Patent Publication Number: US-8544033-B1

Title: System and method for evaluating content in a digital signage environment

Description:
TECHNICAL FIELD 
     This disclosure relates in general to the field of digital signage and, more particularly, to evaluating content in a digital signage environment. 
     BACKGROUND 
     Advertising architectures have grown increasingly complex in communication environments. As advertising technologies increase in sophistication, proper coordination and efficient management of advertising content becomes critical. Typically, advertisers seek to confirm that their content was properly displayed from various locations. A network owner often forms a relationship that involves an advertiser, who seeks to broadcast particular content using the network owner&#39;s system displays. The ability to properly manage content transmissions and, further, to confirm that actual content broadcasting occurred presents a significant challenge to system designers, component manufacturers, advertising agencies, network owners/operators, and system administrators. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
       To provide a more complete understanding of the present disclosure and features and advantages thereof, reference is made to the following description, taken in conjunction with the accompanying figures, wherein like reference numerals represent like parts, in which: 
         FIG. 1  is a simplified block diagram of a communication system for evaluating content in a digital signage environment in accordance with one embodiment of the present disclosure; 
         FIG. 2  is a simplified block diagram illustrating one example grocery store environment associated with the communication system; and 
         FIG. 3  is a simplified flow diagram illustrating potential operations associated with the communication system. 
     
    
    
     DETAILED DESCRIPTION OF EXAMPLE EMBODIMENTS 
     Overview 
     An apparatus is provided in one example and includes a memory element configured to store data, a processor operable to execute instructions associated with the data, and a recording module configured to record video data associated with a display and record individual data associated with one or more audience members witnessing the video data on the display. The video data and the individual data are recorded in a substantially concurrent manner, and the video data and the individual data are communicated over a network to a next destination. In a more particular embodiment, the apparatus includes a server configured to communicate programming instructions for recording the video data. A camera can be configured to record the video data and the individual data based on the programming instructions, and the camera can interface with an optical element that reflects at least a portion of the video data and the individual data. In one instance, the optical element is a convex mirror that is proximate to the display and that reflects images to be recorded by the camera. In other examples, a set-top box is configured to couple to the display, and the set-top box includes a digital media player configured to play content associated with the video data. In other examples, eye gaze metrics for one or more of the audience members are tracked. 
     Example Embodiments 
     Turning to  FIG. 1 ,  FIG. 1  is a simplified block diagram of a communication system  10 , which includes a camera  14 , a display  16 , one or more customers  18 , an Internet protocol (IP) network  20 , a first image  28 , a second image  30 , an optical element  34 , a server  40 , and a set-top box  50 . Camera  14  may include an image recording module  38 , a processor  46 , and a memory element  48 . Server  40  may include a processor  42  and a memory element  44 . Set-top box  50  may include a processor  52  and a memory element  54 . 
     For purposes of illustrating certain example techniques of communication system  10 , it is important to understand the communications that may be occurring in an advertising environment. The following foundational information may be viewed as a basis from which the present disclosure may be properly explained. ‘Proof of play’ is the term used in digital signage to describe the summary playback reports and/or the raw play logs of content. Proof of play is the equivalent of tearsheets in newspapers or click-through reports in pay-per-click marketing. Proof of play should report which ads were actually displayed on each screen and when that broadcasting activity occurred. If one or more of the screens are off or disconnected from a digital player, the proof of play would not detect this condition. This leads to the wrong count of ad plays, a distorted count of impressions, and the wrong conclusions in a post-campaign analysis. 
     Proof of play is an important aspect for digital signage as a reporting tool. It is particularly important when used for advertising, as advertisers seek proof that their content played on a specific sign (e.g., at a specific time) with a certain amount of certitude. In regards to audited play logs, most digital signage playback devices produce raw play logs that track what ad played, the date it played, etc. In order to validate the accuracy of the entire reporting system, these play logs are commonly audited by a third party. Again, these audits theoretically register the content that was previously played on the actual screen, and then the results can be compared to the play logs. 
     Proof of play in the form of logs does not suffice because content being played by an endpoint does not guarantee that the screen was on, suitably positioned for consumers to see, unobstructed by surrounding elements, etc. In addition, the logs could indicate that certain content was playing but in actuality, the media content was incorrect, so the wrong digital sign was displayed. As a separate issue, proof of effectiveness is an audience metric and this can include eye gaze measuring metrics. It is most often captured by running analytic software on a video or an image. It can allow an advertiser to prove the effectiveness of their advertising by evaluating how many people witnessed and/or reacted to the advertisement. 
     Digital signage has a strong advantage over simple broadcast media (e.g., television programming) because it can (theoretically) account for every advertisement played on every screen. In digital signage, near real-time tracking of each advertisement playing can be made into an automated procedure. However, signage operators do not have the proper reporting mechanisms to provide appropriate accountability to the advertising marketers to whom they service. In operation of a typical digital signage activity, an advertiser would pay a fee to a network owner (e.g., an owner of various video displays capable of rendering advertisements) for showing the advertiser&#39;s content. In many scenarios, an advertising agency would broker this relationship such that content could be delivered to the advertising agency, which would contact various signage network owners for coordinating appropriate timeslots and locations to deliver the particular content. It would be impractical for the advertiser to verify each instance of his content being shown at various display locations. In some scenarios, the advertiser would only rely on a testament from the signage network owner as to whether his particular content was properly displayed. However, because of the large monetary expenditures incurred in many advertising environments, the advertiser may seek reliable proof that the paid-for content was actually shown. There can be various levels of proof of play in these scenarios. One level of proof of play may be as simple as providing a text log, which may include an electronic timestamp for when certain content was displayed. Unfortunately, such log information is easy to falsify and, oftentimes, erroneous. 
     Communication system  10  can resolve these issues (and others) in providing a single camera configuration that accommodates both a proof of play and a proof of effectiveness for associated content. In one example implementation, communication system  10  provides an easy to mount and non-obstructive camera, which utilizes a mirror in its operations. Communication system  10  can be configured to deliver a synchronized image of both digital signage proof of play and digital signage proof of effectiveness. In certain embodiments, the use of a single camera for both proof of play and proof of effectiveness makes for error-free synchronization, as opposed to a timestamp-based synchronization, which can be problematic for the reasons discussed above. 
     In addition, the integration of proof of play and proof of effectiveness into a single camera can provide an intelligent correlation between content being shown and content being observed by audience members. In essence, communication system  10  can mimic the user experience at a particular display site. For example, if there were some obstruction in front of the display, if the display were not functioning properly, if the display had paint on its surface, etc., the camera would capture these deficiencies. This is in contrast to other types of proof of play, which would incorrectly presume that the content was properly shown. 
     In conjunction with these confirming activities, a proof of effectiveness is also provided by communication system  10 . The proof of effectiveness could measure how enjoyable, attractive, intriguing, compelling, or interesting the advertisement is for audience members. Some proof of effectiveness metrics can involve eye gazing analyses, facial recognition software, simple counting mechanisms that tally the number of people watching a particular advertisement, etc. All of this individual data can also be tracked per time interval, as the content is played. For example, communication system  10  can identify the number of people stopping or slowing down to watch the advertisement. Before turning to those details and some of the operations of this architecture, a brief discussion is provided about some of the infrastructure of  FIG. 1 . 
     In one particular example, camera  14  is an IP camera configured to record, maintain, cache, receive, and/or transmit data. This could include transmitting packets over IP network  20  to a suitable next destination. The recorded files could be stored in camera  14  itself, or provided in some suitable storage area (e.g., a database, server, etc.). In one particular instance, camera  14  is its own separate network device and has a separate IP address. Camera  14  could be a wireless camera, a high-definition camera, or any other suitable camera device configured to capture image information from display  16 , as well as background (i.e., environment) image information relating to proof of effectiveness metrics. 
     Note that one problem associated with mounting a camera pointing to a screen is that it is a complex task, which often requires custom brackets to be installed by a trained professional. The second problem with camera installations is that (collectively) the custom brackets, the camera, and the wires are not aesthetically pleasing. This clumsy appearance presents an issue in retail environments, where décor is imperative. The third problem is that proof of play and proof of effectiveness should employ a camera, and both feeds for proof of play and proof of effectiveness require some type of synchronization. In order to effectively address these issues, camera  14  can be strategically mounted (e.g., on top of display  16  in a non-obstructive way) in order to minimize obstructing the view of display  16 . In one example implementation, optical element  34  is a mirror that is mounted in front of camera  14  in order to reflect back content being shown on display  16 . 
     In one example implementation, camera  14  can capture and record at least two images  28  and  30 . One example implementation may include a top half of an image field being dedicated to proof of effectiveness, and a bottom half of the image field being dedicated to proof of play, which ensures that the particular content is being shown on display  16 . In this particular example of  FIG. 1 , image  28  is associated with a proof of play for content being provided on display  16 . Image  30  is associated with a proof of effectiveness of the content. Image  28  can be enhanced, magnified, adjusted, or otherwise modified by optical element  34 . In one example implementation, optical element  34  is a round convex mirror that magnifies the image being shown on display  16 . Using a convex mirror offers the effect of enlarging an image and, further, it can be positioned relatively close to the actual screen. In such an instance, the top half of the convex mirror could be dedicated to a proof of effectiveness for the audience (e.g., involving eye gaze, or other individual data), whereas the bottom half of the convex mirror would be dedicated to confirming content being rendered on display  16 . 
     In one example implementation, half of a round convex mirror is provided approximately an inch away from camera  14 , which can be configured on top of display  16 . Alternatively, any suitable length, mounting, or positioning, can be used in order to appropriately place optical element  34  in relation to camera  14  and/or display  16 . This particular configuration allows the mirror to face both camera  14  and display  16 . [Note that a simple bracket can be used to help position optical element  34 , which could be secured to camera  14  itself, to display  16 , or to any other structural element in the surrounding environment.] In one example, the straight edge of the half circle can be aligned parallel to the edge of display  16  upon which camera  14  rests. Thus, a single non-obstructive camera could record both the content on the screen and the background image plane (e.g., capturing images associated with a passerby, an audience, etc.) in front of the screen. The bottom half of camera  14  can record the image on the screen by recording the reflection in the convex mirror, where the top half of camera  14  can record individual data (e.g., eye gazing metrics associated with audience members watching the screen). This configuration allows camera  14  to be dual purposed for both proof of play and proof of effectiveness. Such a configuration would also obviate the need for mounting awkward brackets (e.g., installed by a trained professional) to setup a proof of play camera. 
     In contrast to using multiple cameras synchronized by time stamps that can be prone to errors, using a single camera configured to generate a single image for both proof of play and proof of the effectiveness creates a higher perception of a direct correlation between displayed content and how individuals experienced the content. The recorded information may be used to confirm if the scheduled content was played (as intended) and reconcile the recorded data with the schedule log. In other instances, this image recording feature set can be used as a troubleshooting tool for on-demand logs, along with image and video playback. 
     Camera  14  can be configured to capture the outlined image data and send it to any suitable processing platform, or to server  40  attached to the network for processing and for subsequent distribution to remote sites. Server  40  could include an image-processing platform such as a media experience engine (MXE), which is a processing element that can attach to the network. The MXE can simplify media sharing across the network by optimizing its delivery in any format for any device. It could also provide media conversion, real-time postproduction, editing, formatting, and network distribution for subsequent communications. The system can utilize real-time face and eye recognition algorithms to detect the position of the participant&#39;s eyes in a video frame. 
     Any type of image synthesizer (e.g., within server  40 , at a remote location, somewhere in the network, etc.) can process the video streams captured by camera  14  in order to produce a synthesized video that integrates proof of play and proof of effectiveness characteristics. The image synthesizer could readily process image data being captured by camera  14  from two different aspects, as detailed herein. 
     In another example operational flow, the system can utilize a face detection algorithm to detect a proof of effectiveness level associated with a particular customer. Other algorithms can be used to determine whether a given customer moves closer to display  16 , slows down as he passes display  16 , or quickly leaves the display environment (e.g., when a particular piece of content is played). Thus, these metrics can be synchronized with exact time intervals such that particular content can be evaluated as to its effectiveness, or potentially its unattractive qualities. 
     Display  16  offers a screen at which video data can be rendered for the end user. Note that as used herein in this Specification, the term ‘display’ is meant to connote any element that is capable of delivering an image, video data, text, sound, audiovisual data, etc. to an end user. This would necessarily be inclusive of any panel, plasma element, television, monitor, computer interface, screen, or any other suitable element that is capable of delivering such information. This could include panels or screens in sports venues (e.g., scoreboards, banners, jumboTrons, baseball fences, etc.), or on the sides of buildings (e.g., in Times Square in New York, or downtown Tokyo, and other urban areas, where advertising is prevalent), or vehicle advertisements (e.g., where a truck or other types of vehicles are tasked with trolling certain streets and neighborhoods to deliver advertising content). Note also that the term ‘video data’ is meant to connote any type of audio or video (or audio-video) data applications (provided in any protocol or format) that could operate in conjunction with display  16 . 
     Customers  18  are individuals (e.g., possible audience members) within the proximity of display  16 . Customers  18  can be shoppers in a retail environment, or pedestrians traversing particular walkways, aisles, etc. Customers  18  can have their individual data (e.g., inclusive of eye gazing activities, individual movements, facial recognition tracking, monitoring the number of individuals watching a particular advertisement, identifying when users move closer to display  16  or leave display  16 , etc.) tracked. The individual characteristics for particular customers  18  can also be tracked at specific time intervals, as content is played via display  16 . This would translate into an ability to identify/mark exactly when particular eye gazing occurred, or particular gatherings happened, as a particular piece of content was shown to an audience. 
     IP network  20  represents a series of points or nodes of interconnected communication paths for receiving and transmitting packets of information that propagate through communication system  10 . IP network  20  offers a communicative interface between any of the components of  FIG. 1  and remote sites, and may be any local area network (LAN), wireless local area network (WLAN), metropolitan area network (MAN), wide area network (WAN), virtual private network (VPN), Intranet, or any other appropriate architecture or system that facilitates communications in a network environment. IP network  20  may implement a UDP/IP connection and use a TCP/IP communication language protocol in particular embodiments of the present disclosure. However, IP network  20  may alternatively implement any other suitable communication protocol for transmitting and receiving data packets within communication system  10 . 
     In one example implementation, server  40  can be used in order to offer metrics associated with proof of effectiveness of content being played on display  16 . This proof of effectiveness can include eye gaze metrics being processed by server  40 . Note that server  40  has the intelligence to pinpoint which part of the content attracted certain eye gaze levels. A simple record could be created to reflect these eye gaze levels at specific time intervals during the content play. For example, a simple record could be generated that indicates that at 1:00 PM (on a certain date), five spectators (two children and three adults) stopped to view content on display  16 , and eye gaze levels rose in the two children when a cartoon character emerged during the advertisement. Thus, the video data and the individual data can be processed in order to generate an integrated data file that includes time intervals associated with when the video data was displayed and when the individual data occurred. 
     Server  40  is configured to control set-top box  50  and, in one implementation, control advertising content to be played by a digital media player, which could be resident in set-top box  50 . Server  40  may also be configured to control image recording module  38  within camera  14 . For example, server  40  may send instructions about when and how to record certain video or individualistic data. In one example communication, server  40  is configured to control all of the image capture operations associated with communication system  10 . Server  40  can be provisioned by an administrator, a digital signage network owner, or by an advertising entity for rendering content on display  16 . 
     Server  40  can be configured to offer detailed reporting and/or exporting functionalities to determine the content/asset being played at the digital media player (e.g., provided within set-top box  50 ). In addition, server  40  can offer enhanced and granular features to delete specific content and playlists associated with advertisements. Server  40  can be configured to schedule new content/playlists independently, and without deleting the previous content. Additionally, server  40  can be configured to specify playlists/presentations in mixed mode (i.e., some content may be local and some may not be local). In other instances, server  40  can provide detailed reporting of failures and errors of content downloads. Server  40  can also be configured to store, aggregate, process, export, or otherwise maintain content logs in any appropriate format (e.g., an .xls format). 
     Set-top box  50  is an audiovisual device capable of fostering the delivery of any type of information to be rendered by display  16 . Set-top box  50  could include a digital media player in certain embodiments. As used herein in this Specification, the term ‘set-top box’ is inclusive of any type of a digital video recorder (DVR), a digital video disc (DVD) player, a digital video recorder (DVR), a proprietary box (such as those provided in hotel environments), a TelePresence device, an AV switchbox, an AV receiver, a digital media player, or any other suitable device or element that can receive and process information. Set-top box  50  may interface with display  16  through a wireless connection, or via one or more cables or wires that allow for the propagation of signals between these two elements. Set-top box  50  and display  16  can receive signals from an intermediary device, a remote control, etc. and the signals may leverage infrared, Bluetooth, WiFi, electromagnetic waves generally, or any other suitable transmission protocol for communicating data (e.g., potentially over a network) from one element to another. Virtually any control path can be leveraged in order to deliver information between set-top box  50  and display  16 . Transmissions between these two devices can be bidirectional in certain embodiments such that the devices can interact with each other. This would allow the devices to acknowledge transmissions from each other and offer feedback where appropriate. 
     Set-top box  50  can be configured or otherwise programmed to play content on display  16  at specific times and/or specific locations. This programming may be directed by a digital signage network operator, or by some other appropriate entity relegated the task of managing content for their display stations. Set-top box  50  can be consolidated with server  40  in any suitable fashion. In certain embodiments, set-top box  50  (potentially inclusive of a digital media player), server  40 , camera  14 , and display  16  can be provided (e.g., integrated) into a single package in which their communications are effectively coordinated and managed. This can include the ability to achieve network communications amongst at least some of the devices. Any of these devices can be consolidated with each other, or operate independently based on particular configuration needs. 
     Server  40  is a network element that facilitates data flows between endpoints and a given network (e.g., for networks such as those illustrated in  FIG. 1 ). As used herein in this Specification, the term ‘network element’ is meant to encompass routers, switches, gateways, bridges, loadbalancers, firewalls, servers, processors, modules, or any other suitable device, component, element, or object operable to exchange information in a network environment. Server  40  and/or camera  14  may include image recording module  38  and/or processors to support the activities associated with evaluating content transmissions (e.g., inclusive of proof of play, proof of effectiveness, etc.) associated with particular flows, as outlined herein. Moreover, these elements may include any suitable hardware, software, components, modules, interfaces, or objects that facilitate the operations thereof. This may be inclusive of appropriate algorithms and communication protocols that allow for the effective exchange of data or information. 
     In one implementation, server  40  and camera  14  include software to achieve (or to foster) the content evaluation operations, as outlined herein in this Specification. Note that in one example, these elements can have an internal structure (e.g., with a processor, a memory element, etc.) to facilitate some of the operations described herein. In other embodiments, these content evaluation features may be provided externally to these elements or included in some other device to achieve this intended functionality. Alternatively, server  40  and camera  14  include this software (or reciprocating software) that can coordinate with each other in order to achieve the operations, as outlined herein. In still other embodiments, one or both of these devices may include any suitable algorithms, hardware, software, components, modules, interfaces, or objects that facilitate the operations thereof. 
     Turning to  FIG. 2 ,  FIG. 2  is a simplified block diagram of a communication system  70 , which is operating in an example environment that can implement certain functions outlined herein. Communication system  70  is operating in a grocery store environment in which different sections of the grocery store are using digital signage to provide content to customers who are shopping.  FIG. 2  depicts multiple produce sections  62 , several aisles  64  (e.g., associated with baking needs, canned foods, snack foods, frozen foods, wine and spirits, bakery, deli, etc.), along with several checkout stations  68 . Several aisles include mountings for display systems  60   a - i , which can offer digital signage (i.e., content) to pedestrians and shoppers walking in the grocery store. Display systems  60   a - i  can include a suitable display, camera, server, set-top box, digital media player, etc. as explained previously in the context of communication system  10 . Alternatively, display systems  60   a - i  can include one or more of these items, or different configurations based on the needs at this particular grocery store environment. 
       FIG. 3  is a simplified flow diagram  100  illustrating several example steps associated with an example operation of communication system  70 .  FIG. 3  is described in conjunction with the environment of  FIG. 2 . The flow may begin at step  110 , where a snack food company forms a business relationship with a network owner, who owns various display systems  60   a - i  within a grocery store environment, which is depicted by  FIG. 2 . Display systems  60   a - i  are capable of rendering advertisements (e.g., video, audio, or text content) and, further, configured or programmed to broadcast an advertiser&#39;s content at designated time intervals. 
     At step  120 , the snack food company provides the particular content to the network owner for rendering on display systems  60   a - i  at prescribed time intervals. The snack food company seeks to confirm that its content was played, as outlined by the business relationship negotiated between the network operator and the snack food company. At step  130 , the appropriate time slot has been reached for providing content on one or more of display systems  60   a - i . Any appropriate element (e.g., set-top box  50  operating in conjunction with server  40 ) may begin sending digital content to a suitable display or screen, which is part of each individual display system  60   a - i.    
     At step  140 , image recording module  38  can be triggered in order to record the content being played on a given display within the grocery store environment. This recording can capture how (e.g., in specific terms) the content was shown on the display, including any imperfections that may occur during this transmission (e.g., obstructions on the display, interruptions in the video stream while the content was being played, operational malfunctions associated with any component of the associated display system, etc.). This image recording activity is associated with a proof of display, which can verify that the appropriate content was rendered on a given screen, for the appropriate length of time, in the correct format, etc. 
     Concurrently, and as depicted at step  150 , image recording module  38  can also capture proof of effectiveness metrics. In one example, eye gaze levels are tracked for consumers that stopped to watch the content being played. In another example, the proof of effectiveness includes monitoring the number of individuals that watch the content being played. In still another example, the proof of effectiveness includes monitoring the length of time spent by each individual customer in watching the content. All of this individual data can include corresponding time intervals in which the eye gazing, watching, inching closer to the display, etc. occurred. 
     At step  160 , content is changed by a remote administrator (e.g., the network owner, a network operator, the advertiser, etc.). For example, an advertiser may identify (e.g. through proof of effectiveness metrics) that certain content is not engaging the consumer. Alternatively, the advertiser may identify that a certain population, or demographic may enjoy different types of content. For example, an advertiser could see children being the dominant consumer in this particular environment. In a somewhat real-time manner, the advertiser can alter the display programming and, further, deliver different content to accommodate this particular group (e.g., play more cartoon characters or more animated content that would target this particular child demographic). 
     At step  170 , a suitable record (i.e., an entry, a log, a file, an object, etc.) is generated for both the proof of display and the proof of effectiveness metrics. Any of that information can suitably be delivered over a network to various interested parties (e.g., the advertiser, an advertisement agency, the network operator, a server, etc.). This data can be suitably processed by any authorized party (or device) in order to deliver an intelligent assessment of the content displayed and, further, its associated effectiveness. Thus, the system can be configured to deliver a synchronized image of both digital signage proof of play and digital signage proof of effectiveness. 
     Note that in certain example implementations, the content evaluation (inclusive of proof of play and proof of effectiveness) functions outlined herein may be implemented by logic encoded in one or more tangible media (e.g., embedded logic provided in an application specific integrated circuit [ASIC], digital signal processor [DSP] instructions, software [potentially inclusive of object code and source code] to be executed by a processor, or other similar machine, etc.). In some of these instances, a memory element [as shown in  FIG. 1 ] can store data used for the operations described herein. This includes the memory element being able to store software, logic, code, or processor instructions that are executed to carry out the activities described in this Specification. A processor can execute any type of instructions associated with the data to achieve the operations detailed herein in this Specification. In one example, the processor [as shown in  FIG. 1 ] could transform an element or an article (e.g., data) from one state or thing to another state or thing. In another example, the activities outlined herein may be implemented with fixed logic or programmable logic (e.g., software/computer instructions executed by a processor) and the elements identified herein could be some type of a programmable processor, programmable digital logic (e.g., a field programmable gate array [FPGA], an erasable programmable read only memory (EPROM), an electrically erasable programmable ROM (EEPROM)) or an ASIC that includes digital logic, software, code, electronic instructions, or any suitable combination thereof. 
     In one example implementation, server  40  and camera  14  include software in order to achieve the content evaluation functions outlined herein. These activities can be facilitated by processors and/or image recording module  38 . Both server  40  and/or camera  14  can include memory elements for storing information to be used in achieving the intelligent content evaluation operations as outlined herein. Additionally, each of these devices may include a processor that can execute software or an algorithm to perform the intelligent content evaluation activities as discussed in this Specification. These devices may further keep information in any suitable memory element [random access memory (RAM), ROM, EPROM, EEPROM, ASIC, etc.], software, hardware, or in any other suitable component, device, element, or object where appropriate and based on particular needs. Any of the memory items discussed herein (e.g., database, table, key, etc.) should be construed as being encompassed within the broad term ‘memory element.’ Similarly, any of the potential processing elements, modules, and machines described in this Specification should be construed as being encompassed within the broad term ‘processor.’ Each of the network elements can also include suitable interfaces for receiving, transmitting, and/or otherwise communicating data or information in a network environment. 
     Note that with the example provided above, as well as numerous other examples provided herein, interaction may be described in terms of two, three, or four network elements. However, this has been done for purposes of clarity and example only. In certain cases, it may be easier to describe one or more of the functionalities of a given set of flows by only referencing a limited number of network elements. It should be appreciated that communication system  10  (and its teachings) are readily scalable and can accommodate a large number of components, as well as more complicated/sophisticated arrangements and configurations. Accordingly, the examples provided should not limit the scope or inhibit the broad teachings of communication system  10  as potentially applied to a myriad of other architectures. 
     It is also important to note that the steps in the preceding flow diagrams illustrate only some of the possible signaling scenarios and patterns that may be executed by, or within, communication system  10 . Some of these steps may be deleted or removed where appropriate, or these steps may be modified or changed considerably without departing from the scope of the present disclosure. In addition, a number of these operations have been described as being executed concurrently with, or in parallel to, one or more additional operations. However, the timing of these operations may be altered considerably. The preceding operational flows have been offered for purposes of example and discussion. Substantial flexibility is provided by communication system  10  in that any suitable arrangements, chronologies, configurations, and timing mechanisms may be provided without departing from the teachings of the present disclosure. 
     Although the present disclosure has been described in detail with reference to particular arrangements and configurations, these example configurations and arrangements may be changed significantly without departing from the scope of the present disclosure. For example, although the present disclosure has been described with reference to particular communication exchanges involving certain server components, communication system  10  may be applicable to other protocols and arrangements (e.g., those involving any type of digital media player). Additionally, although camera  14  has been described as being mounted in a particular fashion, camera  14  could be mounted in any suitable manner in order to capture proof of display and proof of effectiveness characteristics. Other configurations could include suitable wall mountings, aisle mountings, furniture mountings, cabinet mountings, etc., or arrangements in which cameras would be appropriately spaced or positioned to perform its functions. Additionally, communication system  10  can have direct applicability in TelePresence environments such that proof of play and proof of effectiveness can be tracked during video sessions. A TelePresence screen can be used in conjunction with a server in order to capture what was played on the screen and, further, the audience&#39;s individual data associated with that rendering. Moreover, although communication system  10  has been illustrated with reference to particular elements and operations that facilitate the communication process, these elements and operations may be replaced by any suitable architecture or process that achieves the intended functionality of communication system  10 .