System and Method for Dynamic Content Delivery Based on Gaze Analytics

• US 20180314328A1
• Filed: 04/30/2018
• Published: 11/01/2018
• Est. Priority Date: 10/31/2013
• Status: Active Grant

• Current Assignee: Sync Think, Inc.
• Original Assignee: Sync Think, Inc.
• Inventors: Ghajar, Jamshid
• Granted Patent: US 10,365,714 B2
• Time in Patent Office: Days
• 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; and

determining a trajectory of the one or more eye positions; 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 one or more eye positions 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 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 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 one or more eye positions includes modifying the presentation of the visual content at a location on the display that is selected based on the trajectory of the one or more eye positions.

6. The method of claim 1, including:

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

modifying the presentation of the content in accordance with the continuously generated locus of attention.

7. The method of claim 6, including:

while continuously determining the locus of attention, determining a trajectory of the locus of attention using the continuously determined locus of attention;

wherein the presentation of the content is modified in accordance with the determined trajectory of the locus of attention.

8. The method of claim 6, wherein:

the content includes an advertisement; and

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

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

10. 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.

11. 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 positions;

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

determining a trajectory of the one or more eye positions; 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 one or more eye positions so as to present different content than if the attention state of the subject were a not attending state.

12. The system of claim 11, 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.

13. The system of claim 11, 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 one or more eye positions includes modifying the presentation of the visual content at a location on the display that is selected based on the trajectory of the one or more eye positions.

14. The system of claim 11, wherein the one or more programs comprise instructions that cause the system to:

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

modify the presentation of the content in accordance with the continuously generated locus of attention.

15. The system of claim 14, wherein the one or more programs comprise instructions that cause the system to:

while continuously determining the locus of attention, determining a trajectory of the locus of attention using the continuously determined locus of attention;

wherein the presentation of the content is modified in accordance with the trajectory of the locus of attention.

16. The system of claim 14, 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.

17. The system of claim 11, wherein the attention metric is a variability metric.

18. The system of claim 11, wherein the attention state is one of an about-to-attend state, the attending state, or the not attending state.

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 trajectory of the one or more eye positions; 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 one or more eye positions so as to present different content than if the attention state of the subject were a not attending state.