Reassigning ordinal positions of content item slots according to viewport information during resource navigation

• US 9,870,344 B2
• Filed: 10/02/2012
• Issued: 01/16/2018
• Est. Priority Date: 10/02/2012
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Filev, Momchil, Freund, Martin B.
• Primary Examiner(s): Zuberi, Mohammed-Ibrahim
• Assistant Examiner(s): Chen, Yahao
• Application Number:
  US13/633,324
• Publication Number:
  US 20140095514A1
• Time in Patent Office: 1,932 Days
• Field of Search: 715243, 715253, 705 144, 705 1473
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06F 40/106 Display of layout of documents; Previewing
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for adjusting ordinal positions for content item slots in response to determining that a content item slot with a highest slot ordinal position relative to the other content item slots in a resource is not within a viewport area. Adjusting the adjusting ordinal positions of either the content item slots or content items to be served in the content item slots ensures that a content item slot in the viewport displays a content item with a highest respective ordinal position in a ranking relative to other content items is rendered in the content item slot within the viewport area.

Claims

1. A computer-implemented method performed by a data processing apparatus, comprising:

processing a content item request for a resource, the content item request including viewport information specifying an initial state of the resource as defined by a viewport location and viewport area within a canvas for the resource, and wherein the resource includes a plurality of content item slots that each define a location in the resource at which a content item responsive to the request is to be rendered, and each content item slot has a slot ordinal position relative to other content item slots in the resource that corresponds to respective ordinal position of a content item in a ranking for content items served in response to the request when the resource is presented according to the initial state;

receiving, by a data processing apparatus, data specifying respective ordinal positions for content items in a ranking of content items determined to be responsive to the request, the respective ordinal positions causing the content item with the highest respective ordinal position in the ranking to be rendered in the content item slot with a highest ordinal position relative to the other content item slots;

presenting content items in the content item slots that are displayed in the initial state of the resource;

after presenting content items in the content item slots that are displayed in the initial state of the resource, receiving a request for content generated by a user selecting a back command after the user transitioned a display of the resource from the initial state to a second state and subsequently navigated away from the resource, wherein the second state of the resource presents different content item slots than the initial state of the resource, and wherein the resource is presented according to the second state when re-rendered in response to the back command;

determining, by the data processing apparatus, that the display of the resource in the second state omits a first content item slot with a highest slot ordinal position relative to the other content item slots when the resource is displayed according to the initial state, and that a second content item slot with a lower slot ordinal position than the slot ordinal position of the first content item slot is within the viewport area when the resource is displayed according to the second state, and in response, generating adjusted ordinal positions for the content item slots in the second state, including reassigning the second content item slot to the highest slot ordinal position of the first content item slot, thereby causing the content item with the highest ordinal position to be rendered in the second content item slot and within the viewport area while the resource is displayed according to the second state;

determining, by the data processing apparatus and based on a current viewport location corresponding to the second state and historical data, a set of directions that the user is most likely to move the viewport from the current viewport location;

reassigning, based on the determined set of directions that the user is most likely to move the viewport, the ordinal positions of the content item slots that are not visible in the second state so that content item slots that have a higher likelihood of being moved to next have a higher ordinal position than other not currently visible content item slots; and

processing, by the data processing apparatus, in response to the content item request, position data defining the adjusted ordinal positions for the content item slots and the content items for presentation in the content item slots.

2. The computer-implemented method of claim 1, wherein:

processing a content item request for a resource comprises receiving at a content item server the content item request, wherein the content item request has been transmitted from a user device; and

processing the position data defining the adjusted ordinal positions for the content item slots and the content items for presentation in the content item slots comprises providing, from the content item server, the content items and the position data to the user device.

3. The computer-implemented method of claim 2, wherein:

determining, from the viewport information, that the first content item slot with the highest slot ordinal position relative to the other content item slots is not with the viewport comprises;

determining, for each content item slot, a respective display area and display location of the content item slot in the resource; and

determining that the first content item slot with the highest slot ordinal position is not within the viewport area based on the respective display area, the respective display location, the viewport location and the viewport area.

4. The computer-implemented method of claim 3, wherein generating adjusted ordinal positions for the content item slots comprises:

determining the second content item slot within the viewport area based on the respective display area of the content item slot, the respective location of the content item slot, the viewport location and the viewport area.

5. The computer-implemented method of claim 4, wherein generating adjusted ordinal positions for the content item slots comprises barrel shifting the slot ordinal positions of the content item slots relative to the second content item slot determined to be within the viewport area.

6. The computer-implemented method of claim 3, wherein generating adjusted ordinal positions for the content item slots comprises:

determining the second content item slot within the viewport area based on the respective display area of the content item slot, the viewport location and the viewport area; and

adjusting the respective ordinal positions of the content items so that a content item with a highest adjusted respective ordinal position in the ranking will be rendered in the second content item slot determined to be within the viewport area.

7. The computer-implemented method of claim 6, wherein adjusting the respective ordinal positions of the content items comprises barrel shifting the respective ordinal positions of the content item relative to the content item to be rendered in the second content item slot determined to be within the viewport area.

8. The computer-implemented method of claim 1, wherein:

processing a content item request for a resource comprises generating, at a user device, the content item request and transmitting the content item request to a content item server; and

processing the position data defining the adjusted ordinal positions for the content item slots and the content items for presentation in the content item slots comprises generating the position data at the user device and rendering the content items in the content items slots according to the position data.

9. The computer implemented method of claim 8, wherein:

determining that the display of the resource in the second state omits the first content item slot with the highest slot ordinal position relative to the other content item slots when the resource is displayed according to the initial state comprises;

determining, for each content item slot, a respective display area and display location of the content item slot in the resource; and

determining that the display of the resource in the second state omits the first content item slot with the highest slot ordinal position based on the respective display area, the respective display location, the viewport location and the viewport area.

10. The computer-implemented method of claim 9, wherein generating adjusted ordinal positions for the content item slots in response to determining that the display of the resource in the second state omits the first content item slot with the highest slot ordinal position relative to the other content item slots when the resource is displayed according to the initial state comprises:

determining the second content item slot within the viewport area based on the respective display area of the content item slot, the respective location of the content item slot, the viewport location and the viewport area; and

adjusting the slot ordinal positions of the content item slots so that the second content item slot determined to be within the viewport area has the highest slot ordinal position.

11. The computer-implemented method of claim 9, wherein generating adjusted ordinal positions for the content item slots comprises:

determining the second content item slot within the viewport area based on the respective display area of the content item slot, the respective location of the content item slot, the viewport location and the viewport area; and

adjusting the respective ordinal positions of the content items so that a content item with a highest adjusted respective ordinal position in the ranking will be rendered in the second content item slot determined to be within the viewport area.

12. A system comprising:

a data processing apparatus; and

a computer storage medium encoded with a computer program, the program comprising instructions that when executed by the data processing apparatus cause the data processing apparatus to perform operations comprising;

processing a content item request for a resource, the content item request including viewport information specifying an initial state of the resource as defined by a viewport location and viewport area within a canvas for the resource, and wherein the resource includes a plurality of content item slots that each define a location in the resource at which a content item responsive to the request is to be rendered, and each content item slot has a slot ordinal position relative to other content item slots in the resource that corresponds to respective ordinal position of a content item in a ranking for content items served in response to the request when the resource is presented according to the initial state;

receiving, by a data processing apparatus, data specifying respective ordinal positions for content items in a ranking of content items determined to be responsive to the request, the respective ordinal positions causing the content item with the highest respective ordinal position in the ranking to be rendered in the content item slot with a highest ordinal position relative to the other content item slots;

presenting content items in the content item slots that are displayed in the initial state of the resource;

after presenting content items in the content item slots that are displayed in the initial state of the resource, receiving a request for content generated by a user selecting a back command after the user transitioned a display of the resource from the initial state to a second state and subsequently navigated away from the resource, wherein the second state of the resource presents different content item slots than the initial state of the resource, and wherein the resource is presented according to the second state when re-rendered in response to the back command;

determining, by the data processing apparatus,that the display of the resource in the second state omits a first content item slot with a highest slot ordinal position relative to the other content item slots when the resource is displayed according to the initial state, and that a second content item slot with a lower slot ordinal position than the slot ordinal position of the first content item slot is within the viewport area when the resource is displayed according to the second state, and in response, generating adjusted ordinal positions for the content item slots in the second state, including reassigning the second content item slot to the highest slot ordinal position of the first content item slot, thereby causing the content item with the highest ordinal position to be rendered in the second content item slot and within the viewport area while the resource is displayed according to the second state;

determining, by the data processing apparatus and based on a current viewport location corresponding to the second state and historical data, a set of directions that the user is most likely to move the viewport from the current viewport location;

reassigning, based on the determined set of directions that the user is most likely to move the viewport, the ordinal positions of the content item slots that are not visible in the second state so that content item slots that have a higher likelihood of being moved to next have a higher ordinal position than other not currently visible content item slots; and

processing, by the data processing apparatus, in response to the content item request, position data defining the adjusted ordinal positions for the content item slots and the content items for presentation in the content item slots.

13. The system of claim 12, wherein:

processing a content item request for a resource comprises receiving at a content item server the content item request, wherein the content item request has been transmitted from a user device; and

processing the position data defining the adjusted ordinal positions for the content item slots and the content items for presentation in the content item slots comprises providing, from the content item server, the content items and the position data to the user device.

14. The system of claim 13, wherein:

determining that the display of the resource in the second state omits the first content item slot with the highest slot ordinal position relative to the other content item slots when the resource is displayed according to the initial state comprises;

determining, for each content item slot, a respective display area and display location of the content item slot in the resource; and

determining that the first content item slot with the highest slot ordinal position is not within the viewport area based on the respective display area, the respective display location, the viewport location and the viewport area.

15. The system of claim 14, wherein generating adjusted ordinal positions for the content item slots comprises:

determining the second content item slot within the viewport area based on the respective display area of the content item slot, the respective location of the content item slot, the viewport location and the viewport area.

16. The system of claim 14, wherein generating adjusted ordinal positions for the content item slots comprises:

determining the second content item slot within the viewport area based on the respective display area of the content item slot, the viewport location and the viewport area; and

adjusting the respective ordinal positions of the content items so that a content item with a highest adjusted respective ordinal position in the ranking will be rendered in the second content item slot determined to be within the viewport area.

17. A computer storage medium encoded with a computer program, the program comprising instructions that when executed by data processing apparatus cause the data processing apparatus to perform operations comprising:

processing a content item request for a resource, the content item request including viewport information specifying an initial state of the resource as defined by a viewport location and viewport area within a canvas for the resource, and wherein the resource includes a plurality of content item slots that each define a location in the resource at which a content item responsive to the request is to be rendered, and each content item slot has a slot ordinal position relative to other content item slots in the resource that corresponds to respective ordinal position of a content item in a ranking for content items served in response to the request when the resource is presented according to the initial state;

receiving, by a data processing apparatus, data specifying respective ordinal positions for content items in a ranking of content items determined to be responsive to the request, the respective ordinal positions causing the content item with the highest respective ordinal position in the ranking to be rendered in the content item slot with a highest ordinal position relative to the other content item slots;

presenting content items in the content item slots that are displayed in the initial state of the resource;

after presenting content items in the content item slots that are displayed in the initial state of the resource, receiving a request for content generated by a user selecting a back command after the user transitioned a display of the resource from the initial state to a second state and subsequently navigated away from the resource, wherein the second state of the resource presents different content item slots than the initial state of the resource, and wherein the resource is presented according to the second state when re-rendered in response to the back command;

determining, by the data processing apparatus, that the display of the resource in the second state omits a first content item slot with a highest slot ordinal position relative to the other content item slots when the resource is displayed according to the initial state, and that a second content item slot with a lower slot ordinal position than the slot ordinal position of the first content item slot is within the viewport area when the resource is displayed according to the second state, and in response, generating adjusted ordinal positions for the content item slots in the second state, including reassigning the second content item slot to the highest slot ordinal position of the first content item slot, thereby causing the content item with the highest ordinal position to be rendered in the second content item slot and within the viewport area while the resource is displayed according to the second state;

determining, by the data processing apparatus and based on a current viewport location corresponding to the second state and historical data, a set of directions that the user is most likely to move the viewport from the current viewport location;

reassigning, based on the determined set of directions that the user is most likely to move the viewport, the ordinal positions of the content item slots that are not visible in the second state so that content item slots that have a higher likelihood of being moved to next have a higher ordinal position than other not currently visible content item slots; and

processing, by the data processing apparatus, in response to the content item request, position data defining the adjusted ordinal positions for the content item slots and the content items for presentation in the content item slots.

18. The computer storage medium of claim 17, wherein:

processing a content item request for a resource comprises receiving at a content item server the content item request, wherein the content item request has been transmitted from a user device; and

processing the position data defining the adjusted ordinal positions for the content item slots and the content items for presentation in the content item slots comprises providing, from the content item server, the content items and the position data to the user device.

19. The computer storage medium of claim 18, wherein:

determining that display of the resource in the second state omits the first content item slot with the highest slot ordinal position relative to the other content item slots when the resource is displayed according to the initial state comprises;

determining, for each content item slot, a respective display area and display location of the content item slot in the resource; and

determining that the display of the resource in the second state omits the first content item slot with the highest slot ordinal position when the resource is displayed according to the initial state based on the respective display area, the respective display location, the viewport location and the viewport area.

20. The computer storage medium of claim 19, wherein generating adjusted ordinal positions for the content item slots comprises:

determining the second content item slot within the viewport area based on the respective display area of the content item slot, the respective location of the content item slot, the viewport location and the viewport area.

21. The computer storage medium of claim 19, wherein generating adjusted ordinal positions for the content item slots comprises:

determining the second content item slot within the viewport area based on the respective display area of the content item slot, the viewport location and the viewport area; and

adjusting the respective ordinal positions of the content items so that a content item with a highest adjusted respective ordinal position in the ranking will be rendered in the second content item slot determined to be within the viewport area.