - Customising a website experience

Info

Publication number: WO2020058502A1
Application number: PCT/EP2019/075400
Authority: WO
Inventors: Borja UNCETA; Diana NIKOLAVA; Adam HINDHAUGH
Original assignee: Ve Global UK Ltd
Current assignee: Ve Global UK Ltd
Priority date: 2018-09-21
Filing date: 2019-09-20
Publication date: 2020-03-26
Anticipated expiration: 2021-03-21
Also published as: GB201815415D0

Abstract

There is disclosed a method of customising delivery of a website to a user, comprising the steps of: identifying an access to the website by a browser associated with the user; determining previous access to content by the browser; customising the website presentation based on the previous access; and delivering the customised presentation of the website to the browser of the user.

Description

CUSTOMISING A WEBSITE EXPERIENCE

BACKGROUND TO THE INVENTION:

Field of the Invention:

The present invention relates to personalising a website experience for a user in dependence on a previous journey undertaken by a user in arriving at the website. The invention may be implemented, for example, in advert serving systems of the type that serve adverts for display on web pages.

Description of the Related Art:

On-line advertising utilising digital adverts (or 'ads') is well-established. It is known for advertisers to provide adverts, and to pay for the presentation of those adverts via various models including but not limited to 'cost per click (CPC), cost pre mille (CPM) or cost per acquisition (CPA) . The performance of those adverts is in part measured outcomes based on post-click or post-view conversion analysis. A post-click conversion is a conversion that occurs after a user has clicked on an advert. A post-view conversion (also referred to as a view-through conversion) refers to a conversion where the user has previously had the ad displayed to them but not clicked on it.

Website access associated with digital advertising is often associated with high rates of 'bounce' . Currently digital advertising (including search) drives over two-thirds of all online traffic to ecommerce websites. However typically over half of this traffic bounces before full engagement. Relationships associated with digital advertising are evolving, and advertising and marketing technologies are becoming unified.

It is known to provide relevant landing pages in pay-per-click advertising models. It improves quality, which in turn lowers cost-per-click . Landing pages with messaging that is closely in-line with the advert or the search term makes customer journeys smoother.

When a user clicks on an advert, then how that user arrived at a web page which the user click takes them to is clear. It is less clear, however, whether a user may have arrived at a particular web page as the result of advertising presented to them at some previous point in time, but which did not result in an advert being directly clicked.

In general, a user's engagement with content may be improved if the content is relevant to the user.

It is an aim of the invention to achieve at least one of these advantages: reduce 'bounce' rates, increase engagement on-site, improve cross-channel customer experiences, and improve overall efficiency of advertising spend.

SUMMARY OF THE INVENTION:

There is presented a method of customising delivery of a website to a user, comprising the steps of: identifying an access to the website by a browser associated with the user; determining previous access to content by the browser; customising the website presentation based on the previous access; and delivering the customised presentation of the website to the browser of the user. The method may be for customising delivery of a web page or web pages of a website. The method may modify the web page itself, or may provide an overlay to a web page. The overlay may be a page of a digital assistant as described herein.

The method may be a method for customising delivery of a page of a mobile app, or a web page of a website.

There may thus be presented a method of customising delivery of a page (e.g. a web page of a website or a page of a mobile app) to a user, comprising the steps of: identifying an access to the page by a user; determining previous access to content by the user; customising the presentation of the page to the user based on the previous access; and delivering the customised presentation to the user.

The customised presentation may modify the page, or provide an overlay for the page.

The access may be with a browser.

The step of determining previous access to content by the browser (or user) comprises accessing stored data for the browser (or user) .

The method may further comprise the step of, on the previous access, storing details of that previous access by the browser (or user) . The method may further comprise the step of, on the previous access by the browser, storing a cookie in the browser.

The previous access may be associated with the website (or mobile application) .

The previous access may have been to a web page (or page of a mobile application) on which an advert associated with the website (or mobile application) was displayed, wherein the website (or mobile application) presentation is customised in dependence on the advert.

The previous access may have been to a web page (or page) associated with the website (or mobile application) , wherein the website (or mobile application) presentation is customised in dependence on that previously accessed web page (or page) .

The previous access may have comprised executing a search, wherein the website (or mobile application) presentation is customised in dependence on the search terms entered on that previous access.

If it is determined that there has been no previous access, the website (or mobile application) may be presented without customisation.

If it is determined that there has been previous access, then stored details associated with the previous access are accessed. The stored details may comprise a code identifying the previous access, and the method may comprise retrieving information relating to that code, which information is used to customise the website (or mobile application) presentation.

The step of customising the website (or mobile application) presentation may comprise adapting the display of a web page (or page) associated with the website (or mobile application) .

There is also presented a system for providing delivery of a customised website to a user, the system being configured to: identify an access to the website by a browser associated with the user; determine previous access to content by the browser; customise the website presentation based on the previous access; and deliver the customised presentation of the website to the browser of the user.

There is also provided a system for providing delivery of a customised page to a user, which system is configured to identify an access to the page by a user; determine previous access by the user; customise presentation relating to the page based on the previous access; and deliver the customised presentation of the page to the user.

The system may further be configured to access stored data for the browser (or user) . The system may further be configured to store details of that previous access by the browser (or user) . The system may further be configured to, on the previous access by the browser, store a cookie in the browser.

The previous access may have been to a web page (or mobile application) on which an advert associated with the website (or mobile application) was displayed, wherein the system is further configured to customise the website (or mobile application) presentation in dependence on the advert .

The previous access may have been to a web page associated with the website (or mobile application) , wherein the system is further configured to customise the website (or mobile application) presentation in dependence on that previously accessed web page (or page) .

The previous access may have comprised executing a search, wherein the system is further configured to customise the website (or mobile application) presentation in dependence on the search terms entered on that previous access. There is provided a computer program product for storing computer program code which, when executed on a computer, performs any method as defined or described.

There is provided a computer program which, when executed on a computer, performs any method as defined or described.

The website may be associated with a web browser. An application may be a mobile application of a web application, and the term mobile application is interchangeable for web applications, and may be more broadly understood, where used, as referring to an application. In general all embodiments and examples are concerned with modifications associated with the presentation of a page (e.g. web page of mobile application page) associated with a website, web application or mobile application.

In accordance with the invention data regarding user (customer) behaviour is collected, in order to help in understanding at what stage of the buying journey the user is at. This data may identify what influencers inspire them the most and the collection of this data enables a personalised on-site experience for an audience of one. What content and features are more relevant to them can be presented.

BRIEF DESCRIPTION OF THE FIGURES:

The invention is described with reference to the following Figures, in which:

Fig. 1 illustrates an exemplary arrangement for implementing embodiments;

Fig. 2 illustrates web page association with the web application servers of Fig. 1; Fig. 3 illustrates a first exemplary process according to a first embodiment;

Fig. 4 a second exemplary process according to the first embodiment;

Fig. 5 illustrates an exemplary process according to a second embodiment ;

Figs. 6(a) and 6(b) illustrate an exemplary operation as part of a third embodiment; and

Fig. 7 illustrates an exemplary process according to the third embodiment.

DESCRIPTION OF PREFERRED EMBODIMENTS:

The invention is described by way of reference to particular embodiments and examples. The invention is not limited to any described embodiment or example. For instance, although described in the context of advertisements displayed on web pages (web pages in this instance referring to but not limited to search engines, social media websites, content-oriented websites and ecommerce websites) , the invention may also be used in other types of interactive systems that support the display of advertisements whether selectable or otherwise, and whether associated with direct or indirect advertising._. This includes, for example, mobile apps .

The invention further is not limited to the display of selectable advertisements.

There are two types of conversions that are currently typically recorded in paid-for digital advertising: post click conversions and post view conversions. All conversions that can be attributed to a display campaign are classified as either post view or post click. Post view is a metric enabling sales attribution where a user has seen an advert and gone on to make a purchase, without clicking on the advert itself. These instances are also known as post impression conversions. Post click is a metric enabling sales attribution where a user has clicked on an advert.

It is possible to track post view conversions using the same method as with post click. When an advert loads it 'drops' a cookie into a browser that will be called up if/when the user goes on to make a purchase. It can work alongside post click through the use of two distinct cookies corresponding to an advert load and an advert click respectively.

In the following a first described embodiment relates to post view conversions and a second described embodiment relates to post click conversions.

Embodiments are described with reference to an example arrangement as shown in Figure 1, in which arrangement associated examples may be implemented.

The example arrangement of Fig. 1 includes: an advertising server 2; a cookie server 4; a plurality of web application servers 6 generating web pages for websites on which adverts associated with retailers may be displayed; a plurality of retailer web application servers 8 generating web pages for web sites which may be retailer web sites; and a client device 10.

The number of web application servers 6 (and associated websites) and retailer web application servers 8 (and associated websites) is exemplary and not limiting. Adverts may also be displayed via retailer web application servers on retailer websites. In practice the functionality of the cookie server 4 may be incorporated in, and implemented as part of, the advertising server 2. Alternatively it may be implemented in a server providing some other functionality. These are shown as separate entities for the purpose of illustration and explanation only. It will be understood that the functionality provided by the cookie server 4 is not limited to implementation in a particular entity. The cookie server 4 may also be implemented as part of another server providing other functionality associated with website access, advertisement display at websites etc .

A browser 12 and a cookie store module 14 are part of the client device 10. In practice, the cookie store module 14 and the browser 12 are a single entity or module of the client device 10. However they are illustrated as separate entities for the purpose of explanation here. They are not limited to being implemented in a single functional entity or distinct functional entities.

The client device 10 additionally includes: a browser module 16 under the control of which the browser 12 is displayed; a processor 18; a memory 20; and an input/output device 22. The browser module 16, the processor 18, the memory 20, the input/output module 22 and the cookie module 14 are all interconnected.

The advertising server 2 is connected to each of the exemplary web application servers 6a, 6b, 6c via communication lines 32a, 32b, 32c respectively to display adverts on each of the websites associated with the web application servers 6a, 6b, 6c. This can be further understood with reference to Figure 2. Each of web pages 34a to 34c, associated with web application servers 6a to 6c respectively, is shown as displaying a respective advert 30a, 30b, 30c on each web page.

It will be understood that the web pages 34a to 34c are displayed in the browser of a client, to a user of the client.

In practice each web page may have displayed thereon multiple adverts. The adverts on each web page, or across multiple web pages of multiple websites, may be associated with the same or different advertisers, and be the same or different adverts.

The browser 12 is used by the user 24 to navigate to various web pages of various websites, including the web pages 34a, 34b, 34c. Communication lines 35a, 35b, 35c illustrate the connection of the browser 12 to each of the web application servers 6a to 6c respectively, to display the respective web page 34a to 34c in the browser 12.

As the browser navigates to any one of the websites 34a, 34b, 34c, then the respective one of the adverts 30a, 30b, 30c is displayed in the browser 12 to the user.

The advertising server 2 is additionally connected to the cookie server 4 via communication line 33. The advertising server notifies the cookie server 4 of the adverts pushed out to be displayed on any website, or web page of a website. When a browser, such as browser 12, accesses a particular website to which adverts have been pushed out, the advertising server 2 notifies the cookie server 4 of the identity (an identifier) of that browser to which the advert has then been displayed, and the identity (an identifier) of the advert which has been displayed. The cookie server 4 then places a cookie into the browser identified by the advertising server 2. As illustrated in Figure 1, a communication line 36 is shown, denoting a connection from the cookie server 4 to the cookie module store 14 associated with browser 12, to place a cookie in the cookie store module 12.

In this way the cookie store module 14 associated with the browser 12 is updated to record that the user 24 has navigated to a particular web page with that browser 12, and additionally record an advert that was displayed as part of that web page. Also may be recorded is the time and date of that access, or any other information that may be desirable. It will be understood that the cookie may comprises an identifier for the advert such as a code, and may not itself provide details of the advert. Other information such as a campaign associated with the ad may be stored (again as an identifier or code) , and an identity of the type of ad (static or dynamic) . The information which is stored in the browser may vary. Thus the cookie memory of the browser may include a table such as shown in Table 1.

Table 1 The cookie indicating that the advert has been displayed to the user through the browser may be stored regardless of whether the advert is actually viewed or not. The fact that the web page on which the advert is displayed is navigated to is a trigger for the cookie to be stored. In alternatives, additional technology may be deployed to make a determination as to whether the advert has been viewed or not, and the cookie may be stored in dependence on determining that the advert has actually been viewed.

Also shown in Figure 1 is a plurality of web application servers 8a, 8b which are associated with retailers. As shown in Figure 2, each of these generates a web page 38a, 38b respectively of an associated website. Each of the web application servers 8a, 8b is connected to the browser 12, as denoted by communication lines 37a, 37b respectively, in order to display the associated web pages in the browser 12, when the browser if controlled to navigate to these websites.

As the browser accesses any one of the web pages 38a, 38b the cookie server 4 may be configured to identify the browser accessing the website, and then place a cookie into the browser. As such there is shown in Figure 1 communication lines 39a, 39b connecting each of the web application servers 8a, 8b to the cookie server. Again, the communication line 36 illustrates the connection from the cookie server 4 to the cookie store module 14 to place a cookie in the cookie store module 14. On access to any web page associated with web application servers 8a, 8b, a cookie may be placed in the browser associated with that web page access. The arrangement of Figure 1 is further adapted to include a tag module 3. The tag module 3 is connected to receive communications from the web application servers 8a, 8b on respective communication lines 5a, 5b. The tag module 3 is also connected to communicate with the cookie store module 14 on communication line 7.

On access by the browser 12 under the control of the user 24 to one of the web pages 38a, 38b associated with the web application server 8a, 8b, the web application server 8a, 8b provides to the tag server 23 an identification of the browser 12 on one of lines 5a, 5b.

The tag module 3 then communicates with the cookie store module 14 of the identified browser 12 on communication line 7, to obtain cookies for that browser 12. Any associated cookies are returned on communication line 7 to the tag module 3.

The tag module 3 then communicates the retrieved cookies on a communication line 11 to a digital assistant server 9.

As the information returned by the cookie may be identifiers, such as codes, the digital assistant server is configured to interpret or understand these codes. In order to achieve this, the digital assistant server 9 is connected to a product server 13 via communication line 15. The product server 13 is connected to the advertising server 2 via communication line 21, and is also connected to a memory 17 via communication line 19.

The digital assistant server 9 determines, based on the provided cookies, whether a modification is to be made to the web page to be displayed in the browser 12, and what that modification will be. The digital assistant server 9 achieves this by communicating with the product server 9, which is in communication with the advertising server 2, to obtain details of the advert associated with the cookie. This information is returned to the digital assistant server 9, and the digital assistant server 9 communicates with the respective web application server 8a, 8b on communication lines 23a, 23b to adapt the web page displayed in the browser 12, in order to facilitate personalisation of the website experience.

The tag module 3 functionality may be provided as part of the digital assistant server 9. For the purpose of ease of description, the tag module is illustrated as distinct from the digital assistant server 9.

The advertising server 2, the cookie server 4, the tag module 3, the digital assistant server 3, the product server 13, and the memory 17 may be considered to be server functionality as denoted by reference numeral 26.

Example operations utilising the arrangement of Figure 1 are now described with reference to particular embodiments and examples.

A first example in accordance with a first embodiment concerned with post view conversions is now described with additional reference to Fig. 3.

In a step 40, a user navigates with their browser to a webpage of a first website. For example, the browser 12 is controlled to navigate to a web page 34a associated with the web application server 6a.

In a step 41, an advert is displayed on that web page, which advert is associated with a retailer denoted as 'Retailer A' . For example, the advert 30a is associated with Retailer A.

In addition to displaying the advert in the web page displayed to the browser, the advertising server 2 notifies the cookie server 4 on communication line 33 of the display of the advert to the specific browser, as denoted by step 42. Thus the advertising server 2 may provide the cookie server 4 with an identifier of the displayed advert, and an identifier of the browser in which the advert was displayed.

In a step 43, the cookie server 4 places a cookie into browser 12 to indicate that the advert 30a has been displayed on a web page which the user has navigated to, using communication line 36. For illustrative explanation, this cookie is stored into the cookie store module 14.

As denoted by step 44, the user 24 may then navigate using their browser 12 to web pages associated with second or further subsequent websites. Navigating to these web pages may involve further adverts being displayed to the user, and further cookies being utilised to track the display of these adverts to the user. Thus further cookies may be stored in the browser of a user.

Subsequent to browsing one or more websites the user 24 may control the browser 12 to navigate to a web page associated with a retailer website, i.e. one of the websites 38a, 38b associated with web application servers 8a, 8b. In this example it is assumed that each of the web application servers 8 is associated with a retailer that is generating adverts for display on at least one of web pages 34a, 34b, 34c via the advertising server 2.

As denoted by step 45, the user navigates with their browser to a web page of the website associated with the retailer 'Retailer A' . For example, the web page 38a may be a web page of the website of Retailer A. The web page 38a is served by the web application server 8a. As denoted by step 46, on navigation to the web page associated with the web site of Retailer A, the digital assistant server 9 is triggered.

The tag module 3 is associated with the digital assistant server 9, and on access to the web page of the retailer the functionality of the tag module is initiated, preferably under the control of the digital assistant server 9. Thus as denoted by step 47, after the digital assistant server 9 is triggered, or as part of triggering the digital assistant, tag functionality is enabled .

On an access to the web page 38a by the browser 12, the tag module 3 receives an identity of that browser on communication line 5a. Communication line 5b provides a similar function for access to web pages associated with web application server 8b. This is denoted by step 48.

The tag module 3 uses the identity of that browser to access the cookie store module 14 associated with the browser 12.

The tag module 3 thus transmits a request on communication line 7 to the cookie store module 14. This is denoted by step 49. This request may identify the browser, and may be a request for any cookies stored for the browser. In response, the cookie store module 14 returns a reply to the request, the reply being transmitted on communication line 7. This is denoted by step 50. The reply will comprise any stored cookie information defined as required by the request.

The tag module 3 then transmits any retrieved cookie information for the browser to the digital assistant server 9 on communication line 11. The digital assistant server 9 is then able to determine if the browser has previously accessed a web page on which an advert associated with the retailer has been presented.

In order to make this determination, the digital assistant server uses the cookie information which has been returned from the browser. That cookie information may, for example, be a code, which code identifies or is linked to an advert which was displayed on a previously visited web page, such as a code associated with advert 30a.

If the digital assistant server 4 determines that the browser 10 has previously been used to navigate to one of the websites 6 on which an advert for that retailer was displayed, then the digital assistant server operates to modify the web page displayed to the user accordingly. Whether the browser 12 has previously been used to navigate to a website on which adverts for the retailer have been displayed is determined, for example by accessing Table 1.

As denoted by step 51, the digital assistant server 9 thus uses the information obtained by the tag functionality to determine whether the user has previously been presented with an advert associated with Retailer A (for example) .

If it is determined that the user 24 has not been previously presented with an advert associated with Retailer A, then in a step 52 the website of Retailer A is simply displayed to the user in their browser.

If it is determined that the user has previously been presented with an advert associated with Retailer A, then the process proceeds to a step 53. The digital assistant server 9 uses the cookie information which has been returned for the browser. That cookie information may be a code which is linked to an advert which was displayed on a previously visited web page, such as a code associated with advert 30a. In order to obtain the product information associated with this advert code, the digital assistant server communicates on communication line 15 with product server 13 as denoted by step 53. The digital assistant server 9 may provide to the product server the identifier of any advert which was displayed previously in the browser, as derived by the tag functionality.

The product server 13 in turn communicates with the advertising sever 2 on communication line 21 to access the details of the displayed advert. This is denoted by step 54. The product server 13 may provide to the advertising server the identifier associated with the advert which has been identified.

The details of the displayed advert are returned to the product server 13 as denoted by step 55, identifying (for example) the product presented in the advert. It may not be a product, or just a product, that was displayed in the advert

The product server 13 can optionally (alternatively or additionally) access the memory 17 via communication lines 19 to obtain additional details about the product, or the provision of the product by the retailer. This is denoted by step 56.

The product server 13 then returns any obtained information to the digital assistant server 9, as denoted by step 57. The digital assistant server 9 then modifies the delivery of a web page by the web application server 8a, by providing information on communication line 23a. This is denoted by step 58.

A webpage for Retailer A is thus customised based on the advert identified as having been previously presented to the user.

In this first example a user browses websites associated with application servers 6 into which adverts have been injected. The websites in this example may not be associated with retailers, but may be websites for example providing news or sport. The websites themselves may not offer any product or service for sale. However the websites may be retailer websites.

A second example in accordance with the first embodiment is concerned with post view conversions, and is described with additional reference to Fig. 4.

The first example is associated with determining whether a user was previously presented with an advert when visiting a website on which adverts are displayed. However the first embodiment relating to post view conversions is not limited to this scenario, and in the second example, a determination is made in dependence on whether a user has previously visited the website of a retailer, rather than having previously been presented with an advert for the retailer.

As denoted by step 70, a user navigates to a web page of a website associated with a retailer. This may, for example, be navigating the browser 12 to the website 38a. This website 38a may be associated with 'Retailer A' . As denoted by step 71, the cookie server 4 is notified of this access by the browser. For example, with reference to Fig. 1, when the browser navigates to a web page associated with the web application server 8a, the cookie server 4 is notified of that action on connection 39a.

As denoted by step 72 the cookie server 4 places a cookie into the cookie store module 14 of the browser 12, to record that the browser navigated to a web page of the retailer website. This cookie may record any specifics of the navigation, such as particular web pages navigated to, products viewed, or offers viewed. Multiple cookies may therefore be created and stored.

The user may then leave the website 8a associated with Retailer A, and the user may then navigate to various other websites as denoted by step 73.

As denoted by step 74, the user then subsequently navigates their browser back to website 8a, associated with Retailer A.

As denoted by step 75, on navigation to the web page associated with the web site of Retailer A, the digital assistant server 9 is triggered.

As in the first example, the tag module 3 is associated with the digital assistant server 9, and on access to the web page of the retailer the functionality of the tag module is initiated, preferably under the control of the digital assistant server 9. Thus as denoted by step 76, after the digital assistant server 9 is triggered, or as part of triggering the digital assistant, tag functionality is enabled. On an access to the web page 38a by the browser 12, the tag module 3 receives an identity of that browser on communication line 5a. This is denoted by step 77.

The tag server module 3 uses the identity of that browser to access the cookie store module 14 associated with the browser 12.

The tag module 3 thus transmits a request on communication line 7 to the cookie store module 14. This is denoted by step 78. This request may identify the browser, and may be a request for any cookies stored for the browser.

In response, the cookie store module 14 returns a reply to the request, the reply being transmitted on communication line 7. This is denoted by step 79. The reply will comprise any stored cookie information defined as required by the request.

The tag module 3 then transmits any retrieved cookie information for the browser to the digital assistant server 9 on communication line 11.

The digital assistant server 9 is then able to determine if the browser has previously accessed a web page associated with the retailer.

In order to make this determination, the digital assistant server uses the cookie information which has been returned from the browser.

The above example refers to one previously visited web page, but of course this could apply to two or more previously visited web pages.

If the digital assistant server 4 determines that the browser 10 has previously been used to navigate to a web page of the website, then the digital assistant server operates to modify the web page displayed to the user accordingly. Whether the browser 12 has previously been used to navigate to a web page associated with the retailer website may be determined, for example by accessing Table 1.

As denoted by step 80, the digital assistant server 9 thus uses the information obtained by the tag functionality to determine whether the user has previously been presented with a web page associated with Retailer A (for example) .

If it is determined that the user 24 has not previously accessed a web page associated with Retailer A, then in a step 81 the website of Retailer A is simply displayed to the user in their browser.

If it is determined that the user has previously accessed a web page associated with Retailer A, then the process proceeds to a step 82.

The digital assistant server 9 uses the cookie information which has been returned for the browser. That cookie information may be a code which is linked to a web page of the website which was previously accessed. In order to obtain the product information associated with that web page, or other information associated with that web page, the digital assistant server communicates on communication line 15 with product server 13 as denoted by step 82. The digital assistant server 9 may provide to the product server the identifier of any previous web page access to the website, as derived by the tag functionality.

The product server 13 can optionally access the memory 17 via communication lines 19 to obtain details about the web page. This is denoted by step 83. The product server 13 then returns any obtained information to the digital assistant server 9, as denoted by step 84.

The digital assistant server 9 then modifies the delivery of a web page by the web application server 8a, by providing information on communication line 23a. This is denoted by step 85.

As with the first example, in this second example the customisation of the website is dependent on context, i.e. the journey the user has taken to get to the retailer website.

The processes of Figs. 3 and 4 may be presented alone or in combination.

In summary therefore the first embodiment allows a user experience in accessing a retailer/advertiser website following a post view conversion to be customised based on the user journey to the website. The customisation may be based on a previous view of an advert, or a previous view of a retailer/advertisers website .

A second embodiment concerned with post click conversions is now described with further reference to Fig. 5.

In a step 90, a user navigates with their browser to a webpage of a first website. For example, the browser 12 is controlled to navigate to a web page 34a associated with the web application server 6a.

In a step 91, an advert is displayed on that web page, which advert is associated with a retailer denoted as 'Retailer A' . For example, the advert 30a is associated with Retailer A. In addition to displaying the advert in the web page displayed to the browser, the advertising server 2 notifies the cookie server 4 on communication line 33 of the display of the advert to the specific browser, as denoted by step 92. Thus the advertising server 2 may provide the cookie server 4 with an identifier of the displayed advert, and an identifier of the browser in which the advert was displayed.

In a step 93, the cookie server 4 places a cookie into browser 12 to indicate that the advert 30a has been displayed on a web page which the user has navigated to, using communication line 36. This cookie is stored into the cookie store module 14.

As denoted by step 94 , the user navigates to a second web page. This may, for example, be navigating the browser 12 to the web page 38b.

As denoted by step 95, the cookie server 4 is notified of this access by the browser.

As denoted by step 96 the cookie server 4 places a cookie into the cookie store module 14 of the browser 12, to record that the browser navigated to a web page of the website. This cookie may record any specifics of the navigation, such as particular web pages navigated to, products viewed, or offers viewed. Multiple cookies may therefore be created and stored.

The user then navigates to a third web page using the browser, as denoted by step 97. The third web page may for example be web page 34c, and advert 30c may be then displayed as denoted by step 98.

As denoted by step 99, the user clicks on the displayed advert, e.g. advert 30c. As denoted by step 100, the browser is then navigated to a web page associated with the advert clicked on. This may be web page 38a.

As denoted by step 101, on navigation to the web page associated with the web site of Retailer A, the digital assistant server 9 is triggered.

The tag module 3 is associated with the digital assistant server 9, and on access to the web page of the retailer the functionality of the tag module is initiated, preferably under the control of the digital assistant server 9. Thus as denoted by step 102, after the digital assistant server 9 is triggered, or as part of triggering the digital assistant, tag functionality is enabled.

On an access to the web page 38a by the browser 12, the tag module 3 receives an identity of that browser on communication line 5a. This is denoted by step 103.

The tag module 3 thus transmits a request on communication line 7 to the cookie store module 14. This is denoted by step 104. This request may identify the browser, and may be a request for any cookies stored for the browser.

In response, the cookie store module 14 returns a reply to the request, the reply being transmitted on communication line 7. This is denoted by step 105. The reply will comprise any stored cookie information defined as required by the request. The tag module 3 thus transmits any retrieved cookie information for the browser to the digital assistant server 9 on communication line 11. The digital assistant server 9 is then able to determine if the browser has previously accessed a web page on which an advert associated with the retailer has been presented, prior to clicking on the specific advert for the retailer.

In order to make this determination, the digital assistant server uses the cookie information which has been returned from the browser. That cookie information may, for example, be a code, which code is linked to an advert which was displayed on a previously visited web page, such as a code associated with advert 30a.

Whilst this example refers to determining if a web page having an advert for the retailer has previously been viewed, it can also be determined if a web page of the retailer has previously been viewed.

As denoted by step 106, the digital assistant server

9 thus uses the information obtained by the tag functionality to determine whether the user has previously been presented with an advert associated with Retailer A (for example) .

If it is determined that the user 24 has not been previously presented with an advert associated with Retailer A, then in a step 107 the website of Retailer A is simply displayed to the user in their browser.

If it is determined that the user has previously been presented with an advert associated with Retailer A, then the process proceeds to a step 108.

The digital assistant server 9 uses the cookie information which has been returned for the browser. That cookie information may be a code which is linked to an advert which was displayed on a previously visited web page, such as a code associated with advert 30a. In order to obtain the product information associated with this advert code, the digital assistant server communicates on communication line 15 with product server 13 as denoted by step 108. The digital assistant server 9 may provide to the product server the identifier of any advert which was displayed previously in the browser, as derived by the tag functionality.

The product server 13 in turn communicates with the advertising server 2 on communication line 21 to access the details of the displayed advert. This is denoted by step 109. The product server 13 may provide to the advertising server the identifier associated with the advert which has been identified.

The details of the displayed advert are returned to the product server 13 as denoted by step 110, identifying the product presented in the advert .

The product server 13 can optionally access the memory 17 via communication lines 19 to obtain additional details about the product, or the provision of the product by the retailer. This is denoted by step 111. The product server 13 then returns any obtained information to the digital assistant server 9, as denoted by step 112.

The digital assistant server 9 then modifies the delivery of a web page by the web application server 8a, by providing information on communication line 23a. This is denoted by step 113.

The process of Fig. 5 may be presented alone, or in combination with any example relating to the first embodiment .

It can be noted that the examples of Figs. 3 to 5 can be combined by selecting various parts of each. For example, in Figure 5, the cookies can be used by the digital assistant to determine if an advert of the retailer has been displayed on a web page previously accessed, or if a web page of the retailer has previously been accessed, or both. There may have been multiple adverts previously displayed without being clicked, and there may have been multiple web pages of the retailer previously visited. This can all be analysed in customising the web site experience.

A third embodiment is concerned with accessing web sites based on specific search terms.

For example, a user enters a search term into a search engine. The search term may comprises a plurality of words. The plurality of words are used by the search engine to perform a search.

Reference can be made to Fig. 6(a), which illustrates an illustrative display which may be presented in a browser. There is displayed a window 100, which has a URL field 102 within which the URL of the search engine is presented, as denoted by reference numeral 104. There is provided field 105 within which the user can enter search terms. In this example, the user has entered the search terms "family holiday" .

The search engine conducts the search in a standard way, and the search results are presented in the window as shown in Fig. 6(b) . The window 100 now presents the search results. Three search results 106a to 106c are illustrated, and the first of the search results is a sponsored result - effectively an advert relating to the conducted search.

The URL field includes information which relates to the conducted search. As can be seen in Fig. 6(b), in this example the URL field comprises the actual search terms: "family" and "holiday". In different examples the exact terms may not be used, but the URL field may include information which directly links back to the search terms .

The search conducted is enhanced, in this third embodiment, by incorporating the principles of the above described examples. Reference can be further made to Fig.

7.

In a step 120, a user enters search terms into a search engine query field displayed in the user browser, such as shown in Fig. 6(a) .

In a step 121, the search engine presents search results in the user browser, such as shown in Fig. 6 (b) .

In a step 122, information associated with the search is determined by examining the user browser. For example, if the search engine is associated with web application server 8b, then the cookie server may be configured to extract this information from the URL field in web page 38b. In a step 123, the cookie server 4 places a cookie into the browser, together with an identity of the search terms used.

Preferably a cookie is placed in the user browser identifying the search terms. Preferably, the search terms are identified, and the cookie placed in the user browser, on the user navigating to a web page presented in the search results.

As denoted by step 124, the user 24 may then navigate using their browser 12 to web pages associated with second or further subsequent websites. Navigating to these web pages may involve further adverts being displayed to the user, and further cookies being utilised to track the display of these adverts to the user. Thus further cookies may be stored in the browser of a user.

Subsequent to browsing one or more websites associated with web application servers 6, such as web pages 34a to 34c, on which adverts are displayed, the user 24 may control the browser 12 to navigate to a web page associated with a retailer website, i.e. one of the websites 38a, 38b associated with web application servers 8a, 8b. In this example it is assumed that each of the web application servers 8 is associated with a retailer that is generating adverts for display on at least one of web pages 34a, 34b, 34c via the advertising server 2.

As denoted by step 125, the user navigates with their browser to a web page of the website associated with the retailer 'Retailer A' . For example, the web page 38a may be a web page of the website of Retailer A. The web page 38a is served by the web application server 8a. As denoted by step 126, on navigation to the web page associated with the web site of Retailer A, the digital assistant server 9 is triggered.

The tag module 3 is associated with the digital assistant server 9, and on access to the web page of the retailer the functionality of the tag module is initiated, preferably under the control of the digital assistant server 9. Thus as denoted by step 127, after the digital assistant server 9 is triggered, or as part of triggering the digital assistant, tag functionality is enabled.

On an access to the web page 38a by the browser 12, the tag module 3 receives an identity of that browser on communication line 5a. Communication line 5b provides a similar function for access to web pages associated with web application server 8b. This is denoted by step 128.

The tag module 3 thus transmits a request on communication line 7 to the cookie store module 14. This is denoted by step 129. This request may identify the browser, and may be a request for any cookies stored for the browser.

In response, the cookie store module 14 returns a reply to the request, the reply being transmitted on communication line 7. This is denoted by step 130. The reply will comprise any stored cookie information defined as required by the request.

If the digital assistant server 4 determines that the browser 10 has previously been used to conduct a search using search terms which can be retrieved from the browser then the digital assistant server operates to modify the web page displayed to the user accordingly.

As denoted by step 131, the digital assistant server 9 thus uses the information obtained by the tag functionality to determine whether the user has previously utilised search terms in conducting a search.

If it is not identified that the user 24 has previously utilised search terms in conducting a search, then in a step 132 the website of Retailer A is simply displayed to the user in their browser.

If it is identified that the user has previously utilised search terms, then the process proceeds to a step 133.

The digital assistant server 9 uses the cookie information which has been returned from the browser. That cookie information may, for example, be a code, which code is linked to specific search terms, or may be the search terms themselves. In order to obtain product information associated with these search terms the digital assistant server may communicate on communication line 15 with product server 13 as denoted by step 133. The digital assistant server 9 may provide to the product server the identifier of any search terms which are obtained in the browser, as derived by the tag functionality.

The product server 13 can optionally access the memory 17 via communication lines 19 to obtain additional details about products/services which may be relevant to the search terms, or to interpret a code associated with the search terms. This is denoted by step 134.

The product server 13 then returns any obtained information to the digital assistant server 9, as denoted by step 135.

The digital assistant server 9 then modifies the delivery of a web page by the web application server 8a, by providing information on communication line 23a. This is denoted by step 136.

Details of each of the first to third embodiments may be combined.

In all described embodiments/examples, the website is customised when presented in the user browser by preferably displaying a web page of the digital assistant, on which the information which has been determined based on the history is presented.

There are described examples in which an advert is displayed on a web page, such as advert 30a. In practice multiple adverts may be displayed on that web page, associated with the same or different retailers. Advertisers pay for adverts to be displayed on web pages of websites. The websites 6 themselves may not be associated with retailers, and may be for example news websites, sports websites etc.

The described embodiments/examples utilise cookies. However the invention is not limited to the use of cookies. In general a record is made of a browser activity, which advantageously uses cookies but the record may be kept in other ways. Techniques other than utilising cookies may be employed. The digital assistant server 4 determines history from the cookies in the browser 12 of the user 24, but in general is able to access a record of the user's activity in order to make this determination of history. The history is the context of the user's journey.

The digital assistant server 9 may be configured to trigger on every new access by a browser to a website with which the digital assistant functionality is associated. For example an access by browser 12 to web application server 8a. In the exemplary illustration of Figure 1, the tag module 3 is shown as performing this functionality of the digital assistant server 9. When the browser 12 is controlled by the user 24 to navigate to one of the web pages 38a, 38b, for example to web page

38a, the tag module 3 executes a function to determine access cookies associated with browser 12. It will be understood that the tag module 3 will access an appropriate cookie store associated with any browser for which access to the retailer website is identified. The tag module represents the functionality carried out to access the cookie store. This functionality may be provided on the digital assistant server. The request from the tag module to the cookie store may be specific, being limited to cookies of a certain type, rather than to retrieve all cookies in the browser.

The tag module 3 may comprise a software module running a JavaScript, which is executed on access by a browser to a web application server for which the functionality associated with the tag module has been enabled. The tag module may be a HTML tag that loads a JavaScript in a web browser, that for example being the web page of the digital assistant. The tag module functionality may be implemented on a server such as the digital assistant server 9, or may be called by the digital server 9 when needed to be executed. The java script of the digital assistant may be overlaid, and installed above an existing page.

The described examples refer to one product, but an advert could identify two or more products. In addition the advert may not be for a product. It may, for example, be for a service or offer of some sort, such as a discount offer generally for a retailer.

Further, there may not be specifically displayed an advert. There may for example be displayed a graphic, which is reflected or surfaced in a creative that is seen before by a user, rather than (or in addition to) the advert .

It can be understood that in general terms what is displayed to the user is content which can be linked such that a subsequent experience can be customised in dependence on it. That is, a history is created for future reference.

Whilst the examples set out concern personalising the website experience by modifying the display to a user based on an advert that has previously been presented to them, this is not necessarily a modification to provide a product that was associated with that advert. For example, an advert which is displayed on a web page that a user visits may be a prospecting advert. A prospecting advert may provide an offer, such as a discount code to be used on a retailer website. Thus, the web page presentation to the user is modified in accordance with that offer, rather than in accordance with a specific product. It is desirable only to provide such a discount, or in general the offer of a prospecting advert, to the user who has been presented with the advert, rather than generally to any user who navigates to the website of the retailer. If the prospecting advert is for a discount or other promotional code, for example, it is desirable to only present that discount to the user to who an advert relating to the offer was previously presented, and not give the discount to any user who visits the retailer website. This is achieved by customising the user experience so that the offer associated with the prospecting advert is presented to a user having a history indicative that they have previously been presented with the prospecting advert (through a cookie for example) .

The information provided by the digital assistant server 9 will be to personalise the web site experience, by controlling the display of the web page to be personalised according to the history details, such as the details of the advert viewed, the web page previously visited, or the search terms identified.

In the above, there has been described that the digital assistant server 4 places a cookie in the browser when the browser accesses a website with a displayed advert or accesses a web page associated with a -retailer. The same techniques can be applied to other scenarios. An example alternative scenario is when social media is accessed. When a user reads specific content, the digital assistant may place a cookie to the browser indicating that the specific content has been read. If the user then ultimately accesses a website associated with a brand that was discussed or referred to in the social media content, then the link can be made to allow the user access to the website to be similarly customised. A previous view of social media content may thus linked to a retailer or advertiser. This is an example where there may not be a specific advert for a product.

A source of paid traffic is recognised. When a user navigates to a retailer webpage, there history is used to determine if they have previously been presented with an advert (for example) from that retailer, so as to customise the experience for that user.

The customisation of the webpage to the user is therefore dependent on context, i.e. the journey the user has taken to get to the retailer website.

As above, embodiments and examples as described may be combined in any combination. Details of the method of Figs. 3 to 7 , and any part thereof, may be combined.

A rule for attributing a conversion to a click or impression may be "clicks trump impressions" . Therefore, for example, if a user views 6 adverts and then clicks on one before converting at a later date, then the impressions that were served before the click may not be given any significance in the conversion or may be presented lower down a presented list. The invention is preferably concerned with any inbound source that is paid for, and how that is surfaced (displayed) in the digital assistant. The digital assistant is concerned with interpreting data which is tracked and collected, and determining a trigger based on that .

The digital assistant 4 works across advertisers, and may be integrated with advertising engines. The invention does not require retailers to work together, of for any relationship with retailers of any website on which adverts are displayed. No relationship is required with the website provider, the relationship is with the advertiser .

The described examples relate to web pages of websites, on whatever type of device they are displayed, such as mobile phones, laptops, tablets, PCs etc. Reference to a web page can also be considered as reference to a displayed page of an app, for example displayed on a mobile device. Thus a web page may be understood as a page of a website or a displayed page of an app. The invention applies to websites and mobile apps, and more generally to interactive presentation of content to a user, preferably in a browser.

Any method or process described may be a computer implemented method or process. Any method or process may be embodied as computer program code which, when executed on a computer program product (or products) , implements the method or process described. A computer program product, such as a non-transitory medium, may store such computer program code .

The invention has been described with reference to embodiments and examples. The invention may be embodied in a form that does not provide all of the features, benefits and implementation details described. Some of the features described above may be omitted or may be implemented differently than described.

Claims

CLAIMS :

1. A method of customising delivery of a website to a user, comprising the steps of:

identifying an access to the website by a browser associated with the user;

determining previous access to content by the browser;

customising the website presentation based on the previous access; and

delivering the customised presentation of the website to the browser of the user.

2. The method of claim 1 wherein the step of determining previous access to content associated with that website by the browser comprises accessing stored data for the browser.

3. The method of claim 2 further comprising the step of , on the previous access , storing details of that previous access by the browser .

4. The method of claim 3 further comprising the step of , on the previous access , storing a cookie in the browser .

5. The method of any one of claims 1 to 4 wherein the previous access is associated with the website .

6. The method of any one of claims 1 to 5 wherein the previous access was to a web page on which an advert associated with the website was displayed, wherein the website presentation is customised in dependence on the advert .

7. The method of any one of claims 1 to 6 wherein the previous access was to a web page associated with the website, wherein the website presentation is customised in dependence on that previously accessed web page.

8. The method of any one of claims 1 to 4 wherein the previous access comprised executing a search, wherein the website presentation is customised in dependence on the search terms entered on that previous access.

9. The method of any one of claims 1 to 8 wherein if it is determined that there has been no previous access, the website is presented without customisation.

10. The method of any one of claims 1 to 9 wherein if it is determined that there has been previous access , then stored details associated with the previous access are accessed.

11. The method of claim 10 wherein the stored details comprise a code identifying the previous access , the method comprising retrieving information relating to that code , which information is used to customise the website presentation .

12. The method of any one of claims 1 to 11 wherein the step of customising the website presentation comprises adapting the display of a web page associated with the website .

13. A system for providing delivery of a customised website to a user, the system being configured to:

identify an access to the website by a browser associated with the user;

determine previous access to content by the browser; customise the website presentation based on the previous access; and

deliver the customised presentation of the website to the browser of the user.

14. The system of claim 13 further configured to access stored data for the browser.

15. The system of claim 14 further configured to store details of that previous access by the browser.

16. The system of claim 15 further configured to, on the previous access , store a cookie in the browser .

17. The system of any one of claims 13 to 16 wherein the previous access was to a web page on which an advert associated with the website was displayed, wherein the system is further configured to customise the website presentation in dependence on the advert .

18. The system of any one of claims 13 to 17 wherein the previous access was to a web page associated with the website, wherein the system is further configured to customise the website presentation in dependence on that previously accessed web page.

19. The method of any one of claims 13 to 18 wherein the previous access comprised executing a search, wherein the system is further configured to customise the website presentation in dependence on the search terms entered on that previous access .

20. A computer program product for storing computer program code which, when executed on a computer, performs the method of any one of claims 1 to 12.