Client-side ad caching for lower ad serving latency

• US 9,027,100 B2
• Filed: 01/05/2010
• Issued: 05/05/2015
• Est. Priority Date: 01/05/2010
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Ayloo, Kalyan, Wong, Daniel
• Primary Examiner(s): Pham, Luu
• Assistant Examiner(s): Kabir, Jahangir
• Application Number:
  US12/652,578
• Publication Number:
  US 20110167486A1
• Time in Patent Office: 1,946 Days
• Field of Search: 716/7, 716/4, 716/30, 705/14.4, 705/14.49, 705/14.58, 705/14.66, 705/14.73, 726/7, 726/4, 726/30
• US Class Current: 726/7
• CPC Class Codes: G06Q 10/00 Administration; Management
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0264 based upon schedule
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: H04L 63/0428 wherein the data content is protected, e.g. by encrypting or encapsulating the payload
• CPC Class Codes: H04W 4/20 Services signaling; Auxiliary data signalling, i.e. transmitting data via a non-traffic channel
• CPC Class Codes: H04W 4/21 for social networking applications
• CPC Class Codes: H04W 4/23 for mobile advertising

Abstract

Advertisements are served over the Internet to clients on demand. A client module executing on a client device fetches advertisements over the Internet from an advertisement server. The client module stores these advertisements in a cache on the client device. When an application executing on the client device needs to display an advertisement, instead of contacting the advertisement server directly, the application makes a call to the client module. The client module, instead of contacting the advertisement server immediately, determines whether the cache on the client device contains any advertisements that satisfy criteria specified by the application. If the cache does contain advertisements that satisfy the criteria, then the client module provides those advertisements to the application. Otherwise, then the client module requests criteria-satisfying advertisements from the advertisement server at that time, and provides at least one of those to the application.

Claims

1. A computer-implemented method comprising:

performing a first request for one or more advertisements over one or more networks from an advertisement server;

receiving the one or more advertisements over the one or more networks from the advertisement server in response to the first request;

storing the one or more advertisements in a cache on a client device, wherein the one or more advertisements are encrypted before storing;

after storing the one or more advertisements in the cache on the client device, intercepting, by a client module that executes on the client device, from an application executing on the client device, an advertisement request for advertisements that satisfy one or more criteria that are specified in the advertisement request;

wherein the advertisement request was directed by the application executing on the client device toward the advertisement server rather than toward the client module that executes on the client device;

authenticating, by the client module, a credential received from the application at the client device by comparing the credential with a stored credential;

in response to intercepting the advertisement request for advertisements that satisfy one or more criteria that are specified in the advertisement request, determining, at the client device, whether the cache on the client device contains any advertisements that satisfy the one or more criteria specified in the advertisement request; and

in response to determining that the cache on the client device contains one or more particular advertisements that satisfy the criteria specified in the advertisement request, decrypting the one or more particular advertisements and providing the decrypted one or more particular advertisements to the application from the cache on the client device, instead of sending the advertisement request for advertisements that satisfy one or more criteria that are specified in the advertisement request to the advertisement server;

wherein the method is performed by one or more computing devices.

2. The computer-implemented method of claim 1, wherein the advertisement request for advertisements that satisfy one or more criteria that are specified in the advertisement request specifies both (a) a minimum number of advertisements and (b) a maximum number of advertisements, and the computer-implemented method further comprises:

in response to determining that the cache on the client device currently does not contain the minimum number of advertisements specified by the advertisement request, request a particular number of advertisements equal to the difference between the minimum number of advertisements requested and number of advertisements currently stored on the cache on the client device;

in response to receiving the particular number of advertisements from the advertisement server, returning the minimum number of advertisements to the application;

after returning the minimum number of advertisements to the application, and while the application is interacting with a user, asynchronously, relative to the application, requesting, from the advertisement server, an additional number of advertisements needed to fill the cache on the client device with a quantity of advertisements equal to the maximum number minus the minimum number;

receiving the additional number of advertisements from the advertisement server while the application is interacting with the user; and

storing the additional number of advertisements in the cache on the client device.

3. The computer-implemented method of claim 1, wherein determining, at the client device, whether the cache on the client device contains any advertisements that satisfy the one or more criteria specified in the advertisement request comprises determining whether the cache on the client device contains any advertisements that have dimensions that are equal to dimensions specified by the criteria specified in the advertisement request.

4. The computer-implemented method of claim 1, wherein determining whether the cache on the client device contains any advertisements that satisfy the one or more criteria specified in the advertisement request comprises determining whether the cache on the client device contains any advertisements that are associated with a time period into which a current time, at which the determining is performed, falls.

5. The computer-implemented method of claim 1, wherein determining whether the cache on the client device contains any advertisements that satisfy the criteria specified in the advertisement request comprises determining whether the cache on the client device contains any advertisements that are associated with a geographical region in which the client device is currently located when the determining is performed.

6. The computer-implemented method of claim 1, wherein determining whether the cache on the client device contains any advertisements that satisfy the criteria specified in the advertisement request comprises determining whether the cache on the client device contains any advertisements that are associated with a user characteristic of a user of the application.

7. The computer-implemented method of claim 1, wherein the cache on the client device contains advertisements that are served to multiple different applications that execute on the client device.

8. One or more non-transitory computer-readable media storing instructions which, when processed by one or more processors, cause:

performing a first request for one or more advertisements over one or more networks from an advertisement server;

receiving the one or more advertisements over the one or more networks from the advertisement server in response to the first request;

storing the one or more advertisements in a cache on a client device, wherein the one or more advertisements are encrypted before storing;

after storing the one or more advertisements in the cache on the client device, intercepting, by a client module that executes on the client device, from an application executing on the client device, an advertisement request for advertisements that satisfy one or more criteria that are specified in the advertisement request;

wherein the advertisement request was directed by the application executing on the client device toward the advertisement server rather than toward the client module that executes on the client device;

authenticating, by the client module, a credential received from the application at the client device by comparing the credential with a stored credential;

in response to intercepting the advertisement request for advertisements that satisfy one or more criteria that are specified in the advertisement request, determining, at the client device, whether the cache on the client device contains any advertisements that satisfy the one or more criteria specified in the advertisement request; and

in response to determining that the cache on the client device contains one or more particular advertisements that satisfy the criteria specified in the advertisement request, decrypting the one or more particular advertisements and providing the one decrypted or more particular advertisements to the application from the cache on the client device, instead of sending the advertisement request for advertisements that satisfy one or more criteria that are specified in the advertisement request to the advertisement server.

9. The one or more non-transitory computer-readable media of claim 8, wherein the advertisement request for advertisements that satisfy one or more criteria that are specified in the advertisement request specifies both (a) a minimum number of advertisements and (b) a maximum number of advertisements, and wherein the one or more non-transitory computer-readable media include additional instructions which, when processed by the one or more processors, cause:

in response to determining that the cache on the client device currently does not contain the minimum number of advertisements specified by the advertisement request, request a particular number of advertisements equal to the difference between the minimum number of advertisements requested and number of advertisements currently stored on the cache on the client device;

in response to receiving the particular number of advertisements from the advertisement server, returning the minimum number of advertisements to the application;

after returning the minimum number of advertisements to the application, and while the application is interacting with a user, asynchronously, relative to the application, requesting, from the advertisement server, an additional number of advertisements needed to fill the cache on the client device with a quantity of advertisements equal to the maximum number minus the minimum number;

receiving the additional number of advertisements from the advertisement server while the application is interacting with the user; and

storing the additional number of advertisements in the cache on the client device.

10. The one or more non-transitory computer-readable media of claim 8, wherein determining whether the cache on the client device contains any advertisements that satisfy the one or more criteria specified in the advertisement request comprises determining whether the cache on the client device contains any advertisements that have dimensions that are equal to dimensions specified by the criteria.

11. The one or more non-transitory computer-readable media of claim 8, wherein determining whether the cache on the client device contains any advertisements that satisfy the one or more criteria specified in the advertisement request comprises determining whether the cache on the client device contains any advertisements that are associated with a time period into which a current time, at which the determining is performed, falls.

12. The one or more non-transitory computer-readable media of claim 8, wherein determining whether the cache on the client device contains any advertisements that satisfy the one or more criteria specified in the advertisement request comprises determining whether the cache on the client device contains any advertisements that are associated with a geographical region in which the client device is currently located when the determining is performed.

13. The one or more non-transitory computer-readable media of claim 8, wherein determining whether the cache on the client device contains any advertisements that satisfy the one or more criteria specified in the advertisement request comprises determining whether the cache on the client device contains any advertisements that are associated with a user characteristic of a user of the application.

14. The one or more non-transitory computer-readable media of claim 8, wherein the cache on the client device contains advertisements that are served to multiple different applications that execute on the client device.