Reducing transmissions of redundant third-party content over a network
This document describes computer-implemented systems, methods, devices, and other techniques for reducing the amount of redundant third-party content that is transported over a network for presentation with an electronic document. In some implementations, a computing system includes a deduplication apparatus that determines, in response to identifying that a particular instance of third-party content has previously been selected for display in a particular presentation of the electronic document, and based at least on a display characteristic of the electronic document, whether one or more other instances of third-party content that are deemed redundant to the particular instance of third-party content are eligible for selection responsive to the request.
1. A method, comprising:
receiving a request for content to display in an electronic document at a client computing device;
identifying that a first instance of third-party content was previously selected for display in the electronic document;
determining, based at least on a display characteristic of the electronic document, that redundant third-party content is eligible for display in the electronic document, comprising,
identifying a first position in the electronic document at which the first instance of the third-party content is proposed for display;
identifying a second position in the electronic document at which the redundant third-party content is proposed for display; and
determining that the redundant third-party content is eligible for display based on the first position being in a different portion of the electronic document than the second position;
determining to provide a second instance of the third-party content for display in the electronic document based on the redundant third-party content being eligible for display, wherein the second instance of the third-party content is redundant to the first instance of the third-party content; and
providing the second instance of the third-party content for display in the electronic document at the client computing device.
2. The method of claim 1 , comprising:
identifying a performance characteristic associated with the first instance of the third-party content,
wherein determining that the redundant third-party content is eligible for display in the electronic document comprises determining that the redundant third-party content is eligible for display in the electronic document based at least on the performance characteristic of the first instance of the third-party content.
3. The method of claim 2 , wherein the performance characteristic of the first instance of the third-party content comprises at least one of a conversion rate associated with the first instance of the third-party content or a click-through rate associated with the first instance of the third-party content.
4. The method of claim 1 , wherein determining that the redundant third-party content is eligible for display in the electronic document comprises determining that the redundant third-party content is eligible for display in the electronic document based at least on a number of times that instances of the third-party content redundant to the first instance of the third-party content have been previously presented to a same user or client computing device that submitted the request.
5. The method of claim 1 , comprising blocking one or more redundant instances of the third-party content from being presented in the electronic document in response to determining that additional redundant third-party content is ineligible for display in the electronic document.
6. One or more non-transitory computer-readable storage devices storing instructions thereon that, when executed by one or more processors, cause performance of operations comprising:
receiving a request for content to display in an electronic document at a client computing device;
identifying that a first instance of third-party content was previously selected for display in the electronic document;
determining, based at least on a display characteristic of the electronic document, that redundant third-party content is eligible for display in the electronic document, comprising,
identifying a first position in the electronic document at which the first instance of the third-party content is proposed for display;
identifying a second position in the electronic document at which the redundant third-party content is proposed for display; and
determining that the redundant third-party content is eligible for display based on the first position being in a different portion of the electronic document than the second position;
determining to provide a second instance of the third-party content for display in the electronic document based on the redundant third-party content being eligible for display, wherein the second instance of the third-party content is redundant to the first instance of the third-party content; and
providing the second instance of the third-party content for display in the electronic document at the client computing device.
7. The one or more non-transitory computer-readable storage devices of claim 6 , wherein the operations comprise:
identifying a performance characteristic associated with the first instance of the third-party content,
wherein determining that the redundant third-party content is eligible for display in the electronic document comprises determining that the redundant third-party content is eligible for display in the electronic document based at least on the performance characteristic of the first instance of the third-party content.
8. The one or more non-transitory computer-readable storage devices of claim 7 , wherein the performance characteristic of the first instance of the third-party content comprises at least one of a conversion rate associated with the first instance of the third-party content or a click-through rate associated with the first instance of the third-party content.
9. The one or more non-transitory computer-readable storage devices of claim 6 , wherein determining that the redundant third-party content is eligible for display in the electronic document comprises determining that the redundant third-party content is eligible for display in the electronic document based at least on a number of times that instances of the third-party content redundant to the first instance of the third-party content have been previously presented to a same user or client computing device that submitted the request.
10. The one or more non-transitory computer-readable storage devices of claim 6 , wherein the operations comprise blocking one or more redundant instances of the third-party content from being presented in the electronic document in response to determining that additional redundant third-party content is ineligible for display in the electronic document.
11. A system, comprising:
one or more processors; and
one or more computer-readable storage media encoded with instructions that, when executed, cause performance of operations comprising:
receiving a request for content to display in an electronic document at a client computing device;
identifying that a first instance of third-party content was previously selected for display in the electronic document;
determining, based at least on a display characteristic of the electronic document, that redundant third-party content is eligible for display in the electronic document, comprising,
identifying a first position in the electronic document at which the first instance of the third-party content is proposed for display;
identifying a second position in the electronic document at which the redundant third-party content is proposed for display; and
determining that the redundant third-party content is eligible for display based on the first position being in a different portion of the electronic document than the second position;
determining to provide a second instance of the third-party content for display in the electronic document based on the redundant third-party content being eligible for display, wherein the second instance of the third-party content is redundant to the first instance of the third-party content; and
providing the second instance of the third-party content for display in the electronic document at the client computing device.
12. The system of claim 11 , wherein the operations comprise:
identifying a performance characteristic associated with the first instance of the third-party content,
wherein determining that the redundant third-party content is eligible for display in the electronic document comprises determining that the redundant third-party content is eligible for display in the electronic document based at least on the performance characteristic of the first instance of the third-party content.
13. The system of claim 12 , wherein the performance characteristic of the first instance of the third-party content comprises at least one of a conversion rate associated with the first instance of the third-party content or a click-through rate associated with the first instance of the third-party content.
14. The system of claim 11 , wherein determining that the redundant third-party content is eligible for display in the electronic document comprises determining that the redundant third-party content is eligible for display in the electronic document based at least on a number of times that instances of the third-party content redundant to the first instance of the third-party content have been previously presented to a same user or client computing device that submitted the request.