# US 9,436,767 B2 · Serving content items based on device rotational orientation

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- Number: US 9,436,767 B2
- Document ID: US9436767B2
- Status: Granted
- Kind: B2
- Application number: 13/787,976
- Filed: 2013-03-07
- Published: 2014-09-11
- Granted: 2016-09-06
- Earliest claimed: 2013-03-07
- Assignees: Google Inc.
- Applicants: Google Inc.
- Inventors: Marcel Phillip Gordon
- Web page: https://patentgrep.com/patent/US9436767B2

## CPC

- G06F 3/14: Digital output to display device {; Cooperation and interconnection of the display device with other functional units}
- G06F 1/1694: {the I/O peripheral being a single or a set of motion sensors for pointer control or gesture input obtained by sensing movements of the portable computer}
- G06F 16/9535: Search customisation based on user profiles and personalisation
- G06F 2200/1614: Image rotation following screen orientation, e.g. switching from landscape to portrait mode
- G06F 2200/1637: Sensing arrangement for detection of housing movement or orientation, e.g. for controlling scrolling or cursor movement on the display of an handheld computer
- G06F: ELECTRIC DIGITAL DATA PROCESSING (computer systems based on specific computational models G06N)

## Abstract

Method and apparatus for providing content items to a network accessible device responsive to a rotational orientation of the device. In accordance with some embodiments, a first rotational orientation of a display screen of the network accessible device is identified. A first content item is transferred across a network for display on the screen in said first orientation responsive to a request from the device. A change of the display screen to a different, second rotation orientation is detected. A second content item for display on the screen in said second rotational orientation is transferred across the network to the device responsive to said change of the display screen to the second orientation.

## Claims

### Claim 1

A computer implemented method comprising:
receiving a first request for a first content item comprising a first request parameter indicative of a first orientation of a display screen of a network accessible device, the first request transmitted responsive to detection of a monitoring tag in a publisher content, the monitoring tag monitoring an orientation of the display screen of the network accessible device while the publisher content is displayed;
selecting a first content item responsive to receiving the first request parameter;
transferring across a network to the network accessible device the first content item for display on the screen in the first orientation responsive to the first request, the first content item displaying an indication that rotation of the display screen of the network accessible device to a second orientation will display a second content item;
receiving a second request for the second content item comprising a second request parameter indicative of a second orientation of the display screen of the network accessible device, the second request transmitted responsive to the monitoring tag detecting the transition of the display screen of the network accessible device to the second orientation of the display screen of the network accessible device;
selecting the second content item responsive to receiving the second request parameter;
transferring across the network to the network accessible device the second content item for display on the screen in the second orientation responsive to the change of the display screen to the second orientation, and
recording the change of the display screen to the second orientation as a user interaction with the first content item by increasing a conversion count associated with the first content item displayed with the publisher content.

### Claim 2 (depends on 1)

The computer implemented method of claim 1, in which the selection of the second content item is responsive to a geoposition of the device at said change of the display screen to the second orientation.

### Claim 3 (depends on 1)

The computer implemented method of claim 1, in which the selection of the second content item is responsive to a user input content in the device at said change of the display screen to the second orientation.

### Claim 4 (depends on 1)

The computer implemented method of claim 1, in which the selection of the second content item is responsive to a speed of the network connectivity of the device at said change of the display screen to the second orientation.

### Claim 5 (depends on 1)

The computer implemented method of claim 1, in which the first and second content items are promotional messages associated with an entity.

### Claim 6 (depends on 1)

The computer implemented method of claim 1, in which the indication that rotation of the display screen of the network accessible device to the second orientation will display the second content item further comprises a direction of rotation.

### Claim 7

A non-transitory computer readable medium which stores programming adapted for execution by one or more processors to:
receive a first request for a first content item comprising a first request parameter indicative of a first orientation of a display screen of a network accessible device, the first request transmitted responsive to detection of a monitoring tag in a publisher content, the monitoring tag monitoring an orientation of the display screen of the network accessible device while the publisher content is displayed;
select a first content item responsive to receiving the first request parameter;
transfer to a network accessible device the first content, the first content item adapted for display on a display screen of the device in said first detected rotational orientation and the first content item displaying an indication that rotation of the display screen of the network accessible device to a second orientation will display a second content item;
receive a second request for the second content item comprising a second request parameter indicative of the second orientation of the display screen of the network accessible device, the second request transmitted responsive to the monitoring tag detecting the transition of the display screen of the network accessible device to the second orientation of the display screen of the network accessible device and after a time delay during which the monitoring tag detects no transition of the display screen of the network accessible device back to the first orientation;
select the second content item responsive to receiving the second request parameter;
transfer to the device the second content item responsive to receiving the second request parameter, the second content item adapted for display on the display screen of the device in said second detected rotational orientation, and
recording the receipt of the second request as a user interaction with the first content item by increasing a conversion count associated with the display of the first content item displayed with the publisher content.

### Claim 8 (depends on 7)

The medium of claim 7, in which the selection of the second content item is responsive to a geoposition of the device at the transition of the display screen to the second orientation.

### Claim 9 (depends on 7)

The medium claim 7, in which the first content item is a promotional message associated with a selected entity having a physical location proximate the device, and the second content item is a second promotional message associated with the selected entity.

### Claim 10 (depends on 7)

The medium of claim 7, in which the second content item is selected responsive to a speed of network connectivity of the device at said change of the display screen to the second orientation.

### Claim 11 (depends on 7)

The medium of claim 7, in which the first and second content items are independent promotional messages associated with different entities having different physical locations proximate the device.

### Claim 12 (depends on 7)

The medium of claim 7, in which the indication that rotation of the display screen of the network accessible device to the second orientation will display the second content item further comprises a direction of rotation.

### Claim 13

An apparatus comprising:
a memory which stores a population of publisher display items each adapted to be respectively displayed on a graphical user interface (GUI) of a network accessible device;
a content item server configured to:
receive a first request for a first content item comprising a first request parameter indicative of a first orientation of a display screen of the network accessible device, the first request transmitted responsive to detection of a monitoring tag in the publisher display items, the monitoring tag monitoring orientation of the display screen of the network accessible device while a publisher display item from the publisher display items is displayed;
transfer to the network accessible device the first content item for display on the display screen of the device in a first orientation responsive to the first request from the device;
receive a second request for a second content item comprising a second request parameter indicative of a second orientation of the display screen of the network accessible device, the second request transmitted responsive to the monitoring tag detecting the transition of the display screen of the network accessible device to the second orientation of the display screen of the network accessible device and after a time delay during which the tag detects no transition of the display screen of the network accessible device back to the first orientation;
transfer to the network accessible device the second content item for display
on the screen in a second orientation responsive to receiving the second request parameter; and
an analysis engine coupled to the memory adapted to select the first and second content items responsive to receiving the first and second requests and record the receipt of the second request as a user interaction with the first content item by increasing a conversion count associated with the display of the first content item with the publisher display item.

### Claim 14 (depends on 13)

The apparatus of claim 13, in which the selection of the second content item is responsive to a detected geoposition of the device at the transition of the display screen to the second orientation.

### Claim 15 (depends on 13)

The apparatus claim 13, in which the selection of the second content item is responsive to a user input content in the device at the transition of the display screen to the second orientation.

### Claim 16 (depends on 13)

The apparatus of claim 13, in which the selection of the second content item is responsive to a speed of the network connectivity of the device at the transition of the display screen to the second orientation.

### Claim 17 (depends on 13)

The apparatus of claim 13, in which the first and second content items are different promotional messages associated with a common entity having a physical location proximate the device.

### Claim 18 (depends on 13)

The apparatus of claim 13, in which the first content item comprises a message to a user of the device that requests the user rotate the device to the second orientation to receive said second content item.