Obfuscating Replaceable Content in ATSC 3.0 Broadcast Systems
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Solution Overview
Problem
ATSC 3.0 systems face challenges in preventing ad-skipping strategies that are unfriendly to broadcasters, as existing technologies provide clear indications of advertisement start times and durations, allowing receivers to easily skip ads.
Innovation Solution
Implementing a digital television system that uses Dynamic Adaptive Streaming over HyperText Transfer Protocol (DASH) with SegmentTimeline-based Media Presentation Descriptions (MPDs) that obscure the start time and duration of replacement content, allowing only the broadcaster application to interpret and deliver this information securely to the receiver.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If clear indication of advertisement start time and duration is provided in MPD, then receiver can easily identify and skip advertisements, but this harms the broadcaster's business model
Solution Approach 1:
The patent extracts the advertisement timing information (start time and duration) from the publicly visible MPD segment timeline and places it into an encrypted metadata structure. Only the broadcaster application possessing the decryption key can access this information, while receivers see only obfuscated data. This separates the timing information from public access while maintaining its functionality for authorized parties.
Solution Approach 2:
The patent introduces a broadcaster application as an intermediary layer between the MPD and the receiver. This application decrypts the obfuscated timing information and manages the advertisement replacement process, preventing receivers from directly accessing and exploiting the timing data for ad-skipping purposes.
2Loss of time
If receiver is given advance knowledge of replacement content timing, then receiver can prepare to skip advertisements, but this reduces effectiveness of advertisement delivery
Solution Approach 1:
The patent embeds the advertisement timing information in the MPD at an early stage, but in obfuscated form that cannot be interpreted without the broadcaster application's decryption key. This allows the information to be present in advance for authorized processing while preventing unauthorized early preparation of ad-skipping strategies by receivers.
3Reliability
If segment timeline explicitly lists all available segments with timing information, then receiver can synchronize playback without clock synchronization issues, but this exposes advertisement timing data
Solution Approach 1:
The patent applies different levels of information visibility to different parts of the system. The MPD contains obfuscated timing information that appears meaningless to receivers, while the broadcaster application can decrypt and interpret it correctly. This creates localized information quality where each party receives appropriate levels of detail based on their authorization.
Solution Approach 2:
The patent transforms the advertisement timing parameters from their original readable form into an obfuscated encrypted representation. The mathematical relationship is preserved for authorized decryption but appears as random data to unauthorized parties, changing the parameter's visibility characteristics while maintaining its functional integrity.
Data Source
AI summary
Techniques are described for concealing aspects of RC in the Advanced Television Systems Committee (ATSC) 3.0 television protocol in robustly delivering the next generation broadcast television services. In this way, by delivering information needed to play the RC very shortly before insertion is to occur, skipping strategies can be foiled.