SYSTEMS AND METHODS FOR SELECTIVELY REFRESHING ADVERTISING CONTENT BASED ON VIEWABILITY AND USER ENGAGEMENT INVENTORS

Abstract

In some embodiments, automatic delivery of content is provided with refresh rates when an ad unit is viewable on a web page is disclosed. The methods and systems may include changing the refresh rate depending on whether an ad unit is 50% or more in a viewable area and the countdown timer from the last user engagement such as a scroll, tap, swipe, or click, has not expired, the script activates a refresh rate on the ad unit. The viewability of the ad unit may be changed based on scrolling of a web page, changing browser tabs or moving the ad unit.

Claims

1. A computer-implemented method, comprising: receiving an ad unit including content; determining by executing a refresh script on a processor whether the ad unit is within an active viewport, the active viewport being where fifty percent of the ad unit's pixels are visible; applying a 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 the user engagement has expired.

2. The method of claim 1, wherein an ad request is made at an interval based at least on one of time, click, swipe, or scroll distance.

3. The method of claim 1, wherein the refresh script automatically calls for new content when the ad unit is equal to or more than the viewable percentage.

4. The method of claim 1 further comprising a web page wherein the web page includes scrolling.

5. The method of claim 1 further comprising calculating a one of a time interval or a variable timer when the ad unit is equal to or more than the viewable percentage and applying the refresh rate.

6. The method of claim 1, wherein the active viewport is approximately equal to a web page.

7. The method of claim 1, wherein the determining step occurs when there is one of a change of the viewable area on page scroll, window resize and tab change.

8. An apparatus including a memory and a microprocessor for executing a set of instructions that when executed by the microprocessor perform a method of: receiving by a microprocessor an ad unit including content; determining by executing a refresh script on a processor e whether the ad unit is within an active viewport, the active viewport being where fifty percent of the ad unit's pixels are visible; applying a 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 the user engagement has expired.

9. The apparatus of claim 8, wherein an ad request is made at an interval based at least on one of time and scroll distance.

10. The apparatus of claim 8, wherein the refresh script automatically calls for new content when the ad unit is equal to or more than the viewable percentage.

11. The apparatus of claim 8 further comprising a web page wherein the web page includes scrolling.

12. The apparatus of claim 8 further comprising calculating a continuous time when the ad unit is equal to or more than the viewable percentage and applying the refresh rate.

13. The apparatus of claim 8, wherein the active viewport is approximately the size of a web page.

14. The apparatus of claim 8, wherein the determining step occurs when there is one of a change of the viewable area on page scroll, window resize and tab change.

15. The apparatus of claim 8 comprising one of a mobile device, laptop, desktop, and tablet.

16. The apparatus of claim 8, wherein the first refresh rate is approximately 5-60 seconds.

17. The apparatus of claim 8, wherein the ad unit comprises one of 300×250 pixels, 300×600 pixels, 728×90 pixels, 160×600 pixels and 970×250 pixels.

18. The apparatus of claim 8, wherein the content includes a digital advertisement.

19. The method of claim 1, wherein the first refresh rate is approximately 5-60 seconds.

20. The method of claim 1, wherein the ad unit comprises one of 300×250 pixels, 300×600 pixels, 728×90 pixels, 160×600 pixels, and 970×250 pixels.

Description

BRIEF DESCRIPTION OF THE FIGURES

[0013] 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.

[0014] FIG. 1 illustrates components of a system for automatically triggering a digital advertisement in an embodiment.

[0015] FIG. 2 illustrates a system for automatically triggering a digital advertisement in an embodiment.

[0016] FIG. 3 illustrates a method for automatically triggering a digital advertisement in an embodiment.

[0017] FIG. 4 illustrates a web browser window for automatically triggering a digital advertisement in an embodiment.

[0018] FIG. 5 illustrates setting a refresh rate for automatically triggering a digital advertisement in an embodiment.

[0019] FIG. 6 illustrates a method for automatically triggering a digital advertisement in an embodiment.

DETAILED DESCRIPTION

[0020] 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.

[0021] 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.

[0022] 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.

[0023] 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.

[0024] 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.

[0025] FIG. 1 shows a system 100 that may include a browser 110. The browser 110 may be any known application that is capable of displaying content in page form over a computer. Suitable web browsers include Google Chrome, Microsoft Internet Explorer, and Apple Safari. The browser may display web pages written in HTML, such as HTML document 120. The document 120 may include an ad unit 130, which defines the dimensions for the size of the display for the ad. The ad unit 130 may include Javascript code 140 that may be executed to display the advertisement. The Javascript code 140 may also include code that executes a refresh script 150, which allows ads to be refreshed at a refresh rate when an ad unit is deemed both viewable to the user and a countdown timer from the last user engagement has not expired. In some embodiments, the refresh rate may be between approximately 5-60 seconds. It should be understood that the web page and/or browser may be viewed on any computing device including a laptop, tablet, desktop, mobile device, and television and the inventions described herein may be used on or with any of such computing devices. It should also be understood that the ad unit may be less than or equal to the size of the viewport. In one embodiment, the ad unit may be 300×250 pixels, 300×600 pixels, 728×90 pixels, 160×600 pixels, or 970×250 pixels in some embodiments.

[0026] As shown in FIG. 1, a web server 160 may host or store the document 120, an ad server 170 may host, store, or manage the JavaScript code 140 and a logging server 180 may handle the data and analysis of the refresh script 150. In one embodiment, the logging server may capture viewability data that may be used to set or select a refresh rate. Viewability data may include where the location of the ad unit is relative to an active viewport, where the location of the ad unit is inside the active viewport, and/or a timer indicating how long the ad unit is in the active viewport. The refresh script 150 may include code to measure the amount of time an ad unit is viewable, measure the viewability of an ad unit, and change the refresh rate.

[0027] FIG. 2 shows a system 250 which may include an ad server or ad manager 200, which may add or generate the JavaScript code for the ad unit 201 on an HTML document or publisher website 202, which may be viewed through a web browser 203.

[0028] 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.

[0029] 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.

[0030] FIG. 3 shows an exemplary method 300 in an embodiment. It should be noted that the methods and systems disclosed herein determine the viewability of ad unit in real time or substantially real time. In one embodiment, the viewability is determined as the web page moves on the user's screen. At step 301, a web page may be loaded. At step 302, a refresh script may be executed and identify, locate, or receive an ad unit. At step 303, the refresh script may calculate a position of an ad unit relative to a main viewport of an active page. At step 304, the refresh script may calculate a percentage of on-screen of the ad unit relative to the main viewport of the active page, which may be referred to as the viewable percentage. At step 305, if the refresh script determines that the viewable percentage is greater than or equal to 50% showing in the active viewport and the countdown timer from the last user engagement has not expired, the script activates a refresh rate on the ad unit. The refresh script may execute to make internal calls for advertisements at a faster refresh rate at step 305 by a microprocessor. Alternatively, if at step 304, the refresh script determines that the viewable percentage is less than 50%, showing in the main viewport of the active page, then the ad unit is not viewable or non-viewable, and the script may execute to makes its internal calls for ads at the original refresh rate at step 306 by a microprocessor.

[0031] 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.

[0032] In one embodiment, the method of FIG. 3 may be used with infinite scrolling, which refers a web page that loads content continuously as the user scrolls down the page, eliminating the need for pagination. In one embodiment, the refresh script may be executed to calculate the viewability of one or more ads as the web page scrolls.

[0033] FIG. 4 shows an example of ads rendered on a web page 520 that includes a browser window 505, and an active viewport 510, which may be referred to as the viewable screen space. In one embodiment, the web page may include a horizontal scroll bar 570 and a vertical scroll bar 580. As shown in the FIG. 3, the only viewable ad unit within the active viewport of 510 is 530. Ad units 550, 540 and 560 are all ad units that are not viewable or non-viewable because less than 50% of the ad unit is viewable within the active viewport 510.

[0034] FIG. 5 shows an example of a browser 610 with an active window 660, an active browser tab 630, and an inactive browser tab 640. The dimensions 650 of the web page 650 are also shown. The viewable area 660 of the web page 615 and the non-viewable area 670 of the web page 650 are also shown. The viewable ad unit 680 is shown and an ad unit 685 that has partial viewability is also shown. Ad unit 685 may be considered but not viewable or non-viewable, even though part of the ad unit is in the viewable area. Ad unit 690 may be located in the non-viewable area of the web page.

[0035] FIG. 6 shows how a non-viewable ad units 703 and 704 may become viewable, such as at 705 and then non-viewable again, such as at 706 based on user scrolling behavior. In one embodiment, an ad unit, at 710, is shown on the web page below-the-fold 702, which is outside the viewable viewport of the web browser 701. At 710, the script loads on the page and the viewability of zero percent. At 720, the page is scrolling up as the ad unit becomes partially viewable. At this stage, the original refresh rate may be applied since less than 50% of the advertisement is shown in the viewable area. At 720, the script may calculate the viewable percentage. At 730, the page is scrolling up such that 50% or more of the advertisement is now shown in the active viewport and the countdown timer from the last user engagement has not expired, the script activates a refresh rate on the ad unit. Accordingly, a faster refresh rate may be applied by executing the refresh script. At 740, the web page has been scrolled up further and the refresh script re-computes the viewable percentage and now the ad unit is less than 50% viewable or if the countdown timer from the last user engagement has expired, the script may pause or stop the refresh rate on the ad unit.

[0036] 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.

TABLE-US-00001  // called in response to any change to the viewport (script load, page scroll, window resize, tab change, etc.)  var checkUserEngagementTimer = function( ) {  var checkViewability = function( ) {   var isPageVisible = function( ) {    return top.document.visibilityState == ″activeandvisible″;   };   var isElementViewable = function(elem, threshold) {    var percent = threshold || 50    var rect = elem.getBoundingClientRect( )    var html = top.document.documentElement    var buffer = 10    // is at least (percent)% (in each axis) of the element on screen? (10px as min buffer size)    var bufferHeight = Math.max(buffer, rect.height * (percent / 100))    var bufferWidth = Math.max(buffer, rect.width * (percent / 100))    return ( !!rect     && rect.bottom − bufferHeight >= 0 // is not offscreen above     && rect.right − bufferWidth >= 0 // is not offscreen left     && rect.top + bufferHeight <= html.clientHeight // is not offscreen below     && rect.left + bufferWidth <= html.clientWidth // is not offscreen right    )   };   // where adUnitElement is the ad unit on the top-level window   var _pageVisible = isPageVisible( );   var _isViewable = isElementViewable(adUnitElement);   var _isActive = isTimerRunning(UserEngagement);   if (_isViewable && _pageVisible && _isActive) {    // ad unit is active and viewable    getNewViewableRefreshRate( );   } else {    // ad unit is active and non-viewable    getNewNonViewableRefreshRate( );   }  };  // ad unit is non-active and viewable    getNewNonViewableRefreshRate( );   }  };  // ad unit is non-active and non-viewable    getNewNonViewableRefreshRate( );   }  };

[0037] 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 . . . .”

[0038] 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.

[0039] 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.

[0040] 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.