Patent ID: 8694378
Filing Date: 2014-04-08
Classification: G06Q

Abstract:
1. A computer-implemented method, comprising: receiving, at an advertising exchange, advertisement requests for publisher hosts from user devices, each request specifying a publisher host, and for each request, determining whether the publisher host specifies a user process of a first type for processing advertisements at the user device, wherein the user process of a first type is a process that requires at the publisher host a publisher side file of a vendor for the advertisement served by a vendor through the advertising exchange, the publisher side file for the vendor being a file that facilitates processing of an expandable advertisement served by the vendor in a resource served by the publisher host, and wherein each publisher side file for a vendor corresponds to only the expandable content items the vendor serves; for each advertisement request for a publisher host that does not specify a user process of the first type, enabling, by the advertising exchange, expandable advertisements served by a set of first vendors to participate in an advertisement selection process to select an advertisement to fulfill the request; for each content item request for a publisher host that does specify a user process of the first type: for each advertisement request: