Method and system for providing reliability-based conditional overlay advertisements

Abstract

The present invention relates to a reliability-based conditional overlay advertisement providing system comprising: a video encoder that encodes broadcast content and generates an advertisement display signal including information on the timing of overlay advertisement display; an overlay advertisement decision server that generates an overlay advertisement decision map including viewer attribute conditions and reliability conditions for each attribute condition, and an advertisement rule per viewer segment including viewer attribute conditions and reliability conditions for each attribute condition; a server-side system that multiplexes and transmits the same; and a receiving device that receives a broadcast signal, infers viewer attribute values ​​and probabilistic reliability based on information on a viewer's broadcast viewing behavior, and selects an advertisement rule that satisfies the viewer attribute conditions and reliability conditions upon detection of an advertisement display signal to display an overlay advertisement.

Description

Technology Field

[0001] The present invention relates to broadcasting technology, and more particularly to a technology for providing overlay advertisements in broadcasting services. Background Technology

[0002] In existing terrestrial broadcast content or OTT streaming services, advertisements from advertisers who purchased broadcast advertising slots were unilaterally provided regardless of the type of broadcast receiver, viewer characteristics, or viewing environment. On the other hand, the online advertising market on the internet web or mobile apps utilizes big data analysis through the collection of viewer usage behavior and advertising recommendation algorithms to target and provide appropriate advertisements to the right viewers at the right time, thereby enabling advertisers to achieve goals such as maximizing ad exposure, securing brand awareness, and maximizing purchase conversion rates.

[0003] While time-based interstitial advertisements are common in broadcast services, overlay advertisements, which are spatially superimposed on top of video content, are also utilized. Overlay advertisements refer to ads displayed in the form of images, text, or animations overlaid on a portion of the screen during the playback of broadcast content. Overlay ads have the advantage of minimizing disruption to the viewing flow because they are displayed without interrupting the viewer's interest in the content; they also have a lower viewer avoidance rate compared to traditional pre-roll or mid-roll ads; and they allow for the natural delivery of advertising messages without compromising the viewer's immersion in the broadcast content.

[0004] Terrestrial broadcasting services provide broadcast content to the majority of viewers using a unidirectional terrestrial broadcasting network. If a viewer's TV is connected to a communication network such as the Internet, video-based targeted advertisements can be delivered to individual TV receivers; however, this incurs separate network costs and carries various problems, such as a sudden increase in server load and potential service delays that may occur when many TV receivers simultaneously request targeted advertising content from the server. Additionally, there is the issue that targeted advertising services cannot be provided to TV receivers that are not connected to a communication network.

[0005] There is a segment advertising method that classifies viewers based on specific criteria, defines those belonging to the same criteria as a single segment, and provides targeted advertising services to this segment. In this method, the same targeted advertisement is provided to viewers within each segment, and the targeted advertising content for each segment can be delivered to TV receivers via broadcast networks rather than telecommunication networks. Since traditional video-based ad content is very large, delivering diverse segment-targeted ad content via broadcast networks presents challenges, such as the use of significant broadcast bandwidth and the requirement for receivers to pre-store the ad content. However, because overlay advertisements consist of relatively small ad content such as images, text, and animations, it is entirely feasible to deliver multiple overlay ad contents to various segments via broadcast networks.

[0006] Recently, TV receivers can run web platform-based apps provided by broadcasters, and with the viewer's consent, these broadcaster apps can record information on the viewer's TV viewing behavior and securely transmit it to the broadcaster's server. Broadcaster apps running on TV receivers or broadcaster servers can identify viewer attributes either by the viewer explicitly providing them or through inference using viewing behavior information. Examples of viewer attributes include gender, age, interests, and region, and these attributes can be used as conditions to configure various segments.

[0007] However, while the probabilistic confidence that a viewer corresponds to a specific attribute is high when the viewer directly inputs values ​​for that attribute into the TV receiver, the probabilistic confidence of inferring specific viewer attributes using TV viewing behavior information may be somewhat lower. When the probabilistic confidence of viewer attributes is low, incorrectly targeted overlay advertisements may be exposed to viewers, resulting in a negative advertising experience for both advertisers and viewers. The problem to be solved

[0008] The present invention aims to solve the problems of the aforementioned prior art by efficiently providing targeted overlay advertisements to various viewer segments through a broadcasting network alone, without a communication network connection.

[0009] Another objective of the present invention is to provide an advertising service that enables a receiving device to autonomously select and display an overlay advertisement suitable for a viewer through an overlay advertisement decision map including viewer attribute conditions and reliability conditions.

[0010] Another objective of the present invention is to provide differentiated targeted advertisements to various segments while efficiently utilizing broadcast bandwidth by delivering relatively small-sized overlay advertisement content through a broadcast network.

[0011] Another objective of the present invention is to implement a flexible ad delivery strategy by selecting an optimal overlay ad based on priority when multiple ad rules are simultaneously satisfied, and providing a basic overlay ad or not displaying an ad when no rule satisfies the conditions. means of solving the problem

[0012] A reliability-based conditional overlay advertisement providing method according to one aspect of the present invention is a method performed by a server system that transmits broadcast content and provides an overlay advertisement for the broadcast content, comprising a broadcast content encoding step, an advertisement display signal generation step, a segment definition step, a map generation step, a template generation step, a multiplexing step, and a broadcast signal transmission step.

[0013] The broadcast content encoding step is the step of encoding broadcast content to generate video and audio streams.

[0014] The ad display signal generation step is a step of generating an ad display signal containing information on when the overlay ad will be displayed and adding it to the broadcast service signaling.

[0015] The segment definition step is a step of defining viewer segment conditions that include viewer segments, one or more viewer attribute conditions, and reliability conditions for viewer attribute conditions, based on ad exposure conditions determined for each overlay ad.

[0016] The map generation step is a step of generating an overlay ad decision map that includes ad rules mapping overlay ad content information to be displayed per viewer segment and display location information.

[0017] The template creation step is the step of creating a standard video ad template for overlay ads.

[0018] The multiplexing step is a step of generating a broadcast signal by multiplexing broadcast service signaling containing an ad display signal, a video stream and an audio stream, an overlay ad decision map, a video ad standard template, one or more overlay ad contents, and a broadcaster app package.

[0019] The broadcast signal transmission step is the step of transmitting the broadcast signal to a receiving device.

[0020] According to one aspect of the present invention, an overlay ad decision map generated in a map generation step may include a plurality of ad rules, and each ad rule may include viewer segment conditions, overlay ad content information, display location information, and ad priority.

[0021] At this time, the overlay ad decision map generated during the map generation step may additionally include information on the default overlay ad content to display when there are no ad rules that match the viewer.

[0022] According to one aspect of the present invention, the segment definition step may include a step of analyzing the metadata of broadcast content to determine ad exposure conditions based on the characteristics of broadcast content before and after the time of displaying an overlay ad.

[0023] A reliability-based conditional overlay advertisement display method according to one aspect of the present invention is an overlay advertisement display method performed by a receiving device that receives broadcast content, comprising a viewer attribute inference step, a demultiplexing step, an advertisement display signal detection step, an advertisement determination step, and an advertisement display step.

[0024] The viewer attribute inference step is a step of inferring for each viewer attribute defined based on information regarding the viewer's broadcast viewing behavior, calculating and storing the attribute value and the probabilistic confidence level for said attribute value.

[0025] The demultiplexing step is a step of demultiplexing the received broadcast signal to separate the broadcast service signaling, video stream, audio stream, overlay ad decision map, video ad standard template, and one or more overlay ad contents and broadcaster app packages.

[0026] The ad display signal detection step is a step of detecting an ad display signal containing overlay ad display timing information from broadcast service signaling.

[0027] The ad decision step is a step in which, when an ad display signal is detected, an ad rule satisfying the viewer attribute condition and the confidence condition is selected from among multiple ad rules included in the overlay ad decision map using the stored viewer attribute value and probabilistic confidence.

[0028] The ad display step is a step of displaying overlay ad content mapped to the selected ad rule at a location specified at the time of ad display.

[0029] According to one aspect of the present invention, the viewer attribute inference step may include the step of collecting broadcast viewing behavior information including one or more of broadcast service identification information, broadcast program identification information, viewing start time, viewing end time, channel switching event, and selected audio language.

[0030] At this time, the viewer attribute inference step can infer each viewer attribute defined based on information on the viewer's broadcast viewing behavior and metadata regarding broadcast services and broadcast programs, and additionally, the viewer attribute inference step may include a step of continuously inferring and updating viewer attribute values ​​and probabilistic confidence.

[0031] According to one aspect of the present invention, the ad decision step may include a step of selecting the ad rule with the highest priority value by comparing priority values ​​assigned to each ad rule when there are multiple ad rules determined to satisfy viewer attribute conditions and trust conditions.

[0032] At this time, the ad decision step may decide to select the default overlay ad defined in the overlay ad decision map if there is no ad rule satisfying the viewer attribute condition and the trust condition, and not to display the overlay ad if the default overlay ad is also not defined.

[0033] A reliability-based conditional overlay advertisement providing broadcasting system according to one aspect of the present invention is a broadcasting system that transmits broadcast content and provides overlay advertisements for the broadcast content, and includes a video encoder, an overlay advertisement decision server, a multiplexer, a scheduler, and a transmission system.

[0034] The video encoder encodes broadcast content to generate video and audio streams, and generates an ad display signal containing information on when an overlay ad will be displayed, adding it to the broadcast service signaling.

[0035] The overlay ad decision server defines viewer segment conditions including one or more viewer attribute conditions and confidence conditions for viewer attribute conditions based on ad exposure conditions determined for each overlay ad, generates an overlay ad decision map including ad rules mapping overlay ad content information to be displayed per viewer segment and display location information, and generates a video ad standard template for an overlay ad including a URI for an inline frame resource containing code that implements overlay ad processing and display functions to be executed on a receiving device.

[0036] A multiplexer generates a broadcast signal by multiplexing broadcast service signaling containing an ad display signal, video and audio streams, an overlay ad decision map, a video ad standard template, one or more overlay ad contents, and a broadcaster app package.

[0037] The scheduler and transmission system transmit the broadcast signal to the receiving device.

[0038] According to one aspect of the present invention, a reliability-based conditional overlay advertisement providing broadcast system may further include a signal and metadata providing server, wherein the signal and metadata providing server manages schedule information and metadata of broadcast programs and advertisements, and provides information on the timing of overlay advertisement display.

[0039] According to one aspect of the present invention, an overlay ad decision map generated by an overlay ad decision server may include a plurality of ad rules, and each ad rule may include viewer segment conditions, overlay ad content information, display location information, and ad priority.

[0040] At this time, the overlay ad decision map generated by the overlay ad decision server may further include information on default overlay ad content to display when there are no ad rules matching the viewer.

[0041] The overlay ad decision server can determine ad exposure conditions by analyzing the metadata of broadcast content and based on the characteristics of the broadcast content before and after the time of displaying the overlay ad.

[0042] An overlay advertisement display receiving device according to one aspect of the present invention is a receiving device that receives and plays a broadcast signal, and includes a receiving module, a viewer attribute processing module, a demultiplexer, an overlay advertisement processing module, and an overlay advertisement display module.

[0043] The receiving module receives and demodulates the broadcast signal.

[0044] The viewer attribute processing module infers each viewer attribute defined based on the viewer's broadcast viewing behavior information, calculates the attribute value and the probabilistic confidence level for the said attribute value, and stores them.

[0045] The demultiplexer demultiplexes the received broadcast signal to separate the broadcast service signaling, video stream, audio stream, overlay ad decision map, video ad standard template, one or more overlay ad contents, and broadcaster app package, and detects an ad display signal including overlay ad display timing information from the broadcast service signaling.

[0046] When an ad display signal is detected, the overlay ad processing module selects an ad rule that satisfies the viewer attribute condition and the confidence condition from the viewer attribute overlay ad decision map, based on the stored viewer attribute value and probabilistic confidence.

[0047] The overlay ad display module displays overlay ad content mapped to the selected ad rule at a specified location at the time of ad display.

[0048] According to one aspect of the present invention, a demultiplexer can collect broadcast viewing behavior information including one or more of broadcast service identification information, broadcast program identification information, viewing start time, viewing end time, channel switching event, and selected audio language, and transmit it to a viewer attribute processing module.

[0049] According to one aspect of the present invention, a demultiplexer may collect additional metadata regarding broadcast services and broadcast programs in addition to broadcast viewing pattern information and transmit it to a viewer attribute processing module, and the viewer attribute processing module may infer each viewer attribute defined based on the viewer's broadcast viewing behavior information and metadata regarding broadcast services and broadcast programs, and the viewer attribute inference module may continuously infer and update viewer attribute values ​​and probabilistic confidence.

[0050] According to one aspect of the present invention, an overlay ad processing module may select an ad rule with the highest priority value by comparing the priority values ​​assigned to each ad rule when there are multiple ad rules determined to satisfy viewer attribute conditions and reliability conditions, and the overlay ad processing module may select a default overlay ad defined in an overlay ad decision map when there are no ad rules satisfying viewer attribute conditions and reliability conditions, and decide not to display an overlay ad when a default overlay ad is also not defined. Effects of the invention

[0051] According to the present invention, targeted overlay advertisements can be efficiently provided to various viewer segments through a broadcasting network only, without a communication network connection.

[0052] In addition, according to the present invention, a receiving device can autonomously select and display an overlay advertisement suitable for a viewer through an overlay advertisement decision map including viewer attribute conditions and reliability conditions.

[0053] In addition, according to the present invention, by transmitting relatively small-sized overlay advertising content through a broadcasting network, it is possible to provide differentiated targeted advertisements to various segments while efficiently using broadcasting bandwidth.

[0054] In addition, according to the present invention, when multiple advertising rules are simultaneously satisfied, an optimal overlay advertisement is selected based on priority, and when no rule satisfies the condition, a basic overlay advertisement is provided or no advertisement is displayed, thereby enabling the implementation of a flexible advertising delivery strategy. Brief explanation of the drawing

[0055] FIG. 1 is a block diagram of an overlay advertisement providing broadcast system according to one aspect of the present invention. FIG. 2 is a block diagram of an overlay advertisement display receiving device according to one aspect of the present invention. FIG. 3 is a block diagram of an overlay advertisement display receiving device according to another aspect of the present invention. FIG. 4 is a flowchart of a reliability-based conditional overlay advertisement provision method according to one aspect of the present invention. FIG. 5 is a flowchart of a reliability-based conditional overlay advertisement display method according to one aspect of the present invention. Specific details for implementing the invention

[0056] The foregoing and additional aspects are embodied in the embodiments described with reference to the attached drawings. It is understood that the components of each embodiment may be combined in various ways within the embodiment unless otherwise stated or contradictory. Each block in the block diagram may represent a physical part in some cases, but in others, it may be a logical representation of a part of the function of a single physical part or a function spanning multiple physical parts. Sometimes, the entity of a block or part thereof may be a set of program instructions. These blocks may be implemented in whole or in part by hardware, software, or a combination thereof.

[0058] FIG. 1 is a block diagram of an overlay advertisement providing broadcast system according to one aspect of the present invention. The overlay advertisement providing broadcast system (10) of the present invention is configured as a server-side system that provides conditionally targeted overlay advertisements based on probabilistic reliability of viewer attributes while transmitting broadcast content. The overlay advertisement providing broadcast system (10) includes a video encoder (110), an overlay advertisement decision server (120), a multiplexer (130), a scheduler, and a transmission system (140). Additionally, it may further include a signal and metadata providing server (150), an overlay advertisement providing server (160), and a viewer attribute database (190).

[0059] The signal and metadata providing server (150) manages schedule information and metadata for broadcast programs and advertisements, and provides information on the timing of overlay advertisement display. The schedule information for broadcast programs managed by the signal and metadata providing server (150) includes the start and end times, broadcast channels, and broadcast dates of each broadcast program. The schedule information for advertisements includes the transmission time, type of advertisement, and segment of each advertisement. Through this schedule information, the signal and metadata providing server (150) can identify and manage the overall flow of broadcast programs and advertisements.

[0060] The metadata of a broadcast program managed by the signal and metadata providing server (150) includes detailed descriptive information about the broadcast program, such as the program title, genre, producer, cast, synopsis, rating, production year, and episode information. The metadata of an advertisement includes detailed information about the advertisement, such as the advertiser, advertised product or service, advertisement content, target audience, and advertisement category. This metadata is generally transmitted to a receiving device via ESG or EPG to provide broadcast program information to viewers, and in the present invention, it is also utilized for determining overlay advertisement targeting.

[0061] The signal and metadata providing server (150) manages information on when an overlay advertisement should be displayed. The information on when an overlay advertisement is displayed includes the start time and end time of the display of the overlay advertisement, or the start time and length of the interval. The time when an overlay advertisement is displayed can be set to a specific scene of a broadcast program or a specific point in time of an advertisement interval. For example, the time when an overlay advertisement is displayed can be set to the start time of halftime during a sports game, a specific scene of a drama, or a specific point in time while an existing video advertisement is being played.

[0062] The signal and metadata providing server (150) transmits overlay ad display timing information to the video encoder (110). At this time, the overlay ad display timing information is transmitted sufficiently before the time when the overlay ad is to be displayed on the actual TV screen. This is to secure the processing time and transmission time required for the video encoder (110) to generate an ad display signal, for the overlay ad decision server (120) to generate an overlay ad decision map and a video ad standard template, for the multiplexer (130) to multiplex them into a broadcast signal, and for the transmission to a receiving device through the broadcast network (30). Generally, the overlay ad display timing information can be transmitted from a few seconds to tens of seconds before the overlay ad display time.

[0063] The signal and metadata providing server (150) provides metadata regarding broadcast content and advertisements to the overlay advertisement decision server (120). In particular, when the overlay advertisement decision server (120) determines which overlay advertisement to provide to a specific viewer segment, the signal and metadata providing server (150) provides broadcast content metadata before and after the overlay advertisement display time. For example, if the broadcast program preceding the overlay advertisement display time is a sports game program, the overlay advertisement decision server (120) can analyze this metadata to configure sports-related advertisements, such as sports equipment or sports drinks, as overlay advertisements. Additionally, by analyzing the metadata of the existing video advertisement playing at the time of the overlay advertisement display, it can configure an overlay advertisement with content that is highly relevant to or complementary to the existing advertisement.

[0064] Based on the information provided by the signal and metadata providing server (150), the overlay ad decision server (120) can establish a targeting strategy that takes into account the context of the broadcast content. By analyzing the genre, viewing time slot, program rating, and cast information of the broadcast program, the characteristics of the viewer base likely to watch the program can be estimated, and a viewer segment corresponding to this can be defined. Additionally, even with the same viewer attribute conditions, ad rules can be configured to provide different overlay ads depending on the characteristics of the broadcast content. Through this, consistency and relevance between the broadcast content and the overlay ad can be increased, thereby maximizing the advertising effect.

[0065] The signal and metadata providing server (150) can be implemented as a database system and can collect and manage necessary information by linking with other components of the existing broadcasting system, such as a broadcast scheduling system, an advertising management system, and a content management system. The signal and metadata providing server (150) regularly updates schedule information and metadata to ensure the accuracy and reliability of the information and is configured to respond quickly to requests from the video encoder (110) and the overlay advertising decision server (120).

[0066] The video encoder (110) performs the function of encoding broadcast content to generate video streams and audio streams. The video encoder (110) receives information on when an overlay advertisement is to be displayed from a signal and metadata provider server (150). The information on when an overlay advertisement is to be displayed may include the start and end times of the display of the overlay advertisement, or the start time and segment length. The video encoder (110) generates an advertisement display signal indicating the time of display of the overlay advertisement using the received information on when an overlay advertisement is to be displayed. The advertisement display signal may be implemented in the form of an SCTE-35 marker and includes the start time, end time, or segment length of the display of the overlay advertisement, and identification information indicating that it is an overlay advertisement. For example, in the SCTE-35 standard, the segmentation type identifier value may be designated as a specific value to indicate that it is an overlay advertisement. The video encoder (110) adds the generated advertisement display signal to the broadcast service signaling. If the broadcast content transmission protocol uses the DASH method, the SCTE-35 marker can be defined as a single event and added to the DASH MPD. The video encoder (110) transmits the broadcast service signaling containing the advertisement display signal, the encoded video stream, and the audio stream to the multiplexer (130).

[0067] The overlay ad decision server (120) is a core component that defines viewer segments based on ad exposure conditions determined for each overlay ad and maps overlay ads to segments. When the overlay ad decision server (120) receives an ad display signal from the multiplexer (130), it first determines whether to provide an overlay ad at that time. If it is decided not to provide an overlay ad, the overlay ad decision server (120) responds to the multiplexer (130) by marking the ad display signal with a delete or pass indicator. If it is decided to provide an overlay ad, the overlay ad decision server (120) performs the task of defining viewer segments to provide target overlay ads.

[0068] The overlay ad decision server (120) defines a viewer segment condition that includes one or more viewer attribute conditions and a reliability condition for each viewer attribute condition. Viewer attributes may include gender, age, interests, region, etc., and are defined by referring to the types of viewer attributes stored in the viewer attribute database (190) and the values ​​or ranges that each attribute may have. Viewer segment conditions may be specified by combining logical operators, relational operators, or membership operators for one or more viewer attributes. For example, a viewer who is 19 years of age or older, female, and whose region is Seoul or Busan may be defined as a single segment. A characteristic part of the present invention is that probabilistic reliability conditions may be additionally specified for each viewer attribute condition. For example, conditions may be set such that the probabilistic reliability of being 19 years of age or older is 70% or higher, and the probabilistic reliability of being female is 90% or higher. Through these reliability conditions, probabilistically uncertain viewer attribute information can be excluded, thereby preventing incorrect target ad exposure.

[0069] The overlay ad decision server (120) generates an overlay ad decision map that includes ad rules mapping overlay ad content information to be displayed and display location information for each viewer segment. The overlay ad decision map is a data structure that represents the mapping relationship between a specific combination of viewer attributes and an image or text to be displayed as an overlay ad.

[0070] According to one aspect, the overlay ad decision map generated by the overlay ad decision server (120) may include multiple ad rules. By including multiple ad rules, differentiated overlay ads can be provided to various viewer segments, and a more detailed targeting strategy can be implemented. Each ad rule is composed of a complete ad delivery unit including viewer segment conditions, overlay ad content information, display location information, and ad priority.

[0071] The number of ad rules included in an overlay ad decision map can be determined based on the advertiser's targeting strategy, the characteristics of the broadcast content, and the diversity of the expected audience. For example, about 2 to 10 ad rules can be defined for a specific overlay ad display time, and in some cases, a larger number of ad rules may be defined. Each ad rule may target a different viewer segment, or even within the same viewer segment, it may have different conditions or priorities.

[0072] The viewer segment conditions included in each ad rule are a combination of attribute conditions that a viewer must satisfy for the ad rule to apply. Viewer segment conditions include conditions for one or more viewer attributes and confidence conditions for each attribute. For example, the first ad rule may target viewers who are 19 years of age or older, female, and located in Seoul or Busan, while the second ad rule may target viewers who are male, located in Seoul or Busan, or located in Jeju. A confidence condition may be added to each condition, requiring that the probabilistic confidence level for the corresponding viewer attribute value be above a specific threshold.

[0073] The overlay ad content information included in each ad rule specifies the actual content of the overlay ad to be displayed to viewers who meet the conditions of that rule. The overlay ad content information may include the URL or relative path of an image file, the image data itself such as XML or SVG, or text content. A single ad rule may include both an image and text simultaneously. For example, the first ad rule may include a promotional image targeting women and the text "Local Women's Discount Benefit," and the second ad rule may include an image targeting male or Jeju region viewers and the text "Benefit Exclusive for Male or Jeju Viewers."

[0074] The display location information included in each ad rule specifies where on the TV screen the overlay ad will be displayed. This display location information can consist of an anchor point and an offset value. The anchor point represents a reference point on the screen and can have values ​​such as top left, top center, top right, center left, center, center right, bottom left, bottom center, and bottom right. The offset value specifies the distance from the anchor point in the X and Y directions for display, and can be expressed in pixels or as a percentage of the screen size. Different ad rules can have different display locations, meaning that the overlay ad may appear at different positions on the screen depending on the target audience.

[0075] The ad priority included in each ad rule is an important factor in determining which rule to select when multiple ad rules are satisfied simultaneously. Ad priority is generally expressed as an integer value and can be defined so that a higher number indicates a higher priority or a lower number indicates a higher priority. For example, an ad rule with a priority value of 10 may be selected preferentially over an ad rule with a priority value of 8. Ad priority can be set when an advertiser wishes to assign higher ad value to a specific target segment or give priority to segments that satisfy more specific conditions.

[0076] An overlay ad decision map structure containing multiple ad rules enables flexible and scalable targeting strategies. By defining both low-priority rules targeting a broad audience and high-priority rules targeting a narrow range of high-value viewers, advertisers can achieve optimal targeting effects while delivering differentiated advertisements to diverse audience segments. Furthermore, broadcasters can include ad rules from multiple advertisers for the same overlay ad display time, allowing them to manage ad competition and optimize ad revenue through prioritization.

[0077] Overlay ad content information may include the URL of an image file, the image data itself, or text content. Display location information is information specifying the location on the TV screen where the overlay ad will be displayed, and may include anchor points and offset values. The overlay ad decision map may further include default overlay ad content information to display when there are no ad rules that match the viewer. The overlay ad decision map may be expressed in various data formats, such as JSON, XML, or binary.

[0078] The overlay ad decision server (120) can perform a step of determining ad exposure conditions based on the characteristics of the broadcast content before and after the overlay ad display time by analyzing the metadata of the broadcast content. This is an approach that maximizes the relevance and effectiveness of the ad by considering the context of the broadcast content together, rather than simply targeting based on viewer attributes.

[0079] The overlay ad decision server (120) receives and analyzes metadata regarding broadcast content before and after the overlay ad display time from the signal and metadata provision server (150). The broadcast content metadata may include various information such as the genre, theme, mood, target age group, cast members, filming location, and time slot of the broadcast program. The broadcast content metadata before the overlay ad display time provides information about the content the viewer just watched, and the broadcast content metadata after the overlay ad display time provides information about the content the viewer will soon watch.

[0080] The overlay ad decision server (120) identifies the characteristics of broadcast content through metadata analysis. The characteristics of broadcast content include the content characteristics, emotional characteristics, and target audience characteristics of the content. For example, in the case of a sports game program, characteristics such as the type of game, the progress of the game, and the importance of the game can be identified; in the case of a drama, characteristics such as the genre, the situation of the characters, and the stage of the story development can be identified; and in the case of a news program, characteristics such as the news topic, the reporting region, and the nature of the news can be identified.

[0081] The overlay ad decision server (120) determines ad exposure conditions based on identified broadcast content characteristics. The ad exposure conditions are conditions for determining which overlay ad to expose to which viewer segment, and are set by considering both viewer attribute conditions and broadcast content characteristics. For example, when displaying an overlay ad during halftime in a soccer match program, the overlay ad decision server (120) can determine ad exposure conditions to expose ads for sports equipment, sports drinks, sports clothing, etc., to a viewer segment interested in sports.

[0082] The determination of advertising exposure conditions based on the characteristics of broadcast content can be differentiated according to the genre of the broadcast program. For cooking programs, advertisements for ingredients, cooking utensils, restaurants, etc. may be suitable; for travel programs, advertisements for airline tickets, hotels, travel products, etc. may be suitable; and for educational programs, advertisements for books, educational services, learning tools, etc. may be suitable. The overlay advertising determination server (120) selects an advertising category suitable for each genre by reflecting these genre-specific characteristics, and generates advertising rules that map specific advertisements according to viewer attributes within that category.

[0083] The time-of-day characteristics of the broadcast content may also influence the determination of ad exposure conditions. For broadcast content in the morning, advertisements related to preparing for work, breakfast, and health management may be suitable; for broadcast content in the evening, advertisements related to dinner, rest, and leisure activities may be suitable; and for broadcast content in the late-night hours, advertisements related to sleep aids and late-night food delivery services may be suitable. The overlay ad determination server (120) analyzes the time of the overlay ad display time and determines ad exposure conditions that take into account the situation and needs of viewers by time of day.

[0084] The emotional characteristics of broadcast content can also be utilized in determining the conditions for ad exposure. For example, family-oriented or emotional advertisements may be suitable after a drama scene with a touching or warm atmosphere, stimulating or intense advertisements may be suitable after a thriller scene full of tension, and cheerful or funny advertisements may be suitable after a comedy scene. The overlay ad determination server (120) can determine the conditions for ad exposure by analyzing information such as atmosphere, emotion, and tone included in the broadcast content metadata to select an advertisement that has an emotional quality consistent with the broadcast content.

[0085] The regional characteristics of broadcast content can also be reflected in determining ad exposure conditions. For broadcast programs set in a specific region or news covering specific regional issues, exposure conditions can be determined to display region-based advertisements to viewers in that area. For instance, in a drama set in Busan, advertisements for shops, restaurants, and tourist attractions located in Busan can be displayed to viewers in the region; similarly, in a Jeju Island travel program, different overlay advertisements can be displayed to Jeju residents and viewers interested in travel, distinguishing between them.

[0086] The overlay ad decision server (120) generates optimized ad rules by combining the results of the analysis of broadcast content characteristics and viewer attribute information. For example, the condition "a male in his 20s watching a sports program" enables more specific and effective targeting than the condition "a male in his 20s." By considering the characteristics of broadcast content, the current interests and situations of viewers can be identified more accurately, thereby increasing the relevance of the ad and the viewers' acceptance of the ad.

[0087] This method of determining ad exposure conditions based on broadcast content characteristics implements context-aware advertising. By providing overlay ads that naturally harmonize with the broadcast content currently being watched, it can maximize advertising effectiveness and minimize viewer resistance to advertisements. Furthermore, since even the same viewer experiences different overlay ads depending on the broadcast content they are watching, it can enhance the diversity and personalization of advertisements.

[0088] The overlay ad decision server (120) transmits image or text content and size information for the determined overlay ad to the overlay ad provision server (160) to request and receive the final overlay ad content.

[0089] The overlay ad decision server (120) also generates a video ad standard template for an overlay ad, which includes a URI for an inline frame resource containing code that implements an overlay ad processing and display function to be executed on a receiving device. The video ad standard template may generally follow the IAB VAST specification. The video ad standard template includes size information for the image or text of the overlay ad and a URI value for an inline frame resource containing code that implements an overlay ad processing and display function on a receiving device. The inline frame resource may be implemented with code such as HTML or JavaScript, and by executing this code on a receiving device, it performs the function of interpreting an overlay ad decision map and selecting and displaying an appropriate overlay ad. The video ad standard template may define the overlay ad with a NonLinearAd element and specify the width and height in pixels, the minimum display time, and the URI of the inline frame resource.

[0090] The multiplexer (130) receives broadcast service signaling containing an ad display signal, a video stream, and an audio stream from the video encoder (110), and receives an overlay ad decision map, a video ad standard template, and one or more overlay ad contents from the overlay ad decision server (120). When the multiplexer (130) detects an ad display signal in the broadcast service signaling, it transmits it to the overlay ad decision server (120) to request a method for processing the ad. When the overlay ad decision server (120) decides to provide an overlay ad, the multiplexer (130) receives the finally determined ad display signal, the overlay ad decision map, the video ad standard template, and one or more overlay ad contents from the overlay ad decision server (120). The multiplexer (130) multiplexes all of this data, the broadcast service signaling, the video stream, and the audio stream to generate a broadcast signal. During the multiplexing process, the overlay ad decision map, the video ad standard template, and the overlay ad contents may be included in the broadcast signal via a non-real-time file transfer method. The multiplexer (130) can also include a broadcaster app package file in the broadcast signal that includes the function of determining and displaying an overlay advertisement on the receiving device.

[0091] The broadcaster app is an app that runs in the viewer's receiving device environment. It determines the final overlay advertisement image / text to be provided to the viewer by utilizing viewer attributes stored in the receiving device and information transmitted from the server, and displays the overlay advertisement on the receiving device screen at the overlay advertisement display start time indicated by the SCTE-35 marker.

[0092] The scheduler and transmission system (140) performs the function of receiving a broadcast signal generated from the multiplexer (130) and transmitting it to a receiving device through the broadcast network (30). The scheduler and transmission system (140) transmits the broadcast signal. The scheduler and transmission system (140) modulates and transmits the broadcast signal according to a broadcast transmission standard and can support various broadcast transmission methods such as terrestrial broadcasting, satellite broadcasting, and cable broadcasting. The transmitted broadcast signal is delivered to multiple receiving devices through the broadcast network (30).

[0093] The viewer attribute database (190) stores one or more types of viewer attributes, a description for each attribute, and values ​​or ranges that each attribute may have, along with descriptions thereof. Examples of viewer attributes may include gender, age, age group, interests, region, preferred language, viewing patterns, etc. Values ​​or ranges that may be taken for each viewer attribute are defined; for example, the gender attribute may have values ​​such as male, female, etc., the age attribute may have a range from 0 to 120 years, and the region attribute may have values ​​such as Seoul, Busan, Daegu, etc. The information stored in the viewer attribute database (190) provides reference information that is referenced when the overlay ad decision server (120) defines a segment. The types and values ​​or ranges of viewer attributes managed by the receiving device must be compatible with the information stored in the viewer attribute database (190) so that the conditions of the overlay ad decision map can be correctly evaluated.

[0094] The broadcasting system (10) of the present invention transmits an overlay ad decision map and a plurality of overlay ad contents to a receiving device through only a broadcasting network (30) without a communication network connection, thereby enabling the receiving device to autonomously select and display an overlay ad suitable for a viewer. Through this, it is possible to distribute the server load and efficiently use broadcasting bandwidth, while providing a safe and effective conditional target ad service based on the probabilistic reliability of viewer attributes.

[0095] FIG. 2 is a block diagram of an overlay advertisement display receiving device according to one aspect of the present invention, and FIG. 3 is a block diagram of an overlay advertisement display receiving device according to another aspect of the present invention. Referring to FIG. 2, the overlay advertisement display receiving device (20) of the present invention is configured as a client-side system that receives and plays a broadcast signal and autonomously selects and displays conditionally targeted overlay advertisements based on probabilistic reliability of viewer attributes. The receiving device (20) includes a receiving module (210), a demultiplexer (220), a viewer attribute processing module (230), an overlay advertisement processing module (241), and an overlay advertisement display module (242), and may additionally include a viewer attribute storage (260), a user agent (250), and a broadcaster app context storage (270).

[0096] The receiving module (210) performs the function of receiving and demodulating a broadcast signal transmitted through the broadcast network (30). The receiving module (210) may include an RF receiver and a demodulator, and receives a broadcast signal transmitted via a specific broadcast frequency according to broadcast transmission and reception standards. Broadcast transmission and reception standards may include ATSC 3.0, DVB-T2, ISDB-T, etc. for terrestrial broadcasting, DVB-S2, etc. for satellite broadcasting, and DVB-C2, etc. for cable broadcasting. The receiving module (210) demodulates the received broadcast signal to convert it into a digital broadcast stream and transmits it to a demultiplexer (220). The demodulated digital broadcast stream may include one or more broadcast services, and each broadcast service includes signaling information, a video stream, an audio stream, a data stream, etc.

[0097] The demultiplexer (220) performs the function of demultiplexing the received broadcast signal to separate the broadcast service signaling, video stream, audio stream, overlay ad decision map, video ad standard template, and one or more overlay ad contents and broadcaster app packages. If the received broadcast signal contains a broadcaster app package, the demultiplexer (220) can separate it and deliver the broadcaster app package to a user agent in the receiving device. The demultiplexer (220) first recognizes the entire list of broadcast services and processes the signaling information for the broadcast service selected by the viewer. Based on the signaling information, the demultiplexer (220) provides the basic function of separating the video stream and audio stream, decoding them, and playing them on the TV screen. The video stream and audio stream may be encoded using compression methods such as MPEG-2, H.264, H.265, AAC, etc., and the demultiplexer (220) decodes them and converts them into a playable form.

[0098] The demultiplexer (220) performs the function of detecting an ad display signal containing information on the timing of an overlay ad display from the broadcast service signaling. The ad display signal is included in the broadcast service signaling in the form of an SCTE-35 marker and includes the start time, end time, or interval length of the overlay ad display, as well as identification information indicating that it is an overlay ad. The demultiplexer (220) continuously monitors the broadcast service signaling to detect the SCTE-35 marker and checks whether it is a marker for an overlay ad. When an SCTE-35 marker for an overlay ad is detected, the demultiplexer (220) transmits this to the broadcaster app (240) running on the user agent (250).

[0099] The demultiplexer (220) receives a broadcaster app package file, an overlay ad decision map, one or more overlay ad content files, and a video ad standard template file delivered via a non-real-time file transfer method, and stores them in the broadcaster app context storage (270). Non-real-time file transfer may use protocols such as FLUTE or ROUTE, and is a method for reliably transmitting data files separately from real-time video and audio streams. The demultiplexer (220) assembles and verifies the received files and stores them in the broadcaster app context storage (270), thereby enabling the user agent (250) and the broadcaster app (240) to access the necessary files.

[0100] The demultiplexer (220) can collect broadcast viewing behavior information, including one or more of the broadcast service identification information, broadcast program identification information, viewing start time, viewing end time, channel switching event, and selected audio language, and transmit it to the viewer attribute processing module (230). This broadcast viewing behavior information is important data that can identify the viewer's viewing patterns, preferences, lifestyle habits, etc., and serves as basic data for inferring viewer attributes and calculating probabilistic reliability.

[0101] The broadcast service identification information collected by the demultiplexer (220) is information that can uniquely identify the broadcast service watched by the viewer. The broadcast service identification information may include broadcast channel numbers, broadcaster identifiers, service IDs, etc. For example, it can identify whether the viewer watched the main channel of a specific terrestrial broadcaster, a sports channel, or a news channel. The demultiplexer (220) records the broadcast service identification information whenever the viewer selects a broadcast service. Through pattern analysis of the broadcast service identification information, the type of broadcaster or channel preferred by the viewer can be identified, and this can be used to infer the viewer's interests or tendencies.

[0102] The broadcast program identification information collected by the demultiplexer (220) is information that can identify a specific broadcast program watched by a viewer. The broadcast program identification information may include a program ID, program title, episode number, etc. The demultiplexer (220) obtains the broadcast program identification information by matching the broadcast program metadata provided through ESG or EPG with the content currently being played. The broadcast program identification information enables the identification of viewing behavior at a more detailed level than the broadcast service identification information. For example, even within the same broadcast service, it is possible to distinguish whether a viewer mainly watches news programs, dramas, or entertainment programs. By analyzing it in combination with metadata such as the genre, theme, and target age group of the broadcast program, the viewer's interests, age group, gender, etc., can be inferred.

[0103] The viewing start time collected by the demultiplexer (220) is information about the time when a viewer started watching a specific broadcast service or broadcast program. The viewing start time includes date and time information and is generally recorded in the form of a timestamp. The viewing start time information is automatically recorded when a viewer selects or switches to a broadcast service. By analyzing the viewing start time information, the viewer's main viewing time can be identified. For example, it is possible to determine whether the viewer mainly watches news in the morning, dramas in the evening, or movies in the late-night hours. The viewing time pattern is useful information for inferring the viewer's lifestyle patterns, occupation, age group, etc. Additionally, by analyzing viewing patterns by day of the week, differences in viewing habits between weekdays and weekends can be identified.

[0104] The viewing end time collected by the demultiplexer (220) is information about the time when a viewer ends watching a specific broadcast service or broadcast program. The viewing end time is recorded when the viewer switches to another broadcast service, turns off the TV, or switches to another input source. By analyzing the viewing start time and the viewing end time together, the viewing duration can be calculated. The viewing duration serves as an indicator of how immersed and interested a viewer is in a specific broadcast program or broadcast service. For example, if a viewer shows a long average viewing duration when watching a program of a specific genre, it can be inferred that they have a high level of interest in that genre. Conversely, if the viewing duration is short and they frequently switch channels, it can be interpreted that they have low interest in the current broadcast content or are in a state of searching for specific content.

[0105] The channel switching events collected by the demultiplexer (220) are information about an event where a viewer switches from one broadcasting service to another. The channel switching events may include the time of the switch, identification information of the previous broadcasting service, identification information of the new broadcasting service, and the switching method. The switching method may include using the channel up / down buttons on the remote control, direct input via number buttons, selection via EPG, or selection from the favorites list. By analyzing the frequency and patterns of channel switching events, one can gain a deeper understanding of the viewer's viewing habits. For example, if channel switching occurs frequently during commercial breaks, it can be determined that the viewer tends to avoid advertisements. Additionally, if the channel is switched in time with the start time of a specific program, it can be determined that the viewer has a high level of interest in that program. Through channel switching patterns, one can also identify viewing styles, such as whether the viewer is watching multiple broadcasting programs simultaneously or focusing on a single program.

[0106] The selected audio language information collected by the demultiplexer (220) is information about the audio language selected by the viewer in a broadcasting service that provides multiple audio streams. Some broadcasting services provide original audio and dubbed audio, or audio streams of various languages ​​together. For example, in a movie broadcast, one can select original English audio and Korean dubbed audio, or in an international sports broadcast, one can select Korean commentary and English commentary. The audio language information selected by the viewer can be used to infer the viewer's language ability, preferences, cultural background, etc. For example, if a viewer consistently selects original English audio, it can be inferred that they have English proficiency or prefer watching in the original language. Additionally, if they select a specific foreign language audio, it can be inferred that they are from that language region or have an interest in that language.

[0107] The demultiplexer (220) collects and records this broadcast viewing behavior information in real time or periodically. The collected information is stored in a structured form, and each information item includes a timestamp so that it can be sorted and analyzed in chronological order. The demultiplexer (220) may collect and store broadcast viewing behavior information only when there is explicit consent from the viewer in order to protect the viewer's privacy. The viewer may enable or disable the viewing behavior information collection function through the settings menu of the receiving device (20), and may also delete the collected information.

[0108] The demultiplexer (220) transmits collected broadcast viewing behavior information to the viewer attribute processing module (230). The transmission method may be a real-time streaming method, where new information is transmitted immediately whenever it occurs, or a batch method, where information collected over a certain period of time is transmitted periodically. The viewer attribute processing module (230) analyzes the received broadcast viewing behavior information to infer viewer attributes. For example, if a viewer shows a pattern of watching sports programs for a long time mainly during the evening and switching channels to match the start time of the sports broadcast, it can be inferred that their interest is sports and that they are likely an office worker. Additionally, if there is a pattern of watching children's programs during the weekend morning hours, it can be inferred that they likely have children.

[0109] As the collection period of broadcast viewing behavior information lengthens and data accumulates, the accuracy and probabilistic reliability of viewer attribute inference improve. Initially, the probabilistic reliability of viewer attributes may be low due to limited information, but as consistent patterns of viewers are identified through continuous collection of viewing behavior information, the probabilistic reliability gradually increases. The viewer attribute processing module (230) can reflect the changing interests and lifestyle patterns of viewers by recalculating and updating viewer attributes and probabilistic reliability whenever new broadcast viewing behavior information is accumulated.

[0110] The broadcast viewing behavior information collected by the demultiplexer (220) is important data that enables the automatic identification of viewer attributes without explicit input from the viewer. Through this, personalized overlay advertising services can be provided without requiring cumbersome information input from the viewer, and the user convenience and advertising targeting effectiveness can be improved simultaneously.

[0111] The demultiplexer (220) can collect additional metadata about broadcast services and broadcast programs in addition to broadcast viewing type information and transmit it to the viewer attribute processing module (230). Metadata about each broadcast service and each broadcast program is transmitted along with the broadcast signal through the ESG (Electronic Service Guide) / EPG (Electronic Program Guide).

[0112] The viewer attribute processing module (230) performs the function of inferring each viewer attribute defined based on the viewer's broadcast viewing behavior information, calculating and storing attribute values ​​and probabilistic confidence levels for said attribute values. The viewer attribute processing module (230) infers attributes such as the viewer's gender, age, interests, and region by analyzing broadcast viewing behavior information and broadcast service and program metadata provided by the demultiplexer (220). For example, if a viewer mainly watches sports programs, it can be inferred that their interests are likely to be sports; if a viewer mainly watches dramas during the evening hours, it can be inferred that they belong to a specific age group; and if a viewer frequently watches news from a specific region, it can be inferred that they reside in that region.

[0113] The viewer attribute processing module (230) calculates a probabilistic confidence for each viewer attribute value. The probabilistic confidence can be expressed as a value between 0 and 1 representing the probability that the attribute value is actually correct. For example, if a viewer frequently watches sports programs but also watches programs of other genres evenly, the probabilistic confidence that their interest is sports can be calculated as approximately 0.6, and if the viewer watches almost exclusively sports programs, the probabilistic confidence can be calculated as 0.9 or higher. Various methods, such as Bayesian inference, machine learning models, and statistical analysis, can be used to calculate the probabilistic confidence. The viewer attribute processing module (230) stores the inferred viewer attribute values ​​and probabilistic confidence in the viewer attribute storage (260).

[0114] The viewer attribute processing module (230) can automatically identify attributes that the viewer has not directly entered by inferring each viewer attribute defined based on the viewer's broadcast viewing behavior information and metadata regarding broadcast services and broadcast programs. The viewer attribute processing module (230) continuously infers and updates viewer attribute values ​​and probabilistic reliability. As the viewer watches a new broadcast program or their viewing pattern changes, the results of the viewer attribute inference are updated, and the accuracy of the probabilistic reliability can be improved as more viewing behavior information is accumulated. The viewer attribute processing module (230) periodically re-infers viewer attributes and updates the viewer attribute repository (260) whenever a certain amount of new viewing behavior information is collected.

[0115] The viewer attribute storage (260) stores viewer attributes provided by the viewer attribute processing module (230) through inference, their values, and the probabilistic confidence level for each viewer attribute value. The viewer attribute storage (260) can be implemented as a database, file system, or memory structure and is configured to safely store viewer attribute information and retrieve it quickly. Examples of information stored in the viewer attribute storage (260) include gender being male with a probabilistic confidence level of 0.85, age being 35 with a probabilistic confidence level of 0.7, interest being sports with a probabilistic confidence level of 0.9, region being Seoul with a probabilistic confidence level of 1.0, etc. The viewer attribute storage (260) provides the stored viewer attribute information upon request from the overlay ad processing module (241).

[0116] The user agent (250) is software provided by the receiving device (20) and provides the function of retrieving the content of a broadcaster app (240) stored in the broadcaster app context storage (270), rendering it, displaying it on the receiving device screen, and executing the app's internal logic. The user agent (250) can generally be implemented based on a web browser engine and can execute a broadcaster app (240) written in HTML5, CSS, JavaScript, etc. When the demultiplexer (220) determines that the broadcaster app needs to be executed, the user agent (250) receives the broadcaster app package and executes the broadcaster app (240). The user agent (250) can include a local web server function to allow access to files stored in the broadcaster app context storage (270) via the HTTP protocol.

[0117] The broadcaster app (240) is a web-based application executed on a user agent (250) and includes an overlay ad processing module (241) and an overlay ad display module (242). The broadcaster app (240) is composed of HTML5, CSS, JavaScript, etc., and enables various services and functions provided by the broadcaster to be executed on the receiving device (20). In the present invention, the broadcaster app (240) specifically provides a function to autonomously select and display overlay ads. However, according to another aspect of the present invention illustrated in FIG. 3, the overlay ad processing module (241) and the overlay ad display module (242) may be implemented separately on the receiving device (20). The user agent (250) is not illustrated in FIG. 3 because the user agent (250) has no role in the overlay ad display procedure of this aspect. Although not illustrated, in this aspect, a viewer attribute processing module (230) and a viewer attribute storage (260) may be executed on the receiving device (20) through the broadcaster app. In this case, broadcaster app packages and video ad standard templates must be configured to match these patterns.

[0118] The overlay ad processing module (241) performs the function of selecting an ad rule that satisfies the viewer attribute condition and the confidence condition in the overlay ad decision map based on the stored viewer attribute value and the probabilistic confidence when an ad display signal is detected. When the demultiplexer (220) transmits the SCTE-35 marker and the video ad standard template to the broadcaster app (240), the broadcaster app (240) obtains the URI of an inline frame resource containing code that implements the overlay ad processing and display functions in the video ad standard template and executes it. The functions of the overlay ad processing module (241) and the overlay ad display module (242) are implemented in the inline frame resource.

[0119] The overlay ad processing module (241) reads one or more viewer attributes, their values, and probabilistic confidence levels for each viewer attribute from the viewer attribute storage (260). The overlay ad processing module (241) retrieves an overlay ad decision map from the broadcaster app context storage (270). The overlay ad processing module (241) sequentially evaluates multiple ad rules included in the overlay ad decision map to determine whether the viewer attributes and confidence levels satisfy the conditions of each ad rule. Each ad rule includes a viewer segment condition, and the viewer segment condition includes one or more viewer attribute conditions and confidence conditions for each attribute condition. The overlay ad processing module (241) checks whether the stored viewer attribute value satisfies the attribute condition and whether the probabilistic confidence level of the corresponding attribute value satisfies the confidence condition.

[0120] The overlay ad processing module (241) selects the ad rule with the highest priority value by comparing the priority values ​​assigned to each ad rule when there are multiple ad rules determined to satisfy the viewer attribute condition and the trust condition. If there are no ad rules satisfying the viewer attribute condition and the trust condition, the overlay ad processing module (241) selects the default overlay ad defined in the overlay ad decision map, and if the default overlay ad is not defined, it decides not to display the overlay ad. The overlay ad processing module (241) transmits the overlay ad content information, display location information, and display size information mapped to the finally selected ad rule or default overlay ad to the overlay ad display module (242). Display start and end time information is obtained from SCTE-35 markers or video ad standard templates and transmitted together.

[0121] The overlay ad display module (242) performs the function of displaying overlay ad content mapped to a selected ad rule at a designated location at the time of ad display. The overlay ad display module (242) retrieves an actual overlay ad image or text file from the broadcaster app context storage (270) using overlay ad content information received from the overlay ad processing module (241). When the display start time arrives, the overlay ad display module (242) displays an overlay ad over the broadcast content video currently playing on the TV screen. The display location is determined by the anchor point and offset value defined in the ad rule of the overlay ad decision map, and the display size is determined by the width and height values ​​defined in the video ad standard template. The overlay ad display module (242) stops displaying the overlay ad when the end time arrives or when a designated interval length has elapsed.

[0122] The broadcaster app context storage (270) is a virtual storage that stores files such as HTML5, CSS, and JavaScript required for the user agent (250) to run the broadcaster app (240), as well as non-real-time files additionally required by the broadcaster app (240). The broadcaster app context storage (270) stores an overlay ad decision map, one or more overlay ad images or text files, a video ad standard template, a broadcaster app package file, etc., and enables the user agent (250) and the broadcaster app (240) to view and access these files.

[0123] The receiving device (20) of the present invention can autonomously select and display an overlay advertisement suitable for a viewer by utilizing an overlay advertisement decision map received from a server via a broadcasting network (30) without a communication network and a plurality of overlay advertisement contents. The receiving device (20) can provide an overlay advertisement customized to each individual viewer by evaluating the conditions of the overlay advertisement decision map based on viewer attribute information and probabilistic reliability stored by itself. In particular, by utilizing probabilistic reliability conditions, uncertain viewer attribute information is excluded to prevent the exposure of incorrect target advertisements, and a safe and effective advertising experience can be provided to both the advertiser and the viewer.

[0124] FIG. 4 is a flowchart of a reliability-based conditional overlay advertisement provision method according to one aspect of the present invention. A reliability-based conditional overlay advertisement provision method according to one aspect of the present invention will be described with reference to FIG. 1 and FIG. 4.

[0125] A reliability-based conditional overlay advertisement providing method according to one aspect of the present invention is a method performed by a server system that transmits broadcast content and provides an overlay advertisement for the broadcast content, comprising a broadcast content encoding step, an advertisement display signal generation step, a segment definition step, a map generation step, a template generation step, a multiplexing step, and a broadcast signal transmission step.

[0126] The broadcast content encoding step is a step of encoding broadcast content to generate video streams and audio streams (S301). In the broadcast content encoding step, a video encoder (110) encodes broadcast content to generate video streams and audio streams. Broadcast content may include programs of various genres such as news, dramas, sports, documentaries, and entertainment shows, and the video encoder (110) converts the original broadcast content into a digital form and compresses it to generate transmittable video streams and audio streams. The video stream may be encoded using video codecs such as H.264, H.265, and VP9, ​​and the audio stream may be encoded using audio codecs such as AAC, AC-3, and MPEG-H. Adaptive streaming may be supported by generating streams of various resolutions and bitrates during the encoding process.

[0127] The ad display signal generation step is a step of generating an ad display signal containing information on when the overlay ad will be displayed and adding it to the broadcast service signaling (S302). In the ad display signal generation step, a video encoder (110) generates an ad display signal containing information on when the overlay ad will be displayed and adds it to the broadcast service signaling. The video encoder (110) receives information on when the overlay ad will be displayed from a signal and metadata provider server (150). The information on when the overlay ad will be displayed includes the start and end times of the display of the overlay ad, or the start time of the display and the interval length. The video encoder (110) uses this information to generate an SCTE-35 marker. The SCTE-35 marker is a standard messaging format that signals an ad insertion opportunity and includes a splice time indicating the start time of the display of the overlay ad, the end time or duration of the overlay ad, and a segmentation type identifier indicating that it is an overlay ad. The generated ad display signal is integrated as part of the broadcast service signaling and transmitted along with video and audio streams.

[0128] The segment definition step is a step of defining viewer segment conditions (S304) that include viewer segments, one or more viewer attribute conditions, and reliability conditions for viewer attribute conditions, based on ad exposure conditions determined for each overlay ad. In the segment definition step, the overlay ad determination server (120) defines viewer segment conditions that include viewer segments, one or more viewer attribute conditions, and reliability conditions for viewer attribute conditions, based on ad exposure conditions determined for each overlay ad. A viewer segment refers to a target viewer group to which a specific ad is to be exposed, and is defined based on viewer attributes. Viewer attributes may include various demographic and behavioral characteristics such as gender, age, age group, interests, region, occupation, income level, education level, and family composition. Viewer segment conditions are defined as expressions that combine conditions for these viewer attributes using logical operators, relational operators, membership operators, etc. For example, a viewer segment can be defined that is "aged 25 or older and under 40, gender female, and includes fashion in interests." A key feature of the present invention is that reliability conditions can be additionally specified for each viewer attribute condition. A confidence condition is a requirement that the probabilistic confidence that a corresponding viewer attribute value is correct must be above a specific threshold. For example, a condition can be set such that "the probabilistic confidence that the age is 25 or older is 0.7 or higher, and the probabilistic confidence that the gender is female is 0.9 or higher." Through these confidence conditions, uncertain viewer attribute information can be excluded, thereby preventing the exposure of incorrectly targeted advertisements.

[0129] The map generation step is a step of generating an overlay ad decision map (S305) that includes ad rules mapping overlay ad content information to be displayed for each viewer segment and display location information. In the map generation step, the overlay ad decision server (120) generates an overlay ad decision map that includes ad rules mapping overlay ad content information to be displayed for each viewer segment and display location information. The overlay ad decision map is a data structure that defines the mapping relationship between viewer segment conditions and overlay ads to be provided to the corresponding segment. Each ad rule includes viewer segment conditions defined in the segment definition step, overlay ad content information to be displayed for the corresponding segment, and display location information of the overlay ad. The overlay ad content information may include the URL or path of an image file, the image data itself, or text content to be displayed. The display location information specifies the location where the overlay ad appears on the TV screen and may be expressed as an anchor point and an offset value. The anchor point represents a reference point on the screen, and the offset value represents the relative position from the reference point in pixels or percentages. The overlay ad decision map may be encoded in various formats such as JSON, XML, or binary.

[0130] The template generation step is a step of generating a video ad standard template for an overlay ad (S306). In the template generation step, the overlay ad decision server (120) generates a video ad standard template for an overlay ad. The video ad standard template generally follows the IAB VAST specification and defines the display method and execution method of the overlay ad. The video ad standard template includes width and height values ​​in pixels as size information for the overlay ad. Additionally, the template includes a URI for an inline frame resource containing code that implements the overlay ad processing and display functions on the receiving device. The inline frame resource is web-based code composed of HTML, JavaScript, CSS, etc., which is executed by the user agent of the receiving device to interpret the overlay ad decision map and perform the function of selecting and displaying an appropriate ad. The video ad standard template may also include additional information such as the minimum display time of the overlay ad.

[0131] The multiplexing step is a step of generating a broadcast signal (S307) by multiplexing a broadcast service signaling containing an advertisement display signal, a video stream and an audio stream, an overlay advertisement decision map, a video advertisement standard template, and one or more overlay advertisement contents. In the multiplexing step, a multiplexer (130) generates a broadcast signal by multiplexing a broadcast service signaling containing an advertisement display signal, a video stream and an audio stream, an overlay advertisement decision map, a video advertisement standard template, and one or more overlay advertisement contents. The multiplexer (130) receives the broadcast service signaling, the video stream and the audio stream from the video encoder (110), and receives the overlay advertisement decision map, the video advertisement standard template, and one or more overlay advertisement contents from the overlay advertisement decision server (120). During the multiplexing process, the video and audio streams, which are real-time streams, are processed using a real-time transmission protocol, and the overlay advertisement decision map, the video advertisement standard template, and the overlay advertisement contents may be processed using a non-real-time file transmission protocol. The multiplexer (130) integrates all of this data into a single broadcast signal and assigns appropriate identifiers and metadata to each data stream and file so that the receiving device can properly separate and process them.

[0132] The broadcast signal transmission step is a step of transmitting the broadcast signal to a receiving device (S308). In the broadcast signal transmission step, the scheduler and transmission system (140) transmit the broadcast signal to the receiving device. The scheduler and transmission system (140) transmits the broadcast signal at an appropriate time according to the schedule of the broadcast program and advertisement. The broadcast signal is transmitted to the broadcast network (30) through various transmission methods such as terrestrial broadcasting, satellite broadcasting, and cable broadcasting, and is transmitted simultaneously to multiple receiving devices through the broadcast network (30). In the transmission step, the broadcast signal is modulated according to the broadcast transmission standard and transmitted with appropriate transmission power.

[0133] According to one aspect of the present invention, an overlay ad decision map generated in the map generation step may include a plurality of ad rules. This is intended to provide differentiated overlay ads for various viewer segments. Each ad rule may include viewer segment conditions, overlay ad content information, display location information, and ad priority. The ad priority is an integer value that determines which rule to select when multiple ad rules are satisfied simultaneously. For example, the first ad rule may provide women's clothing ads to the "women aged 19 or older, residing in Seoul or Busan" segment with a priority of 10, and the second ad rule may provide men's product ads to the "men, residing in Seoul or Busan or Jeju" segment with a priority of 8. When multiple rules are satisfied, the receiving device selects the rule with the highest priority value and displays the corresponding overlay ad.

[0134] According to one aspect of the present invention, the overlay ad decision map generated in the map generation step may further include default overlay ad content information to be displayed when there is no ad rule corresponding to the viewer. The default overlay ad is an ad provided to a viewer who does not satisfy the conditions of any specific ad rule, and may be a general brand ad or a public service ad. The default overlay ad content information includes image or text information and display location information. By providing the default overlay ad, an opportunity for ad exposure can be provided even to viewers who cannot receive targeted ads, and ad inventory can be utilized efficiently. If the default overlay ad is not defined in the overlay ad decision map, the receiving device does not display the overlay ad at that time.

[0135] According to one aspect of the present invention, the segment definition step may include a step of determining advertising exposure conditions (S303) based on the characteristics of the broadcast content before and after the overlay advertisement display time by analyzing the metadata of the broadcast content. The overlay advertisement determination server (120) receives broadcast program metadata before and after the overlay advertisement display time from the signal and metadata provision server (150). The broadcast content metadata includes information such as program genre, theme, cast members, filming location, and time slot. The overlay advertisement determination server (120) analyzes this metadata to identify the characteristics of the broadcast content. For example, if the broadcast program preceding the overlay advertisement display time is a sports game program, the overlay advertisement determination server (120) may define a segment targeting viewers interested in sports and map advertisements for sports equipment, sports drinks, health supplements, etc., to that segment. Additionally, in specific scenes of a drama program, product advertisements related to the atmosphere of the drama or the situation of the characters may be provided. By determining advertising exposure conditions by considering the characteristics of the broadcast content in this way, context-aware advertisements that naturally harmonize with the broadcast content can be provided, and the relevance and effectiveness of the advertisements can be enhanced.

[0136] The reliability-based conditional overlay ad delivery method of the present invention has the advantage of preventing incorrect target ad exposure by explicitly reflecting the probabilistic reliability of viewer attributes in the ad targeting condition, efficiently providing overlay ads targeting multiple segments through only the broadcasting network, distributing server load by allowing the receiving device to autonomously select ads, and providing personalized ad services without real-time communication.

[0137] FIG. 5 is a flowchart of a reliability-based conditional overlay advertisement display method according to one aspect of the present invention. A reliability-based conditional overlay advertisement display method according to one aspect of the present invention will be described with reference to FIG. 2 and FIG. 5.

[0138] A reliability-based conditional overlay advertisement display method according to one aspect of the present invention is an overlay advertisement display method performed by a receiving device that receives broadcast content, comprising a viewer attribute inference step, a demultiplexing step, an advertisement display signal detection step, an advertisement determination step, and an advertisement display step.

[0139] The viewer attribute inference step is a step of inferring each viewer attribute defined based on the viewer's broadcast viewing behavior information, calculating and storing the attribute value and the probabilistic confidence of said attribute value (S402). In the viewer attribute inference step, the viewer attribute processing module (230) infers each viewer attribute defined based on the viewer's broadcast viewing behavior information, calculates the attribute value and the probabilistic confidence of said attribute value, and stores them. The viewer attribute processing module (230) receives the viewer's broadcast viewing behavior information from the demultiplexer (220). The broadcast viewing behavior information includes information such as which broadcast service and program the viewer watched, when they started and ended watching, and how they switched channels. The viewer attribute processing module (230) analyzes this viewing behavior information to infer attributes such as the viewer's gender, age, interests, and region. Statistical analysis, pattern recognition, machine learning algorithms, etc., may be utilized in the inference process. The viewer attribute processing module (230) calculates the probabilistic confidence of each viewer attribute value. The probabilistic confidence is expressed as a value between 0 and 1 representing the probability that the corresponding attribute value is actually correct. For example, if a viewer frequently watches sports programs but also watches other genres, the probabilistic confidence that their interest is sports can be calculated as 0.6, and if they watch almost exclusively sports programs, the probabilistic confidence can be calculated as 0.9 or higher. The inferred viewer attribute value and probabilistic confidence are stored in the viewer attribute storage (260).

[0140] The demultiplexing step is a step of demultiplexing the received broadcast signal to separate the broadcast service signaling, video stream, audio stream, overlay ad decision map, video ad standard template, and one or more overlay ad contents (S403). In the demultiplexing step, the demultiplexer (220) demultiplexes the received broadcast signal to separate the broadcast service signaling, video stream, audio stream, overlay ad decision map, video ad standard template, and one or more overlay ad contents. The broadcast signal received and demodulated by the receiving module (210) through the broadcast network (30) contains various data streams and files multiplexed. The demultiplexer (220) first interprets the signaling information of the broadcast signal to identify the identifier, format, location, etc. of each data stream and file. The demultiplexer (220) separates the video stream and audio stream, decodes them, and plays them on the TV screen. At the same time, the demultiplexer (220) receives and assembles an overlay ad decision map, a video ad standard template, and one or more overlay ad content files transmitted via a non-real-time file transfer protocol, and stores them in the broadcaster app context storage (270). Broadcast service signaling is processed separately and used to detect when to display the overlay ad.

[0141] The ad display signal detection step is a step of detecting an ad display signal (S404) containing overlay ad display time information from broadcast service signaling. In the ad display signal detection step, a demultiplexer (220) detects an ad display signal containing overlay ad display time information from broadcast service signaling. The demultiplexer (220) continuously monitors broadcast service signaling to find SCTE-35 markers. When an SCTE-35 marker is detected, the demultiplexer (220) checks whether the marker is for an overlay ad. An SCTE-35 marker for an overlay ad has a specific segmentation type identifier value and includes information on the display start time, end time, or segment length of the overlay ad. When the demultiplexer (220) detects an ad display signal for an overlay ad, it transmits this to the broadcaster app (240) running on the user agent (250). At the same time, the demultiplexer (220) also transmits a video ad standard template corresponding to the ad display signal to the broadcaster app (240).

[0142] The ad decision step is a step in which, when an ad display signal is detected, an ad rule satisfying the viewer attribute condition and the confidence condition is selected (S405) from among multiple ad rules included in the overlay ad decision map using the stored viewer attribute value and the probabilistic confidence. In the ad decision step, when an ad display signal is detected, the overlay ad processing module (241) selects an ad rule satisfying the viewer attribute condition and the confidence condition from among multiple ad rules included in the overlay ad decision map using the stored viewer attribute value and the probabilistic confidence. The broadcaster app (240) interprets the video ad standard template received from the demultiplexer (220) to obtain the URI of an inline frame resource that implements the overlay ad processing and display function, and executes it. The overlay ad processing module (241) reads the viewer attribute value and the probabilistic confidence from the viewer attribute storage (260). The overlay ad processing module (241) retrieves the overlay ad decision map from the broadcaster app context storage (270). The overlay ad processing module (241) sequentially evaluates multiple ad rules included in the overlay ad decision map. For each ad rule, the overlay ad processing module (241) checks whether the viewer's attribute value satisfies the viewer attribute condition of the corresponding rule. For example, if the ad rule includes the condition "age is 19 years or older," it checks whether the age value stored in the viewer attribute store (260) is 19 years or older. At the same time, the overlay ad processing module (241) also checks whether the probabilistic confidence of the corresponding attribute value satisfies the confidence condition of the ad rule. For example, if the ad rule includes the condition "probabilistic confidence that age is 19 years or older is 0.7 or higher," it checks whether the probabilistic confidence of the age attribute value is 0.7 or higher. An ad rule that satisfies both the viewer attribute condition and the confidence condition is selected.

[0143] The ad display step is a step of displaying overlay ad content mapped to the selected ad rule at a location specified at the time of ad display (S406). In the ad display step, the overlay ad display module (242) displays the overlay ad content mapped to the selected ad rule at a location specified at the time of ad display. When the overlay ad processing module (241) selects an ad rule, it transmits the overlay ad content information, display location information, and display start and end time information included in the ad display signal to the overlay ad display module (242). The overlay ad display module (242) retrieves an actual overlay ad image or text file from the broadcaster app context storage (270) using the overlay ad content information. When the time of ad display start arrives, the overlay ad display module (242) displays the overlay ad by overlaying it on the broadcast content video currently playing on the TV screen. The overlay ad appears at a designated location, and the display location is determined according to the anchor point and offset value defined in the ad rule. The size of the overlay ad is determined according to the width and height values ​​defined in the video ad standard template. The overlay ad display module (242) stops displaying the overlay ad when the end time is reached or when the specified interval length has elapsed.

[0144] According to one aspect of the present invention, the viewer attribute inference step may include the step of collecting broadcast viewing behavior information (S401) including one or more of broadcast service identification information, broadcast program identification information, viewing start time, viewing end time, channel switching event, and selected audio language.

[0145] In the broadcast viewing pattern collection stage, the demultiplexer (220) collects various viewing behavior information while the viewer selects and watches a broadcast service. Broadcast service identification information is information that identifies the broadcast channel or broadcaster watched by the viewer. Broadcast program identification information specifically indicates which program was watched and is identified by matching it with program metadata obtained from ESG or EPG. The viewing start time and viewing end time indicate the time when the viewer started and ended watching a specific broadcast service or program, and through this, the viewing duration can be calculated. Channel switching events are information about an event where the viewer switched from one broadcast service to another, and include the switching time and information about the previous and new broadcast services. Selected audio language indicates the audio language selected by the viewer in a broadcast service where multiple audio streams are provided. This broadcast viewing behavior information is transmitted to the viewer attribute processing module (230) and is used as basic data for viewer attribute inference.

[0146] According to one aspect of the present invention, the viewer attribute inference step can infer each viewer attribute defined based on information on the viewer's broadcast viewing behavior and metadata regarding the broadcast service and broadcast program. The viewer attribute processing module (230) does not merely analyze the quantitative pattern of viewing behavior, but also considers the qualitative characteristics of the viewed content. Broadcast program metadata includes information such as program genre, theme, synopsis, performers, target age rating, and keywords. The viewer attribute processing module (230) infers viewer attributes by combining and analyzing the viewing behavior information and metadata. For example, if a viewer frequently watches a specific time slot on weekend afternoons, and the analysis of program metadata for that time slot reveals that most of the programs are soccer match broadcasts of the sports genre, it can be inferred that the viewer's interest is likely sports, particularly soccer. Additionally, the viewer's age group can be estimated by analyzing the target age rating of the programs the viewer primarily watches, and specific interests can be identified by analyzing the program's theme or keywords. By utilizing metadata, the accuracy and specificity of viewer attribute inference are significantly improved.

[0147] According to one aspect of the present invention, the viewer attribute inference step may include a step of continuously inferring and updating viewer attribute values ​​and probabilistic reliability. The viewer attribute processing module (230) re-infers viewer attributes and recalculates probabilistic reliability whenever new broadcast viewing behavior information is collected. A viewer's viewing pattern may change over time, and new interests may emerge or existing interests may weaken. These changes can be reflected through continuous updating. Additionally, although probabilistic reliability may be low initially due to limited information, it gradually increases as more viewing behavior information is accumulated and consistent patterns are observed. The viewer attribute processing module (230) performs the update operation periodically or whenever a certain amount of new viewing behavior information is collected. The updated viewer attribute values ​​and probabilistic reliability are stored in the viewer attribute storage (260) and are used when determining the next overlay advertisement. Through continuous updating, a personalized advertising service that most accurately reflects the viewer's current state can be provided.

[0148] According to one aspect of the present invention, the ad decision step may include a step of selecting the ad rule with the highest priority value by comparing the priority values ​​assigned to each ad rule when there are multiple ad rules determined to satisfy viewer attribute conditions and trust conditions. A viewer may belong to multiple segments simultaneously, and in this case, multiple ad rules may be satisfied simultaneously. For example, if a viewer is a 30-year-old female residing in Seoul and interested in both sports and fashion, the "advertisement targeting women" rule, the "advertisement targeting Seoul residents" rule, the "advertisement targeting sports enthusiasts" rule, the "advertisement targeting fashion enthusiasts" rule, etc., may all be satisfied. In such cases, priority is used to determine which ad to display. The overlay ad processing module (241) compares the priority values ​​of all satisfied ad rules. Priority is generally expressed as an integer value, where a higher number indicates a higher priority. The overlay ad processing module (241) selects the ad rule with the highest priority value and decides to display the overlay ad mapped to that ad rule. Through a priority-based selection mechanism, advertisers can prioritize showing ads to more specific or higher-value target segments and systematically resolve conflicts between ad rules.

[0149] According to one aspect of the present invention, the ad decision step may decide to select a basic overlay ad defined in the overlay ad decision map if there is no ad rule satisfying the viewer attribute condition and the reliability condition, and not to display an overlay ad if the basic overlay ad is not defined. There may be cases where the overlay ad processing module (241) evaluates all ad rules in the overlay ad decision map but does not satisfy the conditions of any rule. This occurs when the viewer's attributes do not match all target segments, or when the attribute values ​​satisfy the conditions but the probabilistic reliability does not satisfy the reliability condition. In such cases, the overlay ad processing module (241) checks whether a basic overlay ad is defined in the overlay ad decision map. A basic overlay ad is a general ad that does not target a specific segment and can be exposed to any viewer without issue. If a basic overlay ad is defined, the overlay ad processing module (241) selects it and transmits it to the overlay ad display module (242) to display it. If the default overlay ad is also not defined, the overlay ad processing module (241) decides not to display the overlay ad at that time. In this case, nothing is passed to the overlay ad display module (242), and the viewer watches only the broadcast content without the overlay ad. Through this mechanism, incorrect ad exposure caused by uncertain viewer attribute information can be prevented, and a safe advertising experience can be provided to both the advertiser and the viewer.

[0151] Although the present invention has been described above with reference to embodiments with reference to the accompanying drawings, it is not limited thereto and should be interpreted to encompass various modifications that can be obviously derived from them by those skilled in the art. The claims are intended to encompass such modifications. Explanation of the symbols

[0153] 10: Overlay ad delivery broadcasting system 110: Video Encoder 120: Overlay Ad Decision Server 130: Multiplexer 140: Schedulers and Transport Systems 150: Signal and metadata provider server 160: Overlay ad serving server 190: Viewer Attributes Database 20: Overlay ad display receiving device 210: Receiver Module 220: Demultiplexer 230: Viewer Attribute Processing Module 240: Broadcaster App 241: Overlay Ad Processing Module 242: Overlay Ad Display Module 250: User Agent 260: Viewer Attributes Repository 270: Broadcaster App Context Storage 30: Broadcasting network

Claims

Claim 1 A method performed by a server system that transmits broadcast content and provides overlay advertisements for broadcast content, comprising: a broadcast content encoding step for encoding broadcast content to generate video streams and audio streams; an advertisement display signal generation step for generating an advertisement display signal including information on when an overlay advertisement is to be displayed and adding it to broadcast service signaling; a segment definition step for defining viewer segment conditions based on advertisement exposure conditions determined for each overlay advertisement, including attribute value conditions for viewer attributes including one or more of the viewer's gender, age, interests, and region, and a confidence condition that a probabilistic confidence level representing the probability that said attribute value is actually correct must be greater than or equal to a preset threshold; a map generation step for generating an overlay advertisement decision map including an advertisement rule mapping overlay advertisement content information to be displayed and display location information for each viewer segment; a template generation step for generating a video advertisement standard template for an overlay advertisement; and a multiplexing step for generating a broadcast signal by multiplexing the broadcast service signaling including the advertisement display signal, the video streams and audio streams, the overlay advertisement decision map, the video advertisement standard template, one or more overlay advertisement contents, and a broadcaster app package. A reliability-based conditional overlay advertisement delivery method comprising: a broadcast signal transmission step of transmitting a broadcast signal to a receiving device. Claim 2 A reliability-based conditional overlay ad delivery method according to claim 1, wherein the overlay ad decision map generated in the map generation step includes a plurality of ad rules, and each ad rule includes viewer segment conditions, overlay ad content information, display location information, and ad priority. Claim 3 In claim 2, the overlay ad decision map generated in the map generation step further includes default overlay ad content information to be displayed when there is no ad rule matching the viewer, a reliability-based conditional overlay ad delivery method. Claim 4 A reliability-based conditional overlay ad provision method according to claim 1, wherein the segment definition step includes the step of analyzing metadata of broadcast content to determine ad exposure conditions based on broadcast content characteristics before and after the overlay ad display time. Claim 5 A method for displaying overlay advertisements performed by a receiving device that receives broadcast content, comprising: a viewer attribute inference step for inferring for each viewer attribute defined based on information on a viewer's broadcast viewing behavior, and calculating and storing an attribute value and a probabilistic confidence value for said attribute value; a demultiplexing step for demultiplexing a received broadcast signal to separate a broadcast service signaling, a video stream, an audio stream, an overlay advertisement decision map, a video advertisement standard template, and one or more overlay advertisement contents and a broadcaster app package; an advertisement display signal detection step for detecting an advertisement display signal including overlay advertisement display time information from the broadcast service signaling; an advertisement decision step for selecting an advertisement rule among a plurality of advertisement rules included in an overlay advertisement decision map that satisfies viewer attribute conditions and confidence conditions using the stored viewer attribute value and probabilistic confidence value when the advertisement display signal is detected; and an advertisement display step for displaying overlay advertisement content mapped to the selected advertisement rule at a location specified at said advertisement display time; a confidence-based conditional overlay advertisement display method. Claim 6 In claim 5, the viewer attribute inference step comprises the step of collecting broadcast viewing behavior information including one or more of broadcast service identification information, broadcast program identification information, viewing start time, viewing end time, channel switching event, and selected audio language, a reliability-based conditional overlay advertisement display method. Claim 7 In claim 5, the viewer attribute inference step infers each viewer attribute defined based on information on the viewer's broadcast viewing behavior and metadata regarding broadcast services and broadcast programs, a reliability-based conditional overlay advertisement display method. Claim 8 A reliability-based conditional overlay ad display method according to claim 5, wherein the viewer attribute inference step includes a step of continuously inferring and updating viewer attribute values ​​and probabilistic reliability. Claim 9 A reliability-based conditional overlay ad display method according to claim 5, wherein the ad decision step includes a step of selecting the ad rule with the highest priority value by comparing the priority values ​​assigned to each ad rule when there are multiple ad rules determined to satisfy viewer attribute conditions and reliability conditions. Claim 10 In claim 5, the ad decision step selects a default overlay ad defined in an overlay ad decision map when there is no ad rule satisfying viewer attribute conditions and trust conditions, and decides not to display an overlay ad when a default overlay ad is also not defined, a trust-based conditional overlay ad display method. Claim 11 A broadcasting system that transmits broadcast content and provides overlay advertisements for broadcast content, comprising: a video encoder that encodes broadcast content to generate video streams and audio streams, generates an ad display signal including information on when an overlay advertisement will be displayed, and adds it to broadcast service signaling; an overlay ad decision server that defines viewer segment conditions based on ad exposure conditions determined for each overlay ad, including attribute value conditions for viewer attributes including one or more of the viewer's gender, age, interests, and region, and confidence conditions that a probabilistic confidence level representing the probability that said attribute value is actually correct must be above a preset threshold, generates an overlay ad decision map including ad rules mapping overlay ad content information to be displayed and display location information for each viewer segment, and generates a video ad standard template for an overlay ad including a URI for an inline frame resource containing code that implements overlay ad processing and display functions to be executed on a receiving device; and a multiplexer that generates a broadcast signal by multiplexing the broadcast service signaling including the ad display signal, the video stream and audio stream, the overlay ad decision map, the video ad standard template, one or more overlay ad contents, and a broadcaster app package. A reliability-based conditional overlay ad delivery broadcasting system comprising a scheduler and a transmission system that transmits a broadcast signal to a receiving device. Claim 12 A reliability-based conditional overlay ad providing broadcasting system, further comprising: a signal and metadata providing server that manages schedule information and metadata of broadcast programs and advertisements and provides overlay ad display timing information in claim 11. Claim 13 A reliability-based conditional overlay ad delivery broadcasting system according to claim 11, wherein the overlay ad decision map generated by the overlay ad decision server includes a plurality of ad rules, and each ad rule includes viewer segment conditions, overlay ad content information, display location information, and ad priority. Claim 14 In claim 13, the overlay ad decision map generated by the overlay ad decision server further includes default overlay ad content information to be displayed when there is no ad rule matching the viewer, a reliability-based conditional overlay ad delivery broadcasting system. Claim 15 In claim 11, the overlay ad decision server analyzes the metadata of the broadcast content and determines ad exposure conditions based on the characteristics of the broadcast content before and after the overlay ad display time, thereby establishing a reliability-based conditional overlay ad delivery broadcasting system. Claim 16 An overlay ad display receiving device comprising: a receiving module that receives and demodulates a broadcast signal, wherein the receiving device receives and plays a broadcast signal; a viewer attribute processing module that infers for each viewer attribute defined based on information on the viewer's broadcast viewing behavior, calculates and stores attribute values ​​and probabilistic confidence for said attribute values; a demultiplexer that demultiplexes the received broadcast signal to separate broadcast service signaling, a video stream, an audio stream, an overlay ad decision map, a video ad standard template, one or more overlay ad contents, and a broadcaster app package, and detects an ad display signal including overlay ad display timing information from the broadcast service signaling; an overlay ad processing module that, when an ad display signal is detected, selects an ad rule satisfying viewer attribute conditions and confidence conditions in a viewer attribute overlay ad decision map based on stored viewer attribute values ​​and probabilistic confidence; and an overlay ad display module that displays overlay ad content mapped to the selected ad rule at a designated location at the time of ad display. Claim 17 In claim 16, the demultiplexer collects and transmits broadcast viewing behavior information including one or more of broadcast service identification information, broadcast program identification information, viewing start time, viewing end time, channel switching event, and selected audio language, an overlay advertisement display receiving device. Claim 18 In claim 16, the demultiplexer collects and transmits metadata regarding broadcast services and broadcast programs in addition to broadcast viewing form information, and the viewer attribute processing module infers each of the viewer attributes defined based on the viewer's broadcast viewing behavior information and metadata regarding broadcast services and broadcast programs, an overlay advertisement display receiving device. Claim 19 In claim 16, the viewer attribute inference module continuously infers and updates viewer attribute values ​​and probabilistic confidence, an overlay advertisement display receiving device. Claim 20 In claim 16, the overlay ad processing module selects the ad rule with the highest priority value by comparing the priority values ​​assigned to each ad rule when there are multiple ad rules determined to satisfy viewer attribute conditions and reliability conditions. Claim 21 In claim 16, the overlay ad processing module determines that if there is no ad rule satisfying the viewer attribute condition and the confidence condition, it selects a default overlay ad defined in the overlay ad decision map, and if the default overlay ad is also not defined, it determines not to display the overlay ad.

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