Web page ad slot identification

• US 9,672,540 B2
• Filed: 04/18/2014
• Issued: 06/06/2017
• 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): Netzloff, Eric
• Assistant Examiner(s): PATEL, DIPEN M
• Application Number:
  US14/256,775
• Publication Number:
  US 20150206199A1
• Time in Patent Office: 1,145 Days
• Field of Search: 705 144, 705 1441, 705 1442, 705 1449, 705 141, 705 738, 707709, 707741, 707748, 707754, 707758, 707797, 707999005, 709203
• 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 tracking individual content slots across multiple online documents via a computer network, comprising:

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

providing the script for execution to obtain a plurality of content item parameters of the content slot on the web page and a plurality of web page parameters of the content slot on the web page,

wherein the plurality of content item parameters comprise two or more of a content item width, a content item height, a content item type, a content item format, or a content slot name, and

wherein the plurality of web page parameters comprise two or more identifiers of parent nodes of the content slot in a hierarchical structure of the web page;

concatenating, by the at least one data processing system, the plurality of content item parameters of the content slot into a first string;

concatenating, by the at least one data processing system, the plurality of web page parameters of the content slot into a second string;

combining, by the at least one data processing system, the first string and the second string to generate a combined string;

generating, by the at least one data processing system, a unique identifier of the content slot using a mapping function based on the combined string, the unique identifier of the content slot associated with a URL identifier of the web page;

generating, by the at least one data processing system, a second unique identifier of a second content slot on a second web page, the second unique identifier of the second content slot associated with a second URL identifier of the second web page;

identifying that the second unique identifier of the second content slot on the second web page matches the unique identifier of the content slot on the web page, wherein the second URL identifier of the second web page is different from the URL identifier of the web page;

identifying that the second URL identifier of the second web page and the URL identifier of the web page share a common domain name;

determining that the web page and the second web page use a common template based on (i) the second unique identifier of the second content slot on the second web page matching the unique identifier of the content slot on the web page, and (ii) the second URL identifier of the second web page and the URL identifier of the web page having the common domain name; and

responsive to the determining that the web page and the second web page use the common template, storing the common template in at least one database without storing the web page and the second web page in the at least one database.

2. The method of claim 1, wherein the mapping function is a hash function.

3. The method of claim 1, further comprising:

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

providing, via the computer network, content for display in the content slot of the web page based at least in part on a result of evaluating the at least one database.

4. The method of claim 3, further comprising:

determining a match between the unique identifier of the content slot associated with the URL identifier of the web page and the historical unique content slot identifier associated with the URL identifier of the web page;

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

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

5. The method of claim 3, further comprising:

determining an absence of a match between the unique identifier of the content slot associated with the URL identifier of the web page and the historical unique content 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 content slot with the domain name;

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

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

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

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

6. The method of claim 3, further comprising:

determining a match between the unique identifier of the content slot and the historical unique content slot identifier;

determining a location of the content slot on the web page based on the historical content slot data; and

selecting the content based at least in part on the location of the content slot and a requirement of a location for placing the content.

7. The method of claim 3, wherein the historical content slot data includes the historical unique content slot identifier, the URL identifier of the web page, a location of the content slot on the web page, and an indication of content 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.

8. A system of tracking individual content slots across multiple online documents via a computer network, comprising:

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

obtain a script configured to identify a content slot on a web page;

provide the script for execution to obtain a plurality of content item parameters of the content slot on the web page and a plurality of web page parameters of the content slot on the web page,

wherein the plurality of content item parameters comprise two or more of a content item width, a content item height, a content item type, a content item format, or a content slot name, and

wherein the plurality of web page parameters comprise two or more identifiers of parent nodes of the content slot in a hierarchical structure of the web page;

produce a first string of the plurality of content item parameters of the content slot;

produce a second string of the plurality of web page parameters of the content slot;

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

generate a unique identifier of the content slot using a mapping function based on the combined string, wherein the unique identifier of the content slot is associated with a URL identifier of the web page;

generate a second unique identifier of a second content slot on a second web page, the second unique identifier of the second content slot associated with a second URL identifier of the second web page;

identify that the second unique identifier of the second content slot on the second web page matches the unique identifier of the content slot on the web page, wherein the second URL identifier of the second web page is different from the URL identifier of the web page;

identify that the second URL identifier of the second web page and the URL identifier of the web page share a common domain name;

determine that the web page and the second web page are associated with a common template based on (i) a match between the second unique identifier of the second content slot on the second web page and the unique identifier of the content slot on the web page and (ii) the second URL identifier of the second web page and the URL identifier of the web page having the common domain name; and

responsive to the determination that the web page and the second web page are associated with the common template, store the common template in at least one database without storing the web page and the second web page in the at least one database.

9. The system of claim 8, wherein the mapping function is a hash function.

10. The system of claim 8, further comprising the data processing system configured to:

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

provide content for display in the content slot of the web page based at least in part on a result of the evaluation of the database.

11. The system of claim 10, further comprising the data processing system configured to:

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

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

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

12. The system of claim 10, further comprising the data processing system configured to:

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

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

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

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

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

13. The system of claim 10, further comprising the data processing system configured to:

determine a match between the unique identifier of the content slot and the historical unique content slot identifier;

determine a location of the content slot on the web page based on the historical content slot data; and

select the content based at least in part on the location of the content slot and a requirement of a location for placing the content.

14. The system of claim 10, wherein the historical content slot data includes the historical unique content slot identifier, the URL identifier of the web page, a location of the content slot on the web page, and an indication of content 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.

15. 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:

obtain a script configured to identify a content slot on a web page;

provide the script for execution to obtain a plurality of content item parameters of the content slot on the web page and a plurality of web page parameters of the content slot on the web page,

wherein the plurality of content item parameters comprise two or more of a content item width, a content item height, a content item type, a content item format, or a content slot name, and

wherein the plurality of web page parameters comprise two or more identifiers of parent nodes of the content slot in a hierarchical structure of the web page;

concatenate the plurality of content item parameters of the content slot into a first string;

concatenate the plurality of web page parameters of the content slot into a second string;

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

generate a unique identifier of the content slot using a mapping function based on the combined string, wherein the unique identifier of the content slot is associated with a URL identifier of the web page;

generate a second unique identifier of a second content slot on a second web page, the second unique identifier of the second content slot associated with a second URL identifier of the second web page;

identify that the second unique identifier of the second content slot on the second web page matches the unique identifier of the content slot on the web page, wherein the second URL identifier of the second web page is different from the URL identifier of the web page;

identify that the second URL identifier of the second web page and the URL identifier of the web page share a common domain name;

determine that the web page and the second web page are associated with a common template based on (i) a match between the second unique identifier of the second content slot on the second web page and the unique identifier of the content slot on the web page and (ii) the second URL identifier of the second web page and the URL identifier of the web page having the common domain name; and

responsive to the determination that the web page and the second web page are associated with the common template, store the common template in at least one database without storing the web page and the second web page in the at least one database.

16. The non-transitory computer readable medium of claim 15, the instructions further comprising instructions to:

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

provide content for display in the content slot of the web page based at least in part on a result of the evaluation of the database.

17. The non-transitory computer readable medium of claim 16, the instructions further comprising instructions to:

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

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

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

18. The non-transitory computer readable medium of claim 16, the instructions further comprising instructions to:

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

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

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

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

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

19. The non-transitory computer readable medium of claim 16, the instructions further comprising instructions to:

determine a match between the unique identifier of the content slot and the historical unique content slot identifier;

determine a location of the content slot on the web page based on the historical content slot data; and

select the content based at least in part on the location of the content slot and a requirement of a location for placing the content.

20. The non-transitory computer readable medium of claim 16, wherein the historical content slot data includes the historical unique content slot identifier, the URL identifier of the web page, a location of the content slot on the web page, and an indication of content 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.