Systems and methods for presenting scrolling online content on mobile devices

Abstract

A computer-implemented method for providing dynamically scrolling content within a vertically scrolling online publication is implemented by a content serving computing device in communication with a memory. The method includes retrieving a dynamically scrolling content item, receiving a set of display information related to a user computing device, and serving the dynamically scrolling content item within a slot of a vertically scrolling online publication presented at the user computing device, wherein the dynamically scrolling content item is served based partially on the set of display information, wherein the dynamically scrolling content item is configured to scroll horizontally in response to a first haptic input received by a user of the user computing device.

1 - 22 . (canceled) 
     
     
         23 . A computer-implemented method that provides dynamically scrolling content within a scrolling online publication implemented by a content serving computing device in communication with a memory, the computer-implemented method comprising:
 retrieving the dynamically scrolling content item;   serving the dynamically scrolling content item within a slot of the scrolling online publication, the scrolling online publication having an axis of scrolling;   receiving a first haptic input on the dynamically scrolling content item; and   scrolling, responsive to the first haptic input, the dynamically scrolling content item perpendicularly to the axis of scrolling.   
     
     
         24 . The computer-implemented method of  claim 23 , further comprising:
 receiving a second haptic input on the dynamically scrolling content item; and   scrolling, responsive to the second haptic input, the scrolling online publication along the axis of scrolling.   
     
     
         25 . The computer-implemented method of  claim 23 , further comprising:
 receiving a first velocity of the first haptic input; and   assigning a second velocity of scrolling to the dynamically scrolling content item based on the first velocity.   
     
     
         26 . The computer-implemented method of  claim 25 , wherein the first velocity is the same as the second velocity. 
     
     
         27 . The computer-implemented method of  claim 23 , further comprising:
 receiving a first velocity of scrolling of the scrolling online publication;   assigning a second velocity of scrolling to the dynamically scrolling content item based on the first velocity.   
     
     
         28 . The computer-implemented method of  claim 23 , further comprising:
 receiving a first width of the dynamically scrolling content item;   receiving a second width of the content serving computing device;   comparing the first width and the second width; and   assigning a scroll velocity to the dynamically scrolling content item based on the comparing.   
     
     
         29 . The computer-implemented method of  claim 23 , further comprising:
 serving an offset border between an edge of the content serving computing device and the scrolling online publication; and   removing the offset border adjacent to the slot serving the dynamically scrolling content item.   
     
     
         30 . A content serving computing device for providing a dynamically scrolling content item within a scrolling online publication, the content serving computing device comprising a memory for storing data, and a processor in communication with the memory, said processor programmed to:
 retrieve the dynamically scrolling content item;   serve the dynamically scrolling content item within a slot of the scrolling online publication, the scrolling online publication having an axis of scrolling;   receive a first haptic input on the dynamically scrolling content item; and   scroll, responsive to the first haptic input, the dynamically scrolling content item perpendicularly to the axis of scrolling.   
     
     
         31 . The content serving computing device of  claim 30 , wherein the processor is further programmed to:
 receive a second haptic input on the dynamically scrolling content item; and   scroll, responsive to the second haptic input, the scrolling online publication along the axis of scrolling.   
     
     
         32 . The content serving computing device of  claim 30 , wherein the processor is further programmed to:
 receive a first velocity of the first haptic input; and   assign a second velocity of scrolling to the dynamically scrolling content item based on the first velocity.   
     
     
         33 . The content serving computing device of  claim 32 , wherein the first velocity is the same as the second velocity. 
     
     
         34 . The content serving computing device of  claim 30 , wherein the processor is further programmed to:
 receive a first velocity of scrolling of the scrolling online publication;   assign a second velocity of scrolling to the dynamically scrolling content item based on the first velocity.   
     
     
         35 . The content serving computing device of  claim 30 , wherein the processor is further programmed to:
 receive a first width of the dynamically scrolling content item;   receive a second width of the content serving computing device;   compare the first width and the second width; and   assign a scroll velocity to the dynamically scrolling content item based on the comparing.   
     
     
         36 . The content serving computing device of  claim 30 , wherein the processor is further programmed to:
 serve an offset border between an edge of the content serving computing device and the scrolling online publication; and   remove the offset border adjacent to the slot serving the dynamically scrolling content item.   
     
     
         37 . A non-transitory computer-readable storage device, having processor-executable instructions embodied thereon, for providing a dynamically scrolling content item within a scrolling online publication, wherein a content serving computing device includes at least one processor and a memory coupled to the at least one processor, wherein, when executed by the at least one processor, the processor-executable instructions cause the content serving computing device to:
 retrieve the dynamically scrolling content item;   serve the dynamically scrolling content item within a slot of the scrolling online publication, the scrolling online publication having an axis of scrolling;   receive a first haptic input on the dynamically scrolling content item; and   scroll, responsive to the first haptic input, the dynamically scrolling content item perpendicularly to the axis of scrolling.   
     
     
         38 . The non-transitory computer-readable storage device of  claim 37 , wherein the processor-executable instructions cause the content serving computing device to:
 receive a second haptic input on the dynamically scrolling content item; and   scroll, responsive to the second haptic input, the scrolling online publication along the axis of scrolling.   
     
     
         39 . The non-transitory computer-readable storage device of  claim 37 , wherein the processor-executable instructions cause the content serving computing device to:
 receive a first velocity of the first haptic input; and   assign a second velocity of scrolling to the dynamically scrolling content item based on the first velocity.   
     
     
         40 . The non-transitory computer-readable storage device of  claim 37 , wherein the processor-executable instructions cause the content serving computing device to:
 receive a first velocity of scrolling of the scrolling online publication;   assign a second velocity of scrolling to the dynamically scrolling content item based on the first velocity.   
     
     
         41 . The non-transitory computer-readable storage device of  claim 37 , wherein the processor-executable instructions cause the content serving computing device to:
 receive a first width of the dynamically scrolling content item;   receive a second width of the content serving computing device;   compare the first width and the second width; and   assign a scroll velocity to the dynamically scrolling content item based on the comparing.   
     
     
         42 . The non-transitory computer-readable storage device of  claim 37 , wherein the processor-executable instructions cause the content serving computing device to:
 serve an offset border between an edge of the content serving computing device and the scrolling online publication; and   remove the offset border adjacent to the slot serving the dynamically scrolling content item.