Determining content to be provided by an entity for rendering via a resource in a target document or notifying an alternative entity of the availability of the resource
First Claim
Patent Images
1. A computer-implemented method comprising:
- receiving, by a computer system of a first entity and including at least one computer, a first ad request associated with a first target document, wherein the first target document (A) is accessible by the first entity, (B) includes content and (C) is associated with a first resource for rendering at least one advertisement;
determining, by the computer system of the first entity and responsive to the first ad request, that the content included in the first target document cannot be analyzed by the first entity to determine if an ad relevant to the content of the first target document is available for rendering; and
indicating, by the computer system of the first entity, the availability of at least a portion of the first resource of the first target document to a second entity.
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Abstract
A method and system for allowing a resource associated with a target document usable for ad rendering by a first entity to be used for rendering of content by a second entity. Depending on one or more conditions, the first entity either uses the resource to render at least one ad or allows a second entity to use at least a portion of the resource to render content.
43 Citations
32 Claims
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1. A computer-implemented method comprising:
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receiving, by a computer system of a first entity and including at least one computer, a first ad request associated with a first target document, wherein the first target document (A) is accessible by the first entity, (B) includes content and (C) is associated with a first resource for rendering at least one advertisement; determining, by the computer system of the first entity and responsive to the first ad request, that the content included in the first target document cannot be analyzed by the first entity to determine if an ad relevant to the content of the first target document is available for rendering; and indicating, by the computer system of the first entity, the availability of at least a portion of the first resource of the first target document to a second entity. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28)
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29. A system comprising:
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at least one processor; at least one communications interface; and at least one storage device, the storage device storing program instructions which, when executed by the at least one processor, performs a method including; receiving, with a first entity, a first ad request associated with a first target document, wherein the first target document (A) is accessible by the first entity, (B) includes content and (C) is associated with a first resource for rendering at least one advertisement; determining, with the first entity and responsive to the first ad request, that the content included in the first target document cannot be analyzed by the first entity to determine if an ad relevant to the content of the first target document is available for rendering; and indicating, with the computer system of the first entity, the availability of at least a portion of the first resource of the first target document to a second entity. - View Dependent Claims (30)
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31. A computer-implemented method comprising:
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receiving, by a content ad serving system including at least one computer on a network, an ad request associated with a target document for serving an ad via a resource of the target document, wherein the target document is associated with a publisher; determining, by the content ad serving system and responsive to the ad request associated with the target document, that a threshold number of ads having untapped budgets are not available to render in association with the target document; and indicating, by the content ad serving system, the availability of at least a portion of the resource of the target document to the publisher associated with the target document based on the determination that a threshold number of ads having untapped budgets are not available to render in association with the target document, wherein the act of determining that a threshold number of ads having untapped budgets are not available to render in association with the target document includes determining that the number of ads for which advertisers are willing to pay the ad serving system does not exceed a defined threshold.
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32. A computer-implemented method comprising:
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receiving, by a content ad serving system including at least one computer on a network, an ad request associated with a target document for serving an ad via a resource of the target document, wherein the target document is associated with a publisher; determining, by the content ad serving system and responsive to the ad request associated with the target document, that net revenue for the content ad system for serving the ad will not be positive; and indicating, by the content ad serving system, the availability of at least a portion of the resource of the target document to the publisher associated with the target document based on the determination that net revenue for the content ad system for serving the ad will not be positive, wherein the act of determining that net revenue for serving the ad will not be positive includes (A) determining whether or not a payment is to be paid to a publisher for rendering the ad and (B) estimating cross revenue derived from an advertiser for rendering the ad in association with the target document.
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Specification