Consolidated content item request for multiple environments

• US 8,306,858 B2
• Filed: 07/14/2010
• Issued: 11/06/2012
• Est. Priority Date: 07/14/2010
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Lisbakken, Ben
• Primary Examiner(s): Myhre, James W
• Application Number:
  US12/836,212
• Publication Number:
  US 20120016749A1
• Time in Patent Office: 846 Days
• Field of Search: 705/14.71
• US Class Current: 705/14.71
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for consolidating content item request for multiple content item environments. In one aspect, a method includes consolidating content item requests for two or more content item environments in a webpage. A first content item environment is a primary content item environment and the remaining content item environments are secondary content item environments. The primary content item environments issues a content item request for itself and the secondary content item environments, and owns a process that distributes the received content items for the secondary content item environments to the secondary content item environments.

Claims

1. A computer storage medium encoded with instructions that when executed by a client device cause the client device to request content items from a content server and process the content items upon receipt, the instructions comprising:

content item environment definition instructions for a web page, the web page including publisher content provided by the publisher, the publisher content for display in the web page, and that upon execution cause the client device perform operations comprising;

instantiating separate content item environments in the web page served by a publisher server, each separate content item environment being an environment in which to display content items provided by a content server that is different from the publisher server, the separate content item environments belonging to a domain of the content server that is different from the domain to which the publisher server belongs, and one of the content item environments being defined as a primary content item environment and each of the other content item environments being defined as secondary content item environments, and each content item environment displays one or more of the content items received from the content server;

generating a primary content item request to the content server for the primary content item environment, the primary content item request being a request for respective first content items for display in the primary content item environment and, for each secondary content item environment, respective second content items for display in each of the secondary content item environments;

receiving, from the content server, the respective first and second content items, and first content item environment instructions in response to the primary content item request, wherein the first content item environment instructions upon execution cause the client device perform operations comprising;

displaying, in the primary content item environment, the respective first content items received from the content server for display in the primary content item environment; and

providing from the primary content item environment to each secondary content item environment the respective second content items for display in the secondary content item environments.

2. The computer storage medium of claim 1, wherein the content item environment instructions upon execution cause the client device to perform operations comprising for each secondary content item environment:

generating a secondary content item request for the secondary content item environment; and

receiving from the content server in response to the secondary content item request style data defining a style by which the respective second content items for the secondary content item environment are to be displayed and second content item environment instructions that upon execution cause the client device perform operations comprising displaying the respective second content items provided to the secondary content item environment according to the style data; and

wherein the client device also receives style data defining a style by which the respective first content items for the primary content item environment are to be displayed.

3. The computer storage medium of claim 2, wherein:

displaying, in the primary content item environment, the respective first content items received from the content server for display in the primary content item environment comprises identifying document object model nodes that include data defining the respective first content items for the primary content item environment and rendering the respective first content items in the primary content item environment according to the style data defining the style by which the respective first content items for the primary content item environment are to be displayed;

providing from the primary content item environment to each secondary content item environment the respective second content items for display in the secondary content item environments comprises, for each secondary content item environment;

identifying document object model nodes that include data defining the respective second content items for the secondary content item environment;

providing the document object model nodes to the secondary content item environment; and

rendering the respective second content items in the secondary content item environment according to the style data defining the style by which the respective second content items for the secondary content item environment are to be displayed.

4. The computer storage medium of claim 3, wherein the style data by which the respective first content items for the primary content item environment are to be displayed cause the respective second content items for the secondary content item environments to be hidden from display in the primary content item environment.

5. The computer storage medium of claim 4, wherein each of the primary content item environment and secondary content item environments are iFrames.

6. The computer storage medium of claim 1, wherein each of the primary content item environment and secondary content item environments have associated content item request variables, and wherein the primary content item request includes the content item request variables for the primary content item environment and the content item request variables for each of the secondary content item environments.

7. The computer storage medium of claim 1, wherein each of the primary content item environment and secondary content item environments are ordered according to a sequence, the respective first and second content items are received according to the sequence, and the respective second content items for the secondary content item environments are provide from the primary content item environment to each secondary content item environment according to the sequence.

8. The computer storage medium of claim 1, wherein each of the primary content item environment and secondary content item environments are iFrames, and each respective first and second content item is an advertisement.

9. The computer storage medium of claim 1, wherein the primary content item request causes the content server to conduct a single instance of an auction for selection of all of the respective first and second content items that are provided in response to the primary content item request.

10. A computer storage medium encoded with instructions that when executed by a client device cause the client device to request content items from a content server and process the content items upon receipt, the instructions comprising:

content item environment definitions instructions for a web page, the web page including publisher content provided by the publisher, the publisher content for display in the web page, and that upon execution cause the client device perform operations comprising;

instantiating separate iFrames in the web page served by a publisher server, each separate iFrame being an environment in which to display content items provided by a content server that is different from the publisher server, the separate iFrames belonging to a domain of the content server that is different from a domain to which the publisher server belongs, and one of the iFrames being a primary iFrame and each of the other iFrames being secondary iFrames, and iFrame for displaying one or more of the content items received from the content server;

generating a primary content item request to the content server for the primary iFrame, the primary content item request being a request for respective first content items for display in the primary iFrame and respective second content items for display in each of the secondary iFrames;

generating, for each secondary iFrame, a second content item request to the content server to initialize each secondary iFrame to the domain of the content server;

receiving, from the content server, the respective first and second content items, and first content item environment instructions in response to the primary content item request and second content item environment instructions in response to each secondary content item request and that upon execution cause the client device perform operations comprising;

displaying, in the primary iFrame, the respective first content items received from the content server for display in the primary iFrame; and

providing, from the primary iFrame to each secondary iFrame, the respective second content items for display in the secondary iFrames.

11. The computer storage medium of claim 10, wherein each secondary iFrame receives, in response to its respective request, cascade style sheet data defining a style by which the respective second content items for the secondary content item environment are to be displayed.

12. The computer storage medium of claim 11, wherein:

displaying, in the primary iFrame, the respective first content items received from the content server for display in the primary iFrame comprises identifying document object model nodes that include data defining the respective first content items for the primary iFrame and rendering the respective first content items in the primary iFrame according to the cascade style sheet defining the style by which the respective first content items for the primary iFrame are to be displayed;

providing, from the primary iFrame to each secondary iFrame, the respective second content items for display in the secondary iFrames comprises, for each secondary iFrame;

identifying document object model nodes that include data defining the respective second content items for the secondary iFrame;

providing the document object model nodes to the secondary iFrame; and

rendering the respective second content items in the secondary iFrame according to the cascade style sheet defining the style by which the respective second content items for the secondary iFrame are to be displayed.

13. The computer storage medium of claim 12, wherein the cascade style sheet by which the respective content items for the primary iFrame are to be displayed cause the respective second content items for the secondary iFrames to be hidden from display in the primary iFrame.

14. The computer storage medium of claim 12, wherein each of the primary iFrame and secondary iFrames have associated content item request variables, and wherein the primary content item request includes the content item request variables for the primary iFrame and the content item request variables for each of the secondary iFrames.

15. The computer storage medium of claim 11, wherein each of the primary iFrame and secondary iFrames are ordered according to a sequence, the respective first and second content items are received according to the sequence, and the respective second content items for the secondary iFrames are provide from the primary iFrame to each secondary iFrame according to the sequence.

16. The computer storage medium of claim 10, wherein each content item of the first and second content items is an advertisement.

17. The computer storage medium of claim 10, wherein the primary content item request causes the content server to conduct a single instance of an auction for selection of all of the first and second content items that are provided in response to the primary content item request.

18. A method performed by a client device, the method comprising:

requesting, at a client device, a web page from a publisher server, the web page including publisher content provided by the publisher, the publisher content for display in the web page, and including instructions defining separate content item environments in which to display content items provided by a content server that is different from the publisher server;

receiving, at the client device, the web page;

instantiating, by the client device, separate content item environments in the web page served by the publisher server, the separate content item environments belonging to a domain of the content server that is different from the domain to which the publisher server belongs, and one of the content item environments being a primary content item environment and each of the other content item environments being secondary content item environments, and each content item environment for displaying one or more of the content items received from the content server;

generating, by the client device, a primary content item request to the content server for the primary content item environment, the primary content item request being a request for respective first content items for display in the primary content item environment and, for each secondary content item environment, respective second content items for display in each of the secondary content item environments;

receiving, from the content server, the respective first and second content items;

displaying, by the client device in the primary content item environment, the respective first content items received from the content server for display in the primary content item environment; and

providing from the primary content item environment to each secondary content item environment the respective second content items for display in the secondary content item environments.

19. A method performed by a client device, the method comprising:

requesting, at a client device, a web page from a publisher server, the web page including publisher content provided by the publisher, the publisher content for display in the web page, and including instructions for defining separate iFrames in which to display content items provided by a content server that is different from the publisher server;

receiving, at the client device, the web page;

instantiating separate iFrames in the web page served by the publisher server, the separate iFrames belonging to a domain of the content server that is different from a domain to which the publisher server belongs, and one of the iFrames being a primary iFrame and each of the other iFrames being secondary iFrames, and iFrame for displaying one or more of the content items received from the content server;

generating a primary content item request to the content server for the primary iFrame, the primary content item request being a request for respective first content items for display in the primary iFrame and respective content items for display in each of the secondary iFrames;

receiving, from the content server, the respective first and second content items;

generating, for each secondary iFrame, a secondary content item request to the content server to initialize each secondary iFrame to the domain of the content server;

displaying, in the primary iFrame, the respective first content items received from the content server for display in the primary iFrame; and

providing, from the primary iFrame to each secondary iFrame, the respective second content items for display in the secondary iFrames.

21. The method of claim 19, wherein:

the respective first and second content items received are each tagged with an identifier that identifies a respective iFrame; and

providing, from the primary iFrame to each secondary iFrame, the respective second content items for display in the secondary iFrames comprises providing, for each respective iFrame, only the respective second content items that are tagged with the identifier that identifies the respective iFrame.

20. A method performed by a client device, the method comprising:

defining separate iFrames in a web page served by a publisher server, the separate iFrames belonging to a domain of the content server that is different from a domain to which the publisher server belongs, and one of the iFrames being a primary iFrame and each of the other iFrames being secondary iFrames, and iFrame for displaying one or more content items received from the content server;

generating a primary content item request to the content server for the primary iFrame, the primary content item request being a request for respective content items for display in the primary iFrame and respective content items for display in each of the secondary iFrames;

generating, for each secondary iFrame, a second content item request to the content server to initialize each secondary iFrame to the domain of the content server;

displaying, in the primary iFrame, the respective content items received from the content server for display in the primary iFrame;

providing, from the primary iFrame to each secondary iFrame, the respective content items for display in the secondary iFrames;

receiving, for each iFrame in response to its respective request, cascade style sheet data defining a style by which the respective content items for the secondary content item environment are to be displayed;

displaying, in the primary iFrame, the respective content items received from the content server for display in the primary iFrame comprises identifying document object model nodes that include data defining the respective content items for the primary iFrame and rendering the respective content items in the primary iFrame according to the cascade style sheet defining the style by which the respective content items for the primary iFrame are to be displayed; and

wherein providing, from the primary iFrame to each secondary iFrame, the respective content items for display in the secondary iFrames comprises, for each secondary iFrame;

identifying document object model nodes that include data defining the respective content items for the secondary iFrame;

providing the document object model nodes to the secondary iFrame; and

rendering the respective content items in the secondary iFrame according to the cascade style sheet defining the style by which the respective content items for the secondary iFrame are to be displayed.

22. A system, comprising:

a client device including a computer storage medium encoded with instructions that when executed by the client device cause the client device to request content items from a content server and process the content items upon receipt, the instructions comprising;

content item environment definition instructions for a web page, the web page including publisher content provided by the publisher, the publisher content for display in the web page, and that upon execution cause the client device perform operations comprising;

instantiating separate content item environments in the web page served by the publisher server each separate content item environment being an environment in which to display content items provided by a content server that is different from the publisher server, the separate content item environments having administrative authority for a domain of the content server that is different from the domain of publisher server, and one of the content item environments being defined as a primary content item environment and each of the other content item environments being defined as secondary content item environments, and each content item environment displays one or more of the content items received from the content server;

generating a primary content item request to the content server for the primary content item environment, the primary content item request being a request for respective first content items for display in the primary content item environment and, for each secondary content item environment, respective second content items for display in each of the secondary content item environments;

receiving, from the content server, the respective first and second content items, and first content item environment instructions in response to the primary content item request and that upon execution cause the client device perform operations comprising;

displaying, in the primary content item environment, the respective first content items received from the content server for display in the primary content item environment; and

providing from the primary content item environment to each secondary content item environment the respective second content items for display in the secondary content item environments.