Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for optimizing the placement of advertisement blocks on a web page.

Abstract: Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for providing content. A first call for content to be published on a resource associated with a publisher is received from a requesting device. A determination is made when the publisher has authorized additional content item calls to be automatically generated responsive to receipt of the first call. A first content item responsive to the first call is determined. A message including call parameters is generated that define publisher or serving system criteria for the additional content items. The first content item and message responsive to the first call are provided. A second call for content, in conformance with the call parameters, is received after processing the message. A second different content item that is responsive to the second call is provided for publication on the resource along with the first content item.

Abstract: Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for providing content. A first call for content to be published on a resource associated with a publisher is received from a requesting device. A determination is made when the publisher has authorized additional content item calls to be automatically generated responsive to receipt of the first call. A first content item responsive to the first call is determined. A message including call parameters is generated that define publisher or serving system criteria for the additional content items. The first content item and message responsive to the first call are provided. A second call for content, in conformance with the call parameters, is received after processing the message. A second different content item that is responsive to the second call is provided for publication on the resource along with the first content item.

Abstract: Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for providing content. A first call for content to be published on a resource associated with a publisher is received from a requesting device. A determination is made when the publisher has authorized additional content item calls to be automatically generated responsive to receipt of the first call. A first content item responsive to the first call is determined. A message including call parameters is generated that define publisher or serving system criteria for the additional content items. The first content item and message responsive to the first call are provided. A second call for content, in conformance with the call parameters, is received after processing the message. A second different content item that is responsive to the second call is provided for publication on the resource along with the first content item.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for optimizing the placement of advertisement blocks on a web page.

Abstract: Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for providing content. A first call for content to be published on a resource associated with a publisher is received from a requesting device. A determination is made when the publisher has authorized additional content item calls to be automatically generated responsive to receipt of the first call. A first content item responsive to the first call is determined. A message including call parameters is generated that define publisher or serving system criteria for the additional content items. The first content item and message responsive to the first call are provided. A second call for content, in conformance with the call parameters, is received after processing the message. A second different content item that is responsive to the second call is provided for publication on the resource along with the first content item.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for providing advertisements for initial off-screen insertion over publisher resources. In one aspect, a method includes receiving, from a user device, a request for a content item for presentation with a publisher resource; and providing, to the user device, a content item with instructions that cause the content item to be inserted into the publisher resource at a location at which at least a portion of the content item is not presented by the user device upon initial presentation of the publisher resource, the instructions further causing the content item to be inserted as an overlay relative to content of the publisher resource and to scroll at a different rate than the content of the publisher resource in response to user interaction with a resource scroll control.

Abstract: Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for providing content. A request is received for an advertisement for presentation in a slot. The request includes selection criteria. At least one selection criterion indicates a preference for display advertisements. Using the selection criteria, without regard for the preference, candidate advertisements are identified from an inventory that includes both display and other types of advertisements. An auction is conducted, including the identified candidates, determining a winning bid. A type of advertisement for the winning bid is determined. When the winning bid is associated with a display advertisement, a display advertisement is provided.

Abstract: Techniques for affecting display of content may include receiving a request for content to supplement a response to an input initiated by a first user; outputting first content in response to the request, where the first content includes a control feature that is displayable along with the first content, and where the control feature enables the first user to register a negative reaction to the first content; obtaining information relating to the first content based on the negative reaction; identifying second content having one or more characteristics in common with the first content; identifying one or more second users having one or more characteristics in common with the first user; and using the information relating to the first content in determining whether to provide the second content to the one or more second users.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for providing advertisements for initial off-screen insertion over publisher resources. In one aspect, a method includes receiving, from a user device, a request for a content item for presentation with a publisher resource; and providing, to the user device, a content item with instructions that cause the content item to be inserted into the publisher resource at a location at which at least a portion of the content item is not presented by the user device upon initial presentation of the publisher resource, the instructions further causing the content item to be inserted as an overlay relative to content of the publisher resource and to scroll at a different rate than the content of the publisher resource in response to user interaction with a resource scroll control.

Abstract: Techniques for affecting display of content may include receiving a request for content to supplement a response to an input initiated by a first user; outputting first content in response to the request, where the first content includes a control feature that is displayable along with the first content, and where the control feature enables the first user to register a negative reaction to the first content; obtaining information relating to the first content based on the negative reaction; identifying second content having one or more characteristics in common with the first content; identifying one or more second users having one or more characteristics in common with the first user; and using the information relating to the first content in determining whether to provide the second content to the one or more second users.

Abstract: Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for providing content. A first call for content to be published on a resource associated with a publisher is received from a requesting device. A determination is made when the publisher has authorized additional content item calls to be automatically generated responsive to receipt of the first call. A first content item responsive to the first call is determined. A message including call parameters is generated that define publisher or serving system criteria for the additional content items. The first content item and message responsive to the first call are provided. A second call for content, in conformance with the call parameters, is received after processing the message. A second different content item that is responsive to the second call is provided for publication on the resource along with the first content item.

Abstract: Techniques for affecting display of content may include receiving a request for content to supplement a response to an input initiated by a first user; outputting first content in response to the request, where the first content includes a control feature that is displayable along with the first content, and where the control feature enables the first user to register a negative reaction to the first content; obtaining information relating to the first content based on the negative reaction; identifying second content having one or more characteristics in common with the first content; identifying one or more second users having one or more characteristics in common with the first user; and using the information relating to the first content in determining whether to provide the second content to the one or more second users.

Abstract: Techniques for affecting display of content may include receiving a request for content to supplement a response to an input initiated by a first user; outputting first content in response to the request, where the first content includes a control feature that is displayable along with the first content, and where the control feature enables the first user to register a negative reaction to the first content; obtaining information relating to the first content based on the negative reaction; identifying second content having one or more characteristics in common with the first content; identifying one or more second users having one or more characteristics in common with the first user; and using the information relating to the first content in determining whether to provide the second content to the one or more second users.

Abstract: Techniques for affecting display of content may include receiving a request for content to supplement a response to an input initiated by a first user; outputting first content in response to the request, where the first content includes a control feature that is displayable along with the first content, and where the control feature enables the first user to register a negative reaction to the first content; obtaining information relating to the first content based on the negative reaction; identifying second content having one or more characteristics in common with the first content; identifying one or more second users having one or more characteristics in common with the first user; and using the information relating to the first content in determining whether to provide the second content to the one or more second users.

Abstract: Techniques for affecting display of content may include receiving a request for content to supplement a response to an input initiated by a first user; outputting first content in response to the request, where the first content includes a control feature that is displayable along with the first content, and where the control feature enables the first user to register a negative reaction to the first content; obtaining information relating to the first content based on the negative reaction; identifying second content having one or more characteristics in common with the first content; identifying one or more second users having one or more characteristics in common with the first user; and using the information relating to the first content in determining whether to provide the second content to the one or more second users.

Abstract: Methods, systems and computer program products for customizing one or more advertisements are described. Specifically, advertisements may be customized using information from content of a web page prior to viewing by a user. For example, the rendering of the text of an advertisement may be in a same size, color, and font type as the text on the web page into which the advertisement is integrated. In addition, the advertisement may be displayed using a same color scheme as that used by the web page such that the advertisement may be enhanced in terms of notice and interaction by the user.

Abstract: Systems and techniques are described for advertisement retrieval and display formatting. A described technique includes receiving a request associated with a website to retrieve advertisement content for display within a frame of a display of the website, the request including dimensional values defining dimensions of the frame; obtaining advertisement display parameters that control display of content within the frame; determining a maximal quantity of advertisement content units that are fully displayable within the frame based on the dimensional values and a plurality of different combinations of the advertisement display parameters, obtaining advertisements based on the determined maximal quantity; and providing the obtained advertisements for display within the frame.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for computing an optimal font-size for text in a content item. In one aspect, a method includes receiving a request for a content item, identifying a content item eligible to fulfill the request, the identified content item including text, initializing a set of constraints for rendering the identified content item, based on the initialized set of constraints, determining an optimal font-size for rendering text included in the identified content item, and delivering the identified content item and an indication of the determined optimal font-size to a device for presentation.

Abstract: Methods, systems, and apparatus, for generating low latency referrer-free request. A method includes defining first and second content item environments for a resource from a first server. The second content item environment is an anonymous content item environment for which a content item request has an anonymized referrer. The content item request requesting a respective content item and having an anonymized referrer is generated and transmitted. The anonymized referrer avoids the need for a separate process of stripping of the referrer data from the request.