Excalibur Ip, LLC

Yahoo Ad Tech LLC

Other

Yahoo! Inc.

Oath Inc.

Herve Marcellini

Stergios Stergiou

Yi Mao

Haiyan Luo

Kalyan Kumar Kanuri

John Cheng

Shu Zhang

Datong Chen

Sreenivasulu Jaladanki

Sandeep Thirumalai

Zhen Xia

Jiayi Wen

Xiaojiang Cheng

Shiyong Cheng

The present teaching relates to tracking an event at a plurality of distributed servers. In one example, an event to be tracked is determined. A user associated with the event is identified. A script is generated to be embedded in a web page. The script triggers an event message when the user performs an online behavior related to the web page in accordance with the event. The event message triggered by the script is received. A tracing flag is determined from the event message. An instruction is provided to the plurality of distributed servers for executing one or more applications based on the event and the tracing flag.

Method and system for tracking events in distributed high-throughput applications

A signature matrix is used to test each online event for inclusion of a user in a pre-generated lookalike audience. Locality Sensitive Hashing is used to compile the signature matrix to dramatically reduce memory storage requirements and processing time for each received online event. A technique of producing incremental signature matrices between generation of the full signature matrix helps to enable near-real time performance in processing each received event to see if a user associated with that event should be added to one of the lookalike audiences pre-generated by advertiser.

Methods and systems for near real-time lookalike audience expansion in ads targeting

Techniques are provided that include obtaining a Document Object Model of an HTML document, such as a web page of a publisher. Elements of the Document object model may be identified that are associated with native advertisement placement candidate containers. Based at least in part on analysis associated with the Document Object Model, and utilizing at least some of the identified elements, one or more native advertisement placement candidate containers may be determined. Some techniques may utilize, in the analysis, identification of one or more secondary source HTML documents associated with a primary HTML document, and may identify, within the secondary source HTML document(s), content associated with native advertisement placement candidate containers of the primary HTML document(s).

Content guided techniques for use in native advertisement placement

Techniques are provided that include obtaining a Document Object Model of an HTML document. A configuration XPath is obtained identifying, as of a configuration time, a node within the Document Object Model as a native advertisement placement candidate container. Additional information is obtained regarding native advertisement placement candidate containers within the Document Object Model, and an injection XPath, identifying a node within the Document Object Model as a native advertisement placement candidate container, is generated at an injection time, subsequent to the configuration time, based on the configuration XPath and the additional information. The additional information may include information regarding at least one of a title element, description element and image element identified by a user as being associated with native advertisement placement candidate containers. Generating the injection XPath may include removing a numerical identifier from one or more tags of the configuration XPath.

Xpath related and other techniques for use in native advertisement placement

Techniques are provided that include obtaining a Document Object Model of an HTML document, such as a web page of a publisher. Elements of the Document object model may be identified that are associated with native advertisement placement candidate containers. Based at least in part on analysis associated with the Document Object Model, and utilizing at least some of the identified elements, one or more native advertisement placement candidate containers may be determined. With some techniques, the analysis includes identifying a deepest set of nodes in the Document Object Model, corresponding to a particular tag sequence, whose cardinality is no less than a cardinality of a set of nodes in the Document Object Model, corresponding to a particular tag sequence, corresponding to the identified elements. Some techniques may utilize XPaths in the analysis.

Techniques are provided that include obtaining a Document Object Model of an HTML document, such as a web page of a publisher. Elements of the Document Object Model may be identified that are associated with native advertisement placement candidate containers. Based at least in part on analysis associated with the Document Object Model, and utilizing at least some of the identified elements, one or more native advertisement placement candidate containers may be determined. Some techniques may utilize, in the analysis, construction and utilization of a suffix tree of a string of tags comprising all tags in the Document Object Model. Some techniques may utilize, in the analysis, a node flattening technique in connection with the Document Object Model.

Frequent markup techniques for use in native advertisement placement

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Menlo Park, CA, United States of America

Herve Marcellini