# US 12,118,589 B2 · Controlling display layout of digital content > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 12,118,589 B2 - Document ID: US12118589B2 - Status: Granted - Kind: B2 - Application number: 16/894,004 - Filed: 2020-06-05 - Published: 2020-09-24 - Granted: 2024-10-15 - Earliest claimed: 2007-06-18 - Assignees: Taboola.Com Ltd. - Applicants: Taboola.Com Ltd. - Inventors: William Sears; David Hull; Warren Gibbons; Tim Whalen; William Gross; Thomas McGoven - Web page: https://patentgrep.com/patent/US12118589B2 ## CPC - G06Q 30/0275: {Auctions} - G06F 16/22: Indexing; Data structures therefor; Storage structures - G06F 16/9577: {Optimising the visualization of content, e.g. distillation of HTML documents} - G06Q 30/0277: {Online advertisement} - H04L 41/5064: {Customer relationship management} - H04L 43/50: Testing arrangements - H04L 67/02: based on web technology, e.g. hypertext transfer protocol [HTTP] - H04L 67/10: in which an application is distributed across nodes in the network (software deployment G06F8/60; multiprogramming arrangements G06F9/46) - H04L 67/306: User profiles - G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR - G06F: ELECTRIC DIGITAL DATA PROCESSING (computer systems based on specific computational models G06N) - H04L: TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION (arrangements common to telegraphic and telephonic communication H04M) ## Abstract A method of providing Internet commercialization services to a content owner may include obtaining rights from an owner of Web page contents on a Web page to commercialize the Web page contents, obtaining an ad from an advertiser for placement on the Web page, the advertiser agreeing to pay for placement of the ad, paying for traffic to the Web page based on a bid to a traffic partner and sharing profits with the owner of the Web page contents, if any, from payments by the advertiser above payment to the traffic partner for the traffic. The content owner may be a publisher of content on the Internet. The traffic partner may be a search engine. The method may include automatically providing Internet commercialization services to an Internet publisher. Various aspects of the method may be modified in a closed loop fashion to optimize profits. ## Claims ### Claim 1 A method comprising: identifying a referring source from which a user was directed to a page of a content serving system, wherein the user navigated to the page from a referring page associated with the referring source, wherein the content serving system is capable of displaying content in the page using multiple alternative templates, each template of which comprising different design features of the page; determining, based on the referring source, a selection of a specific template from the multiple alternative templates for the user, wherein the specific template defines a design feature; and displaying the content to the user using the design feature of the specific template, wherein the content comprises an article. ### Claim 2 (depends on 1) The method of claim 1, wherein the referring source is one of: a traffic partner, a web site, and a search engine. ### Claim 3 (depends on 1) The method of claim 1, wherein the selection of the specific template is determined based on at least one of: a time of day, a day of week and a geographical location of the user. ### Claim 4 (depends on 1) The method of claim 1, wherein the selection of the specific template is determined based on past browsing behavior of the user. ### Claim 5 (depends on 1) The method of claim 1 further comprising, displaying the article in accordance with the selection of the specific template. ### Claim 6 (depends on 1) The method of claim 1 wherein the specific template replaces a previous template that was previously used to display the content. ### Claim 7 (depends on 1) The method of claim 1, wherein said displaying the content using the design feature comprises at least one of: modifying a size of a content element of the content, and modifying a placement of the content element. ### Claim 8 (depends on 1) The method of claim 1, wherein said displaying the content using the design feature comprises at least one of: modifying a body text attribute of a content element of the content, and modifying a heading attribute of the content element. ### Claim 9 (depends on 1) The method of claim 1, wherein said displaying comprises removing from a display of the page a content element of the content. ### Claim 10 (depends on 1) The method of claim 1, wherein the page comprises a web page. ### Claim 11 (depends on 1) The method of claim 1, wherein the page comprises a web page of a content owner and includes content element owned by an entity other than the content owner. ### Claim 12 A system comprising a processor, the processor being configured to: identify a referring source form which a user was directed to a page of a content serving system, wherein the user navigated to the page from a referring page associated with the referring source, wherein the content serving system is capable of displaying content in the page using multiple alternative templates, each template of which comprising different design features; determine, based on the referring source, a selection of a specific template from the multiple alternative templates for the user, wherein the specific template defines a desing feature; and display the content to the user using the design feature of the specific template, wherein the content comprises an article. ### Claim 13 (depends on 12) The system of claim 12, wherein the selection of the specific template is determined based on at least one of: a time of day, a day of week, a past browsing behavior of the user, and a geographical location of the user. ### Claim 14 (depends on 12) The system of claim 12 further comprising the content serving system. ### Claim 15 (depends on 12) The system of claim 12, wherein said displaying the content using the design feature comprises at least one of: modifying a size of a content element of the content, and modifying a placement of the content element. ### Claim 16 (depends on 12) The system of claim 12, wherein said displaying the content using the design feature comprises at least one of: modifying a body text attribute of a content element of the content, and modifying a heading attribute of the content element. ### Claim 17 (depends on 12) The system of claim 12, wherein said displaying comprises removing from a display of the page a content element of the content. ### Claim 18 (depends on 12) The system of claim 12, wherein the page comprises a web page. ### Claim 19 A non-transitory computer readable storage medium retaining program instructions, which program instructions when read by a processor, cause the processor to perform a method comprising: identifying a referring source from which a user was directed to a page of a content serving system, wherein the user navigated to the page from a referring page associated with the referring source, wherein the content serving system is capable of displaying content in the page using multiple alternative templates, each template of which comprising different design features of the page; determining, based on the referring source, a selection of a specific template from the multiple alternative templates for the user, wherein the specific template defines a design feature; and displaying the content to the user using the desing feature of the specific template, wherein the content comprises an article. ### Claim 20 (depends on 19) The non-transitory computer readable storage medium of claim 19, wherein said displaying the content using the design feature comprises at least one of: modifying a size of a content element of the content; modifying a placement of the content element; modifying a body text attribute of the content element; modifying a heading attribute of the content element; and removing from a display of the page the content element.