Patent Document ID: 10140619
Application ID: 13165586

Base Claim:
1. A system for generating a dynamic creative for a plurality of individual interactions, the system comprising one or more memory devices containing instructions for the following: a module added to a third-party creation tool that allows selecting from a plurality of structures; the plurality of structures that are selectable from within the third-party creation tool, wherein each of the plurality of structures is configured: to switch between a plurality of alternative selections when the creative is run, for graphically-manipulated insertion into the creative, and for integration into a script representing the creative, wherein the script is run on an end user device and the creative dynamically changes according to the plurality of alternative selections when run, locally, on a plurality of end user devices; and a platform configured to: receive selection of a content group that correlates to the plurality of alternative selections, receive selection of a target group comprising a plurality of attributes describing viewers of the creative, determine that a viewer of the creative is in the target group, select, after a user request, an alternative selection from the plurality of alternative selections based on the determination that the viewer of the creative is in the target group, process the alternative selection with a structure from the plurality of structures to customize the creative to the alternative selection that is associated with the content group, receive feedback, based on the plurality of individual interactions with the dynamic creative, on how the content group is being received by the target group, and modify how often the plurality of alternative selections are presented in the script for the target group without regard to how the content group is being received by viewers.

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Claim 6:
6. The system for generating the dynamic creative as recited in claim 1 , wherein the plurality of alternative selections is defined as a range in the module.