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Assigning scores to electronic communications with extensions

  • US 9,858,594 B2
  • Filed: 06/30/2014
  • Issued: 01/02/2018
  • Est. Priority Date: 06/30/2014
  • Status: Active Grant
First Claim
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1. A method executed by a processor of a computing device, the method comprising:

  • receiving an indication that a client computing device has requested content;

    responsive to receiving the indication, computing a score for an electronic communication, the score computed based upon;

    the electronic communication comprising an extension to a predefined format; and

    an externality score that is indicative of;

    a number of times that the electronic communication has historically been presented on client computing devices, wherein the externality score is computed as a function of;

    for each impression of the electronic communication at client computing devices over a defined time range;



    a position of the electronic communication on a web page;



    a type of the extension from amongst a plurality of possible types of extensions; and



    a layout of the extension from amongst a plurality of possible layouts of extensions;

    selecting the electronic communication from several potential electronic communications based upon the score; and

    responsive to selecting the electronic communication, transmitting the electronic communication for display with the content on the client computing device.

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