Patent Application
20210287251
The present invention relates to automatically delivering content, and more particularly, relates to methods and systems for determining automatic delivery of content that increases the usability and viewability of the delivered content using a refresh script which may change refresh rates when an ad unit is within a viewable area and a user engagement, such as a scroll, click, swipe, or tap has occurred within a time limit.
Content delivery, such as done by digital advertising over the Internet or similar networks has become commonplace. Digital advertising is typically done by serving advertisements that are rendered to users on web pages as they use the Internet. In many cases, multiple advertisements may be served or shown to a user on a single web page or over multiple web pages. In either case, a web page may be reloaded so that the same advertisement or a different advertisement may be shown to the user more or less often over a period of time. As one would expect, the more times the user sees or otherwise engages with the advertisement, the more profitable that ad is for both the advertiser and the publisher or website owner.
However, several technical problems exist with technology for displaying content, such as advertisements to users viewing a web page to ensure that the user sees or engages with the advertisement. A web page will use a standard refresh rate to render a new or same advertisement to the user. In many cases, current technologies assume that if a page is rendered for a display, such as in a web browser, all of its contents are viewed by the user. In fact, in many cases, the advertisement may never be viewed or engaged by a user because the user has not spent enough time on the web page, or the advertisement is not viewable. For example, the actual display area may be smaller than the rendered web page, and less than all its contents (e.g., advertisements) are visible or viewable.
Prior attempts to solve the viewability problem have also failed. For example, some websites have exploited various techniques that enable the website to collect advertising revenue while minimizing or not even displaying an advertisement. Such mechanisms may include setting various parameters such that an advertisement is not displayed; displaying an advertisement that only occupies a single pixel; or displaying an advertisement on an area of a web page that is not visible (e.g., in the background or on an area of the web page that has been scrolled out of the user's view).
In other cases, a large number of purchased advertisements may never be viewed because when a web page is refreshed or loads for the first time, the advertisements purchased on that page may be “below the fold” or off the screen, which requires the user to scroll down to see the advertisements. Moreover, in cases where websites or publishers use infinite scrolling from one article to the next, the advertisements may not be within the viewable area of the user when the page is loaded or refreshed.
Further, there exists methods to determine if an ad is within a viewable webpage, but these methods have not been combined with a user engagement. In prior methods where a determination is made if an ad is within a viewable webpage without a user engagement timer, these methods suffer from an ad unit deemed viewable on a webpage but no one actively participating with that webpage for long periods of time because the computer has been left on and the user's attention has been distracted elsewhere. This results in the ad having a low probability of being seen by a user.
Therefore, there is a need for a technology solution to determine automatically when content, such as digital advertisements should be refreshed or displayed on a web page that maximizes the viewability and effectiveness of the advertisement.
In one aspect, a computer-implemented method may include receiving an ad unit including content, determining by executing a refresh script on a processor in whether the ad unit is within an active viewport, where the active viewport being where fifty percent of the ad unit's pixels are visible. The method may also include applying a first refresh rate when the ad unit is equal to or more than a viewable percentage of fifty percent and a countdown timer from the last user engagement has not expired, wherein the user engagement includes one of scroll, click, swipe, and tap and pausing the refresh script when the countdown timer from the last user engagement has expired.
The method may include that the viewable percentage is fifty percent. The refresh script may automatically call for n content when the ad unit is equal to or more than the viewable percentage. The method may include a web page wherein the web page includes infinite scrolling. The method may include calculating a continuous time when the ad unit is equal to or more than the viewable percentage and applying the second refresh rate.
The method may also include an active viewport that is equal to or less than a web page. The method may further include that the determining step occurs when there is one of a change of the viewable area on page scroll, window resize and tab change.
In another aspect, an apparatus including a memory and a microprocessor for executing a set of instructions that when executed by the microprocessor is disclosed to perform a method of: receiving by a microprocessor an ad unit including content; determining instantly by a microprocessor whether the ad unit is within the active viewport, the active viewport being where fifty percent of the ad unites pixels are visible, where by executing a refresh script on a processor in real-tune or substantially in real-time if true; The method may also include applying a refresh rate when the ad unit is equal to or more than a viewable percentage of fifty percent and when the countdown timer from the last user engagement has not expired, wherein the user engagement includes one of scroll, click, swipe and tap and pausing the refresh script when the countdown timer from the last user engagement has expired.
The invention may be better understood by referring to the following figures. The components in the figures are not necessarily to scale, emphasis instead being placed upon illustrating the principles of the invention. In the figures, like reference numerals designate corresponding parts throughout the different views.
Each of the additional features and teachings disclosed below can be utilized separately or in conjunction with other features and teachings to provide a device, system, and/or method for automatic content delivery using a refresh script that changes refresh rates based in part on the content being a viewable area. Representative examples of the present invention, which utilize many of these additional features and teachings both separately and in combination, will now be described in further detail with reference to the attached drawings. This detailed description is merely intended to teach a person of skill in the art further details for practicing preferred aspects of the present teachings and is not intended to limit the scope of the invention. Therefore, combinations of features and steps disclosed in the following detail description may not be necessary to practice the invention in the broadest sense and are instead taught merely to particularly describe representative examples of the present teachings.
Moreover, the various features of the representative examples and the dependent claims may be combined in ways that are not specifically and explicitly enumerated to provide additional useful embodiments of the present teachings. In addition, it is expressly noted that all features disclosed in the description and/or the claims are intended to be disclosed separately and independently from each other for the purpose of original disclosure, as well as for the purpose of restricting the claimed subject matter independent of the compositions of the features in the embodiments and/or the claims. It is also expressly noted that all value ranges or indications of groups of entities disclose every possible intermediate value or intermediate entity for original disclosure, as well as for the purpose of restricting the claimed subject matter.
Devices, methods, and systems are described for automatically delivering content based on when the content is viewable and a refresh script for adjusting refresh rates based on the viewability. It should be noted that “viewable” or “viewability” refers to when content is visible within a viewport of a web page to a user. A “viewport” is the user's visible area of a web page. The term “active” is meant to refer to the part of the web page that a user is viewing. It should be noted that the terms “advertisement” or “ad” are meant to refer to digital advertisements displayed over a computer. Content may include audio, video, digital graphics, or text. In some embodiments, the content may include online digital advertising. “Refresh” is meant to refer to an act or function of updating a display. A “refresh rate” is the amount of time between when a new impression of the same or different content is displayed. It is expressly noted that the methods, devices, and systems described herein may be applied automatically to any number of ads.
In some embodiments, the systems and methods improve when a computer determines when and how often to request additional digital ads within an ad unit. In one embodiment, systems and methods are disclosed that request additional ads on a refresh timer when an ad unit is deemed both viewable to the user and a countdown timer from the last user engagement (e.g., scroll, click, swipe, or tap) has not expired, thereby keeping the refresh script active.
In some embodiments, the viewability of the ad unit may be changed based on scrolling of a web page, changing browser tabs, or moving the ad unit.
As shown in
In one embodiment, when the JavaScript code has been loaded onto a browser 203, a refresh script may be executed and viewable data on the ad unit 201 may be captured and communicated to and from the collection and analysis system 204.
In an embodiment, if less than 50% of the ad unit is viewable, a refresh script may be executed that has an original refresh rate 205. If 50% or more of the ad unit is viewable and a countdown timer from the last user engagement has not expired, a refresh rate 206 may be executed and the script 207 may call for a new ad through the ad server 200, which will appear in the ad unit 201. In one embodiment, when the ad unit becomes viewable, a viewability timer may be used to determine if the ad unit stays viewable for a period of time. If the ad unit remains viewable, then the refresh script with the faster refresh rate may be used for a predetermined or random amount of time. In some embodiments, the refresh script with the refresh rate and a refresh script with a faster refresh rate may be made available to the same or different web pages at the same time or different times.
In another embodiment, the script may re-calculate the ad unit's viewable percentage when any changes are made to the active window, viewport size or viewport scroll position at step 307. If at any time the ad unit's viewable percentage changes as determined at 308, the refresh script executes to adjust the refresh rate as per step 304. The method 300 may end when the web page closes at step 309.
In one embodiment, the method of
Below is refresh script code for automatically delivering content in an embodiment using a refresh script with different refresh rates depending on viewability that may programmed and executed by the microprocessor of the system. It is to be expressly understood that the below is only an example.
The foregoing description of the preferred embodiments of the present invention has been presented for purposes of illustration and description. It is not intended to be exhaustive or to limit the invention to the precise form or to exemplary embodiments disclosed. Obviously, many modifications and variations will be apparent to practitioners skilled in this art. Similarly, any process steps described might be interchangeable with other steps in order to achieve the same result. The embodiment was chosen and described in order to best explain the principles of the invention and its best mode practical application, thereby to enable others skilled in the art to understand the invention for various embodiments and with various modifications as are suited to the particular use or implementation contemplated. It is intended that the scope of the invention be defined by the claims appended hereto and their equivalents. Reference to an element in the singular is not intended to mean “one and only one” unless explicitly so stated, but rather means “one or more.” Moreover, no element, component, nor method step in the present disclosure is intended to be dedicated to the public regardless of whether the element, component, or method step is explicitly recited in the following claims. No claim element herein is to be construed under the provisions of 35 U.S.C. Sec. 112, sixth paragraph, unless the element is expressly recited using the phrase “means for . . . .”
It should be understood that the various techniques described herein may be implemented in connection with hardware or software or, where appropriate, with a combination of both. Thus, the methods and apparatus of the presently disclosed subject matter, or certain aspects or portions thereof, may take the form of program code (i.e., instructions) embodied in tangible media, such as floppy diskettes, CD-ROMs, hard drives, or any other machine-readable storage medium where, when the program code is loaded into and executed by a machine, such as a computer, the machine becomes an apparatus for practicing the presently disclosed subject matter.
Although exemplary implementations may refer to utilizing aspects of the presently disclosed subject matter in the context of one or more stand-alone computer systems, the subject matter is not so limited, but rather may be implemented in connection with any computing environment, such as a network or distributed computing environment. Still further, aspects of the presently disclosed subject matter may be implemented in or across a plurality of processing chips or devices, and storage may similarly be affected across a plurality of devices. Such devices might include personal computers, network servers, and handheld devices, for example.
Furthermore, the purpose of the foregoing Abstract is to enable the U.S. Patent and Trademark Office and the public generally, and especially the scientists, engineers and practitioners in the art who are not familiar with patent or legal terms or phraseology, to determine quickly from a cursory inspection the nature and essence of the technical disclosure of the application. The Abstract is not intended to be limiting as to the scope of the present invention in any way. It is also to be understood that the steps and processes recited in the claims need not be performed in the order presented.
This application is a continuation-in-part from application Ser. No. 16/255,563 which application claims priority from U.S. Provisional Application No. 62/620,890 filed on Jan. 23, 2018, which is hereby incorporated by reference in its entirety.
| Number | Date | Country | |
|---|---|---|---|
| 62620890 | Jan 2018 | US |
| Number | Date | Country | |
|---|---|---|---|
| Parent | 16255563 | Jan 2019 | US |
| Child | 17325118 | US |
