Granted Patent B2

US 8,595,072 · App. 12/869,655 · Granted Nov 26, 2013

Inventors: David Luttrell, Jr. (Philadelphia, PA); Alan Murray (Weston, VT); Christopher L. Chapman (New York, NY)

Assignee: Integral Ad Science, Inc.

Abstract

Claims (31)

1. A system for managing advertisement adjacencies, the system comprising:

a firewall component in an application layer comprising a processor and a memory, wherein the firewall component is configured to operate in an advertisement call stack of the application layer and wherein the processor is programmed to:

receive an advertisement call for publishing an advertisement in an advertisement server on a web page, wherein a verification tag is inserted in the advertisement call that redirects the advertisement call to the firewall component prior to transmission to the advertisement server, and wherein the verification tag includes a plurality of parameters that includes at least one of: an identification parameter identifying parties related to the advertisement call, a reporting parameter, a content parameter, a network guidelines parameter, a log information parameter, a targeting parameter, a firewall behavior parameter, and a tracking parameter;

receive a brand threshold value associated with the advertisement call;

determine a rating for the web page using information stored in a rating database by determining a sitelet plurality of sitelets that each include a subset of the plurality of web pages, and retrieving a sitelet score associated with the sitelet from the rating database;

determine whether the web page associated with the advertisement call contains objectionable content based at least in part on the sitelet score; and

in response to determining that the web page does not contain objectionable content, transmit the advertisement call to the advertisement server for publishing the advertisement on the web page.

2. The system of claim 1 , wherein the processor is further programmed to compare the web page identified in the advertisement call with content specifications applied by the rating database, wherein the content specifications are in accordance with an extrinsic standard.

3. The system of claim 1 , wherein the processor is further programmed to allow an impression of the advertisement associated with the advertisement call to be used by another advertiser for publication on another web page in response to determining that the web page contains objectionable content.

4. The system of claim 1 , wherein the processor is further programmed to transmit the advertisement call to an advertisement network in response to determining that the web page contains objectionable content.

5. The system of claim 1 , wherein the processor is further programmed to generate an audit report based at least in part on the determination.

6. The system of claim 5 , wherein the audit report includes at least one of: advertisement serving performance, advertisement placement information, and publisher information.

7. A method for managing advertisement adjacencies, the method comprising:

providing a firewall component in an application layer comprising a processor and a memory, wherein the firewall component is configured to operate in an advertisement call stack of the application layer;

receiving, at the firewall component, an advertisement call for publishing an advertisement in an advertisement server on a web page, wherein a verification tag is inserted in the advertisement call that redirects the advertisement call to the firewall component prior to transmission to the advertisement server, and wherein the verification tag includes a plurality of parameters that includes at least one of: an identification parameter identifying parties related to the advertisement call, a reporting parameter, a content parameter, a network guidelines parameter, a log information parameter, a targeting parameter, a firewall behavior parameter, and a tracking parameter;

receiving, at the firewall component, a brand threshold value associated with the advertisement call, wherein the brand threshold value corresponds to one of a plurality of content categories;

determining, at the firewall component, a rating for the web page using information stored in a rating database by determining a sitelet that the web page belongs, wherein the rating database divided a plurality of web pages into a plurality of sitelets that each include a subset of the plurality of web pages, and retrieving a sitelet score associated with the sitelet from the rating database;

determining, at the firewall component, whether the web page associated with the advertisement call contains objectionable content based at least in part on the sitelet score; and

in response to determining that the web page does not contain objectionable content, transmitting the advertisement call from the firewall component to the advertisement server for publishing the advertisement on the web page.

8. The method of claim 7 , further comprising comparing the web page identified in the advertisement call with content specifications applied by a rating database, wherein the content specifications are in accordance with an extrinsic standard.

9. The method of claim 7 , further comprising allowing an impression of the advertisement associated with the advertisement call to be used by another advertiser for publication on another web page in response to determining that the web page contains objectionable content.

10. The method of claim 7 , further comprising transmitting the advertisement call to an advertisement network in response to determining that the web page contains objectionable content.

11. The method of claim 7 , further comprising generating an audit report based at least in part on the determination.

12. The method of claim 11 , wherein the audit report includes at least one of advertisement serving performance, advertisement placement information, and publisher information.

13. A non-transitory computer-readable medium containing computer-executable instructions that, when executed by a processor, cause the processor to perform a method for managing advertisement adjacencies, the method comprising:

providing a firewall component in an application layer comprising a processor and a memory, wherein the firewall component is configured to operate in an advertisement call stack of the application layer;

receiving, at the firewall component, an advertisement call for publishing an advertisement in an advertisement server on a web page, wherein a verification tag is inserted in the advertisement call that redirects the advertisement call to the firewall component prior to transmission to the advertisement server, and wherein the verification tag includes a plurality of parameters that includes at least one of: an identification parameter identifying parties related to the advertisement call, a reporting parameter, a content parameter, a network guidelines parameter, a log information parameter, a targeting parameter, a firewall behavior parameter, and a tracking parameter;

receiving, at the firewall component, a brand threshold value associated with the advertisement call, wherein the brand threshold value corresponds to one of a plurality of content categories;

determining, at the firewall component, a rating for the web page using information stored in a rating database by determining a sitelet that the web page belongs, wherein the rating database divided a plurality of web pages into a plurality of sitelets that each include a subset of the plurality of web pages, and retrieving a sitelet score associated with the sitelet from the rating database;

determining, at the firewall component, whether the web page associated with the advertisement call contains objectionable content based at least in part on the sitelet score; and

in. response to determining that the web page does not contain objectionable content, transmitting the advertisement call from the firewall component to the advertisement server for publishing the advertisement on the web page.

Assignments (10)

Continuity (2)