Systems and methods for delayed content overlay

A computer-implemented method comprising:

• receiving a page for display;
• causing initial display of at least a portion of the page;
• identifying a page element of the page that is suitable for presenting an advertisement over at least a portion of the page element;
• determining that at least a predetermined minimum percentage or amount of the page element is visible within the initial display of the at least a portion of the page;
• tracking an amount of time that the predetermined minimum percentage or amount of the page element remains visible during page display;
• generating a viewability score associated with the page element based at least in part on the amount of time that the predetermined minimum percentage or amount of the page element remains visible, wherein generating the viewability score includes applying a lower weight to a first portion of time during which a scrolling action is being applied to the page than to a second portion of time during which no scrolling action is being applied to the page;
• and
• based at least in part on a determination that the viewability score meets a threshold, causing display of advertisement content over the at least a portion of the page element.

A non-transitory computer readable medium storing computer executable instructions that, when executed by one or more computer systems, configure the one or more computer systems to perform operations comprising:

• identifying a page element of a page that is suitable for presenting an advertisement over at least a portion of the page element, wherein the page element does not include a displayed advertisement at a time of an initial display of the page;
• determining that at least a predetermined minimum percentage or amount of the page element is visible during display of at least a portion of the page;
• tracking an amount of time that the predetermined minimum percentage or amount of the page element remains visible during page display;
• generating a viewability score associated with the page element based at least in part on the amount of time that the predetermined minimum percentage or amount of the page element remains visible, wherein generating the viewability score includes applying a lower weight to a first portion of time during which a scrolling action is being applied to the page than to a second portion of time during which no scrolling action is being applied to the page;
• and
• based at least in part on a determination that the viewability score meets a threshold, causing display of advertisement content over the at least a portion of the page element.