Measuring Inline Ad Performance for Third-Party Ad Serving

• US 20120078707A1
• Filed: 09/29/2010
• Published: 03/29/2012
• Est. Priority Date: 09/29/2010
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Inventors: Ramakrishnan, Eyal Arasu, Goyal, Prabhakar, Dodda, Rampradeep
• Granted Patent: US 9,536,249 B2
• Time in Patent Office: Days
• US Class Current: 705/14.41
• CPC Class Codes: G06F 16/986 Document structures and storage, e.g. HTML extensions
• CPC Class Codes: G06F 40/143 Markup, e.g. Standard Generalized Markup Language [SGML] or Document Type Definition [DTD]
• CPC Class Codes: G06F 8/30 Creation or generation of source code
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: H04L 65/80 Responding to QoS
• CPC Class Codes: H04L 67/02 based on web technology, e.g. hypertext transfer protocol [HTTP]

Abstract

A method, apparatus, and computer program product for measuring inline internet ad performance for third-party ad serving. The method comprises receiving an original third-party internet ad and recoding the original third-party internet ad for producing a recoded third-party internet ad where the recoded third-party internet ad comprises ad instrumentation code. In real-time, as the internet ad is composited and rendered, the instrumentation code measures the response latency of the server or servers in the third-party network using the ad instrumentation code. In some cases, the original third-party internet ad comprises ad code using a markup language such as HTML language, and/or JavaScript language (e.g. in ad code segments). The recoding comprises recoding an ad code segment of the ad by transforming the ad code segment into a JavaScript literal, which in exemplary embodiments includes emitting a specialized document.write( ) call. Response latency measurements are collected and included in a latency table.

Claims

1. A computer-implemented method for measuring inline ad performance for third-party ad serving, the method comprising:

receiving, in memory, an original third-party internet ad, the third-party internet ad for hosting within a server in a third-party network;

recoding, in a computer, the original third-party internet ad for producing a recoded third-party internet ad, the recoded third-party internet ad comprising ad instrumentation code; and

measuring, in a computer, a response latency of the server in a third-party network using the ad instrumentation code.

2. The method of claim 1, wherein the original third-party internet ad comprises ad code using at least one of, HTML language, JavaScript language, a markup language.

3. The method of claim 1, wherein the recoding comprises recoding an ad code segment of HTML content by transforming the ad code segment into a JavaScript literal.

4. The method of claim 1, wherein the recoding comprises recoding an ad code segment of HTML content by transforming the ad code segment into an IFRAME tag.

5. The method of claim 1, wherein the recoding comprises emitting a document.write( ) call.

6. The method of claim 1, wherein the ad instrumentation code executes a recoded document.write( ) call.

7. The method of claim 1, further comprising storing, in a computer, a second response latency measurement, the second response latency measurement taken in response to a second latency of a second server.

8. The method of claim 7, wherein the second response latency is included in a latency waterfall table.

9. The method of claim 7, wherein the second response latency measurement is taken in response to a recursive call.

10. The method of claim 1, further comprising aggregating, in a computer, a plurality of response latency measurements.

11. The method of claim 1, wherein the measuring a response latency comprises measuring a timeout.

12. The method of claim 11, further comprising rendering a backfill ad in response to the timeout.

13. A computer readable medium comprising a set of instructions which, when executed by a computer, cause the computer to perform measurements of inline ad performance for third-party ad serving, said instructions for:

receiving, in memory, an original third-party internet ad, the third-party internet ad for hosting within a server in a third-party network;

recoding, in a computer, the original third-party internet ad for producing a recoded third-party internet ad, the recoded third-party internet ad comprising ad instrumentation code; and

measuring, in a computer, a response latency of the server in a third-party network using the ad instrumentation code.

14. The computer readable medium of claim 13, wherein the original third-party internet ad comprises ad code using at least one of, HTML language, JavaScript language, a markup language.

15. The computer readable medium of claim 13, wherein the recoding comprises recoding an ad code segment of HTML content by transforming the ad code segment into a JavaScript literal.

16. The computer readable medium of claim 13, wherein the recoding comprises recoding an ad code segment of HTML content by transforming the ad code segment into an IFRAME tag.

17. The computer readable medium of claim 13, wherein the ad instrumentation code executes a recoded document.write( ) call.

18. The computer readable medium of claim 13, further comprising instructions for storing, in a computer, a second response latency measurement, the second response latency measurement taken in response to a second latency of a second server.

19. The computer readable medium of claim 18, wherein the second response latency measurement is taken in response to a recursive call.

20. An advertising server network for measuring inline ad performance for third-party ad serving, comprising:

a module for receiving, in memory, an original third-party internet ad, the third-party internet ad for hosting within a server in a third-party network;

a module for recoding, in a computer, the original third-party internet ad for producing a recoded third-party internet ad, the recoded third-party internet ad comprising ad instrumentation code; and

a module for measuring, in a computer, a response latency of the server in a third-party network using the ad instrumentation code.