Gaze-Responsive Advertisement Delivery via Eye Tracking
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Solution Overview
Problem
Current human-device interfaces, particularly in consumer premises equipment (CPE) devices like set-top boxes and over-the-top streaming devices, lack gaze-responsive advertisement and multimedia content delivery mechanisms, making them inefficient in user interaction and revenue generation.
Innovation Solution
The implementation of a gaze-based technology system that uses an IP camera to capture viewer images, a gaze processor to identify view-gaze coordinates and direction, and a gaze metadata parser to derive an area of interest (AOI) for targeted advertisements, allowing for dynamic and user-focused content delivery.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If gaze-based technology is implemented for advertisement delivery in CPE devices, then user interaction effectiveness is improved, but device complexity increases
Solution Approach 1:
The patent introduces an intermediary gaze detection system that mediates between the user and the advertisement delivery mechanism. The gaze processor acts as a mediator that captures eye movement data, processes it to determine area of interest, and translates it into advertisement selection criteria, thereby enabling effective gaze-responsive advertising without requiring direct complex user input mechanisms
Solution Approach 2:
The patent replaces traditional mechanical or manual advertisement selection mechanisms with an optical/electronic gaze detection system. Instead of requiring users to manually interact with advertisement interfaces, the system uses eye tracking technology to automatically determine user interest and trigger appropriate advertisement delivery, substituting mechanical interaction with optical measurement
2Ease of manufacture
If fixed area of interest is used for advertisements, then implementation is simplified, but adaptability to dynamic video content is reduced
Solution Approach 1:
The patent applies dynamics by making the area of interest dynamic rather than fixed. The gaze processor continuously tracks eye movement and calculates the area of interest in real-time, allowing the advertisement system to adapt to changing video content and user attention patterns. This dynamic approach enables the system to respond to advertisements based on actual user engagement rather than predetermined fixed regions
Solution Approach 2:
The patent changes the parameter of area of interest from a fixed spatial region to a dynamically calculated region based on gaze coordinates. By transforming the area of interest parameter to be gaze-dependent and time-varying, the system achieves adaptability to dynamic video content while maintaining implementation simplicity through the use of standard gaze tracking algorithms
3Measurement precision
If gaze detection accuracy is increased, then advertisement targeting precision is improved, but processing time and computational resources increase
Solution Approach 1:
The patent applies partial action by processing only the necessary gaze data required for advertisement targeting rather than analyzing every pixel and frame in detail. The gaze processor focuses computation on determining the area of interest based on eye movement trajectories, using selective processing that achieves sufficient accuracy for advertising purposes without excessive computational expenditure
Solution Approach 2:
The patent implements preliminary action by pre-processing gaze data to establish baseline eye movement patterns and area of interest calculations before actual advertisement delivery. The system prepares gaze tracking algorithms and area of interest models in advance, enabling faster real-time processing during actual advertisement selection without requiring intensive computational resources at the moment of decision
Data Source
AI summary
This disclosure provides a system by which content/service providers can enable gaze-responsive advertisement/targeted content mechanisms for CPE devices like STB's/OTT streaming devices or systems or display devices. The system creates a new opportunity for content/service providers to advertise and helps in generating revenue. The system leverages using gaze-based technology in CPE devices like STB's or large display devices. A gaze-based algorithm helps the CPE devices to locate the viewer point of attention, using which gaze-responsive advertisement/content targeting can be achieved. The disclosure provides an end to end solution—from content creation to content consumption for gaze-responsive advertisement/media delivery.