SCRIPTING LANGUAGE, METHOD AND SYSTEM FOR DELIVERING PLATFORM-INDEPENDENT DYNAMICALLY INTERPRETED AND RENDERED INTERACTIVE CONTENT, AND FOR MEASURING THE DEGREE AND NATURE OF USER INTERACTION THEREWITH

1 . A method for delivering interactive content, comprising:

providing interactive content via a structured language and specification that is configured to be dynamically interpreted by software, wherein the structured language and specification is configured as an interactive digital video markup language that is platform independent and is configured to allow run-time control over the format of interactive advertisements.

2 . A method for delivering interactive content in accordance with claim 1 , wherein the interactive digital video markup language is configured to give control over the layout of advertisement formats whether the ad is to run as a linear or non-linear ad, what the makeup of the tracking pixels should be in response to user interaction, and how the renderer should respond to publisher-submitted data.

3 . A method for delivering interactive content in accordance with claim 1 , wherein said platform independence is provided via a scripted directive interface for data exchange between the renderer and any enclosing container that ensures that interpretation of the language isn't tied to any specific hardware or software framework.

4 . A method for delivering interactive content in accordance with claim 1 , wherein said run time control is provided via run-time alteration of atoms of content created using the structured language.

5 . A method for delivering interactive content in accordance with claim 1 , further comprising providing a mechanism that provides sufficient intrinsic structure within the language, specification and associated systems and methods to enable unqualified support for the capture and indexing of data reflecting the scope and nature of user interaction with the media formats being presented.

6 . A system for delivering interactive content, comprising:

providing an interactive content renderer and a client stack configured with a structured language and specification that is configured to be dynamically interpreted by software, wherein the structured language and specification is configured as an interactive digital video markup language that is platform independent and is configured to allow run-time control over the format of interactive advertisements.

7 . A system for delivering interactive content in accordance with claim 6 , wherein the interactive digital video markup language is configured to give control over the layout of advertisement formats whether the ad is to run as a linear or non-linear ad, what the makeup of the tracking pixels should be in response to user interaction, and how the renderer should respond to publisher-submitted data.

8 . A system for delivering interactive content in accordance with claim 6 , wherein said platform independence is provided via a scripted directive interface for data exchange between the renderer and any enclosing container that ensures that interpretation of the language isn't tied to any specific hardware or software framework.

9 . A system for delivering interactive content in accordance with claim 6 , wherein said run time control is provided via run-time alteration of atoms of content created using the structured language.

10 . A system for delivering interactive content in accordance with claim 6 , further comprising providing a mechanism that provides sufficient intrinsic structure within the language, specification and associated systems and methods to enable unqualified support for the capture and indexing of data reflecting the scope and nature of user interaction with the media formats being presented.