Platform for serving online content

• US 10,699,312 B2
• Filed: 03/15/2018
• Issued: 06/30/2020
• Est. Priority Date: 08/31/2010
• Status: Active Grant

• Current Assignee: CBS Interactive Inc. (Paramount Global (f/k/a ViacomCBS Inc.))
• Original Assignee: CBS Interactive Inc. (Paramount Global (f/k/a ViacomCBS Inc.))
• Inventors: Stroud, Monica, Harper, Eric
• Primary Examiner(s): Nguyen, Chau T
• Application Number:
  US15/921,922
• Publication Number:
  US 20190087871A1
• Time in Patent Office: 838 Days
• CPC Class Codes: G06F 16/23 Updating
• CPC Class Codes: G06F 16/40 of multimedia data, e.g. slideshows comprising image and additional audio data retrieval of still image data G06F16/50; retrieval of audio data G06F16/60; retrieval of video data G06F16/70
• CPC Class Codes: G06F 16/60 of audio data
• CPC Class Codes: G06F 16/65 Clustering; Classification
• CPC Class Codes: G06F 16/70 of video data
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06F 40/106 Display of layout of documents; Previewing
• CPC Class Codes: G06F 40/117 Tagging; Marking up details of markup languages G06F40/143; Designating a block; Setting of attributes style sheets, e.g. eXtensible Stylesheet Language Transformation [XSLT], G06F40/154
• CPC Class Codes: G06F 40/151 Transformation
• CPC Class Codes: G06F 40/174 Form filling; Merging
• CPC Class Codes: G06F 40/186 Templates
• CPC Class Codes: G06F 40/205 Parsing
• CPC Class Codes: G06F 40/221 Parsing markup language streams streaming G06F40/149
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A computer implemented method for creating a page including content includes the steps of inserting, with a computing device, one or more placeholders in the page, requesting, with a computing device, parameters, receiving, with a computing device, meta data in response to the step of requesting parameters, creating, with a computing device, frames in the page based on the meta data at positions corresponding to the placeholders, requesting, with a computing device, content, receiving, with a computing device, content in response to the request for content, and placing the content in the frames for display on a display device.

Claims

1. A method for providing advertising content to a user on an online resource, the method performed by one or more processors and comprising:

identifying an advertisement placeholder provided with the online resource;

identifying media content provided by the online resource;

when the online resource is rendered;

(a) providing a frame in the advertisement placeholder;

(b) providing a first advertisement in the frame;

(c) detecting (i) when the first advertisement has been present in the frame for a period of time and (ii) a specified user interaction has occurred;

(d) in response to detecting (i) and (ii), requesting advertising content for a second advertisement that has not been displayed to the user on the on line resource at more than a predetermined frequency;

receiving the advertising content for the second advertisement based on the requesting; and

replacing the first advertisement with the second advertisement in the frame.

2. The method of claim 1, further comprising:

deferring detecting (i) and (ii) in response to detecting that a user has not recently interacted with the online resource.

3. The method of claim 1, further comprising:

determining whether a lock flag associated with the online resource is present; and

deferring detecting (i) and (ii) in response to determining that the lock flag is present.

4. The method of claim 1, wherein requesting the advertising content includes sending a cumulative page-state variable and one or more individual page-state variables.

5. The method of claim 4, wherein the cumulative page-state variable is a hash and wherein the one or more individual page-state variables are hashes.

6. The method of claim 1, wherein the frame is a first frame of a plurality of frames,

the advertisement placeholder is a first placeholder of a plurality of placeholders provided with the online resource, each of the plurality of frames is in a different one of the plurality of placeholders, and the plurality of frames includes a second frame;

wherein requesting the advertising content includes requesting a third advertisement for the second frame; and

wherein the third advertisement does not compete with the second advertisement.

7. The method of claim 1, wherein the frame is a first frame of a plurality of frames,

the advertisement placeholder is a first placeholder of a plurality of placeholders provided with the online resource, each of the plurality of frames is in a different one of the plurality of placeholders, and the plurality of frames includes a second frame;

wherein requesting the advertising content comprises requesting a third advertisement for the second frame; and

wherein the one or more processors are configured to synchronize the third advertisement with the second advertisement.

8. The method of claim 1, wherein replacing the first advertisement with the second

advertisement comprises:

removing the first advertisement from the frame; and

rendering the second advertisement in the frame.

9. The method of claim 8, wherein the frame is a first frame of a plurality of frames,

the advertisement placeholder is a first placeholder of a plurality of placeholders provided with the online resource, each of the plurality of frames is in a different one of the plurality of placeholders, and the plurality of frames includes a second frame;

wherein requesting the advertising content includes asynchronously requesting advertising content for the first frame and the second frame.

10. The method of claim 8, wherein the frame is a first frame of a plurality of frames,

the advertisement placeholder is a first placeholder of a plurality of placeholders provided with the online resource, each of the plurality of frames is in a different one of the plurality of placeholders, and the plurality of frames includes a second frame;

wherein requesting the advertising content includes simultaneously requesting respective advertising content for the first frame and the second frame.

11. The method of claim 1, wherein the specified user interaction is an action that evidences that the user has viewed the first ad.

12. The method of claim 1, wherein the specified user interaction is at least one of the user clicking on the ad, the user moving a mouse over a specific object on the resource, or the user moving a scroll bar so that the user can see the object.

13. The method of claim 1, wherein the predetermined frequency with which a specific ad is displayed to a user is determined by a frequency capping cookie that is updated when the specific ad is loaded.

14. The method of claim 13, wherein multiple ads write to the frequency cap cookie.

15. A system for providing advertising content to a user on an online resource, the

system comprising:

at least one computer processor; and

at least one memory operatively couple to the at least one processor and storing instructions thereon which, when executed by the at least one computer processor, cause the at least one computer processor to;

identify an advertisement placeholder provided with the online resource;

identify media content provided by the online resource;

when the online resource is rendered;

(a) provide a frame in the advertisement placeholder;

(b) provide a first advertisement in the frame;

(c) detect (i) when the first advertisement has been present in the frame for a period of time and (ii) a specified user interaction has occurred;

(d) in response to the detecting (i) and (ii), requesting advertising content for a second advertisement that has not been displayed to the user on the online resource at more than a predetermined frequency;

receive the advertising content for the second advertisement based on the requesting; and

replace the first advertisement with the second advertisement in the frame.

16. The system of claim 15, wherein the instructions further cause the at least one processor to defer detecting (i) and (ii) in response to detecting that a user has not recently interacted with the online resource.

17. The system of claim 15, wherein the instructions further cause the at least one processor to:

determine whether a lock flag associated with the online resource is present; and

defer detecting (i) and (ii) in response to determining that the lock flag is present.

18. The system of claim 15, wherein requesting the advertising content includes sending a cumulative page-state variable and one or more individual page-state variables.

19. The system of claim 18, wherein the cumulative page-state variable is a hash and wherein the one or more individual page-state variables are hashes.

20. The system of claim 15, wherein the frame is a first frame of a plurality of frames, the advertisement placeholder is a first placeholder of a plurality of placeholders provided with the online resource, each of the plurality of frames is in a different one of the plurality of placeholders, and the plurality of frames includes a second frame;

wherein requesting the advertising content includes requesting a third advertisement for the second frame; and

wherein the third advertisement does not compete with the second advertisement.

21. The system of claim 15, wherein the frame is a first frame of a plurality of frames, the advertisement placeholder is a first placeholder of a plurality of placeholders provided with the online resource, each of the plurality of frames is in a different one of the plurality of placeholders, and the plurality of frames includes a second frame;

wherein requesting the advertising content comprises requesting a third advertisement for the second frame; and

wherein the one or more processors are configured to synchronize the third advertisement with the second advertisement.

22. The system of claim 15 wherein replacing the first advertisement with the second advertisement comprises:

removing the first advertisement from the frame; and

rendering the second advertisement in the frame.

23. The system of claim 22, wherein the frame is a first frame of a plurality of frames,

the advertisement placeholder is a first placeholder of a plurality of placeholders provided with the online resource, each of the plurality of frames is in a different one of the plurality of placeholders, and the plurality of frames includes a second frame;

wherein requesting the advertising content includes asynchronously requesting advertising content for the first frame and the second frame.

24. The system of claim 22, wherein the frame is a first frame of a plurality of frames, the advertisement placeholder is a first placeholder of a plurality of placeholders provided with the online resource, each of the plurality of frames is in a different one of the plurality of placeholders, and the plurality of frames includes a second frame;

wherein requesting the advertising content includes simultaneously requesting respective advertising content for the first frame and the second frame.

25. The system of claim 15, wherein the specified user interaction is an action that evidences that the user has viewed the first ad.

26. The system of claim 15, wherein the specified user interaction is at least one of the user clicking on the ad, the user moving a mouse over a specific object on the resource, or the user moving a scroll bar so that the user can see the object.

27. The system of claim 15, wherein the predetermined frequency with which a specific ad is displayed to a user is determined by a frequency capping cookie that is updated when the specific ad is loaded.

28. The system of claim 27, wherein multiple ads write to the frequency cap cookie.