Patent ID: 9690762
Date: 2017-06-27
CPC Classifications: G06F,G06Q

Claim:
1. A method comprising: identifying, by a data processing system having one or more processors, a content item to be displayed upon request on resources; determining one or more visual characteristics of the content item; determining, based on the one or more visual characteristics of the content item, a first transparency value to apply to a first region of the content item towards edges of the content item and a second transparency value to apply to a second region of the content item towards a center of the content item relative to the first region, the first transparency value greater than the second transparency value; modifying, by the data processing system, independent of a request to display the content item on a resource, a visual appearance of the content item to generate a first modified version of the content item such that the first modified version of the content item appears visually merged with other content of the resource when displayed along with the other content of the resource, the modifying the visual appearance of the content item including applying the first transparency level to the first region of the content item and applying the second transparency level to the second region of the content item to make the content item more transparent towards the edges and less transparent towards the center of the content item; storing, by the data processing system, the first modified version of the content item in a memory of the data processing system for subsequent display along with content of one or more pages; receiving, by the data processing system, a request from a device for content to display along with primary content of a web page, the request identifying the web page; determining, by the data processing system, one or more visual characteristics of the web page; retrieving, by the data processing system, responsive to receiving the request from the device, the first modified version of the content item from the memory of the data processing system; modifying, by the data processing system, the first modified version of the content item based on the one or more visual characteristics of the web page and the one or more visual characteristics of the content item to generate a second modified version of the content item; and transmitting, by the data processing system, the second modified version of the content item to the device for display along with the primary content of the web page.