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Methods and systems for providing functional extensions with a landing page of a creative

  • US 10,489,395 B2
  • Filed: 05/02/2017
  • Issued: 11/26/2019
  • Est. Priority Date: 02/19/2014
  • Status: Active Grant
First Claim
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1. A system to provide actionable objects on landing pages of content items, comprising:

  • a data processing system having one or more data processors and one or more computer-readable storage media storing instructions, the data processing system to;

    receive, via a third-party content provider device of a third-party content provider remote from the data processing system, a plurality of content items for serving on information resources, at least one of the plurality of content items comprising a network address of a landing page of the third-party content provider;

    identify a content item of the plurality of content items received from the third-party content provider device to serve on a computing device different from the third-party content provider device, the content item associated with the network address of the landing page of the third-party content provider device;

    determine that the landing page associated with the content item does not include any functional extensions;

    identify a type of content of the landing page of the third-party content provider by analyzing the landing page associated with the network address of the content item, the type of content of the landing page including a phone number of the third-party content provider;

    receive, from a landing page modification module that increments a counter identifying a total number of actuations of a functional extension on the landing page, an indication of a conversion rate based on a ratio of a number of visits to the landing page that resulted in an action being taken on the functional extension to a total number of visits to the landing page;

    determine, responsive to receipt of the content item, identification of the type of content of the landing page including the phone number, the conversion rate and the determination that the landing page does not include any functional extensions, to provision the functional extension for the landing page associated with the content item based on an increase in interaction rate with the landing page of the third-party content provider relative to the landing page lacking the functional extension;

    generate, responsive to the determination to provision the functional extension and receipt of the content item from the third-party content provider device, the functional extension to be rendered with content of the landing page of the third-party content provider based on the identified type of content of the landing page, the functional extension configured to trigger, in response to a voice activated command sensed by a microphone of the computing device, the computing device to actuate an object to establish a call between the computing device and a content provider device associated with the phone number of the third-party content provider;

    generate an information resource that includes the content of the landing page of the third-party content provider and the generated functional extension, the generated functional extension in a separate overlay frame over the content of the landing page of the third-party content provider; and

    serve, to the computing device, the generated information resource to render the content of the landing page of the third-party content provider and the generated functional extension on a display of the computing device responsive to an action taken on the content item, the computing device actuating the object to establish the call between the computing device and the content provider device associated with the phone number responsive to the voice activated command that triggers the functional extension.

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