DE19959142A1 - Method and device for transmitting content, in particular advertising - Google Patents

Abstract

The present invention relates to a method for the selective transmission of content, in particular advertising via a bi-directional or multi-directional network, to at least one user, which comprises the following steps: DOLLAR A a) detection of an address or network address selected by the user; DOLLAR A b) Analyze the selected address DOLLAR A b1) to determine whether the selected address corresponds to a predetermined or predeterminable known address, DOLLAR A and / or DOLLAR A b2) to assign the selected address to a predetermined or predeterminable local category ; DOLLAR A c) Selection of the content depending on the result of the analysis and DOLLAR A d) Have the selected content transmitted to the user. DOLLAR A The invention further relates to a computer program for the selective transmission of content, in particular advertising via a bi- or multidirectional network, to at least one user, which has program parts for carrying out the method according to the invention. Furthermore, the invention relates to a device and a system for the selective transmission of content, in particular advertising via a bi- or multidirectional network, to at least one user.

Description

The present invention relates to a method, a computer program, a Device and a system for the selective transmission of content, in particular from advertising via a bi-directional or multi-directional network to at least one User.

It is known to transmit advertising over the Internet to users or users who call up pages on the Internet. Here either the advertising is stuck in the page inserted z. B. as an advertising banner or there is an advertising space within a new window provided in which an advertiser, e.g. B. a company as Content providers (so-called "content providers") who transmit advertising and inserts.

However, it has proven disadvantageous that the advertising is not targeted certain users can be transmitted, but not to a defined one number of users is transmitted. Accordingly, those with the Advertising related costs significantly, and efficiency, d. H. the achieved Benefits of advertising, low.

It is therefore an object of the present invention, a method, a computer program to propose a device and a system that is selective Transmission of content, in particular advertising, to at least one user enable.

This object is achieved by a method according to claim 1 A computer program according to claim 22, an apparatus according to claim 23 and a system according to claim 25 solved. Preferred embodiments of the Invention are the subject of the dependent claims.  

The invention provides a method for the selective transmission of content, in particular advertising via a bidirectional or multidirectional network (e.g. Internet, classic data networks, interactive TV or radio network with return channel, etc.) to at least one User ready, which comprises the following steps:

• a) Detection of a user selected or selected or entered (URL or Internet) address or network address;
• b) Analyze the selected address
  • 1. to determine whether the selected address corresponds to a predetermined or predeterminable known (URL) address, and / or
  • 2. to assign the selected address to a predetermined or predeterminable local category;
• c) selecting the content depending on the result of the analysis; and
• d) Have the selected content transmitted to the user or transmit the selected content to the user.

Accordingly, content, particularly advertising (e.g. in the form of Advertising banners, flash banners, animated advertising clips, chips) or news tickers, chat Contents (ICQ) etc. depending on the selected address using a Analysis are transmitted. Accordingly, it is possible to create advertising content to be transmitted specifically to those users who, through their address selection (direct or indi have shown an interest in certain information. So one can User who has chosen the address of a vehicle manufacturer, one with vehicles related content, e.g. B. advertising for vehicle insurance or for vehicle spare parts. Therefore, advertising resources can be advantageously channeled to those users who are more likely There is a possibility that they may be interested in advertising.

According to a preferred embodiment of the invention, the detection of the receipt of tracking data by a user selected address tracking method on.  

Accordingly, the address entries of the user can preferably be continuous are monitored and the corresponding (advertising) content according to the last selected address.

Step b1) preferably has a query of an address database in which a predetermined or predeterminable number of (URL) addresses as be Known addresses are stored, the query of the address database preferably to assign the selected address to local categories.

Accordingly, it is advantageously possible to assign the selected ones Address to the local category based on pre-stored links make so that the allocation with less system resources and much (by the same user or by other users) selected addresses without much (system) effort of a local category can be assigned.

Also preferred is the step of transmitting the content to the user a selection of the content to be transmitted by comparing the selected Address with the known (URL) addresses.

Accordingly, the direct transmission of content, especially of Advertising, in response or according to the selected address (so-called "direct response "). This way of assigning content to users allows in particular the transmission of content in connection with addresses that otherwise no link to such content within the page would allow, e.g. B. the transmission of an advertising banner in connection with Internet sites of the competition. Additional advertising is also available possible that when calling a vehicle manufacturer address z. B. Advertising content relating to vehicle insurance transmitted and displayed become.

Step b2) also preferably has a query of a category database or address category bank in which (URL) addresses predetermined  Assigned address categories or address category structures (remote category) are, with query preferably an online query of at least one (external) category-based search engine, e.g. B. Yahoo or Lycos, as category data bank includes.

Accordingly, especially by querying category-based Search engines, e.g. B. by means of POST or GET commands, the internal system Categorization effort can be reduced and preferred to external Resources are used.

According to a further preferred embodiment of the invention, after the query of the category database, the determined address category or address Category structure of the selected address assigned to a local category.

Accordingly, it is advantageously possible to group groups of users through ent a meaningful selection of the local categories and collect them together to grasp, in particular the creation of corresponding advertising profiles facilitate.

The lowest category level is the address category Huge structure first examined, but if the lowest category level none local category can be assigned, the next higher category level is examined.

Furthermore, the assignment is preferably interrupted if the one to be assigned Level of the address category structure represents the root of the address category structure.

The most preferred is the selected address and the one assigned to it local category stored in the database with known addresses.

Accordingly, the result of the assignment stands especially for later ones Accesses are available so that system times can be reduced.  

According to a further preferred embodiment, the step of Analyzing b) a step of creating or updating at least one User profiles for the user depending on those selected by the user (URL) addresses.

Accordingly, a user profile can be created for each user (so-called "profiling"), which corresponds to the (URL) addresses selected by him speaks and to a certain extent reflects, which is advantageous inferences on his interests.

The user profile preferably comprises a multiplicity of value fields, one or correspond to several local categories, with each value field a value is assigned, based on the assigned local category yelled.

After the local category has been determined, that of the User selected address corresponds to the value of those value fields by one Incremented additional value corresponding to the local category, namely based on mappings between local categories and value fields, which are stored in a link database, preferably one Weighting is made for each additional value.

Accordingly, the user profile can not only be found in the local categories correspond directly to the selected category (e.g. category "scanner" when a manufacturer page for the products "scanner" is called), but also other local categories that unite with the accessed page (content or other) are related (e.g. the other local categories "Image editing", "Image editing software", etc.). Furthermore, due to from a logical link (AND, OR, NOT, etc.) of local categories a pattern of interest of the user is predicted or determined, which, for. B. can be influenced by certain fads (so-called "datamining").  

A date field is also preferably assigned to each value field, in which corresponds to the date or time of the last update of the the value field is saved.

It is therefore possible to determine when the value field of the corresponding local Category was last updated.

It is most preferred to determine the current one before the selection step c) Values for at least some of the value fields made on the Basis of the date field corresponding to the respective value field.

Accordingly, the current values are not saved in the corresponding the value fields necessary, which makes the number of memory accesses advantageous can be reduced.

A new value is most preferably saved in the respective value field saves the calculated current value incremented by the additional value and the corresponding date field is updated when the User selects a (URL) address corresponding to the value field.

Accordingly, a renewal of the value field preferably only takes place at or after the corresponding (URL) address has been selected by the respective user instead.

According to a further preferred embodiment, each value field is one Maximum value field in which the maximum value of the corresponding Value field is stored, and / or an initial access field in which the Date of the first access to the corresponding value field is saved, assigned.

This means that additional user information stands in particular for statistical evaluations available.  

The content to be transmitted to the user is preferred on the basis of the user profile selected, preferably by comparison with a content profile.

By defining a content profile for the content to be transmitted, e.g. B. for what local categories of content, e.g. B. the advertising corresponds and which Value fields / date fields of the respective user profile which value or date should have. It is also possible to use personal content Select the data of the respective user.

Furthermore, each user is preferably assigned a credit value which is preferred on the length of time in which the addresses selected by the respective user are dependent on.

Accordingly, an incentive can be created for users to record enable their selected (URL) addresses and a transmission and preferably display the content z. B. as an advertising banner on the screen allow. It is then advantageously possible to obtain a countervalue for the customer collected credit value to be paid out to the user e.g. B. as an amount of money, as a voucher, as a discount on the purchase of goods, as a bonus, as a mileage credit at Viel flight programs, etc.

The most preferred is everyone providing the content to be transmitted Partners, especially advertisers, assigned a debit value that is preferred by depends on the number of submissions of the corresponding content.

It is therefore advantageously possible to have a countervalue for the respective transmitted Content, e.g. B. for each placed banner, the content provider, d. H. the Content-transmitting company, person, organization etc., in particular the advertiser to determine and in particular to invoice.

The invention also provides a computer program or computer program product for the selective transmission of content, in particular of Advertising via a bi-directional or multi-directional network, to at least one user  ready which program parts to carry out an inventive Process has.

The invention further provides a device for the selective transmission of content, in particular advertising via a bi-directional or multi-directional network, to at least one user, in particular for carrying out a method according to the invention, with:

• - A device for detecting a user-selected (URL) address or network address;
• - A device for analyzing the selected address
  for determining whether the selected address corresponds to a predetermined or predeterminable known (URL) address, and / or
  for assigning the selected address to a predetermined local category;
• - A device for selecting the content depending on the Result of the analysis; and
• - A device for causing the selected content to be transmitted to the user or to transmit the selected one Content to the user.

According to a preferred embodiment of the invention, the device has the following features:
an administration server, to which an initial registration and / or account administration is preferably carried out for each user;
an online database server, with which the user logs in when later unsubscribing; and or
one or more tracking servers or servers for performing tracking,
whereby a user is preferably assigned to a tracking server after a later registration and the assigned tracking server detects the (URL) address selected by the user, analyzes it and determines content depending on the result of the analysis, and
the selected content is preferably transmitted to the user from one or via a separate content server.

Accordingly, it is advantageously possible to use the content server in particular to operate the advertiser.

According to the invention, a system for the selective transmission of content, in particular advertising, to at least one user, comprising:

• A device according to the invention,
• At least one local computer assigned to the user,
• - At least one connection for the content to be transmitted providing partners, especially advertisers.

Further features, advantages and objects of the present invention result derive from the following exemplary description of preferred embodiment shape with reference to the drawing, in which:

Figure 1 is a schematic diagram of a system according to a preferred embodiment of the invention.

Fig. 2 is a schematic diagram of Analysiervorganges according to another preferred embodiment of the invention;

Fig. 3 is a flow chart of Analysiervorganges according to another preferred embodiment of the invention;

Fig. 4 is an exemplary illustration of local categories and ent speaking value fields;

Fig. 5 is a schematic diagram of a system according to another preferred embodiment; and

Fig. 6 is a schematic diagram of a system according to another preferred embodiment of the invention.

The process for the selective transmission of content, especially of Advertising to at least one user is preferred, the user, a system provider and at least one of the content to be transmitted  partner (companies, businesses, organizations, private individuals, etc.), in particular an advertiser (hereinafter called content provider), be shares.

The user registers with the system provider and shares a personal one User profile, e.g. B. Surname, first name, address, email address, age, gender, etc. with. This data is separated from in a data logon database saved to the user profile to be created and renewed. At or after the user receives a password (electronically and / or by post) when they register for the first time, with which he can later log on to the system provider.

After the first login, the user logs on to the Sy when going online stemprovider, which starts a tracking process locally on his computer is entered by the user in a browser (e.g. Netscape, Explorer) URL (Uniform Resource Locator) address determined and the system provider transmitted. Tracking of any other information is also conceivable tion that allows conclusions to be drawn about the interests of the user. The tracking The process is preferably carried out using a parser that uses a hook Function in the WS2_32.DLL (Winsock2), which is preferred either by the System provider is provided or is available from Windows 95b, hooks, and monitors the send function according to the TCP / IP protocol. Once a GET Command is determined, the parser filters the corresponding information regarding the URL address.

The registration with the system provider triggers a time recording, which for a corresponding credit on a credit value field assigned to the user is decisive.

The content provider provides the content to be transmitted, in particular about averaging advertising (e.g. in the form of advertising banners, flash banners, animated Advertising clips, chips) or news tickers, chat content (ICQ), e-mails etc. ready. Furthermore, it is defined which - to be described in more detail below - Content profile corresponds to the content to be transmitted.  

Fig. 1 shows a schematic diagram of a system according to a preferred embodiment of the invention. The URL or Internet address selected or selected or entered by the user is transmitted via the tracking process to the system provider, who analyzes the URL address, creates a user profile based on the URL address, or renews or supplements it (so-called prof. ling), selects a content according to the URL address and / or based on the user profile and this selected content, e.g. B. an advertisement transmitted to the user.

In Fig. 2 is a schematic diagram of another preferred embodiment of the present invention in which a user specifies an address in the browser (http://www.bmw.de/carconfigurator/index.htm in the example). This URL address is transmitted to the system provider via the tracking process, which carries out a URL analysis or categorization.

If desired, a content is selected in direct response to the URL address received and transmitted to the user (so-called direct response), which is identified as a variant in FIG. 2.

The categorization into local or locally defined categories is carried out by querying a local URL database in which the URL addresses of predetermined or predeterminable websites are stored and local categories are assigned. If the address transferred by the user is not known, a category search is carried out in a preferably external category-based search engine (e.g. Yahoo, Lycos, etc.). The category transmitted by the category-based search engine is assigned to one or more local categories via an assignment database (not shown). Then the corresponding user profile is updated and the updated user profile is used to select the content to be transmitted. The selection of the content is made by comparing or matching the updated user profile with content profiles stored in a content profile database (variant in FIG. 2). If a suitable content is determined, this is transmitted to the user or it is caused that the content to the user, for. B. is transmitted via an external server.

FIG. 3 shows a flowchart which shows the essential steps of an analysis method according to a preferred embodiment of the invention.

In step S1, the URL address of the user is put on hold Waiting for tracking information. So far in step S2 the tracking data from one Internet users can be obtained from the system provider in Step S3 checks the URL address obtained, preferably by means of a Query in step S3 'in or in an address database in the predetermined or predeterminable known URL addresses with corresponding assignments saved to local categories. This address database is preferably arranged in the system of the system provider.

If the selected URL address is known (yes in step S4), then that is corresponding local category of the selected URL address determined (step E1) and is preferably taken from the address database. With determination of the local category (step E1) the analysis of the URL address is completed and you can create or renew the corresponding user profile pass over.

If the selected URL address is not known (no in step S4), then a query in a category-based search is carried out in step S5 machine performed. The category-based search engine can either be present within the system or a search engine external to the system, e.g. B. Yahoo, Lycos, etc. In step 5, an online query is preferred (step S5 ') over the Internet z. B. by a GET command (e.g. GET http://de.search.yahoo.com/search/de?p = <URL or Keyword <) or through performed a POST command.

After receiving the answer from or from the category-based search engine an HTML parser filters the corresponding address category structure in step S6  from the response of the category-based search engine (typically one HTML page) by recognizing predetermined or predeterminable structures the answer (e.g. structure of the HTML page). Accordingly, the Parser the corresponding "category branch", d. H. the corresponding category fe of the received address category structure (branch with n levels) or remote category yelled. So z. B. a URL address of a scanner manufacturer in the kategorieba based search engine Yahoo the following address category structure or remote Categories in: Business and Economy <Companies <Computers <Hardware < Peripherals <scanner; this address category structure 6 nodes or Has category levels, with the node "Trade and Economy" also as Root of the address category structure.

In step S8 the transmitted address category structure is then examined or checked, by checking the lowest category level (in Example n = 6) begins. H. in the example, the (sub) category "scanner" began. In step S8 ', a database query is linked development database made in the links or correspondences (preferably in the form of assignment tables) of the respective remote categories Category-based search engines are saved with the local categories.

When the lowest category level (i.e. node n) has been determined (yes in step S9), e.g. B. by finding this node n in the assignment table, can an update of the address database in the predetermined or predeterminable known URL addresses with corresponding assignments stored or filed for local categories, in step S11 men, whereby the newly determined URL address with the appropriate Category in step S12 is preferably recorded in the address database. The local category is determined accordingly (step E1), so that the Analysis of the URL address is complete and you can create or Renew the corresponding user profile can go over.

However, the lowest category level (i.e. node n) has not been determined been (no in step S9), e.g. B. because this node n is not in the assignment  table can be found, it is checked in step S10 whether the category level or the node is the root, d. H. whether n = 1. If so (yes in step S10), then the analysis or categorization of the selected URL address interrupted (step E2). However, if the node is not the root (no in Step S10), the next higher category level or node is transferred (n = n-1), so that gradually the category levels from the lowest to be examined towards the root (one "wanders" within the Address category structure towards the root). Then go to step S8 about, and examines whether the next higher category level based on the ver linkage database is assignable.

In contrast, in step S7 there is no remote category from the category-based one Search engine received (no in step S7), so the analysis or category The selected URL address is interrupted (step E2). In one In such a case, the user profile will not be renewed and the Contents are preferred either due to the non-renewed but time corrected user profile or based on other parameters to the user averages.

The creation or renewal or update of the user profiles depending on the (URL) addresses selected by the user is explained below using FIG. 4 as an example.

The user profile has a (predetermined or predeterminable) plurality of value fields which correspond to one or more local categories, with a value being assigned to each value field. As can be seen from Fig. 4, z. B. the category "Sport" several sub-categories "football", "tennis", "snowboarding", etc. subordinate, both the (main) category "sports" and the sub-categories are assigned value fields that certain values as saved Have values. In other words, values are stored in the corresponding value field for each category or subcategory in a profile database. When a user calls up a URL address that corresponds to a corresponding local category, the value of the corresponding value field is updated. Here, the current value of the value field (described in more detail below) is preferably increased by the additional value.

Using the linkage database (so-called "synergy table") a Ver knotting, preferably with a predetermined or predeterminable weight between two local (sub) categories. So z. Legs Link between the subcategory "image processing" and "scanner" made so that if a user match one of the "scanner" category de enters the URL address, not only the category "scanner", but also the "Image Editing" category is updated. Here z. B. when assigning Value 10 for the category "scanner" an allocation of value 5 for the category "Image editing" done. This weighting (50% in the example) is preferred stored in the link table. The link preferably represents database is a directed graph. Furthermore, a logical link between (sub) categories (so-called "data mining"): if e.g. B. the user within a certain time window several different Selects addresses, the predetermined or predeterminable (sub) categories correspond, an additional value is assigned to a further (sub) category (e.g. in a logical AND, OR, NOT, NOT, etc. link between the respective categories).

When the user goes online and logs on to the system provider, a current user profile is preferably calculated. This current user profile results from the stored value of a value field, which is reduced by a time factor. A date field is preferably assigned to each value field, in which the date or the time of the last value storage in the value field is stored. The time factor that is applied subtractively or multiplicatively to the stored value thus results from the time or date stored in the date field and a certain function, which is shown schematically in FIG. 4. This function represents the decrease in the values assigned to a value field over time, the function preferably taking a maximum value in the first time and then gradually decreasing. The function is shown continuously, but can also be formed discretely. With the last saved value of the value field and with the time factor (ie with the time of the last value storage and with the function), the current value of the respective value field can be calculated.

The calculated current value is preferably not saved in the user profile to minimize memory access. A value of each Value fields are preferably only updated if a corresponding URL Address was selected so that the value incremented by the additional value becomes.

Fig. 5 is a schematic diagram showing a system according to a further preferred embodiment of the invention.

As can be seen from FIG. 5, the user data consist of the user information (e.g. first and last name, e-mail address, age, passwords, etc.) that the user transmits to the system provider upon first registration and that are not changed depending on the selected URL addresses and are therefore "static", and user profiles that are updated as described based on the selected URL address and are therefore "dynamic".

When the user registers with the system provider, the user is assigned made to his corresponding user data. Then based on his User profiles a content by comparison with content profiles of a content profile data bank, which is either provided internally by the system provider and / or by can be provided to the content provider. After the off the selected content is transmitted to the user.

Fig. 6 is a schematic diagram showing a system for selectively transmitting content, in particular advertising, to at least one user in accordance with another preferred embodiment of the invention, for example, a (advertising) Banner is used as to be transmitted Direction content in this figure.

This system preferably includes a management server, with new ones Users can register for the first time and the corresponding administration z. B. one User assigned credit value. The system also includes one online database server with which the user logs in (so-called "sign-on") and who the corresponding registration after corresponding inquiry with the Management server accepted. When accepting the user's login a window (preferably separated from the browser) is opened on its screen, in which the corresponding content should be displayed. Furthermore, the online database server to provide the user with a tracking server.

This tracking server, which is preferred by the online Database server is disconnected, then takes the appropriate analysis of the selected URL addresses, especially their categorization before and selects the appropriate content to be submitted. The tracking server continues to check the activities of the user, e.g. B. by obtaining so-called. "online beats", keyboard operations, mouse movements and display the same activities of the user on his computer, so that after can be checked that the user actually on the screen of his Computer sits. After selecting the content, the tracking server transmits the user the information, preferably as URL information, where the corresponding Content, in the example of the advertising banner, can be downloaded.

The content, especially the advertising banner, is scalable because of the better and because of better resource management, preferably separated stored in a content server and from this to a corresponding one Window downloaded from the user. The content server can internally at the System provider and / or operated externally with the content provider.

The timing preferably runs as follows: the user chooses the online database server, which gets the user profile or users data, especially from the management server, it becomes content, especially a Advertising banners may be chosen regardless of user profile. Through the tracking The method detects a surf command in the form of a (URL) address, whereupon a  new profile is created or an existing profile is updated preferred as a background process. Then comes after a period of time possibly a new analysis or selection, e.g. B. if a banner has ended or a profile has been heavily updated and new content is being submitted. If necessary, a new content z. B. in response to a "direct response" - Event submitted.

Claims (25)

1. A method for the selective transmission of content, in particular advertising via a bidirectional or multidirectional network, to at least one user, which comprises the following steps:

• a) detection of an address selected by the user;
• b) Analyze the selected address
  • 1. to determine whether the selected address corresponds to a predetermined or predeterminable known address, and / or
  • 2. to assign the selected address to a predetermined or predeterminable local category;
• c) selection of the content depending on the result of the analysis; and
• d) Have the selected content transmitted to the user.

2. The method of claim 1, wherein the detection by the user selected address the receipt (S1, S2) of tracking data by a has tracking method. 3. The method according to any one of the preceding claims, wherein the step b1) has a query (S3) of an address database in which one determined or predeterminable number of addresses as known Addresses are stored. 4. The method according to claim 3, wherein the query (S3) of the address database to assign the selected address to local categories.   5. The method of claim 3 or 4, wherein the step of transmitting the content to the user a selection of the content to be transmitted by comparing the selected address with the known addresses having. 6. The method according to any one of the preceding claims, wherein the step b2) has a query (S5) of a category database in which addresses assigned predetermined address categories or address category structures are not. 7. The method according to claim 6, wherein query (S5) is an online query (S5 ') at least one category-based search engine as a category database includes. 8. The method according to claim 6 or 7, wherein after the query (S5; S5 ') of Category database the determined address category or address category structure of the selected address assigned to a local category (S8- S10; S8 '). 9. The method according to claim 8, wherein in the assignment (S8-S10; S8 ') the lowest category level (node n) of the address category structure first is examined (S9), whereby if the lowest category level none local category can be assigned (no in S9), the next higher Category level (node n-1) is examined (S10 '). 10. The method according to claim 9, wherein the assignment (S8-S10; S8 ') under is broken (yes in S10) if the assigned level of the address category huge structure of the root of the address category structure. 11. The method according to any one of the preceding claims 8 to 10, wherein the selected address and the associated (S8-S10; S8 ') local Category stored in the database with known addresses (S11, S12).   12. The method according to any one of the preceding claims, wherein the step of analyzing b) a step of creating or updating at least one user profile for the user depending on the through the user has selected addresses. 13. The method of claim 12, wherein the user profile a plurality of Value fields that correspond to one or more local categories Chen, whereby a value is assigned to each value field, specifically on the Based on the assigned local category. 14. The method according to claim 13, wherein after determining the local category rie that corresponds to the address selected by the user, the value of that value fields can be incremented by an additional value that the local Category, based on assignments between local categories and value fields in a link database are stored, preferably a weighting for any additional value is made. 15. The method according to claim 13 or 14, wherein each value field a date field in which the date of the last update is assigned of the corresponding value field is saved. 16. The method according to claim 15, wherein one before the selection step c) Determination of the current values for at least some of the value fields is made, on the basis of each Value field of the corresponding date field. 17. The method according to claim 16, wherein in the respective value field a new one Value that is incremented by the additional value is stored calculated current value corresponds, and being the corresponding Date field is updated if the user corresponds to a value field selected address.   18. The method according to any one of the preceding claims 12 to 17, wherein each value field a maximum value field in which the maximum reached Value of the corresponding value field is saved, and / or a First access field in which the date of the first access to the corresponding value field is saved, is assigned. 19. The method according to any one of the preceding claims 12 to 18, wherein the content to be transmitted to the user is selected based on the user profile is preferred, by comparison with a content profile. 20. The method according to any one of the preceding claims, wherein each user a credit value is assigned, preferably based on the period in which the addresses selected by the respective user are dependent on is gig. 21. The method according to any one of the preceding claims, wherein each to partner providing content, especially advertisers, a debit value is assigned, which preferably depends on the number of over dependent on the corresponding content. 22. Computer program for the selective transmission of content, in particular re of advertising, to at least one user, which program parts for Implementation of a method according to one of the preceding claims having. 23. Device for the selective transmission of content, in particular advertising via a bi-directional or multi-directional network, to at least one user, in particular for carrying out a method according to one of the preceding claims 1 to 21, with:

• - A device for detecting an address or network address selected by the user;
• - A device for analyzing the selected address
  for determining whether the selected address corresponds to a predetermined or predeterminable known address, and / or
  for assigning the selected address to a predetermined local category;
• - A device for selecting the content depending on the result of the analysis; and
• - A device for causing the selected content to be transmitted to the user.

24. The apparatus of claim 23, comprising:
a management server, which is preferably used for initial registration and / or account management for each user;
an online database server, with which the user logs in when later unsubscribing; and or
one or more servers for tracking purposes,
wherein a user is preferably assigned to a tracking server after a later login and the assigned tracking server detects the address selected by the user, analyzes it and determines a content depending on the result of the analysis, and
the selected content is preferably transmitted to the user from one or via a separate content server. 25. System for the selective transmission of content, in particular advertising via a bidirectional or multidirectional network, to at least one user, with:

• a device according to claim 23 or 24,
• at least one local computer assigned to the user,
• - At least one connection for a partner providing the content to be transmitted, in particular advertisers.