Supplemental Content Selection Using Viewer Engagement Signals
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Solution Overview
Problem
Addressable advertising, while effective, is more expensive than non-addressable advertising, and serving addressable supplemental content items to users not viewing the content is wasteful, necessitating a method to determine user engagement before selecting supplemental content.
Innovation Solution
A system that determines user engagement by analyzing the time of last content selection and last user interaction with the device to decide between addressable and non-addressable supplemental content insertion, using a server to select appropriate content based on this data.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If addressable supplemental content is sent to households, then advertising effectiveness is improved, but advertising cost increases
Solution Approach 1:
The system performs preliminary determination of user viewing status before serving addressable content. By checking whether the user is actually viewing the primary content item (through monitoring user interactions, channel changes, and viewing duration), the system pre-filteres the audience to ensure addressable content is only served when a user is actively engaged, thus avoiding wasted spend on non-viewers while maintaining effectiveness for actual viewers.
Solution Approach 2:
The system continuously monitors user viewing behavior and uses this feedback to dynamically determine whether to serve addressable or non-addressable content. The feedback loop includes tracking user interactions with the primary content, detecting channel changes, and measuring viewing duration, then using this information to adjust content selection in real-time, optimizing the balance between advertising effectiveness and cost.
2Ease of operation
If addressable supplemental content is served to all households, then content delivery simplicity is improved, but resource waste increases
Solution Approach 1:
The system dynamically adjusts content delivery strategy based on real-time viewing status detection. Instead of a static approach where addressable content is always served, the system adapts its behavior by monitoring user interactions, channel changes, and viewing duration, then dynamically selecting between addressable and non-addressable content delivery methods, optimizing resource allocation while maintaining operational simplicity.
3Loss of energy
If user viewing status is determined before content selection, then advertising cost optimization is improved, but system complexity increases
Solution Approach 1:
The system segments the content delivery process into distinct phases: (1) monitoring user viewing status through separate detection mechanisms, (2) determining whether the user is actively viewing based on interaction patterns, and (3) selecting appropriate content type based on the determination. This segmentation allows complex viewing status determination to be broken down into manageable components, reducing overall system complexity while maintaining cost optimization capabilities.
Data Source
AI summary
A time associated with last selection of a content item at a user device may be determined. A time associated with a last user interaction with the user device may be determined. During presentation of the content item at the user device, it may be determined that a supplemental content insertion opportunity is available. A request for a supplemental content item may be sent to a server, wherein the request comprises data indicating the time associated with the last selection of the content item at the user device and data indicating the time associated with the last user interaction with the user device.