Converged Advertisement Insertion Architecture for Precise CDN Delivery

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Solution Overview

Problem

Existing advertisement insertion technologies lack scalability, reliability, and precision in targeting specific audience segments without increasing complexity or costs, leading to inefficiencies in ad delivery and resource consumption.

Innovation Solution

A converged advertisement platform that integrates an ad insertion server and ad decision server to select and insert ads based on pre-scheduled, addressable, or dynamic spots, utilizing a content distribution network for asset retrieval and real-time ad selection, supported by SCTE-30 and SCTE-35 signaling for precise ad placement.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Adaptability or versatility

If separate advertisement insertion systems are used for different applications, then each application can be supported with dedicated functionality, but system complexity and infrastructure requirements increase

Engineering Contradiction:

Improveadvertisement insertion supportVSAvoidsystem infrastructure

Core Design Contradiction:

Adaptability or versatilityVSDevice complexity

Solution Approach 1:

The patent implements a universal advertisement insertion system that can handle multiple types of advertisements (linear, non-linear, addressable, targeted) through a single integrated platform. The system uses a common infrastructure with configurable modules that adapt to different advertisement types and delivery scenarios, eliminating the need for separate dedicated systems for each application.

Inventive Principle:

Principle #6Universality (Multi-functionality)

Solution Approach 2:

The advertisement insertion system is divided into independent functional modules including advertisement selection, insertion, splicing, and delivery components. Each module can be configured and activated based on specific needs, allowing the system to support various advertisement types without requiring complete separate infrastructures for each type.

Inventive Principle:

Principle #1Segmentation

2Measurement precision

If traditional advertisement insertion methods are used, then implementation is straightforward, but precision in targeting specific audience segments is limited

Engineering Contradiction:

Improveaudience targeting precisionVSAvoidadvertisement management system

Core Design Contradiction:

Measurement precisionVSDevice complexity

Solution Approach 1:

The patent introduces an advertisement server as an intermediary component that sits between the content delivery system and the advertisement inventory. This server handles complex targeting logic, audience segmentation, and advertisement selection based on user profiles and demographics, thereby improving targeting precision without requiring complex modifications throughout the entire delivery system.

Inventive Principle:

Principle #24Intermediary (Mediator)

Solution Approach 2:

The system performs preliminary actions by pre-segmenting audiences and pre-selecting appropriate advertisements based on user profiles before actual content delivery. Advertisement decisions are made in advance based on accumulated user data and viewing history, enabling precise targeting without adding complexity to the real-time delivery path.

Inventive Principle:

Principle #10Preliminary action

3Adaptability or versatility

If multiple advertisement types are supported through separate systems, then each advertisement type can be optimized, but resource consumption and infrastructure costs increase

Engineering Contradiction:

Improveadvertisement type supportVSAvoidinfrastructure resources

Core Design Contradiction:

Adaptability or versatilityVSQuantity of substance

Solution Approach 1:

The patent merges support for multiple advertisement types (linear, non-linear, addressable, targeted) into a single integrated advertisement insertion platform. The system uses shared infrastructure components including common advertisement storage, unified delivery mechanisms, and consolidated management interfaces, thereby reducing overall resource consumption while maintaining full versatility.

Inventive Principle:

Principle #5Merging (Combining)

Solution Approach 2:

The advertisement insertion system is designed to be dynamic and configurable, allowing it to adapt to different advertisement types and delivery scenarios without requiring fixed dedicated infrastructure. The system can dynamically allocate resources and adjust its behavior based on the specific advertisement being inserted, optimizing resource usage across all advertisement types.

Inventive Principle:

Principle #15Dynamics

Data Source

PatentUS12375737B1System and methods for providing a converged advertisement insertion architecture in a content delivery network

Publication Date: 2025.07.29 CHARTER COMM OPERATING LLC

AI summary

Systems, methods, and devices for supporting advertisement (ad) insertion into a media stream. The device receives notification of an upcoming ad break within the media stream, determines whether the upcoming ad break contains only pre-scheduled spots, and if the upcoming ad break does not contain only pre-scheduled spots, determines whether the upcoming ad break includes any addressable spot based on a broadcasting schedule stored on the device. Otherwise, the device sends a request with information about the at least one addressable spot and the upcoming ad break to an ADS proxy hosted by a client ad server unit within the content delivery network, receives a response message from the ADS proxy identifying a default asset for each addressable spot, retrieves the at least one default asset from a content distribution network, and sends the at least one default asset to a splicer for insertion within the media stream.