Content Modification with Overlay-Aware Segment Replacement

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Solution Overview

Problem

Existing content-modification systems often result in visually unappealing user experiences due to the discontinuous presence or absence of overlay content during content transitions, such as advertisements, leading to undesirable viewing experiences.

Innovation Solution

A content-modification system that utilizes a fingerprint-matching server to determine the location of overlay content within a modifiable content-segment, enabling precise replacement of non-overlay content portions with supplemental content, thereby maintaining consistent overlay presence.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Ease of manufacture

If content-modification systems replace content segments without considering overlay content, then content modification can be performed simply, but the viewing experience becomes visually unappealing due to discontinuous overlay presence

Engineering Contradiction:

Improvecontent modification simplicityVSAvoidvisual discontinuity of overlay content

Core Design Contradiction:

Ease of manufactureVSObject-affected harmful factors

Solution Approach 1:

The content segment is divided into overlay content portions and non-overlay content portions based on spatial location data. The system then selectively replaces only the non-overlay portions while preserving the overlay portions, allowing content modification without disrupting overlay continuity.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

Different portions of the content segment are treated differently based on their characteristics. The overlay content portions are preserved to maintain visual continuity, while the non-overlay content portions are replaced to enable content modification. This local differentiation resolves the contradiction between simple modification and visual appeal.

Inventive Principle:

Principle #3Local quality

2Productivity

If overlay content is replaced along with content segments, then complete content replacement is achieved, but overlay content discontinuity occurs causing poor viewing experience

Engineering Contradiction:

Improvecontent replacement completenessVSAvoidoverlay content continuity

Core Design Contradiction:

ProductivityVSReliability

Solution Approach 1:

The content segment is segmented into overlay and non-overlay portions based on location data. The system selectively replaces only the non-overlay portions while preserving overlay portions, maintaining overlay continuity during content modification.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The system determines location data associated with overlay content portions before performing the content modification operation. This preliminary identification allows the system to prepare and execute selective replacement that preserves overlay continuity.

Inventive Principle:

Principle #10Preliminary action

3Loss of time

If content modification operations are performed without location data, then the process is faster, but overlay content cannot be preserved leading to visual disruptions

Engineering Contradiction:

Improvemodification processing timeVSAvoidvisual disruption from overlay replacement

Core Design Contradiction:

Loss of timeVSObject-affected harmful factors

Solution Approach 1:

Location data is determined in advance before the content modification operation executes. This preliminary action enables the system to prepare selective replacement parameters that preserve overlay content, reducing processing time while avoiding visual disruptions.

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

Location data serves as an intermediary that guides the content modification process. It provides the necessary spatial information to distinguish between overlay and non-overlay portions, enabling precise selective replacement without time-consuming analysis during execution.

Inventive Principle:

Principle #24Intermediary (Mediator)

Data Source

PatentUS12382120B2Content-modification system with overlay handling feature

Publication Date: 2025.08.05 ROKU INC

AI summary

In one aspect, a method includes identifying an upcoming content-modification opportunity on a channel, where the upcoming content-modification opportunity relates to a modifiable content-segment transmitted by a content-distribution system on the channel, and where the modifiable content-segment includes an overlay content portion and a non-overlay content portion. The method also includes responsive to identifying the upcoming content-modification opportunity on the channel, identifying a content-presentation device tuned to the channel. The method also includes determining location data associated with the overlay content portion. The method also includes transmitting, to the identified content-presentation device, the determined location data to facilitate the content-presentation device performing a content-modification operation in connection with the identified upcoming content-modification opportunity on the channel, where performing the content-modification operation involves replacing only the non-overlay content portion with supplemental content.