Google Inc.

Brandon Murdock Pearcy

Nathan Peter Lucash

Yi Zhang

Jun Xu

Amy Wu

Zhen Yu

Omer Gimenez Llach

Bahman Rabii

Girish Deodhar

A method includes receiving from a client device a request for content, and transmitting to the client device a first content item, a second content item, and a script for displaying the first and second content items within an information resource. The script includes instructions that cause the client device to (1) display the first content item within a content slot having a first size occupying a first region of the information resource, (2) identify a user interaction associated with the first content item, (3) expand, responsive to the user interaction associated with the first content item, the content slot from a first size to a second size, and (4) display, responsive to the user interaction and in the expanded content slot, the first content item and the second content item and an actionable object configured to reduce the content slot from the second size to the first size.

Expandable content items for presenting additional content

One or more servers can implement a method including generating an information resource comprising a content package including first content, metadata of a content extension, and a script for displaying the first content, and transmitting the information resource to a client device to cause the client device to: display the first content within an inline frame; identify an interaction with a user interface feature; transmit, responsive to identifying the interaction, a content extension request based on the metadata of the content extension; receive, responsive to the content extension request, a second content item; responsive to identifying the interaction, expand the inline frame from the first size to a second size; and display, in the expanded inline frame, the second content item, the second content item different from the first content item.

A method of providing an ad extension includes selecting an advertisement for display. The method also includes selecting additional information related to the advertisement. The method also includes transmitting data representing the advertisement to a browser. The browser interacts with an expandable API to render an inline frame having an advertisement slot. The browser renders and displays the advertisement in the frame. The method also includes transmitting display data representing the additional information related to the advertisement to the browser. The browser receives an input to activate the ad extension. In response to the input, the browser interacts with the expandable API system to expand and render the frame. The browser renders, in the frame, the advertisement slot containing the advertisement. The browser also renders, in the frame, the additional information. The browser displays the expanded inline frame, such that the displayed frame covers a portion of the content.

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for optimizing the placement of advertisement blocks on a web page.

Content placement optimization

Ad extensions on content network

Techniques for affecting display of content may include receiving a request for content to supplement a response to an input initiated by a first user; outputting first content in response to the request, where the first content includes a control feature that is displayable along with the first content, and where the control feature enables the first user to register a negative reaction to the first content; obtaining information relating to the first content based on the negative reaction; identifying second content having one or more characteristics in common with the first content; identifying one or more second users having one or more characteristics in common with the first user; and using the information relating to the first content in determining whether to provide the second content to the one or more second users.

Affecting display of content based on negative reactions

Aspects and implementations described herein are directed to systems and methods of distributing online content. The distribution of online content may include receiving a request for content items for a designated space having a size. A data processing system may estimate a number of content items for the space given the size. A second number of content items, greater than the estimated number, may be provided in response to the request. Data may be received indicative of a third number of content items rendered in the space, which may be equal to or less than the second number, and the content items may be selected in an online auction.

Estimating the number of content items to fill an online space before distributing the content items to the online space

Variations in user devices may result in content being rendered differently. Knowing the amount of space required to render the content item for a user device may allow more content to be shown. In one implementation, measurement results of rendering content items from user devices with various configurations may be obtained by running scripts on the user devices. A space need of the content items may be determined based on the measurement results. The determination may include determining a probabilistic distribution of a representation of space needed for the content items. A request for a content item for display in a slot of a web page may be received and a content item may be transmitted based on the probabilistic distribution that represents a percentage of content items that are truncated when displayed in the slot.

Serving content for a space based on a probabilistic distribution

Systems and methods of distributing content items to a resource via a computer network are described. A statistical distribution representing display sizes of content items with respect to a slot having a plurality of parameters may be generated. A request to provide a content item for display in a slot of the resource may be received. Content items for display in the slot of the resource may be selected based on the statistical distribution. Selecting content items for display in the slot may include optimizing an appearance of a content item in the slot or maximizing a number of a plurality of content items in the slot.

Determining sizes of content items

In some instances, a resource may have display space that is independent of the first-party content and which may be used for presenting third-party content items. The display of third-party content items may also depend on one or more device parameters. For a non-standard space, such as a content item slot having a non-standard ratio of height to width, a determination of the number of content items that can fill the non-standard content item slot may be made based on the height of the content item slot, the width of the content item slot, and a minimum content item size. The number of content items may be selected and formatted, such as by modifying a font size, based on the height and width of the content item slot and the minimum content item size. Data may be output to effect display of the formatted content items with the resource.

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San Francisco, CA, United States of America

Brandon Murdock Pearcy