Granted Patent B2

US 11,995,690 · App. 14/069,643 · Granted May 28, 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 (46)

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

determining, using the hardware processor, a pre-defined group of web pages that the web page belongs from a rating database that divides pages into sitelets of pre-defined groups;

determining, using the hardware processor, a sitelet score associated with the pre-defined group of web pages that the web page belongs;

determining, using the hardware processor, whether to transmit the redirected advertisement call to the advertisement server or back to the advertisement network based on the sitelet score;

in response to determining that the redirected advertisement call should not be transmitted to the advertisement server based on the sitelet score and should be transmitted to the advertisement network, inserting, using the hardware processor, an indication into the redirected advertisement call, wherein the indication indicates that the redirected advertisement call was not transmitted to the advertisement server due to the sitelet score associated with the pre-defined group of web pages that the web page belongs; and

transmitting, using the hardware processor, the redirected advertisement call that includes the inserted indication to the advertisement network that is positioned between the advertising device and the firewall component, wherein the redirected advertisement call is made available for publishing the advertisement on another web page.

2. The method of claim 1 , further comprising receiving one or more advertisement parameters that are appended into code by the advertisement network, 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 the sitelet score; and

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

4. 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, from an advertising device and by the firewall component, a redirected advertisement call for publishing an advertisement on a web page, wherein the redirected advertisement call includes redirection instructions that cause the redirected advertisement call to be transmitted to the firewall component prior to transmitting the redirected advertisement call to the advertisement server for obtaining the advertisement for publishing on the web page;

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

determining, by the firewall component, a sitelet score associated with the pre-defined group of web pages that the web page belongs;

determining, by the firewall component, whether to transmit the redirected advertisement call to the advertisement server or back to the advertisement network based on the sitelet score;

in response to determining that the redirected advertisement call should not be transmitted to the advertisement server based on the sitelet score and should be transmitted to the advertisement network, inserting, by the firewall component, an indication into the redirected advertisement call, wherein the indication indicates that the redirected advertisement call was not transmitted to the advertisement server due to the sitelet score associated with the pre-defined group of web pages that the web page belongs; and

transmitting, by the firewall component, the redirected advertisement call that includes the inserted indication to the advertisement network that is positioned between the advertising device and the firewall component, wherein the redirected advertisement call is made available for publishing the advertisement on another web page.

5. The system of claim 4 , wherein the hardware processor is further configured to perform operations including receiving one or more advertisement parameters that are appended into code by the advertisement network, and 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.

6. The system of claim 5 , 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 redirected advertisement call based at least in part on the comparison.

7. 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 includes a hardware processor, an advertisement call for publishing an advertisement on a web page;

determining, using the firewall component, that the web page belongs to a pre-defined group of web pages, wherein a plurality of web pages are divided into a plurality of pre-defined groups of web pages and wherein each of the plurality of pre-defined groups of web pages includes at least one of the plurality of web pages;

determining, using the firewall component, a sitelet score associated with the pre-defined group of web pages;

determining, using the firewall component, whether the web page is acceptable for publishing the advertisement from the advertisement server based on the sitelet score; and

in response to determining that the web page is not acceptable for publishing the advertisement from the advertisement server based on the sitelet score, modifying, using the firewall component, the advertisement call to include an indication that the advertisement call was redirected from the advertisement server to the advertisement network based on the sitelet score associated with the pre-defined group of web pages, wherein the advertisement call is made available for publishing the advertisement on another web page.

8. The method of claim 7 , wherein the advertisement call includes code in which an advertising device inserted redirected instructions within the advertisement call that cause the advertisement call to be transmitted to the firewall component prior to transmitting the advertisement call to the advertisement server for obtaining the advertisement from the advertisement server for publishing on the web page or the advertisement network.

9. The method of claim 8 , wherein the code includes one or more advertisement parameters that were appended into the advertisement call by the advertisement network positioned between the advertising device and the firewall component and 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.

10. The method of claim 9 , 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.

11. 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, an advertisement call for publishing an advertisement on a web page;

determining, by the firewall component, that the web page belongs to a pre-defined group of web pages, wherein a plurality of web pages are divided into a plurality of pre-defined groups of web pages and wherein each of the plurality of pre-defined groups of web pages includes at least one of the plurality of web pages;

determining, by the firewall component, a sitelet score associated with the pre-defined group of web pages;

determining, by the firewall component, whether the web page is acceptable for publishing the advertisement from the advertisement server based on the sitelet score; and

in response to determining that the web page is not acceptable for publishing the advertisement from the advertisement server based on the sitelet score, modifying, by the firewall component, the advertisement call to include an indication that the advertisement call was redirected from the advertisement server to the advertisement network based on the sitelet score associated with the pre-defined group of web pages, wherein the advertisement call is made available for publishing the advertisement on another web page.

12. The system of claim 11 , wherein the advertisement call includes code in which an advertising device inserted redirected instructions within the advertisement call that cause the advertisement call to be transmitted to the firewall component prior to transmitting the advertisement call to the advertisement server for obtaining the advertisement from the advertisement server for publishing on the web page or the advertisement network.

13. The system of claim 12 , wherein the code includes one or more advertisement parameters that were appended into the advertisement call by the advertisement network positioned between the advertising device and the firewall component and 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.

14. The system of claim 13 , wherein the hardware processor is further configured to:

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.

Assignments (10)

Continuity (3)