Red Aril, Inc.

Core Audience, Inc.

Aiguo Fei

Lebin Cheng

Michael Edward Matthys

Techniques for replacing an advertisement in a webpage from a website with another advertisement are disclosed. A response including the webpage is intercepted in a network device deployed in an in-line fashion, preferably at a data traffic point along a network. When it is determined that the webpage includes an advertisement that is replaceable, a preferable advertisement more correlated to the interests of a user is embedded in data packets to replace those for the original advertisement. Subsequently, the preferable advertisement is served when the webpage is displayed.

Network devices for replacing an advertisement with another advertisement

A network device is deployed in an in-line fashion, preferably at a data traffic point along a network. Depending on the constraints of data packets in a data packet sequence from a website, the network device is configured to modify some of the data packets or fabricate new data packets to embed the selected data in the data packet sequence. By keeping the headers of the data packets substantially identical, changes to a data packet or addition of a new data packet become transparent to users as well as to the website.

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Foster City, CA, United States of America

Aiguo Fei