Intelligent Routing Fabric for Ad Insertion
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Solution Overview
Problem
The complexity of advertising delivery in television networks has increased due to the growth of content providers and advertisers, leading to difficulties in directly selling advertisement opportunities that maximize revenue and fill available slots, resulting in missed opportunities for placement.
Innovation Solution
An intelligent routing fabric that communicatively couples content distributors and advertisement decision servers, receiving SCTE 130-3 requests, communicating with multiple ADSs to select and combine advertisements that maximize value and fill available slots in real-time, ensuring all opportunities are fulfilled.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If content providers deliver content to multiple content distributors with instructions to insert advertisements, then advertisement coverage increases, but system complexity increases and missed placement opportunities occur
Solution Approach 1:
The patent introduces an intermediary system that sits between content distributors and advertisement decision servers. This intermediary receives SCTE 130-3 requests from content distributors, communicates with multiple ADSs, and coordinates advertisement selection and insertion. The intermediary resolves conflicts and ensures proper fulfillment of advertisement opportunities across the distributed system, reducing complexity while maintaining versatility.
Solution Approach 2:
The system segments the advertisement delivery function into separate components: content distributors handle content delivery, advertisement decision servers handle advertisement selection, and an intermediary coordinates between them. This segmentation allows each component to specialize in its function, improving overall system efficiency and reducing complexity through clear separation of concerns.
2Productivity
If multiple advertisement decision servers are used to handle diverse advertising campaigns, then advertisement value increases, but coordination difficulty increases leading to missed opportunities
Solution Approach 1:
The intermediary acts as a central coordinator that manages communications between multiple advertisement decision servers and content distributors. It receives requests from content distributors, distributes them to appropriate ADSs, aggregates responses, and ensures proper advertisement insertion. This mediation simplifies the coordination of multiple ADSs while maintaining the ability to handle diverse advertising campaigns.
Solution Approach 2:
The system merges the outputs from multiple independent advertisement decision servers into a unified advertisement delivery process. The intermediary combines responses from multiple ADSs, resolves conflicts, and ensures that advertisement opportunities are properly fulfilled. This merging allows the system to leverage the capabilities of multiple ADSs while presenting a unified interface to content distributors.
3Quantity of substance
If advertisement insertion opportunities are increased to capture more market share, then revenue potential increases, but the difficulty of filling all slots increases
Solution Approach 1:
The system performs preliminary actions by pre-configuring advertisement decision servers with advertisement inventory and targeting criteria before content delivery. The intermediary pre-coordinates with multiple ADSs to ensure they are ready to respond to SCTE 130-3 requests. This preliminary preparation ensures that when advertisement opportunities arise, the system can quickly and reliably fill slots without delay.
Solution Approach 2:
The system implements feedback mechanisms where the intermediary monitors advertisement insertion outcomes and communicates with ADSs to optimize future placements. When advertisement opportunities are identified, the system uses feedback from previous performance data to make informed decisions about which ADSs to query and how to allocate advertisement inventory, improving the reliability of filling all available slots.
Data Source
AI summary
Systems and methods presented herein provide for intelligent routing of requests for insertion of advertisements into content. A network element, communicatively coupled to content distributers and to advertisement decision servers (ADSs), is operable to receive a Society of Cable Telecommunications Engineers (SCTE) 130-3 request from a content distributer for advertisements to be inserted into a content selection. In response to receiving the SCTE 130-3 request, the network element communicates a request for advertisements to the ADSs, receives advertisements from each, determines a number of advertisement opportunities in the content selection, determines values of the advertisements from the ADSs, selects a portion of the advertisements from the ADSs that fulfills all of the advertisement opportunities in the content selection and that provides the most value, and combines the selected portion of the advertisements from the ADSs in a response to the content distributer for insertion into the content.