Ad Server Metadata Provisioning for OTT Auction Precision
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Solution Overview
Problem
Digital advertising in the context of live content streaming is inefficient due to a lack of detailed information about the content, making it difficult for publishers to maximize ad inventory yield and for advertisers to optimize ad placement effectively.
Innovation Solution
The system provides detailed content metadata, such as context data derived from Electronic Programming Guide (EPG) data, to bidders during auctions, allowing for more informed decision-making and enabling targeted ad placement across various media types, including OTT live content, linear TV, and web pages.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If detailed content metadata is provided to bidders during auctions, then ad placement efficiency and inventory value are improved, but system complexity and data processing requirements increase
Solution Approach 1:
The patent introduces an intermediary system (ad server with metadata processing capabilities) that sits between the content delivery system and the bidding system. This intermediary extracts, standardizes, and provides relevant metadata to bidders, resolving the contradiction by managing data complexity centrally while enabling efficient targeted advertising without requiring complex changes across the entire system.
Solution Approach 2:
The patent segments the metadata processing function into distinct components: metadata extraction from content, metadata standardization, and metadata delivery to bidders. This segmentation allows each component to be optimized independently, improving ad placement efficiency through targeted metadata provision while managing system complexity through modular architecture.
2Measurement precision
If content metadata is made available to advertisers, then ad placement precision and revenue yield are improved, but information security and content ownership control become more challenging
Solution Approach 1:
The patent applies local quality by providing different levels of metadata detail to different bidders based on their licensing agreements and bidding behavior. Rather than uniformly exposing all content metadata, the system selectively provides appropriate levels of detail, improving ad placement precision for qualified advertisers while maintaining information security through differentiated access control.
Solution Approach 2:
The patent implements feedback mechanisms where the ad server monitors bidder behavior, bidding patterns, and campaign performance to dynamically adjust metadata provision. This feedback loop allows the system to maintain high ad placement precision for trustworthy advertisers while automatically reducing or restricting metadata access for those exhibiting risky behavior, thus balancing precision with security.
Data Source
AI summary
Aspects of the subject disclosure may include, for example, receiving a bid request that indicates a television channel associated with a video stream requested by an end user device and that includes ad space information associated with an ad space of the video stream, where the video stream being requested is an Over-The-Top (OTT) streaming service that provides scheduled content. Context information can be accessed according to the television channel and according to a time associated with the ad space, where the context information describes the video stream and is generated by a context server. An auction is performed to obtain bid responses, where the auction provides bidders with context data that is representative of at least a portion of the context information, and where selection of the candidate bid responses enables a determination of a creative for the ad space of the video stream. Other embodiments are disclosed.