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A Method and System of Dynamically Altering Advertisement Serving Plan Based on Scroll Patterns

IP.com Disclosure Number: IPCOM000240224D
Publication Date: 2015-Jan-14
Document File: 3 page(s) / 74K

Publishing Venue

The IP.com Prior Art Database

Related People

Vineeth Nair: INVENTOR [+3]

Abstract

A method and system is disclosed for dynamically altering advertisement serving plan based on user’s scroll patterns within a content stream. The method and system identifies if a user is engaged with the content in the stream by using scroll patterns in real-time. Based on the user’s in-stream content consumption pattern, the method and system serves a premium native advertisement in the subsequent scroll into the content stream.

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A Method and System of Dynamically Altering Advertisement Serving Plan Based on Scroll Patterns

Abstract

A method and system is disclosed for dynamically altering advertisement serving plan based on user’s scroll patterns within a content stream.  The method and system identifies if a user is engaged with the content in the stream by using scroll patterns in real-time.  Based on the user’s in-stream content consumption pattern, the method and system serves a premium native advertisement in the subsequent scroll into the content stream.

Description

Typically, an in-stream native advertisement is being served at pre-defined slots within the content stream.  Thus, users tend to develop a blind eye towards the advertisements and tend to skip the advertisements.  By displaying the advertisements to the users who scroll through the content stream very fast without engaging with the content, may not add significant value to the advertiser.  Although there are multiple advertisements formats for small screen display devices, most of the advertisements formats deflect users away from context stream.

Disclosed is a method and system of dynamically altering advertisement serving plan based on user’s scroll patterns within a content stream.  The method and system identifies if a user is engaged with the content in the stream by using scroll patterns in real-time.  Based on the user’s in-stream content consumption pattern, the method and system serves a premium native advertisement in the subsequent scroll into the content stream.

In a scenario, as users browse through the content stream on a small screen display device, the user’s scroll patterns are recorded and analyzed as illustrated in the figure.

Figure

If the user’s scroll patterns match a high scroll engagement thre...