Live Ad Placement Using Content and User Context

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Solution Overview

Problem

Existing systems fail to dynamically place advertisements within live media content based on content understanding and user data, leading to intrusive interruptions and poor user experience.

Innovation Solution

A system analyzes live media content and user data to determine optimal temporal, spatial, and contextual attributes for advertisement placement, using machine learning techniques to generate personalized advertisement breaks.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Loss of energy

If advertisements are inserted into live media content, then advertising revenue is improved, but user experience deteriorates due to intrusive interruptions

Engineering Contradiction:

Improveadvertising revenueVSAvoiduser experience degradation

Core Design Contradiction:

Loss of energyVSObject-affected harmful factors

Solution Approach 1:

The system dynamically adjusts advertisement placement by analyzing live media content in real-time to identify optimal insertion points based on scene changes, action intensity, and contextual relevance. This dynamic approach allows advertisements to be inserted at moments least disruptive to user engagement, resolving the contradiction between revenue generation and experience preservation

Inventive Principle:

Principle #15Dynamics

Solution Approach 2:

The system applies different advertisement strategies to different segments of the media content based on local characteristics. By analyzing specific scenes, actions, and contextual elements, the system determines which regions or time segments are suitable for advertisement insertion, ensuring that advertisements appear in locations that minimize disruption to the overall viewing experience

Inventive Principle:

Principle #3Local quality

2Object-affected harmful factors

If advertisement placement is made dynamic and personalized, then user experience is improved, but system complexity increases

Engineering Contradiction:

Improveuser experienceVSAvoidsystem complexity

Core Design Contradiction:

Object-affected harmful factorsVSDevice complexity

Solution Approach 1:

The system performs preliminary analysis of live media content to pre-identify suitable advertisement insertion points before actual insertion occurs. By analyzing scene changes, action intensity, and contextual elements in advance, the system prepares a list of optimal insertion points, reducing the computational burden during real-time operation and simplifying the overall system architecture

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The system introduces an intermediary analysis layer that processes live media content and generates recommendations for advertisement placement. This intermediary component separates the complex analysis functions from the core advertisement insertion mechanism, allowing the system to achieve personalized dynamic placement while maintaining manageable complexity through modular architecture

Inventive Principle:

Principle #24Intermediary (Mediator)

Data Source

PatentUS20250358488A1Dynamic advertisement placement based on content understanding and user data

Publication Date: 2025.11.20 ROKU INC

AI summary

Aspects of the disclosed technology provide solutions for dynamically placing an advertisement within media content based on content understanding and/or user data. An example method can include receiving live media content, which captures a live event, analyzing the live media content to identify one or more attributes associated with the live event, and accessing user data associated with a user device displaying the live media content. The example method can further include determining a time at which an advertisement is to be inserted within the live media content based on at least one of the one or more attributes or the user data.