Programmatic OTT Ad Insertion Server for Yield and Brand Safety
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Solution Overview
Problem
In the context of Over-The-Top (OTT) services, advertisers face inefficiencies in ad frequency management and brand safety, while publishers struggle to maximize ad inventory yield, as existing technologies lack effective solutions for enforcing competitive separation and revenue optimization in programmatic ad insertion.
Innovation Solution
The implementation of a Programmatic OTT with Prebid (POP) video ad insertion process, which includes a prebid server that performs auctions with Supply-Side Platform (SSP) servers to determine ad bids, and an ad server that enforces yield policies and competitive separation policies to optimize revenue and ensure brand safety, by stitching creatives into ad pods based on business rules.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If programmatic ad insertion is used in OTT services, then ad inventory yield can be increased through automated bidding, but ad frequency management and brand safety become fragmented and inefficient
Solution Approach 1:
The patent introduces a server as an intermediary that receives ad pod information from OTT video streams and enforces ad frequency management policies. This server acts as a mediator between the programmatic bidding system and the ad delivery mechanism, centralizing control over frequency caps, brand safety rules, and competitive separation requirements. The server receives bid responses from multiple SSP servers, applies business rules including frequency management and brand safety constraints, and determines the final ad play list, thereby resolving the fragmentation issue while maintaining high ad inventory yield.
2Productivity
If multiple SSP servers compete for ad inventory simultaneously, then revenue yield is maximized through competitive bidding, but competitive separation and brand safety standards become difficult to enforce
Solution Approach 1:
The patent implements preliminary action by having the server receive and evaluate all bid responses from multiple SSP servers before final ad selection. The server applies business rules including brand safety standards, competitive separation policies, and frequency caps during this pre-selection phase. By evaluating and filtering bids against these constraints before final placement, the system ensures brand safety and competitive separation are enforced while still allowing multiple SSPs to compete for inventory, thus maximizing revenue yield without compromising brand safety.
3Reliability
If ad frequency management is enforced, then brand safety is improved, but ad inventory utilization may be reduced
Solution Approach 1:
The patent applies dynamics by implementing adaptive frequency management that adjusts ad placement decisions based on real-time evaluation of multiple bid responses. The server dynamically determines ad frequency within the play list by evaluating current bid conditions, historical frequency data, and brand safety requirements. This dynamic approach allows the system to enforce frequency caps and brand safety standards while optimizing ad inventory utilization through flexible, context-aware placement decisions rather than rigid restrictions.
Data Source
AI summary
Aspects of the subject disclosure may include, for example, determining an ad play list for an Over-The-Top video stream requested by an end user device based on a price and/or a category of a creative derived from auctions with multiple Supply-Side Platform servers. The ad play list can be determined for the ad pod according to business rules, which can include a yield policy based on increasing revenue for a publisher of the video stream, and/or which can include a competitive separation policy enforced based on the category for bid responses. Other embodiments are disclosed.