Methods and systems for providing functional extensions with a landing page of a creative

Abstract

Systems and methods for providing functional extensions on a landing page of a creative. The method includes identifying, by a data processing system, a creative for serving on a computing device. The creative can be associated with a network address of a landing page. The method also includes generating, by the data processing system, an actionable object, such as a functional extension, to be rendered with content of the landing page and providing, by the data processing system, the actionable object to be rendered with the content of the landing page responsive to an action taken on the creative when served on the computing device. Examples of functional extensions include click-to-call extensions and directions extensions.

What is claimed is: 
     
         1 . A method for providing actionable objects on a landing page of a creative, comprising:
 identifying, by a data processing system, a creative for serving on a computing device, the creative associated with a network address of a landing page;   generating, by the data processing system, an actionable object to be rendered with content of the landing page; and   providing, by the data processing system, the actionable object to be rendered with the content of the landing page responsive to an action taken on the creative when served on the computing device.   
     
     
         2 . The method of  claim 1 , further comprising:
 generating, by the data processing system, an information resource that includes content of the landing page and the generated actionable object; and   associating, by the data processing system, a network address of the information resource to the creative such that responsive to an action taken on the creative, the information resource is rendered.   
     
     
         3 . The method of  claim 2 , further comprising:
 rendering the actionable object on a first frame of the information resource and the content of the landing page on a second frame of the information resource, wherein the first frame is rendered over the second frame.   
     
     
         4 . The method of  claim 1 , wherein the first frame of the information resource includes an actionable item, which when selected, removes the first frame from the information resource rendered for display. 
     
     
         5 . The method of  claim 1 , further comprising:
 receiving, in response to providing the actionable object, an indication of an action taken on the actionable object; and   incrementing a conversion count responsive to receiving the indication.   
     
     
         6 . The method of  claim 1 , wherein the actionable object is configured to cause the computing device on which the actionable object is rendered to execute a particular task. 
     
     
         7 . The method of  claim 1 , wherein the particular task includes one of launching a phone application, a location application, or another dedicated application. 
     
     
         8 . The method of  claim 1 , further comprising:
 providing, by the data processing system, a script for insertion in the landing page associated with the content, the script configured to cause the generated actionable object to be rendered for display with the content of the landing page responsive to an action taken on the creative.   
     
     
         9 . The method of  claim 1 , further comprising:
 analyzing the content of the landing page to identify a particular type of content;   identifying the particular type of content in the content of the landing page; and   using the identified particular type of content to generate the actionable object.   
     
     
         10 . A system for providing actionable objects on a landing page of a creative, comprising a data processing system configured to:
 identify a creative for serving on a computing device, the creative associated with a network address of a landing page;   generate an actionable object to be rendered with content of the landing page; and   provide the actionable object to be rendered with content of the landing page responsive to an action taken on the creative when served on the computing device.   
     
     
         11 . The system of  claim 10 , wherein the data processing system is further configured to:
 generate an information resource that includes content of the landing page and the generated actionable object; and   associate a network address of the information resource to the creative such that responsive to an action taken on the creative, the information resource is rendered.   
     
     
         12 . The system of  claim 11 , wherein the data processing system is further configured to:
 render the actionable object on a first frame of the information resource and the content of the landing page on a second frame of the information resource, wherein the first frame is rendered over the second frame.   
     
     
         13 . The system of  claim 10 , wherein the first frame of the information resource includes an actionable item, which when selected, removes the first frame from the information resource rendered for display. 
     
     
         14 . The system of  claim 10 , wherein the data processing system is further configured to:
 receive, in response to providing the actionable object, an indication of an action taken on the actionable object; and   increment a conversion count responsive to receiving the indication.   
     
     
         15 . The system of  claim 10 , wherein the actionable object is configured to cause the computing device on which the actionable object is rendered to execute a particular task. 
     
     
         16 . The system of  claim 10 , wherein the particular task includes one of launching a phone application, a location application, or another dedicated application. 
     
     
         17 . The system of  claim 10 , wherein the data processing system is further configured to:
 provide a script for insertion in the landing page associated with the content, the script configured to cause the generated actionable object to be rendered for display with the content of the landing page responsive to an action taken on the creative.   
     
     
         18 . The system of  claim 10 , wherein the data processing system is further configured to:
 analyze the content of the landing page to identify a particular type of content;   identify the particular type of content in the content of the landing page; and   use the identified particular type of content to generate the actionable object.   
     
     
         19 . A computer-readable storage medium storing instructions that when executed by a data processor, cause the data processor to perform operations, comprising:
 identifying a creative for serving on a computing device, the creative associated with a network address of a landing page;   generating an actionable object to be rendered with content of the landing page; and   providing the actionable object to be rendered with content of the landing page responsive to an action taken on the creative when served on the computing device.   
     
     
         20 . The computer-readable storage medium of  claim 19 , storing further instructions that when executed by one or more data processors, cause the one or more data processors to perform operations, comprising:
 generating an information resource that includes content of the landing page and the generated actionable object; and   associating a network address of the information resource to the creative such that responsive to an action taken on the creative, the information resource is rendered.