System and method for slow ad detection

• US 8,856,027 B2
• Filed: 10/07/2009
• Issued: 10/07/2014
• Est. Priority Date: 10/07/2009
• Status: Expired due to Fees

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Khunteta, Sandeep
• Primary Examiner(s): Dagnew, Saba
• Assistant Examiner(s): CAO, VINCENT M
• Application Number:
  US12/575,257
• Publication Number:
  US 20110083031A1
• Time in Patent Office: 1,826 Days
• Field of Search: 705/14
• US Class Current: 705/14.4
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A system and method for slow ad detection is provided. An ad tool receives information including round trip times to load web pages, in which each web page is loaded with at least one ad. Additionally, the ad tools calculates, for each ad, a mean round trip time to load each web page loaded with the respective ad. The ad tool then determines a predetermined number of the ads with highest mean round trip to load each of the web pages with the ad. Further, the ad tool enables testing of each of the predetermined number of ads to determine the round trip load time of each of the predetermined number of ads.

Claims

1. A method comprising:

for each of a plurality of web pages, receiving a round trip time to load the web page with at least one ad selected from a plurality of ads; and

employing one or more processors to perform actions, including;

obtaining, for each of the plurality of ads, a mean round trip time to load, a respective ad'"'"'s mean round trip time to load is based on the round trip time to load of each web page loaded with the respective ad;

determining a predetermined number of the plurality of ads for which the obtained mean round trip time to load is highest, the predetermined number representing a subset of ads from the plurality of ads;

testing of each ad of the predetermined number of the plurality of ads, the testing including measuring a plurality of round trip load times of the each ad to determine a median round trip load time of the each ad;

blocking from adding to a web page each ad determined to have a corresponding median round trip load time that exceeds a predetermined amount; and

in response to a request for the web page, serving the web page absent the blocked ads.

2. The method of claim 1, wherein

testing of each ad of the predetermined number of the plurality of ads includes controlling the testing of the each ad by testing the round trip (RT) time to load of the each ad individually from at least two different locations at least two different times.

3. The method of claim 1, further comprising:

serving a script to a browser, wherein the script is executable by the browser to calculate a round trip time to load of at least one web page loaded by the browser;

receiving a request for a web page from a browser;

fetching at least two ads selected from the plurality of ads to be served with the web page; and

serving the web page and the selected ads to the browser.

4. The method of claim 1, further comprising:

in response to the testing of each ad of the predetermined number of the plurality of ads, receiving, for the each ad of the predetermined number of the plurality of ads, the median round trip load time of the lad;

for the each ad of the predetermined number of the plurality of ads, determining which o the predetermined number of the plurality of ads has a received median round trip load time that exceed the predetermined amount.

5. A server comprising:

a transceiver that is arranged to receive information over a network including, for each of a plurality of web pages, a round trip time to load the web page with at least one ad selected from a plurality of ads; and

a processor that is arranged to enable actions, including;

obtaining, for each of the plurality of ads, a mean round trip time to load, a respective ad'"'"'s mean round trip time to load is based on the round trip time to load of each web page loaded with the respective ad;

determining a predetermined number of the plurality of ads for which the obtained mean round trip time to load is highest, the predetermined number representing less than the plurality of ads;

testing of each ad of the predetermined number of the plurality of ads, the testing including measuring a plurality of round trip load times of the each ad to determine a median round trip load time of the each ad;

blocking from adding to a web page each ad determined to have a corresponding median round trip load time that exceeds a predetermined amount; and

in response to a request for the web page, serving the web page absent the blocked ads.

6. The server device of claim 5, wherein the processor is arranged to perform further actions, including:

in response to the testing of each ad of the predetermined number of the plurality of ads, receiving, for the each ad of the predetermined number of the plurality of ads, the median round trip load time of the ads; and

for the each ad of the predetermined number of the plurality of ads, determining which of the predetermined number of the plurality of ads has a received median round trip load time that exceeds the predetermined amount.

7. A computer readable non-transitory storage medium for tangibly storing thereon computer readable program code, which when executed causes one or more processors to perform actions comprising:

for each of a plurality of web pages, receiving a round trip time to load the web page with at least one ad selected from a plurality of ads;

obtaining, for each of the plurality of ads, a mean round trip time to load, a respective ad'"'"'s mean round trip time to load is based on the round trip time to load of each web page loaded with the respective ad;

determining a predetermined number of the plurality of ads for which the calculated mean round trip time to load is highest, the predetermined number representing a subset of ads of the plurality of ads;

testing of each ad of the predetermined number of the plurality of ads, the testing including measuring a plurality of round trip load times of the each ad to determine a median round trip load time of the each ad;

sending a request to block from adding to a web page each ad determined to have a corresponding median round trip load time that exceeds a predetermined amount; and

in response to a request for the web page, serving the web page absent the blocked ads.

8. The computer readable non-transitory storage medium of claim 7, the actions further comprising:

in response to the testing of each ad of the predetermined number of the plurality of ads, receiving, for the each ad of the predetermined number of the plurality of ads, the median round trip load time of the ads; and

for the each ad of the predetermined number of the plurality of ads, determining which of the predetermined number of the plurality of ads has a received median round trip load time that exceeds the predetermined amount.

9. A system comprising:

an application server that is arranged to perform actions, including;

serving a script arranged to compute round trip times to load web pages;

receiving a request for a web page;

selecting ads from a plurality of ads to serve with the requested web page;

serving the selected web page and the selected ads in response to the request; and

receiving, from the script, a round trip time to load the served web page;

an ad tool that is arranged to perform actions, including;

for each of a plurality of web pages, receiving a round trip time to load the web page with at least one ad selected from a plurality of ads;

obtaining, for each of the plurality of ads, a mean round trip time to load, a respective ad'"'"'s mean round trip time to load is based on the round trip time to load of each web page loaded with the respective ad;

determining a predetermined number of the plurality of ads for which the obtained mean round trip to load is highest, the predetermined number representing a subset of the plurality of ads; and

testing of each ad of the predetermined number of the plurality of ads, the testing including measuring a plurality of round trip load times of the each ad to determine a median round trip load time of the each ad; and

wherein the application server blocks from adding to a web page each ad determined to have a corresponding median round trip load time that exceeds a predetermined amount, and in response to a request for the web page, serves the web page absent the blocked ads.

10. The system of claim 9, further comprising:

an ad server that is arranged to control testing of each ad by testing the round trip (RT) time to load of each ad individually from at least two different locations at least two different times, wherein the ad tool is arranged to enable testing of the each ad of the predetermined number of the plurality of ads by transmitting the predetermined number of the plurality of ads to the ad server.

11. The system of claim 9, further comprising:

an ad server that is arranged to store the plurality of ads, wherein the application is further arranged to fetch the selected ads from the ad server.

12. The system of claim 9, wherein the ad tool is arranged to perform further actions, including:

in response to the testing of each ad of the predetermined number of the plurality of ads, receiving, for the each ad of the predetermined number of the plurality of ads, the median round trip load time of the ad; and

for the each ad of the predetermined number of the plurality of ads, determining which of the predetermined number of the plurality of ads has a received median round trip load time that exceeds the predetermined amount.