Method of controlling a computer-implemented advertisement serving process

Abstract

Method of controlling a computer-implemented advertisement serving process, comprising: obtaining an identification of at least one user as a potential advertisement recipient in the computer-implemented advertisement serving process; obtaining at least one indication of the at least one user's social connectedness as perceived by the user; and depending on at least the obtained indication, automatically adjusting the computer-implemented advertisement serving process with respect to the at least one user.

Description

[0001]P136967PC00 Title: Method of controlling a computer-implemented advertisement serving process TECHNICAL FIELD The present disclosure relates to a method of controlling a computer-implemented advertisement serving process, as well as to a system configured to perform the method and to a computer readable storage medium having stored thereon instructions which, when executed by a computer, cause the computer to perform the method. BACKGROUND Computer-implemented advertisement serving processes as such are known from practice. In an example of a known advertisement serving process, an advertisement is selected for serving to a user, e.g. in a web browser or app, based on available historical surfing or other usage data for that user. Although such approaches can provide some improvement over more traditional advertisement serving processes, conversion rates tend to remain relatively low. Meanwhile, some users dislike being served advertisements from such a known process. SUMMARY There is a desire to improve advertisement conversion rates. There is also a desire to improve user experiences of advertisements. An aspect of the disclosure provides a method of controlling a computer-implemented advertisement serving process. The method comprises obtaining, via an electronic interface, an identification of at least one user as a potential recipient of an electronically coded message comprising an advertisement in the computer-implemented advertisement serving process. The method comprises obtaining, via the electronic interface, at least one electronically coded data item comprising data providing an indication of a quality and / or level of a social connectedness of the at least one user as perceived by the at least one user . The method comprises, depending on at least the obtained indication, adjusting at least one electronically coded parameter of the computer-implemented advertisement serving process with respect to the at least one user. By taking into account the at least one indication of the perceived quality and / or level of the social connectedness, the advertisement serving process can be improved in various respects. For example, timing of advertisement servings may be improved, in particular to coincide more with moments or periods when the user perceives their social connectedness as relatively high, good or positive. It is considered that at such moments or periods, a user may be relatively receptive to advertisements and may be relatively well inclined to take a positive responsive action. In other words, so-called conversion may be relatively likely at such moments or periods. Consequently, compared to known advertisement serving processes, the advertisement serving may be more effective and efficient, while also the user’s experience may be improved. In the same vein, costs may be saved by serving fewer or no advertisements when the user perceives their social connectedness as relatively low, poor or negative. As further examples, form and / or content of advertisement servings may be improved, in particular to better match a user’s state of mind. More generally, allocation of advertisement resources may thus be improved. Optionally, the at least one indication comprises an estimate of at least one of: a level of the at least one user’s social connectedness as perceived by the at least one user; and a quality of the at least one user’s social connectedness as perceived by the at least one user. Optionally, the estimate is based on one or more electronically coded data items with respect to the at least one user. Optionally, the estimate comprises at least one estimated value, including at least one of: an estimated current value; an estimated past value; and an estimated future value. Optionally, the at least one indication comprises information indicative of at least one change in the perceived quality and / or level. Optionally, the at least one indication is at least partly based on objective data regarding the at least one user’s social connectedness. Optionally, the obtaining of the at least one indication comprises a sensing of at least one physical parameter associated with the at least one user. Optionally, the sensing uses at least one sensor of at least one wearable device worn by the at least one user. Optionally, the at least one physical parameter comprises a sound. in particular a sound that is hearable by the at least one user. For example, the sound may be produced by the at least one user or by a further user or by a sound producing device in an environment of the user. Optionally, the at least one physical parameter comprises at least one physiological parameter of the at least one user. Optionally, a time-variable signal is determined from the sensing of the at least one physical parameter., wherein the adjusting causes at least one advertisement serving to the at least one user in the computer- implemented process to present synchronicity with respect to the time- variable signal. Optionally, the adjusting causes at least one of the following in the computer-implemented advertisement process with respect to at least one advertisement serving to the at least one user, in particular by means of sending the electronically coded message comprising an advertisement: an initiating of the advertisement serving; a repeating of the advertisement serving; a withholding of the advertisement serving; a determining of a timing of the advertisement serving; a determining of a duration of the advertisement; a determining of a spatial size of the advertisement; a determining of a spatial position of the advertisement; a determining of a content parameter of the advertisement; a determining of a style parameter of the advertisement; a determining of a physical medium of the advertisement; a determining of a virtual medium of the advertisement; a determining of a physical location of the advertisement; a determining of a virtual location of the advertisement; and a determining of a budget for the advertisement serving. Optionally, a positivity of the perception is estimated from the at least one indication, wherein the budget is determined in dependence of the estimated positivity. A positivity may be a perception score, wherein a higher perception score represents a higher positivity. In another option, the method further comprises at least one of estimating and determining, based on the at least one indication, a connectedness perception score, wherein the budget is determined in dependence of the connectedness perception score. The connectedness perception score may for example correspond to a positivity of the perceived social connectedness, wherein a higher connectedness perception score corresponds to a more positively perceived quality and / or level of a user’s own social connectedness. Optionally, the adjusting causes at least one advertisement serving and / or a different stimulus to the at least one user in the computer- implemented process to promote an increase in the connectedness perception score. Optionally, the method comprises determining an estimate of a relationship between the perceived quality and / or level and an advertisement responsiveness of the respective at least one user, wherein the adjustment is at least partly dependent on the determined estimate. Optionally, the computer-implemented advertisement serving process serves advertisements for at least one of a beverage product and a beverage service. A further aspect provides a system configured to perform the method of controlling as described herein. A further aspect provides a computer readable storage medium having stored thereon instructions which, when executed by a computer, cause the computer to perform the method of controlling as described herein. It is considered that increasing levels of sensing may emerge in various environments, assisted by the adoption of the metaverse, virtual reality and wearables, enabling real-time understanding of social interactions. It is considered that emotions may be understood and predicted using AI, e.g. from speech soundwave data. It is considered that wearables such as earbuds may track breathing phases using captured audio in real-time using a convolutional neural network-based algorithm. It is considered that social interactions may become increasingly easier between dispersed friends and family which may be further enabled by virtual reality / augmented reality and metaverse-type interactions. It is considered that increased levels of social connectedness may positively influence a user’s purchasing decisions and may increase a positive attitude. It is considered that advertisements served at suboptimal times may be inefficient in terms of budgeting / cost, and may perform worse than their potential. It is considered that perceptions of social connectedness may affect purchasing intentions and attitude towards products, although this has historically been difficult to track. Social connectedness can be defined as the experience of belonging to a social relationship or network. The experience of belonging to a social relationship or network may depend on the quality and number of meaningful relationships of an individual with other individuals, as well as on experienced connections with one or more larger communities. Thus, for example, a user may perceive their social connectedness as relatively high, good or positive when they have relatively high quality and / or many meaningful relationships with others. Measures such as the Social Connectedness Scale (Lee and Robins, 1995, Measuring belongingness: The Social Connectedness and the Social Assurance scales, Journal of Counseling Psychology, https: / / doi.org / 10.1037 / 0022-0167.42.2.232) are known for quantifying social connectedness. In view thereof, it is considered that various possible data items regarding a user can be related, e.g. directly or indirectly, to a quality and / or level of a user’s social connectedness as perceived by the user. As shall be appreciated from the explanations and examples provided herein, aspects and embodiments of the present disclosure aim to leverage such data items for controlling an advertisement serving process that can thereby at least indirectly take a user’s social connectedness into account, in particular to provide advantages as indicated above. As such, social connectedness or a quality or perceived level thereof may be expressed by means of a social connectedness score. Such score may be expressed by a numerical value, an alphanumeric value - as a meaningful word or not -, a Boolean value, other, or a combination of two or more thereof. The inventors contemplate a method and system to budget for and serve advertisements based on a connectivity metric which may indicate a user’s perception, i.e. perceived level and / or quality, of social connectedness, for example during social situations. It is considered that brand perception and advertising susceptibility may be improved by using the connectivity metric to adjust when advertisements are served and therefore increase advertisement efficiency in terms of budgeting and cost. Advertisements may also be generated and / or adjusted based on the connectivity metric. BRIEF DESCRIPTION OF THE DRAWINGS In the following, aspects of the disclosure will be explained further using examples and references to accompanying figures. The figures are schematic and merely show examples. In the figures, corresponding elements are provided with corresponding reference signs. Fig.1 shows a system diagram illustrating a possible system configured to perform a method of controlling a computer-implemented advertisement serving process. The system may comprise one or more sensors 1, one or more controllers 2, one or more databases 3, one or more environment influencing devices 4, and / or one or more advertisement serving devices 5. Fig.2 shows possible examples of the one or more sensing devices 1, namely from left to right: a mobile device, wearable device, and a virtual or augmented reality device. Fig.3 shows possible examples of the one or more environment influencing devices 4, namely from left to right: a lighting device, a speaker producing device, a pyrotechnic device, and a virtual or augmented reality device. Further possible examples of environment influencing devices include: a heating device, a cooling device, a humidifying device, a dehumidifying device, a massaging device, a haptic device, a scenting device, and a pheromone releasing device. Fig.4 shows examples of the one or more advertisement serving devices 5, namely from left to right: a general display device or a television; a mobile device, a virtual or augmented reality device, a speaker device, and a personal audio device. Fig.5 shows a flow chart of a possible method of controlling a computer-implemented advertisement serving process, as explained further below. Fig.6 shows a flow chart of a possible, preferably automatically, adjusting 120 of the computer-implemented advertisement serving process, as explained further below. Fig.7A shows a user U having a perception P of social connectedness, wherein a level of social connectedness is relatively low, wherein a stimulus S is served to the user U to promote a perception of increased connectedness. Fig.7B shows a user U having a perception P of social connectedness, wherein a level of social connectedness is relatively high, wherein an advertisement is served to the user U. DETAILED DESCRIPTION With reference to Fig.1, the one or more controllers 2 may be implemented on one or more computers, such as a server, a personal computer and / or a mobile device. The one or more databases 3 may be implemented on one or more computers, such as a server, a personal computer and / or a mobile device. The one or more controllers 2 and the one or more databases 3 may be implemented on a same computer and / or on different computers. In case of multiple controllers 2, these may be configured to interact, e.g. in a master-slave configuration or a swarm configuration or otherwise. Alternatively or additionally, multiple controllers 2 may be configured to act mutually independently, e.g. in or for parallel advertisement serving processes or parallel subprocesses of a same advertisement serving process. The one or more databases 3 may store data for the advertisement serving process and / or data for the control of the advertisement serving process. Such data may for example represent one or more of: candidate advertisements, advertisement budgets, advertisement elements, user identifications, user profiles, sensing data obtained from the one or more sensors 1, obtained indications regarding perceptions of social connectedness, algorithms and logs. Advertisements may generally comprise visual elements and / or audio elements. Such visual elements may include text, graphics, animation, photo, and / or video elements. Such audio elements may include voice, music, and / or sound effect elements. Optionally, the computer-implemented advertisement serving process serves advertisements A for at least one of a beverage product and a beverage service. With particular reference to Fig.5 as illustration, a method of controlling a computer-implemented advertisement serving process may comprise obtaining 100 an identification of at least one user U as a potential advertisement recipient in the computer-implemented advertisement serving process. The method may comprise obtaining 110 at least one indication regarding a perception P, i.e. a quality and / or level of the at least one user’s social connectedness, as perceived by the at least one user U. The method may comprise, depending on at least the obtained indication, preferably automatically, adjusting 120 the computer-implemented advertisement serving process with respect to the at least one user U. The method of controlling may comprise the advertisement serving process itself. Alternatively, the advertisement serving process may be subjected to, yet be distinct from, the method of controlling. For example, part or all of the advertisement serving process may be configured to run mainly autonomously or automatically, wherein the method of controlling comprises incidentally issuing commands to the advertisement serving process. Part of all of the method of controlling may be implemented on an electronic system such as a computer system, wherein information used in the method may be provided by data comprised by electronically coded data items that may be obtained via an electronic interface, and wherein commands for adjustments or actions may be sent as electronically coded messages. Optionally, the at least one indication comprises an estimate of at least one of: a level of the at least one user’s social connectedness as perceived by the at least one user U; and a quality of the at least one user’s social connectedness as perceived by the at least one user U. Optionally, the estimate comprises at least one estimated value, including at least one of: an estimated current value; an estimated past value; and an estimated future value. Optionally, the at least one indication comprises information indicative of at least one change in the perception P. Optionally, the at least one indication is at least partly based on objective data regarding the at least one user’s social connectedness. For example, such objective data may represent objective detections and / or evaluations of social interactions of the user U, e.g. in a virtual social environment and / or in a real-life social environment. Optionally, the obtaining of the at least one indication comprises a sensing 111 of at least one physical parameter associated with the at least one user U. Optionally, the sensing 111 uses at least one sensor of at least one wearable device worn by the at least one user U. Optionally, the at least one physical parameter comprises a sound produced by the at least one user U. Optionally, the at least one physical parameter comprises at least one physiological parameter of the at least one user U. Optionally, a time-variable signal is determined 112 from the sensing of the at least one physical parameter, wherein the adjusting 120 causes at least one advertisement serving to the at least one user in the computer-implemented process to present synchronicity with respect to the time-variable signal. Optionally, the adjusting 120 causes at least one of the following in the computer-implemented advertisement process with respect to at least one advertisement serving to the at least one user U: an initiating of the advertisement serving; a repeating of the advertisement serving; a withholding of the advertisement serving; a determining of a timing of the advertisement serving; a determining of a duration of the advertisement; a determining of a spatial size of the advertisement; a determining of a spatial position of the advertisement; a determining of a content parameter of the advertisement; a determining of a style parameter of the advertisement; a determining of a physical medium of the advertisement; a determining of a virtual medium of the advertisement; a determining of a physical location of the advertisement; a determining of a virtual location of the advertisement; and a determining of a budget for the advertisement serving. Optionally, a positivity of the perception, e.g. represented by a connectedness perception score, is estimated from the at least one indication, wherein the budget is determined in dependence of the estimated positivity. In a particular, the budget may be determined to be higher when the perception is estimated to be more positive. Optionally, the adjusting 120 causes at least one advertisement serving A and / or a different stimulus S to the at least one user U in the computer-implemented process to promote an increase in the positivity of the perception. Optionally, the method comprises determining 130 an estimate of a relationship between the perception and an advertisement responsiveness of the respective at least one user, wherein the adjustment 120 is at least partly dependent on the determined estimate. With particular reference to Fig.6 as illustration, the adjustment 120 may comprise: obtaining 121 the estimated positivity of the perception of social connectedness; evaluating 122 if the estimated positivity is below or above a predetermined threshold; if the estimated positivity is below the predetermined threshold, serving a stimulus S (see e.g. Fig.7A) to the at least one user U to promote an increase in the positivity of the perception; if the estimated positivity is above the predetermined threshold, serving an advertisement A (see e.g. Fig.7B) to the at least one user U. The stimulus S may be in the form of an advertisement A and / or a part thereof and / or in the form of one or more environmental stimuli, e.g. served via one or more environment influencing devices 4. After the stimulus S has been served, and preferably after the estimated positivity has thereby increased to above the predetermined threshold, an advertisement A may be served. Similar to advertisements A, also other stimuli S being served to a user U may be associated with costs. Such costs may be taken into account in the method of controlling. More generally, the method may comprise, given the at least one indication regarding the perception, evaluating different possible scenarios for serving one or more advertisements A and / or one or more other stimuli S to the user, wherein each scenario is associated with an expected cost and an expected effectiveness. For example, for a user having a relatively low or poor or negative perception of social connectedness at the outset, a scenario in which an advertisement is preceded by a stimulus promoting a perception of connectedness may be associated with an increased effectiveness and an increased cost compared to a scenario in which the advertisement is served without such a preceding stimulus. By contrast, for a user having a relatively high or good or positive perception of social connectedness at the outset, the additional costs of the preceding stimulus may be the same without resulting in increased effectiveness, so that it may be preferred to omit the preceding stimulus. Also, in some cases, it may be preferred to omit the advertisement for a user having a low or poor or negative initial perception, e.g. in case it is determined that the preceding stimulus was not sufficiently effective or in case the preceding stimulus was omitted for budgetary or other reasons. More generally, the evaluation of scenarios may take one or more predetermined budgeting rules into account, including for example a maximum price per unit of expected conversion, and / or a minimum expected conversion per unit of price. In a particularly advantageous elaboration, the preceding stimulus S and / or the advertisement A may be designed to promote perceptions of similarity among a group of users, e.g. in a same virtual or physical environment. Such a group of users may represent a community. For example, synchronicity and / or matching may be promoted in terms one or more of: body language, postures, gestures, facial expressions, eye contact, breathing rate, heart rate, vocalizations, sense of surprise, sense of wonder, sense of awe and sense of amazement. In this way, positivity of perceptions of social connectedness of users in the group may be promoted particularly effectively, thereby increasing a positive sense of community among users as members of the group. Subsequently, in particular in case it is determined that the promotion of synchronicity and / or perception was successful, one or more advertisements A may be served e.g. to some or all users of the group in a same or similar manner at a same or similar time. More generally, the method of controlling may comprise, prior to serving an advertisement to one or more of a group of users in the advertisement serving process, serving one or more stimuli to one or more users of the group, the one or more stimuli being configured to promote synchronicity and / or matching among the users in the group, in particular in terms of one or more parameters mentioned above. The method of controlling may then further comprise obtaining an indication of a level of said synchronicity and / or matching, in particular prior to and / or after the serving of the one or more stimuli. Although references to examples and figures have been provided herein, these do not limit the scope of the disclosure as determined by the claims. Within said scope, many variations, combinations and extensions are possible, as shall be appreciated by the skilled person having the benefit of the present disclosure. For example, one or more devices mentioned herein, for example display devices, may be implemented as virtual devices in a virtual environment that in turn may be conveyed to a user through one or more physical devices. Social connectedness may concern social connections with real people and / or with virtual characters, e.g. in a virtual environment. Virtual environments may include virtual gaming environments, virtual entertainment environments, and / or virtual business environments. Combinations of virtual and physical environments and interactions are also possible, e.g. through augmented reality devices or mixed reality devices. Advertisements to be served may be selected, adjusted and / or generated as part of the advertisement serving process and / or as part of the method of controlling. The method of controlling may be recursive or otherwise involve feedback and / or learning. For example, responsiveness to preceding stimuli and / or conversion rates may be learned.

Claims

Claims 1. Method of controlling a computer-implemented advertisement serving process, comprising: - obtaining, via an electronic interface, an identification of at least one user as a potential recipient of an electronically coded message comprising an advertisement in the computer-implemented advertisement serving process; - obtaining, via the electronic interface, at least one electronically coded data item comprising data providing an indication of a quality and / or level of a social connectedness of the at least one user as perceived by the at least one user; and - depending on at least the obtained indication, adjusting at least one electronically coded parameter of the computer-implemented advertisement serving process with respect to the at least one user.

2. Method according to claim 1, wherein the at least one indication comprises an estimate of at least one of: a level of the at least one user’s social connectedness as perceived by the at least one user; and a quality of the at least one user’s social connectedness as perceived by the at least one user, wherein the estimate is based on one or more electronically coded data items with respect to the at least one user.

3. Method according to claim 2, wherein the estimate comprises at least one estimated value, including at least one of: an estimated current value; an estimated past value; and an estimated future value.

4. Method according to any of the preceding claims, wherein the at least one indication comprises information indicative of at least one change in the perceived quality and / or level.

5. Method according to any of the preceding claims, wherein the at least one indication is at least partly based on objective data regarding the at least one user’s social connectedness.

6. Method according to any of the preceding claims, wherein the obtaining of the at least one indication comprises a sensing of at least one physical parameter associated with the at least one user.

7. Method according to claim 6, wherein the sensing uses at least one sensor of at least one wearable device worn by the at least one user.

8. Method according to claim 6 or 7, wherein the at least one physical parameter comprises a sound produced by the at least one user.

9. Method according to any of claims 6 – 8, wherein the at least one physical parameter comprises at least one physiological parameter of the at least one user.

10. Method according to any of claims 6 – 9, wherein a time-variable signal is determined from the sensing of the at least one physical parameter, wherein the adjusting of the computer-implemented advertisement serving process causes at least one advertisement serving to the at least one user in the computer-implemented process to present synchronicity with respect to the time-variable signal.

11. Method according to any of the preceding claims, wherein the adjusting of the computer-implemented advertisement serving process causes at least one of the following in the computer-implemented advertisement process with respect to at least one advertisement serving tothe at least one user by means of sending the electronically coded message comprising an advertisement: - an initiating of the advertisement serving; - a repeating of the advertisement serving; - a withholding of the advertisement serving; - a determining of a timing of the advertisement serving; - a determining of a duration of the advertisement; - a determining of a spatial size of the advertisement; - a determining of a spatial position of the advertisement; - a determining of a content parameter of the advertisement; - a determining of a style parameter of the advertisement; - a determining of a physical medium of the advertisement; - a determining of a virtual medium of the advertisement; - a determining of a physical location of the advertisement; - a determining of a virtual location of the advertisement; and - a determining of a budget for the advertisement serving.

12. Method according to claim 11, further comprising at least one of estimating and determining, based on the at least one indication, a connectedness perception score, wherein the budget is determined in dependence of the connectedness perception score.

13. Method according to any of the preceding claims, wherein the adjusting of the computer-implemented advertisement serving process causes at least one advertisement serving and / or a different stimulus to the at least one user in the computer-implemented process to promote an increase in the connectedness perception score.

14. Method according to any of the preceding claims, comprising determining an estimate of a relationship between the perceived qualityand / or level and an advertisement responsiveness of the respective at least one user, wherein the adjustment of the computer-implemented advertisement serving process is at least partly dependent on the determined estimate.

15. Method according to any of the preceding claims, wherein the computer-implemented advertisement serving process serves advertisements for at least one of a beverage product and a beverage service.

16. System configured to perform the method according to any of the preceding claims.

17. Computer readable storage medium having stored thereon instructions which, when executed by a computer, cause the computer to perform the method according to any of claims 1 – 15.

Images