Patent ID: 9367524
Filing Date: 2016-06-14
CPC Classification: G06F,G06Q

Claim Text:
1. A computer-implemented method comprising: defining a first layout for a first web page of a website, the first layout including a primary content element and one content slot; defining a second layout for a second webpage of the website, the second layout including the primary content element and a plurality of content slots; receiving a first request, during a user session, for a first web page of the website from a network accessible device, the first web page corresponding to a first level of the website, the first request including user profile information; determining, responsive to receiving the first request, a first predicted click likelihood for the network accessible device based on the user profile information; determining that the first predicted click likelihood is below a first threshold corresponding to cost per mille (CPM)-designation; selecting the first layout, the one content slot of the first layout assigned for display of a CPM-designated content item selected using a first objective function based on impressions, responsive to determining that the first predicted click likelihood is below the first threshold; transferring first data to the network accessible device to display the first web page including the first layout; receiving a second request, after the first request, during the user session, for a second page of the website via a link to a subpage on the web site, the second request including the user profile information; determining, responsive to receiving the second request, a second predicted click likelihood for the network accessible device based on the user profile information; determining that the second predicted likelihood is above a second threshold corresponding to cost per click (CPC)-designation; selecting the second layout, the plurality of content slots assigned for display of a corresponding plurality of CPC-designated content items selected using a second objective function based on clicks, responsive to determining that the second predicted likelihood is above the second threshold; and transferring second data to the network accessible device to display the second web page including the second layout and the plurality of content items.