Managing display of advertisements on a web page with respect to a portion of web page content

An apparatus for managing the display of an advertisement on a world wide web page with respect to a portion of web page content, said apparatus being configured with code, which when executed causes the apparatus to perform steps comprising:

• at a first computer, determining the display size of web page content to be rendered on a world wide web page at a second computer;
• at the first computer, assigning a priority to an advertisement in a set of a plurality of advertisements, one or more of the advertisements of the set for display on a world wide web page in association with said web page content, each of said advertisements in said set having a display size;
• when assembling advertisements to be rendered with web page content to be rendered for display on a given world wide web page, said advertisements being considered in sequence based on their assigned priority;
• wherein considering advertisements includes determining the difference between said display size of said portion of web page content and the cumulative display size of a plurality of considered advertisements for display on a world wide web page at the second computer;
• if the display size of the next advertisement in sequence for selection exceeds said difference then omitting said next advertisement and considering the subsequent 4 advertisement in sequence for display on a world wide web page at the second computer;
• and rendering a web page at the first computer with the web page content and sending the rendered webpage to the second computer, the second computer previously requesting the received rendered web page, wherein a length of the web page being rendered is dynamically set by the first computer dependent upon the size of the window of the web page of the web browser of the second computer in which the web page is to be displayed.

A computer program stored on a non-transient computer readable medium and loadable into the internal memory of a computer, comprising software code portions arranged, when said program is run on a computer, for transforming the computer to perform a method comprising:

• at a first computer, determining the display size of web page content to be rendered on a world wide web page;
• at the first computer, assigning a priority to an advertisement in a set of a plurality of advertisements, one or more advertisements in the set for display on a world wide web page of a second computer with said web page content, each of said advertisements in said set having a display size;
• at the first computer, assembling advertisements to be rendered with web page content to be rendered for display on a given world wide web page, said advertisements being considered in sequence based on their assigned priority;
• wherein considering advertisements includes determining the difference between said display size of said portion of web page content and the cumulative display size of a plurality of considered advertisements to be rendered for display on a world wide web page at the second computer;
• if the display size of the next advertisement in sequence for selection exceeds said difference then omitting said next advertisement and considering the subsequent advertisement in sequence for display on a world wide web page at the second computer;
• and at the first computer, rendering a web page using the assembled advertisements and sending the rendered web page to the second computer, wherein a length of the web page being rendered is dynamically set by the first computer dependent upon the size of the window of the web page of the web browser of the second computer in which the web page is to be displayed.