Providing second content items in association with first content items

• US 10,680,971 B1
• Filed: 07/02/2018
• Issued: 06/09/2020
• Est. Priority Date: 02/24/2014
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google LLC (Alphabet Inc.)
• Inventors: Lucash, Nathan P., Vemula, Venu, Bieniasz-Krzywiec, Lukasz, Pace, Alessio, Kirov, Radoslav M.
• Primary Examiner(s): Winder, Patrice L
• Application Number:
  US16/025,339
• Time in Patent Office: 708 Days
• CPC Class Codes: H04L 47/78 Architectures of resource allocation
• CPC Class Codes: H04L 67/01 Protocols
• CPC Class Codes: H04L 67/55 Push-based network services
• CPC Class Codes: H04W 48/16 Discovering, processing access restriction or access information

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.

Claims

1. A computer-implemented method comprising:

receiving, at a server and from a requesting device, a first call for content that is generated by execution of a given tag included in a resource presented at the requesting device;

generating, by the server and based on the first call, a message that causes the requesting device to initiate a second call for additional content independent of other tags embedded in the resource;

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; and

providing, by the server and to the requesting device, a content item for publication on the resource, in response to the second call.

2. The computer-implemented method of claim 1 further comprising:

determining that a publisher of the resource has authorized one or more additional content item calls to be automatically initiated by the server based on a preference received from the publisher that the resource automatically generate additional content item requests based on the first call.

3. The computer-implemented method of claim 1 wherein generating the message includes automatically identifying a preferred type or format of content to be provided in response to the second call.

4. The computer-implemented method of claim 1 wherein the content item is a floating content item whose placement on the resource is not specified by a publisher of the resource.

5. The computer-implemented method of claim 1 further comprising providing a script to a publisher of the resource for inclusion on the resource, wherein the script includes instructions that, when executed, makes the first call for content to a serving system, and responsive to receipt at the requesting device of the first content item and message, generates the second call to the serving system.

6. The computer-implemented method of claim 1 wherein the second call operates to request the content item without requiring a publisher of the resource to specify where on the resource the content item will be presented.

7. The computer-implemented method of claim 1 further comprising enabling the second call without requiring a publisher of the resource to re-tag the resource and include a specific call for the content item.

8. The computer-implemented method of claim 1 wherein the message includes instructions for:

creating a frame on the resource to present the content item;

requesting the content item; and

inserting the content item in the created frame.

9. A non-transitory computer-readable medium storing instructions, that when executed, cause one or more processors to perform operations including:

receiving, at a server and from a requesting device, a first call for content that is generated by execution of a given tag included in a resource presented at the requesting device;

generating, by the server and based on the first call, a message that causes the requesting device to initiate a second call for additional content independent of other tags embedded in the resource;

receiving, by the server and from the requesting device, the second call for content that was generated in response to the requesting device;

processing the second call; and

providing, by the server and to the requesting device, a content item for publication on the resource, in response to the second call.

10. The non-transitory computer-readable medium of claim 9, the operations further comprising:

determining that a publisher of the resource has authorized one or more additional content item calls to be automatically initiated by the server based on a preference received from the publisher that the resource automatically generate additional content item requests based on the first call.

11. The non-transitory computer-readable medium of claim 9 wherein generating the message includes automatically identifying a preferred type or format of content to be provided in response to the second call.

12. The non-transitory computer-readable medium of claim 9 wherein the content item is a floating content item whose placement on the resource is not specified by a publisher of the resource.

13. A system comprising:

one or more processors; and

one or more memory elements including instructions that, when executed, cause the one or more processors to perform operations comprising;

receiving, at a server and from a requesting device, a first call for content that is generated by execution of a given tag included in a resource presented at the requesting device;

generating, by the server and based on the first call, a message that causes the requesting device to initiate a second call for additional content independent of other tags embedded in the resource;

receiving, by the server and from the requesting device, the second call for content that was generated in response to the requesting device;

processing the second call; and

providing, by the server and to the requesting, a content item for publication on the resource, in response to the second call.

14. The system of claim 13, the operations further comprising:

determining that a publisher of the resource has authorized one or more additional content item calls to be automatically initiated by the server based on a preference received from the publisher that the resource automatically generate additional content item requests based on the first call.

15. The system of claim 13 wherein generating the message includes automatically identifying a preferred type or format of content to be provided in response to the second call.

16. The system of claim 13 wherein the content item is a floating content item whose placement on the resource is not specified by a publisher of the resource.

17. The system of claim 13, the operations further comprising providing a script to a publisher of the resource for inclusion on the resource, wherein the script includes instructions that, when executed, makes the first call for content to a serving system, and responsive to receipt at the requesting device of the first content item and message, generates the second call to the serving system.

18. The system of claim 13 wherein the second call operates to request the content item without requiring a publisher of the resource to specify where on the resource the content item will be presented.

19. The system of claim 13, the operations further comprising enabling the second call without requiring a publisher of the resource to re-tag the resource and include a specific call for the content item.

20. The system of claim 13 wherein the message includes instructions for:

creating a frame on the resource to present the content item;

requesting the content item; and

inserting the content item in the created frame.