BATCHING AD-SELECTION REQUESTS FOR CONCURRENT COMMUNICATION

1 . One or more computer-storage media having computer-executable instructions embodied thereon that, when executed, perform a method for batching one or more ad-selection requests into a retrieval call, the method comprising:

receiving an indication from an input device to present a web page, the web page having source code that, when executed, instructs a web browser to send the one or more ad-selection requests;

generating the retrieval call by batching the one or more ad-selection requests;

communicating the retrieval call to an ad-delivering engine, wherein the ad-delivering engine is configured to provide one or more location indicators of advertisements according to each of the one or more ad-selection requests, the one or more location indicators are conveyed as subsections of a response call;

receiving the response call at the web browser; and

rendering the web page at a user interface based, in part, on the one or more location indicators of the response call.

2 . The one or more computer-storage media of claim 1 , wherein rendering the web page at a user interface comprises populating the web page with ad content, the ad content collected according to the one or more location indicators.

3 . The one or more computer-storage media of claim 1 , wherein receiving an indication comprises receiving a user-initiated action to present a web page by an end user operating the input device.

4 . The one or more computer-storage media of claim 1 , wherein the method further comprises:

retrieving the source code for the web page, indicated by the input device, from a website server, the source code having references embedded therein; and

executing the source code, the references instructing the web browser to send the one or more ad-selection requests.

5 . The one or more computer-storage media of claim 4 , wherein generating the retrieval call comprises:

identifying the one or more ad-selection requests upon executing the source code; and

automatically aggregating the one or more ad-selection requests in a user-transparent manner such that the one or more ad-selection requests are communicated to the ad-delivering engine concurrently.

6 . The one or more computer-storage media of claim 1 , wherein the method further comprises reading the one or more location indicators by parsing the subsections of the response call.

7 . The one or more computer-storage media of claim 1 , wherein the source code comprises HTML data that defines attributes of the page.

8 . The one or more computer-storage media of claim 1 , further comprising:

automatically downloading a shared script library, wherein the shared script library comprises at least one function that is understood by the ad-delivering engine and the web browser; and

formatting underlying code of the retrieval call by incorporating the at least one function of the shared script library.

9 . The one or more computer-storage media of claim 1 , wherein generating the retrieval call is performed by the web browser asynchronously with other functions related to rendering the web page.

10 . A computer system embodied on one or more computer-storage media having computer-executable instructions embodied thereon for performing a method for batching ad-selection requests for concurrent communication to an ad-delivering engine, the system comprising:

a request-receiving component for receiving an indication from an input device to present a web page, the web page having underlying source code;

a code-executing component for launching the ad-selection requests by executing the source code;

a request-batching component for automatically aggregating the ad-selection requests, the aggregated ad-selection requests being concurrently communicated to an ad-delivering engine;

the ad-delivering engine for executing ad-selection procedures, the ad-selection procedures comprising providing location indicators of advertisements, each of the location indicators of advertisements selected according to each of the ad-selection requests; and

a rendering component for rendering the web page at a user interface, the web page being populated with ad content collected according to the location indicators to advertisements.

11 . The one or more computer-storage media of claim 10 , the ad-selection procedures further comprising aggregating the location indicators of advertisements, the aggregated location indicators of advertisements are concurrently communicated to a web-browsing application that is executed on a computing device.

12 . The one or more computer-storage media of claim 10 , the system further comprising a call-parsing component for parsing the aggregated location indicators of advertisements such that each location indicator of an advertisement can be processed independently.

13 . The one or more computer-storage media of claim 10 , the system further comprising an image data gathering component for gathering image data incident to processing the location indicators of advertisements, the image data being gathered from one or more ad content servers, as directed by the location indicators of advertisements.

14 . The one or more computer-storage media of claim 10 , the ad-selection procedures further comprising:

parsing the ad-selection requests;

extracting parameters from the parsed ad-selection requests; and

distributing the parameters to back-end servers, the back-end servers configured to execute an algorithm for determining advertisements that correspond to the parameters.

15 . One or more computer-storage media having computer-executable instructions embodied thereon that, when executed, perform a method for batching, in a response call, one or more location indicators of advertisements according to one or more ad-selection requests, the method comprising:

receiving a retrieval call from a web browser, the retrieval call comprising one or more ad-selection requests;

executing an ad-selection procedure, the ad-selection procedure comprising selecting the one or more location indicators of advertisements according to the one or more ad-selection requests;

packaging the one or more location indicators into a response call; and

communicating the response call to the web browser, the web browser configured to render a web page that is populated with ad content, the ad content associated with the one or more location indicators of advertisements.

16 . The one or more computer-storage media of claim 15 , wherein the one or more location indicators having a request link appended thereto, the request link targeting image data, wherein the image data being rendered as ad content on the user interface.

17 . The one or more computer-storage media of claim 15 , wherein the method further comprising storing information associated with the response call in association with at least one data store.

18 . The one or more computer-storage media of claim 17 , wherein the method further comprising parsing the retrieval call such that each of the one or more ad-selection requests can be processed independently.

19 . The one or more computer-storage media of claim 15 , wherein the ad-selection procedure further comprises:

extracting parameters from the one or more ad-selection requests; and

distributing the parameters to back-end servers that automatically select advertisements based on the parameters.

20 . The one or more computer-storage media of claim 15 , wherein communicating the response call to the web browser comprises:

loading a shared script library, wherein the shared script library comprises at least one function that is understood by the ad-delivering engine and the web browser; and

formatting underlying code of the response call by incorporating the at least one function of the shared script library.