Method for serving interactive digital advertising content to a user within a streaming platform

1. A method comprising:

during a first pause event that pauses playback of a primary content stream at a first frame in a digital video in the primary content stream, the primary content stream viewed on a display of a primary device accessed by a user, triggering playback of a first video advertisement in a secondary content stream within an image player arranged within a first subregion of the display; and

during playback of the first video advertisement during the first pause event:

rendering a first digital identifier within a second subregion of the display, the first digital identifier comprising:

a first pointer to a first electronic document comprising content associated with the first video advertisement; and

a device code associated with the primary device; and

in response to a first scan event that captures the first digital identifier and initiated at a secondary device accessed by the user and distinct from the primary device:

receiving a first request for content from the secondary device, the first request specifying the first identifier; and

in response to the first request specifying the first identifier:

triggering the secondary device to navigate to the first electronic document based on the first pointer;

pausing playback of the first video advertisement within the secondary content stream based on the device code;

rendering the first frame in the digital video within the display of the primary device in replacement of the secondary content stream; and

triggering playback of the digital video in the primary content stream at the primary device.

2. The method of claim 1 , further comprising:

accessing a set of engagement data representing user interactions with content presented within the first electronic document; and

characterizing engagement of the user with the first video advertisement based on the first scan event and the set of engagement data.

3. The method of claim 1 , further comprising:

in response to triggering playback of the digital video in the primary content stream at the primary device in response to the first request specifying the first identifier:

flagging a first skip event for a streaming session comprising the first pause event; and

updating a quantity of skip events flagged during the streaming session based on the first skip event;

during a second pause event that pauses playback of the primary content stream at a second frame in the digital video, the second pause event succeeding the first pause event within the streaming session, triggering playback of a second video advertisement in the secondary content stream within the image player; and

during playback of the second video advertisement:

rendering a second digital identifier within the second subregion of the display, the second digital identifier comprising:

a second pointer to a second electronic document comprising content associated with the second video advertisement; and

the device code associated with the primary device; and

in response to a second scan event that captures the second digital identifier and initiated at the secondary device:

receiving a second request for content from the secondary device, the second request specifying the second identifier; and

in response to the second request specifying the second identifier:

triggering the secondary device to navigate to the second electronic document based on the second pointer;

accessing the quantity of skip events recorded during the streaming session; and

in response to the quantity exceeding a threshold quantity, continuing playback of the second video advertisement within the image player at the primary device.

4. The method of claim 1 :

wherein triggering playback of the first video advertisement comprises:

at a first time, triggering playback of the first video advertisement from a first frame, in a sequence of frames, of the first video advertisement; and

at the first time, initiating a timer for a fixed duration; and

wherein rendering the first digital identifier within the second subregion of the display during the first pause event comprises, in response to expiration of the timer, rendering the first digital identifier within the second subregion of the display.

5. The method of claim 1 :

wherein triggering playback of the first video advertisement during the first pause event comprises triggering playback of the first video advertisement during the first pause event within a viewing window of a fixed duration;

wherein rendering the first digital identifier within the second subregion of the display during the first pause event comprises:

accessing a quantity of skip events recorded during the viewing window; and

in response to the quantity falling below a threshold quantity defined for the viewing window, rendering the first digital identifier within the second subregion of the display; and

further comprising:

during a second pause event that pauses playback of the primary content stream at a second frame in a second digital video in the primary content stream, triggering playback of a second video advertisement in the secondary content stream within the image player, the second pause event within the viewing window; and

during playback of the second video advertisement, in response to the quantity of skip events exceeding the threshold, withholding rendering of a second digital identifier within the second subregion of the display, the second digital identifier comprising a second pointer to a second electronic document comprising content associated with the second video advertisement and the device code associated with the primary device.

6. The method of claim 1 :

wherein receiving the first request for content from the secondary device comprises receiving the first request for content from the secondary device, the first request specifying the first identifier, comprising the device code associated with the primary device, and a second identifier associated with the secondary device; and

further comprising, in response to the first request specifying the first identifier and the second identifier:

accessing a user profile, in a population of user profiles, associated with the user based on the device code; and

associating the second identifier associated with the secondary device with the user profile.

7. The method of claim 1 , wherein triggering the secondary device to navigate to the first electronic document comprises triggering the secondary device to navigate to the first electronic document comprising a digital shopping cart configured to enable purchase of products associated with the first video advertisement.

8. The method of claim 1 :

wherein pausing playback of the first video advertisement within the secondary content stream comprises pausing playback of the first video advertisement at a first frame, in a sequence of frames, of the first video advertisement within the secondary content stream; and

wherein triggering the secondary device to navigate to the first electronic document further comprises:

triggering the secondary device to navigate to the first electronic document comprising a second image player loaded with frames of the first video advertisement;

rendering the first frame of the first video advertisement within the second image player; and

triggering playback of the first video advertisement, from the first frame, within the second image player.

9. The method of claim 1 , further comprising:

deriving a first engagement metric, in a set of engagement metrics, representing user engagement with the first video advertisement based on the first scan event;

accessing a set of engagement data captured at the secondary device and representing user interactions with content presented within the first electronic document;

deriving a second engagement metric, in the set of engagement metrics, representing user engagement with the first electronic document based on the set of engagement data;

storing the set of engagement metrics in a session packet associated with the first pause event; and

storing the session packet in a first user profile, in a population of user profiles, associated with the user.

10. The method of claim 1 :

wherein triggering the secondary device to navigate to the first electronic document comprises triggering the secondary device to navigate to the first electronic document comprising a selectable feature configured to trigger termination of playback of the first video advertisement responsive to selection at the secondary device based on the device code; and

wherein pausing playback of the first video advertisement within the secondary content stream comprises pausing playback of the first video advertisement within the secondary content stream in response to selection of the selectable feature within the first electronic document.

11. The method of claim 2 :

wherein characterizing engagement of the user with the first video advertisement based on the first scan event and the set of engagement data comprises deriving a set of engagement metrics representing engagement of the user with the first video advertisement based on the first scan event and the set of engagement data; and

further comprising, based on the set of engagement metrics, selecting a second video advertisement, in a set of video advertisements, for presenting to the user in the secondary content stream during a second pause event that pauses playback of the primary content stream at a second frame in the digital video, the second pause event succeeding the first pause event.

12. The method of claim 6 :

wherein triggering playback of the first video advertisement in the secondary content stream during the first pause event that pauses playback of the primary content stream comprises triggering playback of the first video advertisement in the secondary content stream during the first pause event that pauses playback of the primary content stream associated with the first user profile; and

further comprising:

during a second pause event that pauses playback of a second primary content stream at a second frame in a second digital video in the second primary content stream, triggering playback of a second video advertisement in a second secondary content stream within the image player arranged within the display, the second primary content stream viewed on the display of the primary device accessed by a second user and associated with a second user profile associated with the second user; and

during playback of the second video advertisement during the second pause event:

rendering a second digital identifier within the second subregion of the display, the second digital identifier comprising:

a second pointer to a second electronic document comprising content associated with the second video advertisement; and

the device code associated with the primary device; and

in response to a second scan event that captures the second digital identifier and initiated at a second secondary device accessed by the second user and distinct from the primary device:

receiving a second request for content from the second secondary device, the second request specifying the first identifier and a third identifier associated with the second secondary device; and

in response to the second request specifying the first identifier:

 in response to the second request specifying the third identifier, associating the third identifier with the second user profile;

 triggering the second secondary device to navigate to the second electronic document based on the second pointer;

 pausing playback of the second video advertisement within the second secondary content stream based on the device code;

 rendering the second frame in the second digital video within the display of the primary device in replacement of the second secondary content stream; and

 triggering playback of the second digital video in the second primary content stream at the primary device.

13. The method of claim 8 , further comprising, characterizing engagement of the user with the first video advertisement based on the first scan event and a first quantity of frames, in the sequence of frames, of the first video advertisement viewed by the user within the first electronic document.

14. A method comprising:

during a first pause event that pauses playback of a digital video viewed on a display of a primary device:

loading frames of a first video advertisement into an image player arranged within a first subregion of the display;

triggering playback of the first video advertisement within the image player; and

rendering a first digital identifier within a second subregion of the display, the first digital identifier comprising a first pointer to a first electronic document comprising content associated with the first video advertisement;

during playback of the first video advertisement during the first pause event, in response to a first scan event that captures the first digital identifier and initiated at a secondary device distinct from the primary device:

triggering the secondary device to navigate to the first electronic document based on the first pointer;

pausing playback of the first video advertisement based on the first digital identifier; and

triggering playback of the digital video, in replacement of the first video advertisement, at the primary device; and

in response to triggering the secondary device to navigate to the first electronic document:

accessing a first set of engagement data representing user interactions with content presented within the first electronic document;

deriving a first engagement metric representing user engagement with the first video advertisement based on the first scan event; and

deriving a second engagement metric representing user engagement with the first electronic document based on the first set of engagement data.

15. The method of claim 14 , further comprising:

storing the first engagement metric in a first session packet associated with the first pause event;

storing the second engagement metric in the first session packet; and

storing the first session packet, in a series of session packets, in a user profile, in a population of user profiles, associated with the user.

16. The method of claim 14 :

wherein triggering playback of the first video advertisement within the image player comprises triggering playback of the first video advertisement within the image player at a first time;

wherein pausing playback of the first video advertisement in response to the first scan event initiated at the secondary device comprises pausing playback of the first video advertisement in response to the first scan event initiated at the secondary device at a second time succeeding the first time by a first duration; and

wherein deriving the first engagement metric representing user engagement with the first video advertisement based on the first scan event comprises deriving the first engagement metric representing user engagement with the first video advertisement based on the first scan event and the first duration.

17. The method of claim 14 , further comprising:

based on the set of engagement metrics, selecting a second video advertisement, in a set of video advertisements, for presenting to the user within the secondary content stream; and

during a second pause event that pauses playback of the primary content stream at a second frame in the digital video, the second pause event succeeding the first pause event:

triggering playback of the second video advertisement in the secondary content stream within the image player; and

during playback of the second video advertisement during the second pause event, rendering a second digital identifier within the second subregion of the display, the second digital identifier comprising:

a second pointer to a second electronic document comprising content associated with the second video advertisement; and

the device code associated with the primary device.

18. The method of claim 17 :

wherein triggering playback of the first video advertisement in the secondary content stream comprises triggering playback of the first video advertisement, in a first campaign associated with a first brand, in the secondary content stream; and

wherein selecting the second video advertisement for presenting to the user within the secondary content stream based on the set of engagement metrics comprises, based on the set of engagement metrics, selecting the second video advertisement, in the first campaign associated with the first brand, for presenting to the user within the secondary content stream.

19. The method of claim 17 :

wherein triggering playback of the first video advertisement in the secondary content stream comprises triggering playback of the first video advertisement, in a first campaign associated with a first brand, in the secondary content stream; and

wherein selecting the second video advertisement for presenting to the user within the secondary content stream based on the set of engagement metrics comprises, based on the set of engagement metrics, selecting the second video advertisement, in a second campaign associated with a second brand, for presenting to the user within the secondary content stream, the second campaign distinct from the first campaign.

20. A method comprising:

during a pause event that pauses playback of a digital video in a primary content stream rendered within a display of a primary device:

triggering playback of a video advertisement in a secondary content stream within an image player arranged within a first subregion of the display, the secondary content stream rendered in replacement of the primary content stream during the pause event; and

rendering a digital identifier within a second subregion of the display, the digital identifier comprising a pointer to an electronic document comprising content associated with the video advertisement; and

during playback of the video advertisement during the pause event, in response to a first scan event that captures the digital identifier and initiated at a secondary device distinct from the primary device:

pausing playback of the video advertisement;

rendering the first frame in the digital video within the display of the primary device in replacement of the secondary content stream;

triggering playback of the digital video in the primary content stream at the primary device; and

triggering the secondary device to navigate to the electronic document based on the pointer.