Ad Viewability Detection via Invisible Test Features
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Solution Overview
Problem
Current pay-per-impression models for online advertising do not accurately reflect whether a user has viewed an advertisement, especially when advertisements are served within iframes, due to restrictions on interacting with the host web page.
Innovation Solution
A computer-implemented method that determines whether a region within a web page is in view by monitoring behavioural characteristics of test features, such as frame progression rates, without requiring knowledge of the host web page's characteristics, even in restricted environments like iframes.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If advertisements are served within iframes to ensure security and isolation, then the host web page is protected from corruption, but the advertisement cannot access information about the host web page or browser viewport to determine if it is in view
Solution Approach 1:
The patent introduces a mediator mechanism where the host web page includes invisible test features (such as transparent images or div elements) that extend into the iframe region. These test features act as intermediaries that allow the advertisement to detect its visibility status without directly accessing host web page information. The advertisement monitors behavioral characteristics of these test features to determine whether it is currently in the user's viewport.
2Productivity
If traditional pay-per-impression models are used, then advertising space can be sold based on page downloads, but there is no indication whether the advertisement was actually viewed by the user
Solution Approach 1:
The patent implements a feedback mechanism where the advertisement monitors the behavioral characteristics of test features and uses this information to determine its own visibility status. This feedback loop provides precise measurement of actual advertisement views, allowing advertisers to pay only for advertisements that were genuinely viewed by users, thereby improving measurement precision while maintaining productivity.
3Measurement precision
If the advertisement monitors browser viewport position to determine visibility, then accurate viewability data can be obtained, but this requires access to host web page information which is restricted in iframes
Solution Approach 1:
The patent creates a copy or proxy of the viewport detection mechanism within the iframe. Instead of directly accessing host web page information, the advertisement monitors behavioral characteristics of test features that are influenced by viewport position. This copying approach allows the advertisement to obtain accurate viewability measurement without requiring direct access to host web page information, thereby reducing device complexity.
Data Source
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AI summary
A computer implemented method for determining whether a region within a web page is in view, comprising: providing a first test feature in the region; rendering the web page; varying the position of the first test feature between a position within the region and a position in which the first test feature is not viewable; monitoring a behavioural characteristic relating to the first test feature; and determining from the monitored behavioural characteristic whether the region is in view or not in view, wherein the behavioural characteristic varies according to whether the first test feature is in view or not in view.