Manifest Interception for Dynamic Ad Insertion in Streaming

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Solution Overview

Problem

In video-on-demand (VOD) streaming, traditional ad decision-making processes are constrained by short time windows, often resulting in suboptimal ad mixes, duplicate ads, or empty ad slots, leading to reduced revenue and viewer experience due to the inability to dynamically update ads during content playback.

Innovation Solution

A helper component intercepts and alters the manifest sent to the player, allowing for real-time ad decision-making and replacement, enabling the selection of higher-value ads and insertion of missing ads during playback, thereby extending the ad decision window and improving ad relevance.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Productivity

If traditional ad decision-making processes are used with fixed time windows, then the system operation is simple, but the ad value and revenue generation are reduced due to suboptimal ad mixes and inability to dynamically update ads

Engineering Contradiction:

Improvead value and revenue generationVSAvoidsystem complexity

Core Design Contradiction:

ProductivityVSDevice complexity

Solution Approach 1:

The patent introduces a manifest file as an intermediary component that decouples the ad decision-making process from the video playback process. The manifest file stores ad configuration information (ad_server_url, ad_start_time, ad_duration) that can be updated without affecting the playing device's playback operations. This intermediary layer enables dynamic ad updates while maintaining system stability and avoiding direct complexity in the playback chain.

Inventive Principle:

Principle #24Intermediary (Mediator)

Solution Approach 2:

The patent implements preliminary ad decision-making by pre-configuring ad information in the manifest file before video playback begins. The ad_server_url, ad_start_time, and ad_duration are predetermined and stored in advance, allowing the system to prepare ad decisions ahead of time. This preliminary action enables the system to avoid real-time decision complexity during playback while still achieving dynamic ad updates through manifest refreshes.

Inventive Principle:

Principle #10Preliminary action

2Adaptability or versatility

If ad decisions are made in advance with fixed manifests, then the system operation is simple, but the ad relevance is reduced due to inability to adapt to changing viewer conditions

Engineering Contradiction:

Improvead relevance and dynamic update capabilityVSAvoidad decision time window

Core Design Contradiction:

Adaptability or versatilityVSLoss of time

Solution Approach 1:

The patent implements dynamic ad decision-making by enabling the manifest file to be refreshed during video playback. The ad_start_time and ad_duration parameters in the manifest can be updated to reflect real-time conditions, allowing the system to adapt ad configurations dynamically. This dynamic approach extends the ad decision time window beyond the traditional pre-playback constraint, enabling continuous optimization of ad relevance throughout the viewing session.

Inventive Principle:

Principle #15Dynamics

Solution Approach 2:

The patent incorporates feedback mechanisms where the playing device reports playback status (current video time, completion status) to the server, which then updates the manifest file with new ad configurations. This feedback loop enables the system to adapt ad decisions based on actual viewing progress and conditions, improving ad relevance by aligning ad delivery with real-time viewer engagement levels and extending the decision window throughout the entire playback duration.

Inventive Principle:

Principle #23Feedback

3Adaptability or versatility

If manifest files are updated frequently to enable dynamic ad selection, then the ad relevance improves, but the network bandwidth consumption increases

Engineering Contradiction:

Improvedynamic ad selection capabilityVSAvoidnetwork bandwidth consumption

Core Design Contradiction:

Adaptability or versatilityVSLoss of energy

Solution Approach 1:

The patent implements partial updates to the manifest file, updating only the necessary ad-related parameters (ad_server_url, ad_start_time, ad_duration) rather than refreshing the entire manifest. This partial update approach enables dynamic ad selection while minimizing network bandwidth consumption by transmitting only the changed portions of the manifest data, thus achieving a balance between adaptability and energy efficiency.

Inventive Principle:

Principle #16Partial or excessive action

Solution Approach 2:

The patent changes the state of the manifest file from static to dynamic by introducing version control and selective parameter updates. Instead of complete manifest refreshes, the system updates only specific parameters (ad_server_url, ad_start_time, ad_duration) when changes are needed, reducing network bandwidth consumption while maintaining the capability for dynamic ad selection. This parameter-level granularity enables efficient resource utilization.

Inventive Principle:

Principle #35Parameter changes

Data Source

PatentUS12075137B2Subsequent look media presentation on a playing device

Publication Date: 2024.08.27 PENTHERA PARTNERS INC

AI summary

In general, in an aspect, second look advertising is enabled. During an original advertisement selection process at a network infrastructure, original-selection advertisements are selected for play back with a streaming format video on a viewer device. After the original advertisement selection process, the streaming format video is presented on the viewer device together with advertisements that are provided by a helper process and can include the original-selection advertisements or other advertisements or both.