Digital Content Delivery Based on Measured Viewability of a Displayed Content Insertion Field

Abstract

When a server serves web pages and/or software application pages with digital ads to client devices, a system determines viewability scores for individual ad insertion spaces on the pages. The system determines viewability scores for each field based on the time at which at least a threshold percentage or ratio of the field's pixels where viewable and not off-screen or obscured by another open window. The system or the server may then select digital ads to serve to each field based on the field's viewability score.

1 . A method of determining viewability of an ad insertion field of a user interface that is displayed on a client electronic device, the method comprising, by one or more servers:
 communicating with a client electronic device that is outputting an instance of a user interface that is being served to a client application of the client electronic device by an ad server or web server, wherein the user interface includes a plurality of ad insertion fields;   identifying a first ad insertion field of the ad insertion fields that are included in the user interface;   querying the client application for the first ad insertion field to come into existence on the user interface;   determining that the first ad insertion field has come into existence on the user interface;   after determining that the first ad insertion field has come into existence on the user interface, determining whether code to render an ad has been loaded into the first ad insertion field; and   after the code to render an ad has been loaded into the first ad insertion field, determining a viewability score for the first ad insertion field.