Patent ID: 9552440
Date: 2017-01-24
CPC Classifications: G06F,G06Q,H04L

Claim:
1. A method comprising: rendering a web page for display on a client device, wherein the rendered web page includes (i) a non-scrollable portion containing a first advertisement in a particular position specified by an advertisement placeholder, and (ii) a scrollable portion, wherein content of the first advertisement and content of the scrollable portion are based on content of a first document; determining that a first scroll position of the scrollable portion has a first characteristic; responsive to determining that the first scroll position of the scrollable portion has the first characteristic, requesting and receiving a second document from a content server device and a second advertisement from an advertisement server device; and re-rendering the web page for display on the client device, wherein the re-rendered web page includes (i) the non-scrollable portion containing the second advertisement in the particular position, wherein the second advertisement is different from the first advertisement, and (ii) the scrollable portion, wherein content of the second advertisement and the content of the scrollable portion are based on content of the second document.