Object viewability determination system and method

1. A system for calculating viewability scores of objects displayed within a viewport, the system comprising one or more processing units configured to perform the following for at least one object of the objects:

determine a first value indicative of a relative portion of the object from the viewport, by:

(A) determining (a) a plurality of points discretely distributed on the object, each point representing a section of the object; and (b) for each point of the points, if the point is visible to a user viewing the viewport; and

(B) dividing the size of the sections represented by the points determined to be visible, by the viewport's size;

determine a second value indicative of content resemblance between an appearance of content within the object and desired appearance of the content, wherein the second value is determined by:

(i) obtaining two or more color values each representing a color of a corresponding section of a plurality of sections of the object; and

(ii) calculating a ratio between at least one pair of the color values, wherein the second value is determined according to a difference between the ratio and an expected ratio; and

calculate a viewability score of the object, wherein the viewability score is calculated based on the first value and the second value.

2. The system of claim 1 , wherein the processing units are further configured to determine a third value indicative of relative portion of the object visible in the viewport, by:

(A) determining (a) a plurality of points discretely distributed on the object, each point representing a section of the object; and (b) for each point of the points, if the point is visible to a user viewing the viewport; and

(B) dividing the size of the sections represented by the points determined to be visible, by the object size; and

wherein the viewability score is calculated also based on the third value.

3. The system of claim 2 , wherein the processing units are further configured to identify an object impression, indicative of the viewability of the object over a time period, during which a plurality of frames are displayed to a user, exceeding a threshold, wherein at least part of the frames include at least part of the object, and wherein the viewability score is calculated for each frame.

4. The system of claim 3 , wherein the processing units are further configured to perform the following to identify the object impression:

for each of the frames, calculate a frame object impression value, based on the object's viewability score calculated for the corresponding frame, and based on a time duration during which the corresponding frame is displayed.

5. The system of claim 3 , further comprising a line-of-sight determination device, wherein the processing units are further configured to perform the following for each frame of the frames, for identifying a focused object impression:

obtain a line-of-sight reading, designating a point on the viewport obtained from the line-of-sight determination device associated with the corresponding frame;

determine a distance between the object and the line-of-sight reading within the corresponding frame; and

calculate a frame object focused impression value, based on the object's viewability score calculated for the corresponding frame, based on the distance determined for the corresponding frame, and based on a time duration during which the corresponding frame is displayed.

6. The system of claim 5 , wherein the processing units are further configured to aggregate the frame focused object impression values calculated for the frames, giving rise to an aggregated focused object impression value, and wherein upon the aggregated focused object impression value exceeding a threshold, the focused object impression is identified.

7. The system of claim 3 , further comprising a line-of-sight determination device, wherein the object impression is verified upon a line-of-sight, designating a point on the viewport obtained from the line-of-sight determination device, being below a distance threshold from the object within the plurality of frames.

8. The system of claim 1 , wherein the processing units are further configured to determine a fourth value indicative of color resemblance between colors of one or more corresponding sections of the object and desired colors for the corresponding sections, and wherein the viewability score is calculated also based on the fourth value.

9. A method for calculating viewability scores of objects displayed within a viewport, the method comprising performing the following for at least one object of the objects:

determining, by one or more processing units, a first value indicative of a relative portion of the object from the viewport, by:

(A) determining (a) a plurality of points discretely distributed on the object, each point representing a section of the object; and (b) for each point of the points, if the point is visible to a user viewing the viewport; and

(B) dividing the size of the sections represented by the points determined to be visible, by the viewport's size;

determining, by the processing units, a second value indicative of content resemblance between an appearance of content within the object and desired appearance of the content, wherein the second value is determined by:

(iii) obtaining two or more color values each representing a color of a corresponding section of a plurality of sections of the object; and

(iv) calculating a ratio between at least one pair of the color values, wherein the second value is determined according to a difference between the ratio and an expected ratio; and,

calculating, by the processing units, a viewability score of the object, wherein the viewability score is calculated based on the first value and the second value.

10. The method of claim 9 , further comprising determining, by the processing units, a third value indicative of relative portion of the object visible in the viewport, by:

(A) determining (a) a plurality of points discretely distributed on the object, each point representing a section of the object; and (b) for each point of the points, if the point is visible to a user viewing the viewport; and

(B) dividing the size of the sections represented by the points determined to be visible, by the object size; and

wherein the viewability score is calculated also based on the third value.

11. The method of claim 10 , further comprising identifying, by the processing units, an object impression, indicative of the viewability of the object over a time period, during which a plurality of frames are displayed to a user, exceeding a threshold, wherein at least part of the frames include at least part of the object, and wherein the viewability score is calculated for each frame.

12. The method of claim 11 , further comprising performing the following to identify the object impression:

for each of the frames, calculating, by the processing units, a frame object impression value, based on the object's viewability score calculated for the corresponding frame, and based on a time duration during which the corresponding frame is displayed.

13. The method of claim 11 , further comprising performing, by the processing units, the following for each frame of the frames, for identifying a focused object impression:

obtaining a line-of-sight reading, designating a point on the viewport obtained from a line-of-sight determination device, associated with the corresponding frame;

determining a distance between the object and the line-of-sight reading within the corresponding frame; and

calculating a frame object focused impression value, based on the object's viewability score calculated for the corresponding frame, based on the distance determined for the corresponding frame, and based on a time duration during which the corresponding frame is displayed.

14. The method of claim 13 , further comprising aggregating, by the processing units, the frame focused object impression values calculated for the frames, giving rise to an aggregated focused object impression value, and wherein upon the aggregated focused object impression value exceeding a threshold, the focused object impression is identified.

15. The method of claim 11 , further comprising verifying the object impression upon a line-of-sight, designating a point on the viewport obtained from a line-of-sight determination device, being below a distance threshold from the object within the plurality of frames.

16. The method of claim 9 , further comprising determining, by the processing units, a fourth value indicative of color resemblance between colors of one or more corresponding sections of the object and desired colors for the corresponding sections, and wherein the viewability score is calculated also based on the fourth value.

17. A non-transitory computer readable storage medium having computer readable program code embodied therewith, the computer readable program code, executable by one or more processing units of a computer to perform a method for calculating viewability scores of objects displayed within a viewport, the method comprising performing the following for at least one object of the objects:

determining, by the processing units, a first value indicative of a relative portion of the object from the viewport, by:

(A) determining (a) a plurality of points discretely distributed on the object, each point representing a section of the object; and (b) for each point of the points, if the point is visible to a user viewing the viewport; and

(B) dividing the size of the sections represented by the points determined to be visible, by the viewport's size;

determining, by the processing units, a second value indicative of content resemblance between an appearance of content within the object and desired appearance of the content, wherein the second value is determined by:

obtaining two or more color values each representing a color of a corresponding section of a plurality of sections of the object; and

calculating a ratio between at least one pair of the color values, wherein the second value is determined according to a difference between the ratio and an expected ratio; and,

calculating, by the processing units, a viewability score of the object, wherein the viewability score is calculated based on the first value and the second value.