Content request optimization

• US 8,219,640 B2
• Filed: 01/11/2010
• Issued: 07/10/2012
• Est. Priority Date: 10/30/2006
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Tsun, Stephen, Jindal, Deepak
• Primary Examiner(s): Patel, Ashok
• Assistant Examiner(s): Desrosiers, Evans
• Application Number:
  US12/685,244
• Publication Number:
  US 20100115064A1
• Time in Patent Office: 911 Days
• Field of Search: 709/217, 709/219, 709/208, 705/14.4
• US Class Current: 709/217
• CPC Class Codes: G06F 16/9574 of access to content, e.g. by caching
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06Q 30/0241 Advertisements

Abstract

Content item requests are identified in a web page source document. For each request, it is determined if a content item request has been generated, and if a content item request has not been generated, a content item request for all requests in the web page source document is generated.

Claims

1. A computer-implemented method, comprising:

identifying, at a client device, requests in a web page source document, the web page source document defining content item environments in a web page, and associating each content item environment with a corresponding request in the web page source document;

for each request;

determining, at the client device, if any of the requests have generated a content item request; and

in response to determining that a content item request has not been generated by any of the requests;

generating, at the client device, a combined content item request for content items for all requests in the web page source document, the content items including a corresponding content item responsive to each request;

receiving, at the client device, the content items in response to the combined content item request; and

storing in a data store, at the client device, the content items received; and

in response to determining that a content item request has been generated by any of the requests;

generating, at the client device, a local content item call to the data store for the content item corresponding to the request;

retrieving the content item from the content items stored in the data store in response to the local content item call; and

rendering the content item in a content item environment;

wherein the content items are advertisements.

2. The method of claim 1, wherein the content item environments comprise iframes.

3. The method of claim 1, wherein the web page source document includes instructions in the head section that define the content environments of the web page source document.

4. The method of claim 1, wherein determining if any of the requests have generated a content item request comprises determining if a content item request has been transmitted to a content item server.

5. The method of claim 1, wherein generating a combined content item request comprises:

generating, at the client device, a plurality of content item requests, each of the content item requests being a corresponding request for each request in the web page source document;

assigning, at the client device, an identical pageview identifier to each content item request; and

combining, at the client device, the plurality of content item requests into the combined content item request.

6. A system, comprising:

a data store storing instructions executable by a client device, the instructions stored in a source document defining a web page and including;

first instructions configured to cause the client device to render content item environments in a page environment of a web page rendered from the source document; and

corresponding second instructions associated with each content item environment and configured to cause the client device to perform operations comprising;

determining, for each second instructions associated with each content item environment;

if any of the second instructions have caused the client device to have generated a combined content item request; and

in response to determining that the client device has not generated a content item request from any of the second instructions;

generate, at the client device, a combined content item request for content items for all second instructions in the web page source document, the content items including a corresponding content item for each second instruction;

receive, at the client device, the content items in response to the combined content item request; and

store in a data store, at the client device, the content items received; and

in response to determining that the client device has generated a content item request from any of the second instructions;

generate, at the client device, a local content item call to the data store for the content item corresponding to the second instruction;

retrieve the content item from content items stored in the data store in response to the local content item call; and

render the content item in the content item environment;

wherein the content items are advertisements.

7. The system of claim 6, wherein, the first and second instructions comprise interpreted instructions.

8. The system of claim 6, wherein:

the first instructions are located in a head section of the source document; and

the second instructions are located in a body section of the source document.

9. The system of claim 6, wherein:

the first instructions and the second instructions are stored in the source document so that the first instructions are executed before the second instructions.

10. A system, comprising:

a data store storing a web page source file, the web page source file including;

declaration instructions configured to cause a client device to define advertisement slots in a web page; and

corresponding rendering instructions associated with each of the advertisement slots and configured to cause the client device to perform operations comprising;

determining, for each rendering instruction;

if any of the rendering instructions have caused the client device to have generated a combined advertisement request;

in response to determining that the client device has not generated a combined advertisement request for any of the rendering instructions;

generating, at the client device, a combined advertisement request for advertisements for all rendering instructions in the web page source document, the advertisements including a corresponding advertisement for each rendering instruction;

receiving, at the client device, the advertisements in response to the combined advertisement request; and

storing in a data store, at the client device, the advertisements received; and

wherein the rendering instructions cause the client device to perform operations comprising;

in response to determining that the client device has generated an advertisement request from any of the rendering instructions;

generating, at the client device, a local advertisement request to the data store for the advertisement corresponding to the rendering instruction;

retrieving the advertisement from the advertisements stored in the data store in response to the local advertisement request; and

rendering the advertisement in the advertisement slot.

11. The system of claim 10 wherein:

the declaration instructions snippets are stored in a head section of the web page source file.

12. The system of claim 10, wherein generating a combined advertisement request comprises:

generating, at the client device, a plurality of advertisement requests, each of the advertisement requests being a corresponding request for each rendering instruction in the web page source document;

assigning, at the client device, an identical pageview identifier to each advertisement request; and

combining, at the client device, the plurality of content item requests into the combined content item request.

13. A storage device comprising a computer storage medium storing instructions executable by a client device and that upon such execution cause the client device to perform operations comprising:

identifying, at the client device, requests in a web page source document, the web page source document defining content item environments in a web page, and associating each content item environment with a corresponding request in the web page source document;

for each request;

determining, at the client device, if any of the requests have generated a content item request; and

in response to determining that a content item request has not been generated by any of the requests;

generating, at the client device, a combined content item request for content items for all requests in the web page source document, the content items including a corresponding content item responsive to each request;

receiving, at the client device, the content items in response to the combined content item request; and

storing in a data store, at the client device, the content items received; and

in response to determining that a content item request has been generated by any of the requests;

generating, at the client device, a local content item call to the data store for the content item corresponding to the request;

retrieving the content item from the content items stored in the data store in response to the local content item call; and

rendering the content item in a content item environment;

wherein the content items are advertisements.