Addressable Ad Insertion in ATSC 3.0 Broadcast Streams
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Solution Overview
Problem
ATSC 3.0 television broadcasting lacks the ability to target demographic-based advertisements, resulting in all viewers within a localized broadcast zone receiving the same advertisements, failing to personalize content based on criteria such as gender, income, habits, and product affinity.
Innovation Solution
A method and system that insert addressable targeted programmatic advertisements into ATSC 3.0 content by identifying markers in the broadcast signal, communicating user-specific information to an advertisement decision engine, and receiving targeted advertisement URLs, which are then seamlessly integrated into the content during buffering, eliminating the need for a separate player.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If traditional ATSC broadcasting is used, then all viewers in a localized broadcast zone receive the same advertisements, but the system lacks the ability to target demographic-based advertisements
Solution Approach 1:
The patent segments the homogeneous broadcast audience into distinct demographic groups by inserting unique identifiers (user IDs, device IDs, or anonymous identifiers) into different portions of the same content stream. This allows the system to treat each user segment individually for advertising purposes while maintaining the same underlying content delivery infrastructure, thereby enabling demographic-based targeting without requiring complete system restructuring.
Solution Approach 2:
The patent applies local quality by inserting advertisement identifiers specific to each user's demographic profile at specific locations within the content stream. Each user receives the same content portions but with different advertisement identifiers inserted based on their demographic characteristics (age, gender, income, etc.), allowing localized customization of advertising content while maintaining overall system uniformity.
2Adaptability or versatility
If advertisement insertion is performed during content playback, then targeted ads can be delivered, but the viewer experience may be disrupted by delays or buffering issues
Solution Approach 1:
The patent performs preliminary action by pre-generating multiple versions of content portions with different advertisement identifiers already inserted during the buffering phase. Rather than inserting ads during playback, the system prepares personalized content versions in advance, so that when content is delivered to the user device, the targeted advertisements are already in place and playback can proceed without interruption or delay.
3Adaptability or versatility
If a separate player is used for advertisements and playback content, then ad insertion is possible, but the system complexity increases
Solution Approach 1:
The patent merges the advertisement insertion function with the existing content playback functionality by implementing ad identifier insertion within the same content delivery pipeline. Instead of requiring a separate advertisement player, the system integrates advertising capabilities into the existing media player architecture, allowing both content and targeted advertisements to be handled by a single unified player, thereby reducing system complexity while maintaining advertising functionality.
Data Source
AI summary
In one embodiment, a method includes receiving, by a device, playback content. The playback content is associated with an ATSC signal. The method also includes identifying, by the device, one or more markers in the playback content, communicating, by the device, information associated with the one or more markers to an advertisement decision engine, and receiving, by the device, a URL for an addressable targeted programmatic advertisement from the advertisement decision engine. The method further includes inserting, by the device, the addressable targeted programmatic advertisement URL into the playback content.