Novel business uses of independently created hyperlinks in the World Wide Web: Basic mechanism and examples

Abstract

Advisory architecture permits on-the-fly delivery of hyperlinks (and rating codes and annotations) to World Wide Web content, where the links and the target content are created by one or more organizations independent of the organization that created the Web content the user is accessing. The user's Web browser or proxy server accesses these advisories through a protocol with a special advisory server. They are available when viewing Web content and when viewing a hyperlink in one Web document that points to another. The hyperlinks are typed, described with a well-defined numeric code as well as textual strings. This paper describes some of the business-to-business and business-to-consumer applications enabled by Advisory architecture. It explains the features of Advisory architecture that support the distribution of hyperlinks for revenue, as well as scenarios in which following the hyperlinks results in crediting the user account. It explains the features that permit advisories and advisory hyperlinks to be recommended by subscribers and then accepted or rejected by the advisory service staff. It speculates as to how this could change advertising and political discourse.