Infinite Scroll Feed Ads With Dynamic Display Persistence

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Solution Overview

Problem

Infinite scroll interfaces in content sharing applications dilute the impact of promoted content due to uniform view time distribution and user distraction, leading to reduced engagement and missed impression metrics.

Innovation Solution

Dynamic adjustment of supplemental content based on scrolling characteristics, screen buffer, and external factors, including modifications such as resizing, orientation changes, and persistent display techniques to maintain user engagement.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Productivity

If promoted content is displayed alongside other posts in an infinite scroll interface, then content performance metrics (impressions) are improved through continuous content discovery, but the average view time of promoted content synchronizes with other posts, reducing engagement quality

Engineering Contradiction:

Improvecontent consumption efficiencyVSAvoidpromoted content engagement quality

Core Design Contradiction:

ProductivityVSReliability

Solution Approach 1:

The patent applies dynamics by making the promoted content display adaptive and responsive to user scrolling behavior. The content dynamically adjusts its presentation based on scroll speed, direction, and position, transitioning between different display states (e.g., expanded view, persistent display, or overlay modes) to maintain engagement while preserving the infinite scroll experience.

Inventive Principle:

Principle #15Dynamics

Solution Approach 2:

The patent implements local quality by providing differentiated display treatment for promoted content versus regular content. Promoted content receives enhanced visibility, extended display duration, or special positioning within the scroll feed, while maintaining the overall uniformity of the infinite scroll interface. This localized enhancement ensures promoted content stands out without disrupting the seamless scrolling experience.

Inventive Principle:

Principle #3Local quality

2Duration of action of moving object

If infinite scroll interface is used to continuously load content, then user engagement and session duration are improved, but user attention is diluted across multiple posts leading to reduced interaction with promoted content

Engineering Contradiction:

Improveuser session durationVSAvoiduser attention to promoted content

Core Design Contradiction:

Duration of action of moving objectVSReliability

Solution Approach 1:

The patent applies preliminary action by preparing and pre-loading promoted content in advance based on predicted user scrolling behavior. The system anticipates when promoted content will be visible and ensures it is optimally positioned and prepared for display, maintaining user engagement while ensuring promoted content receives adequate attention before the user scrolls past it.

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The patent implements continuity of useful action by ensuring promoted content remains visible and engaging throughout the user's interaction with the feed. Through techniques such as sticky positioning, persistent display, or overlay modes, the promoted content continues to receive attention even as the user scrolls through multiple posts, maintaining the useful action of engagement without interrupting the infinite scroll flow.

Inventive Principle:

Principle #20Continuity of useful action

3Productivity

If promoted video content is displayed in infinite scroll, then longer session of user impressions is captured, but users can simply continue scrolling before the video ends, undermining the purpose of promoted content

Engineering Contradiction:

Improveimpression generation rateVSAvoidvideo content engagement

Core Design Contradiction:

ProductivityVSReliability

Solution Approach 1:

The patent applies dynamics to video content by adjusting playback speed, pause timing, and display mode based on user scrolling behavior. When users scroll quickly, the video playback accelerates or pauses accordingly; when users stop scrolling, the video continues playing at normal speed. This dynamic adjustment ensures the video completes its message delivery while accommodating the infinite scroll experience.

Inventive Principle:

Principle #15Dynamics

Solution Approach 2:

The patent uses an intermediary mechanism (such as a picture-in-picture player, overlay layer, or floating video window) that allows the promoted video to continue playing independently of the scroll action. This intermediary layer mediates between the video content and the scrolling interface, ensuring the video completes its engagement cycle even as the user continues to scroll through the feed.

Inventive Principle:

Principle #24Intermediary (Mediator)

Data Source

PatentUS20260067524A1Enhancing secondary content during consumption of primary content including dynamic content for social media feeds in infinite scroll format

Publication Date: 2026.03.05 ADEIA GUIDES INC

AI summary

Supplemental content in a content feed is adjusted based on various scrolling characteristics and screen buffer properties. A number of impressions of the supplemental content is increased. A duration of consumption of the supplemental content is extended. Characteristics like scrolling speed, acceleration, and direction of primary and secondary content are determined. A viewing time of the supplemental content is considered. In some embodiments, if vertical or horizontal screen space around the supplemental content falls below a threshold, the content is modified. Other adjustments relate to rotation of a viewing device, real world weather conditions, virtual reality presentation of the supplemental content, and the like. Related systems, apparatuses, devices, techniques, and articles are also described.