SYSTEM AND METHOD FOR ENABLING A USER TO AFFECT THE LOCATION OF A USER'S LISTING IN A WEB-BASED LIST

FIELD OF THE INVENTION

[0001] The present invention relates to computer data and information systems accessed over the Internet, and more particularly, to listings-based web sites, such as search engines, personals, classifieds, and social networking sites.

BACKGROUND SECTION

[0002] Web sites that generate lists of information pertaining to a particular topic are some of the most visited sites on the Internet. Search engines generate lists of links to online documents that are related to a keyword a user has typed into the search engine. Search engines use a complex, often confidential, algorithm for determining priority in a list. Online classified sites, such as "Craigslisf, include a variety of lists pertaining to particular topics, such as available apartments for rent, goods and services for sale, and requests for roommates. These lists are generally listed in either alphabetical order or in order of when they were submitted to the site for posting. Online personals are another very popular web-based destination. Listings of people in a given city, for example, looking for others for companionship or a relationship are provided to the visitor of the site. Commonly, the list is presented using a predetermined hierarchy.

[0003] As in the examples already mentioned, it is common for a user to be given the opportunity to pay for a premium location in the list or for space near the list (ie., Google's Adwords). In these prior art examples, a user can purchase this space either by paying a monthly fee to have a "premium" or "sponsored" listing, or bid on a "pay-per-click" amount. Disclosed herein is a novel approach for a

user to purchase premium space on a web site, particularly one whose function is central to displaying a web-based list.

SUMMARY

[0004] Various systems, methods, and apparatus are disclosed that facilitate the altering of the placement of a listing in a web-based list. A first embodiment may be construed as a method for enabling a user to affect the location of a user's listing in a web-based list. The method includes: receiving at least a first request from the user to purchase at least a first placement credit for a particular listing in the web-based list; and displaying the listing in the web-based list, whereby the location of the listing within the list is a function of the current placement credits of the listing relative to the current placement credits of the other listings in the list.

BRIEF DESCRIPTION OF THE DRAWINGS

[0005] The accompanying drawings incorporated in and forming a part of the specification, illustrate several aspects of the present invention, and together with the description serve to explain the principles of the invention.

[0006] FIG. 1 is an illustration of a screen shot of an exemplary web page of a web site that includes a premium location on the page for listings to be displayed in accordance with embodiments of the present invention.

[0007] FIG. 2 is a block diagram illustrating a system for providing a web site that generates lists and the pages that display the lists and other content that can be updated in accordance with embodiments of the present invention.

[0008] FIG. 3 is a flow chart illustrating a first embodiment of a method for enabling a user to affect the location of a listing in a web-based list and/or web page. [0009] FIG. 4 is a flow chart illustrating a second embodiment of a method for enabling a user to affect the location of a listing in a web-based list and/or web page. [0010] FIG. 5 is a flow chart illustrating an embodiment of a method for indexing listings in a web-based list and/or premium positions on a page in accordance with the present invention.

DETAILED DESCRIPTION

[0011] In the following description, for purposes of explanation, numerous specific details are set forth in order to provide a thorough understanding of the present invention. It will be evident, however, to one skilled in the art that the present invention may be practiced without these specific details. In some instances, well-known structures and devices are shown in block diagram form, rather than in detail, in order to avoid obscuring the present invention. These embodiments are described in sufficient detail to enable those skilled in the art to practice the invention, and it is to be understood that other embodiments may be utilized and that logical, mechanical, electrical, and other changes may be made without departing from the scope of the present invention.

[0012] Some portions of the detailed descriptions that follow are presented in terms of algorithms and symbolic representations of operations on data bits within a computer memory. These algorithmic descriptions and representations

are the means used by those skilled in the data processing arts to most effectively convey the substance of their work to others skilled in the art. An algorithm is here, and generally, conceived to be a self-consistent sequence of acts leading to a desired result. The acts are those requiring physical manipulations of physical quantities. Usually, though not necessarily, these quantities take the form of electrical or magnetic signals capable of being stored, transferred, combined, compared, and otherwise manipulated. It has proven convenient at times, principally for reasons of common usage, to refer to these signals as bits, values, elements, symbols, characters, terms, numbers, or the like.

[0013] It should be borne in mind, however, that all of these and similar terms are to be associated with the appropriate physical quantities and are merely convenient labels applied to these quantities. Unless specifically stated otherwise as apparent from the following discussion, it is appreciated that throughout the description, discussions utilizing terms such as "processing" or "computing" or "calculating" or "determining" or "displaying" or the like, refer to the action and processes of a computer system, or similar electronic computing device, that manipulates and transforms data represented as physical (electronic) quantities within the computer system's registers and memories into other data similarly represented as physical quantities within the computer system memories or registers or other such information storage, transmission or display devices.

[0014] The present invention can be implemented by an apparatus for performing the operations described herein. This apparatus may be specially constructed for the required purposes, or it may comprise a general-purpose computer,

selectively activated or reconfigured by a computer program stored in the computer. Such a computer program may be stored in a computer readable storage medium, such as, but not limited to, any type of disk including floppy disks, optical disks, CD-ROMs, and magnetic-optical disks, read-only memories (ROMs), random access memories (RAMs), EPROMs, EEPROMs, magnetic or optical cards, or any type of media suitable for storing electronic instructions, and each coupled to a computer system bus. 15] The algorithms and displays presented herein are not inherently related to any particular computer or other apparatus. Various general-purpose systems may be used with programs in accordance with the teachings herein, or it may prove convenient to construct a more specialized apparatus to perform the required method. For example, any of the methods according to the present invention can be implemented in hard-wired circuitry, by programming a general- purpose processor or by any combination of hardware and software. One of skill in the art will immediately appreciate that the invention can be practiced with computer system configurations other than those described below, including hand-held devices, multiprocessor systems, microprocessor-based or programmable consumer electronics, DSP devices, network PCs, minicomputers, mainframe computers, and the like. The invention can also be practiced in distributed computing environments where tasks are performed by remote processing devices that are linked through a communications network. The required structure for a variety of these systems will appear from the description below.

[0016] The methods of the invention may be implemented using computer software. If written in a programming language conforming to a recognized standard, sequences of instructions designed to implement the methods can be compiled for execution on a variety of hardware platforms and for interface to a variety of operating systems. In addition, the present invention is not described with reference to any particular programming language. It will be appreciated that a variety of programming languages may be used to implement the teachings of the invention as described herein. Furthermore, it is common in the art to speak of software, in one form or another (e.g., program, procedure, application...), as taking an action or causing a result. Such expressions are merely a shorthand way of saying that execution of the software by a computer causes the processor of the computer to perform an action or produce a result.

[0017] It is to be understood that various terms and techniques are used by those knowledgeable in the art to describe communications, protocols, applications, implementations, mechanisms, etc. One such technique is the description of an implementation of a technique in terms of an algorithm or mathematical expression. That is, while the technique may be, for example, implemented as executing code on a computer, the expression of that technique may be more aptly and succinctly conveyed and communicated as a formula, algorithm, or mathematical expression. Thus, one skilled in the art would recognize a block denoting A+B=C as an additive function whose implementation in hardware and/or software would take two inputs (A and B) and produce a summation output (C). Thus, the use of formula, algorithm, or mathematical expression as descriptions is to be understood as having a physical embodiment in at least

hardware and/or software (such as a computer system in which the techniques of the present invention may be practiced as well as implemented as an embodiment).

[0018] A machine-readable medium is understood to include any mechanism for storing or transmitting information in a form readable by a machine (e.g., a computer). For example, a machine-readable medium includes read only memory (ROM); random access memory (RAM); magnetic disk storage media; optical storage media; flash memory devices; electrical, optical, acoustical or other form of propagated signals (e.g., carrier waves, infrared signals, digital signals, etc.); etc.

[0019] One embodiment of the present invention may be implemented as computer software incorporated as part of an online social networking system. The system operates with a computer system using a Windows, Macintosh, UNIX, Linux or other operating system equipped with a Web browser application, or other Web-enabled device capable of connecting to the Internet or other network system. It should be noted that the term "Internet" is intended to encompass similar systems and nomenclature (i.e., World Wide Web or "www") comprising the capability to communicate and access information through a network, telephone connections, ISDN connections, DSL connections, cable modem, fiber optic network, etc. The present invention should not be limited in its communication nomenclature; the present invention is applicable to any system that is accessible by means of a Web browser, or other means of communicatively coupling one device or server to another.

[0020] Turning now to FIG. 1 , illustrated is a screen shot of an exemplary web page 1 of a web site that includes a premium location 10 on the page 1 for listings 15 to be displayed in accordance with embodiments of the present invention. The web page 1 may be one of several thousand pages found on the web site. In the example illustrated, the web site is a "personals" web site, where individuals can look to meet and interact with others over the Internet. Well known "personals" such as Cupid.com, Match.com, and Yahoo! Personals all follow the same general format and business model. A database of member profiles is available for searching by other members. The profiles can be searched using a number of different approaches. A member is then provided the opportunity to establish communication with another member, either by instant message, email, or some other means of communication. Each site has its own proprietary method for indexing and displaying the member profiles as a result of a query. Some attempt to list the profiles in order of "match strength" with the profile of the member whom is conducting the search. Others simply list the profiles in order of registration and/or geographic proximity. Almost all list in order of membership status (ie., platinum, gold, silver, etc.). Membership status is typically paid for on a monthly basis.

[0021] Most important is the well-known fact that the earlier in the list of profiles the more visits and hits one's profile receives. This is well-known across many types of web-based lists. As such, it has become somewhat commonplace to reserve space on a web page designated for "premium" listings. Most search engines use this approach and receive revenue from individuals looking to place their ads in these premium locations in order to "stand out from the crowd."

[0022] Turning back to FIG. 1 , a premium location 10, designated as a "leaderboard" in the example provided, is included on the page 1 , and holds premium listings 15. The leaderboard 10 can be positioned anywhere on the page 1 , but most preferably in a location that attracts immediate attention from a viewer, thus the top of the page 1. A number of approaches can be used to further accentuate the leaderboard 10, such as coloring, font size, animations, etc.

[0023] The leaderboard 10 is comprised of a select number of listings 15, in this example, member listings. In this case, the leaderboard is limited to four listings 15, but obviously, more or less can be included in other embodiments. Each listing 15 may include a logo or photo the member has chosen, a screen name, and a number of Current Placement Credits 20. Any one or all of the fields displayed with regard to each listing can be a hyperlink to further information regarding the listing 15, such as the member's full profile. The order of the listings 15 in the leaderboard 10 are in Current Placement Credit 20 order. A Current Placement Credit 20 will be discussed in further detail in subsequent figures. Important to note, however, is that the listings 15 are displayed in Credit 20 order and, furthermore, that the number of Credits 20 for each listing are publicly displayed. In other embodiments, the credits 20 are not publicly displayed.

[0024] Also displayed on the page 1 is a catalogue hierarchy 2 and list of sub- categories 4 in the current category. In the example provided, the current category is "Atlanta," which is a sub-category of "GA," which is a sub-category of "USA." Clearly, one can see that the hierarchy is geography based in the present

example. It should be understood that the profiles can be categorized in any number of ways. The list of sub-categories 4 illustrates the current category "Atlanta" being subdivided by sex and by age. Furthermore, as is common, the number of listings is included with the title of the subcategory.

[0025] A search query input section 3 is provided on the page 1. A variety of approaches to querying a database can be implemented and is generally beyond the scope of the present invention.

[0026] Also included is a search results section comprised of all the listings 16 resulting from a user's query. Any number of approaches, as discussed above, can be implemented for determining the order of the list of listings 16 in the search results. There may be several hundred listings 16 in the search results, which may require a user to traverse several web pages.

[0027] Important to note, the listings 15 in the leaderboard 10 may be selected as a result of the performed query. For example, a set of listings 15 resulting from one query may be different resulting from another query. In the example provided, if the user were to search for males only, perhaps "Flower_Child69" would not remain on the leaderboard 10 if that member were female. In such a case the four relevant male listings 15 with the most Current Placement Credits 20 would be displayed. In other examples, the leaderboard 10 may not be governed by the results of the performed query. For example, if one were in the "Atlanta, GA" section of the site, the leaderboard for Atlanta may remain displayed no matter what the query parameters are that result in the listings 16.

[0028] FIG. 2 is a block diagram illustrating a system for providing a web site that generates content and lists that can be indexed and displayed in accordance with

embodiments of the present invention. Merely for exemplary purposes, a system that provides for a personals web site and generates a web page similar to one illustrated in FIG. 1 has been illustrated. Such a system, and complementary web site, is merely for exemplary purposes. The embodiments of the invention can be implemented in other systems that target different markets, yet still work to generate listings of people, products, locations, items, etc.

[0029] As shown, FIG. 2 illustrates a computer system 125, including an application server 130 and image server 120. The computer system 125 is connected to a network 150, e.g., the Internet, and accessible over the network 150 by a plurality of user interfaces (160 and 180). A user interface shall be considered any device capable of communicating and interacting with the computer system 125 via the network 150 via either a wired and/or wireless communication link. Those skilled in the art will appreciate the commonly used term "Internet appliance" as another way to generically describe the various user interfaces (160 and 180). Non-limiting examples of user interfaces are desktop or laptop personal computers (PCs), hand-held PCs, PDAs, smartphones, and cellular telephones.

[0030] The application server 130 manages a member profile database 142, and a search database 146. The member profile database 142 contains profile information for each of the members in the system 125. The profile information may include, among other things: a unique member identifier, name, age, gender, location, hometown, contact information available to members in the community, references to image files, listing of interests, attributes, and past and current activities within which the member has been or is involved. Furthermore,

the number of Current Placement Credits is another field in each member profile record. Some of the profile information may be available for public display, in a number of formats, including the listings 15 and 16 of FIG. 1.

[0031] As discussed in relation to FIG. 1 , Current Placement Credits are used in accordance with embodiments of the present invention to provide an order of premium listings displayed in a premium location, such as the "leaderboard" of the web page of FIG. 1. In subsequent figures it will be illustrated as to how a member can attain Placement Credits for his or her or another's member's profile as well as track the number of Current Placement Credits of each profile as they change in time.

[0032] The contents of the member profile database 142 are continuously indexed and optimized for search, and stored in the search database 146. The member profile database 142 and the search database 146 are updated to reflect inputs of new member information and edits of existing member information that are made through the user interfaces (160 and 180).

[0033] The application server 130 also receives and processes information exchange requests received from the remote user interfaces (160 and 180). An information exchange request may be a request to create a new member profile, a request to view an existing member profile, a request to search the database of existing member profiles, or a request to purchase Placement Credits for a particular listing. The application server 130 relies on the image server 120 to process certain CPU-intensive tasks required to display the data stored in the various databases 142 and 146 on the user interfaces (160 and 180).

[0034] Cellular radio tower 190 serves to deliver data between the system 125 (via the network 150) and a cellular-based user interface 180, such as a cellular telephone, smartphone, or PDA. The particular communication scheme used to communicate between user interface device 180 and tower 190 are beyond the scope of this invention.

[0035] Also illustrated in FIG. 2 is an SMS aggregator 170, which is connected to the system 125 as well as the radio tower 190 (or more correctly the cellular phone service central office) via the network 150. A Short Message Service (SMS) aggregator is, typically, a third-party provider of content and billing delivery between an application provider, such as the system 125, and an end- user, such as a user of a cellular telephone 180. Premium SMS is a well-known technology that serves to deliver content to an SMS user and in return conveniently bill the user of such content via the user's cellular provider. The aggregator 170 serves to connect the various parties in a way that the delivery and payment of content is fairly seamless to an end user. For example, a cellular telephone user may see an advertisement for a new "ring-tone." In order to receive that ring-tone they must submit an SMS text message to a particular phone number or short code. The user, as informed by the advertisement, is aware that there is a fee for receiving the ring-tone. The request for the ring-tone gets sent from the user's cellular telephone and processed through the aggregator to the application provider. The application provider then delivers the ring-tone to the end-user's cellular telephone. The SMS aggregator, in turn, bills the user's cellular provider the fee. The cellular provider pays the fee to the aggregator, who forwards a portion of the fee along to the application provider.

The end user would, in turn, be billed by his/her cellular telephone provider on the next monthly bill, for example.

In accordance with embodiments of the present invention, and as further illustrated in subsequent flow charts, an existing member of the web site may wish to purchase Placement Credits for their corresponding listing in an effort to place the listing in a premium location (ie., "leaderboard) of a web page. The member can submit a Premium SMS to the system 125, via the aggregator 170, thereby requesting a purchase of Placement Credits. The system 125 can process the request and bill the existing member via the SMS aggregator 170. The following flow charts will illustrate a number of methods for enabling this unique and novel concept. In alternative embodiments, a member can simply request to purchase Placement Credits via an SMS message and be billed for such purchase using some other pre-established mechanism. In this approach, billing would not be routed through the cellular telephone service provider, as is typically the case with Premium SMS.

[0036] FIG. 3 is a flow chart illustrating a first embodiment of a method 200 for enabling a user to affect the location of a listing in a web-based list and/or web page. In this embodiment, a user or member can simply attempt to purchase Placement Credits which are used, in the described system, as a means of determining which, and in what order, listings are to be displayed in a premium location of a web page.

[0037] The method 200 begins with the system receiving a request from a member to purchase (Step 210) a Placement Credit for a particular listing 'XYZ.' Listing 'XYZ can be a listing owned or related to the member attempting to

purchase the Placement Credit, or another member's listing. The request to purchase can be received using a number of communication mediums, such as SMS, email, instant message, web-based purchase, telephone, etc. It is expected that billing would occur either through credit card, debit card, automated check, Premium SMS, or some other approach, such as PayPal or the like.

[0038] Once the purchase is accomplished, the user/member is asked whether they would like to purchase another Placement Credit (Step 220). If so, the process repeats. In the preferred embodiment, one Placement Credit can be purchased at a time, which helps in accommodating payment methods such as Premium SMS, which does not provide for an interactive point-of-sale (POS) experience. In other embodiments, a user/member may choose to purchase a number of Placement Credits in one transaction.

[0039] Once the purchase(s) is/are complete, the method 200 proceeds with the indexing and displaying of Listing 'XYZ' in the premium location in Current Placement Credit order (Step 230). Important, if Listing 'XYZ' does not have enough Current Placement Credits, as compared to other listings resulting in a search, listing 'XYZ' will not be displayed. Only a finite number of positions are available in the premium location.

[0040] FIG. 4 is a flow chart illustrating a second embodiment of a method for enabling a user to affect the location of a listing in a web-based list and/or web page. The method 300 begins with a Placement Credit purchase request being received via SMS (Step 310). The request may include a listing identification

number, a member identification, and a command code which essentially authorizes the transaction.

[0041] If the command code is valid (Step 320), the method proceeds with incrementing the Current Placement Credits for the listing accordingly (Step 330). If the command code is invalid, the sender of the SMS is notified by an SMS reply (Step 325).

[0042] Once the purchase request is processed, the member is billed for a Premium SMS by sending a signal to the SMS aggregator, as discussed previously (Step 345). After the Current Placement Credits for the listing are incremented the listings are reindexed (Step 340) and a list is generated awaiting display (Step 350). FIG. 5 illustrates in further detail the indexing procedure of Step 340.

[0043] FIG. 5 is a flow chart illustrating an embodiment of a method 400 for indexing listings in a web-based list and/or premium positions on a page in accordance with the present invention. The method 400 begins when a member purchases a Placement Credit for a listing (Step 410). As previously discussed, the purchase can occur using any number of approaches, such as SMS, or a web-based credit card transaction, etc. Once the purchase is processed, the method 400 proceeds with checking to see whether the listing already has Placement Credits (Step 420). If not, a timestamp is set to memorialize when the first Placement Credit is received for this listing (Step 425). Furthermore, a Rate of Decrease (δ) is determined for this listing (Step 427). In one embodiment, the Rate of Decrease (δ) is constant for all listings and all members. For example, δ may be set for 1 Placement Credit per 60 seconds. Thus, in this case, each

listing will decrease by 1 Placement Credit every 60 seconds until there are no more Placement Credits for that listing. The Rate of Decrease, δ, may be programmed for any interval, such as every 5 minutes, one hour, or 24 hours. In the preferred embodiment, each listing of each member has the same Rate of Decrease.

[0044] In an alternative embodiment, the Rate of Decrease, δ, is a function of inherent characteristics of the owner of the listing. For example, member owner of Listing 'XYZ' may be a "gold" member and thus have a Rate of Decrease, δ, of 1 Placement Credit per 2 minutes. Whereas member owner of Listing 'ABC may be a "silver" member (generally a lower status to a "gold" member) and thus have a Rate of Decrease, δ, of 1 Placement Credit per minute. Regardless the approach, the Rate of Decrease, δ, for the listing is determined and set (Step 427).

[0045] Once the timestamp and Rate of Decrease are determined, or if already determined, the Current Placement Credits for the particular listing are incremented accordingly (Step 430). Once incremented, the method 400 returns back to steady-state whereby the Current Placement Credits for each listing are decremented based on time and their Rate of Decrease (Step 440). Thus, indexing occurs in real time and the Current Placement Credits are constantly changing and thus would be reflected in their listing order when displayed. Decreasing the Current Placement Credits of a listing works to get members to keep participating. It prevents someone from "hogging" the top spot in a premium location and makes it more fair for all participants.

[0046] In taking the example provided in FIG. 1, assuming the preferred approach, whereby the Rate of Decrease was constant for all members, all four listings in the "Leaderboard" would decrease at the same rate, say 1 Credit for every 5 minutes. In this scenario, the order among the listings could remain the same (provided more Placement Credits were not purchased). There is the possibility that listings on the leaderboard could flip-flop, so to speak, as each listing has its own counter that began when the first Placement Credits were purchased. For example, if listing A had Placement Credits purchased at Time X and listing B had the same number of Credits purchased at X+2 minutes, then listing A would be displayed for before listing B for the time period X+5 and then drop below listing B from X+5 to X+5+2, at which point it would return to the top (this would alternate until both exhausted their Placement Credits).

[0047] In this scenario, the possibility of a fifth listing entering the mix and removing one of the current listings becomes more likely. This would be the case if the new listing received an influx of Placement Credits thus surpassing the Current Placement Credits of at least one of the four currently displaying listings. Eventually, if no more Placement Credits were purchased for a particular listing, the listing's Current Placement Credits would dwindle down to zero.

[0048] In the alternative scenario, each listing may have its own Rate of Decrease, δ. As such, the 'Roy Pink' listing may decline at a faster rate than 'Flower_Child69' and so eventually 'Flower_Child69' would overtake 'Roy Pink' for the second spot on the Leaderboard.