Granted Patent B2

US 12,045,863 · App. 14/069,583 · Granted Jul 23, 2024

Inventors: David Luttrell, Jr. (Philadelphia, PA); Alan Murray (New York, NY); Christopher L Chapman (New York, NY)

Assignee: Integral Ad Science, Inc.

G06Q30/0277G06Q30/02

Abstract

Claims (70)

1. A system for managing advertisement adjacencies, the system comprising:

a firewall component comprising a memory and a hardware processor, wherein the firewall component is positioned between an advertisement network that one or more advertisement calls originated and a creative server that publishes one or more corresponding content items to a web page and is configured to operate in an advertisement call stack of an application layer and wherein the hardware processor of the firewall component, when executing computer-executable instructions stored in the memory, is configured to perform operations including:

receiving, by the firewall component, a redirected first call for publishing content on a first web page on a publisher device prior to transmission to the creative server, wherein the redirected first call includes redirection instructions that direct the redirected first call for publishing content on the first web page on the publisher device to the firewall component and one or more first parameters for the content;

determining, by the firewall component, a first sitelet that the first web page belongs from a rating database that divides pages into sitelets of pre-defined groups;

determining, by the firewall component, a first sitelet score associated with the first sitelet from the rating database;

determining, by the firewall component, whether the first web page associated with the redirected first call meets the one or more parameters for the content based at least in part on the first sitelet score;

in response to determining that the first web page meets the one or more parameters for the content based at least in part on the first sitelet score, transmitting, by the firewall component, the redirected first call to the creative server for publishing the content on the first web page;

receiving, by the firewall component, a redirected second call for publishing content on a second web page on the publisher device prior to transmission to the creative server, wherein the redirected second call includes redirection instructions within the redirected second call that direct the redirected second call for publishing content on the second web page on the publisher device to the firewall component and one or more first parameters for the content;

determining, by the firewall component, a second sitelet that the second web page belongs from the rating database that divides the pages into the sitelets of pre-defined groups;

determining, by the firewall component, a second sitelet score associated with the second sitelet from the rating database;

determining, by the firewall component, whether the second web page associated with the second redirected call meets the one or more parameters for the content based at least in part on the second sitelet score; and

in response to determining that the web page does not meet the one or more parameters for content based at least in part on the second sitelet score, redirecting, by the firewall component, the redirected second call to the advertisement network, wherein the redirected second call is modified to include an indication that the redirected second call was redirected due to not meeting the one or more parameters for content based at least in part on the second sitelet score.

2. The system of claim 1 , wherein the content is advertisement content, the one or more first parameters includes one or more advertisement parameters, and the redirected first call is an advertisement call.

3. The system of claim 2 , wherein code is placed in the advertisement call that redirects the advertisement call to an advertisement firewall component prior to transmission to an advertisement server that retrieves the advertisement for publication on the first web page.

4. The system of claim 2 , wherein the one or more advertisement parameters include at least one of: a brand threshold value, an objectionable content threshold value, an advertisement network identification parameter, a publisher identification parameter, an advertiser identification parameter, an advertisement campaign parameter, an advertisement placement parameter, a referring URL parameter, a reporting parameter, a content parameter, an advertisement type parameter, a network guidelines parameter, a log information parameter, a targeting parameter, a firewall behavior parameter, and a tracking parameter.

5. The system of claim 2 , wherein the hardware processor is further configured to perform operations including:

comparing, by the firewall component, the one or more advertisement parameters with the first sitelet score; and

determining, by the firewall component, whether to transmit the advertisement call based at least in part on the comparison.

6. The system of claim 2 , wherein the hardware processor is further configured to perform operations including allowing, by the firewall component, an impression of the advertisement associated with the advertisement call to be used by another advertiser for publication in response to determining that the first web page does not meet the one or more advertisement parameters.

7. The system of claim 2 , wherein the hardware processor is further configured to perform operations including transmitting, by the firewall component, the advertisement call to the advertisement network in response to determining that the first web page does not meet the one or more advertisement parameters.

8. A method for managing advertisement adjacencies, the method comprising:

receiving, using a firewall component positioned between an advertisement network that one or more advertisement calls originated and a creative server that publishes one or more corresponding content items to a web page and is configured to operate in an advertisement call stack of an application layer, wherein the firewall component includes a computing device, a redirected first call for publishing content on a first web page on a publisher device prior to transmission to the creative server, wherein the redirected first call includes redirection instructions that direct the redirected first call for publishing content on the first web page on the publisher device to the firewall component and one or more first parameters for the content;

determining, using the computing device, a first sitelet that the first web page belongs from a rating database that divides pages into sitelets of pre-defined groups;

determining, using the computing device, a first sitelet score associated with the first sitelet from the rating database;

determining, using the computing device, whether the first web page associated with the redirected first call meets the one or more parameters for the content based at least in part on the first sitelet score;

in response to determining that the web page meets the one or more parameters for the content based at least in part on the first sitelet score, transmitting, using the computing device, the redirected first call to the content network for publishing the content on the first web page;

receiving, using the computing device, a redirected second call for publishing content on a second web page on the publisher device prior to transmission to the creative server, wherein the redirected second call includes redirection instructions within the redirected second call that direct the redirected second call for publishing content on the second web page on the publisher device to the firewall component and one or more first parameters for the content;

determining, using the computing device, a second sitelet that the second web page belongs from the rating database that divides the pages into the sitelets of pre-defined groups;

determining, using the computing device, a second sitelet score associated with the second sitelet from the rating database;

determining, using the computing device, whether the second web page associated with the redirected second call meets the one or more parameters for the content based at least in part on the second sitelet score; and

in response to determining that the web page does not meet the one or more parameters for content based at least in part on the second sitelet score, redirecting, using the computing device, the redirected second call to the advertisement network, wherein the redirected second call is modified to include an indication that the redirected second call was redirected due to not meeting the one or more parameters for content based at least in part on the second sitelet score.

9. The method of claim 8 , wherein the content is advertisement content, the one or more first parameters includes one or more advertisement parameters, and the redirected first call is an advertisement call.

10. The method of claim 9 , wherein code is placed in the advertisement call that redirects the advertisement call to an advertisement firewall component prior to transmission to an advertisement server that retrieves the advertisement for publication on the first web page.

11. The method of claim 9 , wherein the one or more advertisement parameters include at least one of: a brand threshold value, an objectionable content threshold value, an advertisement network identification parameter, a publisher identification parameter, an advertiser identification parameter, an advertisement campaign parameter, an advertisement placement parameter, a referring URL parameter, a reporting parameter, a content parameter, an advertisement type parameter, a network guidelines parameter, a log information parameter, a targeting parameter, a firewall behavior parameter, and a tracking parameter.

12. The method of claim 9 , further comprising:

comparing the one or more advertisement parameters with the first sitelet score; and

determining whether to transmit the advertisement call based at least in part on the comparison.

13. The method of claim 9 , further comprising allowing an impression of the advertisement associated with the advertisement call to be used by another advertiser for publication in response to determining that the first web page does not meet the one or more advertisement parameters.

14. The method of claim 9 , further comprising transmitting the advertisement call to the advertisement network in response to determining that the first web page does not meet the one or more advertisement parameters.

15. A system for managing advertisement adjacencies, the system comprising:

a firewall component comprising a memory and a hardware processor, wherein the firewall component is positioned between an advertisement network that one or more advertisement calls originated and a creative server that publishes one or more corresponding content items to a web page and is configured to operate in an advertisement call stack of an application layer and wherein the hardware processor of the firewall component, when executing computer-executable instructions stored in the memory, is configured to perform operations including:

receiving, by the firewall component, a redirected call for publishing content on a web page on a publisher device prior to transmission to the creative server, wherein the redirected call includes redirection instructions that direct the redirected call for publishing content on the web page on the publisher device to the firewall component and one or more parameters for the content;

determining, by the firewall component, a sitelet that the web page belongs from a rating database that divides pages into sitelets of pre-defined groups;

determining, by the firewall component, determine a sitelet score associated with the sitelet from the rating database;

determining, by the firewall component, whether the web page associated with the redirected call meets the one or more parameters for the content based at least in part on the sitelet score;

determining, by the firewall component, whether to transmit the redirected call based at least in part on the determination of whether the web page meets the one or more parameters for the content; and

in response to determining that the web page does not meet the one or more parameters for content based at least in part on the sitelet score or in response to determining that the redirected call does not meet the one or more parameters for the content, redirecting, by the firewall component, the redirected call to the advertisement network, wherein the redirected call is further modified to include an indication that the redirected call was redirected due to not meeting the one or more parameters for content.

16. The system of claim 15 wherein the content is advertisement content, the one or more parameters includes one or more advertisement parameters, and the redirected first call is an advertisement call.

17. The system of claim 16 , wherein the one or more advertisement parameters include at least one of: a brand threshold value, an objectionable content threshold value, an advertisement network identification parameter, a publisher identification parameter, an advertiser identification parameter, an advertisement campaign parameter, an advertisement placement parameter, a referring URL parameter, a reporting parameter, a content parameter, an advertisement type parameter, a network guidelines parameter, a log information parameter, a targeting parameter, a firewall behavior parameter, and a tracking parameter.

18. The system of claim 16 , wherein the hardware processor is further configured to perform operations including:

comparing, by the firewall component, the one or more advertisement parameters with the sitelet score; and

determining, by the firewall component, whether to transmit the advertisement call based at least in part on the comparison.

19. The system of claim 16 , wherein the hardware processor is further configured to perform operations including transmitting the advertisement call to an advertisement server for providing the advertisement to the web page in response to determining that the web page meets the one or more advertisement parameters.

20. The system of claim 16 , wherein the hardware processor is further configured to perform operations including transmitting the advertisement call to the advertisement network in response to determining that the web page does not meet the one or more advertisement parameters.

21. The system of claim 16 , wherein code is placed in the advertisement call that redirects the advertisement call to an advertisement firewall component prior to transmission to an advertisement server that retrieves the advertisement for publication on the web page.

22. A method for managing advertisement adjacencies, the method comprising:

receiving, using a firewall component positioned between an advertisement network that one or more advertisement calls originated and a creative server that publishes one or more corresponding content items to a web page and is configured to operate in an advertisement call stack of an application layer, wherein the firewall component includes a computing device, a redirected call for publishing content on a web page on a publisher device prior to transmission to the creative server, wherein the redirected call includes redirection instructions that direct the redirected call for publishing content on the web page on the publisher device to the firewall component and one or more parameters for the content;

determining, using the computing device, a sitelet that the web page belongs from a rating database that divides pages into sitelets of pre-defined groups;

determining, using the computing device, a sitelet score associated with the sitelet from the rating database;

determining, using the computing device, whether the web page associated with the redirected call meets the one or more parameters for the content based at least in part on the sitelet score;

determining, using the computing device, whether to transmit the redirected call based at least in part on the determination of whether the web page meets the one or more parameters for the content; and

in response to determining that the web page does not meet the one or more parameters for content based at least in part on the sitelet score or in response to determining that the call does not meet the one or more parameters for the content, redirecting, using the computing device, the redirected call to the advertisement network, wherein the redirected call is further modified to include an indication that the redirected call was redirected due to not meeting the one or more parameters for content.

23. The method of claim 22 , wherein the content is advertisement content, the one or more parameters includes one or more advertisement parameters, and the redirected first call is an advertisement call.

24. The method of claim 23 , wherein the one or more advertisement parameters include at least one of: a brand threshold value, an objectionable content threshold value, an advertisement network identification parameter, a publisher identification parameter, an advertiser identification parameter, an advertisement campaign parameter, an advertisement placement parameter, a referring URL parameter, a reporting parameter, a content parameter, an advertisement type parameter, a network guidelines parameter, a log information parameter, a targeting parameter, a firewall behavior parameter, and a tracking parameter.

25. The method of claim 23 , further comprising:

comparing the one or more advertisement parameters with the sitelet score; and

determining whether to transmit the advertisement call based at least in part on the comparison.

26. The method of claim 23 , further comprising transmitting the advertisement call to an advertisement server for providing the advertisement to the web page in response to determining that the web page meets the one or more advertisement parameters.

27. The method of claim 23 , further comprising transmitting the advertisement call to the advertisement network in response to determining that the web page does not meet the one or more advertisement parameters.

28. The method of claim 23 , wherein code is placed in the advertisement call that redirects the advertisement call to an advertisement firewall component prior to transmission to an advertisement server that retrieves the advertisement for publication on the web page.

Assignments (10)

Continuity (3)