Scrolling Interstitial Advertisements

Patent metadata

Field	Value
Publication number	US-2017193566-A1
Application number	US-201414171371-A
Country	US
Kind code	A1
Filing date	Feb 3, 2014
Priority date	Feb 3, 2014
Publication date	Jul 6, 2017
Grant date	—

Abstract

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for providing advertisements for initial off-screen insertion over publisher resources. In one aspect, a method includes receiving, from a user device, a request for a content item for presentation with a publisher resource; and providing, to the user device, a content item with instructions that cause the content item to be inserted into the publisher resource at a location at which at least a portion of the content item is not presented by the user device upon initial presentation of the publisher resource, the instructions further causing the content item to be inserted as an overlay relative to content of the publisher resource and to scroll at a different rate than the content of the publisher resource in response to user interaction with a resource scroll control.

First claim

What is claimed is:

1 . A method, comprising:
receiving, from a client device, a request for content for presentation with a publisher resource; determining that the publisher resource is eligible for presentation of a content item; and providing, to the client device and in response to the request for content, instructions that cause the client device to:
insert the content item as an overlay relative to primary content of the publisher resource at a location on the publisher resource at which an entirety of the content item is outside a viewable area of an application upon initial presentation of the publisher resource;
set a scroll rate of the content item different from a scroll rate of the primary content of the publisher resource;
determine, subsequent to the initial presentation and responsive to a scroll event, that the content item moved from outside the viewable area of the application to a specified location in the publisher resource within the viewable area of the application, the specified location corresponding to an upper edge of the content item reaching an upper edge of the viewable area of the application; and
maintain, responsive to the determination, the content item at the specified location relative to the viewable area of the application responsive to subsequent scroll events in a first scroll direction and in a second scroll direction while the underlying primary content of the publisher resource scrolls responsive to the subsequent scroll events.

2 . The method of claim 1 , wherein the instructions further cause the client device to scroll into a position where the content item occludes a majority of a display of the viewable area of the application on the client device in response to user interaction with a resource scroll control.

3 . The method of claim 1 , wherein at least part of the primary content of the publisher resource is visible through the content item.

4 . (canceled)

5 . The method of claim 1 , wherein the instructions further cause the client device to scroll the content item downward out of the viewable area of the application at a second scroll rate different from the primary content of the publisher resource in response to a second scroll event.

6 . The method of claim 1 , wherein the instructions further cause the client device to position the content item relative to the primary content of the publisher resource according to a location tag of the publisher resource identifying the location on the publisher resource not within the viewable area of the application upon the initial presentation of the publisher resource.

7 . The method of claim 1 , wherein the instructions further cause the client device to position the content item relative to the primary content of the publisher resource based on a determination of an amount of the primary content of the publisher resource to be displayed upon the initial presentation of the publisher resource.

8 . The method of claim 1 , wherein the instructions further cause the client device to position the content item at a predetermined distance below the viewable area of the application displayed upon initial presentation of the publisher resource.

9 . The method of claim 8 , wherein the predetermined distance is determined based in part on a size of a display of the client device.

10 . The method of claim 1 , wherein determining that the publisher resource is eligible for presentation of the content item includes determining that a length of the primary content of the publisher resource is greater than a predetermined threshold.

11 . The method of claim 10 , wherein the predetermined threshold is determined based in part on a size of a display of the client device.

12 . A non-transitory computer storage medium encoded with a computer program, the program comprising first instructions that when executed by a data processing apparatus cause the data processing apparatus to perform operations, comprising:
receiving, from a client device, a request for content for presentation with a publisher resource; determining that the publisher resource is eligible for presentation of a content item; and providing, to the client device and in response to the request for content, a content item with second instructions that cause the client device to:
insert the content item as an overlay relative to primary content of the publisher resource at a location on the publisher resource at which an entirety of the content item is outside a viewable area of an application upon initial presentation of the publisher resource;
set a scroll rate of the content item different from a scroll rate of the primary content of the publisher resource to visually differentiate the content item from the primary content of the publisher resource;
determine, subsequent to the initial presentation and responsive to a scroll event, that the content item moved from outside the viewable area of the application to a specified location in the publisher resource within the viewable area of the application, the specified location corresponding to an upper edge of the content item reaching an upper edge of the viewable area of the application; and
maintain, responsive to the determination, the content item at the specified location relative to the viewable area of the application responsive to subsequent scroll events in a first scroll direction and in a second scroll direction while the underlying primary content of the publisher resource scrolls responsive to the subsequent scroll events.

13 . The non-transitory computer storage medium of claim 12 , wherein at least part of the primary content of the publisher resource is visible through the content item.

14 . (canceled)

15 . The non-transitory computer storage medium of claim 12 , wherein the second instructions further cause the client device to position the content item relative to the primary content of the publisher resource based on a determination of an amount of the primary content of the publisher resource to be displayed upon the initial presentation of the publisher resource.

16 . The non-transitory computer storage medium of claim 12 , wherein determining that the publisher resource is eligible for presentation of the content item includes determining that a length of the content of the publisher resource is greater than a predetermined threshold.

17 . A system, comprising:
a data store storing one or more content items and first instructions; and one or more computers that interact with the data store and execute second instructions that cause the one or more computers to perform operations comprising:
receiving, from a client device, a request for content for presentation with a publisher resource;
determining that the publisher resource is eligible for presentation of a content item; and
providing, to the client device and in response to the request for content, the first instructions including a content item from the one or more content items, the first instructions causing the client device to:
insert the content item as an overlay relative to primary content of the publisher resource at a location at which at least which an entirety of the content item is outside a viewable area of an application upon initial presentation of the publisher resource;
set a scroll rate of the content item different from a scroll rate of the primary content of the publisher resource to visually differentiate the content item from the primary content of the publisher resource;
determine, subsequent to the initial presentation and responsive to a sc

Assignees

• Google Inc

Inventors

• Lucash Nathan P

Classifications

• G06F3/0485

  Scrolling or panning · CPC title

• G06Q30/0277 Primary

  Online advertisement · CPC title