Detecting compatible layouts for content-based native ads

• US 10,248,643 B2
• Filed: 12/13/2017
• Issued: 04/02/2019
• Est. Priority Date: 06/21/2013
• Status: Active Grant

• Current Assignee: Nativo, Inc.
• Original Assignee: Nativo, Inc.
• Inventors: Choi, Justin Yoo, Maust, David Wayne
• Primary Examiner(s): Baderman, Scott T
• Assistant Examiner(s): Velez-Lopez, Mario M
• Application Number:
  US15/841,165
• Publication Number:
  US 20180107641A1
• Time in Patent Office: 475 Days
• CPC Class Codes: G06F 40/106 Display of layout of documents; Previewing
• CPC Class Codes: G06F 40/14 Tree-structured documents parsing G06F40/205; validation G06F40/226
• CPC Class Codes: G06F 40/186 Templates
• CPC Class Codes: G06Q 30/0276 Advertisement creation

Abstract

Detecting compatible layouts for content-based native ads is disclosed. First page information representing elements of a first page may be generated. Second page information representing elements of a second page may be generated. It may be determined, based at least in part on the first page information and second page information, that a native sponsored content template configured for use with the first page is compatible with the second page.

Claims

1. A method, comprising:

crawling a first page of a website and a second page of the website;

generating first page information representing elements of the first page based on the crawling;

generating second page information representing elements of the second page based on the crawling;

determining, based at least in part on the first page and second page, that a native sponsored content template configured for use with the first page is compatible with the second page, wherein the native sponsored content template is configured to generate a native advertisement, wherein the native advertisement is configured to resemble surrounding content elements displayed on a page, wherein determining that the native sponsored content template configured for use with the first page is compatible with the second page comprises;

generating a selector based on the first page information, wherein the selector is configured to analyze a location on the first page where the native sponsored content template is configured to place the native advertisement and the selector is configured to identify elements in a page that are similar in structure or layout to the location;

comparing the selector to the second page information; and

determining that a portion of the elements associated with the second page matches the selector; and

embedding the native sponsored content template in the second page, wherein the native advertisement is displayed where the native sponsored content template is embedded in the second page when the second page is loaded.

2. The method of claim 1, wherein determining includes:

using the first page information and the second page information to determine that the first page and the second page are similar; and

determining, based at least in part on the determined similarity, that the native sponsored content template configured for use with the first page is compatible with the second page.

3. The method of claim 2, wherein using the first page information and the second page information comprises:

comparing the first page information indicating a structure of the first page to the second page information indicating a structure of the second page; and

determining that the first page and the second page are substantially similar based at least in part on the comparison.

4. The method of claim 2, wherein using the first page information and second page information comprises:

generating a cosine similarity value based at least in part on a first page structure vector and a second page structure vector; and

determining that the first page and second page are substantially similar based at least in part on the cosine similarity value.

5. The method of claim 1, further comprising:

updating a placement group to include the second page, the placement group comprising pages associated with the native sponsored content template.

6. The method of claim 5, further comprising:

using the native sponsored content template to generate a native sponsored content item; and

providing the native sponsored content item for display on a page included in the placement group.

7. The method of claim 1, further comprising

crawling pages of the website associated with the first page;

and

generating, for each of one or more of the crawled pages, page information representing elements of the page.

8. The method of claim 7, wherein crawling the pages of the website includes crawling the website in a context of one or more of a mobile device browser, a desktop browser, and an application.

9. The method of claim 7, wherein crawling the pages of the website includes:

determining a sample group comprising pages of the website; and

crawling the pages in the sample group.

10. The method of claim 1, wherein:

the first page information includes information representing a hypertext markup language (HTML) layout of the first page; and

the second page information includes information representing an HTML layout of the second page.

11. The method of claim 1, wherein determining that the native sponsored content template is compatible with the second page comprises:

determining that the second page is compatible with the native sponsored content template based at least on the determined match.

12. The method of claim 1, wherein:

generating the first page information includes using term frequency-inverse document frequency (tf-idf) to generate the first page structure vector; and

generating the second page information includes using tf-idf to generate the second page structure vector.

13. The method of claim 1, further comprising:

generating content categories associated with the first page based at least in part on the first page information; and

generating content categories associated with the second page based at least in part on the second page information.

14. The method of claim 13, wherein the determining step comprises:

determining that the first page and second page include at least one common content category;

determining that the first page and second page are substantially similar based on the determined common content category; and

determining that the native sponsored content template is compatible with the second page based at least in part on the determined similarity.

15. The method of claim 1, further comprising:

providing a rendering of one or more pages including the second page, the pages are determined to be compatible with the native sponsored content template;

receiving an indication of a selection associated with the second page; and

updating a placement group associated with the native sponsored content template to include the second page.

16. The method of claim 1, wherein the first page is associated with a first section of the website and the second page is associated with a second section of the website.

17. The method of claim 1, further comprising:

monitoring the website associated with the first page;

detecting a change to an element of a page of the website;

updating the page information representing elements of the changed page to indicate the structure of the elements of the changed page after the detected change; and

determining that the native sponsored content template is not compatible with the changed page.

18. The method of claim 17, further comprising:

suspending the native sponsored content template from being used to deploy sponsored content items on the changed page.

19. The method of claim 1, further comprising:

monitoring the website associated with the first page;

detecting a new page;

generating page information representing elements included in the new page;

determining that the native sponsored content template is compatible with the new page; and

updating a placement group to include the new page, the placement group comprising pages associated with the native sponsored content template.

20. The method of claim 1, further comprising:

determining a change associated with the native sponsored content template; and

based at least in part on the determined change, re-performing the generating and determining steps.

21. A system, comprising:

a processor; and

a memory coupled with the processor, wherein the memory is configured to provide the processor with instructions which when executed cause the processor to;

crawl a first page of a website and a second page of the website;

generate first page information representing elements of the first page based on the crawling;

generate second page information representing elements of the second page based on the crawling;

determine, based at least in part on the first page and the second page, that a native sponsored content template configured for use with the first page is compatible with the second page, wherein the native sponsored content template is configured to generate a native advertisement, wherein the native advertisement is configured to resemble surrounding content elements displayed on a page, wherein to determine that the native sponsored content template configured for use with the first page is compatible with the second page, the processor is configured to;

generate a selector based on the first page information, wherein the selector is configured to analyze a location on the first page where the native sponsored content template is configured to place the native advertisement and the selector is configured to identify elements in a page that are similar in structure or layout to the location;

compare the selector to the second page information; and

determine that a portion of the elements associated with the second page matches the selector; and

embed the native sponsored content template in the second page, wherein in response to the second page being loaded, the native advertisement is displayed where the native sponsored content template is embedded in the second page.

22. A computer program product, the computer program product being embodied in a tangible non-transitory computer readable storage medium and comprising computer instructions for:

crawling a first page of a website and a second page of the website;

generating first page information representing elements of the first page based on the crawling;

generating second page information representing elements of the second page based on the crawling;

determining, based at least in part on the first page and second page, that a native sponsored content template configured for use with the first page is compatible with the second page, wherein the native sponsored content template is configured to generate a native advertisement, wherein the native advertisement is configured to resemble surrounding content elements displayed on a page, wherein determining that the native sponsored content template configured for use with the first page is compatible with the second page comprises;

generating a selector based on the first page information, wherein the selector is configured to analyze a location on the first page where the native sponsored content template is configured to place the native advertisement and the selector is configured to identify elements in a page that are similar in structure or layout to the location;

comparing the selector to the second page information; and

determining that a portion of the elements associated with the second page matches the selector; and

embedding the native sponsored content template in the second page, wherein in response to the second page being loaded, the native advertisement is displayed where the native sponsored content template is embedded in the second page.