Digital content delivery based on measured viewability of a displayed content insertion field
When a server serves web pages and/or software application pages with digital ads to client devices, a system determines viewability scores for individual ad insertion spaces on the pages. The system determines viewability scores for each field based on the time at which at least a threshold percentage or ratio of the field's pixels where viewable and not off-screen or obscured by another open window. The system or the server may then select digital ads to serve to each field based on the field's viewability score.
1. A method of determining viewability of an ad insertion field of a user interface that is displayed on a client electronic device, the method comprising, by one or more servers:
communicating with a client electronic device that is outputting an instance of a user interface that is being served to a client application of the client electronic device by an ad server or web server, wherein the user interface includes a plurality of ad insertion fields;
identifying a first ad insertion field of the ad insertion fields that are included in the user interface;
querying the client application for the first ad insertion field to come into existence on the user interface;
determining that the first ad insertion field has come into existence on the user interface;
after determining that the first ad insertion field has come into existence on the user interface, determining whether code to render an ad has been loaded into the first ad insertion field; and
after the code to render an ad has been loaded into the first ad insertion field, determining a viewability score for the first ad insertion field.
2. The method of claim 1 , further comprising:
receiving, from the client electronic device, an indicator of visibility of a window of a screen via which the user interface is being presented; and
if the indicator of visibility indicates that the window is hidden, continuing to query the client application until either (i) the client electronic device returns an indicator of visibility that indicates that the window is not hidden, or (ii) a digital advertisement is no longer associated with the first ad insertion field;
wherein determining the viewability score for the first ad insertion field comprises, after receiving an indicator of visibility that indicates that the window is not hidden, querying the client electronic device to return a measurement of an amount of the first ad insertion field that is being output by the screen.
3. The method of claim 2 , wherein the measurement of the amount of the first ad insertion field that is being output by the screen comprises one or more of the following:
a number of pixels that are output by the screen;
a percentage of the total number of pixels that make up the first ad insertion field; or
a ratio of the number of pixels that are being output by the screen to the total number of pixels that make up the first ad insertion field.
4. The method of claim 2 , wherein determining the viewability score for the first ad insertion field of the user interface further comprises:
if the measurement of the amount is less than a threshold, continuing to query the client electronic device to return the indicator of visibility until either (i) the measurement of the amount equals or exceeds the threshold, or (ii) the digital advertisement is no longer associated with the first ad insertion field; and
if the measurement of the amount equals or exceeds the threshold, starting a counter to measure a time that the digital advertisement is displayed on the screen until either (i) the measurement of the amount is less than the threshold, or (ii) the digital advertisement is no longer associated with the first ad insertion field.
5. The method of claim 1 , further comprising, by the ad server or web server:
selecting a digital advertisement having a viewability parameter equal to or less than the viewability score for the first ad insertion field; and
serving the selected digital advertisement to the first ad insertion field.
6. The method of claim 5 , wherein selecting the digital advertisement also comprises ensuring that the digital advertisement has one or more targeting parameters that correspond to one or more audience parameters of the client electronic device.
7. The method of claim 5 , further comprising, by the ad server or web server:
managing a campaign that comprises:
a time period,
a set of digital advertisements, and
an overall viewability threshold that comprises a measurement of viewability of all digital advertisements from the set that are served to client electronic devices over the time period; and
wherein selecting the digital advertisement having a viewability parameter that is consistent with the viewability score for the first ad insertion field comprises:
selecting a digital advertisement that is associated with the campaign if the viewability score for the first ad insertion field will not cause a collective measurement of viewability of digital advertisements served in the campaign to drop below the overall viewability threshold, otherwise selecting an alternative digital advertisement that is not associated with the campaign.
8. The method of claim 1 , further comprising, after a digital advertisement has been served to the client electronic device via the first ad insertion field of the user interface:
receiving, from the client electronic device, a measurement of the first ad insertion field that was output by a screen while the selected digital advertisement was in the first ad insertion field; and
updating the viewability score for the first ad insertion field based on the received measurement.
9. The method of claim 7 , further comprising, after a digital advertisement has been served to the client electronic device via the first ad insertion field:
receiving, from the client electronic device, a measurement of the first ad insertion field that was output by a screen while the selected digital advertisement was in the first ad insertion field; and
updating the collective measurement of viewability based on the received measurement.
10. A system for determining viewability of an ad insertion field of a user interface that is displayed on a client electronic device, the system comprising:
a solution scoring file host server that comprises a processor, memory and programming instructions that are configured to cause the solution scoring file host server to:
identify a first ad insertion field,
query a client electronic device that is outputting a user interface that is served to a client application running on the client electronic device by an ad server or web server, wherein the user interface includes a plurality of ad insertion fields, to return an indication that the first ad insertion field has come into existence on the user interface,
after the indication is returned, determine that the first ad insertion field has come into existence on the user interface,
after determining that the first ad insertion field has come into existence on the user interface, determine whether code to render an ad has been loaded into the first ad insertion field,
after the code to render an ad has been loaded into the first ad insertion field, determine a viewability score for the first ad insertion field, and
send the viewability score to the ad server, web server or both.
11. The system of claim 10 , wherein the solution scoring file host server further comprises additional programming instructions to:
receive, from the client electronic device, an indicator of visibility of a window of a screen via which the user interface is being presented; and
if the indicator of visibility indicates that the window is hidden, continue to query the client application until either (i) the client electronic device returns an indicator of visibility that indicates that the window is not hidden, or (ii) a digital advertisement is no longer associated with the first ad insertion field;
wherein the instructions to determine the viewability score for the first ad insertion field comprise instructions to, after receiving an indicator of visibility that indicates that the window is not hidden, query the client electronic device to return a measurement of an amount of the first ad insertion field that is being output by the screen.
12. The system of claim 11 , wherein the measurement of the amount of the first ad insertion field that is being output by the screen comprises one or more of the following:
a number of pixels that are output by the screen;
a percentage of the total number of pixels that make up the first ad insertion field; or
a ratio of the number of pixels that are being output by the screen to the total number of pixels that make up the first ad insertion field.
13. The system of claim 11 , wherein the programming instructions to determine the viewability score for the first ad insertion field of the user interface further comprise instructions to:
if the measurement of the amount is less than a threshold, continuing to query the client electronic device to return the indicator of visibility until either (i) the measurement of the amount equals or exceeds the threshold, or (ii) the digital advertisement is no longer associated with the first ad insertion field; and
if the measurement of the amount equals or exceeds the threshold, starting a counter to measure a time that the digital advertisement is displayed on the screen until either (i) the measurement of the amount is less than the threshold, or (ii) the digital advertisement is no longer associated with the first ad insertion field.
14. The system of claim 10 , further comprising the ad server or the web server, wherein the ad server or web server comprises programming instructions to:
select a digital advertisement having a viewability parameter equal to or less than the viewability score for the first ad insertion field; and
serve the selected digital advertisement to the first ad insertion field.
15. The system of claim 14 , wherein the programming instructions to select the digital advertisement also comprise instructions to ensure that the digital advertisement has one or more targeting parameters that correspond to one or more audience parameters of the client electronic device.
16. The system of claim 14 , further comprising additional programming instructions that are configured to cause the ad server or web server to:
manage a campaign that comprises:
a time period,
a set of digital advertisements, and
an overall viewability threshold that comprises a measurement of viewability of all digital advertisements from the set that are served to client electronic devices over the time period; and
wherein the programming instructions to select the digital advertisement having a viewability parameter that is consistent with the viewability score for the first ad insertion field comprise instructions to:
select a digital advertisement that is associated with the campaign if the viewability score for the first ad insertion field will not cause a collective measurement of viewability of digital advertisements served in the campaign to drop below the overall viewability threshold, otherwise select an alternative digital advertisement that is not associated with the campaign.
17. The system of claim 10 , wherein the solution scoring file host server further comprises additional programming instructions to, after a digital advertisement has been served to the client electronic device via the first ad insertion field of the user interface:
receive, from the client electronic device, a measurement of the first ad insertion field that was output by a screen while the selected digital advertisement was in the first ad insertion field; and
update the viewability score for the first ad insertion field based on the received measurement.
18. The system of claim 16 , wherein the solution scoring file host server further comprises additional programming instructions to, after a digital advertisement has been served to the client electronic device via the first ad insertion field:
receive, from the client electronic device, a measurement of the first ad insertion field that was output by a screen while the selected digital advertisement was in the first ad insertion field; and
update the collective measurement of viewability based on the received measurement.
19. A method of determining viewability of an ad insertion field of a user interface that is displayed on a client electronic device, the method comprising, by one or more servers:
communicating with a client electronic device that is outputting an instance of a user interface that is being served to the client electronic device by an ad server or a web server, wherein the user interface includes a plurality of ad insertion fields;
identifying a first ad insertion field of the ad insertion fields that are included in the user interface;
querying the user interface for the first ad insertion field to come into existence on the user interface;
receiving, from the client electronic device, an indicator of visibility of a window of a screen via which the user interface is being presented;
in response to the indicator of visibility indicating that the window is hidden, continuing to query the user interface until either (i) the client electronic device returns an indicator of visibility that indicates that the window is not hidden, or (ii) a digital advertisement is no longer associated with the first ad insertion field; and
querying a solution scoring file host for a viewability score for the ad insertion field, wherein the viewability score comprises a measurement of the viewability of the ad insertion field from previously served instances of the user interface.
20. The method of claim 1 , wherein determining whether code to render an ad has been loaded into the first ad insertion field comprises determining that the first ad insertion field has come into existence on the user interface before displaying a digital advertisement.
21. The method of claim 1 , wherein determining whether code to render an ad has been loaded into the first ad insertion field comprises examining the contents of the first ad insertion field.