Abstract: Media content is provided, via an online service, for consumption by a user of a user device. The media content is provided for playback within a media player presented on a screen of the user device. In-stream content is provided to the user device for automatic playback within the media player without the playback of the media content. An indication of user interaction with the in-stream content that is automatically played back within the media player without the playback of the media content is received. Responsive to the user interaction with the in-stream content satisfying a user interest criterion, companion content is selected to be sent to the user device. The companion content is related to the in-stream shared content.

Abstract: A system including a monitoring unit to monitor in-stream shared content and content served via the online service to a user; an in-stream shared content receiving unit to receive information about the in-stream shared content served with the content; a companion shared content selection unit to select the companion shared content based on the monitored in-stream shared content and content, and the received information; and a transmitting unit to transmit the selected companion shared content to the online service.

Abstract: A system including a monitoring unit to monitor in-stream shared content and content served via the online service to a user; an in-stream shared content receiving unit to receive information about the in-stream shared content served with the content; a companion shared content selection unit to select the companion shared content based on the monitored in-stream shared content and content, and the received information; and a transmitting unit to transmit the selected companion shared content to the online service.