Swoop Inc.

Yongdeng Chen

James P Echmalian

Simeon Simeonov

Tyler Morrison

Joseph Regan Ferris

James R Morrin, Jr

Embodiments of the invention provide methods and supporting systems for programmatically inserting highly-relevant content ('inserted content' or 'display items') into existing electronic content (&#x201c;native content&#x201d;) such as websites and WAP-enabled domains. The addition of the content considers various attributes of the native content into which the inserted content is to be placed, the user viewing the content, the device on which the content is being placed, the structure of the content, metadata related to the content and/or the content domain, the inserted content itself, as well as many other attributes that may be specific to the instance, or, in some cases, may even be random. The insertion process also uses an insertion strategy to direct how, when and in what form the inserted content is placed into the native content. The dynamic placement includes of creating a content display slot within the content at which display items may be incorporated into the content wherein the content display slot is not defined in the native content and is based at least in part on attributes of the content structure.

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Cambridge, MA, United States of America

Yongdeng Chen