Abstract: A web browser's layout, available features and tools are adapted to the instantaneous environment, without the use of downloadable, up-loadable or resident programs, plug-ins or agents. The browser itself is tailored to the context in which it is being used, to provide for different functionalities in the browser tool bar, the functionality changing in association with different data such as a web page requested, web page content, the user demographic classification, age, location, or any other characteristic known or inferred by such provider. This mutation occurs according to factors preset by the user (surfer) or pushed by the provider or a third party authorized by a service or content provider.

Abstract: Advertising is presented on a computer screen in the form of an animated multimedia character that will be referred to here as a “Shoshkele.” The Shoshkele appears on the screen in an intrusive way at times which, to the user, are unpredictable, and it is entirely out of his control. The Shoshkele can move over the entire screen and is in the top layer of the display of the browser program, so it is not covered up by any window or object. It can also provide sound, including speech, music and sound effects. The sporadic appearance of the Shoshkele and its entertainment value draw the attention of the user. The present advertising concept and Shoshkeles can be realized with existing technology.