Selectively Replacing Displayed Content Items Based on User Interaction

• US 20140181634A1
• Filed: 12/20/2012
• Published: 06/26/2014
• Est. Priority Date: 12/20/2012
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Compain, Adam J., Rhim, Mo-Gyung
• Granted Patent: US 9,594,732 B2
• Time in Patent Office: Days
• US Class Current: 715/234
• CPC Class Codes: G06F 3/0481 based on specific properties of the displayed interaction object or a metaphor-based environment, e.g. interaction with desktop elements like windows or icons, or assisted by a cursor's changing behaviour or appearance
• CPC Class Codes: G06F 3/04842 Selection of displayed objects or displayed text elements G06F3/0482 takes precedence
• CPC Class Codes: G06F 3/04845 for image manipulation, e.g. dragging, rotation, expansion or change of colour
• CPC Class Codes: G06F 3/0485 Scrolling or panning
• CPC Class Codes: G06F 40/143 Markup, e.g. Standard Generalized Markup Language [SGML] or Document Type Definition [DTD]
• CPC Class Codes: G06F 40/166 Editing, e.g. inserting or deleting

Abstract

Systems, methods performed by data processing apparatus and computer storage media encoded with computer programs for receiving feedback from a client device at which a presentation page of content items is displayed, the received feedback relating to an affirmative act performed by the user, determining, based at least in part on the received feedback, whether the user is likely to perform a predetermined action relative to one or more of the content items, based on a result of the determining, selectively identifying one or more replacement content items and transmitting the one or more identified replacement content items to the client device for display in the presentation page in place of one or more of the plurality of content items.

Claims

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

receiving feedback from a client device at which a presentation page comprising a plurality of content items is displayed, the received feedback relating to an affirmative act performed by the user;

determining, based at least in part on the received feedback, whether the user is likely to perform a predetermined action relative to one or more of the plurality of content items;

based on a result of the determining, selectively identifying one or more replacement content items; and

transmitting the one or more identified replacement content items to the client device for display in the presentation page in place of one or more of the plurality of content items.

2. The method of claim 1 wherein the presentation page comprises a dynamic webpage and at least one of the plurality of content items comprises an independently replaceable advertisement.

3. The method of claim 1 wherein the affirmative act performed by the user comprises an action from which disinterest in one or more content items can reasonably be inferred.

4. The method of claim 1 wherein determining whether the user is likely to perform the predetermined action comprises inferring whether the user is likely to perform an action indicating interest in one or more content items.

6. The method of claim 1 wherein the determining is performed by a logic engine applying a plurality of pre-defined rules.

7. The method of claim 6 wherein one or more of the pre-defined rules are based on factors including one or more a nature of the affirmative act performed by the user, a duration of time spent on the presentation page by the user, demographics of the user, browsing history of the user, a type of the client device, a geographic location of the client device, and one or more other external factors.

8. The method of claim 6 wherein the pre-defined rules are defined by one or more of a publisher of the presentation page, a content sponsor of at least one content item, and the user.

9. The method of claim 1 wherein selectively identifying one or more replacement content items comprises applying a plurality of pre-defined rules.

10. The method of claim 9 wherein one or more of the pre-defined rules are based on factors including one or more a nature of the affirmative act performed by the user, a duration of time spent on the presentation page by the user, demographics of the user, browsing history of the user, a type of the client device, a geographic location of the client device, and one or more other external factors.

11. The method of claim 1 wherein receiving feedback from the client device is performed in real time relative to the user'"'"'s affirmative act.

5. The method of claim 5 wherein inferring whether the user is likely to perform an action indicating interest in one or more content items comprises deciding whether the user is likely to click on a link associated with a content item.

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

displaying to a user a presentation page comprising a plurality of content items;

detecting an affirmative act performed by the user from which an inference can be made relating to one or more of the displayed content items;

transmitting feedback corresponding to the detected affirmative user action to a server system;

receiving from the server system one or more replacement content items that were selected based at least in part on the transmitted feedback; and

updating the displayed presentation page to replace one or more of the displayed content items with the received one or more replacement content items.

13. The method of claim 12 wherein the affirmative act performed by the user comprises causing a focus point on a client device displaying the presentation page to pass over a content item without also performing an action indicating interest in the content item.

14. The method of claim 13 wherein the focus point comprises a cursor displayed on the client device, the content item comprises a clickable link, and the action indicating interest comprises clicking on the clickable link.

15. The method of claim 13 wherein the focus point comprises a detected eye-point of the user on the client device display.

16. The method of claim 12 wherein the affirmative act performed by the user comprises changing a display configuration of the presentation page to cause one or more content items to be relocated to a position of lesser prominence in the presentation page.

17. The method of claim 16 wherein the affirmative act performed by the user comprises changing a display configuration of the presentation page to cause one or more content items to be obscured in whole or in part.

18. The method of claim 16 wherein changing the display configuration comprises one or both of resizing the presentation page and scrolling the presentation page.

19. The method of claim 12 wherein transmitting feedback is facilitated in real time via a cookie residing at the client device.

20. The method of claim 12 wherein updating the displayed presentation page is performed without refreshing portions of presentation page that remain unchanged.

21. The method of claim 12 wherein updating the displayed presentation page comprises independently replacing the one or more displayed content items without affecting other portions of the presentation page.

22. The method of claim 12 wherein the affirmative act performed by the user comprises one or more of performing a search, interacting with a content item on the presentation page, and providing alphanumeric input.

23. A non-transitory computer storage medium encoded with a computer program, the program comprising instructions that when executed by data processing apparatus cause the data processing apparatus to perform operations comprising:

displaying to a user a presentation page comprising a plurality of content items;

detecting an affirmative act performed by the user from which an inference can be made relating to one or more of the displayed content items;

transmitting feedback corresponding to the detected affirmative user action to a server system;

receiving from the server system one or more replacement content items that were selected based at least in part on the transmitted feedback; and

updating the displayed presentation page to replace one or more of the displayed content items with the received one or more replacement content items.

24. The medium of claim 23 wherein the affirmative act performed by the user comprises causing a focus point on a client device displaying the presentation page to pass over a content item without also performing an action indicating interest in the content item.

25. The medium of claim 24 wherein the focus point comprises a cursor displayed on the client device, the content item comprises a clickable link, and the action indicating interest comprises clicking on the clickable link.

26. The medium of claim 23 wherein the affirmative act performed by the user comprises changing a display configuration of the presentation page to cause one or more content items to be relocated to a position of lesser prominence in the presentation page.

27. The medium of claim 26 wherein the affirmative act performed by the user comprises changing a display configuration of the presentation page to cause one or more content items to be obscured in whole or in part.

28. The medium of claim 26 wherein changing the display configuration comprising one or both of resizing the presentation page and scrolling the presentation page.

29. The medium of claim 23 wherein updating the displayed presentation page comprises independently replacing the one or more displayed content items without affecting other portions of the presentation page.

30. The medium of claim 23 wherein the affirmative act performed by the user comprises one or more of performing a search, interacting with a content item on the presentation page, and providing alphanumeric input.

31. A system comprising:

a processor configured to execute computer program instructions; and

a computer storage medium encoded with computer program instructions that, when executed by the processor, cause the system to perform operations comprising;

displaying to a user a presentation page comprising a plurality of content items;

detecting an affirmative act performed by the user from which an inference can be made relating to one or more of the displayed content items;

transmitting feedback corresponding to the detected affirmative user action to a server system;

receiving from the server system one or more replacement content items that were selected based at least in part on the transmitted feedback; and

updating the displayed presentation page to replace one or more of the displayed content items with the received one or more replacement content items.

32. The system of claim 31 wherein the affirmative act performed by the user comprises causing a focus point on a client device displaying the presentation page to pass over a content item without also performing an action indicating interest in the content item.

33. The system of claim 32 wherein the focus point comprises a cursor displayed on the client device, the content item comprises a clickable link, and the action indicating interest comprises clicking on the clickable link.

34. The system of claim 31 wherein the affirmative act performed by the user comprises changing a display configuration of the presentation page to cause one or more content items to be relocated to a position of lesser prominence in the presentation page.

35. The system of claim 34 wherein the affirmative act performed by the user comprises changing a display configuration of the presentation page to cause one or more content items to be obscured in whole or in part.

36. The system of claim 34 wherein changing the display configuration comprising one or both of resizing the presentation page and scrolling the presentation page.

37. The system of claim 31 wherein updating the displayed presentation page comprises independently replacing the one or more displayed content items without affecting other portions of the presentation page.

38. The system of claim 31 wherein the affirmative act performed by the user comprises one or more of performing a search, interacting with a content item on the presentation page, and providing alphanumeric input.