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Structured content views of web page content

  • US 9,953,338 B1
  • Filed: 03/29/2007
  • Issued: 04/24/2018
  • Est. Priority Date: 03/29/2007
  • Status: Active Grant
First Claim
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1. A method comprising:

  • at a computing system having one or more computers;

    receiving a request for one or more ads, the request including a first identifier for a first set of content available from a first content source hosted by a publisher, the first set of content formatted as a HTML document, the first identifier including a URL or URI network identifier;

    examining, by the computing system, the first identifier, and in response, determining that the first set of content available from the first content source is not annotated using a particular predefined schema configured to be processed by the computing system, the particular predefined schema including a XML format;

    determining, by the computing system, that the first identifier indicates that a structured content version of the first set of content is available from a second content source hosted by the publisher, the structured content version of the first set of content annotated using the particular predefined schema configured to be processed by the computing system, wherein the structured content version of the first set of content including one or more annotations to the first set of content generated by the publisher that are not included in the first set of content, and are formatted according to the particular predefined schema;

    identifying a page type of the first set of content;

    identifying, by the computing system, a particular XML feed of multiple XML feeds that is based on the page type of the first set of content;

    converting, by the computing system, the first identifier for the first content source in the request to a second identifier for the second content source that includes the structured content version of the first set of content, the second identifier including a URL or URI network identifier;

    obtaining, using the second identifier, the structured content version of the first set of content from the second content source hosted by the publisher, the obtaining including obtaining one or more updates to the particular XML feed relative to a base XML document of the particular XML feed, the particular XML feed including the structured content version of the first set of content;

    extracting, from the structured content version of the first set of content that was obtained from the second content source by the computing system, the one or more annotations to the first set of content that are not included in the first set of content by parsing the structured content version of the first set of content in accordance with the particular schema;

    selecting, by the computing system and to a client device that submitted the request, the one or more ads to be served with the first set of content based on the one or more annotations to the first set of content that are not included in the first set of content; and

    outputting, by the computing system, the selected one or more ads to the client device for presentation with the first set of content.

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