US 12,743,477 B1Granted

Cookie-less network environment and use of cohorts for anonymous traffic approximation

AssigneeAmazon Technologies, Inc.

InventorsBehrooz Omidvar Tehrani, Hungjen Wang, Vykunth Ashok, Kirtan Modi

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Abstract

A system receives a request for content insertion in a web page for presentation at a device. The request includes contextual information about web traffic between the device and a web server, and the request excludes an identifier of a user of the device. The system associates the request with a cohort that represents a set of previous content insertion requests and characterized by a set of attribute values. The system determines a property of the cohort. The property indicates a count of previously presented content or a decision regarding blocking a future insertion of the content. The system determines that the content can be inserted in the web page. The system sends to the web server in response to the request, an indication to insert the content in the web page. The indication causes the content to be shown in the web page upon presentation at the device.

Claims20

Dependent claims

A system comprising:

one or more processors;
and
one or more memory storing instructions that, upon execution by the one or more processors, configure the system to:
receive a first request of a web server for first content insertion in a first web page to be presented at a first device of a user, the first request including first contextual information about first web traffic between the first device and the web server, the first contextual information excluding an identifier of the user based at least in part on the first web traffic being anonymous;
generate a plurality of cohorts, a first cohort of the plurality of cohorts comprising a set of previous content insertion requests that have a common set of attribute values, the set of previous content insertion requests associated with the web server;
determine that the first request has the common set of attribute values;
associate, based at least in part on the first request and the first cohort having the common set of attribute values, the first request with the first cohort;
determine a first property of the first cohort, the first property indicating at least one of a first count of first content previously inserted or a first decision to block or unblock a future insertion of the first content;
determine that the first content can be inserted in the first web page based at least in part on the first property of the first cohort;
and
send, to the web server in response to the first request, a first indication to insert the first content in the first web page, the first indication causing the first content to be shown in the first web page upon presentation at the first device.

8 more elements

A computer-implemented method comprising:

receiving a request of a computer system for content insertion in a document to be presented at a device, the request including contextual information about anonymous traffic between the device and the computer system;
generating a plurality of cohorts, a cohort of the plurality of cohorts comprising a set of previous content insertion requests that have a common set of attribute values, the set of previous content insertion requests associated with the computer system;
determining that the request has the common set of attribute values;
associating, based at least in part on the request and the cohort having the common set of attribute values, the request with the cohort;
determining that content can be inserted in the document based at least in part on a content property of the cohort;
and
sending, to the computer system, an indication to insert the content in the document.

4 more elements

One or more non-transitory computer-readable storage media storing instructions that, upon execution on a system, cause the system to perform operations comprising:

receiving a request of a computer system for content insertion in a document to be presented at a device, the request including contextual information about anonymous traffic between the device and the computer system;
generating a plurality of cohorts, a cohort of the plurality of cohorts comprising a set of previous content insertion requests that have a common set of attribute values, the set of previous content insertion requests associated with the computer system;
determining that the request has the common set of attribute values;
associating, based at least in part on the request and the cohort having the common set of attribute values, the request with the cohort;
determining that content can be inserted in the document based at least in part on a content property of the cohort;
and
sending, to the computer system, an indication to insert the content in the document.

4 more elements

Dependencies are inferred from the claim text.