XPATH RELATED AND OTHER TECHNIQUES FOR USE IN NATIVE ADVERTISEMENT PLACEMENT
First Claim
1. A system comprising one or more processors and a non-transitory storage medium comprising program logic for execution by the one or more processors, the program logic comprising:
- a native advertisement placement engine that;
obtains a Document Object Model of an HTML document;
identifies elements, of the Document Object Model, associated with native advertisement placement candidate containers; and
based at least in part on analysis associated with the Document Object Model, and utilizing at least some of the identified elements, determines, within the Document Object Model, one or more native advertisement placement candidate containers.
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Accused Products
Abstract
Techniques are provided that include obtaining a Document Object Model of an HTML document, such as a web page of a publisher. Elements of the Document object model may be identified that are associated with native advertisement placement candidate containers. Based at least in part on analysis associated with the Document Object Model, and utilizing at least some of the identified elements, one or more native advertisement placement candidate containers may be determined. With some techniques, the analysis includes identifying a deepest set of nodes in the Document Object Model, corresponding to a particular tag sequence, whose cardinality is no less than a cardinality of a set of nodes in the Document Object Model, corresponding to a particular tag sequence, corresponding to the identified elements. Some techniques may utilize XPaths in the analysis.
9 Citations
20 Claims
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1. A system comprising one or more processors and a non-transitory storage medium comprising program logic for execution by the one or more processors, the program logic comprising:
a native advertisement placement engine that; obtains a Document Object Model of an HTML document; identifies elements, of the Document Object Model, associated with native advertisement placement candidate containers; and based at least in part on analysis associated with the Document Object Model, and utilizing at least some of the identified elements, determines, within the Document Object Model, one or more native advertisement placement candidate containers. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14)
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15. A method comprising:
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obtaining a Document Object Model of a web page; identifying Document Object Model elements, of the Document Object Model, associated with native advertisement placement candidate containers; and based at least in part on analysis relating to the Document Object Model, and utilizing at least some of the identified elements, determining, within the Document Object Model, one or more native advertisement placement candidate containers, wherein the analysis comprises identifying a deepest set of nodes in the Document Object Model, corresponding to a particular tag sequence, whose cardinality is no less than a cardinality of a set of nodes in the Document Object Model, corresponding to a particular tag sequence, corresponding to the identified elements. - View Dependent Claims (16, 17, 18, 19)
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20. A non-transitory computer readable storage medium or media tangibly storing computer program logic capable of being executed by a computer processor, the program logic comprising:
native advertisement placement engine logic for; obtaining a Document Object Model of a web page; identifying Document Object Model elements, of the Document Object Model, associated with native advertisement placement candidate containers; and based at least in part on analysis associated with the Document Object Model, and utilizing at least some of the identified elements, determining, within the Document Object Model, one or more native advertisement placement candidate containers, wherein the analysis comprises identifying a deepest set of nodes in the Document Object Model, corresponding to a particular tag sequence, whose cardinality is no less than a cardinality of a set of nodes in the Document Object Model, corresponding to a particular tag sequence, corresponding to the identified elements.
Specification