Balancing on-site 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. 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 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 measuring the browser's on-site engagement with each of the plurality of topics according to visits by the browser to the plurality of web pages of the target website is further according to a type of interaction by the browser during visits to each of the plurality of web pages of the target website.
3. The method of claim 1 , wherein measuring the browser's on-site engagement with each of the plurality of topics according to visits by the browser to the plurality of web pages of the target website is further according to a frequency of visitation by the browser to each the plurality of web pages of the target website.
4. The method of claim 1 , wherein detecting deficient topics based on the difference between the on-site engagement and the off-site engagement of each of the plurality of topics comprises:
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; and
detecting deficient topics having a positive engagement gap.
5. The method of claim 4 , wherein selecting the item of content comprises:
ranking deficient topics according to their respective positive engagement gaps; and
selecting the item of content according to the ranked deficient topics.
6. The method of claim 4 , wherein detecting deficient topics having a positive engagement gap comprises detecting deficient topics having a positive engagement gap greater than a threshold amount.
7. The method of claim 1 , wherein:
the item of content comprises a link to content available from the target website other than the requested web page of the target website.
8. The method of claim 1 , wherein:
the item of content comprises one of a text content, an image content, a video content, an audio content, and a multimedia presentation.
9. A non-transitory computer-readable storage medium storing processor-executable computer program instructions that, when executed, cause a computer processor 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 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.
10. The medium of claim 9 , wherein measuring the browser's on-site engagement with each of the plurality of topics according to visits by the browser to the plurality of web pages of the target website is further according to a type of interaction by the browser during visits to each of the plurality of web pages of the target website.
11. The medium of claim 9 , wherein detecting deficient topics based on the difference between the on-site engagement and the off-site engagement of each of the plurality of topics comprises:
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; and
detecting deficient topics having a positive engagement gap.
12. The medium of claim 11 , wherein selecting the item of content comprises:
ranking deficient topics according to their respective positive engagement gaps; and
selecting the item of content according to the ranked deficient topics.
13. The medium of claim 11 , wherein detecting deficient topics having a positive engagement gap comprises detecting deficient topics having a positive engagement gap greater than a threshold amount.
14. The medium of claim 9 , wherein:
the item of content comprises a link to content available from the target website other than the requested web page of the target website.
15. The medium of claim 9 , wherein measuring the browser's on-site engagement with each of the plurality of topics according to visits by the browser to the plurality of web pages of the target website is further according to a frequency of visitation by the browser to each the plurality of web pages of the target website.
16. The medium of claim 9 , wherein:
the item of content comprises one of a text content, an image content, a video content, an audio content, and a multimedia presentation.
17. A system comprising:
a processor; and
a non-transitory computer-readable storage medium storing processor-executable computer program instructions that, when executed, cause a computer processor 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 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.
18. The system of claim 17 , wherein measuring the browser's on-site engagement with each of the plurality of topics according to visits by the browser to the plurality of web pages of the target website is further according to a type of interaction by the browser during visits to each of the plurality of web pages of the target website.
19. The system of claim 17 , wherein measuring the browser's on-site engagement with each of the plurality of topics according to visits by the browser to the plurality of web pages of the target website is further according to a frequency of visitation by the browser to each the plurality of web pages of the target website.
20. The system of claim 17 , wherein detecting deficient topics based on the difference between the on-site engagement and the off-site engagement of each of the plurality of topics comprises:
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; and
detecting deficient topics having a positive engagement gap.
21. The system of claim 20 , wherein selecting the item of content comprises:
ranking deficient topics according to their respective positive engagement gaps; and
selecting the item of content according to the ranked deficient topics.
22. The system of claim 20 , wherein detecting deficient topics having a positive engagement gap comprises detecting deficient topics having a positive engagement gap greater than a threshold amount.
23. The system of claim 17 , wherein:
the item of content comprises a link to content available from the target website other than the requested web page of the target website.
24. The system of claim 17 , wherein:
the item of content comprises one of a text content, an image content, a video content, an audio content, and a multimedia presentation.