Web page ad slot identification

• US 8,738,448 B2
• Filed: 02/08/2012
• Issued: 05/27/2014
• Est. Priority Date: 02/08/2012
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Zhang, Peng
• Primary Examiner(s): Weiss, John G
• Assistant Examiner(s): PATEL, DIPEN M
• Application Number:
  US13/369,281
• Publication Number:
  US 20130204715A1
• Time in Patent Office: 839 Days
• Field of Search: 705/14.73
• US Class Current: 705/14.73
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Systems and methods of identifying ad elements of web pages via a computer network are provided. A script configured to identify an ad slot on a web page can be obtained by at least one data processing system having an ad slot evaluation module. The script can be executed to obtain advertisement parameters of the ad slot and web page parameters of the ad slot and generate a unique identifier of the ad slot. The generated unique identifier is associated with a URL identifier of the web page. The data processing system evaluates at least one database to determine one of a presence and an absence of the historical ad slot data. The data processing system provides content for display in the ad slot of the web page based at least in part on a result of the evaluation of the database.

Claims

1. A method of identifying ad elements of web pages via a computer network, comprising:

obtaining, by one or more processors of at least one data processing system, a script configured to identify an ad slot on a web page;

executing the script to obtain advertisement parameters of the ad slot and to obtain web page parameters of the ad slot;

generating, by at least one of the one or more processors, based on the advertisement parameters and the web page parameters, a unique identifier of the ad slot, wherein the unique identifier of the ad slot is associated with a URL identifier of the web page;

evaluating at least one database to determine one of a presence of historical ad slot data and an absence of the historical ad slot data by searching for a historical unique ad slot identifier that matches the unique identifier of the ad slot, wherein the historical unique ad slot identifier is associated with the URL identifier of the web page;

determining, by at least one of the one or more processors, an absence of a match between the unique identifier of the ad slot associated with the URL identifier of the web page and the historical unique ad slot identifier associated with the URL identifier of the web page;

identifying, responsive to the absence of the match, a domain name of the web page associated with the URL identifier of the web page;

associating the unique identifier of the ad slot with the domain name;

associating the historical unique ad slot identifier with the domain name;

detecting a match between the unique identifier of the ad slot associated with the domain name and the historical unique ad slot identifier associated with the domain name;

selecting content based at least in part on the historical ad slot data;

providing, via the computer network, the content for display in the ad slot of the web page.

2. The method of claim 1, wherein the at least one data processing system includes an ad server, further comprising:

receiving, by the ad server from a user device, a request for subject matter to display in the ad slot of the web page;

providing the script from the ad server to the user device, wherein the script is configured to execute at the user device to obtain the advertisement parameters of the ad slot and the web page parameters of the ad slot, and to generate the unique identifier of the ad slot based on the advertisement parameters and the web page parameters;

receiving, by the ad server, the unique identifier of the ad slot;

identifying the match between the unique identifier of the ad slot and the historical unique ad slot identifier; and

selecting the content based on the historical ad slot data.

3. The method of claim 1, wherein the content is an advertisement, further comprising:

providing the advertisement for display in the ad slot of the web page.

4. The method of claim 1, further comprising:

providing the script to a web page server for execution at the web page server to obtain the advertisement parameters of the ad slot and the web page parameters of the ad slot, and to generate the unique identifier of the ad slot based on the advertisement parameters and the web page parameters;

receiving, at an ad server, the unique identifier of the ad slot; and

matching, by the ad server, the unique identifier of the ad slot and the historical unique ad slot identifier.

5. The method of claim 1, further comprising:

receiving, at an ad server, a request for subject matter to display in the ad slot of the web page;

providing the script to a user device for execution at the user device to obtain the advertisement parameters of the ad slot and the web page parameters of the ad slot;

determining the presence of the historical ad slot data based on the evaluation of the database;

selecting the content to display in the ad slot based at least in part on the historical ad slot data; and

providing the selected content for display in the ad slot of the web page.

6. The method of claim 1, wherein the historical ad slot data includes the historical unique ad slot identifier, the URL identifier of the web page, a location of the ad slot on the web page, and an indication of ad slot activity including at least one of a click through rate, a conversion rate, a click through volume, a conversion volume, a type of advertisement.

7. The method of claim 1, further comprising:

receiving, at an ad server, a request for subject matter to display in the ad slot of the web page;

providing the script to a user device for execution at the user device to obtain the advertisement parameters of the ad slot and the web page parameters of the ad slot;

determining the absence of the historical ad slot data based on the evaluation of the database;

selecting the content to display in the ad slot based at least in part on the advertisement parameters of the ad slot; and

providing the selected content for display in the ad slot of the web page.

8. The method of claim 1, wherein the advertisement parameters comprise at least one of an ad width, an ad height, an ad type, an ad format, and an ad slot name, and wherein the web page parameters comprise a plurality of identifiers of parent nodes of the ad slot in a hierarchical structure of the web page.

9. The method of claim 1, further comprising:

generating the unique identifier of the ad slot using a hash function.

10. The method of claim 9, further comprising:

concatenating the advertisement parameters into a first string;

concatenating the web page parameters into a second string;

combining the first string and the second string to generate a combined string; and

generating the unique identifier of the ad slot using the hash function based on the combined string.

11. A system of identifying ad elements of web pages via a computer network, comprising:

a data processing system comprising at least one processor configured to;

receive a script configured to identify an ad slot on a web page;

provide the script for execution to obtain advertisement parameters of the ad slot and to obtain web page parameters of the ad slot;

generate, based on the advertisement parameters and the web page parameters, a unique identifier of the ad slot, wherein the unique identifier of the ad slot is associated with a URL identifier of the web page;

evaluate at least one database to determine one of a presence of historical ad slot data and an absence of the historical ad slot data by searching for a historical unique ad slot identifier that matches the unique identifier of the ad slot, wherein the historical unique ad slot identifier is associated with the URL identifier of the web page;

determine an absence of a match between the unique identifier of the ad slot associated with the URL identifier of the web page and the historical unique ad slot identifier associated with the URL identifier of the web page;

identify, responsive to the absence of the match, a domain name of the web page associated with the URL identifier of the web page;

associate the unique identifier of the ad slot with the domain name;

associate the historical unique ad slot identifier with the domain name;

detect a match between the unique identifier of the ad slot associated with the domain name and the historical unique ad slot identifier associated with the domain name;

select content based at least in part on the historical ad slot data; and

provide the content for display in the ad slot of the web page.

12. The system of claim 11, wherein the data processing system is part of an ad server, further comprising the ad server configured to:

receive a request for subject matter to display in the ad slot of the web page at a user device;

provide the script to the user device, wherein the script is configured to execute at the user device to obtain the advertisement parameters of the ad slot and to obtain the web page parameters of the ad slot, and to generate the unique identifier of the ad slot;

receive by the ad server, the unique identifier of the ad slot;

identify the match between the unique identifier of the ad slot and the historical unique ad slot identifier; and

select the content based on the historical ad slot data.

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

provide the advertisement for display in the ad slot of the web page.

14. The system of claim 11, further comprising:

the data processing system configured to;

provide the script to a user device via the computer network for execution at the user device to obtain the advertisement parameters and the web page parameters, and to generate the unique identifier of the ad slot based on the advertisement parameters and the web page parameters; and

match the unique identifier of the ad slot and the historical unique ad slot identifier.

15. The system of claim 11, further comprising:

the data processing system configured to provide the script to a user device via the computer network for execution at the user device to obtain the advertisement parameters and the web page parameters of the ad slot;

an ad server configured to;

receive a request for subject matter to display in the ad slot of the web page;

determine the presence of the historical ad slot data based on the evaluation of the database;

select the content to display in the ad slot based at least in part on the historical ad slot data; and

provide the selected content for display in the ad slot of the web page.

16. The system of claim 11, further comprising:

the data processing system configured to provide the script to a user device via the computer network for execution at the user device to obtain the advertisement parameters and the web page parameters of the ad slot;

an ad server configured to;

receive a request for subject matter to display in the ad slot of the web page;

determine the absence of the historical ad slot data based on the evaluation of the database;

select the content to display in the ad slot based at least in part on the advertisement parameters of the ad slot; and

provide the selected content for display in the ad slot of the web page.

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

concatenate the advertisement parameters into a first string;

concatenate the web page parameters into a second string;

combine the first string and the second string to generate a combined string; and

generate the unique identifier of the ad slot using a hash function based on the combined string.

18. A non-transitory computer readable medium having machine instructions stored therein, the instructions being executable by one or more processors to cause the one or more processors to perform operations comprising:

obtaining, a script configured to identify an ad slot on a web page;

executing the script to obtain advertisement parameters of the ad slot and web page parameters of the ad slot;

generating, based on the advertisement parameters and the web page parameters, a unique identifier of the ad slot, wherein the unique identifier of the ad slot is associated with a URL identifier of the web page;

evaluating at least one database to determine one of a presence of historical ad slot data and an absence of the historical ad slot data by searching for a historical unique ad slot identifier that matches the unique identifier of the ad slot, wherein the historical unique ad slot identifier is associated with the URL identifier of the web page;

determine an absence of a match between the unique identifier of the ad slot associated with the URL identifier of the web page and the historical unique ad slot identifier associated with the URL identifier of the web page;

identify, responsive to the absence of the match, a domain name of the web page associated with the URL identifier of the web page;

associate the unique identifier of the ad slot with the domain name;

associate the historical unique ad slot identifier with the domain name;

detect a match between the unique identifier of the ad slot associated with the domain name and the historical unique ad slot identifier associated with the domain name;

select content based at least in part on the historical ad slot data; and

providing the content for display in the ad slot of the web page.

19. The non-transitory computer readable medium of claim 18, wherein the content includes an advertisement, the instructions further comprising instructions to:

provide the advertisement for display in the ad slot of the web page.

20. The non-transitory computer readable medium of claim 18, the instructions further comprising instructions to:

match the unique identifier of the ad slot and the historical unique ad slot identifier.