Patent Publication Number: US-2019182559-A1

Title: Video advertising system

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
     The present application is a continuation of U.S. patent application Ser. No. 15/994,397, filed on May 31, 2018 which is a continuation of U.S. patent application Ser. No. 15/004,300, filed on Jan. 22, 2016, which is a non-provisional of U.S. Provisional Application Ser. No. 62/106,565, filed Jan. 22, 2015, the entire disclosure of each of which is hereby incorporated by reference herein. 
    
    
     BACKGROUND 
     The present disclosure relates to digital video advertising. In particular, the present disclosure relates to systems, components, and methodologies for selecting, delivering, displaying, and collecting and analyzing metrics associated with digital video advertising. 
     SUMMARY 
     According to the present disclosure, systems, components, and methodologies are provided for selecting, delivering, displaying, and collecting and analyzing metrics associated with digital video advertising. 
     In illustrative embodiments, a video advertising system selects a video advertisement for display on an end user device based not only on targeting criteria exchanged with a demand side platform (“DSP”), but also based on targeting criteria that specifies attributes measured on an end user device. The video advertising system includes software running on the end user device capable of measuring properties of the end user device, such as hardware properties (type of CPU, WiFi connectivity, audio connectivity, etc.), software properties (measured video player size, measured player resolution, etc.), user-specific properties (user latitude and longitude, whether the user has scrolled away from the video frame, etc.), and other properties to be discussed below. The software running on the end user device selects a video advertisement having targeting criteria that aligns with the measured properties of the end user device. 
     The video advertising system can select advertisements most suitable for the actual environment in which the video advertisement will be played by using targeting criteria that specifies measured properties of an end user device. This enables the video advertising system to target advertisements based on end user device properties unavailable with conventional advertising systems. Moreover, even where conventional systems purport to select advertisements based on certain end user device properties, such systems typically rely on properties as they are reported. Reported properties may be limited, unavailable, erroneous or even fraudulent. By measuring properties directly from an end user device, the video advertising system is not susceptible to erroneous or fraudulent reporting and can generate information that would be otherwise unavailable. 
     By way of example, an end user device property relevant to video advertisers is video player size. The provider of the video advertising space may report the video player size to be large, either fraudulently or based on the provider&#39;s subjective measure of size. A video advertising system in accordance with the present disclosure measures the actual, physical size of the video player at the time the intended viewer of the advertisement plays the video. The measured video player size represents a more accurate measure of the impact of the advertisement on the intended viewer than the reported player size. 
     In illustrative embodiments, the video advertising system provides accurate measurements of the viewability of video advertisements. When a user views a content page having a video advertisement, the user may scroll away from the video advertisement, obscuring some or all of the video. Viewability measurements can be valuable to advertisers interested in assessing the effectiveness of advertisements. In accordance with the present disclosure, the video advertising system may measure what percentage of a video is viewable to a user at any given time. 
     The video advertising system can accurately measure viewability even in environments where direct, deterministic viewability measurements are not available, such as when the video advertising is rendered within an unFriendly iFrame. The video advertising system can measure viewability using statistical inferences that are formed based on differences in how the end user device responds to processor-based operations (e.g., blurring, dithering, etc.) performed on viewable portions of the video as compared to non-viewable portions of the video. 
     By providing accurate viewability measurements even when direct viewability measurements are not available, the video advertising system provides improved feedback to advertisers regarding the effectiveness of their advertising campaigns. Moreover, the video advertising system can take actions on the end user device based on the viewability measurements. For example, the video advertising system may pause the video when a pre-determined portion of the video is not viewable (e.g., as a user scrolls away from the video), and may resume the video when a sufficient portion of the video is again viewable (e.g., as a user scrolls back). 
     Additional features of the present disclosure will become apparent to those skilled in the art upon consideration of illustrative embodiments exemplifying the best mode of carrying out the disclosure as presently perceived. 
    
    
     
       BRIEF DESCRIPTION OF THE FIGURES 
       The detailed description particularly refers to the accompanying figures in which: 
         FIG. 1A  is a diagrammatic view of a video advertising system  10  in accordance with the present disclosure for selecting, delivering, displaying, and collecting and analyzing metrics associated with digital video advertising; 
         FIG. 1B  is a diagrammatic view of an exemplary deployment of video advertising system  10  of  FIG. 1A  in accordance with the present disclosure; 
         FIG. 2  is a diagrammatic view of an advertising campaign setup process performed by advertising console, and an advertising campaign selection process performed by a demand side platform in accordance with the present disclosure; 
         FIG. 3  is a diagrammatic view of a target criteria setting operation of  FIG. 2 , illustrating three sets of exemplary targeting criteria and illustrating how targeting criteria may be set in accordance with the present disclosure; 
         FIG. 4  is a diagrammatic view of a disambiguation criteria setting operation of  FIG. 2 , illustrating how disambiguation criteria may be set in accordance with the present disclosure; 
         FIG. 5  is a diagrammatic view of an advertisement server response process in accordance with the present disclosure, illustrating how an advertisement server may respond to a query for an advertisement after an advertising campaign associated with the advertisement server is selected by a publisher or supply side platform as a winning advertising campaign; 
         FIG. 6  is a diagrammatic view of operations of a device-side advertisement application programming interface (API) in accordance with the present disclosure, showing that the device-side advertisement API generates several processes that operate in parallel, including a data collecting process, an advertisement selecting process, and a viewability measuring process; 
         FIG. 7  is a diagrammatic view of an advertisement selecting process of  FIG. 6  in accordance with the present disclosure, showing that the device-side advertisement API considers the advertising campaign that was selected by the publisher as the winning advertising campaign and also considers related advertising campaigns, and selects an advertising campaign for display based on a comparison of measured end user device properties with targeting criteria of the advertising campaigns; 
         FIG. 8  is a diagrammatic view of a scoring operation and selecting operation shown in  FIG. 7  in accordance with the present disclosure, showing how device-side advertisement API selects from among multiple advertising campaigns suitable for a particular end user device; 
         FIG. 9  is a diagrammatic view of a viewability measuring process shown in  FIG. 6  in accordance with the present disclosure, showing that device-side advertisement API can generate viewability measurements both in situations where direct, geometric measurements are available and in situations where direct, geometric measurements are not available; 
         FIG. 10  is a diagrammatic view of a geometric determination process in accordance with the present disclosure, showing how the device-side advertisement API determines the viewability of videos rendered in Friendly iFrames; 
         FIG. 11  is a diagrammatic view of a viewability prediction operation in accordance with the present disclosure, showing how the device-side advertisement API determines the viewability of videos rendered in unFriendly iFrames; 
         FIG. 12  is a diagrammatic view illustrating how the device-side advertisement API generates the prediction algorithm of  FIG. 11  in accordance with the present disclosure; 
         FIGS. 13A-C  illustrate a process by which the device-side advertisement API pauses or plays a video advertisement based on viewability measurements in accordance with the present disclosure; and 
         FIG. 14  is a diagrammatic view of a collecting operation performed by the device-side advertisement API, illustrating the types of data that the device-side advertisement API collects in accordance with the present disclosure. 
     
    
    
     DETAILED DESCRIPTION 
     The figures and descriptions provided herein may have been simplified to illustrate aspects that are relevant for a clear understanding of the herein described devices, systems, and methods, while eliminating, for the purpose of clarity, other aspects that may be found in typical devices, systems, and methods. Those of ordinary skill may recognize that other elements and/or operations may be desirable and/or necessary to implement the devices, systems, and methods described herein. Because such elements and operations are well known in the art, and because they do not facilitate a better understanding of the present disclosure, a discussion of such elements and operations may not be provided herein. However, the present disclosure is deemed to inherently include all such elements, variations, and modifications to the described aspects that would be known to those of ordinary skill in the art. 
     By way of overview,  FIG. 1A  shows a video advertising system  10  that enables display of a video advertising campaign  1  on an end-user device  16 . Advertising console  18  creates advertising campaigns  1 - 10  (shown in  FIG. 2 ), from which a particular advertising campaign  1  may be selected for display on end-user device  16 . Advertising campaigns  1 - 10  may include one or more video advertisements, targeting criteria  15  setting forth attributes used during advertisement selection, and other parameters. 
       FIG. 1A  suggests that advertising console  18  enables advertiser  12  to select attributes for three sets of targeting criteria  15 , labelled as Criteria Set One  15   a , Criteria Set Two  15   b , and Criteria Set Three  15   c , respectively. Criteria Set One  15   a  may include advertisement selection criteria supported by a DSP  20  (to be discussed below). By way of example, Criteria Set One  15   a  may include specifications on a budget for an advertising campaign, types of devices (desktop, laptop, mobile, etc.) suitable for an advertising campaign, or a video player size (as declared by a publisher) suitable for an advertising campaign. Criteria Set Two  15   b  may include a list of URLs acceptable to advertiser  12  for showing a video advertisement. For example, Criteria Set Two  15   b  may include URLs on which advertiser  12  has previously advertised or URLs having content similar to where advertiser  12  has previously advertised. Criteria Set Three  15   c  may include attributes related to measured properties of end user device  16 . For example, Criteria Set Three  15   c  may include specifications on types of devices, device bandwidth capabilities, or device battery levels that are suitable for an advertising campaign. 
     Attributes for Criteria Set One  15   a , Criteria Set Two  15   b , and Criteria Set Three  15   c  will be discussed in more detail below. Although three sets of criteria are discussed in the present disclosure, the present disclosure encompasses targeting criteria setting forth any number of attributes organized into any suitable number of criteria sets. 
     In the illustrated example, advertising console  18  is used to create an advertising campaign  7 . Advertising console  18  enables advertiser  12  to select targeting criteria  15  by selecting attributes for Criteria Set One  15   a  (depicted by vertical lines), attributes for Criteria Set Two  15   b  (depicted by vertical lines), and attributes for Criteria Set Three  15   c  (depicted by horizontal lines). For ease of explanation, possible selections for Criteria Set One  15   a , Criteria Set Two  15   b , and Criteria Set Three  15   c  are graphically depicted by boxes filled with lines of varying orientation, including vertical lines, angled lines, and horizontal lines. 
     After targeting criteria  15  have been selected, advertising console  18  sends advertising campaign  7  to DSP  20 . However, advertising console  18  sends only targeting Criteria Set One  15   a  and Criteria Set Two  15   b  to DSP  20  for use in advertisement selection by DSP  20 . Criteria Set Three  15   c  is reserved for later processing by video advertising system  10 , as will be explained below. 
     DSP  20  receives a request for a bid for video advertising from a content publisher  22  and/or a supply side platform (“SSP”)  23  associated with publisher  22 . Publisher  22  manages content  24 , such as a webpage, to be published to an end user device  16 . Content  24  includes a location  25  suitable for video advertising, and publisher  22  solicits bids (either directly or via SSP  23 ) for showing a video advertisement in location  25 . Publisher  22  and/or SSP  23  may solicit bids from one or more DSPs  20 . In response, DSP  20  may submit bids for advertising campaign  7 . 
     Publisher  22  and/or SSP  23  may solicit bids by indicating specifications on attributes for Criteria Set One  15   a  and Criteria Set Two  15   b . DSP  20  may select advertising campaigns for which to submit bids by identifying advertising campaigns having matching attributes for Criteria Set One  15   a  and Criteria Set Two  15   b . Where multiple advertising campaigns satisfy the relevant attributes for Criteria Set One  15   a  and Criteria Set Two  15   b , DSP  20  may implement any suitable methodology to select one. In this example, advertising campaign  7  has suitable attributes for Criteria Set One  15   a  and Criteria Set Two  15   b  for the requested bid, and DSP  20  submits a bid for advertising campaign  7 . 
     In this illustration, publisher  22  and/or SSP  23  accept the bid submitted by DSP  20  for advertising campaign  7 . Publisher  22  publishes content  24  to browser  28 , which renders content  24  on end user device  16 . Publisher  22  also notifies browser  28  of winning advertising campaign  7 , including a notification of an advertisement server  30  that can serve winning advertising campaign  7  to end user device  16 . Browser  28  may then query advertisement server  30  for the video advertisement. 
     Video advertising system  10  can find advertising campaigns even more likely to yield positive outcomes for advertiser  12  than wining advertising campaign  7 . Rather than simply serving winning advertising campaign  7 , video advertising system  10  considers additional advertising campaigns  1 ,  6 ,  8 ,  11  that have attributes for Criteria Set One  15   a  and Criteria Set Two  15   b  similar to those of winning advertising campaign  7 . As a result, additional advertising campaigns  1 ,  6 ,  8 ,  11  are consistent with criteria used by DSP  20  to select advertising campaign  7 . However, video advertising system  10  may additionally factor end user device properties  163  to select an advertising campaign  1 ,  6 ,  7 ,  8 ,  11  that is most likely to yield positive outcomes for advertiser  12  on end user device  16 . 
     To factor end user device properties  163 , video advertising system  10  measures and compares end user device properties  163  to attributes in Criteria Set Three  15   c  for advertising campaigns  1 ,  6 ,  7 ,  8 ,  11 . As mentioned, Criteria Set Three  15   c  includes attributes related to measured properties of end user device  16 . Video advertising system  10  includes a device-side advertisement API  32 , which operates on end user device  16  and can directly measure end user device properties  163 . Video advertising system  10  may compare measured end user device properties  163  to Criteria Set Three  15   c  for advertising campaigns  1 ,  6 ,  7 ,  8 ,  11  and perform an additional round of advertisement selection, beyond that performed by DSP  20 . 
     To enable device-side advertisement API  32  to run on end user device  16 , advertisement server  30  transmits device-side advertisement API  32  (or a reference to device-side advertisement API  32 ) to end user device  16 . Device-side advertisement API  32  then initiates its operations on end user device  16 , as illustrated in  FIG. 6 . Advertisement server  30  may then transmit to device-side advertisement API  32  information associated with winning advertising campaign  7  as well as related advertising campaigns  1 ,  6 ,  8 ,  11 . 
     Device-side advertisement API  32  determines which of advertising campaigns  1 ,  6 ,  7 ,  8 ,  11  have attributes most suitable for use on end user device  16 . The information transmitted to device-side advertisement API  32  includes attributes for Criteria Set Three  15   c  for advertising campaigns  1 ,  6 ,  7 ,  8 ,  11 . Device-side advertisement API  32  compares attributes for Criteria Set Three  15   c  for each advertising campaign  1 ,  6 ,  7 ,  8 ,  11  to measured properties  163  of end user device  16 , and determines which of advertising campaigns  1 ,  6 ,  7 ,  8 ,  11  have attributes for Criteria Set Three  15   c  most suitable for use on end user device  16 . 
     Examples of attributes for Criteria Set Three  15   c  will be discussed in more detail below, but may include measured video player size, measured bandwidth, WiFi connectivity, and geographic location of end user device  16 , to name a few. For example, if advertiser  12  values a high click-through rate for a particular advertising campaign, advertiser  12  may prefer that such an advertising campaign be shown only on end user video players that are quantitatively large, in that they have a physical size measurement exceeding a predetermined threshold, because users are more likely to click on advertisements shown on large video players. 
     As another example, brand advertisers may place value on the quality of an end user&#39;s experience with interactions that end users have with the brand advertisers. A brand advertiser may want its video advertisements to be delivered to a viewer when the viewer&#39;s device is connected using a high bandwidth connection, such as WiFi, which promotes a smooth and disruption-free advertisement delivery. By employing attributes for Criteria Set Three  15   c , video advertising system  10  can measure whether end user device  16  has a high bandwidth, WiFi connection. 
     As yet another example, advertisers may value information regarding geographic location of video advertisement viewers. An automobile dealer, for example, may want to target users that are within a predetermined distance (e.g., ten miles) of their dealership at the time they view the advertisement. Advertisers may also value historical geographic location information. The automobile dealer may, for example, want to include in its target audience viewers that were within a predetermined distance a predetermined number of times within a predetermined time window (e.g., within a ten mile radius five or more times in the last fifteen days). Video advertising system  10  measures geographic information, such as the latitude and longitude of end user device  16 , which may be obtained by querying the global positioning system of end user device  16  at the time of advertisement delivery. Geographic information may be stored on end user device  16  by video advertising system  10  for later use as historical geographic information. Video advertising system  10  may also provide a confidence interval for the accuracy of its geographic measurements. The geographic locations of viewers that view a video advertisement, the historical geographic behavior of individuals that have viewed the video advertisement in the past, and measurements of viewer interactions with the video advertisement provides detailed and valuable insights into the interests of the viewers. 
     In this example, a set of measured end user device properties  163  are graphically depicted for ease of explanation by a box containing vertical lines. Advertising campaigns  1  and  6  have attributes for Criteria Set Three  15   c  that match measured end user device properties  163 , suggested by boxes containing vertical lines for each. Winning advertising campaign  7  has attributes for Criteria Set Three  15   c  that do not match, suggested by a differently styled box, containing horizontal lines. As a result, device-side advertisement API  32  selects either advertising campaign  1  or  6 , rather than winning advertising campaign  7 . Using a scoring methodology to be discussed below, device-side advertisement API  32  may select advertising campaign  1  over advertising campaign  6 , and render advertising campaign  1  at location  25  of content  24 . Thus, in this example, video advertising system  10  selected an advertising campaign  1  for display on end user device  16  that is more suitable than the winning advertising campaign  7  selected by DSP  20 . 
       FIG. 1B  shows an exemplary deployment of video advertising system  10  in accordance with the present disclosure. As illustrated, advertising server  30 , advertising console  18 , analytics module  18 , and advertising data warehouse  86  may be hosted by an advertising service provider  364 . Thus, advertising server  30 , advertising console  18 , analytics module  18 , and advertising data warehouse  86  may all be provided at a common location or as part of a common local area network, though in other implementations may be provided separately. In an example embodiment, the advertising console  18 , analytics module  18 , and advertising data warehouse  86  may be included in the advertising server  30 . Advertiser  12  may host advertisement asset server  4 . Advertising service provider  364 , advertiser  12 , end user device  16 , publisher  22 , SSP  23 , and DSP  20  may all be in communication through network  366 , such as the Internet, wide area networks, local area networks, or combinations thereof. 
       FIGS. 2-14  illustrate systems, components, and methodologies of various aspects of video advertising system  10 . By way of overview,  FIGS. 2-4  illustrate systems, components, and methodologies by which an advertising campaign  7  may be created by advertising console  18 , and by which advertising campaign  7  may be selected by DSP  20  as a winning advertising campaign.  FIG. 5  illustrates how advertisement server  30  may respond to a query for an advertisement after an advertising campaign associated with advertisement server  30  is selected by a publisher  22 /SSP  23 .  FIGS. 6-14  illustrate systems, components, and methodologies by which video advertising system  10  may measure properties of end user device  16 , select an advertising campaign to display on end user device  16 , measure viewability of video advertising being displayed on end user device  16 , and collect and analyze data associated with video advertising being displayed on end user device  16 . 
     As mentioned,  FIGS. 2-4  illustrate systems, components, and methodologies by which advertising campaign  7  may be created by advertising console  18 , and by which advertising campaign  7  may be selected by DSP  20  as a winning advertising campaign. Certain aspects of creating advertising campaign  7  are relevant to the manner by which DSP  20  selects winning advertising campaigns. Other aspects are not directly used by DSP  20 , but will later be used by device-side advertisement API  32  to enable video advertising system  10  to provide device-side functionality. 
       FIG. 2  is a diagrammatic view of an advertising campaign setup process  40  performed by advertising console  18 , and an advertising campaign selection process  60  performed by DSP  20  in accordance with the present disclosure. Advertising campaign setup process  40  creates, assembles, and sends advertising campaign  7  to DSP  20  through campaign creating operation  41 , campaign assembling operation  54 , campaign sending operation  56 , and campaign updating operation  58 . Campaign creating operation  41  includes several setting operations, including operation  42 , in which advertising console  18  sets insertion order (“IO”) parameters. Exemplary IO parameters may include a budget for the advertising campaign (e.g., $100,000), flight dates for the advertising campaign (e.g., Dec. 1, 2014-Dec. 31, 2014), desired cost-per-thousand-impressions for the advertising campaign (“CPM”) (e.g., $15), frequency parameters for the advertising campaign (e.g., 3 displays per 24 hour period), and pacing for the advertising campaign (e.g., evenly pace throughout the campaign, display as soon as possible, etc.). 
     In operation  44 , advertising console  18  sets targeting criteria  15 , including Criteria Set One  15   a , Criteria Set Two  15   b , and Criteria Set Three  15   c . As previously summarized, targeting criteria  15  may include attributes used during advertisement selection. Criteria Set One  15   a  may include attributes supported by DSP  20 , Criteria Set Two  15   b  may include URLs acceptable to advertiser  12  for advertising campaign  7 , and Criteria Set Three  15   c  may include attributes for measured properties of end user device  16 . The manner by which targeting criteria  15  are set will be discussed in more detail below, in connection with  FIG. 3 . 
     In operation  46 , advertising console  18  sets a pointer to a default advertisement  47 . Default advertisement  47  is selected as an advertisement having Criteria Set One  15   a  and Criteria Set Two  15   b  that match Criteria Set One  15   b  and Criteria Set Two  15   b  of advertising campaign  7 , as suggested by use of boxes having similarly styled vertical lines. However, default advertisement  47  does not necessarily have Criteria Set Three  15   c  that matches Criteria Set Three  15   c  of advertising campaign  7 , and may not have any attributes for Criteria Set Three  15   c  at all. As will be explained below, in situations where device-side advertisement API  32  is unable to find advertising campaigns that have attributes for Criteria Set Three  15   c  suitable for end user device  16 , device-side advertisement API  32  may instead select a default advertisement, such as default advertisement  47 , for display on end user device  16 . 
     In operation  48 , advertising console  18  sets a URL to an alternate SSP  49  (shown in  FIG. 1A ). As will be explained below, in situations where device-side advertisement API  32  is unable to find any advertising campaigns that have attributes for Criteria Set Three  15   c  suitable for end user device  16 , and is further unable to identify any default advertisements, device-side advertisement API  32  may decide to resell the advertising opportunity through alternate SSP  49 . 
     In operation  50 , advertising console  18  sets quantitative goals for achieving desired outcomes for advertising campaign  7 . For example, a goal may be that a user clicks on video advertisement, that a video advertisement achieve a particular click-through rate (“CTR”), that a user watch a certain percentage of a video advertisement, that a user watch a certain percentage of a video advertisement with at least a certain percentage of that video advertisement viewable, or other outcomes. 
     Goals may be used to facilitate selection of disambiguation criteria, which are set in operation  52 . As will be explained below, there may be instances in which device-side advertisement API  32 , even after factoring Criteria Set Three  15   c , has more than one advertising campaign suitable for display on end user device  16 . Disambiguation criteria can be used to determine which of the qualifying advertisements should ultimately be selected. In certain implementations, disambiguation criteria are parameters that are used to score advertising campaigns, where the parameters are selected based on the goals specified during setting operation  50 . The manner by which disambiguation criteria may be set is discussed in more detail in connection with  FIG. 4 , below. 
     In operation  53 , advertising console  18  sets playback criteria. Playback criteria can set forth specifications on how video advertisements are played back on end user device  16 . An exemplary playback criteria is “pause when not in view.” If this playback criteria is set, a video advertisement being shown on end user device  16  may pause when a predetermined portion of the video is not within a viewable portion of a content page, and resume playing when a predetermined portion of the video is within the viewable portion of the content page. The “pause when not in view” playback criteria will be described in more detail in connection with  FIGS. 13A-C . In exemplary implementations, playback criteria may be set at the same time or through a common interface as targeting criteria  15 . 
     After campaign creating operation  41 , advertising campaign setup process  40  proceeds to campaign assembling operation  54 . In campaign assembling operation  54 , advertising console  18  assembles all advertisements that have attributes for Criteria Set One  15   a  and Criteria Set Two  15   b  that match Criteria Set One  15   a  and Criteria Set Two  15   b  of advertising campaign  7 . As previously explained, even if advertising campaign  7  were to be selected as a winning advertising campaign by DSP  20 , device-side advertisement API  32  may consider additional advertising campaigns  1 ,  6 ,  8 ,  11 . The additional advertising campaigns  1 ,  6 ,  8 ,  11  may be selected such that they are related to winning advertising campaign  7 , in that they have the same or similar attributes for Criteria Set One  15   a  and Criteria Set Two  15   b . The additional advertising campaigns  1 ,  6 ,  8 ,  11  are collected in assembling operation  54  so they can later be transmitted to device-side advertisement API  32 . 
     Advertising campaign setup process may proceed to campaign sending operation  56 , in which the advertising campaign  7  is sent to DSP  20 . Campaign sending operation  56  may send only the advertising campaign information used by DSP  20 . Thus, for example, sending operation  56  may send Criteria Set One  15   a  and Criteria Set Two  15   b , but may not send Criteria Set Three  15   c . If advertising campaign  7  is updated, campaign updating operation  58  may convey any changes to DSP  20 . For example, advertising console  18  may generate a full update file reflecting changes to all advertising campaigns periodically (e.g., every hour) and place the update file on servers associated with DSP  20 . 
     Advertising campaign selection process  60 , performed by DSP  20 , is also illustrated in  FIG. 1A , and operates to select a winning advertising campaign. Advertising campaign selection process  60  begins with operation  62 , in which DSP  20  receives requests for bids. For example, DSP  20  may receive requests from bids from publisher  22  and/or SSP  23 . Advertising campaign selection process  60  proceeds to operation  64 , in which DSP  20  receives advertising campaigns. In this illustration, DSP  20  receives advertising campaign  7  from advertising console  18 , and also receives advertising campaigns  71 ,  72 ,  73  from other advertisers. 
     Advertising campaign selection process  60  proceeds to operation  66 , in which DSP  20  identifies advertising campaigns that qualify for the bid. As illustrated, DSP  20  may select qualifying advertising campaigns by identifying those that have attributes for Criteria Set One  15   a  and Criteria Set Two  15   b  suitable for the bid being solicited. In this illustration, advertising campaigns  7  and  73  are identified by DSP  20  as having appropriate attributes for Criteria Set One  15   a  and Criteria Set Two  15   b.    
     If DSP  20  identifies multiple advertising campaigns (e.g., advertising campaign  7  and advertising campaign  73  in this example), DSP  20  may proceed to operation  68 , in which it applies a methodology to score identified advertising campaigns  7 ,  73 . DSP  20  may proceed to operation  70 , in which one of the advertising campaigns  7 ,  73  is selected based on their respective scores. In this example, advertising campaign  7  is selected as the winning campaign. 
       FIG. 3  is a diagrammatic view of target criteria setting operation  44  of  FIG. 2 , and illustrates targeting criteria  15  in accordance with the present disclosure. Criteria Set One  15   a  may include attributes used by DSP  20  to select advertising campaigns suitable for a given bid request. Examples of attributes in Criteria Set One  15   b  are set forth in the table below. These attributes may be set using advertisement console  18 . 
     
       
         
           
               
             
               
                 TABLE 1 
               
               
                   
               
               
                 Exemplary Criteria Set One attributes 
               
               
                 Criteria Set One 
               
               
                   
               
             
            
               
                   
               
            
           
           
               
               
            
               
                 Budget 
                 Specifications on budget for video 
               
               
                   
                 advertising campaign 
               
               
                 CPM 
                 Specifications on cost-per-thousand- 
               
               
                   
                 impressions for the advertising campaign 
               
               
                 Frequency 
                 Specifications on frequency of display of 
               
               
                   
                 video advertisement, such as number of 
               
               
                   
                 displays per hour, per day, etc. 
               
               
                 Pace 
                 Specifications on delivery pace of video 
               
               
                   
                 advertisement, such as whether to pace 
               
               
                   
                 evenly or deliver as soon as possible 
               
               
                 Day parting 
                 Specification on the weekdays or hours 
               
               
                 (hours by day matrix) 
                 within weekdays - e.g. a restaurant, 
               
               
                   
                 specializing in lunch for office workers, 
               
               
                   
                 may want to run a video advertisement 
               
               
                   
                 from 11AM-2PM Monday through 
               
               
                   
                 Friday only. 
               
               
                 Geography 
                 Specifications on location of end user device, 
               
               
                   
                 such as IP address-based location, which 
               
               
                   
                 may be based on country, state, zip, 
               
               
                   
                 designated market area (DMA), metropolitan 
               
               
                   
                 statistical area (MSA), etc. 
               
               
                 Declared Inventory 
                 Specifications on the content category 
               
               
                 category 
                 provided by the publisher of that content. 
               
               
                 Declared Domain 
                 Specifications on the list of domains where 
               
               
                 whitelist 
                 the advertiser wants to restrict their 
               
               
                   
                 advertising 
               
               
                 OS 
                 Specifications on operating systems suitable 
               
               
                   
                 for video advertisement (e.g., MacOS, Win7, 
               
               
                   
                 iOS, Android, etc) 
               
               
                 Device 
                 Specifications on device type suitable for 
               
               
                   
                 video advertisement (e.g., laptop, desktop, 
               
               
                   
                 mobile, etc.) 
               
               
                 Declared player size 
                 Specifications on player size suitable for 
               
               
                   
                 video advertisement, based on reported 
               
               
                   
                 player size 
               
               
                 SSP 
                 Specifications on the Supply Side Platform 
               
               
                   
                 vendor or list of allowed vendors 
               
               
                 Pre-roll/Mid-roll/post-roll 
                 Specifications on whether video should be 
               
               
                   
                 pre-roll (displayed prior to rendering of 
               
               
                   
                 publisher&#39;s video content), mid-roll 
               
               
                   
                 (displayed in the middle of publisher&#39;s video 
               
               
                   
                 content), or post-roll (displayed after 
               
               
                   
                 publisher&#39;s video content has completed) 
               
               
                 Audience segment 
                 Specifications on the segments, as provided 
               
               
                   
                 by the supply side platform or the demand 
               
               
                   
                 side platform or another 3 rd  party, 
               
               
                   
                 that the advertiser wants to restrict the 
               
               
                   
                 advertisement (e.g., only show ads to 
               
               
                   
                 females 25-34 years old) 
               
               
                   
               
            
           
         
       
     
     In target criteria setting operation  44 , advertisement console  18  enables advertiser  12  to set attributes for Criteria Set One  15   a .  FIG. 3  graphically depicts various possible sets of attributes for Criteria Set One  15   a  as boxes having lines of different orientations, and suggests that advertisement console  18  selects a particular set of attributes for Criteria Set One  15   a.    
     Criteria Set Two  15   b  may also be used by DSP  20  during advertisement selection. Criteria Set Two  15   b  may include a list of URLs that are considered acceptable for display of video advertisements from advertiser  12 . Attributes for criteria Set Two  15   b  can be generated by following a URL generation process  80 . URL generation process  80  begins with operation  82 , in which video advertising system  10  retrieves a list of known URLs that are suitable for advertising campaign  7 . 
     In operation  84 , video advertising system  10  visits each of the known URLs. In operation  86 , video advertising system  10  extracts features from videos that are available at each of the known URLs. These features will be used in subsequent processing to identify other URLs that may also be suitable for advertising campaign  7 . For example, if advertiser  12  is an automobile company, advertiser  12  may provide a list of known URLs that include video content pertaining to advertiser  12 , such as video content about automobiles made by advertiser  12 , video content about the class of automobiles made by advertiser  12 , or the like. Such video content may include characteristic features, such as keywords or visual features. For example, such video content may include voice-over audio that says the name of automobiles manufactured by advertiser  12 , or may include logos used for automobiles manufactured by advertiser  12 . 
     To extract features, extracting operation  86  includes operation  87 , which isolates an audio stream from a video stream. Extracting operation  86  then proceeds to operation  88 , which identifies words being spoken as part of the audio stream using voice recognition techniques, and identifies keywords from among the identified words. 
     Extracting operation then proceeds to operation  89 , which identifies visual features among the video, such as logos or faces, using object recognition, detection, and classification techniques. 
     URL generation process  80  then proceeds to operation  90 , in which video advertising system  10  crawls through other Internet websites, identifies video content at those sites, and extracts audio and video features from the video content in a manner similar to extracting operation  86 . Finally, in operation  92 , video advertising system  10  identifies URLs having video with extracted features similar to the features extracted from video at the known URLs. The resulting list of URLs is assembled into Criteria Set Two  15   b.    
       FIG. 3  graphically depicts various possible sets of acceptable URLs as boxes having lines of different orientations, and suggests that advertising console  18  selects a particular set as Criteria Set Two  15   b.    
     As previously explained, Criteria Set Three  15   c  is not sent to DSP  20 , but is instead used by device-side advertisement API  32  during later processing to select an advertising campaign. Examples of attributes in Criteria Set Three  15   c  are shown in the table below. Each of these attributes can be set by advertisement console  18  in consultation with advertiser  12 . 
     
       
         
           
               
             
               
                 TABLE 2 
               
               
                   
               
               
                 Criteria Set Three attributes 
               
               
                 Criteria Set Two 
               
               
                   
               
             
            
               
                   
               
            
           
           
               
               
            
               
                 Measured Latitude and 
                 Specifications on the latitudinal and 
               
               
                 longitude 
                 longitudinal position of end user device 16 
               
               
                 Measured player-size 
                 Specifications on dimensions of video player 
               
               
                   
                 on which video advertisement will be rendered 
               
               
                 Measured player 
                 Specifications on resolution of video player on 
               
               
                 resolution 
                 which video advertisement will be rendered 
               
               
                 Detected parent URL or 
                 Specifications on acceptable parent URL or 
               
               
                 Domain list 
                 domain lists for URL at which content 24 is 
               
               
                   
                 being rendered 
               
               
                 Detected WiFi connec- 
                 Specifications on whether end user device 16 
               
               
                 tivity 
                 has WiFi connectivity 
               
               
                 Measured Bandwidth 
                 Specifications on download speed of end user 
               
               
                   
                 device 16 
               
               
                 Measured minimum 
                 Specifications on battery level of end user 
               
               
                 battery level 
                 device 16 
               
               
                 Detected audio 
                 Specifications on audio capabilities or settings 
               
               
                 capabilities 
                 on end user device 16 
               
               
                 Detected headphone 
                 Specifications on whether a headphone is being 
               
               
                 connectivity 
                 used on end user device 16 
               
               
                 Play only when plugged 
                 Specifications on whether the advertisement 
               
               
                 in 
                 can only played when the device is plugged in 
               
               
                   
                 to an electric socket for charging the device. 
               
               
                   
                 As video playback is demanding on end user 
               
               
                   
                 device 16 resources, including its battery, end 
               
               
                   
                 user device 16 may run out of battery during 
               
               
                   
                 playback or its operating system may disrupt 
               
               
                   
                 the video delivery to conserve battery power. 
               
               
                   
                 Being plugged into the socket allows improved 
               
               
                   
                 user experience, in that the video will be 
               
               
                   
                 delivered with high quality without disruption. 
               
               
                 Historical latitude and 
                 Specifications on historical latitudinal and 
               
               
                 longitude information 
                 longitudinal position of end user device 16 
               
               
                   
               
            
           
         
       
     
       FIG. 4  is a diagrammatic view of disambiguation criteria setting operation  52  of  FIG. 2 , illustrating how disambiguation criteria may be set in accordance with the present disclosure. As explained, disambiguation criteria may be used by device-side advertisement API  32  in the event that multiple advertising campaigns are suitable for end user device  16 , even after considering their respective attributes for Criteria Set Three  15   c . As shown in  FIG. 4 , disambiguation criteria setting operation  52  includes three alternatives. In alternative  95 , advertising console  18  may select CPM as the disambiguation criteria. In this scenario, device-side advertisement API  32  would select from among multiple suitable advertisements based solely on which has the most favorable CPM metrics. In alternative  97 , advertising console  18  may select margin CPM as the sole disambiguation criteria. Margin CPM may refer to the portion of CPM received by a particular entity that facilitates video advertisement selection and distribution. Finally, in alternative  98 , advertising console  18  may use predictor weights w j  as the disambiguation criteria. 
     Predictor weights w j  may be used to score advertising campaigns. As will be explained in more detail below, when device-side advertisement API  32  is choosing from among multiple advertising campaigns, device-side advertisement API  32  may score the advertising campaigns and select the highest scoring advertising campaign. Predictor weights w j  may drive the scoring methodology to increase the likelihood that the highest scoring advertising campaign will achieve a certain goal for advertiser  12 . 
     Predictor weights w j  may be selected by analytics module  94  (shown in  FIG. 1A ) according to a predictor weight selection process  110 , shown in  FIG. 4 . Predictor weight selection process  110  begins with operation  112 , in which a goal is retrieved. As previously explained, the goal for an advertising campaign may be specified according to goal setting operation  50 , shown in  FIG. 2 , and may be that a user clicks on video advertisement, that a video advertisement achieve a particular click-through rate (“CTR”), that a user watch a certain percentage of a video advertisement, that a user watch a certain percentage of a video advertisement with at least a certain percentage of that video advertisement viewable, or other desired outcomes. 
     In operation  114 , analytics module  94  identifies predictors d j  for the goal. Predictors d j  may include properties that impact how likely an advertising campaign is to achieve the goal on a given end user device. In exemplary implementations, the attributes selected as predictors include attributes for Criteria Set Three  15   c . For example, where the goal is to achieve a particular click-through rate, advertising campaigns having an attribute for Criteria Set Three  15   c  specifying high bandwidth connections may be more likely to achieve the goal, because users of high bandwidth devices may be more likely to click on video advertisements. If a particular attribute is not in a numerical format, analytics module  94  may map the attribute to a numerical scale as to arrive at a set of numerical predictors d j . 
     By way of example, the bandwidth attribute may take on certain discrete, categorical values, such as “high”, “medium”, or “low”. High may be coded as a numerical 1, medium may be coded as a numerical 0, and low may be coded as a numerical −1. In exemplary implementations, numerical values are assigned categorical values such that they sum to zero (e.g., −1+0+1=0). For computational efficiency, the categorical value taking on a numerical value of 0 (e.g., “medium” in this example) need not be considered during modeling operations. 
     In operation  116 , analytics module  94  selects a candidate predictor weight w j  for each predictor d j  based on training data. Predictor weights w j  may be selected in accordance with machine learning techniques, and may be selected such that predictors more strongly correlated with a likelihood that a video advertisement will achieve the goal are assigned higher weights. Training data may include actual historical measurements for how video advertising on particular end user devices having particular predictor sets d j  performed with respect to the goal. As shown in  FIG. 4 , training data may be drawn from an advertising data warehouse  96  (shown in  FIG. 1A ). 
     In operation  118 , analytics module  94  applies candidate predictor weights w j  to test data, which may also be drawn from advertising data warehouse  96 . Test data may also include actual historical measurements for how video advertising on particular end user devices having particular predictor sets d j  performed. In an exemplary implementation, each predictor d j  is multiplied by a corresponding candidate predictor weight w j , and the resulting products are summed to yield a score S for the advertising campaign. 
     In operation  120 , analytics module  94  determines whether the candidate predictor weights w j  are effective in predicting the likelihood that a video advertising campaign will achieve the goal. This determination may assess whether computed scores S for test advertising campaigns sufficiently correlate with whether the test advertising campaigns achieved the goal during past deployments. 
     If operation  120  determines that candidate predictor weights w j  are not sufficiently effective, analytics module  94  may proceed to operation  122 , in which candidate predictor weights w j  may be refined in accordance with machine learning techniques. Predictor weight selection process  110  may iterate through operations  118 ,  120 ,  122  until candidate predictor weights w j  are sufficiently effective. Predictor weight selection process  110  may conclude with operation  124 , in which final candidate predictor weights w j  are selected and transmitted to advertising console  18  as disambiguation criteria. 
     Thus,  FIGS. 2-4  illustrated systems, components, and methodologies by which advertising campaign  7  may be created by advertising console  18 , and by which advertising campaign  7  may be selected by DSP  20  as a winning advertising campaign. 
     Referring again to  FIG. 1A , DSP  20  may notify browser  28  that advertising campaign  7  was selected for location  25  of content  24 . Once browser  28  receives notification of advertising campaign  7 , browser  28  queries advertisement server  30  for the advertisement that should be rendered at location  25 .  FIG. 5  shows an advertisement server response process  130  performed by advertisement server  30  in response to receiving a query from browser  28 . 
     By way of overview, advertisement server response process  130  transmits a Video Ad Serving Template (“VAST”)/Video Player-Ad Interface Definition (“VPAID”) response (i.e., a response compliant with any suitable version of VAST and/or VPAID specifications). Rather than directly referencing a video advertisement to display in the VAST/VPAID response, advertisement server  30  transmits a reference to device-side advertisement API  32 , which begins operating on end user device  16 . In exemplary implementations, the reference to device-side advertisement API  32  is a URL to an XML resource available on a server, with the XML resource containing a reference URL to device-side advertisement API  32 . Device-side advertisement API  32  may be any suitable instruction set that browser  28  can execute, such as a JavaScript file. In the case where device-side advertisement API  32  will execute in a flash environment, device-side advertisement API  32  may be an ActionScript file. 
     Advertisement server  30  transmits to device-side advertisement API  32  various information previously established by advertising console  18  (as shown in  FIG. 2 ), so that device-side advertisement API  32  can select an advertising campaign to display on end user device  16 . 
     Advertisement server response process  130  begins with operation  132 , in which advertisement server  30  receives a request for a winning advertisement from browser  28 . In operation  134 , advertisement server  30  retrieves information pertaining to winning advertising campaign  7  and other related advertising campaigns. The retrieved advertising campaign information was previously set by advertising console  18 , as described in connection with  FIG. 2 . In certain implementations, advertisement server  30  may retrieve the advertising campaign information directly from advertising console  18  in response to the query from browser  28 . In the illustrated implementation, however, advertisement server  30  includes a cache  31 , which periodically downloads all available advertising campaign information from advertising console  18 . A benefit of using cache  31  is that pertinent advertising campaign information is readily available for quick retrieval by advertisement server  30  in response to receiving a query from browser  28 . 
       FIG. 5  illustrates exemplary advertising campaign information retrieved by advertisement server  30 . Advertisement server  30  may retrieve a list of all related advertising campaigns  136 , which includes advertising campaigns that have attributes in Criteria Set One  15   a  and Criteria Set Two  15   b  that match corresponding attributes in Criteria Set One  15   a  and Criteria Set Two  15   b  for winning advertising campaign  7 . As previously explained, assembling operation  54  (shown in  FIG. 2 ) assembles related advertising campaigns  136 , which in this example includes advertising campaigns  1 ,  6 ,  7 ,  8 , and  11 . 
     Advertisement server  30  may also retrieve targeting criteria  15  for all related advertising campaigns  136 . As previously explained in connection with  FIGS. 2 and 3 , targeting criteria  15  may be established for advertising campaign  7 , and similar operations may be followed for each of the related advertising campaigns  136 .  FIG. 5  illustrates different sets of targeting criteria  15  by way of boxes with lines of varying orientation. For example, advertising campaign  1  includes a set of attributes for Criteria Set One  15   a , a set of attributes for Criteria Set Two  15   b , and a set of attributes for Criteria Set Three  15   c , each represented by boxes with lines having vertical orientation. 
     Advertisement server  30  may also retrieve a list of default advertisements  140  for each of the related advertising campaigns  136 . Operation  46  of  FIG. 2  illustrated how a pointer to a default advertisement  47  could be set for advertising campaign  7 , and a similar operation may be followed for each of the related advertising campaigns  136 . 
     Advertisement server  30  may also retrieve a URL  142  to an alternative SSP, which was set in operation  48  of  FIG. 2 . 
     Finally, advertisement server  30  may retrieve disambiguation criteria  144 , which was established in disambiguation criteria setting operation  52 , illustrated in  FIGS. 2 and 4 . 
     Advertisement server  30  proceeds to packaging operation  146 , in which the retrieved advertising campaign information is packaged into fields of a VAST/VPAID-compliant response. In operation  148 , advertisement server  30  also includes device-side advertisement API  32  into a field of the VAST/VPAID-compliant response. By way of example, the device-side advertisement API  32  may be referenced in the “Media File” field of the VAST/VPAID-compliant response, and the related advertising campaign information may be placed in any other suitable fields of the VAST/VPAID-compliant response. Device-side advertisement API  32  may be programmed with correlation tables indicating which type of related advertising campaign information is stored in which VAST/VPAID field, enabling device-side advertisement API  32  to parse and interpret the VAST/VPAID-compliant response. 
     In operation  150 , advertisement server  30  sends the assembled VAST/VPAID-compliant response to browser  28 . Browser  28  follows the reference to device-side advertisement API  32 . Device-side advertisement API  32  may then begin operating on end user device  16  as a programmatic interface between advertisement server  30  and browser  28 , as suggested in  FIG. 5 . 
       FIG. 6  illustrates operations of device-side advertisement API  32  in accordance with the present disclosure. Once device-side advertisement API  32  has been initiated, device-side advertisement API  32  performs assembling operation  160 , in which device-side advertisement API  32  parses, interprets, and organizes data transmitted through the VAST/VPAID-compliant response from advertisement server  30 . 
     Device-side advertisement API  32  may then generate several processes that operate in parallel, including a data collecting process  162 , an advertisement selection process  164 , and a viewability measuring process  166 . Data collecting process  162  collects data regarding end user device  16 , advertisement selection process  164  selects an advertising campaign for display on end user device  16 , and viewability measuring process  166  measures what portion of a video advertisement is viewable to a user of end user device  16 . By generating these processes in parallel, device-side advertisement API  32  achieves enhanced speed and responsiveness. 
     To perform data collecting process  162 , device-side advertisement API  32  may include program code that invokes functionality of browser  28  to retrieve end user device properties  163 . For example, device-side advertisement API  32  may include program code written in HTML5 and/or JavaScript that is interpreted by an HTML5/JavaScript interpreter  28   a  of browser  28 . The program code may invoke functionality of browser  28  that can retrieve end user device properties  163 . By way of example, end user device  16  may include an operating system  168  that exposes APIs accessible by browser  28  to obtain various system properties, such as battery level of end user device  16 , WiFi connectivity of end user device  16 , audio or video playback settings of end user device  16 , and other properties. Alternatively, browser  28  may access hardware  170  (or software-accessible interfaces exposed by hardware  170 , such as device drivers) to obtain end user device properties. In still other alternatives, browser  28  may access APIs exposed by other software applications  172  loaded on end user device to obtain end user device properties  163 . Generally, end user device properties  163  may include any hardware-measurable or software-measurable properties of end user device  16 , and all such properties are within the scope of the present disclosure. 
     Examples of end user device properties  163  collected during data collecting process  162  may include properties corresponding to attributes for Criteria Set Three  15   c , such as those set forth in Table 3 below. End user device properties  163  are graphically depicted in  FIG. 6  as a box with vertically oriented lines, and may be denoted as d 1 , . . . , d J . Browser  28  transmits end user device properties  163  to device-side advertisement API  32 . 
     
       
         
           
               
             
               
                 TABLE 3 
               
               
                   
               
               
                 Measured end user device properties 
               
               
                   
               
             
            
               
                   
               
            
           
           
               
               
            
               
                   
                 Measured latitude and longitude 
               
               
                   
                 Measured video player-size 
               
               
                   
                 Measured video player resolution 
               
               
                   
                 Detected parent URL or Domain list for 
               
               
                   
                 content 24 
               
               
                   
                 Detected WiFi connectivity 
               
               
                   
                 Measured Bandwidth 
               
               
                   
                 Measured battery level 
               
               
                   
                 Detected audio capabilities 
               
               
                   
                 Detected headphone connectivity 
               
               
                   
                 Detection on whether the device is plugged 
               
               
                   
                 into an electric socket for charging 
               
               
                   
                 Historical latitude and longitude information 
               
               
                   
                   
               
            
           
         
       
     
     Because device-side advertisement API  32  is able to access end user device properties  163 , video advertising system  10  has additional criteria, beyond what is used by DSP  20 , for selecting advertising campaigns most suitable for end user device  16 . Because these selections are driven by actual, measured properties of end user device  16 , they are less prone to error or fraud, and help ensure that advertiser  12  is receiving the type of advertising placement that advertiser  12  desires. The data collecting process  162  may include several different processes or worker threads operating in parallel. For example, the data collecting process  162  may include multiple data collections paths, which may have different levels of priority. For example, a fast data collection path may collect critical criteria and a slower data collection path may collect secondary criteria, and multiple different data collection paths may operate in parallel. Critical criteria may be defined by a user. For example, a user may only wish to display video advertisements on a large video player and may prefer high bandwidth, in which case, the user may make large video player a critical criteria, and make high bandwidth a secondary criteria. 
     As device-side advertisement API  32  collects end user device properties, it may also initiates advertisement selection process  164 .  FIG. 7  shows an advertisement selection process  164  in accordance with the present disclosure. Advertisement selection process  164  begins with collecting operation  171 , in which device-side advertisement API  32  collects related advertising campaign information. As previously explained in connection with  FIG. 5 , related advertising campaign information may include a list of related advertising campaigns  136 , which includes advertising campaigns that have attributes for Criteria Set One  15   a  and Criteria Set Two  15   b  that match those of winning advertising campaign  7 . As also previously explained, related advertising campaign information may include targeting criteria  15  for each of the related advertising campaigns  136 . The related advertising campaign information was transmitted to device-side advertisement API  32  in sending operation  150  of  FIG. 5 , and as such is available for use by device-side advertisement API  32  in collecting operation  171  of  FIG. 7 . 
     Advertisement selection process  164  may proceed to comparing operation  173 , in which device-side advertisement API  32  compares attributes of Criteria Set Three  15   c  of related advertising campaigns  1 ,  6 ,  7 ,  8 ,  11  to measured end user device properties  163 . As explained, end user device properties  163  may be retrieved from browser  28  as part of data collecting process  162 , shown in  FIG. 6 . 
     In identifying operation  174 , device-side advertisement API  32  identifies advertising campaigns that have attributes for Criteria Set Three  15   c  that align with end user device properties  163 . For example, if advertising campaign  8  has an attribute for Criteria Set Three  15   c  specifying a high bandwidth connection, but end user device properties  163  indicate that end user device  16  does not have a high bandwidth connection, advertising campaign  8  may be ruled out. Likewise, if advertising campaign  11  has an attribute for Criteria Set Three  15   c  specifying a certain range for latitudinal and longitudinal location, but end user device properties  163  indicate that end user device  16  has a latitudinal and longitudinal location outside that range, advertising campaign  11  may be ruled out. In this illustrative example, advertising campaign  1  and advertising campaign  6  have attributes for Criteria Set Three  15   c  that align with end user device properties  163 , as suggested by the use of boxes with similarly oriented vertical lines. 
     Thus, even though advertising campaign  7  was selected by DSP  20  as a winning advertising campaign, device-side advertisement API  32  can expand a search for an advertising campaign to other, related advertising campaigns. Device-side advertisement API  32  can improve on the selection of DSP  20  by comparing targeting criteria  15  of related advertising campaigns to end user device properties  163 , and select an advertising campaign better suited for end user device  16 . 
     Advertisement selection process  164  may proceed to operation  176 , in which device-side advertisement API  32  determines whether suitable advertisements were identified by identifying operation  174 . In this illustrative example, two advertising campaigns  1 ,  6  were identified. In such scenarios, advertisement selection process  164  proceeds to scoring operation  178 , which scores each of the identified advertising campaigns  1 ,  6 , and selecting operation  180 , which selects the highest scoring advertising campaign. Scoring operation  178  and selecting operation  180  will be discussed in more detail in connection with  FIG. 8 . 
     In other scenarios, there may not be advertising campaigns that have attributes for Criteria Set Three  15   c  aligning with end user device properties  163 . In such scenarios, advertisement selection process  164  may proceed to operation  184 , which collects a list of default advertisements. As previously explained, a list of default advertisements  140  were collected by advertisement server  30 , as shown in  FIG. 5 , and transmitted to device-side advertisement API  32 . 
     If multiple default advertisements exist, advertisement selection process  164  may proceed to scoring operation  178  and selecting operation  180 , which will be discussed in more detail in connection with  FIG. 8 . If no default advertisements exist, device-side advertisement API  32  may elect to sell the advertising opportunity to another buyer. To sell the advertising opportunity, advertisement selection process  164  may invoke operation  188 , in which device-side advertisement API  32  calls alternate SSP  49  (shown in  FIG. 1A ) and communicates that the advertising opportunity is available. In another example embodiment, if no default advertisement exists, the device-side advertisement API  32  may elect to abort the advertising opportunity. For example, when no suitable advertisements were identified by identifying operation  174  due to some critical criteria not being fulfilled, the winning advertising campaign and all other advertising campaigns may be aborted or withdrawn. In an example embodiment, an advertising campaign is aborted because critical user device properties are not able to be confirmed within a predetermined period of time (e.g., 500 msec). For example, critical criteria (e.g., large video player) may be obtained using a fast data collection path, while other non-critical criteria (e.g., high bandwidth) may be obtained using a slower data collection path. If the device-side advertisement API  32 , using a fast data collection path, cannot confirm that the user device has a large video player in 500 msec, then the advertisement campaign may be aborted or withdrawn. Thus, device-side advertisement API  32  may advantageously abort any advertising campaign based on erroneous or fraudulent declared data (e.g., large video player). 
       FIG. 8  shows a scoring operation  178  and selecting operation  180  in accordance with the present disclosure. Scoring operation  178  and selecting operation  180  use disambiguation criteria to determine which of multiple suitable advertising campaigns should be selected for display on end user device  16 . As explained in connection with  FIG. 4 , in certain implementations, disambiguation criteria may be CMP or margin CPM. In such implementations (not shown in  FIG. 8 ), scoring operation  178  may sort advertising campaigns according to CMP or margin CPM, as appropriate, and selecting operation  180  may select the advertising campaign with most favorable CPM or margin CPM metrics. 
     Alternatively, as was explained in connection with  FIG. 4 , disambiguation criteria may include predictor weights selected based on machine learning techniques.  FIG. 8  shows scoring operation  178  when implemented with predictor weights. Scoring operation  178  begins with operation  190 , in which advertising campaigns are received. In the illustrative example of  FIG. 7 , advertising campaign  1  and advertising campaign  6  are received for scoring. More generally, and as shown in  FIG. 8 , receiving operation  190  may receive K advertising campaigns. 
     In operation  192 , device-side advertisement API  32  assembles end user device properties  163 , denoted as d j . In operation  194 , device-side advertisement API  32  assembles predictor weights w k,j  for each advertising campaign k. Predictor weights w k,j  for a given advertising campaign k can be determined according to the predictor weight selection process  110 , discussed in connection with  FIG. 4 . 
     In operation  196 , device-side advertisement API  32  computes a score S k  for each advertising campaign k. The score may be computed as the sum of the products of each predictor weight w k,j  and a corresponding end user device property d j . Scores S k  may optionally be boosted for certain advertising campaigns k based on criteria of interest. For example, in operation  198 , a delivery weight D k  is added to the score S k , and in operation  202 , a margin weight M k  is added to the score S k . These weights may boost scores for advertising campaigns that have not been delivering according to expectations, or that generate higher margins. The resulting scores S k  are sorted in operation  204 , after which selecting operation  180  selects the highest scoring advertisement. 
     Returning to  FIG. 6 , in addition to advertisement selection process  164  and data collecting process  162  already described, device-side advertisement API  32  also generates viewability measuring process  166 . Viewability measuring process  166  may measure the portion of a video advertisement that is viewable to a user. Typically, when an end user loads a content page containing a video, the user may scroll vertically or laterally to different locations on the content page. At times during this scrolling, portions of the video may fall outside the viewable area of the content page. Video advertising system  10  measures what portion of the video is viewable. 
     Viewability measurements may be advantageous for a number of reasons. For one, viewability measurements provide advertiser  12  with information on the effectiveness of a video advertisement. For another, viewability statistics collected over time can provide advertiser  12  with useful information on its advertising campaigns. For yet another, video advertising system  10  may take actions on end user device  16  based on viewability measurements. For example, as will be explained below, video advertising system  10  may pause a video advertisement when a pre-determined threshold of the video advertisement is not viewable due to user scrolling, and may resume the video advertisement when the user scrolls back as to reveal more of the video advertisement. This may promote user engagement with the video advertisement, and ensure that advertiser  12  does not expend resources on a video advertisement that a user does not see. 
       FIG. 9  illustrates a viewability measuring process  166  in accordance with the present disclosure. Generally, there are certain situations in which device-side advertisement API  32  can directly and deterministically measure how much of a video is viewable, and other situations in which direct and deterministic measurements are unavailable. For example, deterministic measurements are available when video is rendered in Friendly iFrames, but may be unavailable when video is rendered in unFriendly iFrames. An inline frame (e.g., iFrame) may refer to a programmatic element that sets off a portion of a content page for rendering certain content. Inline frames may be used, for example, by a web browser on a web page or web-based application. Also, inline frames may be used other user interfaces or in an application. A Friendly iFrame may refer to an iFrame having content that has access to or can manipulate content appearing elsewhere on the content page, outside the Friendly iFrame. An unFriendly iFrame, on the other hand, may refer to an iFrame having content that cannot access or manipulate content appearing elsewhere on the content page. For the case of unFriendly iFrames, browser  28  may block access to dimensional metrics required to directly measure which portions of a video are viewable. 
     Viewability measuring process  166  is able to provide viewability measurements in both situations. As shown in  FIG. 9 , viewability measuring process  166  begins with operation  210 , which determines whether a video advertisement will be rendered in an environment where direct measurement is possible, such as in a Friendly iFrame, or in an environment where direct measurement is unavailable, such as an unFriendly iFrame. If the video advertisement will be rendered in a Friendly iFrame, viewability measuring process  166  proceeds to geometric determination process  212 , in which device-side advertisement API  32  computes a direct, geometric determination for viewability. In operation  214 , the viewability measurement may be output. Geometric determination process  212  is discussed in more detail in  FIG. 10 . 
     If instead the video advertisement will be rendered in an environment where direct measurement is unavailable, such as an unFriendly iFrame, viewability measuring process  166  proceeds to viewability prediction operation  216 , which computes a viewability prediction based on statistical inferences. The statistical inferences are based on predictors that will be described in more detail below. In operation  218 , the viewability measurement may be output. Viewability prediction operation  216  is discussed in more detail in  FIG. 11 . 
     The statistical inferences used in viewability prediction operation  216  are based on machine learning techniques driven by training data and test data. Training data and test data may be collected when the video is being rendered in environments where direct measurements are available, such as in Friendly iFrames. In such scenarios, video advertising system  10  has access to direct measurements of actual viewability, and can also collect direct measurements of other predictors, as will be explained below. Thus, where video is being rendered in Friendly iFrames, viewability measuring process  166  not only takes direct viewability measurements using geometric determination process  212 , but performs operations  220 ,  222 ,  224  that implement machine learning techniques to generate a prediction algorithm. The generated prediction algorithm can be applied by viewability prediction operation  216  in situations where video advertising is being rendered in unFriendly iFrames. 
       FIG. 10  shows a geometric determination process  212  in accordance with the present disclosure, in which device-side advertisement API  32  determines the viewability of video rendered in Friendly iFrames.  FIG. 10  shows a content page  230  containing a video  232  and a viewport  234 . Viewport  234  represents the portion of content page  230  that a user can view, which may change based on the user&#39;s scrolling practices. 
     A portion  232   a  of video  232  is not viewable to the user, and a portion  232   b  is viewable to the user. Geometric determination process  212  may begin with operation  240 , in which device-side advertisement API  32  determines a height  234   a , width  234   b , and area (height×width) of viewport  234 . 
     In operation  242 , device-side advertisement API  32  recursively determines bounding rectangles for all frames that enclose video  232 . For example, JavaScript function getClientBoundingRect may be used. In operation  244 , device-side advertisement API  32  determines a top-left coordinate  232   c  of video  232  relative to viewport  234 , where the top-left coordinate of viewport  234  may be designated as an origin (0,0) point. In determining operation  246 , device-side advertisement API  32  determines a bottom-right coordinate  232   d  of video  232  by adding video height  232   e  and video width  232   f  dimensions to top-left coordinate  232   c . In operation  248 , device-side advertisement API  32  determines a viewable portion  232   b  of video  232 . To determine an upper-left coordinate  232   g  of viewable portion  232   b , device-side advertisement API  32  determines the maximum of top-left coordinate  232   c  and the (0,0) origin point. To determine a lower-right coordinate  232   h  of viewable portion  232   b , device-side advertisement API  32  determines the minimum of bottom-right coordinate  232   d  of video  232 , and bottom right  234   c  of viewport  234 . As shown in  FIG. 10 , the maximum operation seeks a point further towards the bottom-right, and the minimum operation seeks a point further towards the top-left. 
     Geometric determination process  212  may proceed to operation  250 , which computes a viewability measurement by computing a viewable area of video  232  (product of height and width of viewable portion  232   b ), computing a video surface area (product of video height  232   e  and video width  232   f ), and taking a quotient. 
     As explained, where video advertising is being rendered in unFriendly iFrames, device-side advertisement API  32  may not have access to the coordinate-level information described above. Device-side advertisement API  32  may be restricted from determining any coordinates outside of the unFriendly iFrame. In such scenarios, device-side advertisement API  32  may perform viewability prediction operation  216 . 
       FIG. 11  illustrates a viewability prediction operation  216  in accordance with the present disclosure.  FIG. 11  shows a video  260  that is part of a content page  262 . Viewport  264  delineates a viewable portion of content page  262 , and the portion of content page  262  visible within viewport  264  is adjustable by a user through scrolling. In the illustrated configuration, a portion  260   a  of video  260  lies outside viewport  264  and is therefore not viewable, and a portion  260   b  of video  260  is within viewport  264 , and is therefore viewable. 
     Viewability prediction operation  216  predicts what portion of video  260  is viewable by splitting video  260  into tiles  272 , performing a processor-based operation on video content in each of the tiles  272 , measuring how the processor-based operation impacts the refresh rate of each of the tiles  272 , and predicting whether each of the tiles  272  is viewable based on the extent to which the refresh rate of each of the tiles  272  changed. The processor-based operation on video content will typically slow down the refresh rate for viewable tiles  272   b , because processor resources are diverted from refreshing operations by the processor-based operations. However, for non-viewable tiles  272   a , the refresh rate may not slow down. The processor-based operation may not be carried out for non-viewable tiles  272   a  because they are not actually being rendered. As a result, the processor-based operation may not divert resources away from refreshing operations, yielding no change to the refresh rate. 
     Viewability prediction operation  216  begins with splitting operation  270 , which splits video  260  into tiles  272 . Device-side advertisement API  32  then performs a series of operations on each tile  272  to determine a refresh rate slowdown for each tile  272 . In operation  274 , device-side advertisement API  32  invokes a browser refresh callback function, which issues a callback from browser  28  to device-side advertisement API  32  each time browser  28  refreshes a tile  272 . An example of such a callback function is requestAnimationFrame. In operation  276 , device-side advertisement API  32  uses feedback from the callback function to measure a frames-per-second refresh rate for each tile  272 , which is measured by tracking the frequency with which the callback function is invoked over time. 
     In operation  278 , device-side advertisement API  32  displays near-transparent markings  279 , such as the alphabet, on each tile  272 . Near-transparent markings  279  may be selected to have a transparency level such that they are not viewable to an end user, and therefore do not distract from the video viewing experience. However, near-transparent markings  279  may be sufficiently opaque such that the processor of end user device  16  must perform processing to render near-transparent markings  279 . In operation  280 , device-side advertisement API  32  performs a processor-based operation on near-transparent markings  279 . In this illustrative example, operation  280  blurs near-transparent text  279  to generate blurred text  281 . Although this illustrative example uses blurring on near-transparent markings, any operation that makes use of computer processor resources of end user device  16  on a video, or portions of a video, may be suitable (e.g., dithering, undithering, blurring, unblurring). In an example embodiment, the markings may be iteratively blurred and unblurred on a periodic basis (e.g., 100 msec, 200 msec, 6 frames, 12 frames). For example, for a video played at 60 frames per second, a blurring operation may be applied to the markings for 6 frames, then the markings have no operation applied for 6 frames, then an unblurring operation may be applied to the markings for 6 frames, and then the markings have no operation applied for 6 frames, and the periodic blurring and unblurring may iteratively occur to determine refresh rates periodically. 
     In operation  282 , device-side advertisement API  32  again measures a refresh rate for each tile. For non-viewable tiles  272   a , there may be no appreciable change in the refresh rate. This is because browser  28  need not actually render tiles that are not viewable to the user. However, for viewable tiles  272   b , there may be a slow-down in refresh rate. This is because processor-based operation  280  consumes CPU resources, diverting CPU resources away from the refreshing operations and invocation of the callback function. In operation  284 , device-side advertisement API  32  determines the refresh rate slowdown for each tile. For example, a viewable tile that had previously been refreshing at a rate of 60 frames-per-second may now be refreshing at a rate of 55 frames-per-second. 
     After determining a refresh rate slowdown for each tile, device-side advertisement API  32  predicts whether each tile  272  is viewable. To do so, device-side advertisement API  32  performs operation  290 , in which it collects predictors that can help generate statistical inferences on whether each tile  272  is viewable. Predictors may include the computed refresh rate slowdown, as well as end user device properties. End user device properties collected in operation  290  may include one or more of end user device properties  163  gathered in collecting operation shown in  FIG. 6 , and are denoted in  FIG. 11  as d j . 
     End user device properties  163  may be predictors of viewability because the amount of refresh rate slowdown that typically occurs when a tile  272  is viewable may be impacted based on properties of end user device  16 . For example, if end user device  16  has a powerful, highly capable processor, the expected refresh rate slowdown for viewable tiles  272   b  may be lower in magnitude than where end user device  16  has a less powerful processor. As such, end user device properties  163  may be factored as predictors for viewability. 
     In operation  292 , device-side advertisement API  32  may apply a prediction algorithm. The prediction algorithm used may be determined using machine learning techniques, as will be discussed in more detail in connection with  FIG. 12 . Generally, a prediction algorithm will input predictors, including the measured refresh rate slowdown for each tile and end user device properties d j , and output an inference on whether that tile  272  is viewable. 
     In operation  294 , device-side advertisement API  32  may compute a viewability measurement by adding the number of tiles  272  that were inferred to be viewable and dividing by the total number of tiles  272 , yielding a prediction on the percentage of video  260  that is viewable. If the prediction algorithm has been suitably refined through machine learning techniques (as will be discussed in connection with  FIG. 12 ), device-side advertisement API  32  will generate statistical inferences that non-viewable tiles  272   a  are not viewable to a user, and that viewable tiles  272   b  are viewable to a user. For partially viewable tiles  272   c , a refined prediction algorithm may have difficulty inferring whether tiles  272   c  are viewable or not viewable, owing to the fact that they are only partially viewable. The prediction algorithm may infer that some of tiles  272   c  are viewable and others are not viewable, and any potential error in the computed viewability measurement due to partially viewable tiles  272   c  may be minimal. 
     In alternative implementations, viewability prediction operation  216  may do more than simply infer whether each of the tiles  272  is viewable or not viewable. Viewability prediction operation  216  may further assess what percentage of each of the tiles  272  is viewable or not viewable. Thus, for partially viewable tiles  272   c , viewability prediction operation  216  may infer a percentage for each of tiles  272   c  that is viewable. The prediction algorithm may be configured to infer that a greater percentage of a partially viewable tile  272   c  is viewable where the refresh rate slowdown for tile  272   c  is larger in magnitude. Viewability prediction operation  216  may then compute an overall viewability measurement by averaging viewability percentage inferences for each of tiles  272 . 
     In still other implementations, viewability prediction operation  216  may not split video  260  into tiles  272  at all. Instead, viewability prediction operation  216  may assess an overall refresh rate slowdown for video  260  in its entirety, and correlate the extent of refresh rate slowdown with a viewability percentage inference. 
       FIG. 12  shows how device-side advertisement API  32  generates the prediction algorithm or prediction model of  FIG. 11 .  FIG. 12  shows operations  220 ,  222 ,  214 , and  224  of  FIG. 9  in more detail. Device-side advertisement API  32  generates the prediction algorithm using machine learning techniques, including by collecting training data and testing data from scenarios where device-side advertisement API  32  directly measures viewability of videos. 
     In operation  220 , device-side advertisement API  32  collects predictor data. As explained, predictors include measurements on refresh rate slowdown for each tile  272 , and end user device properties d j . Thus, in operation  302 , device-side advertisement API  32  splits a video into tiles and determines a refresh rate slowdown rate for each tile, using similar methodology to what was described in connection with  FIG. 11 . In addition, in operation  304 , device-side advertisement API  32  collects end user device properties d j . 
     In operation  222 , the collected predictors are stored. In addition, operation  222  collects and stores actual viewability measurements, which are generated by geometric determination process  212 . The predictors and actual viewability measurements are transmitted to prediction algorithm generating process  224 . 
     To generate a prediction algorithm or prediction model, prediction algorithm generating process  224  may perform operation  306 , in which it divides the data it received into a training data set and a testing data set. In operation  308 , prediction algorithm generating process  224  uses the training data to generate parameter values for a prediction algorithm that can map a given set of predictors into an inference on whether a video tile having those predictors is likely viewable or not viewable. 
     In operation  310 , prediction algorithm generating process  224  applies the generated prediction algorithm to testing data, and in operation  312  assesses the effectiveness of the prediction algorithm. If the prediction algorithm is not sufficiently effective, prediction algorithm generating process  224  performs refining operation  314 , which iterates prediction algorithm generating process  224  through operations  310  and  312  until the prediction algorithm is sufficiently effective. 
     After the prediction algorithm is sufficiently effective, prediction algorithm generating process  224  proceeds to operation  316 , in which it selects the result as the prediction algorithm to be used by device-side advertisement API  32  in scenarios where videos are being rendered in unFriendly iFrames. 
     Returning to  FIG. 6 , after performing viewability measuring process  166 , device-side advertisement API  32  may take action on end user device  16  based on the measured viewability. For example,  FIG. 6  shows exemplary operation  167 , in which device-side advertisement API  32  pauses or plays a video advertisement depending on how much of the video advertisement is viewable. 
       FIGS. 13A-C  illustrate the process by which a device-side advertisement API  32  pauses or plays a video advertisement in accordance with the present disclosure.  FIGS. 13A-C  show a content page  350  having a video  352 . Content page  350  is rendered on an end user device  16  having a browser viewport  354 . In  FIG. 13A , a majority of video  352  is viewable within viewport  354 , and video  352  plays. In  FIG. 13B , the end user has scrolled down on content page  350  such that a majority of video  352  is no longer viewable. In response, device-side advertisement API  32  pauses video  352 . In  FIG. 13C , the end user has scrolled back up on content page  350 , such that a majority of video  352  is viewable again. In response, device-side advertisement API  32  resumes playback of video  352 . Commands to play or pause video  352  may be sent to browser  28  through HTML5 and/or JavaScript comments. 
     Although the example above was with reference to pausing and resuming video playback, other actions are also within the scope of the present disclosure. For example, device-side advertisement API  32  may restart video  352  when the end user scrolls back up on content page  350 , or select a different advertising campaign when the end user scrolls away from video  352 . 
     As summarized above, and with reference to  FIG. 6 , device-side advertisement API  32  generates parallel processes in which it collects end user device properties  163 , selects a video advertisement to display, and measures viewability of the video advertisement. Device-side advertisement API  32  may then proceed to displaying operation  182 . In this illustration, advertising campaign  1  received a higher score than advertising campaign  7 , and is therefore displayed on end user device  16 . 
     In certain implementations, the media content file  4  for advertising campaign  1  (i.e., the video content file) is stored on a separate server, such as advertisement asset server  360 . Device-side advertisement API  32  may query advertisement asset server  360  for the appropriate media content file  4 , which is then displayed on end user device  16 . 
     In certain implementations, browser  28  may have a native video player  29  capable of processing and rendering media content file  4 . In instances where browser  28  may not have a suitable codec for media content file  4 , device-side advertisement API  32  and/or browser  28  may invoke other software, such as a separate video player  35 . In certain usage scenarios where browser  28  does not have a suitable codec for playing media content file  4  using HTML5/Javascript functionality, device-side advertisement API  32  may call a Flash-based API  36 , which may in turn invoke another video player  35 , which may be a Flash player. 
     In addition to displaying video advertisements, device-side advertisement API  32  also collects and sends data to a data warehouse  96 .  FIG. 14  shows a collecting operation  356  in accordance with the present disclosure. In operation  358 , device-side advertisement API  32  may collect tracking pixel data. In operation  361 , device-side advertisement API  32  may collect end user device properties  163 . In operation  362 , device-side advertisement API  32  may collect viewability measurements. In certain implementations, viewability measurements may be collected up to four times per second. Device-side advertisement API  32  may also collect pause and resume events that take place when device-side advertisement API  32  pauses or resumes playback of a video due to viewability. 
     Returning to  FIG. 6 , in operation  358 , device-side advertisement API  32  sends the collected data to data warehouse  96 . Once in data warehouse  96 , the data may be used to provide reports to advertiser  12  via advertising console  18 , to drive machine learning processes as discussed above, or otherwise be used for analytics. 
     End user device  16  may be a workstation, personal computer, laptop, tablet computer, mobile computing device, or smartphone. End user device  16  may include a processor and computer-readable memory on which is stored computer code that can be loaded into the processor for execution during runtime. The computer code stored on end user device  16  may include compiled binary files for browser  28 , operating system  168 , or other software applications  172 . 
     Although aspects of the present disclosure were described with reference to video advertisements, it should be understood that the systems, components, and methodologies described above may be applied to video delivery in general, and are not limited to video advertisements. The systems, components, and methodologies in accordance with the present disclosure may provide benefits for video selection, targeting, delivery, display, data collection, and data analysis for any type of digital video. 
     Moreover, systems, components, and methodologies in accordance with the present disclosure may also be applied to other forms of media content, such as audio content, image content, or textual content. Providers of such content may benefit from content selection, targeting, delivery, display, data collection, and data analysis systems, components, and methodologies disclosed above. 
     End user device  16  may include hardware or software components pertaining to attributes for Criteria Set Three  15   c , as disclosed above. For example, end user device  16  may include a GPS or other location-tracking module, video playback software supporting various sizes and resolutions, a WiFi chipset, a cellular connectivity chipset, a battery, a headphone jack for emitting audio signals, a power input for receiving external power, and other hardware or software components. 
     As explained, device-side advertisement API  32  may include HTML5 and/or JavaScript program code that is interpreted by browser  28 , which may include an HTML5/JavaScript interpreter  28   a . Executable code for running browser  28 , including HTML5/JavaScript interpreter  28   a , may be loaded into the processor of end user device  16  during runtime. End user device  16  may include a separate graphics processor to facilitate rendering of animated or graphical content. End user device  16  may include a display screen, such as a touch sensitive display screen. 
     Advertising console  18  may be provided as software implemented in source code that is compiled into executable code. Advertising console  18  may be provided on a computer having a processor and a memory, with the executable code for advertising console  18  loaded into the processor for execution at runtime. Advertising console  18  may also be provided on a server, such as a web server that permits advertiser  12  to access its functionality over the Internet. 
     Functionality of advertisement server  30  be provided as software implemented in source code that is compiled into executable code. Advertisement server  30  may include a processor and a memory, with executable code loaded into the processor for execution at runtime. 
     Analytics module  94  may be provided as software implemented in source code that is compiled into executable code. Analytics module  94  may be provided on a computer having a processor and a memory, with the executable code for analytics module  94  loaded into the processor for execution at runtime. Analytics module  94  may also be provided on a server, such as a web server that permits other components, such as advertisement server  30  and advertising console  18 , to access its functionality over the Internet. 
     Data warehouse  96  and advertisement asset server  360  may each be implemented as a database stored on a database server having a processor and a memory. The databases may be implemented using any suitable database environment, such as Oracle, DB2, SQL Server, or MongoDB. 
     Content  24  may include Internet webpage content, Internet-enabled applications (e.g., from APPLE® App Store, GOOGLE® Play, WINDOWS® Phone Store, BLACKBERRY® App World), streaming videos provided by streaming video sources, or other types of network-sourced content. 
     Video advertising in accordance with the present disclosure may be rendered on a standalone basis within content, may be rendered pre-roll (i.e., prior to display of other video content), mid-roll (i.e., during display of other video content), or post-roll (i.e., after display of other video content). 
     Aspects of the subject matter described herein may be useful alone or in combination with one or more other aspects described herein. Without limiting the following description, in an exemplary aspect of the present disclosure, a method comprises: playing a video on a display; overlaying markings on the video while the video plays; at a first time while the video plays, measuring a first refresh rate of the video; at a second time while the video plays, performing a first operation on the markings; measuring a second refresh rate of the video at the second time; and determining an estimated area of the video displayed on the display based on the first refresh rate and the second refresh rate. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with the preceding aspect, the method further comprises comparing the estimated area of the video displayed on the display to a threshold area. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises responsive to the estimated area of the video displayed on the display being less than the threshold area, pausing the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings include text. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings include at least one of alphanumeric characters and symbols. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, determining the estimated area of the video displayed on the display includes comparing the first refresh rate to the second refresh rate. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first operation includes blurring. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first operation includes dithering. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises: performing a second operation on the markings while the video plays; and measuring a third refresh rate of the video at the third time, wherein the estimated area of the video displayed on the display at the third time is determined based on the first refresh rate, the second refresh rate, and the third refresh rate. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, further comprises: comparing the estimated area of the video displayed on the display at the third time to the threshold area; and responsive to the estimated area of the video displayed on the display being greater than the threshold area, resume playing the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second operation includes at least one of unblurring and undithering. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings are nearly transparent. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings are substantially invisible to a user. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, determining the estimated area of the video displayed on the display is based on a refresh rate slowdown. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video includes a plurality of tiles, and the markings are overlaid on the video in a first tile of the plurality of tiles on the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, additional markings are overlaid on a second tile of the plurality of tiles on the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, determining the estimated area of the video displayed on the display is based on a plurality of refresh rates from a plurality of different tiles on the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first refresh rate is greater than the second refresh rate when at least a first area of the video is displayed on the display. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the refresh rate is measured in frames per second. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second time is at least 100 milliseconds after the first time. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the threshold area is 50%. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video is played in an inline frame. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the inline frame is an unfriendly iFrame. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video is displayed in a Flash player. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video is displayed in native video player. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the native video player uses at least one of HTML5 and JavaScript. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the inline frame is a friendly iFrame. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises executing a geometric determination of the estimated area of the video displayed in the inline frame. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video is displayed in a viewport, which includes a viewable portion of content that is adjustable through scrolling. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the estimated area of the video displayed on the display changes based on a user scrolling at least one of vertically and laterally within the viewport. 
     In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a client comprises: a display; and a processor configured to control the display to: play a video on the display; display markings overlaid on the video while the video plays; at a first time while the video plays, measure a first refresh rate of the video; at a second time while the video plays, perform a first operation on the markings; and measure a second refresh rate of the video at the second time. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor sends the first refresh rate and the second refresh rate to a server. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the server determines an estimated area of the video displayed on the display based on the first refresh rate and the second refresh rate. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, determining the estimated area of the video displayed on the display includes comparing the first refresh rate to the second refresh rate. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the server sends the estimated area of the video displayed on the display to the client. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, determining the estimated area of the video displayed on the display is based on a refresh rate slowdown. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor compares the estimated area of the video displayed on the display to a threshold area. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, responsive to the estimated area of the video displayed on the display being less than the threshold area, the processor pauses the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor performs a second operation on the markings while the video plays and measures a third refresh rate of the video at the third time, wherein an estimated area of the video displayed on the display at the third time is determined based on the first refresh rate, the second refresh rate, and the third refresh rate. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor compares the estimated area of the video displayed on the display at the third time to the threshold area, and responsive to the estimated area of the video displayed on the display being greater than the threshold area, resumes playing the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second operation includes at least one of unblurring and undithering. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings include text. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings include at least one of alphanumeric characters and symbols. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first operation includes blurring. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first operation includes dithering. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings are nearly transparent. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings are substantially invisible to a user. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video includes a plurality of tiles, and the markings are overlaid on the video in a first tile of the plurality of tiles on the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, additional markings are overlaid on a second tile of the plurality of tiles on the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, determining an estimated area of the video displayed on the display is based on a plurality of refresh rates from a plurality of different tiles on the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first refresh rate is greater than the second refresh rate when at least a first area of the video is displayed on the display. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the refresh rate is measured in frames per second. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second time is at least 100 milliseconds after the first time. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the threshold area is 50%. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video is played in an inline frame. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, wherein the inline frame is an unfriendly iFrame. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video is displayed in a Flash player. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video is displayed in native video player. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the native video player uses at least one of HTML5 and JavaScript. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the inline frame is a friendly iFrame. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor executes a geometric determination of the estimated area of the video displayed in the inline frame. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video is displayed in a viewport, which includes a viewable portion of content that is adjustable through scrolling. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, an estimated area of the video displayed on the display changes based on a user scrolling at least one of vertically and laterally within the viewport. 
     In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, an apparatus comprises: a processor configured to: receive a first refresh rate of a video, wherein the first refresh rate of the video is measured at a first time while the video plays; receive a second refresh rate of the video, wherein the second refresh rate of the video is measured at a second time while the video plays and a first operation is performed on markings overlaying the video; determine an estimated area of the video displayed based on the first refresh rate and the second refresh rate; compare the estimated area of the video displayed on the display to a threshold area; and responsive to the estimated area of the video displayed on the display being less than the threshold area, controlling playback of the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, controlling playback of the video includes pausing the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings include text. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings include at least one of alphanumeric characters and symbols. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, determining the estimated area of the video displayed on the display includes comparing the first refresh rate to the second refresh rate. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first operation includes blurring. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first operation includes dithering. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor receives a third refresh rate of the video, wherein the third refresh rate of the video is measured at a third time while the video plays and a second operation is performed on the markings overlaying the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the estimated area of the video displayed on the display at the third time is determined based on the first refresh rate, the second refresh rate, and the third refresh rate. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the estimated area of the video displayed on the display at the third time is compared to the threshold area, and responsive to the estimated area of the video displayed on the display being greater than the threshold area, the video resumes playing. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second operation includes at least one of unblurring and undithering. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings are nearly transparent. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings are substantially invisible to a user. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, determining the estimated area of the video displayed on the display is based on a refresh rate slowdown. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video includes a plurality of tiles, and the markings are overlaid on the video in a first tile of the plurality of tiles on the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, additional markings are overlaid on a second tile of the plurality of tiles on the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, determining the estimated area of the video displayed on the display is based on a plurality of refresh rates from a plurality of different tiles on the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first refresh rate is greater than the second refresh rate when at least a first area of the video is displayed on the display. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the refresh rate is measured in frames per second. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second time is at least 100 milliseconds after the first time. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the threshold area is 50%. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video is played in an inline frame. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the inline frame is an unfriendly iFrame. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video is displayed in a Flash player. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video is displayed in native video player. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the native video player uses at least one of HTML5 and JavaScript. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the inline frame is a friendly iFrame. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor executes a geometric determination of the estimated area of the video displayed in the inline frame. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video is displayed in a viewport, which includes a viewable portion of content that is adjustable through scrolling. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the estimated area of the video displayed on the display changes based on a user scrolling at least one of vertically and laterally within the viewport. 
     In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a computer readable medium stores instructions which, when executed by a processor, are configured to: play a video on a display; overlay markings on the video while the video plays; at a first time while the video plays, measure a first refresh rate of the video; at a second time while the video plays, perform a first operation on the markings; measure a second refresh rate of the video at the second time; and determine an estimated area of the video displayed on the display based on the first refresh rate and the second refresh rate. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor is further configured to compare the estimated area of the video displayed on the display to a threshold area. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor is further configured to, responsive to the estimated area of the video displayed on the display being less than the threshold area, pause the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings include text. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings include at least one of alphanumeric characters and symbols. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, determining the estimated area of the video displayed on the display includes comparing the first refresh rate to the second refresh rate. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first operation includes blurring. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first operation includes dithering. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor is further configured to: perform a second operation on the markings while the video plays; and measure a third refresh rate of the video at the third time, wherein the estimated area of the video displayed on the display at the third time is determined based on the first refresh rate, the second refresh rate, and the third refresh rate. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor is further configured to: compare the estimated area of the video displayed on the display at the third time to the threshold area; and responsive to the estimated area of the video displayed on the display being greater than the threshold area, resume playing the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second operation includes at least one of unblurring and undithering. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings are nearly transparent. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings are substantially invisible to a user. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, determining the estimated area of the video displayed on the display is based on a refresh rate slowdown. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video includes a plurality of tiles, and the markings are overlaid on the video in a first tile of the plurality of tiles on the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, additional markings are overlaid on a second tile of the plurality of tiles on the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, determining the estimated area of the video displayed on the display is based on a plurality of refresh rates from a plurality of different tiles on the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first refresh rate is greater than the second refresh rate when at least a first area of the video is displayed on the display. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the refresh rate is measured in frames per second. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second time is at least 100 milliseconds after the first time. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the threshold area is 50%. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video is played in an inline frame. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the inline frame is an unfriendly iFrame. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video is displayed in a Flash player. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video is displayed in native video player. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the native video player uses at least one of HTML5 and JavaScript. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the inline frame is a friendly iFrame. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor is further configured to: execute a geometric determination of the estimated area of the video displayed in the inline frame. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the video is displayed in a viewport, which includes a viewable portion of content that is adjustable through scrolling. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the estimated area of the video displayed on the display changes based on a user scrolling at least one of vertically and laterally within the viewport. 
     In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, an apparatus comprises: means for playing a video; means for overlaying markings on the video while the video plays; means for measuring, at a first time while the video plays, a first refresh rate of the video; means for performing, at a second time while the video plays, a first operation on the markings; means for measuring a second refresh rate of the video at the second time; and means for determining an estimated area of the video displayed on the means for playing the video based on the first refresh rate and the second refresh rate. 
     In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a method comprises: receiving, from an advertiser, a plurality of attribute selections of a plurality of targeting criteria that are required to be fulfilled by a user device to serve a video advertisement to the user device, the plurality of attribute selections including at least a first attribute selection and a second attribute selection, wherein the second attribute selection relates to a measured first user device property; creating an advertising campaign including the plurality of targeting criteria based on the plurality of attribute selections, the plurality of targeting criteria including at least a first targeting criteria corresponding to the first attribute selection and a second targeting criteria corresponding to the second attribute selection; transmitting the first targeting criteria to a demand side platform, which provides a response based on the first targeting criteria to a publisher server, which manages content to be displayed to the user device, wherein the user device is notified by the publisher server of a winning first advertising campaign that fulfils the first targeting criteria; reserving the second targeting criteria until after the user device is notified of the winning first advertising campaign that fulfils the first targeting criteria; determining a plurality of related advertising campaigns including the first targeting criteria and the second targeting criteria, wherein each of the plurality of related advertising campaigns are related to the winning first advertising campaign; and transmitting, to the user device, the plurality of related advertising campaigns, wherein the user device measures the first user device property, compares the measured user device property to the second targeting criteria, and determines that the measured user device property fulfils the second targeting criteria of a second advertising campaign from the plurality of related advertising campaigns. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises receiving, from the user device, a request to serve the second advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises transmitting, to the user device, the video advertisement, which corresponds to the second advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises transmitting a device-side advertisement API to the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the device-side advertisement API measures the first user device property, compares the measured user device property to the second targeting criteria, and determines that the measured user device property fulfils the second targeting criteria of a second advertising campaign from the plurality of related advertising campaigns. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the plurality of attribute selections includes a third attribute selection and the plurality of targeting criteria includes a third targeting criteria corresponding to the third attribute selection. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises transmitting the third targeting criteria with the first targeting criteria to the demand side platform, which provides the response based on the first targeting criteria and the third targeting criteria to the publisher server, wherein the winning first advertising campaign fulfils the third targeting criteria. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the measured user device property fulfils the second targeting criteria when the measured user device property matches the second targeting criteria. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises setting a pointer to a default video advertisement, which is configured to be served responsive to the measured user device property not fulfilling the second targeting criteria of the winning advertising campaign and each respective advertising campaign from the plurality of related advertising campaigns. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises setting a URL to an alternate publisher server, which is configured to be accessed responsive to the measured user device property not fulfilling the second targeting criteria of the winning advertising campaign and each respective advertising campaign from the plurality of related advertising campaigns. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises setting quantitative goals relating to the advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises setting disambiguation criteria that are used to score advertising campaigns. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises setting playback criteria. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the playback criteria requires the video advertisement to be paused when the video advertisement is outside of a viewable portion of a content page. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the plurality of related advertising campaigns are assembled before the first targeting criteria are transmitted to the demand side platform. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the plurality of related advertising campaigns are stored in a cache. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the demand side platform identifies the winning advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises receiving a request for a video advertisement corresponding to the winning advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises: retrieving related advertising campaign information; and packaging the related advertising campaign information in a Video Ad Serving Template (VAST)/Video Player-Ad Interface Definition (VPAID) response. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a VAST/VPAID compliant response includes a reference to a device-side advertisement API. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first targeting criteria includes a declared player size. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first targeting criteria includes an specific operating system. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first targeting criteria includes a specific device type. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second targeting criteria includes a measured latitude and longitude. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second targeting criteria includes a measured video player size. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second targeting criteria includes a measured video player resolution. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second targeting criteria includes a measured bandwidth. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second targeting criteria includes a measured battery level. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the third targeting criteria includes a list of URLs. 
     In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a system comprises: at least one processor configured to: receive, from an advertiser, a plurality of attribute selections of a plurality of targeting criteria that are required to be fulfilled by a user device to serve a video advertisement to the user device, the plurality of attribute selections including at least a first attribute selection and a second attribute selection, wherein the second attribute selection relates to a measured first user device property; create an advertising campaign including the plurality of targeting criteria based on the plurality of attribute selections, the plurality of targeting criteria including at least a first targeting criteria corresponding to the first attribute selection and a second targeting criteria corresponding to the second attribute selection; transmit the first targeting criteria to a demand side platform, which provides a response based on the first targeting criteria to a publisher server, which manages content to be displayed to the user device, wherein the user device is notified by the publisher server of a winning first advertising campaign that fulfils the first targeting criteria; reserve the second targeting criteria until after the user device is notified of the winning first advertising campaign that fulfils the first targeting criteria; determine a plurality of related advertising campaigns including the first targeting criteria and the second targeting criteria, wherein each of the plurality of related advertising campaigns are related to the winning first advertising campaign; and transmit, to the user device, the plurality of related advertising campaigns, wherein the user device measures the first user device property, compares the measured user device property to the second targeting criteria, and determines that the measured user device property fulfils the second targeting criteria of a second advertising campaign from the plurality of related advertising campaigns. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the system is an advertising service provider. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the system includes an advertising server, an advertising console, an analytics module, and an advertising data warehouse. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the system receives, from the user device, a request to serve the second advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the system transmits, to the user device, the video advertisement, which corresponds to the second advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the system transmits a device-side advertisement API to the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the device-side advertisement API measures the first user device property, compares the measured user device property to the second targeting criteria, and determines that the measured user device property fulfils the second targeting criteria of a second advertising campaign from the plurality of related advertising campaigns. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the plurality of attribute selections includes a third attribute selection and the plurality of targeting criteria includes a third targeting criteria corresponding to the third attribute selection. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the system transmits the third targeting criteria with the first targeting criteria to the demand side platform, which provides the response based on the first targeting criteria and the third targeting criteria to the publisher server, wherein the winning first advertising campaign fulfils the third targeting criteria. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the measured user device property fulfils the second targeting criteria when the measured user device property matches the second targeting criteria. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the system sets a pointer to a default video advertisement, which is configured to be served responsive to the measured user device property not fulfilling the second targeting criteria of the winning advertising campaign and each respective advertising campaign from the plurality of related advertising campaigns. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the system sets a URL to an alternate publisher server, which is configured to be accessed responsive to the measured user device property not fulfilling the second targeting criteria of the winning advertising campaign and each respective advertising campaign from the plurality of related advertising campaigns. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the system sets quantitative goals relating to the advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the system sets disambiguation criteria that are used to score advertising campaigns. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the system sets playback criteria. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the playback criteria requires the video advertisement to be paused when the video advertisement is outside of a viewable portion of a content page. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the plurality of related advertising campaigns are assembled before the first targeting criteria are transmitted to the demand side platform. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the plurality of related advertising campaigns are stored in a cache. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the demand side platform identifies the winning advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the system receives a request for a video advertisement corresponding to the winning advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the system retrieves related advertising campaign information and packages the related advertising campaign information in a Video Ad Serving Template (VAST)/Video Player-Ad Interface Definition (VPAID) response. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a VAST/VPAID compliant response includes a reference to a device-side advertisement API. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first targeting criteria includes a declared player size. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first targeting criteria includes an specific operating system. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the first targeting criteria includes a specific device type. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second targeting criteria includes a measured latitude and longitude. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second targeting criteria includes a measured video player size. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second targeting criteria includes a measured video player resolution. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second targeting criteria includes a measured bandwidth. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second targeting criteria includes a measured battery level. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the third targeting criteria includes a list of URLs. 
     In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a system comprises: means for receiving, from an advertiser, a plurality of attribute selections of a plurality of targeting criteria that are required to be fulfilled by a user device to serve a video advertisement to the user device, the plurality of attribute selections including at least a first attribute selection and a second attribute selection, wherein the second attribute selection relates to a measured first user device property; means for creating an advertising campaign including the plurality of targeting criteria based on the plurality of attribute selections, the plurality of targeting criteria including at least a first targeting criteria corresponding to the first attribute selection and a second targeting criteria corresponding to the second attribute selection; means for transmitting the first targeting criteria to a demand side platform, which provides a response based on the first targeting criteria to a publisher server, which manages content to be displayed to the user device, wherein the user device is notified by the publisher server of a winning first advertising campaign that fulfils the first targeting criteria; means for reserving the second targeting criteria until after the user device is notified of the winning first advertising campaign that fulfils the first targeting criteria; means for determining a plurality of related advertising campaigns including the first targeting criteria and the second targeting criteria, wherein each of the plurality of related advertising campaigns are related to the winning first advertising campaign; and means for transmitting, to the user device, the plurality of related advertising campaigns, wherein the user device measures the first user device property, compares the measured user device property to the second targeting criteria, and determines that the measured user device property fulfils the second targeting criteria of a second advertising campaign from the plurality of related advertising campaigns. 
     In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a method comprises: receiving, at a user device, a notification of a winning first advertising campaign that fulfils first targeting criteria; sending, to an advertising server, a request for a first video advertisement corresponding to the winning advertising campaign; receiving, from the advertising server, a plurality of related advertising campaigns each including the first targeting criteria and second targeting criteria, respectively, wherein each of the plurality of related advertising campaigns are related to the winning first advertising campaign; collecting user device properties of the user device including a first user device property required by the second targeting criteria; comparing the collected first user device property to the second targeting criteria; and determining that a second advertising campaign from the plurality of related advertising campaigns fulfils the second targeting criteria of the second advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises selecting the second advertising campaign to display on the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises playing a second video advertisement corresponding to the second advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, collecting user device properties includes performing measurements of the user device properties. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second targeting criteria specifies that at least one of the user device properties is a critical criteria. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the user device is configured to abort the second advertising campaign responsive to the critical criteria not being fulfilled. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, user device properties relating to the critical criteria are collected using a fast data collection path. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the critical criteria includes at least one of viewability, video player size, and audio settings. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, user device properties relating to the secondary criteria are collected using a slower data collection path. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the fast data collection path operates in parallel with the slower data collection path. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the secondary criteria includes device bandwidth. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises determining that declared user device properties were at least one of erroneous and fraudulent. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a browser in the user device receives the notification of the winning advertising campaign and sends the request for the video advertisement to the advertising server. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises identifying at least two advertising campaigns that fulfil the second targeting criteria. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises scoring each of the at least two advertising campaigns and selects a highest scoring video advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises receiving a default video advertisement responsive to the measured user device property not fulfilling the second targeting criteria of the winning advertising campaign and each respective advertising campaign from the plurality of related advertising campaigns. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises receiving a VAST/VPAID compliant response that includes a reference to a device-side advertisement API. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the browser follows the reference to the device-side advertisement API. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the user device properties are retrieved by invoking functionality of the browser. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the user device includes a device-side advertisement API that generates a first process that measures user device properties, and generates a second process that selects advertising campaigns, and the first process operates in parallel with the second process. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second process aborts any advertising campaign with critical criteria, responsive to the first process being unable to confirm that the critical criteria is fulfilled. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the device-side advertisement API generates a third process that measures viewability of video advertisements, and the third process operates in parallel with the first process and the second process. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the third process determines a percentage of the video advertisement that is viewable. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises perform an assembling operation including parsing, interpreting, and organizing a VAST/VPAID-compliant response from the advertising server. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, collecting user device properties includes measuring a battery level of the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, collecting user device properties includes measuring a WiFi connectivity level of the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, collecting user device properties includes measuring a size of a video player. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the user device properties include audio playback settings of the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the user device properties include video playback settings of the user device. 
     In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a user device comprises: a display; and a processor which is configured to: receive a notification of a winning first advertising campaign that fulfils first targeting criteria; send, to an advertising server, a request for a first video advertisement corresponding to the winning advertising campaign; receive, from the advertising server, a plurality of related advertising campaigns each including the first targeting criteria and second targeting criteria, respectively, wherein each of the plurality of related advertising campaigns are related to the winning first advertising campaign; collect user device properties of the user device including a first user device property required by the second targeting criteria; compare the collected first user device property to the second targeting criteria; and determine that a second advertising campaign from the plurality of related advertising campaigns fulfils the second targeting criteria of the second advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor selects the second advertising campaign to display on the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the display plays a second video advertisement corresponding to the second advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, collecting user device properties includes performing measurements of the user device properties. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second targeting criteria specifies that at least one of the user device properties is a critical criteria. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the user device is configured to abort the second advertising campaign responsive to the critical criteria not being fulfilled. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, user device properties relating to the critical criteria are collected using a fast data collection path. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the critical criteria includes at least one of viewability, video player size, and audio settings. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, user device properties relating to the secondary criteria are collected using a slower data collection path. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the fast data collection path operates in parallel with the slower data collection path. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the secondary criteria includes device bandwidth. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor determines that declared user device properties were at least one of erroneous and fraudulent. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a browser in the user device receives the notification of the winning advertising campaign and sends the request for the video advertisement to the advertising server. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor identifies at least two advertising campaigns that fulfil the second targeting criteria. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor scores each of the at least two advertising campaigns and selects a highest scoring video advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor receives a default video advertisement responsive to the measured user device property not fulfilling the second targeting criteria of the winning advertising campaign and each respective advertising campaign from the plurality of related advertising campaigns. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor receives a VAST/VPAID compliant response that includes a reference to a device-side advertisement API. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the browser follows the reference to the device-side advertisement API. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the user device properties are retrieved by invoking functionality of the browser. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the user device includes a device-side advertisement API that generates a first process that measures user device properties, and generates a second process that selects advertising campaigns, and the first process operates in parallel with the second process. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second process aborts any advertising campaign with critical criteria, responsive to the first process being unable to confirm that the critical criteria is fulfilled. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the device-side advertisement API generates a third process that measures viewability of video advertisements, and the third process operates in parallel with the first process and the second process. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the third process determines a percentage of the video advertisement that is viewable. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor performs an assembling operation including parsing, interpreting, and organizing a VAST/VPAID-compliant response from the advertising server. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, collecting user device properties includes measuring a battery level of the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, collecting user device properties includes measuring a WiFi connectivity level of the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, collecting user device properties includes measuring a size of a video player. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the user device properties include audio playback settings of the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the user device properties include video playback settings of the user device. 
     In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a computer readable medium storing instructions which, when executed by a processor in a user device, are configured to: receive a notification of a winning first advertising campaign that fulfils first targeting criteria; send, to an advertising server, a request for a first video advertisement corresponding to the winning advertising campaign; receive, from the advertising server, a plurality of related advertising campaigns each including the first targeting criteria and second targeting criteria, respectively, wherein each of the plurality of related advertising campaigns are related to the winning first advertising campaign; collect user device properties of the user device including a first user device property required by the second targeting criteria; compare the collected first user device property to the second targeting criteria; and determine that a second advertising campaign from the plurality of related advertising campaigns fulfils the second targeting criteria of the second advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor is further configured to select the second advertising campaign to display on the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the display is configured to play a second video advertisement corresponding to the second advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, collecting user device properties includes performing measurements of the user device properties. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second targeting criteria specifies that at least one of the user device properties is a critical criteria. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the user device is configured to abort the second advertising campaign responsive to the critical criteria not being fulfilled. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, user device properties relating to the critical criteria are collected using a fast data collection path. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the critical criteria includes at least one of viewability, video player size, and audio settings. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, user device properties relating to the secondary criteria are collected using a slower data collection path. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the fast data collection path operates in parallel with the slower data collection path. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the secondary criteria includes device bandwidth. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor is further configured to determine that declared user device properties were at least one of erroneous and fraudulent. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a browser in the user device receives the notification of the winning advertising campaign and sends the request for the video advertisement to the advertising server. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor is further configured to identify at least two advertising campaigns that fulfil the second targeting criteria. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor is further configured to score each of the at least two advertising campaigns and selects a highest scoring video advertising campaign. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor is further configured to receive a default video advertisement responsive to the measured user device property not fulfilling the second targeting criteria of the winning advertising campaign and each respective advertising campaign from the plurality of related advertising campaigns. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor is further configured to receive a VAST/VPAID compliant response that includes a reference to a device-side advertisement API. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the browser follows the reference to the device-side advertisement API. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the user device properties are retrieved by invoking functionality of the browser. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the user device includes a device-side advertisement API that generates a first process that measures user device properties, and generates a second process that selects advertising campaigns, and the first process operates in parallel with the second process. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the second process aborts any advertising campaign with critical criteria, responsive to the first process being unable to confirm that the critical criteria is fulfilled. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the device-side advertisement API generates a third process that measures viewability of video advertisements, and the third process operates in parallel with the first process and the second process. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the third process determines a percentage of the video advertisement that is viewable. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor is further configured to perform an assembling operation including parsing, interpreting, and organizing a VAST/VPAID-compliant response from the advertising server. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, collecting user device properties includes measuring a battery level of the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, collecting user device properties includes measuring a WiFi connectivity level of the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, collecting user device properties includes measuring a size of a video player. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the user device properties include audio playback settings of the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the user device properties include video playback settings of the user device. 
     In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a system comprises: means for receiving, at a user device, a notification of a winning first advertising campaign that fulfils first targeting criteria; means for sending, to an advertising server, a request for a first video advertisement corresponding to the winning advertising campaign; means for receiving, from the advertising server, a plurality of related advertising campaigns each including the first targeting criteria and second targeting criteria, respectively, wherein each of the plurality of related advertising campaigns are related to the winning first advertising campaign; means for collecting user device properties of the user device including a first user device property required by the second targeting criteria; means for comparing the collected first user device property to the second targeting criteria; and means for determining that a second advertising campaign from the plurality of related advertising campaigns fulfils the second targeting criteria of the second advertising campaign. 
     In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a method comprises: collecting a plurality of video viewability predictor data sets, the plurality of video viewability predictor data sets including geometric measurement data, refresh rate slowdown data, and a plurality of different user device properties collected from a user device; dividing the plurality of video viewability data sets into a first set of training data sets and a second set testing data sets; generating parameter values of a prediction model based on the first set of training data sets; assessing the prediction model using the second set of testing data sets; inputting, into the prediction model, a plurality of device properties of the user device; inputting, into the prediction model, a refresh rate slowdown of a video displayed in an unfriendly inline frame displayed on the user device; and outputting, from the prediction model, a viewability inference of the unfriendly inline frame displayed on the user device based on the plurality of device properties of the user device and refresh rate slowdown data of the unfriendly inline frame displayed on the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises controlling the video displayed in the unfriendly inline frame based on the viewability inference. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, controlling the video includes pausing the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, controlling the video includes resuming playback of the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the method further comprises controlling a selection of an advertising campaign based on the viewability inference. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the refresh rate slowdown of the video is generated by overlaying markings on the video while the video plays and performing an operation on the markings while the video plays. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings include text. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings include at least one of alphanumeric characters and symbols. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the operation is a blurring operation. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the operation is a dithering operation. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings are nearly transparent. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the plurality of different user device properties include hardware properties. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the hardware properties include a type of processor. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the hardware properties include a GPS module. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the hardware properties include a WiFi chipset. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the hardware properties include an audio capabilities. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the hardware properties include a device type of one of laptop, desktop, and mobile device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the plurality of different user device properties include software properties. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the software properties include a measured video player size. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the software properties include a measured video player resolution. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the plurality of different user device properties include a detected latitude and longitude of the user device. 
     In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a system comprises: at least one processor configured to: collect a plurality of video viewability predictor data sets, the plurality of video viewability predictor data sets including geometric measurement data, refresh rate slowdown data, and a plurality of different user device properties collected from a user device; divide the plurality of video viewability data sets into a first set of training data sets and a second set testing data sets; generate parameter values of a prediction model based on the first set of training data sets; assess the prediction model using the second set of testing data sets; input, into the prediction model, a plurality of device properties of the user device; input, into the prediction model, a refresh rate slowdown of a video displayed in an unfriendly inline frame displayed on the user device; and output, from the prediction model, a viewability inference of the unfriendly inline frame displayed on the user device based on the plurality of device properties of the user device and refresh rate slowdown data of the unfriendly inline frame displayed on the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the at least one processor controls the video displayed in the unfriendly inline frame based on the viewability inference. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, controlling the video includes pausing the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, controlling the video includes resuming playback of the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the at least one processor controls a selection of an advertising campaign based on the viewability inference. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the refresh rate slowdown of the video is generated by overlaying markings on the video while the video plays and performing an operation on the markings while the video plays. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings include text. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings include at least one of alphanumeric characters and symbols. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the operation is a blurring operation. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the operation is a dithering operation. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings are nearly transparent. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the plurality of different user device properties include hardware properties. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the hardware properties include a type of processor. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the hardware properties include a GPS module. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the hardware properties include a WiFi chipset. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the hardware properties include an audio capabilities. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the hardware properties include a device type of one of laptop, desktop, and mobile device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the plurality of different user device properties include software properties. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the software properties include a measured video player size. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the software properties include a measured video player resolution. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the plurality of different user device properties include a detected latitude and longitude of the user device. 
     In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a computer readable medium stores instructions which, when executed by a processor, are configured to: collect a plurality of video viewability predictor data sets, the plurality of video viewability predictor data sets including geometric measurement data, refresh rate slowdown data, and a plurality of different user device properties collected from a user device; divide the plurality of video viewability data sets into a first set of training data sets and a second set testing data sets; generate parameter values of a prediction model based on the first set of training data sets; assess the prediction model using the second set of testing data sets; input, into the prediction model, a plurality of device properties of the user device; input, into the prediction model, a refresh rate slowdown of a video displayed in an unfriendly inline frame displayed on the user device; and output, from the prediction model, a viewability inference of the unfriendly inline frame displayed on the user device based on the plurality of device properties of the user device and refresh rate slowdown data of the unfriendly inline frame displayed on the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor controls the video displayed in the unfriendly inline frame based on the viewability inference. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, controlling the video includes pausing the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, controlling the video includes resuming playback of the video. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the processor controls a selection of an advertising campaign based on the viewability inference. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the refresh rate slowdown of the video is generated by overlaying markings on the video while the video plays and performing an operation on the markings while the video plays. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings include text. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings include at least one of alphanumeric characters and symbols. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the operation is a blurring operation. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the operation is a dithering operation. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the markings are nearly transparent. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the plurality of different user device properties include hardware properties. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the hardware properties include a type of processor. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the hardware properties include a GPS module. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the hardware properties include a WiFi chipset. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the hardware properties include an audio capabilities. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the hardware properties include a device type of one of laptop, desktop, and mobile device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the plurality of different user device properties include software properties. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the software properties include a measured video player size. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the software properties include a measured video player resolution. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the plurality of different user device properties include a detected latitude and longitude of the user device. 
     In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, a system comprises: means for collecting a plurality of video viewability predictor data sets, the plurality of video viewability predictor data sets including geometric measurement data, refresh rate slowdown data, and a plurality of different user device properties collected from a user device; means for dividing the plurality of video viewability data sets into a first set of training data sets and a second set testing data sets; means for generating parameter values of a prediction model based on the first set of training data sets; means for assessing the prediction model using the second set of testing data sets; means for inputting, into the prediction model, a plurality of device properties of the user device; means for inputting, into the prediction model, a refresh rate slowdown of a video displayed in an unfriendly inline frame displayed on the user device; and means for outputting, from the prediction model, a viewability inference of the unfriendly inline frame displayed on the user device based on the plurality of device properties of the user device and refresh rate slowdown data of the unfriendly inline frame displayed on the user device. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the system further comprises means for controlling the video displayed in the unfriendly inline frame based on the viewability inference. In accordance with another exemplary aspect of the present disclosure, which may be used in combination with any one or more of the preceding aspects, the system further comprises means for controlling a selection of an advertising campaign based on the viewability inference. 
     Although certain embodiments have been described and illustrated in exemplary forms with a certain degree of particularity, it is noted that the description and illustrations have been made by way of example only. Numerous changes in the details of construction, combination, and arrangement of parts and operations may be made. Accordingly, such changes are intended to be included within the scope of the disclosure.