System and method to selectively update supplemental content rendered in placement regions of a rendered page

1. A computer system comprising:

one or more processors;

a memory;

wherein the one or more processors execute the instructions stored in memory to perform operations that include:

identifying a page rendering provided on a client computer, the page rendering being structured to include a primary content region in which a primary content is provided, and one or more placement regions, including a first placement region in which a supplemental content is provided;

monitoring the page rendering, including the supplemental content of the one or more placement regions, for one or more viewability parameters, the viewability parameters including a duration in which the supplemental content is rendered in each of the one or more placement regions;

detecting a page event that triggers selection of new primary content to update the primary content region;

in response to detecting the page event, selectively updating the one or more placement regions of the rendered page based on the one or more viewability parameters, by making a determination to perform, and then performing, one of (A) initiating selection of new supplemental content for at least a first placement region of the one or more placement regions; and/or (B) maintaining the supplemental content of at least the first placement region or a second placement region of the one or more placement regions;

wherein selectively updating the one or more placement regions includes implementing a cut-off time of 1 second or less for receipt of bids in order to ensure rendering of the supplemental content in conjunction with the page event;

wherein the operations further comprise:

caching each of multiple bids received after the cut-off time, for consideration at a next page event, each cached bid of the multiple cached bids being associated with a timespan that designates a duration in which the cached bid will be considered; and

wherein selectively updating the one or more placement regions of the rendered page includes providing an alternative content item corresponding to one of the multiple cached bids, based on a value of the corresponding cached bid.

2. The computer system of claim 1 wherein the viewability parameters define a viewability criteria of duration of an advertisement.

3. The computer system of claim 1 wherein the cut-off time for receipt of bids 100 ms or less.

4. The computer system of claim 1 wherein the first placement region includes a sub-region for an additional rendering service for supplemental content.

5. The computer system of claim 1 wherein the supplemental content is provided by a content source.

6. The computer system of claim 5 wherein the content source is an advertising network.

7. A computer network comprising a page server providing:

a page rendering provided on a client computer, the page rendering being structured to include a primary content region in which a primary content is provided and including a first placement region in which a supplemental content is provided;

the supplemental content being associated with one or more viewability criteria having a duration in which the supplemental content is rendered in the first placement region;

a page event that triggers selection of new supplemental content with respect to bids for advertisements; and

a page manager holds-over unused bids and the page manager to cache unused bids for a given duration of time when the bids are unused after an initial page event, the page manager considers the cached bids at the next page event and the cached bids are associated with a timespan that designates the duration in which the cached bids will be considered;

wherein the one or more viewability criteria is based on a corresponding value of the supplemental content provided with the first placement region.

8. The computer network of claim 7 wherein the page manager implements a cut-off time for receipt of bids at 100 ms.

9. The computer network of claim 7 further comprising a page server including a processor and a memory.

10. The computer network of claim 7 wherein the page server selectively updates one or more placement regions of the rendered page by making a determination, from the one or more viewability criteria as to whether the supplemental content of the page rendering has satisfied the viewability criteria, and initiating selection of new supplemental content for at least a first placement region of the one or more placement regions, in response to making the determination that the supplemental content of the first placement region satisfied the viewability criteria.

11. A non-transitory computer-readable medium that stores instructions, which when executed by one or more processors of a computer system, cause the computer system to perform operations comprising:

identifying a page rendering provided on a client computer, the page rendering being structured to include a primary content region in which a primary content is provided, and one or more placement regions, including a first placement region in which a supplemental content is provided;

monitoring the page rendering, including the supplemental content of the one or more placement regions, for one or more viewability parameters, the viewability parameters including a duration in which the supplemental content is rendered in each of the one or more placement regions;

detecting a page event that triggers selection of new primary content to update the primary content region; and

in response to detecting the page event, selectively updating the one or more placement regions of the rendered page based on the one or more viewability parameters, by making a determination to perform, and then performing, one of (A) initiating selection of new supplemental content for at least a first placement region of the one or more placement regions; and/or (B) maintaining the supplemental content of at least the first placement region or a second placement region of the one or more placement regions;

implementing a cut-off time of 1 second or less for receipt of bids in order to ensure rendering of the supplemental content in conjunction with the page event;

wherein the operations further comprise:

caching each of multiple bids received after the cut-off time for consideration at a next page event, each cached bid of the multiple cached bids being associated with a timespan that designates a duration in which the cached bid will be considered; and

wherein selectively updating the one or more placement regions of the rendered page includes providing an alternative content item corresponding to one of the multiple cached bids, based on a value of the corresponding cached bid.