Systems and methods for processing web page data

Described herein are systems and methods for processing web page data. In overview, these make use of a downloadable API thereby to allow client-side processing of web page data (for example HTML data) in a manner that facilitates efficient generation of a web page, with the capability to execute scripts (such as scripts relating to advertising content) following the generation of a complete Document Object Model (DOM). In overview, placeholders are defined during the generation of the DOM, these serving as containers for results of post-content execution of scripts. In terms of such post-content execution, scripts may be executed in a variety of manners, including immediately following completion of the DOM, at specified times (for example periodic execution thereby to refresh the content of a placeholder at defined intervals), or based on observed conditions (for example enabling execution of scripts in response to their placeholder being on-screen, or in anticipation of that placeholder being on-screen). Although the present embodiments are defined primarily by reference to the execution of scripts, it should be appreciated that the present methodologies are also applicable to execution of other artifacts following the generation of a DOM.