Saylor URL: http://www.saylor.org/books Saylor.org
viewed. The key word here is “engagement,” and technology and data analysis is working toward
being able to determine how Web sites can quantify the level of engagement with a viewer.
VideoEgg (http://www.videoegg.com), which specializes in advertisements that appear in video clips
and Facebook applications, introduced a pay-per-engagement pricing model on its advertising
network in February 2008. With time spent by users on the site increasing, advertisers are able to
build more interactive, more time-intensive advertisements. VideoEgg defines the engagement here
as “a user-initiated rollover action that results in a sustained ad expansion. Once expanded, an ad
may contain a video, game, or other rich content.” [1] Part of VideoEgg’s offering is to optimize the
placement of so-called invitation ads to guarantee the requested number of engagements among an
advertiser’s target demographic.
Figure 3.5
