Providing second content items in association with first content items
First Claim
1. A computer-implemented method comprising:
- receiving, at a server and from a requesting device, a first call for content to be published in a content item slot on a resource associated with a publisher, wherein the first call for content is generated by execution of a given tag included in the resource;
determining, by one or more processors, that the publisher has authorized one or more additional content item calls to be automatically initiated by the server responsive to the receipt of the first call;
determining, by the server, a first content item responsive to the first call;
generating, by the server, a message that causes the requesting device to initiate a second call for additional content independent of other tags embedded in the resource;
providing, by the server and to the requesting device, the first content item and the message responsive to the first call;
receiving, by the server and from the requesting device, the second call for content that was initiated by the message;
processing, by the server, the second call;
determining, by the server, a second different content item responsive to the second call; and
providing, by the server and to the requesting device, the second different content item for publication on the resource along with the first content item.
2 Assignments
0 Petitions
Accused Products
Abstract
Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for providing content. A first call for content to be published on a resource associated with a publisher is received from a requesting device. A determination is made when the publisher has authorized additional content item calls to be automatically generated responsive to receipt of the first call. A first content item responsive to the first call is determined. A message including call parameters is generated that define publisher or serving system criteria for the additional content items. The first content item and message responsive to the first call are provided. A second call for content, in conformance with the call parameters, is received after processing the message. A second different content item that is responsive to the second call is provided for publication on the resource along with the first content item.
22 Citations
20 Claims
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1. A computer-implemented method comprising:
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receiving, at a server and from a requesting device, a first call for content to be published in a content item slot on a resource associated with a publisher, wherein the first call for content is generated by execution of a given tag included in the resource; determining, by one or more processors, that the publisher has authorized one or more additional content item calls to be automatically initiated by the server responsive to the receipt of the first call; determining, by the server, a first content item responsive to the first call; generating, by the server, a message that causes the requesting device to initiate a second call for additional content independent of other tags embedded in the resource; providing, by the server and to the requesting device, the first content item and the message responsive to the first call; receiving, by the server and from the requesting device, the second call for content that was initiated by the message; processing, by the server, the second call; determining, by the server, a second different content item responsive to the second call; and providing, by the server and to the requesting device, the second different content item for publication on the resource along with the first content item. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15)
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16. A computer program product embodied in a non-transitive computer-readable medium including instructions, that when executed, cause one or more processors to:
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receive, at a server and from a requesting device, a first call for content to be published in a content item slot on a resource associated with a publisher, wherein the first call for content is generated by execution of a given tag included in the resource; determine that the publisher has authorized one or more additional content item calls to be automatically initiated by the server responsive to the receipt of the first call; determine, by the server, a first content item responsive to the first call; generate, by the server, a message that causes the requesting device to initiate a second call for additional content independent of other tags embedded in the resource; provide, by the server and to the requesting device, the first content item and the message responsive to the first call; receive, by the server and from the requesting device, the second call for content that was generated in response to the requesting device; process the second call; determine, by the server, a second different content item responsive to the second call; and provide, by the server and to the requesting device, the second different content item for publication on the resource along with the first content item. - View Dependent Claims (17, 18, 19)
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20. A system comprising:
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one or more processors; and one or more memory elements including instructions that, when executed, cause the one or more processors to; receive, at a server and from a requesting device, a first call for content to be published in a content item slot on a resource associated with a publisher, wherein the first call for content is generated by execution of a given tag included in the resource; determine that the publisher has authorized one or more additional content item calls to be automatically initiated by the server responsive to the receipt of the first call; determine, by the server, a first content item responsive to the first call; generate, by the server, a message that causes the requesting device to initiate a second call for additional content independent of other tags embedded in the resource; provide, by the server and to the requesting device, the first content item and the message responsive to the first call; receive, by the server and from the requesting device, the second call for content that was generated in response to the requesting device; process the second call; determine, by the server, a second different content item responsive to the second call; and provide, by the server and to the requesting device, the second different content item for publication on the resource along with the first content item.
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Specification