Content Item Profiles

Abstract

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium for managing a relationship between content and an environment for provisioning the content. In one aspect, a method includes receiving a request for a content item; and in response to receiving the request: selecting a creative from a plurality of creatives, the creative including a reference to a profile associated with one or more elements; retrieving content data from one or more content feeds bound to the elements; and delivering the creative and the content data to a user device.

What is claimed is: 
     
         1 . A method performed by data processing apparatus, the method comprising:
 receiving a request for a content item; and   in response to receiving the request:
 selecting a creative from a plurality of creatives, the creative including a reference to a profile associated with one or more elements; 
 retrieving content data from one or more content feeds bound to the elements; and 
 delivering the creative and the content data to a user device. 
   
     
     
         2 . The method of  claim 1 , wherein the request is received from an application executing on the user device. 
     
     
         3 . The method of  claim 1 , wherein the creative is selected from the plurality of creatives based on optimization data and the application executing on the user device. 
     
     
         4 . The method of  claim 3 , wherein the optimization data includes performance history for the plurality of creatives, demographic information associated with the application executing on the user device, or capabilities of the user device. 
     
     
         5 . The method of  claim 1 , wherein:
 each of the elements includes one or more attributes; and   the content feeds bound to the elements provide values for the attributes.   
     
     
         6 . The method of  claim 1 , wherein the reference to the profile is an alphanumeric identifier embedded in the selected creative that uniquely corresponds to the profile. 
     
     
         7 . The method of  claim 6 , wherein each of the creatives includes the alphanumeric identifier uniquely corresponding to the profile. 
     
     
         8 . The method of  claim 1 , wherein the one or more content feeds are selected from the group comprising a comma-separate-value file, a spreadsheet, a database, or a database query. 
     
     
         9 . The method of  claim 1 , wherein the selected creative is a first creative, the method further comprising:
 receiving a second request for a content item; and   in response to receiving the second request:
 selecting a second creative from a plurality of creatives, the second creative referencing the profile; 
 retrieving second content data from the one or more content feeds bound to the elements; and 
 delivering the second creative and the second content data to a user device. 
   
     
     
         10 . A method performed by data processing apparatus, the method comprising:
 receiving a request for a content item; and   in response to receiving the request:
 selecting a profile from a plurality of profiles, where the selected profile is associated with one or more elements; 
 retrieving content data from one or more content feeds bound to the one or more elements; 
 selecting a creative from a plurality of creatives, the selected creative including a reference to the selected profile; and 
 delivering the retrieved content data and the selected creative to a user device. 
   
     
     
         11 . The method of  claim 10 , wherein the request is received from an application executing on the user device. 
     
     
         12 . The method of  claim 11 , wherein the profile is selected from the plurality of profiles based on optimization data and the application executing on the user device. 
     
     
         13 . The method of  claim 12 , wherein the optimization data includes performance history for the plurality of profiles, demographic information associated with the application executing on the user device, or capabilities of the user device. 
     
     
         14 . The method of  claim 10 , wherein the profile is selected from the plurality of profiles in response to performing a real-time profile selection auction. 
     
     
         15 . The method of  claim 10 , wherein:
 each of the elements includes one or more attributes; and   the content feeds bound to the elements provide values for the attributes.   
     
     
         16 . The method of  claim 10 , wherein the reference to the profile is an alphanumeric identifier embedded in the selected creative that uniquely corresponds to the profile. 
     
     
         17 . The method of  claim 16 , wherein each of the creatives includes the alphanumeric identifier uniquely corresponding to the profile. 
     
     
         18 . The method of  claim 10 , wherein the one or more content feeds are selected from the group comprising a comma-separate-value file, a spreadsheet, a database, or a database query. 
     
     
         19 . The method of  claim 10 , further comprising selecting one or more content data feeds bound to the elements based on data received with the request.