Patent ID: 9594732
Date: 2017-03-14
CPC Classifications: G06F

Claim:
1. A method performed by data processing apparatus, the method comprising: receiving, from a client device, an indication that a user performed an affirmative act on a presentation page comprising a plurality of content spaces that have a plurality of content items, wherein each content item of the plurality of content items is displayed in a particular content space of the plurality of content spaces; determining a measure of interest of the user specific to a particular content item of the plurality of content items based on the received indication including the affirmative act on the presentation page; determining, during presentation of the particular content item, to replace the particular content item based on the measure of interest and a threshold; identifying a category with which content displayed for the particular content item is associated; during a same presentation of the presentation page and within a specified duration of time after the particular content item is presented, selecting a replacement content item from a plurality of replacement content items that are associated with a different category than the identified category, wherein selecting the replacement content item comprises applying a plurality of pre-defined replacement content selection rules for identifying the replacement content item based on affirmative acts, wherein the pre-defined replacement content selection rules accord a higher weight to one type of the affirmative acts, relative to a weight accorded to another of the affirmative acts, with selecting being in response to determining that the threshold has been exceeded; and transmitting the selected replacement content item to the client device for display in the particular content space on the presentation page in place of the particular content item.