System and method to selectively update supplemental content rendered in placement regions of a rendered page

A method for providing a page rendering, the method being implemented by one or more processors and comprising:

• identifying a supplemental content placement region of a page rendering, the supplemental content placement region being separate from a primary placement region where primary content that is retrieved from a network server is rendered;
• performing one or more supplemental content acquisition processes to receive multiple bids from one or more content sources, wherein each of the multiple bids specifies a supplemental content and a corresponding value;
• selecting a first bid of the multiple bids that specifies a first supplemental content for the supplemental content placement region, the first bid indicating at least a first corresponding value;
• determining a threshold duration for rendering the first supplemental content based on the corresponding value of the first bid;
• monitoring the page rendering, including the first supplemental content of the supplemental content placement region, one or more viewability parameters, the one or more viewability parameters including a duration in which the first supplemental content is rendered in the supplemental content placement region;
• in response to a page event that triggers selection of new primary content to update the primary content placement region, selectively updating the supplemental content placement placement region of the page rendering;
• wherein selectively updating the supplemental content placement region includes:
• making a determination, from the one or more viewability parameters, as to whether rendering the first supplemental content has satisfied one or more viewability criteria, including the duration in which the first supplemental content is rendered satisfies the threshold duration;
• and
• in connection with new primary content being selected, updating the page rendering in response to the determination, including selecting a second a second bid of the multiple bids that specifies a second supplemental content for the supplemental content placement region.

A non-transitory computer readable medium that stores instructions, which when executed by one or more processors of a computer system, cause the computer system to perform operations that include:

• identifying a supplemental content placement region of a page rendering, the supplemental content placement region being separate from a primary placement region where primary content that is retrieved from a network server is rendered;
• performing one or more supplemental content acquisition processes to receive multiple bids from one or more content sources, wherein each of the multiple bids specifies a supplemental content and a corresponding value;
• selecting a first bid of the multiple bids that specifies a first supplemental content for the supplemental content placement region, the first bid indicating at least a first corresponding value;
• determining a threshold duration for rendering the first supplemental content based on the corresponding value of the first bid;
• monitoring the page rendering, including the first supplemental content of the supplemental content placement region, one or more viewability parameters, the one or more viewability parameters including a duration in which the first supplemental content is rendered in the supplemental content placement region;
• in response to a page event that triggers selection of new primary content to update the primary content placement region, selectively updating the supplemental content placement region of the page rendering;
• wherein selectively updating the supplemental content placement region includes:
• making a determination, from the one or more viewability parameters, as to whether rendering the first supplemental content has satisfied one or more viewability criteria, including the duration in which the first supplemental content is rendered satisfies the threshold duration;
• and
• if the determination is that rendering the first supplemental content has satisfied the viewability criteria, then (A) selecting a second bid of the multiple bids that specifies a second supplemental content to render for the supplemental content placement region;
• else (B) selecting one of (i) the first bid to continue rendering the first supplemental content for the supplemental content placement region, or (ii) the second bid to render the second supplemental content for the supplemental content placement region, based at least in part on a determined likelihood that rendering the second supplemental content will satisfy one or more viewability criteria of the second supplemental content.