Methods for serving interactive content to a user

A method for configuring a computing device with a screen to have a functionality comprising:

• displaying a visual element embedded within an electronicdocument in a viewing window on the screen of the computing device;
• receiving at the computing device via one or more servers, interactive advertising content comprising a plurality of images, in response to the one or more servers receiving an interactive advertising content request, wherein the electronic document comprises content distinct from content represented by the plurality of images;
• and
• processing the interactive advertising content via one or more processors to select an image of the plurality of images based on vertical position information of the visual element and displaying the selected image of the plurality of images in the visual element such that:
• when the visual element is located to an initial vertical position within the screen's viewing window, a first image of the plurality of images is displayed via the visual element;
• upon a first scroll event that locates the visual element within the screen's viewing window to a second vertical position above the initial vertical position, a second image of the plurality of images is displayed via the visual element;
• and
• upon a second scroll event that relocates the visual element within the screen's viewing window to a vertical position below the second vertical position, the first image of the plurality of images is displayed via the visual element.

Amethod for facilitating the display of images in the context of a web page or application program accessible via a computer network, the method comprising:

• providing, via one or more servers, interactive advertising content comprising a plurality of images to be displayed via a visual element located within an electronicdocument visible on a computing device with a screen accessible through the computer network in response to the one or more servers receiving an interactive content request, the electronic document comprising content distinct from content represented by the plurality of images;
• and
• prior to providing the plurality of images, providing code for configuring the computing device with a screen to be capable of:
• displaying the visual element embedded within the electronic document in a viewing window on the screen of the computing device;
• and
• processing the interactive advertising content via one or more processors to select an image of the plurality of images based on vertical position information of the visual element and displaying the selected image of the plurality of images in the visual element such that:
• when the visual element is located to an initial vertical position within the viewing window, a first image of the plurality of images is displayed via the visual element;
• upon a first scroll event that relocates the visual element to a second vertical position above the initial vertical position within the viewing window, a second image of the plurality of images is displayed via the visual element;
• and
• upon a second scroll event that relocates the visual element to a vertical position belowthe second vertical position within the viewing window, the first image of the plurality of images is displayed via the visual element.