Balancing on-side engagement
Encouraging broader engagement with a target publisher's content by balancing on-site topic engagement. Responsive to receiving notification of a recipient's request of an item of content from the target publisher, the on-site and off-site content consumption history of the recipient is analyzed. For each of a plurality of topics, historic engagement with on-site and off-site content is measured. Deficient topics having better off-site engagement than on-site engagement are detected. Supplemental content comprising links to items of content available from the target publisher which are characterized by deficient topics is selected and sent to the recipient. In an embodiment, the supplemental content comprises a plurality of links to other web pages on the target publisher's website which are sent to the recipient browser before the requested item of content finishes loading.
1. A computer-implemented method comprising:
receiving notification of a browser's request of a web page of a target website, the target website comprising a plurality of web pages, each web page having an on-site topic and each on-site topic having an on-site topic strength; and
responsive to receiving the notification, sending supplemental content comprising links of different web pages of the target website to the browser before the web page finishes loading by:
measuring the browser's on-site engagement with each of a plurality of topics according to visits by the browser to a plurality of web pages of the target website and according to the on-site topic strength of the corresponding on-site topic, wherein the plurality of web pages of the target website operate in a first domain controlled by a first business entity;
measuring the browser's off-site engagement with each of the plurality of topics according to visits by the browser to a plurality of off-site web pages, wherein the plurality of off-site web-pages operate in a second domain controlled by a second business entity, each of the plurality of off-site web pages having an off-site topic corresponding to one of the plurality of topics; and
determining an engagement gap corresponding to each of the plurality of topics by subtracting the corresponding measured on-site engagement from the corresponding measured off-site engagement;
detecting deficient topics having a positive engagement gap;
selecting one or more items of supplemental content, each item of supplemental content characterized by one or more deficient topics; and
sending the selected items of supplemental content to the browser.
2. The method of claim 1 , wherein selecting the one or more items of supplemental content comprises:
ranking deficient topics according to their respective engagement gaps; and
selecting the supplemental content according to the ranked deficient topics.
3. The method of claim 1 , wherein selecting the one or more items of supplemental content comprises:
selecting deficient topics having an engagement gap greater than a threshold amount.
4. The method of claim 1 , further comprising:
extracting the topics from web page content, wherein topic strength indicates a correlation strength between the topic and the corresponding web page content.
5. The method of claim 1 , wherein:
on-site engagement and off-site engagement each comprise a measure of visitation frequency.
6. The method of claim 1 , wherein:
on-site engagement and off-site engagement each comprise a measure of visitation duration.
7. The method of claim 1 , wherein:
supplemental content comprises links to content available from the target website other than the requested web page of the target website.
8. A non-transitory computer-readable storage medium storing processor-executable program instructions that, when executed, cause a computer program to perform a method, the method comprising:
receiving notification of a browser's request of a web page of a target website, the target website comprising a plurality of web pages, each web page having an on-site topic and each on-site topic having an on-site topic strength; and
responsive to receiving the notification, sending supplemental content comprising links of different web pages of the target website to the browser before the web page finishes loading by:
measuring the browser's on-site engagement with each of a plurality of topics according to visits by the browser to a plurality of web pages of the target website and according to the on-site topic strength of the corresponding on-site topic, wherein the plurality of web pages of the target website operate in a first domain controlled by a first business entity;
measuring the browser's off-site engagement with each of the plurality of topics according to visits by the browser to a plurality of off-site web pages, wherein the plurality of off-site web-pages operate in a second domain controlled by a second business entity, each of the plurality of off-site web pages having an off-site topic corresponding to one of the plurality of topics; and
determining an engagement gap corresponding to each of the plurality of topics by subtracting the corresponding measured on-site engagement from the corresponding measured off-site engagement;
detecting deficient topics having a positive engagement gap;
selecting one or more items of supplemental content, each item of supplemental content characterized by one or more deficient topics; and
sending the selected items of supplemental content to the browser.
9. The medium of claim 8 wherein selecting the one or more items of supplemental content comprises:
ranking deficient topics according to their respective engagement gaps; and
selecting the supplemental content according to the ranked deficient topics.
10. The medium of claim 8 , wherein selecting the one or more items of supplemental content comprises:
selecting deficient topics having an engagement gap greater than a threshold amount.
11. The medium of claim 8 , wherein:
on-site engagement and off-site engagement each comprise a measure of visitation frequency.
12. The medium of claim 8 , wherein:
supplemental content comprises links to content available from the target website other than the requested web page of the target website.
13. A system comprising:
a processor;
a non-transitory computer-readable storage medium storing processor-executable computer program instructions that, when executed, cause a computer program to perform a method, the method comprising:
receiving notification of a browser's request of a web page of a target website, the target website comprising a plurality of web pages, each web page having an on-site topic and each on-site topic having an on-site topic strength; and
responsive to receiving the notification, sending supplemental content comprising links of different web pages of the target website to the browser before the web page finishes loading by:
measuring the browser's on-site engagement with each of a plurality of topics according to visits by the browser to a plurality of web pages of the target website and according to the on-site topic strength of the corresponding on-site topic, wherein the plurality of web pages of the target website operate in a first domain controlled by a first business entity;
measuring the browser's off-site engagement with each of the plurality of topics according to visits by the browser to a plurality of off-site web pages, wherein the plurality of off-site web-pages operate in a second domain controlled by a second business entity, each of the plurality of off-site web pages having an off-site topic corresponding to one of the plurality of topics; and
determining an engagement gap corresponding to each of the plurality of topics by subtracting the corresponding measured on-site engagement from the corresponding measured off-site engagement;
detecting deficient topics having a positive engagement gap;
selecting one or more items of supplemental content, each item of supplemental content characterized by one or more deficient topics; and
sending the selected items of supplemental content to the browser.
14. The system of claim 13 , wherein
selecting the one or more items of supplemental content comprises:
ranking deficient topics according to their respective engagement gaps; and
selecting the supplemental content according to the ranked deficient topics.
15. The system of claim 13 , wherein selecting the one or more items of supplemental content comprises:
selecting deficient topics having an engagement gap greater than a threshold amount.
16. The system of claim 13 , wherein:
on-site engagement and off-site engagement each comprise a measure of visitation frequency.
17. The system of claim 13 , wherein:
supplemental content comprises links to content available from the target website other than the requested web page of the target website.
18. The method of claim 1 , wherein on-site topic strength and off-site topic strength each comprise a measure of appearance frequency of a topic keyword on the corresponding web page.
19. The medium of claim 8 , wherein on-site topic strength and off-site topic strength each comprise a measure of appearance frequency of a topic keyword on the corresponding web page.
20. The system of claim 13 , wherein on-site topic strength and off-site topic strength each comprise a measure of appearance frequency of a topic keyword on the corresponding web page.