US 10,853,839 B1Granted

Color-based content determination

AssigneeAmazon Technologies, Inc.

InventorsJason Adrian Galep, Paul Anthony Kotas

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Abstract

Supplemental content is selected or generated based at least in part upon colors of primary content with which the supplemental content is to be displayed. Color data is determined for primary content and that color data is used to select supplemental content that includes complementary or similar colors. Past performance data can be analyzed in order to determine which colors are most effective for a type of opportunity. When an opportunity arises to provide supplemental content, the effective colors can be recommended or, in some cases, automatically applied such that the supplemental content will include colors that improve the overall likelihood of performance of the supplemental content. If a designer is generating supplemental content, a tool can use such performance data to recommend colors based on the type of supplemental content or other such targeting criteria.

Claims18

Dependent claims

A computer-implemented method, comprising:

receiving, from a client device, a request for primary content, the request associated with one or more targeting criteria, the one or more targeting criteria including at least one of a keyword, a category, a type of primary content, a user identifier, a type of supplemental content, or a geographic location;
determining a first set of colors visible in the primary content when displayed by the client device;
determining, based at least in part upon the one or more targeting criteria, an opportunity to display supplemental content and the primary content on the client device;
determining, based at least in part upon historical performance data and the first set of colors, a second set of colors determined to increase a likelihood of a specified user action being taken with respect to the supplemental content if displayed with the primary content, the second set of colors determined based at least in part on at least one of a performance score or a similarity, a complement, or a contrast with respect to the first set of colors visible in the primary content;
verifying that a particular instance complies with one or more rules applicable to the opportunity;
generating the particular instance of the supplemental content for the opportunity, wherein the particular instance includes one or more graphical elements having at least one color selected from the second set of colors;
and
providing, in response to the request, the particular instance of the supplemental content for display with the primary content on the client device.

5 more elements

A computer-implemented method, comprising:

determining an opportunity to provide supplemental content for display, on an electronic device, with primary content, the opportunity determined based at least in part on a request, from the electronic device, for the primary content and one or more targeting criteria for the opportunity, the one or more targeting criteria including at least one of a keyword, a category, a type of primary content, a user identifier, a type of supplemental content, or a geographic location;
determining, using at least one processor of a computer system, at least one first color of the primary content;
determining opportunity-related data corresponding to the opportunity;
generating a representation of the primary content and a particular instance of the supplemental content, the particular instance of the supplemental content including at least one second color, the at least one second color being determined, using the at least one processor of the computer system, based at least in part upon the at least one first color of the primary content and the opportunity-related data, and the at least one second color based at least in part on at least one of a performance score or a similarity, a complement, or a contrast with respect to the at least one first color of the primary content;
and
providing the representation of the primary content and the particular instance of the supplemental content for display on the electronic device.

3 more elements

A system, comprising:

at least one processor;
and
memory storing instructions that, when executed by the at least one processor, cause the system to:
determine an opportunity to provide supplemental content for display, on an electronic device, with primary content, the opportunity determined based at least in part on a request, from the electronic device, for the primary content and one or more targeting criteria for the opportunity, the one or more targeting criteria including at least one of a keyword, a category, a type of primary content, a user identifier, a type of supplemental content, or a geographic location;
determine, using at least one processor of a computer system, at least one first color of the primary content;
generate a representation of the primary content and a particular instance of the supplemental content, the particular instance of the supplemental content including at least one second color, the at least one second color being determined, using the at least one processor of the computer system, based at least in part upon the at least one first color of the primary content and performance data relating to the opportunity, and the at least one second color based at least in part on at least one of a performance score or a similarity, a complement, or a contrast with respect to the at least one first color of the primary content;
and
provide the representation of the primary content and the particular instance of the supplemental content for display on the electronic device.

5 more elements

Dependencies are inferred from the claim text.