Foursquare Labs has patented a system to determine user exposure to physical object content like billboards. By analyzing device location and object placement information, exposure probabilities are computed based on user perception. This data can be used to attribute user engagements to earlier content exposures. GlobalData’s report on Foursquare Labs gives a 360-degree view of the company including its patenting strategy. Buy the report here.
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According to GlobalData’s company profile on Foursquare Labs, Dynamic premium pricing was a key innovation area identified from patents. Foursquare Labs's grant share as of May 2024 was 31%. Grant share is based on the ratio of number of grants to total number of patents.
Determining user exposure to physical object content
A recently granted patent (Publication Number: US11961116B2) discloses a system and method for determining user exposure to content presented by physical objects in certain geographic locations. The system involves a server computer connected to a network, storing instructions to receive device location information from multiple mobile phones and access object placement information associated with visually-perceptible content on physical objects at those locations. By computing exposure probabilities based on device heading angles, dwell durations, and other factors, the system can determine the likelihood that a user visually perceived the content. This exposure probability is then used to identify conversion events associated with the mobile device.
Furthermore, the patent details a computer-implemented method for providing content exposure information to an attribution system. This method involves receiving device location information and object placement information, determining exposure probabilities based on various factors, and providing this information to the attribution system for conversion event analysis. The exposure probability calculation considers device heading angles, dwell durations, and other sensor data to accurately gauge user exposure to the presented content. The patent also covers scenarios where the content on physical objects can be stationary or moving advertisements, showcasing the versatility of the system in analyzing user interactions with different types of visual content in real-world settings.
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