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Dynamic Embedded Auxiliary Content Disclosure Number: IPCOM000031660D
Original Publication Date: 2004-Oct-04
Included in the Prior Art Database: 2004-Oct-04
Document File: 2 page(s) / 141K

Publishing Venue



Many websites such as, and other companies that cater to a wide variety of customers using a variety of varying content real estate (i.e. physical web browser space) constrain the size of the presented content to avoid horizontal scrolling. By doing so, they leave a potentially signifigant portion of the web browser unused, i.e. white-space. This publication proposes a model that can detect available white-space and potentially populate it with auxiliary content while still avoiding horizontal scrolling.

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Dynamic Embedded Auxiliary Content

The model has two components:

Design Time Component

The design time component encompasses defining two areas of content, primary and auxiliary, for a browser page. Primary content is the traditional markup (e.g. HTML) currently displayed. Auxiliary content is additional markup that may or may not be displayed depending on physical size of browser and resolution of device. Auxiliary content populates white-space which appears when a browser page, written at a first resolution, is displayed on a higher resolution client device and may be considered a superset of the existing web page.

Run Time Component

The run time component consists of embedded intelligence (e.g. JavaScript) that is responsible for the following:

Evaluate current physical size of the web browser window and the resolution of client device

Determine if unused white-space is large enough area to accomidate auxiliary content

If true, render both primary and auxiliary content and non-invasively notify content server that






The following screenshots illustrate the use of auxiliary content to display additional advertising on a typical news site. Figure 1 illustrates a typical constrained website where the browser window is larger than the primary content thus allowing unused white-space to appear. Figure 2 illustrates the use of said white-space to display additional advertisements.

auxiliary content was rendered/displayed If false, render prim...