US 11,812,105 B2
System and method for collecting data to assess effectiveness of displayed content
Elnar Hajiyev, Tallinn (EE); and Martin Salo, Tallinn (EE)
Assigned to Realeyes OÜ, Tallinn (EE)
Appl. No. 17/633,687
Filed by Realeyes OÜ, Tallinn (EE)
PCT Filed Aug. 12, 2020, PCT No. PCT/EP2020/072590
§ 371(c)(1), (2) Date Feb. 8, 2022,
PCT Pub. No. WO2021/028463, PCT Pub. Date Feb. 18, 2021.
Claims priority of application No. 1911564 (GB), filed on Aug. 13, 2019.
Prior Publication US 2022/0321955 A1, Oct. 6, 2022
Int. Cl. H04N 21/442 (2011.01); H04N 21/466 (2011.01); H04N 21/658 (2011.01); H04N 21/437 (2011.01); H04N 21/81 (2011.01)
CPC H04N 21/44222 (2013.01) [H04N 21/437 (2013.01); H04N 21/44218 (2013.01); H04N 21/4667 (2013.01); H04N 21/6582 (2013.01); H04N 21/812 (2013.01)] 19 Claims
OG exemplary drawing
 
12. A computer-implemented method of collecting data for determining attention paid to a display of content, the method comprising:
displaying content on a client device, wherein displaying the content comprises:
accessing, by the client device over the network, a webpage on a web domain hosted by a content server, wherein accessing the webpage includes obtaining a contextual data initiation script for execution on the client device; and
receiving, by the client device over the network, the content to be displayed by the webpage;
injecting, by an intermediary on the network between the content server and client device, the contextual data initiation script into source code of the webpage;
executing the contextual data initiation script at the client device;
transmitting, from the client device over a network to an analysis server, contextual attribute data that is indicative of an interaction of a user with the client device and the webpage during display of the content;
collecting, at the client device, behavioural data of the user during display of the content;
applying the behavioural data to a classification algorithm to generate attention data for the user, wherein the classification algorithm is a machine learning algorithm trained to map behavioural data to an attentiveness parameter, and wherein the attention data is indicative of variation of the attentiveness parameter over time during display of the content;
synchronising, at the analysis server, the attention data with the contextual attribute data to generate an effectiveness data set that links evolution over time of the attentiveness parameter with corresponding contextual attribute data obtained during display of the content; and
storing the effectiveness data set in a data store,
wherein upon executing the contextual data initiation script, the method further includes:
determining consent to transmit the contextual attribute data and behavioural data to the analysis server;
determining availability of a device for collecting the behavioural data; and
ascertaining whether or not the user is selected for behavioural data collection,
wherein the method further comprises terminating a behavioural data collection procedure upon determining, by the client device using the contextual data initiation script, that:
(i) consent to transmit behavioural data is withheld, or
(ii) a device for collecting the behavioural data is not available, or
(iii) the user is not selected for behavioural data collection.