Platform for serving online content

• US 8,904,277 B2
• Filed: 11/16/2010
• Issued: 12/02/2014
• Est. Priority Date: 08/31/2010
• Status: Active Grant

• Current Assignee: CBS Interactive Inc. (Paramount Global (f/k/a ViacomCBS Inc.))
• Original Assignee: CBS Interactive Inc. (Paramount Global (f/k/a ViacomCBS Inc.))
• Inventors: KROGER, Monica, HARPER, Eric
• Primary Examiner(s): NGUYEN, CHAU T
• Application Number:
  US12/947,416
• Publication Number:
  US 20120054596A1
• Time in Patent Office: 1,477 Days
• Field of Search: 715/203, 715/234, 705/14.4, 705/14.41, 705/14.73
• US Class Current: 715/234
• CPC Class Codes: G06F 16/23 Updating
• CPC Class Codes: G06F 16/40 of multimedia data, e.g. slideshows comprising image and additional audio data retrieval of still image data G06F16/50; retrieval of audio data G06F16/60; retrieval of video data G06F16/70
• CPC Class Codes: G06F 16/60 of audio data
• CPC Class Codes: G06F 16/65 Clustering; Classification
• CPC Class Codes: G06F 16/70 of video data
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06F 40/106 Display of layout of documents; Previewing
• CPC Class Codes: G06F 40/117 Tagging; Marking up details of markup languages G06F40/143; Designating a block; Setting of attributes style sheets, e.g. eXtensible Stylesheet Language Transformation [XSLT], G06F40/154
• CPC Class Codes: G06F 40/151 Transformation
• CPC Class Codes: G06F 40/174 Form filling; Merging
• CPC Class Codes: G06F 40/186 Templates
• CPC Class Codes: G06F 40/205 Parsing
• CPC Class Codes: G06F 40/221 Parsing markup language streams streaming G06F40/149
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A computer implemented method for creating a page including content includes the steps of inserting, with a computing device, one or more placeholders in the page, requesting, with a computing device, parameters, receiving, with a computing device, meta data in response to the step of requesting parameters, creating, with a computing device, frames in the page based on the meta data at positions corresponding to the placeholders, requesting, with a computing device, content, receiving, with a computing device, content in response to the request for content, and placing the content in the frames for display on a display device.

Claims

1. A method for providing advertising content on a web resource, the method performed by one or more processors and comprising:

identifying an advertisement placeholder provided with the web resource and associated with a timer variable defining a period of time, the web resource being renderable;

identifying media content provided by the web resource;

when the web resource is rendered;

(a) providing a frame in the advertisement placeholder;

(b) providing a first advertisement in the frame;

(c) detecting (i) when the first advertisement has been present in the frame for the period of time, and (ii) a second advertisement associated with a product brand depicted when the media content is presented;

(d) in response to detecting (i) and (ii), requesting advertising content for the product brand associated with the second advertisement;

receiving a third advertisement for the product brand associated with the second advertisement based on requesting the advertising content; and

replacing the first advertisement with the third advertisement in the frame.

2. The method of claim 1, further comprising:

deferring detecting (i) and (ii) in response to detecting that a user has not recently interacted with the web resource.

3. The method of claim 1, further comprising:

determining whether a lock flag associated with the web resource is present; and

deferring detecting (i) and (ii) in response to determining that the lock flag is present.

4. The method of claim 1, wherein requesting the advertising content for the product brand includes sending a cumulative page-state variable and one or more individual page-state variables.

5. The method of claim 4, wherein the cumulative page-state variable is a hash and wherein the one or more individual page-state variables are hashes.

6. The method of claim 1, wherein the frame is a first frame of a plurality of frames, the advertisement placeholder is a first placeholder of a plurality of placeholders provided with the web resource, each of the plurality of frames is in a different one of the plurality of placeholders, and the plurality of frames includes a second frame;

wherein requesting the advertising content includes requesting a fourth advertisement for the second frame; and

wherein the fourth advertisement does not compete with the third advertisement.

7. The method of claim 1, wherein the frame is a first frame of a plurality of frames, the advertisement placeholder is a first placeholder of a plurality of placeholders provided with the web resource, each of the plurality of frames is in a different one of the plurality of placeholders, and the plurality of frames includes a second frame;

wherein requesting the advertising content comprises requesting a fourth advertisement for the second frame; and

wherein the one or more processors are to synchronize the fourth advertisement with the third advertisement.

8. The method of claim 1, wherein replacing the first advertisement with the third advertisement comprises:

removing the first advertisement from the frame; and

rendering the third advertisement in the frame.

9. The method of claim 8, further comprising:

receiving streaming content; and

wherein (c) occurs in response to receiving the streaming content.

10. The method of claim 9, wherein the streaming content is streaming video content and wherein the third advertisement comprises video content.

11. The method of claim 9, wherein the streaming content does not compete with the third advertisement.

12. The method of claim 8, wherein the frame is a first frame of a plurality of frames, the advertisement placeholder is a first placeholder of a plurality of placeholders provided with the web resource, each of the plurality of frames is in a different one of the plurality of placeholders, and the plurality of frames includes a second frame;

wherein requesting the advertising content includes asynchronously requesting advertising content for the first frame and the second frame.

13. The method of claim 8, wherein the frame is a first frame of a plurality of frames, the advertisement placeholder is a first placeholder of a plurality of placeholders provided with the web resource, each of the plurality of frames is in a different one of the plurality of placeholders, and the plurality of frames includes a second frame;

wherein requesting the advertising content includes simultaneously requesting respective advertising content for the first frame and the second frame.

14. The method of claim 1, wherein (c) occurs outside a determined frequency.

15. The method of claim 1, wherein (c) occurs in response to detecting a strong user interaction.

16. The method of claim 15, wherein the strong user interaction includes a user interacting with the frame.

17. The method of claim 1, wherein receiving the third advertisement includes receiving a JavaScript Object Notation response.

18. The method of claim 17, wherein the JavaScript Object Notation response includes content for a plurality of frames.

19. The method of claim 1, further comprising:

receiving other content for the web resource; and

displaying the other content with the web resource;

wherein requesting the advertising content occurs after the step of displaying the other content.

20. The method of claim 1, wherein the advertisement placeholder is associated with an override object defining one or more conditions for updating the first advertisement, and wherein requesting the advertising content includes passing the override object.

21. The method of claim 20, wherein override object specifies when advertisements are to be presented during presentation of the media content.

22. The method of claim 20, wherein the override object specifies an advertisement or a group of advertisements to be received.

23. The method of claim 20, wherein the override object specifies a group of advertisements from which a third party chooses an advertisement to be displayed.

24. A non-transitory computer-readable medium storing instructions that, when executed by one or more processors, cause the one or more processors to:

identify an advertisement placeholder provided with a web resource and associated with a timer variable defining a period of time, the web resource being renderable;

identify media content provided by the web resource;

when the web resource is rendered;

(a) provide a frame in the advertisement placeholder;

(b) provide a first advertisement in the frame;

(c) detect (i) when the first advertisement has been present in the frame for the period of time and (ii) a second advertisement associated with a product brand depicted when the media content is presented;

(d) in response to detecting (i) and (ii), request advertising content for the product brand associated with the second advertisement;

receive a third advertisement for the product brand associated with the second advertisement based on requesting the advertising content; and

replace the first advertisement with the third advertisement in the frame.

25. A computer-implemented method for rendering advertisements on a web resource, the method performed by one or more processors and comprising:

executing instructions, by the one or more processors, to perform operations comprising;

identifying an advertisement placeholder provided with the web resource and associated with a timer variable defining a period of time, the web resource being renderable;

identifying media content provided by the web resource;

when the web resource is rendered;

(a) providing a frame in the advertisement placeholder;

(b) providing a first advertisement in the frame;

(c) detecting (i) when the first advertisement has been present in the frame for the period of time and (ii) a second advertisement associated with a product brand depicted when the media content is presented;

(d) in response to detecting (i) and (ii), requesting advertising content for the product brand associated with the second advertisement;

receiving a third advertisement for the product brand associated with the second advertisement based on requesting the advertising content; and

replacing the first advertisement with the third advertisement in the frame.