Method for quantifying advertising impressions

Patent metadata

Field	Value
Publication number	US-11410202-B2
Application number	US-202017033540-A
Country	US
Kind code	B2
Filing date	Sep 25, 2020
Priority date	Aug 31, 2017
Publication date	Aug 9, 2022
Grant date	Aug 9, 2022

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 first time period, in response to selecting a first advertisement in a first advertising campaign for presentation within a first advertisement slot rendered by a first computing device accessed by a first user:
accessing a first proportion of pixels of the first advertisement rendered on a first display of the first computing device during a first sampling period;
accessing a second proportion of pixels of the first advertisement rendered on the first display during a second sampling period;
calculating a first cumulative pixel exposure of the first advertisement at the first computing device during the first time period based on:
a first product of the first proportion of pixels and a first duration of the first sampling period; and
a second product of the second proportion of pixels and a second duration of the second sampling period; and

accessing an outcome model associating cumulative pixel exposures of the first advertisement in the first advertising campaign and a first target outcome defined by the first advertising campaign;
characterizing engagement of the first user consuming the first advertisement according to the first target outcome based on the outcome model and the first cumulative pixel exposure; and
in response to engagement of the first user consuming the first advertisement exceeding a first threshold engagement, selecting a second advertisement within the first advertising campaign for presentation within a second advertisement slot rendered by the computing device; and

during a second time period, in response to selecting the first advertisement in the first advertising campaign for presentation within a third advertisement slot rendered by a second computing device accessed by a second user:
accessing a third proportion of pixels of the first advertisement rendered on a second display of the second computing device during a third sampling period;
accessing a fourth proportion of pixels of the first advertisement rendered on the second display during a fourth sampling period; and
calculating a second cumulative pixel exposure of the first advertisement at the computing device during the second time period based on:
a third product of the third proportion of pixels and a third duration of the third sampling period; and
a fourth product of the fourth proportion of pixels and a fourth duration of the fourth sampling period; and

characterizing engagement of the second user consuming the first advertisement according to the first target outcome based on the outcome model and the second cumulative pixel exposure; and
in response to engagement of the second user consuming the first advertisement falling below the first threshold engagement, selecting a third advertisement within a second advertising campaign for presentation within a fourth advertisement slot rendered by the second computing device, the second advertising campaign distinct from the first advertising campaign and defining a second target outcome.

2. The method of claim 1 :
further comprising, during the first time period:
in response to engagement of the first user consuming the first advertisement falling below the first threshold engagement and exceeding a second threshold engagement, selecting a second instance of the first advertisement for presentation within the second advertisement slot; and
in response to engagement of the first user consuming the first advertisement falling below the second threshold engagement, selecting a fourth advertisement within a second advertising campaign for presentation within the second advertisement slot, the second advertising campaign distinct from the first advertising campaign and defining a second target outcome; and

wherein selecting the third advertisement within the second advertising campaign for presentation within the fourth advertisement slot in response to engagement of the second user consuming the first advertisement falling below the first threshold engagement comprises:
in response to engagement of the second user consuming the first advertisement falling below the first threshold engagement and exceeding the second threshold engagement, selecting a third instance of the first advertisement for presentation within the fourth advertisement slot; and
in response to engagement of the second user consuming the first advertisement falling below the first threshold engagement and falling below the second threshold engagement, selecting the third advertisement within the second advertising campaign for presentation within the fourth advertisement slot.

3. The method of claim 2 , further comprising, in response to selecting the second instance of the first advertisement for presentation within the second advertisement slot:
recording a fifth proportion of pixels of the second instance of the first advertisement rendered on the first display during a fifth sampling period;
recording a sixth proportion of pixels of the second instance of the first advertisement rendered on the first display during a sixth sampling period;
calculating a third cumulative pixel exposure of the second instance of the first advertisement at the first computing device based on:
a fifth product of the fifth proportion of pixels and a duration of the fifth sampling period; and
a sixth product of the sixth proportion of pixels and a duration of the sixth sampling period;

calculating a total cumulative pixel exposure of the first advertisement at the first computing device based on a sum of the first cumulative pixel exposure and the third cumulative pixel exposure;
characterizing engagement of the first user consuming the first advertisement according to the first target outcome based on the outcome model and the total cumulative pixel exposure; and
in response to engagement of the first user consuming the first advertisement exceeding the first threshold engagement, selecting the fourth advertisement within the first advertising campaign for presentation within a fifth advertisement slot rendered by the first computing device.

4. The method of claim 1 :
wherein accessing the first proportion of pixels in response to selecting the first advertisement for presentation within the first advertisement slot rendered by the first computing device comprises accessing the first proportion of pixels in response to selecting the first advertisement for presentation within the first advertisement slot located at a top of a webpage opened within a web browser executing on the first computing device; and
wherein selecting the second advertisement within the first advertising campaign for presentation within the second advertisement slot comprises selecting the second advertisement within the first advertising campaign for presentation within the second advertisement slot located at a bottom of the webpage.

5. The method of claim 1 , further comprising, in response to engagement of the first user consuming the first advertisement exceeding the first threshold engagement, recording an impression for the first advertisement.

6. The method of claim 1 , further comprising, during a test period preceding the first time period:
serving a set of instances of the first advertisement, in the first advertising campaign, to a set of computing devices associated with a test population of users;
for each instance of the first advertisement served to the set of computing devices:
recording a test proportion of pixels of the first advertisement rendered on a display of a corresponding computing device, in the set of computing devices, during a test sampling period within the test period;
calculating a test cumulative pixel exposure based on a product of the test proportion of pixels and a duration of th

Assignees

• Yieldmo Inc

Inventors

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

Classifications

• G06Q30/0272 Primary

  Period of advertisement exposure · CPC title

• G06Q30/0242

  Determining effectiveness of advertisements · CPC title