System and method to selectively update supplemental content rendered in placement regions of a rendered page

Abstract

A computer system or computer-implemented process monitors a page rendering, including supplemental content rendered in one or more placement regions, for one or more viewability parameters. In response to a page event, the computer system or process selectively updates the one or more placement regions on the rendered page, based on a determination of whether the supplemental content of each placement region satisfied the one or more viewability criteria.

What is claimed is: 
     
         1 . A computer system comprising:
 one or more processors;   a memory;   wherein the one or more processors and memory combine to:
 identify a page rendering provided on a client computer, the page rendering being structured to include a primary content region in which a primary content is provided, and one or more placement regions, including a first placement region in which a supplemental content is provided; 
 monitor the page rendering, including the supplemental content of the one or more placement regions, for one or more viewability parameters, the viewability parameters including a duration in which the supplemental content is rendered in each of the one or more placement regions; 
 detect a page event that triggers selection of new primary content to update the primary content region; and 
 in response to detecting the page event, selectively updating the one or more placement regions of the rendered page by making a determination, from the one or more viewability parameters, as to whether the supplemental content of the page rendering has satisfied the viewability criteria, and performing one of (A) initiating selection of new supplemental content for at least a first placement region of the one or more placement regions, in response to making the determination that the supplemental content of the first placement region satisfied the viewability criteria; and/or (B) maintaining the supplemental content of at least the first placement region or a second placement region of the one or more placement regions.