Valuation of invitational content slots based on user attentiveness

Abstract

Methods and arrangements are provided to valuate advertising slots for a client device based on events that are detected on the device. The cost of the advertising slots can vary according to the timing of the user interactions or according to different classifications for the client device that are determined based on the events. The cost of the advertising slot can be determined before or after the invitational content is provided to the client device.

We claim: 
     
         1 . A computer-implemented method comprising:
 receiving a request to fill an open slot for one or more content items, the open slot available to present the one or more content items within a first content item, the first content item reporting one or more events including a first user interaction,   wherein the open slot is associated with a cost window comprising a variable time period that starts after the first user interaction and runs during the presentation of the first content item until a second user interaction is detected on a client device, wherein the cost of the open slot decreases as time between the first user interaction and the second user interaction increases; and   determining to supply a second content item in response to the request to fill the open slot for the one or more content items when a campaign associated with the second content item can be fulfilled by providing the second content item at the cost of the open slot.   
     
     
         2 . The computer-implemented method of  claim 1 , wherein the cost window also includes a fixed time period, the fixed time period starts immediately after the first user interaction and the variable period of time starts after the fixed period of time and continues until the second user interaction is detected at the client device, wherein a respective cost associated with the fixed period of time is higher than a respective cost of the variable period of time. 
     
     
         3 . The computer-implemented method of  claim 2 , wherein the variable time period is triggered upon expiration of the fixed time period and terminates when the second user interaction is detected after the fixed period of time. 
     
     
         4 . The computer-implemented method of  claim 2 , wherein the fixed time period is based on an average period of time between events detected over a predetermined period of time. 
     
     
         5 . The computer-implemented method of  claim 2 , wherein the first user interaction comprises launching of an application at the client device, wherein the fixed time period is after the launching of the application at the client device. 
     
     
         6 . The computer-implemented method of  claim 2 , wherein the first user interaction comprises skipping a song in a music application, and wherein the fixed time period begins after the skipping of the song in the music application. 
     
     
         7 . The computer-implemented method of  claim 5 , wherein the first user interaction comprises interacting with a media item during playback of the media item in the application, wherein the first cost window comprises the fixed time period after interacting with the media item during playback of the media item. 
     
     
         8 . The computer-implemented method of  claim 1 , further comprising:
 obtaining the cost for the open slot prior to the determining to supply the second content item.   
     
     
         9 . A computing apparatus comprising:
 a processor; and   a memory storing instructions that, when executed by the processor, configure the apparatus to:   receive a request to fill an open slot for one or more content items, the open slot available to present the one or more content items within a first content item, the first content item reporting one or more events including a first user interaction, wherein the open slot is associated with a cost window comprising a variable time period that starts after the first user interaction and runs during the presentation of the first content item until a second user interaction is detected on a client device, wherein the cost of the open slot decreases as time between the first user interaction and the second user interaction increases; and   determine to supply a second content item in response to the request to fill the open slot for the one or more content items when a campaign associated with the second content item can be fulfilled by providing the second content item at the cost of the open slot.   
     
     
         10 . The computing apparatus of  claim 9 , wherein the cost window also includes a fixed time period, the fixed time period starts immediately after the first user interaction and the variable period of time starts after the fixed period of time and continues until the second user interaction is detected at the client device, wherein a respective cost associated with the fixed period of time is higher than a respective cost of the variable period of time. 
     
     
         11 . The computing apparatus of  claim 10 , wherein the variable time period is triggered upon expiration of the fixed time period and terminates when the second user interaction is detected after the fixed period of time. 
     
     
         12 . The computing apparatus of  claim 10 , wherein the fixed time period is based on an average period of time between events detected over a predetermined period of time. 
     
     
         13 . The computing apparatus of  claim 10 , wherein the first user interaction comprises launching of an application at the client device, wherein the fixed time period is after the launching of the application at the client device. 
     
     
         14 . The computing apparatus of  claim 10 , wherein the first user interaction comprises skip a song in a music application, and wherein the fixed time period begins after the skipping of the song in the music application. 
     
     
         15 . The computing apparatus of  claim 13 , wherein the first user interaction comprises interact with a media item during playback of the media item in the application, wherein the first cost window comprises the fixed time period after interacting with the media item during playback of the media item. 
     
     
         16 . The computing apparatus of  claim 1 , wherein the instructions further configure the apparatus to:
 obtain the cost for the open slot prior to the determining to supply the second content item.   
     
     
         17 . A non-transitory computer-readable storage medium, the computer-readable storage medium including instructions that when executed by a computer, cause the computer to:
 receive a request to fill an open slot for one or more content items, the open slot available to present the one or more content items within a first content item, the first content item reporting one or more events including a first user interaction,   wherein the open slot is associated with a cost window comprising a variable time period that starts after the first user interaction and runs during the presentation of the first content item until a second user interaction is detected on a client device, wherein the cost of the open slot decreases as time between the first user interaction and the second user interaction increases; and   determine to supply a second content item in response to the request to fill the open slot for the one or more content items when a campaign associated with the second content item can be fulfilled by providing the second content item at the cost of the open slot.   
     
     
         18 . The computer-readable storage medium of  claim 17 , wherein the cost window also includes a fixed time period, the fixed time period starts immediately after the first user interaction and the variable period of time starts after the fixed period of time and continues until the second user interaction is detected at the client device, wherein a respective cost associated with the fixed period of time is higher than a respective cost of the variable period of time. 
     
     
         19 . The computer-readable storage medium of  claim 18 , wherein the variable time period is triggered upon expiration of the fixed time period and terminates when the second user interaction is detected after the fixed period of time. 
     
     
         20 . The computer-readable storage medium of  claim 17 , wherein the instructions further configure the computer to:
 obtain the cost for the open slot prior to the determining to supply the second content item.