Patent Application
20090012855
1. Field of the Invention
Aspects of the present invention relate generally to the use of CAPTCHAs as a means to ensure that the user of a web service is human, and more specifically to a system and method of using advertisements both alongside CAPTCHAs and as the CAPTCHAs themselves.
2. Description of Related Art
A CAPTCHA, an acronym which stands for Completely Automatic Public Turing test to tell Computers and Humans Apart, is a mechanism commonly used during account and content creation to ensure that the user is not automated software pretending to be a human. For example, a CAPTCHA may be employed when one desires to create a new web-based e-mail account or when one seeks to leave a comment on a web page; it acts as an added layer of security to ward off “robots” looking to generate e-mail SPAM, link SPAM on a weblog or forum, or any of a host of other nefarious goals.
Employing conventional methodologies, CAPTCHAs are implemented in a variety of ways, each with its own strengths and weaknesses. One of the more common ones is the character-based CAPTCHA. This implementation usually presents the user with a random string of characters “hidden” within a graphic image. These characters may be distorted (e.g., twisted to varying degrees, stretched, etc.) and/or layered beneath image artifacts so as to disguise their true value and confuse automated attempts to “read” them. The human user is then required to deduce from the jumbled image, the string of characters, and reproduce them, in order, before the system will let the user progress further.
In addition to character-based CAPTCHAs, there are also audio CAPTCHAs, which speak a phrase (e.g., a simple sentence, a sequence of numbers, etc.) and ask the user to reproduce it. There also is an image-based CAPTCHA, usually requiring the user to answer a simple question about the image (e.g., is this a tiger or a lion?, what color is the girl's hat?, how many gorillas are in the image?, etc.). Still another CAPTCHA asks the user to solve a simple mathematical formula (e.g., 80+6=?).
Each of these methods is susceptible to automated circumvention, and none takes advantage of using advertising either together with the CAPTCHA or as the CAPTCHA itself. It would be desirable to use advertisements together with the CAPTCHA. It also would be desirable to make CAPTCHAs more secure.
In light of the foregoing, it is a general object of the present invention to use advertisements to augment the presentation of CAPTCHAs so as to further ingrain the advertised brand into the user's mind and, concurrently, to provide a new source of revenue for the service provider.
It is another object of the invention to make CAPTCHAs more secure by asking the user to realize a concept around the proposed image(s), instead of asking them to simply state what the image(s) is or is not.
Aspects of the present invention are described below in the context of employing advertisements in CAPTCHAs through various methods. These methods may include the augmentation of a CAPTCHA to include an advertisement or the use of an advertisement or product in lieu of the usual CAPTCHA.
In one embodiment, the current CAPTCHA process may be augmented to allow the display of advertisements alongside the CAPTCHA. For example, in
In another embodiment, the advertisement itself can be the CAPTCHA. For example, in
Similarly, a video advertisement may be played and the user asked the same question (i.e., “This is an ad for the: ?”). As another example, the CAPTCHA/Ad may be an advertisement for a car, and the digital instrument panel of the car shows its speed as it accelerates. The user could then be asked, for example, “What was the car's fastest speed?” Other displays, such as a radio tuner display, also could be a source of a question (e.g. “What station is displayed on the radio?”) Not only do such examples permit an entirely new revenue stream (i.e., by serving ads where they previously were not being served), but they would also further ensure that the entity attempting to get around the CAPTCHA was in fact human.
In still another embodiment, the CAPTCHA can be replaced with a graphic image representing the product or service; these graphic images do not necessarily have to be created for the sole purpose of using them as an advertisement (i.e., they can simply be everyday images of the product/service). In
By requiring the user to enter information about the image (or multiple images as the case may be), various goals are met: (1) the product is further imprinted into the mind of the user; (2) the person providing the CAPTCHAs gains a new revenue stream; and (3) the CAPTCHA is more effective at weeding out automated attempts to circumvent the system due to the questions being asked of the user.
Unlike character-based CAPTCHAs, there exists the possibility that a CAPTCHA/Ad may have multiple correct answers. For example, a user looking at CAPTCHA 405 in
Though it is possible to allow for multiple correct answers to the CAPTCHA/Ad, an advertiser may wish to limit this number to one, namely the trademarked name or something similar, as this would further imprint the brand into the user's mind. For example, CAPTCHA 405 in
In each of the embodiments described herein, there should be some way for the system to choose which advertisement(s) to use as a CAPTCHA or to place next to a CAPTCHA. While the CAPTCHA/Ads could be pulled at random, it is likely that some advertisers may desire, or require, the ads to be somewhat relevant to whatever it is the user is attempting to do, access, retrieve, etc. Moreover, the ads will likely be more effective if used in this manner.
In light of this, context-specific ads may be used in much the same way as they are already used in other aspects of web activity. This may be accomplished by relying on a contextual pointer, which may in turn be based on the context/content of the current page, the context/content of the previous page(s), the context/content of the service to be provided by the page requiring a CAPTCHA in the first place, or any combination thereof. This is similar to how targeted ads are already delivered, for example, in search results or inline with a web page.
Finally, advertisers may also desire to choose to have their advertisements used only in/as CAPTCHAs on web sites or pages directed toward certain market segments or demographics. For example, an automobile company may prefer to have its advertisements used in/as CAPTCHAs only on car-centric sites. As another example, a shoe company may wish for its latest shoe ad to be used in/as a CAPTCHA only on teen-heavy social-networking sites. Such functionality may be realized in a variety of ways, such as, for example, checking the address of the website against a list, supplied by the advertiser, of “allowable” sites; if the website is in the advertiser's list, the CAPTCHA/Ad may be displayed on that particular site.
While the above CAPTCHA/Ad embodiments work by asking the user about a single image, video, etc., or multiple, serialized images, videos, etc., the system may also provide CAPTCHAs based around a “concept”—something that does not necessarily exist in the image itself, but is evoked by the image—where the CAPTCHAs may or may not be revenue-based (i.e., contain advertisements). The conceptual CAPTCHA is rooted in the desire for added security, and may be implemented in a variety of ways.
One embodiment may involve the use of multiple images and ask the user to state what the images have in common or in what kind of situation they may be used together, etc. As an example, in
It will be appreciated that the same example conceptual CAPTCHA could be implemented with “ads” by showing images of the particular products in their recognizable trade dress. As before, these ads may be designed specifically for the CAPTCHA or may simply be everyday images of the products. In either case, the ultimate goal of the CAPTCHA—to differentiate humans from robots—is furthered, as it would currently be very difficult for any automated system to defeat such a scheme.
Another embodiment may require only a single image, video, etc. For example, a user may be presented with an image of Santa Claus, fireworks, a jack o'lantern, a menorah, or the like, and asked, “With which holiday is this image most associated?” If desired, these “concepts” could be tailored to most anything; e.g., a country, a culture, a demographic, etc.
Several features and aspects of the present invention have been illustrated and described in detail with reference to particular embodiments by way of example only, and not by way of limitation. Those of skill in the art will appreciate that alternative implementations and various modifications to the disclosed embodiments are within the scope and contemplation of the present disclosure. Therefore, it is intended that the invention be considered as limited only by the scope of the appended claims.
