Progressive delivery of targeted third-party content
The progressive delivery of targeted secondary content may include determining that primary content requested from a particular distribution point of a distributed platform includes a first tag to integrate targeted secondary content as part of an initial presentation of the primary content, and a second tag to integrate targeted secondary content outside the initial presentation. The progressive delivery may further include modifying the primary content by replacing the first tag so that the primary content and targeted secondary content for the initial presentation (e.g., third-party content associated with the first tag) are provided from the particular distribution point without accessing a third-party content provider, while targeted secondary content outside the initial presentation (e.g., third-party content associated with the second tag) may be selected and provided by one or more third-party content providers as originally specified in the primary content.
1. A method comprising:
retrieving a base page of a first content provider to a first distribution point of a distributed platform in response to a request from a client device, wherein the distributed platform comprises a plurality of distribution points;
determining that the base page comprises at least a first original tag to first content of a different second content provider and a second original tag to different second content, and wherein the second original tag is located after the first original tag in the base page;
determining that the first content is at a first vertical position within an initial presentation of the base page and that the second content is at a lower second vertical position within a remaining presentation of the base page, wherein the initial presentation corresponds to a first display area that is visible upon rendering the base page, wherein the remaining presentation corresponds to a second display area that is not visible upon rendering the base page, and wherein the remaining presentation becomes visible after moving past the first display area;
selecting first substitute content, as a substitute for the first content in the initial presentation, from a plurality of substitute content based on a location of the first distribution point; and
providing, to the client device, the base page and the first substitute content from the first distribution point, in place of the first content from the second content provider, and the second content for the second original tag, that is within the remaining presentation, from a site other than the first distribution point.
2. The method of claim 1 further comprising decrementing a count associated with the first substitute content in response to said providing.
3. The method of claim 2 further comprising reselecting the first substitute content as a substitute for the first content in response to a second request for the base page and in response to the count being greater than zero.
4. The method of claim 3 further comprising selecting different second substitute content, as a substitute for the first content, based on the location of the first distribution point and in response to the second request for the base page and the count being equal to zero.
5. The method of claim 1 further comprising routing the request from the client device to the first distribution point based on the first distribution point being a closest distribution point of the plurality of distribution points to the client device.
6. The method of claim 1 , wherein said providing comprises providing the base page with a new tag, in place of the first original tag, in response to the request from the client device, and providing the first substitute content from the first distribution point to the client device in response to a subsequent request from the client device that is directed to the new tag.
7. The method of claim 1 , wherein said determining that the first content is within the initial presentation comprises identifying the first original tag to be amongst a first set of tags of the base page and the second original tag to be amongst a second set of tags that is specified after the first set of tags in the base page.
8. The method of claim 1 , wherein said determining that the first content is within the initial presentation comprises identifying the first content to fall within a specific number of pixels of the first display area, and the second content to fall within pixels that are below the specific number of pixels of the first display area.
9. The method of claim 1 further comprising receiving the request at a server operating from the first distribution point, and wherein the first distribution point is a particular point-of-presence (“PoP”) of a plurality of PoPs of the distributed platform.
10. The method of claim 1 further comprising receiving at the first distribution point, a request for the second content associated with the second original tag.
11. The method of claim 10 further comprising selecting a targeted advertisement, from a plurality of advertisements, that is geographically relevant to one or more regions serviced by the first distribution point, and providing the targeted advertisement in response to the request for the second content associated with the second original tag.
12. The method of claim 1 , wherein the base page is a HyperText Markup Language (“HTML”) page, and wherein the method of claim 1 further comprises identifying the first original tag and the second original tag from parsing the HTML page.
13. A device operating from a first distribution point of a plurality of distribution points of a distributed platform, the device comprising:
one or more processors configured to:
retrieve a base page of a first content provider in response to a request from a client device;
determine that the base page comprises at least a first original tag to first content of a different second content provider and a second original tag to different second content, and wherein the second original tag is located after the first original tag in the base page;
determine that the first content is at a first vertical position within an initial presentation of the base page and that the second content is at a lower second vertical position within a remaining presentation of the base page, wherein the initial presentation corresponds to a first display area that is visible upon rendering the base page, wherein the remaining presentation corresponds to a second display area that is not visible upon rendering the base page, and wherein the remaining presentation becomes visible after moving past the first display area;
selecting first substitute content, as a substitute for the first content in the initial presentation, from a plurality of substitute content based on a location of the first distribution point; and
provide, to the client device, the base page and the first substitute content from the first distribution point, in place of the first content from the second content provider, and the second content for the second original tag, that is within the remaining presentation, from a site other than the first distribution point.
14. A non-transitory computer-readable medium, storing a plurality of processor-executable instructions to:
retrieve a base page of a first content provider in response to a request from a client device;
determine that the base page comprises at least a first original tag to first content of a different second content provider and a second original tag to different second content, and wherein the second original tag is located after the first original tag in the base page;
determine that the first content is at a first vertical position within an initial presentation of the base page and that the second content is at a lower second vertical position within a remaining presentation of the base page, wherein the initial presentation corresponds to a first display area that is visible upon rendering the base page, wherein the remaining presentation corresponds to a second display area that is not visible upon rendering the base page, and wherein the remaining presentation becomes visible after moving past the first display area;
selecting first substitute content, as a substitute for the first content in the initial presentation, from a plurality of substitute content based on a location of the first distribution point; and
provide, to the client device, the base page and the first substitute content from the first distribution point, in place of the first content from the second content provider, and the second content for the second original tag, that is within the remaining presentation, from a site other than the first distribution point.