Method for quantifying advertising impressions

Patent metadata

Field	Value
Publication number	US-10922724-B2
Application number	US-201816119819-A
Country	US
Kind code	B2
Filing date	Aug 31, 2018
Priority date	Aug 31, 2017
Publication date	Feb 16, 2021
Grant date	Feb 16, 2021

Abstract

One variation of a method for quantifying user engagement includes: serving a digital advertisement to a mobile device; recording a first proportion of pixels of the digital advertisement rendered on a display of the mobile device during a first sampling period; recording a second proportion of pixels of the digital advertisement rendered on the display of the mobile device during a second sampling period offset in time from the first sampling period; calculating a cumulative pixel exposure of the digital advertisement at the mobile device based on a combination of a first product of the first proportion of pixels and a duration of the first sampling period and a second product of the second proportion of pixels and a duration of the second sampling period; and storing the cumulative pixel exposure as an engagement metric for a user consuming the digital advertisement at the mobile device.

First claim

We claim:

1. A method for quantifying user engagement comprising:
during a test period:
serving a set of instances of a first digital advertisement to computing devices having displays of a test population of users; and
calculating a test cumulative pixel exposure for each instance of the first digital advertisement served to computing devices of the test population of users based on a product of a proportion of pixels of the first digital advertisement rendered on the display of the corresponding computing device during a test sampling period in the test period and a duration of the test sampling period;
accessing outcomes of a particular outcome type of consumption of the set of instances of the first digital advertisement across the test population of users;
calculating a correlation between the test cumulative pixel exposures and outcomes of the particular outcome type for the first digital advertisement based on the test cumulative pixel exposures and outcomes associated with the first digital advertisement and recorded during the test period; and
defining a threshold cumulative pixel exposure associated with a threshold probability of an outcome of the particular outcome type based on the correlation;

at a first time succeeding the test period:
serving the first digital advertisement in a first advertising campaign to a computing device for loading into a first webpage accessed at the computing device;
recording a first proportion of pixels of the first digital advertisement rendered on a display of the computing device during a first sampling period;
recording a second proportion of pixels of the first digital advertisement rendered on the display of the computing device during a second sampling period offset in time from the first sampling period;
calculating a cumulative pixel exposure of the first digital advertisement at the computing device based on a combination of:
a first product of the first proportion of pixels and a duration of the first sampling period; and
a second product of the second proportion of pixels and a duration of the second sampling period; and

storing the cumulative pixel exposure as an engagement metric for a user consuming the first digital advertisement at the computing device; and

at a second time succeeding the first time:
in response to the cumulative pixel exposure exceeding the threshold cumulative pixel exposure, serving a second digital advertisement within the first advertising campaign to the computing device for loading into a second webpage accessed at the computing device; and
in response to the cumulative pixel exposure remaining below the threshold cumulative pixel exposure, serving a third digital advertisement within a second advertising campaign different from the first advertising campaign to the computing device for loading into the second webpage.

2. The method of claim 1 ,
wherein serving the first digital advertisement to the computing device at the first time comprises serving the first digital advertisement to the computing device for loading into a first advertisement slot within the first webpage opened within a web browser executing on the computing device; and
further comprising, at the second time, in response to the cumulative pixel exposure remaining below the threshold cumulative pixel exposure, serving a second instance of the first digital advertisement to the computing device for loading into a second advertisement slot within the second webpage opened within the web browser executing on the computing device.

3. The method of claim 2 , further comprising:
recording a third proportion of pixels of the second instance of the first digital advertisement rendered on the display of the computing device during a third sampling period following the second time;
recording a fourth proportion of pixels of the second instance of the first digital advertisement rendered on the display of the computing device during a fourth sampling period offset in time from the third sampling period;
calculating a second cumulative pixel exposure of the second instance of the first digital advertisement at the device based on a combination of:
a third product of the third proportion of pixels and a duration of the third sampling period; and
a fourth product of the fourth proportion of pixels and a duration of the fourth sampling period; and

at a third time succeeding the second time, in response to a sum of the cumulative pixel exposure and the second cumulative pixel exposure exceeding the threshold cumulative pixel exposure, serving a second digital advertisement different from the first digital advertisement to the computing device for loading into a third advertisement slot within a third webpage opened within the web browser executing on the computing device.

4. The method of claim 1 ,
wherein storing the cumulative pixel exposure as the engagement metric for the user comprises recording an impression for the first digital advertisement viewed by the user at the computing device in response to the cumulative pixel exposure exceeding the threshold cumulative pixel exposure.

5. The method of claim 1 ,
wherein accessing the outcome of consumption of the first digital advertisement at the computing device for each user in the test population of users comprises accessing brand lift data within the test population of users following consumption of the first digital advertisement.

6. The method of claim 1 ,
wherein serving the first digital advertisement to the computing device comprises serving a visual element containing the first digital advertisement to the computing device via a computer network;
wherein recording the first proportion of pixels of the first digital advertisement rendered on the display of the computing device during the first sampling period comprises, at the visual element, recording a first proportion of pixel rows of the first digital advertisement rendered within a viewport at the computing device during the first sampling period in response to a portion of the visual element entering the viewport;
wherein recording the second proportion of pixels of the first digital advertisement rendered on the display of the computing device during the second sampling period comprises, at the visual element, recording a second proportion of pixel rows of the first digital advertisement rendered within the viewport at the computing device during the second sampling period;
wherein calculating the cumulative pixel exposure of the first digital advertisement at the computing device comprises, at the visual element, summing the first proportion of pixel rows integrated over the first sampling period and the second proportion of pixel rows integrated over the second sampling period to calculate the cumulative pixel exposure; and
further comprising, at the visual element, returning the cumulative pixel exposure to a remote database via the computer network in response to the visual element exiting the viewport at the computing device.

7. The method of claim 1 ,
wherein serving the first digital advertisement to the computing device comprises serving a visual element containing the first digital advertisement to the computing device via a computer network;
wherein recording the first proportion of pixels and the second proportion of pixels of the first digital advertisement rendered on the display of the computing device comprises, at the visual element, streaming data representing proportions of the visual element rendered within a viewport at the computing device to a remote aggregator via the computer network on a regular interval between entry of a portion of the visual element into the viewport and exit of the visual element from the viewport;
wherein calculating the cumulative p

Assignees

• Yieldmo Inc

Inventors

• Yavonditte Michael
• Sebag David
• Narayan Indu
• Rao Rahul
• Carneiro Elber
• Harquail Nook
• Cohen David

Classifications

• G06Q30/0242

  Determining effectiveness of advertisements · CPC title

• G06Q30/0272 Primary

  Period of advertisement exposure · CPC title