MODIFYING THE PRESENTATION OF A CONTENT ITEM

• US 20140033007A1
• Filed: 07/25/2012
• Published: 01/30/2014
• Est. Priority Date: 07/25/2012
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Mhatre, Amit
• Granted Patent: US 10,007,645 B2
• Time in Patent Office: Days
• US Class Current: 715/205
• CPC Class Codes: G06F 16/957 Browsing optimisation, e.g. caching or content distillation
• CPC Class Codes: G06F 40/109 Font handling; Temporal or kinetic typography
• CPC Class Codes: G06F 40/134 Hyperlinking

Abstract

Methods, systems, and apparatus for modifying the presentation of content item are described. In one aspect, a method includes receiving a request for supplemental content to be presented with a publication requested by a user of a client system, wherein the supplemental content comprises a body of text having a plurality of terms; in response to receiving the request, identifying one or more terms of the plurality of terms that are likely to be of interest to the user of the client system; and modifying the supplemental content to cause the one or more identified terms to appear in a presentation style that differs in appearance from other terms of the plurality of terms in the supplemental content.

Claims

1. A method performed by a data processing apparatus, the method comprising:

receiving a request for supplemental content to be presented with a publication requested by a user of a client system, wherein the supplemental content comprises a body of text having a plurality of terms;

in response to receiving the request, identifying one or more terms of the plurality of terms that are likely to be of interest to the user of the client system; and

modifying the supplemental content to cause the one or more identified terms to appear in a presentation style that differs in appearance from other terms of the plurality of terms in the supplemental content.

2. The method of claim 1, wherein the publication comprises a web page provided by a publisher.

3. The method of claim 1, wherein the supplemental content comprises an advertisement.

4. The method of claim 1, wherein the supplemental content further comprises a title and a hyperlink.

5. The method of claim 1, wherein the presentation style defines one or more of a font color, a font size, a font style, a font weight, or a background color behind the one or more terms.

6. The method of claim 1, wherein identifying the one or more terms of the plurality of terms comprises:

determining a type of term for each of the plurality of terms; and

identifying, from among the plurality of terms, one or more terms that are determined to be a noun type of term.

7. The method of claim 1, wherein identifying the one or more terms of the plurality of terms comprises:

identifying the one or more terms of the plurality of terms based on one or more interest categories of one or more publications that were presented to the user previously.

8. The method of claim 1, wherein identifying the one or more terms of the plurality of terms comprises:

identifying the one or more terms based on a plurality of search terms associated with a plurality of search queries performed by the user previously.

9. The method of claim 1, wherein identifying the one or more terms of the plurality of terms comprises:

identifying the one or more terms based on preferences of a provider of the supplemental content.

10. A computer-readable storage medium encoded with instructions that when executed by a data processing device cause the data processing device to perform operations comprising:

receiving a request for supplemental content to be presented with a publication requested by a user of a client system, wherein the supplemental content comprises a body of text having a plurality of terms;

in response to receiving the request, identifying one or more terms of the plurality of terms that are likely to be of interest to the user of the client system; and

modifying the supplemental content to cause the one or more identified terms to appear in a presentation style that differs in appearance from other terms of the plurality of terms in the supplemental content.

11. The computer-readable storage medium of claim 10, wherein the publication comprises a web page provided by a publisher.

12. The computer-readable storage medium of claim 10, wherein the supplemental content comprises an advertisement.

13. The computer-readable storage medium of claim 10, wherein the supplemental content further comprises a title and a hyperlink.

14. The computer-readable storage medium of claim 10, wherein the presentation style defines one or more of a font color, a font size, a font style, a font weight, or a background color behind the one or more terms.

15. The computer-readable storage medium of claim 10, wherein identifying the one or more terms of the plurality of terms comprises:

determining a type of term for each of the plurality of terms; and

identifying, from among the plurality of terms, one or more terms that are determined to be a noun type of term.

16. The computer-readable storage medium of claim 10, wherein identifying the one or more terms of the plurality of terms comprises:

identifying the one or more terms of the plurality of terms based on one or more interest categories of one or more publications that were presented to the user previously.

17. The computer-readable storage medium of claim 10, wherein identifying the one or more terms of the plurality of terms comprises:

identifying the one or more terms based on a plurality of search terms associated with a plurality of search queries performed by the user previously.

18. The computer-readable storage medium of claim 10, wherein identifying the one or more terms of the plurality of terms comprises:

identifying the one or more terms based on preferences of a provider of the supplemental content.

19. A system, comprising:

a data processing apparatus; and

a computer-readable storage medium encoded with instructions that when executed by the data processing device cause the data processing device to perform operations comprising;

receiving a request for supplemental content to be presented with a publication requested by a user of a client system, wherein the supplemental content comprises a body of text having a plurality of terms;

in response to receiving the request, identifying one or more terms of the plurality of terms that are likely to be of interest to the user of the client system; and

modifying the supplemental content to cause the one or more identified terms to appear in a presentation style that differs in appearance from other terms of the plurality of terms in the supplemental content.

20. The system of claim 19, wherein identifying the one or more terms of the plurality of terms comprises:

determining a type of term for each of the plurality of terms; and

identifying, from among the plurality of terms, one or more terms that are determined to be a noun type of term.

21. The system of claim 19, wherein identifying the one or more terms of the plurality of terms comprises:

identifying the one or more terms of the plurality of terms based on one or more interest categories of one or more publications that were presented to the user previously.

22. The system of claim 19, wherein identifying the one or more terms of the plurality of terms comprises:

identifying the one or more terms based on a plurality of search terms associated with a plurality of search queries performed by the user previously.