Optimization of network-transferred multi-card content items

Patent metadata

Field	Value
Publication number	US-10997624-B2
Application number	US-201816024756-A
Country	US
Kind code	B2
Filing date	Jun 30, 2018
Priority date	Jun 30, 2018
Publication date	May 4, 2021
Grant date	May 4, 2021

Abstract

Techniques for optimizing network-transferred multi-card content items are provided. In one technique, a first content item selection event is initiated that involves a set of content delivery campaigns that includes a content delivery campaign that includes a content item that comprises multiple cards. The content delivery campaign is selected and the content item is transmitted to a first computing device, where the multiple cards have a first card configuration. One or more events that are associated with the first computing device displaying at least one card of the plurality of cards is identified. Based on the events, a second card configuration is determined. Another content item selection event that involves the content delivery campaign is initiated and the content delivery campaign is selected. The content item is transmitted to a second computing device, where the multiple cards have the second card configuration.

First claim

What is claimed is:

1. A method comprising:
storing, based on input from a content provider, a first content delivery campaign that comprises a content item that comprises a plurality of cards, wherein content of each card of the plurality of cards originates from the content provider;
as part of a first content item selection event, identifying a first plurality of content delivery campaigns and selecting the first content delivery campaign from among the first plurality of content delivery campaigns;
causing the content item that comprises the plurality of cards to be transmitted to a first computing device of a first user, wherein the plurality of cards have a first card configuration that indicates a first order of the plurality of cards;
identifying a plurality of events that are associated with the first computing device displaying multiple cards of the plurality of cards;
wherein the plurality of events includes (1) a first event that indicates that a first card in the plurality of cards was presented on the first computing device and (2) a second event that indicates that a second card in the plurality of cards was presented on the first computing device;
wherein the first event indicates a first position of the first card relative to other cards in the plurality of cards;
wherein the second event indicates a second position of the second card relative to other cards in the plurality of cards;
based on the plurality of events, determining a second card configuration, that indicates a second order of the plurality of cards, that is different than the first card configuration;
as part of a second content item selection event, identifying a second plurality of content delivery campaigns and selecting the first content delivery campaign from among the second plurality of content delivery campaigns;
causing the content item that comprises the plurality of cards to be transmitted to a second computing device of a second user, wherein the plurality of cards have the second card configuration;
wherein the method is performed by one or more computing devices.

2. The method of claim 1 , further comprising:
based on a first set of events pertaining to the first card, calculating a first entity selection rate of the first card;
based on a second set of events pertaining to the second card of the plurality of cards, calculating a second entity selection rate of the second card;
wherein determining the second card configuration is also based on the first entity selection rate and the second entity selection rate.

3. The method of claim 1 , further comprising:
identifying a first particular event that indicates that the first card was selected by the first user during a particular session;
identifying a second particular event that indicates that the second card was selected by the first user during the particular session;
determining whether a landing page associated with the first card is the same as a landing page associated with the second card.

4. The method of claim 3 , further comprising:
in response to determining that the landing page associated with the first card is the same as the landing page associated with the second card, ignoring either the first particular event or the second particular event when calculating a charge for the content provider.

5. The method of claim 3 , further comprising:
in response to determining that the landing page associated with the first card is not the same as the landing page associated with the second card, considering both the first particular event and the second particular event when calculating a charge for the content provider.

6. The method of claim 1 , further comprising:
receiving, from the first computing device, a plurality of card-related events, wherein each card-related event in the plurality of card-related events indicates that the first computing device presented a card in the plurality of cards;
wherein the plurality of card-related events includes a first card-related event that includes a first sequence value and that indicates that the first computing device presented the first card;
wherein the plurality of card-related events includes a second card-related event that indicates a second sequence value and that indicates that the first computing device presented the first card;
wherein the first sequence value is different than the second sequence value that indicates a minimum number of times that the first computing device presented the first card.

7. The method of claim 1 , further comprising:
based on a set of events pertaining to the content item and related to a plurality of users, determining which cards of the plurality of cards were presented most often and which cards of the plurality of cards were selected by users most often.

8. The method of claim 1 , further comprising:
identifying a plurality of content item-level events that pertain to the content item and that were generated by a plurality of computing devices;
identifying a plurality of card-level events that pertain to cards within the content item and that were generated by the plurality of computing devices;
analyzing the plurality of content item-level events to generate a content item-level statistic;
analyzing the plurality of card-level events to generate a card-level statistic;
sending, to the content provider, the content item-level statistic and the card-level statistic.

9. The method of claim 1 , further comprising:
based on a set of events that pertain to the content item and the plurality of cards, analyzing user profile data pertaining to users that interacted with the content item;
determining first performance data of the first card relative to a first set of users that satisfy one or more first criteria;
determining second performance data of the first card relative to a second set of users that satisfy one or more second criteria that are different than the one or more first criteria;
initiating, for a third user, a third content item selection event that involves a third plurality of content delivery campaigns that includes the first content delivery campaign;
as part of the third content item selection event, selecting the first content delivery campaign;
after selecting the first content delivery campaign, determining that the third user satisfies the one or more second criteria;
in response to determining that the third user satisfies the one or more second criteria, associating the third user with the second performance data;
based on the second performance data, determining a third card configuration of the plurality of cards;
based on determining the third card configuration, causing the plurality of cards to be transmitted to a third computing device in the third card configuration.

10. The method of claim 1 , further comprising:
based on a set of events that pertain to the content item and the plurality of cards, determining a performance of each card in the plurality of cards;
based on a performance of a third card in the plurality of cards, determining to remove the third card from the plurality of cards;
after determining to remove the third card, as part of a third content item selection event, selecting the content item;
causing, to be transmitted to a third computing device, the content item that comprises the plurality of cards that does not include the third card.

11. One or more non-transitory storage media storing instructions which, when executed by one or more processors, cause:
storing, based on input from a content provider, a first content delivery campaign that comprises a content item that comprises a plurality of cards, wherein content of each card of the plurality

Assignees

• Microsoft Technology Licensing Llc

Inventors

• Pei Lihong
• Wang Yaolin
• Xiao Jie
• Zhang Shu
• Rajiv Rohan
• Mehta Nihar Niranjan
• Koundal Rohan
• Singh Abhinav
• Rodriguez Roberto Alexis
• Tan Kean Loong
• Ma Yanbo
• Zhang Yuhao

Classifications

• G06Q30/0244 Primary

  Optimization · CPC title

• G06Q30/0246

  Traffic · CPC title

• G06F16/958

  Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking · CPC title