Pipelined Video Ad Exchange System for Scalable Billing
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Solution Overview
Problem
Existing online video advertising systems face limitations in scalability, targeting specificity, and efficiency due to constraints in ad inventory management and viewer targeting, particularly with the increasing use of video-capable wireless devices.
Innovation Solution
A pipelined architecture for video advertisement delivery that processes ad delivery data through successive stages, leveraging distributed computing clouds for scalable resource allocation and real-time processing, enabling quick ad response times and efficient billing through sharding and load balancing across multiple hardware platforms.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If a traditional centralized ad delivery system is used, then system simplicity is maintained, but scalability and processing speed deteriorate when handling large volumes of ad requests from multiple viewer devices
Solution Approach 1:
The patent divides the centralized ad delivery system into multiple distributed ad servers that operate independently. Each ad server handles a portion of the ad delivery workload, allowing the system to scale horizontally by adding more servers. The ad delivery data is segmented and distributed across multiple nodes in the computing cloud, enabling parallel processing of ad requests while maintaining individual server simplicity.
2Reliability
If ad delivery data is processed through multiple successive stages with verification, then billing accuracy is improved, but processing time increases
Solution Approach 1:
The patent performs configuration file verification and ad delivery data validation in advance, before the actual billing process. Configuration files are verified when received from ad servers, and ad delivery data is pre-processed and staged in the computing cloud before billing generation. This preliminary action ensures data accuracy is established upfront, allowing the actual billing process to proceed more quickly without reprocessing.
Solution Approach 2:
The patent implements a continuous pipelined processing architecture where ad delivery data flows through multiple stages without interruption. While one stage verifies configuration files, another stage processes ad delivery data, and a third generates billing information. This continuous flow eliminates idle time between processing stages, maintaining reliability through comprehensive verification while minimizing overall processing time through parallel continuous operations.
3Adaptability or versatility
If all ad delivery data is processed centrally, then data consistency is maintained, but system scalability and adaptability to real-time demand deteriorate
Solution Approach 1:
The patent segments ad delivery data into distributed partitions across multiple nodes in the computing cloud, with each node maintaining its portion of the data independently. Configuration files and ad delivery records are divided and stored across the distributed architecture, allowing each node to operate autonomously while contributing to the overall system consistency through standardized data formats and protocols.
Solution Approach 2:
The patent introduces an intermediary data infrastructure mechanism that coordinates between distributed ad servers and the billing system. This intermediary layer standardizes data exchange formats, validates data integrity, and ensures consistent billing information generation across all distributed nodes. The intermediary maintains a standardized interface that preserves data consistency while enabling flexible distributed processing and real-time adaptability.
Data Source
AI summary
Techniques and systems for operating a video ad exchange includes controlling an ad server to receive ad requests from viewer devices, provide ad responses to viewer devices, generate an ad delivery data file that includes information about delivery of ads to the viewer devices, and transfer the ad delivery data file to a distributed computing cloud. The technique further includes controlling an ad data infrastructure mechanism to download the cloud-based ad delivery data file into a local memory, and process the copied ad delivery data file to generate billing data. An ad data infrastructure mechanism receives a configuration file from the ad server, verifies that all items in the configuration file from the ad server were used in the generation of the first billing data, and removes non-verifiable items from the first billing data to generate a final billing data.