Content guided techniques for use in native advertisement placement
Techniques are provided that include obtaining a Document Object Model of an HTML document, such as a web page of a publisher. Elements of the Document object model may be identified that are associated with native advertisement placement candidate containers. Based at least in part on analysis associated with the Document Object Model, and utilizing at least some of the identified elements, one or more native advertisement placement candidate containers may be determined. Some techniques may utilize, in the analysis, identification of one or more secondary source HTML documents associated with a primary HTML document, and may identify, within the secondary source HTML document(s), content associated with native advertisement placement candidate containers of the primary HTML document(s).
1. A system comprising one or more processors and a non-transitory storage medium comprising program logic for execution by the one or more processors, the program logic comprising:
a native advertisement placement engine that:
obtains a Document Object Model of an HTML document;
identifies Document Object Model elements, of the Document Object Model, associated with native advertisement placement candidate containers, comprising:
identifying a secondary source HTML document associated with the HTML document, the secondary source HTML document comprising an HTML document that is at least one of an RSS feed HTML document or a mobile web page HTML document, and
identifying, within the secondary source HTML document, content associated with native advertisement placement candidate containers of the HTML document by extracting content included in a predetermined proper subset of all tags within the secondary source HTML document;
determining the Document Object Model elements of the Document Object Model, the Document Object Model elements comprising only elements that include the extracted content included in the predetermined proper subset of all tags within the secondary source HTML document; and
based at least in part on analysis associated with the Document Object Model, and utilizing at least some of the identified elements, determines, within the Document Object Model, one or more native advertisement placement candidate containers.
2. The system of claim 1 , wherein the HTML document is a Web page.
3. The system of claim 1 , wherein the secondary source HTML document comprises RSS.
4. The system of claim 2 , wherein the secondary source HTML document comprises a mobile web page.
5. The system of claim 1 , wherein the native advertisement placement engine:
identifies, within the Document Object Model, content of the HTML document corresponding to the identified content identified in the secondary source HTML document; and
identifies Document Object Model elements associated with the identified content of the HTML document.
6. The system of claim 5 , wherein the native advertisement placement engine:
identifies a Document Object Model element that is a deepest ancestor including all HTML tags associated with the identified content of the HTML document.
7. The system of claim 1 , wherein the identified candidate containers relate to content with which native advertisements may be associated.
8. The system of claim 2 , wherein the identified candidate containers relate to locations, or relative locations relative to particular content, on the web page for native advertisement placement.
9. The system of claim 1 , comprising filtering determined candidate containers based on one or more parameters associated with at least one of (1) candidate containers and (2) native advertisements to be associated with candidate containers.
10. The system of claim 1 , comprising filtering determined candidate containers based on at least one of (1) candidate container size, (2) size of a meta-container associated with multiple candidate containers, (3) number of element types included within a candidate container, (4) anticipated display location of native advertisements associated with candidate containers, and (5) topology of the Document Object Model.
11. A method comprising:
obtaining a Document Object Model of a web page;
identifying Document Object Model elements, of the Document Object Model, associated with native advertisement placement candidate containers, comprising:
identifying a secondary source HTML document associated with the HTML document, the secondary source HTML document comprising an HTML document that is at least one of an RSS feed HTML document or a mobile web page HTML document, and
identifying, within the secondary source HTML document, content associated with native advertisement placement candidate containers of the HTML document by extracting content included in a predetermined proper subset of all tags within the secondary source HTML document;
determining the Document Object Model elements of the Document Object Model, the Document Object Model elements comprising only elements that include the extracted content included in the predetermined proper subset of all tags within the secondary source HTML document; and
based at least in part on analysis relating to the Document Object Model, and utilizing at least some of the identified elements, determining, within the Document Object Model, one or more native advertisement placement candidate containers.
12. The method of claim 11 , wherein no user input is required.
13. The method of claim 11 , wherein more than one secondary source HTML document is utilized.
14. The method of claim 11 , comprising the native advertisement placement engine:
identifying, within the Document Object Model, content of the HTML document corresponding to the content identified in the secondary source HTML document; and
identifying Document Object Model elements associated with the identified content of the HTML document.
15. The method of claim 14 , comprising the native advertisement placement engine:
identifying a Document Object Model element that is a deepest ancestor including all HTML tags associated with the identified content of the HTML document.
16. The method of claim 11 , wherein the identified candidate containers relate to content with which native advertisements may be associated.
17. The method of claim 11 , wherein the identified candidate containers relate to locations or relative locations on the web page for native advertisement placement.
18. The method of claim 11 , comprising filtering determined candidate containers based on one or more parameters associated with at least one of (1) candidate containers and (2) native advertisements to be associated with candidate containers.
19. The method of claim 11 , comprising filtering determined candidate containers based on at least one of (1) candidate container size, (2) size of a meta-container associated with multiple candidate containers, (3) number of element types included within a candidate container, (4) anticipated display location of native advertisements associated with candidate containers, and (5) topology of the Document Object Model.
20. A non-transitory computer readable storage medium or media tangibly storing computer program logic capable of being executed by a computer processor, the program logic comprising:
native advertisement placement engine logic for:
obtaining a Document Object Model of a web page;
identifying Document Object Model elements, of the Document Object Model, associated with native advertisement placement candidate containers, comprising:
identifying a secondary source HTML document associated with the HTML document, the secondary source HTML document comprising an HTML document that is at least one of an RSS feed HTML document or a mobile web page HTML document, and
identifying, within the secondary source HTML document, content associated with native advertisement placement candidate containers of the HTML document by extracting content included in a predetermined proper subset of all tags within the secondary source HTML document;
determining the Document Object Model elements of the Document Object Model, the Document Object Model elements comprising only elements that include the extracted content included in the predetermined proper subset of all tags within the secondary source HTML document; and
based at least in part on analysis associated with the Document Object Model, and utilizing at least some of the identified elements, determining, within the Document Object Model, one or more native advertisement placement candidate containers.
21. The method of claim 19 , wherein the filtering determined candidate containers is based on a candidate container size.
22. The method of claim 19 , wherein the filtering determined candidate containers is based on a size of a meta-container associated with multiple candidate containers.
23. The method of claim 19 , wherein the filtering determined candidate containers is based on a number of element types included within a candidate container.
24. The method of claim 19 , wherein the filtering determined candidate containers is based on an anticipated display location of native advertisements associated with candidate containers.
25. The method of claim 19 , wherein the filtering determined candidate containers is based on a topology of the Document Object Model.
26. The method of claim 25 , wherein the filtering determined candidate containers based on the topology of the Document Object Model comprises determining whether a first DOM element of the Document Object Model elements is an ancestor of a second DOM element of the Document Object Model elements.
27. The method of claim 25 , wherein the filtering determined candidate containers based on the topology of the Document Object Model comprises determining whether a first DOM element of the Document Object Model elements is a parent of a second DOM element of the Document Object Model elements.
28. The method of claim 25 , wherein the filtering determined candidate containers based on the topology of the Document Object Model comprises determining whether a first DOM element of the Document Object Model elements is a single child of a second DOM element of the Document Object Model elements.
29. The method of claim 11 , comprising filtering determined candidate containers based on a set of target display resolutions.
30. The system of claim 10 , wherein the filtering determined candidate containers is based on a candidate container size.
31. The system of claim 10 , wherein the filtering determined candidate containers is based on a size of a meta-container associated with multiple candidate containers.
32. The system of claim 10 , wherein the filtering determined candidate containers is based on a number of element types included within a candidate container.
33. The system of claim 10 , wherein the filtering determined candidate containers is based on an anticipated display location of native advertisements associated with candidate containers.
34. The system of claim 10 , wherein the filtering determined candidate containers is based on a topology of the Document Object Model.
35. The system of claim 34 , wherein the filtering determined candidate containers based on the topology of the Document Object Model comprises determining whether a first DOM element of the Document Object Model elements is an ancestor of a second DOM element of the Document Object Model elements.
36. The system of claim 34 , wherein the filtering determined candidate containers based on the topology of the Document Object Model comprises determining whether a first DOM element of the Document Object Model elements is a parent of a second DOM element of the Document Object Model elements.
37. The system of claim 34 , wherein the filtering determined candidate containers based on the topology of the Document Object Model comprises determining whether a first DOM element of the Document Object Model elements is a single child of a second DOM element of the Document Object Model elements.
38. The system of claim 1 , comprising filtering determined candidate containers based on a set of target display resolutions.
39. A system comprising one or more processors and a non-transitory storage medium comprising program logic for execution by the one or more processors, the program logic comprising:
a native advertisement placement engine that:
obtains a Document Object Model of an HTML document;
identifies Document Object Model elements, of the Document Object Model, associated with native advertisement placement candidate containers, comprising:
identifying a secondary source HTML document corresponding with the HTML document, the secondary source HTML document comprising an HTML document that is at least one of an RSS feed HTML document or a mobile web page HTML document, and
identifying, within the secondary source HTML document, content corresponding with native advertisement placement candidate containers of the HTML document by extracting content included in a predetermined proper subset of all tags within the secondary source HTML document;
determining the Document Object Model elements of the Document Object Model, the Document Object Model elements comprising only elements that include the extracted content included in the predetermined proper subset of all tags within the secondary source HTML document; and
based at least in part on analysis associated with the Document Object Model, and utilizing at least some of the identified elements, determines, within the Document Object Model, one or more native advertisement placement candidate containers.
40. A system comprising one or more processors and a non-transitory storage medium comprising program logic for execution by the one or more processors, the program logic comprising:
a native advertisement placement engine that:
obtains a Document Object Model of an HTML document;
identifies Document Object Model elements, of the Document Object Model, associated with native advertisement placement candidate containers, comprising:
identifying a secondary source HTML document corresponding with the HTML document; and
identifying, within the secondary source HTML document, content corresponding with native advertisement placement candidate containers of the HTML document by extracting content included in a predetermined proper subset of all tags within the secondary source HTML document;
determining the Document Object Model elements of the Document Object Model, the Document Object Model elements comprising only elements that include the extracted content included in the predetermined proper subset of all tags within the secondary source HTML document; and
based at least in part on analysis associated with the Document Object Model, and utilizing at least some of the identified elements, determines, within the Document Object Model, one or more native advertisement placement candidate containers.