Abstract: In an embodiment, a data processing method comprises receiving, by a mobile app, incentive data comprising one or more app event types, wherein each app event type is associated with an incentive frequency value and a reward type; detecting an occurrence of an app event of the mobile app, wherein the app event is associated with a particular app event type of the one or more app event types; determining, based on the incentive frequency value for the particular app event type, whether to generate a scaffolding event comprising displaying an advertisement and providing a reward of the reward type associated with the particular app event type; displaying the advertisement and providing the reward; wherein the method is performed by one or more computing devices.

Abstract: In an embodiment, a method performed by one or more computing devices comprises storing, for one or more marketplace associated applications, interaction information that identifies, for each particular application of said one or more marketplace associated applications, a list of devices that interacted with an instance of the particular application; receiving, from a requesting device, a request for a list of offer eligible applications; determining, based on said interaction information, a set of applications associated with the requesting device; based on said determination of the set of applications associated with the requesting device, sending a list of one or more selected eligible applications to the requesting device.

Abstract: In an embodiment, a data processing method comprises receiving, at a mobile computing device, a request comprising a protocol identifier, a label value, and a data value, wherein the protocol identifier is associated with a protocol implemented in a first mobile app; using a protocol handler in the mobile computing device associated with the protocol, initiating processing of the request; using a native code element in the mobile computing device: intercepting the request when the label value matches a particular expression, and in response to the intercepting, providing the data value to other than the first mobile app, the protocol handler or the native code element; wherein the method is performed by one or more computing devices.

Abstract: A graphical user interface displayed at a mobile computing device may adjust dynamically and automatically in response to detecting a pattern of user interactions with the graphical user interface. Adjustments to the graphical user interface may include causing content to advance automatically, removing or resizing the display of particular interface components, re-locating components of the interface, and causing display events to occur automatically. The device may cause such adjustments to occur in response to detecting patterns of user interactions with the graphical user interface. The detection of user interaction pattern may include determining when content advancement commands are received, when viewing of the interface is terminated, whether particular components of the interface are not selected, the locations of the interface with which the user interacts, or which user commands for display events are frequently received.

Abstract: In an embodiment, a data processing method comprises receiving, at a mobile computing device, a request comprising a protocol identifier, a label value, and a data value, wherein the protocol identifier is associated with a protocol implemented in a first mobile app; using a protocol handler in the mobile computing device associated with the protocol, initiating processing of the request; using a native code element in the mobile computing device: intercepting the request when the label value matches a particular expression, and in response to the intercepting, providing the data value to other than the first mobile app, the protocol handler or the native code element; wherein the method is performed by one or more computing devices.

Abstract: In an embodiment, a method comprises transmitting, from a mobile computing device to a server computer, first data identifying a selection at the mobile computing device of an app that is not associated with an identification module associated with the server computer that would allow the server computer to identify the device; receiving, at the mobile computing device from the server computer, second data identifying zero or more apps lacking the identification module that have been selected previously using the mobile computing device; determining whether a protocol handler for each of the zero or more apps lacking the identification module is in the mobile computing device; in response to determining that a particular protocol handler for one of the apps is in the mobile computing device, transmitting to the server computer a message specifying that the particular protocol handler is in the mobile computing device; communicating a reward to any of: a particular one of the apps that is associated with the p

Abstract: In an embodiment, a digital data specification of a compound advertisement comprising a plurality of ad units is received at an advertisement delivery server computer, where the digital data specification of the compound advertisement specifies one or more sequential dependencies between one or more ad units of the plurality of ad units and a bid value for each ad unit of the plurality of ad units. Based at least in part on a particular sequential dependency of the first ad unit upon a second ad unit of the same compound advertisement and a bid value associated with the first ad unit, a first ad unit of the compound advertisement is selected for display at a separate user computing device using the advertisement delivery server computer. The first ad unit is caused to display at the particular user computing device.

Abstract: In a system and method for monitoring application installations, a reference to download an application is transmitted to a client device. Communication between the client device and an application server providing the application downloadable by the client device is facilitated. Execution of the application by the client device is detected, and a determination of the installation history of the application on the client device is performed. Reward data is associated with the client device for a first installation of the application on the client device.

Abstract: Mobile device advertising chains are described herein. Presenting a primary offer, comprising a first action, is caused on a mobile computing device. The first action is caused on the mobile computing device. An end of the first action is detected. Presenting a purchase offer, comprising a purchase action, is caused on the mobile computing device after the end of the first action. Data indicating that the purchase action was completed in connection with the mobile computing device based on the purchase offer is received. A sum of the value to confer in connection with the device for accepting both the primary offer and the purchase offer is determined. The sum of the values may be used in optimizing subsequent presentations of the primary offer to other mobile devices.

Abstract: In an embodiment, a data processing method comprises receiving, at a mobile computing device, a request comprising a protocol identifier, a label value, and a data value, wherein the protocol identifier is associated with a protocol implemented in a first mobile app; using a protocol handler in the mobile computing device associated with the protocol, initiating processing of the request; using a native code element in the mobile computing device: intercepting the request when the label value matches a particular expression, and in response to the intercepting, providing the data value to other than the first mobile app, the protocol handler or the native code element; wherein the method is performed by one or more computing devices.

Abstract: In a system and method for monitoring application installations, a reference to download an application is transmitted to a client device. Communication between the client device and an application server providing the application downloadable by the client device is facilitated. Execution of the application by the client device is detected, and a determination of the installation history of the application on the client device is performed. Reward data is associated with the client device for a first installation of the application on the client device.