Addressable Ad Insertion Cue Expiration Handling

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Solution Overview

Problem

Existing advertisement insertion systems fail to address the diminishing advertising value of time-sensitive advertisements when viewers delay playback, as the original advertisements remain in the program stream despite the lapse of time.

Innovation Solution

A system and method for modifying advertisement insertion cues to include an expiration date and time, allowing for the replacement of advertisements in recorded content by inserting a second advertisement if the expiration date and time for the first advertisement has passed.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Loss of energy

If advertisements are inserted into program content during live broadcast, then advertising revenue is generated, but advertising value diminishes when viewers delay playback to weeks or months later

Engineering Contradiction:

Improveadvertising valueVSAvoidtime lapse before viewing

Core Design Contradiction:

Loss of energyVSLoss of time

Solution Approach 1:

The advertisement insertion system dynamically determines whether to insert original or replacement advertisements based on the current playout time relative to an expiration date and time. The system transitions from static advertisement insertion to dynamic selection, allowing advertisements to be replaced after a configurable time period to maintain advertising value

Inventive Principle:

Principle #15Dynamics

Solution Approach 2:

The system modifies advertisement insertion cues by adding an expiration date and time parameter and a playout delay indicator. These parameter changes enable the receiving device to determine whether to play the original advertisement or a replacement advertisement based on the current time relative to the expiration parameter

Inventive Principle:

Principle #35Parameter changes

2Stability of the object's composition

If advertisements remain in the program stream for delayed playback, then content integrity is maintained, but advertising relevance is lost

Engineering Contradiction:

Improveprogram stream integrityVSAvoidadvertising relevance

Core Design Contradiction:

Stability of the object's compositionVSLoss of information

Solution Approach 1:

The system performs preliminary action by modifying advertisement insertion cues with expiration date and time parameters before the delayed playback occurs. This advance preparation enables the receiving device to automatically determine whether to insert a replacement advertisement without requiring real-time intervention, thus maintaining program stream integrity while preserving advertising relevance

Inventive Principle:

Principle #10Preliminary action

3Loss of energy

If replacement advertisements are inserted for delayed playback, then advertising value is maintained, but system complexity increases

Engineering Contradiction:

Improveadvertising value retentionVSAvoidadvertisement insertion system

Core Design Contradiction:

Loss of energyVSDevice complexity

Solution Approach 1:

The system uses an intermediary approach by modifying existing advertisement insertion cues with additional parameters (expiration date and time, playout delay indicator) rather than creating a completely new system. The receiving device uses these modified cues to determine whether to play original or replacement advertisements, adding functionality while leveraging existing infrastructure

Inventive Principle:

Principle #24Intermediary (Mediator)

Data Source

PatentUS20250113069A1Addressable advertising insertion for playout delay

Publication Date: 2025.04.03 DISH TECHNOLOGIES LLC

AI summary

A computer implemented method for inserting advertisement content into a program content stream includes receiving, by a headend content server, the program content stream. The program content stream includes an advertisement insertion cue. The method further includes detecting the advertisement insertion cue in the program content stream, and the advertisement insertion cue indicates an insertion point in the program content stream for inserting an advertisement. The method further includes modifying the advertisement insertion cue to indicate an expiration date and time for playout of a first advertisement content to be inserted into the program content stream, and inserting the first advertisement content into the program content stream.