Method of generating web-based advertising inventory and targeting web-based advertisements

• US 10,796,341 B2
• Filed: 03/05/2015
• Issued: 10/06/2020
• Est. Priority Date: 03/11/2014
• Status: Active Grant

• Current Assignee: Realeyes Ou
• Original Assignee: Realeyes Ou
• Inventors: Hajiyev, Elnar, Salo, Martin
• Primary Examiner(s): Brown, Alvin L
• Application Number:
  US15/123,915
• Publication Number:
  US 20170018008A1
• Time in Patent Office: 2,042 Days
• Field of Search: None
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Embodiments of the invention provide analytics in regard to behavioural data for improved computer-resource utilization, more particularly, in connection with a computer-implemented method of using behavioural data collected for a user (and in particular emotional response data obtained from facial images of the user) to generate or otherwise control ad inventory or ad display on the fly.

Claims

1. A method of generating web-based advertising inventory, the method comprising:

collecting, at a networked computing device, behavioral data for a user during playback of media content on the networked computing device, wherein the playback of media content is associated with an online digital asset that is capable of displaying advertising content;

evaluating, by the networked computing device, a user engagement criterion using the collected behavioral data to generate data representative of one or more emotional states of the user which indicate the user'"'"'s engagement with the media content;

determining, using the data representative of one or more emotional states of the user, if a predetermined condition is satisfied;

generating an ad inventory if the data representative of one or more emotional states of the user satisfies the predetermined condition, wherein the ad inventory comprises a data structure that identifies properties of an opportunity to display a web-based advertisement in the online digital asset; and

notifying, by the networked computing device, a remote ad server or ad exchange of the generated ad inventory.

2. The method according to claim 1, wherein evaluating the user engagement criterion comprises:

generating an engagement metric value that is indicative of the user'"'"'s engagement with the media content; and

comparing the extracted engagement metric value with a predetermined threshold.

3. The method according to claim 1, wherein the step of evaluating the user engagement criterion is performed periodically throughout playback of the media content.

4. The method according to claim 1, wherein the step of evaluating the user engagement criterion comprises calculating the time evolution of the user engagement criterion over a predetermined period of data within the duration of the media content.

5. The method according to claim 1, wherein collecting behavioral data comprises executing a data collection module on the networked computing device.

6. The method according to claim 5, wherein the data collection module performs the steps of evaluating the user engagement criterion and generating the ad inventory.

7. The method according to claim 1, comprising determining a property of the ad inventory based on the collected behavioral data.

8. The method according to claim 7, wherein the determined property is selected from the group consisting of:

duration, type, and size.

9. The method according to claim 1 comprising generating an ad inventory profile parameter based on the collected behavioral data, wherein the generated ad inventory includes the ad inventory profile parameter.

10. The method according to claim 1, wherein collecting the behavioral data comprises obtaining facial images of the user during the playback of media content through use of a webcam connected to the networked computing device.

11. The method according to claim 1, wherein the data structure defines a size and position of a frame or window for displaying the web-based advertisement in the online digital asset.