Adaptive Streaming Ad Insertion via Content Server Mediation
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Solution Overview
Problem
Current broadcasting systems lack an efficient method for dynamically inserting advertisements during adaptive streaming, particularly in IPTV services, where users can skip or fast-forward inserted ads, disrupting the seamless content experience.
Innovation Solution
A method and apparatus that utilize a content transmitting server to receive advertisement information, generate new content-related information, and transmit it to clients, allowing for dynamic advertisement insertion and blocking skip or fast-forward functions during adaptive streaming, ensuring seamless service integration with existing content.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If advertisements are inserted during adaptive streaming content delivery, then advertising revenue and content service flexibility are improved, but users can skip or fast-forward ads which disrupts content experience and reduces ad effectiveness
Solution Approach 1:
The system dynamically adjusts advertisement delivery based on user behavior detection. When skip or fast-forward actions are detected during ad playback, the server responds by blocking these actions and forcing continuous ad playback, creating a dynamic response mechanism that adapts to user attempts to disrupt the content experience.
Solution Approach 2:
The content transmitting server acts as an intermediary between the advertisement providing server and the client terminal. It receives advertisement information, generates appropriate content-related information including force play out flags, and transmits this to the client, mediating the advertisement insertion process to ensure seamless integration with the adaptive streaming content delivery.
2Reliability
If force play out function is applied to block skip and fast-forward during ads, then advertisement effectiveness is improved, but user control and convenience are reduced
Solution Approach 1:
The force play out function is applied selectively only during advertisement segments rather than throughout the entire content. The content transmitting server generates content-related information that includes force play out flags specifically for ad portions, allowing normal user control during content playback while restricting control only when advertisements are being delivered.
3Adaptability or versatility
If advertisement information is dynamically received and processed during content transmission, then advertising service flexibility is improved, but system complexity and processing overhead increase
Solution Approach 1:
The content transmitting server performs preliminary processing by generating content-related information based on received advertisement information before transmitting to the client. This includes pre-calculating timing, positioning, and force play out parameters, so that the client receives ready-to-use instructions rather than requiring complex real-time processing during playback.
Data Source
AI summary
Provided is an apparatus and method for inserting an advertisement in a broadcasting system based on adaptive streaming. To this end, content related information for advertisement content is generated by an advertisement providing server and a content transmitting server. A client is informed of an update required time of the content related information to receive new content related information from the content transmitting server. Therefore, the advertisement content can be reproduced in a set period.