Platform for serving online content

• US 9,953,349 B2
• Filed: 10/24/2014
• Issued: 04/24/2018
• Est. Priority Date: 08/31/2010
• Status: Active Grant

• Current Assignee: CBS Interactive Inc. (Paramount Global (f/k/a ViacomCBS Inc.))
• Original Assignee: CBS Interactive Inc. (Paramount Global (f/k/a ViacomCBS Inc.))
• Inventors: Stroud, Monica, Harper, Eric
• Primary Examiner(s): Nguyen, Chau T
• Application Number:
  US14/523,765
• Publication Number:
  US 20150112820A1
• Time in Patent Office: 1,278 Days
• CPC Class Codes: G06F 16/23 Updating
• CPC Class Codes: G06F 16/40 of multimedia data, e.g. slideshows comprising image and additional audio data retrieval of still image data G06F16/50; retrieval of audio data G06F16/60; retrieval of video data G06F16/70
• CPC Class Codes: G06F 16/60 of audio data
• CPC Class Codes: G06F 16/65 Clustering; Classification
• CPC Class Codes: G06F 16/70 of video data
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06F 40/106 Display of layout of documents; Previewing
• CPC Class Codes: G06F 40/117 Tagging; Marking up details of markup languages G06F40/143; Designating a block; Setting of attributes style sheets, e.g. eXtensible Stylesheet Language Transformation [XSLT], G06F40/154
• CPC Class Codes: G06F 40/151 Transformation
• CPC Class Codes: G06F 40/174 Form filling; Merging
• CPC Class Codes: G06F 40/186 Templates
• CPC Class Codes: G06F 40/205 Parsing
• CPC Class Codes: G06F 40/221 Parsing markup language streams streaming G06F40/149
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A computer implemented method for creating a page including content includes the steps of inserting, with a computing device, one or more placeholders in the page, requesting, with a computing device, parameters, receiving, with a computing device, meta data in response to the step of requesting parameters, creating, with a computing device, frames in the page based on the meta data at positions corresponding to the placeholders, requesting, with a computing device, content, receiving, with a computing device, content in response to the request for content, and placing the content in the frames for display on a display device.

Claims

1. A method of rendering a webpage via a browser, the method performed by one or more processors and comprising:

receiving webpage elements to render the webpage;

creating a global object to define one or more advertisement placeholders on the webpage;

inserting a proxy location into the webpage elements to assert a local domain for ad request to an ad server;

using the global object, transmitting the ad request to the ad server;

based on the ad request, receiving ad metadata from the ad server;

parsing the ad metadata to receive one or more frames to be inserted into the one or more advertisement placeholders;

using the one or more frames, retrieving advertising content from the ad server; and

inserting the retrieved advertising content into the one or more advertisement placeholders.

2. The method of claim 1, wherein the inserted proxy location enables the browser to perceive the ad request as originating from a local domain of the webpage.

3. The method of claim 2, wherein the inserted proxy location enables the browser to perceive the one or more frames as being associated with the local domain of the webpage.

4. The method of claim 1, wherein the webpage elements comprise HTML code of the webpage, and wherein the global object comprises a number of DIV tags inserted into the HTML code to define the one or more advertisement placeholders.

5. The method of claim 1, further comprising:

associating each advertisement placeholder with a unique identifier.

6. The method of claim 1, wherein each of the one or more frames comprise a uniform resource locator that utilizes the proxy location to retrieve the advertising content from the ad server.

7. The method of claim 1, further comprising:

identifying media content on the webpage;

identifying a first advertisement associated with a product brand in the media content;

in response to detecting the first advertisement content, requesting additional advertising content for the product brand.

8. The method of claim 7, further comprising:

based on requesting the additional advertising content, receiving one or more additional advertisements for the product brand associated with the first advertisement; and

inserting the one or more additional advertisements into the one or more advertisement placeholders.

9. The method of claim 8, wherein the media content comprises streaming video content.

10. The method of claim 1, further comprising:

implementing frequency capping to prevent same or similar advertising content to be presented over a given frequency.

11. The method of claim 10, wherein implementing frequency capping comprises (i) updating a frequency cap cookie for each advertisement inserted into one of the one or more advertisement placeholders, and (ii) transmitting a frequency value, associated with the same or similar advertising content, to the ad server in conjunction with an ad request, the frequency value being stored in the frequency cap cookie.

12. The method of claim 1, wherein the ad request corresponds to a JavaScript Object Notation (JSON) request, and wherein the ad metadata is comprised in a received JSON object from the ad server.

13. A non-transitory computer readable medium storing instructions for rendering a webpage via a browser, wherein the instructions, when executed by one or more processors of a client device, cause the client device to:

receive webpage elements to render the webpage;

create a global object to define one or more advertisement placeholders on the webpage;

insert a proxy location into the webpage elements to assert a local domain for ad request to an ad server;

using the global object, transmit the ad request to the ad server;

based on the ad request, receive ad metadata from the ad server;

parse the ad metadata to receive one or more frames to be inserted into the one or more advertisement placeholders;

using the one or more frames, retrieve advertising content from the ad server; and

insert the retrieved advertising content into the one or more advertisement placeholders.

14. The non-transitory computer readable medium of claim 13, wherein the inserted proxy location enables the browser to perceive the ad request as originating from a local domain of the webpage.

15. The non-transitory computer readable medium of claim 14, wherein the inserted proxy location enables the browser to perceive the one or more frames as being associated with the local domain of the webpage.

16. The non-transitory computer readable medium of claim 13, wherein the webpage elements comprise HTML code of the webpage, and wherein the global object comprises a number of DIV tags inserted into the HTML code to define the one or more advertisement placeholders.

17. The non-transitory computer readable medium of claim 13, wherein each of the one or more frames comprise a uniform resource locator that utilizes the proxy location to retrieve the advertising content from the ad server.

18. The non-transitory computer readable medium of claim 13, wherein the executed instructions further cause the client device to:

identify media content on the webpage;

identify a first advertisement associated with a product brand in the media content;

in response to detecting the first advertisement content, request additional advertising content for the product brand.

19. The non-transitory computer readable medium of claim 18, wherein the executed instructions further cause the client device to:

based on requesting the additional advertising content, receive one or more additional advertisements for the product brand associated with the first advertisement; and

insert the one or more additional advertisements into the one or more advertisement placeholders.

20. A computing device comprising:

a display;

one or more processors; and

one or more memory resources storing instructions for rendering a webpage via a browser, wherein the instructions, when executed by one or more processors of the computing device, cause the computing device to;

receive webpage elements to render the webpage;

create a global object to define one or more advertisement placeholders on the webpage;

insert a proxy location into the webpage elements to assert a local domain for ad request to an ad server;

using the global object, transmit the ad request to the ad server;

based on the ad request, receive ad metadata from the ad server;

parse the ad metadata to receive one or more frames to be inserted into the one or more advertisement placeholders;

using the one or more frames, retrieve advertising content from the ad server; and

insert the retrieved advertising content into the one or more advertisement placeholders.