Centralized Creative Gateway for Digital Content Processing

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Solution Overview

Problem

The existing digital content scheduling and provision services face inefficiencies due to varied ingest procedures among advertisers, leading to processing complexities, data mismatches, and manual errors, which delay creative offerings, increase costs, and reduce scalability.

Innovation Solution

A centralized creative gateway service is introduced to facilitate end-to-end digital content processing by providing uniform processes across creative providers, bridging independent systems, and enabling seamless ingest, quality control, activation, and reporting from a single location.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Adaptability or versatility

If customized ingest procedures are used for each advertiser, then adaptability to different advertisers is improved, but device complexity and processing time increase significantly

Engineering Contradiction:

Improveadaptability to different advertisersVSAvoidprocessing complexity

Core Design Contradiction:

Adaptability or versatilityVSDevice complexity

Solution Approach 1:

The patent implements a universal ingest procedure that can handle multiple advertiser formats and requirements through a single standardized process. The system uses a common data model and processing pipeline that adapts to different advertisers through configuration rather than custom code, allowing one system to serve multiple functions for different advertisers without increasing complexity

Inventive Principle:

Principle #6Universality (Multi-functionality)

Solution Approach 2:

The system changes parameters such as data formats, metadata schemas, and processing rules based on the advertiser being served, rather than changing the fundamental ingest procedure. This allows the same core system to adapt to different advertisers by adjusting configurable parameters instead of requiring custom procedures for each

Inventive Principle:

Principle #35Parameter changes

2Adaptability or versatility

If independent systems are used for quality control, campaign management, and ad decisioning, then system modularity is improved, but data mismatches and manual errors increase

Engineering Contradiction:

Improvesystem modularityVSAvoiddata accuracy

Core Design Contradiction:

Adaptability or versatilityVSReliability

Solution Approach 1:

The patent merges previously independent systems (quality control, campaign management, ad decisioning) into a unified end-to-end platform. This integration eliminates data mismatches between systems by using a single source of truth and shared data models, while maintaining the functional modularity needed for different operations through modular components within the unified system

Inventive Principle:

Principle #5Merging (Combining)

Solution Approach 2:

The system introduces intermediary layers such as standardized data exchange formats, common metadata schemas, and integration APIs that mediate between different functional components. These intermediaries ensure data consistency and accuracy while allowing different parts of the system to operate semi-independently with well-defined interfaces

Inventive Principle:

Principle #24Intermediary (Mediator)

3Adaptability or versatility

If multiple independent systems process creatives, then system flexibility is improved, but processing delays and costs increase

Engineering Contradiction:

Improvesystem flexibilityVSAvoidprocessing efficiency

Core Design Contradiction:

Adaptability or versatilityVSProductivity

Solution Approach 1:

The patent implements continuous processing pipelines where creative assets flow through quality control, campaign management, and decisioning stages without interruption or manual handoffs. The unified system enables end-to-end processing where each stage builds on the previous one continuously, eliminating the delays that occur when assets pass between independent systems with separate processing cycles

Inventive Principle:

Principle #20Continuity of useful action

4Loss of information

If piecemeal reporting is used across multiple channels, then reporting coverage is improved, but end-to-end tracking capability deteriorates

Engineering Contradiction:

Improvereporting coverageVSAvoidtracking capability

Core Design Contradiction:

Loss of informationVSLoss of time

Solution Approach 1:

The patent merges reporting from multiple channels into a unified end-to-end reporting system. Instead of collecting reports separately from quality control, campaign management, and decisioning systems, the unified platform consolidates all reporting into a single coherent view that tracks creatives from ingest through delivery, providing both comprehensive coverage and continuous tracking capability

Inventive Principle:

Principle #5Merging (Combining)

Data Source

PatentUS20250200610A1Creative gateway

Publication Date: 2025.06.19 NBCUNIVERSAL MEDIA LLC

AI summary

Techniques are provided herein for increased processing efficiencies in the end-to-end creative offering process. Namely, a uniform ingest process for creative assets yields uniformity across creative providers. Further, centralized ingest of campaign information and creative assets bridges independent systems involved in the creative offering process. In this manner, creative processing tasks, from creative ingest and quality control, to activation with the ad decisioning service and active creative/campaign reporting may be facilitated by a uniform central source of truth. This may result in increased processing efficiencies and reduced processing delay in offering creative assets, which, in turn, may increase revenues generated from the offered creative assets.