Ad Splicer System for Timely Multimedia Ad Insertion
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Solution Overview
Problem
In streaming media advertising, there is a challenge in ensuring timely ad insertion without dead air time, as traditional ad servers can take up to two seconds to respond, leaving only one second to procure an alternative ad if a user-targeted ad is not available, which may violate Service Level Agreements that require ads to be inserted within three seconds.
Innovation Solution
A system utilizing multiple ad servers and a splicer to provide both user-targeted and generic ads, where the splicer can quickly switch to a generic ad from a multicast address if a user-targeted ad is unavailable, ensuring that ads are inserted within the required time frame, thereby meeting Service Level Agreement constraints.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If a single ad server is used to provide user-targeted ads, then ad targeting precision is improved, but ad insertion timeliness deteriorates due to slow response time
Solution Approach 1:
The ad server system is segmented into multiple independent ad servers (first ad server, second ad server, third ad server) that can operate in parallel. The splicer is segmented to handle multiple ad sources simultaneously, selecting from different servers based on availability and timing requirements, thus resolving the contradiction between targeting precision and insertion timeliness.
Solution Approach 2:
The splicer acts as an intermediary between multiple ad servers and the media stream. It receives ad requests from multiple servers, evaluates their response times and availability, and selects the most appropriate ad for insertion, thereby managing the trade-off between targeted ad delivery and timing constraints.
2Loss of time
If ad request processing is simplified to meet timing constraints, then ad insertion timeliness is improved, but ad selection capability deteriorates
Solution Approach 1:
Ad servers prepare and buffer ads in advance before requests are made. The system pre-loads ads into memory, so when an ad insertion point is detected, pre-prepared ads are immediately available for selection and insertion, eliminating processing delays while maintaining diverse ad selection capability.
Solution Approach 2:
Different ad servers specialize in different aspects: some focus on user-targeted ads with detailed selection capability, while others provide generic ads optimized for rapid delivery. The splicer selects from these specialized sources based on the specific insertion context, achieving both timeliness and selection capability.
3Reliability
If multiple ad servers are used to ensure ad availability, then system reliability is improved, but device complexity increases
Solution Approach 1:
The splicer is designed as a universal component that can handle multiple types of ad requests from different servers using a unified selection algorithm. It performs multiple functions (receiving ads from various servers, evaluating them, selecting appropriate ads, and inserting them) through a single device, thus improving reliability without proportionally increasing complexity.
Solution Approach 2:
The system changes the parameter of ad source diversity by introducing multiple ad servers with different characteristics (targeted vs. generic, different response times). This allows the system to adapt to varying conditions and ensure ad availability while managing complexity through parameter-based selection rather than structural complexity.
4Manufacturing precision
If ad format compatibility is strictly enforced, then ad quality is improved, but ad insertion flexibility deteriorates
Solution Approach 1:
The system changes the format parameter of ads dynamically based on the media stream requirements. The splicer selects and transforms ad formats to match the target media (video, audio, rich media) while maintaining compatibility. This allows flexible insertion across different media types while ensuring each ad meets the specific format requirements of its destination.
Data Source
AI summary
Embodiments of the present invention provide systems, methods, and apparatuses for delivering an advertiser's ad content to a user regardless of the channel or media format being accessed by the user. Ads may be delivered within the media stream, in an ancillary stream, or from other sources.