Mediation for auxiliary content in an interactive environment

[Cross-reference of related applications] This application claims the priority benefit of US Patent Application No. 11 / 759,143 by the same applicant filed June 6, 2007, the entire disclosure of which is incorporated herein by reference.

This application relates to US Patent Application No. 11 / 759,155 by the same applicant filed June 6, 2007, the entire disclosure of which is incorporated herein by reference.

[Technical field] The present invention relates to advertising, and particularly to delivering advertising content in an interactive environment.

With the growth of the Internet and the rise of interactive entertainment such as video games, there are more opportunities to advertise in video games. Initially, ads were statically placed within the video game. As video game consoles with internet connectivity became available, it became possible to update the advertisements that appeared in video games. This paves the way for game console manufacturers and video game makers to make money by selling advertising space in video games to advertisers. Advertising content often changes based on the nature of video game titles. On top of that, one ad space in the game is more valuable than another. In addition, advertising companies change over time as one ad phases out and another phases in. Therefore, it is useful to have a system that determines which ads should be placed in a particular space for a particular video game over a particular period of time.

<p> Conventionally, a video game machine connects with a distribution server that determines an advertisement to be placed in a specific advertisement space in the game in consideration of the game title, date and time, year and month, and the like. Often the actual advertising content is stored on a separate server known as the content server. In some cases, the distribution server orders the game console to contact a particular content server and request one or more content files containing content for a particular advertising space. Then, the game machine can directly contact the content server and request the specified file.</p><p> Embodiments of the present invention have been considered in this context.</p>

<p> A computer-implemented method for retrieving ancillary content on a client device configured to interact with an interactive environment, with steps to contact the arbitration server and contact from the arbitration server to the distribution server. It includes a step of receiving the destination information and a step of contacting the distribution server using the contact information with a request for advertisement content information for the auxiliary content space in the interactive environment.</p>

<figref num="1">It is the schematic of the auxiliary content distribution system which concerns on embodiment of this invention.</figref><figref num="2">It is a flow diagram explaining the distribution of the auxiliary content which concerns on embodiment of this invention.</figref><figref num="3">It is a block diagram explaining the client device which concerns on embodiment of this invention.</figref><figref num="4">It is a block diagram explaining the arbitration server which concerns on embodiment of this invention.</figref>

The detailed description below includes many specific details for explanation, but many changes and modifications to them are also included in the technical scope of the present invention by anyone skilled in the art. You will understand. Therefore, preferred embodiments of the invention described below are described without compromising or limiting the universality of the claimed invention.

As shown in FIG. 1, the auxiliary content distribution system 100 includes an arbitration server 102, one or more client devices 104, and one or more distribution servers 106. The arbitration server 102, the client device 104, and the distribution server 106 are configured to communicate over the network 101. As an example, without loss of generality, network 101 is a two-way digital communication network. The network 101 may be a local area network or a wide area network such as the Internet. The network 101 may be implemented using an infrastructure such as a CATV bidirectional network, ISDN or xDSL high speed network to enable network connectivity that implements the embodiments of the present invention.

As an example, but not limited to, the client device 104 may be a game console. Examples of commercial game consoles include Microsoft's Xbox (trademark or registered trademark) in Washington Redmond, Nintendo Wii (trademark or registered trademark) in Kyoto, Japan, and Sony Computer Entertainment's PlayStation 3 in Tokyo, Japan. Includes PlayStation (trademark or registered trademark) devices. Xbox (Trademark or Registered Trademark) is a registered trademark of Microsoft in Redmond, Washington. PlayStation (trademark or registered trademark) is a registered trademark of Sony Computer Entertainment Inc. in Tokyo, Japan. Wii (trademark or registered trademark) is a registered trademark of Nintendo in Kyoto, Japan. Alternatively, the client device may be any other type of device having network capabilities capable of receiving and utilizing auxiliary content. Such devices include, but are not limited to, mobile phones, personal computers, laptop computers, television set-top boxes, mobile internet access devices, mobile email devices, mobile video game devices, personal digital assistants, digital digital assistants. A music player and the like are included. Further, the client device 104 may include the functions of two or more devices in the examples listed above.

Each client device 104 is configured to submit input to the arbitration server 102. The arbitration server 102 is configured to receive an input from the client device 104 and send contact information to the distribution server 106 to the client device 104 in response to the input. Each client device 104 also receives contact information from the arbitration server 102 and uses that contact information to contact one or more distribution servers 106 to provide auxiliary content within the interactive environment implemented on the client device 104. It is configured to request the distribution server 106 for advertising content information for the space. The distribution server 106 is configured to serve requests for ancillary content information from one or more client devices 104.

Here, the term auxiliary content means content provided free of charge to the client device 104 in the form of, for example, text, still images, videos, animations, sounds, applets, 3D content, and the like. As an example, but not limited to, in the context of an interactive environment, for example, video games, 3D content may include information about images or simulations involving 3D. Examples of such information extend from static geometry to partial or overall game levels with expressive interactivity of the game title itself. Examples of ancillary content include advertising, public service announcements, software updates, interactive game content, and more. Auxiliary content appears at one or more predetermined locations or times in the simulated environment generated by the client device 104. Here, the term simulated environment refers to text, still images, videos, animations, sounds, and the like generated by the client device 104 during user-initiated operations on the client device 104. As an example, but not limited to, a simulated environment is a scene in a video game represented by text, still images, moving images, animations, and sounds presented to the user by the client device 104.

Client device 104 retrieves auxiliary content assets from one or more content servers 108. The delivery server 106 determines which particular item of auxiliary content belongs to a particular space or time in the simulated environment generated by the client device 104. Each distribution server 106 is responsible for delivering auxiliary content to client devices 104 in different regions. The arbitration server 102 acts as an intermediary between the client device 104 and the distribution server 106. In an embodiment of the invention, the arbitration server 102 determines which distribution server 106 handles the distribution of auxiliary content to client devices in a particular region. The arbitration server 102 has an existing trust relationship with each client device 104. Such an existing trust relationship may be established, for example, with a cryptographic key pair. The management of a plurality of distribution servers 106 may be delegated by utilizing the existing trust relationship between the client device 104 and the arbitration server 102.

As an example, a trust relationship may be established using public key cryptography, also known as asymmetric cryptography. This form of cryptography uses a pair of cryptographic keys called a public key and a private key. The private key is kept secret, but the public key may be widely distributed. Although these keys are mathematically related, the private key cannot be practically derived from the public key. Messages encrypted with the public key can only be decrypted with the corresponding private key. Examples of well-known asymmetric key technologies include, but are not limited to, Diffy Hellman, DSS (Digital Signature Standard) incorporating digital signature algorithms, Elgamal elliptic curve technology, password authentication key agreement technology, and PKCS cryptographic algorithms. There is.

Specifically, the arbitration server 102 may use the private key to generate a public key to be transmitted to the client device 104. The arbitration server 102 uses the public key to encode the message sent to the client device 104 and decodes the message received from the client device. The client device 104 uses the public key to encode the message sent to the arbitrator server 102 and decodes the message received from the arbitrator.

Such encryption between the client device 104 and the arbitration server 102 is used to verify that the arbitration server 102 is authentic and not spoofing. To achieve this, the arbitration server 102 has a private key and the client device 104 has a public key generated from the private key. When the arbitration server 102 communicates with the client device 104, the arbitration server 102 uses the private key to encrypt the message. The client device 104 uses the public key to decrypt the message, which is not enough information to encrypt the message in the same way that the arbitration server 102 encrypts it with the private key. If a spoof tries to generate his message by pretending to be the arbitration server 102, the client device 104 will not be able to decrypt the message. Since the impersonator does not have the mediator's secret encryption key, there is no way for the impersonator to accurately encrypt the message in a way that the client can decrypt.

As an example, the auxiliary content delivered by System 100 without loss of generality includes advertising content. Selecting advertising content and targeting such content to device 104 is managed by one or more campaign servers 110 connected to network 101. The advertiser uploads the advertising content to the content server 108 via the campaign server 110. Advertisers are also assigned regional responsibility for distributing advertising content among distribution servers 106 using campaign server 110. The advertiser then delegates the management of such allocations to the arbitration server 102. For example, the arbitration server 102 provides an encryption URL and an encryption key to facilitate communication between the campaign server 110, the distribution server 106, and the content server 108.

In one embodiment, system 100 further includes one or more reporting servers 112 connected to network 101. Client device 104 reports user activity with respect to auxiliary content. For example, in the case of auxiliary content in the form of an advertisement, the client device 104 is configured to report to the reporting server 112 information about whether the advertisement was displayed and whether it impressed the user. An example of such an impression report is described, for example, in U.S. Patent Application No. 11 / 241,229, filed on September 30, 2007, with a common assignee, the full contents of which are incorporated herein by reference. .. In certain embodiments, the arbitration server 102 also provides the URL of the reporting server 112 and an encryption key for communicating with the reporting server.

As shown in FIG. 2, the system 100 is configured to deliver auxiliary content according to the method 200 according to the invention. Various aspects of Method 200 are implemented by executing computer-executable instructions running on arbitration server 102, client device 104, distribution server 106, and / or content server 108. Specifically, the client device 104 is configured to implement the client device step 210, for example by appropriate programming. Then, the arbitration server 102 is configured to implement the arbitration server step 220. Further, the distribution server 106 and the content server 108 are configured to implement the distribution server step 230 and the content server step 240, respectively.

Specifically, as indicated by reference numeral 211, the client device 104 submits the input 202 to the arbitration server 102. Input 202 identifies the simulated environment generated by client device 104 and provides information that facilitates secure communication between client device 104 and arbitration server 102. As an example, if the client device is generating a simulated environment in the form of a video game, input 202 will include the game title. In addition, input 202 includes a region identifier associated with client device 104. Further, the input 202 is encrypted according to the predetermined arbitration encryption key 201. The arbitration encryption key 201 is configured to facilitate secure communication between the client device 104 and the arbitration server 102. As an example, the arbitration encryption key 201 is a public encryption key generated by the arbitration server 102 using the secret encryption key 203. A computer instruction that implements client device step 210 prevents the client device 104 from correctly decrypting the contact information 202 unless the contact information 202 was encrypted on the arbitration server 102 with the private encryption key 203. It is composed.

As indicated by reference numeral 221 the arbitration server receives the input 202 from the client device 104 and sends the distribution server contact information 204 to the client device 104 in response to the input 202. For example, at reference numeral 222, the arbitration server determines which distribution server 106 is responsible for handling auxiliary content for the client device 104 based on input 202. As an example, the arbitration server looks up a table that associates distribution server 106 with a particular region, game title, or other criterion defined by input 202. In addition, load distribution considerations may be incorporated into the process of determining the distribution server 106 of reference numeral 222. For example, if two or more distribution servers 106 are responsible for the same region and game title, the arbitration server 102 selects from these distribution servers the server with the lowest current number of services for requests for auxiliary content information. Once the appropriate distribution server 106 is determined, the arbitration server 102 transmits contact information 202 for that distribution server 106 as indicated by reference numeral 224. The contact information 204 includes a network address or URL for one or more distribution servers 106. In addition, the contact information 204 further includes one or more encryption keys 205 configured to facilitate secure communication between the client device 104 and the distribution server 106. As an example, the encryption key 205 is a public key. The contact information may also include a URL and encryption key for the reporting server 112.

The client device 104 receives contact information 204 from the arbitration server 102 and uses that contact information to contact one or more distribution servers 106 for an auxiliary content space in an interactive environment implemented on client device 104. Request auxiliary content information. Specifically, at reference numeral 213, the client device 104 transmits a request 206 for the auxiliary content information to the distribution server 106 specified by the contact information 204 from the arbitration server 102. Request 206 is encoded using the included encryption key 205. The distribution server 106 serves requests for auxiliary content information from one or more client devices 104. Specifically, the distribution server 106 receives the request 206 as indicated by reference numeral 232. The distribution server 106 then determines which of the one or more content servers 108 includes auxiliary content for the client device 104, as indicated by reference numeral 234. In some cases, auxiliary content for different spaces in the simulated environment is stored on different content servers 108. After deciding which content server 108 contains the content for the client device 104, the distribution server sends the content information 207 to the client device as indicated by reference numeral 236. The content information further includes information indicating which auxiliary content assets should be displayed in the given auxiliary content space in the simulated environment generated by the client device 104.

As an example, content information 207 provides information for one or more auxiliary content spaces. Each auxiliary content space information includes a space identifier, a list of one or more assets associated with each space identifier, and one or more addresses, eg, one or more for one or more selected content servers 108 from which assets are downloaded. URL is included. Note that two or more different content servers 108 may be associated with each auxiliary content space. Specifically, this information may be in the form of a list or table associated with each auxiliary content space. The list identifies a list of filenames for one or more auxiliary content spaces using space identifiers, one or more URLs, and one or more corresponding auxiliary content assets that can be downloaded from each URL. For example, content files A, B, and C are downloaded at URL1, URL2, and URL3 for auxiliary content spaces 1, 2, and 3, respectively.

After receiving the content information 207 as indicated by reference numeral 214, the client device 104 sends one or more content requests 208 to one or more selected content servers 108 as indicated by reference numeral 215. The content request to each selected content server 108 includes a list of auxiliary content files to be downloaded from the content server 108. Such a list can be retrieved from the content information 207 obtained from the distribution server 106. After receiving content request 208 as indicated by reference numeral 242, the content server receives ancillary content asset 209 (eg, text, image, video, audio, animation or other) corresponding to the requested content, as indicated by reference numeral 244. File) is sent. The client device 104 then receives the asset 209 at reference numeral 216 and, optionally, uses the asset 209 to display auxiliary content and store the asset, as indicated by the reference numeral 217. As an example, a simulated environment in the form of a video game includes one or more advertising spaces, such as a bulletin board. Such spaces are depicted as images that represent visually displayed in-game scenes, landscapes, and backgrounds. Advertising content is displayed in such spaces and is displayed using content asset 209 during the normal operation of the game. Alternatively, the advertising content asset 209 is stored in computer memory, hard drive at a location associated with the advertising space and is displayed later.

As an example, the client device is configured as shown in Figure 3. FIG. 3 is a block diagram illustrating components of the client device 300 according to the embodiment of the present invention. As an example, without compromising generality, the client device 300 is a computer system such as a personal computer, video game console, personal digital information device, or other digital device suitable for implementing embodiments of the present invention. Implemented as. Client device 300 includes a central processing unit (CPU) 305 configured to run software applications and optionally an operating system. CPU305 may include one or more processor cores. Although not limited as an example, the CPU 305 may be a parallel processor module such as a cell processor. An example of a cell processor architecture is described in detail in "Cell Broadband Engine Architecture". It is copyrighted by IBM, Sony Computer Entertainment, and Toshiba on August 8, 2005, and a copy can be downloaded from http://cell.scei.co.jp/. The whole is incorporated here by reference.

Memory 306 is connected to CPU 305, which stores applications and data used by CPU 305. The memory 306 may be in the form of an integrated circuit such as RAM, DRAM, or ROM. The computer program 303 is stored in memory 306 in the form of instructions that can be executed on processor 305. The instructions in program 303 are configured to implement, for example, a step in the method of auxiliary content delivery as described above for client device step 210 in FIG. As an example, program 303 is an instruction to contact the arbitration server, receive the contact information of the distribution server from the arbitration server, and contact the distribution server with a request for auxiliary content information for the auxiliary content space in the interactive environment. including. Program 303 works in conjunction with instructions that are configured to implement an interactive environment. As an example, such instructions are part of a main program 307, such as a video game program. The client device 300 is configured to transmit the region identifier for the client device 300 and the information corresponding to the title of the video game program to the arbitration server by proper programming of the program 303. The main program may call program 303 as a function or subroutine. Alternatively, the main program 307 may be a program for interacting with the virtual world. The virtual world is described in U.S. Patent Applications 11 / 682,281, 11 / 682,284, 11 / 682,287, 11 / 682,292, 11 / 682,298, and 11 / 682,299, which the assignees have in common. It has been, and all its contents are incorporated here by reference.

Further, the encryption key 301 may be embedded in the memory 306. The encryption key is configured to facilitate secure communication with the arbitration server as described above. As an example, the encryption key 301 is a public key generated by the arbitration server using the private key.

The client device 300 may also include known support functions 310 such as input / output (I / O) device 311, power supply (P / S) 312, clock (CLK) 313 and cache 314. The client device 300 may further include a storage device 315 that provides non-volatile storage for applications and data. Storage device 315 may be used as temporary or long-term storage for auxiliary content asset 316 downloaded from the content server. As an example, the storage device 315 is a fixed disk drive, removable disk drive, flash memory device, tape drive, CD-ROM, DVD-ROM, Blu-ray (trademark or registered trademark), HD-DVD, UMD, and other optical storage devices. It may be.

One or more user input devices 320 may be used to convey user input from one or more users to the computer client device 300. For example, one or more user input devices 320 may be connected to the client device 300 via the input / output device 311. Examples of suitable input devices 320 include keyboards, mice, joysticks, touchpads, touch screens, light pens, still / video cameras, and / or microphones. The client device 300 may include a network interface 325 that aids in communication over the electronic communication network 327. Network interface 325 may be configured to implement wired or wireless communication over local area networks and wide area networks such as the Internet. The client device 300 can use one or more message packets 326 on network 327 to send and receive requests for data and / or files.

The client device 300 further includes a graphics subsystem 330 with a graphics processing unit (GPU) 335 and graphics memory 340. The graphics memory 340 includes a display memory (eg, a frame buffer) used to store pixel data for each pixel of the output image. The graphics memory 340 may be integrated in the same device as the GPU 335, may be coupled to the GPU 335 as a separate device, or may be implemented in the memory 306. Pixel data is provided directly from CPU 305 to graphics memory 340. Alternatively, the CPU 305 provides the GPU 335 with data and instructions that determine the desired output image. The GPU 335 uses it to generate pixel data for the output image. The data and instructions that determine the desired output image are stored in the memory 310 and the graphics memory 340. In certain embodiments, the GPU 335 is configured with, for example, appropriate programming or hardware configuration, an instruction that defines geometry, lighting, shading, texturing, motion, and / or camera parameters for the scene. It has a 3D rendering function to generate pixel data for the output image from the data. The GPU 335 further includes a programmable execution unit capable of executing shader programs.

The graphics subsystem 330 periodically outputs pixel data for an image from the graphics memory 340 that should be displayed on the display device 350. The display device 350 is any device capable of displaying visual information in response to a signal from the client device 300, including a CRT, LCD, plasma, and OLED display. The computer client device 300 provides an analog or digital signal to the display device 350. As an example, the display device includes a CRT or flat panel screen that displays text, numbers, graphical symbols, or images. In addition, the display 350 may include audio speakers that produce audible or detectable sound. To facilitate the generation of such sounds, the client device 300 is suitable for generating analog or digital audio output from the instructions and / or data provided by the CPU 305, memory 306, and / or storage 315. It also includes an audio processor 355.

The components of client device 300, including CPU 305, memory 306, assistive function 310, data storage device 315, user input device 320, network interface 325, and audio processor 355, are functionally connected to each other via the data bus 360. There is. These components are implemented in hardware, software or firmware, or a combination of two or more of them.

As an example, the arbitration server 400 is configured as shown in FIG. As an example, without loss of generality, the arbitration server 400 is implemented as a computer system or other digital device. The arbitration server 400 includes a central processing unit (CPU) 405 configured to run software applications and optionally an operating system. CPU405 may include one or more processor cores. Although not limited as an example, the CPU 405 may be a parallel processor module such as a cell processor.

Memory 406 is connected to CPU 405, which stores applications and data used by CPU 405. The memory 406 may be in the form of an integrated circuit such as RAM, DRAM, or ROM. The computer program 403 is stored in memory 406 in the form of instructions that can be executed on processor 405. The instructions in program 403 are configured to implement, for example, a step in the method of auxiliary content delivery as described above with respect to the arbitration server step 220 of FIG. Specifically, the arbitration server 400 is configured to receive input from the client device and send the contact information of the distribution server to the client device, for example, by appropriate programming of program 403. Contact information is configured to facilitate communication between the client device and the distribution server. The arbitration server 400 is configured to receive as input information corresponding to the region identifier for the client device and the title of the video game program by appropriate programming of program 403. The arbitration server 400 selects a specific distribution server from a plurality of distribution servers based on such an input. For example, memory 406 includes a cross-reference table 407 with a list of distribution servers configured by game titles and regions. Program 403 looks up the table to find the distribution server that corresponds to the region identifier and title in the input from the client device.

Further, the encryption key 401 may be embedded in the memory 406. The encryption key is configured to facilitate secure communication with the client device as described above. As an example, the encryption key 401 may be a private key used to generate a public key that can be transferred to a client device.

The arbitration server 400 may also include known support functions 410 such as input / output (I / O) device 411, power supply (P / S) 412, clock (CLK) 413 and cache 414. The arbitration server 400 may further include a storage device 415 that provides non-volatile storage for applications and data. The storage device 415 may be used as a temporary or long-term storage of contact information 416 such as a distribution server address or encryption key. As an example, the storage device 415 is a fixed disk drive, removable disk drive, flash memory device, tape drive, CD-ROM, DVD-ROM, Blu-ray (trademark or registered trademark), HD-DVD, UMD, and other optical storage devices. It may be.

One or more user input devices 420 may be used to convey user input from one or more users to the arbitration server 400. For example, one or more user input devices 420 may be connected to the arbitration server 400 via the input / output device 411. Examples of suitable input devices 420 include keyboards, mice, joysticks, touchpads, touch screens, light pens, still / video cameras, and / or microphones. The arbitration server 400 may include a network interface 425 that aids in communication over the electronic communication network 427. Network interface 425 may be configured to implement wired or wireless communication over local area networks and wide area networks such as the Internet. Client device 400 can use one or more message packets 426 on network 427 to send and receive requests for data and / or files.

The components of the arbitration server, including the CPU 405, memory 406, assistive function 410, data storage device 415, user input device 420, and network interface 425, are functionally connected to each other via the data bus 460. These components are implemented in hardware, software or firmware, or a combination of two or more of them.

Although preferred embodiments of the present invention have been described in full, various alternatives, variants and equivalents can be used. Therefore, the scope of the present invention is not determined with reference to the above description, but should be determined according to the claims, and includes the entire range of equivalents. Any of the features described herein may be combined with other features, whether preferred or not. Unless expressly stated in the claims, each item is in quantity of one or more. Unless explicitly stated in the claims using a phrase such as "means for", the claims shall not be construed as including the limitation of means plus function.