U.S. patent application number 14/324985 was filed with the patent office on 2015-08-20 for methods and systems for providing functional extensions with a landing page of a creative.
The applicant listed for this patent is Google Inc.. Invention is credited to Zachary Russsell Bailey, Surojit Chatterjee, Paul Feng, Manzurur Rahman Khan, Manu Lakkur, Shibani Sanan, Conrad Wai.
Application Number | 20150234930 14/324985 |
Document ID | / |
Family ID | 53798307 |
Filed Date | 2015-08-20 |
United States Patent
Application |
20150234930 |
Kind Code |
A1 |
Lakkur; Manu ; et
al. |
August 20, 2015 |
METHODS AND SYSTEMS FOR PROVIDING FUNCTIONAL EXTENSIONS WITH A
LANDING PAGE OF A CREATIVE
Abstract
Systems and methods for providing functional extensions on a
landing page of a creative. The method includes identifying, by a
data processing system, a creative for serving on a computing
device. The creative can be associated with a network address of a
landing page. The method also includes generating, by the data
processing system, an actionable object, such as a functional
extension, to be rendered with content of the landing page and
providing, by the data processing system, the actionable object to
be rendered with the content of the landing page responsive to an
action taken on the creative when served on the computing device.
Examples of functional extensions include click-to-call extensions
and directions extensions.
Inventors: |
Lakkur; Manu; (Palo Alto,
CA) ; Wai; Conrad; (San Francisco, CA) ; Khan;
Manzurur Rahman; (Mountain View, CA) ; Sanan;
Shibani; (Saratoga, CA) ; Chatterjee; Surojit;
(Los Altos, CA) ; Feng; Paul; (Palo Alto, CA)
; Bailey; Zachary Russsell; (San Francisco, CA) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
Google Inc. |
Mountain View |
CA |
US |
|
|
Family ID: |
53798307 |
Appl. No.: |
14/324985 |
Filed: |
July 7, 2014 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
|
61941751 |
Feb 19, 2014 |
|
|
|
Current U.S.
Class: |
715/240 ;
715/234 |
Current CPC
Class: |
G06F 3/04812 20130101;
G06F 16/00 20190101; G06F 16/2448 20190101; G06F 16/958 20190101;
G06F 40/134 20200101; G06F 16/9577 20190101; G06F 9/451 20180201;
G06Q 30/0641 20130101; G06F 3/048 20130101; G06F 40/14 20200101;
G06F 16/986 20190101 |
International
Class: |
G06F 17/30 20060101
G06F017/30 |
Claims
1. A method for providing actionable objects on a landing page of a
creative, comprising: identifying, by a data processing system, a
creative for serving on a computing device, the creative associated
with a network address of a landing page; generating, by the data
processing system, an actionable object to be rendered with content
of the landing page; and providing, by the data processing system,
the actionable object to be rendered with the content of the
landing page responsive to an action taken on the creative when
served on the computing device.
2. The method of claim 1, further comprising: generating, by the
data processing system, an information resource that includes
content of the landing page and the generated actionable object;
and associating, by the data processing system, a network address
of the information resource to the creative such that responsive to
an action taken on the creative, the information resource is
rendered.
3. The method of claim 2, further comprising: rendering the
actionable object on a first frame of the information resource and
the content of the landing page on a second frame of the
information resource, wherein the first frame is rendered over the
second frame.
4. The method of claim 1, wherein the first frame of the
information resource includes an actionable item, which when
selected, removes the first frame from the information resource
rendered for display.
5. The method of claim 1, further comprising: receiving, in
response to providing the actionable object, an indication of an
action taken on the actionable object; and incrementing a
conversion count responsive to receiving the indication.
6. The method of claim 1, wherein the actionable object is
configured to cause the computing device on which the actionable
object is rendered to execute a particular task.
7. The method of claim 1, wherein the particular task includes one
of launching a phone application, a location application, or
another dedicated application.
8. The method of claim 1, further comprising: providing, by the
data processing system, a script for insertion in the landing page
associated with the content, the script configured to cause the
generated actionable object to be rendered for display with the
content of the landing page responsive to an action taken on the
creative.
9. The method of claim 1, further comprising: analyzing the content
of the landing page to identify a particular type of content;
identifying the particular type of content in the content of the
landing page; and using the identified particular type of content
to generate the actionable object.
10. A system for providing actionable objects on a landing page of
a creative, comprising a data processing system configured to:
identify a creative for serving on a computing device, the creative
associated with a network address of a landing page; generate an
actionable object to be rendered with content of the landing page;
and provide the actionable object to be rendered with content of
the landing page responsive to an action taken on the creative when
served on the computing device.
11. The system of claim 10, wherein the data processing system is
further configured to: generate an information resource that
includes content of the landing page and the generated actionable
object; and associate a network address of the information resource
to the creative such that responsive to an action taken on the
creative, the information resource is rendered.
12. The system of claim 11, wherein the data processing system is
further configured to: render the actionable object on a first
frame of the information resource and the content of the landing
page on a second frame of the information resource, wherein the
first frame is rendered over the second frame.
13. The system of claim 10, wherein the first frame of the
information resource includes an actionable item, which when
selected, removes the first frame from the information resource
rendered for display.
14. The system of claim 10, wherein the data processing system is
further configured to: receive, in response to providing the
actionable object, an indication of an action taken on the
actionable object; and increment a conversion count responsive to
receiving the indication.
15. The system of claim 10, wherein the actionable object is
configured to cause the computing device on which the actionable
object is rendered to execute a particular task.
16. The system of claim 10, wherein the particular task includes
one of launching a phone application, a location application, or
another dedicated application.
17. The system of claim 10, wherein the data processing system is
further configured to: provide a script for insertion in the
landing page associated with the content, the script configured to
cause the generated actionable object to be rendered for display
with the content of the landing page responsive to an action taken
on the creative.
18. The system of claim 10, wherein the data processing system is
further configured to: analyze the content of the landing page to
identify a particular type of content; identify the particular type
of content in the content of the landing page; and use the
identified particular type of content to generate the actionable
object.
19. A computer-readable storage medium storing instructions that
when executed by a data processor, cause the data processor to
perform operations, comprising: identifying a creative for serving
on a computing device, the creative associated with a network
address of a landing page; generating an actionable object to be
rendered with content of the landing page; and providing the
actionable object to be rendered with content of the landing page
responsive to an action taken on the creative when served on the
computing device.
20. The computer-readable storage medium of claim 19, storing
further instructions that when executed by one or more data
processors, cause the one or more data processors to perform
operations, comprising: generating an information resource that
includes content of the landing page and the generated actionable
object; and associating a network address of the information
resource to the creative such that responsive to an action taken on
the creative, the information resource is rendered.
Description
RELATED APPLICATION
[0001] This application claims priority to U.S. Provisional Patent
Application 61/941,751, entitled "Methods and systems for providing
functional extensions with a landing page of a creative," filed
Feb. 19, 2014, the disclosure of which is incorporated by reference
herein in its entirety.
BACKGROUND
[0002] Oftentimes, the landing page of a creative served on a
mobile device is not optimized for mobile devices. As a result, the
conversion rate of visitors of the landing page of the creative may
be a lot lower than a landing page that is optimized for mobile
devices. That being said, even landing pages that are optimized for
mobile devices still struggle to convert visitors. This may be
because the mobile device user may not be willing to put in the
effort to find the information they are looking for and therefore,
may leave the landing page without performing additional
actions.
SUMMARY
[0003] At least one aspect is directed to a method for providing
actionable objects on a landing page of a creative. The method
includes identifying, by a data processing system, a creative for
serving on a computing device. The creative can be associated with
a network address of a landing page. The method also includes
generating, by the data processing system, an actionable object to
be rendered with content of the landing page and providing, by the
data processing system, the actionable object to be rendered with
the content of the landing page responsive to an action taken on
the creative when served on the computing device.
[0004] In some implementations, the data processing system can
generate an information resource that includes content of the
landing page and the generated actionable object. The data
processing system can also associate a network address of the
information resource to the creative such that responsive to an
action taken on the creative, the information resource is rendered.
In some implementations the data processing system can render the
actionable object on a first frame of the information resource and
the content of the landing page on a second frame of the
information resource. In some implementations, the first frame is
rendered over the second frame. In some implementations, the first
frame of the information resource includes an actionable item,
which when selected, removes the first frame from the information
resource rendered for display.
[0005] In some implementations, the data processing system can
receive, in response to providing the actionable object, an
indication of an action taken on the actionable object. The data
processing system can then increment a conversion count responsive
to receiving the indication.
[0006] In some implementations, the actionable object is configured
to cause the computing device on which the actionable object is
rendered to execute a particular task. In some implementations, the
particular task includes one of launching a phone application, a
location application, or another dedicated application.
[0007] In some implementations, the data processing system can
provide a script for insertion in the landing page associated with
the content. The script can be configured to cause the generated
actionable object to be rendered for display with the content of
the landing page responsive to an action taken on the creative.
[0008] In some implementations, the data processing system can
analyze the content of the landing page to identify a particular
type of content. In some implementations the data processing system
can identify the particular type of content in the content of the
landing page and use the identified particular type of content to
generate the actionable object.
[0009] According to another aspect, a system for providing
actionable objects on a landing page of a creative includes a data
processing system. The data processing system is configured to
identify a creative for serving on a computing device. The creative
associated with a network address of a landing page. The data
processing system is further configured to generate an actionable
object to be rendered with content of the landing page and provide
the actionable object to be rendered with content of the landing
page responsive to an action taken on the creative when served on
the computing device.
[0010] According to yet another aspect, a computer-readable storage
medium storing instructions that when executed by a data processor,
cause the data processor to perform operations is disclosed. The
operations include identifying a creative for serving on a
computing device, generating an actionable object to be rendered
with content of the landing page and providing the actionable
object to be rendered with content of the landing page responsive
to an action taken on the creative when served on the computing
device.
[0011] These and other aspects and implementations are discussed in
detail below. The foregoing information and the following detailed
description include illustrative examples of various aspects and
implementations, and provide an overview or framework for
understanding the nature and character of the claimed aspects and
implementations. The drawings provide illustration and a further
understanding of the various aspects and implementations, and are
incorporated in and constitute a part of this specification.
BRIEF DESCRIPTION OF THE DRAWINGS
[0012] The accompanying drawings are not intended to be drawn to
scale. Like reference numbers and designations in the various
drawings indicate like elements. For purposes of clarity, not every
component may be labeled in every drawing. In the drawings:
[0013] FIG. 1 is a block diagram depicting one implementation of an
environment for identifying competitors using content items
including content extensions, according to an illustrative
implementation;
[0014] FIG. 2 is a screenshot of a landing page of a creative;
[0015] FIG. 3A is a screenshot of a display of an information
resource that includes content of the landing page and functional
extensions displayed at a top portion of the display;
[0016] FIG. 3B is a screenshot of a display of an information
resource that includes content of the landing page and functional
extensions displayed at a bottom portion of the display;
[0017] FIG. 4 is a flow diagram depicting one implementation of the
steps taken to render functional extensions with a landing page of
a creative; and
[0018] FIG. 5 is a block diagram illustrating an implementation of
a general architecture for a computer system that may be employed
to implement various elements of the systems and methods described
and illustrated herein.
DETAILED DESCRIPTION
[0019] Following below are more detailed descriptions of various
concepts related to, and implementations of, methods, apparatuses,
and systems for providing functional extensions with a landing page
of a creative. The various concepts introduced above and discussed
in greater detail below may be implemented in any of numerous ways,
as the described concepts are not limited to any particular manner
of implementation. Examples of specific implementations and
applications are provided primarily for illustrative purposes.
[0020] The present disclosure aims to increase the conversion rates
of visitors of a landing page of a creative. In particular, a
creative may be served on an information resource (for example, a
webpage or mobile application) on a user computing device. A user
of the user computing device can take an action on the creative
(for example, click on the creative) that causes the user computing
device to be directed to a landing page associated with the
creative.
[0021] The present disclosure relates to providing functional
extensions with a landing page of a creative. Functional extensions
are actionable objects, which when actuated, provide additional
functionality. In some implementations, the additional
functionality can provide some type of measurable conversion. These
functional extensions can include a click to call actionable
object, which when actuated, establishes a phone call between the
user and the phone number associated with the actionable object,
such as the content provider associated with the landing page.
Other examples of functional extensions include a directions
actionable object, which when actuated, can cause a map application
to launch to direct a user to a destination address associated with
the actionable object.
[0022] According to some implementations, the methods and systems
for providing functional extensions with a landing page of a
creative can be performed by a data processing system. The data
processing system can identify a creative for serving on a
computing device. In some implementations, the data processing
system can receive the creative from a third-party content
provider. In some implementations, the data processing system can
receive a request to serve the creative according to a content
serving criteria. In some implementations, the creative can be
associated with a network address of a landing page such that when
an action is taken on the creative, the landing page associated
with the network address can be rendered on a computing device on
which the creative was served.
[0023] The data processing system can generate one or more
functional extensions for rendering with the content of the landing
page associated with the creative. In some implementations, the
data processing system can analyze the content of the landing page
to identify a particular type of content, for example, a phone
number or an address. The data processing system can identify the
particular type of content in the content of the landing page and
use the identified particular type of content to generate a
corresponding functional extension, such as a click-to-call
actionable object or a directions actionable object.
[0024] In some implementations, in response to an action taken on
the creative when the creative is served on the computing device,
the functional extension can be served on a user interface with
content of the landing page. In some implementations, the data
processing system can generate an information resource that
includes content of the landing page and the generated actionable
object. The data processing system can associate a network address
of the information resource to the creative such that responsive to
an action taken on the creative, the information resource is
rendered on the computing device on which the creative was served.
In some implementations, the data processing system can render the
actionable object on a first frame of the information resource and
the content of the landing page on a second frame of the
information resource. In some implementations, the first frame is
rendered over the second frame.
[0025] In some implementations, the data processing system can
provide a computer-executable script or software construct for
insertion in the landing page associated with the creative. The
script is configured to cause the generated actionable object to be
rendered with the content of the landing page responsive to an
action taken on the creative.
[0026] FIG. 1 is a block diagram depicting one implementation of an
environment for providing functional extensions with a landing page
of a creative. In particular, the system can be configured to
provide functional extensions with a landing page of a creative.
Functional extensions are actionable objects, which when actuated,
provide additional functionality. In some implementations, the
additional functionality can provide some type of measurable
conversion. These functional extensions can include a click to call
actionable object, which when actuated, establishes a phone call
between the user and the phone number associated with the
actionable object, such as the content provider associated with the
landing page. Another example of a functional extension includes a
directions actionable object, which when actuated, can cause a map
application to launch to direct a user to a destination address
associated with the actionable object. Functional extensions can
also include content extensions. Content extensions are features
included in creatives or other content items that provide
additional functionality. These content extensions can include
sitelinks, which are links, which when actuated, redirect a user to
a specific web page corresponding to the actuated link. Other
examples of content extensions include a rating extension, which
indicates a rating of a particular product, service, item, entity
or object, or a social aggregate annotation extension, which
indicates a number of social networking users who have expressly
approved the entity associated with the landing page with which the
functional extension is rendered.
[0027] FIG. 1 illustrates an system 100 for providing functional
extensions with a landing page of a creative via at least one
computer network, such as the network 105. The network 105 can
include computer networks such as the internet, local, wide, metro
or other area networks, intranets, satellite networks, other
computer networks such as voice or data mobile phone communication
networks, and combinations thereof. The system 100 can also include
at least one data processing system 110, e.g., at least one logic
device such as a computing device or server having a processor to
communicate via the network 105, for instance with at least one
content provider computing device 115, at least one content
publisher computing device 120, or at least one end user computing
device 125.
[0028] The data processing system 110 can include at least one
server. For instance, the data processing system 110 can include a
plurality of servers located in at least one data center or server
farm. In some implementations, the data processing system 110
includes a content placement system, e.g., an ad server or ad
placement system. The data processing system 110 can include at
least one functional extension generation module 130, at least one
landing page modification module 135 and at least one database 140.
The functional extension generation module 130 and the landing page
modification module 135 can each include at least one processing
unit, server, virtual server, circuit, engine, agent, appliance, or
other logic device such as programmable logic arrays configured to
communicate with the database 140 and with other computing devices
(e.g., the content provider computing device 115, the content
publisher computing device 120, or the end user computing device
125) via the network 105.
[0029] The functional extension generation module 130 and the
landing page modification module 135 can include or execute at
least one computer program or at least one script. The functional
extension generation module 130 and the landing page modification
module 135 can be separate components, a single component, or part
of the data processing system 110. The functional extension
generation module 130 and the landing page modification module 135
can include combinations of software and hardware, such as one or
more processors configured to execute one or more scripts to
identify a creative for serving on a computing device, the creative
associated with a network address of a landing page, generate an
actionable object to be associated with content of the landing page
and provide the actionable object to be served with content of the
landing page responsive to an action taken on the creative when
served on the computing device, for instance.
[0030] The content provider computing devices 115 can include
servers or other computing devices operated by a content provider
entity to provide content items such as advertisements for display
on information resources at the end user computing device 125. The
content provided by the content provider computing device 115 can
include third party content items or creatives (e.g., ads) for
display on information resources such as a website or web page that
includes primary content, e.g. content provided by the content
publisher computing device 120. The content items can also be
displayed on a search results web page. For instance, the content
provider computing device 115 can provide or be the source of ads
or other content items for display in content slots of content web
pages such as a web page of a company where the primary content of
the web page is provided by the company, or for display on a search
results landing page provided by a search engine. The content items
associated with the content provider computing device 115 can be
displayed on information resources other than web pages, such as
content displayed as part of the execution of an application on a
smartphone or other end user computing device 125.
[0031] The content publisher computing devices 120 can include
servers or other computing devices operated by a content publishing
entity to provide primary content for display via the network 105.
For instance, the content publisher computing device 120 can
include a web page operator who provides primary content for
display on the web page. The primary content can include content
other than that provided by the content publisher computing device
120, and the web page can include content slots configured for the
display of third party content items (e.g., ads) from the content
provider computing devices 115. For instance, the content publisher
computing device 120 can operate the website of a company and can
provide content about that company for display on web pages of the
website. The web pages can include content slots configured for the
display of third party content items such as ads of the content
provider computing device 115. In some implementations, the content
publisher computing device 120 includes a search engine computing
device (e.g. server) of a search engine operator that operates a
search engine website. The primary content of search engine web
pages (e.g., a results or landing web page) can include results of
a search as well as third party content items displayed in content
slots such as content items from the content provider computing
device 115.
[0032] The end user computing devices 125 can include computing
devices configured to communicate via the network 105 to display
data such as the content provided by the content publisher
computing device 120 (e.g., primary web page content or other
information resources) and the content provided by the content
provider computing device 115 (e.g., third party content items such
as ads configured for display in a content slot of a web page). The
end user computing device 125, the content provider computing
device 115, and the content publisher computing device 120 can
include desktop computers, laptop computers, tablet computers,
smartphones, personal digital assistants, mobile devices, end user
computing devices, consumer computing devices, servers, clients,
and other computing devices. The end user computing device 125, the
content provider computing device 115, and the content publisher
computing device 120 can include user interfaces such as
microphones, speakers, touchscreens, keyboards, pointing devices, a
computer mouse, touchpad, or other input or output interfaces.
[0033] The content provider computing devices 115, the content
publisher computing device 120 and the end user computing devices
125 may be any number of different user electronic devices, for
example, a laptop computer, a desktop computer, a tablet computer,
a smartphone, a digital video recorder, a set-top box for a
television, a video game console, or any other computing device
configured to communicate via the network 105. The content provider
computing devices 115, the content publisher computing device 120
and the end user computing devices 125 can include a processor and
a memory, i.e., a processing circuit. The memory stores machine
instructions that, when executed by processor, cause processor to
perform one or more of the operations described herein. The
processor may include a microprocessor, application-specific
integrated circuit (ASIC), field-programmable gate array (FPGA),
etc., or combinations thereof. The memory may include, but is not
limited to, electronic, optical, magnetic, or any other storage or
transmission device capable of providing the processor with program
instructions. The memory may further include a floppy disk, CD-ROM,
DVD, magnetic disk, memory chip, ASIC, FPGA, read-only memory
(ROM), random-access memory (RAM), electrically-erasable ROM
(EEPROM), erasable-programmable ROM (EPROM), flash memory, optical
media, or any other suitable memory from which the processor can
read instructions. The instructions may include code from any
suitable computer-programming language such as, but not limited to,
C, C++, C#, Java, JavaScript, Perl, Python and Visual Basic.
[0034] The content provider computing devices 115, the content
publisher computing device 120 and the end user computing devices
125 may also include one or more user interface devices. In
general, a user interface device refers to any electronic device
that conveys data to a user by generating sensory information
(e.g., a visualization on a display, one or more sounds, etc.)
and/or converts received sensory information from a user into
electronic signals (e.g., a keyboard, a mouse, a pointing device, a
touch screen display, a microphone, etc.). The one or more user
interface devices may be internal to a housing of the content
provider computing devices 115, the content publisher computing
device 120 and the end user computing devices 125 (e.g., a built-in
display, microphone, etc.) or external to the housing of content
provider computing devices 115, the content publisher computing
device 120 and the end user computing devices 125 (e.g., a monitor
connected to the user computing device 115, a speaker connected to
the user computing device 115, etc.), according to various
implementations. For example, the content provider computing
devices 115, the content publisher computing device 120 and the end
user computing devices 125 may include an electronic display, which
visually displays web pages using webpage data received from one or
more content sources and/or from the data processing system 110 via
the network 105. In some implementations, a content placement
campaign manager or advertiser can communicate with the data
processing system 110 via the content provider computing device
115. In some implementations, the advertiser can communicate with
the data processing system 110 via a user interface displayed on
the user interface devices of the content provider computing device
115.
[0035] The data processing system 110 can include at least one
server. In some implementations, the data processing system 110
includes a functional extension generation module 130 and a landing
page modification module 135. The data processing system can also
include one or more content repositories or databases 140. The data
processing system 110 can be configured to identify a creative for
serving on a computing device, the creative associated with a
network address of a landing page, generate an actionable object to
be associated with content of the landing page, and provide the
actionable object to be served with content of the landing page
responsive to an action taken on the creative when served on the
computing device.
[0036] The functional extension generation module 130 can be part
of, or can include scripts executed by, one or more servers in the
data processing system 110. In some implementations, the functional
extension generation module 130 can be designed, constructed or
configured to identify a creative for serving on a computing
device. The functional extension generation module 130 can identify
the creative by receiving a request to serve a creative for a
content serving or content placement campaign.
[0037] In some implementations, the functional extension generation
module 130 can identify a creative eligible for participation in
one or more content serving opportunities. In some implementations,
the creative can be associated with a network address of a landing
page such that when an action is taken on the creative, the landing
page associated with the creative is rendered. In some
implementations, the network address can be an IP address or a URL
of the landing page. In some implementations, the functional
extension generation module 130 can identify the creative by
receiving a request to modify a landing page of a creative. In some
implementations, the functional extension generation module 130 can
be configured to receive a request to modify the landing page of a
creative from a third-party content provider providing the creative
to participate in content serving opportunities. In some
implementations, the functional extension generation module 130 can
receive the request responsive to a third-party content provider
selecting an option on a user interface. In some implementations,
the user interface can be a content placement campaign management
user interface through which the third-party content provider can
manage one or more content placement campaign.
[0038] In some implementations, the functional extension generation
module 130 can automatically determine to modify a landing page of
a creative without receiving a request. In some implementations,
the functional extension generation module 130 can automatically
determine to modify the landing page in response to determining
that the creative is competing for content serving opportunities on
mobile devices, such as smart phones, phablets or tablets. In some
implementations, the functional extension generation module 130 can
determine to modify a landing page of a creative responsive to
analyzing a landing page associated with a creative provided to
participate in content serving opportunities. In some
implementations, the functional extension generation module 130 can
determine to modify the landing page responsive to identifying that
the landing page has not been optimized for a particular type of
computing device. In some implementations, the functional extension
generation module 130 can determine to modify the landing page
responsive to identifying that the landing page is not rendered
with one or more functional extensions.
[0039] The functional extension generation module 130 can be
configured to generate an actionable object to be associated with
content of the landing page. In some implementations, the
functional extension generation module 130 can be configured to
generate an actionable object responsive to receiving a request to
modify a landing page of a creative. In some implementations, the
functional extension generation module 130 can be configured to
generate an actionable object responsive to receiving a request to
optimize a landing page of a creative for a mobile device, such as
a phablet or tablet.
[0040] In some implementations, the functional extension generation
module 130 can receive information that can be used to generate one
or more functional extensions. As described above, the functional
extensions are actionable objects. In some implementations, the
functional extension generation module 130 can receive functional
extension generating information from a content provider associated
with a landing page with which the actionable object is to be
associated. Examples of such functional extension generating
information can include a phone number, an address, amongst others.
In some implementations, a content provider that communicates with
the data processing system 110 to manage a content placement
campaign may be configured to submit a request to participate in
content serving opportunities. The request can include a creative
and an associated landing page. In some implementations, the
request can include a request to generate one or more functional
extensions. In some implementations, the request can identify the
types of functional extensions to generate for rendering with
content of the landing page included in the request. In some
implementations, the request can include a phone number or an
address to be used for generating functional extensions.
[0041] In some implementations, the functional extension generation
module 130 can be configured to generate one or more functional
extensions responsive to identifying a landing page of a creative.
In some implementations, the functional extension generation module
130 can inspect or analyze a landing page associated with a
creative to determine if the landing page is optimized for rending
on a mobile device. In some implementations, the functional
extension generation module 130 may determine that the landing page
may not be optimized for rendering on a mobile device if the
landing page does not include one or more functional extensions
through which a user of the mobile device on which the landing page
is rendered is unable to perform additional functionality, such as
placing a phone call to a phone number associated with the landing
page or get directions to an address associated with the landing
page. In some implementations, the functional extensions generation
module 130 can identify one or more particular types of content
included within the landing page. For example, the particular types
of content can include phone numbers, addresses, or other content
that can be used to generate functional extensions. In some
implementations, the functional extensions generation module 130
can employ one or more scripts to identify phone numbers,
addresses, or other content that can be used to generate functional
extensions. For example, the script can identify an icon (for
example, a "Book Now" icon) that is linked to a reservation
page.
[0042] In some implementations, the functional extension generation
module 130 can be configured to generate a functional extension
using the information received within a request or using functional
extension generating information determined from the landing page.
In some implementations, the functional extension generation module
can be configured to generate a functional extension using
information retrieved from other sources, including one or more
additional web pages associated with the landing page (such as from
the same web site or from one or more web pages corresponding to
links on the landing page). In some implementations, the functional
extension generation module 130 can generate the functional
extension as an actionable object. As such, the functional
extension generation module 130 can define a triggering event,
which when performed, actuates the actionable object. The
triggering event can be performed responsive to a triggering action
being performed. The triggering action can be a mouse over, a
click, a tap, a selection, amongst others. In some implementations,
the triggering action can be a gesture, such as a gesture to move
the mobile phone on which the functional extension is rendered
towards the user's ear (in the event of a click-to-call functional
extension). In some implementations, the triggering action can be a
voice activated command. In some implementations, the functional
extension generation module 130 can define a region within which
the triggering action is to occur in order for the triggering
action to actuate the actionable object. For example, a click or
tap on a particular icon or region of a display.
[0043] The functional extension generation module 130 can further
define or associate an function to be performed by the computing
device on which the functional extension is rendered in response to
the performance of the triggering event associated with the
functional extension. The function to be performed can be executed
by the computing device. In some implementations, the functional
extension generation module 130 can be configured to cause the
computing device to launch a phone application responsive to the
performance of the triggering even associated with a click-to-call
functional extension. In some implementations, the computing device
can provide a phone number associated with the functional extension
to the phone application. In some implementations, the computing
device can automatically trigger a phone call to be placed
responsive to launching the phone application. In some
implementations, the computing device can launch the phone
application and initiate the phone call responsive to an additional
input received from the user of the computing device.
[0044] In some implementations, the functional extension generation
module 130 can be configured to cause the computing device to
launch a map application responsive to the performance of the
triggering even associated with a directions functional extension.
In some implementations, the computing device can provide an
address associated with the functional extension to the map
application. In some implementations, the computing device can be
configured to initiate one or more additional applications, for
example, the computing device can actuate a GPS module such that
the current location of the computing device can be determined and
entered as the starting address in the map application.
[0045] In some implementations, responsive to identifying that the
functional extension has been actuated, the functional extension
generation module 130 can be configured to cause an instruction to
be generated indicating that the functional extension has been
actuated. In some implementations, the instruction can indicate a
type of functional extension that has been actuated. The
instruction can be received by a browser of the computing device or
some other application of the computing device, which can cause the
computing device to execute one or more instructions to perform the
function associated with the functional extension. These
instructions can include launching an appropriate application,
providing data to the application, for example, the phone number or
address associated with the functional extension, and initiating
the execution of a function of the launched application.
[0046] In some implementations, the functional extension generation
module 130 can be configured to generate one or more functional
extensions for one or more landing pages identified as being able
to benefit from having functional extensions. In some
implementations, the functional extension generation module 130 can
be configured to identify such landing pages in an offline process.
In some implementations, the functional extension generation module
130 can be configured to analyze landing pages associated with
creatives seeking to be served in one or more content serving
opportunities. In some implementations, the functional extension
generation module 130 can identify content providers associated
with the landing pages that can benefit from having functional
extensions. In some implementations, the benefit can be identified
as a benefit that increases the conversion rate of visitors
visiting the landing page. In some implementations, the conversions
can be measured as a number of calls made to the content provider
associated with the landing page. In some implementations, the
conversions can be measured as a number of emails sent to the
content provider associated with the landing page. In some
implementations, the conversions can be measured as a number of
people who subscribe with the content provider associated with the
landing page via the landing page, amongst others.
[0047] In some implementations, the functional extension generation
module 130 can be configured to generate a functional extension
such that it visually matches the content of the landing page with
which the functional extension is to be rendered. In some
implementations, the functional extension can be designed, shaped,
sized or otherwise configured such that it appears at a top portion
of a display. In some implementations, the functional extension can
be designed, shaped, sized or otherwise configured such that it
appears at a bottom portion of a display. In some implementations,
the functional extension can be designed, shaped, sized or
otherwise configured such that it appears as an overlap over the
landing page. In some implementations, the functional extension can
be designed, shaped, sized or otherwise configured such that it
appears as a pop up window over the landing page. In some
implementations, the functional extension can include graphical
icons indicating the type of functional extension. For instance, a
click-to-call functional extension can appear as an object that
includes a phone icon. In some implementations, the functional
extension can be designed, shaped, sized or otherwise configured to
fit within a display of the computing device on which the
functional extension is being rendered. In some implementations,
the functional extension can be displayed with other functional
extensions.
[0048] In some implementations, the functional extension generation
module 130 can be configured to store the functional extensions in
a data store, such as the database 140. In some implementations,
the functional extension generation module 130 can be configured to
store the functional extensions such that another module of the
data processing system 110 can access the functional extensions. In
some implementations, the functional extension generation module
130 can be configured to store the functional extensions such that
the landing page modification module 135 can be configured to
retrieve and utilize the generated functional extensions.
[0049] The landing page modification module 135 can be configured
to render one or more functional extensions with content of the
landing page responsive to an action taken on the creative when
served on the computing device. In some implementations, the
landing page modification module 135 can be configured to render
the actionable object with content of the landing page of a
creative in response to an action taken on the creative.
[0050] In some implementations, the landing page modification
module 135 can be configured to generate an information resource
(for example, a web page) that includes content of the landing page
and one or more functional extensions generated by the functional
extension generation module 130 that corresponds to the landing
page. In some implementations, the landing page modification module
135 can be further configured to associate a network address of the
information resource to the creative such that responsive to an
action taken on the creative, the information resource is
rendered.
[0051] In some implementations, in response to the data processing
system 110 receiving a creative for serving in content serving
opportunities, the landing page modification module 135 can be
configured to identify a landing page associated with the creative.
The landing page modification module 135 can be configured to
generate an information resource that is to serve as a new landing
page for the creative. The information resource can be managed,
maintained or hosted by the data processing system 110. The
information resource can be configured to include the contents of
the landing page originally associated with the creative.
[0052] The landing page modification module 135 can further be
configured to include one or more functional extensions in the
information resource, such that when the information resource is
rendered on a computing device, both the landing page originally
associated with the creative and the one or more functional
extensions are rendered. In some implementations, the landing page
modification module 135 can be configured to render the functional
extensions at a top portion of the display of the computing device
while rendering the landing page originally associated with the
creative below the functional extensions. Conversely, in some
implementations, the landing page modification module 135 can be
configured to render the functional extensions at a bottom portion
of the display of the computing device while rendering the landing
page originally associated with the creative above the functional
extensions. In some implementations, the landing page modification
module 135 can be configured to render the functional extensions as
an overlay over the landing page originally associated with the
creative. In some implementations, the functional extensions can be
minimized or otherwise hidden from the display. In some
implementations, the functional extensions can be rendered in the
same frame of the information resource in which the primary content
of the landing page is rendered. In some implementations, an
actionable item can be provided by the landing page modification
module, which when actuated, causes the functional extensions to
hide from view if visible. Stated in another way, the actionable
item can be a minimize button or object, which when selected,
removes a frame in which the functional extensions are rendered
from the display. In some implementations, an actionable object can
be provided by the landing page modification module 135, which when
actuated, causes the functional extensions to become visible on the
display if it is not already visible.
[0053] In some implementations, the information resource can
include a plurality of frames, of which one frame can be shaped,
sized or otherwise configured to render the content of the landing
page originally associated with the creative. In some
implementations, the information resource can be configured to
render the one or more functional extensions on a second frame
separate from the frame in which the content of the landing page
originally associated with the creative is rendered. In some
implementations, the frame in which the functional extensions are
rendered can be positioned over the frame in which the content of
the landing page originally associated with the creative is
rendered.
[0054] In some implementations, the landing page modification
module 135 can be configured to monitor activity that occurs at the
information resource generated by the landing page modification
module 135. In some implementations, the landing page modification
module 135 can be configured to increment a counter identifying a
total number of times a functional extension has been actuated each
time a functional extension is actuated. In some implementations,
the counter can be specific to a particular type of functional
extension. In some implementations, the landing page modification
module 135 can identify a number of visits to the information
resource. In some implementations, the landing page modification
module 135 can identify a number of visits that resulted in an
action being taken on each of the one or more functional extensions
rendered. In some implementations, the landing page modification
module 135 can be configured to determine a conversion rate based
on a ratio of the number of visits that resulted in an action being
taken on the one or more functional extensions to the total number
of visits to the information resource.
[0055] In some implementations, the landing page modification
module 135 can also be configured to determine a conversion rate of
a creative associated with the information resource. In some
implementations, the landing page modification module 135 can, via
one or more additional modules of the data processing system 110,
determine a total number of times the creative was served. The
landing page modification module 135 can determine a conversion
rate of the creative by determining a ratio of a total number of
visits to the landing page via the creative to the number of times
the creative was served.
[0056] In some implementations, the landing page modification
module 135 can be configured to provide the content provider
associated with the creative a script or other software construct
through which the landing page originally associated with the
creative can be modified to include one or more functional
extensions. In some implementations, the script can be inserted or
embedded within in the landing page. In some implementations, the
landing page modification module 135 can be configured to modify
the software code associated with the landing page to insert the
script within the software code. In some implementations, the
script can be configured to communicate with a server of the data
processing system 110. In some implementations, the script can be
configured to modify the landing page associated with the creative
such that when the landing page is rendered on a computing device
of a user, the content of the landing page is rendered with one or
more functional extensions. In some implementations, the script can
be configured to call on the server of the data processing system
110 to retrieve one or more functional extensions generated for
rendering with the content of the landing page. In some
implementations, the script can be configured to generate one or
more functional extensions and render the generated functional
extensions without having the functional extension generation
module 130 generate the functional extensions. In some
implementations, the script can include instructions for generating
the functional extensions. In some implementations, the script can
include the functional extension generation module 130. In some
implementations, the content provider computing device 115 can
render the modified landing page, which includes the content of the
landing page originally associated with the creative and the
functional extensions to the end user computing device 125. In some
implementations, the content provider computing device 115 can
execute the script such that the functional extensions are rendered
with the content of the landing page originally associated with the
creative when the modified landing page is served or rendered on
the end user computing device 125.
[0057] The data processing system 110 can also include one or more
data stores, such as the database 140. The database can be included
in the data processing system 110. In some implementations, the
database may be located remote to the data processing system but
accessible by the data processing system. The database can store a
wide variety of content. For example, the database can store
auction log data, including auction log data corresponding to the
various types of content extensions. It should be appreciated that
the data processing system 110 can include one or more additional
modules to provide some or all of the features described herein as
well as other additional features.
[0058] FIG. 2 is a screenshot of a display including a landing page
of a creative. In some implementations, a display 200 includes
content of a landing page 202 can be a landing page provided by a
content provider. In some implementations, the landing page 202 can
have a network address 204, such as an IP address or URL that is
associated with the content provider configured to provide a
creative with which the landing page is associated. As shown in
FIG. 2, the URL of the landing page is www.restaurantname.com,
which is hosted by the content provider or any other entity with
which the content provider chooses to link the creative. In some
implementations the landing page can include particular types of
content, for example, a phone number 206 or an address 208, which
can be used to generate functional extensions.
[0059] FIG. 3A is a screenshot of a display of an information
resource that includes content of the landing page and functional
extensions displayed at a top portion of the display. The display
300 includes an information resource 304 that corresponds to a
destination address 302 that is associated with the data processing
system 110 (shown in FIG. 1). The information resource 304 can
include content of the landing page 202 (shown in FIG. 2) rendered
in a first frame and a plurality of functional extensions rendered
in a functional extension frame 308. The functional extension frame
308 includes a first functional extension 310A, which is depicted
as a click-to-call functional extension, and a second functional
extension 310B, which is depicted a directions functional
extension. The functional extension frame 308 also includes an
actionable item 314 for minimizing or hiding the functional
extension frame from the display. Responsive to an action taken on
the actionable item 314, the functional extension frame can be
removed from the display 300. Responsive to an action taken on the
click-to-call functional extension 310A, the computing device can
be triggered to launch a phone application to establish a call with
the phone number (for example, phone number 206) associated with
the functional extension 310A. Responsive to an action taken on the
directions functional extension 310B, the computing device can be
triggered to launch a map application to provide directions to an
address (for example, address 208) associated with the functional
extension 310A.
[0060] FIG. 3B is a screenshot of a display of an information
resource that includes content of the landing page and functional
extensions displayed at a bottom portion of the display. This
display is very similar to the display shown in FIG. 3A except that
the functional extension frame 308 is positioned at a bottom
portion of the display 350 such that the frame displaying the
content of the landing page 202 is positioned above the functional
extension frame 308.
[0061] FIG. 4 is a flow diagram depicting one implementation of the
steps taken to render functional extensions with a landing page of
a creative. In particular, FIG. 4 illustrates a flow diagram
depicting a method 400 for providing actionable objects on a
landing page of a creative. In some implementations, the method can
be executed by a data processing system, such as the data
processing system 110 shown in FIG. 1. In brief overview, the
method includes identifying a creative for serving on a computing
device (BLOCK 405), generating an actionable object to be rendered
with content of the landing page (BLOCK 410) and providing the
actionable object to be rendered with the content of the landing
page responsive to an action taken on the creative when served on
the computing device (BLOCK 415).
[0062] In further detail, the data processing system can identify a
creative for serving on a computing device (BLOCK 405). In some
implementations, the data processing system can identify a creative
eligible for participation in one or more content serving
opportunities. In some implementations, the creative can be
associated with a network address of a landing page such that when
an action is taken on the creative, the landing page associated
with the creative is rendered. In some implementations, the network
address can be an IP address or a URL of the landing page. In some
implementations, the data processing system can identify the
creative by receiving a request to modify a landing page of a
creative. In some implementations, the data processing system can
receive a request to modify the landing page of a creative from a
third-party content provider providing the creative to participate
in content serving opportunities. In some implementations, the data
processing system can receive the request responsive to a
third-party content provider selecting an option on a user
interface. In some implementations, the user interface can be a
content placement campaign management user interface through which
the third-party content provider can manage one or more content
placement campaign.
[0063] In some implementations, the data processing system, as part
of identifying a creative for serving on a computing device, can
automatically determine to modify a landing page of a creative
without receiving a request. In some implementations, the data
processing system can automatically determine to modify the landing
page in response to determining that the creative is competing for
content serving opportunities on mobile devices, such as smart
phones, phablets or tablets. In some implementations, the data
processing system can determine to modify a landing page of a
creative responsive to analyzing a landing page associated with a
creative provided to participate in content serving opportunities.
In some implementations, the data processing system can determine
to modify the landing page responsive to identifying that the
landing page has not been optimized for a particular type of
computing device. In some implementations, the data processing
system can determine to modify the landing page responsive to
identifying that the landing page is not rendered with one or more
functional extensions.
[0064] The data processing system can generate a functional
extension to be rendered with content of the landing page (BLOCK
410). In some implementations, the functional data processing
system can generate a functional extension responsive to receiving
a request to modify a landing page of a creative. In some
implementations, the data processing system can generate an
actionable object responsive to receiving a request to optimize a
landing page of a creative for a mobile device, such as a phablet
or tablet.
[0065] In some implementations, the data processing system can
receive information that can be used to generate one or more
functional extensions. As described above, the functional
extensions are actionable objects. In some implementations, the
data processing system can receive functional extension generating
information from a content provider associated with a landing page
with which the actionable object is to be associated. Examples of
such functional extension generating information can include a
phone number, an address, amongst others. In some implementations,
a content provider that communicates with the data processing
system to manage a content placement campaign may be configured to
submit a request to participate in content serving opportunities.
The request can include a creative and an associated landing page.
In some implementations, the request can include a request to
generate one or more functional extensions. In some
implementations, the request can identify the types of functional
extensions to generate for rendering with content of the landing
page included in the request. In some implementations, the request
can include a phone number or an address to be used for generating
functional extensions.
[0066] In some implementations, the data processing system can be
configured to generate one or more functional extensions responsive
to identifying a landing page of a creative. In some
implementations, the data processing system can inspect or analyze
a landing page associated with a creative to determine if the
landing page is optimized for rending on a mobile device. In some
implementations, the data processing system may determine that the
landing page may not be optimized for rendering on a mobile device
if the landing page does not include one or more functional
extensions through which a user of the mobile device on which the
landing page is rendered is unable to perform additional
functionality, such as placing a phone call to a phone number
associated with the landing page or get directions to an address
associated with the landing page. In some implementations, the data
processing system can identify one or more particular types of
content included within the landing page. For example, the
particular types of content can include phone numbers, addresses,
or other content that can be used to generate functional
extensions. In some implementations, the data processing system can
employ one or more scripts to identify phone numbers, addresses, or
other content that can be used to generate functional extensions.
For example, the script can identify an icon (for example, a "Book
Now" icon) that is linked to a reservation page.
[0067] In some implementations, the data processing system can be
configured to generate a functional extension using the information
received within a request or using functional extension generating
information determined from the landing page. In some
implementations, the functional extension generation module can be
configured to generate a functional extension using information
retrieved from other sources, including one or more additional web
pages associated with the landing page (such as from the same web
site or from one or more web pages corresponding to links on the
landing page). In some implementations, the data processing system
can generate the functional extension as an actionable object. As
such, the data processing system can define a triggering event,
which when performed, actuates the actionable object. The
triggering event can be performed responsive to a triggering action
being performed. The triggering action can be a mouse over, a
click, a tap, a selection, amongst others. In some implementations,
the triggering action can be a gesture, such as a gesture to move
the mobile phone on which the functional extension is rendered
towards the user's ear (in the event of a click-to-call functional
extension). In some implementations, the triggering action can be a
voice activated command. In some implementations, the data
processing system can define a region within which the triggering
action is to occur in order for the triggering action to actuate
the actionable object. For example, a click or tap on a particular
icon or region of a display.
[0068] The data processing system can further define or associate
an function to be performed by the computing device on which the
functional extension is rendered in response to the performance of
the triggering event associated with the functional extension. The
function to be performed can be executed by the computing device.
In some implementations, the data processing system can be
configured to cause the computing device to launch a phone
application responsive to the performance of the triggering even
associated with a click-to-call functional extension. In some
implementations, the computing device can provide a phone number
associated with the functional extension to the phone application.
In some implementations, the computing device can automatically
trigger a phone call to be placed responsive to launching the phone
application. In some implementations, the computing device can
launch the phone application and initiate the phone call responsive
to an additional input received from the user of the computing
device.
[0069] In some implementations, the data processing system can
cause the computing device to launch a map application responsive
to the performance of the triggering even associated with a
directions functional extension. In some implementations, the
computing device can provide an address associated with the
functional extension to the map application. In some
implementations, the computing device can be configured to initiate
one or more additional applications, for example, the computing
device can actuate a GPS module such that the current location of
the computing device can be determined and entered as the starting
address in the map application.
[0070] In some implementations, responsive to identifying that the
functional extension has been actuated, the data processing system
can cause an instruction to be generated indicating that the
functional extension has been actuated. In some implementations,
the instruction can indicate a type of functional extension that
has been actuated. The instruction can be received by a browser of
the computing device or some other application of the computing
device, which can cause the computing device to execute one or more
instructions to perform the function associated with the functional
extension. These instructions can include launching an appropriate
application, providing data to the application, for example, the
phone number or address associated with the functional extension,
and initiating the execution of a function of the launched
application.
[0071] In some implementations, the data processing system can
generate one or more functional extensions for one or more landing
pages identified as being able to benefit from having functional
extensions. In some implementations, the data processing system can
identify such landing pages in an offline process. In some
implementations, the data processing system can analyze landing
pages associated with creatives seeking to be served in one or more
content serving opportunities. In some implementations, the data
processing system can identify content providers associated with
the landing pages that can benefit from having functional
extensions. In some implementations, the benefit can be a benefit
that increases the conversion rate of visitors visiting the landing
page. In some implementations, the conversions can be measured as a
number of calls made to the content provider associated with the
landing page. In some implementations, the conversions can be
measured as a number of emails sent to the content provider
associated with the landing page. In some implementations, the
conversions can be measured as a number of people who subscribe
with the content provider associated with the landing page via the
landing page, amongst others.
[0072] In some implementations, the data processing system can
generate a functional extension such that it visually matches the
content of the landing page with which the functional extension is
to be rendered. In some implementations, the functional extension
can be designed, shaped, sized or otherwise configured such that it
appears at a top portion of a display. In some implementations, the
functional extension can be designed, shaped, sized or otherwise
configured such that it appears at a bottom portion of a display.
In some implementations, the functional extension can be designed,
shaped, sized or otherwise configured such that it appears as an
overlap over the landing page. In some implementations, the
functional extension can be designed, shaped, sized or otherwise
configured such that it appears as a pop up window over the landing
page. In some implementations, the functional extension can include
graphical icons indicating the type of functional extension. For
instance, a click-to-call functional extension can appear as an
object that includes a phone icon. In some implementations, the
functional extension can be designed, shaped, sized or otherwise
configured to fit within a display of the computing device on which
the functional extension is being rendered. In some
implementations, the functional extension can be displayed with
other functional extensions.
[0073] In some implementations, the data processing system can
store the functional extensions in a data store, such as the
database 140 shown in FIG. 1. In some implementations, the data
processing system can store the functional extensions such that the
data processing system can retrieve and utilize the generated
functional extensions at a later time.
[0074] The data processing system can provide the functional
extension to be rendered with the content of the landing page
responsive to an action taken on the creative when served on the
computing device (BLOCK 415). In some implementations, the data
processing system can provide the functional extension for
insertion into an information resource that is to be rendered on a
computing device responsive to an action taken on a creative
associated with the functional extension when the creative is
served on the computing device. In some implementations, the data
processing system can render the functional extension with content
of the landing page of the creative.
[0075] In some implementations, the data processing system can
generate an information resource (for example, a web page) that
includes content of the landing page and one or more functional
extensions that correspond to the landing page. In some
implementations, the data processing system can associate a network
address of the information resource to the creative such that
responsive to an action taken on the creative, the information
resource is rendered. In some implementations, the data processing
system can replace the network address associated with the creative
from the network address associated with a landing page originally
provided with the creative by the content provider to a network
address of the information resource generated by the data
processing system.
[0076] In some implementations, in response to the data processing
system receiving a creative for serving in content serving
opportunities, the data processing system can identify a landing
page associated with the creative. The data processing system can
generate an information resource that is to serve as a new landing
page for the creative. The information resource can be managed,
maintained or hosted by the data processing system. The information
resource can be configured to include the contents of the landing
page originally associated with the creative.
[0077] The data processing system can include one or more
functional extensions in the information resource, such that when
the information resource is rendered on a computing device, both
the landing page originally associated with the creative and the
one or more functional extensions are rendered. In some
implementations, the data processing system can render the
functional extensions at a top portion of the display of the
computing device while rendering the landing page originally
associated with the creative below the functional extensions.
Conversely, in some implementations, the data processing system can
render the functional extensions at a bottom portion of the display
of the computing device while rendering the landing page originally
associated with the creative above the functional extensions. In
some implementations, the data processing system can render the
functional extensions as an overlay over the landing page
originally associated with the creative. In some implementations,
the functional extensions can be minimized or otherwise hidden from
the display. In some implementations, an actionable item can be
provided by the data processing system, which when actuated, causes
the functional extensions to hide from view if visible. In some
implementations, an actionable item can be provided by the data
processing system, which when actuated, causes the functional
extensions to become visible on the display if it is not already
visible.
[0078] In some implementations, the information resource can
include a plurality of frames, of which one frame can be shaped,
sized or otherwise configured to render the content of the landing
page originally associated with the creative. In some
implementations, the information resource can be configured to
render the one or more functional extensions on a second frame
separate from the frame in which the content of the landing page
originally associated with the creative is rendered. In some
implementations, the frame in which the functional extensions are
rendered can be positioned over the frame in which the content of
the landing page originally associated with the creative is
rendered.
[0079] In some implementations, the data processing system can
monitor activity that occurs at the information resource generated
by the data processing system. In some implementations, the data
processing system can increment a counter identifying a total
number of times a functional extension has been actuated each time
a functional extension is actuated. In some implementations, the
counter can be specific to a particular type of functional
extension. In some implementations, the data processing system can
identify a number of visits to the information resource. In some
implementations, the data processing system can identify a number
of visits that resulted in an action being taken on each of the one
or more functional extensions rendered. In some implementations,
the data processing system can determine a conversion rate based on
a ratio of the number of visits that resulted in an action being
taken on the one or more functional extensions to the total number
of visits to the information resource.
[0080] In some implementations, the data processing system can
determine a conversion rate of a creative associated with the
information resource. In some implementations, the data processing
system can determine a total number of times the creative was
served. The data processing system can determine a conversion rate
of the creative by determining a ratio of a total number of visits
to the landing page via the creative to the number of times the
creative was served.
[0081] In some implementations, the data processing system can
provide the content provider associated with the creative a script
or other software construct through which the landing page
originally associated with the creative can be modified to include
one or more functional extensions. In some implementations, the
script can be inserted or embedded within in the landing page. In
some implementations, the data processing system can modify the
software code associated with the landing page to insert the script
within the software code. In some implementations, the script can
be configured to communicate with a server of the data processing
system. In some implementations, the script can be configured to
modify the landing page associated with the creative such that when
the landing page is rendered on a computing device of a user, the
content of the landing page is rendered with one or more functional
extensions. In some implementations, the script can be configured
to call on the server of the data processing system to retrieve one
or more functional extensions generated for rendering with the
content of the landing page. In some implementations, the script
can be configured to generate one or more functional extensions and
render the generated functional extensions without having the data
processing system generate the functional extensions. In some
implementations, the script can include instructions for generating
the functional extensions. In some implementations, the content
provider computing device can render the modified landing page,
which includes the content of the landing page originally
associated with the creative and the functional extensions to the
end user computing device. In some implementations, the content
provider computing device can execute the script such that the
functional extensions are rendered with the content of the landing
page originally associated with the creative the modified landing
page is served or rendered on the end user computing device
125.
[0082] FIG. 5 shows the general architecture of an illustrative
computer system 500 that may be employed to implement any of the
computer systems discussed herein (including the system 100 and its
components such as the functional extension generation module 130
and the landing page modification module 135) in accordance with
some implementations. The computer system 500 can be used to
provide information via the network 105 for display. The computer
system 500 of FIG. 5 comprises one or more processors 520
communicatively coupled to memory 525, one or more communications
interfaces 505, and one or more output devices 510 (e.g., one or
more display units) and one or more input devices 515. The
processors 520 can be included in the data processing system 110 or
the other components of the system 100 such as the functional
extension generation module 130 and the landing page modification
module 135.
[0083] In the computer system 500 of FIG. 5, the memory 525 may
comprise any computer-readable storage media, and may store
computer instructions such as processor-executable instructions for
implementing the various functionalities described herein for
respective systems, as well as any data relating thereto, generated
thereby, or received via the communications interface(s) or input
device(s) (if present). Referring again to the system 100 of FIG.
1, the data processing system 110 can include the memory 525 to
store information related to one or more creatives, one or more
information resources generated for the creatives and one or more
functional extensions generated for rendering with content of
landing pages associated with the creatives. The memory 525 can
include the database 140. The processor(s) 520 shown in FIG. 5 may
be used to execute instructions stored in the memory 525 and, in so
doing, also may read from or write to the memory various
information processed and or generated pursuant to execution of the
instructions.
[0084] The processor 520 of the computer system 500 shown in FIG. 5
also may be communicatively coupled to or control the
communications interface(s) 505 to transmit or receive various
information pursuant to execution of instructions. For example, the
communications interface(s) 505 may be coupled to a wired or
wireless network, bus, or other communication means and may
therefore allow the computer system 500 to transmit information to
or receive information from other devices (e.g., other computer
systems). While not shown explicitly in the system of FIG. 1, one
or more communications interfaces facilitate information flow
between the components of the system 100. In some implementations,
the communications interface(s) may be configured (e.g., via
various hardware components or software components) to provide a
website as an access portal to at least some aspects of the
computer system 500. Examples of communications interfaces 505
include user interfaces (e.g., web pages), through which the user
can communicate with the data processing system 110.
[0085] The output devices 510 of the computer system 500 shown in
FIG. 5 may be provided, for example, to allow various information
to be viewed or otherwise perceived in connection with execution of
the instructions. The input device(s) 515 may be provided, for
example, to allow a user to make manual adjustments, make
selections, enter data, or interact in any of a variety of manners
with the processor during execution of the instructions. Additional
information relating to a general computer system architecture that
may be employed for various systems discussed herein is provided
further herein.
[0086] Implementations of the subject matter and the operations
described in this specification can be implemented in digital
electronic circuitry, or in computer software embodied on a
tangible medium, firmware, or hardware, including the structures
disclosed in this specification and their structural equivalents,
or in combinations of one or more of them. Implementations of the
subject matter described in this specification can be implemented
as one or more computer programs, i.e., one or more modules of
computer program instructions, encoded on computer storage medium
for execution by, or to control the operation of, data processing
apparatus. The program instructions can be encoded on an
artificially-generated propagated signal, e.g., a machine-generated
electrical, optical, or electromagnetic signal that is generated to
encode information for transmission to suitable receiver apparatus
for execution by a data processing apparatus. A computer storage
medium can be, or be included in, a computer-readable storage
device, a computer-readable storage substrate, a random or serial
access memory array or device, or a combination of one or more of
them. Moreover, while a computer storage medium is not a propagated
signal, a computer storage medium can be a source or destination of
computer program instructions encoded in an artificially-generated
propagated signal. The computer storage medium can also be, or be
included in, one or more separate physical components or media
(e.g., multiple CDs, disks, or other storage devices).
[0087] The features disclosed herein may be implemented on a smart
television module (or connected television module, hybrid
television module, etc.), which may include a processing module
configured to integrate internet connectivity with more traditional
television programming sources (e.g., received via cable,
satellite, over-the-air, or other signals). The smart television
module may be physically incorporated into a television set or may
include a separate device such as a set-top box, Blu-ray or other
digital media player, game console, hotel television system, and
other companion device. A smart television module may be configured
to allow viewers to search and find videos, movies, photos and
other content on the web, on a local cable TV channel, on a
satellite TV channel, or stored on a local hard drive. A set-top
box (STB) or set-top unit (STU) may include an information
appliance device that may contain a tuner and connect to a
television set and an external source of signal, turning the signal
into content which is then displayed on the television screen or
other display device. A smart television module may be configured
to provide a home screen or top level screen including icons for a
plurality of different applications, such as a web browser and a
plurality of streaming media services, a connected cable or
satellite media source, other web "channels", etc. The smart
television module may further be configured to provide an
electronic programming guide to the user. A companion application
to the smart television module may be operable on a mobile
computing device to provide additional information about available
programs to a user, to allow the user to control the smart
television module, etc. In alternate implementations, the features
may be implemented on a laptop computer or other personal computer,
a smartphone, other mobile phone, handheld computer, a tablet PC,
or other computing device.
[0088] The operations described in this specification can be
implemented as operations performed by a data processing apparatus
on data stored on one or more computer-readable storage devices or
received from other sources.
[0089] The terms "data processing apparatus", "data processing
system", "user device" or "computing device" encompasses all kinds
of apparatus, devices, and machines for processing data, including
by way of example a programmable processor, a computer, a system on
a chip, or multiple ones, or combinations, of the foregoing. The
apparatus can include special purpose logic circuitry, e.g., an
FPGA (field programmable gate array) or an ASIC
(application-specific integrated circuit). The apparatus can also
include, in addition to hardware, code that creates an execution
environment for the computer program in question, e.g., code that
constitutes processor firmware, a protocol stack, a database
management system, an operating system, a cross-platform runtime
environment, a virtual machine, or a combination of one or more of
them. The apparatus and execution environment can realize various
different computing model infrastructures, such as web services,
distributed computing and grid computing infrastructures. The
functional extension generation module 130 and the landing page
modification module 135 can include or share one or more data
processing apparatuses, computing devices, or processors.
[0090] A computer program (also known as a program, software,
software application, script, or code) can be written in any form
of programming language, including compiled or interpreted
languages, declarative or procedural languages, and it can be
deployed in any form, including as a stand-alone program or as a
module, component, subroutine, object, or other unit suitable for
use in a computing environment. A computer program may, but need
not, correspond to a file in a file system. A program can be stored
in a portion of a file that holds other programs or data (e.g., one
or more scripts stored in a markup language document), in a single
file dedicated to the program in question, or in multiple
coordinated files (e.g., files that store one or more modules,
sub-programs, or portions of code). A computer program can be
deployed to be executed on one computer or on multiple computers
that are located at one site or distributed across multiple sites
and interconnected by a communication network.
[0091] The processes and logic flows described in this
specification can be performed by one or more programmable
processors executing one or more computer programs to perform
actions by operating on input data and generating output. The
processes and logic flows can also be performed by, and apparatuses
can also be implemented as, special purpose logic circuitry, e.g.,
an FPGA (field programmable gate array) or an ASIC
(application-specific integrated circuit).
[0092] Processors suitable for the execution of a computer program
include, by way of example, both general and special purpose
microprocessors, and any one or more processors of any kind of
digital computer. Generally, a processor will receive instructions
and data from a read-only memory or a random access memory or both.
The essential elements of a computer are a processor for performing
actions in accordance with instructions and one or more memory
devices for storing instructions and data. Generally, a computer
will also include, or be operatively coupled to receive data from
or transfer data to, or both, one or more mass storage devices for
storing data, e.g., magnetic, magneto-optical disks, or optical
disks. However, a computer need not have such devices. Moreover, a
computer can be embedded in another device, e.g., a mobile
telephone, a personal digital assistant (PDA), a mobile audio or
video player, a game console, a Global Positioning System (GPS)
receiver, or a portable storage device (e.g., a universal serial
bus (USB) flash drive), for example. Devices suitable for storing
computer program instructions and data include all forms of
non-volatile memory, media and memory devices, including by way of
example semiconductor memory devices, e.g., EPROM, EEPROM, and
flash memory devices; magnetic disks, e.g., internal hard disks or
removable disks; magneto-optical disks; and CD-ROM and DVD-ROM
disks. The processor and the memory can be supplemented by, or
incorporated in, special purpose logic circuitry.
[0093] To provide for interaction with a user, implementations of
the subject matter described in this specification can be
implemented on a computer having a display device, e.g., a CRT
(cathode ray tube), plasma, or LCD (liquid crystal display)
monitor, for displaying information to the user and a keyboard and
a pointing device, e.g., a mouse or a trackball, by which the user
can provide input to the computer. Other kinds of devices can be
used to provide for interaction with a user as well; for example,
feedback provided to the user can be any form of sensory feedback,
e.g., visual feedback, auditory feedback, or tactile feedback; and
input from the user can be received in any form, including
acoustic, speech, or tactile input. In addition, a computer can
interact with a user by sending documents to and receiving
documents from a device that is used by the user; for example, by
sending web pages to a web browser on a user's client device in
response to requests received from the web browser.
[0094] Implementations of the subject matter described in this
specification can be implemented in a computing system that
includes a back-end component, e.g., as a data server, or that
includes a middleware component, e.g., an application server, or
that includes a front-end component, e.g., a client computer having
a graphical user interface or a Web browser through which a user
can interact with an implementation of the subject matter described
in this specification, or any combination of one or more such
back-end, middleware, or front-end components. The components of
the system can be interconnected by any form or medium of digital
data communication, e.g., a communication network. Examples of
communication networks include a local area network ("LAN") and a
wide area network ("WAN"), an inter-network (e.g., the Internet),
and peer-to-peer networks (e.g., ad hoc peer-to-peer networks).
[0095] The computing system such as system 500 or system 100 can
include clients and servers. For example, the data processing
system 110 can include one or more servers in one or more data
centers or server farms. A client and server are generally remote
from each other and typically interact through a communication
network. The relationship of client and server arises by virtue of
computer programs running on the respective computers and having a
client-server relationship to each other. In some implementations,
a server transmits data (e.g., an HTML page) to a client device
(e.g., for purposes of displaying data to and receiving user input
from a user interacting with the client device). Data generated at
the client device (e.g., a result of the user interaction) can be
received from the client device at the server.
[0096] While this specification contains many specific
implementation details, these should not be construed as
limitations on the scope of any inventions or of what may be
claimed, but rather as descriptions of features specific to
particular implementations of the systems and methods described
herein. Certain features that are described in this specification
in the context of separate implementations can also be implemented
in combination in a single implementation. Conversely, various
features that are described in the context of a single
implementation can also be implemented in multiple implementations
separately or in any suitable subcombination. Moreover, although
features may be described above as acting in certain combinations
and even initially claimed as such, one or more features from a
claimed combination can in some cases be excised from the
combination, and the claimed combination may be directed to a
subcombination or variation of a subcombination.
[0097] Similarly, while operations are depicted in the drawings in
a particular order, this should not be understood as requiring that
such operations be performed in the particular order shown or in
sequential order, or that all illustrated operations be performed,
to achieve desirable results. In some cases, the actions recited in
the claims can be performed in a different order and still achieve
desirable results. In addition, the processes depicted in the
accompanying figures do not necessarily require the particular
order shown, or sequential order, to achieve desirable results.
[0098] In certain circumstances, multitasking and parallel
processing may be advantageous. Moreover, the separation of various
system components in the implementations described above should not
be understood as requiring such separation in all implementations,
and it should be understood that the described program components
and systems can generally be integrated together in a single
software product or packaged into multiple software products. For
example, the functional extension generation module 130 and the
landing page modification module 135 can be part of the data
processing system 110, a single module, a logic device having one
or more processing modules, one or more servers, or part of a
search engine.
[0099] Having now described some illustrative implementations and
implementations, it is apparent that the foregoing is illustrative
and not limiting, having been presented by way of example. In
particular, although many of the examples presented herein involve
specific combinations of method acts or system elements, those acts
and those elements may be combined in other ways to accomplish the
same objectives. Acts, elements and features discussed only in
connection with one implementation are not intended to be excluded
from a similar role in other implementations or
implementations.
[0100] The phraseology and terminology used herein is for the
purpose of description and should not be regarded as limiting. The
use of "including" "comprising" "having" "containing" "involving"
"characterized by" "characterized in that" and variations thereof
herein, is meant to encompass the items listed thereafter,
equivalents thereof, and additional items, as well as alternate
implementations consisting of the items listed thereafter
exclusively. In one implementation, the systems and methods
described herein consist of one, each combination of more than one,
or all of the described elements, acts, or components.
[0101] Any references to implementations or elements or acts of the
systems and methods herein referred to in the singular may also
embrace implementations including a plurality of these elements,
and any references in plural to any implementation or element or
act herein may also embrace implementations including only a single
element. References in the singular or plural form are not intended
to limit the presently disclosed systems or methods, their
components, acts, or elements to single or plural configurations.
References to any act or element being based on any information,
act or element may include implementations where the act or element
is based at least in part on any information, act, or element.
[0102] Any implementation disclosed herein may be combined with any
other implementation, and references to "an implementation," "some
implementations," "an alternate implementation," "various
implementation," "one implementation" or the like are not
necessarily mutually exclusive and are intended to indicate that a
particular feature, structure, or characteristic described in
connection with the implementation may be included in at least one
implementation. Such terms as used herein are not necessarily all
referring to the same implementation. Any implementation may be
combined with any other implementation, inclusively or exclusively,
in any manner consistent with the aspects and implementations
disclosed herein.
[0103] References to "or" may be construed as inclusive so that any
terms described using "or" may indicate any of a single, more than
one, and all of the described terms.
[0104] Where technical features in the drawings, detailed
description or any claim are followed by reference signs, the
reference signs have been included for the sole purpose of
increasing the intelligibility of the drawings, detailed
description, and claims. Accordingly, neither the reference signs
nor their absence have any limiting effect on the scope of any
claim elements.
[0105] The systems and methods described herein may be embodied in
other specific forms without departing from the characteristics
thereof. Although the examples provided herein relate to an
advertising program, the systems and methods described herein can
be applied to any program in any vertical in which image-based
content can be created from text-based content. The foregoing
implementations are illustrative rather than limiting of the
described systems and methods. Scope of the systems and methods
described herein is thus indicated by the appended claims, rather
than the foregoing description, and changes that come within the
meaning and range of equivalency of the claims are embraced
therein.
* * * * *
References