Methods and systems for sourcing and integrating media content from different providers into live content

Abstract

Embodiments provide methods and systems for sourcing and integrating media content from different providers into live content. The method implemented by the system includes receiving a cue-in marker associated with an ongoing stream of a first media content. The method includes generating, by an estimation model, a duration estimation of a break in the first media content based on the cue-in marker. The method includes accessing second media content files from a database. In response to determining that a cumulative playback duration of the second media content files is less than the duration estimation, the method includes requesting additional second media content files from an exchange server. In response to receiving the additional second media content files, the method includes facilitating the user device to display the second media content, including one of the second media content files or the additional second media content files based on the cue-in marker.

Description

DescriptionTitle of Invention: METHODS AND SYSTEMS FOR SOURCING AND INTEGRATING MEDIA CONTENT FROM DIFFERENT PROVIDERS INTO LIVE CONTENTCross-reference to related applications

[0001] This application claims priority from Indian provisional patent application 202521030112, filed on 28thMarch 2025, which is incorporated herein in its entirety by this reference thereto.Technical Field

[0002] The present disclosure generally relates to the streaming or delivering digital content, such as media content to content viewers, and more particularly, to methods and systems for sourcing and integrating media content, i.e., a second media content from different service providers into a live content, i.e., first media content.Background

[0003] Streaming platforms are digital service providers that allow users to access and consume media content such as videos, music, audio content such as podcasts, live broadcasts over a communication network, and so on. Such platforms cater to diverse audience preferences by offering on-demand content or live-streaming content. The streaming platforms deliver content to user devices through an efficient and secure process that ensures seamless playback. When a user selects the media content, their device sends a request to a digital platform server operated by the streaming platform. This server first authenticates the user to verify their identity and access permissions, ensuring that the media content is delivered only to authorized users. Once authenticated, the digital platform server retrieves the requested media content's URL and delivers it through a Content Delivery Network (CDN). A CDN is a distributed network of servers strategically located across various regions to minimize latency and enhance streaming quality. The CDN selects the nearest or most efficient server to the user's location, reducing buffering and optimizing speed. The media content is then streamed to the user's device, where it is decoded and played in real-time, providing a smooth and uninterrupted viewing experience.

[0004] The streaming platforms often incorporate a second media content in the media content, primarily as a revenue-generation strategy, offering free or lower-cost subscription plans supported by the second media content to cover operational costs. Providing free access to the media content is crucial, as it directly or indirectly drives impressions to the second media content, ultimately supporting the streaming platform’s monetization strategy. Herein, the second media content can be advertisements (Ads), animations, value-adding content, infomercials, government alerts or public announcements, and so on. Traditionally, Ads are hardcoded directly into the media contentat fixed positions, ensuring every viewer sees the same Ads, which makes it immune to ad blockers but lacks personalization and flexibility. Server-Side Advertisement Insertion (SSAI) addresses this by dynamically integrating Ads into live streams using advertisement markers, enabling cohortbased Ad delivery based on factors like network and device type, though personalization remains limited. Service-Guided Advertisement Insertion (SGAI) further enhances this by allowing personalized Ad delivery at the individual user level, where user devices fetch and seamlessly integrate personalized Ads, reducing server computational burdens while maintaining an efficient, user-centric experience.

[0005] A major challenge with the SGAI and SSAI arises when there is a mismatch between the available advertisement inventory (or slots) in the media stream and the number of Ads in the internal advertisement library. The Ads in the internal advertisement library can be received by the streaming platforms from certain advertisers as part of pre-agreed advertising arrangements. If the internal advertisement library has an insufficient number of Ads to fill all the available slots, it results in missed opportunities for monetization, leading to potential revenue loss forthe streaming platform. From the perspective of Ad makers, this imbalance limits their ability to efficiently market their Ads, leading to a gap between Ad demand and supply. This impacts the overall Ad sales strategy of the Ad makers. Furthermore, the current decision-making process to fill the slots during the shortage of Ads is largely manual, which is slow and inefficient. Also, an inability or lack of integration between the streaming platforms and open exchange Ad networks during live streaming limits the streaming platform's ability to dynamically secure additional Ads in real time. This issue becomes particularly problematic during high-demand events. As a result, the streaming platform may be forced to leave certain advertisement slots unfilled, or it might serve irrelevant Ads, undermining the effectiveness of the advertising strategy. This imbalance can also affect relationships with advertisers who expect consistent and targeted advertisement placements, further impacting the streaming platform’s revenue generation.

[0006] Thus, there exists a technological need for methods and systems for fetching additional second media content to fill in the slots, supporting dynamic arrangements for seamless integration of the second media content into the slots along with optimizing efficiency, and enabling scalability of the streaming platforms.SUMMARY

[0007] Various embodiments of the present disclosure provide methods and systems for integrating media content such as, targeted media content from different providers into live content.

[0008] In an embodiment, a computer-implemented method for integrating media content from different providers into live content is disclosed. The computer-implemented method is implemented by a system and includes receiving a cue-in marker associated with an ongoing stream of a first media content on a user device associated with a user. The computer-implemented method further includes generating, by an estimation model associated with the system, a duration estimation of a break in the first media content based, at least in part, on the cue-in marker. Further, the computer-implemented method includes accessing one or more second media content files from a database associated with a digital platform server. In response to determining that a cumulative playback duration of the one or more second media content files is less than the duration estimation, the computer-implemented method includes, requesting a plurality of additional second media content files from an exchange server. Moreover, in response to receiving the plurality of additional second media content files, the computer-implemented method includes facilitating the user device to display the second media content, including at least one of the one or more second media content files or the plurality of additional second media content files based, at least in part, on the cue-in marker. Herein, the second media content is incorporated within the first media content based on the cue-in marker.

[0009] In an embodiment, a computer-implemented method for integrating media content from different providers into live content is disclosed. The computer-implemented method is implemented by a system and includes determining, by an estimation model associated with a system, a duration estimation of an upcoming break in a first media content based, at least in part, on an event. The computer-implemented method further includes accessing, by the system, one or more second media content files from a database associated with a digital platform server. In response to determining that a cumulative playback duration of the one or more second media content files is less than the duration estimation, the computer-implemented method includes, requesting a plurality of additional second media content files from an exchange server. Moreover, in response to receiving the plurality of additional second media content files, the computer-implemented method includes facilitating the user device to display the second media content including at least one of the one or more second media content files or the plurality of additional second media content files during an upcoming break duration. Herein, the second media content is incorporated into the first media content during the upcoming break duration.

[0010] In another embodiment, a system is disclosed. The system includes a memory module configured to store instructions. The system also includes a processor in communication with the memory module. The processor is configured to execute the instructions stored in the memory module and thereby cause the system to perform, at least in part, to receive a cue-in marker associated with an ongoing stream of a first media content on a user device associated with a user. The system is further caused to generate by an estimation model associated with the system, a duration estimation of a break in the first media content based, at least in part, on the cue-in marker. Further, the system is caused to access one or more second media content files from a database associated with a digital platform server. In response to determining that a cumulative playback duration of the one or more second media content files is less than the duration estimation, the system is further caused to request a plurality of additional second media content files from an exchange server. In response to receiving the plurality of additional second media content files, the system is caused to facilitate the user device to display the second media content, including at least one of the one or more second media content files or the plurality of additional second mediacontent files based, at least in part, on the cue-in marker. Herein, the second media content is incorporated within the first media content based on the cue-in marker.

[0011] In yet another embodiment, a non-transitory computer-readable storage medium is disclosed.The non-transitory computer-readable storage medium includes computer-executable instructions that, when executed by at least a processor of a server system, cause the server system to perform a method. The method performed includes receiving a cue-in marker associated with an ongoing stream of a first media content on a user device associated with a user. The method further includes generating, by an estimation model associated with the system, a duration estimation of a break in the first media content based, at least in part, on the cue-in marker. Further, the method includes accessing one or more second media content files from a database associated with a digital platform server. In response to determining that a cumulative playback duration of the one or more second media content files is less than the duration estimation, the method includes requesting a plurality of additional second media content files from an exchange server. In response to receiving the plurality of additional second media content files, the method includes facilitating the user device to display the second media content, including at least one of the one or more second media content files or the plurality of additional second media content files based, at least in part, on the cue-in marker. Herein, the second media content is incorporated within the first media content based on the cue-in marker.

[0012] The foregoing summary is illustrative only and is not intended to be in any way limiting. In addition to the illustrative aspects, embodiments, and features described above, further aspects, embodiments, and features will become apparent by reference to the drawings and the following detailed description.BRIEF DESCRIPTION OF THE FIGURES

[0013] The advantages and features of the invention will become better understood with reference to the detailed description taken in conjunction with the accompanying drawings, wherein like elements are identified with like symbols, and in which:

[0014] FIG. 1 depicts a representation for illustrating the provisioning of a first media content offered by a content provider platform to a user, in accordance with various embodiments of the present disclosure;

[0015] FIG. 2 illustrates a simplified block diagram of a system, in accordance with an embodiment of the present disclosure;

[0016] FIG. 3 illustrates a process of fetching a plurality of additional second media content files from an exchange server, in accordance with an embodiment of the present disclosure;

[0017] FIG. 4 illustrates a schematic representation of an architecture for integrating a second media content into the first media content, in accordance with an embodiment of the present disclosure;

[0018] FIG. 5 illustrates a flowchart depicting a process of integrating the second media content into the first media content, in accordance with an embodiment of the present disclosure;

[0019] FIG. 6 illustrates a sequence diagram depicting the process of integrating the second media content into the first media content, in accordance with an embodiment of the present disclosure;

[0020] FIG. 7 illustrates a process flow diagram depicting the method for integrating media content from different providers into live content, in accordance with an embodiment of the present disclosure; and

[0021] FIG. 8 illustrates a process flow diagram depicting the method for integrating media content from different providers into live content during an upcoming break duration, in accordance with an embodiment of the present disclosure.

[0022] The drawings referred to in this description are not to be understood as being drawn to scale except if specifically noted, and such drawings are only exemplary in nature.DETAILED DESCRIPTION

[0023] The best and other modes for carrying out the present invention are presented in terms of the embodiments herein depicted in FIGS. 1 to 8. The embodiments are described herein for illustrative purposes and are subject to many variations. It is understood that various omissions and substitutions of equivalents are contemplated as circumstances may suggest or render expedient but are intended to cover the application or implementation without departing from the scope of the invention. Further, it is to be understood that the phraseology and terminology employed herein are for the purpose of the description and should not be regarded as limiting. Any heading utilized within this description is for convenience only and has no legal or limiting effect.

[0024] Reference in this specification to “one embodiment” or “an embodiment” means that a particular feature, structure, or characteristic described in connection with the embodiment is included in at least one embodiment of the present disclosure. The appearance of the phrase “in an embodiment” in various places in the specification does not necessarily all refer to the same embodiment, nor are separate or alternative embodiments mutually exclusive of other embodiments. Moreover, various features are described, which may be exhibited by some embodiments and not by others. Similarly, various requirements are described, which may be requirements for some embodiments but not for other embodiments.

[0025] Moreover, although the following description contains many specifics for the purposes of illustration, anyone skilled in the art will appreciate that many variations and / or alterations to said details are within the scope of the present disclosure. Similarly, although many of the features of the present disclosure are described in terms of each other or in conjunction with each other, one skilled in the art will appreciate that many of these features can be provided independently of other features. Accordingly, this description of the present disclosure is set forth without any loss of generality to, and without imposing limitations upon the present disclosure.

[0026] Embodiments of the present disclosure may be embodied as an apparatus, system, method, or computer program product. Accordingly, embodiments of the present disclosure may take the form of an entire hardware embodiment, an entire software embodiment (including firmware, resident software, micro-code, etc.), or an embodiment combining software and hardware aspects that may all generally be referred to herein as a “circuit,” "engine" “module” or “system”. Furthermore, aspects of the present disclosure may take the form of a computer program product embodied in one or more computer-readable storage media having computer-readable program code embodied thereon.

[0027] The terms “a” and “an” herein do not denote a limitation of quantity but rather denote the presence of at least one of the referenced items.OVERVIEW

[0028] Various embodiments of the present disclosure provide methods, systems, electronic devices, and computer program products for sourcing and integrating media content from different providers into live content. The system includes a processor and a memory. In a non-limiting implementation, the system is configured to receive a cue-in marker associated with an ongoing stream of a first media content on a user device associated with a user. Further, the system is configured to generate a duration estimation of a break in the first media content based, at least in part, on the cue-in marker. For generating the duration estimation, the system utilizes an estimation model associated with the system. In particular, for generating the duration estimation, the system is configured to identify an event taking place within the first media content, based, at least in part, on an update from a score card, a live commentary, a subtitle, a live key moment, a replay, one or more frames within the first media content with a repository. Further, the system accesses an event log from a database associated with the system based, at least in part, on the event. Herein, the event log includes a duration of each of one or more historical events that occurred during one or more historical streams. Then, the system is configured to utilize the estimation model to determine the duration estimation based, at least in part, on the event log.

[0029] Moreover, the system is configured to access the one or more second media content files from a database associated with a digital platform server. Herein, the digital platform server is one of a Server Guided Ad Insertion (SGAI) server, or a Server-Side Ad Insertion (SSAI) server. In particular, for accessing the one or more second media files, the system is configured to identify the one or more second media content files within the database. Then the system determines impressions secured by each second media content file. Further, the system is configured to select the one or more second media content files that have not secured a predefined threshold of impressions from the database.

[0030] Additionally, the system is configured to access a user profile associated with the user from the database. Then the system is configured to determine a user profile metric based, at least in part, on the user profile. Herein, the user profile metric indicates a type of the second media content inwhich the user is likely to be interested. Further, the system is configured to identify and select the one or more second media content files that satisfy the user profile metric from the database.

[0031] Further, the system is configured to determine a cumulative playback duration of the one or more second media content files. In response to determining that the cumulative playback duration is less than the duration estimation, the system is configured to request a plurality of additional second media content files from an exchange server. In particular, the system is configured to requisite the plurality of additional second media content file from the exchange server in at least one of a descending order or an ascending order of a corresponding playback duration. Herein, the corresponding playback duration of each additional second media content file sums up to the duration estimation.

[0032] Furthermore, the system is configured to receive the plurality of additional second media content files. Then, the system identifies a format of the plurality of additional second media content files. Further, the system determines whether the format is compatible with the user device. In response to determining that, the format is incompatible, the system is configured to transcode the one or more second media content files into a compatible format.

[0033] Further, the system is configured to facilitate the user device to display the second media content based, at least in part, on the cue-in marker. Herein, the second media content includes at least one of the one or more second media content files or the plurality of additional second media content files. Herein, the second media content is integrated with the first media content based on the cue-in marker. Here, the one or more second media content files, and the plurality of additional second media content files are displayed in any order.

[0034] In an alternate embodiment, the system is configured to utilize the estimation model to determine a duration estimation of an upcoming break in the first media content based, at least in part, on the event. Further, the system is configured to access the one or more second media content files from the database associated with the digital platform server. In response to determining that the cumulative playback duration of the one or more second media content files is less than the duration estimation, the system is configured to request a plurality of additional second media content files from the exchange server. In response to receiving the plurality of additional second media content files, the system is configured to facilitate the user device to display the second media content during an upcoming break duration. Herein, the second media content includes at least one of the one or more second media content files or the plurality of additional second media content files. Herein, the second media content is incorporated into the first media content during the upcoming break duration.

[0035] Various embodiments of the present disclosure offer multiple advantages and technical effects.For instance, the proposed approach enables the determination of whether adequate second media content, such as Ads, is available with the streaming platform or CDN for integration with live media content, i.e., the first media content. If an inadequacy exists, a system fetches additional second media content from an exchange server, ensuring that no advertising opportunities are missed, thusenhancing the effectiveness of advertisement campaigns run by a digital platform server. Moreover, the proposed approach fetches the additional second media content synchronously or asynchronously. Synchronously, meaning the additional second media content is fetched and incorporated into the media content in real-time. Fetching the additional second media content facilitates the integration of the same into the media content at an upcoming instance during a live stream. This eliminates the possibility of Ad crashes during the integration, which can be caused due to the latency associated with the exchange server. Additionally, the proposed approach eliminates Ads that do not meet specific criteria such as being relevant to the viewers, thereby ensuring that only relevant advertisements are fetched and displayed, enhancing the user experience.

[0036] The proposed approach is also capable of transcoding Ads into formats compatible with user devices, ensuring seamless integration with media content. In some instances, the proposed approach facilitates on device transcoding of the Ads forthe viewer, thus eliminating the processing load on the streaming platform by distributing the processing load. Furthermore, the proposed approach facilitates the fetching of advertisements of varying durations, allowing breaks to be filled with different combinations of Ads. This maximizes the utilization of breaks and increases revenue generation potential. Overall, the proposed approach enhances the user experience by seamless integration of Ads into the media content.

[0037] Various embodiments of the present disclosure are described hereinafter with reference to FIGS. 1 to 8.

[0038] FIG. 1 depicts a representation 100 for illustrating a process for provisioning of a first media content 110 offered by a content provider platform 126 to a user 102, in accordance with various embodiments of the present disclosure.

[0039] In an embodiment, the content provider platform 126 is an entity that holds the various digital rights associated with digital media content present within digital media content libraries. In some scenarios, the content provider platform 126 offers the digital media content (referred to hereinafter interchangeably as ‘content’) on a subscription or free basis by using a digital platform and / or Over- The-Top (OTT) media services, i.e., content is streamed over the Internet to a user device 104 of the user 102 by the content provider platform 126. The term ‘user’ as used herein implies a user who has subscribed, i.e., registered to a subscription plan (whether a free subscription plan or a paid subscription plan) from among a plurality of subscription plans for accessing content offered by the content provider platform 126. In at least some embodiments, the term ‘user’ may also be used to refer to one or more users in addition to the user 102, such as, for example, family members of the user 102, friends of the user 102, people in the same demographics as the user 102, and so on.

[0040] The representation 100 depicts an overview of the process of streaming an exemplary content, such as the first media content 110. The first media content 110 may be embodied as streaming video content such as live-streaming content or on-demand video streaming content. As anexample, the representation 100 shows that the first media content 110 may be embodied as live - streamed content corresponding to a sports match being streamed from the event venue such as a stadium 112. In another illustrative example, the first media content 110 may correspond to Video On Demand (VOD) content, i.e., content streamed from a content library such as a content library 114, on the user’s 102 demand.

[0041] It is noted that although the first media content 110 offered by the content provider platform 126 has been described as video content throughout the various embodiments described herein, the same should not be construed as a limitation. To that end, the term ‘media content’ or ‘content’ as used herein may include ‘video content’, ‘audio content’, ‘gaming content’, ‘textual content’, and any combination of such content offered in an interactive or non-interactive form. Accordingly, the term ‘content’ is also interchangeably referred to hereinafter as ‘media content’ for the sake of simplicity throughout the description.

[0042] In the illustrated example, the user 102 is depicted to be controlling the user device 104, which is capable of displaying the content streamed from CDNs, such as the first media content 110 streamed from a CDN 122. Herein, the content can be in the form of a stream of encoded content segments. Herein, the user device 104 is depicted as a Television (TV) for illustration purposes. Other examples of the user device 104 may include a smartphone, a laptop, a desktop, a personal computer, and so on. The user 102 may use their user device 104 to view the first media content 110 provided by the content provider platform 126 via the CDN 122.

[0043] In an illustrative example, to subscribe to the content streaming services offered by the content provider platform 126, the user 102 may register with the content provider platform 126. This can be achieved by creating an online account on the content provider platform’s portal. As part of the account creation process, the user 102 may provide personal information, such as age, gender, language preference, content preference, and any other personal preferences, to the content provider platform 126. Such information may be stored in a user profile or subscriber profile along with other account information, such as a type of subscription, a validity date of the subscription, etc., in a database 128 associated with the content provider platform 126.

[0044] Once the user 102 has created the account, the user 102 may access a User Interface (Ul) of a mobile application or a Web application associated with the content provider platform 126 to view / access the content. It is understood that the user device 104 may be in operative communication with a communication network, such as the Internet, enabled by a network provider, also known as the Internet Service Provider (ISP). The user device 104 may connect to the ISP network using a wired network, a wireless network, or a combination of wired and wireless networks. Some non-limiting examples of wired networks may include the Ethernet, the Local Area Network (LAN), a fiber-optic network, and the like. Some non-limiting examples of wireless networks may include Wireless LAN (WLAN), cellular networks, Bluetooth, ZigBee networks, and the like.

[0045] The user device 104 may fetch a Ul associated with the content provider platform 126 over the ISP network and cause the display of the Ul on a display screen of the user device 104. In anillustrative example, the Ul may include a plurality of content titles corresponding to a variety of content items offered by the content provider platform 126 to its consumers. The user 102 may select a content title from among the plurality of content titles shown on the Ul, which is displayed on the display screen of the user device 104. For example, the user 102 may select a content title related to the live cricket match streamed from the event venue, such as the stadium 112. The selection of the content title may trigger a request for a playback Uniform Resource Locator (URL) to be sent from the user device 104 to the content provider platform 126. The transmission of the request for the playback URL from the user device 104 to the content provider platform 126 is shown using communication link 106.

[0046] In addition to requesting the playback URL of the chosen content title, the request for the playback URL also includes metadata associated with the user 102. For example, the metadata includes information related to the type of the user device 104 (for example, mobile phone, TV, or tablet device) used by the user 102 for requesting the content, the type of login method (for example, Email, mobile number, or Web login) used by the user 102, the type of network access (for example, cellular or Wi-Fi) associated with playback URL request, network provider ID, device ID, IP address, geo-location information, browser information (e.g., cookie data), time of the day, and the like. The content provider platform 126 is configured to forward the request forthe playback URL to a content handling server 124. The term ‘content handling server 124’ is also interchangeably referred to hereinafter as ‘digital platform server 124’ forthe purposes of description. The transmission of the request forthe playback URL from the content provider platform 126 to the content handling server 124 is exemplarily depicted using communication link 108. It is noted in some example scenarios, the content handling server 124 may be incorporated within the content provider platform 126.

[0047] The content handling server 124 determines the type of content requested by the user 102 based on the request for the playback URL. If the type of content requested by the user 102 is a movie trailer or a non-content request (such as a request forthe synopsis of the content), then the content handling server 124 may determine that no Ad insertion is required for the requested content. The term ‘Ad’ is also interchangeably referred to hereinafter as ‘second media content’. In some scenarios, the type of content requested by the user 102 may be non-monetary in nature. For example, a president or prime minister’s public address to the nation during a pandemic, a natural disaster event, or any such announcement conveying news of national importance. In such scenarios, where the type of content requested by the user 102 is non-monetary in nature, the content handling server 124 may determine that no Ad insertion is required for the requested content. Alternatively, if the type of request corresponds to a content title, then Ad insertion may be possible during the streaming of the content. In one illustrative example, if the user 102 has requested playback of a trailer of an action movie, the content handling server 124 determines that Ad insertion is not required forthe request (i.e., trailer of the action movie).

[0048] In another illustrative example, if the user 102 has requested streaming of the live cricket match from the stadium 112, then the content handling server 124 may determine that Ad can beintegrated on the fly. In some scenarios, if the Ad integration is possible, then the content handling server 124 is configured to analyse the user metadata included in the request for playback URL along with any other user related information, such as whether the user 102 watched a particular brand’s Ad completely in the past or not, or whether the user 102 clicked a product hyperlink in an Ad in the past and visited the product webpage, and the like. Based on the analysis, the content handling server 124 may be configured to predict a type of personalized Ads that may be suitable for the interests or preferences of the user 102. In a non-limiting implementation, the content handling server 124 utilizes a content prediction model, to predict the Ad to be accommodated within the first media content 110 based, at least in part, on the preference of the user 102. It should be noted that within the first media content 110, one or more Ads may be accommodated.

[0049] It is noted that the content prediction model is trained before its operation during deployment based on the historical content viewer data. In an instance, the content prediction model is trained on the historical content viewer data to learn patterns, relationships, and trends in the input data during deployment. In various examples, the predicted one or more Ads may be at least one of the Ads that the user 102 is interested in while streaming the first media content 110. In one specific implementation, an Al or ML model may be used as the content prediction model. In a non-liming implementation, the content prediction model may be a Light Gradient Boosting Machine (LightGBM), Random Forest (RF), Extreme Gradient Boosting (XGBoost), Adaptive Boosting (AdaBoost), Bootstrap Aggregating (Bagging), Gradient Boosting Machine (GBM), Voting Classifier, Stacked Generalization (Stacking), Multiple Additive Regression Trees (MART), Gradient Boosted Regression Trees (GBRT), and so on.

[0050] The representation 100 further depicts a content handling team 116, which may include one or more individuals tasked with analysing the first media content 110 and identifying slots for inserting the second media content in between the first media content 110. Herein, the term ‘slots’ is referred to hereinafter interchangeably as ‘breaks’ throughout the present disclosure. Even though the present disclosure has been described with regard to Ads as the second media content, other forms of digital content may also constitute the second media content and the same is covered by the various embodiments of the present disclosure as well. For example, any form of ‘video content’, ‘audio content’, ‘gaming content’, ‘textual content’, ‘pictorial content’, ‘image content’, ‘webpage’, and any combination of such content may be used as the second media content as well.

[0051] It is noted that these slots may be referred to as windows of opportunity during a live-streaming event where the second media content can be inserted. In one illustrative example, while streaming a live sporting event such as cricket, the players of a cricket team may celebrate the fall of a wicket. Due to this, there may be a brief opportunity within the live-streaming content to include the Ad before the players resume the actual gameplay. Such an opportunity for an Ad slot can be identified by the content handling team 116. In another illustrative example, Video-On-Demand (VOD) content such as a movie may be associated with a storyline that may include changes in screenplay, songs, or twists in the plotline. An Ad may be slotted immediately after or before the occurrence ofsuch changes to make the content interesting for the user 102. The content handling team 116 is tasked with identifying such slots in which the Ad may be displayed during the streaming of the VOD content. The content handling team 116 may insert a cue-in marker 118 to identify locations within the first media content 110 at which the second media content may be inserted. In one embodiment, the cue-in marker 118 may be embodied as SCTE markers, such as SCTE-35 markers. It is noted that SCTE-35 is a joint ANSI / Society of Cable and Telecommunications Engineers standard that describes the inline insertion of cue tones in content streams. In addition to identifying the location of the Ad insertion, the cue-in marker 118 may be associated with metadata such as the duration of the slot, a sequence number, and details of the slot (e.g., pre-roll, mid-roll, change in plot, fall of wicket, player injured, innings break, change in sides, etc.).

[0052] The first media content 110 and the cue-in marker 118 are provided to a video encoder 120.The video encoder 120 is configured to convert the first media content 110 (i.e., video content) into a format capable of being streamed to the user 102. More specifically, the first media content 110 may be split into segments and each content segment may be encoded to generate a stream of encoded content segments, which may be combined to form the streaming content that is to be provided to the user device 104 of the user 102. For example, when a live tennis match is delivered to the user 102, encoded content segments are delivered sequentially to the user device 104 of the user 102 providing a seamless experience of watching the live tennis match. In one illustrative example, the content segments may be encoded using predefined video encoding standards such as High Efficiency Video Coding (H).264 baseline profile or H.264 high profile.

[0053] In general, the content segments may be encoded using different combinations of resolutions and bitrates to ensure seamless delivery of the streaming content to content viewers. Some examples of the resolutions used during encoding include, but are not limited to, 2160 Pixels (p), 1440p, 1080p, 720p, and 480p. Some examples of the bitrates used during encoding include, but are not limited to, 128 Kilobits Per Second (KBPS), 2.5 Megabits Per Second (MBPS), 3.5 MBPS, 5 MBPS, and the like.

[0054] In at least one embodiment, each encoded content segment is a fragment of fixed length and all encoded segments of the first media content 110 have a uniform or identical length, e.g., 4 seconds of time duration. For example, a live tennis match (i.e., the first media content 110) of 90 minutes duration may be segmented and encoded to generate 1350 encoded segments of 4 seconds each. Further, the video encoder 120 is also configured to generate a log, referred to herein as a ‘manifest’. The manifest includes information related to the encoded content segments, such as a number of segments related to the content, a size of each segment, the overall size of the content, an order of streaming of content, available resolutions for each content segment, and available bitrates for each content segment. The manifest also includes information related to the cue-in marker 118, i.e., a number of cue-in markers 118, a location (or timestamp) of each cue-in marker 118, and the like. In particular, the manifest may be further classified as a master manifest including one or more child manifest. The master manifest includes different encoding ladderswhere each encoding ladder or each layer in one encoding ladder is placed within a separate child manifest within the master manifest.

[0055] The encoding ladder indicates a layer of content, i.e., different renditions of the same content in different resolution qualities. In one example, a playback URL for a 480p content stream with a specific bitrate is placed in one child manifest, and a playback URL for a 720p content stream with a specific bitrate is placed in another child manifest. In another example, a playback URL for a 720p content stream with a bit rate of 1.5 MBPS may be placed in a child manifest, while a playback URL for a 720p content stream with a bit rate of 3.5 MBPS is placed in another child manifest. The manifest and the encoded content segments are forwarded to one or more CDNs, such as the CDN 122. The transmission of the encoded content segments and the manifest from the video encoder 120 to the CDN 122 is shown using communication link 132. The CDN 122 is configured to add URL information to the encoded content segments to generate an ‘original manifest’. It is noted that in some scenarios, the URL information may also be added by the video encoder 120 and provided to the CDN 122 along with the encoded content segments. The original manifest (i.e., the master manifest) is provided by the CDN 122 to the content handling server 124. The transmission of the original manifest from the CDN 122 to the content handling server 124 is shown using communication link 134. The CDN 122 is configured to stream the encoded content segments to a plurality of content viewers, including the user 102 on receiving a request for the first media content 110 from the respective user devices.

[0056] The content handling server 124 is in operative communication with the database 128 configured to store one or more second media content files such as one or more Ads. The database 128 is configured to store a plurality of Ad creative received from a plurality of advertising entities, such as an example second content distributor 130 shown in the representation 100.

[0057] The content handling server 124 is configured to analyse the original manifest received from the CDN 122 and determines a number of the cue-in marker 118 or Ad slots that can accommodate Ads within the streaming content. The content handling server 124 is configured to request Ad related information corresponding to the Ads stored in the database 128 based on the analysis of the original manifest and the viewer metadata. The content handling server 124 is configured to perform an analysis of the Ad related information received from the database 128 and determine the Ads that are to be inserted in the place of one or more cue-in marker 118 identified in the manifest. The content handling server 124 is configured to determine Ads relevant to the user 102 based, at least in part, on the user profile associated with the user 102. The determination of the Ads relevant to the user 102 is explained in further detail with reference to FIG. 2.

[0058] In some embodiments, the content handling server 124 can be a Server-Side Ad Insertion (SSAI) server. In such a scenario, the content handling server 124 is configured to classify users into different cohorts. The term ‘cohort’ as used herein refers to a group of users who share at least two or more commonalities from among an age group, gender, location, network provider, access patterns, content genre preferences, language preferences, and the like. For example, each cohortmay prefer or appreciate certain second media content that is determined based on the characteristics of the respective cohort. For example, a cohort corresponding to a particular age group (above 40 years) and having a preference for a particular content genre (e.g., Drama, Action / Adventure, etc.) may likely appreciate second media content related to health and fitness. Similarly, a cohort corresponding to a female gender having a preference for a particular content genre (e.g., fantasy, romance, etc.) may likely appreciate Ads related to beauty products. Similarly, a cohort corresponding to a discount seeker persona may likely appreciate second media content that offers lucrative deals or promotional offers.

[0059] Based on these classifications, the content handling server 124 selects the appropriate second media content (Ad content) for each cohort. Further, the content handling server 124 utilizes the cue-in markers 118 to stitch the selected second media content into the first media content 110, ensuring seamless integration of Ads with the first media content 110. The content handling server 124 modifies the original manifest to include information about the positions of the second media content. A modified manifest is then generated to reflect the placement of the second media content into the first media content 110. The modified manifest is delivered to the content provider platform 126 for further processing through a communication link 138. The content provider platform 126 generates a playback URL containing the URL information of the CDN 122 and provides this along with the modified manifest to the user device 104 through a communication link 140. This URL ensures that the user 102 can request the correct content from the CDN 122. The user device 104 uses the playback URL and the modified manifest to request content from the CDN 122. The CDN 122 streams the encoded content segments, including the embedded second media content (Ads). The user device 104 may adjust the request for different resolutions or bitrates based on network conditions, and the CDN 122 adapts accordingly to deliver the content seamlessly.

[0060] In another embodiment, the content handling server 124 can be a Server Guided Ad Insertion (SGAI) server as well. Instead of stitching the second media content into the first media content 110, the content handling server 124 shares URLs for the second media content along with the original manifest to the user device 104. This allows the user device 104 to manage the stitching locally. Upon receiving the URLs for the second media content, the user device 104 modifies the original manifest locally. This results in a modified manifest that includes the necessary Ad content information and placement. The modified manifest, which now reflects the insertion of ad content, is shared back with the content handling server 124 for confirmation and processing. The user device 104 uses the modified manifest to request content segments from the CDN 122. The CDN 122 provides the content and the second media content (Ads), according to the modified manifest, and the user device 104 stitches the second media content into the first media content 110.

[0061] As described earlier, the content provider platform 126 incorporates second media content in the first media content 110, primarily as a revenue-generation strategy. Many of the content provider platforms offer free or lower-cost subscription plans supported by the Ads, making their services accessible to a broader audience while still earning revenue. The Ads enable the content providerplatform 126 to cover operational costs, such as content licensing, production, server maintenance, and bandwidth, without solely relying on user subscriptions. While providing Video-On-Demand (VOD) services, these content provider platforms hardcode the Ads into the first media content 110. It involves embedding the Ads directly into the first media content 110 and creating a single video file that includes the Ads at fixed positions, such as pre-roll, mid-roll, or post-roll. This approach ensures that every viewer sees the same Ads, making it simple to implement and immune to Adblockers. It is particularly useful for static campaigns or offline content distribution, as the Ads remain part of the first media content 110 even when downloaded. However, it lacks personalization, flexibility, and detailed analytics, making it difficult to target specific audiences or update campaigns without re-editing the first media content 110. While cost-effective for smaller platforms, hardcoding of the Ads can lead to a suboptimal user experience and limits the ability to adapt to advertisers' changing needs, making it less suitable especially for live media streams.

[0062] Server-Side Advertisement Insertion (SSAI) is a dynamic method used to integrate Ads into live media streams, addressing the limitations of hardcoded Ads. In SSAI, the live media stream is first routed to a play out or Production Control Room (PCR) for post-production processes, such as adding graphics and encoding. Operators embed advertisement markers within the live media stream, which is then sent to an SSAI tailor. This tailor detects these markers and queries an internal advertisement server to fetch suitable Ads. These Ads are seamlessly integrated into the media stream before being forwarded to viewers or users. The SSAI tailor groups viewers into cohorts based on factors like network, device type, and demographics, enabling tailored ad delivery for each group. For instance, a single media stream received by the SSAI tailor can result in multiple streams with cohort-specific Ads. While this cohort-based approach improves relevance compared to hardcoded Ads, it limits personalization at the individual viewer level. This method is especially useful for live events, such as cricket matches, where Ads can be inserted during natural breaks like over changes or after wickets, ensuring minimal disruption to the viewer experience.

[0063] Service-Guided Advertisement Insertion (SGAI) addresses the limitations of Server-Side Advertisement Insertion (SSAI) by enabling personalized advertisement delivery at the individual user level. In this approach, the media stream containing advertisement markers is sent directly to user devices. When an advertisement marker is encountered, the user device 104 communicates with an SGAI tailor, which fetches a personalized advertisement from the content handling server 124 and provides it to the user device 104. The user device 104 then integrates the Ad into the media stream locally, ensuring highly customized advertisement experiences for individual users. This method eliminates the computational burden on the content handling server 124 associated with the streaming platform that would otherwise occur if advertisement stitching were handled centrally for every user. Additionally, SGAI preserves personalization without relying heavily on the processing capabilities of user devices, making it an efficient and user-centric solution for modern advertisement integration.

[0064] In various scenarios, there may not be adequate second media content files available in the database 128 to fill in the breaks. This leads to missed monetization opportunities for the content provider platforms 126 and an inefficient sales strategy for advertisers. Manual processes of filling the breaks during Ad shortages are slow, especially during high-demand events, resulting in irrelevant Ads being served to the user 102, affecting user experience.

[0065] To overcome the aforementioned drawbacks and provide additional advantages, a system 150 is provided. The system 150 is configured to receive the cue-in marker 118 associated with an ongoing stream of the first media content 110 on the user device 104. Then, the system 150 is configured to generate a duration estimation of a break in the first media content 110 based, at least in part, on the cue-in marker 118. Herein, the term ‘break’ refers to a slot in the first media content 110 in which a second media content can be inserted. For generating the duration estimation, the system 150 utilizes an estimation model (not shown in FIG. 1).

[0066] It is noted that the estimation model is trained before its operation during deployment based on one or more historical streams. Herein, the term ‘historical streams’ refers to previously broadcasted, recorded, or archived media content. In an instance, the system 150 is configured to train the estimation model to generate the duration estimation by performing a series of steps. The series of steps may be initiated by feeding the estimation model with labelled data that includes features such as an event within the content, ad length, cue-in marker positions, viewer engagement, and content genre and their corresponding ad durations. The estimation model learns relationships between the features and the ad durations, enabling it to generalize and generate the duration estimation for future media streams. In one specific implementation, the Al or ML model may be used as the estimation model. In a non-liming implementation, the estimation model may be a Light Gradient Boosting Machine (LightGBM), Random Forest (RF), Extreme Gradient Boosting (XGBoost), Adaptive Boosting (AdaBoost), Bootstrap Aggregating (Bagging), Gradient Boosting Machine (GBM), Voting Classifier, Stacked Generalization (Stacking), Multiple Additive Regression Trees (MART), Gradient Boosted Regression Trees (GBRT), and so on.

[0067] Further, the system 150 is configured to access the one or more second media content files from the database 128 associated with the digital platform server 124. Then, the system 150 determines a cumulative playback duration of the one or more second media content files. Herein, the term ‘cumulative playback duration’ refers to the total playback duration of the one or more second media content files in the database 128. If the cumulative playback duration is less than the duration estimation, then the system 150 requests a plurality of additional second media content files from an exchange server 142. This request can be a synchronous request. The cumulative playback duration can also depend on a frequency factor as well. For example, each second media content file can have a specific frequency capping for each user or for a particular cohort. For example, if a second media content file has a frequency cap allowing it to be displayed three times for a user, and each playback lasts 10 seconds, then the cumulative playback duration for that user would be 30 seconds. Additionally, if a particular user has remaining allowable playback time frommultiple usages, that leftover duration is also included in the cumulative playback calculation. For a cohort of users, the cumulative playback duration is the aggregated total of all user’s playback times under their respective frequency caps.

[0068] Herein, the plurality of additional second media content files are substantially similar to the one or more second media content files but are not the same. Here, the term ‘exchange server’ refers to a digital platform that facilitates the automated buying and selling of the plurality of additional second media content files in real-time through programmatic auctions. More specifically, the exchange server 142 includes the plurality of additional second media content files that are not part of any pre-arrangement or deal between the content handling server 124 and the second content distributor 130. The exchange server 142 connects the content provider platform 126 and the second content distributor 130 to enable the automated buying and selling of the plurality of additional second media content files on the spot. These additional second media content files can be utilized by the system 150 to fill in the break, which otherwise would not be possible with the one or more second media content files.

[0069] In response to receiving the plurality of additional second media content files, the system 150 is configured to facilitate the user device 104 to display the second media content based on the cue-in marker 118. Herein, the second media content can include at least one of the one or more second media content files or the plurality of additional second media content files.

[0070] In an alternate embodiment, the system 150 is configured to utilize the estimation model to determine the duration estimation of an upcoming break in the first media content 110 based on an event in the first media content 110. Herein, the term ‘event’ refers to an occurrence or action that takes place at a specific point in time and has significance within a particular context. In response to determining that, the cumulative playback duration of the one or more second media content files is less than the duration estimation of the upcoming break, the system 150 is configured to request the plurality of additional second media content files from the exchange server 142. In response to receiving the plurality of additional second media content files, the system 150 is configured to facilitate the user device 104 to display the second media content during an upcoming break duration. Herein, the second media content includes at least one of the one or more second media content files or the plurality of additional second media content files. Herein, the second media content is incorporated into the first media content 110 during the upcoming break duration.

[0071] Since, the system 150 is requesting for the plurality of additional second media content files to be displayed during the upcoming break duration, this request can be considered as an asynchronous request. Upon fetching the additional second media content asynchronously, the system 150 facilitates the incorporation of the second media content into the first media content 110 at an upcoming instance during the live streaming. This eliminates the possibility of Ad crashes during the incorporation, which can be caused due to the latency associated with the exchange server 142.

[0072] In a non-limiting exemplary scenario, the event can occur during the live streaming of the first media content 110 when a playback time of the first media content 110 is 15 minutes. The system 150 can utilize the estimation model to determine the duration estimation of the upcoming break when the playback time of the first media content 110 is 20 minutes based on the event. Herein, the duration estimation of the upcoming break can be 3 minutes and the cumulative playback duration of the one or more second media content files can be 1 minute. To bridge this gap, the system 150 can request the plurality of additional second media content files from the exchange server 142. Upon receiving, the plurality of additional second media content files, the system 150 can facilitate the incorporation of the second media content into the first media content 110 during the upcoming break duration of 3 minutes.

[0073] As may be appreciated, the system 150 is capable of determining whether there exists adequate second media content files in the database 128 to fill in the breaks. If not, the system 150 requests additional second media files from the exchange server 142 to fill in the breaks. By doing so, the system ensures that no Ad opportunities are missed, thereby enhancing the monetization opportunities for the content provider platform 126. Here, the system 150 is capable of estimating the duration of the break utilizing the estimation model. Then, the system 150 quantifies the possible number of breaks that may occur in the future based on the predicted duration, thereby providing ample amount of opportunities for the advertisers to display the Ads. This significantly improves the Ad sales strategy of the advertisers. Also, by dynamically requesting the additional second media content from the exchange server 142, the system 150 adapts quickly to demand changes, thereby enhancing the revenue generation of the content provider platform 126. It is noted that the various aspects of the system 150 have been explained in further detail with reference to FIG. 2.

[0074] FIG. 2 illustrates a simplified block diagram of a system 200, in accordance with an embodiment of the present disclosure. The system 200 is identical to the system 150 of FIG. 1. The system 200 is caused to integrate the second media content into the first media content 110. In some embodiments, the system 200 may be deployed within the digital platform server 124. In other embodiments, the system 200 may be implemented in the user device 104 or as a standalone entity.

[0075] The system 200 is depicted to include multiple components such as a processing module 202, a memory module 204, an Input / Output (I / O) module 206, and a communication module 208. The various components of the system 200, such as the processing module 202, the memory module 204, the I / O module 206, and the communication module 208, are configured to communicate with each other via or through a centralized circuit system 210. The centralized circuit system 210 may be various devices configured to, among other things, provide or enable communication between the components of the system 200. In certain embodiments, the centralized circuit system 210 may be a Bus or a central Printed Circuit Board (PCB) such as a motherboard, a main board, a system board, or a logic board. The centralized circuit system 210 may also, or alternatively, include other Printed Circuit Assemblies (PCAs) or communication channel media.

[0076] In some embodiments, the system 200 is associated with a database 212. The database is substantially similar to the database 128 described with reference to FIG. 1. The database 212 is configured to store an estimation model 214. The processing module 202 is configured to include a decision module 216, a compatibility module 218, and an integration module 220. It is noted that although the system 200 is depicted to include the processing module 202, the memory module 204, the Input / Output (I / O) module 206, and the communication module 208. In some embodiments, the system 200 may include more or fewer components than those depicted herein. The various components of the system 200 may be implemented using hardware, software, firmware, or any combination thereof.

[0077] In one embodiment, the processing module 202 may be embodied as a multi-core processor, a single-core processor, or a combination of one or more multi-core processors and one or more single-core processors. For example, the processing module 202 may be embodied as one or more of various processing devices, such as a coprocessor, a microprocessor, a controller, a Digital Signal Processor (DSP), a processing circuitry with or without an accompanying DSP, or various other processing devices including integrated circuits such as, for example, an Application Specific Integrated Circuit (ASIC), a Field Programmable Gate Array (FPGA), a Microcontroller Unit (MCU), a hardware accelerator, a special-purpose computer chip, or the like.

[0078] In one embodiment, the memory module 204 is capable of storing machine-executable instructions, referred to herein as a set of platform instructions 205. Further, the processing module 202 is capable of executing the set of platform instructions 205. In an embodiment, the processing module 202 may be configured to execute hard-coded functionality. In an embodiment, the processing module 202 is embodied as an executor of the set of platform instructions 205. Herein, the set of platform instructions 205 may specifically configure the processing module 202 to perform the algorithms and / or operations described herein when the platform instructions 205 are executed. For example, in at least some embodiments, each component of the processing module 202 may be configured to execute the platform instructions 205 stored in the memory module 204 for realizing respective functionalities, as will be explained in further detail later.

[0079] The memory module 204 may be embodied as one or more non-volatile memory devices, one or more volatile memory devices, and / or a combination of one or more volatile memory devices and non-volatile memory devices. For example, the memory module 204 may be embodied as semiconductor memories, such as flash memory, Read Only Memory (ROM), programmable ROM (PROM), Erasable PROM (EPROM), Random Access Memory (RAM), etc., and the like. In at least some embodiments, the memory module 204 stores logic and / or instructions, which may be used by modules of the processing module 202, such as the decision module 216, the compatibility module 218, and the integration module 220.

[0080] In an embodiment, the I / O module 206 may include mechanisms configured to receive the cuein marker 118 and provide the plurality of additional second media content files to the database 128. The processing module 202 of the system 200 and / or the I / O circuitry may be configured to controlone or more functions of the elements of the I / O module 206 through computer program instructions, for example, software and / or firmware, stored on a memory. The memory module 204, and / or the like, is accessible to the processing module 202 of the system 200.

[0081] The communication module 208 is configured to facilitate communication between the system 200 and other components of the content provider platform 126. For example, the communication module 208 is capable of facilitating communication between the system 200, the database 128, the digital platform server 124, the CDN 122, and the exchange server 142.

[0082] In some embodiments, the processing module 202 and / or other components of the decision module 216, the compatibility module 218, and the integration module 220 may access the database 212 using a storage interface (not shown in FIG. 2). The storage interface may include, for example, an Advanced Technology Attachment (ATA) adapter, a Serial ATA (SATA) adapter, a Small Computer System Interface (SCSI) adapter, a RAID controller, a SAN adapter, a network adapter, and / or any component providing the processing module 202 and / or the decision module 216 and / or the compatibility module 218 and / or the integration module 220 with access to the database 212.

[0083] In various non-limiting examples, the decision module 216 is configured to perform a series of steps to determine whether to request the plurality of additional second media content files from the exchange server 142. The series of steps may be initiated by receiving the cue-in marker 118 associated with the ongoing stream of the first media content 110 on the user device 104. Further, the series of steps includes utilizing the estimation model 214 to generate the duration estimation of the break in the first media content 110. Herein, the estimation model 214 generates the duration estimation based, at least in part, on the cue-in marker 118. In particular, for generating the duration estimation, the decision module 216 performs a series of operations. The series of operations may be initiated by identifying the event taking place within the first media content 110 based, at least in part, on an update from a scorecard, a live commentary, a subtitle, a live key moment, a replay, one or more frames within the first media content 110. In various examples, the event may include, but is not limited to, a wicket fall in a cricket match, an injury that happened to a player during a badminton match, a winning moment in a chess match, a change of song in a musical concert, and the like.

[0084] For identifying the event from the one or more frames, the decision module 216 is configured to extract a set of frames from the first media content 110 based, at least in part, on the cue-in marker 118. The set of frames can include a predefined number of frames present in the first media content 110, including the cue-in marker 118. Further, the decision module 216 is configured to extract a set of features from the set of frames. Herein, the term ‘features’ refers to a collection of measurable attributes or data points derived from visual content in each frame. In various examples, the set of features may include, but are not limited to, player coordinates, motion patterns, speed changes, sequence of actions, colour, texture, intensity variations, shapes, sizes, object positions, and the like. Furthermore, the decision module 216 is configured to utilize AI / ML models to identifythe event. The process of identifying the event from the set of features by the AI / ML models is well- known in the art. Hence, the same is not described again for the sake of brevity.

[0085] In an exemplary scenario, the first media content 110 can be a live stream of a badminton match. The match may stop in between due to an injury of a player or during deliberations between the judges. Seeing this as an opportunity for displaying the second media content to the user 102, the content handling team 116 places the cue-in marker 118 in the first media content 110. In response to receiving the cue-in marker 118, the decision module 216 extracts the predefined number of frames from the live stream including the frame having the cue-in marker 118. For example, the predefined number of frames can be a portion of the first media content 110 covering a sequence of incidents that lead to the injury of the player. Further, the decision module 216 extracts features such as a player posture, and player positions from the predefined number of frames extracted. Then, the AI / ML model associated with the decision module 216 identifies the event as ‘injury’ based, at least in part, on the set of features.

[0086] In response to identifying the event, the series of operations includes accessing an event log from the database 212. Herein, the term ‘event log’ refers to a chronological record of one or more historical events that occurred during one or more historical streams. Here, the event log can include the duration of each of one or more historical events. Further, the series of operations includes utilizing the estimation model 214 to determine the duration estimation based, at least in part, on the event log.

[0087] Returning to the previous example, upon identifying the event as ‘injury’, the decision module 216 accesses event logs related to past badminton matches that streamed at earlier instances. Each event log can include durations of various events such as injuries, intervals, drink breaks, and the like. For instance, each event log can include durations associated with the event ‘injury’ during which the second media content is displayed on the user device 104. Based on these durations, the estimation model 214 generates the duration estimation. In a non-limiting example, the duration estimation can be 5 minutes. In other words, the break may last for approximately 5 minutes before the gameplay is resumed.

[0088] Further, the series of steps includes identifying the one or more second media content files within the database 128. Furthermore, the series of steps include determining the impressions secured by each second media content file. Herein, the term ‘impression’ refers to the number of times an Ad, webpage, or content element is displayed on a user's screen, regardless of whether it is clicked or interacted with. Moreover, the series of steps includes selecting the one or more second media content files that have not secured a predefined threshold of impressions from the database 128.

[0089] Returning to the previous example, after generating the duration estimation, the decision module 216 identifies the one or more second media content files in the database 128. These files can be a content file A, a content file B, and a content file C. The impressions secured by the content file A, the content file B and the content file C can be 10,000 impressions, 15,000 impressions, and20,000 impressions, respectively. Here, the predefined threshold of impressions can be 20,000 impressions. Upon determining that, the content file C has secured the predefined threshold of impressions, the decision module 216 eliminates or removes the same from the database 128. Herein, the content file A is required to secure 10,000 impressions more to reach the predefined threshold of impressions i.e., 20,000 impressions. Hence, the decision module 216 retains the content file A in the database 128 since it is eligible to be displayed again to different users to secure 10,000 more impressions. Also, the content file B is required to secure 5000 impressions more to reach the predefined threshold of impressions i.e., 20,000 impressions. Hence, the decision module 216 retains the content file B in the database 128 since it is eligible to be displayed again to different users to secure 5000 more impressions.

[0090] Also, the series of steps includes accessing the user profile associated with the user 102 from the database 128. In a non-limiting example, the user profile can include information related to age, gender, location, network provider, access patterns, content genre preferences, language preferences, and the like of the user 102. Further, a viewing history of the user 102 may also be extracted to determine the content genres, language preferences, and other information related to the user 102. In some cases, the user 102 may have shown interest in some Ads or Ad related content in the past, and such other information may also be extracted by the decision module 216. Additionally, the series of steps includes determining a user profile metric based, at least in part, on this information. Herein, the user profile metric indicates a type of the second media content in which the user 102 is likely to be interested. Further, the series of steps includes identifying and selecting the one or more second media content files that satisfy the user profile metric from the database 128.

[0091] Returning to the previous example, the user profile associated with the user 102 can suggest that the user 102 is 20 years old and he / she is interested in sports content. Then, the user profile metric determined by the decision module 216 can be content related to sports. Here, the content file A may be a sports content, and the content file B may be an art content. Then, the decision module 216 eliminates the content file B from the database 128 based on the user profile metric, leaving the content file A in the database 128. Further, the decision module 216 selects the content file A.

[0092] Further, the series of steps includes accessing the one or more second media content files from the database 128. Furthermore, the series of steps include determining the cumulative playback duration of the one or more second media content files. If the cumulative playback duration is less than the duration estimation, the decision module 216 requests a plurality of additional second media content files from the exchange server 142. In particular, the decision module 216 is configured to requisition the plurality of additional second media content files from the exchange server 142 in at least one of a descending order or an ascending order of a corresponding playback duration. Herein, the corresponding playback duration of each additional second media content file sums up to the duration estimation. The process of requesting the plurality of additional secondmedia content files from the exchange server 142 and reception of the same has been described with reference to FIG. 3.

[0093] In particular, the decision module 216 sends a request to a Supply Side Platform (SSP) 302.The SSP 302 manages the breaks in the content being handled by the content provider platform 126. The SSP 302 packages details of the breaks and forwards them to the exchange server 142, which serves as an intermediary connecting the SSP 302 and a Demand Side Platform (DSP) 304. Herein, the term ‘DSP’ refers to a digital platform that enables the second content distributor 130 to purchase slots for displaying the second media content. Here, the term ‘details of the breaks’ is also interchangeably referred to hereinafter as ‘inventory details’. The exchange server 142 facilitates the decision module 216 to obtain the plurality of additional second media content files from the second content distributor 130 by providing the inventory details to the DSP 304.

[0094] Further, the second content distributor 130, using the DSP 304, assesses the inventory details and decides on providing the plurality of additional second media content files to the content provider platform 126. The decision of the second content distributor 130 can depend on various factors such as targeting criteria, budget, campaign objectives, and so on. The DSP 304 then engages in various programmatic advertising methods to provide the plurality of additional second media content files to the decision module 216. Herein, the term ‘programmatic advertising methods’ refers to the automated processes of buying and selling the slots using software and advanced algorithms, rather than traditional manual negotiations. The programmatic advertising methods may refer to a programmatic guarantee, Real-Time Bidding (RTB), Private Marketplace (PMP), and so on.

[0095] Here, the programmatic guarantee involves a direct agreement between the second content distributor 130 and the content provider platform 126 to pre-negotiate terms for a guaranteed volume of impressions or placements of the plurality of additional second media content files at a fixed price. This approach ensures predictable delivery for the second content distributor 130. On the other hand, RTB is an open-auction mechanism where the second content distributor 130, along with other second content distributors, bids for individual impressions in real time. The RTB enables precise targeting and cost optimization by allowing one or more second media distributors to bid based on granular data, such as demographics or user behaviour. The PMP is a more controlled approach, where the content provider platform 126 invites a selected group of second content distributors to bid for the targeted media slots. This method provides the content provider platform 126 with greater control over their slots. Once the plurality of additional second media content files are purchased through one of these methods, the same is delivered back to the SSP 302 via the exchange server 142. The SSP 302 then provides these files to the compatibility module 218.

[0096] Returning to the previous example, the decision module 216 accesses the content file A from the database 128. Then, the decision module 216 determines the playback time of the content file A. The playback time can be 1 minute. Since the playback time ‘1 minute’ is less than the duration estimation i.e., ‘5 minutes’, the decision module 216 requests the plurality of additional secondmedia content files that can fill the gap of 5 minutes from the exchange server 142. For instance, to fill the gap of 5 minutes, the decision module 216 can request a second media content file having a 3-minute duration and another second media content file having a 2-minute duration. In another embodiment, the decision module 216 can request three second media content files, one having a 3-minute duration, another one having 2-minute duration, and yet another one having a 1 -minute duration. Each of these files may be received in the ascending order or in the descending order of their respective playback durations. It is to be noted that the decision module 216 can request any number of second media content files having distinct playback times that add up to the gap of 5 minutes.

[0097] In response to receiving the plurality of additional second media content files, the compatibility module 218 is configured to identify the format of the said files. In specific scenarios, the format of the plurality of additional second media content files can be incompatible with the user device 104. In such scenarios, the compatibility module 218 facilitates transcoding of the plurality of additional second media content files into a compatible format. For transcoding the plurality of additional second media content files, the compatibility module 218 performs a series of operations. The series of operations may be initiated by decoding these files to extract raw, uncompressed media content. Then, this raw media content can then undergo processing, such as resizing the resolution, adjusting the bitrate, or changing the format. Finally, the media content is re-encoded using a desired codec to create the transcoded files. If the transcoding is done on the user device 104, then the compatibility module 218 is configured to store the one or more second media content files in the database 128. If the transcoding is done on the digital platform server 124, then the compatibility module 218 may store the one or more second media content files in at least one of the database 212 or in the CDN 122. If the format of the one or more second media content files is compatible with the user device 104, the compatibility module 218 is configured to store the said files directly into the database 212 associated with the user device 104.

[0098] Returning to the previous example, the exchange server 142 can return a content file D, and a content file E as the plurality of additional second media content files. These files can have a playback duration of 3 minutes and 1 minute, respectively. The format of the content file D, and the content file E can be Moving Picture Experts Group (MPEG)-4 Part 14, and the format supported by the user device 104 can be HTTP Live Streaming (HLS) with H.264 / H.265 video codec and Advanced Audio Codec (AAC)ZEnhanced AC-3 (EC3) audio codec. Upon detecting the mismatch in the format, the compatibility module 218 transcodes the content file D and the content file E into the compatible format and stores the said files in the database 128.

[0099] Further, the integration module 220 is configured to facilitate the user device 104 to display the second media content based, at least in part, on the cue-in marker 118. Herein, the second media content can include at least one of the one or more second media content files or the plurality of additional second media content files. In an embodiment, the one or more second media content files and the plurality of additional second media content files are displayed in any order. Forexample, during a break of ‘20 seconds’, the second media content of ‘10 seconds’ can be displayed followed by an additional second media content file of ‘10 seconds’. Also, the plurality of additional second media content files are displayed either in the descending or in the ascending order of their respective playback durations.

[0100] In an alternate embodiment, the decision module 216 is configured to utilize the estimation model 214 to determine the duration estimation of the upcoming break in the first media content 110 based on the event in the first media content 110. In response to determining that, the cumulative playback duration of the one or more second media content files are less than the duration estimation of the upcoming break, the decision module 216 is configured to request the plurality of additional second media content files from the exchange server 142. In response to receiving the plurality of additional second media content files, the integration module 220 is configured to facilitate the user device 104 to display the second media content during the upcoming break duration. Herein, the second media content includes at least one of the one or more second media content files or the plurality of additional second media content files. Herein, the second media content is incorporated into the first media content 110 during the upcoming break duration.

[0101] The integration module 220 is configured to resume the playback of the first media content 110 upon receiving a cue-out marker associated with the first media content 110. Herein, the term ‘cue- out’ marker refers to an indicator to mark a specific point in the first media content 110 where a transition, such as a switch from the second media content to the first media content 110 can occur.

[0102] In another embodiment, the plurality of additional second media content files, such as Ads are incorporated within the first media content 110 in a descending order of their playback durations. This can help to minimize the possibility of an Ad crash. More specifically, precise computation of the duration estimation is impossible, and the duration of the break depends on the position of the cue-out marker in the first media content 110. Consider an exemplary scenario in which, the duration estimation of the break generated by the estimation model 214 is ‘20 seconds’. Based on this, additional second media content files having a duration of ‘10 seconds’, ‘5 seconds’, and ‘5 seconds’ are received from the exchange server 142. The additional second media content files are later incorporated into the first media content 110 in the descending order of their respective durations such as ‘10 seconds’ and ‘5 seconds’. In this scenario, the cue-out marker can appear at the 15th second causing the playback of the first media content 110 to resume. This will leave the additional second media content file having the play back duration ‘5 seconds’ unutilized. The said file can be cached for displaying during the upcoming break duration. If the cue-out marker appears at the 12th second, the additional second media content file having the playback duration of ‘5 seconds’ will be crashed. If an additional second media content file having a playback duration of 20 seconds is incorporated, the entire Ad would be crashed. Hence, the proposed approach provides a way to minimize the Ad crash during incorporation of the second media content into the first media content 110.

[0103] To that end, the decision module 216 is capable of determining whether the database 128 has adequate second media content to display during the break. If not, the decision module 216 requests additional second media content from the exchange server 142 to meet the shortage. Further, the compatibility module 218 ensures that the additional second media content is in the format compatible with the user device 104. Also, the integration module 220 ensures seamless integration of the second media content into the first media content 110. The combination of these modules ensures that no Ad opportunities are missed, thereby enhancing revenue generation, and the effectiveness of the advertising strategy of the content provider platform 126. Further, the decision module 216 ensures that the second media content is relevant to the user 102 by choosing the second media content that satisfies the user profile metric. This enhances the user experience as well.

[0104] FIG. 4 illustrates a schematic representation of an architecture for integrating the second media content into the first media content 110, in accordance with an embodiment of the present disclosure. The process begins when the user device 104 initiates a request for the second media content to the integration module 220 during the ongoing stream of the first media content 110. This request can include details about the first media content 110 being played, the user profile, and user device information. If the content handling server 124 is an SSAI server, a scheduler 402 initially checks in a response cache 404 for any pre-stored second media content. If any pre-stored second media content is available, the scheduler 402 can integrate the second media content into the first media content 110. If the content handling server 124 is the SGAI server, the request proceeds to the integration module 220 without serving cached responses. This is because caching is ineffective in SGAI scenario since each user is served with custom second media content. Upon receiving the request, the integration module 220 forwards it to the decision module 216 for selecting the second media content relevant to the user 102. To align the second media content with the segments of the first media content 110, the integration module 220 also retrieves the manifest from a manifest cache 406.

[0105] The decision module 216 further processes the request and determines whether the plurality of additional second media content files are required. This is based on the cumulative duration of the one or more second media content files in the database 128. If the cumulative duration is less than the duration estimation, the decision module 216 publishes a fetch message to a first message queue 408. A second media pre-fetch service 410 associated with the decision module 216 detects the fetch message and requests the plurality of additional second media content files from the exchange server 142. It fetches the plurality of additional second media content files from the exchange server 142 and forwards them to the compatibility module 218 if the format of the said files is incompatible with the user device 104. The second media pre-fetch service 410 forwards the plurality of additional second media content files into the compatibility module 218 via a second message queue 412. Also, the second media pre-fetch service 410 can resolve the plurality of additional second media content files received from the exchange server 142 as wrapper files into corresponding inline media files. Herein, the term ‘wrapper files’ refers to files that act asintermediaries between a media player and multiple sources serving the second media content. Instead of containing the actual second media content, wrapper files provide a Video Ad Serving Template (VAST) tag that redirects the media player to another source to fetch the second media content that is required. The compatibility module 218 transcodes the plurality of additional second media content files and broadcasts the URLs of these files into a third message queue 414. The second media pre-fetch service 410 consumes the URLs and stores them in the database 128. Also, the second media pre-fetch service 410 publishes an acknowledgment to a fourth message queue 416. The integration module 220 gets notified about the storage of the URLs into the database 128 based on the acknowledgment. In an embodiment, the URLs are directly sent back to the integration module 220 by the second media pre-fetch service 410. Then, the integration module 220 consolidates the URLs and the manifest file into a single API response to the user device 104.

[0106] FIG. 5 illustrates a flowchart 500 depicting a process of integrating the second media content into the first media content 110, in accordance with an embodiment of the present disclosure. The process starts at block 502. At block 502, the user device 104 requests the second media content from the integration module 220 upon encountering the cue-in marker 118. Then, the integration module 220 forwards the request to the decision module 216 (see, block 504).

[0107] In response to receiving the request, the decision module 216 determines whether the cumulative playback duration is less than the duration estimation (see, block 506). If the cumulative playback duration is not less than the duration estimation, then the process moves to block 518. If the cumulative playback duration is less than the duration estimation, the process moves to block 508. At block 508, the decision module 216 checks whether the second media content obtained from the exchange server 142 is available in the database 128.

[0108] If the second media content obtained from the exchange server 142 is not available in the database 128, then the process moves to block 516. If the second media content obtained from the exchange server 142 is available in the database 128, then the process moves to block 510.

[0109] At block 510, the decision module 216 determines whether transcoded second media content is available in the database 128. If the transcoded second media content is not available in the database 128, then the process moves to block 512. At block 512, the decision module 216 skips the utilization of the second media content files for preparing the response.

[0110] If the transcoded second media content is available in the database 128, then the process moves to block 514. At block 514, the decision module 216 updates the response with the URL of the transcoded second media content. Then, at block 516, the decision module 216 publishes a message to the second media pre-fetch service 410. This will make the second media pre-fetch service 410 to request the plurality of additional second media content files from the exchange server 142. Further, at block 518, the decision module 216 returns the response to the integration module 220. Then, the integration module 220 facilitates the integration of the second media content into the first media content 110 at block 520.

[0111] FIG. 6 illustrates a sequence diagram 600 depicting a process of integrating the second media content into the first media content 110, in accordance with an embodiment of the present disclosure.

[0112] The process starts when the user device 104 generates a number used once (nonce) and page view identity (ID). Herein, the term ‘nonce’ refers to a unique number assigned to the first media content 110, and the page view ID refers to a unique ID assigned to a user session. The nonce and the page view ID are sent to the exchange server 142 to retrieve the Ads (see, 606).

[0113] For subsequent requests, the communication shifts to the integration module 220, which manages further interactions and ensures continuity in the Ad-serving process (see, 608). When the integration module 220 receives an ad request, it forwards it to the decision module 216 (see, 610). The decision module 216 is configured to prepare an ad response by prioritizing direct deals and incorporating exchange Ads as needed (see, 612). Herein, the term ‘ad response’ refers to a response generated by the decision module 216, including one of the one or more second media content files and the plurality of additional second media content files. If the cumulative playback duration is less than the duration estimation, the decision module 216 queries a pre-fetch cache 602 for exchange Ads (see, 614). Herein, the pre-fetch cache 602 can be the database 128. Here, the term ‘exchange Ads’ refers to the plurality of additional second media content files.

[0114] If cached exchange Ads are found, the decision module 216 retrieves them (see, 616). Further, the decision module 216 integrates them into the ad response (see, 618). The decision module 216 also deletes the cached Ads to avoid redundancy. If no Ads are found in the cache, the decision module 216 queues a fetch message to the message queue 604 to asynchronously retrieve exchange Ads for future use (see, 620).

[0115] The decision module 216 then returns a Video Ad Serving Template (VAST) response to the integration module 220 (see, 622). This response can include both direct deal Ads and any available Ads in the exchange server 142. Herein, the term ‘direct deal Ads’ refers to the Ads that are fetched by the decision module 216 through the programmatic guaranteed method. The integration module 220 subsequently queries the manifest cache 406 to map the Ads to corresponding video segments (see, 624). The manifest cache 406 returns the creative to segment maps to the integration module 220 (see, 626). If mappings are found, the integration module 220 enriches the VAST response received from the decision module 216 with creative segment paths (see, 628). Later, the integration module 220 sends the updated ad response to the user device 104 (see, 630).

[0116] To ensure future requests are handled effectively, the second media pre-fetch service 410 associated with the decision module 216, processes fetch messages from the message queue 604 to prepare exchange Ads (see, 632). The decision module 216 also sends bid requests to the exchange server 142 (see, 634). In response to the bid requests, the exchange server 142 serves the plurality of additional second media content files (see, 636). The second media pre-fetch service 410 resolves any wrapper Ads into inline Ads or no-fill responses, completing the preparation of the Ads (see, 638).

[0117] The second media pre-fetch service 410 queries the pre-fetch cache 602 to retrieve transcoded creatives (see, 640). If transcoded creatives are present, the same is returned by the pre-fetch cache 602 to the second media pre-fetch service 410 (see, 642). When transcoded creatives are not cached, the second media pre-fetch service 410 queues a transcoding initiation message to the message queue 604 (see, 644).

[0118] Then, the compatibility module 218 dequeues the transcoding initiate message (see, 646).Further, the compatibility module 218 converts raw creatives into transcoded formats (see, 648). After transcoding, the compatibility module 218 queues transcoding complete message to the message queue 604 (see, 650). The second media pre-fetch service 410 dequeues the transcoding complete message (see, 652). Then, the second media pre-fetch service 410 caches the files in the pre-fetch cache 602 (see, 654). Also, the second media pre-fetch service 410 replaces new creatives received from the exchange server 142 with the transcoded creatives (see, 656). Further, the second media pre-fetch service 410 updates the pre-fetch cache 602 with the resolved VAST Ads (see, 658). It also sends a creative harvesting message to the message queue 604 (see, 660). The integration module 220 dequeues the creative harvesting message (see, 662). Then, it retrieves ad creatives to maps transcoded creative URLs to corresponding ad segments (see, 664).

[0119] In cases where no exchange Ads are found, the decision module 216 queues a message to the second media pre-fetch service 410 to fetch Ads asynchronously and returns the current VAST response to the integration module 220 without exchange Ads. If the transcoded creatives are unavailable, the decision module 216 skips adding exchange Ads to the response and notifies the second media pre-fetch service 410 to fetch and transcode the creatives for future use.

[0120] FIG. 7 illustrates a process flow diagram depicting a method 700 for sourcing and integrating media content from different providers into live content, in accordance with an embodiment of the present disclosure. The various steps and / or operations of the flow diagram, and combinations of steps / operations in the flow diagram, may be implemented by, for example, hardware, firmware, a processor, circuitry, and / or a system (such as the system 200) explained with reference to FIG. 2 and / or by a different device associated with the execution of software that includes one or more computer program instructions. The method 700 starts at operation 702.

[0121] At operation 702, the method 700 includes receiving, by the system 200, a cue-in marker 118 associated with an ongoing stream of a first media content 110 on a user device 104 associated with a user 102.

[0122] At operation 704, the method 700 includes generating, by an estimation model 214 associated with the system 200, a duration estimation of a break in the first media content 110 based, at least in part, on the cue-in marker 118.

[0123] At operation 706, the method 700 includes accessing, by the system 200, one or more second media content files from a database 128 associated with a digital platform server 124.

[0124] At operation 708, the method 700 includes in response to determining that a cumulative playback duration of the one or more second media content files is less than the duration estimation, requesting, by the system 200, a plurality of additional second media content files from an exchange server 142.

[0125] At operation 710, the method 700 includes in response to receiving the plurality of additional second media content files, facilitating, by the system 200, the user device 104 to display the second media content including at least one of the one or more second media content files or the plurality of additional second media content files based, at least in part, on the cue-in marker 118. Herein, the second media content is incorporated within the first media content 110 based on the cue-in marker 118.

[0126] FIG. 8 illustrates a process flow diagram depicting the method 800 for integrating media content from different providers into live content during an upcoming break duration, in accordance with an embodiment of the present disclosure. The various steps and / or operations of the flow diagram, and combinations of steps / operations in the flow diagram, may be implemented by, for example, hardware, firmware, a processor, circuitry, and / or a system (such as the system 200) explained with reference to FIG. 2 and / or by a different device associated with the execution of software that includes one or more computer program instructions. The method 800 starts at operation 802.

[0127] At operation 802, the method 800 includes determining, by an estimation model 214 associated with the system 200, a duration estimation of an upcoming break in a first media content 110 based, at least in part, on an event.

[0128] At operation 804, the method 800 includes accessing, by the system 200, one or more second media content files from a database 128 associated with a digital platform server 124.

[0129] At operation 806, the method 800 includes in response to determining that a cumulative playback duration of the one or more second media content files is less than the duration estimation, requesting, by the system 200, a plurality of additional second media content files from an exchange server 142.

[0130] At operation 808, the method 800 includes in response to receiving the plurality of additional second media content files, facilitating, by the system 200, the user device 104 to display the second media content including at least one of the one or more second media content files or the plurality of additional second media content files during an upcoming break duration. Herein, the second media content is incorporated into the first media content 110 during the upcoming break duration.

[0131] The disclosed method with reference to FIGS. 8, or one or more operations of the system 200 may be implemented using software including computer-executable instructions stored on one or more computer-readable media (e.g., non-transitory computer-readable media, such as one or more optical media discs, volatile memory components (e.g., DRAM or SRAM), or non-volatile memory or storage components (e.g., hard drives or solid-state non-volatile memory components,such as Flash memory components) and executed on a computer (e.g., any suitable computer, such as a laptop computer, netbook, Web book, tablet computing device, smartphone, or other mobile computing devices). Such software may be executed, for example, on a single local computer or in a network environment (e.g., via the Internet, a wide-area network, a local-area network, a remote web-based server, a client-server network (such as a cloud computing network), or other such networks) using one or more network computers. Additionally, any of the intermediate or final data created and used during the implementation of the disclosed methods or systems may also be stored on one or more computer-readable media (e.g., non-transitory computer-readable media) and are considered to be within the scope of the disclosed technology. Furthermore, any of the software-based embodiments may be uploaded, downloaded, or remotely accessed through a suitable communication means. Such a suitable communication means include, for example, the Internet, the World Wide Web, an intranet, software applications, cable (including fiber optic cable), magnetic communications, electromagnetic communications (including RF, microwave, and infrared communications), electronic communications, or other such communication means.

[0132] Although the invention has been described with reference to specific exemplary embodiments, it is noted that various modifications and changes may be made to these embodiments without departing from the scope of the invention. For example, the various operations, blocks, etc., described herein may be enabled and operated using hardware circuitry (for example, complementary metal oxide semiconductor (CMOS) based logic circuitry), firmware, software, and / or any combination of hardware, firmware, and / or software (for example, embodied in a machine-readable medium). For example, the apparatuses and methods may be embodied using transistors, logic gates, and electrical circuits (for example, application-specific integrated circuit (ASIC) circuitry and / or Digital Signal Processor (DSP) circuitry).

[0133] Notably, the system 200 and its various components may be enabled using software and / or using transistors, logic gates, and electrical circuits (for example, integrated circuit circuitry such as ASIC circuitry). Various embodiments of the invention may include one or more computer programs stored or otherwise embodied on a computer-readable medium, wherein the computer programs are configured to cause a processor or the computer to perform one or more operations. A computer-readable medium storing, embodying, or encoded with a computer program or similar language may be embodied as a tangible data database storing one or more software programs that are configured to cause a processor or computer to perform one or more operations. Such operations may be, for example, any of the steps or operations described herein.

[0134] In some embodiments, the computer programs may be stored and provided to a computer using any type of non-transitory computer-readable media. Non-transitory computer-readable media includes any type of tangible storage media. Examples of non-transitory computer-readable media include magnetic storage media (such as floppy disks, magnetic tapes, hard disk drives, etc.), optical magnetic storage media (e.g. magneto-optical disks), CD-ROM (compact disc read-only memory), CD-R (compact disc recordable), CD-R / W (compact disc rewritable), DVD (DigitalVersatile Disc), BD (BLU-RAY® Disc), and semiconductor memories (such as mask ROM, PROM (programmable ROM), EPROM (erasable PROM), flash memory, RAM (random access memory), etc.). Additionally, a tangible data database may be embodied as one or more volatile memory devices, one or more non-volatile memory devices, and / or a combination of one or more volatile memory devices and non-volatile memory devices. In some embodiments, the computer programs may be provided to a computer using any type of transitory computer-readable media. Examples of transitory computer-readable media include electric signals, optical signals, and electromagnetic waves. Transitory computer-readable media can provide the program to a computer via a wired communication line (e.g., electric wires and optical fibers) or a wireless communication line.

[0135] Various embodiments of the invention, as discussed above, may be practiced with steps and / or operations in a different order, and / or with hardware elements in configurations, which are different from those which are disclosed. Therefore, although the invention has been described based on these exemplary embodiments, it is noted that certain modifications, variations, and alternative constructions may be apparent and well within the spirit and scope of the invention.

[0136] Although various exemplary embodiments of the invention are described herein in a language specific to structural features and / or methodological acts, the subject matter defined in the appended claims is not necessarily limited to the specific features or acts described above. Rather, the specific features and acts described above are disclosed as exemplary forms of implementing the claims.

Claims

1. Claims

1. A computer-implemented method, comprising:receiving, by a system, a cue-in marker associated with an ongoing stream of a first media content on a user device associated with a user;generating, by an estimation model associated with the system, a duration estimation of a break in the first media content based, at least in part, on the cue-in marker;accessing, by the system, one or more second media content files from a database associated with a digital platform server;in response to determining that a cumulative playback duration of the one or more second media content files is less than the duration estimation, requesting, by the system, a plurality of additional second media content files from an exchange server; andin response to receiving the plurality of additional second media content files, facilitating, by the system, the user device to display the second media content comprising at least one of the one or more second media content files or the plurality of additional second media content files based, at least in part, on the cue-in marker, wherein the second media content is incorporated within the first media content based on the cue-in marker.

2. The computer-implemented method as claimed in claim 1, wherein generating the duration estimation comprises:identifying, by the system, an event taking place within the first media content, based, at least in part, on an update from a score card, a live commentary, a subtitle, a live key moment, a replay, one or more frames with in the first media content;accessing, by the system, an event log from a database associated with the system based, at least in part, on the event, wherein the event log comprises a duration of each of one or more historical events that occurred during one or more historical streams; anddetermining, by the estimation model, the duration estimation based, at least in part, on the event log.

3. The computer-implemented method as claimed in claim 1, wherein accessing the one or more second media content files comprises:identifying, by the system, the one or more second media content files within the database;determining, by the system, impressions secured by each second media content file; andselecting, by the system, the one or more second media content files that have not secured a predefined threshold of impressions from the database.

4. The computer-implemented method as claimed in claim 1, further comprising:accessing, by the system, a user profile associated with the user from the database;determining, by the system, a user profile metric based, at least in part, on the user profile, wherein the user profile metric indicates a type of the second media content in which the user is likely to be interested; and identifying and selecting, by the system, the one or more second media content files that satisfy the user profile metric from the database.

5. The computer-implemented method as claimed in claim 1, further comprising:identifying, by the system, a format of the plurality of additional second media content files; andin response to determining that the format is incompatible with the user device, facilitating, by the system, transcoding of the plurality of additional second media content files into a compatible format.

6. The computer-implemented method as claimed in claim 1, wherein the one or more second media content files, and the plurality of additional second media content files are displayed in any order.

7. The computer-implemented method as claimed in claim 1, wherein the digital platform server is one of a Server Guided Ad Insertion (SGAI) server, or a Server-Side Ad Insertion (SSAI) server.

8. The computer-implemented method as claimed in claim 1, wherein requesting the plurality of additional second media content files comprises:requisitioning, by the system, the plurality of additional second media content files from the exchange server in at least one of a descending order or an ascending order of a corresponding playback duration, wherein the corresponding playback duration of each additional second media content file sums up to the duration estimation.

9. A computer-implemented method, comprising:determining, by an estimation model associated with a system, a duration estimation of an upcoming break in a first media content based, at least in part, on an event;accessing, by the system, one or more second media content files from a database associated with a digital platform server;in response to determining that a cumulative playback duration of the one or more second media content files is less than the duration estimation, requesting, by the system, a plurality of additional second media content files from an exchange server; andin response to receiving the plurality of additional second media content files, facilitating, by the system, the user device to display the second media content comprising at least one of the one or more second media content files or the plurality of additional second media content files during an upcoming break duration, wherein the second media content is incorporated into the first media content during the upcoming break duration.

10. A system, comprising:a memory for storing instructions; anda processor configured to execute the instructions and thereby cause the system to at least:receive a cue-in marker associated with an ongoing stream of a first media content on a user device associated with a user;generate, by an estimation model, a duration estimation of a break in the first media content based, at least in part, on the cue-in marker;access one or more second media content files from a database associated with a digital platform server;in response to determining that a cumulative playback duration of the one or more second media content files is less than the duration estimation, request a plurality of additional second media content files from an exchange server; andin response to receiving the plurality of additional second media content files, facilitate the user device to display the second media content comprising at least one of the one or more second media content files or the plurality of additional second media content files based, at least in part, on the cue-in marker, wherein the second media content is incorporated within the first media content based on the cue-in marker.

11. The system as claimed in claim 10, wherein to generate the duration estimation, the system is caused, at least in part, to:identify an event taking place within the first media content, based, at least in part, on an update from a score card, a live commentary, a subtitle, a live key moment, a replay, one or more frames with in the first media content;access an event log from a database associated with the system based, at least in part, on the event, wherein the event log comprises a duration of each of one or more historical events that occurred during one or more historical streams; anddetermine, by the estimation model, the duration estimation based, at least in part, on the event log.

12. The system as claimed in claim 10, wherein to access the one or more second media content files, the system is caused, at least in part, to:identify the one or more second media content files within the database;determine impressions secured by each second media content file; andselect the one or more second media content files that have not secured a predefined threshold of impressions from the database.

13. The system as claimed in claim 10, wherein the system is further caused, at least in part, to:access a user profile associated with the user from the database; determine a user profile metric based, at least in part, on the user profile, wherein the user profile metric indicates a type of the second media content in which the user is likely to be interested; andidentify and select the one or more second media content files that satisfy the user profile metric from the database.

14. The system as claimed in claim 10, wherein the system is further caused, at least in part, to:identify a format of the plurality of additional second media content files; andin response to determining that the format is incompatible with the user device, facilitate transcoding of the plurality of additional second media content files into a compatible format.

15. The system as claimed in claim 10, wherein the one or more second media content files, and the plurality of additional second media content files are displayed in any order.

16. The system as claimed in claim 10, wherein the digital platform server is one of a Server Guided Ad Insertion (SGAI) server, or a Server-Side Ad Insertion (SSAI) server.

17. The system as claimed in claim 10, wherein to request the plurality of additional second media content files, the system is caused, at least in part, to:requisition the plurality of additional second media content files from the exchange server in at least one of a descending order or an ascending order of a corresponding playback duration, wherein the corresponding playback duration of each additional second media content file sums up to the duration estimation.

18. A non-transitory computer-readable storage medium comprising computer-executable instructions that, when executed by at least a processor of a system, cause the system to perform a method comprising:receiving a cue-in marker associated with an ongoing stream of a first media content on a user device associated with a user;generating, by an estimation model, a duration estimation of a break in the first media content based, at least in part, on the cue-in marker;accessing one or more second media content files from a database associated with a digital platform server;in response to determining that a cumulative playback duration of the one or more second media content files is less than the duration estimation, requesting a plurality of additional second media content files from an exchange server; andin response to receiving the plurality of additional second media content files, facilitating the user device to display the second media content comprising at least one of the one or more second media content files or the plurality of additional second media content files based, at least in part, on the cue-in marker, wherein the second media content is incorporated within the first media content based on the cue-in marker.

19. The non-transitory computer-readable storage medium as claimed in claim 18, further comprising:accessing a user profile associated with the user from the database;determining a user profile metric based, at least in part, on the user profile, wherein the user profile metric indicates a type of the second media content in which the user is likely to be interested; andidentifying and selecting the one or more second media content files that satisfy the user profile metric from the database.

20. The non-transitory computer-readable storage medium as claimed in claim 18, further comprising:identifying a format of the plurality of additional second media content files; andin response to determining that the format is incompatible with the user device, facilitating transcoding of the plurality of additional second media content files into a compatible format.

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