Color-based content determination
Supplemental content is selected or generated based at least in part upon colors of primary content with which the supplemental content is to be displayed. Color data is determined for primary content and that color data is used to select supplemental content that includes complementary or similar colors. Past performance data can be analyzed in order to determine which colors are most effective for a type of opportunity. When an opportunity arises to provide supplemental content, the effective colors can be recommended or, in some cases, automatically applied such that the supplemental content will include colors that improve the overall likelihood of performance of the supplemental content. If a designer is generating supplemental content, a tool can use such performance data to recommend colors based on the type of supplemental content or other such targeting criteria.
1. A computer-implemented method, comprising:
receiving, from a client device, a request for primary content, the request associated with one or more targeting criteria, the one or more targeting criteria including at least one of a keyword, a category, a type of primary content, a user identifier, a type of supplemental content, or a geographic location;
determining a first set of colors visible in the primary content when displayed by the client device;
determining, based at least in part upon the one or more targeting criteria, an opportunity to display supplemental content and the primary content on the client device;
determining, based at least in part upon historical performance data and the first set of colors, a second set of colors determined to increase a likelihood of a specified user action being taken with respect to the supplemental content if displayed with the primary content, the second set of colors determined based at least in part on at least one of a performance score or a similarity, a complement, or a contrast with respect to the first set of colors visible in the primary content;
verifying that a particular instance complies with one or more rules applicable to the opportunity;
generating the particular instance of the supplemental content for the opportunity, wherein the particular instance includes one or more graphical elements having at least one color selected from the second set of colors; and
providing, in response to the request, the particular instance of the supplemental content for display with the primary content on the client device.
2. The computer-implemented method of claim 1 , further comprising:
generating a plurality of instances of the supplemental content for the opportunity, wherein the plurality of instances comprises the particular instance;
determining, for each instance of the plurality of instances of the supplemental content, one or more colors present in the instance; and
selecting the particular instance from the plurality of instances, wherein the selection of the particular instance is based at least in part on a color similarity of the one or more colors in the particular instance and the second set of colors.
3. The computer-implemented method of claim 1 , further comprising:
selecting content to be included in the particular instance of the supplemental content, the content including the one or more graphical elements; and
dynamically causing the one or more graphical elements to have colors selected from the second set of colors.
4. The computer-implemented method of claim 1 , further comprising:
generating a plurality of instances of the supplemental content for the opportunity, wherein the plurality of instances comprises the particular instance;
recommending one or more of the instances of the supplemental content, from the plurality of instances of the supplemental content, for the opportunity based at least in part upon the one or more instances having colors similar to the second set of colors; and
receiving a selection of the particular instance from the one or more recommended instances.
5. The computer-implemented method of claim 4 , further comprising:
displaying, for each instance of the one or more instances of the supplemental content being recommended, a respective performance score generated for the instance with respect to the opportunity.
6. A computer-implemented method, comprising:
determining an opportunity to provide supplemental content for display, on an electronic device, with primary content, the opportunity determined based at least in part on a request, from the electronic device, for the primary content and one or more targeting criteria for the opportunity, the one or more targeting criteria including at least one of a keyword, a category, a type of primary content, a user identifier, a type of supplemental content, or a geographic location;
determining, using at least one processor of a computer system, at least one first color of the primary content;
determining opportunity-related data corresponding to the opportunity;
generating a representation of the primary content and a particular instance of the supplemental content, the particular instance of the supplemental content including at least one second color, the at least one second color being determined, using the at least one processor of the computer system, based at least in part upon the at least one first color of the primary content and the opportunity-related data, and the at least one second color based at least in part on at least one of a performance score or a similarity, a complement, or a contrast with respect to the at least one first color of the primary content; and
providing the representation of the primary content and the particular instance of the supplemental content for display on the electronic device.
7. The computer-implemented method of claim 6 , further comprising:
selecting the primary content based at least in part upon the one or more targeting criteria; and
determining the opportunity to provide the supplemental content for display based at least in part upon the one or more targeting criteria.
8. The computer-implemented method of claim 6 , further comprising:
determining the at least one first color of the primary content by obtaining metadata for the primary content or performing a color analysis on at least one graphical element associated with the primary content.
9. The computer-implemented method of claim 6 , wherein the opportunity-related data includes at least one of historical performance data, opportunity metric data, or associated opportunity content.
10. The computer-implemented method of claim 9 , further comprising:
training at least one of a machine learning model or a neural network using the historical performance data; and
calculating the performance score using the at least one of the machine learning model or the neural network.
11. The computer-implemented method of claim 6 , further comprising:
generating a plurality of instances of the supplemental content qualifying for the opportunity;
determining, for each instance of the plurality of instances, one or more colors present in the instance when displayed; and
selecting the particular instance of the supplemental content from the plurality of instances, wherein the selection of the particular instance is based at least in part on a similarity of at least one of the one or more colors in the particular instance and the at least one second color.
12. The computer-implemented method of claim 6 , further comprising:
generating a plurality of instances of the supplemental content qualifying for the opportunity;
recommending one or more instances of the plurality of instances of the supplemental content for the opportunity based at least in part upon the one or more instances having colors similar to the at least one second color; and
receiving a selection of the particular instance from the one or more instances.
13. The computer-implemented method of claim 12 , further comprising:
displaying, for each instance of the one or more instances of the supplemental content being recommended, a respective performance score generated for the instance with respect to the opportunity.
14. The computer-implemented method of claim 6 , further comprising:
verifying that the particular instance of the supplemental content complies with one or more rules applicable for the opportunity before providing the particular instance of the supplemental content for display on the electronic device.
15. The computer-implemented method of claim 6 , wherein the particular instance of the supplemental content is generated such that at least one element of the particular instance includes the at least one second color, the at least one element including at least one of an image, text, a background, a video, an animation, a border, or a graphical element.
16. A system, comprising:
at least one processor; and
memory storing instructions that, when executed by the at least one processor, cause the system to:
determine an opportunity to provide supplemental content for display, on an electronic device, with primary content, the opportunity determined based at least in part on a request, from the electronic device, for the primary content and one or more targeting criteria for the opportunity, the one or more targeting criteria including at least one of a keyword, a category, a type of primary content, a user identifier, a type of supplemental content, or a geographic location;
determine, using at least one processor of a computer system, at least one first color of the primary content;
generate a representation of the primary content and a particular instance of the supplemental content, the particular instance of the supplemental content including at least one second color, the at least one second color being determined, using the at least one processor of the computer system, based at least in part upon the at least one first color of the primary content and performance data relating to the opportunity, and the at least one second color based at least in part on at least one of a performance score or a similarity, a complement, or a contrast with respect to the at least one first color of the primary content; and
provide the representation of the primary content and the particular instance of the supplemental content for display on the electronic device.
17. The system of claim 16 , wherein the instructions when executed further cause the system to:
select the primary content based at least in part upon the one or more targeting criteria; and
determine the opportunity to provide the supplemental content for display based at least in part upon the one or more targeting criteria.
18. The system of claim 16 , wherein the instructions when executed further cause the system to:
determine the at least one first color of the primary content by obtaining metadata of the primary content or performing a color analysis on at least one graphical element associated with the primary content.