Identifying similar display items for potential placement of content items therein

摘要

Apparatus and method for identifying similar publisher display items for potential placement of content items therein. In accordance with some embodiments, a population of publisher display items is provided each adapted to be respectively displayed on a graphical user interface (GUI) of a network accessible device. The display items are sorted into sets of similar display items responsive to user interactions with said display items so that, for each display item in the population, a number of similar display items is associated therewith. A content item is received for potential display in conjunction with the display of a first selected display item in the population of display items. The content item is thereafter displayed in one of the other display items of the set of similar display items associated with the first selected display item.

主权项

1. A computer implemented method comprising:
identifying a population of web sites and mobile applications based on a first content item served for display by each of the population of web sites and mobile applications, the mobile applications comprising applications other than web browsers; receiving data from a plurality of network accessible devices displaying the first content item on one of the population of web sites and mobile applications, the data indicative of display of the first content item resulting in an impression; calculating a first number of impressions of the first content item for a first web site from the received data; calculating a respective number of impressions of the first content item for each mobile application of the population of web sites and mobile applications; determining, by the computer, a set of the mobile applications, numbering fewer than a total number of mobile applications in the population of web sites and mobile applications, based on similarity to the first web site, by:
retrieving the first number of impressions of the first content item for the first web site;for each respective mobile application of the population of web sites and mobile applications:
retrieving the respective number of impressions of the first content item for the respective mobile application of the population of web sites and mobile applications;comparing the first number of impressions to the respective number of impressions for the respective mobile application to determine a similarity measure for the respective mobile application relative to the first web site; andincluding the respective mobile application in the set of the mobile applications when one of (1) the respective mobile application is one of a predetermined number of mobile applications when ranked by the similarity measure or (2) a value of the similarity measure of the respective mobile application exceeds a designated threshold; and identifying a second content item served for display to the first web site of the population of web sites and mobile applications; and transmitting the second content item to a network accessible device running one of the set of mobile applications, the second content item displayed on the one of the set of mobile applications based on the determined similarity of the one of the set of mobile applications to the first web site.