Granted Patent B2

US 12,020,293 · App. 14/069,605 · Granted Jun 25, 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 (52)

1. 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 an advertisement server that publishes one or more corresponding advertisements to a web page and is configured to operate in an advertisement call stack of an application layer, wherein the firewall component that includes a hardware processor, a first redirected advertisement call for publishing an advertisement on a first web page on a publisher device, wherein the first redirected advertisement call includes redirection instructions that cause the first redirected advertisement call to be transmitted to the firewall component prior to transmitting the first redirected advertisement call to the advertisement server for obtaining the advertisement for publishing on the first web page;

determining, using the hardware processor, that the first web page belongs to a first pre-defined group of web pages from a rating database that divides web pages into pre-defined groups of web pages, wherein the first pre-defined group of web pages includes at least one of a plurality of web pages;

generating, using the hardware processor, first historical page information corresponding to the first pre-defined group of web pages;

determining, using the hardware processor, whether to transmit the first redirected advertisement call to the advertisement server for publishing the advertisement on the first web page or back to the advertisement network based at least in part on the first historical page information that corresponds to the first pre-defined group of web pages;

in response to determining that the first redirected advertisement call should be transmitted to the advertisement server based on the historical page information, transmitting, using the hardware processor, the first redirected advertisement call to the advertisement server for publishing the advertisement on the first web page;

receiving, using the hardware processor, a second redirected advertisement call for publishing the advertisement on a second web page on a publisher device, wherein the first redirected advertisement call includes redirection instructions that cause the second redirected advertisement call to be transmitted to the firewall component prior to transmitting the second redirected advertisement call to the advertisement server for obtaining the advertisement for publishing on the second web page;

determining, using the hardware processor, that the second web page belongs to a second pre-defined group of web pages from the rating database that divides web pages into pre-defined groups of web pages, wherein the second pre-defined group of web pages includes at least one of a plurality of web pages;

generating, using the hardware processor, second historical page information corresponding to the second pre-defined group of web pages;

determining, using the hardware processor, whether to transmit the second advertisement call to the advertisement server for publishing the advertisement on the first web page or back to the advertisement network based at least in part on the second historical page information that corresponds to the second pre-defined group of web pages; and

in response to determining that the second advertisement call should not be transmitted to the advertisement server and should be transmitted back to the advertisement network based on the second historical page information, transmitting, using the hardware processor, the second redirected advertisement call back to the advertisement network, wherein the second redirected advertisement call is modified to include an indication that the second redirected advertisement call was redirected due to the second historical page information that corresponds to the second pre-defined group of web pages and wherein the second redirected advertisement call is made available for publishing the advertisement on another web page.

2. The method of claim 1 , wherein the first and the second redirected advertisement calls each include one or more advertisement parameters, 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.

3. The method of claim 2 , further comprising:

comparing the one or more advertisement parameters with one of the first historical page information and the second historical page information; and

determining whether to transmit one of the first redirected advertisement call and the second redirected advertisement call based at least in part on the comparison.

4. The method of claim 2 , further comprising transmitting the first redirected advertisement call to the advertisement server for providing the advertisement to the first web page in response to further determining that the first web page meets the one or more advertisement parameters.

5. The method of claim 2 , further comprising transmitting the second redirected advertisement call to the advertisement network in response to further determining that the second web page does not meet the one or more advertisement parameters.

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

a firewall component comprising a hardware processor, wherein the firewall component is positioned between an advertisement network that one or more advertisement calls originated and an advertisement server that publishes one or more corresponding advertisements 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 is configured to perform operations including:

receiving, by the firewall component, a first redirected advertisement call for publishing an advertisement on a first web page on a publisher device, wherein the first redirected advertisement call includes redirection instructions that cause the first redirected advertisement call to be transmitted to the firewall component prior to transmitting the first redirected advertisement call to the advertisement server for obtaining the advertisement for publishing on the first web page;

determining, by the firewall component, that the first web page belongs to a first pre-defined group of web pages from a rating database that divides web pages into pre-defined groups of web pages, wherein the first pre-defined group of web pages includes at least one of a plurality of web pages;

generating, by the firewall component, first historical page information corresponding to the first pre-defined group of web pages;

determining, by the firewall component, whether to transmit the first redirected advertisement call to the advertisement server for publishing the advertisement on the first web page or back to the advertisement network based at least in part on the first historical page information that corresponds to the first pre-defined group of web pages;

in response to determining that the first redirected advertisement call should be transmitted to the advertisement server based on the historical page information, transmitting, by the firewall component, the first redirected advertisement call to the advertisement server for publishing the advertisement on the first web page;

receiving, by the firewall component, a second redirected advertisement call for publishing the advertisement on a second web page on a publisher device, wherein the first redirected advertisement call includes redirection instructions that cause the second redirected advertisement call to be transmitted to the firewall component prior to transmitting the second redirected advertisement call to the advertisement server for obtaining the advertisement for publishing on the second web page;

determining, by the firewall component, that the second web page belongs to a second pre-defined group of web pages from the rating database that divides web pages into pre-defined groups of web pages, wherein the second pre-defined group of web pages includes at least one of a plurality of web pages;

generating, by the firewall component, second historical page information corresponding to the second pre-defined group of web pages;

determining, by the firewall component, whether to transmit the second redirected advertisement call to the advertisement server for publishing the advertisement on the first web page or back to the advertisement network based at least in part on the second historical page information that corresponds to the second pre-defined group of web pages; and

in response to determining that the second redirected advertisement call should not be transmitted to the advertisement server and should be transmitted back to the advertisement network based on the second historical page information, transmitting, by the firewall component, the second redirected advertisement call back to the advertisement network, wherein the second redirected advertisement call is modified to include an indication that the second redirected advertisement call was redirected due to the second historical page information that corresponds to the second pre-defined group of web pages and wherein the second redirected advertisement call is made available for publishing the advertisement on another web page.

7. The system of claim 6 , wherein the first and the second redirected advertisement calls each include one or more advertisement parameters, 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.

8. The system of claim 7 , wherein the hardware processor is further configured to perform operations including:

comparing, by the firewall component, the one or more advertisement parameters with one of the first historical page information and the second historical page information; and

determining, by the firewall component, whether to transmit one of the first redirected advertisement call and the second redirected advertisement call based at least in part on the comparison.

9. The system of claim 7 , wherein the hardware processor is further configured to perform operations including transmitting, by the firewall component, the first redirected advertisement call to the advertisement server for providing the advertisement to the first web page in response to further determining that the first web page meets the one or more advertisement parameters.

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

11. A non-transitory computer-readable medium containing computer-executable instructions that, when executed by a processor, cause the processor to perform a method for managing advertisement adjacencies, the method comprising:

receiving, at a firewall component positioned between an advertisement network that one or more advertisement calls originated and an advertisement server that publishes one or more corresponding advertisements to a web page and is configured to operate in an advertisement call stack of an application layer, a first redirected advertisement call for publishing an advertisement on a first web page on a publisher device, wherein the first redirected advertisement call includes redirection instructions that cause the first redirected advertisement call to be transmitted to the firewall component prior to transmitting the first redirected advertisement call to the advertisement server for obtaining the advertisement for publishing on the first web page;

determining that the first web page belongs to a first pre-defined group of web pages from a rating database that divides web pages into pre-defined groups of web pages, wherein the first pre-defined group of web pages includes at least one of a plurality of web pages;

generating first historical page information corresponding to the first pre-defined group of web pages;

determining, using the hardware processor, whether to transmit the first redirected advertisement call to the advertisement server for publishing the advertisement on the first web page or back to the advertisement network based at least in part on the first historical page information that corresponds to the first pre-defined group of web pages;

in response to determining that the first redirected advertisement call should be transmitted to the advertisement server based on the historical page information, transmitting, using the hardware processor, the first redirected advertisement call to the advertisement server for publishing the advertisement on the first web page;

receiving a second redirected advertisement call for publishing the advertisement on a second web page on a publisher device, wherein the first redirected advertisement call includes redirection instructions that cause the second redirected advertisement call to be transmitted to the firewall component prior to transmitting the second redirected advertisement call to the advertisement server for obtaining the advertisement for publishing on the second web page;

determining that the second web page belongs to a second pre-defined group of web pages from the rating database that divides web pages into pre-defined groups of web pages, wherein the second pre-defined group of web pages includes at least one of a plurality of web pages;

generating second historical page information corresponding to the second pre-defined group of web pages;

determining, using the hardware processor, whether to transmit the second advertisement call to the advertisement server for publishing the advertisement on the first web page or back to the advertisement network based at least in part on the second historical page information that corresponds to the second pre-defined group of web pages; and

in response to determining that the second advertisement call should not be transmitted to the advertisement server and should be transmitted back to the advertisement network based on the second historical page information, transmitting, using the hardware processor, the second redirected advertisement call back to the advertisement network, wherein the second redirected advertisement call is modified to include an indication that the second redirected advertisement call was redirected due to the second historical page information that corresponds to the second pre-defined group of web pages and wherein the second redirected advertisement call is made available for publishing the advertisement on another web page.

12. The non-transitory computer-readable medium of claim 11 , wherein the first and the second redirected advertisement calls each include one or more advertisement parameters, 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.

13. The non-transitory computer-readable medium of claim 12 , wherein the method further comprises:

comparing the one or more advertisement parameters with one of the first historical page information and the second historical page information; and

determining whether to transmit one of the first redirected advertisement call and the second redirected advertisement call based at least in part on the comparison.

14. The non-transitory computer-readable medium of claim 12 , wherein the method further comprises transmitting the first redirected advertisement call to the advertisement server for providing the advertisement to the first web page in response to further determining that the first web page meets the one or more advertisement parameters.

15. The non-transitory computer-readable medium of claim 12 , wherein the method further comprises transmitting the second redirected advertisement call to the advertisement network in response to further determining that the second web page does not meet the one or more advertisement parameters.

Assignments (10)

Continuity (3)