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US 8,751,304 B1Granted
Monitoring content item expansion events across multiple content item providers
AssigneeGoogle Inc.
InventorsPavel Kobyakov, Ksenia Shubina
Life of this patent
Estimating the term…
Abstract
This specification describes methods, systems, and apparatus, including computer programs encoded on a computer-readable storage device, for determining expansion rates for events related to expandable content items.
Claims15
A computer-implemented method implemented in an advertising exchange, comprising:
- for each of a plurality of content item requests for a content item received at an advertising exchange:
- receiving, by the advertising exchange, data specifying a content item selected to fulfill the content item request, the data including a reporting macro that corresponds to an expansion event for which the content item is to expand to an expanded viewing state, the macro being a sequence of characters that is mapped to a replacement sequence of characters, and the content item being identified by a content item identifier;
- determining, by the advertising exchange, an impression identifier that uniquely identifies an impression for which the content item was selected;
- generating, by the advertising exchange, a reporting instruction executable by a user device and that causes the user device to transmit a reporting message to the advertising exchange in response to the occurrence of the expansion event corresponding to the reporting macro;
- substituting, by the advertising exchange, the reporting macro in the data specifying a content item with the reporting instruction;
- and
- sending, by the advertising exchange, the data specifying the content item with the reporting instruction substituted for the reporting macro to a user device that generated the content item request;
- and
- storing an impression record that specifies the impression identifier and the content item identifier;
- receiving from user devices reporting messages, each reporting message including an impression identifier and event data that uniquely corresponds to the expansion event, each reporting message generated in response to a user device executing a reporting instruction;
- and
- determining, from the impression records and the reporting messages, the impression records that correspond to the received reporting messages;
- wherein the content items are expandable advertisement served by vendors through the advertising exchange, and the reporting records received are for expandable advertisements for a plurality of vendors.
10 more elements
A system, comprising:
- a data processing apparatus;
- and
- a computer memory apparatus in data communication with the data processing apparatus and storing instructions executable by the data processing apparatus and that upon such execution cause the data processing apparatus to perform operations comprising:
- for each of a plurality of content item requests for a content item received at the data processing apparatus:
- receiving data specifying a content item selected to fulfill the content item request, the data including a reporting macro that corresponds to an expansion event for which the content item is to expand to an expanded viewing state, the macro being a sequence of characters that is mapped to a replacement sequence of characters, and the content item being identified by a content item identifier;
- determining an impression identifier that uniquely identifies an impression for which the content item was selected;
- generating a reporting instruction executable by a user device and that causes the user device to transmit a reporting message to the data processing apparatus in response to the occurrence of the expansion event corresponding to the reporting macro;
- substituting the reporting macro in the data specifying a content item with the reporting instruction;
- and
- sending the data specifying the content item with the reporting instruction substituted for the reporting macro to a user device that generated the content item request;
- and
- storing an impression record that specifies the impression identifier and the content item identifier;
- receiving from user devices reporting messages, each reporting message including an impression identifier and event data that uniquely corresponds to the expansion event, each reporting message generated in response to a user device executing a reporting instruction;
- and
- determining, from the impression records and the reporting messages, the impression records that correspond to the received reporting messages;
- wherein the content item are expandable advertisement served by vendors through the advertising exchange, and the reporting records received are for expandable advertisements for a plurality of vendors.
13 more elements
A non-transitory computer memory apparatus storing instructions executable by a data processing apparatus and that upon such execution cause the data processing apparatus to perform operations comprising:
- for each of a plurality of content item requests for a content item received at the data processing apparatus:
- receiving data specifying a content item selected to fulfill the content item request, the data including a reporting macro that corresponds to an expansion event for which the content item is to expand to an expanded viewing state, the macro being a sequence of characters that is mapped to a replacement sequence of characters, and the content item being identified by a content item identifier;
- determining an impression identifier that uniquely identifies an impression for which the content item was selected;
- generating a reporting instruction executable by a user device and that causes the user device to transmit a reporting message to the data processing apparatus in response to the occurrence of the expansion event corresponding to the reporting macro;
- substituting the reporting macro in the data specifying a content item with the reporting instruction;
- and
- sending the data specifying the content item with the reporting instruction substituted for the reporting macro to a user device that generated the content item request;
- and
- storing an impression record that specifies the impression identifier and the content item identifier;
- receiving from user devices reporting messages, each reporting message including an impression identifier and event data that uniquely corresponds to the expansion event, each reporting message generated in response to a user device executing a reporting instruction;
- and
- determining, from the impression records and the reporting messages, the impression records that correspond to the received reporting messages;
- wherein the content item are expandable advertisement served by vendors through the advertising exchange, and the reporting records received are for expandable advertisements for a plurality of vendors.
10 more elements
Dependencies are inferred from the claim text.