System and method for dynamic content delivery based on gaze analytics

• US 10,365,714 B2
• Filed: 04/30/2018
• Issued: 07/30/2019
• Est. Priority Date: 10/31/2013
• Status: Active Grant

• Current Assignee: Sync Think, Inc.
• Original Assignee: Sync Think, Inc.
• Inventors: Ghajar, Jamshid
• Primary Examiner(s): Davis, Tony O
• Application Number:
  US15/967,440
• Publication Number:
  US 20180314328A1
• Time in Patent Office: 456 Days
• Field of Search: 345156
• CPC Class Codes: G06F 2203/011 Emotion or mood input determined on the basis of sensed human body parameters such as pulse, heart rate or beat, temperature of skin, facial expressions, iris, voice pitch, brain activity patterns
• CPC Class Codes: G06F 3/005 Input arrangements through a video camera
• CPC Class Codes: G06F 3/013 Eye tracking input arrangements G06F3/015 takes precedence
• CPC Class Codes: G06F 3/0482 Interaction with lists of selectable items, e.g. menus

Abstract

A method of presenting content to a subject based on eye position measurements includes presenting the subject with content. While presenting the content to the subject, one or more of the subject'"'"'s eye positions is measured. The method includes continuously performing the operations of: generating an attention metric using the one or more measured eye positions; based on the attention metric, determining an attention state of the subject; and determining a trajectory of the one or more eye positions. In accordance with detecting a change in the attention state of the subject, the presentation of the content is modified based on the trajectory of the one or more eye positions so as to present different content than if the attention state of the subject had remained the not attending state.

Claims

1. A method of presenting content to a subject based on eye position measurements, comprising:

presenting the subject with content;

while presenting the content to the subject;

measuring one or more of the subject'"'"'s eye positions;

continuously performing the operations of;

generating an attention metric using the one or more measured eye positions;

based on the attention metric, determining an attention state of the subject;

determining a locus of attention using the one or more measured eye positions;

determining a trajectory of the locus of attention; and

in accordance with the attention state of the subject being an attending state, modifying the presentation of the content based on the trajectory of the locus of attention so as to present different content than if the attention state of the subject were a not attending state.

2. The method of claim 1, wherein:

the presentation of the content is modified in accordance with detecting a change in the attention state of the subject from the not attending state to the attending state; and

the content is modified, based on the trajectory of the one or more eye positions, so as to present different content than if the attention state of the subject had remained in the not attending state.

3. The method of claim 2, wherein:

before detecting the change in the attention state of the subject, the content is provided statically; and

modifying the content comprises transitioning through the content at a rate corresponding to a numerical value of the attention metric.

4. The method of claim 2, wherein:

before detecting the change in the attention state of the subject, the content is provided statically; and

modifying the content comprises transitioning through the content at a predefined constant rate.

5. The method of claim 1, wherein:

presenting the subject with the content includes displaying visual content on a display; and

modifying the presentation of the content based on the trajectory of the locus of attention includes modifying the presentation of the visual content at a location on the display that is selected based on the trajectory of the locus of attention.

6. The method of claim 1, wherein:

the content includes an advertisement; and

the method further includes generating a cost-per-action metric.

7. The method of claim 1, wherein the attention metric is a variability metric.

8. The method of claim 1, wherein the attention state of the user, over time, is one of an about-to-attend state, the attending state, or the not attending state.

9. The method of claim 1, wherein modifying the presentation of the content based on the trajectory of the locus of attention includes modifying the presentation of the content in accordance with a determination that the locus of attention is moving toward the content.

10. A system for presenting content to a subject based on eye position measurements, comprising:

one or more sensors for measuring one or more of the subject'"'"'s eye positions;

one or more processors;

memory; and

one or more programs stored in the memory, the one or more programs comprising instructions that when executed by the one or more processors cause the system to;

present the subject with content;

while presenting the content to the subject;

measure one or more of the subject'"'"'s eye positions;

continuously perform the operations of;

generating an attention metric using the one or more measured eye position;

based on the attention metric, determining an attention state of the subject;

determining a locus of attention using the one or more measured eye positions;

determining a trajectory of the locus of attention; and

in accordance with the attention state of the subject being an attending state, modify the presentation of the content based on the trajectory of the locus of attention, so as to present different content than if the attention state of the subject were a not attending state.

11. The system of claim 10, wherein:

the presentation of the content is modified in accordance with detecting a change in the attention state of the subject from the not attending state to the attending state; and

the content is modified, based on the trajectory of the locus of attention, so as to present different content than if the attention state of the subject had remained in the not attending state.

12. The system of claim 11, wherein:

before detecting the change in the attention state of the subject, the content is provided statically; and

modifying the content comprises transitioning through the content at a rate corresponding to a numerical value of the attention metric.

13. The system of claim 11, wherein:

before detecting the change in the attention state of the subject, the content is provided statically; and

modifying the content comprises transitioning through the content at a predefined constant rate.

14. The system of claim 10, wherein:

presenting the subject with the content includes displaying visual content on a display; and

modifying the presentation of the content based on the trajectory of the locus of attention includes modifying the presentation of the visual content at a location on the display that is selected based on the trajectory of the locus of attention.

15. The system of claim 10, wherein:

the content includes an advertisement; and

the one or more programs comprise instructions that cause the system to generate a cost-per-action metric.

16. The system of claim 10, wherein the attention metric is a variability metric.

17. The system of claim 10, wherein the attention state is one of an about-to-attend state, the attending state, or the not attending state.

18. The system of claim 10, wherein modifying the presentation of the content based on the trajectory of the locus of attention includes modifying the presentation of the content in accordance with a determination that the locus of attention is moving toward the content.

19. A non-transitory computer readable storage medium storing one or more programs, the one or more programs comprising instructions, which when executed by an electronic system with one or more sensors for measuring eye position, cause the system to:

present the subject with content;

while presenting the content to the subject;

measure one or more of the subject'"'"'s eye positions;

continuously perform the operations of;

generating an attention metric using the one or more measured eye positions;

based on the attention metric, determining an attention state of the subject; and

determining a locus of attention using the one or more measured eye positions;

determining a trajectory of the locus of attention; and

in accordance with the attention state of the subject being an attending state, modify the presentation of the content based on the trajectory of the locus of attention so as to present different content than if the attention state of the subject were a not attending state.

20. The non-transitory computer readable storage medium of claim 19, wherein modifying the presentation of the content based on the trajectory of the locus of attention includes modifying the presentation of the content in accordance with a determination that the locus of attention is moving toward the content.