Publisher Frame for In-Feed Ads Without External Site Jump
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Solution Overview
Problem
Existing native advertising techniques cause users to unexpectedly navigate away from the publisher's site when clicking on ads, leading to reduced engagement and the inability for publishers to effectively track user interactions on third-party sites without additional tracking code.
Innovation Solution
Implementing a publisher frame to display third-party content within the publisher's environment, allowing seamless transitions and enabling tracking capabilities without requiring additional tracking code on the third-party site.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If native ads display third-party content with direct links to external sites, then user engagement with ad content increases, but users unexpectedly navigate away from the publisher's site
Solution Approach 1:
The patent introduces a publisher frame as an intermediary element that mediates between the third-party ad content and the user's browser environment. This frame acts as a container that hosts external content while maintaining the publisher's branding and visual context, thereby preventing users from feeling they have navigated away from the publisher's site while still allowing engagement with third-party content
2Measurement precision
If publishers implement tracking code on third-party sites, then they can track user interactions effectively, but the implementation complexity and cost increase
Solution Approach 1:
The publisher frame serves multiple functions simultaneously: it displays third-party content, maintains publisher branding, enables tracking of user interactions, and provides a seamless user experience. By consolidating these functions into a single reusable component, the patent eliminates the need for separate tracking code implementations on each third-party site, thereby reducing complexity while maintaining measurement precision
Data Source
AI summary
In-feed encapsulation of display ads or other externally-hosted content is disclosed. In various embodiments, an indication is received that an ad to be displayed in the context of an instance of a publisher content page as rendered at a client system links out to advertising content associated with a third party site. The client system is configured to display a modified version of the advertising content in the event an indication is received that the ad has been selected.