Engaged Viewability Reporting for Screensaver Ads
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Solution Overview
Problem
Traditional digital advertisement viewability metrics are inadequate for passive experiences like screensavers on connected television services, where it's unclear if an end-user is viewing the advertisement, leading to uncertain viewable impressions.
Innovation Solution
Introducing 'engaged impressions' that require an advertisement to be viewed for a threshold time and accompanied by user activity, with a scoring system to determine the likelihood of viewability, allowing for accurate reporting of viewed impressions.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Device complexity
If traditional viewability metrics are used for passive experiences like screensavers, then advertisement placement is simple, but the certainty of viewable impressions deteriorates because it cannot be ascertained that an end-user is viewing the advertisement
Solution Approach 1:
The system introduces feedback mechanisms by detecting user activity signals (remote control interactions, device usage) and using this feedback to determine whether an impression qualifies as engaged. This feedback loop transforms the passive advertisement delivery into an active verification process, resolving the contradiction between simple placement and precise measurement.
Solution Approach 2:
The patent introduces an intermediary verification layer between advertisement delivery and viewability confirmation. By using user activity detection as an intermediary signal, the system bridges the gap between passive advertisement placement and active viewability verification, enabling precise measurement without complicating the core delivery mechanism.
2Measurement precision
If engaged impressions with user activity requirements are implemented, then the certainty of viewable impressions improves, but the complexity of the advertisement verification system increases
Solution Approach 1:
The system implements self-service by having the advertisement delivery system automatically detect user activity signals and self-verify impression engagement without requiring external verification. The same device that delivers the advertisement also monitors for user activity, eliminating the need for separate verification infrastructure and reducing overall system complexity.
Solution Approach 2:
The advertisement delivery system is made multi-functional by combining advertisement playback with user activity detection and engagement verification. This universal system performs multiple functions (delivery, monitoring, verification) within a single framework, improving measurement precision without proportionally increasing system complexity.
3Measurement precision
If user activity monitoring is added to determine engaged impressions, then billing accuracy improves, but the ease of operation deteriorates due to additional verification steps
Solution Approach 1:
The system automatically performs user activity monitoring and engagement determination without requiring manual verification steps. The advertisement system self-monitors for user interactions and self-determines engagement status, maintaining billing accuracy while preserving operational simplicity through automation.
Data Source
AI summary
Technologies are provided for reporting engaged impressions of directed content. Some embodiments include a computing device that can initiate a screensaver session. The computing device also can cause presentation of a directed content asset on a display device functionally coupled to the computing device. The computing device can then update a queue to add a record of an impression of the directed content asset, where the queue is retained in a memory device of the computing device. The computing device can receive a signal indicative of user activity. The computing device can send, to an attribution server device, first data identifying one or more directed content assets corresponding to one or more records of the queue.