Displaying content items based on user's level of interest in obtaining content

Cross-reference to related applications This application is filed on August 14, 2015, entitled "Displaying Content Items Based on User's Level of Interest in Obtaining Content," US Patent Application No. 14 / 826,752 (Agent Reference No. 098981). Claim the interests of -3699). Its contents are incorporated herein by reference in its entirety.

The Internet provides access to a wide variety of resources. For example, video, audio, web pages on a particular subject, news articles, images, and other resources are accessible via the Internet. A variety of resources accessible via the Internet allow content distributors the opportunity to provide content items with the resources requested by the user. A content item is, for example, a unit of content (eg, an individual) presented with / in a resource (for example, a web page) in response to a content item request contained in or initiated by code associated with the resource. File or set of files).

<p> This specification describes techniques related to data processing and content presentation.</p><p> In general, one innovative aspect of the subject matter described herein determines the number of user requests for content from one or more applications, resulting in less than a predetermined amount of content. A second application, which is a step of not being presented to the user and a step of selecting content items for a second application with available content based on a determined number of user requests. Can be embodied in a manner that is different from one or more first applications and comprises an action consisting of a step and a step of displaying a content item on the display of the user device. Other embodiments of this aspect include corresponding systems, devices, and computer programs encoded in computer storage devices and configured to perform the operations of this method.</p><p> Each of these and other embodiments may optionally include one or more of the following features: Some embodiments include selecting a second application from a set of one or more applications that are installed on the user device and have at least a threshold amount of unviewed content available. Some embodiments may include determining an indication indicating the level of interest of the user in retrieving the content, based on the number of user requests. In some implementations, the step of deciding to provide a content item for a second application with available content based on one or more acquired interest levels is the overall interest level. Includes a step of aggregating one or more acquired interest levels and a step of determining that the overall interest level satisfies the threshold score. In some aspects, the step of determining that the level of interest for a given first application satisfies the threshold score for the overall level of interest and, accordingly, the given first. Includes steps to provide credit to the distributor of the application. In some implementations, the step of determining a user's level of interest in retrieving content is between a determined number of user requests for content and the amount of content provided to the user in response to this request. Based on the relationship. Some implementations include determining if the content presented to the user has been previously presented to the user, where the step of determining the number of user requests for content is previously to the user. Based on content determined not to be presented in. In some implementations, content items are selected based on one or more user requests for content.</p><p> In some embodiments, the level of interest for a given first application is received from a given first application, and the level of interest for a given first application is a given first application. Based on the number of requests for content received by the application. In some practices, the user's level of interest in retrieving content is (i) the number of times the user device's display has been turned on for a given period of time, and (ii) the user device's screen for a given period of time. Based on the number of swipes in, or (iii) at least one of the number of times a particular application has been opened in a given time period.</p><p> In some embodiments, the step of selecting a second application is the step of selecting a second application, at least based on the bid that the distributor of the application is willing to pay for presenting the content item to the user. Including. In some embodiments, the step of selecting a second application from a set of one or more applications installed on the user device is the step of receiving bids for a large number of applications installed on the user device. Each bid was performed on the user device using a step and this bid, which specifies the number of steps the application delivers to the distributor who is willing to pay the user for the presentation of the content item. Includes a step to select a second application from a large number of applications based on the results of the auction. The bid may be received from the application by inter-application communication. In some embodiments, the bid is user-specific.</p><p> Specific embodiments of the subject matter described herein may be implemented to achieve one or more of the following advantages: For example, if the connectivity or bandwidth issues associated with the requested content prevent the user from retrieving the content in another way, the content may be presented to the user. The content presented to the user can be presented based on the request for content so that the content is provided, at least in part, in response to the request, but requires the device to be connected to a network such as the Internet. do not do. Latency in determining whether to present a content item and / or in selecting a content item can be reduced by making this determination and / or selection on the user device rather than on the remote server. Similarly, the amount of data transferred over the network can be reduced by making this determination and / or selection at the user device rather than at the remote server. Content items can be presented to the user based on the current content without having to be connected to the network. Performing the content item selection process on the user device also means that when the user device is not connected to the network, that is, when the content already installed on the user device is much more valuable to the user. , Allows this process to work.</p><p> By adjusting the display of the content item at the level of interest that the user has when viewing the content, the content item can be displayed to the user when the user is more interested in the content item. If the user is interested in viewing the content item, providing the content item to the user increases the likelihood that the user will interact with the content item (eg, select the content item). If the user is interested in viewing the content item, providing the content item to the user can also disable the notification, uninstall the application, or make the application sensitive to the content. Reduce the risk of adverse effects, such as lowering.</p><p> Details of one or more embodiments of the subject matter described herein are described in the accompanying drawings and in the following detailed description. Other features, aspects, and advantages of the subject matter will become apparent from the detailed description, drawings, and claims.</p>

<figref num="1">It is a block diagram of an exemplary environment in which a user device presents a content item.</figref><figref num="2">FIG. 6 is a block diagram of a sequence of exemplary screenshots of a mobile phone illustrating a request for content and the presentation of a content item.</figref><figref num="3">It is a flowchart of an exemplary process for selecting and displaying a content item.</figref><figref num="4">It is a flowchart of another exemplary process for selecting and displaying a content item.</figref><figref num="5">It is a block diagram of an exemplary computer system.</figref>

The same reference numbers and designations in different drawings indicate the same elements.

For example, a user is interested in retrieving content from one or more native applications installed on the user's device, but an inadequate amount of content is provided in response to the user's content request. If the determination is made, the content item can be presented to the user. For example, a user may make numerous requests for updated social networking content in a user's news feed (eg, through a mobile device native application). If no new content is returned, or less than a given amount of content is returned in response to this request, the user's interest in the content or information needs may be considered unsatisfied. If the user receives less than a given amount of content, the content may be insufficient to satisfy the user's interests, and the user may use other content that the user is interested in (eg, the user). It may be possible to accept content items that link to content) from different native applications installed on your mobile device.

If the user's device is not connected to a network (eg, a mobile communication network or the Internet), the user's request for content can be unsuccessful. In these situations, the user may be interested in viewing content items that link to content stored on the user's device. The content stored on the user's device may be related to, for example, the content requested by the user and may or may partially satisfy this request even if the user's device is not connected to the network. Can be done.

The user's level of interest in retrieving content can be determined or inferred based on the number of user requests for content from the application and / or the amount of content provided to the user in response to these requests. For example, a user gets content when the user has many unsuccessful requests for content (for example, over a given period of time) than when the user has only one unsuccessful request. In some cases, it may have a higher level of interest. When used throughout this document, an unsuccessful request refers to a request in response to the provision of less than a given amount of content. A given amount of content used to determine a user's level of interest may include only newly received content. For example, if the same content already presented to the user is received again in response to a subsequent request, this same content is considered for the purpose of determining if a given amount of content has been provided. Will not be.

In some practices, the user's level of interest in receiving content may be based on user interaction with the user device. For example, the user's level of interest is the number of times the user device screen is turned on or off within a given time length, the number of times the user device home screen is swiped within a given time length, home. Whether the screen swipe extends to the edge of the home screen on one or more sides of the home screen, and / or the application installed on the user device within a given time length. Obtained based on the number of times it has been opened or closed.

Content items may be presented to the user depending on the user's level of interest satisfying the threshold. In some implementations, a large number of applications can contribute to the overall level of interest for the user. For example, if a user requests content from a large number of applications and these requests result in less than a given amount of content, then the user's overall level of interest in receiving the content is high (eg,). , High enough to meet the threshold for presenting content items).

A number of different applications installed on a user device may provide data to a given application, which determines the user's level of interest based on this data. A given application may also select content items for presentation based on the user's level of interest. For example, each application may provide data that specifies the number of requests for content initiated by the user using the application and the amount of content received in response to the request. In addition to, or instead, each application may provide a level of interest for the user as determined by the application. For example, each application may interact with the application (for example, the number of requests initiated by the user within a given time length, the amount of content received in response to each request, and / or. Each level of interest for a user can be determined based on the number of times the application has been opened and / or closed). The individual interest levels can then be aggregated (eg, sum, average, or weighted average) to determine the overall interest level for the user in retrieving the content.

Content items may be presented to the user depending on the number of requests or the level of interest of the user who is determined to meet the threshold (eg, by meeting or exceeding the threshold). Content items may be selected based on criteria provided by the application distributor (eg, bid and / or content-based rules) and the content may be presented with or instead of a previously requested application. .. When the user interacts with a content item, the user device may launch the application and, for example, present the content of the application in place of the previously requested application. In some implementations, the content item contains a link to download the application. In this example, the interaction with the content item may cause the user device to download the application.

FIG. 1 is a block diagram of an exemplary environment 100 in which the user device 150 presents a content item. This exemplary environment 100 includes a network 102 such as a local area network (LAN), wide area network (WAN), Internet, mobile communication network, or a combination thereof. The network 102 connects the website 120, the user device 150, the advertiser 110, the application distributor 140, and the content distribution system 130. An exemplary environment 100 may include many websites 120, user devices 150, advertisers 110, and application distributors 140. Although illustrated as a separate entity, application distributor 140 can also be advertiser 110.

Website 120 is one or more resources 125 associated with a domain name and hosted by one or more servers. An exemplary website is a collection of web pages formatted in Hypertext Markup Language (HTML) that can contain text, images, multimedia content, and programming elements such as scripts. Each website 120 is maintained by an publisher, such as the entity that manages and / or owns the website 120, for example.

Resource 125 is data provided by website 120 over network 102 and associated with a resource address. Resources include HTML pages, word processing documents, and portable document format (PDF) documents, images, videos, and feed sources, to name a few. Resources can include content such as words, phrases, pictures, etc., embedded information (such as meta-information and hyperlinks), and / or embedded instructions (such as scripts).

The user device 150 is an electronic device capable of requesting and receiving the resource 125 and the content item 104 via the network 102. An exemplary user device 150 includes a personal computer capable of transmitting and receiving data over a network 102, as well as a mobile computing device such as a smartphone and / or tablet computing device. As used throughout this document, the term mobile computing device (mobile device) refers to a user device configured to communicate over wireless and / or mobile communication networks. Smartphones (ie, phones that are allowed to communicate over the Internet) are examples of mobile devices. The user device 150 includes a touch screen-like display 151 that displays content to the user.

The user device 150 typically includes a user application, such as a web browser, that facilitates sending and receiving data over the network 102. The user device 150 may also include other user applications 154-156, such as native applications. As used herein, a "native application", also referred to as an "app", is an application that runs on the user device 150 and runs independently of the browser application on the user device 150. In particular, native applications are applications specifically designed to run in a particular user device operating system and machine firmware. The application distributor 140 may distribute the application 145 to the user device 150, for example, in response to a request to download the application 145.

User device 150 may request resource 125 from website 120. On the other hand, the data representing the resource 125 may be provided to the user device 150 for presentation by the user device 150. The data representing the resource 125 may include resource content (eg, text, images, videos, etc. of the resource 125) and content item slots. When the resource 125 having the content item slot is requested by the user device 150, the content distribution system 130 receives the content item request 106 requesting the content item to be provided to the resource content.

Content item request 106 contains data about the content item slot (for example, the size or type of the content item slot), data about the resource 125 for which the content item will be presented (for example, a category or keyword found in the resource, of the resource). Data about the issuer, etc.) and / or may include other data. If the content item should be presented in the content item slot of the search result page, the content item request 106 may include keywords for the search query issued to the search system.

The content distribution system 130 allows the content provider to provide content related to the user's request. For example, in some implementations, the content provider can be the advertiser 110, and the content delivery system should present the content item slot or resource attribute, or content item (eg, advertisement) to the advertiser. It may be possible to define campaign rules that consider the application. An exemplary campaign rule includes a keyword rule, resource content, or application content where the advertiser 110 provides a bid for a keyword present in the search query. Campaign rules may also specify specific contextual data about the user device 150 on which the context item should be presented. For example, advertiser 110 may define location-based rules for servicing content items to user devices 150 within a particular geographic area.

If the user of the user device 150 selects an ad, the user device 150 may generate a request for the landing page of the ad, which may be the web page of the advertiser 110. For example, each advertiser 110 may have its own web page, some of which are landing pages for advertiser 110's advertisements. Some advertisers and other content items may include links to specific locations within resources, such as web pages, or to specific locations within an application. Such links are referred to as "deep links". In addition, some content items may include a link to download application 145. Depending on the interaction with such content items, the user device 150 may initiate the download of the application from the website of its application distributor 145 or from the application store.

The content distribution system 130 includes a data storage system that stores campaign data 132 and performance data 134. The campaign data 132 stores content items (eg, advertisements), campaign information, bids for content items, and budget information for advertiser 110. The performance data 134 stores data indicating the performance of the content item for which the service is provided. Such performance data may include, for example, the click-through rate for the content item, the number of impressions for the content item, and the number of conversions for the content item (eg, the purchase of the product in response to the display of the ad). Other performance data may also be stored.

Campaign data 132 and performance data 134 can be used as input parameters to the content item auction. In particular, the content distribution system 130 conducts an auction in order to select the content item provided in response to each request for the content item. In some implementations, content items are ranked according to a score proportional to the bid specified in performance data 134 and a value based on one or more parameters. The highest ranked content item based on the auction result is selected and provided to the requesting user device. Of course, it will be recognized that content delivery systems can allow content other than advertising to be served. For example, a content delivery system may allow any suitable format of data item to be provided in response to a user request.

The user device 150 may also include a content item selector 152 and a user interest scorer 153 to facilitate the presentation of the content item 106 on the user device 150. For example, if the user device 150 is not communicating data with the network 102, the content item selector 152 may select a content item for presentation on the user device 150. For example, to reduce latency when presenting a content item, or to allow the presentation of a content item to a specific user without providing user data over network 102, user device 150 When is in data communication with the network 102, the content item selector 152 may select a content item for presentation on the user device 150.

The content item selector 152 may be an application installed on user device 150 or part of the operating system of user device 150. Similarly, the user interest scorer 153 can be an application installed on user device 150 or part of the operating system of user device 150. Although illustrated as individual components, the content item selector 152 and user interest scorer 153 can be implemented as a single application.

The content item selector 152 can determine whether or not to present a content item to the user based on the number of requests for content by the user. This can be used to determine the indication of the user's level of interest in retrieving the content. The user interest scorer 153 is based on a user-initiated request for content using applications 154 to 156, the level of interest of the user in retrieving the content, the amount of content received in response to this request, And / or other user interactions with the user device (eg, opening and closing applications, swiping the user device home screen, and / or turning the user device display on and off) can be determined. For example, a user's level of interest in retrieving content is based on the number of requests for content initiated by the user using one or more of the applications 154 to 156 installed on user device 150. obtain. A larger number of requests can result in a higher level of interest than a smaller number of requests. For example, the level of interest in retrieving content can be directly proportional to the number of requests. The level of interest in retrieving content can also be inversely proportional to the amount of content received.

The user's level of interest in retrieving content can be obtained based on the number of requests for content, resulting in less than a given amount of content being received. For example, a user initiates a large number of requests for content, which results in the user receiving less than a given amount of content, and the content provided is unsatisfactory to satisfy the user's interests. It can be sufficient, which allows the user to be more interested in receiving the content. In this example, the user's level of interest in retrieving content is greater than if the user received more than a given amount of content, or if only a single request was issued. Can be higher.

To illustrate, the user can wait for a friend to arrive at the restaurant. While waiting, the user may request that the data be provided to the user device over the wireless network. The data can contain one or more content items that can take any convenient format. For example, a user may use a social networking application (for example, application 154) to request an update to a social networking news feed. If a user makes several requests using a social networking application, but offers very little new content (for example, less than a given amount), this is, for example, a restricted connection of the device. Gender can indicate that content cannot be provided to the user at the current time. The user's repeated requests for content can show a high level of interest in retrieving the content to occupy his time while waiting for a friend to arrive. In this situation, the user may be able to accept receiving a content item that links to another application that has available content. For example, if the lack of content is a lack of network availability, the application can have available content without requesting over network 102, so the user is installed on user device 150. It may be possible to accept receiving content items that link to the application.

In another example, the user may interact with the user device 150 while waiting for a friend. For example, the user repeatedly turns the device's display on and off to check for updates, or simply mess with the device. If the user turns the display on and off a given number of times within a given time length, the user may be acceptable to receive the content item. Similarly, if the user swipes the home screen a given number of times and / or opens and closes the application a given number of times within a specified time length, then the user opens the content item. You may be interested in receiving.

The user interest scorer 153 may obtain data from applications 154 to 156 and / or from the operating system of the user device, and may determine the level of interest of the user in retrieving content based on the received data. For example, the user interest scorer 153 can aggregate data and determine the user's level of interest based on the aggregated data. Aggregated data is, for each application, the number of requests for content published using the application, the amount of content received in response to each request, and the content published using the application, resulting in the location. It can include the number of requests, and / or the number of times the application has been opened and / or closed within a given time length, so that less than the given amount of content will be received. The aggregated data also shows the number of times the device's display was turned on and off within a given time length, and / or the number of times the device's home screen was swiped within a given time length. May include. The content item selector 152 can then determine whether or not to present the content item based on the determined level of interest.

In some implementations, the user interest scorer 153 acquires the level of interest for a user in retrieving content from one or more applications installed on user device 150. For example, each application 154-156 has a level of interest for the user based on a request for content initiated by the user using the application, the amount of content provided to the user in response to this request, and / or. It can determine the number of times an application has been opened or closed within a given time length. The user interest scorer 153 may determine the overall level of interest for the user based on the level of interest received from each application 154-156. For example, the user interest scorer 153 may determine the sum, average, weighted average, or another suitable combination of individual interest levels.

In some implementations, the user interest scorer 153 determines the user's interest level based on the request data received from applications 154 to 156. For example, request data received from each application 154-156 may specify the number of requests initiated by the user, the amount of content provided to the user in response to these requests, and the time these requests were generated. The user interest scorer 153 can determine the level of interest of the user in acquiring the content based on the combination of data received from each of the applications. For example, the user interest scorer 153 determines the overall interest level based on the number of combined requests, the combined amount of data provided to the user in response to these requests, and the time these requests were initiated. Can be judged. In another example, the user interest scorer 153 identifies these requests from the requested data, so that less than a given amount of content is provided to the user, based on the identified request. Can determine the overall level of interest. For example, a higher number of identified requests can result in a higher level of interest than a smaller number of identified requests.

The user interest scorer 153 can use the detected data to detect requests for content and the content received in response to these requests and to determine the level of interest of the user in retrieving the content. .. For example, the user interest scorer 153 may monitor the content displayed on the display 151. By monitoring the content, the user interest scorer 153 may detect when the user makes a particular gesture (eg, a swipe on the touch screen) or other input to request the content. Similarly, the user interest scorer 153 may take screenshots of display 151 before and after such a request. The user interest scorer 153 can compare these screenshots and determine how much new content has been received based on the difference. For example, if the screenshots are exactly the same, the user interest scorer 153 may determine that no new content has been received. In contrast, if 80% of the screenshots (or some other specified amount) are different, then the user interest scorer 153 is a substantial amount (eg, more than a given amount) new. Content can be determined to have been received. The user interest scorer 153 determines the level of interest of the user in retrieving content based on the number of requests detected, the amount of content received in response to these requests, and / or the elapsed time since each request was received. The length of time can be determined. For example, the impact of a particular request for content on a user's level of interest can diminish over time.

The user interest scorer 153 provides the determined or acquired user's (individual or overall) interest level to the content item selector 152. The content item selector 152 can determine whether or not to present a content item based on the user's level of interest. For example, the content item selector 152 may compare a user's level of interest with a specified threshold. If the user's level of interest satisfies the threshold, for example by satisfying or exceeding the threshold, the content item selector 152 may determine to present the content item.

Rather than being the current content item in response to a content item request, or based on a schedule (for example, between two parts of the content), the content item selector 152 determines the user's level of interest in retrieving the content. May present a content item if it meets the threshold. For example, the content item selector 152 and the user interest scorer 153 monitor the user's interest level (eg, continuously or periodically) and determine that the user's interest level is sufficient to meet the threshold. If so, the content item can be provided to the user.

The content item selector 152 may select one or more content items to present from mobile campaign data 160 and using mobile campaign data 160. Mobile campaign data 160 may be received from content providers, including application distributor 140, and stored on user device 150. Thus, if the user device 150 is not connected to the network 102, the content item selector 152 may access the mobile campaign data 160.

Mobile campaign data 160 may include data that may be presented to the user if the user's device is unable to provide the data to the user device. Mobile campaign data 160 may include any suitable data for presentation to the user. For example, mobile campaign data 160 may include cached data. In some embodiments, the mobile campaign data may be for the advertiser 110 and one or more content items for presentation on the user device 150, campaign rules that adjust the eligibility of the content items to be presented. , And / or may contain one or more bids for the content item. Campaign rules may include context-based rules that use user context data to adjust the eligibility of content items. User context data is, for example, one that seeks less than the amount of data provided in response to a request so that cached data that responds to the user's request, at least in part, can be provided to the user. Or it may have data obtained from multiple requests. Illustrative campaign rules include location-based rules that specify at which user device location the advertiser 110 content item is eligible to be presented. Location-based rules can specify a geographic area, such as Atlanta, or a user-based location, such as home, work, distant, or away from town. For example, a mobile game distributor may specify that a content item linked to a game is eligible to be presented when the user is at home or far away, but while the user is at work. do not do.

Another example of a campaign rule considers a user's calendar input, for example, in a calendar application installed on user device 150. Such campaign rules may take into account the time and duration of the event in the calendar and / or the length of time before the event is scheduled to occur. If the user has less than a certain length of time before the next event in the user's calendar, the example campaign rule is that the content item for a particular application is eligible for presentation. You can specify that it is not. For example, the application distributor will present a content item for a book if the user has less than 10 minutes between the current time and the time of the next event in the user's calendar. You can specify that you are not eligible for this.

In some implementations, the content item selector 153 is based on the duration of the event in the calendar and / or, for example, the length of time before the event is scheduled to occur, independent of the campaign rules. Can be selected. For example, if the user has a specific time length before the next event in the user's calendar, then the content item selector 152 is for applications that the user typically uses less than the specific time length. Content items can be selected. For example, the content item selector 152 may receive data from each application that specifies the average length of time that the user interacts with the application (eg, from opening the application to closing the application) in each session. In this example, the user may play Game A for an average of 10 minutes and Game B for an average of 30 minutes. If the user has 20 minutes between the current time and the time of the next event in the user's calendar, then the user will play Game B for at least 20 minutes on average, so the context item selector. 152 may select context items for game A instead of game B.

In some implementations, the context item selector 152 links from a qualified content item to an application that the user interacts with beyond the time length between the current time and the time of the next event in the user's calendar. Filter. Continuing from the previous game application example, the content item for Game A is the user because the 20 minutes the user has until the next event is longer than the 10 minutes for the user to play Game A on average. Can be eligible for presentation to. Similarly, the content item for Game B is not present for presentation to the user, as the 20 minutes the user has until the next event is less than the 30 minutes for the user to play Game A on average. Can be eligible.

Another exemplary campaign rule considers network connectivity. For example, the Application Developer may specify that if User Device 150 is connected to Network 120, only Content Items for books that have not been downloaded to User Device 150 are eligible for presentation. .. The Application Developer also states that if User Device 150 is not connected to Network 102, Content Items for books that have been downloaded to User Device or have unread content are eligible for presentation. You can specify that.

The bid for the content item specifies the amount that the advertiser 110 is willing to pay for presenting the content item on the user device 150. Valuations for content items can fluctuate based on contextual data. For example, advertiser 110 has a first bid to present a content item when the user is at home and a second bid that is different from the first bid when the user is at work. And can be specified. In another example, advertiser 110 has a first bid for a situation where the user has a first time length before the next event in the user's calendar, and the user has the next in the user's calendar. You can specify a second bid for situations that have a second time length before the event. Each campaign rule, or set of campaign rules, may have a corresponding bid for a particular content item. For example, a content item can have a large number of bids, each with a different set of campaign rules. In certain examples, content items for games have a high bid for situations where the user has one hour before the next event and is at home, and the user has less than 10 minutes before the next event. Only have and can have low bids for situations at work. For example, if the advertiser is not willing to pay for the presentation of the content item, the bid for the content item can be zero.

In some implementations, the content item selector 152 may reject bids for the content item and exclude the content item from being included in the content item auction. For example, if the advertiser does not have sufficient credit, or if the advertiser's budget is exhausted, the content item selector 152 may refuse to bid on the content item. As described above, the campaign data 132 held by the content distribution system 130 may include budget information about the advertiser 110. The content item selector 152 may receive budget information from the content item distributor 130 on a regular basis, for example, when the user device 150 is connected to the network 102. When an application attempts to issue a bid for a content item auction, the content item selector 152 budgets the application distributor to deliver the application to determine whether to accept or reject the bid. Can be evaluated.

Bid, campaign rules, performance data (eg, click-through rate), and / or relevance measures (for example, the relevance of a content item to the user's current context) can be used as input parameters to the content item auction. .. The content item selector 152 may conduct an auction depending on the determination that the user's interest in acquiring the content satisfies the specified threshold. The auction may include content items that are eligible to be offered under the campaign rules. Content items eligible for presentation are ranked according to their respective scores based on the input parameters. For example, a score for a content item is a bid for the content item, the relevance of the application linked to the user's current context by the application (for example, location, time to next event, etc.), and / or the content item. Get based on performance data for (eg, click-through rate of content items). For content items that contain a large number of context-based bids, bids that include campaign rules that match the user's context at the time of the auction may be used in the auction for the context item. One or more of the highest ranked content items may be selected and presented by the user device 150. After the auction has taken place, the content item selector 152 may report the result of the auction to the content distributor system 130.

In some implementations, the auction will only include these content items that link to at least 20 applications that have a given amount of unviewed content. The unviewed content is content that has not yet been presented to the user on the user device 150. Unviewed content can include unread chapters in e-books, unfinished levels of games, unread social networking posts or messages, and unviewed photos or videos, to name a few. For example, a user may be more interested in receiving a content item that links to an e-book that the user has only partially read, rather than an e-book that the user has read completely.

The application distributor 140 provides the user device 150 with mobile campaign data, including bids for, for example, content item auctions, by applications 154 to 156 installed on or running on the user device 150. Can be done. On the other hand, applications 154 to 156 may provide mobile campaign data to the content item selector 152. The content item selector 152 stores the mobile campaign data 160 in the user device 150. For example, an application may use an application sharing protocol to communicate with a content item selector.

Some mobile device operating systems allow applications to communicate with each other, issue commands to other applications, share data with each other, and / or launch another application. For example, mobile device operating systems typically include communication protocols that allow inter-application communication. This is because, for example, an application distributor 140, which requires a map of a specific location to be presented to the user in response to input from the user, presents the map instead of including the map function in the application. , Allows you to generate requests sent to the map application. The application distributor 140 who wants to have the content item presented to the user may also generate a request to send the mobile campaign data to the content item selector 152. For example, application distributor 140 may configure application 145 to send mobile campaign data, including bids, to content item selector 152 using the communication protocol of the mobile operating system. The application distributor 140 may then send mobile campaign data to the application installed on the user device 150. The application, on the other hand, may use the communication protocol of the mobile operating system to send mobile campaign data to the content item selector 152.

In some implementations, the application distributor 140 may offer a bid based on the user of the user device 150. For example, if the application distributor 140 signs up for data about the user's past interactions with the application and / or before downloading the application or to use the application, the user goes to the application distributor 140. You may have the data you provided. The bid may be user-specific, not for the class of people, as an auction or other content item selection process occurs on the user device 150.

FIG. 2 is a block diagram of sequence 200 of exemplary screenshots 211-214 of a mobile phone 205 illustrating a request for content and presentation of a content item. In screenshot 211, mobile phone 205 shows a news feed of social networking applications installed on mobile phone 205. Social networking applications also include text that directs the user to swipe down on the touch screen of the mobile phone to request additional content. In response to the user swiping down, the social networking application issues a request from the server for additional content to the server of the distributor of the social networking application.

In this example, as illustrated in screenshot 212, this request results in no additional content received on mobile phone 205 due to the user's news feed. The level of interest the user has in retrieving the content can be determined based on this request and the lack of content received in response to this request. For example, a social networking application or user interest scorer 153 in FIG. 1 may determine that a user has interest level 2 based on this request and lack of content. The content item selector 152 may compare the interest level with a specified threshold value to determine whether to present the content item on the mobile phone 205. In this example, assume that a threshold of 5 results in no content items being presented.

In screenshot 213, the user initiates another request for content by swiping down on the touch screen. The updated level of interest in retrieving the content can be determined in response to this second request. The updated level of interest is the number of requests (eg 2), the amount of content returned in each request, and each previous request for content, as described in more detail below with reference to Figure 3. Can be based on the elapsed time length of. In this example, the updated interest level is determined to have a value of 10.

The content item selector 152 may compare the updated interest level with a specified threshold. The updated interest level exceeds the specified threshold of 5, so one or more content items may be presented. For example, screenshot 214 may include two content items 222, 224 presented to the user. Content items 222, 224 may be presented while the social networking application is being presented. For example, content items 222, 224 may be presented on the content of a social networking application, for example, in the content item slot of the social networking application, with the social networking application, or, for example, by overlay or pop-up.

The exemplary content items 222, 224 may link to an application installed on the mobile phone 205. For example, content item 222 may link to a specific location in game level 3 of a gaming application installed on mobile phone 205. Similarly, content item 224 may link to a particular location in Chapter 6 of the e-book provided by the reading application. In this example, user interaction with content item 222 (eg, selection of content item 222) may launch a gaming application at level 3 for mobile phone 205. Similarly, user interaction with content item 224 may cause the mobile phone 205 to launch a reading application and present Chapter 6 of the e-book.

Gaming and reading applications can differ from social networking applications. For example, the gaming application and the reading application may each be provided by a different application distributor than the application distributor delivering the social networking application.

FIG. 3 is a flowchart of an exemplary process 300 for selecting and displaying a content item. The operation of process 300 can be performed by, for example, a data processing device such as the user device 150 of FIG. The process 300 can also be executed by an instruction stored in a computer storage medium, and execution of the instruction by the data processing device causes the data processing device to execute the operation of the process 300.

The user's level of interest in retrieving content is retrieved for one or more applications (302). For example, a content item selector such as the content item selector 152 in FIG. 1 may obtain the user's interest level from an application or, for example, from a user interest scorer such as the user interest scorer 153 in FIG.

As explained above, the user's level of interest in retrieving content is the relationship between many requests for user-initiated content for one or more applications, the content received in response to the request. Amount of, the length of time each request was initiated, the number of times the user device's display was turned on or off, the number of swipes across the user device's home screen, and / or for one or more applications. Each may be based on the number of times it has been opened or closed. For example, more requests can result in a higher level of interest than fewer requests. Similarly, less content received in response to a request can result in a higher level of interest than more content received. In addition, more swipes, display launches, and application open can result in a higher level of interest than fewer swipes, launches, and open.

Requests and received content used to determine a user's level of interest occur during a particular time period, for example, a period that ends shortly before the level of interest is determined and lasts for a certain duration. Can be. In addition, the impact of the request on the user's level of interest and the amount of each of the received content can decrease over time. For example, the impact of each request can be weighted based on the length of time since the request was initiated. Similarly, the impact of turning the user device on / off, swiping the home screen, and / or opening / closing the application can be weighted based on the length of time since the action occurred.

In some practices, the user's level of interest is based on the number of requests for content, resulting in less than a given amount of content being received. For example, when a user initiates 10 requests from one or more applications, resulting in 9 receiving less than a given amount of content, the user's interest in retrieving the content is the user. Can start 10 requests, resulting in higher than if 5 received less than a given amount of content. A given amount of content can vary based on the application in which the request was initiated.

As described above, the level of interest of the user in retrieving the content can be determined for each application for which the user requests the content. For example, a user may first try to get updated social networking content in their news feed. If it is unsuccessful, the user may request new sports news in the sports application. If less than a given amount of new sports news is returned, the two events are combined, indicating that the user is likely to be more interested in retrieving the content.

The individual interest levels of each application may be combined to determine the overall level of interest in retrieving content for the user. For example, the overall level of interest can be based on the sum, average, or weighted average of the individual levels of interest.

The overall level of interest in retrieving content can also be based on other appropriate factors. When a user provides or grants access to such data, some contextual data may be used to determine the user's level of interest in retrieving the content. For example, data indicating whether a user's user device is moving and its speed can be used to determine the level of interest of the user in retrieving content. If the speed of the user device is higher than the speed of the car, it indicates that the user is on an airplane, and the user may be more interested in acquiring the content. In another example, when data retrieving content that indicates that the user is in contact (for example, within a specified distance from the contact) or is with the user's social networking friends. Can be used to determine a user's level of interest in. This contextual data can be combined with data about requests for content and the amount of content received in response to these requests in order to determine the user's overall level of interest in retrieving the content.

In some practices, the user may directly express his interest in receiving the content. For example, the user device 150 may display a selectable icon that, when selected, initiates a request for a content item that links to the content.

Content items are selected based on the user's level of interest in retrieving the content (304). For example, a content item selector may compare a user's level of interest in retrieving content with a specified threshold. If the user's level of interest satisfies this threshold, the content item selector may determine to serve the content item. If the user's level of interest does not meet the specified threshold, the content item selector may determine not to serve the content item.

As explained above, in order to select a content item, the content item selector is based on mobile campaign data (eg bids and campaign rules) provided by the content item provider, such as the application distributor. An auction can be held. Content items that are eligible for presentation are ranked according to their respective scores based on the input parameters. One or more of the highest ranked content items will be selected for presentation.

In some implementations, the auction contains each of the eligible content items to be offered under the campaign rules. In some implementations, the auction includes only those content items that link to an application that has at least a given amount of unviewed content.

The selected content item is presented on the user device (306). For example, a content item selector may cause a user device to present a selected content item on the device's display. When the user interacts with the content item, the user device may launch the application linked by the content item and present the content of the application to the user.

FIG. 4 is a flowchart of an exemplary process 400 for selecting and presenting a content item. The operation of process 400 may be performed by a data processing device such as the user device 150 of FIG. The process 400 may also be performed by an instruction stored in a computer storage medium, and execution of the instruction by the data processing device causes the data processing device to perform the operation of the process 400.

Mobile campaign data is received for applications installed on the user device (402). For example, an application distributor may send mobile campaign data to the application installed on a user device. The application may provide mobile campaign data to a content item selector (eg, content item selector 152 in FIG. 1) that stores the mobile campaign data on the user device used to select the content item for presentation. As described above, mobile campaign data for content items can include one or more bids and one or more campaign rules.

The level of interest of the user in retrieving the content is retrieved (404). For example, a content item selector may receive a user's interest level when receiving content from a user interest scorer, such as the user interest scorer 153 in FIG. As described above, the User Interest Scorer is the data that specifies the number of requests for content initiated by the user, the amount of content received by the user device in response to these requests, and each request issued. You may receive from one or more applications the number of times and / or the number of times an application has been opened or closed in a given time period. The user interest scorer is also associated with the user device, such as, for example, the number of times the device's display is turned on or off in a given time period, and / or the number of swipes across the home screen in a given time period. Can receive data that specifies user interaction with. The user interest scorer can determine the level of interest of the user in receiving the content based on the received data. In some implementations, the user interest scorer receives individual interest levels from each of one or more applications and aggregates the individual interest levels to determine the overall interest level for the user. Gate.

The user interest scorer may determine the level of interest of the user in retrieving the content in response to each request for content initiated by the user and / or each user interaction with the user device. For example, each application requests updated data (for example, data about the request and the content received in response to these requests, or data that specifies the level of interest) in response to a user requesting content. Can be configured to provide. The user interest scorer may update (eg, adjust) the user's interest level in response to receiving the data.

The user's level of interest in retrieving content is compared to a specified threshold (406). If the user's level of interest does not meet the threshold, the content item selector does not present the content item. Instead, the content item selector waits for or requests an updated level of interest. For example, a content item selector may wait for an updated interest level to be received from the user interest scorer in response to another request for content. When the updated interest level is received, the content item selector compares the updated interest level with the specified threshold.

A content item is selected if the user's interest level, or updated interest level, meets or exceeds the threshold, for example, by satisfying or exceeding the threshold (408). As described above, content items may be selected based on mobile campaign data and may include cached data on the device. Mobile campaign data may be selected based on, for example, a content item auction.

The selected content item is presented on the user device (410). For example, the user device may present the selected content item along with the application currently presented by the user device. In a particular example, the user device may present the selected content item with the application that received the most recent user request for content. For example, consider that this user most recently requested social networking content from a social networking application, and in response to this request, less than a given amount of content was returned to the user device. In response, the user interest scorer may update the user's interest level in acquiring content to a value that satisfies the threshold. In response, the content item selector may select the content item and serve it with the social networking application. For example, a content item may be presented in the content item slot of a social networking application or in an overlay or pop-up on the content of a social networking application. Alternatively, the content item may provide an alternative for the requested content.

User interaction with the selected content item is received (412). For example, a specified user interaction (eg, select or tap) of a content item may be received on the content item.

Content linked by a content item is presented (414). For example, user interaction with a content item may cause the user device to launch the application linked by the content item and present the content of the application. The user device may also close or minimize the application presented with the content item, depending on the user interaction. If the content item is linked to a particular location within the application, the user device presents the content at that particular location. For example, if a content item is linked to a game at a particular level, this game can be launched and started at that level. In another example, if the content item contains a link to download the application, the user device may initiate the download of the application in response to user interaction with the content item.

In some practices, the application distributor receives credit or reward if the application of the application distributor triggers the presentation of a content item. For example, an advertiser typically pays an amount based on that bid or another advertiser's bid, depending on the advertiser's content item being presented. A portion of the amount paid may be provided to the application distributor based on the distributor's application that triggers the content item presentation. Other non-monetary credits, such as free or discounted content item impressions, may also be offered.

Because the distributor's application meets a threshold for its level of interest, a request for content initiated using the application, or the opening / closing of the application for the user's overall level of interest. If so, it can trigger the presentation of content items. For example, suppose the user's current overall interest level is 3 and the threshold is 5. If the user requests content using a particular application and as a result receives less than a given amount of content, then this event raises the overall level of interest, for example 6, It can be increased to a value that exceeds the threshold value. Accordingly, content items can be presented and the distributor of a particular application can be trusted.

FIG. 5 is a block diagram of an exemplary computer system 500 that can be used to perform the operations described above. System 500 includes processor 510, memory 520, storage device 530, and input / output device 540. Each of the components 510, 520, 530 and 540 may be interconnected using, for example, the system bus 550. Processor 510 can process instructions for execution within system 500. In one implementation, processor 510 is a single thread processor. In another embodiment, processor 510 is a multithreaded processor. The processor 510 can process the instructions stored in the memory 520 or in the storage device 530.

The memory 520 stores information in the system 500. In one embodiment, the memory 520 is a computer readable medium. In one implementation, the memory 520 is a volatile memory unit. In another embodiment, the memory 520 is a non-volatile memory unit.

Storage device 530 can provide high capacity storage for system 500. In one embodiment, the storage device 530 is a computer-readable medium. In various different implementations, the storage device 530 is, for example, a hard disk device, an optical disk device, a storage device shared on a network by a large number of computing devices (eg, a cloud storage device), or some other large capacity. May include storage devices.

The input / output device 540 provides input / output operation for the system 500. In one implementation, the input / output device 540 is a network interface device, such as an Ethernet® card, a serial communication device, such as an RS-232 port, and / or a wireless interface, such as an 802.11 card. It may include one or more of the devices. In another embodiment, the input / output device includes a driver device that is configured to receive the input data and send the output data to other input / output devices such as the keyboard, printer, and display device 560. obtain. However, other implementations such as mobile computing devices, mobile communication devices, set-top box television client devices, etc. may also be used.

Although exemplary processing systems are described in FIG. 5, the subject matter and performance of functional operations described herein are disclosed in or in other types of digital electronic circuits. It can be implemented in computer software, firmware, or hardware that includes the configuration and its constitutive equivalents, or in one or more combinations thereof.

Embodiments of the subject matter and operation described herein are in digital electronic circuits or in computer software, firmware, or hardware that includes the configurations disclosed herein and their constitutive equivalents. , Or in one or more combinations of these. Embodiments of the subject described herein are one or more computer programs encoded in a computer storage medium for execution by a data processor or to control the operation of the data processor. That is, it can be implemented as one or more modules of computer program instructions. Alternatively, or in addition, program instructions are generated to encode an artificially generated propagating signal, eg, information for transmission to a receiver device suitable for execution by a data processor. Can be encoded for machine-generated electrical, optical, or electromagnetic signals. The computer storage medium can be or include a computer-readable storage device, a computer-readable storage board, a random or serial access memory array or device, or a combination of one or more of these. .. Further, although the computer storage medium is not a propagating signal, the computer storage medium can be the source or destination of computer program instructions encoded in the artificially generated propagating signal. The computer storage medium can also be or be included in one or more separate physical components or media (eg, a large number of CDs, disks, or other storage devices).

The operations described herein may be performed as operations performed by a data processor on data stored in one or more computer-readable storage devices or received from other sources. ..

The term "data processor" refers to all types of devices, devices, and machines for processing data, including programmable processors, computers, system-on-chips, or many or combinations of those mentioned above, as usual. Include. The device may include a dedicated logic circuit such as an FPGA (field programmable gate array) or an application-specific integrated circuit (ASIC). In addition to the hardware, the device also generates code that generates an execution environment for the computer program in question, such as processor firmware, protocol stacks, database management systems, operating systems, interplatform runtime environments, virtual machines, etc. Alternatively, it may include code that constitutes one or more combinations of these. Equipment and execution environments can implement a variety of different computing model infrastructures such as web services, distributed computing and grid computing infrastructures.

Computer programs (also known as programs, software, software applications, scripts, or code) can be written in any form of programming language, including compiled or interpreted, declarative, or procedural languages. It can be deployed as a stand-alone program or in any format, including modules, components, subroutines, objects, or other units suitable for use in a computing environment. Computer programs may support files in the file system, but may not need to. A program is a single piece dedicated to the program in question, part of a file that holds other programs or data (for example, one or more scripts stored in a markup language document). It can be stored in a file or in a number of coordinated files (for example, a file that stores one or more modules, subprograms, or parts of code). Computer programs may be deployed to run on one or many computers that are located at one site or distributed across many sites and interconnected by communication networks.

The processing and logical flows described herein are by one or more programmable processors that run one or more computer programs to perform operations by manipulating input data and producing output. Can be executed. Processing and logic flows can also be performed by dedicated logic circuits such as FPGAs (field programmable gate arrays) or ASICs (application-specific integrated circuits), and devices can also be performed as dedicated logic circuits such as FPGAs or ASICs. Can be implemented.

Suitable processors for running computer programs include, for example, both general purpose and dedicated microprocessors, and any one or more processors of any kind of digital computer. In general, the processor will receive instructions and data from read-only memory and / or random access memory. Essential elements of a computer are a processor for performing operations according to instructions and one or more memory devices for storing instructions and data. In general, a computer may also include one or more mass storage devices for storing data, such as magnetic, magneto-optical disks, or optical disks, or receive or receive data from them. It will be operably combined to transfer data. However, the computer does not need to have such a device. In addition, computers can be, for example, mobile phones, personal digital assistants (PDAs), mobile audio or video players, game consoles, Global Positioning System (GPS) receivers, or portable storage devices (eg, portable storage devices). Can be incorporated into other devices such as Universal Serial Bus (USB) flash drives). Suitable devices for storing computer program instructions and data include, for example, EPROM, EEPROM, and flash memory devices, such as magnetic disks such as internal hard disks or removable disks, magneto-optical disks, and CD-ROMs. Includes all types of non-volatile memory, media, and memory devices, including semiconductor memory devices such as DVD-ROM disks. The processor and memory can be augmented by dedicated logic or incorporated into dedicated logic.

In order to provide interaction with the user, embodiments of the subject matter described herein are for displaying information to the user, such as a CRT (cathode ray tube) or LCD (liquid crystal). It can be performed on a display device such as a display) monitor and a computer having a keyboard and pointing device such as a mouse or trackball where the user can provide input to the computer. Other types of devices can also be used to provide interaction with the user, for example, the feedback provided to the user can be of any form, such as visual feedback, auditory feedback, or tactile feedback. It can be sensory feedback and the input from the user can be received in any form, including acoustic, audio, or touch input. In addition, the computer sends the document to the device used by the user and receives the document from the device used by the user, for example, in response to a request received from a web browser, on the user's client device. You can interact with the user by sending a web page to a web browser.

Embodiments of the subject matter described herein include, for example, a backend component as a data server, or, for example, a middleware component such as an application server, or, for example, described herein. In a computing system that includes front-end components such as a client computer with a graphic user interface or web browser that allows the user to interact with the implementation of the subject, or one or more such back-ends, middleware, or. It can be implemented in any combination of front-end components. The components of the system can be interconnected by any form or medium of digital data communication, such as a communication network. Examples of communication networks include local area networks (LAN) and wide area networks (WAN), internetworks (eg, the Internet), and peer-to-peer networks (eg, ad hoc peer-to-peer networks).

The computing system can include clients and servers. Clients and servers are generally separated from each other and typically interact over a communication network. The client-server relationship runs on each computer and is caused by computer programs that have a client-server relationship with each other. In some embodiments, the server displays the data (eg, an HTML page) (eg, the data to a user interacting with the client device and receives user input from the user interacting with the client device. Send to client device (for purpose). Data generated on the client device (eg, the result of user interaction) can be received on the server from the client device.

This specification includes many specific embodiments, but they are not limited to the scope of any invention or claims, but rather are specific to a particular embodiment of a particular invention. It should be interpreted as an explanation of the characteristics of. In the context of the individual embodiments, some of the features described herein can also be implemented in combination in a single embodiment. Conversely, the various features described in the context of a single embodiment can also be implemented individually in a number of embodiments or in any suitable subcombination. Further, the features may be described above as operating in some combinations, and even such claims may first be made, but one or more features from the claimed combinations may be in some cases. Then, the combination that can be deleted from the combination and the claimed combination can be a partial combination or a variation of the partial combination.

Similarly, the actions are depicted in the drawings in a particular order, which means that such actions are performed in the particular order shown or in the sequential order in order to achieve the desired result. It should not be understood that it is required to be done or that all the illustrated actions are to be performed. In some environments, multitasking and parallelism can be advantageous. Moreover, the separation of the various system components in the embodiments described above should not be understood as requiring such separation in all embodiments, and the program components and systems described. In general, it should be understood that they can be integrated together into a single software product or packaged into multiple software products.

Therefore, specific embodiments of the subject have been described. Other embodiments are within the scope of the following claims. In some cases, the actions described in the claims may be performed in a different order and may still achieve the desired result. In addition, the processes depicted in the accompanying drawings do not necessarily require the specific order shown or the sequential order in order to achieve the desired result. In some practices, multitasking and parallelism may be advantageous.

100 Environment 102 Network 104 Content Item 106 Request 110 Advertiser 120 Website 125 Resource 130 Content Distribution System 132 Campaign Data 134 Performance Data 140 Application Distributor 145 Application 150 User Device 151 Display 152 Content Item Selector 153 User Interest Scorer 154 User Application 1 155 User Application 2 156 User Application 3 160 Mobile Campaign Data 200 Sequence 205 Mobile Phone 211 Screenshot 212 Screenshot 213 Screenshot 214 Screenshot 222 Content Item 224 Content Item 500 Computer System 510 Processor 520 Memory 530 Storage Device 540 Input / Output Device 550 System Bus 560 Display Device