Dynamic IP Ad Insertion for Unsold Addressable TV Breaks
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Solution Overview
Problem
In addressable television advertising, ad spots not purchased for personalized ads are often filled with evergreen ads, leading to missed revenue opportunities and ineffective ad targeting, as these ads are not selected based on specific receiving devices or user profiles.
Innovation Solution
Implementing systems and methods for real-time replacement of candidate ads with programmatically delivered Internet Protocol (IP) ads, targeting specific audiences based on demographics and device location, and seamlessly integrating these ads into media content streams using dynamic ad insertion (DAI).
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of energy
If evergreen ads are used to fill unsold ad spots, then ad spots are continuously occupied, but ad revenue is lost due to lack of targeting
Solution Approach 1:
The system dynamically replaces evergreen ads with targeted ads in real-time based on viewer profiles, device information, and advertiser requirements. The ad delivery system transitions from static evergreen content to dynamic personalized content, enabling revenue optimization without compromising spot utilization.
Solution Approach 2:
The system changes multiple parameters simultaneously including ad content selection, targeting criteria, delivery timing, and duration. By modifying these parameters based on real-time data, the system converts non-revenue-generating evergreen ads into revenue-generating targeted ads while maintaining continuous ad spot occupation.
2Adaptability or versatility
If addressable ads are delivered to specific audiences, then ad relevance improves, but system complexity increases due to real-time processing requirements
Solution Approach 1:
The system performs preliminary actions by pre-processing ad content, pre-establishing viewer profiles, and pre-configuring ad delivery rules before actual ad insertion. This advance preparation reduces the computational burden during real-time ad delivery, managing system complexity while maintaining targeting precision.
Solution Approach 2:
The system introduces intermediary components including ad decision engines, profile matching services, and content insertion points that mediate between ad servers and content delivery. These intermediaries manage the complexity of real-time processing by breaking down the task into manageable stages and using standardized interfaces.
3Adaptability or versatility
If ad spots are left unfilled waiting for targeted ads, then ad relevance can be maximized, but ad revenue is lost due to empty slots
Solution Approach 1:
The system performs preliminary actions by pre-fetching and buffering targeted ads before their scheduled insertion points. This allows the system to minimize or eliminate empty ad slots while maintaining the ability to deliver relevant targeted content, thus maximizing both utilization and relevance.
Solution Approach 2:
The system ensures continuous useful action by maintaining a pipeline of pre-processed targeted ads ready for immediate insertion. This eliminates gaps in ad delivery and ensures continuous revenue generation while preserving the targeting capability that makes the ads valuable.
Data Source
AI summary
It may occur that various addressable ads are used to help fill an entire addressable break which have little or no monetary value for being played (often referred to as “evergreen or “filler” ads). Such ads and other types of candidate ads for replacement are replaced in real time with programmatically delivered Internet Protocol (IP) based ads (IP ads). Upon encountering an indication of an upcoming ad break including one or more evergreen ads in an addressable ad playlist, an ad request may be automatically transmitted that puts those evergreen ad spots up for bidding by various advertisers, and then such ads may be replaced by IP ads that in total have a duration equaling the duration of the evergreen ads being replaced and that are based on, among other things, a user's or household's receiving device location, a current channel a particular receiving device at that location is tuned to, a particular program that is playing on that channel, a genre of the program, individual user and/or household demographics including, but not limited to: age category, marital status, income range, gender, education level, occupation, and number of people in the household, etc. The selected IP ad(s) are then, in real time, seamlessly inserted or “stitched”, as described herein, into a media content stream comprising or consisting of the television programming (e.g., live linear satellite (SAT) stream) or other media content stream.