Patent ID: 7895293

Claim:
A computer-implemented method for delivering content to a test web page comprising: receiving a page identifier of a test page for an experiment, the test page having code defining a content section, wherein the content section comprises a plurality of content section fragments, wherein the content section fragments for the content section are portions of the content section that have been identified as being replaceable by related content during the experiment; selecting, with one or more computers, content items for the content section fragments, the selecting comprising selecting a content item group for the content section from a plurality of content item groups for the content section, wherein each content item group specifies a content item for each fragment of the content section; transmitting, with the one or more computers, each content item in the selected content item group for placement on the test page in the content section fragments; and measuring the performance of the selected content item group in the test web page; wherein the experiment is run during a period of time that is a subset of the time the test page is displayed, and only during the period of time, displayed content items for the test page are varied to determine an effectiveness of particular different combinations of content items associated with the experiment.