Measuring Inline Ad Performance for Third-Party Ad Serving

Abstract

A method, apparatus, and computer program product for measuring inline internet ad performance for third-party ad serving. The method comprises receiving an original third-party internet ad and recoding the original third-party internet ad for producing a recoded third-party internet ad where the recoded third-party internet ad comprises ad instrumentation code. In real-time, as the internet ad is composited and rendered, the instrumentation code measures the response latency of the server or servers in the third-party network using the ad instrumentation code. In some cases, the original third-party internet ad comprises ad code using a markup language such as HTML language, and/or JavaScript language (e.g. in ad code segments). The recoding comprises recoding an ad code segment of the ad by transforming the ad code segment into a JavaScript literal, which in exemplary embodiments includes emitting a specialized document.write( ) call. Response latency measurements are collected and included in a latency table.

1 - 20 . (canceled) 
     
     
         21 . A computer-implemented method for measuring inline ad performance for third-party ad serving, the method comprising:
 receiving, in memory, an original third-party internet ad embodied as ad code, the original third-party internet ad for hosting within a server in a third-party network;   recoding, in a computer, the ad code to produce a script call containing the ad code; and   measuring, in a computer, a response latency associated with rendering the ad code.   
     
     
         22 . The method of  claim 21 , wherein the ad code comprises at least one of, HTML language, JavaScript language, a markup language. 
     
     
         23 . The method of  claim 21 , wherein the recoding comprises recoding the ad code by transforming the ad code into a JavaScript literal. 
     
     
         24 . The method of  claim 21 , wherein the recoding comprises recoding the ad code by transforming the ad code into an !FRAME tag. 
     
     
         25 . The method of  claim 21 , wherein the recoding comprises inserting a document.write( ) call to emit the ad code onto a rendered page. 
     
     
         26 . The method of  claim 21 , wherein the script call executes a document.write( ) call. 
     
     
         27 . The method of  claim 21 , further comprising storing, in a computer, a second response latency measurement, the second response latency measurement taken in response to a second latency of a second server. 
     
     
         28 . The method of  claim 27 , wherein the second response latency is included in a latency waterfall table. 
     
     
         29 . The method of  claim 27 , wherein the second response latency measurement is taken in response to a recursive call. 
     
     
         30 . The method of  claim 21 , further comprising aggregating, in a computer, a plurality of response latency measurements. 
     
     
         31 . The method of  claim 21 , wherein the measuring a response latency comprises measuring a timeout. 
     
     
         32 . The method of  claim 31 , further comprising replacing the ad code with a backfill ad when at least one of the one or more response latencies exceeds an allotted timeout time. 
     
     
         33 . A non-transitory computer readable medium comprising a set of instructions which, when executed by a computer, cause the computer to perform measurements of inline ad performance for third-party ad serving, said instructions for:
 receiving, in memory, an original third-party internet ad embodied as ad code, the original third-party internet ad for hosting within a server in a third-party network;   recoding, in a computer, the ad code to produce a script call containing the ad code; and   measuring, in a computer, a response latency associated with rendering the ad code.   
     
     
         34 . The computer readable medium of  claim 33 , wherein the ad code comprises at least one of, HTML language, JavaScript language, a markup language. 
     
     
         35 . The computer readable medium of  claim 33 , wherein the recoding comprises recoding the ad code by transforming the ad code into a JavaScript literal. 
     
     
         36 . The computer readable medium of  claim 33 , wherein the recoding comprises recoding the ad code by transforming the ad code into an !FRAME tag. 
     
     
         37 . The computer readable medium of  claim 33 , wherein the recoding comprises inserting a document.write( ) call to emit the ad code onto a rendered page. 
     
     
         38 . The computer readable medium of  claim 33 , further comprising instructions for storing, in a computer, a second response latency measurement, the second response latency measurement taken in response to a second latency of a second server. 
     
     
         39 . The computer readable medium of claim  18 , wherein the second response latency measurement is taken in response to a recursive call. 
     
     
         40 . An advertising server network for measuring inline ad performance for third-party ad serving, comprising:
 a module for receiving, in memory, an original third-party internet ad embodied as ad code, the original third-party internet ad for hosting within a server in a third-party network;   a module for recoding, in a computer, the ad code to produce a script call containing the ad code; and   a module for measuring, in a computer, a response latency associated with rendering the ad code.