EVALUATING PAGE CONTENT TO DETERMINE USER INTEREST

• US 20160092914A1
• Filed: 09/22/2015
• Published: 03/31/2016
• Est. Priority Date: 09/25/2014
• Status: Active Grant

• Current Assignee: Oracle International Corporation (Oracle Corporation)
• Original Assignee: Oracle International Corporation (Oracle Corporation)
• Inventors: WIENER, David Abraham, GARDNER, David Scott
• Granted Patent: US 10,580,032 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

The disclosure is directed to approaches for combining server-side decisions based on user attributes and/or demographics with client-side decisions based on expressed or implied user interests determined based on the contents of a web page being visited by the user. A server is responsive to an occurrence of an operation of a client device at the web page. Processing steps determine particular executable web page content to send to the client device (e.g., where the particular executable web page content is determined in response to a particular client-side operation). The web page is rendered with the aforementioned executable web page content. Server-side processing receives messages that are emitted conditionally, based on the occurrence of a user event. An event log message comprises a portion of the web page, such as a string, indicating or implying user interest. A targeted advertisement is presented to the user based on the user interest.

Claims

1. A method comprising:

receiving an electronic message conveying at least one web page event responsive to an occurrence of an operation on a web page by a client device;

determining that the web page event is a request for a tracking script to track user actions taken on the web page;

determining content to include with the tracking script, at least a portion of the content comprising at least one item to be rendered when a condition is satisfied, and not rendered when the condition is not satisfied, the condition being satisfied by a particular user action of a plurality of candidate user actions taken on the client device, wherein the tracking script also tracks other user actions of the candidate user actions; and

sending the tracking script to the client device for execution.

2. The method of claim 1, further comprising determining a second item to be rendered when a condition is not satisfied, and not rendered when the condition is satisfied.

3. The method of claim 1, further comp rising receiving an event log message from the client device, the event log message responsive to execution of the tracking script on the client device.

4. The method of claim 1, wherein the tracking script forms a key-value pair derived from the web page.

5. The method of claim 1, wherein the tracking script forms a log message containing a key-value pair.

6. The method of claim 5, wherein the content that is rendered conditionally comprises at least one of, a banner ad, or a targeted advertisement, or a beacon, or any combination thereof.

7. The method of claim 1, wherein the tracking script comprises conditional logic including at least two conditions, each condition having at least one operand and at least one operator, wherein a first one of the two conditions causes a first item to be rendered and a second one of the two conditions causes an item different from the first item to be rendered.

8. The method of claim 7, wherein the operand or the operator is determined by execution of at least a portion of a script to produce dynamically-determined page hints.

9. The method of claim 7, wherein the operand is determined from an element of the web page.

10. The method of claim 1, further comprising determining a new taxonomy category based at least in part an event log message.

11. A computer program product, embodied in a non-transitory computer readable medium, the non-transitory computer readable medium having stored thereon a sequence of instructions which, when stored in memory and executed by a processor causes the processor to perform a set of acts, the acts comprising:

receiving an electronic message conveying at least one web page event responsive to an occurrence of an operation on a web page by a client device;

determining that the web page event is a request for a tracking script to track user actions taken on the web page;

determining content to include with the tracking script, at least a portion of the content comprising at least one item to be rendered when a condition is satisfied, and not rendered when the condition is not satisfied, the condition being satisfied by a particular user action of a plurality of candidate user actions taken on the client device, wherein the tracking script also tracks other user actions of the candidate user actions; and

sending the tracking script to the client device for execution.

12. The computer program product of claim 11, further comprising determining a second item to be rendered when a condition is not satisfied, and not rendered when the condition is satisfied.

13. The computer program product of claim 11, further comprising instructions which, when stored in memory and executed by a processor causes the processor to perform receiving an event log message from the client device, the event log message responsive to execution of the tracking script on the client device.

14. The computer program product of claim 11, wherein the tracking script forms a key-value pair derived from the web page.

15. The computer program product of claim 11, wherein the tracking script comprises conditional logic including at least two conditions, each condition having at least one operand and at least one operator, wherein a first one of the two conditions causes a first item to be rendered and a second one of the two conditions causes an item different from the first item to be rendered.

16. The computer program product of claim 15, wherein the operand or the operator is determined by execution of at least a portion of a script to produce dynamically-determined page hints.

17. The computer program product of claim 11, wherein the content that is rendered conditionally comprises at least one of, a banner ad, or a targeted advertisement, or a beacon, or any combination thereof.

18. The computer program product of claim 11, further comprising instructions which, when stored in memory and executed by a processor causes the processor to perform determining a new taxonomy category based at least in part an event log message.

19. A system comprising:

a server-side module to receive an electronic message conveying at least one web page event responsive to an occurrence of an operation on a web page by a client device;

a response module to determine that the web page event is a request for a tracking script to track user actions taken on the web page, and to determine content to include with the tracking script, at least a portion of the content comprising at least one item to be rendered when a condition is satisfied, and not rendered when the condition is not satisfied, the condition being satisfied by a particular user action of a plurality of candidate user actions taken on the client device, wherein the tracking script also tracks other user actions of the candidate user actions; and

a network interface to send the tracking script to the client device for execution.

20. The system of claim 19, wherein the tracking script forms a key-value pair derived from the web page.