Methods, systems, and media for generating predicted information related to advertisement viewability
In accordance with some embodiments of the disclosed subject matter, methods, systems, and media for generating predicted information related to advertisement viewability are provided.
1. A method for generating predicted information related to advertisement viewability, the method comprising:
receiving, from a user device currently presenting a web page, and via a code inserted in a web page, metrics associated with presentation of the web page on the user device, wherein the web page is associated with a seller of an advertisement placement located at a predetermined location within the web page, and wherein the metrics include device information related to the user device and browser information related to a browser on which the web page is displayed on the user device;
generating a string that includes a plurality of characters that each encode a particular value corresponding to a metric, wherein at least a first character from the plurality of characters encodes the browser information related to the browser on which the web page is displayed on the user device and wherein at least a second character from the plurality of characters encodes the device information related to the user device;
transmitting the string to a seller server corresponding to the seller, wherein the string is appended to a URL associated with the web page;
receiving, from a buyer server corresponding to a buyer of the advertisement placement, a first request for predicted information relating to advertisement viewability corresponding to the advertisement placement on the web page when the web page is presented on the user device, wherein the first request includes the string;
decoding the string to retrieve the metrics associated with the string in the first request by using each of the plurality of characters in the string as a key to a look-up table that converts a character in the string to the particular value corresponding to the metric;
generating predicted information including a predicted duration of time that an advertisement, when inserted in the advertisement placement at the predetermined location on the web page, will be viewed by a user of the user device based on historical data related to viewing of advertisements previously placed on the web page and based on the metrics retrieved using the string;
transmitting the predicted information to the buyer;
receiving, from the buyer, a second request for updated predicted information relating to advertisement viewability corresponding to the advertisement placement on the web page when the web page is presented on the user device, wherein the second request includes the string;
decoding the string to retrieve updated metrics associated with the string by using each of the plurality of characters in the string as the key to the look-up table that converts the character in the string to the particular value corresponding to the metric, wherein the updated metrics indicate a portion of the web page that is currently being presented;
generating updated predicted information including an updated predicted duration of time that an advertisement inserted in the advertisement placement on the web page when presented on the user device will be viewed based on the updated metrics; and
transmitting the updated predicted information to the buyer server prior to placing a bid on the advertisement placement, wherein the buyer server places the bid on the advertisement placement in response to determining that the predicted information indicates that the advertisement inserted in the advertisement placement on the web page will be viewed is greater than a predetermined threshold value.
2. The method of claim 1 , wherein the updated metrics further indicate whether a browser tab corresponding to the web page is currently active.
3. The method of claim 1 , wherein the updated metrics further indicate a scrolling speed corresponding to a browser window displaying the web page.
4. The method of claim 3 , wherein the updated predicted duration of time that the advertisement inserted in the advertisement placement will be viewed is based on the scrolling speed.
5. The method of claim 1 , wherein the string indicates a format of the advertisement placement.
6. The method of claim 1 , wherein the predicted information is generated based at least in part on historical data related to viewing of advertisements previously placed on the web page.
7. A system for generating predicted information related to advertisement viewability, the system comprising:
a hardware processor that is configured to:
receive, from a user device currently presenting a web page, and via a code inserted in a web page, metrics associated with presentation of the web page on the user device, wherein the web page is associated with a seller of an advertisement placement located at a predetermined location within the web page, and wherein the metrics include device information related to the user device and browser information related to a browser on which the web page is displayed on the user device;
generate a string that includes a plurality of characters that each encode a particular value corresponding to a metric, wherein at least a first character from the plurality of characters encodes the browser information related to the browser on which the web page is displayed on the user device and wherein at least a second character from the plurality of characters encodes the device information related to the user device;
transmit the string to a seller server corresponding to the seller, wherein the string is appended to a URL associated with the web page;
receive, from a buyer server corresponding to a buyer of the advertisement placement, a first request for predicted information relating to advertisement viewability corresponding to the advertisement placement on the web page when the web page is presented on the user device, wherein the first request includes the string;
decode the string to retrieve the metrics associated with the string in the first request by using each of the plurality of characters in the string as a key to a look-up table that converts a character in the string to the particular value corresponding to the metric;
generate predicted information including a predicted duration of time that an advertisement, when inserted in the advertisement placement at the predetermined location on the web page, will be viewed by a user of the user device based on historical data related to viewing of advertisements previously placed on the web page and based on the metrics retrieved using the string;
transmit the predicted information to the buyer;
receive, from the buyer, a second request for updated predicted information relating to advertisement viewability corresponding to the advertisement placement on the web page when the web page is presented on the user device, wherein the second request includes the string;
decode the string to retrieve updated metrics associated with the string by using each of the plurality of characters in the string as the key to the look-up table that converts the character in the string to the particular value corresponding to the metric, wherein the updated metrics indicate a portion of the web page that is currently being presented;
generate updated predicted information including an updated predicted duration of time that an advertisement inserted in the advertisement placement on the web page when presented on the user device will be viewed based on the updated metrics; and
transmit the updated predicted information to the buyer server prior to placing a bid on the advertisement placement, wherein the buyer server places the bid on the advertisement placement in response to determining that the predicted information indicates that the advertisement inserted in the advertisement placement on the web page will be viewed is greater than a predetermined threshold value.
8. The system of claim 7 , wherein the updated metrics further indicate whether a browser tab corresponding to the web page is currently active.
9. The system of claim 7 , wherein the updated metrics further indicate a scrolling speed corresponding to a browser window displaying the web page.
10. The system of claim 9 , wherein the updated predicted duration of time that the advertisement inserted in the advertisement placement will be viewed is based on the scrolling speed.
11. The system of claim 7 , wherein the string indicates a format of the advertisement placement.
12. The system of claim 7 , wherein the predicted information is generated based at least in part on historical data related to viewing of advertisements previously placed on the web page.
13. A non-transitory computer-readable medium containing computer executable instructions that, when executed by a processor, cause the processor to perform a method for generating predicted information related to advertisement viewability, the method comprising:
receiving, from a user device currently presenting a web page, and via a code inserted in a web page, metrics associated with presentation of the web page on the user device, wherein the web page is associated with a seller of an advertisement placement located at a predetermined location within the web page, and wherein the metrics include device information related to the user device and browser information related to a browser on which the web page is displayed on the user device;
generating a string that includes a plurality of characters that each encode a particular value corresponding to a metric, wherein at least a first character from the plurality of characters encodes the browser information related to the browser on which the web page is displayed on the user device and wherein at least a second character from the plurality of characters encodes the device information related to the user device;
transmitting the string to a seller server corresponding to the seller, wherein the string is appended to a URL associated with the web page;
receiving, from a buyer server corresponding to a buyer of the advertisement placement, a first request for predicted information relating to advertisement viewability corresponding to the advertisement placement on the web page when the web page is presented on the user device, wherein the first request includes the string;
decoding the string to retrieve the metrics associated with the string in the first request by using each of the plurality of characters in the string as a key to a look-up table that converts a character in the string to the particular value corresponding to the metric;
generating predicted information including a predicted duration of time that an advertisement, when inserted in the advertisement placement at the predetermined location on the web page, will be viewed by a user of the user device based on historical data related to viewing of advertisements previously placed on the web page and based on the metrics retrieved using the string;
transmitting the predicted information to the buyer;
receiving, from the buyer, a second request for updated predicted information relating to advertisement viewability corresponding to the advertisement placement on the web page when the web page is presented on the user device, wherein the second request includes the string;
decoding the string to retrieve updated metrics associated with the string by using each of the plurality of characters in the string as the key to the look-up table that converts the character in the string to the particular value corresponding to the metric, wherein the updated metrics indicate a portion of the web page that is currently being presented;
generating updated predicted information including an updated predicted duration of time that an advertisement inserted in the advertisement placement on the web page when presented on the user device will be viewed based on the updated metrics; and
transmitting the updated predicted information to the buyer server prior to placing a bid on the advertisement placement, wherein the buyer server places the bid on the advertisement placement in response to determining that the predicted information indicates that the advertisement inserted in the advertisement placement on the web page will be viewed is greater than a predetermined threshold value.
14. The non-transitory computer-readable medium of claim 13 , wherein the updated metrics further indicate whether a browser tab corresponding to the web page is currently active.
15. The non-transitory computer-readable medium of claim 13 , wherein the updated metrics further indicate a scrolling speed corresponding to a browser window displaying the web page.
16. The non-transitory computer-readable medium of claim 15 , wherein the updated predicted duration of time that the advertisement inserted in the advertisement placement will be viewed is based on the scrolling speed.
17. The non-transitory computer-readable medium of claim 13 , wherein the string indicates a format of the advertisement placement.
18. The non-transitory computer-readable medium of claim 13 , wherein the predicted information is generated based at least in part on historical data related to viewing of advertisements previously placed on the web page.