SYSTEMS AND METHODS OF NODULAR CONTENT SERVING

• US 20150206180A1
• Filed: 10/11/2013
• Published: 07/23/2015
• Est. Priority Date: 10/12/2012
• Status: Abandoned Application

• Current Assignee: Google Inc. (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Iyer, Vidya, Halem, Dan, Fitzpatrick, John, Yao, Karen, Gupta, Manish, Kosalge, Sujata, Narasimhan, Bhanu
• Application Number:
  US14/052,174
• Publication Number:
  US 20150206180A1
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0257 User requested

Abstract

Systems and methods of the present disclosure are directed generally to serving content items via a hierarchical content node structure. More specifically, systems and methods of the present disclosure facilitate generating several content nodes using content data (e.g., bids, budget, content items, keywords, etc.), organizing the content nodes in a custom hierarchy that includes the content nodes, and selecting a content item of a content node to provide as a candidate for display on a user device.

Claims

1. A method of nodular content serving via a computer network, comprising:

receiving, by at least one processor executing on a server, a request for a content item, the request including a first attribute and a second attribute;

identifying, by the server in a memory element, a hierarchical content node structure set up by a content provider, the hierarchical content node structure comprising a first content node and a second content node, the second content node inheriting distribution parameters of the first content node;

determining, by the server at content serving time, using real-time dynamic feed data from the content provider, a value for a variable distribution parameter of the second content node;

modifying, based on the value, the variable distribution parameter of the second content node to generate a modified variable distribution parameter;

identifying, by the server, a first distribution parameter of the first content node, the first distribution parameter including a positive parameter and a negative parameter;

matching, by the server, the first distribution parameter of the first content node with the first attribute of the request based on the first attribute of the request including the positive parameter and not including the negative parameter;

identifying, by the server, a second distribution parameter of the second content node, the second content node including the negative parameter inherited from the first content node and the modified variable distribution parameter;

responsive to matching the first content node, matching, by the server, the second distribution parameter of the second content node with the second attribute of the request based on the second attribute of the request not including the negative parameter inherited from the first content node; and

using, by the server, the modified variable distribution parameter to provide a content item of the second content node as a candidate for display on a user device.

2. The method of claim 1, wherein the first node and the second node each comprise at least one content item, keyword and bid value.

3. The method of claim 1, comprising:

inheriting, by the second content node, a subset of the first distribution parameter.

4. The method of claim 1, comprising:

inheriting, by the second content node, the positive parameter from the first content node.

5. The method of claim 1, comprising:

comparing the positive parameter with a second positive parameter of the second content node to determine that the positive parameter and the second positive parameter correspond to a same parameter type; and

overriding, for the second content node, the positive parameter with the second positive parameter of the second content node.

6. The method of claim 1, comprising:

receiving, from the content provider, feed data including bid adjustment data; and

using the bid adjustment data to determine the value for the variable distribution parameter.

7. The method of claim 6, wherein the bid adjustment data comprises at least one of business profit data, performance data, and product inventory data.

8. The method of claim 1, comprising:

determining, based on a first rule and feed data, a first bid amount for the second content node;

determining, based on a second rule and feed data, a second bid amount for a third content node, the third content node corresponding to a same level as the second content node in the hierarchical content node structure, the second bid amount larger than the first bid amount; and

selecting, responsive to the second bid amount being larger than the first bid amount, a content item of the third content node as the candidate for display on the user device.

9. The method of claim 1, comprising:

determining, by the server, using the feed data, a third distribution parameter, the third distribution parameter having increased granularity as compared to the first and second distribution parameters; and

generating, by the server, based on the feed data from the content provider, a third content node of the hierarchical content node structure, the third content node comprising the third distribution parameter, a second content item and inheriting the first and second distribution parameters.

10. The method of claim 1, wherein the request includes a third attribute, the method comprising:

responsive to matching the second content node, identifying, by the server, a third content node of the hierarchical content node structure;

determining that the third attribute does not match a third distribution parameter of the third content node, the third content node including at least one distribution parameters inherited from the first content node and the second content node; and

responsive to determining, by the server, that the second content node corresponds to a lowest matching content node of the hierarchical content node structure, providing the content item of the second content node as the candidate for display on the user device.

11. A system for nodular content serving via a computer network, comprising:

a data processing system comprising a feed data module and a node selector executing on at least one processor, the data processing system configured to;

receive a request for a content item, the request including a first attribute and a second attribute;

identify, in a memory element, a hierarchical content node structure set up by a content provider, the hierarchical content node structure comprising a first content node and a second content node, the second content node inheriting distribution parameters of the first content node;

determine, at content serving time, using real-time dynamic feed data from the content provider, a value for a variable distribution parameter of the second content node;

modify, based on the value, the variable distribution parameter of the second content node to generate a modified variable distribution parameter;

identify a first distribution parameter of the first content node, the first distribution parameter including a positive parameter and a negative parameter;

match the first distribution parameter of the first content node with the first attribute of the request based on the first attribute of the request including the positive parameter and not including the negative parameter;

identify a second distribution parameter of the second content node, the second content node including the negative parameter inherited from the first content node and the modified variable distribution parameter;

responsive to matching the first content node, match, the second distribution parameter of the second content node with the second attribute of the request based on the second attribute of the request not including the negative parameter inherited from the first content node; and

use the modified variable distribution parameter to provide a content item of the second content node as a candidate for display on a user device.

12. The system of claim 11, wherein the first node and the second node each comprise at least one content item, keyword and bid value.

13. The system of claim 11, wherein the data processing system is further configured to:

compare the positive parameter with a second positive parameter of the second content node to determine that the positive parameter and the second positive parameter correspond to a same parameter type; and

override, for the second content node, the positive parameter with the second positive parameter of the second content node.

14. The system of claim 11, wherein the data processing system is further configured to:

receive, from the content provider, feed data including bid adjustment data; and

use the bid adjustment data to determine the value for the variable.

15. The system of claim 14, wherein the bid adjustment data comprises at least one of business profit data, performance data, and product inventory data.

16. The system of claim 11, wherein the data processing system further configured to:

determine, based on a first rule and feed data, a first bid amount for the second content node;

determine, based on a second rule and feed data, a second bid amount for a third content node, the third content node corresponding to a same level as the second content node in the hierarchical content node structure, the second bid amount larger than the first bid amount; and

select, responsive to the second bid amount being larger than the first bid amount, a content item of the third content node as the candidate for display on the user device.

17. The system of claim 11, wherein the data processing system is further configured to:

determine, using the feed data, a third distribution parameter, the third distribution parameter having increased granularity as compared to the first and second distribution parameters; and

generate, based on the feed data from the content provider, a third content node of the hierarchical content node structure, the third content node comprising the third distribution parameter, a second content item and inheriting the first and second distribution parameters.

18. The system of claim 11, wherein the request includes a third attribute, the data processing system is further configured to:

responsive to matching the second content node, identify a third content node of the hierarchical content node structure;

determine that the third attribute does not match a third distribution parameter of the third content node, the third content node including at least one distribution parameters inherited from the first content node and the second content node; and

responsive to determining, that the second content node corresponds to a lowest matching content node of the hierarchical content node structure, provide the content item of the second content node as the candidate for display on the user device.

19. A non-transitory computer-readable storage medium comprising processor executable instructions for nodular content serving via a computer network, the instructions comprising instructions to:

receive a request for a content item, the request including a first attribute and a second attribute;

identify, in a memory element, a hierarchical content node structure set up by a content provider, the hierarchical content node structure comprising a first content node and a second content node, the second content node inheriting distribution parameters of the first content node;

determine, at content serving time, using real-time dynamic feed data from the content provider, a value for a variable distribution parameter of the second content node;

modify, based on the value, the variable distribution parameter of the second content node to generate a modified variable distribution parameter;

identify a first distribution parameter of the first content node, the first distribution parameter including a positive parameter and a negative parameter;

match the first distribution parameter of the first content node with the first attribute of the request based on the first attribute of the request including the positive parameter and not including the negative parameter;

identify a second distribution parameter of the second content node, the second content node including the negative parameter inherited from the first content node and the modified variable distribution parameter;

responsive to matching the first content node, match, the second distribution parameter of the second content node with the second attribute of the request based on the second attribute of the request not including the negative parameter inherited from the first content node; and

use the modified variable distribution parameter to provide a content item of the second content node as a candidate for display on a user device.

20. The non-transitory computer readable storage medium of claim 19, wherein the instructions further comprise instructions to:

compare the positive parameter with a second positive parameter of the second content node to determine that the positive parameter and the second positive parameter correspond to a same parameter type; and

override, for the second content node, the positive parameter with the second positive parameter of the second content node.