User Segmentation via Content Viewability Pixel Tags

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Solution Overview

Problem

Traditional methods for assessing the incremental contribution of digital marketing to business outcomes are flawed due to inefficiencies in user segmentation, imprecise data collection, and the failure to account for content viewability, leading to wasted resources and misleading conclusions.

Innovation Solution

The approach involves using pixel tags to collect viewability data on user devices, segmenting users based on defined viewability criteria, and generating user segments with unique identifiers, allowing for real-time analysis and continuous performance monitoring without the need for post-data analysis.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Measurement precision

If traditional media effectiveness studies are performed to quantify incremental contribution of digital marketing, then marketers can determine conversion percentages between test and control groups, but the process consumes significant time, resources, and expertise while producing flawed and binary conclusions that cannot capture the complexity of human reaction to marketing exposure

Engineering Contradiction:

Improvemeasurement precision of marketing impactVSAvoidtime required for media effectiveness studies

Core Design Contradiction:

Measurement precisionVSLoss of time

Solution Approach 1:

The patent implements preliminary action by pre-defining multiple user segments with different viewability thresholds (e.g., 50%, 75%, 90% viewability) before conducting marketing campaigns. This allows marketers to immediately analyze performance across different engagement levels without conducting time-consuming post-campaign studies, thus resolving the contradiction between measurement precision and time loss.

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The patent applies segmentation by dividing the audience into multiple pre-defined segments based on content viewability metrics rather than using a single binary test/control group structure. This enables more nuanced measurement of marketing impact across different levels of user engagement, improving measurement precision while reducing the need for repeated studies.

Inventive Principle:

Principle #1Segmentation

2Measurement precision

If traditional media effectiveness studies are performed to quantify incremental contribution of digital marketing, then marketers can determine conversion percentages between test and control groups, but the process consumes significant resources, expertise, and analysis while producing flawed and binary conclusions

Engineering Contradiction:

Improvemeasurement precision of marketing impactVSAvoidresources consumed in media effectiveness studies

Core Design Contradiction:

Measurement precisionVSLoss of energy

Solution Approach 1:

The system performs preliminary segmentation and viewability tracking setup before marketing campaigns begin, so that resource-intensive analysis is avoided during and after campaigns. Pre-defined segments with specific viewability criteria are established in advance, allowing for efficient resource utilization while maintaining high measurement precision.

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The patent implements self-service by automatically tracking and segmenting users based on their content viewability metrics without requiring manual analysis or expertise-intensive processes. The system autonomously assigns users to segments based on predefined criteria, reducing the need for expert analysis resources while maintaining measurement precision.

Inventive Principle:

Principle #25Self-service

3Adaptability or versatility

If users are segmented into test and control groups based on content delivery to quantify incremental contribution, then marketers can determine conversion percentages, but the methodology fails to account for content viewability and the various impacts that different permutations of marketing exposure may have on consumers

Engineering Contradiction:

Improveadaptability of user segmentation to different marketing exposure permutationsVSAvoidprecision of marketing impact measurement

Core Design Contradiction:

Adaptability or versatilityVSMeasurement precision

Solution Approach 1:

The patent applies segmentation by dividing the audience into multiple pre-defined segments based on content viewability metrics (e.g., 50%, 75%, 90% viewability thresholds) rather than using a single binary test/control group structure. This enables more nuanced measurement of marketing impact across different levels of user engagement, improving measurement precision while reducing the need for repeated studies.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The patent changes the parameter basis for segmentation from simple content delivery (binary served/not served) to content viewability metrics (percentage of content viewed, time spent viewing). This parameter change allows the system to adapt to different marketing exposure permutations and capture the complexity of human reaction to marketing, thereby improving both adaptability and measurement precision.

Inventive Principle:

Principle #35Parameter changes

Data Source

PatentUS10776813B2User segmentation based on view ability of content

Publication Date: 2020.09.15 ADOBE INC

AI summary

Systems and methods provide for user segmentation based on viewability of content displayed on user devices during content impressions. Pixel tags are launched when content is displayed on user devices to capture viewability data for a number of different viewability ranges. The viewability data for each content impression is associated with a unique user identifier (UUID). A segment definition sets forth criteria for a user segment based on viewability, and the user segment is generated by including UUIDs associated with viewability data satisfying the segment definition.