Systems and methods for automatically inserting annotations in online advertisements

A method of automatically inserting annotations into content items, comprising:

• receiving, by a data processing system including one or more processors, a request for content on an information resource at a client device, the request specifying a device type of the client device;
• responsive to selection of a content item for the information resource, identifying, by the data processing system, one or more candidate annotation types according to which to generate annotations for display with the content item;
• parsing, by the data processing system, the information resource and the content item to identify keywords on the information resource and the content item;
• determining, for each candidate annotation type, based on applying a semantic analysis algorithm to the candidate annotation type and the keywords of the information resource and of the content item, by the data processing system, a relevancy score indicating a degree of semantic correlation among the candidate annotation type and the keywords of the information resource and of the content item;
• adjusting, by the data processing system, the relevancy score for each candidate annotation type by a numerical weight selected from a plurality of predetermined numerical weights based on the device type of the client device and the candidate annotation type;
• selecting, by the data processing system, at least one annotation type of the one or more of candidate annotation types based on the relevancy score of the at least one annotation type adjusted by the numerical weight selected based on the device type and the candidate annotation type;
• generating, by the data processing system, for the selected at least one annotation type, at least one annotation corresponding to the selected annotation type, the at least one annotation using information received from a first source data feed separate from a second source data feed for the content item of the content provider, the first source data feed established prior to the second source data feed;
• and
• providing, by the data processing system, to the client device, the generated at least one annotation and the content item for display on the information resource at the client device.