CN107004204A - System and method for providing and managing the third party content with call function - Google Patents

Abstract

The invention provides the system and method for implementing the online content activity with selective calling function, it can include：Processor determines the example frequence of exposure of the third party content for being presented together with call icon based on the resource of third party content supplier.The processor can provide the first example of the content item for being presented together with the call icon according to the example frequence of exposure.The calling from the client computing devices can be received when activating the call icon by calling bridger device, the calling be pointed into the telephone number of the third party content supplier, and determine the parameter of the calling.The processor can be adjusted the example frequence of exposure based on the parameter of the calling and provide the example of the content item for being presented by client computing devices together with the call icon according to the example frequence of exposure of adjustment.

Description

System and method for providing and managing the third party content with call function

The cross reference of related application

This application claims entitled " the System and Method for Providing submitted on October 9th, 2015 And Managing Third Party Content with Call Functionality (are used to provide and manage to have to exhale The system and method for being the third party content of function) " U.S. patent Nos application 14/879,999 priority, this application It is hereby incorporated by reference in their entirety.

Background technology

In the content delivery network of computerization, first party content provider can be provided for the open information presented As resource, such as webpage, document, using, and/or other resources.Additional third party content can also be by third party content Supplier provides to present on a user device together with the first party content that first party content provider is provided.Therefore, Check resource user can access as the theme of resource first party content and may it is related to the theme of resource or Incoherent third party content.

The content of the invention

It is online interior with selective calling function that at least one aspect is related to a kind of implementation in computer network environment Hold the method for item activity.This method can include：Data handling system via computer network from third party content supplier Associated computing device receives third party content, and based on the information resources associated with third party content supplier come It is determined that for the first example frequence of exposure of the third party content presented together with call icon.This method can include：Number The for the third party content that is presented together with call icon is provided according to processing system according to the first example frequence of exposure One example.This method can also include：Bridger device is called in response to actuating call icon via computer system reception to come From the calling of client computing devices, the telephone number associated with third party content supplier is pointed to by calling, and determine The parameter of calling.The parameter of calling can be accessed by data handling system.This method can also include：Data handling system is based on exhaling First example frequence of exposure is adjusted to the second example frequence of exposure by the parameter cried；And presented in response to the first example of adjustment Frequency, is provided in the third party that client computing devices are shown together with call icon according to the second example frequence of exposure Hold the second example of item, be used as a part for online content storing activity.

At least one aspect is related to a kind of data for the online content activity for being used to implement with selective calling function Processing system.The data handling system can include at least one processor, the memory for the computer generation code instruction that is stored with and It is communicatively coupled to the calling bridger device of at least one processor.Computer generation code instruction is by least one processor Make data handling system during execution：Based on the information resources associated with third party content supplier, it is determined that being used for and call diagram Mark the first example frequence of exposure of the third party content presented together.Third party content is related to third party content supplier Connection.Data handling system can be according to the first example frequence of exposure, and via communication network, there is provided for being in together with call icon First example of existing third party content.Calling bridger device can connect in response to actuating call icon via communication network Receive the calling from client computing devices and point to the telephone number associated with third party content supplier by calling.Exhale Bridger device is made to determine the parameter of calling.The parameter of calling can be accessed by least one processor.Data processing First example frequence of exposure can be adjusted to the second example frequence of exposure by system based on the parameter of calling；And in response to adjusting Whole first example frequence of exposure, being provided according to the second example frequence of exposure is used for by client computing devices together with call icon Second example of the third party content of display, is used as a part for online content storing activity.

Brief description of the drawings

The content of the invention is merely illustrative, and nonrestrictive.In detailed description described in this paper and combine Accompanying drawing, apparatus described herein or the other side of process, creative feature and the advantage being limited only by the claims that follow Become apparent.

The details of one or more embodiments is illustrated in following accompanying drawing and description.Pass through specification, accompanying drawing And claim, further feature, aspect and the advantage of the disclosure become apparent.

Fig. 1 is the block diagram of the computer system transmitted for online content.

Fig. 2 is the signal for showing the computer system that can provide and manage the third party content with call function Figure.

Fig. 3 is the flow chart for showing the method that can provide and manage the third party content with call function.

Fig. 4 can be used for implementing the block diagram of the computer system of one or more device described by the disclosure.

It would be recognized that some or all accompanying drawings are in order at schematically showing for illustration purpose.Accompanying drawing is to illustrate this Invention one or more embodiment and provide, it should be clearly understood that for be not used in limitation claims scope or Person's implication.

Embodiment

Be described in greater detail below has with the method, apparatus and system for providing the information on computer network Each conception of species and the embodiment of this method, equipment and system closed.Mistake presented hereinbefore and be more thoroughly discussed below Each conception of species mode can implement any one of in various ways because described concept is not limited to embodiment party Any ad hoc fashion of formula.Embodiment and application mainly due to explanation purpose and provide.

Third party content supplier is when providing the third party content to be shown on user's set (i.e. client terminal device) The user of end device of attempting to attract clients takes action beneficial to third party content supplier.In response in shown third party Purchase product, purchase service can be included, make donations (such as non-profit organization or politics by holding user's action of item Activity donations), access website or its combination.It is corresponding to attract user's success rate (example for online third party content Such as conversion ratio) various factors is depended on, the first party information resources of third party content are such as presented (for example, webpage, online should With or gaming platform), the type of third party content and content, be presented the user of third party content and be presented the 3rd The timing of square content item and frequency.

Online third party content with call function (such as includes or added to include with calling extension (call Extension) the content item or call icon of display) allow call being pushed into third party content offer from user's set Person.Third party content supplier can manually generate the corresponding third party content with call icon.For example, third party content Supplier can create calling extension or the third party content only called, and it has to be used to call provides with third party content The call icon for the business telephone number that person is associated.Calling extension or the third party content that only calls can also include with The hours run for the business that third party content supplier is associated.Online content transmission system can provide calling extension or only The third party content of calling to be shown on a user device.Showing the user's set of third party content can activate Call icon is to initiate the calling with third party content supplier.

In many cases, for customer-side is attracted, the third party content with call function may be than not having The third party content of call function is more effective.This advantage is also third party content supplier and online content transmission system band Technological challenge is carried out.For example, manual creation calling extension or the third party content only called are special for such as lacking technology May not be minor matter for many third party content suppliers such as long and short in terms of resource small businesses.In addition, When the offer third party content with call function, it may be desirable to manage (or monitoring) in response in actuating and third party The call volume held item to show the call icon of (or being shown in third party content) together and generated.Specifically, third party Content provider wishes that the call volume of generation will not be substantially beyond for handling the available of the calling received from user's set Resource (such as employee, telephone wire or its combination).From the technical point of view, being especially desired to reduce with having call function The average call that the calling that third party content item is initiated is associated postpones to save available resources.

Furthermore, it may be desirable to monitor in response to activating together with third party content display (or in third party content Interior display) call icon and the parameter of calling that generates to assess the success rate of this content item.Assess the success of content item Rate can include：It is determined that causing the fraction of the content item with call function of user's set initiation calling and determination to cause to turn That changes generates the fraction of calling.In order to avoid the third party content item with call function is sent into user's dress for managing The scattered and complicated solution put, is expected that by single entity monitoring content item and initiates calling, this number accordingly Content item is sent to user's set according to processing system.

In current disclosure, the system and method for providing and managing the third party content with call function allow The content of webpage of the content distribution system based on third party content supplier automatically determines whether third party content supplier benefits In by call function be added to respective content item.For example, content distribution system can assess the quality of webpage or check webpage Whether business telephone number is included.Content distribution system can retrieve associated with third party content supplier from webpage One telephone number and to third party content supplier content item additional call icon (or by third party content supplier's Content item is associated with call icon).Call icon can be related to the second telephone number that content distribution system is associated Connection.Frequency is presented in the first example that content distribution system can determine content item to be provided to be presented together with call icon Rate.For example, content item transmission system can determine the percentage of the bid associated with content item, wherein, content item will be carried It is provided with being presented together with call icon (in the case of successful bid).Content distribution system can be according to the first example Show frequency to provide the first example of the content item including the call icon for presenting in first user device.

During call icon on first user device is activated, content distribution system receives calling and by exhaling for receiving It is the telephone number for pointing to third party content supplier.That is, the call icon on actuating user device causes to third party content The communicator (such as calling forwarding/bridge-set) of supplier initiates calling.Calling forwarding/bridge-set will can be received Calling point to third party content supplier telephone number (telephone number such as retrieved from webpage).Content transmission system System can monitor one or more parameter of calling, such as (third party content supplier) whether answer calls, calling are held Continuous time, the geographical position of the user's set of initiation calling or combinations thereof.Content distribution system can also record instruction Cause the content item, the keyword for the content item that presented on a user device for selection or its combination of calling initiation Information.Content distribution system can collect this information for multiple examples of content item.In some embodiments, content is passed System is sent to receive the feedback information from third party content supplier, the feedback information indicates whether calling causes to turn Change.

Based on the information being collected into, the first example frequence of exposure of content item can be adjusted to include by content distribution system Second example frequence of exposure of the content item of call icon.If for example, third party content supplier does not answer more Initiate calling, then content distribution system can reduce to be supplied with the example ratio of the content item presented together with call icon (or percentage).In some embodiments, content distribution system can adjust this ratio based on keyword.Specifically Ground, content distribution system can the keyword based on the respective instance for selecting content item will initiate the conversion ratio point of calling Class.Call icon can more often be attached to the content item chosen based on the keyword well performed by content distribution system Example (for example, corresponding with the calling being previously initiated with high-conversion rate), while reduce using have based on it is less perform Keyword and the frequency of the call icon of example chosen.Content distribution system can be provided according to the second example frequence of exposure The example of content item including call icon is to be presented.As it is used herein, (such as, be with exhaling with call function Make icon present together) example frequence of exposure can refer to content item total example percentage or fraction or repetition Rate, such as, the quantity of the example with call function of each given interval.The presentation frequency of example with call function Rate can indicate that the example of the third party content of (or to participate in auction of bidding) to be presented according to call function.

Fig. 1 is the block diagram of the computer system 100 transmitted for online content.Computer system 100 include network 101, Third party content supplier 102, content item management 104, third party content server 106, user's set 108, resource clothes Business device 110 and content item selection system 112.Computer system 100 is configurable to automatic management and control is provided with calling The third party content of function is with the display on user's set 108.Computer system 100 is configurable to, for example, based on the The content for the information resources that tripartite content provider is associated, call icon is attached to automatically third party content.Information Resource can be by URL (URL) identification and the third party content of trustship is provided on Resource Server 110 The login page of person.

Computer system 100 can use at least one computer network, such as network 101.The network 101 can include LAN (LAN), wide area network (WAN), such as public switched telephone network (PSTN) expect someone's call network, wireless link, Intranet, Internet or combinations thereof.

Third party content supplier system 102 can include one by advertiser or any other content provider operations Individual or multiple communicators (such as telephone device, facsimile machine or other communicators) or one or more calculating dress Put.(multiple) computing device can include data processor and content item management system can be connected to by using network 101 System 104, third party content server 106, user's set 108, Resource Server 110 and content item selection system 112.Third party Content provider system 102 can also communicate with content item management 104 or user's set 108.Third party content is provided Person's system 102 can create the content items such as text, image, video, webpage or any other content item or this is interior Hold item to provide to content item management 104.Third party content can be used for contacting third party content offer with user's set 108 The contact details of person's system 102 are associated.Content item can be stored in third party content server by content item management 104 In 106.Contact details can include telephone number, address, e-mail address, fax number, Video chat handle, i.e. When communication handle, social media profile, payment information, bank routing number or provide for and third party content supplier Any other contact details of interactive information.In some embodiments, the contact details associated with third party content It can be shown or be embedded into content item together with the content item when to the display content of user's set 108 so that The user of user's set 108 can contact third party content supplier by using the contact details.For example, third party content Offer system 102 can provide sale telephone number together with the advertisement shown to the user on user's set 108 so that user Third party content supplier can be called by selling telephone number.In some embodiments, content item management can So that call icon (such as click-to-dial icon) is attached into content item.Receive the user's set of the content item with call icon 108 can initiate calling by activating respective call icon third party content tomorrow supplier.In some embodiments, user The calling that device 108 is initiated can be via content item management 104 or associated with the content item management 104 Communicator and route.Third party content supplier system 102 can also provide the URL associated with content item.The URL can To quote the information resources being stored on Resource Server 110, such as webpage, login page, application on site or gaming platform.

In some embodiments, third party content supplier system 102 can be connected with content item management 104 with System 112 is selected to manage the selection and supply of content item by content item.For example, third party content supplier system 102 can To set bid value or selection criterion (such as keyword) via user interface, it can include the service on content item One or more content item condition or constraint.Third party content supplier system 102 can be appointed as having and some ground Manage the user of the associated device identification such as position or area, certain language, some operating system, some web browser Device 108 selects the set with supplying content and/or content item.In some embodiments, third party content supplier is System 102 can be specified, when webpage, document, using etc. information resources include and matched or phase with some keywords, phrase etc. During the content item of pass, selection and the set of supplying content or content item.In some embodiments, third party content is provided Person's system 102 can specify selected together with the search result being associated with one or more keyword with supplying content or The set of person's content item.Third party content supplier system 102 can be that multiple content items set single bid value, are content item Subset setting bid value or for each content item set bid value.Third party content supplier system 102 can also be set Whether the type of bid value, such as, the bid of third party content clicked on based on user, whether by actuating use the based on user The call icon of tripartite's content item (or third party content in) display come initiate calling bid, based on user whether base Performed in the presentation of third party content specific action (being such as traded) bid, based on third party content whether by Selection and the bid or other types of bid of supply.

Content item management 104 can be data handling system.Content item management 104 can include such as with At least one logic device such as computing device of storage arrangement, one or more processor and at least one communication interface, At least one communication interface via network 101 for example with third party content supplier system 102, third party content server 106th, user's set 108, Resource Server 110 and content item selection system 112 communicate.One or more processor can be with Execution is stored in the instruction in storage arrangement to perform one or more operation described herein.In other words, content item One or more data processor and storage arrangement of management system 104 can form processing module.Content item management system System 104 can be combined at one with third party content server 106, content item selection system 112 or Resource Server 110 Or in multiple computing devices.For example, content item selection module can be a part for content item management 104.Processor Microprocessor, application specific integrated circuit (ASIC), field programmable gate array (FPGA) etc. or its combination can be included.Storage Device can include but is not limited to electronics, optics, magnetic or can to processor provide programmed instruction any other storage or Person's transmitting device.Memory can include floppy disk, compact disc read-only memory (CD-ROM), digital versatile disc (DVD), magnetic Disk, memory chip, read-only storage (ROM), random access memory (RAM), Electrically Erasable Read Only Memory (EEPROM), Erasable Programmable Read Only Memory EPROM (EPROM), flash memory, optical medium or processor can be from its readings Any other suitable memory of instruction fetch.Instruction can include the code from any suitable computer programming language, Such as, but not limited to C, C++, C#,HTML、XML、And VisualProcessor can be realized with process instruction and output data to be provided from by third party content supplier system 102 URL resource referred to by extract contact details.Processor can also process instruction with received via network 101 data and Data from content item management 104 are supplied to third party content supplier system 102.In addition to process circuit, Content item management 104 may be configured to one or more database of data storage.Data storage device can be with Content item management 104 is connected to by network 101.

In operation, content item management 104 is received from the associated with corresponding third party content supplier the 3rd The content item of square content provider system 102.In some embodiments, content item does not include call capabilities.Content item is managed System 104 can access and analyze the information resources of third party content supplier to determine whether call function being added to content The example of item.Content item management 104 can be by using extracting or carried by third party content from information resources The corresponding URL that donor is provided accesses information resources.Content item management 104 can be provided to fill to user in content item Call function is added to by content item with the first example frequence of exposure (such as fraction or percentage) when putting 108 presentation.Content Management system 104 can monitor in response to the calling that shows the content item with call function and initiate one or more Parameter, and the first frequence of exposure is updated to the second frequence of exposure by the parameter based on calling.

Third party content server 106 may be configured to store the computing device of third party content, such as service Device.Third party content directly or indirectly can be supplied to content item by third party content server 106 via network 101 Management system 104, user's set 108, Resource Server 110, content item selection system 112 or other computing devices.3rd Square content server 106 can be computer server (for example, FTP (FTP) server, file-sharing service Device, web server etc.), the combination of server (such as, data center, cloud computing platform).In some embodiments, Tripartite's content server 106 can be can store third party content supplier data, user profile data, content item data, Accounting data, auction data or system 112 or computing system 100 are selected by content item management 104, content item Any kind of storage arrangement of the data for any other type that another component is used.Third party content server 106 can With including any kind of nonvolatile memory, medium or memory devices.For example, third party content server 106 can With including semiconductor memory system (for example, EPROM, EEPROM, flash memory device etc.), disk (for example, built-in hard Disk, removable disk etc.), magneto-optic disk or CD ROM and DVD-ROM disks.In some embodiments, third party content server 106 is local in content item management 104, content item selection system 112 or Resource Server 110.In some embodiments In, third party content server 106 is to connect via network 101 with content item management 104 or content item selection system 112 The remote data storage connect.In some embodiments, third party content server 106 is can to manage to be from content item System 104 or content item selection system 112, which are received, inquires about and the data storage server that responds thereto or system A part.In some cases, third party content server 106 can be integrated into content item management 104 or content In item selection system 112.In some cases, third party content can be stored in content item management 104 or interior In the database for holding item selection system 112.In some embodiments, third party content supplier system 102 or management system System 104 can store new content item or the old content item of deletion in third party content server 106.In some embodiment party In formula, user's set 108, Resource Server 110 and content item selection system 112 can be asked in third-party server 106 The content item stored.

The content item being stored in third party content server 106 may be at can user's set 108 display Any form of upper presentation, for example, figure, text, image, audio, video etc..Content item can also include the group of these forms Close or mix.Content item can be banner content item, intercut formula content item, Pop-up content item, rich media contents, mixed Co content,Content item, cross-domain iframe content items etc..Content item can also include embedded information, such as hyperlink Connect, metadata, link, machine-executable instruction, annotation etc..

Third party content server 106 can have multiple third party contents, and they are from for example different third parties Content provider.In some embodiments, third party content supplier system 102, Resource Server 110 or user's set 108 can communicate with multiple third party content servers 106 and content item selection system 112.Resource Server 110 can be more Alternately or for the specific content item groove position of webpage third party content server is used between individual third party content server 106 106。

User's set 108 can include the operable electronic installation of the user of any number or type.For example, user's set 108 can include desktop computer, it is laptop computer, smart phone, wearable device, intelligent watch, tablet PC, individual Personal digital assistant, the set top box for television set, intelligent television, game console devices, mobile communications device, telework Stand, any other device that client terminal, entertainment console or be configured to communicates via network 101 with other devices.One A little user's sets can be used for dialing gray telephone number, positioning address or be transferred accounts using payment information.User fills Putting 108 can have the ability to receive resource from Resource Server 110 or in content item selection system 112, third party Hold the third party content of server 106 or Resource Server 110.User's set 108 can be include data processor and Any type of electronic installation of memory.Memory can store machine instruction, and the machine instruction is when by computing device So that processor request resource, loading resource and request content.Memory can also data storage with realize calculate fill Put and one or more resource content item etc. is presented.Processor can include microprocessor, application specific integrated circuit (ASIC), show Field programmable gate array (FPGA) etc. or its combination.Memory can include but is not limited to electronics, optics, magnetic or energy Enough any other storage or transmitting devices that programmed instruction is provided to processor.It is read-only that memory can include floppy disk, CD Memory (CD-ROM), digital versatile disc (DVD), disk, memory chip, read-only storage (ROM), arbitrary access are deposited Reservoir (RAM), Electrically Erasable Read Only Memory (EEPROM), Erasable Programmable Read Only Memory EPROM (EPROM), flash Memory, optical medium or processor can be read from any other suitable memory of instruction.Instruction can include coming From the code of any suitable computer programming language, such as, but not limited toC、C++、C#、HTML、 VisualAnd XML.

User's set 108 can perform software application (for example, web browser, video-game, TALKER, it is mobile should With or other application) so that resource and content are asked and retrieved from other computing devices by network 101.This application can be with It is configured to retrieve resource and first party content from Resource Server 110.First party content can include text, image, animation, regard Frequency or audio-frequency information.In some cases, the application run on user's set 108 itself can be first party content (example Such as, game, media player etc.).First party content can include third party content or require user's set out of third party Hold server request third party content.User's set 108 can include user interface element (for example, electronic console, raising one's voice Device, keyboard, mouse, microphone, printer etc.), it is used for user's presentation content, receives user's input or promotion user With the interacting of digital content (for example, click on items, hover over above content item etc.).

In some embodiments, user's set 108 includes applying (for example, web browser, resource renderer etc.), its For digital content to be converted into the intelligible form of user (for example, form of vision, the sense of hearing, image etc.).For example, user fills Web browser application can be performed by putting 108, and the web browser is applied provides browser window on the display of user's set. There is provided browser window web browser application can by from input unit (for example, instruction device, keyboard, touch-screen or The another form of input unit of person) or from memory component receive the URLs (URL) such as web addresses Input to operate.At one or more of the user's set 108 for the instruction applied as response, execution from web browser Managing device can be from another device (for example, Resource Server 110) request data for being connected to network 101 cited in URL addresses. Then, web data or other data can be supplied to user's set 108 by the computing device for receiving request, the user's set 108 cause visual indicia to be shown by the display of user's set 108.Therefore, browser window show retrieved such as from The first party such as webpage of each website content is to promote interacting for user and first party content.User's set 108 can serve as use In the user agent for allowing user to check HTML encoded contents.Third party content can be shown together with first party content. Third party content can be related or uncorrelated to the theme of first party content.Third party content can pass through third party content service Device 106 and be provided to user's set 108 and Resource Server 110.User's set 108 can include that embedded letter can be handled Cease (for example, metamessage being embedded into hyperlink etc.) and perform the processor of embedded instruction.Embedded instruction can include The computer-readable instruction associated with the content item groove position for wherein presenting third party content (for example, software code,Deng).

In an illustrative example, it may browse through and provided by Web publisher using the user's set 108 of web browser Webpage.Web publisher can be first party content provider and webpage can be first party content.Webpage can be by providing Source server 110 is provided.User's set 108 loads webpage, and the webpage includes third party content, such as advertisement.In some realities Apply in mode, Resource Server 110 can receive advertisement from Advertisement Server and the advertisement is supplied into use together with webpage Family device 108.Advertisement Server can be third party content server 106.For example, Web publisher can provide search engine As a result and advertisement can be provided together with search result.In other embodiments, webpage can be comprising directly or indirectly Quote the link of advertisement (ad) server in ground.For example, when on user's set web browser load webpage when, user's set from Advertisement Server asks advertisement and receives the advertisement.Advertisement Server, which is received, comes from gray advertisement.Advertiser can be Tripartite content provider 106.Advertiser can create or provide information to generate advertisement.Advertisement can link to landing page Face, the login page can be another webpage or resource.Link can be provided by advertiser.Advertisement can also include advertiser Contact details or call icon with call advertisement business or the business associated with advertiser.

In some embodiments, user's set 108 can be detected interacts with the content item distributed.With content item Interaction can include display content, to hover over content item top, click on items, the source information for checking content item, actuating interior Hold interacting for any other type between the call icon or user's set 108 and content item of item.With interacting for content item And the clearly action for not needing user to be made on specific content item.In some embodiments, flash (impression) (example Such as, display or presentation content) interaction can be qualified as.For define which user action (for example, actively or by Dynamic user action) it is qualified as interactive criterion and system 112 or by content item management can be selected by content item 104 on an individual basis (for example, for each content item) determine.

User's set 108 can generate various user actions.For example, user's set 108 can be in response to detected User action is generated with interacting for content item.User action can include multiple attributes, and the attribute includes content designator (example Such as, content ID or signature element), device identification, the URL identifiers for making reference, timestamp or any other description Interactive attribute.User's set 108 can generate user action, such as resource is checked, online shopping, search submit inquiry Deng.User action can be transmitted to click server, content item management 104 or individually adjusted by user's set 108 System.

In some embodiments, system 100 may further include click server.In some embodiments, point It can be content item selection system 112, content item management 104 or another service for being connected to network 101 to hit server A part for device.In some embodiments, it can be the alone server for being connected to network 101 to click on server.Work as user When being interacted with the content item that user's set 108 selects system 112 to receive from content item, click on server and receive from user's dress Put 108 request.For example, user can participate in content item by the contact details for selecting to provide together with content item. Click server, which can be received, asks and updates to be stored in content item management 104 or third party content server 106 In performance metric.For example, measurement, which can be user, participates in advertisement.Performance metric can be according to the third party content with being provided Associated mode and be stored in third party content server 106.User's set 108 can be reset by clicking on server To the resource being stored in Resource Server 110, wherein, resource can be by the institute of third party content supplier system 102 The login page that the URL of offer is identified.

For systematic collection described herein on the personal information of user or when can use personal information, Can provide a user chance carry out control program or feature whether collect user profile (for example, social networks on user, The information of the social action either current location of activity, occupation, the preference of user or user) or control whether and/or How to be received from content server may be to user's more related content item.In addition, store or using some data it Before, (for example, system 112 is selected by content item) can be handled it according to one or more kinds of modes, so that The recognizable information of individual is removed.For example, can handle the identity of user so that can not determine that individual can know for user Other information, or can obtain positional information in the case of by the geographical position vague generalization of user (such as to city, ZIP generations Code or state level) so that the particular location of user can not be determined.Therefore, user can be with control content selection system 112 By way of how collecting (for example, application, by user's set 108 etc.) and use information.

Resource Server 110 can include multiple computing devices.Computing device can be server, and it is configured to trustship money Source, such as webpage or other resources are (for example, article, comment theme, music, video, figure, search result, information feeding Deng).Resource Server 110 can be computer server (for example, FTP (FTP) server, file-sharing service Device, web server etc.) or server combination (for example, data center, cloud computing platform etc.).One Resource Server 110 Resource data or other contents (for example, electronic document of text document, pdf document and other forms) can be supplied to User's set 108, and cited in the URL that will can be provided as third party content supplier of another Resource Server 110 Resource is provided together with content item.For example, Resource Server can with trustship publisher webpage or search engine, and Another Resource Server can be with trustship resource, the login page such as quoted by advertiser；In some instances, a resource Server 110 can be with two resources of trustship.First party content can be supplied to Resource Server by first party content provider 110.Resource Server 110 can ask third party content and by the third party received to third party content server 106 Content is sent to user's set 108 together with first party content.In one embodiment, user's set 108 can be via Network 101, which accesses Resource Server 110, to be carried out request data to realize the presentation of the resource to Resource Server 110.In a reality Apply in mode, content item management 104 can access another Resource Server 110 via network 101 to ask by third party The URL resource referred to by that content provider system 102 provides.

The resource provided by Resource Server 110 can be any kind of including what can be provided by network 101 Information or data structure.In some embodiments, resource can be by the resource address associated with Resource Server 110 (for example, URL) is recognized.Resource can include webpage (for example, html web page, PHP webpages etc.), word processing file, portable Document format (PDF) document, image, video, programming element, interactive content, streaming video/audio source or other types Electronic information.The resource provided by Resource Server 110 can be webpage, local resource, Intranet resource, internet money Source or other Internet resources.In some embodiments, resource include one or more webpage, when user's set 108 with When selecting the third party content that the provides interaction of system 112 by content item, user's set 108 is pointed to this one or more Webpage (for example, being pointed to via embedded hyperlink).Resource can such as surpass comprising the reference to other resources or webpage Link.For example, first party content can cover the link of other first party contents in identical URL/domain or subdomain. In another example, third party content can include the reference to other resources or webpage.

Content item selection system 112 can include at least one logic such as the computing device with data processor dress Put, for example to be taken via network 101 with third party content supplier system 102, content item management 104, third party content Business device 106, user's set 108 or Resource Server 110 communicate.In some embodiments, content item selection system 112 Third party content server 106 can be included.Content item selection system 112 can include server, such as Advertisement Server or Person is other.

In one embodiment, content item selection system 112 can receive asking for content item via network 101 Ask.Received request can be filled from any other calculating in Resource Server 110, user's set 108 or system 100 Put and sent.Resource Server 110 can be possessed or be operated by first party content provider.Resource Server 110 or Resource can include being used to make one or more content item select system 112 and the first party content on Resource Server 110 One or more resource of supplier provides the instruction of third party content together.In one embodiment, resource can be with Including webpage.For example, (being represented by device identification) computing device that user's set 108 can be operated by user, for example, The computing device can be made for treating and resource when accessing the resource of Resource Server 110 to content item selection system 112 The request of the content item presented together.Content item request can include the information for making the device of request (for example, web browser Type, OS Type, one or more previous resource request from the device for making request, by making request One or more previous content item that device is received, the language of the device for making request set, make request The geographical position of device, make date at the device of request, make week at the device of request in day, make the device of request Day in the moon at place, make day etc. in year at the device of request) and resource information (for example, the URL of requested resource, with One or more associated keyword of requested resource, the text of the content of resource, the title of resource, the class of resource Not, type of resource etc.).The information that content item selection system 112 is received can include HTTP (HTTP) Cookie, it includes the device identification (for example, random number) for representing user's set 108.In some embodiments, device is believed Breath or resource information can be affixed to content item request URL (for example, contentitem.item/page/ contentitemDevid=abc123＆devnfo=A34r0).In some embodiments, device information or resource letter Breath can be encoded before content item request URL is affixed to.The device information or resource information for making request can be by Content item selection system 112 is used for selecting third party content Xiang Yiyu requested resources to be supplied together and be present in use On the display of family device 108.

In some instances, the request for content item can be webpage or other resources (such as, for example, application) A part, the webpage or other resources include one or more content item groove position, wherein it is possible to show selected and institute The third party content of supply.Define the content item groove position of webpage or other resources code (for example, HTML etc.) instruction can be included to present together from the content item selection request third party content Xiang Laiyu webpages of system 112. In some embodiments, code can include having that the content item request URL (examples of one or more parameter can be included Such as ,/page/contentitemDevid=abc123＆devnfo=A34r0 image request).In some embodiments, Such parameter can be encoded character string, such as " devid=abc123 " or " devnfo=A34r0 ".

Content item selects system 112 selecting and supplying third party content for via internet or other networks During being presented together with requested resource, the third party content supplier control of content item management 104 can be utilized Or be otherwise affected by it.For example, third party content supplier can be specified in the selection to third party content Used selection criterion (such as keyword) and corresponding bid value.Content item selection system 112 can be sharp in auction Selected with bid value with supplying content for being presented together with resource.For example, third party content supplier can be competing Bid in bat, the bid corresponds to the agreement that certain amount of money is paid if the content item of user and supplier are interacted (for example, supplier agrees to pay $ 3 if the content item that user clicks on the supplier).In other examples, third party content Supplier 102 can be bid in auction, and the bid corresponds to pays a deposit if content item is chosen and is supplied The agreement of volume is (for example, supplier agrees to that $ 0.005 or supplier are just paid when being chosen content item or is supplied to be agreed to $ 0.05 is just paid when being chosen content item or is clicked on).In some instances, content item selection system 112 uses content Interaction data determines the performance of the content item of third party content supplier.For example, compared with other contents, user may more incline To in the click third party content on some webpages.Therefore, for high performance webpage, the classification of webpage or other standards Then, the auction bid for placing third party content can be higher；And the classification of the webpage, webpage for low performance or other Criterion, bidding can be with relatively low.

In some instances, content item selection system 112 can determine one or more performance of third party content Measurement, and this performance metric can be supplied to third party content to provide by content item management 104 via user interface Person 102.For example, performance metric can include often flash cost (CPI) or every thousand costs of flashing (CPM), wherein, whenever interior , can be to impressions count when appearance item is selected to supply for being presented together with resource.In some instances, performance metric can So that including click-through rate (CTR), it is defined as the click number divided by number of flashing of content item.In some instances, performance Measurement can include often participating in cost (CPE), wherein, can be right when user interacts with content item in a specific way Participate in counting.Participate in can be on social site share content item link, submit e-mail address, participate in investigation or Person watches video to terminating.Other performance can also be used to measure, such as often action cost (CPA) (wherein, action can be pair Content item or the click wherein linked, the purchase to product, the promotion to content item etc.), conversion ratio (CVR), often click through into This (CPC) (being counted when content item is clicked), often every selling cost (CPS), guiding registration cost (CPL), effective CPM (eCPM) or other performance measurement.Before content item selection, content item presentation, user click on or user participates in, the phase Between or afterwards, each performance metric can be measured.In some embodiments, performance metric can be surveyed by click server Amount.

Based on multiple influence factors, the click-through rate such as predicted (pCTR), prediction conversion ratio (pCVR), with content item phase Bid of association etc., content item selection system 112 can select third party content Xiang Yiyu resources to supply together.This influence because Element can be used for generation value, such as score value, and content item selection system 112 can be by auction by the score value and other content items Other score values be compared.

During for the auction of the content item groove position of the resources such as webpage, content item selection system 112 can be utilized It is a variety of different types of bid value that each third party content item is specified by third party content supplier 102.For example, auction can With including：Based on user whether click on third party content bid, based on user whether the presentation based on third party content Performing the bid of specific action, whether be chosen based on third party content and supply bid or it is other types of go out Valency.For example, based on third party content, whether the bid for being chosen and supplying can be relatively low bid (for example, $ 0.005), And can be higher bid (for example, $ 5) based on the bid whether user performs specific action.In some instances, bid can It is adjusted with being adjusted with the associated probability of the type for taking into account with bidding or for other reasons.For example, user performs The probability of specific action may be low, and such as 0.2%, and the probability for the third party content for being chosen and being supplied is probably 100% (for example, it will occur if the content item for being chosen and being supplied is chosen during auction, so not adjusting Bid).Therefore, based on bid value and probability or another correction value, such as score value can be generated or standardized value is equivalent To be used in auction.In previous example, whether be chosen based on third party content and supply bid value or Score value can be $ 0.005*1.00=0.005, and whether perform based on user the value of the bid of specific action or branch can To be $ 5*0.002=0.01.In order that produced revenus maximization, content item selection system 112 can be selected from auction Third party content with peak.In previous examples, due to based on user whether due to associated with bid higher Value or score value and perform specific action, content item selection system 112 can select the content item associated with the bid.

Once content item selection system 112 have selected third party content, just it be able to will be used for by using network 101 Realize and user's set 108 is supplied to the data that third party content item is presented on the display of user's set 108.With User on family device 108 can select or click on provided third party content.In some instances, with third party Another resource, such as webpage or login page can be quoted by holding the associated URL of item.In other examples, URL can be quoted Return content item selection system 112, third party content server 106 or content item management 104.Update one or many Individual measurement, such as click through or participate in, and by user's set be re-introduced into via third party content supplier 102 together with The resource that third party content item is provided together, such as webpage or login page.

Fig. 2 is to show to provide and manage the computer system 200 of the third party content with call function Schematic diagram.In brief, communication system 200 includes network 101, user's set 108, computer server 204, calling bridger Device 214 and the communicator 202a or 202b associated with third party content supplier are (also by individually or jointly Ground is referred to as (multiple) communicator 202).Computer server 204 and calling bridger device 214 can with shown in Fig. 1 in Holding item management system 104 is associated.

Referring to Figures 1 and 2, inter alia, computer server 204 can be the meter of content item management 104 Calculation machine server.In general, computer server 204 can be with third party content can be sent to user's set 108 Content distribution system is associated.Content distribution system can include content item management 104 and content item selection system 112 Data handling system.Computer server 204 can obtain the content item associated with corresponding third party content supplier.Meter Calculation machine server 204 can obtain interior from third party content server 106 or directly from third party content supplier system 102 Rong Xiang.In some embodiments, content item does not include call function.In some embodiments, computer server 204 can To obtain the content item of multiple versions.For example, computer server 204 can obtain at least one version with call function Content item and without call function at least one other version content item.

In some embodiments, computer server 204 can analyze the information resources with third party content supplier (such as website) associated content is to determine example frequence of exposure.For example, computer server 204 can parse and analyze money The optics word of DOM Document Object Model (DOM) tree in source, the Cascading Style Sheet (CSS) of resource, the loading text of resource or resource Whether symbol identification (OCR), include third party content supplier with the quality for the webpage (such as moving webpage) for determining resource, resource Telephone number, the further feature of the amount of resource content or quality or website.In some embodiments, Computer Service Device 204 can check that the other information associated with the resource including the access times to resource (is such as stored in resource service Information in device 110), associated with resource user interaction history (such as downloading and navigation action) or indicate resource The other information of line historical information.

In some embodiments, computer server 204 can be appeared in by calculating in the content of information resources The high-lighting score value of each telephone number determines to protrude telephone number.Computer server 204 can be based on one or more Individual factor calculates the high-lighting score value (or contact details in general) of given telephone number, this one or more because It is special that element appears in the number of times in resource, the number of other telephone numbers in resource, the font of telephone number including telephone number Levy (font size, font style, font color, underscore pattern or flash of light, contrast or animation effect etc. Any other effect), position of the telephone number in resource, content (such as figure, the figure close to telephone number in resource Picture, text, audio or video) or its combination.In some embodiments, computer server 204 can select to have One or more telephone number of highest high-lighting score value, is used as the telephone number for contacting third party content supplier.

By using the information associated with information resources, computer server 204 can determine to add call function The performance (such as, conversion ratio) of content item can be improved to third party content.For example, prominent telephone number is (that is, prominent with height The telephone number of property score value) be present in the content of resource, resource or the of poor quality of its frequence of exposure (such as move end page Face), the online activity associated with resource be low or its any combinations can indicate that the call function most probable of addition can be improved The performance of content item.In some embodiments, computer server 204 can determine whether provide content item with calling When function is presented together consider provided by third party content supplier other information (such as service class indication, business size, Whether business position or third party content supplier subscribe to the information for the service that call function is automatically added to content item).

It is determined that the call function most probable of addition can improve the performance of content item and be suitable for third party content offer During person, computer server 204 can generate calling extension 10.Calling extension 10 can include call icon 15 and for causing The computer executable instructions to the calling of telephone number are initiated during dynamic call icon 15 (not shown in Fig. 2).In some implementations In mode, computer server 2204 can be distributed with data handling system (such as including content item management 104 and content The content distribution system of selection system 112) associated telephone number.Specifically, telephone number can be with calling bridger Device 214 be associated, and activate call icon 15 can cause towards calling bridger device 214 calling initiation.Call bridge Connecing device device 214 can be by the phone number of the call diversion of initiation to the third party content supplier retrieved from information resources Code.The calling of switching can be answered at the communicator 202 associated with third party content supplier.Communicator 202 can be the computer installation or can initiate language that telephone device, mobile phone, tablet PC including VoIP are applied Other electronic installations of sound calling.In some embodiments, computer server 204 can will call bridger device 214 Static phone number assignment to call icon 15.The static allocation of telephone number can include distributing to single telephone number The multiple examples or various content items of content item.In some embodiments, computer server 204 can be by with calling bridge Connect the associated telephone number of device device 214 and be dynamically assigned to call icon 15.The dynamically distributes of telephone number, which take into account, to be based on dividing The telephone number of the calling bridger device 214 of dispensing call icon 15 determines content item or the example.For example, with calling The distribution of the associated telephone number of bridger device 214 can include：Whenever the reality for providing the content item with call function When example is to be presented, it is possible to the dynamic select phone from the phone number list associated with calling bridger device 214 Number.

In some embodiments, calling extension 10 can also include the chain of the information resources of third party content supplier Connect.In some embodiments, the first content that computer server 204 can be generated only including call icon 15 expands Second content item of exhibition including call icon 15 and resource link 14 extends, only includes the 3rd content item of resource link 14 Extension or its any combinations.In some embodiments, calling extension 10 can be provided to present together with content item. In some embodiments, calling extension 10 can be inserted in content item.For example, generation calling extension 10 can include：Will be interior Hold item to be revised as call icon 10 being inserted.In some embodiments, modification content item can include：Delete or insert Enter resource link 14.In some embodiments, modification content item can include：Generation with and without call icon or have and There is no multiple versions of the content item of resource link 14.

Computer server 204 can determine it is to be supplied with together with call function (such as, together with call icon 10) The initial case frequence of exposure (such as percentage, ratio or frequency ratio) of the content item of presentation.Example frequence of exposure can be with Percentage, ratio or the frequency of bid including the content item for selecting to present together with call function.For example, computer Server 204 can initially determine 50% (or daily a number of bid) of the bid associated with content item be for The bid that content item is presented together with call function.In some embodiments, example frequence of exposure can include to be supplied For the percentage of the content item of presentation, ratio or example frequency.For example, computer server 204 can initially be determined 50% (or a number of bid of winning daily) of the win bid associated with content item can cause content item and calling Function is presented together.In some embodiments, once computer server 204 determines that call function can improve the property of content item Can, initial case frequence of exposure just can be equal to default value.In some embodiments, computer server 204 can be based on The information associated with the information resources of third party content supplier or the information obtained from third party content supplier, such as The type or size of business, to determine initial case frequence of exposure.For example, for quite large-scale sales force's Business or taxi service business, computer server 204 can distribute to be supplied for being presented together with call function Relatively large example frequence of exposure (all such as larger than 50%) of content item.

In some embodiments, computer server 204 can determine that the example frequence of exposure of content item includes calling Function, the second example frequence of exposure include information resources link 14 and the 3rd example frequence of exposure is linked including information resources 14 and call function.Total in some embodiments, computer installation 204 can distribute the user's set 108 for initiating calling Diverse geographic location, the different keywords for selecting content item, for same date or daily different time be not Same (multiple) initial case frequence of exposure.If for example, information resources include concrete operations hour, then computer server 204 only provide the content item to be presented together with call function in defined hours run.

Computer server 204 can be provided according to (multiple) the example frequence of exposure of determination the example of content item with Call function is presented together.For example, if it is determined that (multiple) example frequence of exposure indicate will be interior in the 50% of bid of winning Hold item presented together with call function, then computer server 204 can be won every one bid provide content item with Call icon 10 is presented together.Equally, if it is determined that (multiple) example frequence of exposure indicate only some hours runs (or Person's time) in provide content item to be presented together with call function, then computer server 204 is more than the assigned operation time limit After call icon will not be provided to be presented.When having (or including) calling extension 10 on display user's set 108 Content item when, user's set 108 can activate call icon 15 to initiate to be used for contact the voice of third party content supplier Calling.It can make user's set 108 via the electricity of user's set 108 with calling 10 associated computer executable instructions of extension Ability module is talked about, such as subscriber identification module (SIM) card or the networking telephone (VoIP) application initiate calling (in actuating call diagram When marking 15).The actuating of user's set 108 call icon 10 can include click-to-dial icon 15, rap call icon 15, hover over The top of call icon 15 or be more generally selection call icon 15.

Calling bridger device 214 can receive the phone for calling and being pointed to third party content supplier of initiation Number (telephone number such as retrieved from webpage).Calling can be video call or audio call.The calling of switching It can be answered by people or active agency at the communicator 202 of third party content supplier.Call bridger dress One or more parameter of calling of (or monitoring) switching can be recorded by putting 214, and such as time delay is (that is, until calling Answered or the stand-by period untill user's set 108 is hung up), whether calling instruction, the calling answered continue Time, make calling user's set 108 geographical position (such as using corresponding IP address, area code or global location Service (GPS) information), the time and date of calling, exhaled for initiation with calling the associated telephone number of bridger device 214 The instruction cried or its combination.Calling bridger device 214 can be communicatively coupled to computer server 204 and can be by One or more parameter of institute's ticket call is sent to computer server 204.Calling bridger device 214 can include Session Border Controller (SBC) device, it is configured to control and is setting, performs, bridges and removing call or other friendships Involved signaling and Media Stream in mutual formula media communication.SBC devices can maintain (or access) data structure, the data knot The telephone number for distributing to call icon 15 is mapped to the telephone number of third party content supplier by structure.SBC devices can be wrapped Include (or coupled to) be used for by the calling received from user's set 108 point to communicator 202 one or more Hardware switch.

Computer server 204 can obtain one or more parameter of calling from calling bridger device 214.Calculate Machine server 204 can be with the identifier of content item, the identifier of the content item example for the initiation for causing calling and based on its choosing At least one in the identifier for the keyword for selecting content item example to be presented store in association one of calling or The instruction of multiple parameters.Computer server 204 can also be obtained from third party content supplier be relayed to in third party Hold the transitional information of the calling for the telephone number that supplier is associated.For example, third party content supplier system 102 can be sent Whether indicate the calling of switching causes the instruction of the transaction between the user of user's set 108 and third party content supplier.Meter Calculation machine server can be with the identifier of content item, the identifier of the content item example for the initiation for causing calling and based on its selection At least one in identifier of the content item example present keyword stores the instruction of transitional information in association.One In a little embodiments, computer server 204 is configurable to collect and stored and indicates the information of one or more parameter, exhales It is change data, the other information associated with the content item of multiple examples of content item.For example, computer server 204 can With the statistics of at least one being configured in record instruction statistical parameter, the statistical parameter includes calling initiation rate (such as The ratio for the example presented that the calling caused on user's set 108 of content item is initiated), call successful rate (such as obtains The ratio of the calling of answer), (mean time between identical time for being answered of calling is initiated in calling to calling average retardation Between) and Call Transfer rate (ratio for such as causing the calling of conversion).Computer server 204 is configurable to and user's set Time in position, some day in one week or date, one day and for selecting the keyword of content item example in association Record statistical parameter.In some embodiments, computer server can also monitor to and third party content supplier it is related The conversion ratio (conversion ratio of such as each click information resource link) that the link of the information resources of connection is associated.In some implementations , can be (many to calculate based on the data being collected into preset time section (such as last three months or six months) in mode It is individual) statistical parameter.

Can based on one or more in (multiple) calling parameter, Call Transfer information, the statistical parameter that is recorded, Or (multiple) example frequence of exposure of its determination for combining to update the content item to present together with call function.For example, If call delay (or its average value) is high or call successful rate (or its average value) is low, then computer server 204 can be adjusted to initial case frequence of exposure the second example frequence of exposure less than initial frequence of exposure.If however, exhaled Make delay (or its average value) low or call successful rate (or its average value) high, then computer server 204 can be with Initial case frequence of exposure is adjusted to the second example frequence of exposure more than initial frequence of exposure.In some embodiments, This adjustment go for call delay high (or low) or when success rate low (or high) preset time section (such as Some time or date in one day) associated (multiple) frequence of exposure.If computer server 204 is determined with giving The associated calling of keyword (keyword such as selecting content item) have than with one or more other keyword The higher conversion ratio of associated calling, then computer server 204 can increase the example associated with the keyword and be in Existing frequency.Computer server 204 can be with, for example, the conversion ratio associated with one or more keyword based on calling, The sequence pair keyword associated with content item is adjusted, changes the lists of keywords associated with content item (for example, by deleting Except keyword) or change and will be added the keyword subsets of call capabilities.Equally, if computer server 204 determine with Given geographical position (the associated geographical position such as with making the user's set 108 of calling) associated calling with than with The higher conversion ratio of the associated calling in one or more other geographical position, then computer server 204 can increase The example frequence of exposure associated with the geographical position.Determine that the content item for including call function is real in computer server 204 The execution of example is significantly better than in the example of the example presented together with the linking of information resources, and computer server 204 can increase Plus the example frequence of exposure presented together with call icon 10, while reducing the example presented together with the linking of information resources and being in Existing frequency.In some embodiments, while the example frequence of exposure of Suitable content is decided whether, it may be considered that multiple Factor.

In some embodiments, one or more example frequence of exposure of monitoring calling parameter and Suitable content Process can be continuous (or iteration) process.In some embodiments, can repeat monitoring calling parameter and The process of one or more example frequence of exposure of Suitable content, each example that some conditions are met until realizing is presented The value of frequency.These conditions can include low call delay (such as compared with respective threshold), high success rate (such as with accordingly Threshold value compares), conversion ratio significantly improve or its combination.

Computer server 204 can be provided according to the example frequence of exposure after the adjustment of content item with (or not having Have) example of the content item of call function.If for example, with given keyword be associated presented together with call function in Hold the example frequence of exposure increase of item, then when content item is based on the keyword and is selected to present, computer server 204 can provide more examples of content item to present together with call function.It is chosen when content item is based on the keyword When selecting to present, computer server 204 can provide less example of content item to be in the case of no call function It is existing.

Fig. 3 is the flow chart for showing the method 300 that can provide and manage the third party content with call function. In brief, method 300 includes：Obtain the third party content (action 310) associated with third party content supplier；Analysis The content (action 320) of the information resources associated with third party content supplier；Analysis based on the content to information resources To determine the first example frequence of exposure (acting 330) for treating the third party content presented together with call icon；And according to First example frequence of exposure (is acted to provide the third party content including call icon with being shown in first user device 340).Method 300 also includes：The calling (action 350) from user's set is received in response to actuating call icon；Calling is referred to To the telephone number (action 360) associated with third party content supplier；It is determined that parameter (the action associated with calling 370)；First example frequence of exposure is adjusted to the second example frequence of exposure (action 380) by the parameter based on calling；And according to Second example frequence of exposure is there is provided the second example of the third party content including call function to be on second user device Existing (action 390).

Method 300 can be performed by data handling system, and the data handling system includes at least one processor and calling Bridger device 214, such as content item management 104 or content distribution system.Method 300 can be on Fig. 2 as above It is performed as described.Specifically, method 300 can include：Data handling system is obtained and third party content supplier Associated third party content (action 310).Data handling system can retrieve third party from third party content server 106 Content item directly can receive third party content from third party content system 102.

Method 300 can include：It is (all that data handling system analyzes the information resources associated with third party content supplier Such as website) content (action 320).Data handling system can parse and analyze DOM Document Object Model (DOM) tree, cascade pattern Table (CSS), the loading text of information resources or optical character identification (OCR).As mentioned above for described by Fig. 2, at least portion Divide in analysis of the ground based on the content to information resources, the third party that data handling system determination will be presented together with call icon Hold the first example frequence of exposure (such as frequence of exposure, ratio, percentage or frequency) (action 330) of item.Frequency is presented in example Rate can include percentage, ratio or the frequency of the bid of the content item for selecting to present together with call function.For example, Data handling system can initially determine that 50% (or a number of bid daily) of the bid associated with content item is For the bid for being presented content item together with call function.In some embodiments, example frequence of exposure can include treating Percentage, ratio or the example frequency of content item for presentation are provided.For example, data handling system can initially be determined 50% (or a number of bid of winning daily) of the win bid associated with content item can cause content item and calling Function is presented together.In some embodiments, once data handling system determines that call function can improve the performance of content item, Initial case frequence of exposure just can be equal to default value.In some embodiments, data handling system can be based on and the 3rd The associated information of the information resources of square content provider or the information obtained from third party content supplier, such as business Type or size, to determine initial case frequence of exposure.For example, for the business with quite large-scale sales force or Person's taxi service business, data handling system can distribute to be supplied for the phase of the content item presented together with call function To big example frequence of exposure (all such as larger than 50%).

Method 300 can include：Data handling system is provided including call icon according to the first example frequence of exposure First example of third party content is with presentation (action 340) in first user device.Data handling system can also basis First example frequence of exposure is to provide the example of third party content to be presented in the case of no call icon 10.Root The first example of content item is provided according to the first example frequence of exposure can be included with being presented together with call function：Generation includes The calling extension of call icon 10.Data handling system can provide calling extension with together with content item (or in content item It is interior) present.Generation calling extension can include：By an electricity among multiple telephone numbers associated with data handling system Words number is dynamically assigned to call icon 10.

Method 300 can also include：Bridger device 214 is called to receive from the first user in response to actuating call icon The calling (action 350) of device and the calling sensing telephone number associated with third party content supplier (is acted 360).As discussed with respect to FIG. 2, call icon can distribute the telephone number associated with calling bridger 214 so that institute State when for example initiating to call by first user device, the calling is received by calling bridger 214.In some embodiments In, calling bridger 214 is configurable to maintain data structure, and the data structure will distribute to the telephone number of call icon 10 The telephone number of third party content supplier is mapped to (such as from the Information Resources Searching associated with third party content supplier The telephone number arrived).Bridger 214 is called, for example, based on the data structure after maintenance, by the call diversion received extremely The telephone number associated with third party content supplier.

Method 300 can also include：Calling bridger 214 determines (or monitoring) at least one ginseng associated with calling Count (action 370) and (multiple) this parameter is supplied at least one processor.At least one parameter of calling can be wrapped Include the call delay time (that is, until calling is answered or stand-by period untill user's set 108 is hung up), calling whether The instruction answered, the duration of calling, make calling user's set 108 geographical position (for example, using corresponding IP Address, area code or Global Positioning Service (GPS) information), the time and date of calling, with calling bridger device 214 Associated telephone number is used for the instruction for initiating calling or its combination.Data handling system can be from calling bridger dress Put 214 acquisitions (multiple) calling parameter and on the identification to content item, the type of user's set, geographical position, for selecting The keyword and further feature of the first content to be presented example is selected to store (multiple) this parameter (or corresponding statistics Value).Data handling system can also be obtained from third party content supplier be relayed to it is associated with third party content supplier Telephone number calling transitional information.Data handling system can with the identification to content item, the type of user's set, Reason position, keyword and further feature for a selection first content to be presented example store transitional information in association Indicate.

Method 300 can include：First example frequence of exposure is adjusted to by parameter of the data handling system based on calling Second example frequence of exposure (action 380).Adjusting the first example frequence of exposure can include：If for example, call delay (or Its average value) high or call successful rate (or its average value) is low, then initial case frequence of exposure is adjusted to be less than just Second example frequence of exposure of beginning example frequence of exposure.In some embodiments, this adjustment goes for prolonging with calling When high late or as low success rate of preset time section (some time or date in such as one day) associated (multiple) Frequence of exposure.Adjusting the first example frequence of exposure can include：Adjustment and given keyword, given geographical position, preset time The associated example frequence of exposure of the user's set of section or given type.In some embodiments, it is determined that including calling When the execution of the content item example of function is significantly better than the example presented together with the linking of information resources, data handling system can The example frequence of exposure presented with increasing together with call icon 10, while reducing the reality presented together with the linking of information resources Example frequence of exposure.In some embodiments, while the example frequence of exposure of Suitable content is decided whether, it may be considered that Multiple factors.

In some embodiments, data handling system can recognize the lists of keywords associated with third party content The central keyword for being used to select the example of a third party content to be presented, and the parameter based on calling come update with should The associated performance metric of keyword.If for example, calling causes conversion, then data handling system can be updated with being used to select Select the associated conversion ratio of the keyword of the first example of content item.Equally, data handling system can be updated with being used to select Ratio, call successful rate or average call delay are initiated in the associated calling of the keyword of first example of content item.One In a little embodiments, data handling system can in association update with the keyword for selecting the first example of content item will The example frequence of exposure of the third party content presented together with call icon.

Method 300 can include：Data handling system is provided including call icon according to the second example frequence of exposure One or more example of third party content to present (action 390) on a user device.In some embodiments, number The example of third party content is provided according to the second example frequence of exposure with no call icon according to processing system In the case of presented.

Fig. 4 is the block diagram of computer system 400, and the computer system 400 can be used for implementing user's set 108, calculate Machine server 204, data handling system 110, third party content server 106, Resource Server 110, content item management 104th, content item identifying system 112 or with any one associated device in system as described herein.Department of computer science System 400 includes bus 405 or other communication components for transmission information and coupled to bus 405 for processing information Processor 410.Computer system 400 can also include one or more processor coupled to bus for processing information 410.Computer system 400 can also include main storage 415, such as RAM or other dynamic storage devices, and it is coupled to total Line 405 is for storage information and the instruction for treating to be performed by processor 410.Main storage 415 can be used in processor 410 Storage location information, temporary variable or other average informations during execute instruction.Computer system 400 can be wrapped further Include ROM 420 or other static storages dress coupled to bus 405 for storing the static information of processor 410 and instructing Put.The storage devices such as solid-state device, disk or CD 425 are coupled to bus 405 is for lasting storage information and refers to Order.Computer system 400 can include but is not limited to digital computer, such as laptop computer, desktop computer, work Stand, personal digital assistant, server, blade server, large scale computer, cell phone, smart phone, mobile computing device (for example, Notebook, electronic reader etc.) etc..

Computer system 400 can be coupled to display 435, such as liquid crystal display (LCD), film via bus 405 Transistor LCD (TFT), Organic Light Emitting Diode (OLED) display, light-emitting diode display, electric paper display, plasma display panel (PDP) or for other displays to user's display information etc..Keyboard including alphanumeric and other keys etc. is defeated Enter device 430 to be coupled to bus 405 information and command selection are passed into processor 410.In another embodiment party In formula, input unit 430 can be integrated with display 435, such as in touch-screen display.Input unit 430 can include Cursor is controlled, such as mouse, trace ball or cursor direction key, and it is used to directional information and command selection passing to processor 410 and for controlling movement of the cursor on display 435.

According to each embodiment, procedures described herein or method can by computer system 400 in response to Reason device 410 performs the arrangement for the instruction being included in main storage 415 to perform.This instruction can be from such as storage device Another computer-readable mediums such as 425 are read into main storage 415.Execution is included in the instruction in main storage 415 Arrangement causes computer system 400 to perform illustrative process described herein or method ACT.One in multiprocessing arrangement Individual or multiple processors can also be used to perform the instruction being included in main storage 415.In an alternative embodiment, firmly Wired circuit system may be substituted for software instruction or combine to realize illustrative embodiment with the software instruction.Cause This, embodiment is not limited to any particular combination of ware circuit and software.

Although the embodiment of computer system 400 has been described in Fig. 4, the master described in this specification Topic and the embodiment of feature operation can also be implemented in other types of digital electronic circuitry or in software, consolidate In part or hardware, including in structure disclosed in this description and its equivalent structures or in one of which Or in multiple combinations.

The embodiment of theme and operation described in this specification can be embodied in digital electronic circuitry, or Person in the computer software, firmware or hardware of tangible medium is presented as, including structure disclosed in this specification and its In equivalent structures or in one of which or multiple combinations.Theme described in this specification can be real Apply as one or more computer program, for example, one or more module of computer program instructions, its at one or It is encoded to be performed or controlled by data processing equipment the operation of the data processing equipment on multiple computer-readable storage mediums.Can Alternatively, or additionally, programmed instruction can be encoded on manually generated transmitting signal, for example, the electricity of machine generation, light or Person's electromagnetic signal, the signal is encoded information onto through generating, to be sent to suitable receiver apparatus, so that data processing is set It is standby to perform.Computer-readable storage medium can be computer readable storage means, computer-readable memory substrate, random or serial Access memory array either device or one of which or multiple combinations or is included therein.Though in addition, Right computer-readable storage medium is not transmitting signal, but computer-readable storage medium can be compiled in manually generated transmitting signal The source or destination of the computer instruction of code.Computer-readable storage medium can also be one or more single physical set Part either medium (for example, multiple CD, disk or other storage devices) or is included therein.Therefore, computer is stored Medium is both tangible, is nonvolatile again.

Operation described in this specification can to being stored in one or more computer by data processing equipment The data for reading to receive on storage device or from other resources are performed.

Term " data processing equipment ", " computing device " or " process circuit " includes all kinds for processing data The unit and machine of class, such as including programmable processor, computer, on-chip system or multiple on-chip systems, The frequence of exposure of programmed process device or foregoing combination.Equipment can include special purpose logic circuitry, for example, FPGA or ASIC.In addition to hardware, equipment can also include for discussion computer program establishment performing environment code, For example, constitute processor firmware, protocol stack, data base management system, operating system, cross-platform run time environment, virtual machine, Or one of which or the code of multiple combinations.Equipment and performing environment can realize a variety of computation models Infrastructure, such as web services, Distributed Calculation and grid computing infrastructure.

Computer program (also referred to as program, software, software application, script or code) can be in any form Code speech is write, including compiling or interpretative code, statement or procedural language, and it can be disposed in any form, Including as stand-alone program or being used as module, component, subroutine, object or being adapted to other lists for using in a computing environment Member.Computer program can with but it is not necessarily corresponding with the file in file system.Program can be stored in the other programs of reservation Or in a part for the file of data (for example, one or more script being stored in marking language document), Huo Zhe In the single file for being exclusively used in discussed program, or multiple coordinations file (for example, store one or more module, The file of the frequence of exposure of subprogram or code) in.Computer program can be deployed on a computer or in place Performed in a website or across on multiple computers that multiple websites are distributed and pass through interconnection of telecommunication network.

Being suitably executed the processor of computer program includes：For example, general purpose microprocessor, special microprocessor, Yi Jiren Any one or multiple processors of the digital computer of which kind of class.In general, processor, which will be received, comes from read-only storage The instruction and data of device or random access memory or both.The necessary element of computer is to be used to be performed according to instruction The processor of action and one or more storage arrangement for store instruction and data.In general, computer is also wrapped One or more high-capacity storage for data storage is included, for example, disk, magneto-optic disk or CD, or can grasp Make ground coupled to it to receive the data from it or send data to both itself or progress.However, computer need not With this device.In addition, computer can be embedded in another device, for example, mobile phone, personal digital assistant (PDA), shifting Dynamic audio or video player, game console, global positioning system (GPS) receiver or portable memory (example Such as, USB (USB) flash drive), name just a few.It is suitable for storing computer program instructions and the device of data Nonvolatile memory, medium and storage arrangement including form of ownership, including：For example, semiconductor memory system (example Such as, EPROM, EEPROM and flash memory device), disk (for example, internal hard drive or removable disk), magneto-optic disk, CD- ROM disk and DVD-ROM disks.Processor and memory can be supplemented by special purpose logic circuitry or can be incorporated to this and special patrol Collect in circuit system.

Interacted to provide with user, the embodiment of theme described in this specification can be embodied in with On the computer of lower device：For the display device to user's display information, for example, CRT (cathode-ray tube) or LCD monitoring Device；And keyboard and instruction device, for example, mouse or trace ball, can be to meter by the keyboard and instruction device user Calculation machine provides input.It can also use the device of other species and be interacted to provide with user；For example, the feedback provided a user Can be any type of sensory feedback, for example, visual feedback, audio feedback or touch feedback；And can be with any shape Formula receives the input from user, and the form includes sound, speech or sense of touch.

Although this specification includes many specific embodiment details, these details are not construed as pair can The limitation of the scope for the claim that can be advocated, on the contrary as the description specific to particular implementation.This specification is in list Some features described in the background of only embodiment can also in combination be implemented in single embodiment.Conversely Ground, the various features described in the background of single embodiment can also be individually in multiple embodiments or with any Suitable sub-portfolio is implemented.In addition, although feature may be described above as working in some combinations, and even most Just it is claimed as in this way, still one or more feature in the combination advocated in some cases can be from combination Leave out, and the combination advocated can be used for the variant of sub-portfolio or sub-portfolio.

Similarly, although operation is described in a particular order in the accompanying drawings, but this is understood not to require to show The certain order gone out either performs such operation with sequential order or the operation of all diagrams is executed to be expected As a result.In some cases, multitasking and parallel processing are probably beneficial.In addition, embodiment party described above The separation of each system component in formula is understood not to require such separation in all embodiments, and should When the program assembly and system described by understanding generally can be integrated together in single software product or be packaged into embodiment For in the multiple software product of tangible medium.

The reference of "or" is considered including, therefore any term described using "or" can indicate Single, more than one and all of any one in described term.

Therefore, it has been described that the particular implementation of theme.Scope of the other embodiment in claims below It is interior.In some cases, the action described in detail in the claims can in a different order be performed and still obtained Desired result.In addition, the process described in the accompanying drawings obtains the phase without requiring shown certain order or sequential order The result of prestige.In some embodiments, multitasking and parallel processing are probably beneficial.

Claim should not be construed as being limited to described order or key element, unless stated the influence.Should Understand, in the case of without departing from the spirit and scope of the appended claims, the various change in form and content can be carried out. The whole embodiments fallen into the spirit and scope of following claim and its equivalent are advocated herein.

Claims (22)

1. a kind of method for the online content activity implemented in computer network environment with selective calling function, bag Include：

By data handling system, via computer network, received from the computing device associated with third party content supplier Third party content；

By the data handling system, based on the information resources associated with the third party content supplier, it is determined that being used for First example frequence of exposure of the third party content presented together with call icon；

By the data handling system, according to the first example frequence of exposure, there is provided for together with the call icon First example of the third party content presented；

By the calling bridger device associated with the data handling system, in response to activating the call icon, via The computer system, receives the calling from client computing devices；

By the calling bridger device, the phone number associated with the third party content supplier is pointed into the calling Code；

By the calling bridger device, it is determined that being pointed at the phone number associated with the third party content supplier The parameter of the calling of code, the parameter of the calling can be accessed by the data handling system；

By the data handling system, the first example frequence of exposure is adjusted to by the parameter based on the calling Second example frequence of exposure；And

In response to adjusting the first example frequence of exposure, provided according to the second example frequence of exposure based on by client The second example of the third party content that device is shown together with the call icon is calculated, puts and lives as online content A dynamic part.

2. according to the method described in claim 1, including：

By the data handling system and according to the second example frequence of exposure, by the 3rd of the third party content the Example provides to client computing devices to be presented in the case of not described call icon.

3. according to claim 1 or claim 2, including：

Recognized among the lists of keywords associated with the third party content for selecting the third party to be presented The keyword of the example of content item；And

The performance metric associated with the keyword is updated based on the parameter of the calling.

4. method according to claim 3, including：

Transitional information based on the calling for being pointed at the telephone number associated with the third party content supplier To update the performance metric, the transitional information is received from the third party content supplier.

5. the method according to claim 3 or 4, including：

Based on in the associated property of a keyword being associated among the lists of keywords of the third party content It can measure, to update associated with one keyword, for being presented together with the call icon the third party The example frequence of exposure of content item.

6. the method according to any one of claim 1 to 5, including：

Received from the third party content supplier and be pointed at the phone number associated with the third party content supplier The transitional information of the calling of code.

7. the method according to any one of claim 1 to 6, including：

By the data handling system, the geographical position associated with the client computing devices is recognized, and

Updated based on the parameter of the calling with the geographical position be associated, for together with the call icon The example frequence of exposure of the third party content presented.

8. the method according to any one of claim 1 to 7, including：

The content of the analysis described information resource associated with the third party content supplier；And

Based on pair analysis of the content of the described information resource associated with the third party content supplier come really The fixed first example frequence of exposure.

9. method according to claim 8, including：

Identification in the content of the described information resource associated with the third party content supplier with the described 3rd The telephone number that square content provider is associated.

10. the method according to any one of claim 1 to 9, including：

A telephone number among the multiple telephone numbers associated with the data handling system is dynamically assigned to institute State call icon.

11. the method according to any one of claim 1 to 10, wherein, described information resource includes the third party The website of content item, and wherein it is determined that the first example frequence of exposure includes：DOM Document Object Model based on the website (DOM) set to determine the first example frequence of exposure of the third party content for presenting together with the call icon.

12. a kind of data handling system for the online content activity for being used to implement with selective calling function, including：

At least one processor；

Memory, the memory includes the computer generation code instruction stored thereon, and the computer generation code instruction is by described Make the data handling system during at least one computing device：

Based on the information resources associated with third party content supplier, it is determined that for the third party presented together with call icon First example frequence of exposure of content item, the third party content is associated with the third party content supplier；

According to the first example frequence of exposure, via communication network, there is provided the institute for being presented together with the call icon State the first example of third party content；

Parameter based on the calling initiated when the call icon is activated in client computing devices is come by first example Frequence of exposure is adjusted to the second example frequence of exposure；And

There is provided according to the second example frequence of exposure for being shown by client computing devices together with the call icon Second example of the third party content, is used as a part for online content storing activity；And

Bridger device is called, the calling bridger device is communicatively coupled to described at least one processor, the calling Bridger device is configured as：

In response to activating the call icon, via the communication network, receive from described in the client computing devices Calling；

The telephone number associated with the third party content supplier is pointed into the calling；And

The parameter of the calling is determined, the parameter of the calling can be accessed by least one described processor.

13. data handling system according to claim 12, including the data handling system are configured as：

According to the second example frequence of exposure, the 3rd example of the third party content is provided to client computing devices To be presented in the case of not described call icon.

14. the data handling system according to claim 12 or 13, including the data handling system are configured as：

Recognized among the lists of keywords associated with the third party content for selecting the third party to be presented The keyword of the example of content item；And

The performance metric associated with the keyword is updated based on the parameter of the calling.

15. data handling system according to claim 14, including the data handling system are configured as：

Transitional information based on the calling for being pointed at the telephone number associated with the third party content supplier To update the performance metric, the transitional information is received from the third party content supplier.

16. the data handling system according to claim 14 or 15, including the data handling system are configured as：

Based on in the associated property of a keyword being associated among the lists of keywords of the third party content It can measure, to update associated with one keyword, for being presented together with the call icon the third party The example frequence of exposure of content item.

17. the data handling system according to any one of claim 12 to 16, including the data handling system quilt It is configured to：

Received from the third party content supplier and be pointed at the phone number associated with the third party content supplier The transitional information of the calling of code.

18. the data handling system according to any one of claim 12 to 17, including the data handling system quilt It is configured to：

The identification geographical position associated with the client computing devices；And

Updated based on the parameter of the calling with the geographical position be associated, for together with the call icon The example frequence of exposure of the third party content presented.

19. the data handling system according to any one of claim 12 to 18, including the data handling system quilt It is configured to：

The content of the analysis described information resource associated with the third party content supplier；And

Based on pair analysis of the content of the described information resource associated with the third party content supplier come really The fixed first example frequence of exposure.

20. the data handling system according to any one of claim 12 to 19, including the data handling system quilt It is configured to：

Identification in the content of the described information resource associated with the third party content supplier with the third party Hold the telephone number that supplier is associated.

21. the data handling system according to any one of claim 12 to 20, including the data handling system quilt It is configured to：

A telephone number among the multiple telephone numbers associated with the data handling system is dynamically assigned to institute State call icon.

22. the data handling system according to any one of claim 12 to 21, wherein, described information resource includes institute The website of third party content is stated, and wherein it is determined that the first example frequence of exposure includes：Document object based on the website Model (DOM) is set to determine that frequency is presented in the first example of the third party content for presenting together with the call icon Rate.