 |
Description  |
|
|
BACKGROUND
In traditional print media, the term "agate" was originally used to refer
to any information printed in columns 1.5 inches wide in 5 point type
(e.g., stock quotes). Today, agate is used to refer to time-sensitive,
reference information that is not read linearly. Examples are telephone
listings, classified advertisements, weather reports, sports scores and
statistics, market data, books and recordings in print, and television and
film listings.
Some types of agate require continual updating in the short term, like
stock quotes, while other types have a longer life, like travel
information and business directories. The newspaper industry is one of the
primary suppliers of agate. Newspapers provide listings of stock quotes,
television and radio programming, film schedules, and classified ads. A
second group of agate suppliers are book publishers. From travel guides to
books in print, a wide variety of books provide agate information that
changes monthly or yearly.
Although many types of agate are traditionally found in publications (e.g.,
newspapers, magazines, and books), all agate can be placed into large
indexed databases. Because agate is non-linear reference material, it is
often more efficient to search for agate in a database, than to scan
columns of a newspaper.
One of the largest pools of databases and electronic media is found on The
Internet. The World Wide Web (Web) is a two-year-old protocol used to
create and publish documents on the Internet. Web documents may contain
graphics, text, sound, video or any combination of these. Web documents
can include "hyperlinks" which are highlighted areas of information in one
document that, when user-selected, open a related document. In late 1994,
"forms" were added to the Web to make it interactive. Previously, Web
pages could only be used to display information or point to other Web
sites where information was available. The 1994 change allowed those
publishing Web pages to publish "forms", i.e., documents that include
blank spaces to be completed by users and then returned to the publishing
computer, thus allowing interactivity.
Publishing information on the Web requires two software components.
Electronic publishers must run HyperText Transfer Protocol (HTTP) server
software. Users scanning or searching on the Internet must use Web browser
software. A variety of firms including Microsoft, Oracle, Netscape
Communications, Spyglass, Spry, Netcom, and EINet all distribute Web
software.
A variety of businesses are now offering information, some of it agate, on
the Internet. One example is newspaper distribution on the Internet.
However, the agate found in newspapers is at least twelve hours old. In
the case of stock quotes, the information found usually recaps trading for
the previous day, listing the high, low and closing prices as well as the
number of shares traded. While this information is sufficient for tracking
investments, investors often require real-time information to trade on the
market.
Other examples of businesses that offer agate information on the Internet
are Movie Phone whose World Wide Web Site is WWW.777film.com and
Securities APL (at WWW.secapl.com) which allows users to look up
individual stock quotes (delayed 15 minutes).
To date, however, there is no general agate provider on the Web.
SUMMARY OF THE INVENTION
The present invention uses agate information to determine the profile of a
computer user, and in particular the behavioral or psychographic profile,
as distinguished from the demographic profile, of a user. To accomplish
this, the present invention provides (i) a data assembly for displaying
customized agate information to a computer user, and (ii) a tracking and
profiling member for recording user activity with respect to agate
information displayed through the data assembly. Over time, the tracking
and profiling member holds a history and/or pattern of user activity which
in turn is interpreted as a user's habits and/or preferences. To that end,
a psychographic profile is inferred from the recorded activities in the
tracking and profiling member.
Further, the tracking and profiling member records presentation (format)
preferences of the users based on user viewing activity. Preferences with
respect to color schemes, text size, shapes, and the like are recorded as
part of the psychographic profile of a user. In turn, the psychographic
profile enables the data assembly to customize presentation (format) of
agate information, per user, for display to the user.
In the preferred embodiment, the data assembly displays agate information
and/or advertisements (combined :in a common screen view or separately in
respective screen views). The advertisements (stored in an advertisement
module, for example) are displayed to users in accordance with the
psychographic profile of the user.
The tracking and profiling member also records demographics of each user.
As a result, the data assembly is able to transmit advertisements for
display to users based on psychographic and demographic profiles of the
user to provide targeted marketing.
In accordance with another aspect of the present invention, there is a
module (e.g., advertisement module) that records history of users viewing
the advertisements. For each advertisement, the module records (i) number
of times viewed by a user; (ii) number of times selected for further
information by a user, and/or (iii) number of purchases initiated from
display of the advertisement to a user.
In addition, a subroutine coupled to the module performs a regression
analysis on the recorded history of users viewing the ads. The subroutine
refines profiles of target users based on the regression analysis.
Preferably, the regression analysis weights the relative importance of
psychographic and/or demographic characteristics of users. As such, over
time, the advertisements become better targeted to users having an
interest in said information (content and presentation/format of ad), and
hence the invention method and apparatus provides automatic targeting of
audiences (target users) and self-tailoring of target profiles.
The preferred embodiment utilizes object oriented programming techniques to
provide a User Object. The User Object tracks user actions in a history
profiling table. The User Object utilizes an updating routine which
maintains the history profiling table by storing in the table an
indication of a user's actions, i.e., computer activities, with respect to
displayed agate information.
In accordance with another aspect of the present invention, there are Agate
Objects for providing the agate information and a Sponsor Object. In a
preferred embodiment, the agate information includes stock information,
advertisements, sports statistics, weather reports and the like. With
regard to stock information, an Agate Object routine receives stock data
on line, parses the data and makes a value-added calculation. As a result,
the stock information is made searchable by variables such as
price-earnings ratio, and the like.
The Sponsor Object categorizes advertisement or other sponsor provided
information according to content and presentation, including colors used,
size, shape, and whether audio and/or video components are involved. An
advertiser profile building routine automates the process of identifying
colors, size, shape, and whether video and/or audio are involved.
Also the Sponsor and User Objects track how many times each piece of
advertisement information is shown to, is selected by and/or spawns a
purchase by users. In other words, the Sponsor and User Objects track
performance of sponsor provided information, especially advertisements. In
the preferred embodiment, a performance routine employs regression
techniques to provide performance reports. The performance routine may
also be run (executed) remotely by suppliers of the advertisement
information.
In one embodiment a computer program embodied on a computer readable medium
for creating and defining a psychographic profile of a user to support
display of appropriate screen views to the user is provided. The computer
program includes an agate data portion, a user profiling member and a
program controller. The agate data portion provides agate information for
display to users. The user profiling member records information regarding
each user. In particular, the user profiling member records indications of
user responses and physical activity with respect to screen views during
display of said screen views. As such, the user profiling member enables
creation of a psychographic profile of each user based on the recorded
information. The program controller in response to user commands, (i)
obtains information from the agate data portion and user profiling member,
(ii) creates and obtains the psychographic profile of the user from the
obtained information, and (iii) generates and displays appropriate screen
views to the user based on the created psychographic profile of the user.
BRIEF DESCRIPTION OF THE DRAWINGS
The foregoing and other objects, features and advantages of the invention
will be apparent from the following more particular description of
preferred embodiments and the drawings in which like reference characters
refer to the same parts throughout the different views. The drawings are
not necessarily to scale, emphasis instead being placed upon illustrating
the principles of the invention.
FIG. 1 is an overview of a computer network environment in which the
present invention is employed.
FIG. 2 is an overview of a general embodiment of the present invention.
FIGS. 3a-3g, 4a and 4b, and 5a-5d are schematic diagrams of a preferred
embodiment.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT
Illustrated in FIG. 1 is a plurality of networks 19a, 19b, 19c. Each
network 19 includes a multiplicity of digital processors 11, 13, 15, 17
(e.g., PC's, mini computers and the like) loosely coupled to a host
processor or server 21a, 21b, 21c for communication among the processors
within that network 19. Also included in each network 19 are printers,
facsimiles and the like. In turn, each host processor 21 is coupled to a
communication line 23 which interconnects or links the networks 19a, 19b,
19c to each other to form an internet. That is, each of the networks 19
are themselves loosely coupled along a communication line 23 to enable
access from a digital processor 11, 13, 15, 17 of one network 19 to a
digital processor 11, 13, 15, 17 of another network 19. In the preferred
embodiment, the loose coupling of networks 19 is the Internet.
Also linked to communication line 23 are various servers 25a, 25b which
provide to end users access to the Internet (i.e., access to potentially
all other networks 19, and hence processors 11, 13, 15, 17 connected to
the Internet). The present invention is a software program 31 operated on
and connected through a Web server 27 to the Internet for communication
among the various networks 19 and/or processors 11, 13, 15, 17 and other
end users connected through respective servers 25. In the preferred
embodiment, the server 27 is a Digital Equipment Corp. Alpha server
cluster (e.g., 2400-8000 Series), or a multiplicity of similar such
servers. Server 27 runs Oracle 2.0 Webserver as HyperText Transfer
Protocol (HTTP) server software to support operation of present invention
program 31.
Upon an end user logging onto program 31 through common Internet protocol,
program 31 generates an initial screen view (commonly known as the "Home
Page") for display to the end user. During the user's first visit, the
initial screen view provides menu selections of various agate information
(e.g., stock market data, weather, sports, etc.) Upon user selection
(using a click of a mouse or other input means) of a menu item, program 31
displays corresponding up-to-date information. Similarly, each time the
user selects another menu item, program 31 generates and displays current
agate information relating to that selection.
In addition, program 31 records the user's selections and his viewing
activity with respect to the agate information. In particular, for each
piece of displayed agate information, program 31 records the date and time
of user viewing and the format which the user has selected for viewing.
After multiple sessions, a pattern of the user's viewing actions or
viewing habits is obtained, from the recorded activity. In turn, certain
inferences about the user are made based on the user's viewing habits and
the specific pieces of agate information he views, including content and
presentation of that information. To that end, for each user the present
invention program 31 creates a user profile from the agate information
viewing habits of the user. The system then generates a custom Home Page,
including a user's preferred (content and presentation) agate information.
On subsequent visits to program 31 (as a Website) by the user, program 31
displays the customized Home Page for that user instead of the initial
Home Page.
Based on the created user profile for a given user, program 31 enables
sponsors to better direct their advertisements and enables advertisements
to be tailored to target users' display preferences. That is, both subject
matter/content and presentation of advertisements are able to be
customized to the end user's preferences due to the information tracked
and recorded (i.e., the created user profile) by program 31.
Accordingly, program 31 in its most general form has an agate data assembly
71, a user profiling member 73, an advertisement module 75 and a program
controller 79 as illustrated in FIG. 2. The agate data assembly 71 stores
the various agate information for user viewing. The user profiling member
73 records information regarding each user, including a user's
identification, categories of interest and the user's display preferences
of each category. Advertisement module 75 holds sponsor information and
their advertisements, with a target audience profile Indicated for each
advertisement.
Program controller 79 is a series of routines (methods) on Web server 27.
The program controller 79 responds to commands (e.g., log in and menu
selections) transmitted over the Internet by an end user, and obtains the
necessary information from agate data assembly 71, user profiling member
73 and advertisement module 75 to generate and display appropriate screen
views to the user.
In particular, in response to user login, program controller 79 checks with
the user profiling member 73 to determine whether the user has in the past
logged on to program 31 or is a new user. In the former case, according to
records in the user profiling member 73, the program controller 79 obtains
preference information for that user and using agate information from the
agate data assembly 71 generates an initial screen view formatted
according to the user's recorded preferences. Program controller 79
transmits the generated screen view through Web server 27 for display to
the user.
In the latter case (a first time/new user), program controller 79 assigns a
unique users computer ID upon user login. This, in turn, enables user
profiling member 73 to initialize tracking of viewing activity of the new
user immediately following login. Program controller 79 obtains initial
agate information from agate data assembly 71 to display the Home Page to
the new user. Program controller 79 also obtains user identification
information from the user to assign a user name and password at the user's
convenience.
In either case, throughout the session, program controller 79 responds to
user selections and viewing actions (screen formatting commands/requests,
menu selections, etc.) by (i) using the agate data assembly 71 to obtain
and display the requested information and (ii) using the user profiling
member 73 to record the user's activities and thus build a
psychographic/behavioral profile of the user.
With respect to the advertisement module 75, program controller 79 obtains
sponsor submitted advertisements from module 75 and generates a screen
view formatted according to user preferences as determined from the
psychographic profile in the user profiling member 73. That is, program
controller 79 enables display of advertisements customized to the user, as
to content and presentation (i.e., colors used, orientation on the screen,
audio/video components, and the like). Program controller 79 obtains the
content from the advertisement module 75 and the presentation details for
the subject user from the user profiling member 73.
In addition, for each advertisement, advertisement module 75 (and/or user
profiling member 73) records (a) the number of times and/or number of
users to whom the advertisement has been displayed, (b) the number of
times/users who have requested more information (via a click of a mouse on
a corresponding menu selection) regarding the advertisement, and when
possible (c) the number of purchases obtained through program 31's display
of the advertisement. As such, advertisement module 75 holds performance
data for each advertisement, and hence enables program controller 79 to
provide performance reports to sponsors who log on to program 31. Various
regression techniques and the like are used in the performance reports in
a manner consistent with the state of the art.
In the preferred embodiment, program 31 is implemented as an object
oriented program discussed next with reference to FIGS. 3a through 5b.
Each object is formed of data and subroutines (methods) for acting on the
data. The data is preferably stored in tables and each table is formed of
a multiplicity of records or fields of information. The information held
in a record in respective tables of the objects is illustrated in FIGS. 3b
through 5b and discussed below with the details of each object. It is
understood however that other program means, techniques, data structures
and program designs for present invention system 31 are suitable. Thus the
details of the preferred embodiment in FIGS. 3a through 5b are for
purposes of illustration and not limitation.
In FIG. 3a, a set of User Objects 37 provides the functional equivalent of
the user profiling member 73 of FIG. 2. A set of Page Display Objects 35
provides the functional equivalent of agate data assembly 71 of FIG. 2. A
set of Sponsor Objects 33 provides the functional equivalent of the
advertisement module 75 of FIG. 2. The main routine 39 of program 31 in
FIG. 3a functions similarly to the program controller 79 of FIG. 2 as will
become apparent in the following discussion.
Turning to FIG. 3a, the purpose of the set of User Objects 37 is to
identify users and maintain a user profile for each user. Included in the
set of User Objects 37 is general information about users and their
computers, as well as specific data on each computer session undertaken by
the users. In particular, for each set there is a User Object 37a. User
Object 37a identifies a respective user by nickname (user chosen),
password (user chosen), and optionally E-mail address, postal address,
telephone number, credit card number, and the like. User Object 37a also
provides language, geographic, demographic and lifestyle information about
the user. To accomplish this, User Object 37a stores a separate record for
each of the above mentioned information, the collection of records forming
the table or data of User Object 37a. FIG. 3b illustrates the fields or
records of information employed by User Object 37a in the preferred
embodiment.
Also for each user, there is a User Computer Object 37b and a User
Interface Object 37c. For each user's computer, User Computer Object 37b
provides an indication of the limitations and capabilities of the user's
computer system. For example, User Computer Object 37b lists whether the
user's system provides audio and/or video display, and what Web browser
software is utilized by the user's system. An outline of the table/data
set of a User Computer Object 37b in the preferred embodiment is
illustrated in FIG. 3c.
The User Interface Object 37c provides a unique (preferably numeric)
identifier of the user. The User Interface Object 37c also provides
indications of categories of interest to the user and a primary screen
display for each category customized to that user. The foregoing
information is held in records illustrated in FIG. 3d. In the preferred
embodiment, the various categories of interest include stock trading
portfolio, sports, news, weather, theater and television schedules,
telephone directory, travel data, classified ads and personals
information, and the like. Display preferences include orientation, color
scheme, screen quadrant/location and the like, indicated with respect to
the category of information. For example, one user may tend to like stock
information displayed in tabular form on a blue background and weather
displayed on a map scene. Another user may prefer stock information
displayed in a running 1-line quote at the bottom of the screen and
weather displayed in a tabular format by city on a green background, and
so forth.
The history of user activity with executed program 31 is also maintained by
the set of User Objects 37 (FIG. 3a). Specifically for each user, a User
Session Object 37d, User Action History Object 37e and User Viewing
History Object 37f record the following as illustrated in FIGS. 3e-3g.
Each time a user logs on to program 31, User Session Object 37d records the
starting date and time and ending date and time of the session. User
Session Object 37d also records (a) the referring link from which the user
accessed program 31 (e.g., a so called "bookmark" or "hyperlink" which
effectively stores and forwards the Web site address of program 31), (b)
the user's identification number (e.g., as stored in a so called "cookie"
passed by the user's computer upon logging in), and (c) an indication of
Web browser software employed by the user's computer. FIG. 3e illustrates
the records created by User Session Object 37d to accommodate the
foregoing data.
The User Action History Object 37e stores each click of a mouse and
corresponding cursor position to effectively record the user's
motions/movements in a session. In particular, as illustrated in FIG. 3f,
User Action History Object 37e records (a) date and time of action, (b)
session identifier (indicating in which session of the User Session Object
37d the subject action occurred), (c) sequence or order number of the
action in the series of actions that occurred in a common session, (d)
identification of screen view displayed at time action occurred, (e)
identification of item selected by user (via click of mouse with cursor
positioned on item), and (f) screen position of selected item (e.g.,
first, second or third menu item, right or left side).
The User Viewing History Object 37f stores information indicative of the
screen views displayed to the user in a session. Specifically, User
Viewing History Object 37f records an item identification (either agate or
advertisement) and orientation of that item for each item displayed to
(and hence viewed by) the user in a session. Orientation is noted relative
to a page/screen view or an object identified in the "related object ID"
field of the User Viewing History Object 37f. Preferably, orientation is
indicated as being top, bottom, left, right or background of the screen
view. The Viewing History Object 37f also records an identifier (of each
screen view), ordinal sequence number (number order of screen view within
series of screen views displayed in a session), and an indication of the
action from which this screen view resulted (i.e., a reference to a
corresponding User Action History Object 37e). Lastly, the User Viewing
History Object 37f records date and time of screen opening and closing for
each screen view. The foregoing is stored in an object table record
illustrated in FIG. 3g.
Returning to FIG. 3a, the set of Page Display Objects 35a-35c defines the
screen views transmitted and displayed to end users. A Page object 35a
cross references a User Interface Object 37c which specifies which Page
Display Object 35c and which agate information (content and presentation)
is appropriate for the current user. Page Data Objects 35b hold the agate
or other data to be displayed to end users. Included are advertisements
(objects themselves) which may be integrated into the agate data.
Preferably advertisements are positioned along the periphery (i.e., above,
below, left or right) of the agate data, as defined by a respective Page
Display Object 35c. Accordingly, Page Data Objects 35b support Page
Display Objects 35c which outline the possible screen content and
presentation formats in which agate data advertisements are to be
displayed.
In the preferred embodiment, Page Display Object 35c provides outlines for
a Home Page, Financial Pages (screen views), Sports Pages (screen views),
Weather Pages (views), a Media Schedule Page, Directory Page, Travel
Options Page, Classified Ads Pages, and Real Estate Pages (screen views)
as specified in Appendix I. Each is discussed next with reference to FIGS.
4a-4b and Appendix I.
Referring to FIG. 4a, Page Display Object 35c defines a Home Page 43 format
for program 31. The preferred Home Page format includes six categories of
agate information-stock data, sports, weather, travel schedules, directory
information and Classified/Personals/Real Estate messages. The stock data
category provides portfolio information such as opening price per share,
change in price from last posting, 52 week highs and lows, etc. If a user
selects the stock data category (i.e., as a menu selection) for further
viewing, a Page Display Object 35c in the form of a Financial Page (screen
view) is generated in one of the alternative formats outlined in Appendix
I.
Briefly, five types of Financial Pages Objects 35c are utilized by the
preferred embodiment. They are named "Stock Page", "Company Page", "Expert
Articles Page", "Expert Guide Page" and "Show Me Some Page" (see Appendix
I). The "Stock Page" includes (a) data on user-selected stocks in a
tabular format, a portfolio value graph and message window (for quickly
moving companies present and titles of articles by experts in the field),
(b) a tracking list, (c) indices such as Dow Jones Industrial Average and
NASDAQ, and (d) a ticker customized to the user (user-selected stock). The
expert articles are formatted on screen views for display according to the
"Expert Articles Page" format. The "Company Page" format includes the
trading symbol/code, stock information and corporate data about a specific
company. The "Expert Guide Page" and "Show Me Some Page" formats enable
the user to interactively create his own screen display of stock
information. In particular, the Expert Guide Page surveys the user on his
investment interests. Using the Expert Guide Page and Show Me Some Page
formats, Page Display Object 35c then displays names of companies found to
match the user provided criteria.
In each of the foregoing formats, the preferred embodiment includes
incorporation of ads or sponsorship indications as top and/or closing
banners. The Home Page 43 (FIG. 4a) provides scores of recent games and
news in the "sports" category. If a user selects the sports category from
the Home Page, a Page Display Object 35c generates various screens bearing
sports information and news. For sports pages/screen views, there are
seven page/screen formats of Page Display Object 35c outlined in Appendix
I. Briefly, a "General Sports Page" format includes (a) game scores and
standings, by league, for professional and collegiate sports, and (b)
player standings (professional and collegiate) for baseball, football,
hockey and basketball. Statistics are updated and displayed during play of
a game, so that the General Sports Page provides game-in-progress
statistics in real-time. Also a news window is provided for each sport
with a link to a "News Page" (object) for more news. The "News Page"
format includes information regarding major trades, signings and injuries.
In the preferred embodiment, a scrolling window of latest news is also
included.
A "Team Page" format provides a roster of a given team. Thus program 31 has
several Team Page Display Objects 35c. The roster lists players by name,
jersey number, position and some statistics. A "Team v. Team Page" format
lists similar information as the "Team Page" format but for two teams in
facing columns. Indications of favored teams and game scores for an entire
season are also provided on a "Team v. Team Page" Display Object 35c.
Player information is provided in three formats--a "Player Page" format, a
"Player v. Team Page" format and "Player v. Player Page" format.
Comparison of a player's statistics to his team's statistics is provided
in a "Player v. Team Page" Display Object 35c. Comparison statistics of
two players on different teams is provided in the "Player v. Player Page"
format.
Further, some of the above sports page formats allow advertisements to be
displayed at the top and/or bottom of the screen view in the preferred
embodiment.
Referring back to FIG. 4a, the Home Page 43 also provides a weather
category. Shown on the Home Page 43 under that category is a long-range
(e.g., 5-day) forecast for the user's local area and cities of interest to
the user. Also that category provides storm warnings and the like for
local areas and cities of interest. Upon user selection of the weather
category, a Weather Page Display Object 35c enables display of weather
information in one of two formats--a National Weather Page and a Regional
Weather Page (Appendix I). Briefly, the "National Weather Page" format
displays temperature and precipitation indications across a relevant map,
along with textual descriptions. Audio forecast readings are also
provided. Incorporation of a sponsorship ad is provided at the top and/or
bottom of the screen view (termed "banners" in Appendix I). The "Regional
Weather Page" displays (a) a regional map (e.g., state) with temperature
and precipitation indications, (b) a graphical forecast (e.g., high and
low temperatures and sun/cloudy, rain or snow predictions for the next
several days), and (c) a detailed forecast with tabular and textual
descriptions. Also the Regional Weather Page provides weather warnings and
advertisements at the bottom of the screen view in the preferred
embodiment.
Referring back to the Home Page 43 of FIG. 4a, also included is a Travel
Category. Data/information displayed in that category include travel and
other ticket purchases of a user within an approaching date and specials
advertised in areas of interest to the user. Upon user selection of the
Travel Schedule Category of the Home Page 43, a Travel Page Display Object
35c enables display of a Travel Options Page (screen view).
The format of a "Travel Options Page" of the preferred embodiment is
detailed in Appendix I. Preferably, there is one Travel Options Page for
each of different cities. Briefly, for each Travel Options Page Display
Object 35c there are three data parts. A first part is a table of
transportation options, including departure, arrival and reservation
information for airlines, buses, boats and trains. The second part is
hotel information in a given destination (subject city). Preferably this
information is in tabular form. The third data part of a Travel Options
Page Display Object 35c is information regarding rental car options.
Further the Travel Options Page format allows an advertisement to be
displayed at the top of the screen view and at the end of a Travel Options
Page.
Referring back to Home Page 43, FIG. 4a, the Directory category provides
phone numbers typically called by a user. The supporting Directory Page
format for this category is a table of names and corresponding mailing
addresses (i.e., street, city, state, zip code), telephone and facsimile
numbers, E-mail address and URL (universal resource locator). Preferably
for those names with an E-mail address, the indicated name functions as a
screen menu-selection using hyperlink techniques.
The "Messages" category of the Home Page 43 includes information relating
to personals advertisements, classified advertisements and real estate
advertisements. Upon user selection of this category, a search is
initiated with user provided parameters. An appropriate Page Display
Object 35c enables display of the results of the search using a "Personals
Page", "Classifieds Page" and/or "Real Estate Page" format outlined in
Appendix I. Briefly, included in a Personals Page/screen view is
geographic, demographic and life style information. Preferably, sponsor
provided advertisements are able to be inserted at the top of the screen
view and at the end (i.e., after) a Personals Page screen view.
The format | | |
